We are having lunch in a restaurant right beside the MTV Philippines headquarters (painted with pastel purple haze and with modernist interiors, so very MTV), and the MTV GM is detailing how he discovered Bruce Springsteen (labeled by rock journalists as "The Boss") and how he enjoyed watching the gigs of legendary bands like The Clash ("London Calling" era!), The Ramones, the Rolling Stones (during Labor Day), Blondie, The Who, Joe Jackson, Elvis Costello, Weather Report (at the Tower Theater in Philly)… well, the list is as long as The Boss’ ragged and glorious discography.
Seriously, this MTV executive wants to jam with the E Street Band.
It all began in ’77 when an American friend gave Madrid a copy of Bruce’s "Born to Run" record. In September the following year, taking up Economics at the Wharton School of the University of Pennsylvania, and rooming with rock aficionado Ray Kawasaki, he watched a Springsteen gig. It changed his life forever.
"No exaggeration, it was four to five hours of raw rock n’ roll power," enthuses Madrid. "There was not a square inch of space in Princeton University that he didn’t travel to, or dance on, or fall on, or jump across – bigay na bigay! That has become my yardstick for a rock concert."
He adds, "When my son asks, ‘Dad, who’s the King of rock n’ roll?’ I answer, ‘Elvis is the King, but there is only one Boss!’ (laughs)."
Obviously, being a rock star and following in the footsteps of The Boss has become a pipe dream for Jack. But he got the next best thing – becoming the head honcho of the hip music television network. Meet the new boss.
Madrid recounts, "My name found itself on the list of candidates to head MTV Philippines. It all happened very fast. I sent my CV to the MTV Asia office in Singapore. I was interviewed over the phone, and I made my decision during Easter weekend on a beach in Palawan."
Jack’s extensive managerial experienced got him the job. (The executive spent over a decade in Citibank and close to nine years in the Ayala Corporation.) As the new kid on the managerial block of MTV Philippines, Jack believes that the company may be different (unique as a business model) but the role is basically the same (as in all businesses, to dharma is to deliver).
"At the end of the day, it is the bottom line that matters," he shares. "My immediate priority is to grow and develop the revenue stream. As GM, it is my responsibility to manage operating costs. That is the yardstick of my performance. It is very important to be able to prioritize among the 100 things I need to do what the three or four essentials should be."
Madrid also values the workforce and plans to develop the employees in the company. He says, "I intend to grow the company not just in financial terms but also in people-terms. Only then, will you able to take this company to the next level."
The MTV GM says he believes in open communication. "I tell people that if there’s something bothering them my door is always open. I’ve actually begun that process at MTV, having one-on-ones with everybody in the company. It’s motivating to see the person running the company interested in what each individual is doing. It also keeps people on their toes."
In an article in Computerworld, Madrid says one of his management priorities is attention to detail. "I ask my team to ensure that anything that comes off their desks (should be) excellent, if not perfect. The devil is in the details."
Another essential for Madrid is values and principles. He wrote, "There is no tolerance for anyone who does not possess a high level of personal integrity. I have (also) made it clear that I will not tolerate under-performers or underachievers. Very few companies can afford to have deadwood these days… But I permit my team to take risks and fail… I personally, believe that failures are a necessary component of success. I have failed many times and proudly wear my failed experiences as badges of honor."
In his new domicile, Madrid is tasked with new challenges. "Well, I would like MTV to retain its position as the leading youth channel. The only way to do that is continuing to leverage on the name that has been built since ’81, making it a brand that everyone can trust, and delivering the best music-based entertainment – whether on-air, through our channel, and on-the-ground, through our events."
So, for Madrid that dream of playing with Clarence Clemons, Steve Van Zandt and Max Weinberg – becoming the leader the nitty-gritty New Jersey band – will have to be put to bed because of the job at hand at MTV.
"I think there are still things we can do better. And the way to get there is to develop the best people for each position in the company. I would like MTV to be a place that most young people would aspire to work for. It has to be a magnet for all the talent out there."
Born to run MTV Philippines? Jack Madrid is willing to take the thunder road to prove it.