1251-1255

Chapter 1251: Market Buzz

The Grammy Effect, much like the Oscar Effect, is an open secret in the industry.

Every year, after the awards ceremony concludes, winning works experience a surge in attention, sometimes even seeing revenue increases of 300% or 500%.

It all stems from the credibility and influence of the Grammys and Oscars.

For this reason, record labels and film studios are desperate to win—not just for the prestige of the awards but also because of the direct financial benefits.

However, the influence of awards ceremonies has its limits.

At the Oscars, the most significant boost often goes to the Best Picture winner; at the Grammys, the effect is most noticeable in album sales.

In short, after the ceremony, the winning albums typically see a spike in sales, especially the spotlighted works.

Albums like Come Away with Me by Norah Jones, which relied on word-of-mouth, have gone on to show prolonged sales momentum over six months or even one to two years. The music market still holds untapped potential.

However, this effect primarily applies to albums.

Singles are a different story.

The Billboard Hot 100 reflects real-time trends in radio, television, and market feedback, capturing what’s currently popular among the masses. The Grammys’ influence here is relatively limited.

Thus, after the awards ceremony, dramatic changes on the singles chart are rare.

But there are always exceptions, and records are meant to be broken.

*Billboard Hot 100, Third Week of February 2004*

1. "Viva La Vida" by August 31st

2. "Yeah!" by Usher

3. "The Way You Move" by OutKast

4. "Wake Me Up" by August 31st

5. "Me, Myself & I" by Beyoncé

The results left everyone stunned!

Usher’s "Yeah!" had been dominating clubs and bars, climbing the charts like a rocket week after week. Most believed it was a sure shot for the top spot—until "Viva La Vida" blindsided it. A dark horse!

At the same time, August 31st's two singles, both rebounding, surged back into the top five. Their incredible momentum, already extraordinary, reached new heights following the Grammys.

Another unexpected turn of events!

This led to a shocking scene on the Billboard charts:

August 31st once again swept both the Singles and Albums charts, taking dual #1s!

Unbelievable!

Mind-boggling!

And this was only the beginning.

Even though people had anticipated August 31st’s explosive popularity—the media frenzy was proof—this level of dominance still defied all expectations, leaving even industry professionals in awe.

Everything pointed to Anson ascending to a new level of fame.

Even Johnny Depp and Leonardo DiCaprio couldn’t compete. Whether or not Anson was just a pretty face, the ratings and influence he brought were undeniable—clear, measurable value.

With the Grammys already a massive success, could the Oscars resist being tempted?

*The Academy:* torn, grimacing, humbled.

It’s easy to imagine the Academy executives agonizing over this dilemma.

Meanwhile, the public uproar showed no signs of calming.

"Viva La Vida" topping the Billboard Hot 100 sparked a wave of dissatisfaction—not only among fans but even among attendees of the awards ceremony.

*What about the first song?*

The opening performance by August 31st during the second half of the Grammys featured a brand-new song, one that wasn’t included on their album Midnight Summer. The song set the tone for their performance, igniting emotions and laying the foundation for the night’s electrifying energy.

But then… nothing?

Unacceptable!

Suddenly, everyone was talking.

Artists debuting new songs during the Grammys wasn’t unusual. Many used the stage to introduce and promote their latest works, maximizing the event’s promotional impact.

But what about August 31st?

Nothing.

And it wasn’t just the band—Warner Records was just as clueless.

Could August 31st really be planning to pull a stunt like they did with "Wake Me Up", teasing a new song only to release it a year later?

Though fans were aware that August 31st didn’t care much about market trends, keeping everyone hanging like this felt almost unethical.

No, it wasn’t just unethical—it was cruel.

The protests grew louder and more widespread.

The scene was almost comical—

Half of North America was begging August 31st to release the new song.

"Hey, our wallets are ready! Please, just drop the song already!"  

The unnamed song, nicknamed "Light" by passionate fans, became a hot topic across forums, media outlets, and street corners alike.

Archie and Gloria, two audience members who witnessed the legendary Grammy performance firsthand, joined the chorus of pleas:

"Anson, please, we’re begging you."  

Amid the clamor, Warner Records finally stepped in, communicating with the band and revealing the behind-the-scenes story of the Grammys.

