WEBVTT - Jesse Kirshbaum 0:00:08.520 --> 0:00:13.240 Welcome, Welcome, Welcome back to the mob Webset podcast. My 0:00:13.440 --> 0:00:19.480 guest today is mister Sponsorship Jesse Kerschbaum of the New Agency. Jesse, 0:00:20.040 --> 0:00:21.880 what is the New Agency? 0:00:22.880 --> 0:00:28.320 New Agency lives in the intersection of music, technology and 0:00:28.480 --> 0:00:36.360 brand partnerships. We are a boutique agency that really is 0:00:36.880 --> 0:00:42.960 connecting brands to their consumers by leveraging the power of music. 0:00:44.000 --> 0:00:47.279 We create pop culture moments and we help brands tell 0:00:47.320 --> 0:00:54.880 their story through this emotional and beautiful industry called the 0:00:55.000 --> 0:00:55.680 music business. 0:00:55.920 --> 0:00:58.840 Okay, let's start with a couple of projects you've worked 0:00:58.880 --> 0:00:59.560 on recently. 0:01:01.120 --> 0:01:05.479 Yeah, well, yesterday obviously we had to shift the recording 0:01:05.600 --> 0:01:10.640 because we popped up at Walmart and at seven to 0:01:10.640 --> 0:01:16.000 eleven for a DJ Khalid nest Quick Chocolate milk that 0:01:16.200 --> 0:01:18.800 we launched, and that was, you know, at this point, 0:01:18.840 --> 0:01:24.080 a six month ordeal where we started helping Nestley try 0:01:24.080 --> 0:01:26.240 to figure out how to work in music. They had 0:01:26.280 --> 0:01:28.920 never worked in music. With nest Quick, they were trying 0:01:28.920 --> 0:01:31.320 to figure out what artists or what they should do. 0:01:31.840 --> 0:01:35.280 So we sourced a bunch of artists. We vetted them. 0:01:35.319 --> 0:01:38.040 Should it be Cardi B, Should it be Chance the rapper. 0:01:38.560 --> 0:01:43.840 We landed on DJ Khalid. It tested very well, family friendly, 0:01:45.120 --> 0:01:52.800 big songs, international, multicultural, and we started with just a 0:01:52.840 --> 0:01:57.440 television commercial which was him and the bunny and kind 0:01:57.480 --> 0:02:01.840 of interaction and it did really, really well, and it 0:02:02.000 --> 0:02:04.680 was at gas stations and it was being played on 0:02:05.120 --> 0:02:09.000 different channels and it got some pretty good traction. And 0:02:09.040 --> 0:02:13.200 at that point Neslei said, should we think about launching 0:02:13.200 --> 0:02:17.000 a flavor? And so I'm sitting with Dj Khaled in 0:02:17.120 --> 0:02:21.720 Miami at his house and we're tasting different samples and 0:02:21.760 --> 0:02:24.640 he's explaining to me, I want the cinnamon to be 0:02:24.720 --> 0:02:28.000 the star. I want this to be a cinnamon forward drink, 0:02:28.160 --> 0:02:31.079 and he's like, I want to call it cinnabun and 0:02:31.280 --> 0:02:35.000 we couldn't clear cinnabuon. Neslee pretty quickly hit me on 0:02:35.040 --> 0:02:39.079 the side and said we could clear cinnamon Bun, and 0:02:39.480 --> 0:02:42.680 collectively we thought it would be a lot more creative 0:02:42.720 --> 0:02:46.680 to call it another Bun, and so we launched Another 0:02:46.720 --> 0:02:51.200 Bun in October. And the power of working with a 0:02:51.240 --> 0:02:56.280 brand like Nesle is you've got massive distribution. We're in Target, 0:02:56.440 --> 0:03:00.840 We're in obviously now Walmart in seven to eleven, uh 0:03:00.960 --> 0:03:07.040 Kroger's and Publics and Amazon, and you know yesterday we 0:03:07.320 --> 0:03:10.400 you know, did this kind of pop up experience last 0:03:10.400 --> 0:03:13.000 minute to shooting some content. Nobody knew it was happening. 0:03:13.120 --> 0:03:16.519 Kind of created a frenzy in the stores, but very 0:03:16.520 --> 0:03:20.240 well controlled, and we opened up four hundred more stores 0:03:20.680 --> 0:03:23.239 through this type of partnership with walmartin with seven to 0:03:23.240 --> 0:03:29.080 eleven and just put this product even more on the map. 0:03:29.520 --> 0:03:32.160 And it's a it's a really exciting case study that 0:03:32.160 --> 0:03:35.960 we're working on. We have three projects in market right 0:03:36.000 --> 0:03:36.960 now and it. 0:03:37.040 --> 0:03:38.760 Well wait, well, let's just drill down a little bit 0:03:38.800 --> 0:03:43.200 more on the Nest quick. How did you establish a 0:03:43.320 --> 0:03:44.680 connection with Nest quick? 