1 00:00:00,840 --> 00:00:01,640 Speaker 1: Taking a Walk. 2 00:00:01,720 --> 00:00:04,000 Speaker 2: The more interesting conversation and the one that I have 3 00:00:04,120 --> 00:00:06,680 Speaker 2: more and more is, Hey, how can we actually use sound, 4 00:00:06,800 --> 00:00:11,960 Speaker 2: music and audio to solve for big business and human 5 00:00:12,160 --> 00:00:15,000 Speaker 2: challenges and problems that you have in your entire business? 6 00:00:15,040 --> 00:00:18,479 Speaker 2: So not just things that fall under the marketing team 7 00:00:18,600 --> 00:00:20,759 Speaker 2: or the CMOS purview or the head of brand, but 8 00:00:21,160 --> 00:00:24,000 Speaker 2: what is the product the officer doing with your technology 9 00:00:24,360 --> 00:00:27,280 Speaker 2: and your app. You have all of these fragmented components 10 00:00:27,320 --> 00:00:30,080 Speaker 2: that experiential and event people of the world I came from, 11 00:00:30,320 --> 00:00:32,440 Speaker 2: and they're all for the most part living in their 12 00:00:32,479 --> 00:00:35,880 Speaker 2: own silos. When there's a real opportunity to use sound 13 00:00:35,880 --> 00:00:38,559 Speaker 2: and music as this red thread to get everyone on 14 00:00:38,600 --> 00:00:41,360 Speaker 2: the same page and help everyone in their own roles 15 00:00:41,360 --> 00:00:42,520 Speaker 2: and their teams and so forth. 16 00:00:42,720 --> 00:00:46,600 Speaker 1: Welcome. This is the Taking a Walk podcast Music History 17 00:00:46,640 --> 00:00:49,960 Speaker 1: on Foot. Buzznight is your host and join him today 18 00:00:50,080 --> 00:00:53,960 Speaker 1: as he speaks with Chez Merra. Chez was Drake's first DJ. 19 00:00:54,560 --> 00:00:57,640 Speaker 1: He currently intersects music and technology in his role as 20 00:00:57,720 --> 00:01:02,600 Speaker 1: VP and head of Growth First Trainer. Let's join Buzz 21 00:01:02,680 --> 00:01:05,039 Speaker 1: and shares next on Taking a Walk. 22 00:01:06,520 --> 00:01:09,679 Speaker 3: Well, we've got a virtual taking a Walk, so I 23 00:01:09,800 --> 00:01:14,320 Speaker 3: want to have our guests sign in please and identify 24 00:01:14,400 --> 00:01:15,199 Speaker 3: themselves here. 25 00:01:16,000 --> 00:01:18,679 Speaker 4: Hey buzz, pleasure to be here, Thank you for having me. 26 00:01:18,959 --> 00:01:20,160 Speaker 4: My name is Chez Mehra. 27 00:01:20,760 --> 00:01:24,800 Speaker 2: I am a lifelong creative entrepreneur in the music industry, 28 00:01:25,000 --> 00:01:27,480 Speaker 2: currently serving his VP of Growth for Music Solutions as 29 00:01:27,520 --> 00:01:29,880 Speaker 2: sound Trader, amongst a few other things. 30 00:01:29,920 --> 00:01:32,680 Speaker 3: Great to be here, Oh, it's such a pleasure. So 31 00:01:33,200 --> 00:01:35,880 Speaker 3: what was it like traveling the world? First of all 32 00:01:35,920 --> 00:01:38,520 Speaker 3: as an open format DJ. 33 00:01:40,959 --> 00:01:43,280 Speaker 2: You know, it was a hobby turned into a career, 34 00:01:43,480 --> 00:01:48,840 Speaker 2: so it was amazing. But I began collecting vinyl at 35 00:01:48,840 --> 00:01:51,200 Speaker 2: a very young age. I was about eleven or twelve, 36 00:01:51,920 --> 00:01:55,680 Speaker 2: and I don't know why, but I started hoarding record collections, 37 00:01:55,760 --> 00:01:59,120 Speaker 2: going to dollar bands, looking up people that were giving 38 00:01:59,120 --> 00:02:04,440 Speaker 2: away collections, and just amassing a pretty solid vinyl collection 39 00:02:04,560 --> 00:02:06,880 Speaker 2: by the time I was fifteen, at which point I 40 00:02:06,920 --> 00:02:09,320 Speaker 2: treated myself to my very first pair of turntables and 41 00:02:09,360 --> 00:02:12,919 Speaker 2: a mixer on my fifteenth birthday. Through having worked for them, 42 00:02:13,000 --> 00:02:17,960 Speaker 2: through various odd jobs, shoveling driveways, delivering newspapers, you know. 43 00:02:17,960 --> 00:02:18,799 Speaker 4: All kinds of stuff. 44 00:02:18,840 --> 00:02:25,280 Speaker 2: But that passion for manipulating records and physically manipulating these 45 00:02:25,320 --> 00:02:28,680 Speaker 2: sounds and creating something new out of two pieces of 46 00:02:28,800 --> 00:02:31,760 Speaker 2: the same twelve inch It just blew my mind. And 47 00:02:31,840 --> 00:02:34,760 Speaker 2: so I was enamored by this concept of scratching and 48 00:02:34,800 --> 00:02:39,440 Speaker 2: beat juggling and manipulating music from different eras and you know, 49 00:02:39,560 --> 00:02:43,760 Speaker 2: decades and genres, and that passion really was something that 50 00:02:43,840 --> 00:02:47,120 Speaker 2: was a constant throughout high school. I started djaying all 51 00:02:47,160 --> 00:02:50,760 Speaker 2: ages parties and then nineteen plus parties, which is the 52 00:02:50,840 --> 00:02:54,440 Speaker 2: legal drinking age here in Canada, when I was about sixteen, 53 00:02:54,480 --> 00:02:57,600 Speaker 2: So before I could even legally attend these nightclubs, I 54 00:02:57,680 --> 00:02:59,880 Speaker 2: was the guy controlling all of the music within them. 55 00:03:00,320 --> 00:03:02,400 Speaker 2: And you know, eventually I went to the University of 56 00:03:02,400 --> 00:03:05,400 Speaker 2: Wealth where I did my Bachelor of Commerce in Economics marketing. 57 00:03:05,400 --> 00:03:07,760 Speaker 2: But the whole time I was there, I was just 58 00:03:07,800 --> 00:03:10,600 Speaker 2: trying to DJ and throw events and parties and give 59 00:03:10,639 --> 00:03:13,000 Speaker 2: myself a forum to cut my teeth and play this music. 60 00:03:13,520 --> 00:03:16,160 Speaker 2: And in doing that, I sort of learned, you know, 61 00:03:16,240 --> 00:03:19,560 Speaker 2: how to negotiate with professors and work with labels to 62 00:03:19,600 --> 00:03:22,920 Speaker 2: give away CD release parties, and work with different brands 63 00:03:22,919 --> 00:03:24,960 Speaker 2: to give things away and just make a whole business 64 00:03:24,960 --> 00:03:28,400 Speaker 2: out of it. And by the time I graduated, I 65 00:03:28,440 --> 00:03:31,720 Speaker 2: had quit my co op at Scotia Bank, where I was, 66 00:03:31,919 --> 00:03:33,519 Speaker 2: you know, probably going to go on and do my 67 00:03:33,720 --> 00:03:37,560 Speaker 2: MBA and climb the corporate bureaucracy off a bank. Said no, 68 00:03:37,680 --> 00:03:40,440 Speaker 2: thank you, I'm going to pursue this passion of DJing 69 00:03:40,440 --> 00:03:41,400 Speaker 2: and mixing records. 70 00:03:42,040 --> 00:03:42,960 Speaker 4: Ended up working out. 71 00:03:43,000 --> 00:03:45,640 Speaker 2: You know, I worked really, really hard at it, paid 72 00:03:45,640 --> 00:03:48,760 Speaker 2: my way through school. I then found myself traveling all 73 00:03:48,800 --> 00:03:52,200 Speaker 2: across Canada and the States, playing not only nightclubs, but 74 00:03:52,240 --> 00:03:56,400 Speaker 2: a lot of corporate functions, film festivals, you know, galas 75 00:03:56,440 --> 00:04:00,240 Speaker 2: and activations and product launches and so forth. And then, yeah, 76 00:04:00,280 --> 00:04:02,280 Speaker 2: before I knew it, I was, you know, in Belgium, 77 00:04:02,320 --> 00:04:06,520 Speaker 2: in Dubai, in Hong Kong, Amsterdam, all over the world. 