In this episode of Don't Kill the Messenger, host Kevin Goetz sits down with Arnold Rifkin, the legendary talent agent who pioneered the concept of a total talent agency and helped build one of Hollywood's most recognizable action stars. From founding Triad Artists to leading William Morris's film division and producing blockbuster films alongside Bruce Willis, Rifkin has built careers, brokered deals, and produced films over the course of four decades. He shares candid stories about deal-making, friendship, and the business of entertainment.
Building an Agency Empire (03:21)
Rifkin discusses his sales DNA, inherited from his father, and founding an agency with Nicole David for just $1,500. He also shares the story of discovering Bruce Willis and building Triad Artists into a powerhouse before being acquired by William Morris.
Bruce Willis Partnership and Discovery (11:52)
Arnold shares Bruce's Moonlighting casting story, including his first impression, their shared speech impediment, and how Bruce's swagger and humor made him a star, despite not being a typical leading man.
The Die Hard Deal and Negotiation Mastery (19:26)
Arnold reveals the high-stakes negotiation technique he used that secured Bruce Willis $5 million for Die Hard. He also shares the Look Who's Talking voiceover deal and the Seagram's wine cooler campaign, which shed light on his deal-making prowess.
From Agent to Producer (26:57)
Rifkin explains his decision to leave agenting after 35 years, partnering with Bruce Willis to form Cheyenne Entertainment, and his spiritual transformation through Native American practices that guided this major career shift.
Bruce's Health and Honoring His Legacy (34:22)
Arnold speaks movingly about maintaining his friendship with Bruce during his health challenges, their continued Friday lunches, and plans to honor Bruce's legacy through a documentary with his new company, Incite.
Life Philosophy and Legacy (42:34)
Rifkin reflects on choosing abundance over scarcity, teaching at UCLA for 15 years, raising five children, and how true success isn't about material possessions but about the impact you make on others.
Throughout the conversation, Rifkin demonstrates the relationship-building, risk-taking, and loyalty that defined his extraordinary career. From an immigrant’s son to Hollywood power broker, his journey offers insights into deal-making, friendship, and the human side of the entertainment industry.
Host: Kevin Goetz
Guest: Arnold Rifkin
Producer: Kari Campano
Writers: Kevin Goetz, Darlene Hayman, and Kari Campano
Audio Engineer: Gary Forbes (DG Entertainment)
For more information about Arnold Rifkin:
Wikipedia: https://en.wikipedia.org/wiki/Arnold_Rifkin
IMDB: https://www.imdb.com/name/nm0726476/
Incite Studios: https://www.incite-studios.com/
For more information about Kevin Goetz:
Website: www.KevinGoetz360.com
Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678
How to Score in Hollywood Book: https://www.simonandschuster.com/books/How-to-Score-in-Hollywood/Kevin-Goetz/9781982189860
Facebook, X, Instagram, YouTube, TikTok, Substack: @KevinGoetz360
Linked In @Kevin Goetz
Screen Engine/ASI Website: www.ScreenEngineASI.