0:03:46.000 --> 0:03:52.920 These are long relationships. So the executive at Nesley worked 0:03:53.160 --> 0:03:56.160 with us when she was at red Bull, and red 0:03:56.160 --> 0:04:00.320 Bull was like the Ivy League of Culture marketing, and 0:04:00.360 --> 0:04:02.320 we were very close to the Red Bull team when 0:04:02.320 --> 0:04:06.240 we were just starting the company and built this relationship 0:04:06.320 --> 0:04:10.000 with this senior executive there and stayed in touch over 0:04:10.040 --> 0:04:15.040 the years and supported her with different initiatives. And then 0:04:15.440 --> 0:04:19.240 as time went on and conversations kept going, she eventually said, 0:04:19.960 --> 0:04:23.120 I got something here at Nesley that might make sense. 0:04:23.279 --> 0:04:25.200 We've got a brand that wants to do something in 0:04:25.320 --> 0:04:30.760 music and I thought of you guys. So that led 0:04:30.839 --> 0:04:34.760 to a brief and then a pretty quick process of 0:04:35.400 --> 0:04:37.640 doing this talent search and. 0:04:37.839 --> 0:04:40.080 Okay, wait, wait, okay, let's go a little bit more 0:04:40.120 --> 0:04:43.560 into detail. So you have a long relationship with this woman. 0:04:44.360 --> 0:04:46.640 Just one day you're sitting in front of your computer, 0:04:46.800 --> 0:04:48.440 you get an email or you get a call. That 0:04:48.560 --> 0:04:49.520 was it out of the blue. 0:04:49.680 --> 0:04:52.880 Well, my brother is my business partner, and we can 0:04:52.920 --> 0:04:56.359 get more into the infrastructure of new agency. But my 0:04:56.480 --> 0:05:02.520 brother is a very persistent salesperson and he is really 0:05:02.600 --> 0:05:07.120 good at staying in touch and getting on people's calendars 0:05:07.400 --> 0:05:11.800 and getting people to listen to what we've got going on. 0:05:12.120 --> 0:05:15.800 So he really kind of is a bit of a 0:05:16.000 --> 0:05:22.120 fierce follow upper. And it took months of her saying 0:05:22.160 --> 0:05:25.320 I think I might have something for you until finally 0:05:26.000 --> 0:05:29.919 he got her on the phone and got her excited. 0:05:30.080 --> 0:05:32.880 So it was a relationship that we both had. You know, 0:05:32.920 --> 0:05:36.200 a lot of the conversations we have come from things 0:05:36.200 --> 0:05:39.240 that I might have done, or artists I might have represented, 0:05:39.600 --> 0:05:45.120 or my newsletter beats and bites. But we're full on 0:05:45.240 --> 0:05:51.200 partners and he really doesn't mind following up, and he's 0:05:51.240 --> 0:05:53.560 really good at it, and to be honest, a lot 0:05:53.600 --> 0:05:56.720 of these executives, especially on the brand side, where there's 0:05:56.760 --> 0:06:00.000 a million people emailing them every single day asking them 0:06:00.080 --> 0:06:03.719 for stuff, they don't mind you following up with them. 0:06:04.160 --> 0:06:07.919 They don't mind hearing from you, especially from us with 0:06:08.000 --> 0:06:13.880 the right you know, conversation starters or updates or invites 0:06:13.920 --> 0:06:19.000 to events. It's a long, long, long game sometimes to 0:06:19.040 --> 0:06:22.560 put these projects together. Sometimes they just happen overnight. But 0:06:22.720 --> 0:06:25.600 for the most part, you want to work with, especially 0:06:25.600 --> 0:06:29.560 an agency like Nestlie or a company, a massive corporation 0:06:29.800 --> 0:06:35.279 like Nestley with a not doing much in this space. 0:06:35.400 --> 0:06:40.039 It's an international corporation. They really want to work with 0:06:40.120 --> 0:06:45.280 trusted experts, and after many years of a relationship, lots 0:06:45.279 --> 0:06:49.560 of conversations follow up, the right opportunity presented itself and 0:06:49.920 --> 0:06:54.080 we were down to sprint to get this over the phone. 