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Speaker 1: I'm off my game today, You're not. People are going

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Speaker 1: to have to start making better content. I think we're

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Speaker 1: gonna be talking about this for a long time. When

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Speaker 1: you program for everyone, you program for no one. I

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Speaker 1: think it's that we're purpose driven platform, like we're trying

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Speaker 1: to get to substance. How was that? Are you happy

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Speaker 1: with that? This is marketing therapy right now? It really is?

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Speaker 1: What's up? I'm Laura Currency and I'm Alexa Kristen. Welcome

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Speaker 1: back to at Landia. The only thing separating me from

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Speaker 1: the Jersey Shore right now, and it's the only thing

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Speaker 1: I would have came to Brooklyn for UM. We have

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Speaker 1: Cody Levine and Mike Tongue coming into the studio to

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Speaker 1: ex agency young guns who have broken out to turn

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Speaker 1: their passion and to purpose their side hustle into the

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Speaker 1: main hustle. And I think we have a thing or

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Speaker 1: two that they can really teach the agency about where

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Speaker 1: we're missing the mark on creativity agency brands. I think leadership. Seriously,

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Speaker 1: these guys have a anything one liners. So with that,

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Speaker 1: we'll be right back. Welcome back, everybody. We're here with

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Speaker 1: Cody Levine, Hi, co founder of toothpaste brand twice and

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Speaker 1: the total Brooklyn artiste Mike Tongue is in the building.

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Speaker 1: Mike Tongue is a marketing manager over at the Brooklyn

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Speaker 1: Museum and also the founder of the Culture LP. Hello. Hello,

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Speaker 1: both of you ex agency people that Alex and I

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Speaker 1: have had the fortunate opportunity to have worked with in

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Speaker 1: some capacity in our careers and as young guns. If

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Speaker 1: I may say this under the age of thirty, how

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Speaker 1: old are you? Just call it out? Yeah, And something

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Speaker 1: happened for the both of you where you decided in

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Speaker 1: the not too distant past that you were going to

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Speaker 1: take your path actions and turn them into your everyday work. Tom,

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Speaker 1: talk about what that was like for you, kind of

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Speaker 1: stepping away from the traditional agency world where you had

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Speaker 1: been somebody who's hot in the art scene out in Brooklyn,

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Speaker 1: and talk about your kind of diversion back into that

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Speaker 1: via the Brooklyn Museum. Yeah. I mean it's been I

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Speaker 1: guess it's been gradual the whole time. The two worlds

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Speaker 1: have been colliding. They collide in the work to right,

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Speaker 1: you see it in the agency space, like let's do

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Speaker 1: this art activation, let's do this sort of street art

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Speaker 1: um kind of integration or whatever. It may have you,

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Speaker 1: but for me, I had never stopped doing the cultural work.

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Speaker 1: It was always a five to nine thing. But it

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Speaker 1: just got to the point where five to nine am

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Speaker 1: the next day just to clarify. But it just got

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Speaker 1: to the point where it just made too much sense.

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Speaker 1: And on a personal tip, you know, my father was

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Speaker 1: an artist, and it just was like, this is when

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Speaker 1: I have to go full go and and really lean

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Speaker 1: in on you know, the culture right. And it's something

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Speaker 1: that I think institutions like the Brookn Museum and other

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Speaker 1: cultural institutions need, right. They their new fundering stores and

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Speaker 1: things of that nature. Are these tech companies and these

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Speaker 1: media platforms and everybody wants to show up cross screen

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Speaker 1: and things of that nature, but they can't do it

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Speaker 1: without actually understand how these companies work. So it was

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Speaker 1: kind of a perfect fit for me. They brought their

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Speaker 1: agency services in the house, so it was just you know, yeah,

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Speaker 1: it was so funny because I was talking to a

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Speaker 1: group of cmos and I said, do you are you

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Speaker 1: actually looking at your teams instead of when we've talked

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Speaker 1: about this on the show, like you're looking at your

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Speaker 1: teams instead of resources. Actually his talent and I used

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Speaker 1: you as an example. I was like, because if I

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Speaker 1: need someone to think with me, really think with me,

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Speaker 1: and think about how people are going to show up,

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Speaker 1: how they're going to interact and not showing up as

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Speaker 1: a brand that's tone deaf. You need people like Tong

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Speaker 1: and Cody. Yeah, and coincidentally, both of you have been

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Speaker 1: inspired by your dad, so do. Your father is a

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Speaker 1: well known dentist in New York City, and he inspired

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Speaker 1: you and your brother to walk away from UM your

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Speaker 1: nine to five's and chase down the opportunity to build

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Speaker 1: your own DTC brand. Can you talk about twice? Yeah? Absolutely? UM,

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Speaker 1: for me, it was interesting. I always knew I wanted

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Speaker 1: to start my own brand, but I didn't know what

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Speaker 1: exactly would be. And through some work we have been

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Speaker 1: doing as a family, dad being a dentist, mom and

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Speaker 1: dad building brands together in the space of oral care,

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Speaker 1: they started a nonprofit which was really set up to

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Speaker 1: provide full service dentistry to underserved communities. And Um, what

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Speaker 1: happened was I go down with my brother and a

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Speaker 1: group of dentists. We team up with a patient of

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Speaker 1: my dad' who's Lenny Kravitz, and we end up we

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Speaker 1: end up in the beautiful mouth. He's got a great,

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Speaker 1: beautiful mouth. Yeah, smiles important for him. And we go

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Speaker 1: down there where he spends, you know, most of the

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Speaker 1: year recording his music and he calls at home, and

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Speaker 1: we set up a full service shop, and um we

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Speaker 1: treated everyone from cleanings and whitenings to full extractions and reconstruction.

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Speaker 1: And I think, right then and there, in that moment,

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Speaker 1: my brother and I we saw what the power of

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Speaker 1: a smile was. And it opened my eyes and it

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Speaker 1: gave me purpose to what I ultimately want to do,

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Speaker 1: which is start a brand, but one that has purpose

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Speaker 1: behind it and and meaning and true depth and could

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Speaker 1: get back. So we, you know, after formulating over a year,

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Speaker 1: two years, we go back down to Luther and we

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Speaker 1: we decide to each other. We say, let's do something

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Speaker 1: about this. We pink got to do more. We I

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Speaker 1: don't think I can go back to my day job.

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Speaker 1: I can't go back to the desk. I UM, let's

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Speaker 1: go build. So we looked at the oral care space

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Speaker 1: and and we ultimately ended up with Twice, which I

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Speaker 1: could tell you a lot more about, but um, it's

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Speaker 1: a direct consumer brand in oral care. We're starting with toothpaste.

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Speaker 1: We want to make the products that you use every

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Speaker 1: single day, twice a day to be um as beautiful

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Speaker 1: as a smile is. So you know, it's something that

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Speaker 1: I took the jump on back in September, uh to

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Speaker 1: leave my job and say, you know, this is what

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Speaker 1: I'm going to do. And I talked to a ton

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Speaker 1: of friends that are entrepreneurs and they said, you know, well,

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Speaker 1: before I did it, I had milestones I wanted to hit,

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Speaker 1: UM things I wanted to accomplish. For me, it was UM.

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Speaker 1: I was still you know, I was working and and

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Speaker 1: proud of work I was doing, but ultimately knew if

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Speaker 1: I really wanted to do this, I had to dedicate

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Speaker 1: everything UM. And it was a it was an incredible

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Speaker 1: moment in time when I did that. UM is scary

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Speaker 1: in a yeah, it was scary, but the adrenaline was

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Speaker 1: just beyond I actually, yeah, I quit on a Wednesday.

