Meaning: This quote by Norman Granz encapsulates the essence of his role and impact as a music producer in the industry. Granz, a prominent figure in the jazz world, was known for his influential work as a producer, manager, and promoter of some of the most iconic jazz artists. His quote reflects his dedication to nurturing and guiding artists through the artistic and commercial aspects of their careers.

As the founder of Verve Records, Norman Granz played a pivotal role in shaping the landscape of jazz music. His function as a "genuine producer in artists and repertoire" highlights his commitment to the development and success of the musicians under his wing. In the context of the music industry, the term "artists and repertoire" (A&R) refers to the division within a record label that is responsible for scouting and nurturing talent, as well as overseeing the artistic direction of the label's roster of artists.

Granz's emphasis on being a "genuine producer" speaks to his hands-on approach to artist development. Unlike some producers who may focus solely on the commercial viability of an artist, Granz's dedication to the authenticity and artistic integrity of the musicians he worked with set him apart. He was deeply invested in fostering the creative growth of the artists, ensuring that their musical vision was realized while also guiding them towards commercial success.

In the realm of jazz, where artistic expression and improvisation are paramount, Granz's role as a producer in A&R was particularly significant. He recognized the unique talents of artists such as Ella Fitzgerald, Oscar Peterson, and Billie Holiday, and played a crucial part in elevating their careers. Granz's approach to A&R involved not only identifying promising talent but also providing them with the support and resources they needed to thrive.

Furthermore, Granz's quote touches on the notion of authenticity in the music industry. By referring to himself as a "genuine producer," he underscores the importance of sincerity and integrity in his work. In an industry that can sometimes prioritize commercial success over artistic merit, Granz's commitment to being genuine in his role reflects his unwavering dedication to the music and the artists he championed.

The impact of Norman Granz's work as a producer in A&R extends far beyond the artists he directly worked with. His legacy has had a lasting influence on the ethos of artist development within the music industry. By prioritizing the artistic growth and creative autonomy of the musicians he produced, Granz set a standard for how A&R should be approached, emphasizing the importance of nurturing talent and fostering genuine artistic expression.

In conclusion, Norman Granz's quote encapsulates his role as a genuine producer in artists and repertoire, highlighting his dedication to nurturing and guiding artists in the jazz world. His commitment to authenticity, artistic integrity, and the development of talent has left an indelible mark on the music industry, shaping the way A&R is approached and reinforcing the importance of genuine support for artists' creative endeavors.