0:06:54.080 --> 0:06:57.839 Oh okay, okay, you have any idea the frequency of 0:06:57.880 --> 0:07:01.360 your brother's contact with this woman, I would. 0:07:01.200 --> 0:07:04.240 Think, I mean, look again, we knew each other for 0:07:05.520 --> 0:07:07.039 eight years, ten years. 0:07:07.680 --> 0:07:10.680 I mean, is he relentless? Is he bugging or is 0:07:10.720 --> 0:07:12.760 it once a day, once a month, once ya. 0:07:12.720 --> 0:07:16.240 Definitely not bugging. If nobody is coming back to him 0:07:16.280 --> 0:07:19.720 and saying, hey, cut it out, you're hitting me too much. 0:07:19.920 --> 0:07:24.400 It's more that's not the right time. Sorry, I've been 0:07:24.480 --> 0:07:28.520 so busy. I missed your email. I've been on PTO, 0:07:28.760 --> 0:07:29.560 so I don't think. 0:07:29.800 --> 0:07:32.640 Okay, So let's assume your brother is pitching. Is he 0:07:32.800 --> 0:07:37.240 pitching with an idea, is there a hook? Or is 0:07:37.240 --> 0:07:39.440 he just saying we should work together. I can make 0:07:39.480 --> 0:07:40.000 something else. 0:07:40.280 --> 0:07:44.120 We have a very core competency suite of services when 0:07:44.160 --> 0:07:49.160 we sell music strategy, so he's definitely got our core 0:07:49.240 --> 0:07:52.960 business at mind. But we're so entrepreneurial. We're definitely not 0:07:53.040 --> 0:07:58.840 your grandpa's agency and his approaches new frontiers, new trends 0:07:59.240 --> 0:08:02.960 and idea that might make sense. Just staying in touch 0:08:03.320 --> 0:08:06.480 and invite to something. It could be anything across the line, 0:08:06.480 --> 0:08:10.360 and then that person Usually then it sparked something. It 0:08:10.400 --> 0:08:13.440 could be multiple touch points. They might have read something 0:08:13.440 --> 0:08:15.640 in my newsletter. They might have met a friend that 0:08:16.000 --> 0:08:18.600 spoke about us. It could have been word of mouth. Eventually, 0:08:19.080 --> 0:08:22.280 the right opportunity came to mind, and Alex capped her, 0:08:22.720 --> 0:08:25.840 and she gave him a kind of a hook, so 0:08:25.920 --> 0:08:28.640 to speak. She said, I think I got something for you. 0:08:29.280 --> 0:08:33.760 Stay close and that's enough for I guess three more 0:08:33.800 --> 0:08:40.640 months of tracking something like this to then finally us 0:08:41.920 --> 0:08:46.360 it being revealed that this is the obscure idea. 0:08:46.880 --> 0:08:51.960 Oh okay, Ultimately, what did you delivered to you to 0:08:52.080 --> 0:08:52.520 run with? 0:08:53.400 --> 0:08:57.199 She delivered the concept that ness Quick, a brand in 0:08:57.240 --> 0:09:00.360 the Nestley portfolio, wanted to do something in me music 0:09:00.480 --> 0:09:02.440 and wasn't sure what that should be. 0:09:04.040 --> 0:09:07.360 Okay, so she says that you come back with. 0:09:07.320 --> 0:09:12.040 What here are multiple artists that you should work with, right, 0:09:12.120 --> 0:09:15.920 let's start there. Sometimes it is you know, I think 0:09:15.960 --> 0:09:19.880 our secret sauce or our winning formula these days has 0:09:19.960 --> 0:09:26.199 been artist idea and then ten pole moment. It's content, 0:09:26.400 --> 0:09:29.480 it's a live event, it's a live stream, it's a 0:09:29.600 --> 0:09:33.560 product drop. But usually we wrapped the whole package together. 0:09:34.960 --> 0:09:38.280 This was a situation where we started with the artist, 0:09:39.559 --> 0:09:42.120 then we figured out the passion points of these artists. 0:09:42.240 --> 0:09:44.880 Okay, well just a little bit slower, sure, she said, 0:09:45.000 --> 0:09:48.520 nest Quick, the first thing you thought was let me 0:09:48.559 --> 0:09:49.440 get the right artist. 0:09:50.760 --> 0:09:52.199 That's all. It came down to the start. 0:09:52.280 --> 0:09:56.800 Okay, So how did you zero in on the artist? 