NFL brand, Collins points out, "Were not trying to be in the music busi- ness, but we are trying to be in the fabric of the American culture and be ubiquitous in terms of where that shows up. Its all part of trying to be where people are and becoming part of their culture." The tricky part is that culture changes. If it didnt, wed all still be swinging to Glenn Miller or waltzing to Mozart. Instead, legions of fans rock to the Rolling Stones, Aerosmith, and KISS, sing along with Elton John and Neil Diamond, and dance to Madonna. They have been adopted by the culture as fervently as Coca-Cola, Starbucks, and Wal-Mart have, with even more emotion and devotion from their fans. The remaining chapters reveal the strategies that these artists have used to win fans and create profits.       Rock and roll, man, it changed my life. It was like the Voice of America, the real America, coming to your home. -BRUCE SPRINGSTEEN       lton John has had at least one top-40 hit every year for 30 straight years; not even Elvis, with 23 years, matched Johns record! From behind his piano, John has reached the hearts and souls of millions of people with a music montage ranging from romantic ballads to toe-tapping rock and roll. "Your Song." "Rocket Man." "The One." Chances are you and your teenage kids can name at least three Elton John songs without too much effort. While you may remember his hits from the 1970s, the names of songs from Disneys films The Lion King or The Road to El Dorado may roll more readily from your chil- drens tongues. Elton Johns appeal has spanned generations as few entertainers have; studying his career quickly reveals that there is more to creat- ing hits than just making good music. Fans have watched him trans- form from what might be described as the Liberace of rock and roll-clad in wild sunglasses, outrageously sequined outfits, and     flamboyant hats-to respected artist, statesman, and AIDS activist. Theyve seen him appear on magazine covers, television shows, tel- evision advertisements, and alongside some of the hottest entertain- ers of the moment. Theyve followed his personal life in the media, including his struggles with substance abuse, weight gain, sexual preference, and personal finances. Theyve also watched him push the envelope of artistry with his Disney movie soundtracks and his Broadway triumphs with The Lion King and Aida. As a result, John achieved unprecedented success with his tribute to Princess Diana set to "Candle In The Wind," which he performed only at her funeral. "I was singing on behalf of all those people who had stood for 13, 14 hours to pay tribute to someone they obviously thought a lot of," he says. He donated the proceeds of the record sales