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This is 18 00:01:02,040 --> 00:01:04,559 Speaker 2: an episode that could have happened five times. 19 00:01:05,280 --> 00:01:05,800 Speaker 3: Let's start this. 20 00:01:06,080 --> 00:01:09,679 Speaker 2: Yeah, but we finally got it done. But before we start, 21 00:01:10,800 --> 00:01:13,240 Speaker 2: by the time you guys hear this, three days four 22 00:01:13,319 --> 00:01:16,280 Speaker 2: days before the Big, the Big, the Big one. We 23 00:01:16,360 --> 00:01:20,120 Speaker 2: come into Philadelphia March fourteenth. March fifteenth, we have a 24 00:01:20,240 --> 00:01:23,440 Speaker 2: live podcast on the fourteenth and that's gonna be with 25 00:01:23,480 --> 00:01:27,839 Speaker 2: our brother Wallow two six seven legend himself, Greg Parker, 26 00:01:28,080 --> 00:01:32,560 Speaker 2: a big business Neil Maya Davis amazing and just added 27 00:01:32,600 --> 00:01:35,119 Speaker 2: to the bill. Just added to the bill, John hen 28 00:01:35,160 --> 00:01:40,120 Speaker 2: reach out brother got John. Yes, and our guest today. 29 00:01:40,040 --> 00:01:41,480 Speaker 3: Somebody familiar to that flyer. 30 00:01:42,560 --> 00:01:45,000 Speaker 2: Yes, Yes, we're gonna we're gonna give him a full introduction. 31 00:01:45,160 --> 00:01:45,679 Speaker 3: Let's do it right. 32 00:01:45,800 --> 00:01:49,120 Speaker 2: We're gonna do it right. So Sunday, Sunday we have 33 00:01:49,240 --> 00:01:51,920 Speaker 2: our workshop and the workshop is going to be vending 34 00:01:52,000 --> 00:01:57,120 Speaker 2: Biza Edwards, Alex good Energy, Yeah, the King of Trucking 35 00:01:58,200 --> 00:01:59,600 Speaker 2: and the tar Bla and I used to shell the 36 00:01:59,600 --> 00:02:02,040 Speaker 2: They're gonna with a tag team real Estate and you're 37 00:02:02,040 --> 00:02:03,560 Speaker 2: gonna talk about how to build a million dollar real 38 00:02:03,680 --> 00:02:08,160 Speaker 2: estate portfolio starting with nothing. So it's crazy. The live 39 00:02:08,200 --> 00:02:12,919 Speaker 2: podcast open bar caters, it's a networking event. After it's 40 00:02:12,960 --> 00:02:13,359 Speaker 2: a whole. 41 00:02:13,320 --> 00:02:16,240 Speaker 3: Yea e y L rules man, drink responsibly, act accordingly. 42 00:02:19,080 --> 00:02:21,800 Speaker 2: Yeah, yeah, yeah, So all the information is on e 43 00:02:21,960 --> 00:02:24,960 Speaker 2: y L Experience dot com. Like I said, you got 44 00:02:25,000 --> 00:02:27,080 Speaker 2: a couple of days to get tickets, don't play yourself, 45 00:02:27,080 --> 00:02:30,320 Speaker 2: don't miss out on this. Can't wait to touch the town. 46 00:02:30,520 --> 00:02:35,880 Speaker 2: So all right, Philadelphia, We'll see you. So without further ado, 47 00:02:36,160 --> 00:02:38,360 Speaker 2: we got that. We gotta announce the young legend that 48 00:02:38,360 --> 00:02:43,280 Speaker 2: we got in the building today. Annie sanal s y'all 49 00:02:46,360 --> 00:02:50,440 Speaker 2: get it. I get nervous because people mess up my 50 00:02:50,560 --> 00:02:53,280 Speaker 2: name so much that I've become very sensitive to that. 51 00:02:53,760 --> 00:02:57,320 Speaker 2: But yes, so this is actually a while in the making. 52 00:02:57,400 --> 00:02:59,640 Speaker 2: As I said, we we had a schedule for a 53 00:02:59,639 --> 00:03:01,920 Speaker 2: few different times and we had to go out of 54 00:03:01,960 --> 00:03:06,280 Speaker 2: town and a lot of stuff came up. I think weeks. Yeah, 55 00:03:06,480 --> 00:03:10,079 Speaker 2: but we here, we here, So I'll give the bad story. 56 00:03:10,200 --> 00:03:13,680 Speaker 2: So did everything from Music started a record label when 57 00:03:13,680 --> 00:03:16,200 Speaker 2: he was in high school, inspired by jay Z, which 58 00:03:16,200 --> 00:03:18,919 Speaker 2: fits right in the podcast. As we mentioned, we mentioned 59 00:03:19,000 --> 00:03:22,440 Speaker 2: Jay all the time. He's currently a real estate investor 60 00:03:22,880 --> 00:03:26,520 Speaker 2: real estate in Jersey and Philly. Then he also has 61 00:03:26,560 --> 00:03:30,400 Speaker 2: a digital marketing agency where he's worked with Hillary Clinton 62 00:03:30,480 --> 00:03:34,000 Speaker 2: g r C. That's pretty big, extremely big. He has 63 00:03:34,800 --> 00:03:37,120 Speaker 2: one of the hottest tea is it is it okay 64 00:03:37,120 --> 00:03:41,560 Speaker 2: to call it the tea Yeah Chai Tea Shops in Manhattan, 65 00:03:41,640 --> 00:03:45,560 Speaker 2: which is blowing up anything I'm missing. 66 00:03:47,320 --> 00:03:49,640 Speaker 3: We got the idea exchange idea exchane. 67 00:03:49,680 --> 00:03:52,120 Speaker 4: People come together with ideas and find out how to 68 00:03:52,120 --> 00:03:53,680 Speaker 4: make them turn turn them into businesses. 69 00:03:53,760 --> 00:03:56,920 Speaker 2: Yeah, so he's a syal serial entrepreneurs. The term gets 70 00:03:56,960 --> 00:03:59,400 Speaker 2: thrown around. And he's only thirty one years old, so. 71 00:03:59,440 --> 00:04:04,800 Speaker 3: The take it put out at high sixteen, right, so. 72 00:04:04,680 --> 00:04:06,760 Speaker 2: The term the term gets thrown around, very likely, But 73 00:04:06,840 --> 00:04:08,920 Speaker 2: he's a serial entrepreneur. So we got a lot of 74 00:04:08,960 --> 00:04:10,720 Speaker 2: things that we need to talk about in this So 75 00:04:11,160 --> 00:04:13,160 Speaker 2: first and foremo, so thank you for joining us. 76 00:04:13,160 --> 00:04:16,440 Speaker 5: Appreciate it, Appreciate you for real. This is this is exciting, 77 00:04:16,480 --> 00:04:18,120 Speaker 5: and we talked about this for so long. 78 00:04:18,279 --> 00:04:21,120 Speaker 2: Yeah for sure, for sure. So all right, so let's 79 00:04:21,160 --> 00:04:24,480 Speaker 2: jump right into it. So you start your first business 80 00:04:26,040 --> 00:04:28,520 Speaker 2: in the music business as a record label when you're 81 00:04:28,520 --> 00:04:31,000 Speaker 2: in high school. But so your parents are from India, right, 82 00:04:31,000 --> 00:04:35,320 Speaker 2: You're of Indian descent and they moved to this country 83 00:04:35,440 --> 00:04:38,680 Speaker 2: like right when you're born. Right, Yeah, So okay, so 84 00:04:38,839 --> 00:04:42,880 Speaker 2: you are an Indian kid growing up in Boston. Yeah, 85 00:04:42,920 --> 00:04:45,279 Speaker 2: but you fell in love with hip hop music and 86 00:04:45,320 --> 00:04:47,440 Speaker 2: then you decided to start a record label because you're 87 00:04:47,480 --> 00:04:49,960 Speaker 2: inspired by Jay Z and Rockefeller's that correct. 88 00:04:49,839 --> 00:04:52,240 Speaker 5: Yeah, a little bit. It's so the funny thing about 89 00:04:52,320 --> 00:04:55,360 Speaker 5: entrepreneurship now, it's like the sexiest thing. You know, everybody's 90 00:04:55,440 --> 00:04:57,479 Speaker 5: trying to get into it, and for me, like my 91 00:04:58,400 --> 00:05:01,120 Speaker 5: origins with entrepreneurship, we're not sexy at all. And what 92 00:05:01,160 --> 00:05:03,719 Speaker 5: it was growing up as an immigrant kid, you know, 93 00:05:03,800 --> 00:05:07,320 Speaker 5: watching your parents always get laid off or always be 94 00:05:07,480 --> 00:05:10,080 Speaker 5: at the victim of the job market, never being in 95 00:05:10,080 --> 00:05:13,400 Speaker 5: control of their own scenario. I'm talking about like eight, ten, 96 00:05:13,520 --> 00:05:16,760 Speaker 5: twelve years old. I knew that whatever I was gonna do, 97 00:05:16,839 --> 00:05:20,400 Speaker 5: I was always gonna be owning that or creating a 98 00:05:20,440 --> 00:05:23,200 Speaker 5: future for myself where I would never have to think 99 00:05:23,240 --> 00:05:25,840 Speaker 5: about how do I put food on my family's plate. 100 00:05:25,920 --> 00:05:29,800 Speaker 4: Yeah, I think you mentionined that there's a few Christmases where, yeah, 101 00:05:29,839 --> 00:05:31,560 Speaker 4: your dad came home like job's done. 102 00:05:31,680 --> 00:05:33,880 Speaker 5: Yeah. I talk about it a lot because it's important 103 00:05:33,880 --> 00:05:37,240 Speaker 5: for me to contextualize my story, you know, like now, 104 00:05:37,800 --> 00:05:40,120 Speaker 5: you know, I'm on tour with my artist or you know, 105 00:05:40,200 --> 00:05:42,440 Speaker 5: doing a podcast with people like y'all, and it's all 106 00:05:42,480 --> 00:05:45,480 Speaker 5: fun and games. But you know, this started from like 107 00:05:45,600 --> 00:05:48,560 Speaker 5: a very not I want to say, out of desperation, 108 00:05:48,600 --> 00:05:51,159 Speaker 5: but it started out of like that hopelessness that you 109 00:05:51,200 --> 00:05:53,960 Speaker 5: feel when you can't take care of your family. And 110 00:05:54,040 --> 00:05:56,760 Speaker 5: so growing up, you know, as a brown kid, you're 111 00:05:56,760 --> 00:05:59,760 Speaker 5: already feeling like an outsider because growing up in the nineties, 112 00:05:59,760 --> 00:06:02,400 Speaker 5: we had no reference point. It was I pull on 113 00:06:02,440 --> 00:06:08,520 Speaker 5: the Simpsons. We could laugh about it, but you know, 114 00:06:08,680 --> 00:06:10,480 Speaker 5: on the other side of it, I was like, damn, 115 00:06:10,600 --> 00:06:16,159 Speaker 5: this can't be life. This is literally and you know, 116 00:06:16,279 --> 00:06:19,120 Speaker 5: I think hip hop music and hip hop culture for 117 00:06:19,160 --> 00:06:22,279 Speaker 5: the first time I was able to see a person 118 00:06:22,320 --> 00:06:25,840 Speaker 5: of color in a position of ownership, you know, and 119 00:06:26,160 --> 00:06:28,800 Speaker 5: watching Jay how he ran up the score, you know, 120 00:06:28,839 --> 00:06:31,040 Speaker 5: in the nineties and the two thousands, like that MTV 121 00:06:31,160 --> 00:06:36,960 Speaker 5: diary that he did, if you remember that, and just 122 00:06:37,040 --> 00:06:40,960 Speaker 5: watching somebody like they controlling culture and they're controlling the 123 00:06:41,040 --> 00:06:44,560 Speaker 5: narrative and they own what they do. I was like, yeah, 124 00:06:44,600 --> 00:06:45,000 Speaker 5: that's it. 125 00:06:45,440 --> 00:06:47,440 Speaker 3: So at that point in high school, you're looking at 126 00:06:47,480 --> 00:06:49,000 Speaker 3: that like I can do that. 127 00:06:49,560 --> 00:06:50,800 Speaker 5: I don't know if I was looking at it like 128 00:06:50,839 --> 00:06:52,320 Speaker 5: I can do that. I think I was looking at 129 00:06:52,320 --> 00:06:54,719 Speaker 5: it like I have a story to tell, and I 130 00:06:54,760 --> 00:06:56,840 Speaker 5: wanted to tell that story in a real way. And 131 00:06:57,720 --> 00:06:59,680 Speaker 5: you know, I knew from early on I wasn't that 132 00:06:59,720 --> 00:07:02,520 Speaker 5: school A kid like my parents, you know, respect to 133 00:07:02,560 --> 00:07:05,039 Speaker 5: them because they let me cook, but when they saw 134 00:07:05,120 --> 00:07:07,839 Speaker 5: me coming home with jeans, you know, sagging below my 135 00:07:07,880 --> 00:07:10,160 Speaker 5: waist and four fake chains on, they must. 136 00:07:09,960 --> 00:07:12,640 Speaker 3: Have been wet. 137 00:07:13,440 --> 00:07:16,520 Speaker 5: Let's see if I got one. But you know, they 138 00:07:16,840 --> 00:07:19,200 Speaker 5: I just I was never like I could never be 139 00:07:19,280 --> 00:07:21,400 Speaker 5: a doctor or a lawyer or a banker because to me, 140 00:07:22,480 --> 00:07:24,360 Speaker 5: I just always thought outside the box, you know, and 141 00:07:24,720 --> 00:07:27,240 Speaker 5: being a creative kid and always just having that spirit 142 00:07:27,400 --> 00:07:29,640 Speaker 5: like how do we figure it out? And I think 143 00:07:29,640 --> 00:07:31,280 Speaker 5: that comes from not having things, you know, like you're 144 00:07:31,280 --> 00:07:33,200 Speaker 5: always going to figure out how to get to it. 145 00:07:34,440 --> 00:07:36,840 Speaker 5: And so in high school, I teamed up, you know, 146 00:07:36,920 --> 00:07:38,679 Speaker 5: with a friend of mine, and I was like, look, 147 00:07:39,360 --> 00:07:42,040 Speaker 5: there's a lot of stuff happening on digital at this time. 148 00:07:42,080 --> 00:07:44,960 Speaker 5: So this is my Space era. So you at the 149 00:07:45,320 --> 00:07:48,600 Speaker 5: three clicks, you could a amplify your music to everybody 150 00:07:48,600 --> 00:07:51,320 Speaker 5: in the world, and or you could discover something you've 151 00:07:51,360 --> 00:07:55,120 Speaker 5: never heard before. And it just changed the way you know, 152 00:07:55,200 --> 00:08:00,120 Speaker 5: we like digested and consume music. So I'm looking at 153 00:08:00,120 --> 00:08:03,360 Speaker 5: that like, Okay, if I have these tools at my disposal, 154 00:08:03,760 --> 00:08:05,559 Speaker 5: you know, how do I tell my story through music? 155 00:08:05,600 --> 00:08:08,040 Speaker 5: How do I create a world that I want to 156 00:08:08,080 --> 00:08:12,400 Speaker 5: live in and create financial you know, independence out of that. 157 00:08:12,920 --> 00:08:15,960 Speaker 5: So give you all some ideas of how I think. 158 00:08:16,040 --> 00:08:19,440 Speaker 5: Like even in high school, we used to during the lunchtime, 159 00:08:19,640 --> 00:08:22,000 Speaker 5: we used to like hand out little flyers in the morning, Like, yo, 160 00:08:22,040 --> 00:08:24,880 Speaker 5: we having a live show in this staircase in this 161 00:08:25,000 --> 00:08:27,960 Speaker 5: hallway at twelve thirty pm. Pull up and we'd have 162 00:08:27,960 --> 00:08:30,360 Speaker 5: a boombox and like I'd have a bunch of my 163 00:08:30,400 --> 00:08:33,160 Speaker 5: friends just come through. We'd like freestyle or you know, 164 00:08:33,240 --> 00:08:36,160 Speaker 5: perform songs or battle or whatever it was. And these 165 00:08:36,320 --> 00:08:38,559 Speaker 5: these stairways used to be packed. 166 00:08:38,280 --> 00:08:40,600 Speaker 3: Out what I mean. 167 00:08:42,640 --> 00:08:44,640 Speaker 5: And then I remember we printed up an album, so 168 00:08:44,720 --> 00:08:47,280 Speaker 5: like I sold whatever PlayStation games I had. I think 169 00:08:47,360 --> 00:08:49,960 Speaker 5: I was like working ten thousan an hour boxing like 170 00:08:50,040 --> 00:08:52,760 Speaker 5: packing boxes or something, put all that money together and 171 00:08:52,760 --> 00:08:56,040 Speaker 5: printed up like three hundred album copies of an album 172 00:08:56,080 --> 00:08:58,840 Speaker 5: that we put out, and them joints sold out in 173 00:08:58,960 --> 00:09:03,120 Speaker 5: like four days. Wow you Yeah, I was. I was 174 00:09:03,160 --> 00:09:05,880 Speaker 5: executive producing, I was, I was rapping, I was managing 175 00:09:05,880 --> 00:09:09,160 Speaker 5: the whole process. I was, you know, using digital to 176 00:09:09,320 --> 00:09:11,600 Speaker 5: like distribute all the stuff. So he had an album 177 00:09:11,640 --> 00:09:15,040 Speaker 5: on iTunes when I was like seventeen years old because 178 00:09:15,080 --> 00:09:18,000 Speaker 5: I had figured out how to crack that code super early. 179 00:09:19,280 --> 00:09:23,199 Speaker 5: And I we're selling physical CDs and I'm turning, was 180 00:09:23,240 --> 00:09:25,920 Speaker 5: it two dollars to print the CD into seven dollars 181 00:09:25,960 --> 00:09:26,640 Speaker 5: when you sell it? 182 00:09:26,679 --> 00:09:29,079 Speaker 4: So you know, on iTunes and the music is moving 183 00:09:29,120 --> 00:09:30,800 Speaker 4: for seven dollars an album, that's what you're. 184 00:09:30,679 --> 00:09:31,280 Speaker 3: Getting off of it. 185 00:09:32,440 --> 00:09:35,559 Speaker 5: I'm selling seven dollars c This is like back when. 186 00:09:35,440 --> 00:09:37,520 Speaker 3: You know you you still play in your car. 187 00:09:38,280 --> 00:09:40,400 Speaker 5: You know, I had my pop's purple Corolla, but that's 188 00:09:41,120 --> 00:09:43,400 Speaker 5: you know, I would play my play my joint. And 189 00:09:43,720 --> 00:09:46,200 Speaker 5: but I'm just watching people like consume it. 190 00:09:46,360 --> 00:09:47,880 Speaker 3: Yeah, And I was like, oh nah. 191 00:09:47,760 --> 00:09:49,240 Speaker 5: And that's the first time I ever had like a 192 00:09:49,280 --> 00:09:52,400 Speaker 5: stack in my pocket, like a not and being like, oh, 193 00:09:52,440 --> 00:09:53,360 Speaker 5: it's a whole different thing. 194 00:09:54,320 --> 00:09:55,440 Speaker 2: I just made. 195 00:09:55,520 --> 00:09:58,400 Speaker 5: I made money off of an idea. Yeah, that's so empowering. 196 00:09:59,520 --> 00:10:01,560 Speaker 5: And then and then we're like, yo, let's try doing 197 00:10:01,600 --> 00:10:05,199 Speaker 5: some merchandise. Sold out thirty T shirts now that Knot's 198 00:10:05,200 --> 00:10:08,520 Speaker 5: getting bigger, and I'm like, oh, okay, you know what 199 00:10:08,600 --> 00:10:12,440 Speaker 5: I mean. So that was the origin and I took 200 00:10:12,480 --> 00:10:14,640 Speaker 5: that too. I will skip a couple steps, but I 201 00:10:14,679 --> 00:10:17,880 Speaker 5: took that from starting at sixteen, developing it all through 202 00:10:17,880 --> 00:10:20,560 Speaker 5: my early twenties, and when I was twenty two years old, 203 00:10:20,559 --> 00:10:22,960 Speaker 5: I got offered to go live and tour in Japan 204 00:10:23,520 --> 00:10:27,200 Speaker 5: for six weeks off of music, and that was a 205 00:10:27,280 --> 00:10:29,920 Speaker 5: moment of crystallization as an artist. As an artist, I 206 00:10:29,960 --> 00:10:33,880 Speaker 5: did a brand deal with Marlborough, the cigarette company. Never 207 00:10:33,880 --> 00:10:36,400 Speaker 5: smoked in my life, doesn't matter, but they were like, yeah, 208 00:10:36,400 --> 00:10:38,080 Speaker 5: we'll pay you X, Y, and Z for these three 209 00:10:38,120 --> 00:10:40,640 Speaker 5: tracks and I was like, yeah, run that bag. All 210 00:10:40,760 --> 00:10:43,000 Speaker 5: my best friends and my label partners at the time, 211 00:10:43,040 --> 00:10:45,080 Speaker 5: and we all twenty two years old black and brown 212 00:10:45,160 --> 00:10:48,800 Speaker 5: kids living in Japan in Tokyo, running up the score. 213 00:10:50,920 --> 00:10:51,959 Speaker 2: Out spiking of football. 214 00:10:52,360 --> 00:10:52,920 Speaker 3: It's crazy. 