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Speaker 1: Welcome, Welcome, Welcome back to the mob Webset podcast. My

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Speaker 1: guest today is mister Sponsorship Jesse Kerschbaum of the New Agency. Jesse,

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Speaker 1: what is the New Agency?

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Speaker 2: New Agency lives in the intersection of music, technology and

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Speaker 2: brand partnerships. We are a boutique agency that really is

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Speaker 2: connecting brands to their consumers by leveraging the power of music.

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Speaker 2: We create pop culture moments and we help brands tell

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Speaker 2: their story through this emotional and beautiful industry called the

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Speaker 2: music business.

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Speaker 1: Okay, let's start with a couple of projects you've worked

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Speaker 1: on recently.

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Speaker 2: Yeah, well, yesterday obviously we had to shift the recording

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Speaker 2: because we popped up at Walmart and at seven to

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Speaker 2: eleven for a DJ Khalid nest Quick Chocolate milk that

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Speaker 2: we launched, and that was, you know, at this point,

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Speaker 2: a six month ordeal where we started helping Nestley try

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Speaker 2: to figure out how to work in music. They had

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Speaker 2: never worked in music. With nest Quick, they were trying

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Speaker 2: to figure out what artists or what they should do.

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Speaker 2: So we sourced a bunch of artists. We vetted them.

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Speaker 2: Should it be Cardi B, Should it be Chance the rapper.

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Speaker 2: We landed on DJ Khalid. It tested very well, family friendly,

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Speaker 2: big songs, international, multicultural, and we started with just a

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Speaker 2: television commercial which was him and the bunny and kind

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Speaker 2: of interaction and it did really, really well, and it

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Speaker 2: was at gas stations and it was being played on

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Speaker 2: different channels and it got some pretty good traction. And

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Speaker 2: at that point Neslei said, should we think about launching

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Speaker 2: a flavor? And so I'm sitting with Dj Khaled in

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Speaker 2: Miami at his house and we're tasting different samples and

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Speaker 2: he's explaining to me, I want the cinnamon to be

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Speaker 2: the star. I want this to be a cinnamon forward drink,

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Speaker 2: and he's like, I want to call it cinnabun and

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Speaker 2: we couldn't clear cinnabuon. Neslee pretty quickly hit me on

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Speaker 2: the side and said we could clear cinnamon Bun, and

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Speaker 2: collectively we thought it would be a lot more creative

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Speaker 2: to call it another Bun, and so we launched Another

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Speaker 2: Bun in October. And the power of working with a

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Speaker 2: brand like Nesle is you've got massive distribution. We're in Target,

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Speaker 2: We're in obviously now Walmart in seven to eleven, uh

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Speaker 2: Kroger's and Publics and Amazon, and you know yesterday we

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Speaker 2: you know, did this kind of pop up experience last

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Speaker 2: minute to shooting some content. Nobody knew it was happening.

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Speaker 2: Kind of created a frenzy in the stores, but very

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Speaker 2: well controlled, and we opened up four hundred more stores

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Speaker 2: through this type of partnership with walmartin with seven to

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Speaker 2: eleven and just put this product even more on the map.

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Speaker 2: And it's a it's a really exciting case study that

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Speaker 2: we're working on. We have three projects in market right

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Speaker 2: now and it.

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Speaker 1: Well wait, well, let's just drill down a little bit

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Speaker 1: more on the Nest quick. How did you establish a

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Speaker 1: connection with Nest quick?

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Speaker 2: These are long relationships. So the executive at Nesley worked

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Speaker 2: with us when she was at red Bull, and red

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Speaker 2: Bull was like the Ivy League of Culture marketing, and

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Speaker 2: we were very close to the Red Bull team when

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Speaker 2: we were just starting the company and built this relationship

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Speaker 2: with this senior executive there and stayed in touch over

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Speaker 2: the years and supported her with different initiatives. And then

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Speaker 2: as time went on and conversations kept going, she eventually said,

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Speaker 2: I got something here at Nesley that might make sense.

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Speaker 2: We've got a brand that wants to do something in

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Speaker 2: music and I thought of you guys. So that led

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Speaker 2: to a brief and then a pretty quick process of

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Speaker 2: doing this talent search and.

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Speaker 1: Okay, wait, wait, okay, let's go a little bit more

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Speaker 1: into detail. So you have a long relationship with this woman.

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Speaker 1: Just one day you're sitting in front of your computer,

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Speaker 1: you get an email or you get a call. That

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Speaker 1: was it out of the blue.

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Speaker 2: Well, my brother is my business partner, and we can

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Speaker 2: get more into the infrastructure of new agency. But my

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Speaker 2: brother is a very persistent salesperson and he is really

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Speaker 2: good at staying in touch and getting on people's calendars

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Speaker 2: and getting people to listen to what we've got going on.

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Speaker 2: So he really kind of is a bit of a

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Speaker 2: fierce follow upper. And it took months of her saying

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Speaker 2: I think I might have something for you until finally

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Speaker 2: he got her on the phone and got her excited.

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Speaker 2: So it was a relationship that we both had. You know,

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Speaker 2: a lot of the conversations we have come from things

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Speaker 2: that I might have done, or artists I might have represented,

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Speaker 2: or my newsletter beats and bites. But we're full on

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Speaker 2: partners and he really doesn't mind following up, and he's

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Speaker 2: really good at it, and to be honest, a lot

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Speaker 2: of these executives, especially on the brand side, where there's

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Speaker 2: a million people emailing them every single day asking them

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Speaker 2: for stuff, they don't mind you following up with them.

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Speaker 2: They don't mind hearing from you, especially from us with

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Speaker 2: the right you know, conversation starters or updates or invites

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Speaker 2: to events. It's a long, long, long game sometimes to

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Speaker 2: put these projects together. Sometimes they just happen overnight. But

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Speaker 2: for the most part, you want to work with, especially

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Speaker 2: an agency like Nestlie or a company, a massive corporation

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Speaker 2: like Nestley with a not doing much in this space.

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Speaker 2: It's an international corporation. They really want to work with

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Speaker 2: trusted experts, and after many years of a relationship, lots

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Speaker 2: of conversations follow up, the right opportunity presented itself and

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Speaker 2: we were down to sprint to get this over the phone.

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Speaker 1: Oh okay, okay, you have any idea the frequency of

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Speaker 1: your brother's contact with this woman, I would.

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Speaker 2: Think, I mean, look again, we knew each other for

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Speaker 2: eight years, ten years.

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Speaker 1: I mean, is he relentless? Is he bugging or is

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Speaker 1: it once a day, once a month, once ya.

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Speaker 2: Definitely not bugging. If nobody is coming back to him

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Speaker 2: and saying, hey, cut it out, you're hitting me too much.

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Speaker 2: It's more that's not the right time. Sorry, I've been

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Speaker 2: so busy. I missed your email. I've been on PTO,

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Speaker 2: so I don't think.

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Speaker 1: Okay, So let's assume your brother is pitching. Is he

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Speaker 1: pitching with an idea, is there a hook? Or is

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Speaker 1: he just saying we should work together. I can make

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Speaker 1: something else.

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Speaker 2: We have a very core competency suite of services when

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Speaker 2: we sell music strategy, so he's definitely got our core

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Speaker 2: business at mind. But we're so entrepreneurial. We're definitely not

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Speaker 2: your grandpa's agency and his approaches new frontiers, new trends

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Speaker 2: and idea that might make sense. Just staying in touch

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Speaker 2: and invite to something. It could be anything across the line,

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Speaker 2: and then that person Usually then it sparked something. It

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Speaker 2: could be multiple touch points. They might have read something

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Speaker 2: in my newsletter. They might have met a friend that

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Speaker 2: spoke about us. It could have been word of mouth. Eventually,

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Speaker 2: the right opportunity came to mind, and Alex capped her,

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Speaker 2: and she gave him a kind of a hook, so

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Speaker 2: to speak. She said, I think I got something for you.

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Speaker 2: Stay close and that's enough for I guess three more

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Speaker 2: months of tracking something like this to then finally us

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Speaker 2: it being revealed that this is the obscure idea.

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Speaker 1: Oh okay, Ultimately, what did you delivered to you to

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Speaker 1: run with?

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Speaker 2: She delivered the concept that ness Quick, a brand in

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Speaker 2: the Nestley portfolio, wanted to do something in me music

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Speaker 2: and wasn't sure what that should be.

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Speaker 1: Okay, so she says that you come back with.

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Speaker 2: What here are multiple artists that you should work with, right,

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Speaker 2: let's start there. Sometimes it is you know, I think

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Speaker 2: our secret sauce or our winning formula these days has

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Speaker 2: been artist idea and then ten pole moment. It's content,

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Speaker 2: it's a live event, it's a live stream, it's a

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Speaker 2: product drop. But usually we wrapped the whole package together.

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Speaker 2: This was a situation where we started with the artist,

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Speaker 2: then we figured out the passion points of these artists.

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Speaker 1: Okay, well just a little bit slower, sure, she said,

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Speaker 1: nest Quick, the first thing you thought was let me

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Speaker 1: get the right artist.

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Speaker 2: That's all. It came down to the start.

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Speaker 1: Okay, So how did you zero in on the artist?

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Speaker 1: And you do you only approach artists have a pre

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Speaker 1: existing relationship.

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Speaker 2: With absolutely not. We are completely agnostic. We have a

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Speaker 2: very good understanding of the landscape of the business. We

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Speaker 2: work with the major labels, the indie labels, the talent agencies,

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Speaker 2: the DSPs. We're reading hundreds thousands of articles a week,

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Speaker 2: so we're seeing so much. We really know the landscape,

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Speaker 2: and then we have personal relationships at this point with

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Speaker 2: every artist management. There's four or five different ways to

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Speaker 2: get to the artists, and what we're really considering is

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Speaker 2: what that brand wants. That's who our clients are. At

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Speaker 2: this stage in my career, we work on behalf of

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Speaker 2: the brands, so we're going to help them try to

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Speaker 2: find the best artist with the best path to get

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Speaker 2: to that artist at and be able to utilize what's

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Speaker 2: authentic to that artist, what's important to that artist, so

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Speaker 2: that we can create something that is going to resonate

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Speaker 2: with both the artists fan base, the brands folks, and

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Speaker 2: receive all sorts of earned media press and you know,

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Speaker 2: ultimately hopefully hijack the airwaves and become a really big

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Speaker 2: pop culture moment.

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Speaker 1: Okay, you got the green light from Nestley via nest

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Speaker 1: Quick you start looking at acts. What do you then

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Speaker 1: do and how do you end up with DJ Collin.

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Speaker 2: We sourced a bunch of different acts. We start to

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Speaker 2: deep dive into nest quick we start to figure out

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Speaker 2: what this is going to be used for. We don't

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Speaker 2: even know if it's a television commercial, if it's going

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Speaker 2: to be a digital at the time, we you know,

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Speaker 2: it's a step by step process with this particular one,

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Speaker 2: and we just stayed very nimble and flexible as we do,

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Speaker 2: and started to source options who would be big. We

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Speaker 2: know it needed to be a big artist, and we

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Speaker 2: know it needed to have a certain family friendly, multi genre,

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Speaker 2: multi demo reach, and we knew that it needed to

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Speaker 2: be you know, not the biggest in the world, but

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Speaker 2: at a certain level where we could shift culture with

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Speaker 2: this artist and really impact but also you know, not

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Speaker 2: totally destroy the bank. Right We're not booking Rihanna, Beyonce,

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Speaker 2: jay Z, but we're getting the opening act for that

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Speaker 2: tour or that circuit, and we're getting somebody that really

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Speaker 2: understands how to move products. So we then ended up

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Speaker 2: you know, pulling demos on different artists. Again, there was

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Speaker 2: five artists or so that we present. We kind of

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Speaker 2: come with our top three.

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Speaker 1: Wait wait, wait, before you approach Nesli, how do you

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Speaker 1: decide on those five artists.

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Speaker 2: It's a combination of data POV, which is the most important,

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Speaker 2: and insider information knowing this artist has a project coming out,

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Speaker 2: this artist is going to have an affinity to this product,

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Speaker 2: this artist is looking to do certain projects in this

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Speaker 2: certain genre or certain sphere. You know. I think our

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Speaker 2: kind of curation process really comes down to those three

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Speaker 2: things and.

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Speaker 1: Find just POV normally means point of view, What do

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Speaker 1: you is that we're talking here?

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Speaker 2: That's the most important component that we all have right

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Speaker 2: now in twenty twenty four, twenty twenty five, it's POV.

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Speaker 2: What is are unique in a world where there's no

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Speaker 2: intermediaries and anybody can put a record, anybody can record

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Speaker 2: a video, and now the algorithms have changed where it's

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Speaker 2: the best content wins. It's really about what you say

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Speaker 2: and how you got to what you're saying. So POV

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Speaker 2: is you know, twenty plus years of being in the trenches,

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Speaker 2: in the street, in the suites of the music business,

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Speaker 2: really understanding it, plus all the other characteristics that I have,

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Speaker 2: the other things I've read, the places I've studied, the

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Speaker 2: things I've gone through, the traveling the shows, The touring

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Speaker 2: all of the different experiences forms my POV and then

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Speaker 2: my team's POV collectively really informs how this decision is

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Speaker 2: made with the data and the insider information.

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Speaker 1: Okay, you go to Nestle with five acts, have you

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Speaker 1: approached those five acts and such that they say we're

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Speaker 1: on the right terms, we're interested, or are you going

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Speaker 1: to go back to them after Nestle decides.

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Speaker 2: We might have soft sounded some of the artists. We

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Speaker 2: might have had a casual conversation like, hey, thinking about

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Speaker 2: this if we didn't know these are artists that we

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Speaker 2: know what they're looking for, we know what they take.

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Speaker 2: We run into them at a concert, we run into

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Speaker 2: them in an event. We're you know, rubbing shoulders with

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Speaker 2: them in our world on a pretty regular basis. So

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Speaker 2: it's not that we need to overanalyze this. It might

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Speaker 2: be in certain situations, certain clients definitely want you to

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Speaker 2: really know availability interest. You know, there's different things, but

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Speaker 2: usually we want to have a confirmation of intent from

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Speaker 2: a brand before we start going too deep onto this

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Speaker 2: brand is interested. Potentially, it just kind of stirs up

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Speaker 2: a lot of feelings and also it's a waste of time.

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Speaker 2: So we want a commitment from the brand to say, yes,

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Speaker 2: this is a direction that we'd be comfortable and going.

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Speaker 2: Here's some parameters around budget, here's some use case needs.

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Speaker 2: Then you can go to an artist and say, hey,

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Speaker 2: this is what it's looking like before I send you

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Speaker 2: a formal offer. But we would want that before we're

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Speaker 2: talking to a artist, just because you know, it's like,

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Speaker 2: do you want to do this thing? Well? What is

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Speaker 2: this thing? Right? It's too amorphous without more parameters, so

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Speaker 2: we would kind of boil down what the parameters are.

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Speaker 2: It puts the ball back in Nesley's court, where it's okay,

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Speaker 2: let's figure out what we want to do.

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Speaker 1: Heyway before we get there. Okay, you go back to Nasville,

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Speaker 1: you get five acts. What happens right after that?

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Speaker 2: We talked through them, We present them, we talk through them.

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Speaker 2: It's a you know, pretty quick conversation. We show the research,

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Speaker 2: we give our POV again.

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Speaker 1: Well I'm just interested, sure what research are you talking about?

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Speaker 1: What numbers and where do you get these numbers?

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Speaker 2: Social cloud articles, brand affinities. There's like fifteen twenty different

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Speaker 2: data put inputs that we could look at that could

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Speaker 2: kind of solidify why this artist would be a good

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Speaker 2: candidate for this, and then we would kind of highlight

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Speaker 2: our top three. You know, we probably have the last

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Speaker 2: slide with the last two like these two could be considered.

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Speaker 2: You know, you don't want to rule anything out, but

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Speaker 2: we want to make this as thoughtful as possible when

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Speaker 2: we're presenting it and then a POV. Right, this artist

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Speaker 2: we think will work with this in this budget during

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Speaker 2: this time period. Here's the reasons why let us know

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Speaker 2: in this situation because it was our first time in

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Speaker 2: particular working with Nesley, they did a whole background check

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Speaker 2: on these artists as well. It was another series of vetting.

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Speaker 2: We do the vetting. We make sure that there's no

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Speaker 2: complicated things, there's no conflicts of interest there. You know,

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Speaker 2: there could be things that come up, right then there

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Speaker 2: are always so you always have to kind of know,

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Speaker 2: all right, this is a minefield, this is a clause

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Speaker 2: that we have to be careful of. And in this situation,

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Speaker 2: there were those situations that we had to kind of

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Speaker 2: sidestep and iron out and work through. But after everything

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Speaker 2: was said and done, their vetting and our vetting process,

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Speaker 2: it allowed them to say it tests well, we want

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Speaker 2: to give this a shot. We're not going all the

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Speaker 2: way to start, but we want the options to unrail,

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Speaker 2: to take this to television, to potentially release a flavor,

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Speaker 2: you know, and and continue to extend on from there.

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Speaker 1: Okay, you mentioned test. Nestley actually does a test.

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Speaker 2: Yeah, they do surveys. There's great survey companies out there

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Speaker 2: that can tell you how this is going to perform

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Speaker 2: with your brand and this artist and this type of content.

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Speaker 2: So yeah, they'll they'll do the data.

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Speaker 1: Okay, So Nestlee Nestley does it work. It comes back

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Speaker 1: to you when it comes back to you, does it

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Speaker 1: have one specific artist or two or three?

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Speaker 2: Let's start with one? Right? In this situation, it was

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Speaker 2: we've got we've got one that we want to start with.

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Speaker 1: Right.

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Speaker 2: You can't be married put all your eggs in one

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Speaker 2: artist's basket. It's not behooving to the brand to do

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Speaker 2: that because then they're just like shooting their shot and

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Speaker 2: that's all they got. It should be about a diversified

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Speaker 2: of opportunities.

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Speaker 1: Okay, So before you approach the artists, how much concept

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Speaker 1: is established in terms of cash, exhibition product, how much

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Speaker 1: is formulated or even up for discussion before you approach

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Speaker 1: the artist that's been decided upon, all.

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Speaker 2: Of that will be mapped out, right. You got to

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Speaker 2: have the understanding of what the cash is going to be,

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Speaker 2: of what the the product is going to be, what

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Speaker 2: the terms and conditions are going to be needed. You

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Speaker 2: need to understand that when you're coming to the artist,

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Speaker 2: how many posts? What is this going to be used for?

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Speaker 2: Linear like, how is the glam gonna work? Like? Is this?

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Speaker 2: How how many service days is this? All of those

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Speaker 2: are going to be factors when an artist and their

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Speaker 2: team decides on if the project is right.

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Speaker 1: Okay, so let's just stay between new and in this

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Speaker 1: case NESTLEI, how do you agree on those numbers? Or

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Speaker 1: does Neslie tell you?

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Speaker 2: We can coach Nestli on what we think it will

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Speaker 2: take and Nestli will tell us what their parameters are.

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Speaker 2: So it's a conversation. It's a level of trust, and

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Speaker 2: NESTLEI might say, or the brand in general might say,

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Speaker 2: this is what we've got. Can we make it work?

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Speaker 2: And then it's up to us to try to figure

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Speaker 2: out how to make that work right. There's so many

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Speaker 2: levers on the board. Do we do less posts, do

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Speaker 2: we do less service days? Do we do shorter terms.

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Speaker 2: Do we do less regions, do we not license music?

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Speaker 2: Do we license music? Do we tack on an event?

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Speaker 2: Do we take the event off? Like all of those

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Speaker 2: components will then help us to kind of formulate what

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Speaker 2: the idea is and how it's going to work. We've

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Speaker 2: got a long history with rock Nation with DJ Khaled,

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Speaker 2: you know, there's years and years of successes together and

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Speaker 2: wins and trust, so they will understand that this is

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Speaker 2: going to be done right, this is going to be cool,

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Speaker 2: This is going to have elements that they're looking for them.

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Speaker 2: They're dealing with somebody that used to represent artists, that

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Speaker 2: understands the artist's lens, that was with them on this

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Speaker 2: and been in the trenches with their artists from their

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Speaker 2: side of the table, so they know that they're getting

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Speaker 2: that level of appreciative I guess understanding. And then they're

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Speaker 2: looking at this and saying wow, like this has potential

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Speaker 2: to be in hundreds of stores, like we're going to

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Speaker 2: be in all of these amazing places, Like this is

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Speaker 2: going to be on television potentially, like it's one day

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Speaker 2: shoot and and he's gonna be able to be associated

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Speaker 2: with such a classic brand that is like we all

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Speaker 2: grew up on it's iconic, and they're gonna remix the

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Speaker 2: brand and allow the DJ Khaled, this producer extraordinaire empresario,

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Speaker 2: to be able to put his stamp on what the

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Speaker 2: bunny looks like, that's pretty amazing, and what the bunny

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Speaker 2: does and sounds like that's a big opportunity. I you know,

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Speaker 2: smart managers realize that the co sign of a brand

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Speaker 2: is so valuable. Like Oreo is bigger than any artists

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Speaker 2: in the world. They have way more distribution. They are

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Speaker 2: way more well known than Bruce Springsteen. So if an

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00:23:04,320 --> 00:23:07,520
Speaker 2: Oreo has infinite options of who they want to work

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Speaker 2: with it they could pick anybody they If not this artist,

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Speaker 2: it could be this artist, and the idea could switch around.

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Speaker 2: So you got to have an artist or a team

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Speaker 2: that understands that these brand partnerships are in many ways

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Speaker 2: a gift from a creative source.

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Speaker 1: Okay, a traditional advertising agencies. He takes a percentage. How

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Speaker 1: does new get paid?

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Speaker 2: We're usually you know, it's every time, it's case by case.

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Speaker 2: The gone is the row where you're you know, aore

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Speaker 2: on retainer for imperpetuity, you know, until there's an agency reshuffle.

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Speaker 2: So we always have to come up with our structure.

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Speaker 2: We're always trying to figure out what is our role

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Speaker 2: in this partnership. Are we strategy? That's one level. We

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Speaker 2: really start with strategy. That's where is the best place

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Speaker 2: for a brand to think about things. Spend a month

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Speaker 2: and a half figure out where you belong. Get the

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Speaker 2: right artists, get the right venues, get the right festival partnerships,

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Speaker 2: get the kind of where you belong in the landscape.

