WEBVTT - Is the Creator Economy Dying or Thriving? What's Next for the Industry

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<v Speaker 2>What's your thoughts on the creator economy. A lot of

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<v Speaker 2>people are saying that it's like a recession for creators

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<v Speaker 2>and you have a few people at the top that's

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<v Speaker 2>doing well and the vast majority of people that's making

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<v Speaker 2>viral content never making any money. Yeah, so is it sustainable?

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<v Speaker 2>Like where do we go from here? As far as

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<v Speaker 2>what has been coined as the creator economy?

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<v Speaker 3>Yeah, I think you know, a lot of people flooded

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<v Speaker 3>the zone, right, so there's a there's a dearth of

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<v Speaker 3>creators out there. I think you know, the people that

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<v Speaker 3>are doing super well.

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<v Speaker 4>There they are.

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<v Speaker 3>They've found a niche in a positive way and they're

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<v Speaker 3>super serving that consumer and they're adding value. I think

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<v Speaker 3>those people, you know, long term, will will flourish.

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<v Speaker 4>They just have to figure out how to monetize.

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<v Speaker 3>I don't think the platforms, at least in the current state,

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<v Speaker 3>are going to be that path. Like that's just to

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<v Speaker 3>get you the exposure so that brands like you know,

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<v Speaker 3>Samsung or whoever want to work with you. And then

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<v Speaker 3>I think, you know, they just need people that can

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<v Speaker 3>help them get brand deals and like explain to Samsung

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<v Speaker 3>or you know, Meta or ray Band whoever it is, like, hey,

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<v Speaker 3>this is why she or he is super important, this

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<v Speaker 3>is their audience, and this is how you can activate

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<v Speaker 3>them clearly at the top to your point, you know,

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<v Speaker 3>like the mister beasts of the world Logan and Jake Paul, like,

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<v Speaker 3>you know, they're you know, even Shannon Sharp, I think

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<v Speaker 3>he's you know, on, you know, on well on his

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<v Speaker 3>way to really dominate in this new sort of like

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<v Speaker 3>content paradigm. Those people can branch out and do all

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<v Speaker 3>the other things, you know, launch CpG brands, launch candy

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<v Speaker 3>bar brands, become professional fighters like they really figured it out.

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<v Speaker 3>The middle, I think is the hardest part, right, Like

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<v Speaker 3>it's like you're not niche enough and specific enough to

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<v Speaker 3>be seen as like really courrent expert to whatever that

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<v Speaker 3>community is. And I think there's a lot of people

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<v Speaker 3>in that segment of like you know, the boyfriend girlfriend videos.

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<v Speaker 3>It's like like I don't know who wants to sponsor that.

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<v Speaker 3>I don't can't figure out, like what's the value proposition?

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<v Speaker 2>Like how do you monetize that? Do you feel like

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<v Speaker 2>it's too much content? Because I was just thinking about

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<v Speaker 2>like even you know, previously you had sports and you

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<v Speaker 2>had news, and then you had like movies and stuff.

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<v Speaker 2>Right now now you have sports, you have news, you

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<v Speaker 2>have movies, but you have twenty four hour content that's

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<v Speaker 2>being produced on Instagram, TikTok, and YouTube. It's an unprecedented

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<v Speaker 2>time in human history, if you think.

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<v Speaker 4>About it, right, very democratic.

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<v Speaker 2>It's like a hurricane of content daily. Right, is this

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<v Speaker 2>oversaturating the media market to where it's devaluing real, actual

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<v Speaker 2>valuable content doesn't even mean anything anymore.

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<v Speaker 4>You could make that argument.

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<v Speaker 3>I wouldn't make that argument because I think when you

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<v Speaker 3>make really high quality content, it breaks through like we

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<v Speaker 3>were talking about Speedy interviewing Gorilla last week. It broke through, right,

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<v Speaker 3>Like he designed that episode brilliantly creatively to have those

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<v Speaker 3>moments where people that know we're like they flirting. Was

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<v Speaker 3>he like embarrassed? Was he cracking up? Could he not

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<v Speaker 3>understand her?

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<v Speaker 5>Like?

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<v Speaker 3>He designed that whole thing to be a thing, right,

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<v Speaker 3>and it broke through. And like, people that do that

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<v Speaker 3>I think will be successful. Is there a barrage of

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<v Speaker 3>like just nonsense and your friends posting eighteen hundred stories

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<v Speaker 3>that you don't need to look at? Sure, but the

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<v Speaker 3>high quality content I think will break through. I really

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<v Speaker 3>like all these platforms I think are for the betterment, right,

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<v Speaker 3>And it's giving more people out.