215 00:10:53,000 --> 00:10:54,720 Speaker 5: Now. With that moment, I was like, oh, I could 216 00:10:54,880 --> 00:10:57,360 Speaker 5: do whatever it is I want in my life because 217 00:10:57,360 --> 00:10:59,640 Speaker 5: I turned my ideas into I'm. 218 00:10:59,559 --> 00:11:01,360 Speaker 4: Thinking even as a six year old kid, to be 219 00:11:01,400 --> 00:11:03,960 Speaker 4: an artist is one thing, right, but you're thinking Ceo 220 00:11:04,120 --> 00:11:06,840 Speaker 4: Min like I'm going to create a record label, and 221 00:11:07,280 --> 00:11:10,200 Speaker 4: so how how does this go from being an artist 222 00:11:10,240 --> 00:11:12,640 Speaker 4: and record label to now getting a deal like Marvel? 223 00:11:12,679 --> 00:11:14,400 Speaker 3: Like are you in front of them pitching this? How 224 00:11:14,400 --> 00:11:14,960 Speaker 3: does this work? 225 00:11:15,280 --> 00:11:19,040 Speaker 5: Yeah? I was I was always talking to like the 226 00:11:19,120 --> 00:11:22,320 Speaker 5: decision makers at some level, right, So like the Japan 227 00:11:22,360 --> 00:11:24,640 Speaker 5: thing happened through somebody that saw us at the showcase, 228 00:11:25,240 --> 00:11:27,840 Speaker 5: and I remember I had just quit the only day 229 00:11:27,920 --> 00:11:30,559 Speaker 5: job I've ever worked. I worked for two weeks and 230 00:11:30,600 --> 00:11:32,320 Speaker 5: I had just graduated or worked the day job for 231 00:11:32,320 --> 00:11:34,400 Speaker 5: two weeks. I was like, no, it's not me. And 232 00:11:34,480 --> 00:11:36,319 Speaker 5: somebody came up to me to showcase and was like, yo, 233 00:11:36,360 --> 00:11:38,360 Speaker 5: you want to live in Japan and go on tour and. 234 00:11:38,280 --> 00:11:40,200 Speaker 3: I was like, let me think about this. 235 00:11:41,240 --> 00:11:44,000 Speaker 5: But it was just having the wherewithal to like I 236 00:11:44,120 --> 00:11:47,000 Speaker 5: have a press kit ready, I have you know, an ePK, 237 00:11:47,200 --> 00:11:49,600 Speaker 5: I got you know videos, I have content that you 238 00:11:49,600 --> 00:11:51,760 Speaker 5: can consume. I got a story, and I got a 239 00:11:51,760 --> 00:11:54,520 Speaker 5: website and it's all packaged in a way that a 240 00:11:54,600 --> 00:11:57,520 Speaker 5: decision maker can be like, Okay, these guys are moving, 241 00:11:57,600 --> 00:12:00,280 Speaker 5: something's happened. I could give you analytics on my last 242 00:12:00,400 --> 00:12:03,120 Speaker 5: you know, for releases and things like that. I always 243 00:12:03,640 --> 00:12:06,120 Speaker 5: thought that way because I knew that I couldn't monetize 244 00:12:06,160 --> 00:12:08,880 Speaker 5: my craft. I wasn't about to be a broke artist 245 00:12:08,960 --> 00:12:09,960 Speaker 5: like struggling artist. 246 00:12:10,040 --> 00:12:11,640 Speaker 2: Wasn't it still not. 247 00:12:12,800 --> 00:12:16,160 Speaker 5: There's no glory in that, And so that's just how 248 00:12:16,200 --> 00:12:18,360 Speaker 5: my mentality was. And obviously you know when you coached 249 00:12:18,360 --> 00:12:22,000 Speaker 5: by Jay, Like, I joked that Rockefeller was my NBA 250 00:12:22,200 --> 00:12:26,240 Speaker 5: because I just studied how to make certain moves, you know, 251 00:12:26,320 --> 00:12:29,520 Speaker 5: from that position and yeah, turn it into turned like 252 00:12:30,320 --> 00:12:33,200 Speaker 5: you gotta think about it. A brown kid, you know, 253 00:12:33,320 --> 00:12:36,480 Speaker 5: with no context in the music game being able to 254 00:12:36,480 --> 00:12:36,800 Speaker 5: do that. 255 00:12:36,880 --> 00:12:38,560 Speaker 2: To me, it was just like, all right, so what 256 00:12:38,679 --> 00:12:42,640 Speaker 2: made you just before job and T Man? 257 00:12:42,800 --> 00:12:49,080 Speaker 3: This is right around after. 258 00:12:47,160 --> 00:12:49,800 Speaker 5: Yeah, the music that I was making, it wasn't South 259 00:12:49,840 --> 00:12:50,440 Speaker 5: Asian influence. 260 00:12:50,520 --> 00:12:51,480 Speaker 2: It was just regular rap. 261 00:12:51,559 --> 00:12:54,240 Speaker 5: It was like boom back, you know, Golden Age stuff. 262 00:12:54,440 --> 00:12:58,679 Speaker 2: So what what? How did you transition from? All right, 263 00:12:58,760 --> 00:13:00,679 Speaker 2: so you're a rapper, but then at some point you 264 00:13:00,760 --> 00:13:03,840 Speaker 2: conditioned to be on the business side because you did 265 00:13:03,880 --> 00:13:07,920 Speaker 2: some stuff with Wiz Khalifa. I saw, yeah and Lupe Fiasco, 266 00:13:08,440 --> 00:13:09,880 Speaker 2: So how did that come about? 267 00:13:10,000 --> 00:13:12,680 Speaker 5: I was always on both sides, and I think that 268 00:13:13,280 --> 00:13:14,839 Speaker 5: is one reason why I was never as good of 269 00:13:14,880 --> 00:13:16,800 Speaker 5: an artist as I could have been, is because I 270 00:13:16,840 --> 00:13:20,200 Speaker 5: was always doing both sides. And you know, like the 271 00:13:20,200 --> 00:13:22,480 Speaker 5: best artists are the ones that are one hundred percent 272 00:13:22,559 --> 00:13:24,840 Speaker 5: deep in their art. I could never go there because 273 00:13:24,880 --> 00:13:27,959 Speaker 5: I had to do the business too. But the Wiz 274 00:13:27,960 --> 00:13:32,400 Speaker 5: story is funny. It's while my handle Annie Hustles, I 275 00:13:32,400 --> 00:13:34,560 Speaker 5: guess makes sense. I had a mutual friend and he 276 00:13:34,640 --> 00:13:37,480 Speaker 5: was like, yo, Wis Khalifa is trying to come to 277 00:13:37,520 --> 00:13:40,120 Speaker 5: New York. He needs someone to book a show, Like 278 00:13:40,160 --> 00:13:42,160 Speaker 5: do you know anybody. I was like, oh, yeah, I 279 00:13:42,200 --> 00:13:44,520 Speaker 5: got it. I was twenty years old, couldn't get into 280 00:13:44,559 --> 00:13:47,120 Speaker 5: the club, had no idea what to do, and I 281 00:13:47,160 --> 00:13:48,880 Speaker 5: was like, no, no, I got it, Like you know, connect 282 00:13:48,920 --> 00:13:53,080 Speaker 5: me with his manager. Long story long. I organized Wiz's 283 00:13:53,080 --> 00:13:55,440 Speaker 5: first show in New York City at Webster Hall, and 284 00:13:55,520 --> 00:13:58,320 Speaker 5: I put my group as the opening the headline, the opening. 285 00:13:58,120 --> 00:14:01,040 Speaker 2: App So how did you? I we gotta break that down. 286 00:14:01,480 --> 00:14:04,120 Speaker 2: So web Webster Hall is a is a yeah, it's 287 00:14:04,120 --> 00:14:06,040 Speaker 2: a big venue in New York just got reopened. So 288 00:14:06,080 --> 00:14:09,760 Speaker 2: you're twenty years old and so somebody that you have 289 00:14:09,800 --> 00:14:11,960 Speaker 2: a relationship. This is before whisk Cleif was big. 290 00:14:12,080 --> 00:14:13,240 Speaker 5: This is flight school Wiz. 291 00:14:13,840 --> 00:14:16,240 Speaker 2: This is like early how do you how do you? 292 00:14:16,800 --> 00:14:20,560 Speaker 2: How do you book something without knowing what to do? 293 00:14:20,800 --> 00:14:23,440 Speaker 5: So I had a randomly I had a friend who 294 00:14:23,480 --> 00:14:25,560 Speaker 5: I went to school with who was like doing something 295 00:14:25,600 --> 00:14:27,840 Speaker 5: at Webster Like he was working there part time, and 296 00:14:28,160 --> 00:14:29,760 Speaker 5: I knew that he was in that game, and I 297 00:14:29,800 --> 00:14:32,880 Speaker 5: was like, bro, give me a chance. He was like 298 00:14:32,920 --> 00:14:37,160 Speaker 5: Wizard Khalif and this dude now owns one of the 299 00:14:37,200 --> 00:14:39,880 Speaker 5: biggest venues in Brooklyn shout out to Romy like, gave 300 00:14:39,880 --> 00:14:41,920 Speaker 5: me my first shot. But I was like, no, I 301 00:14:41,960 --> 00:14:44,760 Speaker 5: got it. Like here's a social analytics. This is the 302 00:14:44,800 --> 00:14:46,960 Speaker 5: type of chatter that's happening on Twitter about him coming 303 00:14:46,960 --> 00:14:49,320 Speaker 5: to New York, Like, I guarantee that we're gonna be 304 00:14:49,320 --> 00:14:51,480 Speaker 5: able to do this. And I was like, worst case, 305 00:14:51,520 --> 00:14:53,120 Speaker 5: I'm going to bring out one hundred and fifty people 306 00:14:53,160 --> 00:14:55,720 Speaker 5: for myself for you, right, And he was like all right. 307 00:14:56,640 --> 00:14:58,760 Speaker 5: I think we ended up bringing out like two hundred people. 308 00:14:58,840 --> 00:15:00,880 Speaker 5: I had a line outside of you know, joint, just 309 00:15:00,960 --> 00:15:03,160 Speaker 5: everybody from n y U and that I have been 310 00:15:03,200 --> 00:15:05,440 Speaker 5: building my community with. They were like, oh, now we're 311 00:15:05,440 --> 00:15:05,920 Speaker 5: showing up. 312 00:15:06,240 --> 00:15:07,880 Speaker 2: How much you ba Whiz? 313 00:15:09,160 --> 00:15:11,840 Speaker 5: I got no NDA so I can say it fifteen 314 00:15:11,880 --> 00:15:15,000 Speaker 5: hundred dollars. That was Whizz's first performance at Webster Hall, 315 00:15:15,040 --> 00:15:18,360 Speaker 5: and I remember that night like we made a little 316 00:15:18,360 --> 00:15:20,280 Speaker 5: bit of bread, you know, And I was like, oh. 317 00:15:20,360 --> 00:15:22,640 Speaker 2: Nah, crazy, you know you made you made a profit. 318 00:15:23,160 --> 00:15:24,800 Speaker 5: Barely. Yeah, we blameed one that. 319 00:15:27,200 --> 00:15:29,480 Speaker 2: Blow at the hotel didn't lose money. 320 00:15:29,560 --> 00:15:31,320 Speaker 5: Yeah, but me and my boys had a you know, 321 00:15:31,480 --> 00:15:34,360 Speaker 5: like a life changing moment. And the craziest thing is 322 00:15:34,400 --> 00:15:36,960 Speaker 5: a couple of weeks after, Whizz's team calls me when 323 00:15:36,960 --> 00:15:38,800 Speaker 5: I'm in like my eight a m. Accounting class and 324 00:15:38,840 --> 00:15:42,040 Speaker 5: they're like, yo, my phone's ringing, you know. I'm like, 325 00:15:42,040 --> 00:15:44,120 Speaker 5: I'm already failing this class. And I pick up the 326 00:15:44,160 --> 00:15:47,200 Speaker 5: phone and it's Peter Schwartz, who's one of the biggest 327 00:15:47,400 --> 00:15:51,080 Speaker 5: agents right now who does everybody And Peter Shorts is 328 00:15:51,120 --> 00:15:53,360 Speaker 5: calling my phone like, Yo, Wiz, I just talked to Wiz. 329 00:15:53,520 --> 00:15:55,520 Speaker 5: He wants you to come on tour with him. I 330 00:15:55,560 --> 00:15:58,560 Speaker 5: don't know who you are. You let me know if 331 00:15:58,600 --> 00:16:00,920 Speaker 5: you want to make this happen. And I'm like, oh, 332 00:16:00,960 --> 00:16:05,760 Speaker 5: I might even drop out. But we ended up doing 333 00:16:05,760 --> 00:16:07,560 Speaker 5: like a little you know, standing with Whiz on the 334 00:16:07,600 --> 00:16:08,280 Speaker 5: road and. 335 00:16:08,200 --> 00:16:12,920 Speaker 2: Like performing, yeah, like open it up for yeah and artists. 336 00:16:12,720 --> 00:16:12,920 Speaker 3: You know. 337 00:16:13,000 --> 00:16:15,600 Speaker 5: And that to me again is just like Okay, I 338 00:16:15,640 --> 00:16:18,400 Speaker 5: think I know how to take a take a little 339 00:16:18,560 --> 00:16:21,120 Speaker 5: thing and leverage into something bigger and then flip it. 340 00:16:21,480 --> 00:16:24,359 Speaker 5: And that's been like a constant you know, my whole life. 341 00:16:24,520 --> 00:16:25,640 Speaker 3: I mean, we breached over that. 342 00:16:25,800 --> 00:16:28,160 Speaker 4: But the n YU player is dough too, because a 343 00:16:28,240 --> 00:16:31,680 Speaker 4: kid from Boston having to tell your parents like listen, 344 00:16:31,760 --> 00:16:34,120 Speaker 4: I need to go to New York City but using 345 00:16:34,280 --> 00:16:36,880 Speaker 4: education as the reason, Yeah, change your. 346 00:16:36,800 --> 00:16:39,760 Speaker 5: Life, man, hundred percent. And I give my parents credit 347 00:16:40,000 --> 00:16:42,280 Speaker 5: to be able to trust their kid with that, because 348 00:16:42,320 --> 00:16:44,160 Speaker 5: a lot of South Asian parents are a lot of 349 00:16:44,160 --> 00:16:46,200 Speaker 5: parents in general immigrant parents would be like, now you're 350 00:16:46,200 --> 00:16:48,760 Speaker 5: going to screw it up, you know. And and I 351 00:16:48,840 --> 00:16:51,920 Speaker 5: lived like the I was the brokest NYU kid anyone's 352 00:16:51,960 --> 00:16:55,680 Speaker 5: ever seen. I lived off campus. I had an apartment 353 00:16:55,720 --> 00:16:58,160 Speaker 5: where you sat down, your knees touched the wall when 354 00:16:58,160 --> 00:17:01,200 Speaker 5: you were sitting on a toilet, Like I paid, you know, 355 00:17:01,400 --> 00:17:03,240 Speaker 5: my way through how much of it I could, Like, 356 00:17:03,280 --> 00:17:05,400 Speaker 5: you know, my parents were supportive, but like I didn't 357 00:17:05,440 --> 00:17:08,320 Speaker 5: go to NYU and trick off, you know, like the 358 00:17:08,720 --> 00:17:11,400 Speaker 5: rich New York City kid like that. That wasn't my reality. 359 00:17:11,480 --> 00:17:14,600 Speaker 5: Like I scrapped through the whole time. But every day 360 00:17:14,600 --> 00:17:16,560 Speaker 5: I would show up on campus and I would be like, yo, 361 00:17:16,600 --> 00:17:18,800 Speaker 5: I got new music out, or like, yo, check this out. 362 00:17:18,840 --> 00:17:20,359 Speaker 5: I got a new CD, I got a new t shirt, 363 00:17:20,840 --> 00:17:23,359 Speaker 5: you know, and I built that community and that and 364 00:17:23,400 --> 00:17:25,679 Speaker 5: that really was like the first point you know of 365 00:17:25,760 --> 00:17:28,720 Speaker 5: crystallization of like, yo, this is how this is how 366 00:17:28,720 --> 00:17:30,760 Speaker 5: you get it popping, you know, when it comes to 367 00:17:30,800 --> 00:17:36,640 Speaker 5: like building a brand and interfacing across digital physical, you know, content, 368 00:17:36,760 --> 00:17:38,639 Speaker 5: culture and putting all that together. 369 00:17:38,840 --> 00:17:42,080 Speaker 2: So he was always like, I guess the end, kid, 370 00:17:42,119 --> 00:17:44,320 Speaker 2: because in high school you had a buzz. In college 371 00:17:44,359 --> 00:17:47,000 Speaker 2: you had a buzz, and but then you throw on 372 00:17:47,080 --> 00:17:49,960 Speaker 2: some hard times. You had some kidney issues. 373 00:17:49,720 --> 00:17:56,040 Speaker 5: Right, yeah, the sow five twenty four. Okay, So I 374 00:17:56,119 --> 00:17:58,520 Speaker 5: was born with a kidney condition. But the way I 375 00:17:58,520 --> 00:18:00,400 Speaker 5: lived my life, I was like, if I go out, 376 00:18:00,440 --> 00:18:02,440 Speaker 5: I'm going to go out the way I want to. Like, 377 00:18:02,440 --> 00:18:04,399 Speaker 5: I'm wanna go out the way every day I lived, 378 00:18:04,920 --> 00:18:08,520 Speaker 5: you know, the way I wanted to. And after the 379 00:18:08,640 --> 00:18:11,760 Speaker 5: Japan Tokyo thing, I came back and my phone, I 380 00:18:11,880 --> 00:18:13,520 Speaker 5: kid you not, I never told a story. I was 381 00:18:13,520 --> 00:18:17,080 Speaker 5: on a plane walking off the plane, like I was 382 00:18:17,119 --> 00:18:20,360 Speaker 5: still exiting. I had my backpack on getting home from 383 00:18:20,359 --> 00:18:22,680 Speaker 5: Tokyo and my phone rings and I was like hello, 384 00:18:23,280 --> 00:18:24,879 Speaker 5: and it was one of my mentors. He was like, Yo, 385 00:18:25,000 --> 00:18:26,960 Speaker 5: can you go to India next week? Like, I want 386 00:18:26,960 --> 00:18:30,359 Speaker 5: you to come and score a film with me, Bollywood film. 387 00:18:30,680 --> 00:18:34,520 Speaker 5: I was like, oh nah, like again when you were 388 00:18:34,520 --> 00:18:37,200 Speaker 5: a brown kid growing up like this validation. Yeah, that's 389 00:18:37,240 --> 00:18:40,600 Speaker 5: that circle, that that loop. So we go over there 390 00:18:40,680 --> 00:18:42,119 Speaker 5: and then we come back and he's like, yo, we 391 00:18:42,119 --> 00:18:44,480 Speaker 5: gotta go again. I was like, cool, I'm just gonna 392 00:18:44,480 --> 00:18:46,600 Speaker 5: make a little routine doctor's appointment, you know, make sure 393 00:18:46,640 --> 00:18:48,960 Speaker 5: I'm good. We're about to go out for like six weeks. 394 00:18:49,400 --> 00:18:54,320 Speaker 5: And I remember that appointment. My doctor was typical movie thing. 395 00:18:54,359 --> 00:18:57,280 Speaker 5: He was like coming real slow out of the room, 396 00:18:57,520 --> 00:18:59,399 Speaker 5: you know, shaking his head, and I was like, oh, no, what. 397 00:19:01,040 --> 00:19:03,000 Speaker 5: And it turns out that I had end stage kidney 398 00:19:03,040 --> 00:19:07,280 Speaker 5: failure at twenty four, which means my kidneys had shrunk, 399 00:19:07,520 --> 00:19:10,399 Speaker 5: like the function in them had almost been like at zero. 400 00:19:11,320 --> 00:19:14,040 Speaker 5: And it was like three months until they stopped working completely, 401 00:19:14,880 --> 00:19:16,840 Speaker 5: or until I have to go on dallass, which if 402 00:19:16,840 --> 00:19:20,879 Speaker 5: you guys know what that is my uncle, Yeah, like 403 00:19:21,520 --> 00:19:24,040 Speaker 5: bless him and anybody that's going through it. That's some 404 00:19:24,280 --> 00:19:26,359 Speaker 5: difficult thing, you know, as a twenty four year old kid, 405 00:19:26,400 --> 00:19:31,440 Speaker 5: forget it. Anybody is difficult. And he was like, you 406 00:19:31,520 --> 00:19:33,879 Speaker 5: are about to, you know, go through some real thing, 407 00:19:33,960 --> 00:19:35,600 Speaker 5: or you should go you should stay home and figure 408 00:19:35,640 --> 00:19:37,879 Speaker 5: your life out. I was like, but I'm about to 409 00:19:37,920 --> 00:19:40,600 Speaker 5: go on tour next week. He was like no, you know, 410 00:19:40,640 --> 00:19:42,000 Speaker 5: And I told my parents. I was like, this is 411 00:19:42,000 --> 00:19:44,040 Speaker 5: where I'm at, and They're like, what are you going 412 00:19:44,119 --> 00:19:45,320 Speaker 5: to do? I was like, I'm going to go on 413 00:19:45,359 --> 00:19:48,800 Speaker 5: tour because if I got three months to live, I'm 414 00:19:48,840 --> 00:19:54,919 Speaker 5: gonna do at least a month of That was that, 415 00:19:55,080 --> 00:19:58,480 Speaker 5: you know, And I think that moment also taught me 416 00:19:58,520 --> 00:20:01,480 Speaker 5: about fear, you know, as an entrepreneur, fears like this 417 00:20:01,520 --> 00:20:03,080 Speaker 5: thing that we always have in the back of our head. 418 00:20:03,119 --> 00:20:06,400 Speaker 5: But when I made that decision, I was like, oh, 419 00:20:06,520 --> 00:20:08,240 Speaker 5: I don't think I'm gonna be scared of anything else 420 00:20:08,240 --> 00:20:12,919 Speaker 5: in my life because I was just mentally, I was 421 00:20:12,920 --> 00:20:15,280 Speaker 5: stronger than I was physically, you know, like my mental 422 00:20:15,400 --> 00:20:18,199 Speaker 5: was just so focused on doing the things that I 423 00:20:18,200 --> 00:20:21,040 Speaker 5: wanted to do. So I went on tour, scored that 424 00:20:21,119 --> 00:20:24,560 Speaker 5: valuable film, had a crazy experience, came back and my 425 00:20:24,600 --> 00:20:28,560 Speaker 5: body was like, nah, it's over for you. And I 426 00:20:28,600 --> 00:20:32,159 Speaker 5: went on like this emergency Dallasis procedure. Ended up fighting 427 00:20:32,160 --> 00:20:35,160 Speaker 5: for my life for like six months. It was bad, 428 00:20:35,280 --> 00:20:36,520 Speaker 5: you know, like and I would still be in the 429 00:20:36,560 --> 00:20:38,720 Speaker 5: studio in the evenings. I go to dallass in the 430 00:20:38,760 --> 00:20:41,119 Speaker 5: morning and still go to the studio in the evening. 