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Speaker 2: If you're a new brand to this, then from there

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Speaker 2: ideally will execute the strategy. And that's what's been happening

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Speaker 2: more and more is once we write the strategy, we're

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Speaker 2: in the unique position to make that strategy come to life.

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Speaker 2: And then that would be unlocking a different budget, and

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Speaker 2: then from that budget we could be charging hourly, we

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Speaker 2: could be charging project based, we could be charging a royalty.

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Speaker 2: In this scenario, you know, we're in a position where

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Speaker 2: Nesley pays us a fee to on each layer of

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Speaker 2: the campaign.

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Speaker 1: Okay, how many people work for new and does it

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Speaker 1: fluctuate based on what project you are working? Fun?

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Speaker 2: Yeah, we're a consortium of consultants and permal ancers. We're

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Speaker 2: constantly scaling up and down based on what the job

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Speaker 2: is at hand. We're super nimble in that regard. So

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Speaker 2: we've got a core team of all stars that look

394
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Speaker 2: in the range of seven to ten people on an

395
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Speaker 2: everyday basis, and that's a family shop. That's me and

396
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Speaker 2: my brother, everybody we work together, we love, we've known well.

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Speaker 2: I mean, now we're hiring some more people, but we're

398
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Speaker 2: constantly keeping the core really really tight. And then when

399
00:25:48,200 --> 00:25:51,679
Speaker 2: we land the project or we need to put different

400
00:25:51,680 --> 00:25:55,720
Speaker 2: components of it around it in order to service. Because

401
00:25:55,720 --> 00:26:00,840
Speaker 2: a brand expects really really good service, then we just

402
00:26:00,880 --> 00:26:02,480
Speaker 2: bring in the team to do that, and we know

403
00:26:02,520 --> 00:26:05,240
Speaker 2: who they are and we tap them on a regular basis,

404
00:26:05,800 --> 00:26:13,160
Speaker 2: and it allows us to keep the agency lights on

405
00:26:12,200 --> 00:26:17,119
Speaker 2: on a regular basis. Because you know, when these deals

406
00:26:17,359 --> 00:26:22,400
Speaker 2: they yacht, they don't allow you to scale as well

407
00:26:22,560 --> 00:26:28,320
Speaker 2: as making money while you sleep. It's a different business model.

408
00:26:28,320 --> 00:26:31,879
Speaker 2: That's why we've kind of started investing in companies and

409
00:26:31,960 --> 00:26:35,920
Speaker 2: doing more out of the box thinking, because we want

410
00:26:35,960 --> 00:26:40,399
Speaker 2: to have equity beyond just the agency in projects so

411
00:26:40,440 --> 00:26:44,480
Speaker 2: that we can make money while we sleep and not

412
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Speaker 2: just be tied to the model of the agency where

413
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Speaker 2: you win accounts, you hire people to service, the accounts,

414
00:26:53,560 --> 00:26:57,880
Speaker 2: you bring more people in to win more accounts your service,

415
00:26:57,960 --> 00:27:02,359
Speaker 2: and it's just it's great and it's exciting and it's fun,

416
00:27:02,400 --> 00:27:07,600
Speaker 2: but it can feel a little exhausting the agency side

417
00:27:07,640 --> 00:27:10,159
Speaker 2: of things, so we've mixed it up. But yeah, I

418
00:27:10,200 --> 00:27:13,240
Speaker 2: mean the team that we work with on an everyday basis,

419
00:27:13,280 --> 00:27:17,520
Speaker 2: on an everyday call, it feels like a family restaurant.

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00:27:17,840 --> 00:27:22,960
Speaker 2: It's really awesome, and we service amazing brands and work

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00:27:23,000 --> 00:27:25,240
Speaker 2: with people that we love that are all extremely passionate

422
00:27:25,280 --> 00:27:29,520
Speaker 2: about music. It's my brother who again has been with

423
00:27:29,760 --> 00:27:33,919
Speaker 2: me on this journey for since we were representing artists,

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00:27:33,960 --> 00:27:38,400
Speaker 2: and it's just a really gifted salesperson and creative and

425
00:27:38,920 --> 00:27:43,000
Speaker 2: passionate about the elements of the New Frontiers. He's the

426
00:27:43,040 --> 00:27:46,160
Speaker 2: guy that will go chase down a deal for China

427
00:27:46,520 --> 00:27:51,280
Speaker 2: or you know, work in blockchain or in all sorts

428
00:27:51,320 --> 00:27:56,560
Speaker 2: of New frontiers esports and gambling and cannabis like and

429
00:27:56,600 --> 00:27:58,720
Speaker 2: tying that all to the music side of things, because

430
00:27:58,760 --> 00:28:03,159
Speaker 2: that's our business. Where there's like our chief strategy officer, Nikki,

431
00:28:03,480 --> 00:28:07,119
Speaker 2: who remembers you when you came in. She was in

432
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Speaker 2: the flom Era and she's just so bright and so wise,

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00:28:10,560 --> 00:28:13,040
Speaker 2: and she remembers you when you used to fact your

434
00:28:13,080 --> 00:28:16,239
Speaker 2: newsletter and you came in during the Flom era when

435
00:28:16,280 --> 00:28:18,240
Speaker 2: she was working for Jason Flammer and are in the

436
00:28:18,280 --> 00:28:21,600
Speaker 2: record side of things, and you did a whole speech

437
00:28:21,640 --> 00:28:23,879
Speaker 2: and a whole conversation to help them. They hired you

438
00:28:23,920 --> 00:28:27,159
Speaker 2: to figure out how the digital landscape worked. And I

439
00:28:27,320 --> 00:28:30,840
Speaker 2: just loved that story, Like, so, it's just folks on

440
00:28:30,880 --> 00:28:34,200
Speaker 2: our team. We've got I taught a class last year

441
00:28:34,200 --> 00:28:37,040
Speaker 2: at American University. I speak at a lot of colleges,

442
00:28:37,240 --> 00:28:39,200
Speaker 2: a lot of the thesis of New Agency when we

443
00:28:39,240 --> 00:28:42,280
Speaker 2: first started, it was to focus on the college market,

444
00:28:42,320 --> 00:28:45,840
Speaker 2: to find artists, to break artists. Just felt like a

445
00:28:45,880 --> 00:28:48,959
Speaker 2: competitive edge that the bigger agencies weren't thinking about at

446
00:28:48,960 --> 00:28:51,959
Speaker 2: the time. And so I taught a class last year

447
00:28:51,960 --> 00:28:55,200
Speaker 2: at American University's business school, the co God School of Business,

448
00:28:55,520 --> 00:28:59,400
Speaker 2: And through that I get amazing interns and really bright folks,

449
00:28:59,480 --> 00:29:02,400
Speaker 2: fright kids coming in that we end up hiring or

450
00:29:02,520 --> 00:29:04,719
Speaker 2: bringing in US interns. And so we just hired this

451
00:29:04,800 --> 00:29:10,240
Speaker 2: assistant from American University who's just fantastic, and you know

452
00:29:10,440 --> 00:29:13,480
Speaker 2: she's she's here in Miami with me. We've got Sam

453
00:29:13,520 --> 00:29:17,520
Speaker 2: who's our GM. She started like as a friend of

454
00:29:17,520 --> 00:29:19,920
Speaker 2: her father's and she has been now with us for

455
00:29:19,960 --> 00:29:22,880
Speaker 2: over a decade and she's climbed the ranks from interning

456
00:29:22,880 --> 00:29:25,120
Speaker 2: at different companies that I helped her get internships at

457
00:29:25,200 --> 00:29:28,680
Speaker 2: to really being the clue of the operation. Our GM

458
00:29:28,920 --> 00:29:31,760
Speaker 2: are like our partner and.

459
00:29:31,880 --> 00:29:34,400
Speaker 1: Okay, okay, let's go back to college. Let's go back

460
00:29:34,400 --> 00:29:37,200
Speaker 1: to nes quick. So you deal with Nestlie. You come

461
00:29:37,280 --> 00:29:40,840
Speaker 1: up with a formula, you pitch Collin. Tell me about

462
00:29:40,840 --> 00:29:44,360
Speaker 1: that experience and how you decide on what Collein is

463
00:29:44,360 --> 00:29:45,280
Speaker 1: actually going to do.

464
00:29:45,840 --> 00:29:49,840
Speaker 2: Well, we helped Neslie, Right, We coach them on what

465
00:29:49,880 --> 00:29:52,800
Speaker 2: this needs to look like, and then they also tell us, hey,

466
00:29:52,840 --> 00:29:54,880
Speaker 2: we need this. We're going to need that. It's going

467
00:29:54,960 --> 00:29:56,640
Speaker 2: to need to look like this. There's going to be

468
00:29:56,680 --> 00:30:01,320
Speaker 2: no wavering on different components of the So they lay

469
00:30:01,360 --> 00:30:05,280
Speaker 2: out what they need in an offer form. Right, we

470
00:30:05,360 --> 00:30:07,280
Speaker 2: try to get it on their letterhead. We try to

471
00:30:07,280 --> 00:30:09,280
Speaker 2: get it really spelled out. It might just be as

472
00:30:09,320 --> 00:30:12,440
Speaker 2: an email, but essentially what they do is commit to

473
00:30:13,120 --> 00:30:18,239
Speaker 2: a budget, some parameters, some constraints, and we have a

474
00:30:18,240 --> 00:30:22,760
Speaker 2: soft sound conversation. Right, we'll call up Kallu's longtime manager

475
00:30:23,360 --> 00:30:27,280
Speaker 2: Lenny s he's you know, jay Z's A and R.

476
00:30:27,480 --> 00:30:34,080
Speaker 2: He's tried and true, full on industry legend and have

477
00:30:34,120 --> 00:30:36,520
Speaker 2: a long standing relationship with him, a lot of trust

478
00:30:36,680 --> 00:30:39,840
Speaker 2: and we'll talk to him about this, and he knows.

479
00:30:40,160 --> 00:30:43,320
Speaker 2: He knows when things sound good, and he knows when

480
00:30:43,360 --> 00:30:47,239
Speaker 2: things sound decent, and he knows when they're coming from

481
00:30:47,240 --> 00:30:50,080
Speaker 2: people he wants to work with versus not. So he's

482
00:30:50,080 --> 00:30:54,200
Speaker 2: pretty selective on how things get through the filter, and

483
00:30:54,640 --> 00:30:59,240
Speaker 2: most people are in this business. And ultimately he was

484
00:30:59,280 --> 00:31:04,920
Speaker 2: excited by this and passed it along to Kalid's internal team,

485
00:31:05,160 --> 00:31:10,000
Speaker 2: which is a whole crew of really interesting, smart, bright

486
00:31:10,120 --> 00:31:12,440
Speaker 2: folks from the kind of we the best side of

487
00:31:12,480 --> 00:31:15,760
Speaker 2: things that we've now known for a long time and

488
00:31:16,240 --> 00:31:19,040
Speaker 2: also had a lot of hits with. And so collectively

489
00:31:19,360 --> 00:31:23,400
Speaker 2: we're talking about the offer legal is looped in. We're

490
00:31:23,440 --> 00:31:26,600
Speaker 2: pushing it through back and forth with their legal with

491
00:31:26,760 --> 00:31:30,920
Speaker 2: Nestley's Legal until it gets to a place where we're

492
00:31:31,000 --> 00:31:36,440
Speaker 2: so close it's just about there. Everybody in theories confirmed

493
00:31:36,600 --> 00:31:38,560
Speaker 2: we've got to shoot this in a couple of days.

494
00:31:39,120 --> 00:31:43,120
Speaker 2: And at that point we put everybody on the phone

495
00:31:43,200 --> 00:31:45,880
Speaker 2: right like, let's there's three things that you need to

496
00:31:45,920 --> 00:31:48,880
Speaker 2: talk about because we can't keep going back and forth.

497
00:31:49,000 --> 00:31:52,680
Speaker 2: It's time to just you know, commence the deal or

498
00:31:54,000 --> 00:31:57,360
Speaker 2: and so we'll we'll kind of bring everybody on a

499
00:31:57,400 --> 00:32:01,800
Speaker 2: call and in this situation. And at that point it

500
00:32:02,000 --> 00:32:06,520
Speaker 2: was magic, right, Like all of the tough stances of

501
00:32:06,640 --> 00:32:10,680
Speaker 2: the different sides and the hard lines, everybody came together.

502
00:32:10,800 --> 00:32:13,080
Speaker 2: You could see this was something everybody wanted to do.

503
00:32:13,800 --> 00:32:18,480
Speaker 2: And that was just the It was a long weekend, right,

504
00:32:18,520 --> 00:32:21,320
Speaker 2: This was one of those deals where we're all all

505
00:32:21,360 --> 00:32:24,120
Speaker 2: working through the weekend. Because you put a parameter, you

506
00:32:24,200 --> 00:32:27,440
Speaker 2: got to have the creator all creation and creativity needs

507
00:32:27,840 --> 00:32:31,560
Speaker 2: those kind of constraints to really happen. And so there's

508
00:32:31,600 --> 00:32:34,400
Speaker 2: a shoot date, and there's a drop dead date, and

509
00:32:34,520 --> 00:32:37,680
Speaker 2: there's a move on date. And Nesley doesn't need to

510
00:32:37,720 --> 00:32:40,560
Speaker 2: do a commercial with the music artists, right, like as

511
00:32:40,640 --> 00:32:44,360
Speaker 2: quick as fine, their business is going to be booming

512
00:32:44,880 --> 00:32:49,040
Speaker 2: no matter what, and like they know that there's just

513
00:32:49,080 --> 00:32:51,320
Speaker 2: a great touch point and they can age in a

514
00:32:51,360 --> 00:32:53,640
Speaker 2: different way and they can be in conversations that they

515
00:32:53,640 --> 00:32:56,560
Speaker 2: would never be in like when would Ness Quick be

516
00:32:56,680 --> 00:33:01,040
Speaker 2: in Rolling Stone or in hype Beasts during People Magazine,

517
00:33:01,400 --> 00:33:06,080
Speaker 2: Like that's the power of doing a smart partnership and

518
00:33:06,160 --> 00:33:09,320
Speaker 2: telling a really good story with it. So the whole

519
00:33:09,320 --> 00:33:11,920
Speaker 2: thing kind of ultimately comes together with.

520
00:33:12,120 --> 00:33:15,880
Speaker 1: Oh, okay, so let's just say hypothetical, you have a brand,

521
00:33:16,160 --> 00:33:20,120
Speaker 1: you have an idea, they have an artist. As you say,

522
00:33:20,320 --> 00:33:24,080
Speaker 1: the brand doesn't really need any artists. Do the artists

523
00:33:24,080 --> 00:33:28,600
Speaker 1: have any negotiating power here other than yes and no. Absolutely,

524
00:33:28,840 --> 00:33:30,680
Speaker 1: they can choose not to do it, or do they

525
00:33:30,720 --> 00:33:32,640
Speaker 1: say yes but I want two X.

526
00:33:34,400 --> 00:33:36,960
Speaker 2: Yeah they do. I mean, I think everybody has to

527
00:33:36,960 --> 00:33:39,760
Speaker 2: play ball, and I think that's the beauty of having

528
00:33:39,840 --> 00:33:44,920
Speaker 2: somebody that really can speak both sides, that has represented

529
00:33:44,960 --> 00:33:49,680
Speaker 2: brands for ten years, has represented artists for ten years

530
00:33:50,040 --> 00:33:53,520
Speaker 2: and just knows where the line is and where the

531
00:33:53,560 --> 00:33:57,600
Speaker 2: line isn't. If everybody wants to do the deal, then

532
00:33:57,680 --> 00:34:00,520
Speaker 2: let's figure out how to do the deal. And I'm

533
00:34:00,560 --> 00:34:04,239
Speaker 2: a pretty positive person. I see the power and I

534
00:34:04,280 --> 00:34:07,719
Speaker 2: see the opportunity, and I think people know that if

535
00:34:07,760 --> 00:34:10,920
Speaker 2: I'm bringing them something, it's gonna be cool, it's gonna

536
00:34:10,960 --> 00:34:14,160
Speaker 2: have a certain level of vanesse to it. It's gonna

537
00:34:14,200 --> 00:34:17,080
Speaker 2: have a really good sensibility of how they should be positioned.

538
00:34:17,120 --> 00:34:19,560
Speaker 2: It's going to lead to more opportunities. Right, Having me

539
00:34:19,680 --> 00:34:23,759
Speaker 2: in your orbit, who works with one hundred brands on

540
00:34:23,800 --> 00:34:26,160
Speaker 2: a pretty regular basis or at least has their ear,

541
00:34:27,600 --> 00:34:35,200
Speaker 2: I can see more dots to connect.

542
00:34:38,520 --> 00:34:42,840
Speaker 1: Okay, so let's win. Collin ultimately was approached by ness Lee.

543
00:34:43,040 --> 00:34:47,840
Speaker 1: What was on the table? A commercial in store social?

544
00:34:48,239 --> 00:34:50,840
Speaker 1: What did they want in the initial ask?

545
00:34:51,360 --> 00:35:00,759
Speaker 2: A television commercial, social media components and a ability to

546
00:35:02,160 --> 00:35:08,120
Speaker 2: option for a flavor if we get there, And it

547
00:35:08,160 --> 00:35:10,680
Speaker 2: wasn't even officially a television commercial, right, we had to

548
00:35:10,680 --> 00:35:13,440
Speaker 2: circle back because once you say television and you say linear,

549
00:35:14,040 --> 00:35:18,040
Speaker 2: it's sagged. It's all sorts of different components to making that.

550
00:35:18,520 --> 00:35:22,360
Speaker 2: So it was originally we're not sure we want to

551
00:35:22,400 --> 00:35:27,040
Speaker 2: shoot something on a global scale with content, and then

552
00:35:27,480 --> 00:35:31,040
Speaker 2: we snapped into linear and kind of had to double

553
00:35:31,080 --> 00:35:34,040
Speaker 2: back a little bit to figure out how to cover

554
00:35:34,120 --> 00:35:35,000
Speaker 2: all those fees.

555
00:35:36,520 --> 00:35:40,560
Speaker 1: Okay, tell me about that transition briefly, how you go

556
00:35:40,640 --> 00:35:42,960
Speaker 1: from concept to pushing the button that it is going

557
00:35:43,040 --> 00:35:43,720
Speaker 1: to be on TV.

558
00:35:45,200 --> 00:35:48,440
Speaker 2: That's kind of behind the curtain, right, That's a brand

559
00:35:48,520 --> 00:35:52,560
Speaker 2: that's doing what they do and they're figuring this out

560
00:35:52,760 --> 00:35:57,719
Speaker 2: in their corporate bureaucracy with their different layers. This might

561
00:35:57,800 --> 00:36:00,640
Speaker 2: be right. Our contact who was doing the culture side

562
00:36:00,640 --> 00:36:04,120
Speaker 2: of things said it might, it might not to a

563
00:36:04,120 --> 00:36:06,000
Speaker 2: certain point. So we always knew that it could be

564
00:36:06,040 --> 00:36:07,640
Speaker 2: on the table. We always hoped he would be on

565
00:36:07,719 --> 00:36:11,920
Speaker 2: the table, even though it's more complicated, it's more impact,

566
00:36:12,080 --> 00:36:18,440
Speaker 2: it's a bigger moment. So they ended up essentially saying,

567
00:36:18,520 --> 00:36:20,880
Speaker 2: let's do that. We want to do that. It's working,

568
00:36:20,960 --> 00:36:24,600
Speaker 2: it's tracking that way, And you know, it was always

569
00:36:24,680 --> 00:36:28,520
Speaker 2: kind of presented to Kalid in that vein of this

570
00:36:28,560 --> 00:36:31,360
Speaker 2: is going to potentially be a television company.

571
00:36:31,400 --> 00:36:35,160
Speaker 1: Oh okay, so now it is a TV commercial. How

572
00:36:35,239 --> 00:36:38,480
Speaker 1: much commitment did they demand of college, how did you

573
00:36:38,520 --> 00:36:40,279
Speaker 1: decide when you were going to shoot it? And how

574
00:36:40,360 --> 00:36:42,200
Speaker 1: much money does it cost to make one of these?

575
00:36:44,480 --> 00:36:48,360
Speaker 2: He's got a very very good team. He's if you

576
00:36:48,400 --> 00:36:52,400
Speaker 2: look at the like the numbers, the charts, he is

577
00:36:52,680 --> 00:36:56,000
Speaker 2: one of the most brand savvy artists in the world.

578
00:36:56,120 --> 00:36:58,719
Speaker 2: It's why these partnerships work for him. It's because he

579
00:36:58,960 --> 00:37:02,759
Speaker 2: just is so inspiring. You can turn it on like

580
00:37:03,480 --> 00:37:07,560
Speaker 2: nobody else and you just don't. You just love the

581
00:37:07,600 --> 00:37:11,560
Speaker 2: fact that he's such a great positive salesperson, and so

582
00:37:11,840 --> 00:37:14,160
Speaker 2: he works really well with brands. He's almost his own

583
00:37:14,239 --> 00:37:17,720
Speaker 2: kind of super format like snoop where you can bring

584
00:37:17,800 --> 00:37:23,040
Speaker 2: him into different scenarios and it works because we get it.

585
00:37:23,200 --> 00:37:27,440
Speaker 2: We know that the shtick can be moved to different

586
00:37:28,120 --> 00:37:31,760
Speaker 2: platforms pretty easily. And you know, he's a very positive person.

587
00:37:31,880 --> 00:37:35,920
Speaker 2: He's a very uplifting person. He's very family oriented, and

588
00:37:36,480 --> 00:37:38,719
Speaker 2: his team is very tough, right, they get it. And

589
00:37:39,160 --> 00:37:41,480
Speaker 2: he's a very shrewd business guy too, and he's not

590
00:37:41,560 --> 00:37:43,560
Speaker 2: going to do anything that's not in his best interest

591
00:37:43,760 --> 00:37:46,439
Speaker 2: at all. And he totally understands his brand and he's

592
00:37:46,480 --> 00:37:51,120
Speaker 2: calling the shots himself in real time. And you know,

593
00:37:51,239 --> 00:37:54,880
Speaker 2: this is not an artist that's not present with every

594
00:37:54,920 --> 00:37:57,400
Speaker 2: component of this deal. So he wants it to be

595
00:37:57,400 --> 00:38:03,160
Speaker 2: a television commercial, but also wants to not be overextended

596
00:38:03,200 --> 00:38:05,320
Speaker 2: when it comes to service days when it comes to

597
00:38:05,360 --> 00:38:08,000
Speaker 2: so we kept it the one day, one day in

598
00:38:08,080 --> 00:38:08,479
Speaker 2: and out.