*Warner Records:* We were caught off guard, too!

According to the original plan, August 31st was supposed to perform their popular single "Ho Hey" at the Grammys. The band and the Grammy team spent an entire month rehearsing at the Staples Center for this performance. But in a last-minute twist, the band chose to perform an entirely new song instead, throwing everyone into chaos.

CBS later confirmed the story. The band’s disappearance during the first half of the show? They were rehearsing.

Initially, the live broadcast team resisted Anson’s sudden idea with all their might, but he managed to convince them. Just as the band had stumbled upon "Wake Me Up" by chance on the streets, they returned to their roots and created another classic in the moment.

Warner Records also shared that the song was inspired by a fan named Archie, whom Anson met on the red carpet.

*Archie:* Speechless.

His friends, however, wasted no time chanting, “Archie! Archie! Archie!”  

This explains why the band hadn’t recorded the song yet. Given Anson’s packed schedule, releasing the single could face significant delays. Warner Records was now negotiating with Anson, urging him to record the song before starting his next film project.

The revelations left everyone stunned.

Even the savviest and most talented insiders couldn’t have predicted the legendary Grammy performance would have such an incredible backstory. It only added to the event’s already mythic reputation.

(End of Chapter)

*Chapter 1252: Interrupting the Routine*

Unbelievable. Truly unbelievable. The Grammy stage for the August 31st band was already spectacular and legendary, but the behind-the-scenes anecdotes managed to elevate the legend even further—

Everything unfolded on that very night!

Like Cinderella’s magical ball.

Random.

Spontaneous.

Unexpected.

Inspired.

And in the end, it became legendary. A classic moment.

As it turns out, it’s all about the music—just the music.

The August 31st band turned the Grammy stage into a Manhattan street, revisiting the sunny afternoon when they first met, rediscovering their roots, and creating another classic moment to rival Wake Me Up.

Indeed, only the August 31st band can surpass themselves.

While people had missed witnessing the iconic moment when Anson and the band members created Wake Me Up on the streets, they were now present at the Grammys to witness the birth of another legendary performance—a night to remember.

Shock and awe came wave after wave.

“Anson, please, record and release it as soon as possible. My wallet is yours—take it all!”

“Even with Anson’s packed schedule, can he spare just one afternoon for recording? We’re begging!”

“Ahhh! I’m so excited. Please don’t make us wait as long as we did for Wake Me Up.”

“...I can wait! No matter how long, I’ll wait!”

“So, is this Archie’s song? Did anyone see what happened on the red carpet?”

Buzzing discussions erupted across forums. Piece by piece, witnesses pieced together the full story, and as the emotions spread, recalling the Grammy performance only heightened the feelings of inspiration and passion.

As Anson always said, real music, real performances, with their own voice, will always be heard and discovered.

The demand grew louder, with some fans outright shouting—

“A new album!”

Midnight in Summer, their last album, set a remarkably high bar. Now, with the band’s unrelenting creative vitality, fans eagerly and justifiably anticipated a second studio album.

“Album!”

“Album!”

“Album!”

The chants intensified, growing louder, much like Anson’s rising popularity.

Forget the Oscars; even the Grammys were stunned. They hadn’t anticipated that Anson’s momentum would reach such an unbelievable height.

A staggering peak!

However, fans needed to remain patient, just as they had waited for Wake Me Up.

Although the single would take a bit longer to release, Warner Records offered at least one piece of good news:

The song’s title—One More Light.

The focus wasn’t on the brightness itself but on the additional glimmer of light in the starry sky—a faint, seemingly insignificant beam that quietly illuminated its corner of the world. Those millions of lights hidden in the shadows, small yet essential, were equally important.

Uncontrollably, emotions swelled once more.

Later, CBS rebroadcasted the 46th Annual Grammy Awards.

Viewer numbers held steady at an impressive eight million—a pleasant surprise. However, during the opening performance of the second half, when Anson’s unassuming figure stepped onto the stage, the viewership soared to 18 million, setting a 20-year record for Grammy rebroadcast ratings.

Unprecedented!

This wave of excitement showed no signs of slowing down.

No wonder the Oscars found themselves under fire—

The entire North American continent was abuzz about Anson, yet he was conspicuously absent from the Academy Awards. Even though the Academy traditionally scorned leveraging hype and popularity, they couldn’t deny the ever-present pressure of ratings.

