One of the more enjoyable TV series of the late ‘00s was “Leverage,” an Americanized version of a better British show, “Hustle.” Both are about grifters. The American cast is led by Timothy Hutton, who plays the “brains” of the operation. During each episode they would find someone who did some innocent wrong in some mean, devious financial way, and then the crew would go after that person in an unexpectedly imaginative way.
Depending on the circumstance of the con, Hutton’s character, after devising the plan, would say, “Let’s go steal a _________.” The object would always be something outrageous in scope, such as a museum or a mountain or a carnival or a town.
That phrase came to mind, albeit in a somewhat different form, when I read that Irving Azoff, long-time manager of The Eagles, started a company, Iconic Artists Group. . .and bought the Beach Boys.
“Let’s go buy a band.”
The purchase from Brian Wilson, Mike Love, Al Jardine and the estate of Carl Wilson, includes masters, part of the publishing (Universal owns the music from the 1960s), the brand, and Beach Boys memorabilia.
The Beach Boys become a “thing” that will be brought to market via brand development and the ever-important brand monetization.