0:09:56.920 --> 0:10:00.360 And you do you only approach artists have a pre 0:10:00.440 --> 0:10:02.360 existing relationship. 0:10:01.720 --> 0:10:06.280 With absolutely not. We are completely agnostic. We have a 0:10:06.559 --> 0:10:10.320 very good understanding of the landscape of the business. We 0:10:10.400 --> 0:10:15.000 work with the major labels, the indie labels, the talent agencies, 0:10:15.120 --> 0:10:20.480 the DSPs. We're reading hundreds thousands of articles a week, 0:10:20.880 --> 0:10:25.400 so we're seeing so much. We really know the landscape, 0:10:25.400 --> 0:10:27.480 and then we have personal relationships at this point with 0:10:27.720 --> 0:10:30.520 every artist management. There's four or five different ways to 0:10:30.559 --> 0:10:34.840 get to the artists, and what we're really considering is 0:10:34.880 --> 0:10:37.719 what that brand wants. That's who our clients are. At 0:10:37.720 --> 0:10:41.120 this stage in my career, we work on behalf of 0:10:41.160 --> 0:10:44.040 the brands, so we're going to help them try to 0:10:44.080 --> 0:10:48.640 find the best artist with the best path to get 0:10:48.679 --> 0:10:53.240 to that artist at and be able to utilize what's 0:10:53.320 --> 0:10:57.240 authentic to that artist, what's important to that artist, so 0:10:57.280 --> 0:11:01.280 that we can create something that is going to resonate 0:11:01.720 --> 0:11:05.680 with both the artists fan base, the brands folks, and 0:11:06.160 --> 0:11:10.120 receive all sorts of earned media press and you know, 0:11:10.280 --> 0:11:13.400 ultimately hopefully hijack the airwaves and become a really big 0:11:13.440 --> 0:11:14.319 pop culture moment. 0:11:14.679 --> 0:11:18.520 Okay, you got the green light from Nestley via nest 0:11:18.600 --> 0:11:22.679 Quick you start looking at acts. What do you then 0:11:22.760 --> 0:11:24.840 do and how do you end up with DJ Collin. 0:11:26.160 --> 0:11:29.240 We sourced a bunch of different acts. We start to 0:11:29.280 --> 0:11:32.079 deep dive into nest quick we start to figure out 0:11:32.160 --> 0:11:34.320 what this is going to be used for. We don't 0:11:34.320 --> 0:11:36.520 even know if it's a television commercial, if it's going 0:11:36.559 --> 0:11:39.440 to be a digital at the time, we you know, 0:11:39.480 --> 0:11:42.640 it's a step by step process with this particular one, 0:11:43.440 --> 0:11:48.080 and we just stayed very nimble and flexible as we do, 0:11:48.600 --> 0:11:51.760 and started to source options who would be big. We 0:11:51.800 --> 0:11:53.720 know it needed to be a big artist, and we 0:11:53.760 --> 0:11:59.360 know it needed to have a certain family friendly, multi genre, 0:11:59.559 --> 0:12:02.880 multi demo reach, and we knew that it needed to 0:12:03.000 --> 0:12:06.400 be you know, not the biggest in the world, but 0:12:06.840 --> 0:12:10.000 at a certain level where we could shift culture with 0:12:10.320 --> 0:12:14.680 this artist and really impact but also you know, not 0:12:15.520 --> 0:12:20.760 totally destroy the bank. Right We're not booking Rihanna, Beyonce, 0:12:21.240 --> 0:12:26.720 jay Z, but we're getting the opening act for that 0:12:27.160 --> 0:12:31.480 tour or that circuit, and we're getting somebody that really 0:12:31.600 --> 0:12:35.719 understands how to move products. So we then ended up 0:12:36.040 --> 0:12:39.120 you know, pulling demos on different artists. Again, there was 0:12:39.520 --> 0:12:42.480 five artists or so that we present. We kind of 0:12:42.480 --> 0:12:43.720 come with our top three. 0:12:44.120 --> 0:12:47.400 Wait wait, wait, before you approach Nesli, how do you 0:12:47.480 --> 0:12:49.280 decide on those five artists. 