Frustration.

The Academy of Motion Picture Arts and Sciences had never felt so humiliated.

All of Hollywood was enjoying the drama, watching the Academy’s old guard squirm. Perhaps the only exception was Warner Records.

They were too preoccupied.

To be precise, Warner Records was also feeling the heat and growing desperate.

But the decision wasn’t theirs to make—

The public wasn’t aware yet, but they knew full well:

The August 31st band had disbanded.

It was an amicable split. Anson and the band members remained close friends—not just professionally but genuinely, enjoying each other’s company.

However, imagine if this news leaked at such a critical moment. Chaos would ensue, and competitors would seize the opportunity to launch attacks.

This was a scenario Warner Records desperately wanted to avoid.

Thus, they were even more eager than the fans for One More Light—

At the very least, it could temporarily divert attention, buying them time to strategize and prepare.

For this, Miles, Lily, and Connor were fully on board.

In fact, the three of them were already forming their own band and preparing a new album. But as Anson put it, while the August 31st band no longer existed, they remained friends who played music together.

The key, however, lay with Anson.

Not long ago, Anson announced that after the Grammys, he would immediately join the film set of Songs of the Heart, which was finally beginning production. Regrettably, this meant he would miss this year’s Oscars.

This wasn’t an excuse; it was the reality.

Songs of the Heart had been ready for some time, with the entire crew waiting on Anson alone. But with his packed awards-season schedule, Anson barely had time to breathe, leaving the crew patiently waiting.

Now, by skipping the Oscars, Anson could finally fulfill his promise to the Songs of the Heart crew and begin filming. Directors James and James couldn’t be happier.

Anson was determined to keep his word.

The Grammy performance...was an exception.

Even Anson hadn’t anticipated that One More Light and the stage performance would evoke such an overwhelming response, far beyond anyone’s expectations.

Torn between commitments.

Despite the regret, Anson wanted to honor his promise to the crew and report to set immediately, postponing the recording of One More Light until a later date when he might find time.

After all, a promise is a promise.

Anson had agreed with the two Jameses first, hadn’t he?

But one unexpected event was followed by another, throwing Anson’s plans into disarray.

A completely unexpected face appeared, following Edgar to Anson’s doorstep.

“Matt Brown. You must be Lucas Wood. Please forgive the sudden visit; I hope I’m not intruding.”

The man standing at the door was tall and thin, with gray temples and black-framed glasses. He exuded an air of academia, like a university professor.

Greeting the guest at Anson’s villa was Lucas.

Lucas shot Edgar a glance, saying nothing before turning his gaze to the scholarly man. “You’re here to disrupt Anson’s schedule, aren’t you, Mr. Brown? Better get to the point.”

Sharp, direct, and slightly teasing, Lucas didn’t bother to hide his bluntness.

(End of Chapter)

Chapter 1253: The Tide of the Times

Sharp and straightforward without being aggressive, the statement carried a composed confidence, turning the situation around in an instant.

Lucas subtly showcased his sharpness.

Matt noticed but wasn’t offended. Instead, he smiled.

"Oops, I’ve been exposed."

"Indeed, I was worried Mr. Wood might head off to the set and I’d miss him, so I pressured Mr. Cook into coming along for this visit. It was all to intercept him."

"So, did I succeed?"

Despite his casual tone, Matt exuded confidence and composure—so much so that it turned heads.

Edgar, however, was slightly anxious.

The events of this morning had caught him off guard. Matt's unannounced visit was entirely unexpected. He hadn’t had time to consult Anson, so all he could do was signal his secretary with his eyes, hoping they’d notify Anson as soon as they left the office.

Whether the message had gotten through or not was still unclear.

Edgar was about to subtly hint at something to Lucas, but before he could, Lucas stepped in, his lips curling into a smile that could make children cry.

"Mr. Brown, you must be joking. If we’re here to discuss serious business, there’s no rush. Real matters require time."

"So, Mr. Brown’s visit today must purely be a friendly one, right?"

"Someone who manages an entire new division like yourself would know that better than anyone else."

