Michael Jackson biopic revives legend of Jewish music mogul Walter Yetnikoff |
JTA — About halfway through “Michael,” the new blockbuster biopic of Michael Jackson, there is a scene in which Jackson (played by his nephew Jafaar) and his lawyer, John Branca (Miles Teller), are sitting with the president of his record label. It’s early in Jackson’s “Thriller” album cycle, as “Billie Jean” has been released as a single, and the “Thriller” video has been filmed, setting the scene sometime in 1983.
Seated in front of several gold records, CBS Records’ head honcho Walter Yetnikoff (played under heavy makeup by Mike Myers) congratulates Jackson on his breakout moment and asks what he can do for him. Jackson and Branca tell Yetnikoff they want just one thing: for Jackson to be featured on MTV, then a brand-new station broadcasting music videos.
Yetnikoff tells them that it’s “not possible” because MTV rarely plays Black artists. Jackson retorts that he is a “proud Black artist” who makes his music for everyone, and that he “won’t be shoved to the back of any bus by MTV or anyone.”
Yetnikoff says he has tried, and Jackson tells him, “Please try harder.” So Yetnikoff asks his secretary to get MTV founder and executive Bob Pittman on the phone.
The executive is then heard on the phone threatening, in colorfully profane terms, to pull all of CBS’s artists from the network unless Pittman agrees to run “Billie Jean” in the next 10 minutes and, subsequently, put the music video in heavy rotation.
In the next scene, it’s clear that the threat worked. Jackson would remain an MTV staple for many years after that.
So who was Walter Yetnikoff? And did things really go down the way “Michael” says they did?
Yetnikoff was one of the music industry’s most colorful figures. Born into a Jewish family in New York in 1933, Yetnikoff became president and CEO of CBS Records in 1975, after spending the first half of the 1970s running CBS’s international division.
Running CBS during a pivotal time for the music business, he shepherded artists such as Billy Joel, Bruce Springsteen and Gloria Estefan, in addition to Jackson, with whom he began working at the start of his solo career in the late 1970s. Yetnikoff wasn’t known for having a great ear for music, but he excelled at the business side of the music industry and at advocating for his artists.
Yetnikoff was the subject of two well-known books: Frederic Dannen’s “Hit Men: Power Brokers and Fast Money Inside the Music,” published in 1990, and his 2004 memoir, “Howling at the Moon: The True Story of the Mad Genius of the Music World,” written with David Ritz. Also, a 1980 movie called “One Trick Pony,” which starred Paul Simon, had actor Rip Torn playing a fictionalized version of Yetnikoff named “Walter Fox.”
The “Michael” version of Yetnikoff is heard calling the MTV executive “that schmuck” — a Yiddish term in keeping with what both books about Yetnikoff make clear: his Jewish identity was front and center.
“The heart of Yetnikoff’s persona was his Brooklyn Jewishness. An outsized number of label bosses were Jews from Brooklyn, but Walter wore his ethnicity like a gabardine,” Dannen wrote in “Hit Men.”
Later, Dannen wrote, “He would stay late into the night, banging away at the phone, screaming in Yiddish. He shattered glassware, spewed a mixture of Yiddish and........