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Speaker 1: On Wednesday night, I actually was on a flight to

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Speaker 1: go pitch the brand to a potential partner and and

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Speaker 1: a co founder of ours. So um, the rush was

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Speaker 1: everything nervous, Sure, every day you're you're nervous, energy you

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Speaker 1: turned into excitement. I think there's a whole thing going

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Speaker 1: on in the marketplace, which I know both of you

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Speaker 1: know well having worked with you, that your generation, our generation,

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Speaker 1: the millennial generation, is one that is compelled to associate

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Speaker 1: or align themselves with brands that identify with purpose. I

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Speaker 1: would say, respectively, both of the places you work for

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Speaker 1: with our building, UM resonate with that. Can you talk about,

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Speaker 1: both as consumers and as entrepreneurs in your own right,

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Speaker 1: what purpose means to you and how you see the

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Speaker 1: intersection of those things, translating from how you think about

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Speaker 1: brands versus how you're creating them. Yeah, I think. I've

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Speaker 1: always thought that people don't buy what you do, they

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Speaker 1: buy why you do it, and behind every product, you

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Speaker 1: need to help consumers understand, you know, how you relate

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Speaker 1: to them on a personal level. And UM, I think today,

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Speaker 1: more than ever, consumers are I don't want to say

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Speaker 1: they're skeptical, but you know me and my friends, they

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Speaker 1: need to know more, they need to see more the

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Speaker 1: world of transparency. UM. A brand like r X bar

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Speaker 1: are completely shaking it up by saying like there's two

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Speaker 1: eggs in almond and a dayton Yeah, no bs, And

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Speaker 1: I think UM, in the world of brands that have

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Speaker 1: social at the core or or are driven by purpose,

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Speaker 1: they that's part of their DNA and it's no longer

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Speaker 1: just like attack on UM and you have to prove

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Speaker 1: that day in and day out, and people have to

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Speaker 1: really feel it. Yeah. I mean for me, it's interesting

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Speaker 1: because the the idea of culture is like super lucid, right,

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Speaker 1: like it's everything that we do UM. So I ended

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Speaker 1: up building a business model kind of around just in

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Speaker 1: my lifestyle. I would like to go to art shows.

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Speaker 1: I like supporting my friends they needed help with mail,

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Speaker 1: chip and social media and ship like that, and it

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Speaker 1: just ended up turning into a service offering, which is like,

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Speaker 1: looking back at it, now I can't go to an

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Speaker 1: art show and not think about work. So it's kind

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Speaker 1: of something I was talking about last night, is like

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Speaker 1: this blurred line between the two. But the idea of

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Speaker 1: UM purpose is just something that's been at the core

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Speaker 1: of on both sides. Right. The museum is a place

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Speaker 1: that you know, it likes to think about the community

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Speaker 1: and put the community first, whether it's through for free

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Speaker 1: events are just bringing in different speakers to talk about things,

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Speaker 1: whether it's the election, whether it's you know, UM, immigration rights,

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Speaker 1: things of that nature. UM. So to be able to

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Speaker 1: work at us space like that is super refreshing and rewarding. Um.

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Speaker 1: And then for me purposefully, I like to stay in Brooklyn.

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Speaker 1: I like Brooklyn. We didn't get into culture lp We

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Speaker 1: didn't get into the side hustle main hustle. Yeah. So

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Speaker 1: um So the culture lp um started as a blog

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Speaker 1: about maybe six years ago. I was still in school.

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Speaker 1: I really had some friends, like kind of similar to

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Speaker 1: what we're talking about this age of transparency, but I

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Speaker 1: feel like Twitter was a place where people were just

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Speaker 1: talking a lot of ship, having fun, getting attention for

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Speaker 1: being funny, not really like anything of substance at that point. Um.

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Speaker 1: I feel like I was one of them, and I

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Speaker 1: was like, well, I have some friends doing some really

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Speaker 1: creative things. I want to highlight them. I grabbed SLR

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Speaker 1: from you know, the Bucknell Library, and I videotaped a

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Speaker 1: couple of my friends who had done some poetry on

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Speaker 1: you know, microaggressions and things that we were going through

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Speaker 1: at Bucknell University, just being really white space in the

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Speaker 1: middle of Pennsylvania where all kids from different cities Boston,

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Speaker 1: d C, New York, UM, and I kind of just

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Speaker 1: left them freestyle and you know, did a spoken word video,

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Speaker 1: put it on Vimeo. I was like, this is cool,

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Speaker 1: made some T shirts. I was like, this is cool.

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Speaker 1: You know. I just kept going with that, you know,

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Speaker 1: fast forward. UM. I now worked closely with a few

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Speaker 1: visual artists who have done you know, street murals for

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Speaker 1: a city bike in South Africa. Patrick ey Jean just

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Speaker 1: did a live art installation up in Massachusetts at the

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Speaker 1: Met Museum. Um. These are all folks. You know. Ronald

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Speaker 1: Draper just got the awarded uh Urban Public League, you know,

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Speaker 1: a c P. He's the curator at Harlem Hospital. And

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Speaker 1: these are guys that like we rented his first studio

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Speaker 1: in Harlem for eight hundred bucks to do a show,

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Speaker 1: and we had like seventy r s v p s.

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Speaker 1: And now we put out a show. We had like

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Speaker 1: fives in the first four days, had a closing link,

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Speaker 1: you know. And it's like, but by just believing in

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Speaker 1: these creators and being a partner to them, someone who

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Speaker 1: understands like marketing frameworks and how brands think we're able

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Speaker 1: to you know, secure sponsorship with Essential Water or you know,

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Speaker 1: any other partners that we've worked with. Pad did a

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Speaker 1: commission for Nike like things of that nature. Um. But

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Speaker 1: the two worlds are just so parallel from the museum

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Speaker 1: is dying to play in that space. So it's really interesting. Well,

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Speaker 1: I want to talk about that, but I want to

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Speaker 1: first say the other day we were having lunch and

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Speaker 1: you said to me, and it was so simple. You

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Speaker 1: were like, you know that friend that you had, or

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Speaker 1: maybe you were this person that you would call and say,

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Speaker 1: what's going on this weekend? I haven't talked about that, right.

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Speaker 1: So the other thing, because you have like a million things, um,

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Speaker 1: is this new service that you put together. And I

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Speaker 1: thought it was so smart because everyone has that friend

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Speaker 1: or you're that friend, which sometimes becomes a burden. Are

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Speaker 1: that friend? Um? Yeah, I feel like there was a

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Speaker 1: there was a tipping point where somebody had text me.

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Speaker 1: I asked me, I have some my families in town.

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Speaker 1: What's going on? Is there an art show I should

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Speaker 1: take them to? Is there a museum opening? This before

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Speaker 1: I started working museum, probably before I started working, uh

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Speaker 1: in any agency role. And I was like, I can't

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Speaker 1: keep doing this every weekend, every day, somebody's asking me

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Speaker 1: this question. And Ryan Leslie has a service called super

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Speaker 1: Phone that's really made for musicians to like directly connect

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Speaker 1: with their consumers. You know, off of social media you

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Speaker 1: can track shopify integrations and who's spending the most money,

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Speaker 1: what zip codes are supporting you. So we were using

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Speaker 1: that right now, just texting people on like twice to

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Speaker 1: three times a week telling them art, food, music related

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Speaker 1: events that are happening locally in New York. Um, it's

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Speaker 1: great for us because for the past five years we've

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Speaker 1: been building these cultural experiences with people who you know,

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Speaker 1: are poets, are our event producers, so they're sending us events.

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Speaker 1: We're finding events in the wild, but using that filter

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Speaker 1: to disseminate through Slack and and you know, group think

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Speaker 1: what we should send out. And um, it's been a

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Speaker 1: it's been an interesting test around. I'm definitely excited to

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Speaker 1: see where we where we take it over the next

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Speaker 1: few months, especially this summer coming up. And it's called

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Speaker 1: what are you calling it? The Cultural Hotline? How do

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Speaker 1: you sign up Culture Hotline dot coorn text number. You know,

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Speaker 1: it's interesting both of you watching your socials. Other than

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Speaker 1: it making me completely exhausted, I feel like you just said,

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Speaker 1: watching your social watching socials. I saw this week and

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Speaker 1: it was crazy Um, I thought I was busy. So

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Speaker 1: both of you obviously have super magnetic personalities. You're building

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Speaker 1: these insane communities and your respective circles. How do you

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Speaker 1: go out and seek the people that you're adding to

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Speaker 1: your circles? And then how can brands infiltrate that? What

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Speaker 1: is the value exchange that your circles are looking for? Yeah,

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Speaker 1: it's interesting because you know when you're when you're on

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Speaker 1: the agency side and you're you're building other brands, you

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Speaker 1: can go out and talk about it and you're proud

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Speaker 1: of it, and um, you see the work that you

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Speaker 1: you put out. But when it's your brand, it's your

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Speaker 1: d n A, it's your life, your blood, sweat and tears. Um.