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<v Speaker 4>Of all of the more I think.

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<v Speaker 3>So it's giving people more access. I mean, like, I

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<v Speaker 3>mean there's obviously there's obviously not nice people out there.

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<v Speaker 2>Let's just be honest, right, The vast majority of content,

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<v Speaker 2>it's like the vast majority of music, The vast majority

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<v Speaker 2>of music is bad and it's it's detrimental. And that's

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<v Speaker 2>why specifically hip hop music is going down, right because previously,

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<v Speaker 2>like the Golden era, you had to really be talented

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<v Speaker 2>in order to be heard now anybody can be heard.

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<v Speaker 2>Now what that breaking of the barrier, you lose any

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<v Speaker 2>level of nostalgic moments. Quality of music is going down,

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<v Speaker 2>and it's hurt the entire genre.

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<v Speaker 4>Yeah, I could see the point you're making. I think

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<v Speaker 4>the point I'm making is, like.

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<v Speaker 3>You have in content, you have these seismic consumer changes

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<v Speaker 3>happening where like you know, the average age of like

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<v Speaker 3>news programming on linear television is in its seventies, right.

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<v Speaker 3>That means there's someone like one hundred and four watching

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<v Speaker 3>it if the average is.

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<v Speaker 2>Seventy, right, But I watch it the average seventy.

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<v Speaker 3>Average is seventy MSNBC is seventy years old, right, That

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<v Speaker 3>means there's no one eighteen watching it, literally, no one,

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<v Speaker 3>not one person, right, and all of these social tools,

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<v Speaker 3>And I would agree some of it is not nice,

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<v Speaker 3>and some of it is not good, and some of

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<v Speaker 3>its low quality.

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<v Speaker 4>But there are a lot.

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<v Speaker 3>Of people that wouldn't get the opportunity to create content

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<v Speaker 3>and break through with there's such a reduction in friction

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<v Speaker 3>that they can have the opportunity to break through. And

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<v Speaker 3>I do concur with your point that it is important

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<v Speaker 3>that it is high quality. It's premium it's scheduled, that

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<v Speaker 3>it's done in a methodical way. I do think that's

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<v Speaker 3>more valuable, it's more trustworthy. I think brands matter, Like

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<v Speaker 3>you know, I don't agree in this, like you know,

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<v Speaker 3>Jason Calacanis and Chamoth Polyopatia that like citizen journalism is

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<v Speaker 3>like gonna be the thing, Like no, you guys are

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<v Speaker 3>just all riding Elon's you know, like wave right, Like

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<v Speaker 3>it's not true, like citizen journalism.

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<v Speaker 4>Yeah, maybe it's part of it.

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<v Speaker 3>But like I want journalists I can trust, right, I

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<v Speaker 3>want people with ethics.

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<v Speaker 2>Can you trust any journalists?

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<v Speaker 4>Can you trust to anyone? But I think no.

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<v Speaker 3>But I think honestly, there are journalists and the journalists

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<v Speaker 3>I've worked with that.

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<v Speaker 4>They have boundaries, like you know.

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<v Speaker 3>They they will quit at a principle, They will not

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<v Speaker 3>do things out of principle. I think there are people that,

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<v Speaker 3>like there's certainly people that the other way, right, that

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<v Speaker 3>they will trade you access to a famous musician to

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<v Speaker 3>give them a favorable whatever, right because they want that access.

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<v Speaker 3>But then there's journalists that are hyper critical, right, and

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<v Speaker 3>and you know they won't bend those things. So I think,

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<v Speaker 3>you know, I do think the critical journalists are super important.

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<v Speaker 4>You know.

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<v Speaker 3>I don't want to just see like, you know, uh,

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<v Speaker 3>flattery of people like you know, the podcast. I think

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<v Speaker 3>it's called like founders or acquired one of them and

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<v Speaker 3>they bring business people on, but there's no critique. It's

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<v Speaker 3>just like they're just lathering them with how great they are.

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<v Speaker 3>It's well, it's not journalism, that's just you know, just

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<v Speaker 3>a hype piece. It's just a biopic in an audio format.

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<v Speaker 1>So and that theme, how do you stay youthful when

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<v Speaker 1>it comes to content creation?

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<v Speaker 4>Right?

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<v Speaker 1>You have Speedy be at a certain point, and Speedy's great,

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<v Speaker 1>He's going to be a demographic younger one.

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<v Speaker 4>Yeah, right, So like that, even Speedy pushes us, he does.

