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Speaker 1: Welcome, Welcome, Welcome to the Bob Left Sets podcast. My

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Speaker 1: guest this week is Kendall Astro, head of i Q

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Speaker 1: Strategy for u t A, one of the three biggest

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Speaker 1: talent agencies, not only in Los Angeles, been in the world.

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Speaker 1: They used to call it United Talent because it was

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Speaker 1: a unification of a couple of talent agencies. And you say,

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Speaker 1: who is Kendall Astrow? I didn't know she was either

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Speaker 1: until I was on this program in Utah. I met

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Speaker 1: her and she was so knowledgeable about social media. But

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Speaker 1: she told me this is September she was going to

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Speaker 1: sell the first snapchat series, which she then did. Okay,

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Speaker 1: so Kendall, good to have you here. Thanks. Okay, what

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Speaker 1: exactly do you do at you t A. So my

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Speaker 1: group sits across all the departments of the agency and

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Speaker 1: we help our clients, you know, from every discipline, build

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Speaker 1: their strategy for how they're going to talk to their fans.

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Speaker 1: How do you build an audience, How do you talk

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Speaker 1: about yourself? How do you use all the best tools

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Speaker 1: at your disposal, all the social media platforms to really

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Speaker 1: a mass attention and uh control the crowd and figure

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Speaker 1: out you know, how to use those things to your

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Speaker 1: advantage in today's day and age, and then we use

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Speaker 1: all the data and analytics from all those platforms to

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Speaker 1: better sell them in the marketplace. So how do we

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Speaker 1: make more money on every renegotiation for a television show

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Speaker 1: or with every commercial endorsement deal based on the massive

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Speaker 1: influence and audience that our clients can bring to the table. Okay,

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Speaker 1: you're young enough I can ask this question, and I'm

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Speaker 1: asking for different reason. You are how old today? Two

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Speaker 1: and a half and a half? And my point is,

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Speaker 1: does anybody over forty really understand social media? Yeah? Absolutely?

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Speaker 1: And who are those people? I don't mean by name?

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Speaker 1: How do they know? I think that you know, there's

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Speaker 1: a lot of stuff that social media is not completely new.

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Speaker 1: You've got to be ahead of the times. You have

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Speaker 1: to trend, forecast and see what's coming. But people used

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Speaker 1: to build grassroots audiences and street teams and and things

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Speaker 1: like that. It's it's the the idea of amassing an

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Speaker 1: audience and building that type of fan base isn't new.

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Speaker 1: It's just the platforms by which we do it. And

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Speaker 1: so how you communicate, Like if you're entrenched in old

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Speaker 1: old business in old Hollywood, sometimes you want to bare

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Speaker 1: your head in the sand and not think about these things.

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Speaker 1: But I don't think the mechanics are necessarily that new

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Speaker 1: the idea of it, so you just have to learn

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Speaker 1: the new tools to catch up today. What is the

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Speaker 1: number one platform to build an audience depends on what

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Speaker 1: your business goals are. Okay, what might my business goals be? Well,

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Speaker 1: I think probably in general, most of my clients would

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Speaker 1: say that they're spending the most time and attention on

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Speaker 1: a platform like Instagram. That's that's where they're seeing a

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Speaker 1: lot of lift. But our YouTube stars are still amassing

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Speaker 1: massive audiences and building out such robust businesses on that platform,

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Speaker 1: and the interaction with the fans is so much deeper.

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Speaker 1: Sometimes on platforms like that, where it's a little more

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Speaker 1: long form, they have a little bit more of a

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Speaker 1: community engagement. Um. But you can't be on one like

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Speaker 1: you know, you can't just be on one platform and

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Speaker 1: think you're going to have a sustainable business. We saw

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Speaker 1: people who invested every ounce of their time on platforms

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Speaker 1: like Vine, and those people unless they diversified and also

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Speaker 1: built how YouTube, Twitter, Instagram, Facebook, etcetera, they kind of

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Speaker 1: disappeared from public eye. So you need to build a

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Speaker 1: city of towers to build your audience. You can't just

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Speaker 1: have one big skyscraper. Wow, you must have said that before.

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Speaker 1: That's so good the turns of the analogy. But those

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Speaker 1: are people who started on vine. Let's assume now most

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Speaker 1: of the clients you're working with U. T. A Are

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Speaker 1: already established stars. Correct some, but let's let's just start

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Speaker 1: with that. If I'm an established star, okay, and I

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Speaker 1: for some reason, I've been enacting school or whatever, I've

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Speaker 1: been making my celebrity and this is not really the

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Speaker 1: case now because everybody is growing up in our social

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Speaker 1: media and I have no social media presence. What would

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Speaker 1: you tell me? What we'd sit down and we'd talk about,

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Speaker 1: you know, what are your long term goals? Okay, so

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Speaker 1: let's just assume I could be an actor, I could

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Speaker 1: be a musician. Let's say I'm an actor. What might

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Speaker 1: give me an example what my long term goal would be? Well,

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Speaker 1: do you want to win an Oscar? Do you want

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Speaker 1: to be in a Blockbuster franchise? Are they mutually exclusive?

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Speaker 1: But the one that's a little more complicated because Blockbuster

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Speaker 1: is really where the world is. Say, let's say I

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Speaker 1: want to win an Oscar? What would I do in

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Speaker 1: social media? You know, we we are fortunate to have

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Speaker 1: a lot of incredible people who are you know, just

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Speaker 1: nominated this year, and some have social media like Timothy

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Speaker 1: shallow May like you know, he is on and active

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Speaker 1: and posting great content on Instagram. And then Francis mcdormant,

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Speaker 1: who you know, obviously chose not to and I don't

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Speaker 1: you know with it, where like that do you need

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Speaker 1: to be on social media? Probably not someone of that

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Speaker 1: ilk okay, Francis McDorman. Uh, someone over fifty who is

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Speaker 1: a well established career. Would it benefit a person like

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Speaker 1: that to be on social media? I think it depends

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Speaker 1: on where they want to go in their career. So

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Speaker 1: I've back. I no longer represent him. But in my

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Speaker 1: previous career I worked with Patrick Stewart for a long

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Speaker 1: time and I'm so proud of what we did with him,

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Speaker 1: and he was not on social media, and uh, with

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Speaker 1: the help of his incredible wife and I, we sat

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Speaker 1: down and we taught him kind of how to do

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Speaker 1: the whole thing. And he really want to be taken

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Speaker 1: seriously as a comedic actor. And you know, with someone

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Speaker 1: sir Patrick's you know, credibility and all the awards and

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Speaker 1: all the accolades. Do you think he needs to be

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Speaker 1: on social But the way he was able to change

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Speaker 1: his brand image and the way that he was able

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Speaker 1: to get people to see this completely different side of

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Speaker 1: him through Twitter was amazing. He was the first person

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Speaker 1: that Twitter reached out and actually invited to their headquarters

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Speaker 1: instead of people saying I want to come by and

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Speaker 1: come to you guys as a press stop when they

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Speaker 1: were really doing a lot of those things at h

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Speaker 1: Q and San Francisco, and he went, I was lucky

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Speaker 1: enough to attend the opening bell ceremony when they you know,

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Speaker 1: went the I p oed on the New York Stock

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Speaker 1: Exchange because they wanted him there as one of their

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Speaker 1: most powerful and influential voices on the platform because they

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Speaker 1: thought what he did to change his persona and connect

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Speaker 1: with the community was just so incredible. So it depends

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Speaker 1: on what the goals are. Like I said, like, you

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Speaker 1: can't put the formula instead of something in front of

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Speaker 1: someone and say it's een, here's what you have to

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Speaker 1: do to succeed in this business. There's a lot of people,

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Speaker 1: you know, even like Jennifer Lawrence, like you know she's

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Speaker 1: not completely active. I think she has an active Facebook

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Speaker 1: page that you know, people will post news and trailers

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Speaker 1: and stuff like that on. But it doesn't matter your age,

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Speaker 1: it doesn't matter um kind of when you were born

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Speaker 1: and what you should do. It depends on what you

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Speaker 1: want to accomplish. Do you want to be more of

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Speaker 1: a lifestyle brand. Do you want to really connect with

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Speaker 1: the audience. Do you want to be able to sell

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Speaker 1: and drive and you know, produce your own projects and

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Speaker 1: then distribute them through this fan base that you have,

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Speaker 1: or do you want to stay a little more out

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Speaker 1: of the public eye. So I think you have to

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Speaker 1: really analyze and and go deep with a client, say

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Speaker 1: why are you even doing this? Because if you don't

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Speaker 1: commit and really know why you're on and know what

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Speaker 1: goals you're trying to reach, you're just gonna put out

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Speaker 1: weird stuff that that's not going to build any type

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Speaker 1: of sustainable strategy and it's not going to be effective

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Speaker 1: for you long term. Let's stay with Patrick Stewart just

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Speaker 1: so I know Twitter start in two thousand seven, I

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Speaker 1: believe six six. When did he go on? Oh gosh,

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Speaker 1: um uh must have been two thousand eleven or two

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Speaker 1: thousand twelves. Okay, so it was already deep into Twitter's popularity. Yeah.

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Speaker 1: I would call two thousand ten like the summer of Twitter.

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Speaker 1: Maybe maybe it was two thousand twelve. I think so

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Speaker 1: at point many people were already on Twitter, and he

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Speaker 1: specifically wanted to get more opportunities in the comedy field.

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Speaker 1: So did you sit down and say, hey, make most

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Speaker 1: of your tweets funny? How did you decide to do that? Well?

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Speaker 1: I was working at I D PR at the time,

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Speaker 1: and Kelly Bush has been Patrick's publicists since the beginning

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Speaker 1: of of of you know, I D I think he

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Speaker 1: was client number one. Um, and she was the one

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Speaker 1: who was like, we need to get you on It's

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Speaker 1: it's time you need to be on social media. So

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Speaker 1: she brought him in and I sat with him and

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Speaker 1: we figured out what are your goals? And then we

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Speaker 1: sit down and um, you know, for most of my

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Speaker 1: clients will sit down and we'll think, you know, what

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Speaker 1: are the three things that someone can take away someone

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Speaker 1: that you've met taught me uh Linda on uh she

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Speaker 1: does a brand triangle, like what are the three things

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Speaker 1: people can't wrap their head around? Million assets of your

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Speaker 1: aspects of your personality? Do you boil it down to

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Speaker 1: what are the three things you really want people to

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Speaker 1: know about you? And I use that in social media?

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Speaker 1: Is like what are those six images that are before

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Speaker 1: below the fold or above the fold on on your

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Speaker 1: app on or on your nine images on Instagram? What

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Speaker 1: are those nine things that people are going to take away?

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Speaker 1: What's that first instinct, that first impression they're going to

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Speaker 1: get when they type you into Google, when they pull

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Speaker 1: up the first five tweets on your account? Like what

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Speaker 1: is what is that big takeaway? And are you hitting

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Speaker 1: those three things that you want people to know? And

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Speaker 1: if you are, we're being successful if I only take

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Speaker 1: one thing away of who you are, or if it's

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Speaker 1: all completely promotional and I have no idea why, Um,

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Speaker 1: you know what drives you? What makes you want to

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Speaker 1: be an artist? What are you here for? Like? Why

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Speaker 1: are you even popping into my sphere of attention? If

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Speaker 1: I can't figure out what those three things are, then

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Speaker 1: we have a problem. So a lot of times I'll

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Speaker 1: google the heck out of my clients and I'll read

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Speaker 1: every article, every interview, read tweets from a year ago,

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Speaker 1: like really go deep, and I'll make a complete assumption

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Speaker 1: on who they are, what they stand for, what drives them,

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Speaker 1: what they believe, what are their hobbies before I ever

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Speaker 1: sit down with them. And then I'll talk to them

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Speaker 1: and I'll see what alignes and I'll say, well, based

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Speaker 1: on what I saw on Google, not knowing you, not

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Speaker 1: knowing the business, not hearing from anyone in your inner circle,

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Speaker 1: here's what I judge and here's what I assume. And

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Speaker 1: if it doesn't match up with what you're telling me,

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Speaker 1: then we have a problem. If your goals are to, uh,

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Speaker 1: you know, launch a fitness company, and I see none

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Speaker 1: of that activity anywhere on your channels, and obviously there's

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Speaker 1: a huge disconnect. How do you start to seed that

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Speaker 1: information and seed that content into the stream and into

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Speaker 1: people's consciousness before you want to launch that business so

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Speaker 1: they can start to see you as an influencer or

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Speaker 1: as a you know, notable person in that space. Okay,

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Speaker 1: let's go back to the beginning. You grew up in

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Speaker 1: the state of Washington, and what were your interests back then? UM, Entertainment.

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Speaker 1: Always from a young age, you always wanted to be

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Speaker 1: in the entertainment business. When I had no self awareness

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Speaker 1: and UM completely just did what I loved. I danced

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Speaker 1: and took voice lessons for years. And why do you

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Speaker 1: say when you had no self awareness? Well, I took

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Speaker 1: voice lessons for eight years and can't carry a tune.

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Speaker 1: My grandma once told me over breakfast with one of

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Speaker 1: my best friends that one of the hardest experiences of

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Speaker 1: her life was going as a grandma was going to

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Speaker 1: my voice recitals because it was so painful. Um but

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Speaker 1: I danced competitively since I was eighteen. I did you know,

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Speaker 1: community theater and you know, played every apart from Sunday

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Speaker 1: except for the ones that required a lot of singing.

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Speaker 1: The callbacks to Annie were just horrible because I can't

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Speaker 1: carry it note at all. But it was a good actress.

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Speaker 1: Um But I wanted to do, you know. I just

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Speaker 1: wanted to be in the business I loved. I loved

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Speaker 1: every aspect of performing and entertainment. I just wasn't great

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Speaker 1: at it. So I had to figure out a career

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Speaker 1: that would allow me to be When did you I

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Speaker 1: mean you said after eight years you realized you couldn't

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Speaker 1: carry a tune? When did you decide you wanted to

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Speaker 1: be behind the camera instead of in front of it? Um?

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Speaker 1: I just think I wanted to be around it. I

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Speaker 1: think I kind of knew I'd never be a performer.

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Speaker 1: I always knew that. I knew that I was never

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Speaker 1: that good, um or even close to it, even at

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Speaker 1: like age nine or ten. I just loved the whole

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Speaker 1: process of it. And I would consume pop culture like

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Speaker 1: a crazy person. My aunt, uh you know, subscribe to

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Speaker 1: every people in Vogue and Vanity Fair. I'd read every

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Speaker 1: single thing I could get my hands on. I just

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Speaker 1: was a huge consumer of the world and I loved

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Speaker 1: staying ahead of the trends and you know, seeing what

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Speaker 1: was next. I never you know, Um, I don't know.

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Speaker 1: I just I just always wanted to be a part

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Speaker 1: of it. So in college, I majored in Before you

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Speaker 1: get to college, were your parents supportive of this interest? Yeah? Completely.

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Speaker 1: I mean my mom would drive two hours every night

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Speaker 1: for theater practice or you know, from my rehearsals and stuff,

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Speaker 1: so I could, um be in different local productions around

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Speaker 1: the state. And um, I think I was at dance

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Speaker 1: practice from two o'clock after school until ten pm. And

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Speaker 1: you know, they were very very supportive. Dance competitions, the

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Speaker 1: whole thing, seven days a week, so you're talking about

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Speaker 1: going to college. So I went to college and I

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Speaker 1: looked for a big school on the West coast that

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Speaker 1: had a Greek system and a dance program. Okay, why

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Speaker 1: did you want a Greek system? Everyone in my family

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Speaker 1: had gone Greek. I don't know. I didn't. I didn't

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Speaker 1: know much about what I like, what major even like,

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Speaker 1: it wasn't even a consideration. It was like, there was

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Speaker 1: these weird things that I wanted. I wanted a big school.

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Speaker 1: So I went to the University of Arizona, and uh

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Speaker 1: ended up retrospect was at the right choice led me

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Speaker 1: to where I am and I'm very happy. So who knows,

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Speaker 1: you know, you could take a million different paths. You're

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Speaker 1: gonna end up somewhere, and I'm really happy with where

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Speaker 1: I ended up. And I had a great time there.

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Speaker 1: So okay, so could I have challenged myself more based

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Speaker 1: on my grades? And yeah? Probably? But what what was

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Speaker 1: your vision there? At the University of Arizona. So they

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Speaker 1: had a major that was like the film, radio, and television.

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Speaker 1: It was like a media arts degree, and I majored

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Speaker 1: in producing so the behind the scenes of that business

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Speaker 1: and UM took a couple of classes that were really

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Speaker 1: instrumental and where I am very slowly. Because so many

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Speaker 1: people talk about their educational experience not being helpful. What

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Speaker 1: were those couple of classes that were so helpful? Uh?

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Speaker 1: There was this one class specifically that was called New

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Speaker 1: Media Business or something like that, and it just studied

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Speaker 1: new technologies and new advancements in the entertainment business and

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Speaker 1: you know where things were going. Um, so just you know,

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Speaker 1: really forward thinking, you know, wearable devices. And this was

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Speaker 1: two thousand six, I think, so just kind of really

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Speaker 1: digging into some of the new trends that were coming

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Speaker 1: around the pike. And one of my professors, BARRETTA. Ea

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Speaker 1: S Smith SHOWMATI was such a force and I took

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Speaker 1: every class that was uh on the schedule with her

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Speaker 1: and I was really panicking senior year. I was like,

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Speaker 1: I don't know what to do. I really want to

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Speaker 1: go to the entertainment business, but I know no one.