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Speaker 1: You know, I'm out there and I'm just naturally talking

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Speaker 1: about what I'm doing. And and you know when I

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Speaker 1: when I can speak to a friend or someone I

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Speaker 1: just met, and their eyes light up and they say, wow,

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Speaker 1: this is really interesting, like how can I help? I think, UM,

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Speaker 1: when it comes from a real place of authenticity and

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Speaker 1: genuine like I think they can see the passion behind

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Speaker 1: the entrepreneur and they say, wow, like this could be

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Speaker 1: really cool. How can I help? Um? I was out

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Speaker 1: in l A. And I was, UM. I was with

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Speaker 1: a friend who has an ice cream popsicle company, and

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Speaker 1: he was doing a pop up an outdoor voices. They

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Speaker 1: were doing a running club and UM, I come like

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Speaker 1: the runners come in and we're handing out popsicles and

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Speaker 1: I'm just there kind of hanging out. And I start

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Speaker 1: talking to a guy and he's got a branding agency,

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Speaker 1: and UM, he he loved everything we're doing. Is I

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Speaker 1: got to connect you to this guy and this guy

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Speaker 1: and this person and this woman. And next thing I know,

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Speaker 1: I'm in l A for three days and I'm meeting

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Speaker 1: a ton of people that that UM, I had never known,

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Speaker 1: I never even known existed. But by the fact of UM,

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Speaker 1: you know, having conversation and not being nervous or or

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Speaker 1: scared to talk about what you're doing, UM, it opened

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Speaker 1: up all these doors at My community is slowly building

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Speaker 1: and building and building, And I don't know what it's

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Speaker 1: gonna look like in in six months or a year,

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Speaker 1: but I know that if I keep surrounding myself with

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Speaker 1: the right people who believe in the mission and and

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Speaker 1: can see like, hey this, you know what what is

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Speaker 1: being built here is a little different or UM I

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Speaker 1: know someone who can help. I think if we all

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Speaker 1: just rally around that idea of helping each other and

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Speaker 1: but being a part of something that a lot of

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Speaker 1: shared value. Um, I think the community, it just becomes

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Speaker 1: incredibly powerful. So you're talking about people who are helping

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Speaker 1: you build your business. But do you think everything you

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Speaker 1: just said actually goes over to consumers and how you're

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Speaker 1: going to interact with customers of twice? Yeah? I think so. Um,

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Speaker 1: maybe I'm a naive entrepreneur, but I I think when

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Speaker 1: you can build a brand that stands for something bigger

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Speaker 1: than the product you make, um, they can see it.

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Speaker 1: And I think, um, you know you and talk to

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Speaker 1: ten people, and and if only five of them believe

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Speaker 1: in you, that's great. Go with the five, yeah, and

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Speaker 1: and leave the other five. It's interesting. We had the

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Speaker 1: founder of Away Suitcases on a couple episodes ago, and

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Speaker 1: we were talking about founders living the brand out loud,

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Speaker 1: and I think you just gave wearing a twice hat.

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Speaker 1: But can I just say you have a twice What

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Speaker 1: are these things? I didn't know what they were called,

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Speaker 1: and now I can't believe you didn't bring us any merch.

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Speaker 1: Think about community for me was like the first event

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Speaker 1: that we did that was formal was literally called Connected Dots,

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Speaker 1: and I was like, I realized, like people that are

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Speaker 1: musicians and people that are like trying to do events

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Speaker 1: for nonprofit they need something like there's something missing, right.

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Speaker 1: So I literally invited people that were not I myself

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Speaker 1: and my co founders. We invited people that were working

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Speaker 1: in the starting nonprofits are did like pr marketing, r

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Speaker 1: musicians because they always needed performers. They always need a promotion.

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Speaker 1: It's very interesting. There's a small brunch MABE like forty

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Speaker 1: um and at that brunch with some people that I

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Speaker 1: still keep in touch with that our movies and shakers,

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Speaker 1: but that was one of our first organized events, and

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Speaker 1: that that essence of like minded individuals of like, this

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Speaker 1: idea of community something you can't replicate. You can't go

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Speaker 1: to a you can't go to an agency, can't go

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Speaker 1: to a brand. Partners say like, hey, we want to

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Speaker 1: do this event and we need like people that work

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Speaker 1: with each other to be there. That's so like being

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Speaker 1: able to overtime, you know, put people in the same

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Speaker 1: room that can have similar issues but have solutions and

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Speaker 1: have different perspectives on those on those problems. It's something

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Speaker 1: that you can't really quantify. And that's I think what's

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Speaker 1: been difficult and why I've kept it as a let's say,

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Speaker 1: a five to nine for so long. It's just it

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Speaker 1: takes a while to show and prove what that what

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Speaker 1: that value is. But um, now with the idea of

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Speaker 1: like micro influencers, people are seeing that that those are

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Speaker 1: the those are the folks, these people in Brooklyn and

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Speaker 1: New York and Uptown and Washington Heights, in the Bronx,

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Speaker 1: these pockets of community that have been around forever. But

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Speaker 1: now with social media you're able to have a voice

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Speaker 1: in a platform. It's given a whole new value to

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Speaker 1: like these underground communities. What you just said tongue and

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Speaker 1: something Alex and I have brainstormed about for a very

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Speaker 1: long time in terms of building community is you can't

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Speaker 1: go and buy it overnight. It's something that a long Yeah.

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Speaker 1: I mean that's why red Bull has been so successful, Right,

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Speaker 1: they get in at the grassroots and they but they

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Speaker 1: built and they fund these communities and they stick with them.

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Speaker 1: What should brands be doing for your very cool hip

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Speaker 1: like culture driven communities that you would find to be

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Speaker 1: a tangible value exchange. I mean, really, they need to

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Speaker 1: get out of the office, right, Like I felt like

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Speaker 1: a lot of times, Uh, we're ideating and we're all

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Speaker 1: white boards and we're doing things, and it's like, go

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Speaker 1: talk to the people you want to talk to. There's

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Speaker 1: so many people that already doing these things. You need

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Speaker 1: influencers to help you aggregate influence, right if it's like, hey,

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Speaker 1: I want to you know, I want to talk to um,

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Speaker 1: I want to talk to black women about hair. I

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Speaker 1: can give you five communities that have blogs and instagrams

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Speaker 1: with double digit thousand followers, and the women that run

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Speaker 1: them probably work in corporate America. Like, it's not it's

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Speaker 1: not this thing that's so far removed. You can sit

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Speaker 1: down and have a conversation with people who are moving

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Speaker 1: and shaking these communities. I think we've treated like it's

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Speaker 1: this far fetched thing, you know. And I think just

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Speaker 1: going out and touching people something that it's hard to

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Speaker 1: do when you have that kind of corporate structure role

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Speaker 1: or that brand role. I met this woman named sam

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Speaker 1: Hi Sam shout out. I told you I'd shout you

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Speaker 1: out at the I A B say Hi Cody Hi

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Speaker 1: sam Um at the I A b Women visionary Summach.

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Speaker 1: She came up to me and she was like, I

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Speaker 1: love the show. It means a lot. She started talking

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Speaker 1: about like just how do you break because she's like,

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Speaker 1: I'm not leaving right this world. I love this world.

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Speaker 1: I love the advertising marketing media world. I'm not going

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Speaker 1: to leave it, But like, how do you start breaking

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00:18:43,119 --> 00:18:45,520
Speaker 1: through with some of these ideas and some of the

391
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Speaker 1: thinking that I have coming from the outside on the inside,

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Speaker 1: How have you done that? Even in my early days

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Speaker 1: of B Video where I met Laura UM, the brands

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Speaker 1: that broke through became part of culture UM in a

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Speaker 1: unique way. Not probably trying to force themselves in saying

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Speaker 1: like hey I want to be in music, UM, but

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Speaker 1: on a ground level, trying to help build something new. UM.

