WEBVTT - Ursus Magana and Raf Luzi

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<v Speaker 1>Welcome, Welcome, Welcome back to the Bob Left Sets Podcast.

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<v Speaker 1>My guests today are Ursus mcgona and Raf Lousey of

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<v Speaker 1>twenty five to seven Media. Gentlemen, what is twenty five

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<v Speaker 1>to seven Media?

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<v Speaker 2>Whose place to work? Man?

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<v Speaker 1>Okay, just so people can distinguish the voices, this is Raf.

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<v Speaker 3>Hello, guys. Twenty five seven Media is a company that's

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<v Speaker 3>entranced in digital and internet culture. We work with influencers, musicians,

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<v Speaker 3>and we try to create different moments on the Internet

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<v Speaker 3>than now. We're starting to spill over in real life,

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<v Speaker 3>and people like Bob and people in the music industry

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<v Speaker 3>have taken kind of interest.

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<v Speaker 1>Too, versus something to add to that.

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<v Speaker 2>That's second all that, and I'll say it again, it's

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<v Speaker 2>the coolest place to work. And yeah, I'm really happy

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<v Speaker 2>that best friends just really believed in each other and

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<v Speaker 2>believed in the Internet.

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<v Speaker 1>Well, how long have you guys known each other?

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<v Speaker 2>We've known each other for about five six years now.

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<v Speaker 2>And then the other founder, Andrew, I've known him for

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<v Speaker 2>twelve years. So yeah, it's it's a trio. But right

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<v Speaker 2>now it's just me and Raf.

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<v Speaker 1>Okay, you guys are experts on social media. Let's talk generally,

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<v Speaker 1>what do people not understand about social media that you guys.

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<v Speaker 2>Know, I think people are trying to overcomplicate it. There's

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<v Speaker 2>kind of three different people that don't get it. It's

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<v Speaker 2>either unfortunately an agism thing. There's people that don't think

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<v Speaker 2>it's a tool that they can use. They think it's

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<v Speaker 2>only for celebrities or for people that have a nick

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<v Speaker 2>on it. And then thirdly it's businesses that aren't really

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<v Speaker 2>implementing it correctly. But in reality, every generation has a

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<v Speaker 2>tool or a way to connect with people, and this

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<v Speaker 2>is the best way to connect with people at the moment.

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<v Speaker 2>And so with that being said, we constantly look for

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<v Speaker 2>new ways to make sure that whether it's an artist

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<v Speaker 2>or a creator, finds the newest way to connect with

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<v Speaker 2>people so that they can interact and obviously eventually monetize.

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<v Speaker 1>Okay, let's go through the varying social media platforms. Snapchat,

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<v Speaker 1>to what degree does that mean anything in terms of business?

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<v Speaker 2>I mean, I'm sure that they're looking at that billion

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<v Speaker 2>and they might have want you know, they might have

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<v Speaker 2>wanted to take it, but Snapchat is actually very underrated

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<v Speaker 2>right now. It's very underrated, and we actually have experimented

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<v Speaker 2>a lot with it. I'll let rap talk about it

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<v Speaker 2>a little bit. But the way that I see social

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<v Speaker 2>media platform when it's dying is people tend to think like, oh,

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<v Speaker 2>you know, it's no longer there, da Dad, Like, let's

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<v Speaker 2>move away, let's move the ad dollars away. But until

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<v Speaker 2>that platform is completely dead, there's a lack of competition.

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<v Speaker 2>And so what that means is that when there's a

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<v Speaker 2>lack of competition and the lack of content, the platforms

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<v Speaker 2>will actually pay more dollars for you to have high quality,

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<v Speaker 2>engaging content there. So there's kids that are making a

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<v Speaker 2>killing on Snapchat. They're making one hundred thousand dollars a

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<v Speaker 2>month on Snapchat because Snapchat has a functionality that allows

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<v Speaker 2>you to pay creators through a lottery system when they

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<v Speaker 2>gain a certain amount of views. So the less competition

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<v Speaker 2>there is there, the people that are crushing it on

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<v Speaker 2>Snapchat are actually making a ton And Snapchat is actually

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<v Speaker 2>a little bit more intimate than your normal platforms because

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<v Speaker 2>it feels like you're actually texting someone. It feels like

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<v Speaker 2>you have someone's number, and it's a little bit more intimate.

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<v Speaker 2>And gen Z is actually very very into Snapchat more

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<v Speaker 2>than millennials because millennials want to show you their beautiful

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<v Speaker 2>feed and their beautiful life. That isn't really true, but

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<v Speaker 2>gen Z wants to connect with people on a one

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<v Speaker 2>to one level and Snapchat provides that for them. But

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<v Speaker 2>you want to talk a little bit about some experiments

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<v Speaker 2>we've done with Snapchat.

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<v Speaker 1>Yeah, go ahead.

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<v Speaker 3>Yeah. So Snapchat is it's more in an authenticity tool.

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<v Speaker 3>So every platform has its own thing. Instagram is a resume,

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<v Speaker 3>so you have to cheat your Instagram like a resume.

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<v Speaker 3>Snapchat is about authenticity. TikTok is about a lot short

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<v Speaker 3>form videos that we're supposed to be on YouTube, but

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<v Speaker 3>you're doing trailer videos on TikTok to then hopefully take

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<v Speaker 3>themto YouTube, and then YouTube to this day is still

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<v Speaker 3>the holy grail out of really all social media. Yes, absolutely,

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<v Speaker 3>that's where you find music, that's where you find long

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<v Speaker 3>form content, that's where you find short form content. Is

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<v Speaker 3>just YouTube was so late at creating the playlist and

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<v Speaker 3>the user generated experience that Spotify and Apple did. That's

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<v Speaker 3>why it didn't overtake in music as well. But until

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<v Speaker 3>someone is able to kill off YouTube and their long

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<v Speaker 3>form their long form video with Spotify, try to do.

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<v Speaker 3>They just didn't execute at a high level. YouTube is

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<v Speaker 3>still the king of all media. That's where you want

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<v Speaker 3>to drive all your traffls.

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<v Speaker 1>Okay, let's get back to YouTube, Twitter and thread Twitter

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<v Speaker 1>X they mean anything in your world.

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<v Speaker 2>Absolutely well Threads Unfortunately it doesn't. But I think, like,

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<v Speaker 2>what was the statistic they released the other day, like

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<v Speaker 2>eighty two percent or something of the people that created

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<v Speaker 2>the threads account and no longer using it. It's dropping

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<v Speaker 2>off even more. I think the point of threads was

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<v Speaker 2>just for Instagram to show the world that, like, hey,

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<v Speaker 2>if we launch a product, people are going to sign up.

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<v Speaker 2>I think that that to me, that's what the statement was.

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<v Speaker 2>But no, X is still very relevant. Again, it's a X.

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<v Speaker 2>It's it's a hybrid between Snapchat and Instagram where people

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<v Speaker 2>want to express their authentic opinions. Uh, it's more of

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<v Speaker 2>a texting like texting posts. And also the discoverability on

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<v Speaker 2>video is becoming a priority for X, so discoverability for video. Eventually,

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<v Speaker 2>I think it'll move a little bit more into live

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<v Speaker 2>streaming as we saw what they did with FIFA, but

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<v Speaker 2>it's a different type of audio I think right now. Uh,

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<v Speaker 2>some platforms are separating not only for usability but also

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<v Speaker 2>for audience. So you know, if you're on X, you

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<v Speaker 2>don't mind, you know, a controversial take here there, you

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<v Speaker 2>don't mind, you know some of the things that are

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<v Speaker 2>not necessarily shown on on other other platforms.

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<v Speaker 1>Okay, but conventional wisdom and I'm talking to the experts.

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<v Speaker 1>That's why. One of the truth is younger generation is

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<v Speaker 1>not participating on X. Is that just untrue?

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<v Speaker 2>No, that's untrue. A lot gen Z is participating on

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<v Speaker 2>X because the memes are just really.

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<v Speaker 3>They're they're they're participating, but they're not spending time on it. Yeah,

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<v Speaker 3>they're not spending So they're reading headlines on X or

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<v Speaker 3>they're creating headlines which then they can use on other platforms.

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<v Speaker 3>So all the all the platforms where there's video is

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<v Speaker 3>pushed insanely like Instagram and uh YouTube and TikTok, that's

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<v Speaker 3>where the young generation is spending their most time.

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<v Speaker 2>That's where they're spending the most time. That's huttering.

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<v Speaker 3>Yeah, correct, But the headlines are created at X.

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<v Speaker 2>Yeah.

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<v Speaker 1>Well, just to be clear, that's where you're harvesting things

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<v Speaker 1>as opposed to starting things.

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<v Speaker 2>You're no, you're discovering things on the video platforms, because

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<v Speaker 2>the video platforms have the most discovery reach. Right now, okay,

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<v Speaker 2>all platforms, including X, they're all adopting video more and

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<v Speaker 2>more because watch time is king, so not views anymore.

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<v Speaker 2>A lot of people, you know, probably five years ago,

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<v Speaker 2>views mattered a lot, Subscribers mattered a lot. Followers and

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<v Speaker 2>subscribers and views don't matter as much today Today. What

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<v Speaker 2>matters is the watch time, how much you can actually

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<v Speaker 2>have someone watch a video and spend time on your platform.

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<v Speaker 2>That's what matters the most. The platforms don't necessarily care

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<v Speaker 2>about people's feelings or the way that the algorithm is

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<v Speaker 2>working that. They just want to optimize their platform. They

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<v Speaker 2>want to optimize the algorithm and show you content that's

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<v Speaker 2>going to keep you there as long as well.

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<v Speaker 3>And X's video has not gotten to that level where

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<v Speaker 3>people are sitting there and consuming video on next they

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<v Speaker 3>are consuming though though the means the title of the.

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<v Speaker 2>Titles, the memes, the articles.

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<v Speaker 1>Yeah, okay, you know, that's a word we've heard for

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<v Speaker 1>over a decade. Not everyone is sophisticated. They might ask,

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<v Speaker 1>what is a meme? Can you tell us.

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<v Speaker 3>No?

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<v Speaker 2>I mean, well, you know, let's say the need let's

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<v Speaker 2>say the meme has blood, has nudity, has something that

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<v Speaker 2>is against the guidelines. On the traditional platforms, you're going

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<v Speaker 2>to find the worst memes in the in the planet

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<v Speaker 2>hilariously on X, you know, so, that's where you're going

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<v Speaker 2>to find that. And also gen Z loves the edginess

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<v Speaker 2>about it. You know, they love how edgy it is,

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<v Speaker 2>how they can share something with no repercussions. If you

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<v Speaker 2>say a curse word or two on the other platforms,

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<v Speaker 2>you are going to get dinged and censored. And so

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<v Speaker 2>I think that's what gen Z loves about X. But

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<v Speaker 2>it's not for everybody. It's it's so weird. I feel

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<v Speaker 2>like millennials feel like it's not for them. But gen

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<v Speaker 2>Z and late millennials, especially political millennials, are on X,

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<v Speaker 2>you know so.

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<v Speaker 3>And then a meme is just the inside jokes that

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<v Speaker 3>you have with your friends, but made into a public

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<v Speaker 3>that other people can consume and understand.

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<v Speaker 2>Another way that I like to explain memes is that

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<v Speaker 2>they're hieroglyphs. If you think about the Egyptians, right, Like,

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<v Speaker 2>you go to Egypt and there's a bunch of hieroglyphs

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<v Speaker 2>on the wall, their images, but each image represents like

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<v Speaker 2>a huge story, and that's what a meme is. It's

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<v Speaker 2>basically an image that you can attach to a headline

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<v Speaker 2>and it's an inside joke, whether it's from a movie,

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<v Speaker 2>whether it's from something that you and your friends were discussing,

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<v Speaker 2>or something with pop culture. And that's the thing about

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<v Speaker 2>gen Z is that they're not afraid to say what's

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<v Speaker 2>on their mind. And then, obviously, as we all know,

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<v Speaker 2>especially if you're in the in the entertainment world, if

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<v Speaker 2>if you say something that's on your mind, there's probably

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<v Speaker 2>a million people thinking it too. So I think that

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<v Speaker 2>that's what attracts, you know, the meme world, the and

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<v Speaker 2>the fried memes to gen Z.

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<v Speaker 1>Okay, to what degree is Facebook important or is that

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<v Speaker 1>just boomers and gen xers.

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<v Speaker 2>It's boomers in the United States, but Facebook is really

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<v Speaker 2>important in Mexico and Europe and in other Third world

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<v Speaker 2>countries because Facebook is beta for what China is currently

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<v Speaker 2>now with we Chat, and so Facebook is incorporated more

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<v Speaker 2>into a lot of different apps and utilities and games

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<v Speaker 2>and video games that people use. Facebook groups are also

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<v Speaker 2>very very popular in Mexico and in Latin America. They're

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<v Speaker 2>used almost to the popularity of Reddit threads here in

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<v Speaker 2>the United States.

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<v Speaker 1>And Reddit is a cornucopy of information. Does that figure

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<v Speaker 1>in your world?

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<v Speaker 3>It is Reddit. Reddit is basically Twitter on steroids steroids.

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<v Speaker 3>If it works on Reddit, then it will take the

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<v Speaker 3>world by store. Those people spend a lot of time

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<v Speaker 3>on the Internet, and it's a lot of people that

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<v Speaker 3>have a lot of pool on the Internet. So they

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<v Speaker 3>start the joke or the meme on Reddit and then

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<v Speaker 3>they use every other platform to spread it.

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<v Speaker 1>Okay, you talk about Facebook being like we Chat. We

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<v Speaker 1>Chat is a super platform with payment and everything. This

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<v Speaker 1>is what Musk's vision was with PayPal, and they squeezed

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<v Speaker 1>them out and it is still his vision at X.

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<v Speaker 1>Do you think Facebook has a chance to be that

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<v Speaker 1>super app?

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<v Speaker 2>I think that Facebook is already ten years ahead of that,

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<v Speaker 2>more than X. But I don't think that. I don't

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<v Speaker 2>doubt that Elon can do it as well. Facebook is

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<v Speaker 2>already fifty percent there. I mean Facebook has your age,

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<v Speaker 2>it could store your payment settings. If you've seen the

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<v Speaker 2>shop function on Instagram, Instagram is meta and if you've

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<v Speaker 2>bought anything through the Instagram function, you've already made a transaction.

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<v Speaker 2>If you've submitted your information to get a bonus when

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<v Speaker 2>the reels came out. You're already in there right now.

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<v Speaker 2>We may not be using Facebook, like I said, like

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<v Speaker 2>other countries, but there are apps that are enabled through Facebook.

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<v Speaker 2>There are groups that are enabled through Facebook, Facebook, Marketplace,

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<v Speaker 2>these things that are connecting us. If you think about

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<v Speaker 2>a group, a Facebook group that connects you, if you

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<v Speaker 2>think about Marketplace to compete with Craigslist, they're already fifty

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<v Speaker 2>percent there. They just need. What they don't have right

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<v Speaker 2>now is they don't have the hardware.

0:12:05.880 --> 0:12:08.040
<v Speaker 3>Yep, that's what I was going to think exactly, Like

0:12:08.120 --> 0:12:12.160
<v Speaker 3>they've tried. They just can't get the hardware exactly, and

0:12:12.520 --> 0:12:15.679
<v Speaker 3>I don't think they will. It doesn't seem.

0:12:15.559 --> 0:12:18.400
<v Speaker 1>Well, let's snap our fingers and they get the hardware, right,

0:12:18.920 --> 0:12:20.840
<v Speaker 1>what would the hardware be? What would that look like?

0:12:20.920 --> 0:12:24.000
<v Speaker 2>It's an AR it's a it's an AR tool. This yeah,

0:12:24.000 --> 0:12:25.360
<v Speaker 2>it should have been the phone. I think it's too

0:12:25.440 --> 0:12:26.720
<v Speaker 2>late for the phone. I think it's too late for

0:12:26.720 --> 0:12:30.080
<v Speaker 2>the phone for everybody. But the if it gets integrated,

0:12:30.080 --> 0:12:35.240
<v Speaker 2>it's going to be an AR tool, correct, and so

0:12:35.360 --> 0:12:39.640
<v Speaker 2>that well it's yes, so like right now, the cost

0:12:39.960 --> 0:12:43.040
<v Speaker 2>for you know, the hardware, if you want to dabble

0:12:43.080 --> 0:12:47.320
<v Speaker 2>into the metaverse or into ar The hardware cost for

0:12:47.360 --> 0:12:49.480
<v Speaker 2>you to even experiment is going to run you anywhere

0:12:49.480 --> 0:12:53.360
<v Speaker 2>from you know, five hundred to maybe fourteen hundred dollars.

0:12:53.440 --> 0:12:55.120
<v Speaker 1>You're talking about a headset here.

0:12:55.000 --> 0:12:59.400
<v Speaker 2>Yes, and so in a world where you get the

0:12:59.440 --> 0:13:03.840
<v Speaker 2>headset for fifty dollars, well, you're gonna get that headset

0:13:04.040 --> 0:13:05.960
<v Speaker 2>for fifty dollars because it's going to come integrated with

0:13:06.000 --> 0:13:08.000
<v Speaker 2>a bunch of tools that you are going to be

0:13:08.080 --> 0:13:11.360
<v Speaker 2>using for your everyday life. And so that's the way

0:13:11.360 --> 0:13:13.760
<v Speaker 2>that they get the hardware to be adopted by, you know,

0:13:14.000 --> 0:13:15.000
<v Speaker 2>essentially the masses.

0:13:16.160 --> 0:13:21.679
<v Speaker 1>Okay, will we eventually get there or is it going

0:13:21.760 --> 0:13:22.920
<v Speaker 1>to stall out?

0:13:24.720 --> 0:13:27.120
<v Speaker 2>That? That's something that we ask ourselves every day.

0:13:28.280 --> 0:13:31.240
<v Speaker 3>Yeah, that's that's the that's the tough that's the tough question.

0:13:31.360 --> 0:13:34.679
<v Speaker 3>I mean, we had a chance to get there quicker

0:13:34.920 --> 0:13:38.000
<v Speaker 3>with COVID, just because people were inside they had nothing

0:13:38.000 --> 0:13:40.440
<v Speaker 3>to do, and then the moment the world opened up,

0:13:40.480 --> 0:13:43.280
<v Speaker 3>it almost people just threw away a lot of those habits, right.

0:13:44.440 --> 0:13:46.480
<v Speaker 3>So yeah, I don't think we're going to get there.

0:13:46.480 --> 0:13:46.760
<v Speaker 2>I don't.

0:13:46.800 --> 0:13:49.000
<v Speaker 3>I don't think we're getting there my lifetime.

0:13:49.520 --> 0:13:52.480
<v Speaker 1>Yeah, Okay, just to be clear, when we had Pokey

0:13:52.800 --> 0:13:57.280
<v Speaker 1>Mond augmented reality, that was missed like the first video

0:13:57.400 --> 0:14:01.040
<v Speaker 1>game leading into something, or it was just an anomaly

0:14:01.120 --> 0:14:01.880
<v Speaker 1>and means nothing.

0:14:02.400 --> 0:14:05.199
<v Speaker 2>No, people are still obsessed with Pokemon Goo. My brother

0:14:05.240 --> 0:14:09.000
<v Speaker 2>in law plays plays that every single day. There will

0:14:09.000 --> 0:14:11.000
<v Speaker 2>be pockets, and there will be hobbyists and there will

0:14:11.000 --> 0:14:14.480
<v Speaker 2>be early adopters, the same way that for the last

0:14:14.480 --> 0:14:18.000
<v Speaker 2>five years people have been playing with VR headsets. But

0:14:18.240 --> 0:14:21.400
<v Speaker 2>I'm talking you know. When to answer the question, when

0:14:21.440 --> 0:14:24.760
<v Speaker 2>does Facebook actually turn into a competing we chat? I

0:14:24.800 --> 0:14:27.320
<v Speaker 2>think that Facebook is ten years ahead of X. However,

0:14:27.960 --> 0:14:30.160
<v Speaker 2>if X focuses on that, I don't doubt that they'll

0:14:30.160 --> 0:14:33.080
<v Speaker 2>figure out a way. However, I don't think that we

0:14:33.160 --> 0:14:35.400
<v Speaker 2>do that with phones. The only way to do that

0:14:35.480 --> 0:14:37.480
<v Speaker 2>is if you have a better product than the iPhone.

0:14:37.840 --> 0:14:41.760
<v Speaker 1>Okay, just moving on through the platforms. Instagram. Instagram had

0:14:41.800 --> 0:14:46.600
<v Speaker 1>its moment for about ten years. It became the platform

0:14:46.680 --> 0:14:49.600
<v Speaker 1>of those who were image based. Then they said they

0:14:49.600 --> 0:14:54.040
<v Speaker 1>were going to go to video. They have reels. Reels

0:14:54.120 --> 0:14:57.720
<v Speaker 1>is a competing product with TikTok. How do you assess

0:14:57.760 --> 0:14:59.160
<v Speaker 1>what's going on at Instagram?

0:15:00.160 --> 0:15:00.920
<v Speaker 2>Love reels? Man?

0:15:01.680 --> 0:15:04.320
<v Speaker 3>No, I mean, the the what they did initially is

0:15:04.360 --> 0:15:06.320
<v Speaker 3>they put it on the main feed and people got

0:15:06.320 --> 0:15:09.160
<v Speaker 3>really upset. Now that they have an extra tab for it,

0:15:09.240 --> 0:15:12.800
<v Speaker 3>so you're specifically just looking at reels. It's it's performing

0:15:12.880 --> 0:15:16.240
<v Speaker 3>well for our creators and for their platforms. More and

0:15:16.240 --> 0:15:19.520
<v Speaker 3>more people are using reels and they already they already

0:15:19.520 --> 0:15:23.800
<v Speaker 3>got it right with with stories. When Stories came out,

0:15:23.880 --> 0:15:25.800
<v Speaker 3>people are like, I already have Snapchat, I don't need

0:15:25.920 --> 0:15:28.040
<v Speaker 3>I don't need Stories. And they took about a year

0:15:28.040 --> 0:15:30.400
<v Speaker 3>and a half and then no one's using Snapchat to

0:15:30.440 --> 0:15:33.640
<v Speaker 3>the to the level that they started using Instagram, I feel.

0:15:33.360 --> 0:15:35.600
<v Speaker 2>Like, until gen Z came around. But that's because so.

0:15:35.640 --> 0:15:38.120
<v Speaker 3>Like TikTok though, is filling the pressure. That's why they're

0:15:38.160 --> 0:15:41.760
<v Speaker 3>going very heavy on live video and they're trying to

0:15:41.800 --> 0:15:45.800
<v Speaker 3>take the market now. So and the numbers are swinging

0:15:45.840 --> 0:15:47.360
<v Speaker 3>it again towards Instagram.

0:15:47.400 --> 0:15:49.920
<v Speaker 2>That's correct, and again it goes back to the conversation

0:15:49.960 --> 0:15:53.520
<v Speaker 2>about utility. Different platforms have different utility. Snapchat is more

0:15:53.520 --> 0:15:57.480
<v Speaker 2>authentic because you can be more authentic because your older

0:15:57.640 --> 0:16:01.320
<v Speaker 2>sister and your dad is not on snareat and so

0:16:01.480 --> 0:16:02.960
<v Speaker 2>you know they're not gonna add you on Snapchat and

0:16:03.000 --> 0:16:07.120
<v Speaker 2>see you drinking at nineteen So you know, I feel

0:16:07.160 --> 0:16:10.320
<v Speaker 2>like with reels though, it goes back to the conversation

0:16:10.360 --> 0:16:12.560
<v Speaker 2>of watch time. If watch time is king now and

0:16:12.760 --> 0:16:15.080
<v Speaker 2>you realize that you can get someone to loop a

0:16:15.160 --> 0:16:17.760
<v Speaker 2>video for a minute, if you can get someone to

0:16:17.800 --> 0:16:21.200
<v Speaker 2>watch a twenty second video, you know, multiple times, then

0:16:21.240 --> 0:16:22.640
<v Speaker 2>you can get a minute out of them then rather

0:16:22.720 --> 0:16:26.480
<v Speaker 2>than seeing a square photo. And that's also why we

0:16:26.520 --> 0:16:30.880
<v Speaker 2>introduce carousels. So when you introduce carousels, there is more

0:16:30.920 --> 0:16:34.040
<v Speaker 2>of a chance for you to go next, spe swipe,

0:16:34.080 --> 0:16:36.560
<v Speaker 2>and it keeps the person engaged and creates more watch

0:16:36.600 --> 0:16:37.920
<v Speaker 2>time when you're watching photos.

0:16:38.400 --> 0:16:44.200
<v Speaker 1>Okay, YouTube is hyping their short form videos to compete

0:16:44.600 --> 0:16:47.440
<v Speaker 1>with TikTok in reels, how do you assess that?

0:16:47.920 --> 0:16:53.040
<v Speaker 2>To answer that question, we have to ask a question. So, Bob,

0:16:53.440 --> 0:16:54.720
<v Speaker 2>what's the biggest search engine?

0:16:56.080 --> 0:16:58.200
<v Speaker 1>It depends on your age. If you're an older person,

0:16:58.240 --> 0:17:01.280
<v Speaker 1>it's Google, If younger person is TikTok, might be Amazon.

0:17:01.640 --> 0:17:03.960
<v Speaker 2>Love it's what's the second biggest?

0:17:04.920 --> 0:17:10.320
<v Speaker 1>Well, I mentioned Google, Amazon, TikTok. Uh, you tell me.

0:17:10.440 --> 0:17:14.120
<v Speaker 2>The second is YouTube because it's integrated with Google. And

0:17:14.200 --> 0:17:18.440
<v Speaker 2>so even though TikTok has an interesting search function. It's

0:17:18.440 --> 0:17:22.320
<v Speaker 2>nowhere near the traffic of Google, and the second biggest

0:17:22.320 --> 0:17:24.680
<v Speaker 2>search engine is YouTube. So what does that mean for

0:17:24.800 --> 0:17:27.960
<v Speaker 2>us as people in entertainment, Whether you're pushing movies, whether

0:17:28.000 --> 0:17:30.160
<v Speaker 2>you're pushing artists or whatever it may be that you're

0:17:30.160 --> 0:17:36.280
<v Speaker 2>pushing good luck, you know, typing in you know, Bob

0:17:36.400 --> 0:17:41.320
<v Speaker 2>Interviews twenty five seven media on Facebook or on Instagram,

0:17:41.359 --> 0:17:44.399
<v Speaker 2>And unless we optimize the tiktoks in a way, then

0:17:44.440 --> 0:17:46.879
<v Speaker 2>they'll show up. But if you if you search that

0:17:46.920 --> 0:17:50.360
<v Speaker 2>on Google, you're gonna get the YouTube video first, because

0:17:50.440 --> 0:17:55.880
<v Speaker 2>YouTube still follows all the traditional SEO laws and it's

0:17:55.920 --> 0:17:58.240
<v Speaker 2>also the much the much better way to manage an

0:17:58.280 --> 0:18:01.920
<v Speaker 2>inventory right now. Now there are more capabilities on YouTube

0:18:01.920 --> 0:18:05.360
<v Speaker 2>to organize playlists, to organize the way that you can

0:18:05.359 --> 0:18:08.639
<v Speaker 2>have your audience consume the content, where on TikTok, not

0:18:08.680 --> 0:18:13.680
<v Speaker 2>even every creator is allowed to make playlists. Where on Instagram,

0:18:13.720 --> 0:18:16.240
<v Speaker 2>you know, not every creator even knows the difference between

0:18:16.680 --> 0:18:19.520
<v Speaker 2>you know, saving your lives for long form content or

0:18:19.640 --> 0:18:21.720
<v Speaker 2>using reels. They some of them don't even know that

0:18:22.119 --> 0:18:24.080
<v Speaker 2>you When you post a video on the feed, it

0:18:24.119 --> 0:18:28.000
<v Speaker 2>instantly turns it into a reel. So YouTube is the

0:18:28.040 --> 0:18:32.359
<v Speaker 2>best way to share long form content now shorts because

0:18:32.400 --> 0:18:36.879
<v Speaker 2>it comes with the searchability, because it comes with you know,

0:18:36.960 --> 0:18:40.480
<v Speaker 2>the integration with Google. It that's why it's been able

0:18:40.480 --> 0:18:43.520
<v Speaker 2>to explode in such in such a cool way. And

0:18:43.640 --> 0:18:46.200
<v Speaker 2>so if you notice your phone is optimized in a

0:18:46.280 --> 0:18:49.680
<v Speaker 2>vertical way, and so when you open the apps, they

0:18:49.720 --> 0:18:52.480
<v Speaker 2>are going to let you know what they're prioritizing. The

0:18:52.480 --> 0:18:55.920
<v Speaker 2>middle button on Instagram is reels. The middle button on

0:18:55.920 --> 0:18:59.040
<v Speaker 2>on your YouTube app right now is shorts because it's vertical.

