notes from the outernet


Jared Leto Headlines Adweek’s L.A. Roundtable

 A-listers from the worlds of entertainment, agencies and tech talk creativity and convergence By James Cooper

More than any city in the world, Los Angeles defines creativity. It is shaped by a massive entertainment industry, storied creative agencies and a burgeoning maker and startup culture. But its creative energy also is driven by the powerful intangibles of optimism and renewal. And with digital technology linking it not only to Chicago and New York but also South America and Asia, L.A. will only grow as the world’s creative center. That’s why Adweek last month invited a group at the heart of this business and city to discuss opportunities and challenges of living and working among the most creative doers and dreamers.

We were joined by: Jared Leto, actor, musician and digital entrepreneur; Chris Bruss, vp, brand entertainment, Funny or Die; Jae Goodman, co-chief creative officer/co-head, CAA Marketing; Rob Schwartz, global creative president TBWA\Worldwide; Sibyl Goldman, head of entertainment partnerships, Facebook; Jamie Byrne, director, content strategy, YouTube; and John Boiler, founder and CEO, 72andSunny.

Adweek: Rob, TBWA has a long legacy in Los Angeles, and our motivation for being here today is probably similar to what spurred Jay Chiat to set up shop here in 1968. Do you think his creative manifest destiny has been realized?

Rob Schwartz, global creative president, TBWA\Worldwide (Clio juror ’13): I think, yes. Jay basically said I don’t want to be New York, I don’t want to be Chicago. I want to go to this place Los Angeles. And back then there were movie companies and Dodger Stadium. Nobody was thinking advertising. But slowly and surely, between Jay and Guy Day, they built an agency based on L.A. at its best, and that’s doing things that hadn’t been done.


Jared, with so many creative tools at your disposal, do you have to be more curator than creative?

Jared Leto, actor/musician/digital entrepreneur:  No, not really. Thankfully, I don’t have those kind of rules in place. I basically get to do whatever I feel like doing, and that’s my job as an artist. When you think of the greatest things of all time, whether it’s advertising or whether it’s art, the word risk is somewhere in there, right? And if you’re paying attention to the rules, you’re not risking very much. So my job is to not follow rules, that’s the job of the artist.


Sibyl, Facebook is doing interesting work connecting talent with their fan bases.
Sibyl Goldman, head of entertainment partnerships, Facebook: There’s this amazing thing happening now where creative people are connecting directly with their fans in ways that used to have to happen through marketing. I support marketing, of course, but there’s that direct message experience that happens now if you like or follow someone on any of these platforms. There’s a huge opportunity for artists to share what they’re passionate about, whether it’s their own projects or something else they love.

Jamie Byrne, director, content strategy, YouTube: With these open platforms, whether it’s YouTube, Twitter, Instagram, Facebook, individual creators can reach out and build a fan base all on their own. There’s no longer a gatekeeper that says this person is going to get cast in this and become famous. You have somebody like Bethany Mota post her first video on YouTube at 14. Four years later she’s globally known, has millions of subscribers, and she’s now on Dancing With the Stars. That’s one of the really exciting things that’s happening right now and a lot of it’s being driven by companies here in L.A.

John, how do you create connective tissue among agencies, entertainment, tech and brands?

John Boiler, founder/CEO, 72andSunny: It used to be that whenever you wanted to connect with celebrity or a media channel, it was a transaction. But now you really have to have a creative agenda. The reason why we’ve had some success is because we go with, like, five ideas that might help get everyone’s interest aligned and moving toward an abundance theory approach that we’re not going to fight over the pie, we’re going to make the pie bigger for everyone.

Leto: It is interesting, though, you have this wide-open world and people don’t take more chances. There are a lot of artists and celebrities who probably would want to work with you, but there isn’t the strongest bridge between some of you guys and the talent. People ask me all the time up north in tech for help or connections. I don’t get the sense that you guys are in tune with that how-to process, but there are definitely people out there who would be willing to experiment, and it’s a low, low risk as far as production and accessibility. I mean God, it used to cost a lot of money to do these things, right?

