A business professor in Spain wants to rock you. In a recent session for MBA alumni, Salvador López, marketing lecturer at ESADE Business School and author of the Spanish-language book ROCKvolución empresarial (Urano, June 2012), turned jam sessions into business lessons. He had students view film of live concerts and interviews with musicians (some of which he conducted for his radio show) to analyze, among other things, their use of technology, ability to form alliances with clients, whom they call fans, and outside- the-box thinking. With students, he discusses the history of Genesis and the finer points of the Beatles, U2, and Coldplay.
Now working on his first solo album, López wants aspiring executives to learn management techniques from rock ’n’ rollers. He’ll do anything to convey his passion for music and the lessons it teaches, even lead a crowd in Queen’s We Will Rock You. In fact, he is designing an entire executive education program on management and music. Recently, López waxed philosophical about the power music has to move people and shared some of the takeaways rock legends have offered on the world of business. Here are excerpts from the conversation: