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Mo Ostin

10 who mined the talent and shaped the labels

Known as the business-savvy mogul with an artist-oriented outlook, Sinatra drafted Ostin to run his Reprise Records. At Reprise and then its parent, Warner Bros. Records, Ostin developed a business model that was also a nurturing environment for talent and execs. The labels — by the early 1970s when the roster included the Grateful Dead, Kinks and Fleetwood Mac — were recognized as the arbiters of taste in pop music.

Key signings: Neil Young, Joni Mitchell, Jimi Hendrix, Van Morrison

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