Goldman: And don’t you think there’s an expectation that whether it’s a piece of marketing material or just a piece of content that it will all be good content now because there’s this demand to share, right?

Read the full article at the SOURCE.



AdWeek • NOV 17, 2014 Edition

November 17, 2014 comments →

On the way to the awards

With my publicist, Robin Baum

With Eddie Redmayne



Hollywood Film Awards 2014

November 14, 2014 comments →






Jared Leto is backstage at a major concert venue in Romania just a few hours before his band, Thirty Seconds to Mars, will headline for throngs of ecstatic fans. Leto could be boasting about the group’s triumphant growth over the past decade, from minor opening act to bona fide phenomenon. (Two days before, the group packed a venue in Hungary, and tomorrow it will be Bulgaria, part of a worldwide tour that will extend from South America to South Africa.) Leto could be harping on his Academy Award earlier this year for his role in the movie Dallas Buyers Club. Instead, though, he is talking about enterprise software.

Yep, Leto is a tech geek. “We use Slack, Basecamp, Box,” he says, noting some of the tools that his team uses to communicate while he’s touring. “Sometimes we suggest, hey we really want this feature. Being deeply immersed in tech is an awesome doorway.”

Leto is not just a pretty face, though his pretty face has been getting him noticed since he starred as Jordan Catalano in theABC sitcom My So-Called Life in the 1990s. He is thoughtful, insightful, often private despite his regular engagement with some 2 million Twitter followers. He is also more than just a talker when it comes to tech. He’s invested in startups like Nest and Airbnb and Spotify, and he operates his own streaming video-platform, called Vyrt, as well as a social- and digital-media marketing outfit called The Hive. All this along with touring, recording albums, acting, directing films (his documentary Artifact won a People’s Choice award at the Toronto Film Festival). So is he an actor, a musician, an entrepreneur? “I’m a poly-hyphenated whatever,” he says. “I enjoy the stimulation of learning.”

What Leto has embraced is that he can’t engage in all these activities without discipline. “I never wanted to make the most movies, to make the most albums,” he explains. “So I like to employ the power of no. We all want to say yes, because with yes comes so much opportunity, but with the power of no comes focus and engagement.”

Leto doesn’t use the word “mission,” but the filter he applies sounds like one: “I am an artist. I make things and I share things with the world, and hopefully that adds to the quality of people’s lives.” His decisions as an entrepreneur, he says, “come from the same place. I don’t compartmentalize. What you’re doing, you should be passionate about, and if not, then say no.”

Leto turns almost philosophical in explaining why focus is so important in today’s world. “In my youth, listening to music was the dominant activity, in terms of consuming content. It captured my attention. Sometimes there was the smoking of a joint, but it was about listening intently, active participation. Today music can be secondary, it’s background, a lubricant to other experiences. It’s all because our ability to access music is now mobile. Music can be more a part of our lives, but in a more transient way. The same is true for movies. People will watch TV or movies, and they’ve got their phones out, texting, not solely engaged.” His larger point is that valuable interactions require higher engagement. It’s what he strives for with his fans (and one reason he loves live performances); it’s what he strives for in his films and other artistic ventures. It’s also what he’s after with his business activities: real impact that matters.

“I’ve had a standing rule for a couple years: no new projects. With Vyrt, we’ve been listening and learning, creating social theater that gives artists a way to share with the world without relying on advertising, and we’re climbing up the right areas, making progress. There can be attention on service.”

“Whatever you do, you have to have deep interest and desire and passion, or you shouldn’t be doing it. My work is never a job. My work is my life. If you work your fucking ass off, you can get a lot done.”

Issue available for purchase HERE.


Fast Company: I Like To Employ The Power of No

October 17, 2014 comments →


Bunny Girl in Costa Rica


Cool kid in Ecuador


NOTES FROM THE OUTERNET PHOTO: Cool kids on the #LoveLustFaithDreamsTour

October 16, 2014 comments →

“Holy Guacamole” shirt + Cross aviators available from JLMerch.

“Provehito In Altum” bracelet available from the MARS Store.


#Battlegear in QUITO, ECUADOR

October 15, 2014 comments →