0:18:59.119 --> 0:19:02.600
<v Speaker 2>So they are pushing this because seventy percent of the

0:19:02.600 --> 0:19:04.000
<v Speaker 2>consumption in the United States is mobile.

0:19:04.000 --> 0:19:07.520
<v Speaker 3>Anyway, Okay, yeah, I was gonna say that YouTube is

0:19:07.560 --> 0:19:10.280
<v Speaker 3>getting shorts wrong because they're trying to fight two battles

0:19:10.320 --> 0:19:13.199
<v Speaker 3>at the same time. So they're fighting the livestream space.

0:19:13.680 --> 0:19:17.119
<v Speaker 3>YouTube live is becoming a very big thing. YouTube TV

0:19:17.800 --> 0:19:21.440
<v Speaker 3>is going against every cable company in the world right now.

0:19:21.600 --> 0:19:23.440
<v Speaker 3>And then on top of that you have the shorts.

0:19:23.840 --> 0:19:28.360
<v Speaker 3>Instagram introduced reels and just focused on reels to try

0:19:28.400 --> 0:19:30.760
<v Speaker 3>to attack TikTok and it's the same thing they did

0:19:30.800 --> 0:19:33.920
<v Speaker 3>with stories on Snapchat. YouTube is trying to fight three

0:19:33.960 --> 0:19:36.439
<v Speaker 3>battles at the same time. Yep, and they're just not

0:19:36.960 --> 0:19:38.880
<v Speaker 3>They're just not They're just not doing it right.

0:19:39.359 --> 0:19:42.119
<v Speaker 2>Yeah. I don't think that shorts have the power of

0:19:42.160 --> 0:19:44.040
<v Speaker 2>TikTok yet however.

0:19:43.760 --> 0:19:46.240
<v Speaker 3>Because they're not improving the design correct.

0:19:46.320 --> 0:19:50.120
<v Speaker 2>But they are searchable, which is crazy because now TikTok

0:19:50.200 --> 0:19:53.960
<v Speaker 2>is learning how to be a searchable company, where YouTube has,

0:19:54.040 --> 0:19:57.200
<v Speaker 2>you know, all the years of experience and it's easier

0:19:57.200 --> 0:20:00.440
<v Speaker 2>to integrate. Like just the other day, I was we

0:20:00.560 --> 0:20:02.840
<v Speaker 2>did a campaign for one of our friends, Suweko. I

0:20:02.880 --> 0:20:05.720
<v Speaker 2>was able to find that right away. I looked it

0:20:05.800 --> 0:20:08.879
<v Speaker 2>up on YouTube and I found we found it because

0:20:09.160 --> 0:20:11.000
<v Speaker 2>I know when we did it, and it was a

0:20:11.040 --> 0:20:14.439
<v Speaker 2>really easy campaign to find. Where if I type in,

0:20:14.520 --> 0:20:18.000
<v Speaker 2>you know, Suako sound on TikTok, I'm gonna be sitting

0:20:18.040 --> 0:20:20.919
<v Speaker 2>through like hundreds, you know, like hundreds of thousands of sounds.

0:20:21.520 --> 0:20:24.280
<v Speaker 2>So anyway, it is what it is, uh, And I

0:20:24.320 --> 0:20:29.320
<v Speaker 2>agree with raf. They YouTube just has more opponents. YouTube.

0:20:29.359 --> 0:20:34.960
<v Speaker 2>YouTube's opponent is Twitch. Twitch is the most interactive live

0:20:35.000 --> 0:20:40.040
<v Speaker 2>streaming platform right now. It's not the best quote unquote,

0:20:40.080 --> 0:20:44.040
<v Speaker 2>but it's the most interactive. YouTube has far more video capabilities.

0:20:44.359 --> 0:20:46.159
<v Speaker 2>They just can't get the marketing right on how to

0:20:46.200 --> 0:20:49.639
<v Speaker 2>get more people to stream on YouTube, which which you know,

0:20:49.760 --> 0:20:52.879
<v Speaker 2>Raft is right about that they have the best technology

0:20:52.880 --> 0:20:55.440
<v Speaker 2>for vertical video. In my opinion, they just don't know

0:20:55.480 --> 0:20:59.280
<v Speaker 2>how to market it, to create, to create the users trash.

0:20:59.320 --> 0:21:00.200
<v Speaker 1>It's so bad.

0:21:00.640 --> 0:21:03.679
<v Speaker 3>How do you create? How does your platform a certain

0:21:03.680 --> 0:21:05.840
<v Speaker 3>color scheme and then you roll out of feature in

0:21:05.880 --> 0:21:06.879
<v Speaker 3>a different color scheme.

0:21:06.960 --> 0:21:09.919
<v Speaker 2>Yeah, see that hurts your eyes. See the raff is

0:21:10.040 --> 0:21:14.119
<v Speaker 2>really good at finding friction. No, I'm I'm sex, I'm

0:21:14.119 --> 0:21:15.960
<v Speaker 2>just sort of no like this. These are the types

0:21:15.960 --> 0:21:18.160
<v Speaker 2>of conversations. But when he finds friction, it's like, how

0:21:18.160 --> 0:21:20.680
<v Speaker 2>can we make this frictionless? So I agree with him.

0:21:21.040 --> 0:21:25.800
<v Speaker 2>The magic of TikTok is that your cousin can go

0:21:25.960 --> 0:21:29.320
<v Speaker 2>viral tomorrow. That's the magic. And so the platform is

0:21:29.359 --> 0:21:32.400
<v Speaker 2>designed for the consumer and is designed for the average

0:21:32.440 --> 0:21:36.000
<v Speaker 2>person to basically feel like they could do a trend

0:21:36.160 --> 0:21:38.639
<v Speaker 2>or create one and they can go viral tomorrow. You

0:21:38.680 --> 0:21:41.760
<v Speaker 2>try to upload a YouTube short on your own right now.

0:21:42.880 --> 0:21:44.960
<v Speaker 3>You actually need to go to YouTube. Need to go

0:21:44.960 --> 0:21:46.160
<v Speaker 3>to YouTube to learn how to do that.

0:21:46.280 --> 0:21:49.200
<v Speaker 2>Yeah, exactly, And so that's that's Raff is right. Raf

0:21:49.240 --> 0:21:51.040
<v Speaker 2>is right. So you know, a nerd like me. I mean,

0:21:51.119 --> 0:21:53.159
<v Speaker 2>like Bob before we started. I mean, look, look how

0:21:53.160 --> 0:21:55.840
<v Speaker 2>many things I set up. I set up a GoPro timer,

0:21:56.000 --> 0:21:58.399
<v Speaker 2>got a camera over there, got the camera floating, Like

0:21:58.560 --> 0:22:01.600
<v Speaker 2>I'm a nerd. This guy knows that YouTube is the

0:22:01.640 --> 0:22:05.160
<v Speaker 2>superior platform for technology. Raff is just like, who cares

0:22:05.200 --> 0:22:07.000
<v Speaker 2>if you know how to film all this? If you

0:22:07.040 --> 0:22:09.399
<v Speaker 2>can't even get the message across I get it.

0:22:09.480 --> 0:22:12.719
<v Speaker 1>Let's stop for a second. You said watch time is

0:22:12.800 --> 0:22:17.400
<v Speaker 1>the most important to the ultimate platform. It's important. Whereas

0:22:17.440 --> 0:22:22.240
<v Speaker 1>we've been told how many views, how many subscribers? Are

0:22:22.280 --> 0:22:25.320
<v Speaker 1>you talking that watch time is the best in terms

0:22:25.359 --> 0:22:28.359
<v Speaker 1>of compensation? Why is watch time king?

0:22:28.840 --> 0:22:32.000
<v Speaker 2>Watch time is king to the platforms I'll talk about too, right,

0:22:32.119 --> 0:22:35.680
<v Speaker 2>So from the producer of the content to the platform.

0:22:35.920 --> 0:22:38.800
<v Speaker 2>It's king to the platforms because you can't fake watch

0:22:38.880 --> 0:22:42.760
<v Speaker 2>time as good as you could fake views. I mean,

0:22:42.840 --> 0:22:45.440
<v Speaker 2>you know, even ten years ago, people were talking about

0:22:45.480 --> 0:22:49.159
<v Speaker 2>like those like playlist farms and stuff like that. So

0:22:49.920 --> 0:22:52.040
<v Speaker 2>you can buy a view, you can buy a click

0:22:52.400 --> 0:22:55.280
<v Speaker 2>that's been around for a long time, but actually have

0:22:55.480 --> 0:22:59.359
<v Speaker 2>a human being interact with their device while they're paying

0:22:59.359 --> 0:23:03.280
<v Speaker 2>attention to your content is something you can't fake. And

0:23:03.400 --> 0:23:05.879
<v Speaker 2>the tools and the tracking tools are getting better and better.

0:23:06.560 --> 0:23:09.840
<v Speaker 2>So you know, these tracking tools are tracking when you know,

0:23:10.320 --> 0:23:14.600
<v Speaker 2>people hire like a big render farm, like those render

0:23:14.640 --> 0:23:18.000
<v Speaker 2>firms that Hollywood used to use to render graphic design.

0:23:18.119 --> 0:23:21.280
<v Speaker 2>Those render farms are being used now to fake watch time.

0:23:21.840 --> 0:23:25.440
<v Speaker 2>But these platforms are getting really good at identifying when

0:23:25.480 --> 0:23:28.920
<v Speaker 2>this is a fake interaction because there are natural retention rates.

0:23:29.560 --> 0:23:31.480
<v Speaker 2>And if you listen to some of the biggest creators,

0:23:32.119 --> 0:23:34.200
<v Speaker 2>you know, they always talk about their retention. They talk

0:23:34.200 --> 0:23:38.040
<v Speaker 2>about three things. They talk about their thumbnail, which is basically,

0:23:38.600 --> 0:23:40.440
<v Speaker 2>you know, the first message you sent to the world

0:23:40.480 --> 0:23:42.639
<v Speaker 2>when they are encountered with your mass awareness, which is

0:23:42.920 --> 0:23:45.320
<v Speaker 2>the platform putting you in front of their face. They

0:23:45.320 --> 0:23:48.240
<v Speaker 2>talk about their hook, which is what drives you into

0:23:48.320 --> 0:23:51.199
<v Speaker 2>the video, And they talk about their retention. Those are

0:23:51.200 --> 0:23:54.040
<v Speaker 2>the three biggest priorities right now for the platform.

0:23:54.200 --> 0:23:56.280
<v Speaker 1>Wait, wait just one second, Yes, are we talking about

0:23:56.280 --> 0:24:01.320
<v Speaker 1>retention of one video or retention con assuming multiple videos.

0:24:01.600 --> 0:24:03.520
<v Speaker 2>Well, it's both, but it starts with one. You know.

0:24:03.560 --> 0:24:08.639
<v Speaker 2>If so, if you a healthy playlist, this this statistic.

0:24:09.080 --> 0:24:10.280
<v Speaker 2>You know, it's been a while since I've been at

0:24:10.280 --> 0:24:12.960
<v Speaker 2>full screen, but this statistic maybe a little outdated, but

0:24:13.000 --> 0:24:15.760
<v Speaker 2>a healthy playlist is if you get like one point

0:24:15.840 --> 0:24:19.080
<v Speaker 2>eight one point eight videos watched, so that means that

0:24:19.119 --> 0:24:21.480
<v Speaker 2>they they saw your video, they watched one more video,

0:24:21.520 --> 0:24:23.280
<v Speaker 2>and then they watch, you know, point eight of another.

0:24:24.040 --> 0:24:26.600
<v Speaker 2>So who knows what it is now. Maybe it's bigger

0:24:26.600 --> 0:24:28.800
<v Speaker 2>because you know, mobile and everything's a little bit more attractive.

0:24:28.840 --> 0:24:30.919
<v Speaker 2>Maybe it's two now, I don't know, but that the

0:24:30.960 --> 0:24:33.159
<v Speaker 2>point is that it starts with one. You want to

0:24:33.160 --> 0:24:35.960
<v Speaker 2>make sure that your content gets that retention so that

0:24:36.000 --> 0:24:37.880
<v Speaker 2>you can hope to you know, to live another day.

0:24:38.760 --> 0:24:41.520
<v Speaker 2>But anyway, that's the answer for the platforms. The reason

0:24:41.520 --> 0:24:43.600
<v Speaker 2>it's king it's because it's the thing that can't be faked,

0:24:44.000 --> 0:24:46.720
<v Speaker 2>and it won't be It won't be faked for a

0:24:46.720 --> 0:24:51.360
<v Speaker 2>long time. And another another reason is because you, as

0:24:51.359 --> 0:24:54.919
<v Speaker 2>the producer of the content, you want one hundred fans

0:24:54.960 --> 0:24:58.479
<v Speaker 2>that have seen the thing in completion rather than you know,

0:24:58.560 --> 0:25:00.880
<v Speaker 2>ten thousand fans that have just maybe heard your name

0:25:00.920 --> 0:25:02.880
<v Speaker 2>or saw you in a meme or you know, saw

0:25:02.880 --> 0:25:03.480
<v Speaker 2>your thumbnail.

0:25:03.600 --> 0:25:08.200
<v Speaker 3>Okay, the elephant in the room advertising dollars where the

0:25:09.600 --> 0:25:12.560
<v Speaker 3>consumer is spending the most time on yep. So if

0:25:12.600 --> 0:25:15.240
<v Speaker 3>I'm watching a show for twenty minutes and I'm watching

0:25:15.280 --> 0:25:17.960
<v Speaker 3>another show for ten minutes. As an advertiser, I want

0:25:17.960 --> 0:25:21.119
<v Speaker 3>to go to the one that they're consuming more slower.

0:25:21.400 --> 0:25:25.600
<v Speaker 1>Are you saying the viewer is more valuable or because

0:25:25.760 --> 0:25:28.479
<v Speaker 1>they're watching so much video they're seeing more ads.

0:25:29.400 --> 0:25:32.679
<v Speaker 3>The viewers more valuable because you can get your message across.

0:25:32.880 --> 0:25:36.400
<v Speaker 3>You're a more valuable asset than someone that's making ten

0:25:36.440 --> 0:25:40.199
<v Speaker 3>second videos. Because if someone's spending an hour listening to

0:25:40.240 --> 0:25:47.600
<v Speaker 3>this podcast, you have the more hooked.

0:25:49.240 --> 0:25:52.920
<v Speaker 1>Okay, let's pull the lens way back. In the pre

0:25:53.040 --> 0:25:59.120
<v Speaker 1>Internet era, people got their information from traditional newspapers and television,

0:26:00.119 --> 0:26:04.000
<v Speaker 1>magazines and books, but there was a hierarchy. Then let's

0:26:04.040 --> 0:26:07.360
<v Speaker 1>just say there are many places to get your information today.

0:26:07.960 --> 0:26:11.880
<v Speaker 1>So if we are talking about the younger demo, let's

0:26:11.920 --> 0:26:14.119
<v Speaker 1>just call it under twenty. I don't know where you

0:26:14.119 --> 0:26:16.480
<v Speaker 1>want to break it. Under twenty one, under eighteen, even

0:26:16.600 --> 0:26:20.720
<v Speaker 1>under eight fifteen? Can you reach them with any of

0:26:20.760 --> 0:26:26.080
<v Speaker 1>the traditional tools. The newspapers mean anything, does television mean anything?

0:26:26.480 --> 0:26:29.960
<v Speaker 1>Or really, is this the only way to reach the audience.

0:26:31.920 --> 0:26:34.040
<v Speaker 2>I'm gonna think on that, man, I got it, go

0:26:34.080 --> 0:26:34.280
<v Speaker 2>for it.

0:26:34.440 --> 0:26:37.800
<v Speaker 3>We use traditional media to validate where you've already put

0:26:37.800 --> 0:26:43.600
<v Speaker 3>on social media. So we run a company. Right, the

0:26:43.640 --> 0:26:48.240
<v Speaker 3>Wired article came out, we could do a million views

0:26:48.280 --> 0:26:52.600
<v Speaker 3>on digital, but everyone that was under fifteen s physical

0:26:52.640 --> 0:26:55.600
<v Speaker 3>magazine and they matched the views that we do on

0:26:55.720 --> 0:26:58.280
<v Speaker 3>digital to that magazine has said, these guys are legit.

0:26:58.480 --> 0:27:01.960
<v Speaker 1>Okay, but you guys are out of the demo. Yeah, okay.

0:27:02.320 --> 0:27:06.720
<v Speaker 1>So the La Times, which a rockstar referred to me

0:27:06.760 --> 0:27:12.439
<v Speaker 1>as a pamphlet today, has very little information and seeming

0:27:12.520 --> 0:27:14.600
<v Speaker 1>I get it, but seemingly almost nobody I know still

0:27:14.640 --> 0:27:15.040
<v Speaker 1>gets it.

0:27:15.160 --> 0:27:15.440
<v Speaker 2>Yeah.

0:27:15.480 --> 0:27:19.560
<v Speaker 1>So I see these articles and you might feel good

0:27:19.600 --> 0:27:23.600
<v Speaker 1>at home. Okay, But if you're under twenty and there's

0:27:23.640 --> 0:27:27.359
<v Speaker 1>an article on you, other than trying to reach a

0:27:27.400 --> 0:27:30.600
<v Speaker 1>different audience, the older demo might give you a movie deal. Whatever,

0:27:31.480 --> 0:27:33.600
<v Speaker 1>does it help your audience at all?

0:27:33.920 --> 0:27:36.840
<v Speaker 2>Yeah? Let's let me answer the question. And I didn't

0:27:36.840 --> 0:27:39.199
<v Speaker 2>want to recycle an answer, but since it wasn't published

0:27:39.240 --> 0:27:43.119
<v Speaker 2>in the Washington Post, I'll say it here. What I

0:27:43.200 --> 0:27:46.800
<v Speaker 2>told them when they asked about traditional media is I

0:27:46.920 --> 0:27:50.480
<v Speaker 2>said that traditional media has a very good opportunity at

0:27:50.520 --> 0:27:56.080
<v Speaker 2>just completely owning live And I'll give you an example.

0:27:57.240 --> 0:27:59.200
<v Speaker 2>I mean, look at me. I don't play sports. Right.

0:27:59.440 --> 0:28:02.240
<v Speaker 2>I don't know about sports, but I don't know anything

0:28:02.240 --> 0:28:05.000
<v Speaker 2>about football, but this dude loves football, right, so the

0:28:05.160 --> 0:28:08.040
<v Speaker 2>the primetime coach guy, right, Like, I just got hooked

0:28:08.040 --> 0:28:11.399
<v Speaker 2>on his YouTube videos and uh what do yeah? And

0:28:11.400 --> 0:28:13.679
<v Speaker 2>what he was doing with with Colorado and I was like,

0:28:13.720 --> 0:28:15.640
<v Speaker 2>this is this is brilliant, Like why don't why don't

0:28:15.680 --> 0:28:17.879
<v Speaker 2>all the teams do? And I got hooked on on

0:28:17.960 --> 0:28:21.159
<v Speaker 2>the energy and you know, in order for me to

0:28:21.200 --> 0:28:24.920
<v Speaker 2>actually watch the game, it had to be TV. And

0:28:25.000 --> 0:28:29.640
<v Speaker 2>so the production, you know, the machine has the opportunity

0:28:29.680 --> 0:28:34.639
<v Speaker 2>to make the best live content ever. So when you

0:28:34.720 --> 0:28:37.760
<v Speaker 2>have kids that are you know, live streaming I r

0:28:37.880 --> 0:28:40.400
<v Speaker 2>L on Kick, they're live streaming I r L on

0:28:40.400 --> 0:28:42.760
<v Speaker 2>on Twitch with I r L is in real life.

0:28:43.680 --> 0:28:46.360
<v Speaker 2>So what this is a this is a content category

0:28:46.400 --> 0:28:48.640
<v Speaker 2>that's actually the biggest content category on Twitch right now

0:28:48.680 --> 0:28:52.960
<v Speaker 2>and on competitor of Twitch, which is Kick, where people

0:28:53.040 --> 0:28:56.800
<v Speaker 2>are setting up go pros or dslr's actual cameras with

0:28:56.880 --> 0:28:59.880
<v Speaker 2>a backpack and they're using converters to be able to

0:29:00.040 --> 0:29:02.840
<v Speaker 2>live stream a very high, high production quality compared to

0:29:02.920 --> 0:29:04.800
<v Speaker 2>what we're used to live streaming. When you know your

0:29:04.800 --> 0:29:09.640
<v Speaker 2>grandma or your live streams horizontally on Facebook Live and

0:29:09.760 --> 0:29:12.560
<v Speaker 2>so yeah, this is this is like good stuff. However,

0:29:12.920 --> 0:29:16.840
<v Speaker 2>what's stopping a network from getting Gordon Ramsey Live to

0:29:17.240 --> 0:29:21.080
<v Speaker 2>you know, go into a restaurant and Save the Day live. Well,

0:29:21.680 --> 0:29:23.680
<v Speaker 2>they're just not doing it. But they have a really

0:29:23.720 --> 0:29:26.160
<v Speaker 2>good opportunity to do that right now, other than just

0:29:26.200 --> 0:29:29.560
<v Speaker 2>the traditional award shows and sports. I think that, you know,

0:29:29.640 --> 0:29:33.000
<v Speaker 2>if you have a production experience, if you treat production

0:29:33.200 --> 0:29:36.360
<v Speaker 2>value with you know, with that level of caliber and respect,

0:29:36.600 --> 0:29:38.640
<v Speaker 2>I think that there's a really big opportunity for you

0:29:38.680 --> 0:29:41.280
<v Speaker 2>to do that. So I think that, you know, it's

0:29:41.320 --> 0:29:45.720
<v Speaker 2>not necessarily gone. What I told the Washington Post is

0:29:45.760 --> 0:29:50.760
<v Speaker 2>that you know, it's it's about learning a trade, you know. Uh,

0:29:50.840 --> 0:29:53.800
<v Speaker 2>social media, if you if you want to do it, well,

0:29:53.840 --> 0:29:56.040
<v Speaker 2>you're gonna have to learn a little bit of you know, filmmaking.

0:29:56.440 --> 0:29:58.360
<v Speaker 2>You're gonna have to learn a little bit of cinematography.

0:29:58.360 --> 0:29:59.760
<v Speaker 2>If you want to take it to the next level.

0:30:00.240 --> 0:30:01.880
<v Speaker 2>You want to you know, you want to make content,

0:30:01.960 --> 0:30:03.440
<v Speaker 2>you have to learn sound. You have to learn all

0:30:03.520 --> 0:30:07.640
<v Speaker 2>of these tools and disciplines from production. And you know,

0:30:07.680 --> 0:30:09.880
<v Speaker 2>social media's been around for ten days at ten ten years,

0:30:09.960 --> 0:30:14.360
<v Speaker 2>you know, so now you're encountering the fifteen, seventeen, eighteen

0:30:14.400 --> 0:30:16.240
<v Speaker 2>year old that their dream was to go to USC

0:30:16.360 --> 0:30:19.280
<v Speaker 2>and not not anymore. Their dream is like yo, like

0:30:19.920 --> 0:30:22.440
<v Speaker 2>I can do this at nineteen, and I can shoot

0:30:22.440 --> 0:30:24.920
<v Speaker 2>an ad from my living room, and they're adopting these

0:30:24.920 --> 0:30:27.280
<v Speaker 2>disciplines and that's going to wash all the millennials that

0:30:27.400 --> 0:30:30.760
<v Speaker 2>just got good at posing and good lighting, because these

0:30:30.840 --> 0:30:34.120
<v Speaker 2>nineteen year olds that are coming already equip cinematographers that

0:30:34.160 --> 0:30:36.640
<v Speaker 2>have done campaigns for brands because brands are paying them

0:30:37.040 --> 0:30:39.400
<v Speaker 2>close to nothing because they have a million of followers

0:30:39.440 --> 0:30:41.600
<v Speaker 2>on TikTok and they don't know what to charge. These

0:30:41.680 --> 0:30:45.760
<v Speaker 2>kids are coming out, they gate with commercials, they've done,

0:30:45.800 --> 0:30:48.160
<v Speaker 2>they've done for ads, they've done music videos, they've they've

0:30:48.160 --> 0:30:51.520
<v Speaker 2>gone viral themselves. So you know, I think it could

0:30:51.560 --> 0:30:51.840
<v Speaker 2>be done.

0:30:52.720 --> 0:30:55.720
<v Speaker 3>And that's why TikTok was able to take off right

0:30:55.760 --> 0:30:59.040
<v Speaker 3>away because you didn't need experience. But now all there,

0:30:59.240 --> 0:31:02.360
<v Speaker 3>the real create are coming in and it's turning like

0:31:02.400 --> 0:31:05.520
<v Speaker 3>every other platform where you need to be able to storyteller,

0:31:05.520 --> 0:31:07.320
<v Speaker 3>you need to be able to have production value to

0:31:07.320 --> 0:31:07.960
<v Speaker 3>even compete.

0:31:08.720 --> 0:31:13.360
<v Speaker 1>Okay, so let's talk entertainment outlets let's talk specifically the

0:31:13.480 --> 0:31:19.080
<v Speaker 1>music business. Music business was controlled by distribution. It's hard

0:31:19.080 --> 0:31:21.280
<v Speaker 1>to get your record in the store. And even if

0:31:21.320 --> 0:31:22.720
<v Speaker 1>you got in the record store, unless you had a

0:31:22.760 --> 0:31:26.040
<v Speaker 1>continuing line of product, you couldn't get paid. Then there

0:31:26.120 --> 0:31:31.440
<v Speaker 1>was terrestrial radio. Needless to say, there are many outlets today.

0:31:32.200 --> 0:31:35.320
<v Speaker 1>If you are let's just talk one of the three

0:31:35.320 --> 0:31:39.880
<v Speaker 1>major labels in their subsidiaries. This is a two sided question.

0:31:40.560 --> 0:31:45.440
<v Speaker 1>Can they make it without social media? And b if

0:31:45.480 --> 0:31:49.320
<v Speaker 1>they want to use social media, how might they employ it?

0:31:51.160 --> 0:31:55.760
<v Speaker 2>Oh raft takes a stand ins set of the guillotine.

