Tom Freston could easily fill a book with stories from the formative days of MTV and his celebrity encounters — Bono would merit a few chapters on his own. Ultimately, though, Freston feels that his life has a more valuable lesson to offer.
His memoir, “Unplugged,” shows by example that trying to follow a straight line to success is not the only path.
Freston, 80, was at MTV from the start and became its leader, along with sister networks Comedy Central, VH1, and Nickelodeon, at their greatest periods of success. He rose to become CEO of parent corporation Viacom before chairman Sumner Redstone’s impatience led to his ouster in 2006.
Since then, Freston has largely freelanced, advising the likes of Oprah Winfrey and Vice, before its implosion. He made a memorable return to business in Afghanistan, and has been chairman of the ONE Campaign, the anti-poverty organization devoted to Africa that Bono spearheaded, for nearly two decades.
“I was improvising,” he said. “It was like a bebop lifestyle, hitting notes instead of having a long, set classical structure.”
His wanderlust unsettled Freston’s suburban Connecticut parents when he took a gap year after earning an MBA at New York University. They had reason to believe he had gotten it out of his system when he took a job at a Madison Avenue advertising agency in the early 1970s.
Saying no to a life convincing people to squeeze the Charmin
He soon faced a crossroads when he couldn’t muster enthusiasm for a role on his agency’s important Charmin account. An old girlfriend said to him: “All those years of school, that fancy MBA degree, and you are selling toilet paper? You’re better than that.”