78 00:04:06,560 --> 00:04:10,560 Speaker 2: Really through this passion, through this love affair with music 79 00:04:10,600 --> 00:04:13,480 Speaker 2: and vinyl, it took me across the world. From about 80 00:04:13,640 --> 00:04:17,160 Speaker 2: seventeen to twenty five, I was traveling full time, building 81 00:04:17,160 --> 00:04:21,440 Speaker 2: an incredible network and incredible perspective globally as to how 82 00:04:21,560 --> 00:04:25,039 Speaker 2: music and sound truly is a universal language. So you know, 83 00:04:25,080 --> 00:04:28,000 Speaker 2: when I was in a nightclub in Gangzu, China, where 84 00:04:28,279 --> 00:04:30,840 Speaker 2: no one spoke the language, I was able to have 85 00:04:30,880 --> 00:04:34,240 Speaker 2: this conversation with them and this exchange of energy through 86 00:04:34,240 --> 00:04:36,240 Speaker 2: the music and the music alone, and I always found 87 00:04:36,279 --> 00:04:38,880 Speaker 2: it fascinating that they didn't speak the language, but they 88 00:04:38,960 --> 00:04:42,200 Speaker 2: knew every word, you know, to a record, to an 89 00:04:42,240 --> 00:04:45,320 Speaker 2: English record, and yeah, it was great. You know, I'm 90 00:04:45,320 --> 00:04:49,480 Speaker 2: forever grateful to those years of DJing all over the 91 00:04:49,520 --> 00:04:52,119 Speaker 2: world and what it taught me, the relationships I made, 92 00:04:52,560 --> 00:04:55,520 Speaker 2: and sort of the perspective that gave me into humanity 93 00:04:55,920 --> 00:04:59,920 Speaker 2: and how we truly are all connected through this incredible 94 00:05:00,480 --> 00:05:05,200 Speaker 2: of sound and music, regardless of all of our differences 95 00:05:05,200 --> 00:05:05,960 Speaker 2: that we might have. 96 00:05:06,200 --> 00:05:11,599 Speaker 3: Right well, we produced this other podcast it's called Music 97 00:05:11,720 --> 00:05:15,920 Speaker 3: Saved Me, and it's about the healing power of music. 98 00:05:16,839 --> 00:05:19,360 Speaker 3: Do you believe music has healing powers? 99 00:05:20,440 --> 00:05:21,640 Speaker 4: Yeah, definitely. 100 00:05:21,880 --> 00:05:24,279 Speaker 2: And not only do I, you know, only believe in it, 101 00:05:24,320 --> 00:05:27,400 Speaker 2: but I have an initiative that I'm building with a 102 00:05:27,440 --> 00:05:30,719 Speaker 2: dear friend of mine, Peter Munroe. He went through a 103 00:05:30,760 --> 00:05:34,680 Speaker 2: transformative experience with his own father, who now has left 104 00:05:34,760 --> 00:05:39,000 Speaker 2: us unfortunately. But you know, about five years ago, Pete's 105 00:05:39,040 --> 00:05:42,799 Speaker 2: dad was diagnosed with you know, all kinds of cancers 106 00:05:42,800 --> 00:05:45,680 Speaker 2: and brain tumors and was just in a really awful state, 107 00:05:46,200 --> 00:05:50,240 Speaker 2: and Pete was in the hospital room with him with 108 00:05:50,320 --> 00:05:54,279 Speaker 2: a very grim prognosis, unable to have a conversation with 109 00:05:54,360 --> 00:05:56,720 Speaker 2: his father because he had sort of mentally checked out, 110 00:05:57,960 --> 00:05:59,880 Speaker 2: and Pete didn't know what to do, so he started 111 00:06:00,200 --> 00:06:04,359 Speaker 2: streaming Simon and Garfunkle's Greatest Hits, his dad's favorite band, 112 00:06:04,920 --> 00:06:09,040 Speaker 2: and at first his father's toes started moving under the sheets, 113 00:06:09,120 --> 00:06:15,560 Speaker 2: and then he broke down and started bawling, but recited 114 00:06:15,600 --> 00:06:19,480 Speaker 2: every word verbatim to that Greatest Hits album and came 115 00:06:19,520 --> 00:06:23,120 Speaker 2: back to and you know, a prognosis of about a 116 00:06:23,160 --> 00:06:27,040 Speaker 2: week or so left turned in two months. He got 117 00:06:27,080 --> 00:06:29,120 Speaker 2: to go home and have Christmas with his father, He 118 00:06:29,360 --> 00:06:31,840 Speaker 2: got to have all of this closure with him, and 119 00:06:31,920 --> 00:06:36,359 Speaker 2: so he saw firsthand how music brought his father back 120 00:06:36,400 --> 00:06:39,760 Speaker 2: to and sort of revived him, if not for a 121 00:06:39,800 --> 00:06:42,760 Speaker 2: few more months. And so in that experience, he wrote 122 00:06:43,200 --> 00:06:47,240 Speaker 2: mister Garfuncle and Simon an open letter to thank them 123 00:06:47,240 --> 00:06:49,719 Speaker 2: for the genius of their music saving his father's life. 124 00:06:50,760 --> 00:06:53,520 Speaker 2: And I read that letter and we connected right away 125 00:06:53,560 --> 00:06:55,520 Speaker 2: over this. And at the time, I was working with 126 00:06:55,920 --> 00:07:01,400 Speaker 2: the Alzheimer's Society here in Canada to personalize iPods for 127 00:07:01,520 --> 00:07:06,600 Speaker 2: dementia patients, because what happened in those situations where these patients, 128 00:07:07,000 --> 00:07:09,680 Speaker 2: again they had sort of checked out mentally. You know, 129 00:07:09,720 --> 00:07:12,360 Speaker 2: their family would come to visit them, but they didn't 130 00:07:12,360 --> 00:07:15,520 Speaker 2: know their own kids' names sometimes and couldn't have that connection. 131 00:07:16,080 --> 00:07:17,320 Speaker 4: And so we would hone in. 132 00:07:17,360 --> 00:07:21,080 Speaker 2: On sort of the golden years of these people's lives. 133 00:07:21,120 --> 00:07:23,400 Speaker 2: When did they get married, where did they grow up, 134 00:07:23,880 --> 00:07:24,440 Speaker 2: et cetera. 135 00:07:24,920 --> 00:07:26,920 Speaker 4: And by curating the. 136 00:07:26,960 --> 00:07:30,560 Speaker 2: Music off what we believed were those golden ears or 137 00:07:30,600 --> 00:07:34,440 Speaker 2: important moments in their lives, putting that music back on 138 00:07:34,520 --> 00:07:38,680 Speaker 2: into their ears again, the emotions just flooded through. They 139 00:07:38,680 --> 00:07:40,680 Speaker 2: would break down, they would cry, They would sing all 140 00:07:40,720 --> 00:07:44,200 Speaker 2: of these songs and then open up that conversation and 141 00:07:44,240 --> 00:07:47,840 Speaker 2: that exchange of energy with their own family who they'd been. 142 00:07:47,680 --> 00:07:48,280 Speaker 4: Closed out to. 143 00:07:48,400 --> 00:07:50,840 Speaker 2: So, you know, I had always known that music was 144 00:07:50,880 --> 00:07:54,480 Speaker 2: tremendously powerful. Obviously my own experiences as a DJ not 145 00:07:54,600 --> 00:07:57,400 Speaker 2: something as heavy. But I did actually have the ability 146 00:07:57,400 --> 00:08:00,760 Speaker 2: to take someone who was having a shitty day and 147 00:08:01,040 --> 00:08:06,840 Speaker 2: help them escape or change their entire you know, perspective 148 00:08:07,160 --> 00:08:11,560 Speaker 2: or physiology, psychology, and change them physically, if not for 149 00:08:11,600 --> 00:08:14,120 Speaker 2: a moment in time. And I thought that was powerful, 150 00:08:14,160 --> 00:08:18,200 Speaker 2: But then when I actually started understanding the real implications 151 00:08:18,280 --> 00:08:22,120 Speaker 2: applied to you know, mental health, physical health, what Pete 152 00:08:22,120 --> 00:08:24,880 Speaker 2: had gone through. We said, hey, we need to take 153 00:08:24,920 --> 00:08:30,040 Speaker 2: this incredibly powerful thing that we believe in wholeheartedly and 154 00:08:30,760 --> 00:08:34,160 Speaker 2: sort of