599
00:38:08,719 --> 00:38:11,160
Speaker 1: Okay, so this is one day. You have any idea

600
00:38:11,200 --> 00:38:12,880
Speaker 1: what the budget to shoot the commercial was?

601
00:38:13,560 --> 00:38:17,320
Speaker 2: No? No, I mean it's okay. The shot in Miami,

602
00:38:17,400 --> 00:38:19,200
Speaker 2: I know that get this commercial.

603
00:38:19,680 --> 00:38:23,520
Speaker 1: Okay, Today you can shoot something for nothing on an iPhone.

604
00:38:23,640 --> 00:38:27,640
Speaker 1: You could easily spend a million dollars generally speaking on

605
00:38:27,719 --> 00:38:31,560
Speaker 1: something like this. The reason it's interesting is it's relative

606
00:38:31,600 --> 00:38:34,799
Speaker 1: to music video, music video in the pre Internet era,

607
00:38:35,200 --> 00:38:37,759
Speaker 1: but just for hundreds of thousands of dollars spend in

608
00:38:37,760 --> 00:38:42,840
Speaker 1: a matter of days. Is this Traditionally these brands spend

609
00:38:43,200 --> 00:38:46,799
Speaker 1: a huge amount of money. But in today's marketplace where

610
00:38:46,800 --> 00:38:48,960
Speaker 1: you can do it down and dirty, are they still

611
00:38:49,000 --> 00:38:53,920
Speaker 1: spending that kind of money brands? I mean, I think

612
00:38:54,320 --> 00:38:59,200
Speaker 1: I'm talking about purely production. Purely production, they show up,

613
00:38:59,840 --> 00:39:03,040
Speaker 1: you know, are they spending four hundred thousand dollars in

614
00:39:03,080 --> 00:39:04,400
Speaker 1: a day or twenty five thousands?

615
00:39:04,480 --> 00:39:07,319
Speaker 2: Yeah, it's so case by case, right, you could pull

616
00:39:07,400 --> 00:39:12,440
Speaker 2: together a really good content piece that resonates it and

617
00:39:12,520 --> 00:39:14,520
Speaker 2: it doesn't have to be that expensive. Or you can

618
00:39:14,560 --> 00:39:17,840
Speaker 2: bring in a high level production team and you know,

619
00:39:17,960 --> 00:39:20,640
Speaker 2: put it in the taj Mahal if you want to. Like,

620
00:39:20,840 --> 00:39:23,880
Speaker 2: it's really depending on what it is and what the

621
00:39:23,920 --> 00:39:26,959
Speaker 2: objectives are. I think the majority of the money gets

622
00:39:26,960 --> 00:39:29,840
Speaker 2: spent on in this situation the talent, right like, and

623
00:39:29,920 --> 00:39:33,279
Speaker 2: the storytelling and the being able to I don't think

624
00:39:33,320 --> 00:39:37,040
Speaker 2: that they They brought in a great director and it

625
00:39:37,120 --> 00:39:39,040
Speaker 2: was you know, we shot at in Miami to make

626
00:39:39,080 --> 00:39:42,080
Speaker 2: it easy for Kalid, which you know, was able to

627
00:39:42,120 --> 00:39:48,880
Speaker 2: save on some costs and for them, and that made sense.

628
00:39:49,000 --> 00:39:52,080
Speaker 2: But for the most part, I you know, again, we'll

629
00:39:52,080 --> 00:39:55,200
Speaker 2: do these campaigns for one hundred thousand, We'll do these

630
00:39:55,200 --> 00:40:01,040
Speaker 2: campaigns for you know, infinite numbers. It's it's really about

631
00:40:01,600 --> 00:40:05,320
Speaker 2: the brand, what the brand's trying to sell or market.

632
00:40:05,480 --> 00:40:09,120
Speaker 1: Oh, okay, okay. In this particular case, Nessley says yes

633
00:40:09,200 --> 00:40:12,319
Speaker 1: to a TV commercial, how much is Collin involved in

634
00:40:12,360 --> 00:40:14,640
Speaker 1: the creative of the actual commercial.

635
00:40:14,640 --> 00:40:20,320
Speaker 2: Involved, approving, choosing outfits, making sure looking at the cuts,

636
00:40:20,719 --> 00:40:24,719
Speaker 2: seeing you know, having his photographer and videographer there, kind

637
00:40:24,719 --> 00:40:27,359
Speaker 2: of mimicking it so that he can see that this

638
00:40:27,440 --> 00:40:30,920
Speaker 2: looks good. He's looking at images. You know, this is

639
00:40:30,960 --> 00:40:34,280
Speaker 2: an artist that's also an executive, that's also a CEO,

640
00:40:34,560 --> 00:40:37,920
Speaker 2: that's also signed, really successful artist that works under the

641
00:40:37,960 --> 00:40:40,200
Speaker 2: biggest and best artist that works with the biggest and

642
00:40:40,239 --> 00:40:44,440
Speaker 2: best management companies in the business. He's got a really

643
00:40:44,520 --> 00:40:47,719
Speaker 2: good eye for his brand and what he's doing. So

644
00:40:48,040 --> 00:40:51,600
Speaker 2: he's the hands on But again, like his team, they

645
00:40:51,600 --> 00:40:53,640
Speaker 2: know what they want. He knows what he wants. They're

646
00:40:53,640 --> 00:40:57,239
Speaker 2: going to see storyboards, everything's scripted out, everything's you know,

647
00:40:57,360 --> 00:40:59,560
Speaker 2: mapped to the t and then he's going to get

648
00:40:59,560 --> 00:41:03,480
Speaker 2: there and he's gonna call shot, says the You know,

649
00:41:03,520 --> 00:41:07,120
Speaker 2: the tape is rolling because that's the right way to

650
00:41:07,200 --> 00:41:09,400
Speaker 2: do it. You want to be free flowing. It's it

651
00:41:09,480 --> 00:41:13,440
Speaker 2: feels almost like a Larry David's Curb your Enthusiasm, Like

652
00:41:13,480 --> 00:41:15,440
Speaker 2: everything's tight and then you show up and you do

653
00:41:15,480 --> 00:41:17,560
Speaker 2: what you need to do and you have the images

654
00:41:17,640 --> 00:41:20,799
Speaker 2: you want, but you want to bottle the magic if

655
00:41:20,800 --> 00:41:22,719
Speaker 2: there could be a chance for that serendipity.

656
00:41:24,440 --> 00:41:28,319
Speaker 1: Okay, so that's the TV commercial. What is the commitment

657
00:41:28,440 --> 00:41:29,879
Speaker 1: on social uh?

658
00:41:30,120 --> 00:41:33,319
Speaker 2: You know with the guy? Like again, everything is case

659
00:41:33,400 --> 00:41:36,440
Speaker 2: by case, right. You shoot a commercial for a brand,

660
00:41:36,600 --> 00:41:40,760
Speaker 2: a lifestyle brand, and they're doing it a whole campaign

661
00:41:41,000 --> 00:41:44,120
Speaker 2: and we're just doing it just for Instagram and TikTok

662
00:41:44,160 --> 00:41:48,040
Speaker 2: and that's a different thing, right. It's each one is different,

663
00:41:48,080 --> 00:41:51,520
Speaker 2: Each artist is different, each person's great is different, each

664
00:41:51,560 --> 00:41:55,400
Speaker 2: platform is different. It's really case by case. But with Kalid,

665
00:41:55,920 --> 00:42:00,840
Speaker 2: the beauty of him is he is a promotion machine.

666
00:42:01,080 --> 00:42:04,600
Speaker 2: It all works well for his brand. He understands his

667
00:42:04,719 --> 00:42:08,359
Speaker 2: brand so well, knows that these type of fan love

668
00:42:08,520 --> 00:42:13,320
Speaker 2: moments help usher in more excitement around what he's doing.

669
00:42:13,360 --> 00:42:15,680
Speaker 2: It's like a brand in some ways, is like a

670
00:42:15,719 --> 00:42:20,200
Speaker 2: feature on his latest hit. So he will post about

671
00:42:20,239 --> 00:42:24,680
Speaker 2: it with the brand's permission. He'll post about it. Behind

672
00:42:24,719 --> 00:42:27,879
Speaker 2: the scenes, he'll post his own take on it. He'll

673
00:42:27,880 --> 00:42:30,840
Speaker 2: tell the story in real time. He'll allow the brand

674
00:42:30,840 --> 00:42:33,239
Speaker 2: to tell the story, and then he'll come back over it.

675
00:42:33,520 --> 00:42:37,640
Speaker 2: So like a great partnership, Like most great partnerships, you

676
00:42:37,680 --> 00:42:40,080
Speaker 2: want to have the guardrails. You want to have the

677
00:42:40,120 --> 00:42:42,480
Speaker 2: parameters of this is what you need to post. But

678
00:42:42,600 --> 00:42:46,600
Speaker 2: you don't want to be managing this to the letter

679
00:42:46,680 --> 00:42:49,200
Speaker 2: of the law. Like that's not the spirit of a

680
00:42:49,239 --> 00:42:53,680
Speaker 2: successful partnership where everybody is winning. You want this to

681
00:42:53,719 --> 00:42:57,360
Speaker 2: be something that all sides are excited about, that is

682
00:42:57,800 --> 00:43:02,239
Speaker 2: a mutual win, has good legs to go on. Is

683
00:43:03,200 --> 00:43:05,600
Speaker 2: a feeling like this is actually good for me to

684
00:43:05,760 --> 00:43:07,040
Speaker 2: post this and to share this.

685
00:43:07,239 --> 00:43:09,840
Speaker 1: Okay, But you know these things get written down on

686
00:43:09,960 --> 00:43:13,680
Speaker 1: paper or on a computer. Will these contracts say like

687
00:43:14,640 --> 00:43:21,279
Speaker 1: I want ten Instagram posts, five TikTok clips, other locations

688
00:43:21,320 --> 00:43:24,560
Speaker 1: on social media. Will that literally be irrelevant of what

689
00:43:24,640 --> 00:43:28,680
Speaker 1: Colin does. Will those parameters be locked into a piece

690
00:43:28,680 --> 00:43:29,280
Speaker 1: of paper?

691
00:43:29,360 --> 00:43:31,719
Speaker 2: I mean ten would be egregious. But yeah, there'll be

692
00:43:31,800 --> 00:43:35,040
Speaker 2: a number, and then they'll also be certain hashtags and

693
00:43:35,080 --> 00:43:38,680
Speaker 2: certain deliverables in those posts. Right, Like, it's not just

694
00:43:39,239 --> 00:43:41,320
Speaker 2: they don't want just a post. They want to post

695
00:43:41,360 --> 00:43:45,200
Speaker 2: with you know that's FCC compliant, that's got the different

696
00:43:45,320 --> 00:43:48,640
Speaker 2: hashtags in it, that's driving to the right places. So

697
00:43:48,880 --> 00:43:52,680
Speaker 2: these are things that, yeah, they'll be approved content and

698
00:43:52,760 --> 00:43:56,480
Speaker 2: messaging that will need to go up. And then in

699
00:43:56,560 --> 00:43:59,879
Speaker 2: certain instances it will be completely controlled. Like the first

700
00:44:00,360 --> 00:44:03,840
Speaker 2: shooting the commercial, there was no ability to post. Everything

701
00:44:03,920 --> 00:44:06,680
Speaker 2: was behind the scenes, everything was dark. The brand's going

702
00:44:06,719 --> 00:44:09,280
Speaker 2: to lead the story. When the brand leads the story,

703
00:44:10,440 --> 00:44:14,600
Speaker 2: that's when everything starts to unfold. So that would be

704
00:44:14,680 --> 00:44:17,239
Speaker 2: normally how this would work. But now that things have

705
00:44:17,320 --> 00:44:22,080
Speaker 2: gotten a little free flowing, Kala just understands that if

706
00:44:22,440 --> 00:44:25,360
Speaker 2: ness Quick, the CEO of Nesley is doing a sampling

707
00:44:25,880 --> 00:44:28,440
Speaker 2: at their office and they tag him in it because

708
00:44:28,480 --> 00:44:31,040
Speaker 2: his bottle's in it, it becomes exciting and he just

709
00:44:31,600 --> 00:44:37,120
Speaker 2: knows how to make these moments in his voice, in

710
00:44:37,160 --> 00:44:38,280
Speaker 2: his pov Okay.

711
00:44:38,320 --> 00:44:41,640
Speaker 1: So, but generally speaking, in the contract, in terms of

712
00:44:41,719 --> 00:44:45,560
Speaker 1: social media, what will be the minimums.

713
00:44:45,000 --> 00:44:49,600
Speaker 2: Required really depends. I mean, these influencer deals right now

714
00:44:49,600 --> 00:44:52,160
Speaker 2: have made this market very different. There was a world

715
00:44:52,239 --> 00:44:54,920
Speaker 2: where you could do these endorsements. It could just be

716
00:44:55,040 --> 00:44:57,600
Speaker 2: one post, it could be one story, it could be

717
00:44:57,920 --> 00:45:01,879
Speaker 2: one static image, it could be a TikTok beyond your

718
00:45:01,880 --> 00:45:05,439
Speaker 2: platform of your choice, it could be you know, it's

719
00:45:05,760 --> 00:45:09,319
Speaker 2: really case by case like, there's so many nuances to

720
00:45:09,400 --> 00:45:13,000
Speaker 2: this world, which is it's great that the brand partnership

721
00:45:13,000 --> 00:45:15,920
Speaker 2: space has exploded. I want to thank hip hop for that.

722
00:45:16,000 --> 00:45:18,840
Speaker 2: I want to thank Covid for that. I want to

723
00:45:18,880 --> 00:45:24,480
Speaker 2: thank so many reasons why this paradigm has shifted a lot.

724
00:45:24,600 --> 00:45:26,799
Speaker 2: Because the influencer market has just made it so much

725
00:45:26,800 --> 00:45:32,520
Speaker 2: easier to do. But brand partnerships have become a very

726
00:45:32,880 --> 00:45:38,239
Speaker 2: good source of marketing attention for artists, and I just

727
00:45:38,320 --> 00:45:42,400
Speaker 2: think that it's been very, very helpful and it doesn't

728
00:45:42,440 --> 00:45:42,759
Speaker 2: have to.

729
00:45:42,719 --> 00:45:45,919
Speaker 1: Be Okay, wait, wait, that's good. I sign a deal.

730
00:45:45,960 --> 00:45:49,239
Speaker 1: I'm doing a television and commercial. What is my commitment

731
00:45:49,320 --> 00:45:53,680
Speaker 1: with Instagram in TikTok forget content whatever? How many times

732
00:45:53,719 --> 00:45:54,359
Speaker 1: am I going to have.

733
00:45:54,360 --> 00:45:58,880
Speaker 2: To post which company which deal? Like are we talking about.

734
00:45:58,640 --> 00:45:59,800
Speaker 1: Let's say, let's talk nasty.

735
00:46:01,120 --> 00:46:04,799
Speaker 2: I would think it's you know, in the you know,

736
00:46:04,920 --> 00:46:09,200
Speaker 2: ballpark three posts right like around ten pole moments, the

737
00:46:09,320 --> 00:46:15,040
Speaker 2: announce highlight, the commercial right like, it's not it's it's

738
00:46:15,080 --> 00:46:17,799
Speaker 2: pretty straightforward, right it's not.

739
00:46:18,040 --> 00:46:20,720
Speaker 1: Okay okay, But what you're saying is a good act

740
00:46:21,160 --> 00:46:22,759
Speaker 1: will actually over the liver.

741
00:46:23,880 --> 00:46:27,960
Speaker 2: That's the nature of doing good business in general, especially

742
00:46:27,960 --> 00:46:31,000
Speaker 2: when it's a gift that could keep on giving. Now

743
00:46:31,000 --> 00:46:33,480
Speaker 2: we've got an original flavor. Now this flavor is doing

744
00:46:33,960 --> 00:46:38,400
Speaker 2: you know, now we're in walmartn Okay, okay, okay, okay.

745
00:46:38,920 --> 00:46:42,160
Speaker 1: You referenced the change in the influencer market in the

746
00:46:42,239 --> 00:46:45,400
Speaker 1: last couple of years. Tell me about that change.

747
00:46:45,760 --> 00:46:50,040
Speaker 2: Look, the history of music and brands, it's not that deep.

748
00:46:50,120 --> 00:46:53,600
Speaker 2: It's kind of started the jingles were going on in

749
00:46:53,640 --> 00:46:55,920
Speaker 2: the radio era. But brand marketing has been going on

750
00:46:56,040 --> 00:46:58,319
Speaker 2: for thousands of thousands years. But like, really the first

751
00:46:58,400 --> 00:47:02,880
Speaker 2: music in brand partnerships were the Rolling Stones and Rice Crispies.

752
00:47:03,160 --> 00:47:06,719
Speaker 2: It was a television commercial and Rolling Stones were a

753
00:47:06,800 --> 00:47:09,960
Speaker 2: laughing stock. Like it just was for so many years

754
00:47:10,560 --> 00:47:14,440
Speaker 2: not in vogue to do these brand partnerships. It was sellout.

755
00:47:15,160 --> 00:47:17,719
Speaker 2: And now we're twenty twenty four. Could you believe that

756
00:47:17,800 --> 00:47:21,560
Speaker 2: Bob Dylan's launching a whiskey and Bruce Springsteen's and multiple

757
00:47:21,680 --> 00:47:25,239
Speaker 2: Super Bowl commercials like this didn't exist five years ago,

758
00:47:25,320 --> 00:47:28,680
Speaker 2: eight years ago. How we got here is a series

759
00:47:28,680 --> 00:47:33,120
Speaker 2: of steps. Partly it's because of the digital transformation and

760
00:47:33,160 --> 00:47:35,279
Speaker 2: record labels not being able to give tour support and

761
00:47:35,280 --> 00:47:37,520
Speaker 2: not being able to support artists, the artists looking for

762
00:47:37,760 --> 00:47:41,000
Speaker 2: new revenue streams. Then it was really about the entrepreneurial

763
00:47:41,040 --> 00:47:43,440
Speaker 2: spirit of hip hop, and you know the big run

764
00:47:43,520 --> 00:47:46,839
Speaker 2: DMC Adidas moment, and then so many artists being able

765
00:47:46,920 --> 00:47:49,839
Speaker 2: to talk the brand language and be able to get

766
00:47:49,840 --> 00:47:52,840
Speaker 2: the attention of brands. And then it was about artists

767
00:47:52,960 --> 00:47:55,320
Speaker 2: launching their own brands, which is I think the biggest

768
00:47:55,320 --> 00:47:57,719
Speaker 2: story in music from twenty ten to twenty twenty, which

769
00:47:57,760 --> 00:48:01,680
Speaker 2: is Beats, Andre Rihanna and Empty Dare I Say, Kanye

770
00:48:01,800 --> 00:48:04,520
Speaker 2: and Yeasy like these are billion dollar stories which were

771
00:48:04,560 --> 00:48:07,919
Speaker 2: way bigger than these big artists music. But now what's

772
00:48:07,960 --> 00:48:10,320
Speaker 2: happened is through COVID. I look at it as like

773
00:48:10,360 --> 00:48:12,960
Speaker 2: a different error, right, it's pre COVID, in post COVID.

774
00:48:13,440 --> 00:48:16,239
Speaker 2: After COVID, when the music business stopped and you could

775
00:48:16,320 --> 00:48:19,880
Speaker 2: no longer tour, how were you getting paid? These brand partnerships,

776
00:48:19,880 --> 00:48:22,160
Speaker 2: made a lot of sets, and there is a marketplace.

777
00:48:22,200 --> 00:48:26,520
Speaker 2: There is a very frothy marketplace for influencers, for creators,

778
00:48:26,560 --> 00:48:30,120
Speaker 2: for people with vice eyelashes that go out and we'll

779
00:48:30,160 --> 00:48:33,840
Speaker 2: post about brands and talk about them for paid promotion.

780
00:48:34,360 --> 00:48:37,680
Speaker 2: Now that is not what musicians are. Musicians are the

781
00:48:37,800 --> 00:48:41,680
Speaker 2: ultimate influencers. They're creating product. They can put them in

782
00:48:41,960 --> 00:48:45,440
Speaker 2: so many different rooms and like their art is just

783
00:48:45,520 --> 00:48:48,359
Speaker 2: so much bigger than what an influencers are. And now

784
00:48:48,360 --> 00:48:50,920
Speaker 2: that there's a marketplace and there's a status quo and

785
00:48:50,960 --> 00:48:53,760
Speaker 2: it's easier to do these deals and there's every brand

786
00:48:53,840 --> 00:49:00,840
Speaker 2: is now comfortable working with celebrities, influencers, artists, the marketplace

787
00:49:00,920 --> 00:49:04,680
Speaker 2: is a lot easier and really like it helps an artist,

788
00:49:05,120 --> 00:49:07,920
Speaker 2: especially if you tie it into a big promotional moment,

789
00:49:08,280 --> 00:49:11,520
Speaker 2: like that's the cosign, that's the lift. Like it's almost

790
00:49:11,560 --> 00:49:17,600
Speaker 2: like having a Diplo remix your song is having Nestley

791
00:49:18,200 --> 00:49:22,000
Speaker 2: put out your your products, your flavor.

792
00:49:29,960 --> 00:49:35,040
Speaker 1: Okay, compensation, cash compensation, which as you stated, is not

793
00:49:35,160 --> 00:49:38,279
Speaker 1: the only compensation here. What kind of numbers are we

794
00:49:38,360 --> 00:49:39,320
Speaker 1: talking about?

795
00:49:40,000 --> 00:49:43,319
Speaker 2: It's all case by case, right, it could be you know,

796
00:49:43,480 --> 00:49:46,640
Speaker 2: I think there's a world where every brand should have

797
00:49:46,719 --> 00:49:49,279
Speaker 2: a music strategy. You could be an e merging brand.

