Day three of the Web Summit has seen Jimmy Chamberlin give a fascinating insight into his experiences in the music business.
The Smashing Pumpkins led the way for music online; they had the highest online traffic of any band on the planet, and recognised streaming as an enormously powerful tool as early as the late 90s. They did, however, find that revenue simply wasn't generated from it; this helped lead Chamberlin to where he is now.
The drumming hero is now CEO of LiveOne, a company which focuses on bringing a live, interactive element to online streaming. Chamberlin explains that audiences had no 'experience' when viewing online, and so strives to bring emotion and connection to the otherwise sterile online experience.
While the talk revealed that both Chamberlin and Pumpkins frontman Billy Corgan were incredibly canny businessmen, it was clear that music always came first; you can't, said Chamberlin, make great art around a business plan.
"Me and Billy would always say: if we had to sit through a marketing meeting to decide how to market a single, we'd just write a better song," Chamberlin said.