MtvU, Simmons Surprise Business Marketing Class

Russell Simmons, at podium, and the Rev. Run share their beliefs on marketing with Gary Schornack’s class in a surprise visit on Feb. 18.

Office of Marketing Communications

Professor Gary Schornack's business marketing class got a lesson it hadn't counted on, one it’s unlikely to forget. Students who believed they were taking part in a focus group on why they were attending the Business School at the University of Colorado Denver found themselves instead being lectured by guest speakers: Russell Simmons, founder of Def Jam records and credited with bringing hip-hop into the mainstream, and his brother, the Rev. Run of Run DMC.

About 10 minutes into class, the celebrities burst into the classroom, greeted by a brief moment of shock and disbelief, and then a rousing round of cheers and applause from excited student-fans. The surprise visit was organized by mtvU in cooperation with the Business School and will be edited and broadcast on the mtvU show Stand-In to air Thursday, Feb. 24.

Simmons, who also is founder of the Phat Farm clothier, Rush Artist Management Co., Def Pictures movie production house and TV shows such as Def Comedy Jam and Russell Simmons' Oneworld Music Beat, spoke about the key to successful marketing and success in business.

"Everything you sell is about happiness," he said. Too many times, people turn to short-term fixes for, such as drugs and alcohol. "What we want to sell is lasting happiness: stability, integrity, honesty, something good for something.”

Simmons told the more than 20 students that those out for the quick buck, the quick fix are on the wrong path. "If everyone knew that hard word, dedication and faith would make you happy, that that was the path, they would take it.

"Anything you can imagine, you can have if you work hard for it," Simmons stressed. "You never fail until you quit."

The Rev. Run was scoffed at when he came up with the idea for mixing rap with rock. "They're gonna say it's a dumb idea," he said, recalling Run DMC's partnership with Aerosmith in remaking Walk This Way and other collaborations. He believed in his vision and stuck with it. Now, this so-called "dumb idea" is considered a musical and video landmark that introduced rap to the mainstream in the 1980s, jettisoned Run DMC into musical stardom, and rekindled Aerosmith's popularity. "The only thing you can be able to sell is the truth, what you really believe in."

Simmons' and Run's success in the rap and hip-hop industry is born of their passion, and society's need.

"I'm very proud of the fact that poor people are the biggest voice in the United States," Simmons said. "People are all trying to get ahead. I'm proud to give voice for voiceless people."

The celebrities and their entourage visited for about half an hour and took questions for several more minutes before leaving the classroom to the mtvU folks for a wrap-up. Upon their departure, students buzzed with excitement, comparing their thoughts and reactions when they realized the legendary Simmons was in their midst.

The Business School's African American Business Student Alliance (AABSA) leadership was key in organizing the event and 10 members were in attendance. "AABSA was given a fabulous opportunity to meet a phenomenally successful role model and business mogul in Russell Simmons,” said Resa M. Cooper-Morning, undergraduate academic advisor in the Business School. “It is always tremendous to see him in his element on TV, but to actually meet him, listen and learn from him is an experience that the members of AABSA and the others in attendance will treasure for a lifetime."

Instrumental in the success of the entire event was keeping the event a surprise and attendance small.  "This was a learning experience for AABSA that we will always remember when involving ourselves with future projects with the Business School," Cooper-Morning said.

Schornack and Ken Bettenhausen, associate dean in the Business School, were buzzing as well. "This was a great opportunity to connect with one of the marketing experts in the world and a man who influences a major market and considerable spending in America today," Schornack said. "We were fortunate to connect with Russell Simmons, who is known as a guru of urban style.

"There is no doubt that all my students clearly identified with our celebrity lecturer. They asked powerful, strategic marketing questions and as a group responded to his energy, mission and purpose," Schornack said.

 “We were flattered when MTV called two weeks ago and pitched this idea,” Bettenhausen added. “It’s a great opportunity for our students. I was impressed with the questions they asked and I think Russell was, too.”

“In one way this was not at all unusual," he said. "Our faculty regularly invite business people to speak in their classes. The excitement was having MTV filming it all for broadcast.”

MtvU brings in guest luminaries to give professors a break and students the "surprise of the semester," Schornack said. Other academic lecturers in the series have included Jack Welsh, touted as the “best ever CEO and author of Jack: Straight From the Gut; Tom Wolfe, American fiction author; and John Kerry, Democratic hopeful for the 2004 presidential election. The segment featuring Simmons, Run and the UCDHSC business marketing class can be viewed at www.mtvu.com.