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Speaker 1: We're in Arizona. I have no idea what to do.

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Speaker 1: She was like, sit in a dark room, be bored

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Speaker 1: out of your mind for fifteen thirty minutes. Just be

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Speaker 1: as bored as you can. Don't do anything. I think

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Speaker 1: it was before anyone knew it or anyone I knew

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Speaker 1: knew what meditation was, but she was just like, clear

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Speaker 1: your mind completely, sit down, and then when you snap

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Speaker 1: out of it, when the alarm goes off, what are

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Speaker 1: the first things you want to do? And the first

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Speaker 1: thing I did was pick up my computer and I

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Speaker 1: went to this is embarrassing, uh, Mashable dot com and

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Speaker 1: Perez Hilton dot com and it was like tech and

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Speaker 1: entertainment and tech and pop culture really, and that's what

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Speaker 1: I was interested in. I really wanted to be a

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Speaker 1: talk show producer, and I had had internships in radio

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Speaker 1: and film and television, and I loved the immediacy of radio.

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Speaker 1: I loved how fast it moved, that every day was different,

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Speaker 1: that you'd come in and be able to make something

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Speaker 1: up on the fly. You wouldn't have to sit around

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Speaker 1: and wait for gatekeepers. Whatever you wanted to do you

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Speaker 1: could do. And with that it was, you know, prior

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Speaker 1: to social media and tech and you know a lot

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Speaker 1: of that stuff becoming more mainstream. And back in the

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Speaker 1: day I was working at Clear Channel, they had which

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Speaker 1: I heart now obviously, but um they had text in.

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Speaker 1: It was like you text four seven three seven three

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Speaker 1: to be part of the show. So it was almost

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Speaker 1: like early Twitter in a way, and we would have

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Speaker 1: people text into the show and we'd be able to

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Speaker 1: change the programming and call people out and get fan

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Speaker 1: feedback and completely adjust the show based on what people

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Speaker 1: People are unaware. You would text in and text in

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Speaker 1: saying what we would ask a question, or people would

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Speaker 1: just text in and say I want to talk about this,

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Speaker 1: or um, you know, they would just whatever they wanted

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Speaker 1: to say, and then we'd print out all these text

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Speaker 1: messages like thousands per show and dive into those and

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Speaker 1: adjust the content on the fly. And then when I

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Speaker 1: was interning in film and TV, I was like, wait,

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Speaker 1: I'm reading this. It's not going to be produced for

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Speaker 1: seven years, Like, I just don't understand. The pace of

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Speaker 1: it was not appealing to me. Um, So that immediacy

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Speaker 1: I loved. So instead of radio, I thought, well, let's

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Speaker 1: let's move to l A and make a go at

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Speaker 1: it and television. And so before you go, before you

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Speaker 1: go to moving to l A, So how did you

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Speaker 1: end up working at iHeart or then Clear Channel. Um,

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Speaker 1: my dad is a corporate litigator, but for some reason

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Speaker 1: met some sports radio guys on the golf course. I

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Speaker 1: think and had done their deals, and he said, I'll

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Speaker 1: open a door for you. I don't know what's there,

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Speaker 1: but you need to walk through it. And so he

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Speaker 1: introduced me to the head of Clear Channel at the

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Speaker 1: time in Seattle, and I interviewed and got an internship

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Speaker 1: in the street team of the hip hop radio station there.

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Speaker 1: And this was when you were in college my freshman year,

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Speaker 1: freshman year. So how much did you work at the station? Um?

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Speaker 1: My freshman summer, I wore five days a week, I

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Speaker 1: think like part of the day at the radio station

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Speaker 1: and then part of the day at the Sonics, which

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Speaker 1: were upstairs two floors, so they're in the same building.

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Speaker 1: So I the SuperSonics the basketball team, right, Yeah, So

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Speaker 1: I did both things. So I was a street team

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Speaker 1: kind of marketing on both both companies. How did you

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Speaker 1: get the gig with the Sonics? My dad also my

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Speaker 1: dad represented Kevin Collabra and so the voice the Sonics

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Speaker 1: that he helped me there as well, So I was lucky.

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Speaker 1: That was the last time anyone of my family helped

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Speaker 1: me with the jobs. But those are the two doors

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Speaker 1: I got open. Okay, So how many summers did you

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Speaker 1: work for the Clear Channel station? Um, basically all three

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Speaker 1: summers of college and throughout the year. How could you

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Speaker 1: work throughout the year if you're in Arizona. Well, I

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Speaker 1: would call into the station to be on the air

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Speaker 1: when I was away, and then I would work all

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Speaker 1: Christmas break, spring break, summer breaks. Okay, so you're in Arizona,

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Speaker 1: you're calling in to say what just check in. I

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Speaker 1: was the intern for the morning show, so they would

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Speaker 1: just call and check in a couple of times a

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Speaker 1: week on what I was up to and how things

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Speaker 1: were going at college. So when you by by time,

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Speaker 1: you're deep into it and the people know you. What

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Speaker 1: is your role in the radio show? Kendle the intern?

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Speaker 1: Kendle the intern. So it's like Howard Stern, it his

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Speaker 1: internee plage on you talk and you're also doing roles

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Speaker 1: when you're not on are Yeah okay. So you graduate

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Speaker 1: from college, you have the epiphany that you want to

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Speaker 1: be in the entertainment business. You pull up Paris, Hilton

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Speaker 1: and Mashable. Ironically, you ended up marrying someone who was

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Speaker 1: the number two a Mashable. Yeah, okay, so you graduate

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Speaker 1: from college. When you graduate from college, you have a job. Um,

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Speaker 1: so I the same professor that told me to sit

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Speaker 1: in a dark room. Um knew when she went to

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Speaker 1: college with a producer on Jay Leno and I was

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Speaker 1: told at the time there were a couple areas. There

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Speaker 1: was only two ways to break into the entertainment business.

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Speaker 1: You either did the mail room in an agency or

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Speaker 1: you did the Page program NBC, and those were the

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Speaker 1: two options. That's all you could do if you wanted

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Speaker 1: to get a foot in the door in Hollywood. And

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Speaker 1: at the time, Entourage was on and I was like,

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Speaker 1: oh lord, I don't want to be an agent. That

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Speaker 1: seems horrible, just money hungry and crazy, and that that

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Speaker 1: was my only, uh, you know, assumption of the business.

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Speaker 1: So I was like, well, I'm going to do the

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Speaker 1: Page program and I want to be in that. I

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Speaker 1: want to do a talk show. I want to work

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Speaker 1: and you know, daily produced entertainment television the way that

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Speaker 1: you know, the next step from radio and what I

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Speaker 1: what I kind of was thinking. And so I did

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Speaker 1: the Page program. I applied, Okay, can you apply specifically

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00:20:35,880 --> 00:20:39,480
Speaker 1: to be on a talk show. It's like a general program.

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Speaker 1: So I applied. I didn't hear back. I reached out

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Speaker 1: with follow up probably twice a week. Once a week,

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00:20:46,280 --> 00:20:49,880
Speaker 1: I'd call an email. I was I was relentless. Never

408
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Speaker 1: got a call back because they it's a rolling program.

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Speaker 1: They're not going to hire me ten months in advance.

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Speaker 1: I didn't. I didn't really understand how it worked, but

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Speaker 1: I was just a dog with a bone. I had

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Speaker 1: to get the page program. It was all I want it.

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Speaker 1: And I finally got a call from Betty, who ran

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Speaker 1: the program at the time. This was we're in your

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Speaker 1: college career. I was two steps from walking across the

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Speaker 1: stage at graduation and Betty called me and I said, Betty,

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Speaker 1: I've been waiting for this call all my life. I

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Speaker 1: really want to take it, but I've got to walk

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Speaker 1: these fifty yards before i can take the job with you.

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Speaker 1: Can I call you back on Monday? And she said absolutely.

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Speaker 1: I was so upset. I was like, I may have

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Speaker 1: lost my chance, but I have to graduate. If I

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Speaker 1: don't walk out there, I can't take this job. So

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Speaker 1: I walked across and I called her, and I drove

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Speaker 1: to l A that day. I think I called her

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Speaker 1: on the way and I was like, Betty, I'm driving

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Speaker 1: to you. Can I interview tomorrow? And I got went

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Speaker 1: in and I got the job. Okay, we'll return to

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Speaker 1: this conversation with Kendall Lostrow, head of i Q Strategy

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Speaker 1: for U t A. In a moment. You're listening to

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00:21:57,880 --> 00:22:00,439
Speaker 1: the Bob Left Sets podcast recording you to tune In

432
00:22:00,480 --> 00:22:03,800
Speaker 1: studios in Venice, California. Each week, I interview a new

433
00:22:03,840 --> 00:22:06,120
Speaker 1: guest to get their story. I want to find out

434
00:22:06,200 --> 00:22:08,320
Speaker 1: what makes them tick, and I hope listening to these

435
00:22:08,320 --> 00:22:12,960
Speaker 1: successful people makes you smart them. If you like the show, subscribe,

436
00:22:13,040 --> 00:22:16,080
Speaker 1: rate and review it. Also, please check out earlier episodes.

437
00:22:16,119 --> 00:22:18,640
Speaker 1: You can hear them all on tune in, Apple podcast

438
00:22:18,720 --> 00:22:22,320
Speaker 1: or wherever you get your podcasts now More with Kendal Astro,

439
00:22:22,680 --> 00:22:26,760
Speaker 1: head of i Q Strategy for U t A. Okay,

440
00:22:26,840 --> 00:22:31,920
Speaker 1: let's sue you hadn't got the job. What was your plan? So?

441
00:22:32,280 --> 00:22:34,800
Speaker 1: I had flown to l A a a month before to

442
00:22:34,920 --> 00:22:37,199
Speaker 1: try to knock on her door and get it. And

443
00:22:37,200 --> 00:22:39,760
Speaker 1: I'd also applied to a bunch of internships and jobs,

444
00:22:39,760 --> 00:22:42,280
Speaker 1: and I went to I went to I had to

445
00:22:42,359 --> 00:22:45,520
Speaker 1: I like, interviewed to MTV for an internship which I

446
00:22:45,680 --> 00:22:47,720
Speaker 1: ended up taking for like a couple, you know, six

447
00:22:47,760 --> 00:22:50,320
Speaker 1: weeks that summer before the page program opened up. Because

448
00:22:50,320 --> 00:22:53,680
Speaker 1: I just didn't want to have downtime. Um. And then

449
00:22:53,680 --> 00:22:57,359
Speaker 1: I had my resume and I remember walking miles that day,

450
00:22:57,400 --> 00:23:00,840
Speaker 1: just dropping it off at every door in Santa Monica,

451
00:23:00,920 --> 00:23:04,680
Speaker 1: trying to get meetings, trying to like completely crazy, but

452
00:23:04,960 --> 00:23:08,600
Speaker 1: I just I was going to make it somehow. In

453
00:23:08,800 --> 00:23:12,520
Speaker 1: with Betty and the internship with MTV. Were there any

454
00:23:12,520 --> 00:23:15,280
Speaker 1: other opportunities? There was pretty much a closed door at

455
00:23:15,280 --> 00:23:17,800
Speaker 1: all these places. No. I interviewed all right, and Um.

456
00:23:17,840 --> 00:23:20,320
Speaker 1: I also interned at Donald the Line Pictures and realized

457
00:23:20,359 --> 00:23:23,120
Speaker 1: that the film business was a little slow for me. Um.

458
00:23:23,160 --> 00:23:26,040
Speaker 1: But I mean I moved out and I started, you know,

459
00:23:26,080 --> 00:23:30,840
Speaker 1: within eight weeks. I think. So you drove out, you

460
00:23:30,920 --> 00:23:32,840
Speaker 1: had your interview with Betty and she said, yes, but

461
00:23:32,880 --> 00:23:35,440
Speaker 1: you gotta wait because it was a rolling program. I thought.

462
00:23:35,440 --> 00:23:40,240
Speaker 1: She said, yes, eight people, nine people every um every

463
00:23:40,280 --> 00:23:44,520
Speaker 1: two months. I think is closed her immediately, Yeah, okay,

464
00:23:44,080 --> 00:23:48,199
Speaker 1: Well where'd you where? Um? I lived with two roommates

465
00:23:48,240 --> 00:23:52,520
Speaker 1: from college in Santa Monica until that commute to Burbank

466
00:23:53,080 --> 00:23:56,679
Speaker 1: got a little crazy, and then I moved to I

467
00:23:56,720 --> 00:24:00,000
Speaker 1: went on Craigslist, much to everyone in my family's horror,

468
00:24:00,200 --> 00:24:03,240
Speaker 1: and moved in with two guys I didn't know much

469
00:24:03,280 --> 00:24:06,240
Speaker 1: about anything. Um, But it was a great house and

470
00:24:06,280 --> 00:24:09,400
Speaker 1: they had a recording studio in the back and when

471
00:24:09,400 --> 00:24:12,200
Speaker 1: I was there, some people were showing up to start

472
00:24:12,240 --> 00:24:14,080
Speaker 1: recording music. It turns out they were a band for

473
00:24:14,119 --> 00:24:17,840
Speaker 1: that Tattoo band, the girls back in the day. Oh yeah,

474
00:24:17,880 --> 00:24:20,359
Speaker 1: of course. So I lived with that band for a

475
00:24:20,480 --> 00:24:24,479
Speaker 1: couple of years. And that was where in Toluca Lake, Okay,

476
00:24:24,560 --> 00:24:26,639
Speaker 1: very close to Burbank for those in l A and

477
00:24:26,800 --> 00:24:29,400
Speaker 1: valley savvy. So you get the job in the pay

478
00:24:29,440 --> 00:24:31,240
Speaker 1: per gram. When you get the job, how long is

479
00:24:31,240 --> 00:24:33,399
Speaker 1: it supposed to last. You have to be out within

480
00:24:33,440 --> 00:24:35,760
Speaker 1: a year. Have to be out within a year. Yeah,

481
00:24:35,800 --> 00:24:38,439
Speaker 1: you have to find a job within a year. So

482
00:24:38,560 --> 00:24:42,199
Speaker 1: you do assignments and it's an apprenticeship program. So I

483
00:24:42,240 --> 00:24:44,439
Speaker 1: did tours and I wore the peacock tie, you know,

484
00:24:44,440 --> 00:24:46,960
Speaker 1: the Kenneth the Page suit. It was awesome. It was

485
00:24:47,000 --> 00:24:49,840
Speaker 1: like a little mini uh college campus with all of

486
00:24:49,880 --> 00:24:51,520
Speaker 1: us because we were all about the same age, all

487
00:24:51,560 --> 00:24:55,960
Speaker 1: brand new, first time in l A. All became best friends.

488
00:24:56,160 --> 00:24:57,920
Speaker 1: And how many of those people ended up in the

489
00:24:58,000 --> 00:25:01,880
Speaker 1: entertainment business. Oh quite a lot of them. My best

490
00:25:01,880 --> 00:25:06,440
Speaker 1: friends still. Um, the couple you know, chose different paths,

491
00:25:06,440 --> 00:25:08,879
Speaker 1: but from most part most of them are still okay.

492
00:25:08,880 --> 00:25:11,080
Speaker 1: So you knew you wanted to work on a talk show,

493
00:25:11,400 --> 00:25:13,400
Speaker 1: So did you get to work on a talk show?

494
00:25:13,560 --> 00:25:16,040
Speaker 1: So it was the old NBC lot, the Bob Hope

495
00:25:16,040 --> 00:25:18,320
Speaker 1: a lot. So I worked on you know, we did

496
00:25:18,320 --> 00:25:22,680
Speaker 1: tours and we sat audience at Carson Daly at the time,

497
00:25:22,760 --> 00:25:26,479
Speaker 1: and Leno and Ellen, and then I was at Ellen.

498
00:25:27,200 --> 00:25:33,000
Speaker 1: Um and everyone wanted to work at Ellen and no,

499
00:25:33,280 --> 00:25:36,000
Speaker 1: I mean she is just she. It was the best,

500
00:25:36,080 --> 00:25:38,440
Speaker 1: and I think there was not very much turnover at Leno.

501
00:25:38,520 --> 00:25:40,560
Speaker 1: Most of his employees had been there for you know,

502
00:25:40,640 --> 00:25:43,080
Speaker 1: fifteen years at that point there, everyone had been there

503
00:25:43,080 --> 00:25:46,119
Speaker 1: for a really long time. Ellen, it was season five

504
00:25:46,320 --> 00:25:48,560
Speaker 1: and it was still uh, you know, there was still

505
00:25:48,560 --> 00:25:52,639
Speaker 1: some turnover and still some opportunity there. So Um, within

506
00:25:52,840 --> 00:25:55,440
Speaker 1: two and a half months of being in the Page Program,

507
00:25:55,480 --> 00:25:58,680
Speaker 1: I got the interview at Ellen for the executive producer's

508
00:25:58,680 --> 00:26:01,920
Speaker 1: assistant and got the job. And so within three months

509
00:26:01,920 --> 00:26:04,160
Speaker 1: I was out of the Page Program and working at Ellen.