798
00:49:49,320 --> 00:49:51,359
Speaker 2: You could be a mom and pop store you just don't.

799
00:49:51,520 --> 00:49:53,840
Speaker 2: You could be a small lifestyle brand, like there are

800
00:49:53,880 --> 00:49:56,600
Speaker 2: one hundred million dollar brands that should be doing music

801
00:49:56,600 --> 00:50:00,279
Speaker 2: that just don't know how. And in that world, you're

802
00:50:00,320 --> 00:50:04,480
Speaker 2: not spending a million dollars. You're not spending Oh okay,

803
00:50:05,040 --> 00:50:05,360
Speaker 2: that's all.

804
00:50:07,640 --> 00:50:11,839
Speaker 1: I'm a Spotify top fifty act. Yeah, I make a

805
00:50:11,880 --> 00:50:16,400
Speaker 1: brand deal. How much money floats to my bottom line?

806
00:50:17,120 --> 00:50:19,760
Speaker 2: What's the brand? What's the marketing?

807
00:50:19,800 --> 00:50:21,760
Speaker 1: Brand? Is a Fortune five hundred brand?

808
00:50:22,280 --> 00:50:26,160
Speaker 2: And is it like aligned? Is it something that like

809
00:50:26,680 --> 00:50:27,799
Speaker 2: who needs who more?

810
00:50:28,320 --> 00:50:28,480
Speaker 1: Right?

811
00:50:28,680 --> 00:50:31,680
Speaker 2: Like what layer in the cycle of that artist?

812
00:50:32,080 --> 00:50:35,919
Speaker 1: I'm only I'm not looking for a raw number. I'm

813
00:50:35,960 --> 00:50:41,160
Speaker 1: looking for range. I do this? Can I make multiple

814
00:50:41,239 --> 00:50:43,120
Speaker 1: seven figures? Is that possible?

815
00:50:43,440 --> 00:50:44,000
Speaker 2: Definitely?

816
00:50:45,120 --> 00:50:45,480
Speaker 1: Okay?

817
00:50:46,000 --> 00:50:48,440
Speaker 2: I mean you bob less, that's I think the brand

818
00:50:48,440 --> 00:50:49,240
Speaker 2: deals out there?

819
00:50:49,920 --> 00:50:53,440
Speaker 1: Okay, But I'm asking for a musician, so I can

820
00:50:53,480 --> 00:50:56,200
Speaker 1: make one of these deals and multiple seven figures can

821
00:50:56,239 --> 00:50:57,600
Speaker 1: float to my bottom line.

822
00:50:57,880 --> 00:51:01,480
Speaker 2: Sure, especially if you're involved and the royalty side. You know,

823
00:51:01,520 --> 00:51:04,040
Speaker 2: if you're just doing a television commercial, show up, you know,

824
00:51:04,080 --> 00:51:07,319
Speaker 2: hold the cookie and leave. You're not set up to

825
00:51:07,400 --> 00:51:08,840
Speaker 2: really capture the line.

826
00:51:09,120 --> 00:51:11,719
Speaker 1: So what is that worth? One hundred?

827
00:51:12,080 --> 00:51:14,520
Speaker 2: No? I mean it depends on the artists. But like

828
00:51:14,719 --> 00:51:18,440
Speaker 2: if you're a big fortune you know, Spotify Top one

829
00:51:18,520 --> 00:51:21,120
Speaker 2: hundred artists, top ten artists, and you're you know, you're

830
00:51:21,160 --> 00:51:24,200
Speaker 2: going to be prominently featured. Is it just for linear?

831
00:51:24,360 --> 00:51:27,160
Speaker 2: Is it for digital? Is it like is it television?

832
00:51:27,200 --> 00:51:27,800
Speaker 2: Is it global?

833
00:51:28,000 --> 00:51:30,719
Speaker 1: What kind of give me a range? It's for television

834
00:51:30,800 --> 00:51:33,239
Speaker 1: and other things they want to do the commercial. I'm

835
00:51:33,239 --> 00:51:36,600
Speaker 1: a Spotify Top fifty artist. It's all I'm delivering. What's

836
00:51:36,640 --> 00:51:37,080
Speaker 1: that worth?

837
00:51:42,040 --> 00:51:44,560
Speaker 2: I mean, does the artist just what all they're doing

838
00:51:44,640 --> 00:51:47,400
Speaker 2: is standing in a commercial? Are they licensing their music?

839
00:51:47,960 --> 00:51:50,640
Speaker 1: All they're doing is standing in their commercial.

840
00:51:50,880 --> 00:51:55,120
Speaker 2: Standing in the commercial? Are they speaking yes okay? And

841
00:51:55,200 --> 00:51:57,319
Speaker 2: are they saying like, Hi.

842
00:51:57,160 --> 00:51:59,520
Speaker 1: I'm something positive about the product?

843
00:52:01,040 --> 00:52:07,200
Speaker 2: Okay? You know, I think it's again, why would we

844
00:52:07,239 --> 00:52:07,799
Speaker 2: do that deal?

845
00:52:08,160 --> 00:52:12,400
Speaker 1: It? Just listen, people have no idea. You know, every

846
00:52:12,480 --> 00:52:17,160
Speaker 1: deal is unique, Every payday is unique. Okay. But if

847
00:52:17,200 --> 00:52:20,919
Speaker 1: I'm going down this road and I'm willing to give

848
00:52:21,000 --> 00:52:24,640
Speaker 1: what the company wants and the company wants me at

849
00:52:24,680 --> 00:52:27,640
Speaker 1: the end of the day, and I'm a Spotify top

850
00:52:27,680 --> 00:52:31,600
Speaker 1: fifty act. Am I talking about netting five hundred k,

851
00:52:31,800 --> 00:52:36,120
Speaker 1: two hundred k, two million? What kind of numbers are here?

852
00:52:37,600 --> 00:52:41,000
Speaker 2: It really depends on brand it yes, well, yes, and

853
00:52:41,080 --> 00:52:43,759
Speaker 2: all of the above, Like are they doing social posts?

854
00:52:43,840 --> 00:52:45,720
Speaker 2: Are they release the original product?

855
00:52:45,920 --> 00:52:48,920
Speaker 1: They're doing everything. If I'm doing everything, I'm on a

856
00:52:49,000 --> 00:52:53,760
Speaker 1: Spotify top fifty act and it's a fortune five hundred company,

857
00:52:54,120 --> 00:52:58,480
Speaker 1: we assume it's multiple seven figures.

858
00:53:00,160 --> 00:53:02,200
Speaker 2: Again, depends it would be an excess.

859
00:53:01,880 --> 00:53:04,399
Speaker 1: It would be it would be a seven figure deal.

860
00:53:04,640 --> 00:53:05,600
Speaker 1: Would we agree on that?

861
00:53:05,800 --> 00:53:09,440
Speaker 2: I think you're you're you know. It depends again if

862
00:53:09,480 --> 00:53:12,680
Speaker 2: that artist wants it or what they the artist reasons.

863
00:53:12,880 --> 00:53:17,520
Speaker 1: Everybody's in, I'm in. You're a major food company, I'm in.

864
00:53:17,760 --> 00:53:19,879
Speaker 1: I'm gonna go a million dollars? Is gonna go straight

865
00:53:19,920 --> 00:53:21,040
Speaker 1: to my bottom line? Yes?

866
00:53:21,160 --> 00:53:25,600
Speaker 2: No, I think why not? But again, like look at Barbie.

867
00:53:25,640 --> 00:53:29,120
Speaker 2: Look at Barbie. Like that was a situation where they

868
00:53:29,200 --> 00:53:32,440
Speaker 2: released a movie in such a brilliant way that it

869
00:53:32,480 --> 00:53:34,800
Speaker 2: was a pretty good movie, but they did so many

870
00:53:34,800 --> 00:53:38,399
Speaker 2: brand partnerships that some were you know what, Airbnb They

871
00:53:38,400 --> 00:53:40,839
Speaker 2: got zero dollars on that licensing, but it was a

872
00:53:40,840 --> 00:53:44,040
Speaker 2: big moment, and it created all sorts of experience, and

873
00:53:44,080 --> 00:53:47,480
Speaker 2: then they sold dollars, and then they sold tickets, and

874
00:53:47,520 --> 00:53:52,000
Speaker 2: then they sold lipstick, like and some of those deals

875
00:53:52,080 --> 00:53:54,120
Speaker 2: yielded a lot. I think you can't look at it

876
00:53:54,160 --> 00:53:56,120
Speaker 2: as a one off plan. I think you got to

877
00:53:56,160 --> 00:53:58,960
Speaker 2: look at it strategically, as a holistic situation. How does

878
00:53:59,000 --> 00:54:01,680
Speaker 2: this fit? If you're just trying to get as much

879
00:54:01,719 --> 00:54:04,239
Speaker 2: money as possible, you're probably not going to get the deal.

880
00:54:04,440 --> 00:54:06,480
Speaker 2: I just want to be honest, Like, if you how

881
00:54:06,600 --> 00:54:09,640
Speaker 2: much ten million? Right? Like, you know, you'll email some

882
00:54:09,719 --> 00:54:11,680
Speaker 2: of these managers. You know what it is. You talk

883
00:54:11,760 --> 00:54:13,239
Speaker 2: to them and it's just like I don't edge the

884
00:54:13,239 --> 00:54:15,520
Speaker 2: photo list. It's two million dollars, Okay, so now we

885
00:54:15,560 --> 00:54:17,560
Speaker 2: know what the bottom line is. I don't think that's

886
00:54:17,600 --> 00:54:19,560
Speaker 2: the right way to think about it, because I wouldn't

887
00:54:19,560 --> 00:54:22,520
Speaker 2: be bringing you something just for the money. Look at

888
00:54:22,520 --> 00:54:27,080
Speaker 2: the opportunity, hear it, consider it and if it might

889
00:54:27,120 --> 00:54:29,799
Speaker 2: be worth more than the two million dollars in other

890
00:54:29,880 --> 00:54:32,799
Speaker 2: opportunities or other exposure or fill category that you don't

891
00:54:32,840 --> 00:54:35,080
Speaker 2: you need, or open up doors that you want. But

892
00:54:35,840 --> 00:54:39,279
Speaker 2: I think probably in that range, like starting place a

893
00:54:39,280 --> 00:54:41,560
Speaker 2: million dollars is probably what you want to think about

894
00:54:41,640 --> 00:54:44,160
Speaker 2: if you're like wanting to do a television commercial with

895
00:54:44,239 --> 00:54:46,799
Speaker 2: multiple social posts in a big service day and all

896
00:54:46,800 --> 00:54:49,560
Speaker 2: these different asks for an artist in the fortune you

897
00:54:49,600 --> 00:54:54,280
Speaker 2: know in the bottom half of the Spotify fifty. Again,

898
00:54:54,840 --> 00:54:58,200
Speaker 2: it's not about that number. It's okay, I got that,

899
00:54:58,360 --> 00:54:58,759
Speaker 2: I guess.

900
00:54:58,960 --> 00:55:03,720
Speaker 1: Okay, let's I am the act, I am making a deal.

901
00:55:05,120 --> 00:55:10,719
Speaker 1: Any negative possibility to me, my brand, my career from

902
00:55:10,840 --> 00:55:11,920
Speaker 1: doing this deal.

903
00:55:16,640 --> 00:55:20,880
Speaker 2: It depends on the authenticity. In this era more than ever,

904
00:55:21,280 --> 00:55:25,719
Speaker 2: people are looking for successes. So if this partnership is

905
00:55:25,800 --> 00:55:29,120
Speaker 2: not a success for the brand, for you, for your

906
00:55:29,160 --> 00:55:33,440
Speaker 2: fan base, for the customer, then it is bad for

907
00:55:33,520 --> 00:55:36,120
Speaker 2: your brand. It is bad for you as a person

908
00:55:36,239 --> 00:55:41,560
Speaker 2: as an artist. So that is like one thing. Also authenticity,

909
00:55:41,840 --> 00:55:45,359
Speaker 2: Like if you're out here talking about a brand that

910
00:55:45,600 --> 00:55:49,120
Speaker 2: doesn't really align with your interests or how you're known,

911
00:55:49,320 --> 00:55:53,320
Speaker 2: or there's no story or connectivity to it, it's context

912
00:55:53,400 --> 00:55:57,600
Speaker 2: is so important right now, and just doing a brand

913
00:55:57,640 --> 00:56:00,760
Speaker 2: partnership if it's not a success or if it doesn't connect,

914
00:56:01,160 --> 00:56:04,160
Speaker 2: is bad for your brand as an artist. Even if

915
00:56:04,200 --> 00:56:06,719
Speaker 2: you got paid, like I guess, you got to weigh

916
00:56:06,719 --> 00:56:08,920
Speaker 2: the option and how long you want to be around,

917
00:56:09,000 --> 00:56:10,719
Speaker 2: and how you want to treat your fans, and how

918
00:56:10,800 --> 00:56:13,440
Speaker 2: much money you want to squeeze out of brands. But

919
00:56:14,080 --> 00:56:16,400
Speaker 2: if you're thinking about this the right way, which you know,

920
00:56:16,520 --> 00:56:19,479
Speaker 2: in the right conversation I think most people would, then

921
00:56:20,600 --> 00:56:22,400
Speaker 2: you shouldn't hurt your brand. It should help. But you

922
00:56:22,440 --> 00:56:25,239
Speaker 2: should also be thinking about doing the right partnerships at

923
00:56:25,239 --> 00:56:27,439
Speaker 2: the right times, with the right partners, with the right

924
00:56:27,480 --> 00:56:30,520
Speaker 2: conduits in between, to make these things come to life,

925
00:56:30,760 --> 00:56:33,600
Speaker 2: because otherwise it'll fail and that'll be.

926
00:56:33,719 --> 00:56:38,520
Speaker 1: Not Stay with Collin, I don't think of music whatsoever

927
00:56:38,600 --> 00:56:42,799
Speaker 1: when I think of nest Quick is college such a

928
00:56:42,960 --> 00:56:47,360
Speaker 1: marketing machine that as long as you have a household

929
00:56:47,440 --> 00:56:49,560
Speaker 1: named brand, nothing can hurt him.

930
00:56:52,840 --> 00:56:57,120
Speaker 2: He fit this vibe. I would be willing to bet

931
00:56:57,160 --> 00:57:00,799
Speaker 2: he turns down more deals than he gets off. He

932
00:57:01,719 --> 00:57:07,600
Speaker 2: is somebody that is family friendly, has two young sons.

933
00:57:07,719 --> 00:57:11,080
Speaker 2: His young sons were involved in the sampling of the tasting.

934
00:57:11,440 --> 00:57:15,080
Speaker 2: They're very prevalent in his personal brand. He rented the

935
00:57:15,160 --> 00:57:18,400
Speaker 2: you know heats in Miami Heat basketball Stadium and he

936
00:57:18,440 --> 00:57:21,800
Speaker 2: turns it into a big event for his son's birthday party.

937
00:57:21,920 --> 00:57:26,320
Speaker 2: Like he's very intertwined with family, with multicultural, with a

938
00:57:26,360 --> 00:57:30,720
Speaker 2: global reach, with being a big pop superstar with understanding brands,

939
00:57:30,840 --> 00:57:35,840
Speaker 2: with being very like you know, like probably looks like

940
00:57:35,880 --> 00:57:40,080
Speaker 2: he could you know, eat drink, nest quick protein shakes.

941
00:57:40,240 --> 00:57:44,280
Speaker 2: You know. It's just it's it fit for him in

942
00:57:44,400 --> 00:57:47,720
Speaker 2: a way that the exposure was good exposure.

943
00:57:47,840 --> 00:57:52,440
Speaker 1: Okay, let let's flip the story over. How do you

944
00:57:52,720 --> 00:57:56,800
Speaker 1: sell the corporation that tying up with music is good

945
00:57:56,840 --> 00:58:00,000
Speaker 1: for them?

946
00:58:00,240 --> 00:58:02,880
Speaker 2: First of all, music is the number one passion point

947
00:58:02,960 --> 00:58:06,400
Speaker 2: of consumers, so that is just a huge place. People

948
00:58:06,480 --> 00:58:09,880
Speaker 2: might not like sports, people might not like fashion, people

949
00:58:10,000 --> 00:58:13,880
Speaker 2: might not like food, be footies, but everybody connects with music.

950
00:58:14,440 --> 00:58:17,800
Speaker 2: So our thesis is that every brand will be able

951
00:58:17,840 --> 00:58:23,080
Speaker 2: to create emotional connections through leveraging the power of music.

952
00:58:23,280 --> 00:58:26,520
Speaker 2: It might be a concert, it might be an event.

953
00:58:26,600 --> 00:58:28,560
Speaker 2: It might be an artist partnership. It might be a

954
00:58:28,600 --> 00:58:31,200
Speaker 2: content series. It might be a licensing of a song,

955
00:58:31,240 --> 00:58:34,600
Speaker 2: it might be creating an original song. There's so many

956
00:58:34,680 --> 00:58:37,919
Speaker 2: ways for a brand to work in music. It might

957
00:58:37,960 --> 00:58:42,800
Speaker 2: be sampling at a festival, it might be product placement

958
00:58:42,840 --> 00:58:45,720
Speaker 2: in a music video. There's just so many ways to

959
00:58:46,080 --> 00:58:49,200
Speaker 2: play that game right now for a brand. So our

960
00:58:49,240 --> 00:58:52,320
Speaker 2: thinking is what's the brand, What are they trying to achieve?

961
00:58:52,560 --> 00:58:55,160
Speaker 2: What kind of budgets are they looking at with their consumers?

962
00:58:55,560 --> 00:58:58,560
Speaker 2: How do we create a program for them that is

963
00:58:58,680 --> 00:59:02,600
Speaker 2: going to essentially hijack the airwaves and put them in

964
00:59:02,640 --> 00:59:05,840
Speaker 2: a place where it's a lot more interesting than seeing

965
00:59:05,880 --> 00:59:08,120
Speaker 2: it as a Facebook ad or seeing it as an

966
00:59:08,120 --> 00:59:11,320
Speaker 2: Instagram ad, or you know, flipping through it in a

967
00:59:11,360 --> 00:59:14,960
Speaker 2: magazine like or whatever. However they're marketing their brand right

968
00:59:15,000 --> 00:59:19,160
Speaker 2: now in this really data focused world of blandivity like

969
00:59:19,440 --> 00:59:22,959
Speaker 2: it's changed and now you want new ways to cut

970
00:59:22,960 --> 00:59:28,600
Speaker 2: through the noise, and music is a great way to

971
00:59:28,640 --> 00:59:32,480
Speaker 2: create a connection with a consumer. It sells products, it

972
00:59:32,600 --> 00:59:34,720
Speaker 2: might not sell politics, like we saw that.

973
00:59:35,000 --> 00:59:39,720
Speaker 1: Okay, so you talk about Joe vaon they've perfume with

974
00:59:39,760 --> 00:59:44,320
Speaker 1: the Rolling Stones, We've found other things. Brands got really involved,

975
00:59:44,560 --> 00:59:47,640
Speaker 1: and then brands pulled back. They didn't think they were

976
00:59:47,720 --> 00:59:51,040
Speaker 1: getting what they were paying for. A lot of this

977
00:59:51,280 --> 00:59:55,440
Speaker 1: was aligned to live shows. There became issues of signage,

978
00:59:56,480 --> 01:00:01,800
Speaker 1: et cetera, et cetera. What has changed is the music

979
01:00:01,880 --> 01:00:05,640
Speaker 1: business changed, or the fact that it's an online marketplace.

980
01:00:06,280 --> 01:00:12,080
Speaker 1: Why are acts you mean, why are companies more interested

981
01:00:12,520 --> 01:00:15,520
Speaker 1: in brand partnerships today, assuming they are.

982
01:00:17,240 --> 01:00:23,240
Speaker 2: The world's changed. We're in this thing called the creator economy.

983
01:00:23,560 --> 01:00:26,280
Speaker 2: We're in an era like ten years ago. We saw

984
01:00:26,320 --> 01:00:30,560
Speaker 2: this boom with the gig economy, and that's when Uber

985
01:00:31,080 --> 01:00:36,240
Speaker 2: and Venmo and Airbnb and all of these companies. Pinterest

986
01:00:36,400 --> 01:00:41,000
Speaker 2: launched in two thousand and nine, right after the Dokop crash.

987
01:00:41,240 --> 01:00:44,960
Speaker 2: It became this gig economy mixed with the technology of

988
01:00:45,000 --> 01:00:49,400
Speaker 2: this mobile world that just launched a whole new era

989
01:00:49,640 --> 01:00:53,160
Speaker 2: of companies. And my thinking is that we're in this

990
01:00:53,560 --> 01:00:57,640
Speaker 2: similar thing Host covid, everybody came out of it, and

991
01:00:57,720 --> 01:01:04,280
Speaker 2: this creator economy just exploded. And also you mix that

992
01:01:04,360 --> 01:01:08,120
Speaker 2: with the AI boom and all of these new technologies

993
01:01:08,160 --> 01:01:12,600
Speaker 2: coming in, and all of a sudden, there's all of

994
01:01:12,600 --> 01:01:19,160
Speaker 2: these opportunities for creators to connect with brands. And really

995
01:01:19,160 --> 01:01:22,240
Speaker 2: what fuels the creator economy in which why I love

996
01:01:22,280 --> 01:01:25,120
Speaker 2: where we sit right now, is that brand partnerships are

997
01:01:25,240 --> 01:01:30,000
Speaker 2: so important for all of these different elements. So brands

998
01:01:30,120 --> 01:01:34,560
Speaker 2: know that they can harder with creators in unorthodox ways

999
01:01:34,800 --> 01:01:40,720
Speaker 2: orthodox ways and get massive lift and credibility. And artists

1000
01:01:40,920 --> 01:01:45,120
Speaker 2: are looking at the creator economy and saying, if all

1001
01:01:45,160 --> 01:01:48,000
Speaker 2: these other people are doing this. Let's find the right

1002
01:01:48,040 --> 01:01:51,280
Speaker 2: fits for us. We've got we love certain kinds of brands.

