Taking the Road Less Traveled: Gregg Latterman and Aware Records

What should music industry entrepreneur Gregg Latterman’s next steps be in the midst of a major industry transformation as well as evolving personal and professional priorities?
Michael Mauskapf  | Spring 2019
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Gregg Latterman built a career in the world of alternative rock music. A series of compilation albums that he produced for his independent record label—Aware Records—helped unsigned bands with loyal regional followings reach a national audience. Several of these bands would become defining rock artists of the 1990s and 2000s, including Hootie & the Blowfish, John Mayer, and Train. In 1995, Latterman also founded one of the first online music stores, and in 1999 he started an artist management company. One of his clients, the Denver-based band The Fray, was among the most popular bands in the world by the mid-2000s. Yet in 2009 The Fray sued Latterman, provoking a professional crisis and personal reflection. Now married with three young children, he was constantly on the road and questioned if this was really the lifestyle he wanted. This case asks students to consider the personal and professional tradeoffs facing entrepreneurs in the context of a rapidly evolving industry.

Case ID: 190413

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