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Speaker 1: And when you're not the elephant in the room saying

399
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Speaker 1: like yeah, I'm here with the cool kids, it's it's

400
00:19:12,520 --> 00:19:14,520
Speaker 1: more of like, hey, how do we how do we

401
00:19:14,640 --> 00:19:18,840
Speaker 1: help you? UM? Remember Boccardi, you know, four or five

402
00:19:18,880 --> 00:19:21,359
Speaker 1: years ago, I was getting into the music space, and UM,

403
00:19:21,600 --> 00:19:25,119
Speaker 1: they were always around, how do I provide and create

404
00:19:25,240 --> 00:19:31,160
Speaker 1: culture for emerging artists and UM even you know artists themselves. UM.

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00:19:31,600 --> 00:19:34,879
Speaker 1: From a visual perspective, right, like they were they were

406
00:19:34,920 --> 00:19:40,080
Speaker 1: allowing them opportunities to grow their personal brand. Um. And yeah,

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00:19:40,200 --> 00:19:42,040
Speaker 1: you know it became an experience that you would you

408
00:19:42,080 --> 00:19:44,639
Speaker 1: would be a part of. But I think ultimately if

409
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Speaker 1: you were to ask one of them musicians or artists, say,

410
00:19:47,240 --> 00:19:50,760
Speaker 1: was this helpful? Like it can? It can make a career, right,

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00:19:50,840 --> 00:19:53,840
Speaker 1: I think, Um, to create culture and to be a

412
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Speaker 1: part of subcultures and communities means um, not trying to

413
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Speaker 1: you know, barge through the front door, but but hanging

414
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Speaker 1: out and like learning, right, like stop talking and just listen,

415
00:20:04,840 --> 00:20:08,000
Speaker 1: um and you'll figure out something really cool to do together. Yeah,

416
00:20:08,200 --> 00:20:10,520
Speaker 1: you touched on something that's really important about like solving

417
00:20:10,560 --> 00:20:13,000
Speaker 1: a need. Are providing access on a platform like you

418
00:20:13,040 --> 00:20:15,360
Speaker 1: look at what Pocardi has done and then their partnership

419
00:20:15,400 --> 00:20:17,560
Speaker 1: with Swizz and like the Dan Collection are sparing often

420
00:20:17,560 --> 00:20:19,760
Speaker 1: what they've done for you know, women and trans women

421
00:20:19,800 --> 00:20:22,280
Speaker 1: in music and specific leaning in on that, right, like

422
00:20:22,560 --> 00:20:24,840
Speaker 1: not trying to be not trying to be everything for

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00:20:24,920 --> 00:20:27,640
Speaker 1: everyone in music. Are chasing a E d M trend,

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00:20:27,680 --> 00:20:30,280
Speaker 1: but it's like who who Who's not getting shown any love?

425
00:20:30,359 --> 00:20:33,760
Speaker 1: Who deserves you know, some a corporate Stamp are to

426
00:20:33,880 --> 00:20:35,520
Speaker 1: do a show for us in a brand, So it

427
00:20:35,640 --> 00:20:38,000
Speaker 1: makes a lot of sense. You guys are really young.

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Speaker 1: I worked with you at G and you had some

429
00:20:43,080 --> 00:20:48,840
Speaker 1: of the best, bravest and loudest without screaming voices. How

430
00:20:48,880 --> 00:20:51,159
Speaker 1: do you come to the table with a client like

431
00:20:51,280 --> 00:20:56,119
Speaker 1: a g E or a PICCARDI or right and be

432
00:20:56,320 --> 00:20:59,439
Speaker 1: the young person in the room man or woman? Man

433
00:20:59,600 --> 00:21:02,680
Speaker 1: or woman? Like what do what do you do to

434
00:21:02,720 --> 00:21:07,639
Speaker 1: get those ideas across? Yeah, and it's, um, that's a

435
00:21:07,680 --> 00:21:10,639
Speaker 1: good question. I think from my experience I was. I

436
00:21:10,760 --> 00:21:13,240
Speaker 1: was fortunate to be put in a room, um, you

437
00:21:13,320 --> 00:21:16,600
Speaker 1: know with the bigger folks in the creative department and

438
00:21:16,640 --> 00:21:19,080
Speaker 1: the account management teams, and and they looked at me

439
00:21:19,160 --> 00:21:21,200
Speaker 1: and I was like the young millennial in the room

440
00:21:21,240 --> 00:21:23,680
Speaker 1: and they and they were trying to solve big problems

441
00:21:23,760 --> 00:21:28,560
Speaker 1: of how big brands maintain relevance and create community within

442
00:21:29,160 --> 00:21:31,800
Speaker 1: you know, a younger demo. And I just talked about

443
00:21:31,880 --> 00:21:35,639
Speaker 1: my experience, um, and I never overthought, you know what

444
00:21:35,760 --> 00:21:39,159
Speaker 1: I was saying. I really was just like, hey, guys, like,

445
00:21:39,560 --> 00:21:42,560
Speaker 1: this is what's happening today. It was everything was from

446
00:21:42,760 --> 00:21:47,119
Speaker 1: my phone, my world like projected out on the walls

447
00:21:47,359 --> 00:21:49,960
Speaker 1: and on the screens, and at the end of the day,

448
00:21:50,000 --> 00:21:53,960
Speaker 1: it helped evolve creative work. It it helped unique partnerships,

449
00:21:54,040 --> 00:21:57,240
Speaker 1: and I was super grateful and fortunate to be in

450
00:21:57,320 --> 00:22:01,000
Speaker 1: those positions. UM, But ultimately it was it was me.

451
00:22:02,080 --> 00:22:05,960
Speaker 1: I didn't try to be anyone who wasn't like your brand. Yeah, yeah,

452
00:22:05,960 --> 00:22:07,840
Speaker 1: I think that the it came up a couple of

453
00:22:07,920 --> 00:22:10,280
Speaker 1: times with the idea of authenticity, and then that's when

454
00:22:10,320 --> 00:22:12,359
Speaker 1: people actually listen to you and care what you have

455
00:22:12,440 --> 00:22:14,280
Speaker 1: to say. If you're trying to fake the funk or

456
00:22:14,320 --> 00:22:16,280
Speaker 1: pull you know, pull inside out of the sky. And

457
00:22:16,320 --> 00:22:18,480
Speaker 1: I think you know when people hear that in your voice, right,

458
00:22:18,520 --> 00:22:21,119
Speaker 1: if you're talking about something you know about and not

459
00:22:21,240 --> 00:22:23,600
Speaker 1: speaking about things you don't know about, asking good questions.

460
00:22:23,840 --> 00:22:26,000
Speaker 1: When you ask those questions, people realize you're you're coming

461
00:22:26,080 --> 00:22:28,959
Speaker 1: to the table, you know, with with some sort of equity.

462
00:22:29,000 --> 00:22:30,800
Speaker 1: You're you're not just trying to show out and be

463
00:22:30,960 --> 00:22:33,720
Speaker 1: the loudest, our smartest person in the room, but just

464
00:22:33,800 --> 00:22:38,520
Speaker 1: actually adding value. What would your advice be to the

465
00:22:38,640 --> 00:22:43,560
Speaker 1: C suite listening to this conversation UM, within agency world,

466
00:22:43,680 --> 00:22:48,639
Speaker 1: within brand, with our industry at large, what would you say, UM,

467
00:22:48,800 --> 00:22:51,280
Speaker 1: now that you're on the outside of it, that you

468
00:22:51,560 --> 00:22:54,000
Speaker 1: think you could kind of give us a feedback loop

469
00:22:54,119 --> 00:22:58,240
Speaker 1: to help advance or progress, UM, what's currently going on

470
00:22:58,560 --> 00:23:00,359
Speaker 1: for people your age and the agent you right, and

471
00:23:00,440 --> 00:23:03,720
Speaker 1: also getting those ideas out because like how many leaders

472
00:23:03,800 --> 00:23:06,920
Speaker 1: sit and say I want these ideas. I want these ideas.

473
00:23:07,240 --> 00:23:10,479
Speaker 1: Either they're sitting at the middle layer right of your

474
00:23:10,600 --> 00:23:14,160
Speaker 1: organization and you don't even know it, or you've selected

475
00:23:14,240 --> 00:23:17,760
Speaker 1: some like weird advisory group and made them think only

476
00:23:17,880 --> 00:23:21,280
Speaker 1: in a certain way on a brief. On a brief, yeah,

477
00:23:21,720 --> 00:23:23,800
Speaker 1: I think outside of the brief and outside of the process,

478
00:23:24,000 --> 00:23:26,520
Speaker 1: you have to enable you know, the young kids in

479
00:23:26,600 --> 00:23:30,240
Speaker 1: the agency UM to go outside of their daily job.