431 00:20:41,160 --> 00:20:44,320 Speaker 5: I had all these you know, like wires and things 432 00:20:44,320 --> 00:20:48,760 Speaker 5: attached to my chest. And you know, when you're on 433 00:20:48,760 --> 00:20:51,040 Speaker 5: top of the world at twenty four, it's an incredible feeling, 434 00:20:51,200 --> 00:20:53,800 Speaker 5: and when you're at the bottom, you know, that's also 435 00:20:54,680 --> 00:20:57,480 Speaker 5: a real feeling. And it taught me like as quick 436 00:20:57,480 --> 00:20:59,760 Speaker 5: as you can get it, you could lose it and 437 00:20:59,760 --> 00:21:02,399 Speaker 5: build Bilding back up from zero was probably the toughest 438 00:21:02,400 --> 00:21:05,600 Speaker 5: thing that I ever did, but you know it again, 439 00:21:05,680 --> 00:21:07,840 Speaker 5: just built that resilience to be like, well you be 440 00:21:08,640 --> 00:21:12,639 Speaker 5: cheated death. You know, I figured I could sell CDs now. 441 00:21:12,680 --> 00:21:14,360 Speaker 2: I remember if somebody told me that before, Like once 442 00:21:14,400 --> 00:21:19,399 Speaker 2: you face death, you really have no fear because the 443 00:21:19,400 --> 00:21:21,760 Speaker 2: worst thing that can happen is you die. And then 444 00:21:21,800 --> 00:21:24,000 Speaker 2: when you realize that that's really the worst thing that 445 00:21:24,000 --> 00:21:26,800 Speaker 2: can happen, which is inevitable, everything else is in that 446 00:21:26,840 --> 00:21:29,000 Speaker 2: bad right. It's like a lot of things, like you think, 447 00:21:29,040 --> 00:21:31,240 Speaker 2: like if you really think about it, it's like me 448 00:21:31,480 --> 00:21:33,359 Speaker 2: trying to walk up to the celebrity to trying to 449 00:21:33,359 --> 00:21:35,440 Speaker 2: pitch my idea not that. 450 00:21:35,359 --> 00:21:40,640 Speaker 5: Bad dying, And I don't want to glorify it like. 451 00:21:40,640 --> 00:21:42,720 Speaker 2: You know, like I mean, but it's just the reality. 452 00:21:42,480 --> 00:21:44,359 Speaker 5: What my parents went through, when my family went through 453 00:21:44,440 --> 00:21:47,359 Speaker 5: like extremely difficult and it's you know, I say that 454 00:21:47,400 --> 00:21:50,080 Speaker 5: my parents gave me life twice because my dad donated 455 00:21:50,080 --> 00:21:54,119 Speaker 5: his kidney to me, right, And so that that moment 456 00:21:54,160 --> 00:21:56,240 Speaker 5: was also really big for me to know, like family, 457 00:21:56,720 --> 00:21:58,680 Speaker 5: you know, family has always been everything, especially as like 458 00:21:58,720 --> 00:22:01,960 Speaker 5: an immigrant kid. But at that moment, I was like, oh. 459 00:22:01,920 --> 00:22:04,200 Speaker 3: Does that does that change the dynamic between you and dad? 460 00:22:04,200 --> 00:22:07,760 Speaker 4: I mean, I know, immigrant family, immigrant family, right, parent 461 00:22:07,840 --> 00:22:10,640 Speaker 4: family is everything, but like your dad, you guys were 462 00:22:10,960 --> 00:22:11,720 Speaker 4: close at that time? 463 00:22:11,800 --> 00:22:12,399 Speaker 3: Was that close? 464 00:22:12,680 --> 00:22:13,679 Speaker 5: We got closer? 465 00:22:13,800 --> 00:22:14,320 Speaker 3: Got closer? 466 00:22:14,520 --> 00:22:17,959 Speaker 5: Sure? I think that at that time, not only did 467 00:22:18,000 --> 00:22:20,359 Speaker 5: we get closer, but it also flipped a switch for 468 00:22:20,480 --> 00:22:22,359 Speaker 5: me to know, like everything that I was going to 469 00:22:22,480 --> 00:22:25,199 Speaker 5: do after that in my life had to be for family, 470 00:22:25,640 --> 00:22:26,760 Speaker 5: you know, and I have to be a little bit 471 00:22:26,800 --> 00:22:30,280 Speaker 5: more selfless with what I was doing. And that kind 472 00:22:30,280 --> 00:22:32,040 Speaker 5: of inspired me to kind of move away from music 473 00:22:32,080 --> 00:22:37,080 Speaker 5: for a while. But but yeah, that that experience I 474 00:22:37,119 --> 00:22:39,960 Speaker 5: think gave me a cheat code because now it's like 475 00:22:40,200 --> 00:22:44,200 Speaker 5: fear I spent my twenty fifth birthday learning how to walk. Wow, 476 00:22:44,400 --> 00:22:46,520 Speaker 5: you know like what I like you said, I'm not 477 00:22:46,560 --> 00:22:47,600 Speaker 5: scared to pitch somebody. 478 00:22:47,720 --> 00:22:49,160 Speaker 2: Yeah, And the thing a lot of times you take 479 00:22:49,160 --> 00:22:53,439 Speaker 2: stuff for granted in life, and I think that like 480 00:22:53,520 --> 00:22:57,000 Speaker 2: humbling experiences and life alternate experiences, a lot of times 481 00:22:57,720 --> 00:23:00,960 Speaker 2: it makes people appreciate, like, you know, the little things, 482 00:23:01,240 --> 00:23:03,119 Speaker 2: because like you said, I mean just being able to walk. 483 00:23:03,400 --> 00:23:05,720 Speaker 2: It's like, you know, we complain about stuff and you 484 00:23:05,840 --> 00:23:07,600 Speaker 2: think about the grand scheme of thing and it's like 485 00:23:08,800 --> 00:23:12,640 Speaker 2: it's like Instagram is down for an hour. It's like 486 00:23:12,920 --> 00:23:15,280 Speaker 2: it's not that we're not that bad. 487 00:23:15,880 --> 00:23:17,960 Speaker 3: Yeah, I'm trying to beat life because I can't cheat that. 488 00:23:18,160 --> 00:23:20,399 Speaker 3: So facts, Yeah did it? Man? 489 00:23:20,640 --> 00:23:23,439 Speaker 2: Yeah? So all right, So in the next segment, that 490 00:23:23,560 --> 00:23:26,560 Speaker 2: tease it up for your journey after that, going into marketing. 491 00:23:26,560 --> 00:23:28,520 Speaker 2: That's actually something I'm really interested in talking about marketing 492 00:23:28,520 --> 00:23:32,520 Speaker 2: because we haven't spoken about marketing and your life after music. 493 00:23:33,760 --> 00:23:35,720 Speaker 2: All right, So in this segment, we're going to talk 494 00:23:35,720 --> 00:23:37,400 Speaker 2: about a few different things, but I want to start 495 00:23:37,400 --> 00:23:39,479 Speaker 2: it off with marketing because you have a marketing company, 496 00:23:39,680 --> 00:23:43,840 Speaker 2: green Room Creative, so and you know you've done work 497 00:23:43,880 --> 00:23:53,159 Speaker 2: with Hillary Clinton, hbo uh juice press, juice Press. So okay, 498 00:23:53,280 --> 00:23:56,840 Speaker 2: let's let's start from the beginning marketing, right, because we 499 00:23:56,920 --> 00:24:00,760 Speaker 2: hit this term a lot marketing and everybody has different 500 00:24:00,800 --> 00:24:05,960 Speaker 2: ideas with marketing, right, but where do you see the 501 00:24:06,080 --> 00:24:08,440 Speaker 2: direction of marketing? Like, where do you see your company? 502 00:24:08,480 --> 00:24:11,399 Speaker 2: And like, because it's all over the place right now, 503 00:24:11,760 --> 00:24:13,000 Speaker 2: So what's your thoughts on it? 504 00:24:13,200 --> 00:24:17,080 Speaker 5: I love this question because I feel like we don't 505 00:24:17,080 --> 00:24:19,480 Speaker 5: spend enough time talking about it. We're just so used 506 00:24:19,520 --> 00:24:22,080 Speaker 5: to being marketed too, right, but nowadays it's like we 507 00:24:22,119 --> 00:24:25,320 Speaker 5: don't even deconstruct actually what's going on. So to me, 508 00:24:25,920 --> 00:24:31,040 Speaker 5: marketing is storytelling, and good storytelling when you do that, 509 00:24:31,200 --> 00:24:34,760 Speaker 5: you don't even need to advertise. What's happened is people 510 00:24:34,760 --> 00:24:38,240 Speaker 5: are using advertising as a way to storytell instead of 511 00:24:38,240 --> 00:24:41,080 Speaker 5: the other way around. So to me, kind of all 512 00:24:41,119 --> 00:24:44,840 Speaker 5: of my experiences, even up until this point, with music 513 00:24:44,920 --> 00:24:50,119 Speaker 5: and with culture and content, all I was doing was 514 00:24:50,240 --> 00:24:52,399 Speaker 5: telling a really good story or the best story that 515 00:24:52,440 --> 00:24:55,560 Speaker 5: I felt like I could. And when we pivoted so 516 00:24:55,720 --> 00:24:58,959 Speaker 5: after my surgery, I realized that, you know, music wouldn't 517 00:24:59,000 --> 00:25:00,679 Speaker 5: allow me to take care of my family, you know, 518 00:25:00,720 --> 00:25:03,000 Speaker 5: the way I wanted to and so my brother and 519 00:25:03,040 --> 00:25:05,080 Speaker 5: I put our heads together and we're like, look, let's 520 00:25:05,600 --> 00:25:08,840 Speaker 5: get into the agency world. So he had a little 521 00:25:08,840 --> 00:25:12,720 Speaker 5: bit of agency background on like the search and digital side, 522 00:25:12,720 --> 00:25:15,399 Speaker 5: and I had a bunch of background on the creative side. 523 00:25:15,920 --> 00:25:19,160 Speaker 5: And what we realized was like nobody was effectively storytelling. 524 00:25:19,240 --> 00:25:22,679 Speaker 5: Everyone was just buying advertising. And there's a massive difference. 525 00:25:22,720 --> 00:25:26,280 Speaker 5: So when I think about marketing now, it's about having 526 00:25:26,320 --> 00:25:29,560 Speaker 5: a point of view and a perspective and then marrying 527 00:25:29,600 --> 00:25:34,000 Speaker 5: that with really good content to provide value to people's 528 00:25:34,040 --> 00:25:37,000 Speaker 5: lives so that they learn and get enriched. If you 529 00:25:37,080 --> 00:25:39,480 Speaker 5: do that, you never have to sell anything to anybody. 530 00:25:40,680 --> 00:25:44,800 Speaker 2: You know what, That's crazy because that sounds so familiar. 531 00:25:45,760 --> 00:25:48,720 Speaker 2: It sounds just like earning your Ligia's blueprint. And I 532 00:25:48,840 --> 00:25:51,640 Speaker 2: tell people that all the time, and I'm like, earning 533 00:25:51,640 --> 00:25:55,960 Speaker 2: your Ligia wasn't built on ads and marketing or whatever. 534 00:25:56,040 --> 00:25:59,760 Speaker 2: It was just to provide content, creative content that was different. 535 00:26:00,520 --> 00:26:03,879 Speaker 2: And we found our niche telling stories. That's actually how 536 00:26:03,880 --> 00:26:06,879 Speaker 2: it first started. It was backstories of entrepreneurs and business 537 00:26:07,520 --> 00:26:11,240 Speaker 2: and the people Champion did. And like you said, that's 538 00:26:11,359 --> 00:26:13,760 Speaker 2: word of mouth is the best form of marketing and 539 00:26:13,800 --> 00:26:16,000 Speaker 2: it's like people double down. It's like, oh, how much 540 00:26:16,040 --> 00:26:18,359 Speaker 2: money can I spend? And I look at like Mike Bloomberg, 541 00:26:18,800 --> 00:26:22,560 Speaker 2: you spend five hundred million on ads, but it's like 542 00:26:23,880 --> 00:26:25,560 Speaker 2: how far is that really going to go? Like you 543 00:26:25,640 --> 00:26:28,240 Speaker 2: know what I mean, It's like you have to double 544 00:26:28,320 --> 00:26:31,679 Speaker 2: down on your content, telling your story, getting people to 545 00:26:31,720 --> 00:26:35,480 Speaker 2: buy into you. And that is actually a form of marketing. 546 00:26:35,520 --> 00:26:36,760 Speaker 2: That's like the best form of marketing. 547 00:26:36,840 --> 00:26:38,959 Speaker 5: Yeah. That, and you have to have a really what 548 00:26:39,040 --> 00:26:41,399 Speaker 5: I say, what I call undeniable products. You know. I 549 00:26:41,400 --> 00:26:43,879 Speaker 5: think the biggest thing that a lot of entrepreneurs face 550 00:26:43,920 --> 00:26:46,919 Speaker 5: nowadays is everybody wants to get into the selling and 551 00:26:47,000 --> 00:26:50,320 Speaker 5: the advertising and being like yo, we're out here. Very 552 00:26:50,320 --> 00:26:53,200 Speaker 5: few people want to focus on creating an undeniable product 553 00:26:53,440 --> 00:26:55,639 Speaker 5: that could sell itself if it had to, you know. 554 00:26:55,720 --> 00:26:58,240 Speaker 5: And I think the Mike Bloomberg is a class example. 555 00:26:58,240 --> 00:27:00,760 Speaker 5: Like the product wasn't that great? You know, like you 556 00:27:00,800 --> 00:27:04,159 Speaker 5: could fool some people, but you can't shift you know, 557 00:27:04,760 --> 00:27:07,119 Speaker 5: the public altogether, because they're going to go back and 558 00:27:07,160 --> 00:27:08,720 Speaker 5: be like, this product is not hidden. 559 00:27:10,760 --> 00:27:11,080 Speaker 2: For me. 560 00:27:11,440 --> 00:27:13,399 Speaker 5: The agency world was a way for us to be like, 561 00:27:13,400 --> 00:27:16,199 Speaker 5: all right, let's flip the traditional model of like just 562 00:27:16,240 --> 00:27:18,800 Speaker 5: pumping money into ads, and let's really try to get 563 00:27:18,840 --> 00:27:22,880 Speaker 5: these brands to talk about what's core to them and 564 00:27:22,920 --> 00:27:25,359 Speaker 5: then we'll take that, we'll create content, we'll amplify it. 565 00:27:25,840 --> 00:27:28,840 Speaker 5: But it can't just be you know, all advertising dollars 566 00:27:28,880 --> 00:27:31,080 Speaker 5: and media buys because you're gonna get stuck. 567 00:27:31,640 --> 00:27:36,119 Speaker 4: That's like you made a mindset shift, like after you 568 00:27:36,160 --> 00:27:39,119 Speaker 4: know your health issue where you said, you know what, 569 00:27:39,160 --> 00:27:41,480 Speaker 4: I'm good at this, but I'm great at that, right, 570 00:27:41,600 --> 00:27:42,760 Speaker 4: and you decided I'm gonna. 571 00:27:42,600 --> 00:27:43,480 Speaker 3: Go in this route. 572 00:27:43,480 --> 00:27:45,560 Speaker 4: But still the principles that you use for music of 573 00:27:45,640 --> 00:27:48,240 Speaker 4: what you use in the marketing, building an audience, creating 574 00:27:48,240 --> 00:27:51,480 Speaker 4: the content, right, and you talk about segmenting the audience, 575 00:27:52,200 --> 00:27:52,720 Speaker 4: can you get. 576 00:27:52,600 --> 00:27:53,840 Speaker 3: Into that little bit for sure? 577 00:27:54,920 --> 00:28:00,800 Speaker 5: Audience segmentation to me is something that is the easiest 578 00:28:00,800 --> 00:28:03,280 Speaker 5: way to save money and make money at the same time. 579 00:28:03,320 --> 00:28:05,639 Speaker 5: And what I mean by that is like, if you 580 00:28:05,720 --> 00:28:07,840 Speaker 5: have a message that you're delivering to your audience, but 581 00:28:07,880 --> 00:28:10,800 Speaker 5: that's the wrong audience, it's the wrong message for that audience, 582 00:28:11,240 --> 00:28:14,640 Speaker 5: you're wasting money, you know, Versus when you hone in 583 00:28:14,720 --> 00:28:18,080 Speaker 5: on the right audience with the right message, you could 584 00:28:18,080 --> 00:28:20,520 Speaker 5: probably spend half and get twice as much results because 585 00:28:20,640 --> 00:28:23,520 Speaker 5: it's the product market fit is undeniable. So when I 586 00:28:23,560 --> 00:28:27,000 Speaker 5: think about like segmenting, you know a lot of brands 587 00:28:27,760 --> 00:28:30,000 Speaker 5: they use one voice to speak to everybody, or they 588 00:28:30,000 --> 00:28:32,640 Speaker 5: did for a long time. Now you see like Puma, 589 00:28:33,200 --> 00:28:35,960 Speaker 5: you know, they're taking the urban voice and the urban 590 00:28:36,000 --> 00:28:39,440 Speaker 5: weight and they double down that on that segment by 591 00:28:39,440 --> 00:28:41,959 Speaker 5: investing in the influencers and the creators in that world. 592 00:28:42,520 --> 00:28:45,080 Speaker 5: You know, Adidas was scared to do that for so 593 00:28:45,240 --> 00:28:47,560 Speaker 5: long and then they found you know, easy, and you 594 00:28:47,560 --> 00:28:50,680 Speaker 5: saw what happened. Nike doesn't really do that, Like their 595 00:28:50,760 --> 00:28:53,400 Speaker 5: their audience segment is different. You know, they they do 596 00:28:53,480 --> 00:28:55,200 Speaker 5: it in their own way now, but it's like it's 597 00:28:55,240 --> 00:28:58,040 Speaker 5: not the same. You know, So each brand and each 598 00:28:59,240 --> 00:29:02,520 Speaker 5: each each person's understanding of segment and how you deliver 599 00:29:02,560 --> 00:29:05,479 Speaker 5: a product to that segment is the difference between you know, 600 00:29:05,600 --> 00:29:08,280 Speaker 5: having an effective strategy and being completely and effective. 601 00:29:08,440 --> 00:29:11,440 Speaker 2: Yeah, that's actually something that's really interesting because it's like 602 00:29:12,760 --> 00:29:17,320 Speaker 2: you can actually have different marketing strategies campaigns for different 603 00:29:17,360 --> 00:29:20,320 Speaker 2: people from the one company. It's like, like you said, 604 00:29:20,440 --> 00:29:22,400 Speaker 2: I'm just thinking about that, like most of the time 605 00:29:22,440 --> 00:29:24,920 Speaker 2: it's just one way, Like if we're gonna go with 606 00:29:24,960 --> 00:29:27,400 Speaker 2: a marketing campaign. It's like, Okay, we're gonna go hip 607 00:29:27,400 --> 00:29:31,920 Speaker 2: hop and we're gonna have Push you T do Adidas commercial. 608 00:29:32,440 --> 00:29:33,880 Speaker 2: And it's like, but what if you're not a Pusher 609 00:29:33,920 --> 00:29:36,000 Speaker 2: T fan? What if you like country music? What I 610 00:29:36,040 --> 00:29:38,880 Speaker 2: mean like that would probably be more beneficial to be like, Okay, 611 00:29:38,920 --> 00:29:41,240 Speaker 2: we're gonna have entertain this endorse our product, but we're 612 00:29:41,240 --> 00:29:45,200 Speaker 2: gonna have this campaign with a country singer, this campaign 613 00:29:45,200 --> 00:29:47,920 Speaker 2: with an R and B singer, this campaign with a rapper. 