Fifth Estater

He Walks the Line

Rick Krim makes sweet music by balancing the needs of art and commerce 8/22/2011 12:01:00 AM Eastern

Rick Krim

Title:

Executive VP, talent and music programming, VH1

Education:

Bucknell University, B.A., accounting, 1981

Employment Highlights:

Price Waterhouse, staff auditor, 1981-1982

MTV: business manager, 1982-1985; manager, talent & artist relations, 1985-89; director, talent & artist relations, 1989-92; VP, talent & artist relations, 1992-94

EMI Music Publishing, senior VP, talent acquisition & marketing, 1994-2001

Current title since 2001

Personal:

b. Nov. 29, 1959; married to Elaine; children Justin, 20; Carly, 17; Noah, 15

On
the day before the MTV Video Music Awards
in 1992, featured performers Pearl Jam told then-MTV executive Rick Krim they
were not going to play their megahit "Jeremy" on the show, subbing in an
obscure cover song to pump up their rep as rock rebels. It took all of Krim's
powers of persuasion, acquired through years of dealing with artists, agents,
record labels and network brass, to convince the group to stick to the script.

Of
course, payback followed. "That was the last we saw of Pearl Jam for a very
long time," Krim recalls with a laugh. The band refused to make any more videos
and abandoned MTV, which had helped make them one of the biggest groups in the
world.

Krim
took the grunge gods' snub in stride and worked hard to keep their relationship
alive. When he later joined VH1 as executive VP of talent and music
programming, Krim was able to bring Pearl Jam back for a celebrated appearance
on Storytellers. "What we went
through together paid off, because there was always a trust they had in me,"
Krim says. "Dealing with music talent, you always try to strike a balance. You
need to do what's best for the channel, but also be sensitive to the artist's
needs. You're not going to ask Eddie Vedder to do a reality show."

"Rick
is the exception to the rule in the music industry," says singer/guitarist
Grace Potter of Grace Potter & the Nocturnals ("Paris [Ooh La La]"). "He
has a real respect for a well-written song, and for the history of rock ‘n'
roll. For Rick, it always comes back to whether something is going to matter in
the long run, which is not typical."

Krim's
interest in the music biz got jump-started as a high school junior, at a 1975
show on Bruce Springsteen's Born to Run
tour. "I had always been a music fan, but after that concert, I became obsessed," he says. After graduating
from Bucknell with an accounting degree, he spent a year at Price Waterhouse
before joining year-old MTV in 1982 as business manager. He moved into to
talent and artist relations, successfully pushing the network to add videos by
quirky bands like They Might Be Giants and Faith No More-no easy feat in the
hair-band era. Along with the job came an added sweetener: Krim met his wife of
25 years, Elaine, when she worked as an intern for his boss, MTV cofounder John
Sykes.

When
Sykes later left EMI Publishing to return to MTV Networks as VH1 president in
1994, he encouraged Krim to succeed him at EMI. "I had always wanted to sign
artists," Krim says of his decision to move. "I knew nothing about music
publishing, but I learned it real quick." In addition to signing acts to song
publishing deals, Krim wrangled marketing and promotion budgets for bands that supplemented
their support from record labels-making EMI very popular with artists during
Krim's seven-year run there. "To work in another side of the music business and
develop a different set of relationships was invaluable," he says.

Krim
returned to MTV Nets in 2001, recruited once again by his mentor, Sykes. As the
VH1 executive in charge of talent and label relations, Krim expanded production
of franchises including Storytellers and
Behind the Music and oversaw the
launches of Hip Hop Honors and You Oughta Know, VH1's showcase for
under-the-radar artists.

But
after hundreds of episodes over 15 years, new installments of Storytellers and BTM had slowed to a trickle when VH1 decided to give both faltering
shows a major reboot in 2009. Krim and his team ditched Storytellers' big-production sets and returned the program to its
roots as an intimate performance in a small studio. BTM retired its tragic rise-and-fall shtick to focus on
contemporary artists like Adam Lambert.

"We
have reinvented these franchises as series, not a bunch of one-offs like they
had become," Krim says. BTM's
just-completed summer season featured seven episodes; Krim hopes to air a set
of four or five new Storytellers
before the end of the year. Also making a comeback this fall: a retooled Pop Up Video and a 10th
anniversary airing of the post-9/11 benefit The
Concert for New York City
(Krim calls The Who's set in the show "the
greatest 20 minutes of rock ‘n' roll I've ever seen.")

Looking
to rebound from sharp ratings declines last year, VH1 has been busy adding new
reality and talk shows and even its first scripted series, Single Ladies. But center stage in the retooling strategy is the
fresh focus on the channel's core music programming.

"When
we look at our competitors, we still feel that music is a defining factor for
the channel," says Krim, glancing at the keyboard he keeps in his office.
"Whether it gets big ratings or not, music is embedded into this brand."

E-mail comments to
bmoran@nbmedia.com

Rick Krim

Title:

Executive VP, talent and music programming, VH1

Education:

Bucknell University, B.A., accounting, 1981

Employment Highlights:

Price Waterhouse, staff auditor, 1981-1982

MTV: business manager, 1982-1985; manager, talent & artist relations, 1985-89; director, talent & artist relations, 1989-92; VP, talent & artist relations, 1992-94

EMI Music Publishing, senior VP, talent acquisition & marketing, 1994-2001

Current title since 2001

Personal:

b. Nov. 29, 1959; married to Elaine; children Justin, 20; Carly, 17; Noah, 15

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