Gregg Latterman
Gregg Latterman

Adjunct Lecturer of Innovation & Entrepreneurship

Print Overview

Prior to joining the faculty of the Kellogg School of Management, Gregg was the founder and CEO of Aware Records where he signed the following bands to his joint venture with Columbia Records: Train, John Mayer, Five for Fighting and Mat Kearney. In addition, Gregg built A-Squared Management that directed the careers of artists such as The Fray, Michelle Branch, Liz Phair, Brandi Carlile, Jack's Mannequin, Mat Kearney, Five for Fighting and Rachel Platten. The artists Gregg has signed/or managed have sold over 30 millions CD's, in addition to multi-millions of singles and billions of streams of their individual songs.

Gregg Latterman is an Adjunct Lecturer of Innovation and Entrepreneurship at the Kellogg School of Management where he teaches courses at Northwestern in Entrepreneurship. He created and teaches a class entitled, NUvention: Entrepreneurship for the Arts. Latterman also serves as a Program Lead for the Zell Fellows New Venture Track, a selective venture accelerator program designed to help student entrepreneurs successfully launch new businesses. In addition, Gregg helped lead and develop the Entrepreneurship Curriculum for Kellogg for the New World Symphony Entrepreneurship Sessions in Miami Beach.

Gregg has spent over two decades in the music and entertainment industry. While a CPA at Price Waterhouse Coopers in Boston, he put together a compilation of unsigned bands called the Aware Compilations in 1993 that became immensely popular and included unknown bands at the time like Hootie & the Blowfish, Matchbox 20, Jack Johnson, Train, John Mayer and many others.  While building up Aware, he went to The Kellogg School of Management at Northwestern University to get his MBA and had ten employees by the time he graduated.

Gregg was one of the first entrepreneur's to combine music with television, film, and advertising campaigns. Gregg worked with the network ABC to bring The Fray's video of the song "How to Save a Life" into promotional spots for the popular television show "Grey's Anatomy." As a student at Kellogg School of Management, Gregg built the first online record store called, "Awarestore" in 1995 and later in 2008 the first music "app" while managing the band, The Fray.

Gregg graduated in 2013 with a Masters in Positive Psychology at The University of Pennsylvania under Martin Seligman and now teaches "Positive Entrepreneurship" at Northwestern University. Gregg also teaches a course for the Farley School of Entrepreneurship at Northwestern titled Entrepreneurship for Engineers.

Gregg is an Angel Investor as well as an advisor and mentor for dozens of start-ups. Gregg graduated from Michigan State University in 1990 and the Kellogg School of Management in 1996.

Print Vita
M.A., 2013, Applied Positive Psychology, University of Pennsylvania
MBA, 1996, Management, Northwestern University
B.A., 1990, Accounting, Michigan State University

Academic Positions
Program Lead for the Zell Fellows: New Venture Track, Kellogg Innovation and Entrepreneurship Initiative, Kellogg School of Management, Northwestern University, 2016-present
Adjunct Lecturer of Innovation & Entrepreneurship, Kellogg Innovation and Entrepreneurship Initiative, Kellogg School of Management, Northwestern University, 2016-present

Other Professional Experience
Consulting and Audit Professional, Coopers & Lybrand/Price Waterhouse Consulting, 1991-1993
Founder/President, A-Squared Management, 1999-present
Founder/President, Aware Records, 1993-present

Print Research

Print Teaching
Full-Time / Evening & Weekend MBA
NUvention: Arts (ENTREP-460-0)
NUvention: Arts targets students from across Northwestern with a passion for the arts. This course facilitates the creation, innovation, and organization of new ideas and companies in the field of the creative arts, and works to help students understand that success in the arts is a function of passion, work ethic, talent, and entrepreneurial drive.

New Venture Launch (KIEI-466-0)

**This course was formerly known as KIEI-942-5**

This experiential course is targeted to students who have business concepts that have been tested to determine that there is a compelling product-market fit. New Venture Launch will focus on fine-tuning the business model, building out financial projections and preparing investor pitches. A significant portion of the workload for this course will occur outside of the classroom. Students must be prepared to test and validate their business model hypotheses by engaging with potential customers and industry experts. Within the classroom, students will be encouraged to share learning experiences and help other student teams. The course work will be supplemented by guest speakers who are experts in functional areas related to the business model canvas. In addition, students will have access to a pool of alumni and local mentors who can assist in the development of their businesses.
Student teams can be composed of students from other parts of the university, but at least one member of the team must be enrolled at Kellogg.
Acceptance into the course is by application only.

If you are not currently registered for New Venture Development, KIEI 940-0 and you are interested in this class, please contact Linda Darragh

Field Study (KIEI-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.

Special Topics (ENTREP-495-0)
NUvention: Medical Innovation is an interdisciplinary experiential learning program designed to expose students to the entire innovation and entrepreneurial life cycle. New medical technologies will evolve from basic clinical needs. NUvention is designed to simulate how innovations become businesses in the real world. Our primary goal is to walk through each of the steps associated with bringing a medical innovation to the patient. In a very compressed period of six months, student teams will be expected to work through a number or product, intellectual property, regulatory and business development steps as if they were part of an entrepreneurial or intrapreneurial team.