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<v Speaker 1>I think he's amazing, but.

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<v Speaker 3>Speedy is critical of us around like who's the next?

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<v Speaker 4>Yeah?

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<v Speaker 3>Or hey, guys, how come you're crushing it on reels

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<v Speaker 3>but TikTok's not doing as well.

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<v Speaker 4>You got to you gotta go to get in there

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<v Speaker 4>tinker with it.

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<v Speaker 3>And then they'll be like, hey, you're killing in TikTok,

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<v Speaker 3>but why are you killing in shorts? Like he's honest

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<v Speaker 3>about that, And I would say all the people that

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<v Speaker 3>are you know, sort of on the content side. They

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<v Speaker 3>tend to be of that you know, you know, mid

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<v Speaker 3>to late twenties cohort. They're very aware of that, and

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<v Speaker 3>they are pushing that agenda like they're you know, you

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<v Speaker 3>know sometimes it's you know, makes this maybe be a

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<v Speaker 3>little squirmish, you know, but like they are pushing that,

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<v Speaker 3>and I think it's right.

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<v Speaker 4>You have to be obsessed with the youth or you're

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<v Speaker 4>gonna lose it. Do they ever?

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<v Speaker 1>Does it get to a point where it's you seeing

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<v Speaker 1>talent it and they're like, wait, that's the person, that's

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<v Speaker 1>the person. Can we build around that person?

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<v Speaker 4>Sure?

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<v Speaker 3>Like, are you guys familiar with them? She's new a Gillian.

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<v Speaker 3>She's a new on air anchor for us on Complex New.

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<v Speaker 3>She's pretty new, like in the last couple of months,

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<v Speaker 3>but you know, discovered her totally organically. She was a

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<v Speaker 3>producer behind the camera Cornell who used to be our

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<v Speaker 3>head of video. He now works with Kendrick at a

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<v Speaker 3>pg lang. He's like the president of pg lang and

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<v Speaker 3>he hit us up, Hey, we're doing the pop out.

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<v Speaker 4>We're doing this music video in Compton.

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<v Speaker 3>She happed to be home in Compton, got her friend

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<v Speaker 3>to hold the camera right the never been on camera before?

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<v Speaker 3>Does this content? It does like first day ten million views,

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<v Speaker 3>second day twenty million views, whatever, Right, she did like

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<v Speaker 3>a ton of content, and we're.

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<v Speaker 4>Like, oh, wow, you're a star.

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<v Speaker 3>We need to we need to get you in front

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<v Speaker 3>of the camera instead of back of the camera, and

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<v Speaker 3>we need to you know, help you hone and sharpen

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<v Speaker 3>your skills. But we're constantly, you know, Aria and Know

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<v Speaker 3>are constantly looking to find and develop new creators and

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<v Speaker 3>on uh you know, on screen and talent and like

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<v Speaker 3>you know, like you tell, who's another one of our

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<v Speaker 3>on screen talent?

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<v Speaker 4>Like Cornell got him out of like flight club.

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<v Speaker 3>He went into flight club and the kid was like

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<v Speaker 3>just pitching him hard on like whatever the shoes were,

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<v Speaker 3>and he's like, huh do you want.

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<v Speaker 4>To do like a screen test?

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<v Speaker 3>And then like you know, he's been with us for

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<v Speaker 3>the last you know, three four years now.

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<v Speaker 5>An illegal alien from Guatemala charged with raping a child

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<v Speaker 5>in Massachusetts. An MS thirteen gang member from Al Salvador

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<v Speaker 5>accused of murdering a Texas man of Venezuelan charged with

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<v Speaker 5>filming and selling child pornography in Michigan. These are just

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<v Speaker 5>some of the heinous migrant criminals caught because of President

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<v Speaker 5>Donald J. Trump's leadership. I'm Christy Noman, the United States

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<v Speaker 5>Secretary of Homeland Security. Under President Trump, attempted illegal border

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<v Speaker 5>crossings are at the lowest levels ever recorded, and over

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<v Speaker 5>one hundred thousand illegal aliens have been arrested. If you

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<v Speaker 5>are here illegally, your next you will be fine nearly

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<v Speaker 5>one thousand dollars a day. Imprisoned and deported, you will

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<v Speaker 5>never return. But if you register using our CBP home

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<v Speaker 5>app and leave now, you could be allowed to return legally.

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<v Speaker 5>Do what's right. Leave now. Under President Trump, America's laws,

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<v Speaker 5>border and families will be protected.

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<v Speaker 4>Sponsored by the United States Department of Homeland Security.