0:12:50.440 --> 0:12:57.479 It's a combination of data POV, which is the most important, 0:12:57.720 --> 0:13:02.920 and insider information knowing this artist has a project coming out, 0:13:03.120 --> 0:13:06.760 this artist is going to have an affinity to this product, 0:13:07.200 --> 0:13:10.560 this artist is looking to do certain projects in this 0:13:10.960 --> 0:13:15.000 certain genre or certain sphere. You know. I think our 0:13:15.120 --> 0:13:18.600 kind of curation process really comes down to those three 0:13:18.600 --> 0:13:20.360 things and. 0:13:20.400 --> 0:13:23.040 Find just POV normally means point of view, What do 0:13:23.120 --> 0:13:24.560 you is that we're talking here? 0:13:24.800 --> 0:13:28.760 That's the most important component that we all have right 0:13:28.800 --> 0:13:32.160 now in twenty twenty four, twenty twenty five, it's POV. 0:13:32.520 --> 0:13:36.880 What is are unique in a world where there's no 0:13:37.400 --> 0:13:42.000 intermediaries and anybody can put a record, anybody can record 0:13:42.000 --> 0:13:45.360 a video, and now the algorithms have changed where it's 0:13:45.360 --> 0:13:50.280 the best content wins. It's really about what you say 0:13:50.880 --> 0:13:54.199 and how you got to what you're saying. So POV 0:13:54.480 --> 0:13:59.760 is you know, twenty plus years of being in the trenches, 0:13:59.840 --> 0:14:02.560 in the street, in the suites of the music business, 0:14:03.000 --> 0:14:07.559 really understanding it, plus all the other characteristics that I have, 0:14:07.640 --> 0:14:09.520 the other things I've read, the places I've studied, the 0:14:09.520 --> 0:14:12.360 things I've gone through, the traveling the shows, The touring 0:14:13.000 --> 0:14:17.520 all of the different experiences forms my POV and then 0:14:17.840 --> 0:14:23.680 my team's POV collectively really informs how this decision is 0:14:23.720 --> 0:14:27.200 made with the data and the insider information. 0:14:35.040 --> 0:14:39.360 Okay, you go to Nestle with five acts, have you 0:14:39.560 --> 0:14:43.560 approached those five acts and such that they say we're 0:14:43.600 --> 0:14:46.560 on the right terms, we're interested, or are you going 0:14:46.640 --> 0:14:49.360 to go back to them after Nestle decides. 0:14:50.200 --> 0:14:54.240 We might have soft sounded some of the artists. We 0:14:54.320 --> 0:14:59.000 might have had a casual conversation like, hey, thinking about 0:14:59.080 --> 0:15:02.600 this if we didn't know these are artists that we 0:15:02.720 --> 0:15:04.840 know what they're looking for, we know what they take. 0:15:04.920 --> 0:15:06.960 We run into them at a concert, we run into 0:15:07.000 --> 0:15:10.160 them in an event. We're you know, rubbing shoulders with 0:15:10.280 --> 0:15:13.880 them in our world on a pretty regular basis. So 0:15:14.000 --> 0:15:18.960 it's not that we need to overanalyze this. It might 0:15:19.040 --> 0:15:22.680 be in certain situations, certain clients definitely want you to 0:15:22.760 --> 0:15:26.840 really know availability interest. You know, there's different things, but 0:15:27.000 --> 0:15:33.160 usually we want to have a confirmation of intent from 0:15:33.360 --> 0:15:38.200 a brand before we start going too deep onto this 0:15:38.240 --> 0:15:41.920 brand is interested. Potentially, it just kind of stirs up 0:15:41.960 --> 0:15:45.440 a lot of feelings and also it's a waste of time. 0:15:45.600 --> 0:15:48.480 So we want a commitment from the brand to say, yes, 0:15:49.200 --> 0:15:51.440 this is a direction that we'd be comfortable and going. 0:15:51.840 --> 0:15:55.480 Here's some parameters around budget, here's some use case needs. 0:15:55.960 --> 0:15:58.360 Then you can go to an artist and say, hey, 0:15:58.400 --> 0:16:01.000 this is what it's looking like before I send you 0:16:01.040 --> 0:16:03.480 a formal offer. But we would want that before we're 0:16:03.880 --> 0:16:08.560 talking to a artist, just because you know, it's like, 0:16:08.640 --> 0:16:10.160 do you want to do this thing? Well? What is 0:16:10.240 --> 0:16:14.520 this thing? Right? It's too amorphous without more parameters, so 0:16:14.960 --> 0:16:17.080 we would kind of boil down what the parameters are. 0:16:17.080 --> 0:16:20.600 It puts the ball back in Nesley's court, where it's okay, 0:16:20.720 --> 0:16:23.400 let's figure out what we want to do. 0:16:23.920 --> 0:16:27.280 Heyway before we get there. Okay, you go back to Nasville, 0:16:27.280 --> 0:16:30.200 you get five acts. What happens right after that? 0:16:31.600 --> 0:16:35.280 We talked through them, We present them, we talk through them. 0:16:35.560 --> 0:16:39.240 It's a you know, pretty quick conversation. We show the research, 0:16:39.560 --> 0:16:41.760 we give our POV again. 