510
00:26:04,880 --> 00:26:07,439
Speaker 1: So the Page Program is basically away. It's a wheel

511
00:26:07,680 --> 00:26:09,760
Speaker 1: to try to spin yourself out to get a job,

512
00:26:10,359 --> 00:26:13,000
Speaker 1: and was three months short or long relative to the

513
00:26:13,040 --> 00:26:15,240
Speaker 1: other people. I was the first in my class to leave.

514
00:26:15,600 --> 00:26:17,840
Speaker 1: And you're okay, your gig was the assistant to the

515
00:26:17,840 --> 00:26:21,280
Speaker 1: executive producer. Was that a fulfilling job? It was great.

516
00:26:21,440 --> 00:26:25,960
Speaker 1: It was you know, grad school for the entertainment business. Oh,

517
00:26:25,960 --> 00:26:28,800
Speaker 1: when you're a page, you're getting paid, yeah, kind of

518
00:26:29,240 --> 00:26:31,199
Speaker 1: kind of okay. So then when you when you go

519
00:26:31,240 --> 00:26:35,119
Speaker 1: to work for Ellen and getting paid a kind of

520
00:26:35,320 --> 00:26:37,640
Speaker 1: but yes, you're still you know, it's still an assistant

521
00:26:37,680 --> 00:26:41,639
Speaker 1: in Hollywood, you get um, you get experience more than

522
00:26:41,640 --> 00:26:44,280
Speaker 1: you get money, probably until you hit that inflection point

523
00:26:44,320 --> 00:26:46,600
Speaker 1: when you become a couple of years into being an

524
00:26:46,640 --> 00:26:49,760
Speaker 1: exact maybe okay. So then when you work for Ellen,

525
00:26:50,200 --> 00:26:54,560
Speaker 1: how much of your time does it take up? Um?

526
00:26:54,600 --> 00:26:58,360
Speaker 1: Self inflicted or self inflicted? Self inflicted? I probably left

527
00:26:58,400 --> 00:27:00,480
Speaker 1: the house every day at six am and got home

528
00:27:00,520 --> 00:27:03,800
Speaker 1: somewhere around eleven pm midnight. And did you work on

529
00:27:03,800 --> 00:27:07,280
Speaker 1: the weekends, And what would you do on the weekends

530
00:27:07,280 --> 00:27:09,640
Speaker 1: with with the studio will be dark with or you'd

531
00:27:09,680 --> 00:27:11,680
Speaker 1: just be working at home. I'd be working at home.

532
00:27:11,720 --> 00:27:15,040
Speaker 1: Sometimes I'd go in. But it again, self inflicted, like

533
00:27:15,080 --> 00:27:18,119
Speaker 1: it wasn't that, it was it was demanding of course

534
00:27:19,000 --> 00:27:21,440
Speaker 1: you have. You know, there's no when you're in production,

535
00:27:21,520 --> 00:27:23,600
Speaker 1: you have to be there, you have to be present.

536
00:27:23,640 --> 00:27:26,040
Speaker 1: You were there as long as you know. You're the

537
00:27:26,040 --> 00:27:27,560
Speaker 1: first one and the last one out in a job

538
00:27:27,600 --> 00:27:31,320
Speaker 1: like that. But it was self inflicted. Like I read.

539
00:27:31,160 --> 00:27:34,080
Speaker 1: I noticed that my boss got every magazine subscription and

540
00:27:34,119 --> 00:27:36,560
Speaker 1: every newspaper in the world, and you know, was a

541
00:27:38,080 --> 00:27:40,320
Speaker 1: he wanted to consume a ton of information but didn't

542
00:27:40,320 --> 00:27:43,200
Speaker 1: always have time. So I would read every single thing

543
00:27:43,240 --> 00:27:45,439
Speaker 1: that would come into his desk and highlight and flag

544
00:27:45,480 --> 00:27:48,520
Speaker 1: what I thought was relevant. So I was more informed

545
00:27:48,520 --> 00:27:50,480
Speaker 1: than I've ever been in my life. And I would

546
00:27:50,480 --> 00:27:54,159
Speaker 1: send him articles. I was a power Google Reader user,

547
00:27:54,359 --> 00:27:57,480
Speaker 1: like I must have been in their top one percent

548
00:27:57,520 --> 00:28:00,280
Speaker 1: of users. And I would go through every single dog

549
00:28:00,280 --> 00:28:04,200
Speaker 1: and website and you know, magazine. What should we book

550
00:28:04,359 --> 00:28:06,560
Speaker 1: on the show? What I was so annoying, I'm sure

551
00:28:06,600 --> 00:28:08,200
Speaker 1: to every producer because I'd be like, this is a

552
00:28:08,240 --> 00:28:09,760
Speaker 1: brand new thing, this is a brand new thing. You

553
00:28:09,760 --> 00:28:11,679
Speaker 1: guys should be on top of this, you guys. Have

554
00:28:11,680 --> 00:28:13,520
Speaker 1: you guys have heard of Twitter? Have you heard of Facebook?

555
00:28:13,520 --> 00:28:15,320
Speaker 1: Like this should be something that you guys are all over.

556
00:28:15,359 --> 00:28:18,159
Speaker 1: It's free marketing. Have those website people in the corner

557
00:28:18,200 --> 00:28:21,040
Speaker 1: do it and kind of didn't get taken seriously. And

558
00:28:21,080 --> 00:28:23,080
Speaker 1: I was so fresh out of college I thought that

559
00:28:23,280 --> 00:28:27,920
Speaker 1: writing like thesis style essays about the future of how

560
00:28:28,119 --> 00:28:32,080
Speaker 1: these social media platforms would be used and uh in

561
00:28:32,080 --> 00:28:35,240
Speaker 1: the entertainment business was a good idea. And those thesis

562
00:28:35,240 --> 00:28:38,600
Speaker 1: papers probably weren't received the way I intended them to be.

563
00:28:39,080 --> 00:28:41,560
Speaker 1: But um, I would write crazy essays on what I

564
00:28:41,560 --> 00:28:43,760
Speaker 1: thought the future of the business would look like and

565
00:28:43,800 --> 00:28:47,360
Speaker 1: how we went from sitting around, you know, the fireplace,

566
00:28:47,480 --> 00:28:50,440
Speaker 1: to the electronic hearth with the radio, and then the

567
00:28:50,440 --> 00:28:53,760
Speaker 1: television and the water cooler, and then social media was

568
00:28:53,800 --> 00:28:55,840
Speaker 1: like the new gathering spot where people would talk about

569
00:28:55,880 --> 00:29:00,000
Speaker 1: Ellen and I pitched that basically, you guys are producing

570
00:29:00,120 --> 00:29:02,160
Speaker 1: for one hour a day everyone in this building. Let

571
00:29:02,240 --> 00:29:04,920
Speaker 1: me produce for twenty three hours a day, round the

572
00:29:04,920 --> 00:29:07,080
Speaker 1: clock on her social media for all the hours that

573
00:29:07,600 --> 00:29:13,680
Speaker 1: you know, you guys aren't on the air. And um,

574
00:29:13,720 --> 00:29:16,280
Speaker 1: after a while, Diddy came on the show and told

575
00:29:16,320 --> 00:29:19,560
Speaker 1: her about social media. Diddy, I don't know, this might

576
00:29:19,600 --> 00:29:22,440
Speaker 1: have been two thousand and eight to early two thousand nine,

577
00:29:22,800 --> 00:29:25,240
Speaker 1: and um, didd he told her about it and she

578
00:29:25,320 --> 00:29:27,440
Speaker 1: was like, what the heck is this and they were like, Kendall,

579
00:29:27,480 --> 00:29:29,600
Speaker 1: get down to the control room. It was like everything

580
00:29:29,680 --> 00:29:31,720
Speaker 1: is already set up, let's go. So it became my

581
00:29:31,800 --> 00:29:35,480
Speaker 1: job overnight and so that launching all her social media

582
00:29:35,520 --> 00:29:36,760
Speaker 1: and I had to figure out how to do it.

583
00:29:36,880 --> 00:29:39,240
Speaker 1: So I was reading a lot of Mashable and tech Crunch,

584
00:29:39,320 --> 00:29:42,880
Speaker 1: and there wasn't really a road map. There wasn't really

585
00:29:42,880 --> 00:29:44,960
Speaker 1: a plan on how to do it. I just thought

586
00:29:45,000 --> 00:29:47,680
Speaker 1: about it a lot. And so we developed that strategy

587
00:29:47,720 --> 00:29:51,440
Speaker 1: and UM to launch her and put up everything and

588
00:29:51,680 --> 00:29:54,720
Speaker 1: I think CNN was number one, Ashton Kutcher was number two,

589
00:29:54,880 --> 00:29:59,200
Speaker 1: and Ellen was number three on Twitter, So back in

590
00:29:59,240 --> 00:30:01,280
Speaker 1: the day, back in the day. So how long did

591
00:30:01,280 --> 00:30:06,040
Speaker 1: you work for Ellen um three? Around three years? And

592
00:30:06,080 --> 00:30:08,680
Speaker 1: did they ultimately, as they say, once they saw that

593
00:30:08,720 --> 00:30:11,600
Speaker 1: you were ahead and we're right, did they respect you

594
00:30:11,640 --> 00:30:15,000
Speaker 1: and give enough responsibility. I think when you work for

595
00:30:15,120 --> 00:30:17,960
Speaker 1: one person like that, I ended up becoming kind of

596
00:30:18,000 --> 00:30:21,480
Speaker 1: a community manager. You know, you launched, We launched Facebook

597
00:30:21,520 --> 00:30:24,160
Speaker 1: and Twitter and YouTube and UM. She was one of

598
00:30:24,160 --> 00:30:26,880
Speaker 1: the first to have four square badges, and you know,

599
00:30:26,880 --> 00:30:28,320
Speaker 1: there was a lot of stuff that was really fun

600
00:30:28,320 --> 00:30:29,720
Speaker 1: that we could do. We gave away a ton of

601
00:30:29,720 --> 00:30:32,680
Speaker 1: tickets on the air, UM to have you know, we're

602
00:30:32,680 --> 00:30:35,400
Speaker 1: going to tweet out that Ellen or her team is

603
00:30:35,400 --> 00:30:37,720
Speaker 1: going to be at X location at this time, and

604
00:30:38,000 --> 00:30:39,760
Speaker 1: thousands of people would show up. We did a lot

605
00:30:39,760 --> 00:30:44,920
Speaker 1: of like really cool community engagement live on air, hits, etcetera. UM.

606
00:30:44,960 --> 00:30:47,520
Speaker 1: But at a certain point your community managing your you know,

607
00:30:48,120 --> 00:30:51,400
Speaker 1: drafting tweets and really maintaining all those channels, and I

608
00:30:51,440 --> 00:30:55,240
Speaker 1: wanted more of the strategic overall role. And so that

609
00:30:55,400 --> 00:30:58,240
Speaker 1: is when I moved to I DPR and I worked. Okay,

610
00:30:58,240 --> 00:31:00,480
Speaker 1: so you moved to I D p R. How did

611
00:31:00,520 --> 00:31:04,560
Speaker 1: you get that gig? And what were you envisioning would happen? Um?

612
00:31:05,240 --> 00:31:07,960
Speaker 1: Through mutual friends. I got connected with a woman named

613
00:31:08,040 --> 00:31:12,600
Speaker 1: Natalie bruss Lent at the time. Who UM I joined

614
00:31:12,600 --> 00:31:17,240
Speaker 1: that team and and worked on a bunch of different UM. Now,

615
00:31:17,320 --> 00:31:20,160
Speaker 1: PR is not exactly the same thing you were doing

616
00:31:20,480 --> 00:31:23,200
Speaker 1: maybe what your role was, but working for Ellen and

617
00:31:23,200 --> 00:31:25,680
Speaker 1: working for PR, that's actually radically different. Did you know

618
00:31:26,080 --> 00:31:28,040
Speaker 1: that you wanted to work for a PR company? Not

619
00:31:28,120 --> 00:31:30,320
Speaker 1: at all? And I didn't seem I wasn't a publicist,

620
00:31:30,400 --> 00:31:34,840
Speaker 1: I wasn't doing any PR, I was doing social strategy,

621
00:31:34,960 --> 00:31:39,600
Speaker 1: digital strategy building. You know, if at ELLEN I was

622
00:31:39,720 --> 00:31:42,080
Speaker 1: producing content, I thought of myself as a producer and

623
00:31:42,120 --> 00:31:45,360
Speaker 1: I just executed that on social. At I d I

624
00:31:45,400 --> 00:31:48,800
Speaker 1: was doing digital strategy, producing a persona, how do we

625
00:31:48,920 --> 00:31:51,720
Speaker 1: drive media attention, how do we get our clients more

626
00:31:51,720 --> 00:31:54,800
Speaker 1: into the cultural conversation? All through things I can own

627
00:31:54,880 --> 00:31:57,800
Speaker 1: control the things that they you know, have power over.

628
00:31:57,840 --> 00:32:00,320
Speaker 1: On social but in PR, you're in the retainer bit nous,

629
00:32:00,560 --> 00:32:03,440
Speaker 1: and you got to teach your clients how to fish.

630
00:32:03,440 --> 00:32:05,080
Speaker 1: You can't do it for them otherwise they're never going

631
00:32:05,080 --> 00:32:08,600
Speaker 1: to be successful. So I would just burn ensuring clients

632
00:32:08,640 --> 00:32:12,080
Speaker 1: like crazy because hopefully within a month three months, they'd

633
00:32:12,080 --> 00:32:14,000
Speaker 1: know everything that I needed to teach them and they

634
00:32:14,040 --> 00:32:17,040
Speaker 1: could be set on their way. That doesn't work in

635
00:32:17,280 --> 00:32:21,960
Speaker 1: publicity using that business model. So after three years before

636
00:32:21,960 --> 00:32:24,080
Speaker 1: you get there, when you get the getting the gig

637
00:32:24,120 --> 00:32:26,240
Speaker 1: at I DPR, were you checking, were you knocking on

638
00:32:26,360 --> 00:32:28,560
Speaker 1: many doors or that opportunity to just come up? It

639
00:32:28,600 --> 00:32:31,360
Speaker 1: came up? Okay, So after three years at I DPR,

640
00:32:32,040 --> 00:32:35,880
Speaker 1: you were telling saying, I recognized that so much of

641
00:32:35,880 --> 00:32:37,960
Speaker 1: the value that I was bringing to clients for building

642
00:32:37,960 --> 00:32:40,120
Speaker 1: their audiences to a place where they can monetize it

643
00:32:40,720 --> 00:32:43,840
Speaker 1: in a million different ways. And I thought maybe being

644
00:32:43,840 --> 00:32:46,080
Speaker 1: on the percentage side of the business was a little

645
00:32:46,080 --> 00:32:48,720
Speaker 1: more It made more sense based on how I approached

646
00:32:49,760 --> 00:32:52,600
Speaker 1: interacting with clients, building their audiences, the value that I

647
00:32:52,640 --> 00:32:56,280
Speaker 1: could bring to their their careers. So how did the

648
00:32:56,320 --> 00:33:01,640
Speaker 1: next transition happen? Um, I, through room mutual friends, had

649
00:33:01,680 --> 00:33:05,560
Speaker 1: coffee with um Brent Weinstein, who runs the digital team

650
00:33:05,640 --> 00:33:08,080
Speaker 1: at U t A. Or maybe it wasn't even mutual friends,

651
00:33:08,080 --> 00:33:09,760
Speaker 1: like we we just knew each other out Like I'd

652
00:33:09,800 --> 00:33:12,120
Speaker 1: see him at south By and we'd always run into

653
00:33:12,120 --> 00:33:14,520
Speaker 1: each other everywhere, and we just sat down and we

654
00:33:14,520 --> 00:33:17,640
Speaker 1: were talking about the business. He was like, come work here.

655
00:33:18,360 --> 00:33:20,400
Speaker 1: And at the time, was there anybody doing that gig

656
00:33:20,520 --> 00:33:23,240
Speaker 1: or in that department? Yeah, I mean the U t

657
00:33:23,400 --> 00:33:26,480
Speaker 1: A has the longest I think the first digital the digital,

658
00:33:26,560 --> 00:33:29,120
Speaker 1: first digital practice in the entertainment business, so there had

659
00:33:29,160 --> 00:33:32,360
Speaker 1: been you know, they were the first assign YouTube stars

660
00:33:32,400 --> 00:33:35,080
Speaker 1: and really they've have a long history and really being

661
00:33:35,560 --> 00:33:38,760
Speaker 1: forward thinking and entrepreneurial in this space. And to Jeremy's

662
00:33:38,760 --> 00:33:41,360
Speaker 1: ammers credit, like, I don't think anyone in my role

663
00:33:41,800 --> 00:33:46,520
Speaker 1: exists I don't think anyone in my role exists at

664
00:33:46,560 --> 00:33:50,400
Speaker 1: any other agency. Is because I'm not completely transactional in

665
00:33:50,440 --> 00:33:52,959
Speaker 1: any way, Like I don't come in every day and

666
00:33:53,000 --> 00:33:55,320
Speaker 1: add things to my booking slip, Like I don't you know,

667
00:33:55,400 --> 00:33:58,400
Speaker 1: do the final deals for clients. My value to them

668
00:33:58,440 --> 00:34:00,920
Speaker 1: is long term and such a long tail effect, like

669
00:34:00,960 --> 00:34:03,520
Speaker 1: we build their audiences so we can make them, you know,

670
00:34:03,560 --> 00:34:07,320
Speaker 1: more successful and um on every deal they do. But

671
00:34:07,360 --> 00:34:10,960
Speaker 1: it's not necessarily something that you can completely account for

672
00:34:11,000 --> 00:34:13,560
Speaker 1: at the end of the year. And uh, you know,

673
00:34:13,640 --> 00:34:16,560
Speaker 1: Jeremy's really invested in this, and from the board and

674
00:34:16,560 --> 00:34:19,480
Speaker 1: the partners, they'll all top down in really seeing the

675
00:34:19,600 --> 00:34:22,440
Speaker 1: value and growing this. And ever since I've joined, it's

676
00:34:22,440 --> 00:34:26,120
Speaker 1: just gotten bigger and bigger, and it's it's been amazing. Okay,

677
00:34:26,200 --> 00:34:28,919
Speaker 1: let's go through the varying platforms and give me your take.