614 00:29:48,440 --> 00:29:51,280 Speaker 2: It's like three different lanes for three different people as 615 00:29:51,320 --> 00:29:54,040 Speaker 2: opposed to saying this is like one size fit all 616 00:29:54,800 --> 00:29:57,440 Speaker 2: and here. But you know what, I think so many 617 00:29:57,440 --> 00:30:01,640 Speaker 2: companies are out of touch with culture and just reality 618 00:30:02,040 --> 00:30:04,520 Speaker 2: and they just like, oh, this is what's hot, Okay, 619 00:30:04,920 --> 00:30:05,760 Speaker 2: this is what we're going to do. 620 00:30:05,920 --> 00:30:07,040 Speaker 3: Like that's what they're doing. 621 00:30:07,240 --> 00:30:10,239 Speaker 2: But that on Instagram because it's like even for me, 622 00:30:10,320 --> 00:30:12,320 Speaker 2: like you know, I spent so much time on Instagram, 623 00:30:12,320 --> 00:30:15,160 Speaker 2: like I kind of like have a good understanding of 624 00:30:15,160 --> 00:30:17,760 Speaker 2: how these things work, and I'm like it surprises me 625 00:30:17,880 --> 00:30:20,600 Speaker 2: how many companies I see and I'm like, y'all don't 626 00:30:20,680 --> 00:30:23,440 Speaker 2: even understand, Like this is so corny, but you're spending 627 00:30:23,440 --> 00:30:27,200 Speaker 2: so much money doing this, and your titles are all off, 628 00:30:27,200 --> 00:30:32,080 Speaker 2: your captions are wrong, and it's like who's paying who's 629 00:30:32,080 --> 00:30:33,400 Speaker 2: buying it? So it's crazy. 630 00:30:33,480 --> 00:30:35,840 Speaker 5: Yeah, And the thing about segmentation is what it allows 631 00:30:35,880 --> 00:30:38,600 Speaker 5: you to do is test. A lot of marketers forget 632 00:30:38,640 --> 00:30:41,400 Speaker 5: the importance of testing because as a as a brand, 633 00:30:41,480 --> 00:30:43,280 Speaker 5: especially as an early stage company, which is a lot 634 00:30:43,280 --> 00:30:45,560 Speaker 5: of the work that we do, you don't necessarily know 635 00:30:45,600 --> 00:30:48,080 Speaker 5: who is your target audience. Like you might have an idea, 636 00:30:48,600 --> 00:30:51,360 Speaker 5: you know, eighteen to thirty, but that's super broad, you know, 637 00:30:52,000 --> 00:30:56,440 Speaker 5: metropolitan urban professionals. That's still really broad, you know. And 638 00:30:56,760 --> 00:31:00,240 Speaker 5: what segmentation does is you can run different messages in 639 00:31:00,320 --> 00:31:03,400 Speaker 5: different segments and then find the best performers and then 640 00:31:03,480 --> 00:31:05,720 Speaker 5: double down on that and use the insights from that 641 00:31:05,760 --> 00:31:09,719 Speaker 5: to inform your growth strategy. A lot of marketers feel like, oh, 642 00:31:09,720 --> 00:31:12,000 Speaker 5: I'm going to put this big spend into something that's 643 00:31:12,000 --> 00:31:14,200 Speaker 5: gonna hit and we're out of here. It rarely works 644 00:31:14,280 --> 00:31:17,160 Speaker 5: like that, you know. And being able to efficiently test 645 00:31:17,240 --> 00:31:19,680 Speaker 5: and turn things on and off, that's a lot of 646 00:31:19,680 --> 00:31:21,680 Speaker 5: the work that we did, you know, as an agency, 647 00:31:21,720 --> 00:31:23,040 Speaker 5: and I think that's where we delivered a lot of 648 00:31:23,120 --> 00:31:26,600 Speaker 5: value to companies that didn't have that knowledge. You know already. 649 00:31:26,760 --> 00:31:29,120 Speaker 4: I think what you're doing is amazing in the fact 650 00:31:29,200 --> 00:31:32,640 Speaker 4: that you have a touch on culture and you're trying 651 00:31:32,680 --> 00:31:34,600 Speaker 4: to keep it as authentic as possible A lot of 652 00:31:34,640 --> 00:31:37,080 Speaker 4: times and shoddy and I we always talk about this 653 00:31:37,200 --> 00:31:39,280 Speaker 4: like they're out of touch, out the loop, and then 654 00:31:39,280 --> 00:31:40,760 Speaker 4: when they try to get a piece of the culture, 655 00:31:40,800 --> 00:31:44,560 Speaker 4: it's like it's already changed. Culture has changed already. How 656 00:31:44,560 --> 00:31:46,080 Speaker 4: do you guys keep it so authentic? 657 00:31:47,560 --> 00:31:52,760 Speaker 5: The the thing about culture is you can't fake culture 658 00:31:53,000 --> 00:31:55,840 Speaker 5: unless you from and live the culture, you can't really 659 00:31:55,880 --> 00:31:58,480 Speaker 5: talk about it. And the great thing about us is 660 00:31:58,520 --> 00:32:01,239 Speaker 5: like we live what we do every day, you know, 661 00:32:01,320 --> 00:32:05,160 Speaker 5: Like I'm not I'm on that glass building on the 662 00:32:05,240 --> 00:32:07,880 Speaker 5: thirty fifth floor whatever, but I'm also at the show, 663 00:32:08,160 --> 00:32:10,640 Speaker 5: you know, in the front row, like learning and watching 664 00:32:10,680 --> 00:32:13,240 Speaker 5: and observing how people are using TikTok or what they're doing. 665 00:32:13,280 --> 00:32:15,040 Speaker 5: Like you got to be on the ground. And a 666 00:32:15,080 --> 00:32:17,040 Speaker 5: lot of brands and a lot of like execs are 667 00:32:17,080 --> 00:32:19,480 Speaker 5: afraid to be on the ground because they've never lived 668 00:32:19,480 --> 00:32:22,840 Speaker 5: that life, you know. And the funny thing about this 669 00:32:22,880 --> 00:32:25,120 Speaker 5: culture thing is now we you know, we've pivoted into 670 00:32:25,200 --> 00:32:30,080 Speaker 5: telling stories from a cultural aspect for like big brands. 671 00:32:30,080 --> 00:32:31,720 Speaker 5: That's kind of the focus that we work on now. 672 00:32:31,760 --> 00:32:34,440 Speaker 5: And I'm telling you, we used to tell all these 673 00:32:34,440 --> 00:32:36,200 Speaker 5: brands like, yo, this is the type of work you 674 00:32:36,200 --> 00:32:38,400 Speaker 5: need to do. You need to pivot into more storytelling 675 00:32:38,680 --> 00:32:42,280 Speaker 5: and less advertising. You need to invest in content. And 676 00:32:42,880 --> 00:32:47,000 Speaker 5: some people listened, a lot of them didn't. And now 677 00:32:47,040 --> 00:32:50,520 Speaker 5: we're like, hold on, why don't we just stop wasting 678 00:32:50,560 --> 00:32:52,720 Speaker 5: our time selling these things to people who are not listening, 679 00:32:53,080 --> 00:32:57,760 Speaker 5: and let's incubate a company that and integrates everything that 680 00:32:57,800 --> 00:32:59,600 Speaker 5: we've learned up to this point. And that is how 681 00:32:59,640 --> 00:33:03,560 Speaker 5: the chat companies started. So we incubated that within the agency, 682 00:33:03,720 --> 00:33:07,840 Speaker 5: using everything that we learned about storytelling, content, culture, and 683 00:33:08,400 --> 00:33:11,560 Speaker 5: really literally brewed that pot up. And now when people 684 00:33:11,600 --> 00:33:13,440 Speaker 5: are like, well, why should I work with you, I'm 685 00:33:13,440 --> 00:33:15,440 Speaker 5: like when we opened a cafe in Manhattan and then 686 00:33:15,640 --> 00:33:17,760 Speaker 5: had seven hundred people on opening night. So if you 687 00:33:17,800 --> 00:33:21,840 Speaker 5: look at a product a proof of concept, that's it 688 00:33:21,920 --> 00:33:22,280 Speaker 5: right there. 689 00:33:22,280 --> 00:33:24,280 Speaker 2: You know what, though, I'm glad that we're in this 690 00:33:24,360 --> 00:33:27,400 Speaker 2: day and age now where you don't necessarily need gatekeepers 691 00:33:28,320 --> 00:33:30,640 Speaker 2: to get your message out because I used to it. 692 00:33:31,200 --> 00:33:33,680 Speaker 2: I remember, so I used to play basketball growing up, right, 693 00:33:33,720 --> 00:33:35,760 Speaker 2: And I remember like when I was in prep school 694 00:33:36,320 --> 00:33:39,920 Speaker 2: and like my last stages of like being recruited and 695 00:33:40,520 --> 00:33:42,480 Speaker 2: I was getting overlooked by a lot of schools, but 696 00:33:42,520 --> 00:33:44,280 Speaker 2: I was killing. Like I would go to they would 697 00:33:44,320 --> 00:33:46,320 Speaker 2: like come to our practice and look like somebody else 698 00:33:46,640 --> 00:33:48,880 Speaker 2: and I would have like twenty five thirty points. And 699 00:33:48,920 --> 00:33:51,920 Speaker 2: it's so frustrating because it's like, how do you not 700 00:33:52,080 --> 00:33:53,960 Speaker 2: see what I see? Like you know what I'm saying. 701 00:33:54,160 --> 00:33:56,160 Speaker 2: And as a creative, in a lot of times, it's 702 00:33:56,200 --> 00:34:00,040 Speaker 2: like it's like you feel like I know this is it, 703 00:34:00,080 --> 00:34:02,400 Speaker 2: and you're trying to convince somebody and they're like, nah, 704 00:34:02,480 --> 00:34:04,360 Speaker 2: that's not it, and it's like I would, I would. 705 00:34:05,040 --> 00:34:07,120 Speaker 2: I could just imagine how frustrated would be for like, 706 00:34:07,480 --> 00:34:09,319 Speaker 2: we have earn Releisure, right, and it's like we're trying 707 00:34:09,320 --> 00:34:11,759 Speaker 2: to pitch it to a label or like a network, 708 00:34:11,920 --> 00:34:13,359 Speaker 2: and we're trying to tell them like, yo, this is 709 00:34:13,480 --> 00:34:17,520 Speaker 2: people gonna like this financial literacy? What a hip hop 710 00:34:17,560 --> 00:34:20,480 Speaker 2: twist on it? Two black guys talking about finances, and 711 00:34:20,520 --> 00:34:22,560 Speaker 2: I could see them like, nah, that's nobody's going to 712 00:34:22,600 --> 00:34:24,200 Speaker 2: be interested in that. And I'm like, no, I know 713 00:34:24,320 --> 00:34:26,480 Speaker 2: this is going to work, and they're like nah, like 714 00:34:26,560 --> 00:34:28,520 Speaker 2: you know what I'm saying. But that's really what happens 715 00:34:28,520 --> 00:34:30,040 Speaker 2: with the companies. They're so out of touch and they 716 00:34:30,040 --> 00:34:32,560 Speaker 2: think that they know it all record music too, Like 717 00:34:33,160 --> 00:34:36,840 Speaker 2: it's like you have one person dictating like what the 718 00:34:36,880 --> 00:34:38,200 Speaker 2: whole world thinks is good. 719 00:34:38,560 --> 00:34:40,480 Speaker 3: That's hop It's. 720 00:34:40,320 --> 00:34:43,560 Speaker 5: Absurd, you know. I mean, look, people didn't give Drake 721 00:34:43,600 --> 00:34:47,919 Speaker 5: a deal, people didn't give Jay a deal, people didn't 722 00:34:47,920 --> 00:34:50,520 Speaker 5: give Nip a deal, like three of the most iconic 723 00:34:50,600 --> 00:34:52,080 Speaker 5: artists of our generation. 724 00:34:52,120 --> 00:34:53,720 Speaker 2: Speaking of NIP, I wanted to ask a question about 725 00:34:53,719 --> 00:34:55,600 Speaker 2: marketing because I saw it on your on your page, Well, 726 00:34:55,760 --> 00:35:01,000 Speaker 2: somebody tweeted vertical integration because he had that integrated vertically, 727 00:35:01,480 --> 00:35:04,640 Speaker 2: So what's your ideas on that? Because if people talk 728 00:35:04,680 --> 00:35:06,880 Speaker 2: about it a lot, but I haven't really heard somebody 729 00:35:06,880 --> 00:35:09,400 Speaker 2: like fully articulate their opinion on it. 730 00:35:09,480 --> 00:35:11,200 Speaker 5: Yeah, I mean, rest in peace and it, you know, 731 00:35:11,280 --> 00:35:16,560 Speaker 5: one of my biggest influences in somebody that just was 732 00:35:16,600 --> 00:35:18,919 Speaker 5: so fearless and such a radical in what he did, 733 00:35:19,000 --> 00:35:21,080 Speaker 5: like inspired me, you know, for the rest of my 734 00:35:21,120 --> 00:35:26,839 Speaker 5: life when it comes to vertical integration. This idea of like, look, 735 00:35:26,880 --> 00:35:30,600 Speaker 5: building a business and creating something is already so challenging, right, 736 00:35:31,120 --> 00:35:34,399 Speaker 5: But when you build something properly, the ability to create 737 00:35:34,440 --> 00:35:37,279 Speaker 5: an ecosystem out of products that are already related to 738 00:35:37,320 --> 00:35:40,080 Speaker 5: what you're doing, that you don't have to go outside 739 00:35:40,120 --> 00:35:42,760 Speaker 5: of what you are already producing or where your resources 740 00:35:42,760 --> 00:35:46,160 Speaker 5: are already allocated to create more products, to be able 741 00:35:46,200 --> 00:35:49,840 Speaker 5: to create more opportunities to profit and more revenue streams, 742 00:35:50,640 --> 00:35:53,040 Speaker 5: and they all relate to each other and help actually 743 00:35:53,040 --> 00:35:55,560 Speaker 5: build each other up. That's the idea of vertical integration. 744 00:35:55,719 --> 00:35:58,160 Speaker 5: So for him, it was the fact that he owned 745 00:35:58,480 --> 00:36:02,440 Speaker 5: the Marathon Agency, which was creating work in the music space, 746 00:36:02,719 --> 00:36:06,799 Speaker 5: which was allowing him to get more opportunities as an artist, right, 747 00:36:06,840 --> 00:36:10,360 Speaker 5: and then also being able to create branding and experiences 748 00:36:10,360 --> 00:36:13,320 Speaker 5: for places like Destination Crenshaw or the real estate stuff 749 00:36:13,320 --> 00:36:17,160 Speaker 5: that he was doing. Coming down to Vector ninety and 750 00:36:17,200 --> 00:36:20,719 Speaker 5: he had basically built a bunch of different businesses that 751 00:36:20,760 --> 00:36:23,440 Speaker 5: all had a common thread through them and they were 752 00:36:23,440 --> 00:36:24,280 Speaker 5: sharing resources. 753 00:36:24,360 --> 00:36:26,000 Speaker 4: So it was next that James Arden said they were 754 00:36:26,000 --> 00:36:28,080 Speaker 4: going to do sports agency, which is what he said 755 00:36:28,080 --> 00:36:28,920 Speaker 4: He's probably still. 756 00:36:28,719 --> 00:36:31,359 Speaker 5: Going to do, right, and he should. But so when 757 00:36:31,360 --> 00:36:36,160 Speaker 5: I think about vertical integration. It's the ability to maximize 758 00:36:36,200 --> 00:36:39,920 Speaker 5: your output with the same amount of resources and the 759 00:36:39,920 --> 00:36:43,120 Speaker 5: same amount of infrastructure that you already have, and your 760 00:36:43,160 --> 00:36:47,400 Speaker 5: whole ecosystem relates to each other. So an example of 761 00:36:47,440 --> 00:36:49,719 Speaker 5: this is like when we built the agency, you know, 762 00:36:49,840 --> 00:36:53,239 Speaker 5: is two brown guys trying to play in this like 763 00:36:53,480 --> 00:36:57,279 Speaker 5: super tech kind of like white bro founder's world. And 764 00:36:57,320 --> 00:36:59,560 Speaker 5: I was like, nobody's even given us a chance a 765 00:36:59,560 --> 00:37:02,400 Speaker 5: lot of time, you know, like we didn't even know 766 00:37:02,400 --> 00:37:03,799 Speaker 5: where to go to, Like we didn't know who to 767 00:37:03,840 --> 00:37:07,560 Speaker 5: talk to, Like it was lonely. And then I realized, like, 768 00:37:07,640 --> 00:37:09,400 Speaker 5: I'm not the only one going through this, and so 769 00:37:09,440 --> 00:37:11,920 Speaker 5: what I started doing was hosting a monthly meetup for 770 00:37:12,040 --> 00:37:15,319 Speaker 5: minority entrepreneurs and we called it Idea Exchange, And there's 771 00:37:15,360 --> 00:37:17,759 Speaker 5: a way to like have people that were going through 772 00:37:17,800 --> 00:37:21,200 Speaker 5: similar things come and create a forum for like, yo, 773 00:37:21,239 --> 00:37:22,839 Speaker 5: how do we solve a lot of problems that we're 774 00:37:22,840 --> 00:37:25,799 Speaker 5: going through as entrepreneurs. So that's vertically integrated with what 775 00:37:25,800 --> 00:37:27,759 Speaker 5: I'm doing on the agency side, right, because it's a 776 00:37:27,760 --> 00:37:30,880 Speaker 5: byproduct of that. I host those sessions at my office. 777 00:37:31,360 --> 00:37:33,800 Speaker 5: I already know the topics because I'm living it every day. 778 00:37:34,080 --> 00:37:37,719 Speaker 5: And my audience are people that eventually actually become a 779 00:37:37,719 --> 00:37:39,560 Speaker 5: client or the agency because they're like, yo, we love 780 00:37:39,600 --> 00:37:41,839 Speaker 5: the way you think, and so now I'm using that 781 00:37:41,960 --> 00:37:45,800 Speaker 5: meetup as a way to build my personal brand, build 782 00:37:45,840 --> 00:37:48,000 Speaker 5: my agency business, and be able to give back to 783 00:37:48,080 --> 00:37:48,640 Speaker 5: the community. 784 00:37:48,880 --> 00:37:51,479 Speaker 3: How often does an idea exchange happen? 785 00:37:51,640 --> 00:37:53,720 Speaker 5: Yeah, so we last year. We did them every month. 786 00:37:54,440 --> 00:37:58,279 Speaker 4: And this episode is brought to you by P and 787 00:37:58,320 --> 00:38:01,400 Speaker 4: C Bank. A lot of people think podcasts about work 788 00:38:01,440 --> 00:38:05,360 Speaker 4: are boring, and sure they definitely can be, but understanding 789 00:38:05,360 --> 00:38:08,400 Speaker 4: a professionals routine shows us how they achieve their success 790 00:38:08,480 --> 00:38:12,560 Speaker 4: little by little, day after day. It's like banking with 791 00:38:12,640 --> 00:38:15,279 Speaker 4: P and C Bank. It might seem boring to save, 792 00:38:15,440 --> 00:38:18,760 Speaker 4: plan and make calculated decisions with your bank, but keeping 793 00:38:18,800 --> 00:38:21,200 Speaker 4: your money boring is what helps you live or more 794 00:38:21,280 --> 00:38:25,560 Speaker 4: happily fulfilled life. P and C Bank Brilliantly Boring since 795 00:38:25,640 --> 00:38:29,920 Speaker 4: eighteen sixty five. Brilliantly Boring since eighteen sixty five is 796 00:38:29,920 --> 00:38:32,799 Speaker 4: a service mark of the PNC Financial Service Group, Inc. 797 00:38:33,239 --> 00:38:37,160 Speaker 4: P and C Bank National Association member FDIC. 798 00:38:39,760 --> 00:38:40,440 Speaker 3: Erners. What's up? 799 00:38:40,520 --> 00:38:43,000 Speaker 4: You ever walk into a small business and everything just 800 00:38:43,120 --> 00:38:46,320 Speaker 4: works like the checkout is fast, the receipts are digital, 801 00:38:46,840 --> 00:38:49,799 Speaker 4: tipping is a breeze, and you're out the door before 802 00:38:49,840 --> 00:38:54,000 Speaker 4: the line even builds. Odds are they're using Square. We 803 00:38:54,160 --> 00:38:56,680 Speaker 4: love supporting businesses that run on Square because it just 804 00:38:56,719 --> 00:38:59,879 Speaker 4: feels seamless. 