Creativity Quote by Norman Granz

Granz isn’t bragging about a job title here; he’s drawing a line in the sand about power. “Genuine producer” is a loaded phrase in a business where producers can be anything from sonic architects to well-dressed middlemen. By pairing it with “artists and repertoire,” he’s insisting his role at Verve wasn’t merely pressing “record” or chasing hits. It was curatorial, political, and protective: picking the material, shaping the sessions, and, crucially, backing the artist’s dignity in an industry built to erode it.

The subtext is defensive because it had to be. Verve, founded in the 1950s, sits at the crossroads of jazz as art and jazz as commodity. Granz came up as an impresario with Jazz at the Philharmonic, famous for treating jazz musicians like headline talent and for refusing segregated venues. That history shadows the word “genuine.” He’s implying that many A&R departments were anything but: they packaged artists, softened edges, steered them toward polite repertoire, and called it “development.”

What makes the line work is its quiet assertion of authorship without stealing the spotlight. He claims responsibility while still anchoring the purpose in “artists and repertoire,” not “branding” or “market share.” It’s an ethos statement: the producer as advocate, tastemaker, and negotiator, using institutional leverage to build a catalog that lasts. In an era when jazz was being boxed into respectable dinner music or squeezed by rock’s commercial gravity, Granz is saying he didn’t manage jazz; he produced it with intent.