1003
01:01:51,320 --> 01:01:55,320
Speaker 2: We can tell, storytell, and so it just when I

1004
01:01:55,360 --> 01:01:58,800
Speaker 2: look at the influencer pay for Playworld, or I look

1005
01:01:58,840 --> 01:02:01,120
Speaker 2: at it as like, this is a big opportunity for

1006
01:02:01,280 --> 01:02:06,480
Speaker 2: musicians because they're gonna wipe the floor with the influencers

1007
01:02:06,520 --> 01:02:09,960
Speaker 2: in terms of authenticity, in terms of creativity, in terms

1008
01:02:09,960 --> 01:02:13,120
Speaker 2: of reach, in terms of viability, in terms of earned media,

1009
01:02:13,160 --> 01:02:16,680
Speaker 2: in terms of getting pressed. So it just it's a

1010
01:02:17,560 --> 01:02:21,400
Speaker 2: world where more and more artists want to do brand partnerships,

1011
01:02:21,400 --> 01:02:23,560
Speaker 2: and more and more brands want to work with creators,

1012
01:02:24,320 --> 01:02:26,920
Speaker 2: and I just think it's going to continue to grow

1013
01:02:27,000 --> 01:02:29,080
Speaker 2: as if as long as these are done right.

1014
01:02:29,640 --> 01:02:32,960
Speaker 1: The music business has changed in the last twenty five years.

1015
01:02:33,520 --> 01:02:37,640
Speaker 1: You're working in this space. To what degree is the

1016
01:02:37,680 --> 01:02:42,960
Speaker 1: ACTS label involved at this point? Very little? And after

1017
01:02:43,040 --> 01:02:47,920
Speaker 1: effect driving the truck in the trunk, where's the label

1018
01:02:47,920 --> 01:02:48,600
Speaker 1: in this story?

1019
01:02:50,560 --> 01:02:52,880
Speaker 2: It's an exciting place to be at these labels right now.

1020
01:02:52,880 --> 01:02:55,480
Speaker 2: The music business all across the board is really exciting.

1021
01:02:55,560 --> 01:02:57,760
Speaker 2: It's just I mean, I was in this when I

1022
01:02:57,840 --> 01:03:01,520
Speaker 2: started in the napster era, right when I got out

1023
01:03:01,600 --> 01:03:03,840
Speaker 2: of college like this was placed was decimated and the

1024
01:03:03,920 --> 01:03:08,680
Speaker 2: record labels were just not sure what to do. Record

1025
01:03:08,720 --> 01:03:11,840
Speaker 2: labels are doing fantastic. I still think some of the

1026
01:03:11,880 --> 01:03:16,000
Speaker 2: older school mentalities of these record labels are they don't

1027
01:03:16,080 --> 01:03:19,960
Speaker 2: value brand partnerships. They put them in a very small

1028
01:03:20,040 --> 01:03:22,880
Speaker 2: component of how it works. You know, I think a

1029
01:03:22,880 --> 01:03:26,800
Speaker 2: lot of these older school music executives are you still

1030
01:03:26,840 --> 01:03:30,440
Speaker 2: looking for the hit and and really pure to that

1031
01:03:30,560 --> 01:03:33,200
Speaker 2: side of things. And that's great. That was a business

1032
01:03:33,200 --> 01:03:36,280
Speaker 2: that really worked back in the day when hits were

1033
01:03:36,440 --> 01:03:39,520
Speaker 2: the only thing that mattered. But I think that the

1034
01:03:39,600 --> 01:03:42,720
Speaker 2: labels still hold a really solid seat at the table.

1035
01:03:42,760 --> 01:03:45,280
Speaker 2: There's really good brand marketers. There's a lot of these

1036
01:03:45,280 --> 01:03:47,760
Speaker 2: deals come from labels, but the labels hold one important

1037
01:03:47,760 --> 01:03:49,560
Speaker 2: thing when it comes to these brand partnerships, and that's

1038
01:03:49,600 --> 01:03:53,840
Speaker 2: why they're invaluable. If you want the music and you

1039
01:03:53,880 --> 01:03:56,160
Speaker 2: want to work with a major artist, you have to

1040
01:03:56,200 --> 01:03:59,480
Speaker 2: involve the label for the clearances. So the labels have

1041
01:03:59,520 --> 01:04:02,040
Speaker 2: a seat at every table. Of these partnerships. I wouldn't

1042
01:04:02,040 --> 01:04:05,120
Speaker 2: think that a lot of them originate. Some probably do,

1043
01:04:05,720 --> 01:04:10,280
Speaker 2: but you know, the labels are not direct with the artists,

1044
01:04:10,560 --> 01:04:11,560
Speaker 2: so it's complicated.

1045
01:04:11,680 --> 01:04:14,520
Speaker 1: Let me paint a scenario. The label really used to

1046
01:04:14,520 --> 01:04:17,919
Speaker 1: be in control of the act's career, so they would

1047
01:04:18,000 --> 01:04:21,160
Speaker 1: say yes and no to a number of things. They

1048
01:04:21,160 --> 01:04:24,080
Speaker 1: would do one award show, they might not do another

1049
01:04:24,160 --> 01:04:27,720
Speaker 1: award show. They would time publicity to the release of

1050
01:04:27,800 --> 01:04:32,000
Speaker 1: a single. They were driving it when they are at

1051
01:04:32,000 --> 01:04:35,000
Speaker 1: the table. Now they're a part of it because they

1052
01:04:35,040 --> 01:04:39,200
Speaker 1: own the music. But it's really the act and you

1053
01:04:39,480 --> 01:04:42,120
Speaker 1: driving it now as opposed to the label.

1054
01:04:43,280 --> 01:04:45,840
Speaker 2: Look, we could do a deal with management. We could

1055
01:04:45,840 --> 01:04:48,400
Speaker 2: do a deal with the agencies, which have very good

1056
01:04:48,480 --> 01:04:52,560
Speaker 2: brand partnerships. Teams are very hungry brand partnership teams. We

1057
01:04:52,600 --> 01:04:54,880
Speaker 2: could do a deal with the labels. We could do

1058
01:04:54,920 --> 01:04:57,680
Speaker 2: a deal with the artist's friend. We could do there's

1059
01:04:57,760 --> 01:04:58,640
Speaker 2: so many patents.

1060
01:05:00,040 --> 01:05:03,840
Speaker 1: Let me let me make my question here. It used

1061
01:05:03,840 --> 01:05:07,000
Speaker 1: to be a pyramid where the label was on pop.

1062
01:05:07,360 --> 01:05:10,200
Speaker 1: One could even say that the act were slaves working

1063
01:05:10,240 --> 01:05:14,680
Speaker 1: for the label. Tour was an advertisement for the album.

1064
01:05:14,800 --> 01:05:18,240
Speaker 1: That is totally flipped. Now the album's an advertisement for

1065
01:05:18,280 --> 01:05:21,680
Speaker 1: the tour. There's a lot of low hanging fruit that

1066
01:05:21,800 --> 01:05:27,120
Speaker 1: the artist can make money independent of the label. So

1067
01:05:28,400 --> 01:05:33,040
Speaker 1: in your world, I'm trying to get your viewpoint I'll

1068
01:05:33,080 --> 01:05:38,520
Speaker 1: talk my world. Okay, the labels will buy almost no

1069
01:05:38,640 --> 01:05:41,720
Speaker 1: tickets for the show. They'll call you when they say

1070
01:05:41,960 --> 01:05:43,520
Speaker 1: you want to go. I said, yeah, well they have

1071
01:05:43,600 --> 01:05:46,320
Speaker 1: a buye we bought eight tickets. Doesn't make any difference

1072
01:05:46,320 --> 01:05:48,240
Speaker 1: to me. I can get it from the promoter. Where

1073
01:05:48,280 --> 01:05:50,640
Speaker 1: it used to be, they would have an unlimited budget

1074
01:05:50,680 --> 01:05:56,320
Speaker 1: for this. Okay. So in your world, has the artist

1075
01:05:56,360 --> 01:05:59,280
Speaker 1: in management become so powerful that it is driven by

1076
01:05:59,320 --> 01:06:02,760
Speaker 1: them and the label is more in the back seat.

1077
01:06:02,800 --> 01:06:03,720
Speaker 1: What does it look like?

1078
01:06:05,120 --> 01:06:07,320
Speaker 2: I think the labels have the big bank still. I

1079
01:06:07,640 --> 01:06:10,440
Speaker 2: think that the labels, maybe they're not buying the tickets

1080
01:06:10,440 --> 01:06:14,560
Speaker 2: because they're run by smarter people, but they they're doing

1081
01:06:14,600 --> 01:06:18,160
Speaker 2: better than ever. They're taking pieces of companies like Spotify

1082
01:06:18,200 --> 01:06:19,040
Speaker 2: that are no.

1083
01:06:18,560 --> 01:06:20,440
Speaker 1: No, no, no, no no. I don't want to I don't

1084
01:06:20,480 --> 01:06:23,880
Speaker 1: want to discuss the major I don't want to discuss

1085
01:06:23,960 --> 01:06:26,920
Speaker 1: the major labels. I want to discuss the major labels

1086
01:06:27,120 --> 01:06:31,440
Speaker 1: when it comes to brand partnerships. They come with the music.

1087
01:06:32,120 --> 01:06:34,400
Speaker 1: But will they throw a spin or in the works.

1088
01:06:34,440 --> 01:06:37,800
Speaker 1: Will they say I don't want this doesn't fit with

1089
01:06:37,920 --> 01:06:40,960
Speaker 1: our plan, or do they defer to the act.

1090
01:06:41,200 --> 01:06:43,120
Speaker 2: It really defers to the act. You know that all

1091
01:06:43,160 --> 01:06:45,480
Speaker 2: the decisions now are made by the act and the manager,

1092
01:06:45,520 --> 01:06:49,080
Speaker 2: but the labels can have creative ideas, and then the

1093
01:06:49,160 --> 01:06:52,800
Speaker 2: labels control the music. So the labels do if you

1094
01:06:52,840 --> 01:06:56,439
Speaker 2: want to license the music, which you do. It's really hard.

1095
01:06:56,480 --> 01:06:58,840
Speaker 2: I think that's actually one of the parts of this

1096
01:06:58,880 --> 01:07:01,440
Speaker 2: business that makes it very complicated, because you got to

1097
01:07:01,440 --> 01:07:03,440
Speaker 2: get all the writers and all the publishing, and it's

1098
01:07:03,480 --> 01:07:05,320
Speaker 2: just not set up in a way that it's still

1099
01:07:05,400 --> 01:07:08,880
Speaker 2: super archaic, like when I look at the blue sky.

1100
01:07:09,000 --> 01:07:11,840
Speaker 2: In this business, there's so much opportunity, like somebody could

1101
01:07:11,840 --> 01:07:17,640
Speaker 2: disrupt how clearing songs works. I mean, now Meta and TikTok.

1102
01:07:17,920 --> 01:07:20,680
Speaker 2: You can do a blanket deal, but you can't really

1103
01:07:20,840 --> 01:07:22,880
Speaker 2: use the music the right way, and brands don't know

1104
01:07:22,920 --> 01:07:25,120
Speaker 2: how to do that. It's complicated. But if you want

1105
01:07:25,120 --> 01:07:27,640
Speaker 2: to clear music, you need the label, and you need

1106
01:07:27,680 --> 01:07:29,800
Speaker 2: the publisher, and you need the artists and you need

1107
01:07:29,800 --> 01:07:33,080
Speaker 2: the songwriter. And that's the bottom line. So the labels

1108
01:07:33,360 --> 01:07:37,080
Speaker 2: have a seat at every table that involves original music

1109
01:07:37,280 --> 01:07:41,040
Speaker 2: being used in a commercial. And the labels have teams,

1110
01:07:41,200 --> 01:07:43,680
Speaker 2: although I don't think they give those teams enough respect,

1111
01:07:43,880 --> 01:07:47,600
Speaker 2: but they have teams that are actively pitching that are

1112
01:07:47,720 --> 01:07:51,800
Speaker 2: in the inner circle of an album rollout that know, Okay,

1113
01:07:52,200 --> 01:07:55,480
Speaker 2: I have the control of this product. The album is

1114
01:07:55,520 --> 01:07:58,240
Speaker 2: still very much in control of the artist. It's just

1115
01:07:58,360 --> 01:08:03,640
Speaker 2: like you said, album is such a superfluous part of

1116
01:08:03,760 --> 01:08:07,240
Speaker 2: what makes that artist big right now. It's a spokes

1117
01:08:07,280 --> 01:08:12,200
Speaker 2: it's a multiple streams of income, multiple streams of attention economy.

1118
01:08:12,320 --> 01:08:15,440
Speaker 2: So the album is important and it's a big marketing moment,

1119
01:08:15,480 --> 01:08:16,800
Speaker 2: and it can make a lot of money and can

1120
01:08:16,800 --> 01:08:19,000
Speaker 2: bring a lot of open a lot of doors. But

1121
01:08:19,040 --> 01:08:22,800
Speaker 2: the label is just really focused on selling albums, like

1122
01:08:22,880 --> 01:08:27,080
Speaker 2: whereas the manager and really the artist. But the artists

1123
01:08:27,560 --> 01:08:30,599
Speaker 2: know what's right for them, and then the managers are

1124
01:08:30,600 --> 01:08:33,040
Speaker 2: guiding that and in a lot of ways can open

1125
01:08:33,120 --> 01:08:35,439
Speaker 2: up doors and see things. But it's going to come

1126
01:08:35,479 --> 01:08:37,880
Speaker 2: down to an artist's decision. And every time I bring

1127
01:08:37,920 --> 01:08:41,000
Speaker 2: it off for I say, what did the artists say?

1128
01:08:41,560 --> 01:08:41,760
Speaker 1: Right?

1129
01:08:41,800 --> 01:08:44,479
Speaker 2: I understand where you're at and with the label. If

1130
01:08:44,520 --> 01:08:47,320
Speaker 2: you bring that to the label, just walk back with

1131
01:08:47,360 --> 01:08:49,400
Speaker 2: me for a second. The label that has to call

1132
01:08:49,600 --> 01:08:53,120
Speaker 2: the manager or if it's for a live event, the

1133
01:08:53,240 --> 01:08:56,439
Speaker 2: agent and then the manager and then it's got to

1134
01:08:56,439 --> 01:09:01,280
Speaker 2: go to the artist. There's like multiple block so to

1135
01:09:01,320 --> 01:09:04,479
Speaker 2: get an answer, and the label's relationship with the artists

1136
01:09:04,520 --> 01:09:07,360
Speaker 2: might be complicated. Sometimes the label's just going to drive it.

1137
01:09:07,400 --> 01:09:10,679
Speaker 2: But like, I don't think that's the path of least

1138
01:09:10,720 --> 01:09:13,599
Speaker 2: resistance when it comes to getting a deal, especially knowing

1139
01:09:13,640 --> 01:09:15,519
Speaker 2: that a lot of these people running these record labels

1140
01:09:15,720 --> 01:09:21,720
Speaker 2: have very little understanding or respect or appreciation for the

1141
01:09:21,760 --> 01:09:25,760
Speaker 2: brand partnerships or creating products with artists world. It's just

1142
01:09:25,840 --> 01:09:28,439
Speaker 2: not their business. They were selling records and they were

1143
01:09:28,479 --> 01:09:31,760
Speaker 2: selling them by the you know, CDs, and now they're

1144
01:09:31,760 --> 01:09:34,439
Speaker 2: in a different business. They're banks, and they're investors, and

1145
01:09:34,520 --> 01:09:38,519
Speaker 2: they're you know, IP holders, and they're brilliant marketers. But

1146
01:09:38,600 --> 01:09:41,040
Speaker 2: I just don't think they understand the brand partnership space

1147
01:09:41,560 --> 01:09:45,759
Speaker 2: as well as they could. And so I would probably

1148
01:09:45,840 --> 01:09:49,559
Speaker 2: say if I had an opportunity for an artist, again

1149
01:09:49,600 --> 01:09:51,479
Speaker 2: it's case by case, and I do have friends at

1150
01:09:51,520 --> 01:09:53,840
Speaker 2: labels that would bring me thoughts and I would jump

1151
01:09:53,880 --> 01:09:57,200
Speaker 2: at them, But probably the decisions are going to be

1152
01:09:57,240 --> 01:09:58,800
Speaker 2: made with the artists, so you want to be as

1153
01:09:58,800 --> 01:10:00,000
Speaker 2: close to the artists as possible.

1154
01:10:08,080 --> 01:10:10,759
Speaker 1: Okay, let's talk about the tour. For a long time,

1155
01:10:11,000 --> 01:10:15,519
Speaker 1: brand partnerships were based on tour sponsorship. We certainly still

1156
01:10:15,600 --> 01:10:21,760
Speaker 1: have bank tour sponsorships, MX, etc. To what degree is

1157
01:10:21,800 --> 01:10:25,639
Speaker 1: that still a thing with brands sponsoring tours?

1158
01:10:26,920 --> 01:10:30,720
Speaker 2: Massive? I mean, look at Live Nation. Look how amazing

1159
01:10:30,920 --> 01:10:37,440
Speaker 2: their company and their stock is. It's an all time sponsorship.

1160
01:10:38,400 --> 01:10:41,200
Speaker 1: I want to drill down very specifically. You make an

1161
01:10:41,200 --> 01:10:45,080
Speaker 1: excellent point about Live Nation and sponsorship being a huge

1162
01:10:45,080 --> 01:10:49,040
Speaker 1: part of their business. I'm a band. I go out

1163
01:10:49,080 --> 01:10:53,880
Speaker 1: every other year, I play arenas. Okay, costs are higher

1164
01:10:53,920 --> 01:10:56,720
Speaker 1: than ever to be on the road. Is there a

1165
01:10:56,920 --> 01:11:00,519
Speaker 1: brand that I can go into business with that will

1166
01:11:00,760 --> 01:11:04,599
Speaker 1: undercut my costs coming directly from Jesse, not for the

1167
01:11:04,640 --> 01:11:08,080
Speaker 1: Live Nation advertising in the building, et cetera. Are there

1168
01:11:08,200 --> 01:11:11,719
Speaker 1: opportunities you can bring to me to bring down my costs?

1169
01:11:13,240 --> 01:11:18,160
Speaker 2: Absolutely? Because I understand the nuances of the business. I

1170
01:11:18,320 --> 01:11:23,000
Speaker 2: know where the different corners you can cut, so working

1171
01:11:23,040 --> 01:11:26,800
Speaker 2: with me, you can figure out the best path of

1172
01:11:26,880 --> 01:11:30,600
Speaker 2: least resistance. Plus I understand the strategy. I'm not just

1173
01:11:30,640 --> 01:11:34,200
Speaker 2: going to sell you into a four wall theater. I'm

1174
01:11:34,240 --> 01:11:36,240
Speaker 2: going to tell you how you make the moment in

1175
01:11:36,280 --> 01:11:38,800
Speaker 2: that theater, and worry why you want to be in

1176
01:11:38,880 --> 01:11:40,639
Speaker 2: that theater. It's just so much more.

1177
01:11:40,720 --> 01:11:44,240
Speaker 1: No, I want to be very specific. Can you bring

1178
01:11:44,280 --> 01:11:50,679
Speaker 1: a brand to me that's going to cut my nut.

1179
01:11:49,840 --> 01:11:51,840
Speaker 2: That's gonna like, Am I going to make you more

1180
01:11:51,840 --> 01:11:54,240
Speaker 2: money or less money?

1181
01:11:54,320 --> 01:11:58,080
Speaker 1: Are you going to have a brand pay me when

1182
01:11:58,120 --> 01:12:02,840
Speaker 1: I'm on the road in exchange for something? Signage sampling?

1183
01:12:02,880 --> 01:12:05,599
Speaker 1: Who the hell knows? Can you sell me a deal

1184
01:12:05,800 --> 01:12:06,120
Speaker 1: like that?

1185
01:12:07,439 --> 01:12:08,680
Speaker 2: Why not? Of course? No?

1186
01:12:08,720 --> 01:12:10,519
Speaker 1: I mean no, I mean have you done that? Is

1187
01:12:10,560 --> 01:12:11,200
Speaker 1: that going on?

1188
01:12:11,520 --> 01:12:12,599
Speaker 2: Yeah? Yeah?

1189
01:12:12,840 --> 01:12:15,120
Speaker 1: Give me, give me to give me two examples.

1190
01:12:15,360 --> 01:12:18,639
Speaker 2: All right. So we've got an artist that we're working

1191
01:12:18,680 --> 01:12:23,400
Speaker 2: with a brand called Klotopaxi. They're outdoor gear brand. Their

1192
01:12:23,479 --> 01:12:27,920
Speaker 2: whole philosophy is gear for Good. There, you know, a

1193
01:12:27,960 --> 01:12:32,120
Speaker 2: small brand, not Fortune five hundred, but they've got a

1194
01:12:32,400 --> 01:12:37,439
Speaker 2: reputation and they're just a cool outdoor lifestyle you know,

1195
01:12:37,560 --> 01:12:42,320
Speaker 2: hiking and gear backpack brand, and they hired us this year.

1196
01:12:42,360 --> 01:12:44,920
Speaker 2: We built a strategy for them called Music for Good,

1197
01:12:45,520 --> 01:12:49,320
Speaker 2: where we supported artists missions that were making the world

1198
01:12:49,360 --> 01:12:53,639
Speaker 2: a better place that were on the road, and with

1199
01:12:53,800 --> 01:12:58,160
Speaker 2: certain artists we did certain partnerships. So with Tierra Wack,

1200
01:12:58,680 --> 01:13:03,639
Speaker 2: who is an artist that is on Interscope. She's really

1201
01:13:03,880 --> 01:13:08,320
Speaker 2: creative and colorful and amazing rapper and just a force

1202
01:13:08,400 --> 01:13:13,880
Speaker 2: of nature in terms of her creativity, and she gravitated

1203
01:13:13,880 --> 01:13:18,719
Speaker 2: towards the brand and really is a think uh think local,

1204
01:13:18,960 --> 01:13:22,559
Speaker 2: but you know, think big but act local type of person.