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Hiring Indeed is 833 00:40:44,280 --> 00:40:44,839 Speaker 1: all you need. 834 00:40:45,880 --> 00:40:48,239 Speaker 5: It was, you know, as a heavy lift. This year, 835 00:40:48,239 --> 00:40:51,359 Speaker 5: we've pivoted to every other month to next one's coming 836 00:40:51,440 --> 00:40:54,440 Speaker 5: up in April, and you know, if you follow me 837 00:40:54,520 --> 00:40:56,440 Speaker 5: or if you know where I'm at, then I talk 838 00:40:56,480 --> 00:40:59,560 Speaker 5: about them pretty regularly. We expanded from New York City 839 00:40:59,600 --> 00:41:01,480 Speaker 5: into New Work, New Jersey, which I feel like is 840 00:41:01,600 --> 00:41:06,160 Speaker 5: really dope community of entrepreneurs that aren't getting a platform. 841 00:41:06,840 --> 00:41:12,560 Speaker 2: I was just in NewYork today actually, but you were. 842 00:41:12,440 --> 00:41:16,000 Speaker 5: There for maybe maybe some tough reasons, but but yeah, 843 00:41:16,040 --> 00:41:19,040 Speaker 5: vertical integration is just like, how do you create an 844 00:41:19,040 --> 00:41:23,239 Speaker 5: ecosystem and maximize the output and the revenue streams based 845 00:41:23,239 --> 00:41:24,439 Speaker 5: off the things that you've already built. 846 00:41:24,480 --> 00:41:28,200 Speaker 2: I think Apple is like the best at that, hands down. 847 00:41:28,400 --> 00:41:29,719 Speaker 5: Yeah, they're up there. 848 00:41:31,280 --> 00:41:34,200 Speaker 4: It goes like into your theory of culture to commerce 849 00:41:34,520 --> 00:41:37,680 Speaker 4: or profit to purpose, Like you literally just explained it, 850 00:41:37,760 --> 00:41:39,960 Speaker 4: and it's like how you stayed authentic to your culture 851 00:41:40,000 --> 00:41:44,080 Speaker 4: and with the child restaurant and turned into something profitable. 852 00:41:45,120 --> 00:41:47,719 Speaker 5: And I think the biggest thing about vertical integration too, 853 00:41:47,760 --> 00:41:51,239 Speaker 5: is that it reinforces authenticity behind what you do. You know, 854 00:41:51,280 --> 00:41:54,680 Speaker 5: somebody like Nip all those things that he was touching, music, marketing, 855 00:41:54,800 --> 00:42:00,239 Speaker 5: real estate, with the he had a the marathon, g 856 00:42:00,640 --> 00:42:05,760 Speaker 5: the Stranger, it was all connected to his brand, the marathon, 857 00:42:06,120 --> 00:42:08,879 Speaker 5: his philosophy, and it was all authentic and the world 858 00:42:08,880 --> 00:42:11,480 Speaker 5: tapped in. So you know, he's I think one of 859 00:42:11,480 --> 00:42:14,960 Speaker 5: the most brilliant people to do it and still be him, 860 00:42:15,160 --> 00:42:16,680 Speaker 5: you know, and coming from where he came from. But 861 00:42:17,320 --> 00:42:20,440 Speaker 5: that idea of like building an ecosystem that's vertically integrated, 862 00:42:20,440 --> 00:42:22,520 Speaker 5: I think it's going to be the future because we're 863 00:42:22,560 --> 00:42:25,880 Speaker 5: moving away from like the high growth, you know, growth 864 00:42:25,880 --> 00:42:31,240 Speaker 5: at all costs, uber and and and Lyft and Harry's 865 00:42:31,239 --> 00:42:33,839 Speaker 5: and that type of that type of company, we're moving 866 00:42:33,840 --> 00:42:34,279 Speaker 5: away from that. 867 00:42:34,480 --> 00:42:38,840 Speaker 2: It's lateral growth is more efficient right now than vertical growth. 868 00:42:39,200 --> 00:42:42,120 Speaker 2: So like briefly, like vertical growth is like, like I said, 869 00:42:42,120 --> 00:42:46,840 Speaker 2: in my opinion, that's the big corporations. That's like, you know, 870 00:42:47,040 --> 00:42:49,960 Speaker 2: just massively pouring money into things to grow upwards. But 871 00:42:50,000 --> 00:42:53,040 Speaker 2: you can grow laterally a lot easier and through word 872 00:42:53,080 --> 00:42:56,600 Speaker 2: of mouth and through different avenues that you're licensing things 873 00:42:56,600 --> 00:42:58,359 Speaker 2: in that nature. So it's like even for us faring 874 00:42:58,360 --> 00:43:01,440 Speaker 2: your leisure, it's like we have everything started with the podcast, 875 00:43:01,480 --> 00:43:03,719 Speaker 2: but now we have an online university. Now we have 876 00:43:03,840 --> 00:43:07,200 Speaker 2: merch Now we do live shows, Now we have the YouTube, 877 00:43:07,320 --> 00:43:09,520 Speaker 2: Now we have ad revenue, we have the social media 878 00:43:09,600 --> 00:43:12,280 Speaker 2: campaigns that we do, and so we can just continue 879 00:43:12,320 --> 00:43:15,640 Speaker 2: to grow like that, like your Lisia, the podcast is 880 00:43:15,680 --> 00:43:19,840 Speaker 2: the mothership, but from there we can spread our wings 881 00:43:20,360 --> 00:43:22,680 Speaker 2: at a very low cost. All these things that I 882 00:43:22,760 --> 00:43:26,200 Speaker 2: named a very low cost, and it allows us to 883 00:43:26,239 --> 00:43:28,040 Speaker 2: have multiple streams of income. 884 00:43:28,560 --> 00:43:31,160 Speaker 3: I tell them, it's like it's one tree with some 885 00:43:31,200 --> 00:43:32,040 Speaker 3: branches going. 886 00:43:31,840 --> 00:43:34,440 Speaker 5: From it, which is that's the best way to explain it. 887 00:43:34,560 --> 00:43:37,520 Speaker 5: What you're doing is you're taking market share in each 888 00:43:37,520 --> 00:43:38,960 Speaker 5: of those worlds a little by little. 889 00:43:39,200 --> 00:43:39,400 Speaker 3: You know. 890 00:43:39,480 --> 00:43:42,279 Speaker 5: My philosophy at this point, at this age of my 891 00:43:42,320 --> 00:43:45,200 Speaker 5: life is like, if you look at all the major 892 00:43:46,160 --> 00:43:49,360 Speaker 5: companies and the infrastructure, it's all owned by people that 893 00:43:49,400 --> 00:43:51,600 Speaker 5: look the same. It's all all white men that own 894 00:43:51,640 --> 00:43:54,840 Speaker 5: almost everything. Right now, at this point in my life, 895 00:43:55,080 --> 00:43:57,279 Speaker 5: my job is like, how do I build an ecosystem 896 00:43:57,320 --> 00:44:01,080 Speaker 5: that captures market share away from them little by little 897 00:44:01,320 --> 00:44:03,279 Speaker 5: until I'm able to flip it and turn it into 898 00:44:03,360 --> 00:44:06,359 Speaker 5: something major. Right, So, like my cafe, you know, I'm 899 00:44:06,360 --> 00:44:08,960 Speaker 5: not competing with Starbucks yet, but I'm gonna eat into 900 00:44:09,320 --> 00:44:12,400 Speaker 5: some some middle tier coffee spots, you know, New York City, 901 00:44:12,760 --> 00:44:14,480 Speaker 5: and I'm gonna take that audience. I'm gonna flip it 902 00:44:14,560 --> 00:44:16,560 Speaker 5: and i'm gonna eat into more. And then they're gonna 903 00:44:16,560 --> 00:44:18,839 Speaker 5: throw me an acquisition offer, and I'm gonna say now, 904 00:44:20,520 --> 00:44:22,759 Speaker 5: and I'm gonna take the market share away from all 905 00:44:22,800 --> 00:44:25,200 Speaker 5: these things that exist. And then once we get it 906 00:44:25,239 --> 00:44:28,640 Speaker 5: and we bring it to minority owned businesses, you already 907 00:44:28,680 --> 00:44:29,640 Speaker 5: know we're gonna reinvest. 908 00:44:29,719 --> 00:44:34,239 Speaker 2: That's like the first album when he's like nobody noticed es, 909 00:44:34,360 --> 00:44:41,080 Speaker 2: nobody gave it. We get that's a fact. So speaking 910 00:44:41,080 --> 00:44:44,680 Speaker 2: about your cafe, can we talk about that, because that's 911 00:44:44,719 --> 00:44:46,839 Speaker 2: that's that's that's he hot in the streets right now. 912 00:44:46,920 --> 00:44:48,040 Speaker 2: So what's going on with that? 913 00:44:48,480 --> 00:44:48,640 Speaker 6: Man? 914 00:44:49,120 --> 00:44:50,960 Speaker 5: Man, it's hard for me to talk about my cafe 915 00:44:50,960 --> 00:44:53,719 Speaker 5: without obviously mentioned to my brother and bigging him up. 916 00:44:53,800 --> 00:44:56,000 Speaker 2: Your blood brother, blood brother, younger brother. 917 00:44:55,920 --> 00:45:01,520 Speaker 5: Younger brother, his partner, head case, but death. He's the 918 00:45:01,520 --> 00:45:06,360 Speaker 5: head chef. You know, he is the He's the lifeblood 919 00:45:06,360 --> 00:45:09,120 Speaker 5: of that of that organization. And you know again, I 920 00:45:09,560 --> 00:45:11,800 Speaker 5: support that business the same way do everything else. I 921 00:45:11,920 --> 00:45:13,760 Speaker 5: merge the culture and the business together. 922 00:45:14,000 --> 00:45:15,719 Speaker 3: I think it's dope. So we ain't say the name, 923 00:45:15,760 --> 00:45:16,480 Speaker 3: but I'm gonna try. 924 00:45:16,400 --> 00:45:20,759 Speaker 4: Cold Cuatta You got it colkatta chi cuta cha cold right. 925 00:45:22,320 --> 00:45:25,720 Speaker 4: And the beauty behind it is that it is named 926 00:45:25,760 --> 00:45:29,839 Speaker 4: after the city in India that your parents grew up in. Man, 927 00:45:30,200 --> 00:45:33,000 Speaker 4: So when we talk about family meaning anything, everything, it's like, 928 00:45:33,520 --> 00:45:35,480 Speaker 4: you know, they can go in the city now and 929 00:45:35,520 --> 00:45:37,440 Speaker 4: see like their birthplace because of you. 930 00:45:38,560 --> 00:45:41,520 Speaker 5: Yeah, I mean to honor your parents and to give 931 00:45:41,560 --> 00:45:45,200 Speaker 5: a tribute to them. I felt like that was way 932 00:45:45,200 --> 00:45:47,560 Speaker 5: to do it. Yeah, man, honestly, like I made a 933 00:45:47,600 --> 00:45:48,920 Speaker 5: little bit of money in my life, you know, I 934 00:45:48,960 --> 00:45:49,879 Speaker 5: got a decent car. 935 00:45:49,960 --> 00:45:50,240 Speaker 2: Whatever. 936 00:45:50,560 --> 00:45:53,200 Speaker 5: That to me will be always my biggest accomplishment, the 937 00:45:53,200 --> 00:45:56,439 Speaker 5: fact that my parents were healthy and able to see that, 938 00:45:57,000 --> 00:45:59,440 Speaker 5: you know, at a time in our life where there's 939 00:45:59,440 --> 00:46:01,560 Speaker 5: a lot of unser you know, but they could pop 940 00:46:01,600 --> 00:46:03,880 Speaker 5: up in Manhattan. My mom was just in India and 941 00:46:03,920 --> 00:46:05,600 Speaker 5: she was like, thank you for making me a celebrity. 942 00:46:05,640 --> 00:46:08,799 Speaker 5: Here everybody's asking me about my cafe. And I was like, 943 00:46:08,920 --> 00:46:12,279 Speaker 5: You've earned that, you know. That's that. But man, with 944 00:46:12,280 --> 00:46:16,719 Speaker 5: with the chai thing, it was imagine if one of 945 00:46:16,719 --> 00:46:21,560 Speaker 5: the biggest products consumed globally was just completely being mistold. 946 00:46:21,920 --> 00:46:25,120 Speaker 2: What what is Can you talk about that? Because we 947 00:46:25,239 --> 00:46:29,839 Speaker 2: like to cultural cultural nights Atalisia. We did a bunch 948 00:46:29,920 --> 00:46:34,000 Speaker 2: on it on Dominican the Dominicans uptown, but we haven't 949 00:46:34,000 --> 00:46:35,920 Speaker 2: done Indian night yet. 950 00:46:35,160 --> 00:46:40,760 Speaker 5: So so chai what is chid Chai is? Chai means 951 00:46:40,800 --> 00:46:47,120 Speaker 5: tea literally translates to tea and across South Asia, so Bangladesh, India, Pakistan, 952 00:46:47,200 --> 00:46:51,480 Speaker 5: Sri Lanka, parts of the Middle East, Chai is basically 953 00:46:51,560 --> 00:46:56,000 Speaker 5: a mix of spices of black tea and milk all 954 00:46:56,080 --> 00:47:00,720 Speaker 5: boiled together and it's like this multi dimensional labor profile. 955 00:47:00,840 --> 00:47:02,319 Speaker 5: So it's a little bit sweet, it's a little bit 956 00:47:02,360 --> 00:47:07,960 Speaker 5: spicy his body and it's hot and it cleanses the palate. 957 00:47:08,120 --> 00:47:09,879 Speaker 5: It kind of like keeps you from getting sick. It's 958 00:47:09,880 --> 00:47:14,320 Speaker 5: got a lot of ginger, cardamom, cinnamon, and it's like 959 00:47:14,360 --> 00:47:17,080 Speaker 5: the most democratic drink across South Asia. So you go 960 00:47:17,120 --> 00:47:20,520 Speaker 5: to any corner and there's a child stall and there's 961 00:47:20,960 --> 00:47:23,879 Speaker 5: what we call chaiahwala that means like a worker's he's 962 00:47:23,960 --> 00:47:27,200 Speaker 5: he's making it and the teachers is drinking it, the kids, 963 00:47:27,239 --> 00:47:31,760 Speaker 5: the businessman, the day laborer, the government official, everybody's waiting 964 00:47:31,760 --> 00:47:33,960 Speaker 5: to get their cup of child That's just it's just 965 00:47:34,000 --> 00:47:36,480 Speaker 5: a place where all of that, you know, cultural class 966 00:47:36,520 --> 00:47:39,440 Speaker 5: and this everything just melts and it's about the about 967 00:47:39,440 --> 00:47:43,000 Speaker 5: the drink. And so in India, when we go back 968 00:47:43,000 --> 00:47:46,200 Speaker 5: to visit our family every day in the evening, like 969 00:47:46,800 --> 00:47:50,520 Speaker 5: there's this concept it's more on Bengali concept, but it 970 00:47:50,520 --> 00:47:52,799 Speaker 5: happens across the India. It's called a d d A 971 00:47:53,480 --> 00:47:55,759 Speaker 5: and it literally means a time where you stop doing 972 00:47:55,800 --> 00:47:58,080 Speaker 5: whatever you're doing, you meet up with your family, and 973 00:47:58,120 --> 00:47:59,880 Speaker 5: you shoot the ship for like an hour and a half, 974 00:48:00,040 --> 00:48:02,120 Speaker 5: You drink tea, you eat food, and you just talk 975 00:48:02,120 --> 00:48:06,360 Speaker 5: about politics, sports, whatever's happened in music, this, that, and 976 00:48:06,400 --> 00:48:09,520 Speaker 5: it happens every day. So growing up, we would see 977 00:48:09,520 --> 00:48:11,680 Speaker 5: our parents and our family doing all this our aunties 978 00:48:12,160 --> 00:48:15,320 Speaker 5: and I'm like, I don't got work, Like We're just 979 00:48:15,360 --> 00:48:17,640 Speaker 5: gonna take this two hours to drink tea and talk. 980 00:48:17,760 --> 00:48:20,920 Speaker 5: And that's how strong family is out there. So we 981 00:48:20,960 --> 00:48:23,839 Speaker 5: realize that this thing that we have bonded around our 982 00:48:23,840 --> 00:48:27,160 Speaker 5: whole lives, nobody was telling that story in the US, 983 00:48:27,360 --> 00:48:30,200 Speaker 5: right And when you think about, you know, talking about eyl, 984 00:48:30,280 --> 00:48:36,440 Speaker 5: let's let's broaden our international reach. South Asians are some 985 00:48:36,480 --> 00:48:40,440 Speaker 5: of the most economically mobile population in the US, and 986 00:48:40,480 --> 00:48:44,120 Speaker 5: when it comes to I think like college educated, they 987 00:48:44,160 --> 00:48:47,920 Speaker 5: hold like the highest household income for college educated individuals 988 00:48:47,960 --> 00:48:51,680 Speaker 5: in the US minority population wise. You got all this happening, 989 00:48:51,719 --> 00:48:54,880 Speaker 5: and you have nobody speaking to them. You got no 990 00:48:55,000 --> 00:48:58,160 Speaker 5: brands that are culturally relevant for South Asians to tap 991 00:48:58,200 --> 00:49:00,720 Speaker 5: into and be like I feel heard, I feel seen, 992 00:49:01,280 --> 00:49:04,240 Speaker 5: I feel like this is a place that reflects my values. 993 00:49:04,800 --> 00:49:08,600 Speaker 5: And we looked at Chai as being the Trojan Horse. 994 00:49:08,640 --> 00:49:12,200 Speaker 5: That's the food item that can coalesce an entire community. 995 00:49:13,320 --> 00:49:14,880 Speaker 5: And so we did it in the form of opening 996 00:49:14,920 --> 00:49:18,640 Speaker 5: a cafe. We're getting into you know, original programming and 997 00:49:18,680 --> 00:49:21,560 Speaker 5: content and media and I got a whole you know, 998 00:49:21,640 --> 00:49:23,160 Speaker 5: list of other things that I want to do, but 999 00:49:23,920 --> 00:49:25,880 Speaker 5: that's the idea. It's like, how do you take something 1000 00:49:25,920 --> 00:49:30,040 Speaker 5: that's so important for our heritage and where we come from, 1001 00:49:30,320 --> 00:49:32,000 Speaker 5: and how do you celebrate it? Because when you go 1002 00:49:32,000 --> 00:49:34,680 Speaker 5: to Starbucks, which you drink is not chy, it's like 1003 00:49:34,719 --> 00:49:39,239 Speaker 5: the syrupy sweet, you know, like bastardized version of the drink. 1004 00:49:39,760 --> 00:49:42,400 Speaker 5: There's no place that I've seen in America where you 1005 00:49:42,400 --> 00:49:44,520 Speaker 5: can get authentic up a child that feels like it 1006 00:49:44,560 --> 00:49:45,880 Speaker 5: does back home one place. 