480
00:23:30,359 --> 00:23:32,320
Speaker 1: Like It's funny when I was when I was a BBDO,

481
00:23:32,359 --> 00:23:34,960
Speaker 1: I wanted to do everything but my job. I wanted

482
00:23:35,000 --> 00:23:38,399
Speaker 1: to make weird partnerships happen and and pushing ideas that

483
00:23:38,520 --> 00:23:42,520
Speaker 1: weren't you know, traditional UM. And when you also when

484
00:23:42,520 --> 00:23:45,800
Speaker 1: you when you get when you attract yourself towards someone

485
00:23:45,840 --> 00:23:49,560
Speaker 1: in the agency, UM who's in a different position. I think,

486
00:23:49,720 --> 00:23:52,240
Speaker 1: I know mentorship platforms and programs are are in a

487
00:23:52,320 --> 00:23:55,040
Speaker 1: lot of agencies, but UM, a lot of the times,

488
00:23:55,160 --> 00:23:58,320
Speaker 1: people naturally, you know, link up with someone and I

489
00:23:58,440 --> 00:24:00,720
Speaker 1: was fortunate to have a mentor and in Simon Bond,

490
00:24:00,720 --> 00:24:02,840
Speaker 1: who is the CMO at the time, and um, you know,

491
00:24:02,920 --> 00:24:05,520
Speaker 1: he brought me along on on projects that were you know,

492
00:24:05,640 --> 00:24:09,440
Speaker 1: not the normal. Um. But I think if if big

493
00:24:09,520 --> 00:24:11,680
Speaker 1: time leaders in those agencies have more of an open

494
00:24:11,760 --> 00:24:14,280
Speaker 1: door or not that you know, the junior strategist is

495
00:24:14,320 --> 00:24:16,040
Speaker 1: knocking on the door every twenty minutes, because that's not

496
00:24:16,040 --> 00:24:19,440
Speaker 1: gonna get anything done. But um, you know they don't

497
00:24:19,600 --> 00:24:23,560
Speaker 1: feel um, you know, put aside if they had a

498
00:24:23,600 --> 00:24:27,040
Speaker 1: great idea, um, you know, you have to enable every idea.

499
00:24:27,080 --> 00:24:29,320
Speaker 1: I remember I was at Live Nation and I had

500
00:24:29,840 --> 00:24:33,160
Speaker 1: I had a thought for how Ticketmaster and Live Nation

501
00:24:33,240 --> 00:24:37,640
Speaker 1: could sell each individual seat that goes unsold every night. Um.

502
00:24:38,400 --> 00:24:41,280
Speaker 1: And I was maniacal about this idea. I was like, well,

503
00:24:41,320 --> 00:24:43,639
Speaker 1: there's like there's five thousand seats in every arena that

504
00:24:43,680 --> 00:24:46,440
Speaker 1: goes unsold every night, Like we can Live Nation could

505
00:24:46,480 --> 00:24:48,320
Speaker 1: sell those and they could actually give them away to charity.

506
00:24:48,320 --> 00:24:49,960
Speaker 1: I came up with a whole platform and at the

507
00:24:50,040 --> 00:24:52,440
Speaker 1: end of the day, like, um, you have to have

508
00:24:52,720 --> 00:24:58,320
Speaker 1: be enabled to thrive in any environment. Um, long story

509
00:24:58,400 --> 00:25:01,040
Speaker 1: short and noo. They actually integrated a new new tech

510
00:25:01,160 --> 00:25:04,920
Speaker 1: into their website that minimized the risk of individual seats

511
00:25:05,000 --> 00:25:07,680
Speaker 1: being created. But every venue is so different in the

512
00:25:07,760 --> 00:25:11,600
Speaker 1: seating arrangements and how people are buying that it's inevitable. UM.

513
00:25:11,840 --> 00:25:14,200
Speaker 1: I actually pitched it to a brand and I re

514
00:25:14,359 --> 00:25:17,800
Speaker 1: skinned it into what I thought was incredible idea. So cool. Um,

515
00:25:18,119 --> 00:25:20,320
Speaker 1: we could talk about that offline over tequila or something.

516
00:25:20,440 --> 00:25:25,560
Speaker 1: But yeah, no, we pitched it to that. We pitched

517
00:25:25,600 --> 00:25:27,359
Speaker 1: to a booze brand and they loved it. We actually

518
00:25:27,440 --> 00:25:30,399
Speaker 1: had their UM, their head of pr say like, this

519
00:25:30,640 --> 00:25:32,840
Speaker 1: is the ideas that we're looking for. She like slammed

520
00:25:32,840 --> 00:25:36,320
Speaker 1: her hands on the table. She was like, this is fantastic. UM,

521
00:25:36,640 --> 00:25:39,400
Speaker 1: and it worked really well with their new campaign. Um.

522
00:25:39,880 --> 00:25:41,800
Speaker 1: But at the end of the day, UM, you know,

523
00:25:41,960 --> 00:25:43,880
Speaker 1: I remember leaving the room and someone on the team

524
00:25:43,920 --> 00:25:49,040
Speaker 1: said that's impossible to do, and I said, well, that's possible.

525
00:25:49,200 --> 00:25:51,040
Speaker 1: Is it like giving your kid a Yester day? Have

526
00:25:51,160 --> 00:25:53,280
Speaker 1: you heard of this? Parents now are giving their kids

527
00:25:53,400 --> 00:25:56,560
Speaker 1: yesterdays where they literally don't say no to anything. My daughter,

528
00:25:57,480 --> 00:25:59,000
Speaker 1: my husband and I would be like sitting on the

529
00:25:59,160 --> 00:26:01,159
Speaker 1: roof for something. If we just said if we had

530
00:26:01,160 --> 00:26:04,840
Speaker 1: a yes day would be like terrifying. But like, is

531
00:26:04,920 --> 00:26:08,119
Speaker 1: this like giving your employees a yesterday? Like is this

532
00:26:08,240 --> 00:26:11,199
Speaker 1: giving your middle management like you know what I mean,

533
00:26:11,320 --> 00:26:13,960
Speaker 1: Like let them go fucking do the moon shot even

534
00:26:14,000 --> 00:26:16,440
Speaker 1: if it's not gonna work, as long as it's logical,

535
00:26:16,520 --> 00:26:19,320
Speaker 1: as long as it has purpose, as long as they're passionate,

536
00:26:19,760 --> 00:26:24,399
Speaker 1: Like does that hurt? Yeah? I think, um, you know,

537
00:26:24,840 --> 00:26:26,600
Speaker 1: I think it definitely opens the door to say, hey,

538
00:26:26,760 --> 00:26:30,439
Speaker 1: we believe in your thinking. Yeah, because it's it's very

539
00:26:30,520 --> 00:26:32,879
Speaker 1: easy to get discouraged as a as a junior or

540
00:26:33,119 --> 00:26:36,159
Speaker 1: a young person the agency, because hey, like that's the cycle,

541
00:26:36,280 --> 00:26:39,080
Speaker 1: Like you're you're there for a specific role that you

542
00:26:39,119 --> 00:26:41,240
Speaker 1: know you're not at the level and the experience and

543
00:26:41,280 --> 00:26:43,720
Speaker 1: the expertise to walk in the door and smash the meeting.

544
00:26:43,840 --> 00:26:48,560
Speaker 1: That's right. Um, But if the right people are continually

545
00:26:48,680 --> 00:26:52,360
Speaker 1: saying like yeah, I can't like the way you think. Yeah,

546
00:26:52,880 --> 00:26:55,520
Speaker 1: my grandmother has this line You're welcome every time, just

547
00:26:55,640 --> 00:26:59,240
Speaker 1: not any time. And I think there's something really interesting

548
00:26:59,280 --> 00:27:02,520
Speaker 1: about sort of a strategic use case, like bring these

549
00:27:02,600 --> 00:27:06,720
Speaker 1: ideas forward, but make sure that we're helping as seasoned

550
00:27:06,840 --> 00:27:09,959
Speaker 1: veterans in the industry shape those ideas so that they

551
00:27:10,040 --> 00:27:12,879
Speaker 1: can get them at the table, but but don't like

552
00:27:13,240 --> 00:27:16,159
Speaker 1: yesterday should be every day. As far as yes, this

553
00:27:16,240 --> 00:27:19,760
Speaker 1: industry needs a lot more yesterday, Tom, What do you think?