678
00:34:29,719 --> 00:34:36,279
Speaker 1: Facebook essential, it's the yellow Pages. You amplify that a

679
00:34:36,280 --> 00:34:39,520
Speaker 1: little bit. If you're not on Facebook, it's weird, like

680
00:34:39,600 --> 00:34:41,719
Speaker 1: you have to be on Facebook. Like if you meet

681
00:34:41,800 --> 00:34:44,560
Speaker 1: someone out and you're like, you're not on Facebook, why,

682
00:34:44,680 --> 00:34:46,719
Speaker 1: Like it's a it's a weird thing. It's the yellow Pages. Now,

683
00:34:46,719 --> 00:34:48,680
Speaker 1: it's like how you know you're talking about from a

684
00:34:48,719 --> 00:34:50,880
Speaker 1: person in general or from someone who might be a

685
00:34:50,880 --> 00:34:54,200
Speaker 1: client of U T a person in general, person in general,

686
00:34:54,320 --> 00:34:56,600
Speaker 1: you have to be on Facebook for a client. It's

687
00:34:56,640 --> 00:34:58,880
Speaker 1: one of the most powerful platforms because the art ad

688
00:34:58,880 --> 00:35:02,239
Speaker 1: targeting is just insane, Like if the way that you

689
00:35:02,239 --> 00:35:06,440
Speaker 1: can geo target and you know, the the add the

690
00:35:07,040 --> 00:35:09,160
Speaker 1: way that Facebook's built out the ad platform, it's just

691
00:35:09,680 --> 00:35:12,600
Speaker 1: it's such a powerful tool for our clients when they

692
00:35:12,800 --> 00:35:15,040
Speaker 1: can use it. Historically, it's not been easy for our

693
00:35:15,040 --> 00:35:17,680
Speaker 1: clients to use, like it wasn't set up for public

694
00:35:17,719 --> 00:35:21,560
Speaker 1: figures at all when it first launched, and so it's

695
00:35:21,600 --> 00:35:23,600
Speaker 1: been a long road for them to get to a

696
00:35:23,640 --> 00:35:26,480
Speaker 1: place where now, um, it's a little easier for our

697
00:35:26,480 --> 00:35:30,200
Speaker 1: clients to manage. Some clients still kind of have the

698
00:35:30,239 --> 00:35:32,799
Speaker 1: impressions from Facebook from two thousand and ten when it

699
00:35:32,880 --> 00:35:35,799
Speaker 1: was um a little cumbersome to kind of go on

700
00:35:35,920 --> 00:35:39,520
Speaker 1: and post um, but we we definitely prioritize it. You

701
00:35:39,600 --> 00:35:42,279
Speaker 1: have to be on Facebook, Twitter, and Instagram if you're

702
00:35:42,280 --> 00:35:44,080
Speaker 1: going to be on social media. If you're not going

703
00:35:44,120 --> 00:35:45,520
Speaker 1: to be on social media, that's fine, but if you're

704
00:35:45,520 --> 00:35:46,799
Speaker 1: gonna be on one, you have to be on all

705
00:35:46,840 --> 00:35:49,640
Speaker 1: three okay, but a little bit slower. When you talk

706
00:35:49,719 --> 00:35:54,080
Speaker 1: about ad targeting, etcetera. Do you your clients, because you

707
00:35:54,120 --> 00:35:57,640
Speaker 1: say they're in you know, they have multi uh desires,

708
00:35:57,760 --> 00:36:03,000
Speaker 1: would they literally be buying ads um depending on the

709
00:36:03,120 --> 00:36:05,880
Speaker 1: client and with like if they own their own business, yes,

710
00:36:06,400 --> 00:36:10,120
Speaker 1: if they're musicians, it's incredible, But then the promoter and

711
00:36:10,200 --> 00:36:12,160
Speaker 1: tour marketer and all that staff are taking it out.

712
00:36:12,400 --> 00:36:13,960
Speaker 1: But they need to be able to have the platform

713
00:36:14,120 --> 00:36:16,920
Speaker 1: the audience. Like our clients aren't usually manually pulling any

714
00:36:16,920 --> 00:36:21,520
Speaker 1: of those triggers. Okay, but do you supervise that in

715
00:36:21,640 --> 00:36:24,480
Speaker 1: terms of, you know, we can help advise, but we don't.

716
00:36:24,560 --> 00:36:26,239
Speaker 1: We don't do their advice. We're in the business and

717
00:36:26,320 --> 00:36:34,279
Speaker 1: making my Bob spending it. Stay right there, We'll be

718
00:36:34,320 --> 00:36:37,040
Speaker 1: back with more of my conversation with Kendel Astro, head

719
00:36:37,040 --> 00:36:39,520
Speaker 1: of i Q Strategy for U t A. Here on

720
00:36:39,560 --> 00:36:45,399
Speaker 1: the Bob Left Sets podcast. You're listening to the Bob

721
00:36:45,480 --> 00:36:49,239
Speaker 1: Left Sets podcast recording at the two non studios in Venice, California.

722
00:36:49,719 --> 00:36:52,120
Speaker 1: Each week, I interview a new guest to get their story.

723
00:36:52,600 --> 00:36:55,080
Speaker 1: While they're here, we take photos and shoot some videos.

724
00:36:55,080 --> 00:36:57,600
Speaker 1: You can see what they really look like check us

725
00:36:57,600 --> 00:37:01,480
Speaker 1: out on Twitter, Instagram and Facebook. Follow at tune in,

726
00:37:02,920 --> 00:37:05,240
Speaker 1: let's dive right back in with my guest Kendall Astro,

727
00:37:05,400 --> 00:37:08,480
Speaker 1: head of IQ Strategy for U t A. But talking

728
00:37:08,520 --> 00:37:13,920
Speaker 1: about some of these platforms in society at large, Facebook said,

729
00:37:14,080 --> 00:37:16,399
Speaker 1: you know, they have a lot of excuses saying they're

730
00:37:16,440 --> 00:37:21,280
Speaker 1: not going to be news focused. But engagement dropped. Okay,

731
00:37:21,360 --> 00:37:25,879
Speaker 1: so is Facebook? Uh for old people and young people

732
00:37:25,960 --> 00:37:30,520
Speaker 1: are not so much on Facebook. You need Facebook to

733
00:37:30,560 --> 00:37:32,680
Speaker 1: sign in anywhere you go on the web. There o

734
00:37:32,840 --> 00:37:35,600
Speaker 1: office everywhere. So I think everyone, like I said, everyone

735
00:37:35,719 --> 00:37:39,359
Speaker 1: has Facebook. I found Facebook to be a lot more

736
00:37:39,440 --> 00:37:42,000
Speaker 1: useful the last couple of months as they've gotten rid

737
00:37:42,040 --> 00:37:45,800
Speaker 1: of a lot of Like everyone's complaining so hard about

738
00:37:45,880 --> 00:37:49,520
Speaker 1: the engagement dropping, but the media is writing those stories

739
00:37:49,560 --> 00:37:51,600
Speaker 1: and they're the ones who are losing most of their traffic.

740
00:37:51,640 --> 00:37:53,840
Speaker 1: When I go on Facebook now, I enjoy the experience

741
00:37:53,840 --> 00:37:55,840
Speaker 1: more because I'm seeing stuff from my friends and family.

742
00:37:56,239 --> 00:37:58,640
Speaker 1: And that's what Facebook was when it you know, I

743
00:37:58,719 --> 00:38:01,120
Speaker 1: joined Facebook into I was in four when it came

744
00:38:01,160 --> 00:38:04,920
Speaker 1: to Arizona UM and it was so fun. It was

745
00:38:04,960 --> 00:38:08,080
Speaker 1: so enjoyable to see you know, friends and family and

746
00:38:08,160 --> 00:38:10,839
Speaker 1: updates and photos and whatnot. And then the last year

747
00:38:10,880 --> 00:38:14,759
Speaker 1: it's been all articles and weird viral videos and kind

748
00:38:14,760 --> 00:38:18,040
Speaker 1: of people using exploiting the algorithm to to have their

749
00:38:18,080 --> 00:38:20,640
Speaker 1: business be served. It's getting I think it's getting so

750
00:38:20,719 --> 00:38:22,680
Speaker 1: much more enjoyable. So the clients that we have that

751
00:38:22,719 --> 00:38:25,719
Speaker 1: are really using it authentically, responding to comments, going in

752
00:38:25,760 --> 00:38:28,759
Speaker 1: and like engaging and posting and putting things out there

753
00:38:28,800 --> 00:38:31,480
Speaker 1: that have value are still seeing a lot of engagement

754
00:38:31,520 --> 00:38:33,920
Speaker 1: and a lot of you know, great lift from their

755
00:38:33,960 --> 00:38:37,279
Speaker 1: content on Facebook. The people who are just posting an

756
00:38:37,400 --> 00:38:41,359
Speaker 1: article and you know, some of those companies that we're using, um,

757
00:38:41,400 --> 00:38:44,160
Speaker 1: you know, putting up just kind of generic articles and

758
00:38:44,200 --> 00:38:46,840
Speaker 1: then giving clients a piece of the ad sense revenue

759
00:38:46,920 --> 00:38:51,560
Speaker 1: or the ad revenue on those articles, they're failing. So

760
00:38:51,760 --> 00:38:53,560
Speaker 1: just to hammer this one more time, if you want

761
00:38:53,560 --> 00:38:56,520
Speaker 1: to reach a demo eighteen or younger, are they on Facebook?

762
00:38:57,960 --> 00:39:01,920
Speaker 1: Probably not as much as they're on other platforms. Okay,

763
00:39:01,920 --> 00:39:03,640
Speaker 1: but they all have a log in so they can

764
00:39:03,680 --> 00:39:05,680
Speaker 1: log in around the world. I can't say they all do,

765
00:39:05,719 --> 00:39:07,600
Speaker 1: but yeah, I think most I think most people have

766
00:39:07,800 --> 00:39:15,240
Speaker 1: Facebook accounts. Okay. Twitter. Twitter has gotten fun because politics,

767
00:39:15,080 --> 00:39:18,360
Speaker 1: it's gotten fun again. Um, you know again, most of

768
00:39:18,360 --> 00:39:22,200
Speaker 1: our a lot of clients, my clients used to love Twitter.

769
00:39:22,360 --> 00:39:26,040
Speaker 1: Twitter was where they broke news, where they controlled the

770
00:39:26,120 --> 00:39:29,360
Speaker 1: narrative around their careers and their you know, their personal lives,

771
00:39:29,880 --> 00:39:34,719
Speaker 1: and um, I think that maybe some fans went away

772
00:39:34,719 --> 00:39:36,840
Speaker 1: from Twitter for a while, but I think the fans

773
00:39:36,880 --> 00:39:39,840
Speaker 1: have really come back over the past eighteen months. For

774
00:39:39,920 --> 00:39:42,080
Speaker 1: my clients who are doubling down and engaging on Twitter,

775
00:39:42,400 --> 00:39:45,480
Speaker 1: depending on what what area you sit in and how

776
00:39:45,520 --> 00:39:47,520
Speaker 1: good you are at it, I think you can still

777
00:39:47,520 --> 00:39:49,880
Speaker 1: have a lot of um, a lot of interaction, a

778
00:39:49,920 --> 00:39:51,480
Speaker 1: lot of engagement, and see a lot of value from

779
00:39:51,480 --> 00:39:54,640
Speaker 1: that community. Let's assume you're advising someone who's on Twitter.

780
00:39:54,960 --> 00:40:01,120
Speaker 1: What is the strategy again depends on the Let's not

781
00:40:01,120 --> 00:40:04,360
Speaker 1: talk about comedians, because certainly it's been a legendary platform comedians,

782
00:40:04,400 --> 00:40:09,480
Speaker 1: but for someone else. How much should someone tweet? You

783
00:40:09,520 --> 00:40:11,640
Speaker 1: have to tweet multiple times a day otherwise you're gonna

784
00:40:11,640 --> 00:40:15,520
Speaker 1: get lost. So like it depends like how much should

785
00:40:15,560 --> 00:40:17,120
Speaker 1: you tweet? Well, what are your goals on the platform?

786
00:40:17,160 --> 00:40:18,840
Speaker 1: Do you want to be Do you wanna have millions

787
00:40:18,840 --> 00:40:20,479
Speaker 1: and millions of followers? Do you want to be driving

788
00:40:20,480 --> 00:40:23,000
Speaker 1: your business through it, then you need to be on it, posting,

789
00:40:23,239 --> 00:40:26,880
Speaker 1: you know, five times a day probably, And to what

790
00:40:27,040 --> 00:40:32,719
Speaker 1: degree should you worry about alienating people? Potentially if you're

791
00:40:32,719 --> 00:40:35,520
Speaker 1: not standing for something, what are people going to rally around?

792
00:40:36,400 --> 00:40:39,239
Speaker 1: So let's say we're in a divided political country. So

793
00:40:39,320 --> 00:40:41,160
Speaker 1: let's assume you're either on the right or the left.

794
00:40:41,560 --> 00:40:44,280
Speaker 1: And would you advise your clients to put their views

795
00:40:44,280 --> 00:40:47,080
Speaker 1: out there or to hold it back for fear of

796
00:40:47,160 --> 00:40:50,680
Speaker 1: fear of alienating some potential fans. I think it depends

797
00:40:50,719 --> 00:40:54,480
Speaker 1: on who your client is. If they just have a

798
00:40:54,520 --> 00:40:57,560
Speaker 1: one off opinion that they feel like if they jump

799
00:40:57,600 --> 00:41:01,799
Speaker 1: in on this conversation that they're going to um, they

800
00:41:01,880 --> 00:41:03,759
Speaker 1: might get a ton of engagement. See some followers by

801
00:41:03,760 --> 00:41:07,560
Speaker 1: saying this one thing, Probably not because that's not sustainable.

802
00:41:07,560 --> 00:41:10,759
Speaker 1: You're not building an audience that believes in and can

803
00:41:10,840 --> 00:41:13,600
Speaker 1: follow you in that direction. But if it's your passion

804
00:41:13,800 --> 00:41:17,720
Speaker 1: and it's something that you are fully committed to supporting, endorsing,

805
00:41:17,760 --> 00:41:20,880
Speaker 1: it's what you believe, and it's super you know, true

806
00:41:20,920 --> 00:41:23,399
Speaker 1: to everything you want for your career over the next

807
00:41:23,480 --> 00:41:25,920
Speaker 1: couple of years, and you should speak your truth and

808
00:41:26,040 --> 00:41:28,120
Speaker 1: you should you know, figure out what's the smart way

809
00:41:28,160 --> 00:41:31,160
Speaker 1: to do that? But you have to again with every post,

810
00:41:31,239 --> 00:41:34,640
Speaker 1: with every piece of content you put into an interview. Uh,

811
00:41:34,800 --> 00:41:37,839
Speaker 1: you know, anything you put online, it's got to it's

812
00:41:38,040 --> 00:41:40,279
Speaker 1: got to drive to a larger mission, a larger goal.

813
00:41:40,320 --> 00:41:43,000
Speaker 1: Otherwise it's throwaway content that can really hurt you. Well,

814
00:41:43,040 --> 00:41:47,200
Speaker 1: I certainly have a human regular person standers, have a

815
00:41:47,239 --> 00:41:50,160
Speaker 1: good number of followers on Twitter, and I find it's

816
00:41:50,200 --> 00:41:53,200
Speaker 1: like pissing in the wind in that most people don't

817
00:41:53,239 --> 00:41:55,000
Speaker 1: read it. Now, I'm in a unique position. I'm a

818
00:41:55,000 --> 00:41:57,600
Speaker 1: writer and I can reach my audience directly. But if

819
00:41:57,640 --> 00:42:00,160
Speaker 1: I say the same thing on Twitter, where I have

820
00:42:00,680 --> 00:42:03,919
Speaker 1: you know, seventy thousand followers, I find I get much

821
00:42:04,000 --> 00:42:09,960
Speaker 1: less of reaction because it moves so quickly depends. I mean,

822
00:42:10,320 --> 00:42:11,840
Speaker 1: we would have to dive in on the back end

823
00:42:11,880 --> 00:42:13,560
Speaker 1: of your account to see what your engagement is. How

824
00:42:13,600 --> 00:42:15,640
Speaker 1: many of those people are logging in every day? Where

825
00:42:15,680 --> 00:42:17,640
Speaker 1: you did? You have a lot of early adopter fans

826
00:42:17,640 --> 00:42:20,400
Speaker 1: that didn't that are no longer using the platform anymore.