0:31:56.600 --> 0:32:00.200
<v Speaker 3>Okay, So it all depends on the genre. So yeah,

0:32:00.240 --> 0:32:02.920
<v Speaker 3>look at a country right now. Country music is having

0:32:03.600 --> 0:32:08.240
<v Speaker 3>an enormous rise. That doesn't happen without without TikTok and

0:32:08.280 --> 0:32:11.520
<v Speaker 3>social media being involved. But all the artists that are

0:32:11.520 --> 0:32:15.560
<v Speaker 3>doing well right now, they also have a huge touring history.

0:32:15.880 --> 0:32:19.440
<v Speaker 3>There's only one breakthrough country artist this year, which is

0:32:19.640 --> 0:32:23.680
<v Speaker 3>Zach Bryan. He told his story on social media, got

0:32:23.760 --> 0:32:25.480
<v Speaker 3>a couple million views right away.

0:32:25.520 --> 0:32:26.120
<v Speaker 2>He hit the road.

0:32:26.320 --> 0:32:29.200
<v Speaker 3>So country, you still need to hit the road. You

0:32:29.240 --> 0:32:31.800
<v Speaker 3>still need to touch the fan base and then from

0:32:31.840 --> 0:32:35.000
<v Speaker 3>there use that piece of content on social media. Now,

0:32:35.040 --> 0:32:38.360
<v Speaker 3>if we're talking about hip hop or pop music. All

0:32:38.400 --> 0:32:41.480
<v Speaker 3>you need is that iPhone, make that song, put it

0:32:41.520 --> 0:32:44.840
<v Speaker 3>out there, and they'll they'll find you, especially if you

0:32:44.880 --> 0:32:48.120
<v Speaker 3>know exactly the fan base that you're going after, because

0:32:48.160 --> 0:32:50.840
<v Speaker 3>you can find the type bet that you want to

0:32:50.880 --> 0:32:52.960
<v Speaker 3>get on, you can find the type vocal that you

0:32:53.000 --> 0:32:55.040
<v Speaker 3>want to sound on, and you go from an artist

0:32:55.080 --> 0:32:59.000
<v Speaker 3>that's at zero to seven right away and you have

0:32:59.040 --> 0:33:03.080
<v Speaker 3>a product worth selling. As far as the big major

0:33:03.160 --> 0:33:07.720
<v Speaker 3>labels and the Citi aaries, what's happening there is they're

0:33:07.880 --> 0:33:11.480
<v Speaker 3>using it as a way to sign artists, but they're

0:33:11.480 --> 0:33:14.760
<v Speaker 3>not going back to the platform and educating them on

0:33:14.840 --> 0:33:17.040
<v Speaker 3>who the artist is. They're just like, we just signed

0:33:17.040 --> 0:33:19.760
<v Speaker 3>this really cool record and we're just gonna throw money

0:33:19.760 --> 0:33:22.240
<v Speaker 3>at it. But they're not going back and saying, well,

0:33:22.360 --> 0:33:24.479
<v Speaker 3>this cool record was made by this and this and

0:33:24.520 --> 0:33:27.120
<v Speaker 3>this type of artist. They're not going back and educating

0:33:27.160 --> 0:33:30.040
<v Speaker 3>the artists because there's so much supply and there's so

0:33:30.120 --> 0:33:32.280
<v Speaker 3>much product out there that they can make money from

0:33:32.520 --> 0:33:35.760
<v Speaker 3>that they don't need to go and tell the artist's

0:33:35.760 --> 0:33:37.760
<v Speaker 3>story like they used to have.

0:33:38.600 --> 0:33:42.000
<v Speaker 1>Okay, let's focus on hip hop that you just mentioned.

0:33:42.480 --> 0:33:45.280
<v Speaker 1>You say you can look at what's happening and recreate it.

0:33:45.760 --> 0:33:47.760
<v Speaker 1>We live in a world it used to be prior

0:33:47.800 --> 0:33:51.200
<v Speaker 1>to fifteen years ago or so if you did something great,

0:33:51.320 --> 0:33:55.560
<v Speaker 1>it would surface. Not today. I can point to things

0:33:55.560 --> 0:33:59.960
<v Speaker 1>that are phenomenal in everything, whether it be streaming, television, music, whatever.

0:34:00.480 --> 0:34:04.840
<v Speaker 1>There's just so much product. Are you saying? With hip hop,

0:34:05.160 --> 0:34:09.239
<v Speaker 1>there's a way to analyze social media such that you

0:34:09.400 --> 0:34:10.520
<v Speaker 1>know you will get attention.

0:34:11.080 --> 0:34:14.600
<v Speaker 3>Same thing with the same thing with the sound and

0:34:14.680 --> 0:34:17.120
<v Speaker 3>hip hop as well, because in hip hop there's they're

0:34:17.200 --> 0:34:21.319
<v Speaker 3>typebat producers, so they can create exactly the sound of

0:34:21.640 --> 0:34:24.880
<v Speaker 3>another popular artist, and then they can create the exact

0:34:25.000 --> 0:34:28.399
<v Speaker 3>vocal chain in your house. So you can go from

0:34:28.520 --> 0:34:31.560
<v Speaker 3>I've never made a song to I just sound like

0:34:31.640 --> 0:34:34.720
<v Speaker 3>my favorite artist. And the consumer on the other side,

0:34:35.040 --> 0:34:38.480
<v Speaker 3>they're like, if I listen to I don't know a

0:34:38.560 --> 0:34:41.319
<v Speaker 3>little TJ, I'm also gonna like this artist as well

0:34:41.560 --> 0:34:42.680
<v Speaker 3>because they sound alike.

0:34:43.040 --> 0:34:44.960
<v Speaker 1>Well, let me let me ok, I get all that

0:34:45.920 --> 0:34:49.319
<v Speaker 1>you have the successful artists. I'm at home, I've replicated

0:34:49.320 --> 0:34:50.759
<v Speaker 1>and I've made something reasonable.

0:34:51.160 --> 0:34:53.960
<v Speaker 3>How do people find me easy? You just the exact

0:34:54.040 --> 0:34:57.080
<v Speaker 3>artists that you're replicating. You hit up their fan pages

0:34:58.120 --> 0:34:59.359
<v Speaker 3>and let's.

0:34:59.160 --> 0:35:02.760
<v Speaker 1>Be a little bit slower. Okay, you are the new artists.

0:35:03.160 --> 0:35:04.759
<v Speaker 1>How do you hit up their fan base?

0:35:05.040 --> 0:35:09.360
<v Speaker 3>You open up Instagram, say hey, I also sound like

0:35:09.440 --> 0:35:11.480
<v Speaker 3>the artists that you're a fan of, as you have

0:35:11.560 --> 0:35:15.799
<v Speaker 3>three thousand followers, here's my snippet of this song. Are

0:35:15.800 --> 0:35:19.640
<v Speaker 3>you open to posting it on your story? That story

0:35:19.680 --> 0:35:23.239
<v Speaker 3>gets two hundred, two hundred new listeners, right, so that

0:35:23.560 --> 0:35:25.719
<v Speaker 3>story post is going to give that new artist from

0:35:25.800 --> 0:35:29.160
<v Speaker 3>zero to two hundred new listeners. Now that algorithm is

0:35:29.239 --> 0:35:34.040
<v Speaker 3>created that shows Spotify and other platforms that this artist

0:35:34.040 --> 0:35:37.200
<v Speaker 3>sounds exactly like this big artist, so you should recommend

0:35:37.239 --> 0:35:37.600
<v Speaker 3>them more.

0:35:38.520 --> 0:35:42.160
<v Speaker 1>Okay, a little bit slower. I'm doing everything you can.

0:35:42.840 --> 0:35:46.160
<v Speaker 1>I see the followers of the big artists. I reach out.

0:35:46.520 --> 0:35:48.400
<v Speaker 1>How many do I have to reach out? How many

0:35:48.440 --> 0:35:50.080
<v Speaker 1>are gonna play with me? And what do you have

0:35:50.160 --> 0:35:52.239
<v Speaker 1>to do to incentivize them to play?

0:35:52.320 --> 0:35:54.800
<v Speaker 3>Well, you're not reaching out there to the artist directly,

0:35:54.880 --> 0:35:57.040
<v Speaker 3>I understand the fans. Yeah, you're reaching out to the

0:35:57.080 --> 0:36:00.919
<v Speaker 3>fan page. And honestly, it's very easy because they're used

0:36:00.960 --> 0:36:03.719
<v Speaker 3>to always engaging. Because a person that's running a fan

0:36:03.800 --> 0:36:07.800
<v Speaker 3>page online is also probably online twenty four to seven

0:36:08.320 --> 0:36:11.200
<v Speaker 3>so they're going to see it. It's all about I

0:36:11.239 --> 0:36:13.440
<v Speaker 3>can start this project with you today, Bob. We can

0:36:13.480 --> 0:36:17.160
<v Speaker 3>make your favorite artists happen today, and we could probably

0:36:17.200 --> 0:36:18.759
<v Speaker 3>have a million streams within a month.

0:36:19.719 --> 0:36:23.400
<v Speaker 1>Okay, just a little bit slower. I've created the snippet.

0:36:25.239 --> 0:36:28.520
<v Speaker 1>How many members of the fan base might I reach

0:36:28.560 --> 0:36:29.840
<v Speaker 1>out too?

0:36:30.840 --> 0:36:34.240
<v Speaker 3>I would reach out to fifty pages if those remember

0:36:34.280 --> 0:36:36.600
<v Speaker 3>the artist that you're replicating has to have enough of

0:36:36.640 --> 0:36:39.439
<v Speaker 3>a fan base to have a fan page too. That's

0:36:39.480 --> 0:36:41.960
<v Speaker 3>the elephant in the room. So it has to be

0:36:41.960 --> 0:36:44.080
<v Speaker 3>a big enough artist that has a bunch of fan pages.

0:36:44.360 --> 0:36:47.000
<v Speaker 3>I'll reach out to fifty. I would tell let's say

0:36:47.040 --> 0:36:53.080
<v Speaker 3>twenty of them reply back. Pay twenty bucks per story post.

0:36:53.239 --> 0:36:57.160
<v Speaker 3>Then I'm getting my first ten thousand listeners. Then the

0:36:57.239 --> 0:36:58.759
<v Speaker 3>algorithm will just serve me too.

0:36:59.040 --> 0:37:02.400
<v Speaker 1>Okay, but ultimately, you were compensating these people.

0:37:02.520 --> 0:37:04.080
<v Speaker 3>If you want to get a quicker, if you want

0:37:04.120 --> 0:37:04.760
<v Speaker 3>to get a quicker.

0:37:04.800 --> 0:37:07.840
<v Speaker 2>But we've also been in a position where we had

0:37:07.920 --> 0:37:10.719
<v Speaker 2>no money to pay anybody, and it's just a matter

0:37:10.800 --> 0:37:14.319
<v Speaker 2>of See, that's the thing that see. I think the

0:37:14.400 --> 0:37:16.640
<v Speaker 2>reason why Bob keeps zooming out is because we have

0:37:16.719 --> 0:37:19.640
<v Speaker 2>to go deeper. And deeper into the core. Check this out.

0:37:20.520 --> 0:37:22.880
<v Speaker 2>Raf said something very important, which is, you know sometimes

0:37:22.920 --> 0:37:27.360
<v Speaker 2>people sign a song, but they're not signing the artists, right, Okay,

0:37:27.719 --> 0:37:31.799
<v Speaker 2>so let's start there. When you have the money for it.

0:37:33.040 --> 0:37:35.120
<v Speaker 2>We might not even use the money. This is just

0:37:35.160 --> 0:37:37.920
<v Speaker 2>an opportunity for you to take your artist to the

0:37:37.960 --> 0:37:41.359
<v Speaker 2>gym and say, hey, Miho, you got to reach out

0:37:41.400 --> 0:37:44.279
<v Speaker 2>to three hundred people. You have to do it from

0:37:44.320 --> 0:37:46.239
<v Speaker 2>your page because and you have to do it with

0:37:46.280 --> 0:37:50.080
<v Speaker 2>your voice notes because I'm not you. Do you want

0:37:50.120 --> 0:37:51.880
<v Speaker 2>it more or do I want it more than you?

0:37:52.520 --> 0:37:55.120
<v Speaker 2>It's a very beautiful opportunity, and I think that every

0:37:55.920 --> 0:37:57.920
<v Speaker 2>if this is what you do, if you help artists,

0:37:57.920 --> 0:38:00.520
<v Speaker 2>if you help creators, it's very important for you to

0:38:00.560 --> 0:38:03.280
<v Speaker 2>be able to find these assignments that also get results.

0:38:03.320 --> 0:38:07.680
<v Speaker 2>So these get results. But okay, now the other zoom

0:38:07.719 --> 0:38:10.040
<v Speaker 2>out question from Bob Okay, I've done that. No one's

0:38:10.040 --> 0:38:12.959
<v Speaker 2>posted it. Cool. Now you go back to the gym

0:38:13.080 --> 0:38:16.000
<v Speaker 2>and you work on your product, the problem that we've

0:38:16.000 --> 0:38:20.480
<v Speaker 2>had for the last you know, thirty years or whatever. Like, yes,

0:38:20.600 --> 0:38:22.239
<v Speaker 2>you might have a good song, you might be in

0:38:22.239 --> 0:38:27.760
<v Speaker 2>a good algorithm, and honestly, like labels aren't signing bad things,

0:38:27.880 --> 0:38:30.319
<v Speaker 2>and they're also not putting out bad things, like this

0:38:30.400 --> 0:38:33.439
<v Speaker 2>is good stuff, it's just that it's not good enough.

0:38:34.280 --> 0:38:37.920
<v Speaker 2>And so okay, let's say that your product or your

0:38:37.920 --> 0:38:40.120
<v Speaker 2>song is not good enough, then what do you have?

0:38:40.200 --> 0:38:44.120
<v Speaker 2>Are you very attractive? Okay, you're not attractive. You're like me,

0:38:44.640 --> 0:38:46.960
<v Speaker 2>all right. So that means that you have to build

0:38:46.960 --> 0:38:49.080
<v Speaker 2>a community and interest around what you want to do.

0:38:50.960 --> 0:38:53.160
<v Speaker 2>And so that's why when you zoom out in, zoom outain,

0:38:53.200 --> 0:38:55.799
<v Speaker 2>zoom out, it starts at the core. Man. It's like, look, dude,

0:38:57.600 --> 0:38:59.959
<v Speaker 2>do you do you want to be a musician because

0:39:00.080 --> 0:39:01.600
<v Speaker 2>you want to hop into a scene and have a

0:39:01.600 --> 0:39:03.960
<v Speaker 2>blast and have an amazing youth and maybe put that

0:39:04.000 --> 0:39:06.799
<v Speaker 2>money in real estate? Cool? Do you want to start

0:39:06.800 --> 0:39:09.600
<v Speaker 2>a community? And do you want to start a movement?

0:39:09.600 --> 0:39:12.040
<v Speaker 2>Because you're passionate about this genre. You're passionate about this

0:39:12.120 --> 0:39:15.439
<v Speaker 2>Da da da da da. We've seen it and you live.

0:39:16.080 --> 0:39:17.799
<v Speaker 2>You live during the time that I wish I was alive.

0:39:17.800 --> 0:39:20.279
<v Speaker 2>I wish I was alive when a dude came up

0:39:20.320 --> 0:39:22.640
<v Speaker 2>to me in an alley and was like, yo, you

0:39:22.719 --> 0:39:24.759
<v Speaker 2>look like you would like to get punched in the

0:39:24.760 --> 0:39:27.560
<v Speaker 2>middle of the night listening to Metallica. Who's Metallica? You

0:39:27.560 --> 0:39:30.440
<v Speaker 2>don't know? Here's this cassette. Come back tomorrow and I'll

0:39:30.440 --> 0:39:32.279
<v Speaker 2>show you where the show's at. I wish I was

0:39:32.320 --> 0:39:33.080
<v Speaker 2>alive at that time.

0:39:34.360 --> 0:39:36.760
<v Speaker 3>And in twenty twenty, we did that with an artist

0:39:36.840 --> 0:39:39.200
<v Speaker 3>and we did like we did it in a hip

0:39:39.280 --> 0:39:41.879
<v Speaker 3>hop yep. So we you talk about in real life

0:39:41.880 --> 0:39:45.440
<v Speaker 3>and real yeah, yeah we So basically what he's saying.

0:39:45.600 --> 0:39:49.319
<v Speaker 3>I had the artist message three hundred creators yep, and

0:39:49.360 --> 0:39:54.360
<v Speaker 3>I was like, the artist that you're mimicking also is

0:39:54.400 --> 0:39:58.160
<v Speaker 3>followed by these specific creators. These creators all play this

0:39:58.480 --> 0:40:01.239
<v Speaker 3>specific video game, which is for Day. So I had

0:40:01.320 --> 0:40:04.400
<v Speaker 3>him message every single creator. We had about a twenty

0:40:04.400 --> 0:40:08.840
<v Speaker 3>percent response, right. We flip that to about eighty million

0:40:08.880 --> 0:40:11.080
<v Speaker 3>streams within a year. The artist was at zero.

0:40:11.520 --> 0:40:15.480
<v Speaker 1>Okay, we signed to learn clear why does this work

0:40:15.640 --> 0:40:18.480
<v Speaker 1>in pop and hip hop and not other genres?

0:40:18.760 --> 0:40:23.800
<v Speaker 2>It works in every genre and not in country because

0:40:24.200 --> 0:40:28.040
<v Speaker 2>in country music they did they were slower to get

0:40:28.080 --> 0:40:28.880
<v Speaker 2>on social media.

0:40:29.320 --> 0:40:30.640
<v Speaker 1>So it's just a matter of when.

0:40:31.040 --> 0:40:34.400
<v Speaker 3>Yeah, bingo, yeah, okay, this.

0:40:34.320 --> 0:40:40.520
<v Speaker 1>Is all general. You guys represent talent. How many people

0:40:40.560 --> 0:40:51.120
<v Speaker 1>do you represent today? Eight that's not very many. Okay,

0:40:51.320 --> 0:40:55.360
<v Speaker 1>of your overall time, how much is focused on those

0:40:55.400 --> 0:40:57.160
<v Speaker 1>eight as opposed to whatever.

0:40:59.000 --> 0:41:02.080
<v Speaker 2>That's a tough question. It's it's pretty tough to scale.

0:41:02.840 --> 0:41:06.359
<v Speaker 2>But we divide and conquer. So we're three founders and

0:41:06.400 --> 0:41:11.640
<v Speaker 2>then we have eight managers. Well, we have twenty seven

0:41:11.680 --> 0:41:14.600
<v Speaker 2>people in staff first of all, so this is impossible

0:41:14.600 --> 0:41:16.200
<v Speaker 2>to do without a fucking big ass team.

0:41:16.520 --> 0:41:21.200
<v Speaker 1>Okay, everybody's on a weekly salary. What do you mean

0:41:21.440 --> 0:41:23.719
<v Speaker 1>as opposed to you work and I pay it two

0:41:23.760 --> 0:41:25.160
<v Speaker 1>hundred dollars when I see the work?

0:41:25.520 --> 0:41:27.719
<v Speaker 2>Oh r no, no, we well, we have vendors for

0:41:27.800 --> 0:41:28.440
<v Speaker 2>different things.

0:41:29.200 --> 0:41:31.719
<v Speaker 1>All twenty seven know that they're going to get paid

0:41:31.719 --> 0:41:32.160
<v Speaker 1>every week.

0:41:32.160 --> 0:41:34.000
<v Speaker 2>Oh yeah, yeah, okay, yeah yeah no, but yeah, we

0:41:34.000 --> 0:41:36.200
<v Speaker 2>have vendors for different things like marketing that will will

0:41:36.239 --> 0:41:37.839
<v Speaker 2>hire some of whatever. But no, like we have twenty

0:41:37.880 --> 0:41:40.920
<v Speaker 2>seven employees, not all of them are managers, some of

0:41:40.920 --> 0:41:43.040
<v Speaker 2>them are coordinators, some of them are just specifically social

0:41:43.080 --> 0:41:47.000
<v Speaker 2>media people. You know, my brother he's nineteen, runs the

0:41:47.120 --> 0:41:49.759
<v Speaker 2>editing team. Like you know, we also stratboot and we're

0:41:49.800 --> 0:41:52.759
<v Speaker 2>also immigrants, so we know, you know, we make sure

0:41:52.800 --> 0:41:57.359
<v Speaker 2>the family works. But no, how we scale it is

0:41:57.760 --> 0:41:59.600
<v Speaker 2>pretty tough, but we divide it in three.

0:41:59.560 --> 0:42:03.200
<v Speaker 1>No, no, no, no, no, no, different question. You have these

0:42:03.320 --> 0:42:05.880
<v Speaker 1>eight artists, he.

0:42:05.920 --> 0:42:09.000
<v Speaker 3>Said, fifty eighty eight. That's why I don't know.

0:42:09.160 --> 0:42:12.440
<v Speaker 1>That's why I got confused. Fifty eight. Let me let

0:42:12.440 --> 0:42:14.480
<v Speaker 1>me go to the other half of the question. Anyway,

0:42:15.600 --> 0:42:19.799
<v Speaker 1>at twenty five seven media, is all your work and

0:42:19.920 --> 0:42:23.400
<v Speaker 1>income based on those fifty eight or is there another

0:42:23.520 --> 0:42:25.640
<v Speaker 1>business of consulting and doing what it is?

0:42:25.760 --> 0:42:28.920
<v Speaker 3>So we we've done marketing for every major label in

0:42:28.960 --> 0:42:30.640
<v Speaker 3>the book for the last three years.

0:42:30.760 --> 0:42:31.960
<v Speaker 1>And are you still doing that?

0:42:32.880 --> 0:42:38.080
<v Speaker 3>No, because we still do it for like very few

0:42:38.520 --> 0:42:40.600
<v Speaker 3>friends here and there, but we like to do it

0:42:40.600 --> 0:42:43.400
<v Speaker 3>in the house because you know, you own the asset,

0:42:43.560 --> 0:42:45.719
<v Speaker 3>like you own the music that you're putting on with

0:42:45.840 --> 0:42:48.680
<v Speaker 3>the artists, so that there's a higher return there than

0:42:49.080 --> 0:42:51.040
<v Speaker 3>getting someone else's record to move on the chart.

0:42:51.160 --> 0:42:56.080
<v Speaker 1>Okay, So, for whatever reason, you don't want me to

0:42:56.120 --> 0:43:00.000
<v Speaker 1>be your fifty ninth artist. Is there somebody like you?

0:43:00.120 --> 0:43:02.280
<v Speaker 1>Guys who I could say, well, I didn't use twenty

0:43:02.320 --> 0:43:05.680
<v Speaker 1>five seven, I use three six media. Are there other

0:43:05.719 --> 0:43:07.080
<v Speaker 1>people out there of your caliber?

0:43:07.640 --> 0:43:10.480
<v Speaker 3>Yeah? I would it would be ignorant to say they're not.

0:43:10.760 --> 0:43:12.799
<v Speaker 3>And there's also and you know where they are.

0:43:13.200 --> 0:43:15.480
<v Speaker 2>They're a group of friends on a discord that don't

0:43:15.520 --> 0:43:17.080
<v Speaker 2>even know that they're twenty five to seven yet.

0:43:17.239 --> 0:43:21.960
<v Speaker 3>Yeah, like before we got in the space, we well,

0:43:22.000 --> 0:43:25.600
<v Speaker 3>I was a song promoter from labels years ago. So

0:43:25.680 --> 0:43:29.560
<v Speaker 3>what I would do is I would get specific records

0:43:29.920 --> 0:43:33.160
<v Speaker 3>moving in specific territories on Spotify. I didn't know that

0:43:33.320 --> 0:43:37.319
<v Speaker 3>was an actual talent like they. I just thought I

0:43:37.360 --> 0:43:40.640
<v Speaker 3>was just a kid making Spotify playlist, driving traffic. And

0:43:40.640 --> 0:43:42.520
<v Speaker 3>then you see the song number one of the Philippines

0:43:42.719 --> 0:43:44.680
<v Speaker 3>and you're a part of it, and you're like, well,

0:43:44.760 --> 0:43:47.080
<v Speaker 3>I got paid like five hundred bucks for this. So

0:43:47.200 --> 0:43:49.200
<v Speaker 3>then as I got older, I was like, oh, this

0:43:49.280 --> 0:43:53.000
<v Speaker 3>is where the ball is moving towards digital. And then

0:43:53.120 --> 0:43:56.560
<v Speaker 3>I became empowered. And then when Covid hit, it made

0:43:56.600 --> 0:43:59.279
<v Speaker 3>us even more empowered because all that all those ad

0:43:59.320 --> 0:44:01.319
<v Speaker 3>dollars that they were going to put everywhere else, They're like,

0:44:01.360 --> 0:44:03.160
<v Speaker 3>we have to give it to these young guys. And

0:44:03.200 --> 0:44:05.640
<v Speaker 3>there's a kid right now that's learning a platform that

0:44:05.719 --> 0:44:09.040
<v Speaker 3>we're ignoring in this conversation that's gonna crush us in

0:44:09.080 --> 0:44:14.480
<v Speaker 3>three to four years.

0:44:16.719 --> 0:44:20.520
<v Speaker 1>Okay, this is a side note, but now since we've

0:44:20.520 --> 0:44:24.840
<v Speaker 1>had social media influencers in excess of a decade, you

0:44:25.000 --> 0:44:29.000
<v Speaker 1>have incredible burnout because on one hand, you have to

0:44:29.040 --> 0:44:33.440
<v Speaker 1>post every day another land that becomes very tedious no

0:44:33.480 --> 0:44:36.960
<v Speaker 1>matter how much money you're making. Has this been your experience.

0:44:37.680 --> 0:44:41.759
<v Speaker 2>We deal with burnout in different ways. I think that

0:44:42.080 --> 0:44:44.960
<v Speaker 2>actually all three of us have different ways of dealing

0:44:44.960 --> 0:44:47.799
<v Speaker 2>with it all. At Raf kind of talk about the

0:44:47.800 --> 0:44:50.160
<v Speaker 2>way he deals with burnout when it comes to creators.

0:44:50.160 --> 0:44:53.520
<v Speaker 2>But when they if they come to me, it's because

0:44:53.560 --> 0:44:56.840
<v Speaker 2>they've already tried, you know, all the conventional things that

0:44:56.880 --> 0:44:58.719
<v Speaker 2>I've already put out there on the TikTok that they

0:44:58.719 --> 0:45:02.200
<v Speaker 2>can watch, right, they've already tried all the all the tutorials.

0:45:02.560 --> 0:45:04.560
<v Speaker 2>But if they come to one of us and they're

0:45:04.600 --> 0:45:07.040
<v Speaker 2>honest about it, first you have to make sure that

0:45:07.040 --> 0:45:09.480
<v Speaker 2>they're honest about it. And it doesn't mean that they're

0:45:09.560 --> 0:45:11.919
<v Speaker 2>lying to you. It's just so that you can identify, like, hey,

0:45:12.280 --> 0:45:15.560
<v Speaker 2>is this truly, you know, burnout or is it that

0:45:15.680 --> 0:45:18.000
<v Speaker 2>it's just the wrong song and you just don't like

0:45:18.040 --> 0:45:20.440
<v Speaker 2>the song, you know? And I think that by the

0:45:20.480 --> 0:45:22.400
<v Speaker 2>time that they come to us, what I like to

0:45:22.440 --> 0:45:26.000
<v Speaker 2>do is I like to take them through, you know,

0:45:26.040 --> 0:45:29.240
<v Speaker 2>the steps of breaking it down honestly, Like, look, dude,

0:45:30.000 --> 0:45:31.560
<v Speaker 2>sometimes you just have to tell them like, hey man,

0:45:31.600 --> 0:45:34.360
<v Speaker 2>maybe you're just not passionate about, you know, the the

0:45:34.440 --> 0:45:36.399
<v Speaker 2>lyrics that you're saying. Maybe you don't believe them, maybe

0:45:36.400 --> 0:45:39.319
<v Speaker 2>you outgru them. You know. Sometimes people, I mean, people

0:45:39.360 --> 0:45:41.319
<v Speaker 2>have been with us for four years now. There are

0:45:41.360 --> 0:45:45.160
<v Speaker 2>worlds where we signed someone at you know, nineteen, and

0:45:45.920 --> 0:45:48.560
<v Speaker 2>now they're in their twenties and they're a different person.

