A while back, the musicians that built Rock & Roll or started Soul music were uncomfortable with television. But that's not true anymore. Everyone is older now. They all watch TV.

We are using television as a medium to reach the older demographics, the 40-plus market, who still love music but don't have time to hang out in record stores anymore.

The catalogs of Motown and the Soul '70s and Rock & Roll '60s are disappearing from retail shelves. TV is the best way to talk to that audience now.

It is music developing on its own terms. It's the 'music now' concept - what are musicians doing now as opposed to a string quartet playing Brahms. It's music that's delicate and justifies presentation in a special format. That's why we wanted a creative space to justify it.

Since music has never had a Rembrandt, we have remained nothing more than musicians.

If musicians don't do any music, then there isn't any music. Musicians are very tricky and can be quite elusive.