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In late 1999, Iovine and
Doug Morris, then the CEO of Universal Music Group, announced the launch of Doug and Jimmy's Farm Club, a label which signed artists based on music uploaded to a website, farmclub.com. A partnership with
AOL and
USA Networks, it aired a weekly one-hour television show featuring unsigned and established artists. A $25 million investment, Doug and Jimmy's Farmclub lasted only 15 months. In a 2015 interview with Billboard, former Seagram CEO
Edgar Bronfman said: "At the end of the day, it didn’t have a great reason for being."
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