0:16:41.560 --> 0:16:45.640 Well I'm just interested, sure what research are you talking about? 0:16:45.800 --> 0:16:47.720 What numbers and where do you get these numbers? 0:16:47.920 --> 0:16:54.240 Social cloud articles, brand affinities. There's like fifteen twenty different 0:16:54.360 --> 0:16:57.520 data put inputs that we could look at that could 0:16:57.680 --> 0:17:02.760 kind of solidify why this artist would be a good 0:17:02.840 --> 0:17:07.760 candidate for this, and then we would kind of highlight 0:17:07.800 --> 0:17:10.639 our top three. You know, we probably have the last 0:17:10.680 --> 0:17:13.560 slide with the last two like these two could be considered. 0:17:13.600 --> 0:17:15.239 You know, you don't want to rule anything out, but 0:17:15.560 --> 0:17:18.680 we want to make this as thoughtful as possible when 0:17:18.680 --> 0:17:23.000 we're presenting it and then a POV. Right, this artist 0:17:23.520 --> 0:17:27.119 we think will work with this in this budget during 0:17:27.160 --> 0:17:31.159 this time period. Here's the reasons why let us know 0:17:31.720 --> 0:17:34.399 in this situation because it was our first time in 0:17:34.440 --> 0:17:39.120 particular working with Nesley, they did a whole background check 0:17:39.160 --> 0:17:41.679 on these artists as well. It was another series of vetting. 0:17:41.720 --> 0:17:43.719 We do the vetting. We make sure that there's no 0:17:44.280 --> 0:17:48.239 complicated things, there's no conflicts of interest there. You know, 0:17:48.320 --> 0:17:50.840 there could be things that come up, right then there 0:17:50.920 --> 0:17:53.199 are always so you always have to kind of know, 0:17:53.760 --> 0:17:56.600 all right, this is a minefield, this is a clause 0:17:56.640 --> 0:17:58.840 that we have to be careful of. And in this situation, 0:17:59.160 --> 0:18:01.840 there were those situations that we had to kind of 0:18:01.840 --> 0:18:06.760 sidestep and iron out and work through. But after everything 0:18:06.840 --> 0:18:10.320 was said and done, their vetting and our vetting process, 0:18:11.000 --> 0:18:16.120 it allowed them to say it tests well, we want 0:18:16.160 --> 0:18:18.560 to give this a shot. We're not going all the 0:18:18.600 --> 0:18:22.840 way to start, but we want the options to unrail, 0:18:23.440 --> 0:18:27.320 to take this to television, to potentially release a flavor, 0:18:28.280 --> 0:18:31.160 you know, and and continue to extend on from there. 0:18:31.359 --> 0:18:35.080 Okay, you mentioned test. Nestley actually does a test. 0:18:35.480 --> 0:18:39.520 Yeah, they do surveys. There's great survey companies out there 0:18:39.560 --> 0:18:41.760 that can tell you how this is going to perform 0:18:42.000 --> 0:18:46.680 with your brand and this artist and this type of content. 0:18:46.880 --> 0:18:49.280 So yeah, they'll they'll do the data. 0:18:49.320 --> 0:18:52.359 Okay, So Nestlee Nestley does it work. It comes back 0:18:52.400 --> 0:18:54.720 to you when it comes back to you, does it 0:18:54.800 --> 0:18:57.520 have one specific artist or two or three? 0:18:58.240 --> 0:19:01.520 Let's start with one? Right? In this situation, it was 0:19:01.760 --> 0:19:04.200 we've got we've got one that we want to start with. 0:19:04.400 --> 0:19:04.720 Right. 0:19:04.800 --> 0:19:07.880 You can't be married put all your eggs in one 0:19:07.960 --> 0:19:12.119 artist's basket. It's not behooving to the brand to do 0:19:12.200 --> 0:19:16.399 that because then they're just like shooting their shot and 0:19:16.440 --> 0:19:19.359 that's all they got. It should be about a diversified 0:19:19.600 --> 0:19:21.080 of opportunities. 