827
00:42:21,000 --> 00:42:22,560
Speaker 1: I mean, I haven't gone that deep because I have

828
00:42:22,600 --> 00:42:25,279
Speaker 1: a bandon it for other reasons, although I'm a very

829
00:42:25,320 --> 00:42:30,200
Speaker 1: heavy Twitter reader. Okay, but um, general, as I say,

830
00:42:30,200 --> 00:42:33,400
Speaker 1: I'm an unique position because I'm already reaching these people.

831
00:42:33,840 --> 00:42:36,560
Speaker 1: Generally speaking, I would say it's people who subscribe to

832
00:42:36,600 --> 00:42:39,600
Speaker 1: my newsletter already. I just wonder how many of those

833
00:42:39,600 --> 00:42:44,480
Speaker 1: people because your audience is I had something on the

834
00:42:44,480 --> 00:42:46,880
Speaker 1: podcast the other day. They were talking about Trump and

835
00:42:46,920 --> 00:42:50,000
Speaker 1: they say, he's not tweeting, so people read it. He's

836
00:42:50,000 --> 00:42:54,600
Speaker 1: tweeting it, so the media reads it and amplifies it. Okay, So,

837
00:42:54,840 --> 00:42:57,400
Speaker 1: and certainly people make news on Twitter all day long,

838
00:42:58,000 --> 00:43:01,200
Speaker 1: but it's it's you know, this speaks the other thing?

839
00:43:01,239 --> 00:43:04,120
Speaker 1: To what degree is Twitter a club that many people

840
00:43:04,160 --> 00:43:07,799
Speaker 1: are outside because they find it incomprehensible. As much as

841
00:43:07,800 --> 00:43:11,080
Speaker 1: Twitter has made changes, I think it's a lot more

842
00:43:11,280 --> 00:43:14,719
Speaker 1: comprehensible than some of the other platforms that exist, Like what, well,

843
00:43:14,760 --> 00:43:17,080
Speaker 1: Snapchat is a lot harder for people over thirty. I

844
00:43:17,080 --> 00:43:19,560
Speaker 1: think that that's a harder one for people to wrap

845
00:43:19,600 --> 00:43:22,640
Speaker 1: their heads around. Like Twitter. I think, you know, Twitter,

846
00:43:23,080 --> 00:43:25,560
Speaker 1: Twitter has always had a problem with onboarding, Like how

847
00:43:25,600 --> 00:43:28,680
Speaker 1: do you if you don't curate your feed in a

848
00:43:29,000 --> 00:43:32,200
Speaker 1: you know, in a great way with awesome content, it's

849
00:43:32,239 --> 00:43:33,840
Speaker 1: going to keep you coming back and engaged and you

850
00:43:33,880 --> 00:43:36,600
Speaker 1: have a community that's responding and really in it with

851
00:43:36,640 --> 00:43:40,120
Speaker 1: you all the time. It's going to be difficult to

852
00:43:40,640 --> 00:43:42,840
Speaker 1: latch on and come back every day and find value

853
00:43:42,840 --> 00:43:49,399
Speaker 1: in that community. Um but well, I'm just saying that

854
00:43:49,480 --> 00:43:52,800
Speaker 1: in my you know, Okay, I'm reading Twitter all the time,

855
00:43:53,360 --> 00:43:57,279
Speaker 1: but you still miss stuff. I mean, I you know,

856
00:43:57,560 --> 00:44:01,080
Speaker 1: I can't follow everybody because it's too crazy. But let's

857
00:44:01,080 --> 00:44:05,920
Speaker 1: go to Snapchat. So Snapchat is redo and redid their

858
00:44:05,960 --> 00:44:08,680
Speaker 1: interface to make it easier for people. And there's been

859
00:44:08,680 --> 00:44:12,920
Speaker 1: a huge backlash amongst the acolytes. What's your viewpoint on them?

860
00:44:12,960 --> 00:44:15,719
Speaker 1: There's so much backlash every time a major platform makes

861
00:44:15,719 --> 00:44:19,000
Speaker 1: a change, Like when Facebook introduced the news feed, people

862
00:44:19,040 --> 00:44:21,080
Speaker 1: thought the world was gonna end. Like people are so

863
00:44:21,160 --> 00:44:24,320
Speaker 1: angry about the profile changes or the news feed changes.

864
00:44:24,400 --> 00:44:27,560
Speaker 1: And you know, I kind of understand when Evans says,

865
00:44:27,640 --> 00:44:32,280
Speaker 1: you know, it doesn't matter like you're gonna snap job. Yeah,

866
00:44:32,320 --> 00:44:34,520
Speaker 1: so you know, people are going to get used to it.

867
00:44:34,600 --> 00:44:37,640
Speaker 1: And I think what they're so in talking to them.

868
00:44:37,880 --> 00:44:40,720
Speaker 1: The algorithm on that right side, on the discover side,

869
00:44:41,280 --> 00:44:44,080
Speaker 1: is supposed to get better and better every day as

870
00:44:44,400 --> 00:44:47,040
Speaker 1: it learns what you've clicked on, what you've gone away

871
00:44:47,040 --> 00:44:49,600
Speaker 1: from what other people who watch the same type of

872
00:44:49,600 --> 00:44:52,640
Speaker 1: content as you do are looking at. Because they had

873
00:44:52,680 --> 00:44:54,840
Speaker 1: the worst problem with Discover. It was so hard to

874
00:44:54,880 --> 00:44:58,280
Speaker 1: find anyone. And before they allounced you know, official stories,

875
00:44:58,320 --> 00:45:01,120
Speaker 1: and before they started verifying, which is official stories is

876
00:45:01,160 --> 00:45:04,080
Speaker 1: their version of verification, it was just so impossible to

877
00:45:04,080 --> 00:45:07,279
Speaker 1: figure out who are famous people on the platform and

878
00:45:07,280 --> 00:45:09,839
Speaker 1: who you should follow, and um, you know, they kind

879
00:45:09,840 --> 00:45:12,360
Speaker 1: of shied away from having even celebrities on the platform

880
00:45:12,360 --> 00:45:14,680
Speaker 1: at all early on. They wanted it to just be

881
00:45:14,760 --> 00:45:17,480
Speaker 1: about you and your friends. And so all of your

882
00:45:17,560 --> 00:45:20,839
Speaker 1: unidirectional relationships are now on the right hand side and

883
00:45:20,880 --> 00:45:23,480
Speaker 1: all of your bi directional relationships are on the left

884
00:45:23,480 --> 00:45:25,239
Speaker 1: hand side. So we're playing to my audience what you

885
00:45:25,239 --> 00:45:29,600
Speaker 1: mean by you in a directional If I'm following, um,

886
00:45:29,680 --> 00:45:31,960
Speaker 1: you know, Kylie Jenners made a bunch of news. But like,

887
00:45:32,000 --> 00:45:34,120
Speaker 1: if I'm following her and she's not following me back,

888
00:45:34,560 --> 00:45:37,440
Speaker 1: she's on the right side. If we're following each other

889
00:45:37,480 --> 00:45:40,360
Speaker 1: because we're friends in some alternate universe, she's on the

890
00:45:40,440 --> 00:45:43,399
Speaker 1: left side. So you're still seeing that content from your

891
00:45:43,440 --> 00:45:46,120
Speaker 1: friends that you both followed. It's now calling out So

892
00:45:46,160 --> 00:45:48,520
Speaker 1: you know, everyone that's not following you back, which is

893
00:45:49,200 --> 00:45:51,319
Speaker 1: interesting and I wonder how that's playing out in high

894
00:45:51,320 --> 00:45:54,440
Speaker 1: schools around the country, around the world on the right

895
00:45:54,480 --> 00:45:59,520
Speaker 1: hand side. Um, but hopefully you'll see more important and

896
00:45:59,520 --> 00:46:04,160
Speaker 1: influence figures that you want to follow based on those algorithms.

897
00:46:04,200 --> 00:46:08,680
Speaker 1: So I'm not I'm a couple of years past being

898
00:46:08,800 --> 00:46:12,000
Speaker 1: core core Snapchat. But I know, you know, my younger brothers,

899
00:46:12,560 --> 00:46:15,960
Speaker 1: like all of my cousins, like we text, we only

900
00:46:16,000 --> 00:46:19,279
Speaker 1: talk through Snapchat. We don't use message, I message or

901
00:46:19,480 --> 00:46:24,040
Speaker 1: SMS like that's how we communicate videos, photos text. Um.

902
00:46:24,360 --> 00:46:26,680
Speaker 1: I think it's still very influential for a different demo.

903
00:46:26,760 --> 00:46:30,400
Speaker 1: They just have had a really hard time creating multigenerational.

904
00:46:30,680 --> 00:46:33,760
Speaker 1: And then how about you know, in terms of news

905
00:46:34,239 --> 00:46:37,720
Speaker 1: and other stories on Snapchat, they a lot of companies

906
00:46:37,760 --> 00:46:42,760
Speaker 1: have come and gone. Is there a future there or not? Sorry?

907
00:46:42,800 --> 00:46:45,200
Speaker 1: What was that? You know? With third parties, you know,

908
00:46:45,400 --> 00:46:50,600
Speaker 1: media outlets who have a presence on Snapchat. I don't know,

909
00:46:50,960 --> 00:46:53,680
Speaker 1: I don't, I don't I'm not in the mechanics of

910
00:46:53,719 --> 00:46:56,319
Speaker 1: those deals. I don't know the actual usage on a

911
00:46:56,320 --> 00:47:00,440
Speaker 1: lot of that stuff because they have been pretty you know,

912
00:47:00,520 --> 00:47:05,120
Speaker 1: untransparent on um A lot of that the stats there,

913
00:47:05,160 --> 00:47:07,840
Speaker 1: so I can't speak to how the media business is

914
00:47:07,880 --> 00:47:10,480
Speaker 1: really gonna sustain and survive there. I don't think it's

915
00:47:10,520 --> 00:47:13,959
Speaker 1: going away. I think that the way they've innovated, they've

916
00:47:14,239 --> 00:47:16,960
Speaker 1: made more progress, like with their A R filters and

917
00:47:17,120 --> 00:47:19,640
Speaker 1: some of the stuff they're doing on the tech side

918
00:47:20,160 --> 00:47:22,839
Speaker 1: is so much more progressive than any of the other platforms.

919
00:47:22,840 --> 00:47:25,560
Speaker 1: They're still super nimble. Um, I just don't know about

920
00:47:25,600 --> 00:47:29,839
Speaker 1: that long term media business with them. Okay. Then Instagram,

921
00:47:29,840 --> 00:47:34,160
Speaker 1: which of course is owned by Facebook, and one would

922
00:47:34,200 --> 00:47:37,840
Speaker 1: say stole some of the ideas of Snapchat, like Snapchat

923
00:47:37,920 --> 00:47:46,239
Speaker 1: stories where what's the status of Instagram? Why they it

924
00:47:46,960 --> 00:47:49,319
Speaker 1: the visual content, the way that you can consume it

925
00:47:49,360 --> 00:47:52,239
Speaker 1: so quickly, it's so easy to use the way that

926
00:47:52,320 --> 00:47:56,040
Speaker 1: they took stories, and you know, everyone kind of everyone

927
00:47:56,160 --> 00:47:58,520
Speaker 1: I know that felt like they had to be on

928
00:47:58,600 --> 00:48:03,040
Speaker 1: Snapchat abandon it the second that stories launched because they

929
00:48:03,080 --> 00:48:05,200
Speaker 1: loved the format, but it was so much easier to

930
00:48:05,239 --> 00:48:07,719
Speaker 1: consume in their community, and their audience was already on

931
00:48:07,760 --> 00:48:11,560
Speaker 1: Instagram and so all their follower accounts. Um, you know,

932
00:48:11,640 --> 00:48:15,080
Speaker 1: you get that endorphin rush when your friends and like

933
00:48:15,280 --> 00:48:18,680
Speaker 1: and comment, and you know, get engaged in your content,

934
00:48:18,760 --> 00:48:22,839
Speaker 1: and that was happening on Instagram, and they've really just

935
00:48:22,920 --> 00:48:25,719
Speaker 1: adapted quickly and launched a bunch of really cool features.

936
00:48:25,800 --> 00:48:29,520
Speaker 1: And I think most people I now use Instagram more

937
00:48:29,560 --> 00:48:31,680
Speaker 1: than any other platform out there, most of my and

938
00:48:31,760 --> 00:48:37,080
Speaker 1: my clients for sure. Okay, is the addiction, the endorphin rush.

939
00:48:37,400 --> 00:48:41,239
Speaker 1: I think it's all of it. I don't know. Yeah,

940
00:48:41,280 --> 00:48:44,520
Speaker 1: I guess I think because you because you're talking about

941
00:48:44,520 --> 00:48:46,880
Speaker 1: how you use Twitter and you don't. I think you

942
00:48:46,920 --> 00:48:49,239
Speaker 1: can be a passive consumer on Instagram. But I think

943
00:48:49,400 --> 00:48:51,839
Speaker 1: the barrier to entry is so low to post good

944
00:48:51,880 --> 00:48:54,719
Speaker 1: content that people do really like that feedback loop, and

945
00:48:54,719 --> 00:48:58,080
Speaker 1: you get it on Instagram. I guess with Instagram at first,

946
00:48:58,080 --> 00:49:00,919
Speaker 1: and maybe it's because I'm a tech big guy, I said,

947
00:49:01,040 --> 00:49:03,719
Speaker 1: you know, it's pictures, it's too simplistic, and then I

948
00:49:03,800 --> 00:49:07,920
Speaker 1: was wrong and it burgeons. Okay, But and also, but

949
00:49:08,160 --> 00:49:11,759
Speaker 1: isn't it on some level Facebook just you know a

950
00:49:11,800 --> 00:49:15,560
Speaker 1: few years later where everybody's basically advertising how great they

951
00:49:15,560 --> 00:49:17,680
Speaker 1: are and their lives are, and that might I'm not

952
00:49:17,760 --> 00:49:20,399
Speaker 1: talking about famous people, I'm talking about the average person,

953
00:49:20,440 --> 00:49:23,759
Speaker 1: and that might burn out. Well, I think what will

954
00:49:23,800 --> 00:49:26,160
Speaker 1: explain to clients is like Facebook's your trophy case. You

955
00:49:26,160 --> 00:49:28,279
Speaker 1: post the best of the best content, like you know,

956
00:49:28,400 --> 00:49:31,560
Speaker 1: you post At least most of my clients will post

957
00:49:31,760 --> 00:49:33,439
Speaker 1: the stuff they'd hang on a mantle or the stuff

958
00:49:33,440 --> 00:49:35,400
Speaker 1: they really want to be known for. On Facebook. They

959
00:49:35,400 --> 00:49:37,400
Speaker 1: because they post less on Facebook, and I think the

960
00:49:37,440 --> 00:49:40,520
Speaker 1: normal person post less on Facebook than they do on

961
00:49:40,600 --> 00:49:44,160
Speaker 1: most other platforms. On Instagram, it's like your glossy magazine.

962
00:49:44,200 --> 00:49:46,440
Speaker 1: It's your aspirational lifestyle. It's what you want to be

963
00:49:46,480 --> 00:49:49,400
Speaker 1: known for. It's the the really premium content, the stuff

964
00:49:49,440 --> 00:49:52,879
Speaker 1: that's just aesthetically pleasing, that is what you want, your

965
00:49:52,920 --> 00:49:55,200
Speaker 1: mood board, your vision of who you are to stand for.

966
00:49:55,719 --> 00:49:58,719
Speaker 1: Stories takes that down a little bit because it's so,

967
00:49:59,320 --> 00:50:02,080
Speaker 1: you know, just of life and ephemeral and you don't

968
00:50:02,120 --> 00:50:04,680
Speaker 1: have to put as much premium content on there, so

969
00:50:04,760 --> 00:50:08,120
Speaker 1: people post more of just the mundane. But I think

970
00:50:08,160 --> 00:50:12,160
Speaker 1: what's on your feet is really for most people highly curated.

971
00:50:12,480 --> 00:50:14,279
Speaker 1: And so what about the ones that used to get

972
00:50:14,280 --> 00:50:16,320
Speaker 1: a lot of press, They're all a little bit different.

973
00:50:16,719 --> 00:50:21,040
Speaker 1: But it seems like also rams now, Tumbler, Pinterest, Pinterest

974
00:50:21,120 --> 00:50:24,279
Speaker 1: is still such a utility, like it doesn't get as

975
00:50:24,360 --> 00:50:27,239
Speaker 1: much attention as I think it deserves. But I think

976
00:50:27,239 --> 00:50:29,520
Speaker 1: when you have a project, when you're remodeling, when you

977
00:50:29,560 --> 00:50:33,240
Speaker 1: want to plan a wedding, when you want to do something,

978
00:50:33,640 --> 00:50:36,960
Speaker 1: you go to Pinterest. So for brands or for talent

979
00:50:37,040 --> 00:50:39,799
Speaker 1: who want to build companies or have lifestyle brands, like

980
00:50:39,840 --> 00:50:44,440
Speaker 1: you're converting. That's like the highest shopping conversion is Pinterest.