1205
01:13:22,720 --> 01:13:25,600
Speaker 2: So she was really passionate about Philadelphia and the Philadelphia

1206
01:13:25,640 --> 01:13:30,080
Speaker 2: school system. And we helped her to create a merch item,

1207
01:13:30,479 --> 01:13:36,000
Speaker 2: a pack that she is gonna tour with while a

1208
01:13:37,160 --> 01:13:41,400
Speaker 2: while doing chows and selling on her merch booths and

1209
01:13:41,439 --> 01:13:46,120
Speaker 2: selling at her her on her website as well, and

1210
01:13:46,439 --> 01:13:48,280
Speaker 2: the brand is going to create it. It's going to

1211
01:13:48,320 --> 01:13:51,080
Speaker 2: be way higher end than anybody else. This brand is

1212
01:13:51,080 --> 01:13:54,160
Speaker 2: going to make in terms of a pack. It's sustainable,

1213
01:13:54,439 --> 01:13:58,040
Speaker 2: it's triple bottom line, it's got a brand push, there's

1214
01:13:58,080 --> 01:14:02,160
Speaker 2: an endorsement component. We've already done something together where we

1215
01:14:02,280 --> 01:14:05,479
Speaker 2: told her story and we elevated her voice through the

1216
01:14:05,560 --> 01:14:08,760
Speaker 2: original partnership, and it's just a natural progression. As she tour,

1217
01:14:08,920 --> 01:14:11,360
Speaker 2: she's going to make more money selling more of these

1218
01:14:11,400 --> 01:14:15,800
Speaker 2: packs and have something really cool for her audience. So yeah,

1219
01:14:15,840 --> 01:14:18,320
Speaker 2: I mean, there's ways that brands could integrate into the

1220
01:14:18,400 --> 01:14:20,880
Speaker 2: artist's show. It could be just we want to be

1221
01:14:21,040 --> 01:14:23,880
Speaker 2: in your green room, right Like sometimes when we do

1222
01:14:23,920 --> 01:14:27,360
Speaker 2: a deal with an artist. We launched the agency when

1223
01:14:27,360 --> 01:14:30,639
Speaker 2: we rebranded the company from representing artists to representing brands.

1224
01:14:31,000 --> 01:14:33,679
Speaker 2: Our first project was this thing called the Patch House,

1225
01:14:33,960 --> 01:14:37,880
Speaker 2: and sour Patch was our client, and we had all

1226
01:14:37,920 --> 01:14:40,840
Speaker 2: of these different We took over these different houses and

1227
01:14:40,880 --> 01:14:44,200
Speaker 2: we outfitted them with all this different style and panache,

1228
01:14:44,240 --> 01:14:47,559
Speaker 2: and it was this place where artists would stay while

1229
01:14:47,560 --> 01:14:50,360
Speaker 2: they were touring. Instead of in a white wall hotel

1230
01:14:50,479 --> 01:14:53,800
Speaker 2: where after their band is sleeping on couches, they could

1231
01:14:53,840 --> 01:14:57,280
Speaker 2: all stay in this beautiful brownstone in Brooklyn, and in exchange,

1232
01:14:57,320 --> 01:15:00,920
Speaker 2: they would create content and eventually we would be put

1233
01:15:00,960 --> 01:15:03,960
Speaker 2: on artists, writers, and we would be supporting artists. Hey,

1234
01:15:04,000 --> 01:15:05,280
Speaker 2: I want to do a Papa, I want to do

1235
01:15:05,320 --> 01:15:07,680
Speaker 2: a meet and greet experience at the show, and we

1236
01:15:07,680 --> 01:15:10,400
Speaker 2: would do a sour Patch Kids support in that regard,

1237
01:15:10,560 --> 01:15:13,719
Speaker 2: or we would you know, give away sour Patch Kids,

1238
01:15:13,800 --> 01:15:17,360
Speaker 2: or we would help the all sorts of different ways.

1239
01:15:17,360 --> 01:15:21,320
Speaker 2: So like if you're a touring artist, there's infinitment ways

1240
01:15:21,760 --> 01:15:25,880
Speaker 2: that brands can be involved. Now, if you're smart, you

1241
01:15:25,920 --> 01:15:29,519
Speaker 2: know that the five hundred, ten thousand people in the

1242
01:15:29,600 --> 01:15:33,320
Speaker 2: room are cool, But what really could matter is the

1243
01:15:33,360 --> 01:15:36,360
Speaker 2: ten million people online that could see this or the

1244
01:15:36,720 --> 01:15:39,960
Speaker 2: even more if you target these posts once they're done right,

1245
01:15:40,000 --> 01:15:43,280
Speaker 2: you can retarget it to even more people. So it's

1246
01:15:44,320 --> 01:15:46,880
Speaker 2: I think sponsoring an artist on the road would be

1247
01:15:47,000 --> 01:15:50,960
Speaker 2: a small component of the way that an artist and

1248
01:15:51,000 --> 01:15:52,160
Speaker 2: a brand should work together.

1249
01:15:54,280 --> 01:15:58,439
Speaker 1: Okay, you're in this sphere. How many Jesse kirschbombs are

1250
01:15:58,439 --> 01:15:59,200
Speaker 1: in this sphere.

1251
01:16:00,240 --> 01:16:03,160
Speaker 2: I think that there's a bunch of people that understand

1252
01:16:03,920 --> 01:16:09,560
Speaker 2: brands and have are into artists and do artists partnerships.

1253
01:16:10,000 --> 01:16:12,160
Speaker 2: I think that there's you know, there's always you just

1254
01:16:12,200 --> 01:16:15,320
Speaker 2: had John con on the show. He's kind of an

1255
01:16:15,360 --> 01:16:17,760
Speaker 2: og legend in this space. I have a lot of

1256
01:16:17,800 --> 01:16:20,840
Speaker 2: respect for what he did with Cornerstone Agency, and you know,

1257
01:16:20,960 --> 01:16:24,200
Speaker 2: Marcy Allen and was it was another one that just

1258
01:16:24,240 --> 01:16:26,479
Speaker 2: did it so well. And Steve Stout's at the top

1259
01:16:26,479 --> 01:16:29,200
Speaker 2: of his game doing these type of partnerships. So there

1260
01:16:29,240 --> 01:16:32,519
Speaker 2: are companies that are doing this really well. And then

1261
01:16:32,560 --> 01:16:35,320
Speaker 2: there's a lot of brand partnership agencies, and then there's

1262
01:16:35,360 --> 01:16:37,640
Speaker 2: a lot of brand partnerships divisions, and then there's a

1263
01:16:37,680 --> 01:16:41,599
Speaker 2: lot of brand partnerships folks. So I think that there's

1264
01:16:41,920 --> 01:16:44,280
Speaker 2: a lot of people that do this. I mean and

1265
01:16:44,320 --> 01:16:47,200
Speaker 2: then I don't know if they do it the same

1266
01:16:47,200 --> 01:16:49,120
Speaker 2: way I do it. I have my own unique way

1267
01:16:49,160 --> 01:16:51,280
Speaker 2: of doing things, and that our company does it its

1268
01:16:51,280 --> 01:16:54,120
Speaker 2: own way. Like we're new agency, we want to do

1269
01:16:54,200 --> 01:16:57,880
Speaker 2: things different. We've always tried to focus on what's next,

1270
01:16:57,960 --> 01:17:02,680
Speaker 2: and you know, we're really driven by creativity and opportunity

1271
01:17:02,840 --> 01:17:07,880
Speaker 2: and entrepreneurial spirit, and we just look at it our way.

1272
01:17:07,920 --> 01:17:12,080
Speaker 2: We have our own format to what works and what doesn't.

1273
01:17:12,200 --> 01:17:14,600
Speaker 2: And really what the difference between us, I think in

1274
01:17:14,680 --> 01:17:18,240
Speaker 2: most is that we're really into the trends we eat like.

1275
01:17:18,400 --> 01:17:21,320
Speaker 2: That's something that I love about you. I remember all

1276
01:17:21,360 --> 01:17:23,719
Speaker 2: the times I would, you know, bring you to Internet

1277
01:17:23,800 --> 01:17:26,439
Speaker 2: Week or bring you to sound control events, or have

1278
01:17:26,520 --> 01:17:28,599
Speaker 2: you at music gaming content. It was because I just

1279
01:17:28,760 --> 01:17:33,719
Speaker 2: couldn't understand how you were so on the pulse of culture.

1280
01:17:33,800 --> 01:17:37,559
Speaker 2: It was so inspiring, and you still are. Your opinion

1281
01:17:37,560 --> 01:17:43,400
Speaker 2: pieces just rock my world. And so I am now

1282
01:17:43,439 --> 01:17:47,640
Speaker 2: a avid understander of the trends. I you know, my

1283
01:17:47,760 --> 01:17:51,000
Speaker 2: newsletter I read. I scan a thousand articles every week,

1284
01:17:51,200 --> 01:17:53,920
Speaker 2: I read one hundred I select ten. It's a love

1285
01:17:54,000 --> 01:17:56,960
Speaker 2: letter to the music business. You know. I really try

1286
01:17:57,000 --> 01:17:59,360
Speaker 2: to share my insights and what I think is going

1287
01:17:59,400 --> 01:18:00,000
Speaker 2: to be valuable.

1288
01:18:00,840 --> 01:18:05,640
Speaker 1: Okay, okay, how many people receive that newsletter? And what

1289
01:18:05,800 --> 01:18:07,280
Speaker 1: is the benefit of the newsletter?

1290
01:18:07,760 --> 01:18:10,599
Speaker 2: Well, the benefit of the newsletter is that it's first

1291
01:18:10,640 --> 01:18:12,439
Speaker 2: of all, for me, it's like going to the trends

1292
01:18:12,479 --> 01:18:16,240
Speaker 2: gym every week. I am on the pulse. Now after

1293
01:18:16,520 --> 01:18:19,040
Speaker 2: ten eight years of doing this, I really am seeing

1294
01:18:19,080 --> 01:18:21,720
Speaker 2: everything happening in the music and brand space and it

1295
01:18:21,880 --> 01:18:25,160
Speaker 2: just allows me to really understand and beyond the pulse

1296
01:18:25,200 --> 01:18:27,600
Speaker 2: of this all. And then it just allows me to

1297
01:18:27,600 --> 01:18:30,680
Speaker 2: start connecting dots and seeing the landscape. So much of

1298
01:18:30,680 --> 01:18:33,080
Speaker 2: this is not in the real world anymore. So much

1299
01:18:33,080 --> 01:18:35,040
Speaker 2: of this is what's going on online and how you're

1300
01:18:35,080 --> 01:18:40,280
Speaker 2: able to disseminate information and formulate POV. And then it's

1301
01:18:40,320 --> 01:18:44,440
Speaker 2: a serendipity bomb. Every week it goes out to thousands,

1302
01:18:44,520 --> 01:18:47,400
Speaker 2: tens of thousands of people in the music business, and

1303
01:18:47,560 --> 01:18:50,280
Speaker 2: you never know who's it's coming back to. It's music business,

1304
01:18:50,280 --> 01:18:54,760
Speaker 2: it's brand marketers, it's music aficionados, it's passionate fans, it's

1305
01:18:54,880 --> 01:18:56,800
Speaker 2: become it's people that I know from all walks of

1306
01:18:56,800 --> 01:19:01,360
Speaker 2: my life. It's it's a whole marketing bomb. Plus it

1307
01:19:01,479 --> 01:19:04,040
Speaker 2: keeps me top of mind every single week. It's my

1308
01:19:04,160 --> 01:19:06,559
Speaker 2: gift to everybody. You want to know what's going on

1309
01:19:06,600 --> 01:19:09,680
Speaker 2: in music, it's this is what I'm seeing. And then

1310
01:19:09,760 --> 01:19:12,479
Speaker 2: on top of it, it's because of LinkedIn, it's become

1311
01:19:12,640 --> 01:19:16,080
Speaker 2: the biggest music newsletter and music and brand newsletter on LinkedIn.

1312
01:19:16,520 --> 01:19:18,960
Speaker 2: So that's a whole other audience that's got all sorts

1313
01:19:19,000 --> 01:19:23,280
Speaker 2: of other scalability potential. But it's just also allows me

1314
01:19:23,360 --> 01:19:26,000
Speaker 2: to kind of be able to put forecasts together, to

1315
01:19:26,040 --> 01:19:28,800
Speaker 2: build trend reports for clients, to build our own trend

1316
01:19:28,840 --> 01:19:32,320
Speaker 2: reports that we think is happening. It's just it's it's

1317
01:19:32,360 --> 01:19:35,439
Speaker 2: a great exercise. It's a lot of work, it's a

1318
01:19:35,479 --> 01:19:38,120
Speaker 2: lot of fun. And all of a sudden, the culture

1319
01:19:38,120 --> 01:19:41,639
Speaker 2: has changed. It's become a newsletter world. Like the folks

1320
01:19:41,640 --> 01:19:44,479
Speaker 2: that are doing these newsletters are all of a sudden,

1321
01:19:45,280 --> 01:19:50,559
Speaker 2: in some ways more powerful than the publications. Like you

1322
01:19:50,680 --> 01:19:54,560
Speaker 2: know this firsthand. You greatly benefited from being one of

1323
01:19:54,600 --> 01:19:58,400
Speaker 2: the most influential voices in music as a newsletter and

1324
01:19:59,280 --> 01:20:02,760
Speaker 2: bucking the system and doing it on your terms, in

1325
01:20:02,800 --> 01:20:06,280
Speaker 2: your way. And now all of a sudden, everybody's in

1326
01:20:06,320 --> 01:20:08,759
Speaker 2: this substack culture. And I don't even think they understand

1327
01:20:08,760 --> 01:20:10,519
Speaker 2: how to read the trends. I don't even understand they

1328
01:20:10,560 --> 01:20:11,320
Speaker 2: understand some.

1329
01:20:11,280 --> 01:20:11,719
Speaker 1: Of the data.

1330
01:20:11,760 --> 01:20:14,479
Speaker 2: Some are really talented. Substat's paying them to do that.

1331
01:20:14,760 --> 01:20:15,040
Speaker 1: Great.

1332
01:20:15,200 --> 01:20:21,280
Speaker 2: It's creating this whole new world disinformated, disintermediated media. It's

1333
01:20:21,400 --> 01:20:24,160
Speaker 2: own media versus earned media. And I think having a

1334
01:20:24,200 --> 01:20:26,680
Speaker 2: platform is so important. So every week I speak on

1335
01:20:26,720 --> 01:20:29,560
Speaker 2: my megaphone about things that I've met, important to me

1336
01:20:30,760 --> 01:20:34,120
Speaker 2: for my clients, or what I think the industry or

1337
01:20:34,200 --> 01:20:37,800
Speaker 2: my audience would appreciate. And it's just been a very

1338
01:20:37,920 --> 01:20:44,479
Speaker 2: very valuable lead generation for us, opportunity to connect with people,

1339
01:20:45,040 --> 01:20:49,240
Speaker 2: and also just on a personal level. It's really honed

1340
01:20:50,040 --> 01:20:50,799
Speaker 2: my craft.

1341
01:20:51,200 --> 01:20:56,720
Speaker 1: Okay, your brother is trolling for business, you know in

1342
01:20:56,760 --> 01:21:01,360
Speaker 1: direct marketing, one percent is a good to argue how

1343
01:21:01,400 --> 01:21:04,920
Speaker 1: wide is his net? How much is he working on that?

1344
01:21:05,040 --> 01:21:07,160
Speaker 1: And how many projects do you work in a year?

1345
01:21:08,240 --> 01:21:12,360
Speaker 2: Yeah? I mean how big can we make our voice? Right? Like,

1346
01:21:12,720 --> 01:21:14,880
Speaker 2: I get a lot of now, the calls, a lot

1347
01:21:14,920 --> 01:21:17,320
Speaker 2: of the all of the projects that are coming in

1348
01:21:17,439 --> 01:21:20,439
Speaker 2: are mostly in bound. Right. Somebody sees something in a

1349
01:21:20,479 --> 01:21:24,160
Speaker 2: newsletter and it makes them think, Okay, let me ask

1350
01:21:24,200 --> 01:21:26,680
Speaker 2: you a question about this, or let's have a conversation

1351
01:21:26,840 --> 01:21:29,040
Speaker 2: or where should we thinking of? Which we should we be

1352
01:21:29,040 --> 01:21:32,599
Speaker 2: thinking about, and so that's a lot of it is

1353
01:21:33,000 --> 01:21:36,519
Speaker 2: coming into us just based on our conversation. And then

1354
01:21:36,800 --> 01:21:43,960
Speaker 2: Alex's hand to hand combat and he's also a relationships person.

1355
01:21:44,000 --> 01:21:46,320
Speaker 2: My brother's a lot more fun than I am. You know,

1356
01:21:46,400 --> 01:21:49,400
Speaker 2: he's the he's the life of the party, and he's

1357
01:21:50,040 --> 01:21:52,360
Speaker 2: just a really solid guy. Like he's just one of

1358
01:21:52,360 --> 01:21:55,680
Speaker 2: these people that prides himself on his word is what

1359
01:21:55,760 --> 01:21:57,760
Speaker 2: he's going to do, and that's how he operates. And

1360
01:21:57,840 --> 01:22:01,200
Speaker 2: so I think people like working with them, and I

1361
01:22:01,200 --> 01:22:03,479
Speaker 2: think people like like taking his call. So I might

1362
01:22:03,520 --> 01:22:06,880
Speaker 2: meet somebody and then he'll know what to do with it.

1363
01:22:07,040 --> 01:22:09,400
Speaker 2: Or he might meet somebody and we'll both have a

1364
01:22:09,439 --> 01:22:13,120
Speaker 2: conversation and then he'll stay in touch. And so a

1365
01:22:13,160 --> 01:22:16,240
Speaker 2: lot of my thinking at this point is the news

1366
01:22:16,320 --> 01:22:20,160
Speaker 2: is scaling is like I can't you know, I'm more

1367
01:22:20,360 --> 01:22:24,960
Speaker 2: trying to attract versus go after one by one. If

1368
01:22:25,000 --> 01:22:26,720
Speaker 2: I'm working on like I'm trying to work my to

1369
01:22:26,760 --> 01:22:31,160
Speaker 2: do list and not my inbox, and I'm really focused

1370
01:22:31,240 --> 01:22:34,320
Speaker 2: on what i want to achieve as the CEO of

1371
01:22:34,360 --> 01:22:39,360
Speaker 2: the company. It's about vision, it's about recruiting, but he's

1372
01:22:39,360 --> 01:22:41,559
Speaker 2: a very good salesperson. I mean, how many of these

1373
01:22:41,560 --> 01:22:45,520
Speaker 2: clients can we handle? We still, you know, we're servicing

1374
01:22:45,680 --> 01:22:50,280
Speaker 2: big fortune one hundred brand clients and conglomerates, so these

1375
01:22:50,320 --> 01:22:53,120
Speaker 2: take a lot of effort, They take a lot of bandwidth.

1376
01:22:53,160 --> 01:23:00,400
Speaker 2: We're not like, you know, trying to over subscribe us. Like,

1377
01:23:00,479 --> 01:23:02,840
Speaker 2: we want to work with great clients that want to

1378
01:23:02,880 --> 01:23:05,400
Speaker 2: do great things, and we want to do great business

1379
01:23:05,520 --> 01:23:09,200
Speaker 2: for them. And you know, I think the dream would be,

1380
01:23:10,479 --> 01:23:12,639
Speaker 2: now we've been independent for a long time and we've

1381
01:23:12,680 --> 01:23:17,880
Speaker 2: really built a good, good system, would be it would

1382
01:23:17,920 --> 01:23:20,519
Speaker 2: be nice to have a bigger stage. It would you know,

1383
01:23:20,640 --> 01:23:23,360
Speaker 2: obviously there's some downside with that, but it would be

1384
01:23:23,439 --> 01:23:25,880
Speaker 2: nice to have more impact, to have more clients, to

1385
01:23:25,920 --> 01:23:30,639
Speaker 2: have the ability to grow this company alongside of somebody

1386
01:23:30,640 --> 01:23:32,840
Speaker 2: that really knows how to grow a company like this,

1387
01:23:33,400 --> 01:23:38,799
Speaker 2: because our strength is in making these pop culture moments

1388
01:23:38,880 --> 01:23:42,720
Speaker 2: and storytelling and creating these opportunities and really being on

1389
01:23:42,760 --> 01:23:45,519
Speaker 2: the pust of the trends and seeing where things are going.

1390
01:23:45,600 --> 01:23:48,840
Speaker 2: Like that's what gets me excited, right, like talking about

1391
01:23:48,880 --> 01:23:52,040
Speaker 2: the blue sky of like you know, people think that

1392
01:23:52,080 --> 01:23:55,400
Speaker 2: this doom and gloom I'm like, do you know what

1393
01:23:55,400 --> 01:23:58,479
Speaker 2: this music business looks like right now? This is an

1394
01:23:58,560 --> 01:24:04,160
Speaker 2: amazing place. Like everything is, there's just so much opportunity.

1395
01:24:04,360 --> 01:24:07,519
Speaker 1: Okay, Okay, you made a left turn a couple of

1396
01:24:07,600 --> 01:24:10,599
Speaker 1: years ago to dream Stage. Tell us why you did that,

1397
01:24:11,240 --> 01:24:13,360
Speaker 1: what the experience was, and how it ended.

1398
01:24:15,520 --> 01:24:18,440
Speaker 2: I'm a believer that you've got to be constantly reinventing

1399
01:24:18,439 --> 01:24:22,080
Speaker 2: yourself and trying things and so like. At first, I

1400
01:24:22,120 --> 01:24:25,639
Speaker 2: started my career signing and developing artists. Right My first

1401
01:24:25,680 --> 01:24:29,080
Speaker 2: start was throwing parties. I was a promoter, you know,

1402
01:24:29,360 --> 01:24:31,640
Speaker 2: throwing my high school keg parties. And then I was

1403
01:24:31,640 --> 01:24:33,679
Speaker 2: the president of my high school, and I was always

1404
01:24:33,680 --> 01:24:37,800
Speaker 2: including music because I knew music was this great amplifier.

1405
01:24:37,880 --> 01:24:40,920
Speaker 2: And then when I got to college, you know, I

1406
01:24:41,080 --> 01:24:44,559
Speaker 2: was like, oh wow, I could be in a business.

1407
01:24:44,600 --> 01:24:47,040
Speaker 2: I could study business and actually be in the business

1408
01:24:47,040 --> 01:24:50,519
Speaker 2: of music. So I ended up pivoting to being in

1409
01:24:50,520 --> 01:24:54,040
Speaker 2: the business school at my college and then learning learning

1410
01:24:54,120 --> 01:24:57,519
Speaker 2: music on the side, doing internships and climbing those ranks.