554
00:27:19,840 --> 00:27:22,160
Speaker 1: I think the magical thing that happened at the spoon

555
00:27:22,280 --> 00:27:25,240
Speaker 1: is that that that discovery fund, that that was happening.

556
00:27:26,400 --> 00:27:28,760
Speaker 1: Most people talk about stuff like that and don't actually

557
00:27:28,880 --> 00:27:30,960
Speaker 1: let it happen. But what you said it is stepping

558
00:27:31,000 --> 00:27:33,160
Speaker 1: away from your day to day. I think every review

559
00:27:33,200 --> 00:27:35,960
Speaker 1: I've ever had since I started working as like, he's great,

560
00:27:36,040 --> 00:27:39,119
Speaker 1: but he always wants to do this other and it's like,

561
00:27:39,240 --> 00:27:42,760
Speaker 1: now a lot of people interesting, is that positioned as

562
00:27:42,800 --> 00:27:46,760
Speaker 1: a negative? Yes, exactly, And it's like but now you know,

563
00:27:46,880 --> 00:27:49,440
Speaker 1: now you get paid to do the other stuff, right,

564
00:27:49,520 --> 00:27:52,040
Speaker 1: and it's so it's really interesting. But I think the

565
00:27:52,960 --> 00:27:55,440
Speaker 1: aspect of being able to travel, our support, you know,

566
00:27:55,520 --> 00:27:57,359
Speaker 1: putting kind of putting your money where your mouth is

567
00:27:57,400 --> 00:28:00,080
Speaker 1: as a company and agency affirm whatever it is to

568
00:28:00,400 --> 00:28:02,760
Speaker 1: let people go explore. Because what you said earlier about

569
00:28:02,800 --> 00:28:05,320
Speaker 1: if you're passionate, if you're responsible, if if you're diligous,

570
00:28:05,320 --> 00:28:07,119
Speaker 1: you don't hire people that aren't those things, right, so

571
00:28:07,240 --> 00:28:09,640
Speaker 1: let him go take a trip, bring your whole self

572
00:28:09,680 --> 00:28:12,760
Speaker 1: to the culture back some insight. I agree. What is

573
00:28:12,800 --> 00:28:15,680
Speaker 1: the culture Fund? Yeah, so giant spoon. The Culture Fund

574
00:28:15,800 --> 00:28:18,600
Speaker 1: is this idea that um, every person in the organization

575
00:28:19,240 --> 00:28:22,480
Speaker 1: gets a stipend to basically go out and explore the

576
00:28:22,560 --> 00:28:25,000
Speaker 1: thing that they're passionate about, so long as they come

577
00:28:25,040 --> 00:28:27,240
Speaker 1: back to the table and educate everybody in the agency

578
00:28:27,280 --> 00:28:29,440
Speaker 1: about what that thing is. What do people do? Like

579
00:28:30,000 --> 00:28:32,480
Speaker 1: I used it to go to l a for It

580
00:28:32,600 --> 00:28:34,119
Speaker 1: was a great time to actually go because it was

581
00:28:34,840 --> 00:28:37,959
Speaker 1: the Dwell Design Festival as well as BT Awards weekend. Right,

582
00:28:38,040 --> 00:28:40,680
Speaker 1: And at the time I had my friend Jason Mowatt

583
00:28:40,800 --> 00:28:44,120
Speaker 1: who has Trapp Karaoke early stages of Trapp Karaoke, which

584
00:28:44,160 --> 00:28:48,000
Speaker 1: is now ridiculous. Uh it's HBO you got see. And

585
00:28:48,080 --> 00:28:50,720
Speaker 1: I presented it. I presented it and it was like

586
00:28:50,840 --> 00:28:53,520
Speaker 1: a very much smaller thing at the time and now

587
00:28:53,600 --> 00:28:55,600
Speaker 1: he has an Apple one deal he had. You know,

588
00:28:55,720 --> 00:28:58,640
Speaker 1: it's ridiculous. But when it comes to like exploring new

589
00:28:59,360 --> 00:29:03,840
Speaker 1: experience is or places or recess um, it brings new

590
00:29:03,920 --> 00:29:06,640
Speaker 1: creative energy without a doubt. I mean, I get so

591
00:29:06,760 --> 00:29:11,320
Speaker 1: much inspiration for traveling and seeing new cultures and learning

592
00:29:11,360 --> 00:29:15,400
Speaker 1: about trapped karaoke or like fight ball or this new

593
00:29:15,600 --> 00:29:19,520
Speaker 1: underground boxing like fight club. And it's kind of like

594
00:29:22,520 --> 00:29:24,360
Speaker 1: one couple friends of MAP projects they just had their

595
00:29:24,440 --> 00:29:26,760
Speaker 1: first like fight night. It was I think it's called

596
00:29:26,800 --> 00:29:28,280
Speaker 1: fight Night. It's you should check it out. It's like

597
00:29:28,640 --> 00:29:32,520
Speaker 1: all these amazing new subcultures experiences that I'm telling you

598
00:29:32,600 --> 00:29:34,840
Speaker 1: will spark new ideas for big brands you got. I

599
00:29:34,880 --> 00:29:36,440
Speaker 1: mean you guys, just I see it. Like when you

600
00:29:36,520 --> 00:29:38,160
Speaker 1: guys come to the table and you get to bring

601
00:29:38,240 --> 00:29:40,719
Speaker 1: your whole self. The level of creative energy and ideas

602
00:29:40,800 --> 00:29:43,280
Speaker 1: that come out of that, it's tenfold. It's ten fold.

603
00:29:43,360 --> 00:29:46,160
Speaker 1: When you're not structured in a brief, it is amazing

604
00:29:46,280 --> 00:29:48,920
Speaker 1: the power of what creativity will unlock. I also think

605
00:29:49,040 --> 00:29:51,240
Speaker 1: when you are structured in a brief, when you're thinking

606
00:29:51,280 --> 00:29:54,320
Speaker 1: a certain way because you're allowed, right, you're allowed, and

607
00:29:54,400 --> 00:29:57,040
Speaker 1: you've allowed yourself to think in that way. The other

608
00:29:57,080 --> 00:29:59,320
Speaker 1: great example, right the other day, we were talking to someone,

609
00:29:59,440 --> 00:30:00,920
Speaker 1: Laura and I were at dinner and I was like, well,

610
00:30:01,720 --> 00:30:07,960
Speaker 1: let's be clear, walls don't exist, right, We've we've created walls,

611
00:30:08,240 --> 00:30:11,239
Speaker 1: and we've created them now in institutions, we've created them

612
00:30:11,280 --> 00:30:14,680
Speaker 1: in giant holding companies. All of this, I think goes

613
00:30:14,720 --> 00:30:18,000
Speaker 1: to the fact that you guys have allowed yourself to

614
00:30:18,360 --> 00:30:20,800
Speaker 1: think in different ways, and so even if you're giving

615
00:30:21,000 --> 00:30:24,640
Speaker 1: given something that's structured, the way you see it is different.

