Interview: Gregg Latterman - Aware Records

When Gregg Latterman was 10 years old, his father came home one day to find him on the phone with a famous Green Bay Packer whom he had cold called. Thus began Latterman's career of fearlessly reaching out to people who inspired him, eventually signing to his own joint Columbia Records label the likes of John Mayer, Train, Five for Fighting, and Mat Kearney. He has directed the careers of artists such as Brandi Carlile, The Fray, Michelle Branch, Liz Phair, and Jack's Mannequin. He spoke to The Creative Muscle about the value of hard work, talent, and character. Take a listen to learn about the importance of social media, the requirement of a local following before global recognition, and why Mayer's "Daughters" was never supposed to be a single.