While Matt’s gentle demeanor masked a hidden sharpness, Lucas countered with a seemingly friendly yet cutting approach. Neither was willing to give an inch.

Matt adjusted his glasses, a glimmer of interest flickering behind the lenses. "You know me? My name is pretty common—so ordinary, in fact, that it could easily get lost in a crowd."

Lucas wasn’t surprised. "I occasionally flip through The Wall Street Journal."

Matt: "But among all those names, how did you immediately identify me?"

Lucas: "I didn’t—until now."

A sharp back-and-forth ensued.

Without a moment to breathe, Matt and Lucas had already exchanged several rounds of verbal sparring.

The content of the conversation wasn’t important; what mattered was that neither allowed the other to control the rhythm. Each sought to take the reins.

Matt: "Oh, I suppose I was a bit impatient."

Lucas: "No, not impatient—just eager."

Matt: "I have no room to argue."

Without warning, Matt pivoted sharply, offering a figurative white flag of surrender.

Just as Lucas had pointed out, when one needs something, it’s unwise to maintain too lofty a posture.

So, what would Lucas do?

Refuse to hit a smiling face?

At that moment, a voice emerged from the hallway behind them, accompanied by the sound of someone stretching.

"Lucas, I give up. Let’s just leave it as it is. There’s no need to bring so much stuff. The set has everything I’ll need, so there’s nothing to worry about."

Thud.  

The next second, the sound of a body flopping onto a sofa echoed.

The three men at the door exchanged glances.

Finally, Lucas stepped aside and made a welcoming gesture.

Matt’s smile widened as he nodded lightly and walked in first.

Edgar trailed behind, using the moment to exchange a glance with Lucas.

Matt Brown—head of Apple’s new digital audio division, who had recently taken over iPod, iTunes, and related operations following a round of mergers and restructuring—had become a hot figure over the past six months.

Edgar couldn’t figure out why Matt would personally visit Anson. Apple and Anson didn’t seem to have any apparent connection. Edgar, lacking a feel for the music business, found the situation perplexing. His gut told him it wasn’t that simple.

During the drive to Malibu, Edgar had tried to pry information from Matt, but the man was tight-lipped, offering no valuable clues.

Lucas subtly nodded at Edgar, signaling him to stay calm.

Edgar’s secretary had done their job, notifying Anson right away. However, since Anson was packing, Lucas had been the one to take the call.

Without knowing the full picture, Edgar couldn’t blame the secretary.

At least Lucas was prepared.

Lucas didn’t rush to discuss the matter with Anson. Instead, he conducted a quick investigation. Knowing the opponent’s needs and goals was essential to gaining control.

Apple, as a tech giant, had long been on Lucas’s radar due to Anson. He frequently kept tabs on their moves, so he was already somewhat prepared. With a focus on Matt Brown, Lucas quickly pieced things together in his mind, formulating a plan.

After exchanging a glance with Edgar, Lucas followed Matt into the room.

The first thing Matt noticed in the living room was the breathtaking view of the Pacific Ocean, stretching endlessly. The open vista instantly cleared his mind.

Then, his eyes landed on Anson, sprawled on the sofa.

Unlike his polished image in the spotlight, Anson was wearing a loose light-blue pullover sweatshirt, exuding a lazy yet sunny vibe. His youthful energy naturally drew attention.

His carefree, unpolished demeanor brought a smile to Matt’s face.

Moments like this were a reminder that Anson had only recently reached the legal drinking age.

Matt coughed twice, pulling his thoughts back to the present.

Anson, lounging on the sofa, glanced over at the sound. Upon seeing the guest, he didn’t appear embarrassed or flustered. Instead, he stood up with natural poise.

"Good morning, I’m Anson. Are you Lucas’s guest?"

No apologies, no shyness, no awkwardness—just effortless composure.

Matt couldn’t help but feel his mood lift.

And this was only their first interaction.

Matt’s momentary pause didn’t escape Anson’s notice. He glanced at the scattered suitcases, clothing, and personal items strewn across the floor, as well as the cluttered coffee table and sofa.

Only then did Anson realize a guest had arrived.

"Oh, my apologies. I’m packing."

Before Anson could act, Lucas had already cleared the items off the sofa and into a suitcase, shaking his head slightly in exasperation.