0:45:49.320 --> 0:45:51.239
<v Speaker 2>Maybe their fan base wants them to be that and

0:45:51.280 --> 0:45:56.080
<v Speaker 2>they're not. And so, you know, burnout can increase and

0:45:56.200 --> 0:45:59.680
<v Speaker 2>the candle burns from multiple ends when there are these

0:46:00.360 --> 0:46:02.759
<v Speaker 2>things other than just doing your job. One of the

0:46:02.760 --> 0:46:05.759
<v Speaker 2>things that I notice is that when the artists or

0:46:05.800 --> 0:46:08.480
<v Speaker 2>the content creator is actually passionate about their work and

0:46:08.520 --> 0:46:11.640
<v Speaker 2>they're passionate about what they're putting out, it's a I

0:46:11.640 --> 0:46:13.680
<v Speaker 2>don't want to say that it doesn't happen, but burnout

0:46:13.719 --> 0:46:14.080
<v Speaker 2>is rare.

0:46:14.840 --> 0:46:16.279
<v Speaker 1>It really well, you know, we go back to one

0:46:16.280 --> 0:46:21.120
<v Speaker 1>of the original influencers, Jenna Marbles. She gave up people

0:46:21.120 --> 0:46:23.959
<v Speaker 1>who feel that there's so much pressure to post every

0:46:24.120 --> 0:46:28.640
<v Speaker 1>day sure that they they just you know, spiral out.

0:46:28.920 --> 0:46:32.240
<v Speaker 3>Well, here's here's a couple of things. So to avoid burnout,

0:46:32.239 --> 0:46:34.799
<v Speaker 3>you need a team that's always pushing your content without

0:46:34.880 --> 0:46:38.560
<v Speaker 3>you click and upload. So we have one of our artists,

0:46:39.000 --> 0:46:41.319
<v Speaker 3>he walks around, he goes shop, he would that would

0:46:41.320 --> 0:46:43.600
<v Speaker 3>be a normal day that he would do. Doesn't have

0:46:43.640 --> 0:46:46.120
<v Speaker 3>to interact with the camera at all. We shoot that

0:46:46.320 --> 0:46:48.719
<v Speaker 3>and then that's what we post. He doesn't have to

0:46:48.719 --> 0:46:51.279
<v Speaker 3>do anything different. He ate a burrito when I was

0:46:51.320 --> 0:46:54.879
<v Speaker 3>with him, I took a video of that. Two million

0:46:54.880 --> 0:47:00.000
<v Speaker 3>of you. He doesn't have to open up his TikTok account.

0:47:00.800 --> 0:47:04.160
<v Speaker 3>That's him right. There's other artists that need to create

0:47:04.200 --> 0:47:08.319
<v Speaker 3>content for their music or whatever they're making. That has

0:47:08.360 --> 0:47:11.720
<v Speaker 3>to be more personable. And then the elephant in the room,

0:47:12.080 --> 0:47:14.839
<v Speaker 3>what's your why? If you came to me three years

0:47:14.840 --> 0:47:17.839
<v Speaker 3>ago and your why was to be a superstar, and

0:47:18.200 --> 0:47:21.920
<v Speaker 3>their superstar level expectations, you have to do things that

0:47:22.000 --> 0:47:24.560
<v Speaker 3>you don't want to do. But if your goal was

0:47:24.600 --> 0:47:28.000
<v Speaker 3>to make become a self sufficient business or you know,

0:47:28.000 --> 0:47:30.680
<v Speaker 3>be a six figure, seven figure business, and we hit that,

0:47:31.680 --> 0:47:35.680
<v Speaker 3>go to Japan, shout out to ninety three. If she took.

0:47:35.880 --> 0:47:39.600
<v Speaker 1>Okay okay, you said to become a superstar, you have

0:47:39.680 --> 0:47:41.880
<v Speaker 1>to do things you don't want to do. Give me

0:47:41.920 --> 0:47:43.680
<v Speaker 1>two examples of things I might have to do to

0:47:43.719 --> 0:47:45.520
<v Speaker 1>become a superstar that I don't want to do.

0:47:45.640 --> 0:47:51.359
<v Speaker 3>Okay, so right now, the live feature is massive. A

0:47:51.360 --> 0:47:54.000
<v Speaker 3>person with a huge platform that wants to keep their

0:47:54.040 --> 0:47:57.000
<v Speaker 3>fans engaged needs to go on live at least once

0:47:57.040 --> 0:48:00.320
<v Speaker 3>a month for an hour and talk to fans, almost

0:48:00.360 --> 0:48:02.440
<v Speaker 3>like you're doing a meet and greet. A lot of

0:48:02.520 --> 0:48:05.480
<v Speaker 3>artists have social anxiety. A lot of artists don't want

0:48:05.480 --> 0:48:08.040
<v Speaker 3>to be on live. They want to have more of

0:48:08.080 --> 0:48:11.840
<v Speaker 3>their videos, you know, edit it a certain way. But

0:48:11.960 --> 0:48:15.160
<v Speaker 3>a superstar needs to have a meet and greet on

0:48:15.280 --> 0:48:18.160
<v Speaker 3>digital with the artist sadly nowadays at least once a month.

0:48:18.800 --> 0:48:22.760
<v Speaker 1>Okay, pull back for a second. What do I need

0:48:23.400 --> 0:48:25.920
<v Speaker 1>for you to sign me? You got fifty eight people

0:48:26.440 --> 0:48:29.920
<v Speaker 1>you're working with. You're always calming for new talent. What

0:48:29.920 --> 0:48:30.719
<v Speaker 1>are you looking for?

0:48:31.760 --> 0:48:32.680
<v Speaker 3>Depending on who you ask?

0:48:32.719 --> 0:48:35.919
<v Speaker 2>Depending on who you ask? Like he's all about music. Yeah,

0:48:35.920 --> 0:48:39.239
<v Speaker 2>I'll finish. I'll finish the concept. And I'll even touch

0:48:39.320 --> 0:48:40.960
<v Speaker 2>on Jenna Marbles because that's close to home, because I

0:48:41.000 --> 0:48:44.960
<v Speaker 2>love her. So the reason she stopped is because she

0:48:45.160 --> 0:48:49.080
<v Speaker 2>loved comedy. That's what she loved. And in the world

0:48:49.160 --> 0:48:52.200
<v Speaker 2>and the climate that we're in, you know, being you know,

0:48:52.239 --> 0:48:55.600
<v Speaker 2>a white woman making jokes, it's something that you know,

0:48:55.640 --> 0:48:57.680
<v Speaker 2>there are jokes that she regretted. But then she just

0:48:57.719 --> 0:49:01.200
<v Speaker 2>had so much anxiety with the platform as big as

0:49:01.200 --> 0:49:05.440
<v Speaker 2>she had and with making a mistake that it crumbled her.

0:49:06.560 --> 0:49:09.960
<v Speaker 2>And so again that's when we go into are you

0:49:10.080 --> 0:49:13.279
<v Speaker 2>actually burning the candle from the other end us as

0:49:13.360 --> 0:49:16.640
<v Speaker 2>the team, I make sure that the flame is burning

0:49:16.680 --> 0:49:19.680
<v Speaker 2>in a controllable way, but if it's melting on different sides,

0:49:19.719 --> 0:49:21.480
<v Speaker 2>then we have to be honest about it. Hey, dude, like,

0:49:21.800 --> 0:49:24.319
<v Speaker 2>maybe these lyrics are not it for you anymore. You

0:49:24.360 --> 0:49:28.399
<v Speaker 2>can't you can't rap about suicide anymore. Maybe you can't

0:49:28.480 --> 0:49:31.120
<v Speaker 2>do that, and maybe that's what's stopping you from from

0:49:31.160 --> 0:49:34.520
<v Speaker 2>from going deeper and being honest about you know, why

0:49:34.600 --> 0:49:37.680
<v Speaker 2>it is that you procrastinate, why it is that you

0:49:37.719 --> 0:49:40.680
<v Speaker 2>push it, why it is that you're not executing. And

0:49:40.719 --> 0:49:43.360
<v Speaker 2>that's when the candle burns on both ends of the sticks.

0:49:43.360 --> 0:49:45.319
<v Speaker 2>And that's why people like Genna Marbles have that big

0:49:45.360 --> 0:49:48.120
<v Speaker 2>of a platform also big expectations from their fans to

0:49:48.160 --> 0:49:51.840
<v Speaker 2>be funny. Now, the climate is very anti funny, you know,

0:49:52.239 --> 0:49:53.040
<v Speaker 2>et cetera, et cetera.

0:49:53.160 --> 0:49:56.640
<v Speaker 1>So let's slow down there. Yeah, tell me more about

0:49:56.640 --> 0:49:58.200
<v Speaker 1>the climate being the anti funny.

0:49:58.680 --> 0:50:03.120
<v Speaker 2>Well, that's funny, but see that's funny. But with her

0:50:04.600 --> 0:50:07.080
<v Speaker 2>there are jokes that didn't age well, plain and simple.

0:50:07.440 --> 0:50:10.040
<v Speaker 1>I know that, but I'm trying to say. I'm sitting

0:50:10.080 --> 0:50:13.160
<v Speaker 1>at home, I want to make it. Are you telling

0:50:13.239 --> 0:50:17.600
<v Speaker 1>me that you know? Today generally speaking, we're not looking

0:50:17.640 --> 0:50:19.120
<v Speaker 1>for funny. We're looking for something else.

0:50:20.760 --> 0:50:24.280
<v Speaker 2>Man, It's just that funny is it's just a dangerous

0:50:24.360 --> 0:50:27.640
<v Speaker 2>territory man whatever, especially for gen zers, Like there's gen

0:50:27.719 --> 0:50:30.239
<v Speaker 2>zers that I'm telling you do not care, like these

0:50:30.320 --> 0:50:33.960
<v Speaker 2>kids are scary, like some of the things that they

0:50:34.040 --> 0:50:35.120
<v Speaker 2>share on social.

0:50:35.600 --> 0:50:38.719
<v Speaker 3>Yeah, I mean it's what he's The anti funny thing

0:50:38.840 --> 0:50:41.600
<v Speaker 3>is if a comedian set a joke or an individual

0:50:41.640 --> 0:50:44.839
<v Speaker 3>set of joke, we would allow that. Right nowadays, you

0:50:44.880 --> 0:50:47.840
<v Speaker 3>can't come in and thinking you're Seine Seinfeld earned the

0:50:47.960 --> 0:50:51.000
<v Speaker 3>right to say that joke, and with social media they

0:50:51.040 --> 0:50:53.759
<v Speaker 3>will make sure to let you know right away or

0:50:53.800 --> 0:50:57.680
<v Speaker 3>whoever your boss is that hey, so and so is

0:50:57.800 --> 0:50:59.920
<v Speaker 3>a teacher at this school. But it is also trying

0:50:59.920 --> 0:51:03.120
<v Speaker 3>to make this type of content online. There was a

0:51:03.160 --> 0:51:04.080
<v Speaker 3>teacher recently.

0:51:04.360 --> 0:51:07.719
<v Speaker 1>Okay, just to be clear, it's not that the audience

0:51:07.840 --> 0:51:11.560
<v Speaker 1>doesn't want funny, it's just if you specialize in funny,

0:51:11.760 --> 0:51:12.920
<v Speaker 1>it's a dangerous territory.

0:51:13.000 --> 0:51:15.360
<v Speaker 2>It's a dangerous territory because you're going to be criticized

0:51:15.400 --> 0:51:18.279
<v Speaker 2>in the same way that if you think that you're

0:51:18.400 --> 0:51:21.919
<v Speaker 2>a good battle rapper and you start making rap music

0:51:21.960 --> 0:51:23.960
<v Speaker 2>instead of mumbo hip hop, you're gonna get cooked by

0:51:23.960 --> 0:51:25.080
<v Speaker 2>the people that know how to rap.

0:51:25.840 --> 0:51:30.000
<v Speaker 1>Okay, Yeah, let's just say you got fifty eight clients,

0:51:30.760 --> 0:51:33.800
<v Speaker 1>what genres? What are those fifty How many are in music?

0:51:34.160 --> 0:51:37.000
<v Speaker 1>How many are only fans? What are the fifty eight?

0:51:38.920 --> 0:51:40.879
<v Speaker 2>Oh man, you're gonna have to help me with that. Well,

0:51:41.880 --> 0:51:42.799
<v Speaker 2>how many music people do with?

0:51:42.880 --> 0:51:45.759
<v Speaker 3>Yeah, I mean it gets complicated. So it's fifty eight exclusive,

0:51:45.840 --> 0:51:48.080
<v Speaker 3>two hundred and fifty non exclusive that we work on

0:51:48.120 --> 0:51:52.960
<v Speaker 3>social media with. So you're overall three hundred. Music is

0:51:53.000 --> 0:51:56.920
<v Speaker 3>about twenty four and then the rest would be a

0:51:57.000 --> 0:51:58.439
<v Speaker 3>hybrid between YouTube and.

0:51:58.360 --> 0:52:02.279
<v Speaker 1>Only fans, between what and only fans, you.

0:52:02.239 --> 0:52:06.240
<v Speaker 3>Tube creators and only fans. But it's kind of everybody

0:52:06.239 --> 0:52:09.440
<v Speaker 3>has kind of similar goals. Believe it or not. Everybody

0:52:09.520 --> 0:52:13.480
<v Speaker 3>has to create a community. So on music right now,

0:52:13.520 --> 0:52:16.920
<v Speaker 3>a big thing is a broadcast channel. So there's specific

0:52:17.000 --> 0:52:20.320
<v Speaker 3>members that join there and they can either subscribe or

0:52:20.400 --> 0:52:23.640
<v Speaker 3>join for free that a musician can just give them

0:52:24.040 --> 0:52:27.919
<v Speaker 3>snippets or music that won't hit all platforms. And that's

0:52:27.960 --> 0:52:30.560
<v Speaker 3>exactly how it works for the YouTube creators and only

0:52:30.600 --> 0:52:31.160
<v Speaker 3>fans as well.

0:52:31.640 --> 0:52:36.160
<v Speaker 1>Okay, let's focus solely on only fans. Is it one

0:52:36.280 --> 0:52:40.640
<v Speaker 1>hundred percent pornography or is anybody making money without taking

0:52:40.680 --> 0:52:41.280
<v Speaker 1>their clothes?

0:52:41.560 --> 0:52:43.680
<v Speaker 2>Oh? Yeah, we have a ton that are making money

0:52:43.760 --> 0:52:46.880
<v Speaker 2>with say about like forty percent of the roster doesn't

0:52:46.920 --> 0:52:47.839
<v Speaker 2>take their clothes off at all.

0:52:47.960 --> 0:52:49.920
<v Speaker 1>And what are they selling? Are they selling sex?

0:52:51.000 --> 0:52:54.800
<v Speaker 2>Some of them are, some of them are selling bikini photos,

0:52:54.880 --> 0:52:59.120
<v Speaker 2>some of them are selling connection, connection, and also just

0:52:59.200 --> 0:53:03.839
<v Speaker 2>live streaming like watching watching anime together, like it's all

0:53:03.920 --> 0:53:04.959
<v Speaker 2>kinds of Okay.

0:53:05.080 --> 0:53:09.319
<v Speaker 1>Let me be very specific. How much are sexually oriented?

0:53:09.680 --> 0:53:12.760
<v Speaker 1>That could be sex conversation, that could be bikini photos,

0:53:12.760 --> 0:53:15.319
<v Speaker 1>that could be taking off all your clothes? Yea, what

0:53:15.440 --> 0:53:18.400
<v Speaker 1>percentage of the people you represent are in that category

0:53:18.440 --> 0:53:19.920
<v Speaker 1>as opposed to another category?

0:53:19.960 --> 0:53:22.799
<v Speaker 2>There's different levels of boundaries, I'd say, But yeah, of

0:53:22.800 --> 0:53:26.960
<v Speaker 2>course it's it's risque, but there there's an art to it,

0:53:27.000 --> 0:53:27.840
<v Speaker 2>like there are people.

0:53:27.600 --> 0:53:30.440
<v Speaker 1>No, no, no, no, I just want to know, is

0:53:30.480 --> 0:53:34.400
<v Speaker 1>anybody making good money not in that riskue territory?

0:53:34.440 --> 0:53:34.920
<v Speaker 2>Absolutely?

0:53:35.160 --> 0:53:36.359
<v Speaker 1>Yeah, what are they doing?

0:53:36.719 --> 0:53:39.080
<v Speaker 2>Uh? They're the ones that are that are doing bikini

0:53:39.120 --> 0:53:40.840
<v Speaker 2>pictures and watching anime with their fans.

0:53:41.160 --> 0:53:44.680
<v Speaker 1>Yeah, okay, let's say I'm not wearing a bikini, I'm

0:53:44.719 --> 0:53:48.520
<v Speaker 1>wearing a hoodie and ben sweatpants. Can I build a

0:53:48.560 --> 0:53:50.840
<v Speaker 1>business watching anime with my fans?

0:53:51.160 --> 0:53:53.360
<v Speaker 2>Yeah, you can, and that's called being a live streamer

0:53:53.400 --> 0:53:55.000
<v Speaker 2>on the just chat on Twitch is just not the

0:53:55.040 --> 0:53:55.680
<v Speaker 2>right platform.

0:53:55.840 --> 0:53:58.160
<v Speaker 1>Okay, but on only fans talk about only.

0:53:58.320 --> 0:54:01.040
<v Speaker 3>That's that's the issue with that's the issue only like

0:54:01.200 --> 0:54:03.360
<v Speaker 3>the way the way you only fans, there's going to

0:54:03.400 --> 0:54:05.640
<v Speaker 3>be a sexual component somewhere.

0:54:06.360 --> 0:54:08.319
<v Speaker 2>Yeah. For for us at least, we're not in the

0:54:08.360 --> 0:54:10.600
<v Speaker 2>business of, you know, going up to someone and telling

0:54:10.640 --> 0:54:13.000
<v Speaker 2>them that they can make a million dollars by doing

0:54:13.160 --> 0:54:16.120
<v Speaker 2>like a cooking show, which is what OnlyFans is trying

0:54:16.200 --> 0:54:20.120
<v Speaker 2>to do. Right, But it's I know that it happens

0:54:20.120 --> 0:54:22.239
<v Speaker 2>for them. I don't have the day.

0:54:22.400 --> 0:54:26.520
<v Speaker 1>Yeah, I understand you answered my question. Yeah, Okay, let's

0:54:26.600 --> 0:54:33.320
<v Speaker 1>assume I am making sexually oriented content and only fans.

0:54:33.960 --> 0:54:36.759
<v Speaker 1>Is that the end? Or are there any opportunities that

0:54:36.920 --> 0:54:38.279
<v Speaker 1>only fans might lead to?

0:54:38.480 --> 0:54:40.640
<v Speaker 2>Yeah? See, that's the cool thing about what we do

0:54:41.000 --> 0:54:43.400
<v Speaker 2>is what what the only fans side of the business

0:54:43.400 --> 0:54:46.279
<v Speaker 2>and digital One of the mottos is that you know,

0:54:46.280 --> 0:54:48.719
<v Speaker 2>no digital girl is going to die doing OnlyFans. So

0:54:49.200 --> 0:54:52.759
<v Speaker 2>the point really is to build a platform. That's the

0:54:52.840 --> 0:54:56.200
<v Speaker 2>number one priority, and then to monetize on it. Once

0:54:56.239 --> 0:54:57.560
<v Speaker 2>you have that money, what do you want to do

0:54:57.560 --> 0:54:59.360
<v Speaker 2>with that money? Do you want to start a YouTube channel, streaming?

0:54:59.400 --> 0:55:01.920
<v Speaker 2>Do you want to launch brand? Which we've done all

0:55:02.000 --> 0:55:02.560
<v Speaker 2>those things.

0:55:03.160 --> 0:55:05.640
<v Speaker 3>Look at Kim Kardashian, that should I just.

0:55:05.840 --> 0:55:09.040
<v Speaker 1>From Oh, we all know Kim Kardashian and that was

0:55:09.120 --> 0:55:12.759
<v Speaker 1>made on television primarily there was a sex tape before that,

0:55:12.840 --> 0:55:16.200
<v Speaker 1>but then television. But let's not talk about Kim Dartian.

0:55:16.280 --> 0:55:18.120
<v Speaker 1>Let's talk about the people you represent, right.

0:55:18.000 --> 0:55:22.960
<v Speaker 3>No, that's the modern day version of course, someone who

0:55:23.040 --> 0:55:28.480
<v Speaker 3>is making content sexually oriented on only fans that you represent.

0:55:29.520 --> 0:55:32.960
<v Speaker 1>How much is the biggest gross per year of someone

0:55:32.960 --> 0:55:33.600
<v Speaker 1>who does that?

0:55:34.840 --> 0:55:37.200
<v Speaker 2>I mean, don't want to out because everybody knows our

0:55:37.239 --> 0:55:40.520
<v Speaker 2>top three. But it's it's pretty, it's worth their while.

0:55:40.840 --> 0:55:42.000
<v Speaker 1>Is it seven figures?

0:55:42.200 --> 0:55:42.399
<v Speaker 3>Yeah?

0:55:42.440 --> 0:55:43.200
<v Speaker 2>Oh yeah?

0:55:43.400 --> 0:55:45.480
<v Speaker 3>Is it eight figures?

0:55:45.520 --> 0:55:48.000
<v Speaker 2>It could be, It could be.

0:55:48.000 --> 0:55:52.240
<v Speaker 1>Okay, okay, I have a deal. We're making money twenty

0:55:52.280 --> 0:55:53.920
<v Speaker 1>five to seven. What is their cut?

0:55:54.800 --> 0:55:57.120
<v Speaker 2>It depends on the creator. There are some people that

0:55:57.160 --> 0:55:59.160
<v Speaker 2>are legacy that have been with us from the beginning.

0:55:59.600 --> 0:56:02.319
<v Speaker 2>They're people that you know, just start. It depends if

0:56:02.320 --> 0:56:04.759
<v Speaker 2>we launch the If we launch their career.

0:56:05.800 --> 0:56:07.560
<v Speaker 1>Well give me the lowest to the highest.

0:56:08.520 --> 0:56:11.480
<v Speaker 2>So in general, what we do when we launch someone's

0:56:11.520 --> 0:56:14.200
<v Speaker 2>career is we do fifty fifty on the only fan

0:56:14.280 --> 0:56:17.719
<v Speaker 2>side and it's a it's a three month test. And

0:56:17.760 --> 0:56:19.840
<v Speaker 2>if they because this this is the thing man like,

0:56:20.800 --> 0:56:24.480
<v Speaker 2>you don't want to uh commit to something that you're

0:56:24.520 --> 0:56:26.520
<v Speaker 2>not one hundred million percent sure that you're going to

0:56:26.600 --> 0:56:29.719
<v Speaker 2>be able to do. And part of what we do

0:56:29.840 --> 0:56:32.520
<v Speaker 2>is we don't really this this sounds hilarious, it's kind

0:56:32.520 --> 0:56:35.040
<v Speaker 2>of intuitive, but we don't make them do anything. We

0:56:35.040 --> 0:56:36.560
<v Speaker 2>don't tell them what to do. What we do is

0:56:36.600 --> 0:56:39.759
<v Speaker 2>we provide strategy, and we provide decks and presentations where

0:56:39.760 --> 0:56:42.040
<v Speaker 2>they can choose and pick and choose whatever they're comfortable with.

0:56:42.360 --> 0:56:46.600
<v Speaker 2>From proven trends that work, and then we also consult

0:56:46.600 --> 0:56:49.000
<v Speaker 2>them on producing the right tiktoks, and we also produce

0:56:49.040 --> 0:56:50.040
<v Speaker 2>the YouTube videos for them.

0:56:50.120 --> 0:56:50.319
<v Speaker 1>Yeah.

0:56:50.320 --> 0:56:52.719
<v Speaker 3>Where the traffic source? Yeah? Where the traffic source or

0:56:52.760 --> 0:56:53.360
<v Speaker 3>that platform.

0:56:53.360 --> 0:56:56.000
<v Speaker 1>Okay, let's say I'm in business with you. We have

0:56:56.120 --> 0:56:59.200
<v Speaker 1>great success, but I think I can do it alone now,

0:56:59.440 --> 0:57:01.200
<v Speaker 1>and I don't want to give up my fifty percent.

0:57:01.400 --> 0:57:02.560
<v Speaker 1>Who owns the content?

0:57:03.200 --> 0:57:05.799
<v Speaker 2>They do? The creator does. Uh, the creator has to

0:57:05.840 --> 0:57:08.399
<v Speaker 2>own the content because they are the ones that are

0:57:08.760 --> 0:57:12.080
<v Speaker 2>producing the content in California. That's just the law. And

0:57:12.120 --> 0:57:14.520
<v Speaker 2>we also represent people all over the world. But we

0:57:14.520 --> 0:57:14.839
<v Speaker 2>we go.

0:57:14.920 --> 0:57:17.720
<v Speaker 1>Actually, I don't want to get into the legal elements

0:57:17.840 --> 0:57:20.400
<v Speaker 1>actually being a lawyer, but you they own the content

0:57:20.480 --> 0:57:23.840
<v Speaker 1>is good enough for me. Let's switch the gears to music.

0:57:24.240 --> 0:57:27.480
<v Speaker 2>Yeah, before we switch gears, I'll discuss like what leads

0:57:27.520 --> 0:57:30.200
<v Speaker 2>to that. So the point of building a platform first

0:57:30.240 --> 0:57:32.840
<v Speaker 2>beef before even getting an only fan, especially when we

0:57:32.880 --> 0:57:34.760
<v Speaker 2>launch someone. If we launch someone, we do it three

0:57:34.760 --> 0:57:37.360
<v Speaker 2>month tests. After that three month test, we give them

0:57:37.360 --> 0:57:39.360
<v Speaker 2>the option to stay, and then we do a long

0:57:39.440 --> 0:57:43.240
<v Speaker 2>term contract for less percentage. That percentage is determined based

0:57:43.240 --> 0:57:46.479
<v Speaker 2>on you know, the outcome of the business, but we don't.

0:57:46.520 --> 0:57:49.240
<v Speaker 2>We don't stay fifty percent forever. At fifty percent is

0:57:49.280 --> 0:57:51.480
<v Speaker 2>just the launch because in the launch phase we put

0:57:51.480 --> 0:57:53.360
<v Speaker 2>in a ton of money for the traffic, We invest

0:57:53.440 --> 0:57:55.440
<v Speaker 2>a lot in their in their in their content, We

0:57:55.520 --> 0:57:58.840
<v Speaker 2>help them with everything. And so that's what the three

0:57:58.920 --> 0:58:02.480
<v Speaker 2>the three month test this far. Now from there, it's

0:58:02.480 --> 0:58:04.840
<v Speaker 2>really important to build a TikTok because actually the way

0:58:04.920 --> 0:58:08.360
<v Speaker 2>that we build the community around digital is through music.