981
00:50:44,520 --> 00:50:47,920
Speaker 1: It's still amazing, and Tumbler is so interesting from like

982
00:50:47,960 --> 00:50:52,400
Speaker 1: an artist community standpoint, Like on Tumbler, if you know,

983
00:50:52,440 --> 00:50:54,600
Speaker 1: the conversation after a television show is going to go

984
00:50:54,640 --> 00:50:57,080
Speaker 1: away within an hour, like we're going to see that

985
00:50:57,280 --> 00:51:00,400
Speaker 1: sharp spike and then that sharp decline as soon as

986
00:51:00,440 --> 00:51:03,080
Speaker 1: the time's over. But on Tumbler for a week or

987
00:51:03,080 --> 00:51:06,359
Speaker 1: two weeks, will continue to see like fan generated art

988
00:51:06,440 --> 00:51:09,240
Speaker 1: and gifts, like people who spend time with your work

989
00:51:09,680 --> 00:51:12,440
Speaker 1: and really care about the community and delve into those

990
00:51:12,520 --> 00:51:15,480
Speaker 1: niche interests kind of areas are still posting a lot

991
00:51:15,520 --> 00:51:17,879
Speaker 1: on Tumbler. So having like a really active fan base

992
00:51:18,000 --> 00:51:20,640
Speaker 1: and curating that those are almost like you're like, what's

993
00:51:20,680 --> 00:51:22,960
Speaker 1: the value of a fan? I think Tumbler still has

994
00:51:23,000 --> 00:51:25,800
Speaker 1: a lot of value in those areas. Okay, some of

995
00:51:25,840 --> 00:51:27,640
Speaker 1: the things you know, a little clean up work in

996
00:51:27,640 --> 00:51:31,719
Speaker 1: the area that we've talked about. Live broadcasting started out

997
00:51:31,719 --> 00:51:36,239
Speaker 1: with miracat where's that going HQ. It's the first time

998
00:51:36,239 --> 00:51:38,920
Speaker 1: I've seen any platform that I actually want to tune into.

999
00:51:39,239 --> 00:51:42,960
Speaker 1: Live is so hard live for anyone live music you

1000
00:51:42,960 --> 00:51:46,640
Speaker 1: know on online, it's just not as well produced as

1001
00:51:46,640 --> 00:51:50,200
Speaker 1: seeing something you know well produced and curated and edited.

1002
00:51:50,239 --> 00:51:52,960
Speaker 1: And I'd rather watch a five minute recap clip than

1003
00:51:53,239 --> 00:51:55,000
Speaker 1: sit through an hour and a half of just kind

1004
00:51:55,000 --> 00:51:59,000
Speaker 1: of bad angles and bad sound. So live was really interesting,

1005
00:51:59,080 --> 00:52:00,560
Speaker 1: and there's a lot of plat ms out there that

1006
00:52:00,600 --> 00:52:03,239
Speaker 1: were doing it and things like you now where you

1007
00:52:03,239 --> 00:52:06,080
Speaker 1: could just watch someone sleep and like you know, it

1008
00:52:06,160 --> 00:52:08,480
Speaker 1: was much more for the teens, but they were monetizing

1009
00:52:08,480 --> 00:52:13,040
Speaker 1: and making money on their interesting. HQ is amazing, and

1010
00:52:13,520 --> 00:52:15,640
Speaker 1: I think it's my audience and maybe unaware of what

1011
00:52:15,840 --> 00:52:19,080
Speaker 1: HQ is. So HQ pings you at three pm and

1012
00:52:19,200 --> 00:52:23,240
Speaker 1: nine pm e s T. Every day and you get

1013
00:52:23,320 --> 00:52:26,040
Speaker 1: you know, it's a live Q and a game twelve questions,

1014
00:52:26,120 --> 00:52:28,640
Speaker 1: pot of money at the end split between whoever lasts,

1015
00:52:28,719 --> 00:52:32,040
Speaker 1: and it's so hard to win um, but it keeps

1016
00:52:32,040 --> 00:52:35,959
Speaker 1: you engaged, your participatory and the content. It's funny, it's

1017
00:52:36,400 --> 00:52:38,920
Speaker 1: I think that, you know, I'm surprised that something like

1018
00:52:38,920 --> 00:52:41,520
Speaker 1: Snapchat hasn't adopted it already. I'd be surprised if it

1019
00:52:41,520 --> 00:52:44,160
Speaker 1: doesn't launch within the next couple of months where they

1020
00:52:44,200 --> 00:52:48,080
Speaker 1: try to put in their own version. But live participatory

1021
00:52:48,320 --> 00:52:52,160
Speaker 1: media that keeps you engaged, that brings you in, that

1022
00:52:52,239 --> 00:52:56,960
Speaker 1: allows you to participate in the content is fascinating. Well,

1023
00:52:56,960 --> 00:52:59,719
Speaker 1: it's also fascinating. We've grown from appointment TV to on

1024
00:53:00,080 --> 00:53:05,200
Speaker 1: Man to now hu Trivia, which is you know, appointment Internet. Well,

1025
00:53:05,200 --> 00:53:06,799
Speaker 1: when you and I first met, one of the things

1026
00:53:06,840 --> 00:53:09,080
Speaker 1: that we were talking about is, you know, back in

1027
00:53:09,160 --> 00:53:13,200
Speaker 1: the day radio, there's radio programs that we've never heard again.

1028
00:53:13,239 --> 00:53:15,719
Speaker 1: You didn't make media to last forever. You didn't make

1029
00:53:15,760 --> 00:53:18,680
Speaker 1: media so you could DVR and tune into it and

1030
00:53:18,719 --> 00:53:20,480
Speaker 1: watch it whenever you wanted. You either had to be

1031
00:53:20,520 --> 00:53:23,520
Speaker 1: there or you were left out. And there's episodes of

1032
00:53:23,520 --> 00:53:25,880
Speaker 1: television that we've never seen again, you know, talk shows,

1033
00:53:25,880 --> 00:53:27,719
Speaker 1: episodes of I Love Lucy, I Read a Thing that

1034
00:53:28,280 --> 00:53:31,200
Speaker 1: literally have never been seen after their original airing. But

1035
00:53:31,280 --> 00:53:34,840
Speaker 1: then the VCR was invented, and then the DVR, and

1036
00:53:35,600 --> 00:53:37,520
Speaker 1: all of a sudden, people just think that we have

1037
00:53:37,600 --> 00:53:39,799
Speaker 1: to have all this content forever, and every tweet you've

1038
00:53:39,840 --> 00:53:42,520
Speaker 1: ever posted is in the Library of Congress, and uh,

1039
00:53:42,560 --> 00:53:44,320
Speaker 1: you know, all these things that just are supposed to

1040
00:53:44,440 --> 00:53:47,359
Speaker 1: last forever. And then Snapchat came out and so many

1041
00:53:47,360 --> 00:53:49,080
Speaker 1: people were like, well, why would I participate in that?

1042
00:53:49,080 --> 00:53:52,799
Speaker 1: Why would I spend time making awesome content if it's

1043
00:53:52,880 --> 00:53:56,200
Speaker 1: just going to disappear? And now that seems to last

1044
00:53:56,200 --> 00:53:58,239
Speaker 1: forever because it's twenty four hours. If you're not in

1045
00:53:58,280 --> 00:54:01,920
Speaker 1: that HQ game within the minute it launches, you missed out.

1046
00:54:01,920 --> 00:54:03,640
Speaker 1: You can't be part of it, you can't join it.

1047
00:54:03,960 --> 00:54:07,640
Speaker 1: So we went from you know, just literally we're almost

1048
00:54:07,680 --> 00:54:10,560
Speaker 1: back to with things like HQ back back in the

1049
00:54:10,640 --> 00:54:12,680
Speaker 1: day in the thirties and the forties and the fifties

1050
00:54:12,719 --> 00:54:15,120
Speaker 1: when you had to be there. Are you or to

1051
00:54:15,239 --> 00:54:17,120
Speaker 1: what degree is there still opportunity? If you look at

1052
00:54:17,160 --> 00:54:20,359
Speaker 1: the Internet at large, we have four arguably five big

1053
00:54:20,400 --> 00:54:26,160
Speaker 1: companies show Amazon, Google, Facebook, Apple, and maybe Microsoft. So

1054
00:54:26,560 --> 00:54:29,200
Speaker 1: in the social media world, is there any room for

1055
00:54:29,400 --> 00:54:34,160
Speaker 1: entrance or is it really solidified along the lines of

1056
00:54:34,200 --> 00:54:37,400
Speaker 1: the companies that we just mentioned. I think it's harder

1057
00:54:37,400 --> 00:54:40,439
Speaker 1: and harder to break out. Uh, we're not seeing things

1058
00:54:40,440 --> 00:54:43,439
Speaker 1: pop out it We're talking about this this morning at work.

1059
00:54:43,800 --> 00:54:46,520
Speaker 1: You know, we're not seeing things pop out at south

1060
00:54:46,560 --> 00:54:48,880
Speaker 1: By the way we were and two thousands six to

1061
00:54:48,960 --> 00:54:53,080
Speaker 1: two thou like, it's much harder to have an original idea,

1062
00:54:53,239 --> 00:54:55,759
Speaker 1: And I think when you do, uh, how much of

1063
00:54:55,800 --> 00:54:59,200
Speaker 1: it can't be replicated by the big majors. But I

1064
00:54:59,239 --> 00:55:03,040
Speaker 1: think interesting content is an interesting ideas are still going

1065
00:55:03,080 --> 00:55:05,279
Speaker 1: to champion. It's just what form is that going to take?

1066
00:55:05,280 --> 00:55:07,440
Speaker 1: So are we going to have a huge platform killer.

1067
00:55:08,280 --> 00:55:10,759
Speaker 1: I don't have a crystal ball, but I think you know,

1068
00:55:10,920 --> 00:55:14,520
Speaker 1: innovation is still happening every day. Okay, left field here,

1069
00:55:15,040 --> 00:55:18,719
Speaker 1: we're the heyday of the me too movement? What do

1070
00:55:18,840 --> 00:55:27,160
Speaker 1: you personally feel about this? Um, let's let's break it down. Okay,

1071
00:55:28,000 --> 00:55:31,520
Speaker 1: do you feel limited in an opportunity by being a woman.

1072
00:55:32,200 --> 00:55:36,200
Speaker 1: I've definitely had roadbox because I'm a woman. A lot

1073
00:55:36,200 --> 00:55:38,360
Speaker 1: of times I used to I didn't really know it

1074
00:55:38,440 --> 00:55:40,600
Speaker 1: was because of my gender. I thought it was because

1075
00:55:40,640 --> 00:55:45,160
Speaker 1: of my age, because you know, I've been fortunate to

1076
00:55:45,200 --> 00:55:48,120
Speaker 1: be in some incredible rooms at an early age, I

1077
00:55:48,239 --> 00:55:50,200
Speaker 1: thought that I was being limited by those things. And

1078
00:55:50,200 --> 00:55:53,480
Speaker 1: then I remember it was like a month after I

1079
00:55:53,520 --> 00:55:56,400
Speaker 1: got married, I was speaking at a conference and someone

1080
00:55:56,480 --> 00:55:58,560
Speaker 1: came up to my husband and I and said, isn't

1081
00:55:58,600 --> 00:56:00,680
Speaker 1: it so great that you get to come business trips

1082
00:56:00,680 --> 00:56:04,479
Speaker 1: with your husband? I was like, um, excuse me, he's

1083
00:56:04,520 --> 00:56:07,560
Speaker 1: my guest. I'm the keynote here, Like it was, it's

1084
00:56:07,600 --> 00:56:10,120
Speaker 1: just crazy. And then you start to recognize, well, maybe

1085
00:56:10,120 --> 00:56:11,879
Speaker 1: it's not because of my age. Maybe it's not because

1086
00:56:11,880 --> 00:56:14,840
Speaker 1: of my lack of experience. Maybe it's because you know,

1087
00:56:14,880 --> 00:56:16,799
Speaker 1: I'm a woman. As you start to age and you

1088
00:56:16,840 --> 00:56:19,120
Speaker 1: get more experience, it's not you know, you realize what

1089
00:56:19,160 --> 00:56:21,560
Speaker 1: actually is holding me back. I don't think I was

1090
00:56:21,600 --> 00:56:24,239
Speaker 1: as conscious of it as I should have been growing up,

1091
00:56:24,280 --> 00:56:27,240
Speaker 1: because I was raised in a family where every woman

1092
00:56:27,400 --> 00:56:29,719
Speaker 1: was the leader of the house, like we were, you know,

1093
00:56:29,800 --> 00:56:32,359
Speaker 1: every every woman. I was surrounded by my grandma's, my

1094
00:56:32,400 --> 00:56:36,120
Speaker 1: mom my, you know, aunts with you know, strong, independent,

1095
00:56:36,360 --> 00:56:41,000
Speaker 1: really brilliant women, and I didn't realize that that was

1096
00:56:41,040 --> 00:56:44,640
Speaker 1: something that, uh, I would have to contend with in

1097
00:56:44,680 --> 00:56:47,960
Speaker 1: the way that I ended up realizing later on, to

1098
00:56:48,120 --> 00:56:51,640
Speaker 1: what degree do you feel a responsibility to mentor or

1099
00:56:51,719 --> 00:56:56,160
Speaker 1: help other women climb the ladder? I think that the

1100
00:56:56,200 --> 00:56:59,160
Speaker 1: thing that drives me the most every day, Like, the

1101
00:56:59,200 --> 00:57:02,640
Speaker 1: thing that I'm most about is teaching. I love teaching

1102
00:57:02,640 --> 00:57:05,200
Speaker 1: my clients how to be better visions themselves and how

1103
00:57:05,239 --> 00:57:08,239
Speaker 1: to use these platforms to help their careers. And I'm

1104
00:57:08,280 --> 00:57:11,320
Speaker 1: obsessed with mentoring. Like the more that I can teach

1105
00:57:11,320 --> 00:57:13,719
Speaker 1: others and bring them up and make them better, that's

1106
00:57:13,719 --> 00:57:20,800
Speaker 1: what gets me out of bed every day. Stay right there,

1107
00:57:21,000 --> 00:57:23,520
Speaker 1: We'll be back with more of my conversation with Kendall Astro,

1108
00:57:23,880 --> 00:57:26,439
Speaker 1: head of i Q Strategy for U t A here

1109
00:57:26,440 --> 00:57:32,360
Speaker 1: on the Bob left Sex podcast. This is Bob left Sex.

1110
00:57:32,760 --> 00:57:35,560
Speaker 1: Do you like hearing from the heaviest I love talking

1111
00:57:35,600 --> 00:57:37,720
Speaker 1: to them and that's exactly what I'll be doing at

1112
00:57:37,720 --> 00:57:40,480
Speaker 1: my Music Media Summit and Santa Barbara at the end

1113
00:57:40,520 --> 00:57:43,560
Speaker 1: of April. Take your wallflower role to the next level

1114
00:57:43,560 --> 00:57:47,120
Speaker 1: by actually meeting the players, maneuvering and manipulating the chessboard.

1115
00:57:47,600 --> 00:57:51,000
Speaker 1: Go to Music Media Summit dot comfert tickets and more information.

1116
00:57:51,760 --> 00:57:55,120
Speaker 1: See you in Santa Barbara. Let's dive right back in

1117
00:57:55,240 --> 00:57:58,200
Speaker 1: with my guest Kendall Astra, head of IQ Strategy for

1118
00:57:58,320 --> 00:58:03,720
Speaker 1: U t A. Okay, looking at entertainment at large? Uh,

1119
00:58:03,760 --> 00:58:06,800
Speaker 1: certainly there was a heyday of movie stars. There was

1120
00:58:06,800 --> 00:58:11,000
Speaker 1: a heyday of rock stars. Now we have YouTube stars

1121
00:58:11,600 --> 00:58:13,520
Speaker 1: who are going to be the stars of the future.

1122
00:58:14,680 --> 00:58:16,720
Speaker 1: I don't think people are being put in boxes anymore.

1123
00:58:16,920 --> 00:58:20,240
Speaker 1: I think you're a star when you are an entertainer. Like,

1124
00:58:21,240 --> 00:58:24,520
Speaker 1: do we have any great, great movie stars who only

1125
00:58:24,520 --> 00:58:29,720
Speaker 1: exist on the screen today? Maybe? But are more the

1126
00:58:29,720 --> 00:58:32,320
Speaker 1: people that we're talking about existing in six buckets and

1127
00:58:32,360 --> 00:58:35,840
Speaker 1: six verticals? Are they multi hypen it's across multiple industries.

1128
00:58:35,880 --> 00:58:39,120
Speaker 1: Are they people who you almost identify more within a

1129
00:58:39,240 --> 00:58:41,120
Speaker 1: human level and you root for and no matter what

1130
00:58:41,160 --> 00:58:43,840
Speaker 1: they do, than you know, having them be isolated to

1131
00:58:43,920 --> 00:58:47,520
Speaker 1: one box of talent. That's on the talent side, But

1132
00:58:47,600 --> 00:58:50,640
Speaker 1: looking putting on your sear hat in terms of where

1133
00:58:50,680 --> 00:58:52,920
Speaker 1: you think it's going. Where will the stars of the

1134
00:58:52,920 --> 00:58:55,120
Speaker 1: future pe Will they be on in social media? Will

1135
00:58:55,160 --> 00:58:57,880
Speaker 1: they be in television? Movies? That's what I mean talent.

1136
00:58:58,320 --> 00:59:03,000
Speaker 1: I think engineers are talent, voters are talent CEOs or talent.