1411
01:24:57,800 --> 01:25:00,799
Speaker 2: I started representing artists and that was was a totally

1412
01:25:00,800 --> 01:25:04,960
Speaker 2: different bag. As an indie agency, finding and developing talent

1413
01:25:05,000 --> 01:25:07,040
Speaker 2: and had a lot of success in that. After I

1414
01:25:07,080 --> 01:25:10,639
Speaker 2: stopped that business model about seven years in, I started

1415
01:25:10,680 --> 01:25:12,720
Speaker 2: to look at what I thought was next, which was

1416
01:25:12,840 --> 01:25:15,720
Speaker 2: there was a big opportunity with brands, and so we

1417
01:25:15,800 --> 01:25:19,240
Speaker 2: went deep into the brand marketing space and we ended

1418
01:25:19,320 --> 01:25:22,880
Speaker 2: up working with more and more brands, and ultimately it

1419
01:25:23,000 --> 01:25:28,280
Speaker 2: led to a really solid run until the pandemic happened.

1420
01:25:28,520 --> 01:25:30,760
Speaker 2: And then I looked at what was going on and

1421
01:25:30,800 --> 01:25:33,840
Speaker 2: I realized, we're no longer in an office. I can

1422
01:25:33,880 --> 01:25:36,400
Speaker 2: no longer go shake hands, I can no longer go

1423
01:25:36,439 --> 01:25:41,599
Speaker 2: see people at conferences. Everything is on clubhouse. The world

1424
01:25:41,720 --> 01:25:45,479
Speaker 2: was changing and we needed to be savvy. We needed

1425
01:25:45,479 --> 01:25:47,559
Speaker 2: to be smart about what was going on. And I

1426
01:25:47,640 --> 01:25:50,759
Speaker 2: was just looking for something fresh, a new experience, something

1427
01:25:50,800 --> 01:25:53,599
Speaker 2: that wasn't running a small boutique agency every week trying

1428
01:25:53,600 --> 01:25:57,439
Speaker 2: to keep the lights on. So I saw the NFT world,

1429
01:25:58,040 --> 01:26:02,519
Speaker 2: I saw the live streaming space, I saw the brand

1430
01:26:02,520 --> 01:26:05,760
Speaker 2: partnerships world, and I started to say, Okay, there's a

1431
01:26:05,760 --> 01:26:10,800
Speaker 2: big opportunity. A headhunter called me Cia had hunting right,

1432
01:26:10,800 --> 01:26:14,080
Speaker 2: because when I sit now, I work with all the agencies,

1433
01:26:14,080 --> 01:26:16,040
Speaker 2: I work with all the labels. When I was an agent,

1434
01:26:16,439 --> 01:26:18,320
Speaker 2: I didn't sleep well at night let's just say I

1435
01:26:18,320 --> 01:26:20,280
Speaker 2: looked a lot older at thirty five than I do

1436
01:26:20,320 --> 01:26:23,840
Speaker 2: at forty five. Everybody was out to get me because

1437
01:26:23,840 --> 01:26:25,680
Speaker 2: it was such a doggy dog world. This is a

1438
01:26:25,760 --> 01:26:30,439
Speaker 2: very creative, collaborative world. So CIA started calling me, bringing

1439
01:26:30,479 --> 01:26:33,320
Speaker 2: me opportunities. Hey, would you want to look at you know,

1440
01:26:33,400 --> 01:26:37,559
Speaker 2: one job was the chief entertainment officer at Barclay Center.

1441
01:26:37,640 --> 01:26:40,200
Speaker 2: They just were considering new ownership. They wanted to be

1442
01:26:40,320 --> 01:26:43,040
Speaker 2: really innovative. They knew I was tech forward. I'd always

1443
01:26:43,080 --> 01:26:45,400
Speaker 2: be friend of the tech industry. I really believe tech

1444
01:26:45,479 --> 01:26:47,840
Speaker 2: was the savior of the music business. Smart bet it's

1445
01:26:47,880 --> 01:26:53,760
Speaker 2: worked out. But then my dream Stage called, and dream

1446
01:26:53,800 --> 01:26:58,080
Speaker 2: Stage just received this funding and they had these really

1447
01:26:58,200 --> 01:27:02,360
Speaker 2: seasoned artists and see, and they were looking for somebody

1448
01:27:02,400 --> 01:27:06,559
Speaker 2: that could immediately come in and be the CMO. And

1449
01:27:06,640 --> 01:27:09,040
Speaker 2: I'm in a world of cmos. Those are my clients,

1450
01:27:09,080 --> 01:27:11,599
Speaker 2: those are my peers, those are my people. It's nice

1451
01:27:11,600 --> 01:27:15,360
Speaker 2: to be on the brand side, right, Like I'm now

1452
01:27:15,640 --> 01:27:18,639
Speaker 2: cutting checks at dream Stage, right we have two million

1453
01:27:18,680 --> 01:27:21,960
Speaker 2: dollars to spend on artists and shows, Like, let's go

1454
01:27:22,040 --> 01:27:24,840
Speaker 2: figure out what artists we should book. Let's be innovative

1455
01:27:24,920 --> 01:27:30,640
Speaker 2: on our process, let's try to sell tickets to people online. Ultimately,

1456
01:27:31,560 --> 01:27:37,040
Speaker 2: the live streaming world wasn't that great for these indie

1457
01:27:37,080 --> 01:27:39,880
Speaker 2: live streaming companies, and I think a lot of them

1458
01:27:39,960 --> 01:27:44,040
Speaker 2: took it on the chin. I was the larger shareholder

1459
01:27:44,080 --> 01:27:47,799
Speaker 2: of the company besides the founders. But like they sold,

1460
01:27:48,120 --> 01:27:51,519
Speaker 2: they sold, they merged, and they sold, and you know,

1461
01:27:52,160 --> 01:27:54,800
Speaker 2: a year and a half in like their investors stopped

1462
01:27:54,840 --> 01:27:58,800
Speaker 2: paying and it just became a really hard situation during

1463
01:27:58,840 --> 01:28:03,160
Speaker 2: the pandemic to to be at a agent at a

1464
01:28:02,640 --> 01:28:06,320
Speaker 2: a live stream company that you know, has no staff

1465
01:28:06,400 --> 01:28:08,920
Speaker 2: and it can it's having a hard time pulling off

1466
01:28:08,960 --> 01:28:14,439
Speaker 2: these events. So they ended up selling to Drift, which

1467
01:28:14,560 --> 01:28:17,320
Speaker 2: really creative team that we'd been partnering with and doing

1468
01:28:17,320 --> 01:28:20,240
Speaker 2: these amazing shows. Like you know, sixty thousand people were

1469
01:28:20,240 --> 01:28:22,400
Speaker 2: coming to some of these shows, but less and less

1470
01:28:22,400 --> 01:28:25,519
Speaker 2: people after the pandemic stopped, a lot of people stopped

1471
01:28:25,560 --> 01:28:28,599
Speaker 2: wanting to go to the live stream show. Who wants

1472
01:28:28,600 --> 01:28:30,400
Speaker 2: to go to a show right when you're coming out

1473
01:28:30,439 --> 01:28:33,360
Speaker 2: of the pandemic, you want to be outside. Everybody was outside,

1474
01:28:33,400 --> 01:28:36,760
Speaker 2: So it was a hard sell. We did a couple

1475
01:28:36,760 --> 01:28:38,519
Speaker 2: of brand deals, We did a couple of artist deals,

1476
01:28:38,640 --> 01:28:44,519
Speaker 2: but ultimately I ended up calling my brother and saying,

1477
01:28:44,760 --> 01:28:46,760
Speaker 2: I need you to put me back on health insurance

1478
01:28:47,200 --> 01:28:51,040
Speaker 2: because I'm coming home. And that's the beauty of you know,

1479
01:28:51,080 --> 01:28:53,760
Speaker 2: still owning a company and having your brother operate it.

1480
01:28:53,800 --> 01:28:56,759
Speaker 2: And uh, I was able to make a pretty seamless

1481
01:28:56,800 --> 01:29:00,680
Speaker 2: transition when they sold and you know, shut down the

1482
01:29:00,720 --> 01:29:03,800
Speaker 2: doors and ended up using the dream stage technology to

1483
01:29:04,200 --> 01:29:09,439
Speaker 2: to fall into drift into Deezer. The thesis worked out right,

1484
01:29:09,800 --> 01:29:14,840
Speaker 2: the plan was there. Just unfortunately live streaming the bed

1485
01:29:14,880 --> 01:29:18,040
Speaker 2: on these smaller companies. Just they couldn't compete with Amazon,

1486
01:29:18,040 --> 01:29:20,360
Speaker 2: they couldn't compete with YouTube, they couldn't compete with Apple.

1487
01:29:20,680 --> 01:29:23,200
Speaker 2: I still believe in in live streaming, and I thought

1488
01:29:23,200 --> 01:29:25,519
Speaker 2: it was fun to be the CMO of this company.

1489
01:29:26,240 --> 01:29:29,280
Speaker 2: I learned a lot, It was a good challenge and

1490
01:29:29,400 --> 01:29:33,600
Speaker 2: I was there for a year. But ultimately, you know,

1491
01:29:33,640 --> 01:29:35,640
Speaker 2: I kept a foot in the door and had a

1492
01:29:35,680 --> 01:29:37,840
Speaker 2: carve out with New Agency. I was still writing my

1493
01:29:37,880 --> 01:29:43,240
Speaker 2: newsletter and pretty quickly I was able to transition back

1494
01:29:43,280 --> 01:29:47,479
Speaker 2: into New Agency, and and you know, it's a new

1495
01:29:47,479 --> 01:29:52,160
Speaker 2: world with the pandemic over and you know, live streaming

1496
01:29:52,200 --> 01:29:54,960
Speaker 2: being less interesting and Web three falling apart, and like

1497
01:29:55,560 --> 01:29:58,439
Speaker 2: you know, all that kind of hype of COVID, it's

1498
01:29:58,560 --> 01:30:02,320
Speaker 2: just like this little cottage industry. As we head into

1499
01:30:02,760 --> 01:30:04,960
Speaker 2: what feels like again a whole new era. I feel

1500
01:30:05,000 --> 01:30:09,320
Speaker 2: like my thesis now is all changing again, right, Like

1501
01:30:09,600 --> 01:30:12,160
Speaker 2: I feel like what happens with the election now all

1502
01:30:12,160 --> 01:30:15,919
Speaker 2: of a sudden's created a whole new dynamic in the universe,

1503
01:30:16,040 --> 01:30:20,960
Speaker 2: and it's really hard to understand, like the exact clear

1504
01:30:21,120 --> 01:30:24,400
Speaker 2: vision of what we're going into. And I know a

1505
01:30:24,400 --> 01:30:26,120
Speaker 2: lot of people are having a hard time with it,

1506
01:30:26,160 --> 01:30:29,439
Speaker 2: and you know, believe me, I it was a kick

1507
01:30:29,479 --> 01:30:32,880
Speaker 2: in the in the in the stomach, but like you know,

1508
01:30:33,240 --> 01:30:36,120
Speaker 2: you kind of have to look for the opportunities here

1509
01:30:36,520 --> 01:30:39,760
Speaker 2: to do what you do and find new lanes. So

1510
01:30:40,040 --> 01:30:44,000
Speaker 2: it's a fun time again because I feel like as

1511
01:30:44,120 --> 01:30:47,519
Speaker 2: much of a crazy world or we're in, it's also

1512
01:30:48,520 --> 01:30:51,639
Speaker 2: I think going to be a new world order where

1513
01:30:52,520 --> 01:30:53,800
Speaker 2: you know, who knows what's going to happen.

1514
01:31:02,200 --> 01:31:06,400
Speaker 1: Okay, so you moved to Miami. Why did you move

1515
01:31:06,479 --> 01:31:09,720
Speaker 1: to Miami? And tell us about being in Miami.

1516
01:31:12,520 --> 01:31:16,680
Speaker 2: I moved to Miami for love. So during the pandemic,

1517
01:31:17,000 --> 01:31:20,400
Speaker 2: me and my girlfriend at the time, we were living

1518
01:31:20,400 --> 01:31:23,200
Speaker 2: in Brooklyn. We moved in together and then we became

1519
01:31:23,280 --> 01:31:28,400
Speaker 2: pandemic nomads and we traveled and then eventually she said,

1520
01:31:28,640 --> 01:31:31,679
Speaker 2: I want to move to Miami. I you know, there's

1521
01:31:32,280 --> 01:31:35,200
Speaker 2: a lot of good things to be in Miami, and

1522
01:31:35,280 --> 01:31:38,120
Speaker 2: so I she said, would you come with me and

1523
01:31:38,800 --> 01:31:42,479
Speaker 2: to be with her? I said, yes, there are a

1524
01:31:42,479 --> 01:31:46,280
Speaker 2: lot of perks to being in Miami. It's not it's

1525
01:31:46,479 --> 01:31:50,320
Speaker 2: obviously great weather, and it's a it's a really fun

1526
01:31:50,360 --> 01:31:53,960
Speaker 2: hospitality scene, and there are some great brands here you

1527
01:31:54,000 --> 01:31:57,240
Speaker 2: know that I've been able to connect with and you know,

1528
01:31:57,320 --> 01:31:59,519
Speaker 2: as of late, be able to do some shoots with.

1529
01:31:59,600 --> 01:32:03,240
Speaker 2: It's not New York. It's where as it sounds. It's

1530
01:32:03,280 --> 01:32:05,439
Speaker 2: a lot smaller a pond. You can definitely wrap your

1531
01:32:05,520 --> 01:32:08,639
Speaker 2: arms around it. But it is a city that feels

1532
01:32:08,640 --> 01:32:10,880
Speaker 2: like it's being built for the future. You go to

1533
01:32:10,920 --> 01:32:13,240
Speaker 2: New York, which I love and I'm from. You go

1534
01:32:13,320 --> 01:32:16,360
Speaker 2: to Paris, you feel like these are classic cities that

1535
01:32:16,400 --> 01:32:20,840
Speaker 2: were built for an era. You come to Miami is

1536
01:32:21,000 --> 01:32:24,200
Speaker 2: just always moving and grooving. There's just so much new

1537
01:32:24,240 --> 01:32:26,920
Speaker 2: things popping up. Like I live in between the Design

1538
01:32:27,000 --> 01:32:30,919
Speaker 2: District and Wynwood. It is just so nice. Everything's walkable,

1539
01:32:30,960 --> 01:32:33,960
Speaker 2: the beach is fourteen minutes away, and there are really

1540
01:32:34,000 --> 01:32:36,800
Speaker 2: good people here. Like if you're in Miami, you know,

1541
01:32:36,880 --> 01:32:39,720
Speaker 2: you're probably evading taxes or you don't have to go

1542
01:32:39,760 --> 01:32:45,000
Speaker 2: to an office. So it's a very high quality community

1543
01:32:45,040 --> 01:32:47,320
Speaker 2: of friends that I've made here. But I will say

1544
01:32:47,840 --> 01:32:51,400
Speaker 2: three years in that a lot of the people that

1545
01:32:51,479 --> 01:32:55,479
Speaker 2: came here have now left. It was a COVID haven

1546
01:32:55,640 --> 01:32:58,720
Speaker 2: in a lot of ways. And it's changing. Uh so

1547
01:33:00,320 --> 01:33:03,040
Speaker 2: you know, thank goodness for Art Basel and the winter

1548
01:33:03,120 --> 01:33:05,240
Speaker 2: I think is going to be fantastic, and it's a

1549
01:33:05,280 --> 01:33:07,879
Speaker 2: great place to visit. And it's definitely not the Miami

1550
01:33:08,320 --> 01:33:11,800
Speaker 2: of old. It's definitely a new Miami that's happened here

1551
01:33:12,760 --> 01:33:17,120
Speaker 2: and and that's exciting. Uh It's just, you know, at

1552
01:33:17,160 --> 01:33:18,920
Speaker 2: one point, I was hoping this was going to be

1553
01:33:19,000 --> 01:33:22,519
Speaker 2: this like tech have in in this like it's just

1554
01:33:23,000 --> 01:33:26,800
Speaker 2: not that. It's uh it's a it's a it's a

1555
01:33:26,840 --> 01:33:30,760
Speaker 2: great hospitality place and and it's a great place to

1556
01:33:31,200 --> 01:33:34,800
Speaker 2: live and to recharge. But I feel like I gotta

1557
01:33:34,800 --> 01:33:36,880
Speaker 2: get on a plane every three to five days at

1558
01:33:36,880 --> 01:33:38,920
Speaker 2: this point to really be Do.

1559
01:33:38,960 --> 01:33:41,400
Speaker 1: You get on a plane every three to five days?

1560
01:33:43,120 --> 01:33:45,599
Speaker 2: It feels like it these days. Yeah, I mean if

1561
01:33:45,640 --> 01:33:49,559
Speaker 2: you're between the conference circuit and the events that are

1562
01:33:49,560 --> 01:33:53,679
Speaker 2: happening and meetings that need to go down. Yeah, I were.

1563
01:33:54,640 --> 01:33:57,560
Speaker 2: I'm constantly on a move. It's a great place to recharge.

1564
01:33:57,800 --> 01:34:01,479
Speaker 2: It's a place where I can go. You know, the

1565
01:34:01,520 --> 01:34:05,559
Speaker 2: airport's fifteen everything's fifteen minutes away, and it's just a

1566
01:34:05,640 --> 01:34:13,240
Speaker 2: really easy, good quality of life. But the bigger opportunities

1567
01:34:13,280 --> 01:34:16,160
Speaker 2: if you're not in your office, which I love just

1568
01:34:16,400 --> 01:34:19,200
Speaker 2: working from here with my team strapped in and just

1569
01:34:19,280 --> 01:34:24,240
Speaker 2: kind of firing away, if you want to touch hands

1570
01:34:24,320 --> 01:34:28,960
Speaker 2: and see people and put people put things together. In

1571
01:34:29,000 --> 01:34:32,800
Speaker 2: that capacity, I think it's important to be. It's a

1572
01:34:32,880 --> 01:34:34,400
Speaker 2: it's a constant traveler.

1573
01:34:34,439 --> 01:34:37,120
Speaker 1: Okay. You mentioned at the top you have two other

1574
01:34:37,160 --> 01:34:39,360
Speaker 1: projects you're working on. Tell me about those.

1575
01:34:41,920 --> 01:34:45,200
Speaker 2: Well. We talked a little about the Codo Paxy, which

1576
01:34:45,240 --> 01:34:48,760
Speaker 2: is the outdoor gear brand. Music for Good, which is

1577
01:34:48,760 --> 01:34:51,720
Speaker 2: a program we launched this year and that just came

1578
01:34:51,720 --> 01:34:55,080
Speaker 2: out in September with Danny Ocean, who is a Venezuelan

1579
01:34:55,200 --> 01:34:58,920
Speaker 2: artist that came over from Venezuela just a backpack and

1580
01:34:58,960 --> 01:35:02,200
Speaker 2: a microphone, and we told his stories. Very passionate about

1581
01:35:02,200 --> 01:35:05,680
Speaker 2: the Venezuelan migrant movement, and so we highlighted him that

1582
01:35:05,800 --> 01:35:11,120
Speaker 2: really aligned with the brand, which is really supportive of refugees.

1583
01:35:11,840 --> 01:35:15,080
Speaker 2: And then you know Quotapox. He was a concept before

1584
01:35:15,080 --> 01:35:18,560
Speaker 2: it was even a product, and now it's starting to

1585
01:35:18,600 --> 01:35:20,599
Speaker 2: pick up more and more traction. We had a great

1586
01:35:20,640 --> 01:35:23,920
Speaker 2: debut in Billboard for this campaign. It was in complex

1587
01:35:24,000 --> 01:35:26,400
Speaker 2: and so we partnered with Danny, We parted with Tierra,

1588
01:35:26,720 --> 01:35:29,400
Speaker 2: We did some stuff with Global Citizen. We isolated a

1589
01:35:29,439 --> 01:35:34,240
Speaker 2: couple opportunities, and now it's you know, become this music

1590
01:35:34,280 --> 01:35:37,040
Speaker 2: for good. Is this innovative way to support artists instead

1591
01:35:37,040 --> 01:35:41,320
Speaker 2: of sponsoring the artists again. At one time, I was

1592
01:35:41,360 --> 01:35:44,799
Speaker 2: working with Pharrell on a project and it was with Oreo,

1593
01:35:45,160 --> 01:35:47,880
Speaker 2: and he said to me, Jesse, I don't want to

1594
01:35:47,920 --> 01:35:50,960
Speaker 2: hold the cookie. I don't think that's cool. Like I

1595
01:35:51,000 --> 01:35:52,920
Speaker 2: want to work with this brand. I want to do

1596
01:35:52,960 --> 01:35:55,720
Speaker 2: something super innovative, Like I want to see where they

1597
01:35:55,800 --> 01:35:59,040
Speaker 2: make the Oreos. I want to turn every manhole in

1598
01:35:59,200 --> 01:36:02,280
Speaker 2: New York into an Oreo. I want to like do

1599
01:36:02,439 --> 01:36:05,519
Speaker 2: something epic. I want to design the uniforms for the workers.

1600
01:36:05,960 --> 01:36:08,360
Speaker 2: But I don't want to hold the cookie. That's not

1601
01:36:08,520 --> 01:36:13,240
Speaker 2: cool and for I just it's stuck with me, like,

1602
01:36:13,439 --> 01:36:16,600
Speaker 2: that's an artist that's got a vision and that's the

1603
01:36:16,600 --> 01:36:18,519
Speaker 2: way a brand can support an artist in a way

1604
01:36:18,560 --> 01:36:21,639
Speaker 2: that's way more innovative. So with Koto Boxy, they get

1605
01:36:21,680 --> 01:36:25,439
Speaker 2: it and they're supporting artists missions like how do we

1606
01:36:25,720 --> 01:36:29,679
Speaker 2: help artists make the world a better place? And let's

1607
01:36:29,760 --> 01:36:33,360
Speaker 2: tell their story and help them with that. And so

1608
01:36:33,760 --> 01:36:37,360
Speaker 2: that's been a campaign that we launched and recently we

1609
01:36:37,400 --> 01:36:41,120
Speaker 2: shot that in August and Miami and Philadelphia. And then

1610
01:36:41,800 --> 01:36:45,680
Speaker 2: we also we worked with Craig Doctor Pepper and so

1611
01:36:45,760 --> 01:36:51,760
Speaker 2: we did a coffee for their their Matcafe, their McDonald's

1612
01:36:51,800 --> 01:36:56,840
Speaker 2: collaboration that really was speaking to the young Latin audience.