communicate this narrative to the world that here's 155 00:08:34,240 --> 00:08:39,200 Speaker 2: this thing music which can truly help you whether you 156 00:08:39,200 --> 00:08:41,560 Speaker 2: are struggling with various different things, you know it could be. 157 00:08:41,920 --> 00:08:45,240 Speaker 2: We work with pediatric hospitals as well and their music 158 00:08:45,280 --> 00:08:49,440 Speaker 2: therapy programs elderly patients and dementia, you know, something Pete 159 00:08:49,559 --> 00:08:51,920 Speaker 2: just went through with his own father, just to remind 160 00:08:51,960 --> 00:08:54,600 Speaker 2: people that because it's not a pill that can be prescribed, 161 00:08:55,640 --> 00:08:58,200 Speaker 2: it's more so an energy, but it's something that is 162 00:08:58,240 --> 00:09:01,800 Speaker 2: so innate to and so very human. Right, Hearing is 163 00:09:01,840 --> 00:09:03,640 Speaker 2: the very first sense we develop in the womb. We 164 00:09:03,679 --> 00:09:09,120 Speaker 2: have a very powerful relationship with music and sound. Why 165 00:09:09,440 --> 00:09:12,320 Speaker 2: don't we lean into that when it comes to health, 166 00:09:12,320 --> 00:09:16,480 Speaker 2: physical health, mental health, And so that is the mission 167 00:09:17,600 --> 00:09:19,880 Speaker 2: that we want to communicate to the world. We want 168 00:09:19,920 --> 00:09:22,360 Speaker 2: to sort of be a conduit that shines a light 169 00:09:23,280 --> 00:09:26,560 Speaker 2: on this incredible force and energy which is music and 170 00:09:26,600 --> 00:09:29,320 Speaker 2: remind the world that regardless of what. 171 00:09:29,240 --> 00:09:32,600 Speaker 4: It is that you are going through, here. 172 00:09:32,480 --> 00:09:37,000 Speaker 2: Are a number of incredible organizations or charities for various 173 00:09:37,000 --> 00:09:39,680 Speaker 2: different things, and we can shine a light on them. 174 00:09:40,640 --> 00:09:43,120 Speaker 2: We're not even a charity ourselves per se. Again, we 175 00:09:43,240 --> 00:09:46,120 Speaker 2: just want to take this incredible thing that we believe 176 00:09:46,160 --> 00:09:49,640 Speaker 2: in that can help the world truly and give people 177 00:09:49,640 --> 00:09:53,400 Speaker 2: a platform to share those stories and hopefully help themselves 178 00:09:53,400 --> 00:09:56,040 Speaker 2: and their own loved ones. So yes, I definitely believe 179 00:09:56,080 --> 00:09:59,359 Speaker 2: in the transformative power of music and sound wholeheartedly. 180 00:10:00,200 --> 00:10:03,800 Speaker 3: Thank you for sharing that. I've got chills from your story, 181 00:10:03,920 --> 00:10:09,680 Speaker 3: I really do. That's beautiful. So does that really speak 182 00:10:09,720 --> 00:10:15,200 Speaker 3: to a large part of song Trader's core value and mission. 183 00:10:16,480 --> 00:10:18,680 Speaker 4: Well, you know, I'm new to song Trader. 184 00:10:18,720 --> 00:10:20,720 Speaker 2: It's been about a year or so since I've joined 185 00:10:20,720 --> 00:10:25,720 Speaker 2: Massive Music and subsequently song Trader, our parent company. But 186 00:10:26,040 --> 00:10:29,800 Speaker 2: from my understanding, the company was founded in about twenty 187 00:10:29,840 --> 00:10:34,440 Speaker 2: fourteen out of the frustration in terms of tools that 188 00:10:34,559 --> 00:10:39,960 Speaker 2: existed for musicians and rights owners and IP owners to 189 00:10:40,040 --> 00:10:40,920 Speaker 2: actually go out there. 190 00:10:40,840 --> 00:10:42,120 Speaker 4: And monetize their assets. 191 00:10:42,120 --> 00:10:46,400 Speaker 2: So leave our founder and CEO, Paul Wiltshire, musician himself, 192 00:10:46,880 --> 00:10:49,520 Speaker 2: had an opportunity and I don't know the details about it, 193 00:10:49,559 --> 00:10:52,200 Speaker 2: but there was some kind of a licensing opportunity and 194 00:10:52,240 --> 00:10:55,440 Speaker 2: the whole system of getting things organized to actually seize 195 00:10:55,440 --> 00:10:58,960 Speaker 2: the opportunity and capitalize, and it was so archaic and 196 00:10:59,000 --> 00:11:01,560 Speaker 2: cumbersome that he thought there has to be a better 197 00:11:01,559 --> 00:11:04,520 Speaker 2: way for people that own rights and musicians that have 198 00:11:04,600 --> 00:11:08,320 Speaker 2: recorded assets to actually go to market and monetize what 199 00:11:08,440 --> 00:11:10,800 Speaker 2: we own. And so a lot of the reason as 200 00:11:10,840 --> 00:11:13,360 Speaker 2: to why the company was built and founded was with 201 00:11:13,480 --> 00:11:17,360 Speaker 2: the mission of making technology and making processes and making 202 00:11:17,400 --> 00:11:21,240 Speaker 2: things better for the artists themselves. Right, So, I think 203 00:11:21,600 --> 00:11:24,600 Speaker 2: to some degree, the notion of how do we actually 204 00:11:24,679 --> 00:11:28,480 Speaker 2: take this thing of music and make it better for 205 00:11:28,559 --> 00:11:31,160 Speaker 2: everyone involved, not only the artists and the rights holders 206 00:11:31,200 --> 00:11:33,640 Speaker 2: in our case, but also on the demand side on 207 00:11:33,679 --> 00:11:36,360 Speaker 2: the other side of the mountain is you know, the buyers, 208 00:11:36,800 --> 00:11:39,840 Speaker 2: the licensers, the brands, the agencies, the people that want 209 00:11:39,880 --> 00:11:43,960 Speaker 2: to use this music for various instances. So there was 210 00:11:43,960 --> 00:11:47,480 Speaker 2: this really disparate, sort of fragmented ecosystem, and Song Traders 211 00:11:47,559 --> 00:11:50,280 Speaker 2: mission is to say, hey, we hear the pains on 212 00:11:50,559 --> 00:11:54,320 Speaker 2: the supply side with people that own catalogs and are 213 00:11:54,360 --> 00:11:57,440 Speaker 2: making music, and we see and hear the frustrations on 214 00:11:57,520 --> 00:12:00,880 Speaker 2: the demand side with people that want to use said 215 00:12:01,040 --> 00:12:03,880 Speaker 2: rights and said music. How can we build tools and 216 00:12:03,960 --> 00:12:07,040 Speaker 2: infrastructure for both sides to make it better for both 217 00:12:07,080 --> 00:12:09,880 Speaker 2: sides of the equation. So that's really what we're doing 218 00:12:09,880 --> 00:12:12,120 Speaker 2: today and really why we exist as a business. 219 00:12:12,160 --> 00:12:13,720 Speaker 4: I'd say, I. 220 00:12:13,640 --> 00:12:15,120 Speaker 3: Want to come back to that. I want to talk 221 00:12:15,120 --> 00:12:18,640 Speaker 3: about band Camp obviously as well, which I think is 222 00:12:18,679 --> 00:12:25,160 Speaker 3: super exciting. But you had some time with this gentleman 223 00:12:25,520 --> 00:12:29,920 Speaker 3: by the name of Drake. Tell me about your first 224 00:12:30,000 --> 00:12:34,320 Speaker 3: encounter with Drake and tell me what you think the 225 00:12:34,400 --> 00:12:36,920 Speaker 3: secret to his success really is. 226 00:12:38,200 --> 00:12:42,079 Speaker 2: Sure, So our first encounter was actually over MSN Messenger. 227 00:12:44,040 --> 00:12:47,000 Speaker 2: I at the time, I was probably my first year 228 00:12:47,040 --> 00:12:50,280 Speaker 2: of university up in my dorm room, and I was 229 00:12:50,320 --> 00:12:53,800 Speaker 2: making mixtapes actual CDs. People used to do that, right, 230 00:12:53,840 --> 00:12:55,520 Speaker 2: and I would ship them out all over the place. 