616
00:30:25,920 --> 00:30:28,400
Speaker 1: There's what's the quote is like a right drunk at

617
00:30:28,440 --> 00:30:31,360
Speaker 1: it sober and I feel like that that's the name

618
00:30:31,360 --> 00:30:42,240
Speaker 1: of the title Bio actually become Instagram and it's but

619
00:30:42,360 --> 00:30:44,080
Speaker 1: it makes sense, right. What you're talking about is, you know,

620
00:30:44,200 --> 00:30:47,240
Speaker 1: having this recess time, having this you know, uh kind

621
00:30:47,240 --> 00:30:49,760
Speaker 1: of parlor room style brainstorm situation and you go back

622
00:30:49,800 --> 00:30:51,240
Speaker 1: and look at a brief and actually come up with

623
00:30:51,280 --> 00:30:54,360
Speaker 1: structured ideas. So yeah, so just curious before we play

624
00:30:54,440 --> 00:30:56,640
Speaker 1: our favorite Killed by d I y with you guys,

625
00:30:57,240 --> 00:31:01,360
Speaker 1: what is the campaign or ad or brand or something

626
00:31:01,440 --> 00:31:04,800
Speaker 1: in market right now about our industry that you're like, yeah,

627
00:31:05,400 --> 00:31:07,959
Speaker 1: like that that's what needs there needs to be more

628
00:31:08,040 --> 00:31:11,480
Speaker 1: of that. I'm gonna just say my own thing. I

629
00:31:11,520 --> 00:31:13,640
Speaker 1: would say it's the partnership that we did with Spotify

630
00:31:13,720 --> 00:31:17,920
Speaker 1: around the David Bowie is Um Exhibition Museum. Beautiful. Yeah,

631
00:31:18,080 --> 00:31:20,440
Speaker 1: they we did, you know, shout out to Spotify and

632
00:31:20,440 --> 00:31:23,480
Speaker 1: their creative scene. It's ridiculous. But five different you know,

633
00:31:23,600 --> 00:31:28,000
Speaker 1: MetroCard applications from different phases of Bowie's existence are as

634
00:31:28,040 --> 00:31:30,520
Speaker 1: many existences, let's call it. And they were only available

635
00:31:30,600 --> 00:31:32,720
Speaker 1: at the Broadway Lafayette stop. He lived a couple of

636
00:31:32,800 --> 00:31:35,160
Speaker 1: blocks away from there. They did out a home take

637
00:31:35,240 --> 00:31:37,480
Speaker 1: over for a few weeks prior and then wrapped the

638
00:31:37,480 --> 00:31:40,560
Speaker 1: whole station and original photography of Bowie from these different

639
00:31:40,600 --> 00:31:43,480
Speaker 1: eras and um and obviously we we augmented that with

640
00:31:43,520 --> 00:31:46,760
Speaker 1: our own paid media, but them as a partners just ridiculous,

641
00:31:46,840 --> 00:31:48,920
Speaker 1: you know. And you know they got ad Week, We've

642
00:31:48,960 --> 00:31:51,080
Speaker 1: got fast co write ups on it, and it just

643
00:31:51,200 --> 00:31:54,280
Speaker 1: made sense, like people were waiting just on eBay. It

644
00:31:54,360 --> 00:31:57,280
Speaker 1: was only bay within hours of being Yeah, the metro

645
00:31:57,360 --> 00:31:59,680
Speaker 1: cards up on eBay. My girlfriend's dad's like, where's my

646
00:31:59,760 --> 00:32:02,400
Speaker 1: metro card? Every day I come over there, where's my

647
00:32:02,480 --> 00:32:04,560
Speaker 1: metro card? So that lets me know it works. But

648
00:32:04,680 --> 00:32:08,280
Speaker 1: you created that link, you created that partnership between the

649
00:32:08,320 --> 00:32:12,800
Speaker 1: Brooklyn Museum and Spotify, Right, it just made sense that, well,

650
00:32:12,840 --> 00:32:15,800
Speaker 1: that's the whole thing, right, Like the magic, the magic

651
00:32:15,920 --> 00:32:19,040
Speaker 1: is also in the logic, right, the magic is in

652
00:32:19,120 --> 00:32:24,400
Speaker 1: the logic partnership. It was like David Bowie music Icon,

653
00:32:24,640 --> 00:32:27,920
Speaker 1: where do people listen to music? But then but then

654
00:32:27,960 --> 00:32:33,680
Speaker 1: how you guys brought it to life together with genius. Yeah.

655
00:32:34,160 --> 00:32:36,560
Speaker 1: My answer, I think is a little different because I

656
00:32:36,640 --> 00:32:38,520
Speaker 1: think for the last year and a half I've been

657
00:32:39,160 --> 00:32:42,560
Speaker 1: I haven't been looking up at out of homes. Um.

658
00:32:43,480 --> 00:32:46,240
Speaker 1: I think my world is completely changed. The people I

659
00:32:46,360 --> 00:32:49,320
Speaker 1: follow on Instagram, it's so funny. I have conversation with

660
00:32:49,360 --> 00:32:51,920
Speaker 1: with with girl friends of mine. They're like, why do

661
00:32:52,000 --> 00:32:55,040
Speaker 1: you know so much about beauty brands? Like I follow

662
00:32:55,120 --> 00:32:58,000
Speaker 1: every beauty brand under the sun because I want Oral

663
00:32:58,080 --> 00:33:01,040
Speaker 1: care to be a beauty category. Um. And I think

664
00:33:01,080 --> 00:33:03,840
Speaker 1: when I look at what brands are doing an amazing

665
00:33:03,960 --> 00:33:07,320
Speaker 1: job in building community and culture. Like I'm not looking

666
00:33:07,400 --> 00:33:09,760
Speaker 1: at out a home like maybe once in a blue

667
00:33:09,840 --> 00:33:12,600
Speaker 1: moon it'll strike me. But I look at what Marianna

668
00:33:12,680 --> 00:33:17,560
Speaker 1: Hewett's doing with Summer Friday. Um. She created um a

669
00:33:17,760 --> 00:33:19,760
Speaker 1: mask that's called the jet Lag Mask, and it's a

670
00:33:19,880 --> 00:33:22,600
Speaker 1: face moisturizer. When it comes, it's one product and one tube.

671
00:33:22,880 --> 00:33:25,240
Speaker 1: It's got a cool blue color. And if you check

672
00:33:25,280 --> 00:33:28,880
Speaker 1: out their Instagram, you see how overnight they created a

673
00:33:28,960 --> 00:33:31,840
Speaker 1: cult community. I mean Marianna Hewett is a huge blogger,

674
00:33:32,320 --> 00:33:35,480
Speaker 1: very influential, and you know when it comes to beauty products,

675
00:33:35,560 --> 00:33:39,440
Speaker 1: she's a absolute like she just gets it um. But

676
00:33:39,680 --> 00:33:42,680
Speaker 1: everything they do day in and day out, like I

677
00:33:42,960 --> 00:33:45,600
Speaker 1: want to use this product every day, like I want

678
00:33:45,600 --> 00:33:47,840
Speaker 1: to be part of this community. They're like sure, they

679
00:33:48,560 --> 00:33:52,000
Speaker 1: they epitomize such a specific person and I think it's

680
00:33:52,240 --> 00:33:55,760
Speaker 1: every you know, hustling millennial today. It's like you're always

681
00:33:55,840 --> 00:33:58,360
Speaker 1: on the road, like jet lag is every day. But

682
00:33:58,600 --> 00:34:00,280
Speaker 1: I don't really care if I'm jet lag cause I'm

683
00:34:00,280 --> 00:34:02,800
Speaker 1: still going to go crush this day. And like they

684
00:34:02,920 --> 00:34:05,200
Speaker 1: created this whole world that like you just want to

685
00:34:05,280 --> 00:34:09,319
Speaker 1: fall into. So kill by d I what you guys

686
00:34:09,400 --> 00:34:11,799
Speaker 1: know we do this right? Okay? So what would you kill?

687
00:34:11,880 --> 00:34:14,359
Speaker 1: It's like kill Mary, what would you kill? What would

688
00:34:14,360 --> 00:34:17,879
Speaker 1: you buy? What would you do? Yourself? Up? Brands? You pick,

689
00:34:18,080 --> 00:34:21,160
Speaker 1: you pick and you cannot use twice. Let's kill pre

690
00:34:21,360 --> 00:34:24,479
Speaker 1: roll ads on YouTube? Okay, all right, what are you killing?