1007 00:49:47,120 --> 00:49:48,719 Speaker 2: But I think I think it's important too, because it's 1008 00:49:48,719 --> 00:49:50,920 Speaker 2: important to brace who you are. Embrace who you are 1009 00:49:50,920 --> 00:49:54,200 Speaker 2: because it's like a lot of times people try to 1010 00:49:54,520 --> 00:49:57,279 Speaker 2: run away from who they are, especially in America, and 1011 00:49:57,320 --> 00:50:01,160 Speaker 2: it's like you want to kind of conform and fit in, right, 1012 00:50:01,680 --> 00:50:06,520 Speaker 2: But there's power in being who you are because there's 1013 00:50:06,520 --> 00:50:08,240 Speaker 2: always gonna be somebody that can't relate to you. And 1014 00:50:08,080 --> 00:50:11,640 Speaker 2: I realized his first hands, like I'm in business and 1015 00:50:11,920 --> 00:50:14,600 Speaker 2: when I first started in business, I realized, like I 1016 00:50:14,640 --> 00:50:16,719 Speaker 2: was a little self conscious because you know, I have 1017 00:50:16,840 --> 00:50:19,480 Speaker 2: like a heavy New York accent and you know, grow 1018 00:50:19,600 --> 00:50:22,200 Speaker 2: up listening to hip hop and that's my culture. And 1019 00:50:23,040 --> 00:50:25,799 Speaker 2: ninety percent of the people were not like that. Right, 1020 00:50:25,840 --> 00:50:28,520 Speaker 2: So I'm like feeling a little self conscious. But now 1021 00:50:28,560 --> 00:50:32,480 Speaker 2: I realized that that's actually helped me because there's millions 1022 00:50:32,480 --> 00:50:36,520 Speaker 2: of people who CNBC can't talk to Wall Street Journal, 1023 00:50:36,680 --> 00:50:38,359 Speaker 2: they have no idea what they're talking about. But when 1024 00:50:38,360 --> 00:50:40,719 Speaker 2: they hear me, they hear choice speak, it's like, oh, 1025 00:50:40,960 --> 00:50:42,880 Speaker 2: these guys like from my neighborhood, Like it's like I 1026 00:50:42,880 --> 00:50:45,640 Speaker 2: could be in a barber shop. So it's actually beneficial 1027 00:50:46,120 --> 00:50:49,120 Speaker 2: because they're getting the message from somebody that they can understand, 1028 00:50:49,560 --> 00:50:51,640 Speaker 2: as opposed to me trying to beat somebody that I'm not. 1029 00:50:51,719 --> 00:50:53,560 Speaker 2: And then I'm going to miss them and I'm going 1030 00:50:53,640 --> 00:50:55,160 Speaker 2: to not even be able to relate to the other 1031 00:50:55,160 --> 00:50:57,439 Speaker 2: people because they know I'm not them. 1032 00:50:58,040 --> 00:51:02,000 Speaker 4: It's like exactly what you said, right, you can't fake culture, right, Like, 1033 00:51:02,080 --> 00:51:04,640 Speaker 4: He's gonna be exactly who he is and that's going 1034 00:51:04,719 --> 00:51:07,600 Speaker 4: to attract people, and some people won't get it, but 1035 00:51:07,680 --> 00:51:10,239 Speaker 4: eventually they you know they will because their partners will. 1036 00:51:10,640 --> 00:51:11,960 Speaker 5: Yeah, I mean, you nailed it. And I went through 1037 00:51:11,960 --> 00:51:14,080 Speaker 5: the same thing as a marketing exact Early on, I 1038 00:51:14,120 --> 00:51:16,800 Speaker 5: was trying to conform into like this tech bro or 1039 00:51:16,840 --> 00:51:21,960 Speaker 5: whatever the market and I realized I was like, man, 1040 00:51:22,000 --> 00:51:24,279 Speaker 5: code switshing is all fun and games, but that's not me. 1041 00:51:25,600 --> 00:51:29,520 Speaker 5: And embracing culture and who you are, I think that's 1042 00:51:29,520 --> 00:51:32,040 Speaker 5: your competitive advantage. You know, a lot of immigrant kids, 1043 00:51:32,040 --> 00:51:33,520 Speaker 5: a lot of like black and brown kids. For us, 1044 00:51:33,520 --> 00:51:35,879 Speaker 5: like growing up like it wasn't cool to be who 1045 00:51:35,880 --> 00:51:38,959 Speaker 5: we were for so long, it was embarrassing. My name 1046 00:51:39,880 --> 00:51:41,600 Speaker 5: was said wrong every day on the first day of 1047 00:51:41,640 --> 00:51:44,640 Speaker 5: class for eighteen years of my life. You know, like 1048 00:51:44,680 --> 00:51:47,400 Speaker 5: that it'll get to you. But once you realize that 1049 00:51:47,400 --> 00:51:52,120 Speaker 5: that's actually what the power is and where ultimately where 1050 00:51:52,160 --> 00:51:55,200 Speaker 5: you can create differentiation than the whole world shifts. 1051 00:51:55,280 --> 00:51:58,279 Speaker 3: Yeah. Absolutely, Yeah. Troy never had the deal with Yeah, 1052 00:51:58,400 --> 00:52:00,439 Speaker 3: I got lucky, man. I was a Jamaican. Heah, nobody. 1053 00:52:00,480 --> 00:52:02,840 Speaker 4: First of all, nobody even thinks I'm Jamaican. But I'm 1054 00:52:02,880 --> 00:52:06,120 Speaker 4: growing up in New York City. Patrick Gowan was popping Chapla. 1055 00:52:06,160 --> 00:52:08,799 Speaker 4: Ranks was popping super Cot was popping I'm like yo, 1056 00:52:08,840 --> 00:52:10,319 Speaker 4: it kind of was cool to be Jamaican. But you 1057 00:52:10,320 --> 00:52:12,560 Speaker 4: know what you said about when you chased it the 1058 00:52:12,640 --> 00:52:15,040 Speaker 4: chiy and not really realizing that this isn't authentic. 1059 00:52:15,040 --> 00:52:17,000 Speaker 3: That's sometimes how I feel about wester Indian food. 1060 00:52:17,239 --> 00:52:19,120 Speaker 4: Like I go to these I won't say their names, 1061 00:52:19,160 --> 00:52:21,279 Speaker 4: but I'm like they're like, oh, that food is so good. 1062 00:52:21,280 --> 00:52:24,759 Speaker 4: I'm like, oh, man, bro, that's not that's like McDonald's 1063 00:52:24,760 --> 00:52:27,279 Speaker 4: like this this isn't it. So we got to I 1064 00:52:27,320 --> 00:52:30,280 Speaker 4: got some visions now for for for Westerndan culture, somebody 1065 00:52:30,280 --> 00:52:30,760 Speaker 4: has to represent. 1066 00:52:30,800 --> 00:52:34,920 Speaker 2: But your name though, I'm just talking about the culture. Nobody, 1067 00:52:34,960 --> 00:52:36,520 Speaker 2: nobody ever messes up. Your name is Troy Or. 1068 00:52:37,400 --> 00:52:40,480 Speaker 4: That's super intentional as well, like and that conforming right, 1069 00:52:40,520 --> 00:52:43,400 Speaker 4: So like even my my grandmother, the names of my 1070 00:52:43,520 --> 00:52:46,600 Speaker 4: my uncles and my dad are super American, like Howard 1071 00:52:46,680 --> 00:52:49,160 Speaker 4: Victor is a dream. And even my name like you 1072 00:52:49,200 --> 00:52:52,080 Speaker 4: can hear it, like Troy Christopher, my brother, Gregory Michael. 1073 00:52:52,080 --> 00:52:54,960 Speaker 4: It's like there's nothing about there's no Donovan in my name. 1074 00:52:55,120 --> 00:52:56,320 Speaker 5: Was that intentional? 1075 00:52:56,400 --> 00:52:57,400 Speaker 3: I think it was superintentional. 1076 00:52:58,040 --> 00:53:01,040 Speaker 2: I think but you know what two possibly a culture 1077 00:53:01,280 --> 00:53:04,799 Speaker 2: tupac rest in peace, the icon or legend, and I 1078 00:53:04,840 --> 00:53:06,560 Speaker 2: heard an interview with him one time and he was 1079 00:53:06,600 --> 00:53:09,120 Speaker 2: saying that when he was young, he used to be embarrassed. 1080 00:53:09,120 --> 00:53:12,239 Speaker 2: His name is Tupac Shakur, Tupac a Mari Shakor, and 1081 00:53:12,320 --> 00:53:14,920 Speaker 2: all his friends is like you know, John Smith and 1082 00:53:14,960 --> 00:53:17,319 Speaker 2: just regular American names. And he was like he used, 1083 00:53:17,360 --> 00:53:18,560 Speaker 2: you know, they used to make fun of him, like 1084 00:53:18,600 --> 00:53:21,279 Speaker 2: your name is Tupac, what does that mean? And he 1085 00:53:21,400 --> 00:53:26,319 Speaker 2: was saying that, like over the course of time, he 1086 00:53:26,440 --> 00:53:29,040 Speaker 2: realized like it was actually a blessing because it was 1087 00:53:29,080 --> 00:53:32,520 Speaker 2: like people anytime somebody saw him or they spoke, they 1088 00:53:32,560 --> 00:53:34,080 Speaker 2: was like, what's your name is? Like Tupac's like what 1089 00:53:34,120 --> 00:53:36,520 Speaker 2: does that mean? He had to explain what his name man? 1090 00:53:36,640 --> 00:53:38,120 Speaker 2: You know he was like even one time he got 1091 00:53:38,200 --> 00:53:42,520 Speaker 2: arrested and the cop arrested him when he was a kid, 1092 00:53:43,120 --> 00:53:45,359 Speaker 2: and he was like, what's your name? And he told 1093 00:53:45,400 --> 00:53:47,840 Speaker 2: him his name, and the cop looked at him like 1094 00:53:48,560 --> 00:53:51,640 Speaker 2: Tupac Skor like you know your parents is black Panthers, 1095 00:53:51,680 --> 00:53:54,000 Speaker 2: Like this isn't what you're supposed to be doing. And 1096 00:53:54,040 --> 00:53:56,080 Speaker 2: he knew, like he was raised better than that, Like 1097 00:53:56,120 --> 00:53:57,520 Speaker 2: you know what I mean, just tho of his name, 1098 00:53:57,600 --> 00:54:00,400 Speaker 2: So I say that to say, everybody's journey is different, 1099 00:54:00,719 --> 00:54:04,080 Speaker 2: and a lot of times what we think are actually hinders. 1100 00:54:04,719 --> 00:54:07,279 Speaker 2: It's actually our superpower is then actually, you know, you 1101 00:54:07,280 --> 00:54:08,520 Speaker 2: gotta just embrace who you are. 1102 00:54:08,640 --> 00:54:10,960 Speaker 5: Yeah, I think in my life. So funny thing is, 1103 00:54:11,000 --> 00:54:13,960 Speaker 5: my full name is Annie Ruddah. That's the name that 1104 00:54:14,000 --> 00:54:16,479 Speaker 5: my grandfather gave me. And I hated that name growing 1105 00:54:16,560 --> 00:54:20,920 Speaker 5: up because its butchered. I found out that name means 1106 00:54:21,520 --> 00:54:24,560 Speaker 5: with no obstacle. And so when I think about my life, 1107 00:54:24,880 --> 00:54:28,600 Speaker 5: you know, I think I had every reason to stop, 1108 00:54:28,880 --> 00:54:31,560 Speaker 5: or to give up, or to find an excuse. So nah, look, 1109 00:54:31,680 --> 00:54:33,680 Speaker 5: I'm you know, we grew up poor. I ain't got it. 1110 00:54:34,160 --> 00:54:36,640 Speaker 5: I was sick, you know, I couldn't get past it, 1111 00:54:37,160 --> 00:54:39,680 Speaker 5: you know. Oh, you know, couldn't recover from from what 1112 00:54:39,719 --> 00:54:42,480 Speaker 5: I went through. And I think, you know, I had 1113 00:54:42,520 --> 00:54:45,399 Speaker 5: every every opportunity to be like yo, I I can't 1114 00:54:45,440 --> 00:54:47,839 Speaker 5: do it, you know. But I look at the way 1115 00:54:47,880 --> 00:54:50,120 Speaker 5: my life went, and I look at the power of 1116 00:54:50,160 --> 00:54:52,160 Speaker 5: my name, you know, and I'm like, oh it all 1117 00:54:52,160 --> 00:54:55,799 Speaker 5: makes sense, you know. So yeah, culturally and all of that, 1118 00:54:56,080 --> 00:54:56,839 Speaker 5: I mean, you nailed it. 1119 00:54:56,840 --> 00:54:57,000 Speaker 2: You know. 1120 00:54:57,040 --> 00:55:00,280 Speaker 5: It's like our greatest power comes from you know. 1121 00:55:00,520 --> 00:55:03,239 Speaker 2: Just where you are. That's it. So before we go 1122 00:55:03,280 --> 00:55:05,200 Speaker 2: to the next segment, can we tell a few minutes 1123 00:55:05,200 --> 00:55:07,640 Speaker 2: about India, because, like I said, shot out to all 1124 00:55:07,680 --> 00:55:09,719 Speaker 2: of the Indians all over the world. India is a 1125 00:55:10,480 --> 00:55:13,680 Speaker 2: country that has over a billion people. But what a 1126 00:55:13,680 --> 00:55:16,919 Speaker 2: lot of people don't realize is that it's a They 1127 00:55:16,920 --> 00:55:24,040 Speaker 2: have communities Indian descent from Jamaica, heavy present, the whole West, Indies, 1128 00:55:24,400 --> 00:55:28,399 Speaker 2: even South America, America, Africa, all over. 1129 00:55:28,560 --> 00:55:30,000 Speaker 3: His uncle was called the cool kid. 1130 00:55:32,080 --> 00:55:34,560 Speaker 2: But you said, so, you said that you actually went 1131 00:55:34,600 --> 00:55:37,200 Speaker 2: out there, and so what's the business scene out there, 1132 00:55:37,200 --> 00:55:40,319 Speaker 2: because obviously it's booming more and more people are coming 1133 00:55:40,360 --> 00:55:42,480 Speaker 2: into them. People talk about China a lot, but I 1134 00:55:42,480 --> 00:55:44,879 Speaker 2: think people don't fully understand, like India is a big 1135 00:55:44,920 --> 00:55:46,360 Speaker 2: economy as well as a billion people. 1136 00:55:46,560 --> 00:55:48,600 Speaker 5: It's a big economy. And the greatest thing about the 1137 00:55:48,600 --> 00:55:52,040 Speaker 5: Indian economy is that everyone has access to mobile and 1138 00:55:52,080 --> 00:55:55,160 Speaker 5: cell service and data. Data is cheaper in India than 1139 00:55:55,160 --> 00:55:57,399 Speaker 5: it is anywhere else in the world. So you get 1140 00:55:57,400 --> 00:56:00,680 Speaker 5: a data plan in India the cheapest and what that 1141 00:56:00,760 --> 00:56:03,399 Speaker 5: does is everybody becomes connected, you know, at a at 1142 00:56:03,400 --> 00:56:07,120 Speaker 5: a scale that no other place in the world could replicated. 1143 00:56:06,760 --> 00:56:08,760 Speaker 3: Is there a top between that and have a call centers? 1144 00:56:10,239 --> 00:56:13,279 Speaker 5: Not necessarily the call centers. What happened. The reason why 1145 00:56:13,320 --> 00:56:15,719 Speaker 5: that is is because India was a British colony and 1146 00:56:15,800 --> 00:56:17,960 Speaker 5: so everybody in India, when you go to school, you 1147 00:56:18,239 --> 00:56:21,799 Speaker 5: learn in English. So everybody in India speaks English. You know, 1148 00:56:21,800 --> 00:56:24,360 Speaker 5: whether that's at the same you know accent as American 1149 00:56:24,400 --> 00:56:27,239 Speaker 5: English is a whole different conversation. But the reason why 1150 00:56:27,320 --> 00:56:29,680 Speaker 5: call centers popped off in India is because everybody was 1151 00:56:30,000 --> 00:56:33,200 Speaker 5: English educated and so when it came to onboarding, it 1152 00:56:33,239 --> 00:56:34,279 Speaker 5: was just a whole different. 1153 00:56:34,040 --> 00:56:37,160 Speaker 2: And they get paid least high like Nigeria, same thing. 1154 00:56:37,160 --> 00:56:40,440 Speaker 5: Correct, correct. So the Indian economy and kind of investing. 1155 00:56:40,480 --> 00:56:43,080 Speaker 5: So what's happening is over the last like five or 1156 00:56:43,080 --> 00:56:46,480 Speaker 5: ten years, we've started to see the same kind of 1157 00:56:46,520 --> 00:56:50,080 Speaker 5: startup economy that exists here happen in India. So you 1158 00:56:50,160 --> 00:56:53,640 Speaker 5: have companies like Oyo Oyo. It's like a big hotel 1159 00:56:53,719 --> 00:56:58,800 Speaker 5: chain that actually Soft Bank invested in division fund Oios 1160 00:56:59,280 --> 00:57:01,240 Speaker 5: is in deep trouble right now, but as a multi 1161 00:57:01,239 --> 00:57:03,960 Speaker 5: billion dollar company that was created by I think he 1162 00:57:04,000 --> 00:57:06,000 Speaker 5: was like eighteen or nineteen year old, like a founder 1163 00:57:06,000 --> 00:57:08,640 Speaker 5: in India. Well, you have a company called flip Cart, 1164 00:57:08,640 --> 00:57:11,880 Speaker 5: which was the Amazon of India that got acquired recently 1165 00:57:12,040 --> 00:57:13,600 Speaker 5: for I think it was like a couple of bill 1166 00:57:14,840 --> 00:57:17,919 Speaker 5: and they basically just they figured out what's called last 1167 00:57:17,920 --> 00:57:19,640 Speaker 5: mile delivery, which is like how do you get to 1168 00:57:20,840 --> 00:57:23,320 Speaker 5: the customer who lives kind of like off the beaten 1169 00:57:23,400 --> 00:57:27,320 Speaker 5: path in an effective timeframe. So like you have a 1170 00:57:27,360 --> 00:57:30,200 Speaker 5: lot of the Indian startup ecosystem is starting to resemble 1171 00:57:30,200 --> 00:57:33,600 Speaker 5: what's happening in the West. The problem with India as 1172 00:57:33,600 --> 00:57:37,000 Speaker 5: an outsider is that you have to know somebody or 1173 00:57:37,000 --> 00:57:40,680 Speaker 5: you have to know the ways of the local economy 1174 00:57:40,720 --> 00:57:42,360 Speaker 5: and kind of how things are popping to be able 1175 00:57:42,400 --> 00:57:46,160 Speaker 5: to get involved there. What you don't have to necessarily 1176 00:57:46,240 --> 00:57:48,880 Speaker 5: know is like, you know, I managed an artist named 1177 00:57:48,880 --> 00:57:51,040 Speaker 5: Ani Khan. He's spawning with Beshi and we do a 1178 00:57:51,080 --> 00:57:55,120 Speaker 5: lot of work in India, and we're using content and 1179 00:57:55,240 --> 00:57:58,440 Speaker 5: music as a way to break down those walls and 1180 00:57:58,800 --> 00:58:02,600 Speaker 5: create points of true action and investment. So like we 1181 00:58:02,640 --> 00:58:05,680 Speaker 5: don't have to necessarily be in India and talk to 1182 00:58:05,760 --> 00:58:07,440 Speaker 5: labels in India and I don't have to pitch him 1183 00:58:07,440 --> 00:58:09,960 Speaker 5: that way, but I can have the talent buyers in 1184 00:58:09,960 --> 00:58:12,320 Speaker 5: India be like, Oh, this guy is popping and he 1185 00:58:12,400 --> 00:58:15,000 Speaker 5: represents you know, this audience, Let's fly him out. 1186 00:58:15,320 --> 00:58:15,440 Speaker 3: Now. 1187 00:58:15,480 --> 00:58:17,120 Speaker 5: What that does now is it connects me to a 1188 00:58:17,120 --> 00:58:19,480 Speaker 5: bunch of brands, a bunch of people who have you know, 1189 00:58:19,520 --> 00:58:23,120 Speaker 5: invested interest in finding an artist that can bridge East 1190 00:58:23,120 --> 00:58:24,919 Speaker 5: and West. 1191 00:58:25,200 --> 00:58:25,520 Speaker 2: Correct. 1192 00:58:25,680 --> 00:58:28,520 Speaker 5: So that's the type of work that I'm involved in now. 1193 00:58:29,000 --> 00:58:31,880 Speaker 5: And I think I don't know how familiar guys are 1194 00:58:31,920 --> 00:58:35,040 Speaker 5: with you know, Master Appeal, the label that they just 1195 00:58:35,080 --> 00:58:39,760 Speaker 5: did a JV with Universal Music in India, and they've 1196 00:58:39,800 --> 00:58:44,200 Speaker 5: been investing heavily in India. So NAS is executive producing, Uh, 1197 00:58:44,240 --> 00:58:46,280 Speaker 5: this guy named Devine who's like one of the biggest 1198 00:58:46,280 --> 00:58:51,560 Speaker 5: superstars India, and and the Mass Appeal guys are really 1199 00:58:51,640 --> 00:58:56,160 Speaker 5: really heavily invested over there. There was a movie that 1200 00:58:56,200 --> 00:59:01,560 Speaker 5: came out called, uh, what's it called The Gully Gully Boy. 1201 00:59:02,040 --> 00:59:05,240 Speaker 5: A movie came out it was like the imagine this yo. 1202 00:59:05,440 --> 00:59:10,000 Speaker 5: The Indian eight mile came out last year about a 1203 00:59:10,120 --> 00:59:14,080 Speaker 5: rapper from India. And I remember I was in India 1204 00:59:14,160 --> 00:59:16,000 Speaker 5: on tour with a nick and we had a day 1205 00:59:16,000 --> 00:59:17,640 Speaker 5: off and we went and watched it in the theater 1206 00:59:18,240 --> 00:59:19,760 Speaker 5: and I called my mom. I was like, yo, I 1207 00:59:19,840 --> 00:59:22,040 Speaker 5: just seen gully Boy. She was like, oh, we did too, 1208 00:59:22,600 --> 00:59:25,680 Speaker 5: And I was like, I was trying to tell y'all 1209 00:59:25,680 --> 00:59:28,240 Speaker 5: about hip hop music ten years ago. Just kicked me out, Like, 1210 00:59:28,720 --> 00:59:30,560 Speaker 5: now y'all watching this movie about a hippo, you. 1211 00:59:30,560 --> 00:59:32,000 Speaker 3: Know, like it was just my story. 1212 00:59:32,040 --> 00:59:35,160 Speaker 5: Mom, come on, like it was his full circle moment. 1213 00:59:35,800 --> 00:59:37,200 Speaker 5: So I say all that to say hip hop is 1214 00:59:37,240 --> 00:59:40,520 Speaker 5: an important cultural export, right, but you're seeing in India 1215 00:59:40,640 --> 00:59:42,720 Speaker 5: a place of a lot of struggle. People are adopting, 1216 00:59:42,880 --> 00:59:46,280 Speaker 5: you know, that story for people that want to do 1217 00:59:46,360 --> 00:59:47,960 Speaker 5: business in India to kind of figure out how to 1218 00:59:47,960 --> 00:59:54,680 Speaker 5: invest in India. I think the potential lies in solving 1219 00:59:54,760 --> 00:59:59,360 Speaker 5: everyday problems in India. It's really difficult to do basic things. 