231 00:12:55,559 --> 00:12:59,480 Speaker 2: But I would make these mixtapes with local rappers and 232 00:12:59,679 --> 00:13:02,600 Speaker 2: rappers from another city. And I had this concept called 233 00:13:02,600 --> 00:13:05,960 Speaker 2: bridging the Gap where I wanted to showcase what Toronto 234 00:13:06,040 --> 00:13:08,800 Speaker 2: had to offer as a city because we had tremendous 235 00:13:08,800 --> 00:13:12,000 Speaker 2: amount of talent other than Drake, including him, and I 236 00:13:12,040 --> 00:13:14,040 Speaker 2: wanted to connect it with other cities. So I did 237 00:13:14,080 --> 00:13:18,320 Speaker 2: different volumes Toronto of New York, Toronto to Chicago, Toronto, 238 00:13:18,400 --> 00:13:22,199 Speaker 2: North Carolina, Toronto to Virginia and They were always hosted by. 239 00:13:23,840 --> 00:13:26,440 Speaker 4: Someone who was revered from those cities. 240 00:13:26,760 --> 00:13:28,920 Speaker 2: They would host the mixtape and do a series of 241 00:13:29,160 --> 00:13:31,040 Speaker 2: drops and shout outs, and then I would pepper it 242 00:13:31,080 --> 00:13:33,960 Speaker 2: in with local artists and get them to make exclusives 243 00:13:33,960 --> 00:13:36,200 Speaker 2: and self forth. And I had heard about Drake and 244 00:13:36,240 --> 00:13:38,520 Speaker 2: I had taken in a few of his early records 245 00:13:38,559 --> 00:13:40,679 Speaker 2: and thought, you know what, let me give this kid 246 00:13:40,679 --> 00:13:42,360 Speaker 2: a shot and put him on one of my record 247 00:13:42,440 --> 00:13:45,240 Speaker 2: one of my mixtapes that I was doing Toronto, New York. 248 00:13:45,360 --> 00:13:48,320 Speaker 2: And so, through a mutual friend, we were introduced over 249 00:13:48,360 --> 00:13:49,560 Speaker 2: our MSN messenger. 250 00:13:49,960 --> 00:13:52,080 Speaker 4: That was our first conversation. You know. 251 00:13:52,120 --> 00:13:55,240 Speaker 2: I told him about my idea for this mixtape, sent 252 00:13:55,320 --> 00:13:57,920 Speaker 2: him a few beats and instrumentals and things of that nature, 253 00:13:58,400 --> 00:14:00,400 Speaker 2: and he was right on board. 254 00:14:00,520 --> 00:14:02,840 Speaker 4: You know. He had actually said, Hey, I've heard of 255 00:14:02,840 --> 00:14:04,280 Speaker 4: some of the stuff you're doing. I've been to some 256 00:14:04,280 --> 00:14:06,120 Speaker 4: of the parties you were playing. Cool. 257 00:14:06,440 --> 00:14:09,680 Speaker 2: I'm down, let's do this. And I would just send 258 00:14:09,720 --> 00:14:12,560 Speaker 2: him stuff over MSN. He would send it back with 259 00:14:12,600 --> 00:14:15,440 Speaker 2: a verse recorded, and you know, there I was in 260 00:14:15,559 --> 00:14:19,960 Speaker 2: university making records with someone virtually at the time. Then 261 00:14:20,000 --> 00:14:22,760 Speaker 2: we did meet up when I pressed up that mixtape. 262 00:14:22,760 --> 00:14:25,280 Speaker 2: I gave him about two hundred and fifty copies, said 263 00:14:25,280 --> 00:14:27,760 Speaker 2: here are the CDs. You know, give them to all 264 00:14:27,760 --> 00:14:30,600 Speaker 2: of your local barbershops or your own friends and whatever 265 00:14:30,640 --> 00:14:33,360 Speaker 2: you're doing. So it was strategic. I was using these 266 00:14:33,440 --> 00:14:36,840 Speaker 2: rappers to my benefit as well. I was getting them 267 00:14:36,920 --> 00:14:39,280 Speaker 2: on my projects, but then giving them several copies of 268 00:14:39,280 --> 00:14:42,160 Speaker 2: these projects to promote my own brand and my own 269 00:14:42,200 --> 00:14:44,560 Speaker 2: CDs and so forth. And then you know the second 270 00:14:44,560 --> 00:14:47,440 Speaker 2: point you mentioned, he was always very driven. I remember 271 00:14:47,960 --> 00:14:53,920 Speaker 2: being in his mother's basement working on a mixtape with him, 272 00:14:54,480 --> 00:14:57,000 Speaker 2: and you know, he was telling me that he was 273 00:14:57,000 --> 00:15:00,040 Speaker 2: about to go on tour with Lil Wayne and and 274 00:15:01,160 --> 00:15:03,960 Speaker 2: there was no guarantee, there was no pay, but you 275 00:15:03,960 --> 00:15:06,040 Speaker 2: know that I should come as his DJ. 276 00:15:06,120 --> 00:15:07,760 Speaker 4: At the time, now it was djaying. 277 00:15:07,480 --> 00:15:11,400 Speaker 2: For him, excuse me, And I was in university and 278 00:15:11,440 --> 00:15:14,160 Speaker 2: I said, I can't go with no guarantees on a 279 00:15:14,200 --> 00:15:16,080 Speaker 2: tour a little way and I had this exam to 280 00:15:16,120 --> 00:15:19,880 Speaker 2: right next week, you know. And he was just always 281 00:15:20,000 --> 00:15:23,040 Speaker 2: very focused, and there was a lot of naysayers. You know, 282 00:15:23,120 --> 00:15:27,840 Speaker 2: he's a mixed race kid on TV on a children's 283 00:15:27,880 --> 00:15:31,040 Speaker 2: TV show in Canada, like all of the odds were 284 00:15:31,040 --> 00:15:33,640 Speaker 2: stacked against him in terms of becoming a global rap 285 00:15:34,000 --> 00:15:36,880 Speaker 2: you know, and hip hop star, but he persisted. 286 00:15:37,000 --> 00:15:37,680 Speaker 4: He persisted. 287 00:15:37,800 --> 00:15:39,920 Speaker 2: I remember he would tell me he'd fly to New 288 00:15:40,000 --> 00:15:42,120 Speaker 2: York and supposed to go meet with one of the 289 00:15:42,120 --> 00:15:44,680 Speaker 2: big labels, and you know, he's waiting the lobby for 290 00:15:44,720 --> 00:15:46,320 Speaker 2: three hours and they just stood him up. 291 00:15:46,360 --> 00:15:48,480 Speaker 4: And a lot of that was happening. 292 00:15:48,520 --> 00:15:51,120 Speaker 2: Everyone was just kind of passing by and writing him 293 00:15:51,120 --> 00:15:52,800 Speaker 2: off and not giving him the time of day. But 294 00:15:53,480 --> 00:15:54,960 Speaker 2: you know, I think he kept some really good people 295 00:15:54,960 --> 00:15:58,640 Speaker 2: around him, built a solid team, which is really a 296 00:15:58,640 --> 00:16:01,160 Speaker 2: big part of the success. Everyone needs a team, especially 297 00:16:01,160 --> 00:16:03,400 Speaker 2: as you go through certain levels and boundaries and you 298 00:16:03,560 --> 00:16:05,000 Speaker 2: want to break through to another level. 299 00:16:05,240 --> 00:16:06,200 Speaker 4: He had a solid team. 300 00:16:06,280 --> 00:16:09,200 Speaker 2: He had a solid set of beliefs and solid morals, 301 00:16:10,080 --> 00:16:12,000 Speaker 2: and he was just naturally talented. 302 00:16:12,040 --> 00:16:13,440 Speaker 4: He was a raw talent. 303 00:16:14,040 --> 00:16:16,600 Speaker 2: And you know, I think the combination of all that 304 00:16:16,760 --> 00:16:21,880 Speaker 2: sort of with an unwillingness to fail and just keep 305 00:16:21,880 --> 00:16:25,840 Speaker 2: marching forward, one thing led to another. And Canada is 306 00:16:25,840 --> 00:16:27,720 Speaker 2: a funny place. The way you make it here is 307 00:16:27,760 --> 00:16:30,000 Speaker 2: as soon as you leave and someone else co signs you, 308 00:16:30,520 --> 00:16:34,040 Speaker 2: everyone else here starts caring. So once that happened, being 309 00:16:34,040 --> 00:16:36,800 Speaker 2: on tour with Lila Wayne, you know, being in sessions 310 00:16:36,800 --> 00:16:39,160 Speaker 2: with doctor Dre all these things around two thousands, two 311 00:16:39,200 --> 00:16:41,360 Speaker 2: thousand and eight, two thousand and seven, two thousand and eight, 312 00:16:41,720 --> 00:16:44,920 Speaker 2: when that started to come back around here, you know, 313 00:16:45,120 --> 00:16:46,760 Speaker 2: everyone started the same people that. 314 00:16:46,680 --> 00:16:49,520 Speaker 4: Would boo us. Now everyone starts to care. 315 00:16:50,000 --> 00:16:53,760 Speaker 2: So he was steadfast in his mission and he was 316 00:16:53,800 --> 00:16:57,640 Speaker 2: willing to leave his own city to go find success. 