691
00:34:24,680 --> 00:34:29,680
Speaker 1: I would kill overspending on direct consumer marketing. I think

692
00:34:30,320 --> 00:34:33,120
Speaker 1: I see Away Luggage and I see rate In right,

693
00:34:33,200 --> 00:34:36,440
Speaker 1: Like both have competitive products. They both market the hell

694
00:34:36,480 --> 00:34:38,400
Speaker 1: out of their brand, but one is created an incredible

695
00:34:38,440 --> 00:34:41,880
Speaker 1: community that is taking them above the rest. And um,

696
00:34:42,040 --> 00:34:44,839
Speaker 1: I just I heard that you know Away is killing

697
00:34:44,880 --> 00:34:47,160
Speaker 1: it and rate in despite the facade. My you know,

698
00:34:47,360 --> 00:34:49,880
Speaker 1: they're not doing too well financially. So I think, um,

699
00:34:49,960 --> 00:34:52,640
Speaker 1: there's a there's a facade created around brands that throw

700
00:34:52,760 --> 00:34:56,759
Speaker 1: money in subway ads and and traditional at home is like, Hey,

701
00:34:56,800 --> 00:34:58,480
Speaker 1: I'm the new direction consumer brand of X y Z,

702
00:34:59,160 --> 00:35:01,640
Speaker 1: and you know, I'm building a brand in that space

703
00:35:01,680 --> 00:35:04,680
Speaker 1: objection tower. But I want to do it organically, and

704
00:35:04,880 --> 00:35:07,920
Speaker 1: I don't want to overspend on traditional world of marketing

705
00:35:07,920 --> 00:35:10,520
Speaker 1: as a new brand, So I would kill that. Okay,

706
00:35:10,560 --> 00:35:17,320
Speaker 1: are you buying? I would buy the organic foods category.

707
00:35:17,480 --> 00:35:20,359
Speaker 1: I think I see the whole thing. Yeah, I'm gung

708
00:35:20,440 --> 00:35:24,120
Speaker 1: ho on it all. I see, Um, what's the company

709
00:35:24,200 --> 00:35:29,040
Speaker 1: that sends you the cans of Daily Harvest? Like Daily

710
00:35:29,080 --> 00:35:31,160
Speaker 1: Harvest has made it so easy to be healthy, and

711
00:35:31,200 --> 00:35:33,719
Speaker 1: I think it's a beautiful thing as an entrepreneur, as

712
00:35:33,760 --> 00:35:35,920
Speaker 1: a young person in the city, like hustling their way,

713
00:35:36,000 --> 00:35:40,000
Speaker 1: Like eating healthy is important, right, Like I think mind, body, soul,

714
00:35:40,080 --> 00:35:43,400
Speaker 1: everything works together when you feel good. And like those brands,

715
00:35:43,440 --> 00:35:46,480
Speaker 1: I think I look too to say like, hey, they're

716
00:35:46,480 --> 00:35:49,160
Speaker 1: going to help you as a person. Um, and maybe

717
00:35:49,200 --> 00:35:51,759
Speaker 1: that gets back to like a purpose driven brand. Yeah,

718
00:35:51,800 --> 00:35:54,880
Speaker 1: I'm buying everyone tickets to the Rockaway Beach to go

719
00:35:55,080 --> 00:35:59,800
Speaker 1: do silent retreats. Yeah, I'm in. It's actually pay with you,

720
00:36:00,160 --> 00:36:01,320
Speaker 1: so you know I don't even have to buy it.

721
00:36:02,760 --> 00:36:05,239
Speaker 1: Thanks Tom, that's a great gift. What are you doing

722
00:36:05,320 --> 00:36:10,399
Speaker 1: yourself other than the amazing businesses you're building? Yeah, Um,

723
00:36:12,040 --> 00:36:13,920
Speaker 1: this is one of my biggest pet peeves. It's not

724
00:36:14,000 --> 00:36:18,200
Speaker 1: like a brand or thing, but um, traveling right t

725
00:36:18,440 --> 00:36:20,319
Speaker 1: s A pre check is a great thing. I don't

726
00:36:20,360 --> 00:36:22,480
Speaker 1: have it. You're going to do clear? I have to,

727
00:36:22,960 --> 00:36:25,319
Speaker 1: but every time I like, I totally forget and it's

728
00:36:25,400 --> 00:36:28,360
Speaker 1: a whole pain. Is there like a watch like rental

729
00:36:28,440 --> 00:36:30,920
Speaker 1: company thing that's going on? Because I like wearing watches,

730
00:36:30,960 --> 00:36:32,719
Speaker 1: but I don't like buying watches, Like could I just

731
00:36:32,760 --> 00:36:34,560
Speaker 1: pay a subscription fee and get a dope watch like

732
00:36:34,640 --> 00:36:37,240
Speaker 1: every three weeks? I would put money that that exists.

733
00:36:37,560 --> 00:36:41,160
Speaker 1: I haven't seen it. And that's myself to actually do

734
00:36:41,239 --> 00:36:44,960
Speaker 1: one between friends, you can change. I think we just created.

735
00:36:45,040 --> 00:36:49,640
Speaker 1: Let's create something that one that's perfect. Guys, if people

736
00:36:49,680 --> 00:36:52,319
Speaker 1: want to talk to you get inspiration from you. How

737
00:36:52,400 --> 00:36:54,880
Speaker 1: can they get in touch with you? Um, Cody Hat

738
00:36:54,960 --> 00:36:57,799
Speaker 1: Smile twice dot com is my email. UM, I'm also

739
00:36:57,920 --> 00:37:02,719
Speaker 1: lavicy on Instagram l V I c I. You'll see

740
00:37:02,719 --> 00:37:07,080
Speaker 1: the best overalls at burning Man by far. That's what

741
00:37:07,160 --> 00:37:09,000
Speaker 1: I wanted to use my culture fund. By the way,

742
00:37:09,520 --> 00:37:18,480
Speaker 1: as you can find me at mikey seven eight Underscore

743
00:37:18,680 --> 00:37:22,719
Speaker 1: are the Culture LP And what's the text number for

744
00:37:23,000 --> 00:37:25,759
Speaker 1: The text number is three four seven six nine oh

745
00:37:26,040 --> 00:37:28,080
Speaker 1: seven six seven seven. So you want to get down

746
00:37:28,280 --> 00:37:29,960
Speaker 1: with cool things that are happening that you don't know

747
00:37:30,000 --> 00:37:35,640
Speaker 1: about texts in New York. In New York, Brooklyn's were

748
00:37:35,640 --> 00:37:38,000
Speaker 1: cool stuff happens. But yeah, because somebody who's from Jersey.

749
00:37:38,640 --> 00:37:42,440
Speaker 1: So Cody Been, we love you, Mike Tongue, we love you,

750
00:37:42,880 --> 00:37:53,800
Speaker 1: Thank you for coming. Happy Memorial Day everyone. Those guys,

751
00:37:54,000 --> 00:37:56,399
Speaker 1: I mean, the Inner Huth and Sing I just love

752
00:37:56,760 --> 00:37:59,080
Speaker 1: what they're doing, the kind of risk that they've gone

753
00:37:59,120 --> 00:38:02,000
Speaker 1: out to live their true selves and chase their passions

754
00:38:02,120 --> 00:38:04,960
Speaker 1: and turn it into their purpose, and it's just it's unbelievable.

755
00:38:05,160 --> 00:38:07,400
Speaker 1: One of the things that when we were talking about

756
00:38:07,440 --> 00:38:11,840
Speaker 1: having these guys on, we were like, who represents everyone

757
00:38:12,640 --> 00:38:15,360
Speaker 1: that can go out and burst right, you were special.

758
00:38:15,520 --> 00:38:19,600
Speaker 1: These guys are special, but like also, there are millions

759
00:38:20,280 --> 00:38:23,600
Speaker 1: Mike Tongs and Cody Levine's out there. We're sitting at

760
00:38:23,600 --> 00:38:28,200
Speaker 1: their desk going, I want to work on everything right.

761
00:38:29,440 --> 00:38:32,600
Speaker 1: It was so good, so big inspiration and big inspirations

762
00:38:33,080 --> 00:38:36,040
Speaker 1: for us because we're definitely not under third inption anymore.

763
00:38:36,640 --> 00:38:39,600
Speaker 1: Big thanks to our friends and family, Apanaly, Andy Bowers,

764
00:38:40,280 --> 00:38:43,479
Speaker 1: Matt Turk, and Jacob Weisberg. We'll be back in two weeks.

765
00:38:43,640 --> 00:38:55,600
Speaker 1: Happy summer everyone. Full disclosure, our opinions, our our own