Sean “Diddy” Combs Talks About Taking Revolt ‘To The Top’ & The Bidding War With J.Lo Over Fuse
One thing Sean Combs has never lacked is confidence. And he proved this again at The Cable Show in Los Angeles when he revealed his to-the-top plans for his new cable channel, Revolt. During an open interview with Broadcasting & Cable, Combs and Revolt CEO Keith Clinkscales discussed how they are building a brand different from other cable networks.
One standout difference is its focus on music. “Music is one of the great cultural platforms for communications world wide. MTV changed their business model and BET changed their business model. We wanted to give music a home again,” said Combs.
“We’re not outsiders trying to catch up. We’re not big corporations trying to catch up. In six months we have become the No.1 music network socially on a day-to-day basis. We don’t cover the conversation, we create the conversation. In order to connect with these young people you have to have boots on the ground and we have boots on the ground,” he added.
Combs also spoke with the audience of industry professionals about losing out on the deal to buy Fuse network, reports Target Market News. He has gone so far to say that Revolt was used as a “pawn” to drive up the price for Fuse. NUVOtv, led by Jennifer Lopez, ultimately outbid Combs. “The whole process was educational. A few folks have talked to us since then and they know we’re very serous so it’s been a good time for us. You also get a good sense of what you bring to distributors that’s unique. That kind of insight is valuable to them,” said Clinkscales.
Focusing on REVOLT, Clinckscales said there are particular measures of success. In Diddy’s talk about the Fuse bidding war, he holds up Revolt’s ability to compete after just months on the air as a sign how how far they’ve come in a short amount of time. But that’s not the only signpost. “We measure success with the advertising response that we’ve gotten,” said Clinkscales. “The channel has done deals with Fiat, Anheuser-Busch, H-P, P&G and other major brands. We had over 300 artists show up in our studios.”
And for Combs, the only place to go is to the top.
“We’re not just relevant, we’re influential” said Combs. “We like to do disruptive, fearless things. I promise you that I will make this the No.1 brand in music worldwide.”