"Don’t tell me you’ve always done it like this," Lucas said, unable to resist teasing.

Anson shrugged lightly. "And yet, it’s always worked out fine, hasn’t it?"

Lucas gave him an exasperated look, saying more with his eyes than words ever could.

But Anson remained perfectly at ease.

Matt chuckled. "Modern life is so convenient. Unless you’re heading to a remote island, you can get whatever you need, whenever you need it. No need to stress."

Anson nodded enthusiastically. "Exactly! That’s what I keep saying. They need to relax a bit, Mr.…?"

Matt caught the hint. "Matt Brown. Please, just call me Matt."

As he introduced himself, he pulled a business card from his pocket and handed it to Anson.

Anson glanced at the card and sighed lightly. "Mr. Brown, what brings you to visit Lucas?"

Matt reiterated, "Just Matt."

Anson gave Matt a meaningful look. "So today’s visit is purely as a friend?"

Straight to the point.

---

*Chapter 1254: Digital Music*

“So, is your visit today purely in the capacity of a friend?”

Simple, direct, and straight to the point.

However, unlike Edgar and Lucas, Anson’s eyes and lips maintained a constant smile. His frankness and openness, though upfront, carried no sense of offense.

Matt paused momentarily, then quickly realized now wasn’t the time to play coy.

Last night was the Grammy Awards ceremony, and early this morning, he had rushed to William Morris Agency to intercept Edgar and visit Anson—

The key lay in one word: speed.

Now, standing before Anson, he shouldn’t just stand there in awe.

“No, not purely,” Matt replied, showcasing his experience by swiftly adjusting his approach.

Anson raised his chin slightly, exuding an air of understanding as he gestured toward a seat. “Please, have a seat.”

Matt sat down, deciding against any further hesitation. “Last night’s performance was extraordinary. The entire production concept was impressive—completely different from all the other acts.”

Anson smiled. “Ha, that was the goal. And it seems we achieved it.”

“Absolutely,” Matt responded. “For someone like me, who’s a complete outsider, it felt like stepping into a whole new world. I can’t articulate it with technical terms, but I just liked it. Those melodies have been looping in my head ever since.”

“I’ve always liked ‘Wake Me Up,’ but last night, the song that kept echoing in my mind was the opening track…”

Matt looked at Anson.

“‘Another Light,’” Anson supplied.

“Ah, ‘Another Light,’” Matt repeated, savoring the words. “So that’s what it’s called.”

Anson chuckled. “Seems like you’re someone with a story.”

Matt was puzzled.

“Most people tend to remember the beats and rhythms, especially on a stage as festive as the Grammys,” Anson explained. “But those with stories can’t seem to forget the emotional impact that awakens their memories.”

“So, either you’re someone with a story, or…”

He didn’t finish the sentence, letting his smile cut off the conversation.

Matt immediately caught on. Clearly, Anson was fishing for information, and somehow, he had walked right into it—even though he had been the one to dig this conversational trap in the first place.

As expected, anyone capable of outmaneuvering Sony Columbia wasn’t simple.

Matt smiled graciously, following Anson’s lead. “Yes, that’s right. I’m curious—when is the band planning to release this single? And what would you think about letting us handle its distribution?”

No more beating around the bush. He ripped off the veil of mystery in one swift motion.

Where did this idea even come from?

Edgar and Lucas exchanged a glance, neither hiding their surprise. In that split second, their thoughts raced.

Even Anson hadn’t anticipated this turn of events. His eyebrows lifted slightly as he chuckled. “So, is Apple planning to formally enter the music distribution business and compete with Warner Records?”

The August 31st band had already disbanded, parting ways with Warner Records, but this was still a secret. There was no need to reveal that card just yet.

Matt waved his hand lightly. “No, no, no. We don’t have the capacity or ambition for that, and it’s not the company’s direction either.”

“Collaboration. This should be a collaboration.”

“We’re looking to partner with major record labels like Warner—or more accurately, with musicians like you.”

Anson’s mind stirred. He thought he understood Matt’s game—

Digital music.

As someone who had traveled from twenty years into the future, Anson was intimately familiar with digital music. Over time, the market for physical albums had dwindled, and digital music had become a ubiquitous part of billions of lives.

But now?

Digital music was still an emerging force, facing strong resistance from artists.

