In this clip from – Jeff Fenster is the Senior VP of A & R for Jive Records. He talks about what it takes to make it in the music business today. First, he discusses what he looks for in an artist – original music with an emotional connection, star quality and a good image. Will the artist appeal to a large audience? Next, he advises the artist how to start out their own – use internet sites such as My Space to get noticed. Finally, he stresses being an entrepenuer – understanding how the music industry works is a key to success.