Led Zeppelin and that Listerine smile


I took the train from Central London to Gatwick Airport to catch my plane home to the U.S. I have done this over 200 times in the past 16 years and I can almost do the steps with my eyes closed. As I was leaving the train at Gatwick Airport to make my way to the warmth and gratitude of the Northwest Airlines ticket clerk, I saw an older guy waiting to board the train with what appeared to be a 5- or 6-year-old boy; I figured it was a grandchild.

I brushed past this gentleman, took three steps when I felt I had been hit by a bolt of lightening. That's Jimmy Page! It was Jimmy Page, founder and lead guitarist of what many feel was the finest rock band of all time -- Led Zeppelin. I looked back as he very gently lifted his grandson onto the train and took his seat. I figured, if not now, when?

I hopped back on and gently asked him "Are you Jimmy Page." He stood up and respectfully said yes while shaking my hand. I was speechless. Am I a 51-year-old groupie? The train had 15 minutes before leaving to go back to Central London. I asked Jimmy if I could chat with him for a few moments. He said, "Yes, of course, please sit down. I do not get the opportunity to chat with fans very often," probably thinking -- yeah, a fan this old!!

First question I asked was, "Why don't you guys reunite and tour. Put the great John Bonham's son Jason on the drums? " Jimmy said he would love to tour, but that lead singer Robert Plant was not interested at the moment. Ever the gentleman, Jimmy said, "You know, I am over 60 years of age, and the rest are approaching 60. We need to do this soon!"

I, being the capitalist, said the money would be extraordinary: sold-out venues, T-shirt sales, CDs, and so on. Jimmy said since they have allowed Cadillac to use the "Rock n' Roll " song from their fourth album in its ads, several corporate sponsors have emerged to underwrite any tour. When I pressed him, he went on to explain that all costs of touring, like hotels, meals, transportation, stage set-up, engineers, light and sound systems, are all paid for by the main corporate sponsor. I asked which company was most interested? With a sly smile he said "I cannot say the name, as it's confidential, but they make a very popular mouthwash!"

I was floored. Here was arguably one of the two or three finest guitarists to ever walk this planet, and I was talking corporate sponsorship. He was as gracious and kind as ever. As the trolley car rolled by, he even offered to buy me a cup of tea! Jimmy Page offered me a cup of tea -- how British.

Jimmy explained that what used to be a break-even proposition -- touring, is now highly profitable with major sponsorships. Amazing, Led Zeppelin and Listerine. What s' next, Pink Floyd and Pampers?

Georges Yared is the author of Stop Losing Money Today and Baby Boomer Investing.

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