, who captured the youth zeitgeist of the fashion world with his
innovative marketing skills, has set his
sights on the music and entertainment industries.
By combing the streets, clubs, skate parks and malls, and actually listening to what kids have to say, Janus
has developed a first-hand understanding of youth culture.
That knowledge is what now powers his
new company, Fearless Management
Using the same market savvy he honed in the fashion industry, Janus created Fearless to manage music artists, assemble groups and produce music.
In a short time, Janus
has amassed some impressive achievements: Fearless Management
handles the number one boy band in Germany and in just two days, Janus
signed two new acts to Maverick Records.
The music industry has taken notice.
strays from the traditional management model in that it is run like an ad hoc agency, with a strategy Janus describes as more marketing than management.
explains, "The one thing that was missing in the music business was people didn't really know how to market artists.
Instead of managing them, they should market them.
I see that the branding of an artist should be no different from any other product.
Fearless' branding process will ultimately include grooming acts and then pairing them with endorsements and other companies on projects where they can share in each other's marketing equity.
The foundation of Fearless'
philosophy, however, is Janus'
desire and ability to keep an ear to the ground and listen to what young people want.
In keeping with this philosophy, he
assembled a small team of tapped-in young people– all between the ages of 18 and 25– to help him manage, develop and produce Fearless clients.
adds, "If you don't have youth culture on your side, you won't be anywhere in 20 years.
Young America will support anyone who doesn't take them for idiots."
This revolutionary approach to music management is reflected in Fearless' eclectic stable of artists.
"The whole point is being very diverse," Janus
explains, "I want to work with everything from big global bands to niche bands.
At the top of Fearless' client list is B3
, the number one boy band in Germany.
The trio charted gold with their number three German hit, "I.O.I.O.," and their debut album, "First," has spent fifteen weeks on the European pop charts.
Ben Jelen, whom Janus
discovered on a New York City street, is a piano-based 25-year-old singer/song-writer.
Among other acts on the Fearless roster, Janus
is currently developing the work of Lourds, a violin prodigy who gave up the spotlights of Carnegie Hall for the floodlights of grungy NYC clubs.
Over the past few years she's
amassed a huge fan following and is now ready to break out completely.
The craziest entry offered by Janus
would have to be OMI, a hardcore punk band consisting of three major models that have appeared in countless campaigns.
Their extreme enthusiasm onstage and off has already made them a much buzzed about project.
Rounding out the roll call are the indie rockers of Misuniverse.
Made up of only two members, they manage to cover everything from piano to percussion with their unique talents and deftly maintain a cool vibe throughout.
teeth in the fashion industry.
He helmed the marketing and advertising divisions of such high profile clothiers as Guess?, where he served as VP of Advertising, JNCO, a youth brand he developed and launched and, most recently, Calvin Klein.
During his five-year tenure as VP of Marketing, Janus oversaw the marketing efforts of all of the Calvin Klein brands.
This included underwear, jeans and fragrances, all products Janus says had been around long enough to grow stale among young consumers.
To generate excitement, he
"staged a revision and re-launch to get the Calvin Klein
name back into youth consciousness.
did so by melding the company's image with pop culture elements relevant to youth, which included music.
"Music hits everybody and music is international," which is why, Janus
has always had so much success with marketing strategies using music as a platform.
His Calvin Klein
program included a musician ad campaign featuring Macy Gray, Moby and Shakira and the hiring of the sultry new male model, Travis.
also called in youth experts Look-Look, Inc., a cutting edge youth marketing and research company, and Blue Flame, P. Diddy's
marketing firm, to help him build the strategy for Calvin Klein's new men's fragrance, Crave.
Part of the execution included the use of street team marketing much in the same way street teams are utilized in the release of a hip-hop album.
has designed Fearless Management
to operate on similarly unconventional ideals.
"It's not enough to just be in touch with youth culture, you have to be a part of it," says Janus
, who realizes he
young team possess knowledge of the market that is more valuable than any MBA.
Already poised to be a major player in the music industry, Fearless' future plans include forays into film and television.
With a "slow but steady" approach, Joseph Janus
is building a company that promises to be a major force in the entertainment world.