The reason was simple. The current technology was underdeveloped, and digital music was prone to piracy. Most digital tracks circulating online were illegally ripped from CDs, severely cutting into artists’ royalty income.

Both record companies and artists despised it.

This was evident from the sales numbers. In the 1990s, an album could easily sell 5 million copies. Now, hitting 3 million was already a significant achievement.

Of course, these numbers mainly reflected top-tier artists. Some years saw better sales in the music market than others—it was normal. Since the 2000s, artists like Britney Spears, *NSYNC, and the Backstreet Boys remained wildly popular, with album sales easily exceeding tens of millions. So where was the so-called market slump?

The answer lay in the global music industry’s revenue.

According to data from the International Federation of the Phonographic Industry (IFPI), global music revenue in 1999 was $25 billion. Over the next four years, this number spiraled downward. By 2003, it had dropped to $21 billion—a decline of over 15% in just four years.

Piracy in digital music was the primary culprit.

It wasn’t just piracy. Digital music fundamentally changed how people listened to music. As physical album sales fell, illegal digital tracks failed to generate meaningful revenue, leaving the global music industry sinking like quicksand.

On the surface, it was a lively scene. In 2003, artists like 50 Cent, Beyoncé, and the August 31st band were still wildly popular.

But behind the scenes, the music industry felt an ongoing winter chill. Even top-tier artists saw their earnings decline, let alone lesser-known musicians struggling at the fringes.

The August 31st band’s opening performance at the second half of the 46th Grammy Awards resonated so deeply partly because of this backdrop.

As Anson had said, it was about continuing to believe in music and dreams. Even someone as insignificant as Archie could still light up a small corner of the world.

Now, back to the present.

Matt’s unexpected visit immediately made Anson think of a historical turning point.

Sure enough, Matt confirmed his speculation—

iTunes.

Launched in 2001 as a music player, iTunes had a history spanning two decades before officially being retired in 2021, replaced by newer streaming apps.

But at this moment, iTunes was an innovative force ahead of its time.

Globally, many companies were attempting to protect digital music copyrights and explore new ways of listening in the internet age. Websites and music players were popping up like mushrooms, and iTunes was one of them.

It wasn’t until 2003—just last year—that iTunes began encrypting digital tracks. While the technology was mature, it lacked universality.

Simply put, digital tracks purchased on iTunes could only be played through iTunes on Apple devices—

Primarily the iPod at this stage.

While this effectively protected copyrights, it had an obvious downside:

What if someone didn’t own an Apple device? Or what if they wanted to listen on other platforms?

This limitation slowed iTunes’ adoption. Progress was sluggish, with no clear solution in sight.

This problem had been handed to Matt, the newly appointed executive, to solve.

And today, Matt came looking for a “solution”:

Anson Wood.

(End of Chapter)

*Chapter 1255: A Silver-Tongued Pitch*

Matt took over his new role, but it wasn’t the glamorous, celebrated transition he had imagined. Instead, he carried the weight of an unprecedented challenge—how to adapt to the era of digital music proliferation while staying ahead of the curve.

So, what was Matt’s plan?

A straightforward and aggressive approach:

By inviting more artists to exclusively join iTunes, he aimed to leverage their star power to sell more Apple devices and integrate listeners into the iTunes ecosystem. Over time, users would become accustomed to relying on iTunes.

For example, if you’re a Beyoncé fan and her new album is available exclusively on iTunes, what would you do?

The answer is simple: either buy the physical album or log onto iTunes to purchase it.

This strategy was highly praised within Apple. Not only would it promote iTunes, but it would also indirectly boost Apple device sales—a form of soft marketing.

Moreover, as Matt pointed out, Apple wasn’t competing directly with record labels. At least not in a head-to-head way. Record labels focused on selling physical albums, while iTunes targeted digital music. Although there was potential for market overlap, collaboration could lead to mutual benefits.

Matt was already negotiating a comprehensive partnership deal with Warner Music.

Currently, Universal Music dominates the global music market with an arrogant, monopolistic stance, refusing to negotiate with Apple. Meanwhile, Sony Music, which boasts the largest copyright library worldwide, is developing its own digital music platform and shows no interest in collaborating with iTunes.

