Welcome to our annual celebration of business innovators who dare to think differently. They’re the ones taking risks and discovering surprising new solutions to old problems. This year, they tell you exactly how they do what they do. Click on their names in the list below to find advice and read about their career milestones. Or for tips on a set of creative skills, browse the tool box to the right.
72 |JARED LETO
THE MUSIC INDUSTRY DOTH PROTEST TOO MUCH, LETO THINKS
HOW TO TURN IDEAS INTO BUSINESSES
BY ARI KARPEL
His band, Thirty Seconds to Mars, once invited fans to submit photos of themselves, for a chance to be on the band’s next album cover; it yielded 2,000 different fan covers. He realized, “I’d prefer 1,000 followers, friends, and fans that actually meant something, rather than 10 million that weren’t engaged.”
So, he launched: The Hive, which runs social-media management and digital marketing for his band and others such as Jessie J and Semi Precious Weapons.
Leto thought that VIP experiences sounded lame but tried offering one. When 200 people signed up, he reconsidered their value: “These people are our loudest voices online.”
So, he launched: The One and Only Golden Tickets, arranging fan VIP experiences such as backstage or recording-studio access to the likes of Rob Zombie and Demi Lovato.
“Everyone who knows streaming said to keep the price low, to go for numbers,” he says. “But they’re wrong. If someone is willing to log on and use their credit card, that’s a committed individual.”
So, he launched: Vyrt, which sells digital tickets to live-stream concerts for up to $14.99 (though it’s aired only Leto’s shows so far).
Named one of People magazine’s 50 Most Beautiful People two years in a row, in 1996 and 1997
Receives best actor nomination from New York Film Critics Circle Award for Requiem for a Dream
Wins MTV Video Music Award for 30 Seconds To Mars’ “Kings and Queens”
Wins three MTV Video Music Awards for 30 Seconds To Mars’ “Hurricane,” which Leto directed
30 Seconds To Mars sets Guinness World Record for “Longest Concert Tour by a Rock Band” after playing 309 shows across more than 60 countries in two years
Photo by Benjamin Lowy
A version of this article appears in the June 2012 issue of Fast Company.
(Credits: fastcompany )