1137
00:59:03,360 --> 00:59:05,560
Speaker 1: But if you are in one vertical, in one box,

1138
00:59:05,960 --> 00:59:07,880
Speaker 1: are you going to be as successful in today's day

1139
00:59:07,880 --> 00:59:10,920
Speaker 1: and age as if you are playing in multiple fields,

1140
00:59:11,160 --> 00:59:15,440
Speaker 1: touch multiple different demographics and multiple interest groups and you know,

1141
00:59:15,440 --> 00:59:19,440
Speaker 1: are more of a well rounded, uh, public presence. Let's

1142
00:59:19,720 --> 00:59:23,000
Speaker 1: I want to win an award. Okay, what might I do? What?

1143
00:59:23,240 --> 00:59:29,040
Speaker 1: Or what award? Let's say it's an Oscar dynamic. Uh,

1144
00:59:29,240 --> 00:59:33,320
Speaker 1: I think that Emmy for sure. Social media, like I

1145
00:59:33,360 --> 00:59:37,280
Speaker 1: think that community is so much more conversation, so many

1146
00:59:37,320 --> 00:59:41,560
Speaker 1: more of the the voting members are, you know, looking

1147
00:59:41,600 --> 00:59:44,160
Speaker 1: at what's happening there and what you said earlier about

1148
00:59:44,200 --> 00:59:47,120
Speaker 1: Trump not doing it necessarily for fans to see, but

1149
00:59:47,160 --> 00:59:49,360
Speaker 1: to drive the media. If you want to be in

1150
00:59:49,400 --> 00:59:51,600
Speaker 1: those award conversations and you want to be taken seriously

1151
00:59:51,640 --> 00:59:54,439
Speaker 1: at that table, so much of that is driven by

1152
00:59:54,840 --> 00:59:58,120
Speaker 1: social and what you're talking about online. And so why

1153
00:59:58,160 --> 01:00:00,200
Speaker 1: do you wake up every day and to do you

1154
01:00:00,200 --> 01:00:01,840
Speaker 1: want to be an actor? You want to win the award?

1155
01:00:01,920 --> 01:00:03,560
Speaker 1: Like what is it? Is it the prestige? Is that

1156
01:00:03,640 --> 01:00:07,240
Speaker 1: the storytelling? Is it your passion for the industry? Like?

1157
01:00:07,320 --> 01:00:11,000
Speaker 1: What is it about this career? It's so hard, the

1158
01:00:11,560 --> 01:00:14,959
Speaker 1: auditions and the grind and to get to a place

1159
01:00:15,000 --> 01:00:16,840
Speaker 1: where you could even be considered for an Emmy is

1160
01:00:16,840 --> 01:00:19,440
Speaker 1: such a long battle for most people. Why do you

1161
01:00:19,520 --> 01:00:21,560
Speaker 1: do it? And if we start from that place, because

1162
01:00:21,560 --> 01:00:22,960
Speaker 1: if all you want to do is win an award

1163
01:00:22,960 --> 01:00:25,600
Speaker 1: and market your project. No one's going to follow you.

1164
01:00:25,640 --> 01:00:28,920
Speaker 1: How boring? Is that just self aggrandizing? It's horrible. But

1165
01:00:28,960 --> 01:00:30,360
Speaker 1: if you can go in and you can say I

1166
01:00:30,400 --> 01:00:32,840
Speaker 1: did this project or I'm so proud of this. You

1167
01:00:32,880 --> 01:00:35,440
Speaker 1: know this show because of X, Y and Z and

1168
01:00:35,480 --> 01:00:37,120
Speaker 1: here's what it stands for and here's what I learned,

1169
01:00:37,120 --> 01:00:38,680
Speaker 1: and like, I'm so excited for you to come on

1170
01:00:38,720 --> 01:00:40,320
Speaker 1: the journey with me and we can create a real

1171
01:00:40,440 --> 01:00:43,480
Speaker 1: narrative over why you're enthused about it, and we kind

1172
01:00:43,480 --> 01:00:45,120
Speaker 1: of have to build it out, like what else are

1173
01:00:45,120 --> 01:00:47,040
Speaker 1: you interested in? You know? Do you have any of

1174
01:00:47,040 --> 01:00:49,840
Speaker 1: that stuff? Are you even comfortable? And if we go

1175
01:00:49,920 --> 01:00:52,439
Speaker 1: through that whole exercise and you decide this is something

1176
01:00:52,480 --> 01:00:54,840
Speaker 1: you want to do, great, If it's still totally skieds

1177
01:00:54,880 --> 01:00:56,840
Speaker 1: you out, then we just have to figure out a

1178
01:00:56,840 --> 01:00:58,920
Speaker 1: way from maybe you to get great content to your

1179
01:00:58,960 --> 01:01:02,160
Speaker 1: co stars or the network for them to promote on

1180
01:01:02,200 --> 01:01:05,400
Speaker 1: your behalf without you having to be on. But you can't,

1181
01:01:05,440 --> 01:01:07,280
Speaker 1: you can't force anyone to do any of this stuff.

1182
01:01:07,280 --> 01:01:09,800
Speaker 1: You just have to present all the options. Educate them

1183
01:01:09,840 --> 01:01:13,280
Speaker 1: on the landscape, Educate them honestly on you are literally

1184
01:01:13,280 --> 01:01:15,680
Speaker 1: going to not be successful unless you do these things.

1185
01:01:15,760 --> 01:01:17,880
Speaker 1: And in some cases it's almost better not to be

1186
01:01:17,960 --> 01:01:20,400
Speaker 1: on at all than to be on with a really

1187
01:01:20,440 --> 01:01:24,080
Speaker 1: horrible strategy and no engagement and no good content. To

1188
01:01:24,160 --> 01:01:30,400
Speaker 1: what degree to self promotion work against clients? Uh? The

1189
01:01:31,440 --> 01:01:35,320
Speaker 1: million degrees of you know difference there being completely over

1190
01:01:35,360 --> 01:01:38,320
Speaker 1: self overly self promotional and blind to everything that's going

1191
01:01:38,360 --> 01:01:41,400
Speaker 1: on in the world, and you know reactions that your

1192
01:01:41,440 --> 01:01:44,160
Speaker 1: fans are giving you and just sell, sell, sell, You

1193
01:01:44,360 --> 01:01:46,280
Speaker 1: might as well just take out ads in magazines like

1194
01:01:46,360 --> 01:01:49,240
Speaker 1: that's not I'll give you an example more. And this

1195
01:01:49,320 --> 01:01:50,800
Speaker 1: is really sort of a unique But she's a writer

1196
01:01:50,840 --> 01:01:53,560
Speaker 1: for the New York Times. She only tweets when she's

1197
01:01:53,600 --> 01:01:56,919
Speaker 1: advertising her own column, and it's like, that's a turn

1198
01:01:56,960 --> 01:02:00,080
Speaker 1: off to me. How many followers does she have? Do

1199
01:02:00,160 --> 01:02:04,440
Speaker 1: you know? Probably you know, high five figures engagement, I

1200
01:02:04,480 --> 01:02:08,040
Speaker 1: don't know, probably not working that well. If I'm a

1201
01:02:08,120 --> 01:02:10,720
Speaker 1: power fan of Marine Down and I have to read

1202
01:02:10,760 --> 01:02:14,080
Speaker 1: everything she puts out there, I probably want to follow.

1203
01:02:14,160 --> 01:02:16,040
Speaker 1: That just makes to make sure I don't miss anything.

1204
01:02:16,560 --> 01:02:19,160
Speaker 1: But is she having is she building a relationship? Is

1205
01:02:19,160 --> 01:02:21,880
Speaker 1: she diving in? Is anyone learning more about who she

1206
01:02:22,080 --> 01:02:24,000
Speaker 1: is and what she stands for and why she wrote

1207
01:02:24,000 --> 01:02:26,960
Speaker 1: that article, what it meant to her? How long you know?

1208
01:02:27,000 --> 01:02:32,000
Speaker 1: What was her process? Can you tweet too much? Absolutely?

1209
01:02:32,840 --> 01:02:35,280
Speaker 1: So give us you know when does it start to

1210
01:02:35,320 --> 01:02:39,240
Speaker 1: become too much? Um? When I when your fans will

1211
01:02:39,240 --> 01:02:42,520
Speaker 1: log in and all they'll see is your stuff? Like

1212
01:02:42,840 --> 01:02:46,560
Speaker 1: you know, probably if you're live tweeting at television show

1213
01:02:46,640 --> 01:02:49,720
Speaker 1: or something like that, I'd probably say max for the

1214
01:02:49,720 --> 01:02:54,640
Speaker 1: whole hour. And how about retweets? If you're not adding

1215
01:02:54,640 --> 01:02:57,200
Speaker 1: your own context, I usually don't understand why you do it.

1216
01:02:58,400 --> 01:03:01,480
Speaker 1: I want to hear from you if I'm following you. Okay,

1217
01:03:01,520 --> 01:03:04,680
Speaker 1: So we talked about clients who want to win awards.

1218
01:03:04,680 --> 01:03:07,480
Speaker 1: How about clients? What other desires might there be? They

1219
01:03:07,520 --> 01:03:10,080
Speaker 1: might be building a business. What else might they come

1220
01:03:10,080 --> 01:03:12,000
Speaker 1: to you wanted to do? They might want to change

1221
01:03:12,000 --> 01:03:14,320
Speaker 1: public's perception. There might be a bad story out there.

1222
01:03:14,400 --> 01:03:17,040
Speaker 1: There might be, um, you know, just something that they'd

1223
01:03:17,160 --> 01:03:20,320
Speaker 1: rather people. You know, they want to change the conversation

1224
01:03:20,440 --> 01:03:24,560
Speaker 1: or they want to um be known in a different

1225
01:03:24,680 --> 01:03:27,120
Speaker 1: vertical they made okay a little bit slo I want

1226
01:03:27,120 --> 01:03:29,760
Speaker 1: to change the conversation. What would your strategy be? Depends

1227
01:03:29,800 --> 01:03:32,240
Speaker 1: on what the Well, let's use an example. John Mayor

1228
01:03:32,320 --> 01:03:35,040
Speaker 1: is not a client right now. John Mayor had the

1229
01:03:35,080 --> 01:03:38,400
Speaker 1: situation in Playboy. He said things there was negative public perception.

1230
01:03:39,000 --> 01:03:41,000
Speaker 1: What might and granted this years ago, but it hurt

1231
01:03:41,040 --> 01:03:44,200
Speaker 1: his career? What and he disappeared from Twitter, said he

1232
01:03:44,200 --> 01:03:46,240
Speaker 1: was going to tumboy, disappeared from there. What would have

1233
01:03:46,280 --> 01:03:48,400
Speaker 1: been a strategy that you might have proposed. I think

1234
01:03:48,400 --> 01:03:51,640
Speaker 1: he did it right. Really we had to mute him.

1235
01:03:51,680 --> 01:03:55,400
Speaker 1: I'm a big Mayor fan. He was such an early

1236
01:03:55,440 --> 01:03:58,360
Speaker 1: adopter on most of these platforms. I loved it when

1237
01:03:58,360 --> 01:04:01,200
Speaker 1: he went to Tumblr that remember what album it was,

1238
01:04:01,240 --> 01:04:04,920
Speaker 1: maybe it was Battle Studies, the when he really showed

1239
01:04:04,920 --> 01:04:06,880
Speaker 1: the process of making the album and there was like

1240
01:04:06,880 --> 01:04:09,200
Speaker 1: a time lapse of him setting up the studio, and

1241
01:04:09,720 --> 01:04:13,080
Speaker 1: he he was so early on some of those platforms,

1242
01:04:13,080 --> 01:04:15,439
Speaker 1: and you really got to know who he was, and

1243
01:04:15,800 --> 01:04:18,720
Speaker 1: you know, his comedy and his sense of humor and

1244
01:04:18,760 --> 01:04:21,040
Speaker 1: his interests and everything that kind of made him tick

1245
01:04:21,080 --> 01:04:23,640
Speaker 1: outside of the music you fell in love with. But

1246
01:04:24,400 --> 01:04:26,880
Speaker 1: I think, you know, he got a little over exposed

1247
01:04:27,160 --> 01:04:29,880
Speaker 1: in that whole scenario, and he didn't know the line

1248
01:04:30,000 --> 01:04:35,920
Speaker 1: between I'm speaking as a fan, but between him as

1249
01:04:35,960 --> 01:04:38,080
Speaker 1: a you know, he was friends with all the stand

1250
01:04:38,160 --> 01:04:40,439
Speaker 1: up comics and I think he thought he was one

1251
01:04:40,520 --> 01:04:43,520
Speaker 1: maybe during that interview and it just did not play well.

1252
01:04:43,920 --> 01:04:45,479
Speaker 1: I think he needed to go away for a little

1253
01:04:45,480 --> 01:04:48,160
Speaker 1: while and you know, and he came back and it's

1254
01:04:48,160 --> 01:04:50,480
Speaker 1: so fun to watch him now, like the way he

1255
01:04:50,560 --> 01:04:54,400
Speaker 1: uses Instagram live and um, you know, he was super

1256
01:04:54,440 --> 01:04:57,120
Speaker 1: early was at Periscope. I think he was. He was

1257
01:04:57,360 --> 01:05:00,720
Speaker 1: on Periscope, not Merecap. I would watch his live recordings

1258
01:05:00,720 --> 01:05:03,440
Speaker 1: on both of those, and he uses these platforms in

1259
01:05:03,440 --> 01:05:06,040
Speaker 1: a really interesting way, in a unique way. That's you know,

1260
01:05:06,320 --> 01:05:09,640
Speaker 1: he's been writing all these weird like just text on

1261
01:05:09,720 --> 01:05:14,360
Speaker 1: Instagram stories like these weird thoughts and things lately. It's

1262
01:05:14,400 --> 01:05:16,080
Speaker 1: been fun to It's just fun to see how his

1263
01:05:16,160 --> 01:05:19,160
Speaker 1: mind works because I think he's such a unique genius

1264
01:05:19,160 --> 01:05:22,520
Speaker 1: in that way. Can he recover? Can you ever recover

1265
01:05:22,600 --> 01:05:25,360
Speaker 1: from something like that? Will women forgive you? I think

1266
01:05:25,360 --> 01:05:27,880
Speaker 1: he has well, he's been out with the debt. It's

1267
01:05:27,880 --> 01:05:30,800
Speaker 1: a slightly different audience. But I saw him three times

1268
01:05:30,800 --> 01:05:34,720
Speaker 1: on this last tour, but those are arena shows that

1269
01:05:34,760 --> 01:05:37,080
Speaker 1: were sold out. You know, I think he I think

1270
01:05:37,080 --> 01:05:39,920
Speaker 1: he'll have a career for decades. Okay, so the point,

1271
01:05:40,240 --> 01:05:42,400
Speaker 1: let me go a little change a little bit. If

1272
01:05:42,480 --> 01:05:46,560
Speaker 1: you are someone in the me too era and you

1273
01:05:47,400 --> 01:05:50,920
Speaker 1: let's let's go totally different. These people, uh, Louis c

1274
01:05:51,160 --> 01:05:56,440
Speaker 1: K and other people who have been uh caught up

1275
01:05:56,440 --> 01:05:58,920
Speaker 1: in the me too thing? Can they rehabilitate their careers?

1276
01:06:00,280 --> 01:06:02,680
Speaker 1: It will be we will have to see how that goes.

1277
01:06:03,120 --> 01:06:07,920
Speaker 1: I think certain people have not maybe um approached the

1278
01:06:08,000 --> 01:06:10,800
Speaker 1: controversy in the correct way, and others, you know, it

1279
01:06:10,840 --> 01:06:13,680
Speaker 1: seems like Louis c K is maybe Louis. I mean

1280
01:06:13,800 --> 01:06:17,280
Speaker 1: I think he, you know, without talking specific because we

1281
01:06:17,440 --> 01:06:20,520
Speaker 1: verge on some of your clients, He's addressed it totally

1282
01:06:20,560 --> 01:06:22,520
Speaker 1: different from everybody else. He said, I did it and

1283
01:06:22,520 --> 01:06:25,200
Speaker 1: I disappeared, And that seems to bring the right strategy.

1284
01:06:25,200 --> 01:06:27,320
Speaker 1: People don't talk. We're talking about him here, but generally speaking,

1285
01:06:27,400 --> 01:06:29,600
Speaker 1: he's not part of the conversation, and I think that

1286
01:06:29,640 --> 01:06:33,880
Speaker 1: will make it so his rehabilitation, uh will happen earlier

1287
01:06:33,880 --> 01:06:36,840
Speaker 1: than other people that happens at all. But can are

1288
01:06:36,840 --> 01:06:40,720
Speaker 1: these a stain or can you be rehabilitated? I We're

1289
01:06:40,720 --> 01:06:43,760
Speaker 1: going to have to see. Okay, so then let's just

1290
01:06:43,840 --> 01:06:46,480
Speaker 1: go one other thing. I mean we have Jessica Alba.

1291
01:06:46,600 --> 01:06:49,880
Speaker 1: She a client, Okay, she started the Honest Company. Let's

1292
01:06:49,920 --> 01:06:52,320
Speaker 1: say you have a client who wants to start a business.

