Gregg Latterman is a music and entertainment industry entrepreneur with an MBA from the Kellogg School of Management and a Masters in Positive Psychology from the University of Pennsylvania. Upon graduating from Kellogg, Latterman signed a joint venture with Columbia Records and signed Train, Five for Fighting, John Mayer, and Mat Kearney to his independent record label, Aware, founded in 1993. In 1999, Gregg built A-Squared Management that directed the careers of artists such as The Fray, Michelle Branch, Liz Phair, Brandi Carlile, Jack’s Mannequin, Mat Kearney, and Five for Fighting. Latterman was one of the early entrepreneurs to combine music with television, film, and advertising campaigns. He worked with the network ABC to bring The Fray’s video of the song “How to Save a Life” into promotional spots for the popular television show “Grey’s Anatomy”, and he is currently producing a documentary about Matt Eliason, who is a former Northwestern soccer star, now playing professional soccer in Europe.
MSLCE Course: NUvention Arts: Entrepreneurship