317 00:16:57,680 --> 00:16:59,600 Speaker 4: And once that happened, you know, the rest is history. 318 00:17:00,200 --> 00:17:05,639 Speaker 1: We'll be right back with more of Taking a Walk podcast. 319 00:17:07,240 --> 00:17:09,919 Speaker 1: Welcome back to the Taking a Walk Podcast. 320 00:17:10,640 --> 00:17:12,239 Speaker 3: Well, I'm going to go out in a limb and 321 00:17:12,359 --> 00:17:15,760 Speaker 3: think that maybe a guy named Rick Rubin has had 322 00:17:15,800 --> 00:17:19,800 Speaker 3: an influence on you and at some point is that correct? 323 00:17:20,359 --> 00:17:23,960 Speaker 4: Yeah, of course, yes, yes. 324 00:17:24,280 --> 00:17:26,960 Speaker 3: Tell me what you observed that you took away from 325 00:17:27,000 --> 00:17:27,880 Speaker 3: his experience. 326 00:17:29,240 --> 00:17:31,080 Speaker 2: I mean, there's so much right, I think at the 327 00:17:31,119 --> 00:17:33,840 Speaker 2: end of the day there and there's still so much 328 00:17:33,840 --> 00:17:35,520 Speaker 2: to learn that I'm still trying to dig into. 329 00:17:35,640 --> 00:17:40,400 Speaker 4: But I think zooming out. He just has a. 330 00:17:40,440 --> 00:17:46,639 Speaker 2: Very calm demeanor for the most part, and is not 331 00:17:46,840 --> 00:17:49,640 Speaker 2: afraid to go left when everyone else is going right. 332 00:17:50,200 --> 00:17:52,320 Speaker 4: And that is something I've been doing my whole life. 333 00:17:52,400 --> 00:17:56,479 Speaker 2: But as I started really following and reading up and 334 00:17:56,520 --> 00:18:00,600 Speaker 2: going deeper into sort of you know, Rick Rubin's mentalityhilosophy, 335 00:18:01,000 --> 00:18:03,280 Speaker 2: that helped validate some of the things that I would 336 00:18:03,359 --> 00:18:09,359 Speaker 2: question about myself previously right, And so in more recent years, 337 00:18:09,400 --> 00:18:12,840 Speaker 2: in the last decade or so, I've realized that it's 338 00:18:12,920 --> 00:18:15,719 Speaker 2: not only completely normal to be going left when everyone 339 00:18:15,760 --> 00:18:18,639 Speaker 2: is going right, but that's probably where you should be 340 00:18:18,760 --> 00:18:21,000 Speaker 2: going if you want to do things that are innovative 341 00:18:21,400 --> 00:18:23,679 Speaker 2: and game changing and really true to yourself, even if 342 00:18:23,680 --> 00:18:24,560 Speaker 2: they're not innovative. 343 00:18:24,600 --> 00:18:26,280 Speaker 4: But if you feel in your heart. 344 00:18:26,080 --> 00:18:30,080 Speaker 2: Of hearts that Okay, I'm doing this for my own reasons, 345 00:18:30,119 --> 00:18:32,679 Speaker 2: that's another lesson Rick Rubin has taught me that you know, 346 00:18:32,760 --> 00:18:35,800 Speaker 2: sometimes the journey itself is the destination. So enjoy the 347 00:18:35,840 --> 00:18:39,600 Speaker 2: work and don't apologize for trying to find something that 348 00:18:39,680 --> 00:18:42,840 Speaker 2: is perfect, and just keep making, keep creating, and do 349 00:18:42,920 --> 00:18:45,720 Speaker 2: it for your own reasons. And you know, if it's 350 00:18:45,720 --> 00:18:48,280 Speaker 2: meant to be, the forces will align and you will 351 00:18:48,280 --> 00:18:51,000 Speaker 2: find your tribe, you'll find your fans, the work will 352 00:18:51,000 --> 00:18:54,000 Speaker 2: cut through. But don't compromise the work in pursuit of 353 00:18:54,160 --> 00:18:56,359 Speaker 2: what you think it should be. Let it sort of 354 00:18:56,400 --> 00:18:59,440 Speaker 2: guide whatever it might be. And that's something I try 355 00:18:59,440 --> 00:19:03,159 Speaker 2: and you know, instill in all of my missions to say, okay, 356 00:19:03,200 --> 00:19:04,680 Speaker 2: am I doing this for the right reasons? 357 00:19:05,520 --> 00:19:05,679 Speaker 1: You know? 358 00:19:05,760 --> 00:19:08,439 Speaker 2: Do I wholeheartedly believe in this? Am I comfortable with 359 00:19:08,480 --> 00:19:11,320 Speaker 2: this being completely out of field? Or you know, everyone 360 00:19:11,400 --> 00:19:13,080 Speaker 2: is here and I'm going all the way over here 361 00:19:13,119 --> 00:19:16,000 Speaker 2: on the other side of the paradigm. You know, Rick 362 00:19:16,080 --> 00:19:17,760 Speaker 2: Ruben is sort of a north star to look to 363 00:19:17,880 --> 00:19:21,679 Speaker 2: in terms of his mentality and his his his etho. 364 00:19:21,880 --> 00:19:23,560 Speaker 4: So thank you, mister Ruben. 365 00:19:25,600 --> 00:19:31,320 Speaker 3: Well well stated you certainly capture his vibe as well. 366 00:19:32,160 --> 00:19:35,119 Speaker 4: That's a huge compliment. I'll take it. Thank you. 367 00:19:35,920 --> 00:19:40,160 Speaker 3: So tell me specifically about your role at song Trader now, yeah, sure. 368 00:19:40,280 --> 00:19:44,800 Speaker 2: So I joined Massive Music September of last year. I 369 00:19:44,840 --> 00:19:47,680 Speaker 2: actually had a sonic consultancy I was running in Toronto 370 00:19:48,400 --> 00:19:51,200 Speaker 2: that I launched in right when the pandemic hit with 371 00:19:51,240 --> 00:19:54,080 Speaker 2: a partner, and we actually kept butting heads with Massive. 372 00:19:54,160 --> 00:19:55,720 Speaker 2: So it was funny how this all came to be. 373 00:19:56,920 --> 00:19:59,000 Speaker 2: I wasn't looking to be at Massive, but it just 374 00:19:59,040 --> 00:20:02,359 Speaker 2: so happened that we kept playing in the same arena. 375 00:20:02,440 --> 00:20:04,440 Speaker 2: We kind of caught wind of one another. I met 376 00:20:04,480 --> 00:20:06,600 Speaker 2: a few people over there. You know, it's a small 377 00:20:06,640 --> 00:20:09,679 Speaker 2: world in this world of sonic branding, sonic identity. 378 00:20:10,040 --> 00:20:11,080 Speaker 4: One thing led to another. 379 00:20:11,640 --> 00:20:15,320 Speaker 2: I decided to leave my consultancy and join them, And 380 00:20:15,480 --> 00:20:19,240 Speaker 2: in joining them, I learned that we were recently acquired 381 00:20:19,240 --> 00:20:21,240 Speaker 2: by song Trader, And so I started digging a little 382 00:20:21,240 --> 00:20:21,639 Speaker 2: deeper and. 383 00:20:21,640 --> 00:20:23,760 Speaker 4: Saying, Okay, what's the song Trader thing all about? 