1613
01:36:57,360 --> 01:37:00,000
Speaker 2: And we did a partnership with an artist named mun

1614
01:37:00,200 --> 01:37:05,519
Speaker 2: I is a reggaetome superstar, and we launched this kind

1615
01:37:05,520 --> 01:37:08,720
Speaker 2: of campaign to talk about the product. And then what

1616
01:37:08,760 --> 01:37:11,120
Speaker 2: we did is we did something fun. We kind of

1617
01:37:11,160 --> 01:37:13,800
Speaker 2: we wanted to create an IRL experience, right, we got

1618
01:37:13,840 --> 01:37:16,160
Speaker 2: the artist, we got the content, and then we want

1619
01:37:16,200 --> 01:37:18,960
Speaker 2: to create this kind of hook, this moment, and so

1620
01:37:19,200 --> 01:37:22,599
Speaker 2: we had him playing where he was playing on tour,

1621
01:37:22,840 --> 01:37:27,240
Speaker 2: he was playing live and we did a sound check

1622
01:37:27,320 --> 01:37:30,720
Speaker 2: this elevated sound check experience for his fans where they

1623
01:37:30,760 --> 01:37:35,559
Speaker 2: could come to the soundcheck, watch him soundcheck, and have

1624
01:37:35,680 --> 01:37:39,840
Speaker 2: a cafecito with Lunai. And so we styled it out.

1625
01:37:39,880 --> 01:37:42,439
Speaker 2: We put his image, you know, all the bells and whistles,

1626
01:37:42,479 --> 01:37:47,160
Speaker 2: his images in the currig. Doctor Pat Curry got mecafe

1627
01:37:47,520 --> 01:37:51,120
Speaker 2: coffee cup, and we had these one hundred fans and

1628
01:37:51,240 --> 01:37:55,120
Speaker 2: press right, you know, we had Page six, we had

1629
01:37:55,120 --> 01:38:00,599
Speaker 2: People Magazine, we had oh La, we had Telemundo there

1630
01:38:01,320 --> 01:38:05,000
Speaker 2: and he's doing interviews, he's making sure that the show

1631
01:38:05,080 --> 01:38:06,880
Speaker 2: is going to be right. A couple lucky fans got

1632
01:38:06,920 --> 01:38:09,480
Speaker 2: to go to the show that night. And then also

1633
01:38:09,920 --> 01:38:14,519
Speaker 2: he is in the you know, giving these fans this

1634
01:38:14,640 --> 01:38:17,320
Speaker 2: intimate experience like being able to go see a sound

1635
01:38:17,360 --> 01:38:20,120
Speaker 2: check in this really nice way for an artist, and

1636
01:38:20,160 --> 01:38:21,960
Speaker 2: being able to connect with the artists in that way.

1637
01:38:22,080 --> 01:38:27,439
Speaker 2: Like it was just a really different spin on an

1638
01:38:27,560 --> 01:38:30,759
Speaker 2: artist's kind of partnership and collapse. And obviously there's social

1639
01:38:30,800 --> 01:38:34,120
Speaker 2: posts and all those different components to it, and it's

1640
01:38:34,880 --> 01:38:38,719
Speaker 2: you know, second year partnership, and it was it was fun.

1641
01:38:38,760 --> 01:38:41,040
Speaker 2: We shot that also in Miami and we then did

1642
01:38:41,080 --> 01:38:45,800
Speaker 2: the you know, Club Live Dave Grutman Club partnership also

1643
01:38:45,600 --> 01:38:49,960
Speaker 2: to do the sound check all in Miami. So these

1644
01:38:49,960 --> 01:38:52,559
Speaker 2: were just like interesting Miami experiences. And then you know

1645
01:38:52,840 --> 01:38:55,400
Speaker 2: what I'm really excited about right now is Art Puzzle.

1646
01:38:55,840 --> 01:38:58,559
Speaker 2: So Art Possel kind of transformed Miami the same way

1647
01:38:58,560 --> 01:39:02,880
Speaker 2: that's south By Southwest transfer formed Austin, and it's become

1648
01:39:02,960 --> 01:39:07,320
Speaker 2: this monster pop culture moment. And you know that's spun

1649
01:39:07,520 --> 01:39:11,439
Speaker 2: all these other different brands. But Art Puzzle Proper has

1650
01:39:11,479 --> 01:39:15,880
Speaker 2: now been purchased by James Murdock and has brought a

1651
01:39:15,920 --> 01:39:19,559
Speaker 2: whole new team of rock star executives in and they

1652
01:39:19,600 --> 01:39:22,719
Speaker 2: are kind of transforming what this brand could be because

1653
01:39:22,760 --> 01:39:25,720
Speaker 2: it's just so much bigger than the you know, bear

1654
01:39:25,840 --> 01:39:29,599
Speaker 2: itself now in terms of impact, and so we are

1655
01:39:29,680 --> 01:39:34,200
Speaker 2: working with them on brand partnerships, on strategy, on pop

1656
01:39:34,200 --> 01:39:38,720
Speaker 2: culture moments, and so this was it's gonna be this

1657
01:39:39,200 --> 01:39:41,519
Speaker 2: massive moment. We got our arms wrapped around all these

1658
01:39:41,520 --> 01:39:44,799
Speaker 2: different events. There's all sorts of different brands sponsoring different things,

1659
01:39:44,840 --> 01:39:47,920
Speaker 2: and so working with Art Puzzle, working with the different

1660
01:39:47,960 --> 01:39:50,160
Speaker 2: brands coming into my home city, it's just going to

1661
01:39:50,240 --> 01:39:54,040
Speaker 2: be like a big end of the year extravaganza to

1662
01:39:54,120 --> 01:39:59,000
Speaker 2: kind of Close Out twenty twenty four in music and

1663
01:39:59,240 --> 01:40:04,439
Speaker 2: art in lifestyle, and so that should be exciting. And then,

1664
01:40:04,479 --> 01:40:07,680
Speaker 2: like you know, just recently, someone like Lin Manuel Miranda's

1665
01:40:07,680 --> 01:40:11,320
Speaker 2: team reached out to us, who he just released this

1666
01:40:11,400 --> 01:40:16,920
Speaker 2: Warriors project. It's awesome. It's reimagining the movie Warriors, which

1667
01:40:16,960 --> 01:40:20,759
Speaker 2: he was the total love of. He was this total

1668
01:40:21,080 --> 01:40:23,960
Speaker 2: kind of nerd growing up watching Warriors. When he was four.

1669
01:40:24,320 --> 01:40:28,960
Speaker 2: He and his friend Lisa reimagined the lyrics to celebrate

1670
01:40:28,960 --> 01:40:32,599
Speaker 2: the forty fifth anniversary of Warriors into a rap album.

1671
01:40:32,680 --> 01:40:36,599
Speaker 2: But all the cast is female and it's just such

1672
01:40:36,600 --> 01:40:38,800
Speaker 2: a cool project. So he put it out a couple

1673
01:40:38,840 --> 01:40:42,240
Speaker 2: of weeks ago, and now we're gonna be working with

1674
01:40:42,320 --> 01:40:45,680
Speaker 2: him to kind of do this experience where we're going

1675
01:40:45,720 --> 01:40:48,320
Speaker 2: to introduce him to a lot of brands and kind

1676
01:40:48,360 --> 01:40:52,439
Speaker 2: of create partnerships around this project and help him to

1677
01:40:53,240 --> 01:40:57,599
Speaker 2: make this album a real pop culture moment wherever it goes,

1678
01:40:57,640 --> 01:40:59,800
Speaker 2: if it ends up on Broadway, if it ends up,

1679
01:41:00,160 --> 01:41:02,200
Speaker 2: you know, winning Kleos, if it ends up at the

1680
01:41:02,240 --> 01:41:05,840
Speaker 2: Grammys next year. It helps him tell the story by

1681
01:41:05,880 --> 01:41:10,920
Speaker 2: amplifying it with some great partners that wouldn't necessarily have

1682
01:41:11,080 --> 01:41:16,800
Speaker 2: access to Lin Manuel Monster playwright and super talent to

1683
01:41:16,840 --> 01:41:18,200
Speaker 2: be able to work with them in this kind of

1684
01:41:18,240 --> 01:41:21,240
Speaker 2: cool capacity on a passion project that's got a lot

1685
01:41:21,280 --> 01:41:23,679
Speaker 2: of legs. So that's coming up in the next couple

1686
01:41:23,720 --> 01:41:26,479
Speaker 2: of weeks. We've got a lot of these kind of

1687
01:41:26,520 --> 01:41:28,720
Speaker 2: fun things coming to finish out the year.

1688
01:41:28,800 --> 01:41:32,920
Speaker 1: Okay. In terms of exposure in music, we had radio,

1689
01:41:33,320 --> 01:41:38,280
Speaker 1: we had MTV. Today you can get a review in

1690
01:41:38,360 --> 01:41:42,840
Speaker 1: a newspaper. Is the audience even reading the newspaper? What

1691
01:41:43,240 --> 01:41:46,960
Speaker 1: works for a brand and a musical act in terms

1692
01:41:47,040 --> 01:41:51,080
Speaker 1: of exposure, What is the best way to reach people?

1693
01:41:52,960 --> 01:41:56,080
Speaker 2: My opinion is that we see the shift, and the

1694
01:41:56,200 --> 01:41:59,559
Speaker 2: shift has happened, and where there's a lot of lessons

1695
01:41:59,600 --> 01:42:02,040
Speaker 2: that are going to come out of this this marketing

1696
01:42:02,080 --> 01:42:06,280
Speaker 2: cycle around the election, and one of them is that

1697
01:42:06,640 --> 01:42:11,000
Speaker 2: people aren't reading. A lot of these newspapers are losing

1698
01:42:11,120 --> 01:42:15,960
Speaker 2: their their I would say credibility and clout. It's you know,

1699
01:42:16,000 --> 01:42:18,200
Speaker 2: I'm an avid New York Times reader. I love the

1700
01:42:18,200 --> 01:42:20,439
Speaker 2: New York Times. Time. I almost at this point I

1701
01:42:20,520 --> 01:42:23,920
Speaker 2: feel like unsubscribing except on Sunday and the hard copy,

1702
01:42:24,400 --> 01:42:29,160
Speaker 2: just because it's just not necessarily giving you the most

1703
01:42:29,200 --> 01:42:33,759
Speaker 2: relevant information. Some of the reporters are, so I think, actually,

1704
01:42:33,800 --> 01:42:37,840
Speaker 2: like an article in the newspaper, people aren't going to

1705
01:42:37,920 --> 01:42:41,120
Speaker 2: read it. Sure it looks good and people share it,

1706
01:42:41,280 --> 01:42:44,040
Speaker 2: but the best way to reach people is really on

1707
01:42:44,800 --> 01:42:49,800
Speaker 2: social media through citizen journalists, and the best best way

1708
01:42:49,800 --> 01:42:53,680
Speaker 2: to do it is through the podcasts. Podcasts are so personal,

1709
01:42:54,120 --> 01:42:57,840
Speaker 2: they're so intimate, you're in somebody's ear. You really feel

1710
01:42:57,880 --> 01:43:03,160
Speaker 2: like you have a relationship with these these people, these

1711
01:43:03,200 --> 01:43:07,320
Speaker 2: these thought leaders, these these people that are questioning or

1712
01:43:07,360 --> 01:43:13,599
Speaker 2: this discourse. So I feel like podcasts and newsletters are

1713
01:43:13,640 --> 01:43:17,760
Speaker 2: really the best place to get information, and I think

1714
01:43:17,800 --> 01:43:21,679
Speaker 2: the rest of it is in a lot of ways

1715
01:43:21,760 --> 01:43:29,040
Speaker 2: clickbait and biased and through corporations kind of with agendas.

1716
01:43:29,920 --> 01:43:32,960
Speaker 2: So if I was going to put a message out,

1717
01:43:32,960 --> 01:43:36,719
Speaker 2: if I was going to release an artist, it seems

1718
01:43:36,760 --> 01:43:40,880
Speaker 2: pretty clear that what worked in the past is not

1719
01:43:41,000 --> 01:43:44,519
Speaker 2: what's going to work in the current. And I think

1720
01:43:44,560 --> 01:43:51,439
Speaker 2: there's a big opportunity to reinvent artists, rollouts, brand rollouts, storytelling,

1721
01:43:52,479 --> 01:43:58,880
Speaker 2: utilizing folks like yourself and myself that are just consistently

1722
01:43:59,720 --> 01:44:05,320
Speaker 2: create original ideas. Because what resonates more than anything right

1723
01:44:05,360 --> 01:44:09,160
Speaker 2: now is authenticity. There is a strong move back to

1724
01:44:09,560 --> 01:44:12,559
Speaker 2: what is real, Like I feel like I know you.

1725
01:44:12,760 --> 01:44:16,680
Speaker 2: I've been reading your stuff for fifteen years. I, like

1726
01:44:17,120 --> 01:44:20,479
Speaker 2: so many of us, You're a treasure in this space.

1727
01:44:20,520 --> 01:44:23,440
Speaker 2: How much you've given to all of us of yourself.

1728
01:44:24,120 --> 01:44:27,320
Speaker 2: And I look up to you because of that. And

1729
01:44:27,680 --> 01:44:30,080
Speaker 2: you've been doing it. Before it was necessarily a hip

1730
01:44:30,800 --> 01:44:35,720
Speaker 2: and now like you're the you know, the granddaddy of

1731
01:44:36,200 --> 01:44:39,000
Speaker 2: doing this. And I just think that this is the

1732
01:44:39,040 --> 01:44:43,520
Speaker 2: trend that more and more people want, they want authenticity

1733
01:44:43,720 --> 01:44:46,120
Speaker 2: and it works. Like I just to give an example,

1734
01:44:46,200 --> 01:44:49,800
Speaker 2: like I just did something with Read Hastings, founder of Netflix,

1735
01:44:50,240 --> 01:44:53,680
Speaker 2: and he, you know, he came and spoken at an

1736
01:44:53,720 --> 01:44:56,599
Speaker 2: event that and I brought him out for it. I

1737
01:44:56,720 --> 01:44:58,599
Speaker 2: knew the landscape and thought this would be a good

1738
01:44:58,600 --> 01:45:02,400
Speaker 2: person to have speak. He's launching Powder Mountain. He's got

1739
01:45:02,439 --> 01:45:06,040
Speaker 2: his next invention, his next platform. He's he's taken this

1740
01:45:06,439 --> 01:45:09,599
Speaker 2: the Summit Mountain and he's turning it where I actually

1741
01:45:09,600 --> 01:45:11,960
Speaker 2: saw you there. I've got a great fireside. But he's

1742
01:45:12,000 --> 01:45:15,599
Speaker 2: now tricking this over and he's reinventing it for what

1743
01:45:15,640 --> 01:45:17,160
Speaker 2: he thinks is going to be one of the great

1744
01:45:17,160 --> 01:45:18,960
Speaker 2: ski experiences. But he needs to get the word out

1745
01:45:18,960 --> 01:45:21,760
Speaker 2: there so New York Times did an amazing piece. He's

1746
01:45:21,760 --> 01:45:26,400
Speaker 2: got a Terrell and art fair or art festival, like

1747
01:45:26,560 --> 01:45:29,280
Speaker 2: a live art exhibits in the ski track its or

1748
01:45:29,400 --> 01:45:32,280
Speaker 2: just skiing. He's got all of that and that's fine.

1749
01:45:32,320 --> 01:45:36,120
Speaker 2: New York Times cool. What moved the needle for him

1750
01:45:36,439 --> 01:45:39,920
Speaker 2: and what really got him the results was a Tim

1751
01:45:39,960 --> 01:45:43,000
Speaker 2: Ferriss podcast, And I've thought about that when his publicist

1752
01:45:43,080 --> 01:45:45,760
Speaker 2: mentioned that to me, and I said, you know what,

1753
01:45:46,120 --> 01:45:47,920
Speaker 2: that's why I reached out to you, because I heard

1754
01:45:47,960 --> 01:45:50,200
Speaker 2: him on Tim Ferriss. The New York Times was fine,

1755
01:45:50,240 --> 01:45:53,800
Speaker 2: but that didn't move the culture. So having people on

1756
01:45:53,880 --> 01:46:00,439
Speaker 2: platforms like podcasts, I think are way more powerful. Article

1757
01:46:00,520 --> 01:46:04,519
Speaker 2: and Rolling Stone that's behind a pay wall and it's

1758
01:46:04,520 --> 01:46:07,719
Speaker 2: got a political slant and it's just surrounded by ads.

1759
01:46:08,200 --> 01:46:12,240
Speaker 2: It just doesn't feel the same as directly talking to

1760
01:46:12,320 --> 01:46:16,519
Speaker 2: consumers with real intention.

1761
01:46:16,760 --> 01:46:20,240
Speaker 1: Jesse, you've been in the game for a while. Before

1762
01:46:20,280 --> 01:46:22,720
Speaker 1: we leave this, what's your greatest hit?

1763
01:46:26,479 --> 01:46:29,040
Speaker 2: I am so about the next right If you ask

1764
01:46:29,120 --> 01:46:33,680
Speaker 2: me what music I'm listening to. I love what New

1765
01:46:33,760 --> 01:46:38,400
Speaker 2: Music Friday serves up. I love what YouTube's trending. New

1766
01:46:38,479 --> 01:46:41,040
Speaker 2: music releases are like in a world where there's one

1767
01:46:41,120 --> 01:46:44,519
Speaker 2: hundred and twenty thousand songs coming out a day on

1768
01:46:44,560 --> 01:46:48,679
Speaker 2: these platforms. It's really hard to keep up with it all.

1769
01:46:48,720 --> 01:46:54,360
Speaker 2: And it's just what's most exciting to me is I

1770
01:46:54,400 --> 01:46:58,559
Speaker 2: think the opportunity to keep going and to keep building.

1771
01:46:58,720 --> 01:47:02,120
Speaker 2: Like I've discovered that the key to life in my

1772
01:47:03,080 --> 01:47:07,400
Speaker 2: mind is compounding, and that's compounding in all forms, compounding

1773
01:47:07,439 --> 01:47:14,280
Speaker 2: in relationships, compounding and wisdom, compounding in experience, in everything.

1774
01:47:14,360 --> 01:47:18,080
Speaker 2: So when you think about in love, like compounding is

1775
01:47:18,120 --> 01:47:21,120
Speaker 2: the great power and the only way to stop compounding

1776
01:47:21,200 --> 01:47:25,200
Speaker 2: is to give up. So I want to do this forever,

1777
01:47:25,360 --> 01:47:27,400
Speaker 2: like you said it on a podcast recently, like you

1778
01:47:27,439 --> 01:47:28,680
Speaker 2: want to do this. You're going to do this to

1779
01:47:28,800 --> 01:47:32,080
Speaker 2: the day that you croak, And like I look at you,

1780
01:47:32,200 --> 01:47:34,479
Speaker 2: I look at Rupert Murdoch, I look at people in

1781
01:47:34,520 --> 01:47:40,240
Speaker 2: their eighties and just still in the game, and you know,

1782
01:47:40,360 --> 01:47:43,280
Speaker 2: warm Buffett, like these are people that are seeing the

1783
01:47:43,320 --> 01:47:46,559
Speaker 2: fruits of all of their work. So to me, it's

1784
01:47:46,600 --> 01:47:50,240
Speaker 2: not about a one hit wonder or greatest hit. It's

1785
01:47:50,280 --> 01:47:55,240
Speaker 2: about consistently showing up every day and giving it your

1786
01:47:55,280 --> 01:47:58,280
Speaker 2: best and taking the lumps and just trying to do

1787
01:47:58,360 --> 01:48:01,840
Speaker 2: a little bit better. Across the board in every way,

1788
01:48:02,560 --> 01:48:06,760
Speaker 2: and to me, I feel like the sky, just like

1789
01:48:07,000 --> 01:48:11,000
Speaker 2: tomorrow should be better than today, and that's what keeps

1790
01:48:11,000 --> 01:48:11,840
Speaker 2: my energy so up.

1791
01:48:11,920 --> 01:48:15,360
Speaker 1: You're definitely be Jesse. I'm sure you've informed a lot

1792
01:48:15,360 --> 01:48:18,120
Speaker 1: of people. You're deep in the space. People are fascinated

1793
01:48:18,160 --> 01:48:20,200
Speaker 1: by it. I want to thank you so much for

1794
01:48:20,280 --> 01:48:24,160
Speaker 1: taking this time with my audience, Bob.

1795
01:48:24,240 --> 01:48:26,760
Speaker 2: I really really appreciate it. Thank you for the time,

1796
01:48:26,880 --> 01:48:30,200
Speaker 2: Thank you for the platform. These moments mean so much

1797
01:48:30,320 --> 01:48:33,000
Speaker 2: to me. We've got some great photos and images over

1798
01:48:33,000 --> 01:48:36,080
Speaker 2: the years. I wish we were doing this on Zoom.

1799
01:48:36,960 --> 01:48:40,160
Speaker 2: I've got so many ideas and thoughts for you. I'm

1800
01:48:40,280 --> 01:48:43,599
Speaker 2: rooting for you completely, and I just hope you know,

1801
01:48:43,720 --> 01:48:45,920
Speaker 2: keep doing what you're doing for all of us, because

1802
01:48:46,760 --> 01:48:51,400
Speaker 2: you know, even if we disagree, it makes us think.

1803
01:48:51,840 --> 01:48:54,559
Speaker 2: And that's what this is about. Right now, critical thinking

1804
01:48:54,680 --> 01:48:56,679
Speaker 2: is in an all time high.

1805
01:48:56,720 --> 01:49:00,240
Speaker 1: Well. Definitely, the words you've had today have made people think.

1806
01:49:00,800 --> 01:49:02,519
Speaker 1: I want to thank you. I want to thank the

1807
01:49:02,560 --> 01:49:05,760
Speaker 1: audience till next time. This is Bob Loff said