0:58:08.880 --> 0:58:12.440
<v Speaker 2>So you know, when it comes to pushing sounds, you know,

0:58:12.480 --> 0:58:12.840
<v Speaker 2>when we.

0:58:12.800 --> 0:58:15.840
<v Speaker 1>Look at who waha a little bit slower, Huh did

0:58:15.880 --> 0:58:18.520
<v Speaker 1>you switch gears? Or are you saying only fans is

0:58:18.640 --> 0:58:19.800
<v Speaker 1>driven by TikTok?

0:58:20.160 --> 0:58:20.760
<v Speaker 2>Uh? It is.

0:58:21.120 --> 0:58:23.440
<v Speaker 1>And it's if I'm only fans and I'm taking my

0:58:23.520 --> 0:58:26.960
<v Speaker 1>clothes off, I'm selling on I'm baking people to wear

0:58:27.000 --> 0:58:29.640
<v Speaker 1>on TikTok. But there's a musical component.

0:58:29.960 --> 0:58:34.560
<v Speaker 2>There's a musical component for being being a creator. When

0:58:34.560 --> 0:58:37.000
<v Speaker 2>you're a creator and you want to monetize, whether it's

0:58:37.040 --> 0:58:40.000
<v Speaker 2>YouTube or only fans or whatever, you need the most

0:58:40.040 --> 0:58:43.360
<v Speaker 2>amount of awareness right now, it happens to be ig

0:58:43.520 --> 0:58:46.440
<v Speaker 2>reels and TikTok. And so that's why for us, the

0:58:46.480 --> 0:58:50.360
<v Speaker 2>priority you know, maybe maybe you you flunk on OnlyFans

0:58:50.480 --> 0:58:52.960
<v Speaker 2>and this has happened. Maybe you flunk on OnlyFans and

0:58:53.000 --> 0:58:56.120
<v Speaker 2>you or you find out that it's not for you.

0:58:56.160 --> 0:58:58.480
<v Speaker 2>Oh sorry, you have a conversation with uh, you know,

0:58:58.520 --> 0:59:01.200
<v Speaker 2>maybe you got a boyfriend, maybe you get a girlfriend

0:59:01.280 --> 0:59:05.080
<v Speaker 2>and it's just not for you guys anymore and so cool.

0:59:05.120 --> 0:59:06.600
<v Speaker 2>But you know what, you built a platform of one

0:59:06.640 --> 0:59:09.440
<v Speaker 2>hundred thousand followers, doesn't mean that you can't work with us.

0:59:09.520 --> 0:59:11.600
<v Speaker 2>Do you want to do marketing for us? Do you

0:59:11.600 --> 0:59:13.080
<v Speaker 2>want to do the marketing campaigns? Do you want to

0:59:13.080 --> 0:59:15.040
<v Speaker 2>be involved in the community of twenty five to seven

0:59:15.600 --> 0:59:17.760
<v Speaker 2>still be part of the talent like that's happened before

0:59:18.040 --> 0:59:20.880
<v Speaker 2>and it continues to happen. So that's why the priority

0:59:20.920 --> 0:59:23.840
<v Speaker 2>is building the platform because from there they can launch streaming,

0:59:23.880 --> 0:59:25.760
<v Speaker 2>they can go on Twitch and monetize there, they can

0:59:25.800 --> 0:59:26.880
<v Speaker 2>monetize on YouTube.

0:59:26.960 --> 0:59:29.560
<v Speaker 1>But just to be clear, let's say I'm successful on

0:59:29.560 --> 0:59:35.120
<v Speaker 1>only fans, I'm going to TikTok to build my OnlyFans

0:59:35.200 --> 0:59:39.120
<v Speaker 1>traffic or it's brand extensions.

0:59:38.680 --> 0:59:41.000
<v Speaker 2>Going it's both. You're going to TikTok to build a

0:59:41.040 --> 0:59:43.640
<v Speaker 2>brand but also to get the most amount of awareness.

0:59:43.800 --> 0:59:47.160
<v Speaker 2>You convert those people over to your Instagram. The Instagram

0:59:47.240 --> 0:59:49.240
<v Speaker 2>is also now a really good way of discovery because

0:59:49.240 --> 0:59:51.720
<v Speaker 2>of reels. You convert them ideally to your YouTube and

0:59:51.760 --> 0:59:54.000
<v Speaker 2>then if they really want to monetize, they buy your

0:59:54.000 --> 0:59:56.080
<v Speaker 2>merch or they continue watching your videos, or they go

0:59:56.120 --> 0:59:56.760
<v Speaker 2>on your only fan.

0:59:56.920 --> 0:59:59.400
<v Speaker 3>That's why we Hugh was trying to say earlier, like

0:59:59.440 --> 1:00:02.320
<v Speaker 3>people are getting away with bikini pictures and sometimes I

1:00:02.480 --> 1:00:06.960
<v Speaker 3>even talk anything sexually because they've built their tiktoks and

1:00:07.040 --> 1:00:10.480
<v Speaker 3>YouTube to such a large number and such an intimate

1:00:10.560 --> 1:00:12.720
<v Speaker 3>level with their following that they'll just pay just to

1:00:12.720 --> 1:00:16.760
<v Speaker 3>get a message back exactly, which is like, it's it's insane,

1:00:16.800 --> 1:00:18.800
<v Speaker 3>Like people are paying five hundred dollars just to get

1:00:18.800 --> 1:00:21.440
<v Speaker 3>a hello back, and we're sitting there like how is

1:00:21.480 --> 1:00:24.600
<v Speaker 3>that possible? But that's the way of them knowing that

1:00:24.640 --> 1:00:26.880
<v Speaker 3>their favorite creator or that person on the other side

1:00:26.880 --> 1:00:28.840
<v Speaker 3>of that phone will talk to them.

1:00:29.040 --> 1:00:33.040
<v Speaker 2>And also imagine being one of the first five hundred

1:00:33.080 --> 1:00:36.600
<v Speaker 2>girls to dance a dojakat song on TikTok. You're gonna

1:00:36.600 --> 1:00:39.480
<v Speaker 2>get numbers and you're gonna get traffic. So the advantage

1:00:39.520 --> 1:00:42.360
<v Speaker 2>that the digital girls get is they know when we're

1:00:42.400 --> 1:00:45.320
<v Speaker 2>gonna heat up a song, and so imagine, you know,

1:00:45.400 --> 1:00:48.960
<v Speaker 2>you're you're an artist, your your song drops on Friday.

1:00:49.320 --> 1:00:51.840
<v Speaker 2>You know, by the next Sunday, you're gonna have thirty

1:00:51.880 --> 1:00:54.800
<v Speaker 2>girls from digital which is twenty five seven media that

1:00:54.840 --> 1:00:56.880
<v Speaker 2>have hundreds of hundreds of thousands of followers, some of

1:00:56.880 --> 1:00:59.360
<v Speaker 2>them have millions on TikTok that are now doing your

1:00:59.400 --> 1:01:03.120
<v Speaker 2>song instant traffic. It's all synergy, which is actually a

1:01:03.160 --> 1:01:05.720
<v Speaker 2>term I learned from Brendan from Wired, who did the

1:01:05.800 --> 1:01:08.240
<v Speaker 2>article on this. He brought up the you know, the

1:01:08.280 --> 1:01:10.400
<v Speaker 2>Simpsons had this episode on synergy. Ever since he said

1:01:10.400 --> 1:01:12.480
<v Speaker 2>the word synergy, I can't stop saying it. But it

1:01:12.560 --> 1:01:15.720
<v Speaker 2>truly is just, you know, like like a really good

1:01:15.800 --> 1:01:17.600
<v Speaker 2>environment that we build for launching music.

1:01:24.760 --> 1:01:27.160
<v Speaker 1>I don't want to, you know, harp on only fans,

1:01:27.760 --> 1:01:32.680
<v Speaker 1>but there are many people participating on only fans who

1:01:32.680 --> 1:01:37.120
<v Speaker 1>are really not making any money. What works on only

1:01:37.200 --> 1:01:39.080
<v Speaker 1>fans the.

1:01:39.120 --> 1:01:41.960
<v Speaker 3>Other platforms and other platforms, and that's why we're right.

1:01:42.000 --> 1:01:45.560
<v Speaker 1>But there are people, let me put it differently, there

1:01:45.560 --> 1:01:49.640
<v Speaker 1>are people who are basically selling sexual content of whatever

1:01:49.760 --> 1:01:53.960
<v Speaker 1>stripe on only fans. Does it have to be a

1:01:54.000 --> 1:01:57.080
<v Speaker 1>certain level of sexual content or is it how you

1:01:57.200 --> 1:01:59.000
<v Speaker 1>monetize the people.

1:01:58.720 --> 1:02:01.600
<v Speaker 2>Paying no again, and it's it doesn't have to be

1:02:01.680 --> 1:02:03.880
<v Speaker 2>sexual content. It's about the traffic you bring in and

1:02:03.920 --> 1:02:04.800
<v Speaker 2>the quality of traffic.

1:02:04.840 --> 1:02:06.520
<v Speaker 3>And that's why we're able to and that's.

1:02:06.400 --> 1:02:08.720
<v Speaker 2>Why we're able to do it because a porn I'll

1:02:08.720 --> 1:02:13.120
<v Speaker 2>go deeper, a porn start, for example, does not make

1:02:13.160 --> 1:02:16.080
<v Speaker 2>what a digital girl makes because some of their content

1:02:16.120 --> 1:02:19.800
<v Speaker 2>is already out there and there's some you know, the

1:02:19.800 --> 1:02:21.480
<v Speaker 2>guy already saw it. There's no need for them to

1:02:21.520 --> 1:02:24.439
<v Speaker 2>engage with the talent further. And so when you get

1:02:24.480 --> 1:02:27.080
<v Speaker 2>the traffic and you built an interest in an aura

1:02:27.120 --> 1:02:30.120
<v Speaker 2>around you, you're bringing that traffic in and you're monetizing

1:02:30.160 --> 1:02:32.960
<v Speaker 2>on the traffic by simply being a part of their

1:02:33.080 --> 1:02:36.000
<v Speaker 2>community that you can't see. So there are pictures, even

1:02:36.040 --> 1:02:39.200
<v Speaker 2>if they're just bikinia, non sexual stuff. If the girl

1:02:39.240 --> 1:02:41.280
<v Speaker 2>doesn't post the bikini picture on Instagram and the guy

1:02:41.320 --> 1:02:42.960
<v Speaker 2>he needs to see the bikini picture, he's going to

1:02:43.000 --> 1:02:44.360
<v Speaker 2>see the bikini picture, and he's going to pay for

1:02:44.360 --> 1:02:48.120
<v Speaker 2>the bikini picture. So just like the rapper that is

1:02:48.160 --> 1:02:51.520
<v Speaker 2>pushing his EP in the McDonald's bag and sending his

1:02:51.560 --> 1:02:53.760
<v Speaker 2>EP to everybody in the drive through, there's a lot

1:02:53.760 --> 1:02:56.520
<v Speaker 2>of people that yes, they had that harsh reality when

1:02:56.520 --> 1:02:58.240
<v Speaker 2>it's like, hey, I made my only fans and no

1:02:58.280 --> 1:03:00.320
<v Speaker 2>one gave a shit because now you know what it's

1:03:00.360 --> 1:03:02.800
<v Speaker 2>like to be an independent rapper, and it's the same thing.

1:03:02.840 --> 1:03:04.920
<v Speaker 2>It's you're pushing this traffic and how do you make

1:03:04.960 --> 1:03:05.480
<v Speaker 2>people care?

1:03:05.680 --> 1:03:13.400
<v Speaker 1>Okay, let's switch to music. Someone signs with you, guys, Hey,

1:03:14.240 --> 1:03:17.680
<v Speaker 1>are you looking for numbers before you sign someone? Or

1:03:17.720 --> 1:03:20.920
<v Speaker 1>will you sign with someone totally raw based on what

1:03:21.000 --> 1:03:23.760
<v Speaker 1>you hear in their identity?

1:03:23.800 --> 1:03:27.240
<v Speaker 3>Well, we can't at the number factor. We can't compete

1:03:27.280 --> 1:03:29.320
<v Speaker 3>on that just because all the majors and all the

1:03:29.360 --> 1:03:32.640
<v Speaker 3>distribution companies. If you're doing about thirty five thousand streams

1:03:32.640 --> 1:03:34.720
<v Speaker 3>a day on a cross your catalog, you're on every

1:03:34.800 --> 1:03:39.120
<v Speaker 3>radar and every label is moving towards the data. So

1:03:39.160 --> 1:03:42.640
<v Speaker 3>what we have to go towards is I go based

1:03:42.680 --> 1:03:45.160
<v Speaker 3>off brand. So if I'm sitting in the room with

1:03:45.200 --> 1:03:49.560
<v Speaker 3>someone or I'm talking to that artist, am I actually intrigued?

1:03:50.600 --> 1:03:53.880
<v Speaker 3>And that usually? And if the music is about a

1:03:54.000 --> 1:03:56.560
<v Speaker 3>six out of ten, I'm like, can I actually add

1:03:56.680 --> 1:03:58.600
<v Speaker 3>value to that and get it to a seven, eight

1:03:58.800 --> 1:04:02.000
<v Speaker 3>or even a nine? I go based off brand. Fully,

1:04:02.080 --> 1:04:03.960
<v Speaker 3>so can that artist move me? When I'm in the

1:04:04.040 --> 1:04:06.880
<v Speaker 3>room with that he goes based off only music.

1:04:07.960 --> 1:04:15.000
<v Speaker 1>Oh okay, but you're in, we're in. How many people

1:04:16.160 --> 1:04:19.960
<v Speaker 1>are hungry have whatever you're looking for, but really have

1:04:20.160 --> 1:04:21.520
<v Speaker 1>almost no numbers at all.

1:04:21.720 --> 1:04:23.840
<v Speaker 2>Yeah, So we've done that and and again, like like

1:04:23.960 --> 1:04:27.560
<v Speaker 2>Raff said, well, you know, we signed for different reasons.

1:04:27.560 --> 1:04:29.720
<v Speaker 2>But I think that that's why we're a really good balance.

1:04:30.280 --> 1:04:32.640
<v Speaker 2>Like he has just it's just such a good eye

1:04:32.640 --> 1:04:38.040
<v Speaker 2>for talent, not only like music talent, but staff. Like

1:04:38.200 --> 1:04:40.400
<v Speaker 2>I I won't hire someone unless unless I get his

1:04:40.480 --> 1:04:46.120
<v Speaker 2>opinion on it. Okay, okay, But but he also sometimes

1:04:46.120 --> 1:04:48.640
<v Speaker 2>coaches me to not be too caught up in the

1:04:48.720 --> 1:04:50.120
<v Speaker 2>music and how good the music is.

1:04:50.160 --> 1:04:52.840
<v Speaker 3>Bob, it's the why. Like one of our biggest artists

1:04:52.960 --> 1:04:56.040
<v Speaker 3>right now, he's a Mexican artist, grew up in the US,

1:04:56.080 --> 1:04:59.840
<v Speaker 3>grew up in Mexico. Has that duality is figuring out

1:05:00.120 --> 1:05:08.080
<v Speaker 3>himself through you know, both cultures. He's intriguing the music. Well,

1:05:08.120 --> 1:05:11.440
<v Speaker 3>we'll getting there. He's had four or five songs on

1:05:11.480 --> 1:05:15.240
<v Speaker 3>the Billboard charts for dance and electronic, but that started

1:05:15.280 --> 1:05:18.840
<v Speaker 3>off because of his story so unique. His fans got

1:05:18.880 --> 1:05:22.080
<v Speaker 3>invested in him so that when we put out the music,

1:05:22.600 --> 1:05:26.080
<v Speaker 3>if the music was decent enough, he was gonna win.

1:05:26.640 --> 1:05:28.560
<v Speaker 3>There's other artists that we have to lead with the

1:05:28.640 --> 1:05:32.080
<v Speaker 3>music and then kind of go more old school and

1:05:32.120 --> 1:05:35.280
<v Speaker 3>create the persona of an artist. But he was already

1:05:35.320 --> 1:05:36.760
<v Speaker 3>an artist. He just needed the music.

1:05:37.000 --> 1:05:39.479
<v Speaker 2>Yeah, okay, okay, there's there's there are there are true

1:05:39.560 --> 1:05:42.000
<v Speaker 2>I know this sounds cheesy. There are truly people that

1:05:42.040 --> 1:05:44.720
<v Speaker 2>are born stars. He's good at finding those people. But

1:05:44.880 --> 1:05:46.680
<v Speaker 2>I'll come in and say like, hey, this is this person.

1:05:46.880 --> 1:05:49.439
<v Speaker 2>Can He'll be basically, does this guy haven't shot at music?

1:05:49.440 --> 1:05:52.560
<v Speaker 2>And I'll be like honest about it. With the artists

1:05:52.560 --> 1:05:54.520
<v Speaker 2>that he mentioned, Loumiatina, obviously I had a sop spot

1:05:54.520 --> 1:05:56.760
<v Speaker 2>for him because he's Mexican. On Mexican, we instantly bonded.

1:05:57.400 --> 1:05:59.240
<v Speaker 2>But I was honest with with Loomi. When I talked

1:05:59.240 --> 1:06:00.680
<v Speaker 2>to him, was like, hey, dude, I only really like

1:06:00.720 --> 1:06:05.120
<v Speaker 2>two of your songs, and you know, will this work?

1:06:05.200 --> 1:06:08.200
<v Speaker 2>I don't know, but I mean we like you, and

1:06:08.320 --> 1:06:10.120
<v Speaker 2>I think I think what I did tell him and

1:06:10.160 --> 1:06:11.160
<v Speaker 2>what I was honest about, I was like, look, I

1:06:11.200 --> 1:06:13.320
<v Speaker 2>don't understand your genre. I'm a fucking boomer out. To him,

1:06:13.320 --> 1:06:16.080
<v Speaker 2>I'm thirty, so to him, I'm done. It's over for me.

1:06:16.400 --> 1:06:17.960
<v Speaker 2>But I was like, I don't understand this genre, but

1:06:18.000 --> 1:06:21.440
<v Speaker 2>it's fucking groundbreaking and experimental, and I told him that

1:06:21.480 --> 1:06:24.600
<v Speaker 2>it reminded me of like when I lived through Scrillics.

1:06:25.080 --> 1:06:27.160
<v Speaker 2>So to me, Skrillics was one of the most groundbreaking

1:06:27.200 --> 1:06:29.520
<v Speaker 2>things because he was in my world, in the metal world,

1:06:29.880 --> 1:06:33.800
<v Speaker 2>and you know, he went from metal core screamo to dubstep,

1:06:33.840 --> 1:06:37.680
<v Speaker 2>which was basically the electronic version of a breakdown spot

1:06:37.720 --> 1:06:40.160
<v Speaker 2>in a song. I gave him that whole spiel, in

1:06:40.200 --> 1:06:43.040
<v Speaker 2>that whole background and the way that he digested it

1:06:43.080 --> 1:06:44.920
<v Speaker 2>and took it in. And then he became friends with

1:06:44.960 --> 1:06:48.760
<v Speaker 2>another one of our artists, Psycho, who one of his

1:06:48.800 --> 1:06:51.160
<v Speaker 2>favorite artists is Scrillics, and then Psycho gave him all

1:06:51.200 --> 1:06:53.160
<v Speaker 2>his intel on Scrillics and then the way he digested

1:06:53.160 --> 1:06:55.000
<v Speaker 2>and I saw the gears turning in his head. I

1:06:55.040 --> 1:06:58.720
<v Speaker 2>was like, we strike now, we strike now, and so

1:06:59.160 --> 1:07:01.080
<v Speaker 2>it ended up working out. But we'd be lying if

1:07:01.280 --> 1:07:03.200
<v Speaker 2>we said, like, even though I'm the music guy, I'd

1:07:03.200 --> 1:07:06.160
<v Speaker 2>be lying if I said, like, when I heard, you know,

1:07:06.200 --> 1:07:09.040
<v Speaker 2>crush club, the genre he created that I was like

1:07:09.160 --> 1:07:11.360
<v Speaker 2>all in on the genre. I was just all in

1:07:11.400 --> 1:07:13.200
<v Speaker 2>on the fact that he was so brave and willing

1:07:13.240 --> 1:07:14.320
<v Speaker 2>to be so groundbreaking.

1:07:14.560 --> 1:07:20.960
<v Speaker 1>Okay, you have signed an act. Let's just say for

1:07:21.000 --> 1:07:25.200
<v Speaker 1>the sake of discussion, their talent lies more in the

1:07:25.280 --> 1:07:30.440
<v Speaker 1>music than the charisma and personality identity. Obviously, whatever is

1:07:30.440 --> 1:07:32.600
<v Speaker 1>there is good enough for you because you made the deal.

1:07:34.160 --> 1:07:37.360
<v Speaker 1>But you're a ground zero. How do you get the

1:07:37.520 --> 1:07:38.480
<v Speaker 1>music heard?

1:07:39.800 --> 1:07:43.920
<v Speaker 3>Well, first you gotta make the music genre.

1:07:44.440 --> 1:07:47.080
<v Speaker 2>Yeah, we're working now, that's a different f.

1:07:47.400 --> 1:07:50.400
<v Speaker 3>Yeah, we're working shoegaze right now. Shoegaze is gonna is

1:07:50.440 --> 1:07:54.000
<v Speaker 3>gonna come back to the big, big numbers. So from

1:07:54.040 --> 1:07:56.400
<v Speaker 3>there we have to start off with the right mix

1:07:57.040 --> 1:08:00.320
<v Speaker 3>for the new shoegaze sound that's being created a lot

1:08:00.360 --> 1:08:02.960
<v Speaker 3>more muneier. So you get that mix right, you get

1:08:02.960 --> 1:08:06.800
<v Speaker 3>the storytelling right, then you're like, okay, cool, what then

1:08:06.840 --> 1:08:10.320
<v Speaker 3>you start doing market research? What does a shoegaze fan

1:08:10.520 --> 1:08:12.640
<v Speaker 3>look like in twenty twenty three.

1:08:12.600 --> 1:08:15.120
<v Speaker 2>Right, because they they are calling it shoegaze, but the

1:08:15.240 --> 1:08:18.000
<v Speaker 2>music that they are portraying a shoegaze now is not

1:08:18.000 --> 1:08:20.200
<v Speaker 2>necessarily shoegaze. So see, that's where you get into the

1:08:20.240 --> 1:08:22.559
<v Speaker 2>old head vitality where it's like, oh, this isn't a

1:08:22.560 --> 1:08:24.360
<v Speaker 2>real shoot, you know what I mean? Right right, right, like,

1:08:24.400 --> 1:08:25.960
<v Speaker 2>but Raf is like, dude, I don't care if it's

1:08:25.960 --> 1:08:29.840
<v Speaker 2>not real shoegaze. Just fucking teach these kids chord progressions

1:08:29.840 --> 1:08:32.120
<v Speaker 2>and then we'll make it work, you know. So that's

1:08:32.400 --> 1:08:35.000
<v Speaker 2>so Jella who's filming actually right now. He's a really

1:08:35.000 --> 1:08:38.000
<v Speaker 2>skilled engineer. He just had a really good session with

1:08:38.040 --> 1:08:41.080
<v Speaker 2>one of our new shoegaze acts that you know needs

1:08:41.120 --> 1:08:44.000
<v Speaker 2>that engineer. She has the brand, she has the music,

1:08:44.040 --> 1:08:46.720
<v Speaker 2>she has a beautiful boy voice. Now we just got

1:08:46.760 --> 1:08:48.680
<v Speaker 2>to tweak the engineering so that it could it could

1:08:48.800 --> 1:08:49.799
<v Speaker 2>match the sound of today.

1:08:50.080 --> 1:08:52.439
<v Speaker 3>So once that record is done, then we're like, we

1:08:52.479 --> 1:08:55.000
<v Speaker 3>identify the market and then we don't just put the

1:08:55.080 --> 1:08:57.519
<v Speaker 3>music off saying this is a good shoegaze record that

1:08:57.560 --> 1:09:01.559
<v Speaker 3>you should listen to. Let's say that same fan is

1:09:01.600 --> 1:09:04.760
<v Speaker 3>also a fan of this streetwear brand. Then we start

1:09:04.800 --> 1:09:06.000
<v Speaker 3>attacking it through the fashion.

1:09:06.000 --> 1:09:11.559
<v Speaker 1>So the slower Slowerka, you've created the track, Now you're

1:09:11.600 --> 1:09:14.840
<v Speaker 1>talking about the fan. How do you decide how to

1:09:14.880 --> 1:09:15.360
<v Speaker 1>reach out?

1:09:15.360 --> 1:09:17.080
<v Speaker 2>And well, how we talked about the genre and then

1:09:17.120 --> 1:09:18.599
<v Speaker 2>the fan, right so yes.

1:09:18.600 --> 1:09:23.000
<v Speaker 3>So then I I'm a consumer. I look up shoegaze,

1:09:23.040 --> 1:09:25.559
<v Speaker 3>I look up similar artists. I look at people making

1:09:25.640 --> 1:09:29.200
<v Speaker 3>videos to shoegaze songs. So I'm like, if you're doing

1:09:29.240 --> 1:09:31.680
<v Speaker 3>this and you're not getting paid, that means you're a fan.

1:09:31.760 --> 1:09:33.639
<v Speaker 3>I look at their fashion, I look at their age.

1:09:34.000 --> 1:09:36.599
<v Speaker 3>Then I look at what they're also following on social media.

1:09:37.240 --> 1:09:40.200
<v Speaker 3>So I'm like, if these twenty people are following this

1:09:40.360 --> 1:09:43.799
<v Speaker 3>same fashion trend, I'm gonna hit it through the fashion lens.

1:09:44.160 --> 1:09:46.840
<v Speaker 3>I'm gonna put the song in those fashion pages. So

1:09:46.920 --> 1:09:49.640
<v Speaker 3>now they're thinking they're looking at a T shirt, but

1:09:49.760 --> 1:09:51.000
<v Speaker 3>the music is in the background.

1:09:51.600 --> 1:09:56.760
<v Speaker 1>Okay, slower, you have these people who are making these videos.

1:09:57.120 --> 1:10:01.599
<v Speaker 1>You have the song. Hey, the point of connection, you say, hey,

1:10:01.640 --> 1:10:03.599
<v Speaker 1>I love what you're doing. I got a new artist.

1:10:03.680 --> 1:10:05.000
<v Speaker 3>No, I don't say that. I don't do that. No,

1:10:05.240 --> 1:10:07.519
<v Speaker 3>I look at that person make I look at that

1:10:07.560 --> 1:10:10.920
<v Speaker 3>person making those videos. I look at their interest. And

1:10:10.960 --> 1:10:13.960
<v Speaker 3>then let's say they're into this T shirt brand, right,

1:10:14.040 --> 1:10:16.240
<v Speaker 3>I go to that T shirt brand and say, here's

1:10:16.240 --> 1:10:19.479
<v Speaker 3>the song for free, put it behind your T shirt ad.

1:10:20.280 --> 1:10:23.200
<v Speaker 3>And then that fan that's been making videos is just

1:10:23.240 --> 1:10:26.639
<v Speaker 3>scrolling and just sees the things that he's interested in.

1:10:26.920 --> 1:10:28.240
<v Speaker 3>That song keeps popping up.

1:10:28.720 --> 1:10:30.439
<v Speaker 1>Okay, I get it, like just a little bit slower.