Clearly, Warner Music was the ideal partner.

They sought to challenge Universal’s dominance and disrupt the global music market. This was why they had signed the August 31st band in the first place—and why Matt set his sights on them.

It was in this context that Matt turned his attention to Anson.

Last night, during the live broadcast of the Grammy Awards, as Matt watched the August 31st band perform, a thought struck him:

What if Anson and the August 31st band granted iTunes exclusive rights to their music?

Setting aside Anson’s personal influence for the moment, the band’s performance perfectly captured the zeitgeist. In a global music industry plagued by stagnation and darkness, their meteoric rise embodied the realization of dreams.

From their beginnings on the streets of Manhattan, enduring grueling street tours across Europe, to achieving an unbelievable comeback with their hit “Ho Hey”—a song that went viral through word-of-mouth with no promotion or airplay—the band sold an astounding five million albums. Their first professional performance at the Grammy stage was a bold, rule-breaking celebration of pure music.

Everything was flawless.

Just like Linkin Park or Evanescence. Just like Norah Jones. The August 31st band proved that good music would always find its audience.

So, when Anson said, “Keep believing in your dreams,” countless independent musicians rekindled their hope.

This Grammy performance—and especially the song Another Light—had an impact far beyond what anyone could imagine.

At the time, no one knew the story behind the song, including Matt. But independent artists believed wholeheartedly that this was the band’s tribute to them.

“Even the faintest light can make a difference.”

Later, as the red-carpet story circulated, it didn’t dampen the enthusiasm of indie and underground musicians. Instead, Archie’s story only fueled their passion and determination.

With this performance and that one song, the August 31st band secured an almost mythical standing within the industry.

It was reminiscent of the Beatles’ meteoric rise.

Matt, with his sharp instincts, immediately recognized the potential of Another Light.

When he discovered it was an unreleased track, he was so thrilled he nearly fell off his sofa.

After all, who could resist Anson Wood?

This wasn’t just about one song—or even $10 billion or $100 billion. It was about seizing the future and building a foundation for the next era.

Consider this: in just four years, global music industry profits had dropped by $4 billion in net earnings. If half of that could flow into iTunes’ coffers, what would it mean?

Anson might just be the key for iTunes and Apple to leap ahead of the competition.

No wonder Matt personally stepped in with such urgency.

But reality rarely unfolds as smoothly as it does in our imaginations.

In theory, the plan seemed perfect—ambitious and meticulously designed. But in practice? The road was full of unexpected obstacles and challenges.

Matt stayed up all night, forcing himself to remain calm and consider every angle. At 3 a.m., he convened an emergency meeting with Apple’s Los Angeles and New York offices.

He needed to ensure that when he finally sat down with Anson, he would be prepared.

When they met, Matt was surprised—

Anson was even more charismatic than he had imagined.

Now Matt understood why Anson had climbed to the pinnacle of the industry in just three years. It wasn’t just luck.

This realization only strengthened Matt’s confidence in his plan. They had to secure Anson.

“...I believe that a partnership between the August 31st band and iTunes would be mutually beneficial. It’s an opportunity to showcase the possibilities of music to the masses.”

“It’s also a chance for the band to once again lead the way. You’ve boldly integrated classical music into rock. Who knew the cello could be so captivating?”

“Digital music is the same. It’s an irreversible tide of progress. We shouldn’t cling to the past but instead keep pace with the times.”

“I believe you have the vision and the courage to do that.”

Eloquent and polished—Matt was clearly well-prepared.

Despite the Grammy Awards having ended less than 12 hours ago, and despite being fueled solely by caffeine, Matt appeared calm and composed. His mind was already drafting a grand roadmap for the next five, even ten years, delivering a persuasive monologue without notes.

Anson listened intently, fully engaged.

But then, someone interrupted Matt’s passionate speech.

“And how exactly is this a win-win?”

Matt turned toward the voice—it was Edgar.

Although Edgar had been on the back foot all morning, allowing Matt to dominate, he remained undeterred. His focus was razor-sharp, and he chose the perfect moment to interject, once again demonstrating his prowess as a manager.

“I understand why iTunes needs Anson, but why does Anson need iTunes?”

“If I’m not mistaken, Anson has countless options. So, why iTunes?”

(End of Chapter)