Becca Brothers: Da Click

2 Pages Posted: 21 Oct 2008

See all articles by Sherwood C. Frey

Sherwood C. Frey

University of Virginia - Darden School of Business


The Becca Brothers series of cases is part of the “Da Click” collection of short cases written for use with high-school students. Da Click is a successful local rap band that has attracted the attention of the national record company Becca Brothers. The situation is a multi-issue negotiation over the group's first recording contract. There are issues that are congruent, distributive, and integrative, thus presenting the opportunity for creating and claiming value.



Becca Brothers: Da Click

“This afternoon we do the deal and tonight we celebrate!” 75 centz, the lead singer in the Charlottesville-based rap group Da Click, shouted his confidence that the negotiation with Jandie Griffin would result in a record deal with Becca Brothers, a nationally recognized record label. Jandie, an artist-and-repertoire (A&R) representative with Becca, had just called to say that she had arrived in town and would meet the group in an hour at the Rapsody, the club that had supported the group during its early days.

After establishing itself as a popular attraction in local clubs, Da Click produced a CD of its favorite tracks in a garage “studio” and made copies on a home CD burner under its own label, Da Disc. The CD made its way around the underground-distribution network, and was ultimately picked up by a local DJ, who regularly played selections from it. The buzz grew as several regional stations began to feature Da Click and as gigs outside Charlottesville became more frequent.

It was a pleasant surprise when Jandie Griffin first contacted the group during intermission at a Rapsody performance and mentioned the possibility of a record contract with Becca. That initial meeting prompted a series of conversations between 75 centz and members of a couple of established groups in Central Virginia. Those discussions uncovered a number of contract issues that needed to be understood and agreed upon within Da Click and later resolved with Becca. Several nights of intense (and sometimes angry) debates gave rise to the following “consensus,” in decreasing order of importance, within the group:

Advance: By far the most important issue to be settled. The cash and allowances would allow the group to launch its first tour and create an image of being “high fliers.” It was argued by some that the hype that accompanied a large advance was every bit as important as the money itself. Although half-a-million dollars would be sufficient, two million would certainly be much nicer.

. . .

Keywords: Bargaining/bidding, multi-issue negotiation

Suggested Citation

Frey, Sherwood C., Becca Brothers: Da Click. Darden Case No. UVA-QA-0631, Available at SSRN:

Sherwood C. Frey (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States


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