1:10:31.439 --> 1:10:33.720
<v Speaker 2>You remember Bad Religion, right of course? All right, so

1:10:33.800 --> 1:10:36.280
<v Speaker 2>I never told I gotta now after this podcast, I'm

1:10:36.320 --> 1:10:38.360
<v Speaker 2>gonna text him and give him as flowers. But like, uh,

1:10:38.600 --> 1:10:41.840
<v Speaker 2>it's the name of Brett epitaph. So Bad Religion. One

1:10:41.840 --> 1:10:44.040
<v Speaker 2>of the things that they did that was so genius

1:10:44.200 --> 1:10:48.200
<v Speaker 2>is uh Bro went to the surfers and the skaters

1:10:48.720 --> 1:10:51.760
<v Speaker 2>and he was like, yo, like, uh use, you know,

1:10:51.880 --> 1:10:54.720
<v Speaker 2>use use Bad Religion And they wanted to pay him,

1:10:54.760 --> 1:10:56.320
<v Speaker 2>and he was like, dude, like, don't pay me because

1:10:56.640 --> 1:10:58.799
<v Speaker 2>back then, remember where they used to do those tapes

1:10:58.840 --> 1:11:02.280
<v Speaker 2>where every single skates would be playing. So he he

1:11:02.400 --> 1:11:04.519
<v Speaker 2>just got every skate shop to be playing Bad Religion.

1:11:04.520 --> 1:11:06.280
<v Speaker 2>When you know, you get all the waves and the

1:11:06.320 --> 1:11:08.000
<v Speaker 2>and the skate videos. It's the same thing.

1:11:08.200 --> 1:11:10.960
<v Speaker 1>Okay, but my only But even though Bad Religion was

1:11:11.000 --> 1:11:14.120
<v Speaker 1>the punk era, di I y, there's much much more

1:11:14.280 --> 1:11:15.080
<v Speaker 1>product today.

1:11:15.240 --> 1:11:18.519
<v Speaker 2>Oh yeah, So you're saying you can always go back

1:11:18.560 --> 1:11:19.680
<v Speaker 2>to the isdlead No, yeah, but you.

1:11:19.640 --> 1:11:22.519
<v Speaker 1>Can always go find someone you say, I'm gonna give

1:11:22.560 --> 1:11:25.080
<v Speaker 1>it for free and they're gonna say yes, as supposed

1:11:25.080 --> 1:11:27.320
<v Speaker 1>someone say hey we got twenty people are gonna give

1:11:27.360 --> 1:11:28.160
<v Speaker 1>it to us for free.

1:11:28.320 --> 1:11:30.160
<v Speaker 2>Oh all right, yeah you can.

1:11:31.160 --> 1:11:35.479
<v Speaker 1>Okay. So there's always someone who's gonna use your music always, okay. Yeah.

1:11:35.520 --> 1:11:38.439
<v Speaker 2>And the reason I brought that up is because you know,

1:11:38.520 --> 1:11:42.719
<v Speaker 2>that is a subgenre, right, and this will always always

1:11:42.800 --> 1:11:46.919
<v Speaker 2>be alive for subgenres because your subgenre is a smaller community.

1:11:46.920 --> 1:11:49.040
<v Speaker 2>And if it's a smaller community, you can target. It's

1:11:49.040 --> 1:11:50.439
<v Speaker 2>a smaller target and.

1:11:50.400 --> 1:11:52.160
<v Speaker 3>At the end of the day, it has to be good.

1:11:52.200 --> 1:11:53.200
<v Speaker 3>That's why the miss.

1:11:54.520 --> 1:12:01.879
<v Speaker 1>Okay, you're there, have you picked out a specific element

1:12:02.000 --> 1:12:04.960
<v Speaker 1>of the song? When you're making the deal with the

1:12:05.000 --> 1:12:07.600
<v Speaker 1>T shirt company? What are you actually sending them? What

1:12:07.600 --> 1:12:08.599
<v Speaker 1>do you want them to use?

1:12:08.640 --> 1:12:10.360
<v Speaker 2>Well, they're not even a company most of the time.

1:12:10.520 --> 1:12:13.040
<v Speaker 2>It's just a kid that's posting his big his most

1:12:13.040 --> 1:12:16.280
<v Speaker 2>favorite outfits. And that's just one example of I'm not

1:12:16.360 --> 1:12:20.080
<v Speaker 2>exaggerating hundreds and I mean hundreds of algorithms that that

1:12:20.120 --> 1:12:21.000
<v Speaker 2>we wait.

1:12:20.680 --> 1:12:22.960
<v Speaker 1>Wait, wait, wait, wait wait wait once again, we have

1:12:23.000 --> 1:12:25.000
<v Speaker 1>to slow down. You do this every day. My audience

1:12:25.040 --> 1:12:25.920
<v Speaker 1>is doing this area.

1:12:26.240 --> 1:12:28.760
<v Speaker 3>Okay, So I thought, wait wait, I thought, I so

1:12:28.840 --> 1:12:29.880
<v Speaker 3>we'll go to the T shirt. No.

1:12:29.960 --> 1:12:32.000
<v Speaker 1>Now, I understand everything you're saying, but I just want

1:12:32.000 --> 1:12:34.800
<v Speaker 1>to make sure I have it stripped. You find someone

1:12:34.880 --> 1:12:38.040
<v Speaker 1>who's a fan, you see what they're interested, their algorithm,

1:12:38.080 --> 1:12:41.000
<v Speaker 1>the T shirt and whatever. Blah blah blah. I thought

1:12:41.040 --> 1:12:44.800
<v Speaker 1>you said you contact the T shirt company.

1:12:45.000 --> 1:12:47.360
<v Speaker 3>Correct, So there's he's looking at it a different way.

1:12:47.400 --> 1:12:49.720
<v Speaker 3>I'm looking at it right, But yeah, you contact a

1:12:49.720 --> 1:12:53.120
<v Speaker 3>T shirt company. There's two ways. So I run a

1:12:53.160 --> 1:12:57.680
<v Speaker 3>campaign where I fully control how, what part of a

1:12:57.680 --> 1:12:59.519
<v Speaker 3>song they're going to use, how they're going to put

1:12:59.520 --> 1:13:02.000
<v Speaker 3>it in the cat. That's one part of the campaign.

1:13:02.400 --> 1:13:05.639
<v Speaker 3>The other campaign, I let the T shirt company or

1:13:05.920 --> 1:13:09.000
<v Speaker 3>another company similar to it, do their own thing. So

1:13:09.160 --> 1:13:13.479
<v Speaker 3>one is I I call the other. The other campaign

1:13:13.520 --> 1:13:15.960
<v Speaker 3>called don't play God because a lot of the times

1:13:16.080 --> 1:13:18.400
<v Speaker 3>there's parts of records that I think it should be

1:13:18.400 --> 1:13:20.559
<v Speaker 3>the hook, but ends up being the first part of

1:13:20.600 --> 1:13:23.920
<v Speaker 3>the verse that goes viral. So so the first campaign

1:13:24.080 --> 1:13:27.080
<v Speaker 3>is exactly what I want it to be. The second campaign,

1:13:27.080 --> 1:13:28.320
<v Speaker 3>I just let the space take over.

1:13:28.640 --> 1:13:35.040
<v Speaker 1>Okay, you've done all that. You guys have a lot

1:13:35.080 --> 1:13:39.400
<v Speaker 1>of expertise in algorithms. You're just not sitting at home

1:13:39.520 --> 1:13:42.240
<v Speaker 1>waiting to see what happens. No, how do you make

1:13:42.320 --> 1:13:42.840
<v Speaker 1>it happen?

1:13:43.040 --> 1:13:45.479
<v Speaker 2>So well? What he just said is actually very key

1:13:45.840 --> 1:13:48.800
<v Speaker 2>the don't play God method. In traditional marketing, this is

1:13:48.800 --> 1:13:51.880
<v Speaker 2>called a B testing, which is, you know, raps don't

1:13:51.880 --> 1:13:54.640
<v Speaker 2>play God method, and there's a reason he calls it.

1:13:54.640 --> 1:13:58.520
<v Speaker 2>Then I'll get there. You're going to make the best description,

1:13:59.160 --> 1:14:01.680
<v Speaker 2>The simpler the better, because the simpler means that more

1:14:01.720 --> 1:14:04.680
<v Speaker 2>people are willing to do it, And you're going to

1:14:04.680 --> 1:14:07.479
<v Speaker 2>pick a part of the song that you think makes

1:14:07.479 --> 1:14:09.559
<v Speaker 2>the most sense for them to post in an easy,

1:14:09.600 --> 1:14:16.040
<v Speaker 2>frictionless way. Sometimes you give the most simple instructions and

1:14:16.080 --> 1:14:19.920
<v Speaker 2>they don't do it, and you want that because sometimes

1:14:20.040 --> 1:14:23.200
<v Speaker 2>they're the expert of their audience and so what's happened,

1:14:23.479 --> 1:14:25.719
<v Speaker 2>which is why he says we don't play God anymore.

1:14:25.760 --> 1:14:27.760
<v Speaker 2>We don't give them like multiple options. We just give

1:14:27.760 --> 1:14:31.639
<v Speaker 2>them one and then we let them run. Is because

1:14:31.680 --> 1:14:36.040
<v Speaker 2>sometimes the kids the audience will pick not only the single,

1:14:36.439 --> 1:14:39.360
<v Speaker 2>they'll pick the part of the song, they'll pick the lyric,

1:14:39.520 --> 1:14:42.759
<v Speaker 2>they'll pick the thing that makes it the it moment.

1:14:43.680 --> 1:14:46.479
<v Speaker 2>They will be better suited to make that decision because

1:14:46.479 --> 1:14:48.200
<v Speaker 2>they're living the algorithm every day.

1:14:48.280 --> 1:14:50.880
<v Speaker 3>And that's what we learn when you're asking them about

1:14:50.920 --> 1:14:53.759
<v Speaker 3>our business. Earlier, when we were three years doing campaigns

1:14:53.760 --> 1:14:57.560
<v Speaker 3>for other labels, we learned a bunch of patterns of

1:14:57.680 --> 1:15:01.360
<v Speaker 3>communities that are hyper consumers. But we also learned that

1:15:01.560 --> 1:15:04.800
<v Speaker 3>every time the label would tell us they have to

1:15:04.840 --> 1:15:07.479
<v Speaker 3>deliver the message like this, it would never work.

1:15:07.479 --> 1:15:08.280
<v Speaker 2>It would never work.

1:15:08.360 --> 1:15:10.439
<v Speaker 3>So we were like, oh, this is awesome.

1:15:10.479 --> 1:15:12.360
<v Speaker 2>We we'll just let the creative, which is why we

1:15:12.439 --> 1:15:15.760
<v Speaker 2>chuckled when you said, like, okay, so you go when

1:15:15.760 --> 1:15:17.640
<v Speaker 2>you said, uh, okay, so you say I have a

1:15:17.680 --> 1:15:20.120
<v Speaker 2>new artist. Now you never say that, like you know,

1:15:20.360 --> 1:15:23.559
<v Speaker 2>uh some but but you'd be surprised how many you

1:15:23.600 --> 1:15:25.479
<v Speaker 2>know labels would tell us okay, so you're gonna have

1:15:25.520 --> 1:15:28.280
<v Speaker 2>the fan say hey, guys, I just listened to you.

1:15:28.360 --> 1:15:30.439
<v Speaker 2>Da da da da da da, and make sure you

1:15:30.479 --> 1:15:32.880
<v Speaker 2>do the trend just like me. That's never gonna happen.

1:15:32.920 --> 1:15:36.320
<v Speaker 2>It's never gonna work, right, And so that's why you know,

1:15:36.400 --> 1:15:39.640
<v Speaker 2>through trial and error and honestly, by doing so many campaigns,

1:15:39.760 --> 1:15:43.599
<v Speaker 2>we've determined that the simpler the better. And sometimes when

1:15:43.640 --> 1:15:46.360
<v Speaker 2>you make it so simple, uh, the kid is gonna

1:15:46.360 --> 1:15:49.519
<v Speaker 2>be like these guys know they're.

1:15:49.320 --> 1:15:52.439
<v Speaker 1>Gonna pick up right. Okay, but let's say you do this.

1:15:53.840 --> 1:15:55.280
<v Speaker 1>I'm not gonna work every time.

1:15:56.360 --> 1:15:57.040
<v Speaker 3>That's the beauty of it.

1:15:57.120 --> 1:15:57.760
<v Speaker 2>As the beauty of it.

1:15:57.800 --> 1:15:59.599
<v Speaker 1>Okay, let's say it didn't work.

1:15:59.640 --> 1:16:01.559
<v Speaker 2>Then are you gonna do Then the song's not it,

1:16:01.720 --> 1:16:03.920
<v Speaker 2>the products is not you start.

1:16:03.240 --> 1:16:05.639
<v Speaker 1>You're gonna start the same process all over again.

1:16:05.720 --> 1:16:08.200
<v Speaker 2>And we have to and we and and sometimes what's happened.

1:16:08.479 --> 1:16:12.280
<v Speaker 2>I'll give them the example. We spent thirty thousand dollars

1:16:12.280 --> 1:16:16.800
<v Speaker 2>on an artist one of his first campaigns. He's trap metal,

1:16:16.880 --> 1:16:18.920
<v Speaker 2>that's the genre. It's like metal but like kind of

1:16:18.960 --> 1:16:22.200
<v Speaker 2>hip hop. And we poured it all in on some

1:16:22.320 --> 1:16:25.920
<v Speaker 2>anime edits and for whatever, which is usually the genre

1:16:26.000 --> 1:16:28.479
<v Speaker 2>that works really well for this type of music. For

1:16:28.560 --> 1:16:31.640
<v Speaker 2>whatever reason, it didn't work. And uh, you know, we

1:16:31.640 --> 1:16:34.800
<v Speaker 2>were in the process of picking a different song, and

1:16:34.840 --> 1:16:36.519
<v Speaker 2>we were like, well, maybe we'll try a different song,

1:16:36.920 --> 1:16:41.120
<v Speaker 2>you know whatever, We'll just whatever. Two weeks, I think

1:16:41.160 --> 1:16:44.200
<v Speaker 2>like three weeks went by, and all of a sudden,

1:16:44.840 --> 1:16:49.960
<v Speaker 2>these Japanese wrestlers, female wrestlers are blowing each other up

1:16:50.000 --> 1:16:52.960
<v Speaker 2>like I like blow with with like fireworks. They put

1:16:53.000 --> 1:16:56.120
<v Speaker 2>like they put barbed wire around a chair and fireworks

1:16:56.160 --> 1:16:58.800
<v Speaker 2>and they're being each other with fireworks, and they put

1:16:58.800 --> 1:17:04.360
<v Speaker 2>the song with that video and it went viral. So

1:17:04.400 --> 1:17:06.160
<v Speaker 2>then what we did was, you know what we did.

1:17:06.200 --> 1:17:07.920
<v Speaker 2>We didn't even know that there was a niche of

1:17:08.040 --> 1:17:10.960
<v Speaker 2>Japanese female wrestlers. So what we did is we then

1:17:11.240 --> 1:17:14.639
<v Speaker 2>lit that whole algorithm up, and then we and then

1:17:14.720 --> 1:17:15.439
<v Speaker 2>now the song is.

1:17:16.000 --> 1:17:20.920
<v Speaker 1>Okay, you use the magic word algorithm to what degree?

1:17:21.040 --> 1:17:24.960
<v Speaker 1>Let's stay with TikTok because that's run by an algorithm

1:17:25.000 --> 1:17:26.679
<v Speaker 1>that no one seems to be able to one hundred

1:17:26.680 --> 1:17:31.040
<v Speaker 1>percent nail. To what degree do you study the algorithm,

1:17:31.479 --> 1:17:34.759
<v Speaker 1>try to figure it out, and then try to game

1:17:34.840 --> 1:17:35.720
<v Speaker 1>the system.

1:17:36.080 --> 1:17:39.560
<v Speaker 2>It's not about gaining the system. It's just about identifying communities.

1:17:40.360 --> 1:17:42.920
<v Speaker 2>That's all it is. Like to bring it back. The

1:17:43.200 --> 1:17:45.960
<v Speaker 2>purpose of at least the mission statement of Facebook is

1:17:46.000 --> 1:17:49.040
<v Speaker 2>to create technology that brings us all closer together. And

1:17:49.120 --> 1:17:51.160
<v Speaker 2>so what that means is that you know, you're not

1:17:51.240 --> 1:17:53.800
<v Speaker 2>gonna actually bring the whole world together, but if you

1:17:53.800 --> 1:17:57.080
<v Speaker 2>can identify enough communities, you can bring those communities together.

1:17:57.600 --> 1:18:00.320
<v Speaker 2>So the algorithm is always going to change of anybody

1:18:00.320 --> 1:18:02.360
<v Speaker 2>tells you like, oh, I know the secrets of the algorithm.

1:18:02.360 --> 1:18:04.320
<v Speaker 2>They may know them for a week, but it changes

1:18:04.360 --> 1:18:07.320
<v Speaker 2>every three months officially, so that means that it changes

1:18:07.720 --> 1:18:10.800
<v Speaker 2>every every month and a half. And so no one

1:18:10.880 --> 1:18:14.320
<v Speaker 2>actually knows the algorithm. But what we know is we

1:18:14.479 --> 1:18:17.720
<v Speaker 2>know how to identify fan bases. We know how to

1:18:17.760 --> 1:18:20.040
<v Speaker 2>identify subcultures, and we know how to create them, and

1:18:20.040 --> 1:18:23.040
<v Speaker 2>we know how to ignite them in ways that for example,

1:18:23.120 --> 1:18:25.479
<v Speaker 2>like how the Wired article mentioned in ways that maybe

1:18:25.479 --> 1:18:27.320
<v Speaker 2>some of the majors are just not interested in doing.

1:18:27.640 --> 1:18:31.080
<v Speaker 1>Okay, you say it changes, they say in three months,

1:18:31.080 --> 1:18:33.040
<v Speaker 1>one and a half months would be more like it.

1:18:33.520 --> 1:18:37.320
<v Speaker 1>What literally changes? What do you observe? What changed in

1:18:37.360 --> 1:18:39.200
<v Speaker 1>the algorithm? Talk about the past.

1:18:39.600 --> 1:18:42.160
<v Speaker 2>Let's talk about the past. Sure, So, I mean everybody

1:18:42.200 --> 1:18:46.240
<v Speaker 2>knows the famous ad apocalypse, right, Okay, So if you are,

1:18:46.560 --> 1:18:48.960
<v Speaker 2>you know, a prankster and that's your bread and butter,

1:18:49.040 --> 1:18:51.200
<v Speaker 2>and you have a Lamborghini and you bought a house

1:18:51.280 --> 1:18:54.120
<v Speaker 2>huge mortgage, you know a lot of people who gave

1:18:54.160 --> 1:18:57.680
<v Speaker 2>it back because pranks are no longer suitable for monetization

1:18:58.400 --> 1:19:01.839
<v Speaker 2>to the level that they were on YouTube guidelines because

1:19:02.000 --> 1:19:04.720
<v Speaker 2>of like you know, the harassments reports and all that

1:19:04.760 --> 1:19:08.360
<v Speaker 2>stuff that was going on in the streets, and so yes,

1:19:08.520 --> 1:19:11.840
<v Speaker 2>that is true that the platform itself, the algorithm can

1:19:11.920 --> 1:19:15.360
<v Speaker 2>literally sweep you under your feet. Sometimes sometimes it's just

1:19:15.400 --> 1:19:19.240
<v Speaker 2>a matter of words that are no longer suitable for

1:19:19.320 --> 1:19:22.599
<v Speaker 2>hashtags or trends. Sometimes it's just the matter of hooks.

1:19:22.640 --> 1:19:25.599
<v Speaker 2>So now the hook is more important than ever on TikTok,

1:19:25.640 --> 1:19:29.120
<v Speaker 2>where back then it was just so awesome seeing something

1:19:29.240 --> 1:19:33.360
<v Speaker 2>vertical go viral on TikTok. Now even a viral video

1:19:33.439 --> 1:19:36.160
<v Speaker 2>has to have a preview of the most enticing moment

1:19:36.160 --> 1:19:38.320
<v Speaker 2>of the video, put it in the intro so that

1:19:38.360 --> 1:19:41.160
<v Speaker 2>it can hook people in. So it's not only the algorithm.

1:19:41.200 --> 1:19:42.920
<v Speaker 2>A lot of people get caught in the algorithm. They

1:19:42.920 --> 1:19:45.160
<v Speaker 2>start blaming the algorithm or they think that they can

1:19:45.200 --> 1:19:48.320
<v Speaker 2>gain the system. No, what you need to consistently understand,

1:19:48.360 --> 1:19:50.679
<v Speaker 2>because humanity is always changing, is you need to consistently

1:19:50.720 --> 1:19:54.200
<v Speaker 2>understand human behavior. And if you know what happened on YouTube,

1:19:54.200 --> 1:19:56.360
<v Speaker 2>and if you know what happened on all these other platforms,

1:19:56.520 --> 1:19:58.880
<v Speaker 2>and as these other platforms are adopting more of an

1:19:58.880 --> 1:20:01.960
<v Speaker 2>official content creation mode and model, then that's where you

1:20:02.040 --> 1:20:03.880
<v Speaker 2>need to That's where you need to head. And then

1:20:03.920 --> 1:20:08.120
<v Speaker 2>there's also a counter movement of overproduced content to underproduce content.

1:20:08.160 --> 1:20:10.719
<v Speaker 2>So there are people that are actually gaining more views

1:20:11.760 --> 1:20:14.960
<v Speaker 2>for overproducing their content, like we mentioned, like being more legit,

1:20:15.120 --> 1:20:18.280
<v Speaker 2>learning filmmaking tech tactics and techniques, and there are people

1:20:18.280 --> 1:20:21.920
<v Speaker 2>that are gaining more views by looking raw, authentic and

1:20:22.320 --> 1:20:24.400
<v Speaker 2>uncut and unprofessional.

1:20:24.520 --> 1:20:28.120
<v Speaker 3>Well something that's I mean, I don't know how when

1:20:28.160 --> 1:20:30.760
<v Speaker 3>you get this podcast out, But the reality is if

1:20:30.800 --> 1:20:33.080
<v Speaker 3>someone wants to go viral right now, the videos that

1:20:33.120 --> 1:20:35.600
<v Speaker 3>are going viral right now in this current algorithm is

1:20:35.720 --> 1:20:38.880
<v Speaker 3>videos that are within a loop. So with at the end,

1:20:39.240 --> 1:20:42.200
<v Speaker 3>it finishes the sentences the way you start the video correct,

1:20:42.320 --> 1:20:44.080
<v Speaker 3>and as long as it's in a loop, it goes

1:20:44.160 --> 1:20:47.800
<v Speaker 3>viral and ig and TikTok as of right now, what

1:20:47.920 --> 1:20:49.800
<v Speaker 3>is it November thirtieth, twenty twenty three.

1:20:49.960 --> 1:20:52.479
<v Speaker 2>And the reason for the loop is because the platforms

1:20:52.560 --> 1:20:55.120
<v Speaker 2>realize that they get more watch time instead of see

1:20:55.160 --> 1:20:58.920
<v Speaker 2>so some platform in the beginning with beta testing and

1:20:59.600 --> 1:21:01.559
<v Speaker 2>see that's so it's like no one actually knows how

1:21:01.560 --> 1:21:04.120
<v Speaker 2>to gain the algorithm. No one dominates the algorithm. It's

1:21:04.160 --> 1:21:06.960
<v Speaker 2>just who's paying attention and who's paying attention to human behavior.

1:21:07.240 --> 1:21:09.600
<v Speaker 2>If you paid attention. You remember this and you're like

1:21:09.640 --> 1:21:12.880
<v Speaker 2>a nerd like us. Do you remember when TikTok would

1:21:12.880 --> 1:21:14.639
<v Speaker 2>swipe up on its own after you watch the video?

1:21:14.880 --> 1:21:18.560
<v Speaker 2>You remember that? Okay, well that's because someone somewhere was

1:21:18.600 --> 1:21:21.000
<v Speaker 2>ab testing something and they thought, hey, we will get

1:21:21.000 --> 1:21:23.799
<v Speaker 2>more retention and more views if we instantly show them

1:21:24.200 --> 1:21:26.439
<v Speaker 2>the next video right after. And you know what they realized, No,

1:21:26.920 --> 1:21:30.360
<v Speaker 2>you actually get more retention by looping the video because sometimes,

1:21:30.600 --> 1:21:32.679
<v Speaker 2>believe it or not, even though it's a thirty second video,

1:21:32.760 --> 1:21:36.400
<v Speaker 2>the person didn't pay attention for thirty seconds. So what

1:21:36.560 --> 1:21:40.360
<v Speaker 2>RAF is saying, it's not necessari you're not gaining the algorithm.

1:21:40.360 --> 1:21:44.559
<v Speaker 2>The algorithm does not say, hey, this person here used

1:21:44.560 --> 1:21:48.040
<v Speaker 2>a loop techniques, so I'm gonna give them more views. No, no, no,

1:21:48.120 --> 1:21:51.799
<v Speaker 2>All that's happening is human behavior. The world is so chaotic,

1:21:52.120 --> 1:21:54.840
<v Speaker 2>and like I said, you know, your shit's just not

1:21:54.880 --> 1:21:57.120
<v Speaker 2>good enough. And if it were good enough, it would

1:21:57.160 --> 1:21:59.160
<v Speaker 2>be getting the attention to something. RAF just gave you

1:21:59.200 --> 1:22:01.160
<v Speaker 2>the sauce. If you're a noticed trying to get signed

1:22:01.240 --> 1:22:03.120
<v Speaker 2>right now, every single label knows you exist. At thirty

1:22:03.120 --> 1:22:06.719
<v Speaker 2>five thousand listeners, period streams, not less streams. Streams period.

1:22:07.200 --> 1:22:09.960
<v Speaker 2>So that's it. But if it's maybe it's just not

1:22:10.000 --> 1:22:11.559
<v Speaker 2>good enough to get sign maybe it's not good enough

1:22:11.560 --> 1:22:13.479
<v Speaker 2>for someone actually reach out. But anyway to finish, to

1:22:13.520 --> 1:22:16.840
<v Speaker 2>finish the loop, to finish the loop, it's it's not

1:22:16.880 --> 1:22:19.040
<v Speaker 2>necessarily that, hey, I added a loop, so the algorithm

1:22:19.120 --> 1:22:20.960
<v Speaker 2>is going to favor me. No, no, no, It's just that

1:22:21.080 --> 1:22:23.519
<v Speaker 2>if you constructed your argument and your video in a

1:22:23.560 --> 1:22:26.679
<v Speaker 2>way where it ends in a loop so that someone

1:22:26.680 --> 1:22:29.320
<v Speaker 2>can watch it again and again and again, maybe five

1:22:29.360 --> 1:22:31.800
<v Speaker 2>times for them to really get the point across, then

1:22:31.840 --> 1:22:36.080
<v Speaker 2>you've done a very successful you know, transmutation of human

1:22:36.080 --> 1:22:36.880
<v Speaker 2>behavior right there.

1:22:37.000 --> 1:22:42.679
<v Speaker 1>Okay, so to what degree do you leverage certain signed

1:22:42.720 --> 1:22:46.160
<v Speaker 1>acts to gain traction for other side acts.