384 00:20:24,119 --> 00:20:26,200 Speaker 2: Then I started looking at the other acquisitions that song 385 00:20:26,280 --> 00:20:28,840 Speaker 2: Trader had made, and you know, I went to Brian 386 00:20:28,880 --> 00:20:32,080 Speaker 2: Biniak and Paul and just said, hey, you know, I 387 00:20:32,160 --> 00:20:34,359 Speaker 2: might be the new guy and be naive here, but 388 00:20:34,720 --> 00:20:36,800 Speaker 2: as I understand it, we've butt all of these pieces 389 00:20:36,800 --> 00:20:40,320 Speaker 2: of a puzzle. I would love to help sort of 390 00:20:40,359 --> 00:20:43,600 Speaker 2: form these pieces to build a cohesive narrative as to 391 00:20:43,600 --> 00:20:46,040 Speaker 2: how the picture then goes to market. So that's a 392 00:20:46,080 --> 00:20:48,960 Speaker 2: long way of saying what I'm doing here is really 393 00:20:49,040 --> 00:20:52,720 Speaker 2: assembling and figuring out our entire go to market strategy 394 00:20:52,760 --> 00:20:55,080 Speaker 2: and the best way to help not only our brands 395 00:20:55,080 --> 00:20:58,159 Speaker 2: and agencies and the client that clients that want music 396 00:20:58,640 --> 00:21:02,000 Speaker 2: or need music or audio, but also those artists and 397 00:21:02,080 --> 00:21:04,720 Speaker 2: right holders and people who we can champion to best 398 00:21:04,760 --> 00:21:07,600 Speaker 2: monetize their assets. So it's really fun because you know, 399 00:21:07,640 --> 00:21:11,320 Speaker 2: I think these days the notion of sonic branding or 400 00:21:11,359 --> 00:21:14,639 Speaker 2: sonic identity or sonic assets, those are table stakes. And 401 00:21:15,000 --> 00:21:17,280 Speaker 2: the more interesting conversation, and the one that I have 402 00:21:17,400 --> 00:21:21,280 Speaker 2: more and more with clients and prospective clients and people 403 00:21:21,320 --> 00:21:23,879 Speaker 2: within the C suite at brands and organizations is hey, 404 00:21:23,960 --> 00:21:28,080 Speaker 2: how can we actually use sound music and audio to 405 00:21:28,160 --> 00:21:32,600 Speaker 2: solve for big business and human challenges and problems that 406 00:21:32,640 --> 00:21:35,480 Speaker 2: you have in your entire business? So not just things 407 00:21:35,480 --> 00:21:38,880 Speaker 2: that fall under the marketing team or the CMOS purview 408 00:21:38,960 --> 00:21:41,000 Speaker 2: or the head of brand, but what is the product 409 00:21:41,000 --> 00:21:44,159 Speaker 2: the officer doing with your technology and your app? 410 00:21:44,480 --> 00:21:45,920 Speaker 4: You know, what is the head. 411 00:21:45,760 --> 00:21:49,080 Speaker 2: Of accessibility or inclusion doing, what is the head of 412 00:21:49,160 --> 00:21:52,119 Speaker 2: licensing to Like, you have all of these fragmented components 413 00:21:52,119 --> 00:21:54,919 Speaker 2: that experiential and event people the world I came from, 414 00:21:55,119 --> 00:21:57,239 Speaker 2: and they're all for the most part living in their 415 00:21:57,280 --> 00:22:00,680 Speaker 2: own silos. When there's a real opportunity to use sound 416 00:22:00,720 --> 00:22:03,399 Speaker 2: and music as this red thread to get everyone on 417 00:22:03,440 --> 00:22:06,160 Speaker 2: the same page and help everyone in their own roles 418 00:22:06,160 --> 00:22:08,840 Speaker 2: and their teams and so forth. So that's what I'm 419 00:22:08,920 --> 00:22:11,359 Speaker 2: up to. We are sort of living at the cusp 420 00:22:11,400 --> 00:22:17,679 Speaker 2: of innovation. Technology, music, culture, and helping these brands figure out, Okay, 421 00:22:18,160 --> 00:22:21,560 Speaker 2: how can I actually use all of these things and 422 00:22:21,960 --> 00:22:24,920 Speaker 2: do what I say? A lot of people say they 423 00:22:24,920 --> 00:22:26,680 Speaker 2: do a lot of things, and then they don't do them. 424 00:22:26,720 --> 00:22:29,640 Speaker 2: So we're using sound music and audio to help these 425 00:22:29,680 --> 00:22:33,280 Speaker 2: brands and organizations do what they say and you know, 426 00:22:33,840 --> 00:22:36,959 Speaker 2: help them produce better content, help them avoid compliance issues, 427 00:22:37,000 --> 00:22:40,399 Speaker 2: help them bring efficiencies back to their operations teams, make 428 00:22:40,440 --> 00:22:43,399 Speaker 2: sure that their UX and UI cuts through and is 429 00:22:43,440 --> 00:22:46,840 Speaker 2: more intuitive. So a lot of this lives subconsciously, but 430 00:22:46,960 --> 00:22:50,120 Speaker 2: in effect, what it is actually doing is building more powerful, 431 00:22:50,200 --> 00:22:53,440 Speaker 2: more human brands that are not just shouting and making noise, 432 00:22:53,480 --> 00:22:56,840 Speaker 2: but are doing it, you know, communicating to their audiences 433 00:22:56,920 --> 00:22:58,399 Speaker 2: B to B B two C, B to b C, 434 00:22:58,560 --> 00:23:02,560 Speaker 2: whatever it might be doing in a thoughtful, holistic, strategic 435 00:23:02,600 --> 00:23:05,320 Speaker 2: way in terms of the sound and music they're using. 436 00:23:06,400 --> 00:23:10,280 Speaker 3: So tell me about the acquisition of the band camp, 437 00:23:10,359 --> 00:23:15,520 Speaker 3: an unbelievable brand already, and yeah, what that means to 438 00:23:15,640 --> 00:23:18,520 Speaker 3: song Trader and how is the integration going. 439 00:23:19,840 --> 00:23:23,920 Speaker 2: You know, band Camp is a highly revered, very special 440 00:23:24,359 --> 00:23:27,640 Speaker 2: brand and organization. I've been a fan for a long 441 00:23:27,720 --> 00:23:31,000 Speaker 2: long time now, and many of those artists that used 442 00:23:31,000 --> 00:23:33,640 Speaker 2: to make mixtapes with you know, they have projects on there, 443 00:23:33,720 --> 00:23:34,520 Speaker 2: so again near and. 444 00:23:34,480 --> 00:23:34,919 Speaker 4: Dear to me. 445 00:23:36,040 --> 00:23:40,560 Speaker 2: I can't speak to the technical aspects of the deal itself. 446 00:23:40,640 --> 00:23:44,440 Speaker 2: I know that we acquired it from Epic. The integration 447 00:23:44,600 --> 00:23:46,520 Speaker 2: is going quite well. And here's where I see it. 448 00:23:47,040 --> 00:23:50,680 Speaker 2: I think this is a great move for us because 449 00:23:50,920 --> 00:23:53,679 Speaker 2: we help brands use music and sound effectively. 450 00:23:54,000 --> 00:23:57,639 Speaker 4: We also help artists right monetize their music. 451 00:23:57,680 --> 00:23:59,720 Speaker 2: And the way I see it is if we are 452 00:23:59,800 --> 00:24:03,080 Speaker 2: now now, you know, working on something for Unilever, who's 453 00:24:03,080 --> 00:24:05,960 Speaker 2: a client. We're doing something in Rio de Janeiro, a 454 00:24:06,040 --> 00:24:08,479 Speaker 2: campaign and they're trying to figure out what should they 455 00:24:08,520 --> 00:24:11,080 Speaker 2: do in sound and music? Well, great news. We actually 456 00:24:11,160 --> 00:24:14,159 Speaker 2: have five million artists and labels. Now who's data we 457 00:24:14,240 --> 00:24:17,440 Speaker 2: have oversight on. And not only can we pinpoint as 458 00:24:17,440 --> 00:24:21,280 Speaker 2: to who the authentic local cultural artists are in the 459 00:24:21,359 --> 00:24:23,919 Speaker 2: region for that brand to partnership partner with, but we 460 00:24:23,960 --> 00:24:25,840 Speaker 2: can hone in on who is selling x amount of 461 00:24:25,920 --> 00:24:29,320 Speaker 2: merch vinyl music and has you know a degree of 462 00:24:29,359 --> 00:24:31,639 Speaker 2: fandom that that brand might want to tap into. So 463 00:24:31,920 --> 00:24:34,000 Speaker 2: that's where I see a win win happening for brands 464 00:24:34,000 --> 00:24:36,719 Speaker 2: that want to authentically tap into culture. We can do 465 00:24:36,760 --> 00:24:39,239 Speaker 2: that on a global