1293
01:06:52,880 --> 01:06:55,640
Speaker 1: What would you advise them. We have an incredible ventures

1294
01:06:55,680 --> 01:06:58,680
Speaker 1: team that does this for clients. So they sit down

1295
01:06:58,680 --> 01:07:00,280
Speaker 1: and they build out the business plan and bring in

1296
01:07:00,320 --> 01:07:04,120
Speaker 1: advisors and raise capital and you know, help launch the

1297
01:07:04,640 --> 01:07:06,800
Speaker 1: launch the full business. We have a brand studio that

1298
01:07:06,840 --> 01:07:09,560
Speaker 1: does all the logo and design and you know where

1299
01:07:09,680 --> 01:07:12,000
Speaker 1: we are very well versed in that and do it daily.

1300
01:07:12,200 --> 01:07:14,920
Speaker 1: We have a full team dedicated businesses around clients. Once

1301
01:07:14,960 --> 01:07:17,000
Speaker 1: they wrap that up, they come to you and they say,

1302
01:07:17,040 --> 01:07:19,720
Speaker 1: how do I promote it? And how would you promote it?

1303
01:07:19,800 --> 01:07:22,480
Speaker 1: So we'll build out marketing strategies and connect them with

1304
01:07:22,480 --> 01:07:24,840
Speaker 1: the right team and make sure that their audience kind

1305
01:07:24,840 --> 01:07:28,640
Speaker 1: of knows that this is coming without announcing it well

1306
01:07:28,680 --> 01:07:30,560
Speaker 1: in advance, because if all of a sudden, you wake

1307
01:07:30,640 --> 01:07:32,480
Speaker 1: up one day and you had you know, let's say

1308
01:07:32,560 --> 01:07:35,240
Speaker 1: Jessica Alba had no kids, had never talked about wanting

1309
01:07:35,280 --> 01:07:37,320
Speaker 1: to be a mom or you know, anything, and she

1310
01:07:37,400 --> 01:07:39,800
Speaker 1: launches this company. It's like, where the hell that come from? Like,

1311
01:07:39,840 --> 01:07:41,680
Speaker 1: how do you start to see these ideas where a

1312
01:07:41,680 --> 01:07:43,320
Speaker 1: fan comes along for the journey with you and it

1313
01:07:43,360 --> 01:07:45,720
Speaker 1: doesn't seem like you just did it for the cash.

1314
01:07:46,360 --> 01:07:48,400
Speaker 1: And what if I'm a client and I say where

1315
01:07:48,400 --> 01:07:50,800
Speaker 1: I am as okay, but I want more opportunities. I

1316
01:07:50,880 --> 01:07:55,000
Speaker 1: want more business opportunities. What might you say, we'd figure

1317
01:07:55,000 --> 01:07:57,760
Speaker 1: out what those business opportunities are, what those verticals are in,

1318
01:07:57,880 --> 01:08:01,200
Speaker 1: and then what platforms and what strategy using, what partnerships,

1319
01:08:01,320 --> 01:08:04,800
Speaker 1: what collaborations, what verticals we need to dive into there,

1320
01:08:04,800 --> 01:08:08,040
Speaker 1: what's the pr strategy, what's the career strategy? How do

1321
01:08:08,080 --> 01:08:11,040
Speaker 1: we ladder you up to those things? So is there

1322
01:08:11,080 --> 01:08:13,720
Speaker 1: anything that I've missed in the world of social media

1323
01:08:13,920 --> 01:08:17,040
Speaker 1: or in the world of agency business. I mean, we

1324
01:08:17,080 --> 01:08:20,280
Speaker 1: could talk about it a million hours. There's a million

1325
01:08:20,320 --> 01:08:22,960
Speaker 1: things we missed. But yeah, we covered a lot today.

1326
01:08:22,960 --> 01:08:28,920
Speaker 1: And then personal goals beyond where you are now. I

1327
01:08:29,920 --> 01:08:33,040
Speaker 1: just want to keep being better every day. And you know,

1328
01:08:33,320 --> 01:08:36,240
Speaker 1: I've never plotted it out. I've never seen what's behind

1329
01:08:36,360 --> 01:08:39,400
Speaker 1: the other corner. I think if you have a direct

1330
01:08:39,600 --> 01:08:42,640
Speaker 1: path that you need to follow in order to be successful,

1331
01:08:42,680 --> 01:08:44,760
Speaker 1: you're gonna end up. You know, You're you're gonna miss

1332
01:08:44,760 --> 01:08:47,960
Speaker 1: every other detour that comes along. So I love what

1333
01:08:48,040 --> 01:08:51,479
Speaker 1: I do. Every day I learned something new, and this

1334
01:08:51,600 --> 01:08:54,640
Speaker 1: business it's it's all about, especially with what I do,

1335
01:08:54,720 --> 01:08:57,360
Speaker 1: It's about staying ahead of the curve and seeing what

1336
01:08:57,479 --> 01:09:00,040
Speaker 1: other people are. You know, what technology, what try and

1337
01:09:00,200 --> 01:09:02,960
Speaker 1: what culture doing and how do we help our clients

1338
01:09:03,160 --> 01:09:06,800
Speaker 1: future proof against all of that and stay ahead of it? Um?

1339
01:09:06,840 --> 01:09:11,440
Speaker 1: I Every day I just read forty fifty plus articles

1340
01:09:11,479 --> 01:09:15,160
Speaker 1: on the business and where cultures going and technology and

1341
01:09:15,520 --> 01:09:17,320
Speaker 1: you know, try to figure out how you connect those

1342
01:09:17,360 --> 01:09:20,720
Speaker 1: dots to make yourself and all your clients more successful.

1343
01:09:20,880 --> 01:09:23,200
Speaker 1: So well, I don't what are some of those trends

1344
01:09:23,320 --> 01:09:25,920
Speaker 1: for the people who don't look forward as you do?

1345
01:09:26,320 --> 01:09:31,960
Speaker 1: Where are things going to the degrees? Can see that? Um?

1346
01:09:32,400 --> 01:09:34,280
Speaker 1: I think? I think what some of the stuff you've

1347
01:09:34,280 --> 01:09:38,200
Speaker 1: been saying about politics driving the culture is so interesting?

1348
01:09:38,200 --> 01:09:40,479
Speaker 1: I don't see you think we're seeing a ton of

1349
01:09:41,400 --> 01:09:45,240
Speaker 1: technology that's necessarily changing the game right now. There's nothing

1350
01:09:45,280 --> 01:09:48,439
Speaker 1: that I can't think of anything right now that I'm like, oh,

1351
01:09:48,600 --> 01:09:50,280
Speaker 1: no one else is seeing this, no one else is

1352
01:09:50,320 --> 01:09:53,760
Speaker 1: covering it. But the way that things like me too

1353
01:09:53,800 --> 01:09:57,360
Speaker 1: are just skyrocketing out of nowhere, and the way that

1354
01:09:57,479 --> 01:10:01,320
Speaker 1: cultures latching on to UM some of the trends that

1355
01:10:01,360 --> 01:10:03,640
Speaker 1: are going on, and what you know, the the ability

1356
01:10:03,720 --> 01:10:07,280
Speaker 1: for people to really create movements and drive change something

1357
01:10:07,320 --> 01:10:09,519
Speaker 1: we really need to be conscious of and ahead of

1358
01:10:09,600 --> 01:10:11,200
Speaker 1: to keep I mean, I was reading I don't know

1359
01:10:11,200 --> 01:10:12,679
Speaker 1: when there is a layer, but I was reading today

1360
01:10:13,000 --> 01:10:15,760
Speaker 1: in the wake of the successful resolution of the West

1361
01:10:15,800 --> 01:10:21,360
Speaker 1: Virginia teacher strike. Now the Kentucky teachers are protesting against

1362
01:10:21,439 --> 01:10:24,960
Speaker 1: cutting their pensions. Question is is there a role for

1363
01:10:25,200 --> 01:10:28,320
Speaker 1: entertainers in this world? Because so far park Land, etcetera.

1364
01:10:28,720 --> 01:10:32,760
Speaker 1: This has not been entertainment driven to any degree. I

1365
01:10:32,800 --> 01:10:36,000
Speaker 1: think we can. It's kind of interesting that so much

1366
01:10:36,080 --> 01:10:38,880
Speaker 1: of what happened before used to be entertainment driven and

1367
01:10:38,880 --> 01:10:42,479
Speaker 1: these personalities making a stand and it's incredible to watch

1368
01:10:42,479 --> 01:10:44,680
Speaker 1: with the students in Parkland are doing. And how do

1369
01:10:44,720 --> 01:10:47,040
Speaker 1: we support that? How do we how do our clients,

1370
01:10:47,040 --> 01:10:50,599
Speaker 1: who you know, have strong opinions about that space, uh

1371
01:10:50,880 --> 01:10:54,479
Speaker 1: support and dive in with you know, different benefit things

1372
01:10:54,479 --> 01:10:58,439
Speaker 1: than and you know, just how do we stay ahead

1373
01:10:58,439 --> 01:11:01,160
Speaker 1: of that? How do we help our clients um support

1374
01:11:01,240 --> 01:11:03,240
Speaker 1: the things that they're passionate about. But I think it's

1375
01:11:03,360 --> 01:11:05,719
Speaker 1: needing to be driven by other things at the moment.

1376
01:11:05,880 --> 01:11:09,160
Speaker 1: And once again you said in social media, if you

1377
01:11:09,200 --> 01:11:11,160
Speaker 1: want to take a stand as part of your identity,

1378
01:11:11,240 --> 01:11:13,439
Speaker 1: you can hammer that. But if it's a one off,

1379
01:11:13,439 --> 01:11:17,640
Speaker 1: you would not recommend that. Like, it depends on what

1380
01:11:17,720 --> 01:11:19,720
Speaker 1: the one off. You know what I'm trying to say,

1381
01:11:19,920 --> 01:11:22,320
Speaker 1: I'm really leading to a different question in terms of

1382
01:11:22,360 --> 01:11:26,799
Speaker 1: your clients aligning themselves with some of these causes, because

1383
01:11:26,800 --> 01:11:29,200
Speaker 1: certainly in the music business for a long time, everyone's

1384
01:11:29,200 --> 01:11:32,920
Speaker 1: afraid of alienating a potential audience member. What would you

1385
01:11:32,960 --> 01:11:35,160
Speaker 1: tell a client relative to that, Because if you take

1386
01:11:35,160 --> 01:11:37,000
Speaker 1: a stand, someone's always going to be angry about the

1387
01:11:37,040 --> 01:11:40,080
Speaker 1: stand you have. Country music is interesting right now, they're

1388
01:11:40,080 --> 01:11:42,880
Speaker 1: fin like that's coming around. People are taking a stand,

1389
01:11:42,960 --> 01:11:45,080
Speaker 1: like Tim and Faith standing up for a gun control.

1390
01:11:45,520 --> 01:11:49,120
Speaker 1: I think the people who have no stand, and there's

1391
01:11:49,160 --> 01:11:51,519
Speaker 1: a couple of artists that we don't want to name,

1392
01:11:51,600 --> 01:11:55,360
Speaker 1: probably but who just like, what do you believe? How

1393
01:11:55,520 --> 01:11:58,639
Speaker 1: have you, with certain things you've said, been completely silent

1394
01:11:58,720 --> 01:12:02,080
Speaker 1: in all these issues. Um, I think you're getting in

1395
01:12:02,120 --> 01:12:05,960
Speaker 1: trouble more for that than in stating your beliefs. And

1396
01:12:06,000 --> 01:12:09,439
Speaker 1: I also believe in a country of three plus million people,

1397
01:12:09,960 --> 01:12:14,559
Speaker 1: if you can reach twenty million people, you're like a billionaire. Okay,

1398
01:12:14,640 --> 01:12:17,200
Speaker 1: so these people are, you know, afraid of alienating people?

1399
01:12:17,439 --> 01:12:20,040
Speaker 1: I agree with your point. It's it's drawing the people

1400
01:12:20,080 --> 01:12:23,000
Speaker 1: close to you and solidifying that relationship. I think niche

1401
01:12:23,000 --> 01:12:27,040
Speaker 1: audiences are the only thing that matters today. Well, I

1402
01:12:27,080 --> 01:12:30,880
Speaker 1: would say everything is niche other than uh politics. People

1403
01:12:30,960 --> 01:12:32,800
Speaker 1: believe you know, if you go to the number one record,

1404
01:12:32,840 --> 01:12:35,639
Speaker 1: the number one movie, number one television show, one would

1405
01:12:35,640 --> 01:12:38,840
Speaker 1: be stunned how many people have not experienced it. It's

1406
01:12:38,880 --> 01:12:41,800
Speaker 1: really crazy, completely Like I think you need to dial

1407
01:12:41,880 --> 01:12:43,960
Speaker 1: in and really know who your chorus. I think that's

1408
01:12:43,960 --> 01:12:45,640
Speaker 1: one of the things that people don't think about on

1409
01:12:45,640 --> 01:12:48,800
Speaker 1: social media at all. They post and they like all

1410
01:12:48,800 --> 01:12:50,679
Speaker 1: the likes and the but they have no idea who's

1411
01:12:50,680 --> 01:12:53,000
Speaker 1: out there. It's like the same people that are liking

1412
01:12:53,000 --> 01:12:55,040
Speaker 1: and commenting. You think it's so weird that they're commenting

1413
01:12:55,040 --> 01:12:57,280
Speaker 1: on the internet. They're the ones that are paying for

1414
01:12:57,320 --> 01:12:58,840
Speaker 1: meet and grades, and they're the ones that are coming

1415
01:12:58,840 --> 01:13:01,759
Speaker 1: to all your shows, Like, look at them, pay attention.

1416
01:13:01,920 --> 01:13:04,800
Speaker 1: Know who is commenting back. You can understand your fan

1417
01:13:05,840 --> 01:13:08,479
Speaker 1: you know demographics, their affinities, what are they interested in

1418
01:13:08,479 --> 01:13:10,960
Speaker 1: what they care about. We have so many incredible, robust

1419
01:13:11,040 --> 01:13:13,800
Speaker 1: analytics tools to look at these types of things. How

1420
01:13:13,840 --> 01:13:15,720
Speaker 1: do you understand who those people are and how do

1421
01:13:15,760 --> 01:13:19,680
Speaker 1: you help super super serve them, give them content? How

1422
01:13:19,720 --> 01:13:22,759
Speaker 1: do you dive in and create conversations and lead change

1423
01:13:22,760 --> 01:13:24,400
Speaker 1: on the things that you care about that also line

1424
01:13:24,439 --> 01:13:27,200
Speaker 1: up with what your audience cares about, Because just posting

1425
01:13:27,200 --> 01:13:30,000
Speaker 1: whatever you want just to satisfy your three tweets a

1426
01:13:30,080 --> 01:13:32,640
Speaker 1: day or whatnot doesn't make any sense. People really need

1427
01:13:32,680 --> 01:13:35,960
Speaker 1: to spend more time thinking about those niche communities and

1428
01:13:36,000 --> 01:13:38,240
Speaker 1: how they serve them and how they use them to

1429
01:13:38,400 --> 01:13:40,880
Speaker 1: amplify their message and build their brands and achieve their

1430
01:13:40,880 --> 01:13:44,080
Speaker 1: career goals. Like it's, it's a lot more complicated, but

1431
01:13:44,439 --> 01:13:46,920
Speaker 1: the tools we have available and the way that you

1432
01:13:46,960 --> 01:13:49,400
Speaker 1: can do it is is so fun if you actually

1433
01:13:49,840 --> 01:13:52,439
Speaker 1: think about it and take time to consider it and

1434
01:13:52,800 --> 01:13:54,680
Speaker 1: really use it as a career builder as opposed to

1435
01:13:54,720 --> 01:13:57,200
Speaker 1: just something you have to do. You've been listening to

1436
01:13:57,360 --> 01:14:01,000
Speaker 1: Kendall Astral on the Bob Left Set Spycast. If your

1437
01:14:01,040 --> 01:14:04,240
Speaker 1: head is not spinning, you're literally Kendall. She knows more

1438
01:14:04,280 --> 01:14:06,800
Speaker 1: about social media than anybody I know and she's not

1439
01:14:06,880 --> 01:14:08,760
Speaker 1: someone who is sitting at home just posting. She's in

1440
01:14:08,800 --> 01:14:11,200
Speaker 1: the thick of it. Over you, t A, you would

1441
01:14:11,240 --> 01:14:14,519
Speaker 1: only dream of being one of her clients. Kendall, thanks

1442
01:14:14,520 --> 01:14:24,960
Speaker 1: so much for being here. Thanks for having that. Wraps

1443
01:14:25,040 --> 01:14:27,879
Speaker 1: up this week's episode of the Bob Left Sets podcast,

1444
01:14:27,920 --> 01:14:30,960
Speaker 1: recorded here at the tune In Studios in Venice, California.

1445
01:14:31,600 --> 01:14:34,679
Speaker 1: I hope you'd liked listening to the conversation with Kendall Ostrow,

1446
01:14:35,000 --> 01:14:38,080
Speaker 1: head of i Q Strategy for U t A. It's

1447
01:14:38,120 --> 01:14:40,000
Speaker 1: almost like you're at the dinner table with us, as

1448
01:14:40,040 --> 01:14:42,360
Speaker 1: we often get together and talk shop. I'd love to

1449
01:14:42,400 --> 01:14:44,519
Speaker 1: hear what you thought of the conversation in the podcast.

1450
01:14:44,560 --> 01:14:47,000
Speaker 1: In general, you can email me at Bob at left

1451
01:14:47,040 --> 01:15:02,800
Speaker 1: sets dot com. Okay spains out out se