1:22:48.000 --> 1:22:54.320
<v Speaker 3>We have an example. We signed obviously Loomy Athena in

1:22:55.280 --> 1:22:59.599
<v Speaker 3>December January, and then we found that he had a

1:22:59.640 --> 1:23:02.559
<v Speaker 3>friend that made music. I have two hundred and seventeen

1:23:02.600 --> 1:23:07.599
<v Speaker 3>listeners that act now became the feature on a bunch

1:23:07.640 --> 1:23:10.680
<v Speaker 3>of other songs that loom he has, and he was

1:23:10.680 --> 1:23:13.160
<v Speaker 3>able to get his own platform and now he's a

1:23:13.240 --> 1:23:18.080
<v Speaker 3>top forty electronic Dance Artist of the Year and he

1:23:18.200 --> 1:23:22.080
<v Speaker 3>has close to five million monther listeners. But he has

1:23:22.120 --> 1:23:22.599
<v Speaker 3>to be good.

1:23:22.840 --> 1:23:23.400
<v Speaker 1>I understand.

1:23:23.479 --> 1:23:28.720
<v Speaker 3>Yeah, his voice is incredible, and also yeah, so's I

1:23:28.800 --> 1:23:31.200
<v Speaker 3>want to make sure people know that we've done it

1:23:31.240 --> 1:23:34.360
<v Speaker 3>for other people and it hasn't got the same success level.

1:23:34.960 --> 1:23:38.040
<v Speaker 3>You still have to be good. You can only get

1:23:38.479 --> 1:23:41.639
<v Speaker 3>someone else's algorithm, but if you're not good, it will

1:23:41.840 --> 1:23:42.360
<v Speaker 3>wash away.

1:23:42.479 --> 1:23:45.840
<v Speaker 2>Yeah, exactly. And also I do want to say one thing,

1:23:46.520 --> 1:23:49.439
<v Speaker 2>so when we interviewed kid, when we interviewed him to

1:23:49.439 --> 1:23:53.040
<v Speaker 2>see if we would sign him, out of all the

1:23:53.120 --> 1:23:55.800
<v Speaker 2>years that we've been doing, this is the first kid

1:23:55.800 --> 1:24:04.400
<v Speaker 2>that's ever told me, yeah, Prince is my favorite artist.

1:24:06.960 --> 1:24:13.840
<v Speaker 1>Okay, what I assume I sign with you is leveraging

1:24:13.960 --> 1:24:18.640
<v Speaker 1>me with other talent you have signed dere girl. Can

1:24:18.680 --> 1:24:21.280
<v Speaker 1>I expect you're gonna do that like a feature on

1:24:21.360 --> 1:24:23.760
<v Speaker 1>a rap song in the old days? Or are you

1:24:23.880 --> 1:24:25.840
<v Speaker 1>basically saying, well, you got to hit a certain amount

1:24:25.840 --> 1:24:27.240
<v Speaker 1>of status. It's got to work for you.

1:24:27.280 --> 1:24:28.680
<v Speaker 2>No, it has to be. It has to be the

1:24:28.720 --> 1:24:31.360
<v Speaker 2>community in the genre, especially with these gen z. Are

1:24:31.400 --> 1:24:33.640
<v Speaker 2>they're brutal man? Like I know, I keep saying like

1:24:33.680 --> 1:24:36.360
<v Speaker 2>I'm so afraid of them that I am, Like, they're brutal, dude,

1:24:36.360 --> 1:24:38.760
<v Speaker 2>Like if you tried to introduce like a kid that's

1:24:38.800 --> 1:24:41.200
<v Speaker 2>just not in the community, like that kid would get

1:24:41.240 --> 1:24:42.200
<v Speaker 2>slaughtered and cooked.

1:24:42.320 --> 1:24:46.160
<v Speaker 3>So what we do to facilitate We facilitate it, but

1:24:46.240 --> 1:24:48.439
<v Speaker 3>we don't execute it. So the way we do it

1:24:48.479 --> 1:24:51.280
<v Speaker 3>is we plan recording trips for artists are on the

1:24:51.320 --> 1:24:55.840
<v Speaker 3>same hime. So a we just had a meal together. Oh,

1:24:55.880 --> 1:24:58.760
<v Speaker 3>you guys like each other, play video game together? Oh,

1:24:58.960 --> 1:25:02.120
<v Speaker 3>randomly a song. Now you guys are making together. Ah,

1:25:02.160 --> 1:25:03.840
<v Speaker 3>let's get you back in the studio together and then

1:25:03.880 --> 1:25:04.400
<v Speaker 3>finish it up.

1:25:04.479 --> 1:25:11.000
<v Speaker 1>Okay, let's pull back the lens halfway. People who are

1:25:11.040 --> 1:25:17.080
<v Speaker 1>not of your vintage, they will say, oh, the TikTok kits,

1:25:17.640 --> 1:25:20.960
<v Speaker 1>it's just a fragment of a song. There's no real

1:25:21.040 --> 1:25:21.679
<v Speaker 1>artists there.

1:25:22.600 --> 1:25:28.639
<v Speaker 3>They're right, They're right, They're right. I mean, it's it's

1:25:28.720 --> 1:25:33.320
<v Speaker 3>only been three years and they haven't proven themselves. Remember

1:25:33.439 --> 1:25:37.800
<v Speaker 3>Vine Vine, who came out of Vine Lou Combs. Is

1:25:37.800 --> 1:25:40.559
<v Speaker 3>that a fragment of an artist? I don't think so.

1:25:41.160 --> 1:25:44.599
<v Speaker 3>Shawn Mendes, is he a fragment of an artist? I

1:25:44.600 --> 1:25:49.160
<v Speaker 3>don't think so. All those Bieber doing covers wait wait.

1:25:49.000 --> 1:25:52.439
<v Speaker 1>Wait wait wait wait, that's that's the upside there's always

1:25:52.479 --> 1:25:55.080
<v Speaker 1>going to be some talented people playing. Let me let

1:25:55.120 --> 1:25:58.600
<v Speaker 1>me pull it back a little bit. The record companies,

1:25:58.680 --> 1:26:01.799
<v Speaker 1>the major labels, you still published players. The old tricks

1:26:01.840 --> 1:26:05.080
<v Speaker 1>don't work. As you say, as soon as someone hits

1:26:05.160 --> 1:26:09.840
<v Speaker 1>thirty five thousand streams, they're in. But you can have

1:26:09.880 --> 1:26:14.120
<v Speaker 1>thirty five thousand streams and you have traffic, but there's

1:26:14.120 --> 1:26:17.840
<v Speaker 1>not much there. So to what degree are they signing

1:26:17.960 --> 1:26:20.200
<v Speaker 1>things that have no future or are they good at

1:26:20.200 --> 1:26:22.160
<v Speaker 1>what they do and they only sign the stuff that

1:26:22.240 --> 1:26:23.160
<v Speaker 1>does have a future.

1:26:23.360 --> 1:26:26.439
<v Speaker 2>Well, like Graf said, I mean, we're not saying, you know,

1:26:26.600 --> 1:26:29.280
<v Speaker 2>we're not saying that kid didn't have a future, but

1:26:29.439 --> 1:26:33.120
<v Speaker 2>you know, kid didn't have the platform, but we believed

1:26:33.120 --> 1:26:36.320
<v Speaker 2>in his voice and we also saw that he was

1:26:36.439 --> 1:26:40.519
<v Speaker 2>daring enough to sing on a genre that had no singers.

1:26:40.600 --> 1:26:43.080
<v Speaker 1>Okay, wait wait wait wait wait wait, Raf, go for it.

1:26:43.200 --> 1:26:45.880
<v Speaker 3>Well, Bob is saying to that, are label signing stuff

1:26:45.920 --> 1:26:47.040
<v Speaker 3>because it's just making money?

1:26:47.400 --> 1:26:51.520
<v Speaker 1>Yes, But the question is if there's something that's trafficked

1:26:52.160 --> 1:26:54.400
<v Speaker 1>and you can get more traffic, maybe you can even

1:26:54.439 --> 1:26:58.400
<v Speaker 1>cross over to Spotify, but there might end up being

1:26:58.439 --> 1:26:59.280
<v Speaker 1>only one song.

1:26:59.600 --> 1:27:02.840
<v Speaker 3>That's fine because the deal sizes are so small nowadays,

1:27:03.479 --> 1:27:08.120
<v Speaker 3>and they're already proven. See, there's being music right now.

1:27:08.120 --> 1:27:10.200
<v Speaker 3>It's the best time to be in music. A lot

1:27:10.240 --> 1:27:12.600
<v Speaker 3>of people are complaining about the payoffs from platforms and

1:27:12.640 --> 1:27:14.679
<v Speaker 3>all that this is the best time to be in music.

1:27:15.360 --> 1:27:17.320
<v Speaker 3>A kid is doing one hundred thousand streams a day,

1:27:17.640 --> 1:27:21.479
<v Speaker 3>you already know how long how much money that kid

1:27:21.560 --> 1:27:23.880
<v Speaker 3>is gonna make, and you have about a sixteen month

1:27:23.960 --> 1:27:27.760
<v Speaker 3>window of that song hitting its peak and then it's

1:27:27.760 --> 1:27:31.479
<v Speaker 3>gonna decline, So you can do the calculations of what

1:27:31.520 --> 1:27:34.160
<v Speaker 3>that song, of what that artist is worth on paper.

1:27:34.439 --> 1:27:37.360
<v Speaker 3>There's no more guessing in the music business. The guessing

1:27:37.400 --> 1:27:40.679
<v Speaker 3>part is is that kid a superstar now? Which goes

1:27:40.720 --> 1:27:43.160
<v Speaker 3>back to the conversation we were having earlier. You have to

1:27:43.200 --> 1:27:44.840
<v Speaker 3>sit in there in the room with them. You have

1:27:44.880 --> 1:27:47.360
<v Speaker 3>to find out their why. And a lot of people

1:27:47.400 --> 1:27:49.240
<v Speaker 3>are not finding the artists.

1:27:48.840 --> 1:27:51.240
<v Speaker 2>Why and they're not interested in doing that correct.

1:27:51.920 --> 1:27:53.759
<v Speaker 3>And not just at the major level, at the independent

1:27:53.800 --> 1:27:56.839
<v Speaker 3>level too. There's people signing artists and they're not finding

1:27:56.880 --> 1:27:57.439
<v Speaker 3>that why.

1:27:57.439 --> 1:28:01.120
<v Speaker 1>But is your experience you're in the trenches every day.

1:28:02.160 --> 1:28:06.880
<v Speaker 1>Are they doing the math correct and saying one hit

1:28:07.040 --> 1:28:10.320
<v Speaker 1>sixteen months blah, blah blah, or are they truly believing, Hey,

1:28:10.360 --> 1:28:12.559
<v Speaker 1>this guy's got this, I'm gonna blow it up.

1:28:12.560 --> 1:28:14.519
<v Speaker 3>Something that it would be silly to say you're not

1:28:14.600 --> 1:28:16.200
<v Speaker 3>doing the math when there's so much data.

1:28:16.280 --> 1:28:17.160
<v Speaker 2>Yeah, there's so much data.

1:28:17.560 --> 1:28:18.200
<v Speaker 1>A different point.

1:28:18.560 --> 1:28:22.240
<v Speaker 2>No, I okay, I understand your point correctly. My answer

1:28:22.800 --> 1:28:25.519
<v Speaker 2>is me and I hope they're developing people.

1:28:27.200 --> 1:28:30.240
<v Speaker 1>Yeah, okay, let's go all the way back to the beginning.

1:28:30.680 --> 1:28:34.479
<v Speaker 1>So we're we have the old school players, pre internet players,

1:28:34.560 --> 1:28:38.519
<v Speaker 1>pre social media players. What have we established? You said,

1:28:38.560 --> 1:28:41.479
<v Speaker 1>despite all the new players, YouTube is still the most

1:28:41.520 --> 1:28:46.920
<v Speaker 1>powerful platform. You talked about legacy media. You say, well,

1:28:47.080 --> 1:28:50.720
<v Speaker 1>you want to cross over. It gives you attention and

1:28:50.760 --> 1:28:55.640
<v Speaker 1>it pays dividends. We talked about traditional networks whatever, they

1:28:55.720 --> 1:28:57.320
<v Speaker 1>got a lot of power. They just have to go

1:28:57.360 --> 1:29:00.960
<v Speaker 1>to live streaming. So at the end end of the day,

1:29:01.800 --> 1:29:07.200
<v Speaker 1>to the traditional forgetting the platforms themselves, the tiktoks, youtubes, whatever, Well,

1:29:07.240 --> 1:29:11.599
<v Speaker 1>maybe not YouTube. Do the traditional players the first movers,

1:29:11.640 --> 1:29:14.920
<v Speaker 1>et cetera? Do they always win in the end or

1:29:15.040 --> 1:29:17.880
<v Speaker 1>is there going to be someone who independently says I

1:29:17.960 --> 1:29:20.720
<v Speaker 1>know more about it than those people. I can make

1:29:20.760 --> 1:29:23.840
<v Speaker 1>it work for my talent. I'm going to establish my

1:29:24.000 --> 1:29:25.400
<v Speaker 1>own monolithic business.

1:29:25.520 --> 1:29:28.360
<v Speaker 3>Well, it's been happening in Latin music for the last

1:29:28.400 --> 1:29:29.400
<v Speaker 3>fifteen years.

1:29:30.600 --> 1:29:31.200
<v Speaker 1>Give me more.

1:29:31.320 --> 1:29:37.280
<v Speaker 3>So in Latin music, there's obviously everybody's familiar with Bad Bunny.

1:29:37.280 --> 1:29:39.559
<v Speaker 3>The Bad Bunny deal only happened two or three years ago.

1:29:39.680 --> 1:29:41.920
<v Speaker 3>That was a project that has been developing for about

1:29:42.000 --> 1:29:46.519
<v Speaker 3>seven eight years. It's happening in traditional Mexican music. Those

1:29:46.600 --> 1:29:49.400
<v Speaker 3>artists now are getting acquired by the major labels, but

1:29:49.400 --> 1:29:52.639
<v Speaker 3>they're already doing eighty billion streams before the major label

1:29:52.640 --> 1:29:55.320
<v Speaker 3>comes in comes in. So Latin music has been happening.

1:29:55.640 --> 1:29:58.559
<v Speaker 3>It's been happening in a lot of other genres outside

1:29:58.600 --> 1:29:59.120
<v Speaker 3>of the US.

1:29:59.160 --> 1:30:04.000
<v Speaker 1>Now I'm asking the first question, Yeah, you've established something.

1:30:04.240 --> 1:30:06.280
<v Speaker 1>The traditional player comes in, I'm gonna lay a lot

1:30:06.280 --> 1:30:10.000
<v Speaker 1>of cash and power. I say, yes. Are there people

1:30:10.080 --> 1:30:14.280
<v Speaker 1>who are saying the traditional outlets are clueless. I'm building

1:30:14.320 --> 1:30:17.599
<v Speaker 1>it myself and my goal is not to sell out

1:30:17.720 --> 1:30:19.719
<v Speaker 1>or to make a deal with the traditional players.

1:30:19.760 --> 1:30:22.559
<v Speaker 3>There's companies like ours that exist, and there's other companies

1:30:22.600 --> 1:30:27.640
<v Speaker 3>that are constantly being created. Funding is a big issue, yeah,

1:30:27.680 --> 1:30:31.479
<v Speaker 3>and so they are now third party people. Do you

1:30:31.520 --> 1:30:35.160
<v Speaker 3>do you want to take money from a music company

1:30:35.200 --> 1:30:37.880
<v Speaker 3>or do you want to take money from a venture capitalist.

1:30:38.520 --> 1:30:40.680
<v Speaker 3>That's that's the conversation that's being had right now.

1:30:40.800 --> 1:30:44.479
<v Speaker 1>Okay, just to be clear, because exhibition is free, these

1:30:44.560 --> 1:30:50.519
<v Speaker 1>sites are all free. Why do you need so much money?

1:30:51.320 --> 1:30:54.360
<v Speaker 3>So you catch her record on TikTok. Let's go back

1:30:54.360 --> 1:30:56.439
<v Speaker 3>to the basics, right, you catch her record on TikTok,

1:30:56.840 --> 1:30:59.960
<v Speaker 3>that streaming check, you're not seeing it for four months

1:31:00.280 --> 1:31:05.320
<v Speaker 3>right on the master recording on the publishing right even long.

1:31:05.840 --> 1:31:08.920
<v Speaker 3>So how are you operate? So you're at you're an artist.

1:31:09.000 --> 1:31:11.240
<v Speaker 3>That's a million, two million, three million month of listeners

1:31:11.600 --> 1:31:14.080
<v Speaker 3>that you're constantly supposed to be feeding your business. But

1:31:14.120 --> 1:31:15.519
<v Speaker 3>there's no you have no money.

1:31:16.000 --> 1:31:20.400
<v Speaker 1>Okay, But my question becomes everything is so diy. Everybody's

1:31:20.400 --> 1:31:24.080
<v Speaker 1>got a laptop, we're shooting video. Where is the requirement

1:31:24.120 --> 1:31:27.720
<v Speaker 1>for any significant money, especially because no one gives you

1:31:27.960 --> 1:31:30.479
<v Speaker 1>money for free. If they're giving you the money, they

1:31:30.479 --> 1:31:31.559
<v Speaker 1>want something in return.

1:31:31.960 --> 1:31:33.599
<v Speaker 2>Well, that's why we sell the artists, and that's why

1:31:33.600 --> 1:31:36.280
<v Speaker 2>we partner up with them in the business because.

1:31:35.920 --> 1:31:38.280
<v Speaker 3>The reality is once you catch that one record pop,

1:31:38.280 --> 1:31:40.720
<v Speaker 3>you're supposed to have a music video done, right, let's

1:31:40.720 --> 1:31:42.600
<v Speaker 3>say the music video is even a thousand dollars, you

1:31:42.600 --> 1:31:45.479
<v Speaker 3>shoot that music video. Let's say the moment you start

1:31:45.520 --> 1:31:49.400
<v Speaker 3>getting streaming, a lot of artists are not clearing their records, right,

1:31:49.479 --> 1:31:51.880
<v Speaker 3>the elephant in the room, right, they're they're dropping all

1:31:51.960 --> 1:31:54.280
<v Speaker 3>these records. And then the producer comes back, it's five

1:31:54.320 --> 1:31:56.240
<v Speaker 3>thousand dollars. So you have to go back.

1:31:56.400 --> 1:31:59.160
<v Speaker 2>You have the millions right now. Now your first check

1:31:59.200 --> 1:32:00.759
<v Speaker 2>is not going to be five that'sn't right.

1:32:00.800 --> 1:32:04.160
<v Speaker 3>So Cade went from two hundred and seventeen listeners to

1:32:04.960 --> 1:32:07.080
<v Speaker 3>five million now. But when he was a two million

1:32:07.120 --> 1:32:10.880
<v Speaker 3>monthly listeners, one of ANRS came back to us and said, hey,

1:32:10.920 --> 1:32:14.559
<v Speaker 3>this bees ten thousand dollars. We hadn't seen a check

1:32:14.880 --> 1:32:17.479
<v Speaker 3>because he just went viral. And then we went back

1:32:17.479 --> 1:32:19.320
<v Speaker 3>to him and said, can we go back to like

1:32:19.360 --> 1:32:23.000
<v Speaker 3>a reasonable number because he just went viral. There's really

1:32:23.040 --> 1:32:25.479
<v Speaker 3>no money here. Yeah, he said, he has two million

1:32:25.520 --> 1:32:26.160
<v Speaker 3>monthly listeners.

1:32:27.600 --> 1:32:29.160
<v Speaker 1>Okay, but I.

1:32:29.160 --> 1:32:31.840
<v Speaker 2>Go back to my point, So why do we need

1:32:31.840 --> 1:32:37.479
<v Speaker 2>the money? It's because, like we here signed the artist.

1:32:37.720 --> 1:32:39.400
<v Speaker 2>So if we signed the artist, that means that we

1:32:39.439 --> 1:32:41.760
<v Speaker 2>have to invest in the brand, and we have to

1:32:41.800 --> 1:32:45.160
<v Speaker 2>invest in their career, and that costs money. At the

1:32:45.240 --> 1:32:47.160
<v Speaker 2>end of the day, you can't you can't escape that.

1:32:47.200 --> 1:32:48.920
<v Speaker 3>But I'm looking at it from just I'm just an

1:32:49.000 --> 1:32:51.640
<v Speaker 3>artist that went viral. Yeah, and then you also need

1:32:51.720 --> 1:32:53.960
<v Speaker 3>a follow up record. That's what's happening too. No one's

1:32:54.000 --> 1:32:57.400
<v Speaker 3>in investing, okay, but let's say all in, I'm in

1:32:57.479 --> 1:32:58.000
<v Speaker 3>ten k.

1:32:58.720 --> 1:33:03.920
<v Speaker 1>Okay, if I take the ten k from somebody, they're

1:33:03.960 --> 1:33:06.080
<v Speaker 1>gonna want a lot more than ten k back.

1:33:07.400 --> 1:33:11.000
<v Speaker 3>That's why distribution companies on their eyes. That's why a

1:33:11.000 --> 1:33:15.280
<v Speaker 3>lot of the stigma used to be that not stigma.

1:33:15.320 --> 1:33:17.840
<v Speaker 3>I mean, the reality is artists didn't get fair deals.

1:33:17.920 --> 1:33:21.840
<v Speaker 3>Right now, artists are getting extremely fair deals to the

1:33:21.880 --> 1:33:24.920
<v Speaker 3>point where the other side does not care enough and

1:33:24.960 --> 1:33:27.920
<v Speaker 3>they don't do anything. They don't do anything. Hence why

1:33:27.960 --> 1:33:32.639
<v Speaker 3>there's no superstars. Because your partner is used to eating

1:33:32.680 --> 1:33:35.719
<v Speaker 3>at a certain rate, they're not eating at that level anymore.

1:33:36.040 --> 1:33:38.280
<v Speaker 3>They're not that invested in you as an artist.

1:33:38.479 --> 1:33:42.880
<v Speaker 1>Okay. But okay, your company twenty five to seven Media,

1:33:43.880 --> 1:33:46.559
<v Speaker 1>is it self funded or are you taking money from

1:33:46.560 --> 1:33:47.160
<v Speaker 1>somewhere else?

1:33:47.520 --> 1:33:49.439
<v Speaker 3>We're self funded right now.

1:33:49.640 --> 1:33:57.080
<v Speaker 1>Okay, So if you're self funded and you sign talent,

1:33:58.360 --> 1:34:01.280
<v Speaker 1>are they going to third parties for money.

1:34:01.600 --> 1:34:05.680
<v Speaker 3>They're not. No, but it gets uh, they're not going

1:34:05.720 --> 1:34:09.439
<v Speaker 3>to third parties, but there's always a major Daniel.

1:34:09.760 --> 1:34:12.479
<v Speaker 1>Okay, but hold that for a second. So in this

1:34:12.600 --> 1:34:17.160
<v Speaker 1>particular example, you're considering yourselves to be the.

1:34:17.120 --> 1:34:18.320
<v Speaker 2>Money or the label.

1:34:18.720 --> 1:34:26.240
<v Speaker 1>Okay, but it's certainly not a traditional situation with the

1:34:26.320 --> 1:34:30.360
<v Speaker 1>three majors in their tentacles. Let's stop there. And you

1:34:30.479 --> 1:34:34.400
<v Speaker 1>said in the Wired article that you contemplated doing a

1:34:34.439 --> 1:34:36.880
<v Speaker 1>deal with Mike Kieren, I have certainly known for decades,

1:34:37.240 --> 1:34:40.400
<v Speaker 1>has a long history in the music business, but ultimately

1:34:40.479 --> 1:34:43.760
<v Speaker 1>you did not. Why did you not make a deal

1:34:43.800 --> 1:34:44.840
<v Speaker 1>with Mike Kieren in the.

1:34:44.880 --> 1:34:49.360
<v Speaker 3>End, Well, Mike, Mike is a tight end in music.

1:34:50.320 --> 1:34:53.400
<v Speaker 3>Let's just let's just start there. And Uh, when we

1:34:53.479 --> 1:34:58.400
<v Speaker 3>met with him, I was super impressed how he knew

1:34:58.439 --> 1:35:01.400
<v Speaker 3>so much about a and just the future of music

1:35:01.400 --> 1:35:03.360
<v Speaker 3>in general. I'm like, at this level and at what

1:35:03.439 --> 1:35:06.519
<v Speaker 3>you've accomplished like that, it shouldn't be that in tune

1:35:06.680 --> 1:35:09.840
<v Speaker 3>he was really so the reason why we didn't do

1:35:09.880 --> 1:35:11.759
<v Speaker 3>a deal with Mike and a bunch of other people

1:35:12.880 --> 1:35:15.800
<v Speaker 3>is you've ever been in those email chains and there's

1:35:15.840 --> 1:35:18.519
<v Speaker 3>like thirty people in the email chain and you don't

1:35:18.520 --> 1:35:21.160
<v Speaker 3>know who's actually supposed to do it. We wanted to

1:35:21.240 --> 1:35:24.120
<v Speaker 3>avoid that while we were growing the company because we

1:35:24.200 --> 1:35:26.799
<v Speaker 3>had that issue as artist managers, because we had artists

1:35:26.800 --> 1:35:29.599
<v Speaker 3>signed to Virgin we had ourtist signed and Warner Records,

1:35:29.720 --> 1:35:32.160
<v Speaker 3>we had o artist signed to Geffen, we had artissigned

1:35:32.360 --> 1:35:33.519
<v Speaker 3>to a bunch of other companies.

1:35:33.520 --> 1:35:35.759
<v Speaker 2>On top of that, we're doing the marketing for these majors.

1:35:35.840 --> 1:35:39.879
<v Speaker 3>So we noticed the bigger the email chain, the slower

1:35:39.920 --> 1:35:42.439
<v Speaker 3>the process was. So we're like, we're on the rise

1:35:42.560 --> 1:35:46.200
<v Speaker 3>right now, and we like Mike, but I'm like, we're

1:35:46.240 --> 1:35:48.919
<v Speaker 3>not working with Mike every day. We're working with everybody

1:35:48.920 --> 1:35:51.840
<v Speaker 3>else in that building. We're not working with Todd at

1:35:51.880 --> 1:35:54.360
<v Speaker 3>Alama every day. We're working with everybody else in that building.

1:35:54.840 --> 1:35:57.720
<v Speaker 3>And you know, it's kind of hard to recreate those

1:35:57.760 --> 1:35:59.920
<v Speaker 3>type of guys. So we were like, while we're on

1:36:00.160 --> 1:36:03.000
<v Speaker 3>the upward trajectory, we want to do it on our own.

1:36:03.120 --> 1:36:07.320
<v Speaker 2>And another honest answer that we that we gave people

1:36:07.600 --> 1:36:10.599
<v Speaker 2>was just the truth. I mean, like, you know, sometime

1:36:10.760 --> 1:36:12.960
<v Speaker 2>at the time, music was really only one third of

1:36:13.000 --> 1:36:15.560
<v Speaker 2>our revenue and we have so many other aspects of

1:36:15.600 --> 1:36:17.760
<v Speaker 2>the business. That we wanted to keep developing, and so

1:36:18.720 --> 1:36:21.920
<v Speaker 2>we basically looked at it like, well, are we going

1:36:21.960 --> 1:36:24.120
<v Speaker 2>to partner up with someone so that they can tell

1:36:24.160 --> 1:36:25.920
<v Speaker 2>us what staff to bring in and how to do it,

1:36:26.600 --> 1:36:28.400
<v Speaker 2>or maybe we could take a swing at it for

1:36:28.400 --> 1:36:30.080
<v Speaker 2>a couple of years and kind of you know, build

1:36:30.120 --> 1:36:32.320
<v Speaker 2>it out ourselves in the way that if it ain't broke,

1:36:32.360 --> 1:36:34.360
<v Speaker 2>don't fix it. And I think that that's what we

1:36:34.439 --> 1:36:35.840
<v Speaker 2>want to try, you know, for a while.