level now and really hone in 466 00:24:39,280 --> 00:24:42,879 Speaker 2: on exactly the you know, the options of artists that 467 00:24:42,920 --> 00:24:45,359 Speaker 2: you can work with in this region to best effectively 468 00:24:45,400 --> 00:24:48,400 Speaker 2: spend and invest your money, whether it's above the line, 469 00:24:48,440 --> 00:24:50,960 Speaker 2: below the line, whatever it might be. And then there's 470 00:24:51,119 --> 00:24:53,919 Speaker 2: you know, real cultural resonance there and it's authentic and 471 00:24:53,960 --> 00:24:56,520 Speaker 2: it's a win for the artist that wants to participate 472 00:24:56,520 --> 00:24:59,000 Speaker 2: in that opportunity, it's a win for the brand and 473 00:24:59,119 --> 00:25:01,399 Speaker 2: where the connective threat now able to make that happen 474 00:25:01,480 --> 00:25:04,040 Speaker 2: because it's all under our ecosystem. So I think it 475 00:25:04,080 --> 00:25:06,879 Speaker 2: can get really interesting and really benefit artists in a 476 00:25:06,880 --> 00:25:08,440 Speaker 2: meaningful way as well as brands too. 477 00:25:09,160 --> 00:25:11,120 Speaker 3: That's exciting that really it is. 478 00:25:11,320 --> 00:25:16,400 Speaker 2: It genuinely is. Yeah, it is, and you know everything 479 00:25:16,480 --> 00:25:19,119 Speaker 2: is moving, there's a lot happening. But you know, for 480 00:25:19,200 --> 00:25:22,240 Speaker 2: the team that's here, from what I see on slack like, 481 00:25:22,240 --> 00:25:24,959 Speaker 2: it's nothing but positive. People are thrilled and we're already 482 00:25:25,000 --> 00:25:28,640 Speaker 2: having really innovative discussions as to where this can all go. 483 00:25:28,760 --> 00:25:31,560 Speaker 2: Bandcamp Daily is still around, all of those editorial things 484 00:25:31,560 --> 00:25:35,320 Speaker 2: are still around that people love about the brand. So yeah, 485 00:25:35,359 --> 00:25:37,240 Speaker 2: it's you know, I think it's going to take some 486 00:25:37,320 --> 00:25:40,280 Speaker 2: course correcting, but where we're able to go and sort 487 00:25:40,320 --> 00:25:42,919 Speaker 2: of the waters that we're charting are really exciting because 488 00:25:43,160 --> 00:25:46,000 Speaker 2: they haven't been navigated before and now it's just another 489 00:25:46,040 --> 00:25:49,640 Speaker 2: piece of this puzzle that we're building, which is very clear. 490 00:25:49,400 --> 00:25:49,920 Speaker 4: In our heads. 491 00:25:49,960 --> 00:25:52,680 Speaker 2: But as you know with businesses, sometimes it takes a 492 00:25:52,720 --> 00:25:54,840 Speaker 2: little bit of time to make sure you have all 493 00:25:54,880 --> 00:25:55,560 Speaker 2: of the pieces. 494 00:25:56,280 --> 00:25:58,600 Speaker 4: But yeah, it's really exciting, thrilled to have them as 495 00:25:58,640 --> 00:25:59,240 Speaker 4: part of the crew. 496 00:26:00,480 --> 00:26:03,679 Speaker 3: Can you envision where song Trader will be in the 497 00:26:03,720 --> 00:26:05,000 Speaker 3: next three to five years. 498 00:26:06,160 --> 00:26:09,000 Speaker 4: I have a pulse on where I think it's all going. 499 00:26:09,080 --> 00:26:12,440 Speaker 2: But as you and I both know, technology is changing 500 00:26:12,960 --> 00:26:16,439 Speaker 2: so quickly with everything that is going on and all 501 00:26:16,480 --> 00:26:18,840 Speaker 2: of the innovation that's coming out of the world these days, 502 00:26:19,080 --> 00:26:20,080 Speaker 2: so things could change. 503 00:26:20,119 --> 00:26:22,640 Speaker 4: But the way I see it is, you know, there's a. 504 00:26:22,640 --> 00:26:26,399 Speaker 2: Lane that doesn't quite exist yet. I think people have 505 00:26:27,440 --> 00:26:30,520 Speaker 2: tried to piece different pieces of the puzzle together, and 506 00:26:30,560 --> 00:26:32,840 Speaker 2: some people have solved for one thing and others have 507 00:26:32,920 --> 00:26:35,240 Speaker 2: solved for another. And what I mean by that is, 508 00:26:35,280 --> 00:26:39,359 Speaker 2: you know, there's different licensing platforms, there's different sonic branding companies, 509 00:26:39,800 --> 00:26:44,320 Speaker 2: there's different sort of cultural consultancies, when it comes to 510 00:26:44,400 --> 00:26:47,600 Speaker 2: music and sound. But there's not really like a there's 511 00:26:47,600 --> 00:26:51,639 Speaker 2: not like a WPP or like a mothership off this 512 00:26:51,680 --> 00:26:54,240 Speaker 2: stuff when it comes to sound and music for brands, 513 00:26:54,600 --> 00:26:57,640 Speaker 2: and so in acquiring massive music and acquiring Big Sink 514 00:26:57,720 --> 00:27:00,320 Speaker 2: and all of these different things, you know, we have 515 00:27:00,760 --> 00:27:04,560 Speaker 2: creative services taken care of, We have licensing and tools 516 00:27:04,560 --> 00:27:09,040 Speaker 2: and technology. From a SaaS perspective, taking care of bandcamp 517 00:27:09,359 --> 00:27:11,879 Speaker 2: brings a tremendous amount of cultural cachet as to how 518 00:27:11,920 --> 00:27:14,840 Speaker 2: we might consult brands. And so you really have a 519 00:27:14,960 --> 00:27:18,359 Speaker 2: very unique offering under one umbrella, now, under one mothership, 520 00:27:18,560 --> 00:27:20,760 Speaker 2: where everyone is sort of rowing in the same direction 521 00:27:20,880 --> 00:27:23,640 Speaker 2: to say, hey, where are the pain points for these 522 00:27:23,720 --> 00:27:28,520 Speaker 2: organizations looking to use music and sound meaningfully strategically right? 523 00:27:29,480 --> 00:27:31,359 Speaker 2: And how can we help point out some of the 524 00:27:31,400 --> 00:27:34,240 Speaker 2: pains on their ship that they don't even know exist? 525 00:27:34,760 --> 00:27:37,200 Speaker 2: And I think that's the interesting thing about where we're 526 00:27:37,200 --> 00:27:40,720 Speaker 2: going is it's becoming less reactive about hey, here's this brief, 527 00:27:41,119 --> 00:27:44,160 Speaker 2: here is this thing we need fulfilled as a music partner, 528 00:27:44,400 --> 00:27:47,000 Speaker 2: and here's this spot we need made, and more about 529 00:27:47,040 --> 00:27:49,800 Speaker 2: going to the c suite at those organizations and saying, hey, 530 00:27:49,840 --> 00:27:52,800 Speaker 2: how are you either leaving money on the table or 531 00:27:52,920 --> 00:27:56,240 Speaker 2: audiences on the table, or you know, where's the opportunity 532 00:27:56,280 --> 00:27:57,880 Speaker 2: to use all of these different tools. 533 00:27:57,960 --> 00:27:59,399 Speaker 4: And you might not need to use all of them 534 00:27:59,440 --> 00:28:00,280 Speaker 4: at the same time time. 535 00:28:00,560 --> 00:28:03,000 Speaker 2: But because we have a plethora of value added tools 536 00:28:03,000 --> 00:28:05,600 Speaker 2: in our toolkit, it makes for a really meaningful and 537 00:28:05,640 --> 00:28:09,119 Speaker 2: interesting conversation with these companies to hear them out and 538 00:28:09,200 --> 00:28:11,480 Speaker 2: understand where they want to go, and then look into 539 00:28:11,520 --> 00:28:13,439 Speaker 2: our toolkit to say, well, you know, we actually have 540 00:28:14,160 --> 00:28:16,040 Speaker 2: three out of these ten things can help you do 541 00:28:16,119 --> 00:28:16,840 Speaker 2: exactly that. 542 00:28:17,080 --> 00:28:18,040 Speaker 4: And that's the fun. 543 00:28:17,840 --> 00:28:22,479 Speaker 2: Part because now we're solving for big business challenges, big 544 00:28:22,920 --> 00:28:26,679 Speaker 2: brand challenges, beyond the brief, beyond the tactical stuff, and 545 00:28:26,720 --> 00:28:29,520 Speaker 2: I think that's where we're going is more and more 546 00:28:29,560 --> 00:28:31,480 Speaker 2: companies are going to lean on us to say, hey, 547 00:28:31,800 --> 00:28:33,280 Speaker 2: this is what we want to do, this is who 548 00:28:33,320 --> 00:28:35,480 Speaker 2: we want to connect with, this is where we aspire. 