1220 01:00:00,000 --> 01:00:04,080 Speaker 5: Threats are difficult, Getting household supplies are difficult because the 1221 01:00:04,160 --> 01:00:06,160 Speaker 5: roads aren't paved, or because you got to go to 1222 01:00:06,200 --> 01:00:08,920 Speaker 5: a market where everyone's going to haggle you and you 1223 01:00:09,000 --> 01:00:11,120 Speaker 5: gotta like, you know, I got grandparents, I gotta go. 1224 01:00:11,480 --> 01:00:13,320 Speaker 5: They can't even go to the market anymore. They gotta 1225 01:00:13,400 --> 01:00:16,760 Speaker 5: pay somebody to go. That person picks up the wrong item, 1226 01:00:16,880 --> 01:00:18,840 Speaker 5: you know, Like there's just a lot of friction and 1227 01:00:18,960 --> 01:00:22,080 Speaker 5: daily tasks. So I think that somebody who invents the 1228 01:00:22,120 --> 01:00:25,960 Speaker 5: technology or the type of infrastructure that solves for those problems, 1229 01:00:26,160 --> 01:00:27,120 Speaker 5: they're gonna win big. 1230 01:00:27,800 --> 01:00:28,040 Speaker 3: Yeah. 1231 01:00:28,160 --> 01:00:32,000 Speaker 2: Salute to all of our listeners all over Asia. Oh yeah, 1232 01:00:32,000 --> 01:00:35,520 Speaker 2: we got a big presence all over the world. So India. 1233 01:00:35,560 --> 01:00:37,360 Speaker 2: I'm not sure how many listeners that we have an 1234 01:00:37,400 --> 01:00:44,840 Speaker 2: Indian Yeah, the one just puts us over the at 1235 01:00:44,920 --> 01:00:49,120 Speaker 2: least once a week. Manats I love the whole non Brad. 1236 01:00:49,160 --> 01:00:51,160 Speaker 2: My mom is like real she's real big on the 1237 01:00:51,200 --> 01:00:54,560 Speaker 2: whole Indian vibe culture. And I told you I went 1238 01:00:54,600 --> 01:01:00,520 Speaker 2: to my first Indian wedding. If you're listening, Uh, all right, 1239 01:01:00,560 --> 01:01:02,360 Speaker 2: So in the next seven we're going to talk about 1240 01:01:02,560 --> 01:01:06,240 Speaker 2: real estate and bring it home. Let's do it's do 1241 01:01:06,280 --> 01:01:08,680 Speaker 2: it all right. So in the last segment, we're going 1242 01:01:08,720 --> 01:01:11,440 Speaker 2: to talk about a hot time, something that's always hot 1243 01:01:11,480 --> 01:01:15,920 Speaker 2: for Earnalsia, something that people are always interested in. So 1244 01:01:16,320 --> 01:01:18,440 Speaker 2: aside from all of the other stuff that we just mentioned, 1245 01:01:18,440 --> 01:01:21,240 Speaker 2: you're a real estate investor as well, but you have 1246 01:01:21,280 --> 01:01:23,160 Speaker 2: a unique thing where I read that way, you said 1247 01:01:23,160 --> 01:01:28,120 Speaker 2: you invest in distressed in underperforming properties, right, So what 1248 01:01:28,160 --> 01:01:30,840 Speaker 2: does that mean? What is a distressed underperforming property? Like, 1249 01:01:30,880 --> 01:01:33,400 Speaker 2: how can you tell if a property is distressed or underperforming. 1250 01:01:33,600 --> 01:01:37,800 Speaker 5: Yeah, great question. So have an investment thesis, right that 1251 01:01:37,840 --> 01:01:41,959 Speaker 5: revolves around major centers of employment. If you are within 1252 01:01:42,040 --> 01:01:45,840 Speaker 5: thirty to sixty minutes by public transportation to a major 1253 01:01:45,880 --> 01:01:49,640 Speaker 5: center of employment, then anything around that area becomes extremely 1254 01:01:49,720 --> 01:01:51,440 Speaker 5: valuable for investment. 1255 01:01:51,560 --> 01:01:51,720 Speaker 3: Right. 1256 01:01:51,800 --> 01:01:55,360 Speaker 5: So think about New York City. You go twenty minutes 1257 01:01:55,400 --> 01:01:57,640 Speaker 5: on one train, you end up in Jersey City. You 1258 01:01:57,640 --> 01:01:59,320 Speaker 5: go another ten minutes on that same train, you end 1259 01:01:59,400 --> 01:02:03,200 Speaker 5: up in Newark. Those areas have a massive advantage because 1260 01:02:03,480 --> 01:02:06,360 Speaker 5: you can live at a third of the cost that 1261 01:02:06,440 --> 01:02:08,840 Speaker 5: it takes to live in New York City and still 1262 01:02:08,880 --> 01:02:11,600 Speaker 5: have fairly easy access to employment centers. 1263 01:02:11,680 --> 01:02:11,919 Speaker 2: Right. 1264 01:02:13,760 --> 01:02:17,880 Speaker 5: Properties in those areas, believe it or not, are there's 1265 01:02:17,920 --> 01:02:22,280 Speaker 5: there's massive distressed properties, meaning there's boarded up multifamilies, there's 1266 01:02:22,280 --> 01:02:26,640 Speaker 5: abandoned homes, there's blocks which are burned down ten minutes 1267 01:02:26,680 --> 01:02:29,360 Speaker 5: from a train station thirty minutes in New York City 1268 01:02:29,960 --> 01:02:31,760 Speaker 5: for a third of the cost. Like to me, that's 1269 01:02:31,800 --> 01:02:35,280 Speaker 5: just arbitrage, right, Like, there's a massive arbitrage. So when 1270 01:02:35,280 --> 01:02:38,360 Speaker 5: I look at investment zones, I have a thesis which 1271 01:02:38,400 --> 01:02:43,920 Speaker 5: is part proximity to major employment areas, part creative capital 1272 01:02:43,960 --> 01:02:46,600 Speaker 5: and cultural capital and kind of what's happening with artists 1273 01:02:46,640 --> 01:02:50,240 Speaker 5: around that area and part of financial So just kind 1274 01:02:50,240 --> 01:02:54,680 Speaker 5: of looking at pure price for square foot, but I 1275 01:02:54,720 --> 01:02:57,920 Speaker 5: look at properties that are distressed and not performing that 1276 01:02:58,000 --> 01:03:00,439 Speaker 5: fit within that criteria we're talking. 1277 01:03:00,440 --> 01:03:02,520 Speaker 4: Are we're talking single family distress or multi family or 1278 01:03:02,560 --> 01:03:03,240 Speaker 4: multi property? 1279 01:03:03,320 --> 01:03:05,280 Speaker 5: Yeah, I don't. I don't believe in single family investing, 1280 01:03:05,320 --> 01:03:07,160 Speaker 5: So I don't know, you know, I'd love to spar 1281 01:03:07,320 --> 01:03:09,160 Speaker 5: with somebody on that, but I don't believe that that's 1282 01:03:09,200 --> 01:03:11,400 Speaker 5: a scalable strategy. I think that when you look at 1283 01:03:11,440 --> 01:03:14,360 Speaker 5: real estate investing, it has to be multi because that's 1284 01:03:14,400 --> 01:03:19,120 Speaker 5: where you scale and achieve you know, growth. And for me, 1285 01:03:20,440 --> 01:03:25,440 Speaker 5: secondary markets are gold mines. Cities like Newark, cities like Philadelphia, 1286 01:03:25,680 --> 01:03:32,440 Speaker 5: cities like Dallas, cities like Oakland. These are all cities 1287 01:03:32,480 --> 01:03:35,120 Speaker 5: that don't get mentioned amongst the tier one you know, 1288 01:03:35,200 --> 01:03:38,600 Speaker 5: New York and Atlantis, but that have massive ROI because 1289 01:03:38,640 --> 01:03:42,120 Speaker 5: they have proximity, you know, to these centers of employment. 1290 01:03:42,520 --> 01:03:46,760 Speaker 5: And I've built my portfolio around secondary market investing. 1291 01:03:47,000 --> 01:03:49,800 Speaker 2: Yeah, that's interesting because, like I said, I was in 1292 01:03:50,800 --> 01:03:54,040 Speaker 2: I was in Orange, New Jersey today and my car 1293 01:03:54,120 --> 01:03:57,200 Speaker 2: broke down so I had to get a toad towards 1294 01:03:57,280 --> 01:04:00,560 Speaker 2: like two Union. So we're driving through all these he's different, 1295 01:04:00,640 --> 01:04:03,840 Speaker 2: Irvington and all that. And so the driver was we 1296 01:04:03,920 --> 01:04:05,680 Speaker 2: drove through Newark and he's from Newark, so we was 1297 01:04:05,840 --> 01:04:09,439 Speaker 2: about Newark, and you know, I had a conversation. I'm like, yeah, 1298 01:04:09,440 --> 01:04:11,360 Speaker 2: I heard a lot of real estate development is going 1299 01:04:11,400 --> 01:04:12,960 Speaker 2: on in Nork right now. He was like, yeah, you know, 1300 01:04:13,000 --> 01:04:14,919 Speaker 2: it's getting gentified a lot. A lot of people's coming 1301 01:04:14,960 --> 01:04:18,200 Speaker 2: in from like all different neighborhoods, and and he's like, 1302 01:04:18,200 --> 01:04:19,880 Speaker 2: you know, the train runs, but I already knew Newark 1303 01:04:19,920 --> 01:04:22,200 Speaker 2: had a train because Lord of the Slums. Don't know 1304 01:04:22,200 --> 01:04:25,600 Speaker 2: if you saw that episode, that's another good one. And yeah, 1305 01:04:25,600 --> 01:04:27,880 Speaker 2: my god, Fernando. So they do him in season and 1306 01:04:27,880 --> 01:04:30,560 Speaker 2: they got a lot going on in Patterson. So when 1307 01:04:30,560 --> 01:04:33,240 Speaker 2: I asked him about I'm like, yeah, you know, Patterson, 1308 01:04:33,440 --> 01:04:35,880 Speaker 2: is it like the same gentrification that's going on. He's like, Nah, 1309 01:04:35,880 --> 01:04:39,000 Speaker 2: it's slower because we don't have the train like Newark. 1310 01:04:39,080 --> 01:04:42,120 Speaker 2: Like Newark has a train, so it's like already on 1311 01:04:41,960 --> 01:04:45,160 Speaker 2: the on the path to New York City. And that's 1312 01:04:45,200 --> 01:04:48,880 Speaker 2: the same thing that I remember Nipsey has said about Crenshaw, Like, 1313 01:04:48,960 --> 01:04:51,920 Speaker 2: Crenshaw has the train train line that they built or 1314 01:04:51,920 --> 01:04:53,640 Speaker 2: I don't know if it was theod Yeah, building it 1315 01:04:53,720 --> 01:04:57,160 Speaker 2: right now. He's like, once that gets built, Crenshaw is 1316 01:04:57,200 --> 01:05:00,280 Speaker 2: going to be prime real estate because the proximity to 1317 01:05:00,560 --> 01:05:03,680 Speaker 2: like downtown La, Hollywood and all that, like it's very 1318 01:05:03,680 --> 01:05:07,600 Speaker 2: close compared to like a Compton or a Carson where 1319 01:05:07,600 --> 01:05:11,840 Speaker 2: it's further out on South Central, was actually prime location. 1320 01:05:12,280 --> 01:05:13,880 Speaker 2: And I remember him saying that, and he was like, 1321 01:05:13,920 --> 01:05:16,480 Speaker 2: that's why we gotta start building and taking the neighborhood now, 1322 01:05:16,800 --> 01:05:18,880 Speaker 2: because like in a few years, like Crenshaw is going 1323 01:05:18,920 --> 01:05:19,680 Speaker 2: to look a lot different. 1324 01:05:19,760 --> 01:05:21,360 Speaker 5: Yeah, I spent I spent a lot of time in 1325 01:05:21,520 --> 01:05:23,440 Speaker 5: LA and if you go to Crenshaw right now, it 1326 01:05:23,480 --> 01:05:28,840 Speaker 5: looks like, you know, massive development everywhere, and Crenshaw itself 1327 01:05:28,920 --> 01:05:32,440 Speaker 5: is not necessarily the first place that developers would think of. 1328 01:05:33,000 --> 01:05:35,560 Speaker 5: But you know, Nip being from the culture and being 1329 01:05:35,680 --> 01:05:39,240 Speaker 5: from that area, he you know, he saw it. But yeah, 1330 01:05:39,280 --> 01:05:43,720 Speaker 5: I think for us, like even in Philadelphia, they're building 1331 01:05:43,840 --> 01:05:46,920 Speaker 5: a Amtrak high speed train between Newark and Philly. Yeah, 1332 01:05:47,000 --> 01:05:50,160 Speaker 5: and the station in Philly is called ten North, and 1333 01:05:50,240 --> 01:05:52,000 Speaker 5: that train, that high speed train, I think it's like 1334 01:05:52,000 --> 01:05:54,600 Speaker 5: a forty five minute train when it happens. So think 1335 01:05:54,640 --> 01:05:58,280 Speaker 5: about how that changes the entire culture of work and 1336 01:05:58,320 --> 01:06:00,600 Speaker 5: living in New York and Philly. You could live in 1337 01:06:00,640 --> 01:06:03,720 Speaker 5: Philly for forty percent less than New York can still 1338 01:06:03,720 --> 01:06:05,960 Speaker 5: commute the same time it takes you to get from 1339 01:06:06,000 --> 01:06:11,000 Speaker 5: Brooklyn to Manhattan. And so we have an entire real 1340 01:06:11,080 --> 01:06:13,920 Speaker 5: estate development in Philadelphia which is like four blocks from 1341 01:06:14,000 --> 01:06:16,640 Speaker 5: ten North, and we're anchoring it around a bunch of things, 1342 01:06:16,640 --> 01:06:19,160 Speaker 5: with that being one of them. And I think when 1343 01:06:19,200 --> 01:06:21,960 Speaker 5: it comes to like gentrification, you know, the approach that 1344 01:06:22,000 --> 01:06:24,800 Speaker 5: we take from an equitable investing side is like, how 1345 01:06:24,800 --> 01:06:27,520 Speaker 5: do you involve the community in what you're doing and 1346 01:06:27,560 --> 01:06:30,600 Speaker 5: have them have a say and be able to influence 1347 01:06:30,640 --> 01:06:32,760 Speaker 5: the things that happen before you just go down and 1348 01:06:32,800 --> 01:06:38,000 Speaker 5: start raising buildings and building things up. So we've had 1349 01:06:38,080 --> 01:06:40,560 Speaker 5: community board meetings for all of our developments in Philly 1350 01:06:40,640 --> 01:06:43,680 Speaker 5: so far and taken advice, you know, from the local 1351 01:06:43,720 --> 01:06:45,840 Speaker 5: people before starting any construction. 1352 01:06:46,040 --> 01:06:47,720 Speaker 4: Right, so before you even get out to these cities, 1353 01:06:47,720 --> 01:06:49,560 Speaker 4: you're building a team from those cities. 1354 01:06:50,080 --> 01:06:50,320 Speaker 3: Yeah. 1355 01:06:50,400 --> 01:06:53,480 Speaker 5: So in Newark, so I have two I run two 1356 01:06:53,560 --> 01:06:54,960 Speaker 5: kind of funds that I'm a part of So the 1357 01:06:54,960 --> 01:06:57,080 Speaker 5: Sandal Capitol Group is the one that I run kind 1358 01:06:57,080 --> 01:07:00,120 Speaker 5: of in the north the New York metro area, and 1359 01:07:00,160 --> 01:07:03,880 Speaker 5: that is myself. I have some investors, and I have 1360 01:07:03,960 --> 01:07:06,560 Speaker 5: a like a GC construction team, and then I have 1361 01:07:06,600 --> 01:07:10,520 Speaker 5: a property management team as well. So originally I was 1362 01:07:10,560 --> 01:07:12,800 Speaker 5: doing a lot of that three sixty myself. You know, 1363 01:07:12,840 --> 01:07:16,200 Speaker 5: it's not necessarily the gcing, but like being on site 1364 01:07:16,280 --> 01:07:19,440 Speaker 5: all the time and like you know handling you know, 1365 01:07:19,560 --> 01:07:23,600 Speaker 5: contractors and all that work, and then property managing you know, 1366 01:07:23,720 --> 01:07:26,920 Speaker 5: kind of halftime while hiring somebody to help me out 1367 01:07:26,960 --> 01:07:30,560 Speaker 5: with and that burn me out. It's just really tough 1368 01:07:30,560 --> 01:07:32,760 Speaker 5: to do that yourself, especially as you scale. You know, 1369 01:07:32,840 --> 01:07:35,440 Speaker 5: you have three tenants, you know everybody's name, and you 1370 01:07:35,480 --> 01:07:38,080 Speaker 5: know everybody's situation, you know where they're at. They can 1371 01:07:38,120 --> 01:07:41,960 Speaker 5: text you cool, you got thirty tenants. It's impossible to right. 1372 01:07:42,080 --> 01:07:46,320 Speaker 5: So what I've done is I've built out infrastructure to 1373 01:07:46,320 --> 01:07:49,200 Speaker 5: be able to handle those things and cut into my 1374 01:07:49,240 --> 01:07:51,520 Speaker 5: profit margin a little bit, but be able to give 1375 01:07:51,520 --> 01:07:53,480 Speaker 5: me peace of mind so that I could focus on 1376 01:07:53,480 --> 01:07:56,440 Speaker 5: the important things like the vision and the investor relations 1377 01:07:56,760 --> 01:07:59,400 Speaker 5: and really being able to scale an operation instead of 1378 01:07:59,400 --> 01:08:03,040 Speaker 5: worrying about, you know, the day to day rent collection 1379 01:08:03,200 --> 01:08:06,040 Speaker 5: and repairs and maintenance and things like that. 1380 01:08:06,120 --> 01:08:09,120 Speaker 3: So you got the Northeast corridor that you obviously have 1381 01:08:09,160 --> 01:08:09,479 Speaker 3: the team. 1382 01:08:09,520 --> 01:08:13,000 Speaker 4: Now you mentioned Dallas, you mentioned Oakland, all those cities 1383 01:08:13,000 --> 01:08:14,480 Speaker 4: potentially that you're looking at in the future. 1384 01:08:15,120 --> 01:08:18,080 Speaker 5: So with where I'm at and I like to be 1385 01:08:18,240 --> 01:08:21,040 Speaker 5: high touch with investing, I think that you know a 1386 01:08:21,080 --> 01:08:23,280 Speaker 5: lot of people when you have capital and you can 1387 01:08:23,400 --> 01:08:26,400 Speaker 5: just deploy it in different places. Like your money's gonna 1388 01:08:26,400 --> 01:08:28,160 Speaker 5: work for you, but if you can build something with 1389 01:08:28,200 --> 01:08:30,479 Speaker 5: your hands, kind of using the things that you're good at. 1390 01:08:30,479 --> 01:08:33,920 Speaker 5: For me, it's marketing and branding and storytelling. I know, 1391 01:08:34,000 --> 01:08:35,400 Speaker 5: I can't be high touched everywhere. 1392 01:08:35,479 --> 01:08:35,680 Speaker 3: You know. 1393 01:08:35,720 --> 01:08:38,120 Speaker 5: It's like Nit with Crunshaw, like that's what he knew 1394 01:08:38,560 --> 01:08:40,479 Speaker 5: and that's what he did, you know. For me, it's 1395 01:08:40,479 --> 01:08:41,840 Speaker 5: like I want to do the things that I know 1396 01:08:42,280 --> 01:08:45,559 Speaker 5: before I get into those different markets. So I invest 1397 01:08:45,600 --> 01:08:47,599 Speaker 5: in like E reachs, you know, like ri I T's, 1398 01:08:48,000 --> 01:08:50,679 Speaker 5: and I have exposure across a lot of those secondary markets. 1399 01:08:51,120 --> 01:08:53,360 Speaker 2: Investment trust, Yeah. 1400 01:08:53,000 --> 01:08:58,200 Speaker 5: Very low risk way to get exposure to real estate 1401 01:08:58,240 --> 01:09:00,559 Speaker 5: for people that don't necessarily want a man of fix 1402 01:09:00,600 --> 01:09:03,080 Speaker 5: and flip or you know, pick up a hammer themselves. 1403 01:09:03,120 --> 01:09:06,840 Speaker 5: Like you can research different ri I ts that have 1404 01:09:06,920 --> 01:09:11,519 Speaker 5: exposure to different geographic regions or different investment thesises. And 1405 01:09:11,840 --> 01:09:14,679 Speaker 5: that is kind of how I started, like eight years ago, 1406 01:09:14,720 --> 01:09:16,320 Speaker 5: before I put any money, and I was just like 1407 01:09:16,720 --> 01:09:19,000 Speaker 5: playing around with ri I ts and then I was like, Okay, 1408 01:09:19,040 --> 01:09:21,840 Speaker 5: I'm ready to you know, build out an actual fund 1409 01:09:21,880 --> 01:09:25,920 Speaker 5: and then go and actually rehab buildings and build a portfolio. 