0:19:21.160 --> 0:19:26.080 Okay, So before you approach the artists, how much concept 0:19:26.240 --> 0:19:31.960 is established in terms of cash, exhibition product, how much 0:19:32.040 --> 0:19:36.040 is formulated or even up for discussion before you approach 0:19:36.080 --> 0:19:38.760 the artist that's been decided upon, all. 0:19:38.600 --> 0:19:41.560 Of that will be mapped out, right. You got to 0:19:41.680 --> 0:19:45.159 have the understanding of what the cash is going to be, 0:19:45.600 --> 0:19:48.120 of what the the product is going to be, what 0:19:48.160 --> 0:19:51.000 the terms and conditions are going to be needed. You 0:19:51.080 --> 0:19:53.400 need to understand that when you're coming to the artist, 0:19:53.480 --> 0:19:56.159 how many posts? What is this going to be used for? 0:19:56.240 --> 0:19:59.800 Linear like, how is the glam gonna work? Like? Is this? 0:19:59.840 --> 0:20:03.160 How how many service days is this? All of those 0:20:03.200 --> 0:20:06.560 are going to be factors when an artist and their 0:20:06.600 --> 0:20:09.400 team decides on if the project is right. 0:20:09.560 --> 0:20:12.679 Okay, so let's just stay between new and in this 0:20:12.840 --> 0:20:18.000 case NESTLEI, how do you agree on those numbers? Or 0:20:18.040 --> 0:20:21.320 does Neslie tell you? 0:20:21.520 --> 0:20:25.640 We can coach Nestli on what we think it will 0:20:25.680 --> 0:20:29.920 take and Nestli will tell us what their parameters are. 0:20:30.560 --> 0:20:34.760 So it's a conversation. It's a level of trust, and 0:20:35.560 --> 0:20:38.080 NESTLEI might say, or the brand in general might say, 0:20:38.119 --> 0:20:41.359 this is what we've got. Can we make it work? 0:20:42.080 --> 0:20:45.560 And then it's up to us to try to figure 0:20:45.560 --> 0:20:47.760 out how to make that work right. There's so many 0:20:47.840 --> 0:20:51.800 levers on the board. Do we do less posts, do 0:20:51.880 --> 0:20:54.960 we do less service days? Do we do shorter terms. 0:20:55.040 --> 0:20:58.760 Do we do less regions, do we not license music? 0:20:58.920 --> 0:21:01.560 Do we license music? Do we tack on an event? 0:21:01.880 --> 0:21:05.040 Do we take the event off? Like all of those 0:21:05.080 --> 0:21:08.960 components will then help us to kind of formulate what 0:21:09.240 --> 0:21:13.280 the idea is and how it's going to work. We've 0:21:13.320 --> 0:21:17.480 got a long history with rock Nation with DJ Khaled, 0:21:17.720 --> 0:21:21.800 you know, there's years and years of successes together and 0:21:21.840 --> 0:21:28.359 wins and trust, so they will understand that this is 0:21:28.400 --> 0:21:30.680 going to be done right, this is going to be cool, 0:21:30.880 --> 0:21:33.520 This is going to have elements that they're looking for them. 0:21:33.680 --> 0:21:37.000 They're dealing with somebody that used to represent artists, that 0:21:37.320 --> 0:21:40.920 understands the artist's lens, that was with them on this 0:21:41.400 --> 0:21:45.640 and been in the trenches with their artists from their 0:21:45.760 --> 0:21:49.800 side of the table, so they know that they're getting 0:21:50.000 --> 0:21:57.720 that level of appreciative I guess understanding. And then they're 0:21:57.760 --> 0:22:02.240 looking at this and saying wow, like this has potential 0:22:02.280 --> 0:22:06.200 to be in hundreds of stores, like we're going to 0:22:06.280 --> 0:22:09.480 be in all of these amazing places, Like this is 0:22:09.520 --> 0:22:13.040 going to be on television potentially, like it's one day 0:22:13.160 --> 0:22:19.119 shoot and and he's gonna be able to be associated 0:22:19.160 --> 0:22:24.440 with such a classic brand that is like we all 0:22:24.440 --> 0:22:28.240 grew up on it's iconic, and they're gonna remix the 0:22:28.280 --> 0:22:34.760 brand and allow the DJ Khaled, this producer