549 00:28:35,240 --> 00:28:36,360 Speaker 4: To be in three years. 550 00:28:36,920 --> 00:28:39,200 Speaker 2: What do you have to help us, you know, get 551 00:28:39,200 --> 00:28:42,760 Speaker 2: on that trajectory? And so it's less about selling widgets 552 00:28:42,800 --> 00:28:45,960 Speaker 2: at that point and more about truly consultative selling to say, 553 00:28:45,960 --> 00:28:48,760 Speaker 2: how can we help these people? Do we have the tools, 554 00:28:49,040 --> 00:28:50,880 Speaker 2: you know, how can we help their social team, their 555 00:28:50,880 --> 00:28:54,520 Speaker 2: brand team, their experiential team, whatever it might be. 556 00:28:55,000 --> 00:28:56,680 Speaker 4: And that's I think. 557 00:28:56,520 --> 00:29:01,280 Speaker 2: The differentiator from your sort of typical licensing shop or 558 00:29:01,280 --> 00:29:03,880 Speaker 2: sonic branding shop or whatever it might be. On a 559 00:29:03,920 --> 00:29:06,240 Speaker 2: tactical sense, we want to be thought leaders in terms 560 00:29:06,240 --> 00:29:09,440 Speaker 2: of advising and guiding our partners and clients as to 561 00:29:09,600 --> 00:29:11,800 Speaker 2: where they should go and why and what kind of 562 00:29:11,840 --> 00:29:13,640 Speaker 2: value we can create for them in the process. 563 00:29:14,400 --> 00:29:18,240 Speaker 3: Well, in closing, I want to come full circle about 564 00:29:18,760 --> 00:29:22,800 Speaker 3: the good of music and shine a light on something 565 00:29:22,880 --> 00:29:26,840 Speaker 3: that you have called the Thank You Music Charity. Talk 566 00:29:26,880 --> 00:29:29,959 Speaker 3: about that mission and how it's helping folks. 567 00:29:30,560 --> 00:29:34,120 Speaker 2: Sure so, Thank You Music is a initiative that was 568 00:29:34,200 --> 00:29:36,440 Speaker 2: born out of the story that I alluded to earlier 569 00:29:36,480 --> 00:29:39,200 Speaker 2: with Pete and his father and the transformative experience he 570 00:29:39,280 --> 00:29:43,520 Speaker 2: went through. And we don't know if we're a charity yet, 571 00:29:43,560 --> 00:29:46,080 Speaker 2: we're still figuring it out. I think we want to 572 00:29:46,120 --> 00:29:49,160 Speaker 2: really again be a conduit, a not for profit. But 573 00:29:49,640 --> 00:29:52,360 Speaker 2: you know it's not about us needing to take money 574 00:29:52,440 --> 00:29:54,840 Speaker 2: and then disperse it. So again, if we can shine 575 00:29:54,840 --> 00:29:59,240 Speaker 2: a light and tell these people's stories, tell humanity stories 576 00:29:59,280 --> 00:30:01,680 Speaker 2: on a global level as to how music might have 577 00:30:01,720 --> 00:30:04,680 Speaker 2: helped them and then inspire other humans. We see this 578 00:30:04,800 --> 00:30:08,400 Speaker 2: really turning into a compound effect where people say, Wow, 579 00:30:08,800 --> 00:30:11,480 Speaker 2: look what music did for Buzz, Look what music did 580 00:30:11,480 --> 00:30:14,080 Speaker 2: for Pete and his father. Look what music did for 581 00:30:14,400 --> 00:30:17,280 Speaker 2: you know, this autistic child or whatever it might be, 582 00:30:17,360 --> 00:30:21,040 Speaker 2: this dimension patient. If we can foster that narrative and 583 00:30:21,160 --> 00:30:25,520 Speaker 2: inspire others, let them go donate to the charities and 584 00:30:25,640 --> 00:30:29,000 Speaker 2: organizations in their own regions and their own municipalities and 585 00:30:29,040 --> 00:30:33,600 Speaker 2: their own provinces and states and countries and sort of 586 00:30:33,720 --> 00:30:37,480 Speaker 2: propagate this thing on their own. So we are hoping 587 00:30:37,520 --> 00:30:40,920 Speaker 2: to become a spark plug that lights this conversation up. 588 00:30:41,280 --> 00:30:43,640 Speaker 2: And you know, it's early days, but what we're doing 589 00:30:43,720 --> 00:30:46,560 Speaker 2: is aggregating a lot of different stories and once we 590 00:30:46,640 --> 00:30:48,480 Speaker 2: have about twenty four we have a plan and a 591 00:30:48,560 --> 00:30:51,480 Speaker 2: team globally to help sort of evangelize this mission and 592 00:30:51,520 --> 00:30:54,280 Speaker 2: make it come to fruition. But yeah, every time we 593 00:30:54,360 --> 00:30:57,120 Speaker 2: have this conversation with folks, you know, they say two things, Wow, 594 00:30:57,600 --> 00:31:00,720 Speaker 2: this is incredible, how can I help? And they also 595 00:31:00,800 --> 00:31:03,240 Speaker 2: offer that they have their own story and it doesn't 596 00:31:03,280 --> 00:31:06,160 Speaker 2: have to be something heavy hearted, be something very light. 597 00:31:06,240 --> 00:31:09,520 Speaker 2: But everyone has a story as to what music means 598 00:31:09,520 --> 00:31:12,240 Speaker 2: to them. They've just never been given the opportunity or 599 00:31:12,280 --> 00:31:15,240 Speaker 2: platform or chance to truly think about it. So, you know, 600 00:31:15,280 --> 00:31:17,600 Speaker 2: we want to ask the question, if music we're listening 601 00:31:17,640 --> 00:31:18,760 Speaker 2: to you, Buzz, what would you. 602 00:31:18,720 --> 00:31:19,160 Speaker 4: Say to it? 603 00:31:20,120 --> 00:31:20,360 Speaker 3: Right? 604 00:31:20,680 --> 00:31:22,720 Speaker 4: And that's the question we want to pose to the world. 605 00:31:23,120 --> 00:31:25,240 Speaker 2: And in doing that, we're going to aggregate all of 606 00:31:25,280 --> 00:31:28,360 Speaker 2: those stories and then hopefully inspire the world and connect 607 00:31:28,400 --> 00:31:29,680 Speaker 2: some interesting dots. 608 00:31:30,440 --> 00:31:33,920 Speaker 3: Well, we need good stories now, and song Trader is 609 00:31:34,000 --> 00:31:38,680 Speaker 3: certainly a great story and shows your story is fantastic 610 00:31:38,880 --> 00:31:43,280 Speaker 3: and we need stories like this. So I can't thank 611 00:31:43,320 --> 00:31:44,840 Speaker 3: you enough for sharing all of this. 612 00:31:45,080 --> 00:31:48,680 Speaker 4: And congratulations, Oh thank you for having me, Buzz. 613 00:31:48,760 --> 00:31:50,800 Speaker 2: My pleasure, pleasure to be here, pleasure to meet you, 614 00:31:51,200 --> 00:31:53,520 Speaker 2: and hopefully we have another conversation down the line. 615 00:31:54,400 --> 00:31:56,840 Speaker 1: Thanks for listening to this episode of the Taking a 616 00:31:56,880 --> 00:32:00,800 Speaker 1: Walk podcast. Share this and other episodes with your friends 617 00:32:00,880 --> 00:32:04,360 Speaker 1: and follow us so you never miss an episode. Taking 618 00:32:04,400 --> 00:32:08,240 Speaker 1: a Walk is available on the iHeartRadio app, Apple Podcasts, 619 00:32:08,520 --> 00:32:10,800 Speaker 1: and wherever you get your podcasts.