1410 01:09:26,760 --> 01:09:33,280 Speaker 2: Dope dope, so you're building units in Philly or developing or. 1411 01:09:33,479 --> 01:09:36,679 Speaker 5: So in Philly. What we're doing is we've narrowed down 1412 01:09:36,680 --> 01:09:39,920 Speaker 5: on like a four block radius in North Philly, which 1413 01:09:39,960 --> 01:09:43,439 Speaker 5: is a block from Temper University, and our job there 1414 01:09:43,560 --> 01:09:46,479 Speaker 5: is to kind of revitalize and redevelop the entire area. 1415 01:09:46,880 --> 01:09:49,800 Speaker 5: We want to own all four blocks. Right now, we 1416 01:09:49,840 --> 01:09:53,240 Speaker 5: have about six sites, so multi family building is commercial 1417 01:09:53,320 --> 01:09:57,640 Speaker 5: units and landlots across those, and we're in talks for 1418 01:09:57,800 --> 01:10:01,320 Speaker 5: four more and we've just been accu leading assets. And 1419 01:10:01,400 --> 01:10:04,880 Speaker 5: the idea is, how do you take what you know 1420 01:10:04,920 --> 01:10:07,679 Speaker 5: on the marketing and branding and storytelling and community angle 1421 01:10:08,360 --> 01:10:11,320 Speaker 5: and go redevelop an entire area in an equitable way 1422 01:10:11,840 --> 01:10:13,720 Speaker 5: and create something that's more than just a place for 1423 01:10:13,760 --> 01:10:17,520 Speaker 5: people to live, that's actually a place that builds community, 1424 01:10:17,600 --> 01:10:20,519 Speaker 5: that creates resources and knowledge sharing for the people that 1425 01:10:20,560 --> 01:10:23,120 Speaker 5: live there. And then that raises the value of your 1426 01:10:23,120 --> 01:10:26,120 Speaker 5: portfolio even more because you're not just dealing in buildings. 1427 01:10:26,320 --> 01:10:28,799 Speaker 5: You're dealing with human capital, You're dealing with cultural capital. 1428 01:10:29,280 --> 01:10:31,400 Speaker 5: And then in fifteen years you go to a black 1429 01:10:31,479 --> 01:10:34,760 Speaker 5: Rock or you go to an institutional investor and you say, 1430 01:10:34,800 --> 01:10:37,000 Speaker 5: you guys are not just buying the buildings. You're buying 1431 01:10:37,240 --> 01:10:40,320 Speaker 5: an entire ecosystem. You're buying an entire community, and that 1432 01:10:40,400 --> 01:10:42,800 Speaker 5: multiple is going to be way larger than if they 1433 01:10:42,800 --> 01:10:45,880 Speaker 5: were to buy a multi family unit. 1434 01:10:45,960 --> 01:10:46,160 Speaker 2: Yeah. 1435 01:10:46,160 --> 01:10:49,040 Speaker 4: I mean, you have a portfolio now. But before, when 1436 01:10:49,080 --> 01:10:51,640 Speaker 4: you started, it wasn't like that you talk about some 1437 01:10:51,680 --> 01:10:54,759 Speaker 4: of the sacrifices. Because I did some research, I'm like, wait, 1438 01:10:55,040 --> 01:10:57,240 Speaker 4: you got to talk about so many sacrifices you made 1439 01:10:57,439 --> 01:10:59,360 Speaker 4: to get to that first point. I know you have 1440 01:10:59,520 --> 01:11:01,679 Speaker 4: a clip where you talked about you went from forty 1441 01:11:01,760 --> 01:11:04,920 Speaker 4: thousand to two point one million. Yeah, but people like 1442 01:11:05,320 --> 01:11:06,960 Speaker 4: you know you got to get to forty thousand, so 1443 01:11:07,000 --> 01:11:09,440 Speaker 4: you want to talk about something the sacrifices. 1444 01:11:09,760 --> 01:11:11,559 Speaker 5: I love that you brought that up. That that brought 1445 01:11:11,600 --> 01:11:14,000 Speaker 5: me right back to earth. I think sacrifice is the 1446 01:11:14,880 --> 01:11:19,080 Speaker 5: that's the quality that separates entrepreneurs because there was a 1447 01:11:19,120 --> 01:11:21,960 Speaker 5: point in my life where so the philosophy behind real 1448 01:11:22,040 --> 01:11:24,040 Speaker 5: estate for me was like we were in a cash 1449 01:11:24,160 --> 01:11:27,200 Speaker 5: rich business on the agency side, right, We're we're making cash. 1450 01:11:27,880 --> 01:11:30,120 Speaker 5: When you're twenty eight, twenty nine years old and you 1451 01:11:30,160 --> 01:11:33,800 Speaker 5: see your first you know, two hundred thousand, there's a 1452 01:11:33,840 --> 01:11:35,960 Speaker 5: lot of ways that can go, you know, especially when 1453 01:11:35,960 --> 01:11:37,320 Speaker 5: you don't come through a lot. There's a lot of 1454 01:11:37,320 --> 01:11:39,760 Speaker 5: ways that can go. And I knew that for me, 1455 01:11:39,880 --> 01:11:42,320 Speaker 5: it had to go one way, which was build something 1456 01:11:42,400 --> 01:11:45,439 Speaker 5: generational for my family because we don't own too much 1457 01:11:45,479 --> 01:11:47,559 Speaker 5: in this country, you know, and for my family, it's 1458 01:11:47,600 --> 01:11:49,360 Speaker 5: just the four of us. So if I want to 1459 01:11:49,400 --> 01:11:51,360 Speaker 5: build something that my parents can live off of and 1460 01:11:51,400 --> 01:11:53,040 Speaker 5: eat off of, I had to make choices. 1461 01:11:53,479 --> 01:11:53,639 Speaker 2: Right. 1462 01:11:53,680 --> 01:11:55,720 Speaker 5: So I'm twenty nine, I got a little bit of 1463 01:11:55,720 --> 01:11:59,439 Speaker 5: paper and I'm like that model s that Tesla looked serious. 1464 01:12:00,200 --> 01:12:02,880 Speaker 5: Pull up on my friends and that joint. Nobody gonna 1465 01:12:02,880 --> 01:12:05,640 Speaker 5: say a word. And I remember, you know, building a 1466 01:12:05,680 --> 01:12:08,040 Speaker 5: package Tesla dot Com. I was, you know, pimping out 1467 01:12:08,080 --> 01:12:10,880 Speaker 5: my Rod, and I was like, at the same time, 1468 01:12:10,920 --> 01:12:14,760 Speaker 5: I was evaluating this multi family real estate deal, and 1469 01:12:14,840 --> 01:12:17,799 Speaker 5: I was like, I don't know, Like, it's a seventy 1470 01:12:17,840 --> 01:12:21,120 Speaker 5: thousand dollars car, it's a seventy thousand dollars down payment. 1471 01:12:21,840 --> 01:12:24,840 Speaker 5: And I decided to click out that browser, you know, 1472 01:12:24,920 --> 01:12:27,320 Speaker 5: put that in the stash, and I went and rehabbed. 1473 01:12:27,760 --> 01:12:29,679 Speaker 5: I went into this rehab project for this multi family 1474 01:12:29,720 --> 01:12:32,840 Speaker 5: in Jersey City, and I bought that that property for 1475 01:12:32,840 --> 01:12:37,519 Speaker 5: one hundred and ninety thousand, and it needed seventy thousand 1476 01:12:37,600 --> 01:12:41,439 Speaker 5: in repair. But the thing was, it went six months 1477 01:12:41,439 --> 01:12:43,960 Speaker 5: over schedule. So for six months I had to pay 1478 01:12:44,000 --> 01:12:45,600 Speaker 5: the mortgage out of pocket. I have to pay my 1479 01:12:45,760 --> 01:12:49,639 Speaker 5: contractors out of pocket. And I was dating a girl 1480 01:12:49,640 --> 01:12:50,800 Speaker 5: at the time, and she's like, Oh, you want to 1481 01:12:50,800 --> 01:12:52,519 Speaker 5: go out and eat, you want to go vacation. I 1482 01:12:52,520 --> 01:12:55,679 Speaker 5: don't want to go nowhere. I can't go nowhere because 1483 01:12:55,720 --> 01:12:58,400 Speaker 5: all of my money is being invested into this building 1484 01:12:58,400 --> 01:13:01,600 Speaker 5: that I gotta make sure it happened. My pops was 1485 01:13:01,640 --> 01:13:03,960 Speaker 5: like he invested with me at the time and then 1486 01:13:03,960 --> 01:13:06,519 Speaker 5: he lost his job, so he was like yo, and 1487 01:13:06,560 --> 01:13:08,360 Speaker 5: I was like, nah, don't don't even say it, Like 1488 01:13:08,439 --> 01:13:10,880 Speaker 5: I got it. I'm gonna figure it out. I ain't 1489 01:13:10,880 --> 01:13:13,760 Speaker 5: buy no sneakers, I ain't buy no I don't own 1490 01:13:13,800 --> 01:13:16,160 Speaker 5: no bomb main, but I definitely buy you know, no clothes, 1491 01:13:16,200 --> 01:13:19,200 Speaker 5: no Tesla, no nothing. I just doubled down on like 1492 01:13:19,320 --> 01:13:22,840 Speaker 5: bringing that project to life. About that project for one ninety, 1493 01:13:22,960 --> 01:13:25,120 Speaker 5: I put in seventy, I was all in at two sixty, 1494 01:13:26,479 --> 01:13:30,800 Speaker 5: I ARV I refinanced out at three fifty. And so 1495 01:13:31,400 --> 01:13:33,760 Speaker 5: that day I got a check for ninety thousand when 1496 01:13:33,760 --> 01:13:37,479 Speaker 5: I when I cash out REFID and I was like, yeah, 1497 01:13:37,560 --> 01:13:39,559 Speaker 5: this makes sense now, like this is why I did it, 1498 01:13:39,640 --> 01:13:42,960 Speaker 5: you know. And that property now it is like it's 1499 01:13:43,320 --> 01:13:45,240 Speaker 5: close to about half a million, you know, in terms 1500 01:13:45,280 --> 01:13:48,120 Speaker 5: of property value. I actually gotta go check on that 1501 01:13:48,160 --> 01:13:52,880 Speaker 5: after this. That's how I spent my Saturday even But yeah, sacrifice, 1502 01:13:53,000 --> 01:13:56,320 Speaker 5: you know, if that's if that's the sacrifice in the nutshell, 1503 01:13:56,479 --> 01:14:01,760 Speaker 5: is like sublimate your urges and your wants for the 1504 01:14:01,840 --> 01:14:04,719 Speaker 5: now to be able to build and grow your wealth 1505 01:14:04,760 --> 01:14:08,439 Speaker 5: for the future, because you know, especially as minorities like 1506 01:14:09,080 --> 01:14:10,599 Speaker 5: we don't we don't have a lot, we don't come 1507 01:14:10,600 --> 01:14:13,120 Speaker 5: from a lot. But when we have the opportunity to 1508 01:14:13,160 --> 01:14:15,760 Speaker 5: make something happen. You've got to be conscious about the 1509 01:14:15,760 --> 01:14:16,400 Speaker 5: decision you make. 1510 01:14:17,040 --> 01:14:25,519 Speaker 2: Sony pleasure. It's been a pleasure many thank you. How 1511 01:14:25,560 --> 01:14:28,720 Speaker 2: can the people contact you any initiatives any Well, you're 1512 01:14:28,720 --> 01:14:32,160 Speaker 2: coming to earn your leashes live podcasts in a few days. 1513 01:14:32,160 --> 01:14:34,519 Speaker 2: But yeah, so what's the what's your information? Social media 1514 01:14:34,560 --> 01:14:35,200 Speaker 2: handles and all that. 1515 01:14:35,360 --> 01:14:37,320 Speaker 5: Yeah, I mean my goal is to respond to every 1516 01:14:37,400 --> 01:14:41,519 Speaker 5: d M that I get. I'm like, I've been behind 1517 01:14:41,560 --> 01:14:45,639 Speaker 5: for six months. You can find me everywhere. Annie Hustles. 1518 01:14:45,640 --> 01:14:47,920 Speaker 5: That's a n I h U S, t l E 1519 01:14:48,040 --> 01:14:52,960 Speaker 5: S Instagram. I'm big on Twitter. I'm super involved in medium. 1520 01:14:53,080 --> 01:14:55,360 Speaker 5: I write. I really love like writing articles about the 1521 01:14:55,360 --> 01:14:56,080 Speaker 5: things that I go through. 1522 01:14:56,439 --> 01:14:58,280 Speaker 3: Grote The Good One, five books that changed my life. 1523 01:14:58,360 --> 01:15:02,080 Speaker 5: I appreciate that I'm on I'm medium, But yeah, Annie 1524 01:15:02,120 --> 01:15:05,519 Speaker 5: hustles across everything, and I urge people to reach out 1525 01:15:05,560 --> 01:15:07,320 Speaker 5: to me. I try to help you know however I can, 1526 01:15:07,360 --> 01:15:09,960 Speaker 5: because I know I was once in that position where 1527 01:15:10,360 --> 01:15:12,920 Speaker 5: a question and answer was the difference between you know, 1528 01:15:13,320 --> 01:15:14,840 Speaker 5: making a play and not making a play. 1529 01:15:14,920 --> 01:15:18,040 Speaker 2: So yeah, I appreciate that. Troy Housekeeping items. 1530 01:15:18,080 --> 01:15:20,400 Speaker 4: Yeah, shout to everybody on Patreon dot com. That is 1531 01:15:20,439 --> 01:15:22,519 Speaker 4: all proud to pay program. Big shout out to my 1532 01:15:22,560 --> 01:15:23,040 Speaker 4: man Dave. 1533 01:15:23,600 --> 01:15:23,800 Speaker 3: Uh. 1534 01:15:23,840 --> 01:15:26,000 Speaker 4: He is joined in at T five, so shout out 1535 01:15:26,000 --> 01:15:28,040 Speaker 4: at him. Man, I can't wait looking forward to his call. 1536 01:15:28,400 --> 01:15:30,080 Speaker 3: He hit me up and he's like, yo, I didn't 1537 01:15:30,080 --> 01:15:32,280 Speaker 3: get my shout. I'm like, yeah, it's coming, man, it's coming. 1538 01:15:32,560 --> 01:15:34,280 Speaker 4: So shout out to you Dave for checking in and 1539 01:15:34,320 --> 01:15:37,719 Speaker 4: everybody that's on Patreon and everybody that's on UH supporting 1540 01:15:37,760 --> 01:15:40,400 Speaker 4: the Merchant on Earnie Leisure dot com and UH supporting 1541 01:15:40,439 --> 01:15:42,759 Speaker 4: us on earn Leisure University that is our online school 1542 01:15:43,200 --> 01:15:45,800 Speaker 4: where we give classes that are just super in depth 1543 01:15:45,840 --> 01:15:47,880 Speaker 4: on a multitude of topics. So everybody that's tapped in 1544 01:15:47,880 --> 01:15:50,360 Speaker 4: and that as said, thank. 1545 01:15:50,200 --> 01:15:52,800 Speaker 3: You so much. And yeah, man, we're looking forward to 1546 01:15:52,800 --> 01:15:53,799 Speaker 3: seeing everybody in Philly. 1547 01:15:53,960 --> 01:15:58,080 Speaker 2: Yeah, Philadelphia, h E y L experience dot com. Let's 1548 01:15:58,120 --> 01:16:00,639 Speaker 2: just say you got about two to three days before 1549 01:16:00,680 --> 01:16:02,360 Speaker 2: we come to the town, and it's gonna be a 1550 01:16:02,439 --> 01:16:05,960 Speaker 2: really dope experience. And we're bringing all of our friends 1551 01:16:05,960 --> 01:16:08,160 Speaker 2: with us, not just the people that's going to be 1552 01:16:08,200 --> 01:16:11,040 Speaker 2: involved and people that's just coming just to show some support. 1553 01:16:11,439 --> 01:16:15,400 Speaker 2: So but Annie's on the bill and he will be 1554 01:16:16,520 --> 01:16:18,799 Speaker 2: tag team with John Henry, that's going crazy. 1555 01:16:19,640 --> 01:16:21,599 Speaker 5: Shout out to John. He's the reason that I'm here. 1556 01:16:22,720 --> 01:16:27,360 Speaker 2: What's a John? John's moving around all over the place? Man, 1557 01:16:27,680 --> 01:16:31,240 Speaker 2: that can't keep track of that guy. So book tip 1558 01:16:31,240 --> 01:16:31,519 Speaker 2: of the week? 1559 01:16:31,600 --> 01:16:34,040 Speaker 3: Joy, Uh, Yeah, you want to give it contagious? You 1560 01:16:34,040 --> 01:16:34,720 Speaker 3: want to talk about that? 1561 01:16:34,920 --> 01:16:35,719 Speaker 5: Why don't we do it together? 1562 01:16:36,280 --> 01:16:36,479 Speaker 3: Man? 1563 01:16:36,520 --> 01:16:39,800 Speaker 4: So I took it from your five Books That Change 1564 01:16:39,840 --> 01:16:44,599 Speaker 4: Your Life and I saw Contagious by and the ties 1565 01:16:44,640 --> 01:16:47,360 Speaker 4: to Nipsey Hustle was amazing because that's where you got 1566 01:16:47,360 --> 01:16:48,879 Speaker 4: the one hundred dollars mixtape from. 1567 01:16:49,200 --> 01:16:51,360 Speaker 3: But it was tied to a Philly cheese steak. Yeah, 1568 01:16:52,920 --> 01:16:55,479 Speaker 3: so have it are crazy the place that we're going, 1569 01:16:56,000 --> 01:16:57,640 Speaker 3: it's tied to the books. If you want to tell 1570 01:16:57,760 --> 01:16:58,599 Speaker 3: why to change your life? 1571 01:16:58,840 --> 01:17:02,479 Speaker 5: Yeah, Contagious to me was we talked about like how 1572 01:17:02,520 --> 01:17:04,559 Speaker 5: word of mouth is one of the biggest marketing tools, 1573 01:17:04,600 --> 01:17:08,200 Speaker 5: and it just reinforced the fact that if you don't 1574 01:17:08,200 --> 01:17:10,640 Speaker 5: give people a reason to talk about you, they have 1575 01:17:10,720 --> 01:17:14,880 Speaker 5: no incentive to do that. And digging behind what it 1576 01:17:14,920 --> 01:17:17,760 Speaker 5: takes to create a product that's worth talking about, that's 1577 01:17:17,760 --> 01:17:20,200 Speaker 5: the most valuable lesson. You know a lot of marketers 1578 01:17:20,240 --> 01:17:23,120 Speaker 5: and brand people need to understand. So that book is 1579 01:17:23,160 --> 01:17:26,000 Speaker 5: powerful for me obviously, you know what. I got that 1580 01:17:26,040 --> 01:17:28,160 Speaker 5: from NIP. Yeah, but I went and bought it the 1581 01:17:28,160 --> 01:17:29,559 Speaker 5: next day and I was like, let me read it. 1582 01:17:29,640 --> 01:17:31,599 Speaker 5: So yeah, that was powerful. 1583 01:17:31,840 --> 01:17:35,760 Speaker 2: There you have it. So ladies and gentlemen, Philadelphia, we're 1584 01:17:35,760 --> 01:17:38,080 Speaker 2: on our way. Thank you guys for rocking with us. 1585 01:17:38,120 --> 01:17:40,240 Speaker 2: We'll see you next week. Peace. Peace. 1586 01:17:41,960 --> 01:17:45,639 Speaker 7: An illegal alien from Guatemala charged with raping a child 1587 01:17:45,640 --> 01:17:49,480 Speaker 7: in Massachusetts. An MS thirteen gang member from Al Salvador 1588 01:17:49,720 --> 01:17:53,840 Speaker 7: accused of murdering a Texas man of Venezuelan charged with 1589 01:17:53,920 --> 01:17:57,800 Speaker 7: filming and selling child pornography in Michigan. These are just 1590 01:17:57,880 --> 01:18:01,639 Speaker 7: some of the heinous migrant criminals caught because of President 1591 01:18:01,680 --> 01:18:04,600 Speaker 7: Donald J. Trump's leadership. I'm Christy nom the. 1592 01:18:04,680 --> 01:18:09,240 Speaker 6: United States Secretary of Homeland Security. Under President Trump, attempted 1593 01:18:09,320 --> 01:18:13,000 Speaker 6: illegal border crossings are at the lowest levels ever recorded, 1594 01:18:13,320 --> 01:18:16,360 Speaker 6: and over one hundred thousand illegal aliens have been arrested. 1595 01:18:16,640 --> 01:18:20,200 Speaker 6: If you are here illegally, your next you will be 1596 01:18:20,240 --> 01:18:24,120 Speaker 6: fine nearly one thousand dollars a day, imprisoned and deported, 1597 01:18:24,600 --> 01:18:27,840 Speaker 6: you will never return. But if you register using our 1598 01:18:27,840 --> 01:18:31,040 Speaker 6: CBP home app and leave now, you could be allowed 1599 01:18:31,080 --> 01:18:33,240 Speaker 6: to return legally, do what's right. 1600 01:18:33,840 --> 01:18:34,719 Speaker 7: Leave now. 1601 01:18:35,000 --> 01:18:39,799 Speaker 6: Under President Trump, America's laws, border and families will be protected. 1602 01:18:39,880 --> 01:18:42,000 Speaker 3: Sponsored by the United States Department of Homeland Security,