extraordinaire empresario, 0:22:35.240 --> 0:22:39.719 to be able to put his stamp on what the 0:22:39.760 --> 0:22:44.199 bunny looks like, that's pretty amazing, and what the bunny 0:22:44.560 --> 0:22:48.560 does and sounds like that's a big opportunity. I you know, 0:22:49.320 --> 0:22:52.400 smart managers realize that the co sign of a brand 0:22:53.080 --> 0:22:56.879 is so valuable. Like Oreo is bigger than any artists 0:22:56.920 --> 0:22:59.800 in the world. They have way more distribution. They are 0:23:00.080 --> 0:23:04.280 way more well known than Bruce Springsteen. So if an 0:23:04.320 --> 0:23:07.520 Oreo has infinite options of who they want to work 0:23:07.560 --> 0:23:11.680 with it they could pick anybody they If not this artist, 0:23:11.680 --> 0:23:14.479 it could be this artist, and the idea could switch around. 0:23:14.520 --> 0:23:19.000 So you got to have an artist or a team 0:23:19.000 --> 0:23:23.000 that understands that these brand partnerships are in many ways 0:23:23.000 --> 0:23:26.479 a gift from a creative source. 0:23:26.640 --> 0:23:30.239 Okay, a traditional advertising agencies. He takes a percentage. How 0:23:30.240 --> 0:23:31.240 does new get paid? 0:23:31.920 --> 0:23:35.280 We're usually you know, it's every time, it's case by case. 0:23:35.720 --> 0:23:40.240 The gone is the row where you're you know, aore 0:23:40.680 --> 0:23:47.000 on retainer for imperpetuity, you know, until there's an agency reshuffle. 0:23:47.520 --> 0:23:50.600 So we always have to come up with our structure. 0:23:50.720 --> 0:23:55.280 We're always trying to figure out what is our role 0:23:55.560 --> 0:24:00.119 in this partnership. Are we strategy? That's one level. We 0:24:00.240 --> 0:24:03.679 really start with strategy. That's where is the best place 0:24:03.760 --> 0:24:06.400 for a brand to think about things. Spend a month 0:24:06.440 --> 0:24:09.600 and a half figure out where you belong. Get the 0:24:09.720 --> 0:24:14.080 right artists, get the right venues, get the right festival partnerships, 0:24:14.080 --> 0:24:16.680 get the kind of where you belong in the landscape. 0:24:16.680 --> 0:24:19.879 If you're a new brand to this, then from there 0:24:21.240 --> 0:24:24.320 ideally will execute the strategy. And that's what's been happening 0:24:24.320 --> 0:24:26.800 more and more is once we write the strategy, we're 0:24:26.800 --> 0:24:30.400 in the unique position to make that strategy come to life. 0:24:30.840 --> 0:24:33.439 And then that would be unlocking a different budget, and 0:24:33.480 --> 0:24:36.399 then from that budget we could be charging hourly, we 0:24:36.440 --> 0:24:40.320 could be charging project based, we could be charging a royalty. 0:24:40.840 --> 0:24:45.840 In this scenario, you know, we're in a position where 0:24:46.160 --> 0:24:50.960 Nesley pays us a fee to on each layer of 0:24:51.000 --> 0:24:51.600 the campaign. 0:24:52.520 --> 0:24:56.840 Okay, how many people work for new and does it 0:24:56.920 --> 0:25:00.959 fluctuate based on what project you are working? Fun? 0:25:01.920 --> 0:25:09.919 Yeah, we're a consortium of consultants and permal ancers. We're 0:25:10.000 --> 0:25:17.240 constantly scaling up and down based on what the job 0:25:17.359 --> 0:25:21.280 is at hand. We're super nimble in that regard. So 0:25:21.440 --> 0:25:27.359 we've got a core team of all stars that look 0:25:27.400 --> 0:25:31.600 in the range of seven to ten people on an 0:25:31.680 --> 0:25:35.199 everyday basis, and that's a family shop. That's me and 0:25:35.240 --> 0:25:39.360 my brother, everybody we work together, we love, we've known well. 0:25:39.359 --> 0:25:42.000 I mean, now we're hiring some more people, but we're 0:25:43.160 --> 0:25:48.160 constantly keeping the core really really tight. And then when 0:25:48.200 --> 0:25:51.679 we land the project or we need to put different 0:25:51.680 --> 0:25:55.720 components of it around it in order to service. Because 0:25:55.720 --> 0:26:00.840