1:36:35.960 --> 1:36:40.559
<v Speaker 1>Okay, but this has been going on since Napster. People

1:36:40.640 --> 1:36:45.559
<v Speaker 1>have said there's going to be disruption. Professor at Harvard

1:36:45.560 --> 1:36:48.439
<v Speaker 1>who wrote a whole long article the New Yorker magazine saying,

1:36:48.479 --> 1:36:53.760
<v Speaker 1>ultimately there isn't disruption. What strikes me here is for

1:36:53.960 --> 1:36:59.160
<v Speaker 1>all of this new technology, new platforms, you're always coming

1:36:59.240 --> 1:37:02.680
<v Speaker 1>back to the traditional players. But hang in there for

1:37:02.720 --> 1:37:08.000
<v Speaker 1>a second. Is your goal to sell at a certain

1:37:08.080 --> 1:37:10.519
<v Speaker 1>number or is your goal to never sell?

1:37:11.400 --> 1:37:12.240
<v Speaker 2>We talk about that.

1:37:12.200 --> 1:37:14.960
<v Speaker 3>Every day when I'm when I'm done having fun with

1:37:15.000 --> 1:37:16.200
<v Speaker 3>my two best friends.

1:37:17.120 --> 1:37:18.080
<v Speaker 1>That's a different issue.

1:37:18.080 --> 1:37:21.280
<v Speaker 3>No, no, no, that's the biggest. But that's the real,

1:37:21.400 --> 1:37:23.679
<v Speaker 3>that's the real. I mean, with the numbers that we've

1:37:23.800 --> 1:37:25.840
<v Speaker 3>got offered for our company, overall.

1:37:26.680 --> 1:37:27.280
<v Speaker 2>Not just the music.

1:37:27.360 --> 1:37:31.080
<v Speaker 3>So we we we would have been fine even before music,

1:37:31.200 --> 1:37:35.519
<v Speaker 3>even before I genuinely enjoy working with my two best friends.

1:37:35.840 --> 1:37:39.280
<v Speaker 1>This is you know, you're not at that point. Okay.

1:37:39.880 --> 1:37:44.200
<v Speaker 1>Usually when people sell out, either they're done or the

1:37:44.320 --> 1:37:47.400
<v Speaker 1>money is just everything's for sale. If I come in

1:37:47.439 --> 1:37:49.439
<v Speaker 1>here say I'm gonna sell you. Yeah here, let me

1:37:49.479 --> 1:37:53.200
<v Speaker 1>open my wall. Twenty bucks for your company, No twenty thousand,

1:37:53.360 --> 1:37:56.760
<v Speaker 1>no twenty million. Well, all of a sudden you saying, well,

1:37:56.840 --> 1:38:00.360
<v Speaker 1>let me let me think two hundred million. We're in

1:38:00.439 --> 1:38:05.120
<v Speaker 1>and sold. Everything's got a price. But there are companies.

1:38:05.160 --> 1:38:09.640
<v Speaker 1>The music business started really didn't become consolidated to the

1:38:09.720 --> 1:38:13.439
<v Speaker 1>late sixties early seventies. Prior to that it was all

1:38:13.439 --> 1:38:17.880
<v Speaker 1>independent labels, which ultimately most of them went by the wayside,

1:38:18.080 --> 1:38:21.439
<v Speaker 1>but a number of them survived. They ultimately sold at

1:38:21.439 --> 1:38:25.120
<v Speaker 1>a huge numbers of hundreds, well for hundreds of millions

1:38:25.120 --> 1:38:28.759
<v Speaker 1>of dollars. A and M Records, Island Records, but for

1:38:28.920 --> 1:38:33.880
<v Speaker 1>decades they had operated independently and when they sold, the

1:38:34.000 --> 1:38:38.320
<v Speaker 1>founders were not young. So the question is, are you

1:38:38.720 --> 1:38:44.519
<v Speaker 1>building a business to compete with traditional players with a

1:38:44.560 --> 1:38:47.960
<v Speaker 1>new paradigm, and are there people like you doing that

1:38:48.479 --> 1:38:50.920
<v Speaker 1>or in reality, are the traditional players always going to

1:38:51.000 --> 1:38:51.599
<v Speaker 1>win in the end.

1:38:52.160 --> 1:38:53.720
<v Speaker 3>They're going to win in the end. I mean, look

1:38:53.720 --> 1:38:55.120
<v Speaker 3>at right, they're going to win in the end.

1:38:56.200 --> 1:38:59.559
<v Speaker 2>Where Yeah, because there's also people like us that the

1:38:59.640 --> 1:39:01.920
<v Speaker 2>moment they even know that they could sell they.

1:39:01.800 --> 1:39:04.760
<v Speaker 3>Say, yeah, correct, So that's that's that's the thing, Like

1:39:04.800 --> 1:39:07.599
<v Speaker 3>there needs to be a unity in the independent space,

1:39:07.680 --> 1:39:11.960
<v Speaker 3>right But what happens is there the big companies are

1:39:12.000 --> 1:39:15.559
<v Speaker 3>getting very smart, like in Grooves merging with the Virgin Music,

1:39:15.880 --> 1:39:20.800
<v Speaker 3>it's still a UMG company. Is that is that considered independent? No,

1:39:21.080 --> 1:39:21.720
<v Speaker 3>that's the You.

1:39:21.720 --> 1:39:25.120
<v Speaker 1>Don't know, but I ask you, as I say, even

1:39:25.160 --> 1:39:28.960
<v Speaker 1>in the tech space forget music. Yeah, the guys started WhatsApp,

1:39:29.400 --> 1:39:30.920
<v Speaker 1>the guys started Instagram.

1:39:31.120 --> 1:39:32.920
<v Speaker 3>We ultimately got squeezed out.

1:39:32.960 --> 1:39:35.439
<v Speaker 1>They took the check and the big guy said, hey,

1:39:35.439 --> 1:39:37.400
<v Speaker 1>this is where it's going to be. Wasn't that way

1:39:37.560 --> 1:39:38.120
<v Speaker 1>they were out?

1:39:38.240 --> 1:39:40.519
<v Speaker 3>Well, just to give you we've done this is our

1:39:40.520 --> 1:39:42.879
<v Speaker 3>first year as operating as a label. We've done management

1:39:42.920 --> 1:39:45.080
<v Speaker 3>and other stuff. We've done a couple of billion streams.

1:39:45.120 --> 1:39:47.320
<v Speaker 3>Right right now, we're just a little fly in the room.

1:39:47.439 --> 1:39:50.160
<v Speaker 3>We're the little mosquito. Let me no one cares.

1:39:50.280 --> 1:39:52.839
<v Speaker 1>Okay, well, let maybe pull let me pull it differently

1:39:53.360 --> 1:39:58.440
<v Speaker 1>from my perspective. Hey, we're in an era where streaming

1:39:58.560 --> 1:40:02.559
<v Speaker 1>television is the most vital art form to make. That

1:40:02.640 --> 1:40:05.920
<v Speaker 1>kind of streaming television is expensive. You can shoot on

1:40:05.960 --> 1:40:09.519
<v Speaker 1>your iPhone, but really you can't compete on The other

1:40:09.640 --> 1:40:12.280
<v Speaker 1>extreme is music. You and me. We can cut a

1:40:12.320 --> 1:40:15.520
<v Speaker 1>record right now and have it up on Spotify almost instantly.

1:40:15.720 --> 1:40:18.640
<v Speaker 1>It doesn't mean anybody will listen, but the barrier to

1:40:18.960 --> 1:40:27.479
<v Speaker 1>entry is very low. Okay. So ultimately, in music, and

1:40:27.520 --> 1:40:32.439
<v Speaker 1>this hasn't happened now significantly in twenty years, a new sound,

1:40:32.600 --> 1:40:38.759
<v Speaker 1>a new genre comes along and replaces what came for before. Okay,

1:40:38.760 --> 1:40:41.639
<v Speaker 1>we had hairband music, we had the Seattle grunge. Then

1:40:41.680 --> 1:40:43.439
<v Speaker 1>we had a hip hop that we had different types

1:40:43.479 --> 1:40:46.760
<v Speaker 1>of hip hop. Okay, for the last seventeen years ago

1:40:47.120 --> 1:40:49.080
<v Speaker 1>we had If you're a real fan, you could say this,

1:40:49.120 --> 1:40:51.519
<v Speaker 1>but it's not like there was a new Beatles. I mean,

1:40:51.520 --> 1:40:54.160
<v Speaker 1>look at Beyonce, Taylor Swift. They've been in the business

1:40:54.200 --> 1:40:56.120
<v Speaker 1>a long time. By today's standards.

1:40:55.880 --> 1:40:58.800
<v Speaker 2>That was Latin music. Yeah, and they're all telling okay, yeah, no,

1:40:58.880 --> 1:40:59.599
<v Speaker 2>it's Latin music.

1:40:59.680 --> 1:41:04.559
<v Speaker 1>Okay, but it is very disheartening to hear from people

1:41:04.720 --> 1:41:08.160
<v Speaker 1>like you that are on the cutting edge of this

1:41:08.960 --> 1:41:12.840
<v Speaker 1>that ultimate because let's say, I am talent, okay, it

1:41:12.960 --> 1:41:17.120
<v Speaker 1>bothers me that the talent sells out for two reasons,

1:41:17.280 --> 1:41:19.960
<v Speaker 1>you know, Okay, I hear every day from people who say,

1:41:20.400 --> 1:41:24.519
<v Speaker 1>you know, streaming payouts are bad. Let's forget the people

1:41:24.600 --> 1:41:28.120
<v Speaker 1>who are just delusional, who are never listening to But

1:41:28.240 --> 1:41:32.920
<v Speaker 1>there are people who make deals with major labels, talking

1:41:32.960 --> 1:41:35.600
<v Speaker 1>to the experts. Maybe at a blue moon you can

1:41:35.640 --> 1:41:38.200
<v Speaker 1>get fifty five percent of the net. Most people are

1:41:38.240 --> 1:41:40.800
<v Speaker 1>way below that thirty percent of the net, and then

1:41:40.800 --> 1:41:42.200
<v Speaker 1>all of a sudden you have one hundred and four

1:41:42.280 --> 1:41:45.720
<v Speaker 1>hundred million streams. That adds up no lil nas X.

1:41:46.160 --> 1:41:49.439
<v Speaker 1>The advance was so heavy it says, you know, I

1:41:49.439 --> 1:41:52.680
<v Speaker 1>don't give a fuck about what's happening. So at the

1:41:52.800 --> 1:41:56.519
<v Speaker 1>end of the day in this sphere, is everybody going

1:41:56.600 --> 1:42:00.960
<v Speaker 1>to sell out? Look at the Titans, Okay, jobs, he

1:42:01.000 --> 1:42:03.880
<v Speaker 1>gets squeezed out of the company. He comes back after that,

1:42:04.280 --> 1:42:07.000
<v Speaker 1>all the founders wrote contracts where the stocks are. You

1:42:07.040 --> 1:42:10.519
<v Speaker 1>can't squeeze me out, Mark Zuckerberg, you can't squeeze out

1:42:10.920 --> 1:42:14.120
<v Speaker 1>the guy at Snapchat you can't squeeze out, but you're

1:42:14.160 --> 1:42:16.400
<v Speaker 1>telling me when it comes to the creative end of it,

1:42:16.760 --> 1:42:18.680
<v Speaker 1>everybody's just gonna sell out.

1:42:18.920 --> 1:42:22.240
<v Speaker 3>Okay, So we're we're on your team. Yeah yeah, right

1:42:22.400 --> 1:42:25.599
<v Speaker 3>right now. Well we're championing. Even the land companies were like,

1:42:25.720 --> 1:42:29.080
<v Speaker 3>you shouldn't do that. We're we're trying to partner up

1:42:29.080 --> 1:42:31.800
<v Speaker 3>with other entrepreneurs similar to us, and we're like, let

1:42:31.800 --> 1:42:34.320
<v Speaker 3>me help you catch a second third record with your artists.

1:42:34.400 --> 1:42:37.000
<v Speaker 3>We're on your team on that end of it. However,

1:42:37.800 --> 1:42:40.240
<v Speaker 3>there's not a lot of people fighting that fight. Yeah,

1:42:40.280 --> 1:42:42.920
<v Speaker 3>so it does get lonely the other a lot of

1:42:42.960 --> 1:42:44.240
<v Speaker 3>people are going for that check.

1:42:44.400 --> 1:42:47.880
<v Speaker 2>Yeah. Another like, like I said, I'll return to look,

1:42:48.120 --> 1:42:51.080
<v Speaker 2>there are going to be more twenty five seven medias

1:42:51.120 --> 1:42:54.280
<v Speaker 2>and there probably are, and there were, But what I

1:42:54.400 --> 1:42:57.400
<v Speaker 2>smelled is that the moment they could they even know

1:42:57.479 --> 1:43:00.559
<v Speaker 2>that they could sell, they sell too early. And then

1:43:00.600 --> 1:43:02.720
<v Speaker 2>the other thing too that he said, we're honest about this,

1:43:02.880 --> 1:43:05.720
<v Speaker 2>like right now we're in the very tip of the

1:43:05.720 --> 1:43:08.880
<v Speaker 2>iceberg of like what we're going to build, and we

1:43:08.880 --> 1:43:11.439
<v Speaker 2>would love to build something like Island, something like Deaf Jam,

1:43:11.560 --> 1:43:15.320
<v Speaker 2>Like we I mean we're gonna we wear deaf jam jackets,

1:43:15.320 --> 1:43:16.960
<v Speaker 2>like on the low, like when we're not in public,

1:43:16.960 --> 1:43:18.080
<v Speaker 2>when we're just alone and we.

1:43:18.040 --> 1:43:20.439
<v Speaker 3>Just we're fans of like that gritty story.

1:43:20.760 --> 1:43:22.280
<v Speaker 2>However we want to build a story.

1:43:22.360 --> 1:43:25.880
<v Speaker 3>There's there's other people that are not like that are

1:43:25.880 --> 1:43:30.720
<v Speaker 3>our peers. I'm constantly talking to my peers in these

1:43:30.720 --> 1:43:35.000
<v Speaker 3>big buildings. I'm like, you found the artist. The deal

1:43:35.240 --> 1:43:39.160
<v Speaker 3>was twenty thousand dollars, thirty thousand dollars in pocket because

1:43:39.160 --> 1:43:42.080
<v Speaker 3>they're signing. Our majors are signing artists very very early

1:43:42.120 --> 1:43:44.280
<v Speaker 3>now because they know there's other companies similar to us

1:43:44.560 --> 1:43:47.080
<v Speaker 3>willing to, you know, develop. So I'm like, you could

1:43:47.120 --> 1:43:49.599
<v Speaker 3>do that same deal on your own, but no one's

1:43:49.680 --> 1:43:51.719
<v Speaker 3>actually doing it. Everyone's afraid.

1:43:51.800 --> 1:43:53.360
<v Speaker 2>Everyone's afraid of making their own move.

1:43:54.960 --> 1:43:59.600
<v Speaker 3>And it's scary because because you want to empower people to,

1:44:00.080 --> 1:44:02.920
<v Speaker 3>you know, take the next leap in music and just

1:44:03.479 --> 1:44:06.439
<v Speaker 3>be music entrepreneurs. But then when you see all these

1:44:06.479 --> 1:44:09.320
<v Speaker 3>big mergers happen with Virgin and INgrooves and all these

1:44:09.880 --> 1:44:13.960
<v Speaker 3>big distribution companies just buy up everything, You're like, who

1:44:14.080 --> 1:44:18.560
<v Speaker 3>is the last true distribution partner out there that's not

1:44:19.040 --> 1:44:20.240
<v Speaker 3>owned by a major label.

1:44:20.680 --> 1:44:25.120
<v Speaker 1>Okay, two things. Distribution is king. The talent is not king,

1:44:25.280 --> 1:44:28.559
<v Speaker 1>because if it can't be bought heard, whatever doesn't matter

1:44:28.600 --> 1:44:32.280
<v Speaker 1>how good it is. But unlike anytime previous, let's just

1:44:32.280 --> 1:44:36.920
<v Speaker 1>stay with the music business, distribution has been institutionalized and

1:44:36.960 --> 1:44:43.360
<v Speaker 1>available to all. Okay, So therefore there is more emphasis

1:44:43.400 --> 1:44:47.040
<v Speaker 1>on the talent than there has been. Now getting noticed,

1:44:47.080 --> 1:44:49.680
<v Speaker 1>there's a lot of steps along the way. But you

1:44:49.720 --> 1:44:51.240
<v Speaker 1>can't say, at the end of the day, well, I

1:44:51.360 --> 1:44:54.280
<v Speaker 1>can't play. You might say I can't get interrestrial radio,

1:44:54.520 --> 1:44:57.880
<v Speaker 1>but it's this audience you know, listening to interrestrial radio anyway.

1:44:58.120 --> 1:45:00.960
<v Speaker 3>No, No, you can play, make a lot of money

1:45:00.960 --> 1:45:03.000
<v Speaker 3>and it and it also costs a lot of money,

1:45:03.400 --> 1:45:05.360
<v Speaker 3>and you can make a big impact. You could do

1:45:05.439 --> 1:45:10.400
<v Speaker 3>all that, but until we see an artist truly fully

1:45:10.439 --> 1:45:15.320
<v Speaker 3>do it independently. H Ghazi and Empire are an independent

1:45:15.360 --> 1:45:19.559
<v Speaker 3>company that you know champion artists, but a lot of

1:45:19.680 --> 1:45:23.200
<v Speaker 3>artists just haven't taken that h that leap. Everyone just

1:45:23.240 --> 1:45:25.400
<v Speaker 3>at the end of the day sells off for that check.

1:45:25.680 --> 1:45:29.240
<v Speaker 3>Everybody thought bad bunny and that company was never going

1:45:29.320 --> 1:45:32.200
<v Speaker 3>to do a deal with a Sony or UMG. They

1:45:32.200 --> 1:45:35.280
<v Speaker 3>did it. So it's when you're telling me like, are

1:45:35.320 --> 1:45:39.120
<v Speaker 3>you guys going to be the one to be the difference? Hopefully,

1:45:39.360 --> 1:45:41.679
<v Speaker 3>hopefully we could be an alternative.

1:45:41.080 --> 1:45:43.280
<v Speaker 2>And we and we talk about this every single week.

1:45:43.560 --> 1:45:46.000
<v Speaker 3>But the reality is when you see other you know,

1:45:46.160 --> 1:45:50.040
<v Speaker 3>colleagues and counterparts, uh not doing it, it gets a

1:45:50.080 --> 1:45:53.600
<v Speaker 3>little lonely, okay.

1:45:53.640 --> 1:45:59.400
<v Speaker 1>But also historically the traditional purveyors don't want something to

1:45:59.520 --> 1:46:02.160
<v Speaker 1>If you look at the history of talent entertainment, yeah,

1:46:02.280 --> 1:46:05.600
<v Speaker 1>to begin with, from beginning to end, it's always the

1:46:05.680 --> 1:46:08.000
<v Speaker 1>independence that push the envelope.

1:46:08.200 --> 1:46:08.559
<v Speaker 3>Correct.

1:46:08.760 --> 1:46:11.920
<v Speaker 2>Yeah, but I think that's changing. And so here's here's

1:46:11.960 --> 1:46:16.400
<v Speaker 2>a take. I mean, you talked about the barrier of entry, right, right,

1:46:16.479 --> 1:46:18.960
<v Speaker 2>I mean SoundCloud. I mean there's no barrier of entry.

1:46:18.960 --> 1:46:21.040
<v Speaker 2>You don't even need a distributor for soundcland or for YouTube.

1:46:21.080 --> 1:46:25.800
<v Speaker 2>You can just upload an asset. Now you know, this

1:46:25.840 --> 1:46:28.360
<v Speaker 2>is a whole other podcast for another day. But AI

1:46:28.479 --> 1:46:30.360
<v Speaker 2>is going to change that level of entry as well.

1:46:30.600 --> 1:46:33.200
<v Speaker 2>Like we're talking skill wise, right, So if you're an

1:46:33.280 --> 1:46:35.800
<v Speaker 2>artist that doesn't know how to work with producers, but

1:46:35.840 --> 1:46:37.880
<v Speaker 2>you can tell an AI to make you a beat

1:46:37.920 --> 1:46:40.040
<v Speaker 2>that sounds like this, like, now, the barrier of entry

1:46:40.080 --> 1:46:44.160
<v Speaker 2>is even less, right, And so What that means is

1:46:44.200 --> 1:46:47.479
<v Speaker 2>that like a lot of people are scared about that,

1:46:47.520 --> 1:46:49.160
<v Speaker 2>A lot of people think we should regulate it. Da

1:46:49.240 --> 1:46:52.400
<v Speaker 2>da da. All that tells me is that, I mean,

1:46:52.520 --> 1:46:55.920
<v Speaker 2>I already saw everybody by a DSLR and think that

1:46:55.920 --> 1:46:58.599
<v Speaker 2>they're a YouTuber and they didn't make it. All that

1:46:58.640 --> 1:47:00.240
<v Speaker 2>tells me is that there's going to be an other

1:47:00.280 --> 1:47:04.840
<v Speaker 2>flood of just garbage out there, and the majors are

1:47:04.840 --> 1:47:09.559
<v Speaker 2>going to depend on independent nucleuses, whether they're management companies

1:47:09.680 --> 1:47:14.880
<v Speaker 2>or independent labels, to identify the quality and those subgenres

1:47:14.920 --> 1:47:19.640
<v Speaker 2>because it's too hard to mobilize that machine. When you

1:47:19.640 --> 1:47:24.320
<v Speaker 2>mobilize that machine to uh for visual representation holding a

1:47:24.360 --> 1:47:27.360
<v Speaker 2>little bottle cap you if you mobilize the whole building

1:47:27.400 --> 1:47:31.040
<v Speaker 2>to really dive into that, it's really hard. But if

1:47:31.160 --> 1:47:34.759
<v Speaker 2>that's but if you invest in an independent you know, label,

1:47:34.800 --> 1:47:37.040
<v Speaker 2>it's it's much more easier for you to mobilize and

1:47:37.040 --> 1:47:40.360
<v Speaker 2>and and capitalize on that moment. Here's the thing when

1:47:40.400 --> 1:47:42.920
<v Speaker 2>I said, we're not exaggerating, we're pretty much experts in

1:47:43.000 --> 1:47:45.840
<v Speaker 2>like hundreds and hundreds of different algorithms and types of

1:47:45.840 --> 1:47:47.680
<v Speaker 2>fans and types of content that exists and how it

1:47:47.680 --> 1:47:49.880
<v Speaker 2>can be repurposed and how we can re you know,

1:47:50.000 --> 1:47:53.000
<v Speaker 2>use it for different genres and what applies like that's

1:47:53.080 --> 1:47:56.320
<v Speaker 2>also what gives birth to different subgenres of music, and

1:47:56.360 --> 1:47:58.360
<v Speaker 2>also different ways that people play video games and how

1:47:58.400 --> 1:48:01.200
<v Speaker 2>that ties into the lifestyle. And so that was a

1:48:01.200 --> 1:48:04.840
<v Speaker 2>long wind the way of saying that because music and

1:48:05.040 --> 1:48:08.080
<v Speaker 2>the technology and everything is moving so fast, you're going

1:48:08.120 --> 1:48:11.160
<v Speaker 2>to encounter these subgenres in a very very fast way.

1:48:11.280 --> 1:48:14.439
<v Speaker 2>And the machine is simply not equipped to identify or

1:48:14.479 --> 1:48:18.519
<v Speaker 2>even play in such a high frequency. And so you

1:48:18.680 --> 1:48:22.360
<v Speaker 2>are gonna be seeing distribution companies as well as labels

1:48:22.400 --> 1:48:26.680
<v Speaker 2>partner up more with independent labels. So I think that

1:48:26.840 --> 1:48:30.920
<v Speaker 2>now there's a space for independence to not get crushed

1:48:31.000 --> 1:48:33.760
<v Speaker 2>or swallowed, but to be able to kind of coexist

1:48:33.800 --> 1:48:34.519
<v Speaker 2>with the machine.

1:48:34.640 --> 1:48:37.080
<v Speaker 1>Okay, let's just go back a little clean up work.

1:48:37.520 --> 1:48:41.960
<v Speaker 1>You have a musical artist, yep, they have traction, yep.

1:48:43.680 --> 1:48:47.000
<v Speaker 1>How do you cross it over to a traditional streaming outlet,

1:48:47.040 --> 1:48:51.559
<v Speaker 1>not YouTube, which is visual, Spotify, Apple, etc. How do

1:48:51.640 --> 1:48:55.759
<v Speaker 1>you draw consumption there whereas there so much low hanging

1:48:55.760 --> 1:48:57.519
<v Speaker 1>fruit money elsewhere that you don't care.

1:49:01.280 --> 1:49:04.720
<v Speaker 3>Uh, well, you got to start off globally first. For

1:49:04.760 --> 1:49:07.679
<v Speaker 3>a company like ours. We have to focus globally because

1:49:10.040 --> 1:49:15.760
<v Speaker 3>US marketing is expensive. The three majors in the subsidiaries

1:49:16.040 --> 1:49:19.280
<v Speaker 3>are controlling the biggest influencers, so we have to start

1:49:19.280 --> 1:49:23.640
<v Speaker 3>off globally. So the way we identify a sub niche,

1:49:23.920 --> 1:49:28.000
<v Speaker 3>we have to also identify subcreators or micro creators to

1:49:28.040 --> 1:49:30.519
<v Speaker 3>you know, get the ball rolling. If then it starts

1:49:30.560 --> 1:49:33.799
<v Speaker 3>working internationally, then we bring it to the US.

1:49:34.360 --> 1:49:34.599
<v Speaker 2>UH.

1:49:34.640 --> 1:49:40.479
<v Speaker 3>And then this way we're able to no, not put,

1:49:40.600 --> 1:49:42.680
<v Speaker 3>not go all in on just one record. We can

1:49:42.760 --> 1:49:45.639
<v Speaker 3>do multiple records because the cost is a lot less

1:49:46.120 --> 1:49:47.440
<v Speaker 3>in the global.

1:49:47.000 --> 1:49:50.519
<v Speaker 2>Markets, which is also why it's such a cool and

1:49:51.160 --> 1:49:52.639
<v Speaker 2>useful tactic to do ab tech.

1:49:52.760 --> 1:49:55.760
<v Speaker 3>So let me stop there. The reason why I kind

1:49:55.760 --> 1:49:59.799
<v Speaker 3>of gave almost a pessimistic outlook on like the machine

1:49:59.800 --> 1:50:02.960
<v Speaker 3>is was gonna win because what's happening globally now is

1:50:03.479 --> 1:50:07.880
<v Speaker 3>those companies that were vendors or like third party for everybody,

1:50:08.120 --> 1:50:11.559
<v Speaker 3>they're getting acquired by the big companies as well, or

1:50:11.600 --> 1:50:15.880
<v Speaker 3>the small indie label in UH, you know, Sweden, Germany, whatever,

1:50:16.120 --> 1:50:20.160
<v Speaker 3>they're getting acquired as well. So it's it's UH. And

1:50:20.200 --> 1:50:23.320
<v Speaker 3>then the even the big majors are focusing more of

1:50:23.360 --> 1:50:26.360
<v Speaker 3>their money and add dollars over there as well. So

1:50:26.400 --> 1:50:29.559
<v Speaker 3>we always just have to be first, first, first, because

1:50:29.600 --> 1:50:32.800
<v Speaker 3>if we're at the same level, they're always gonna beat

1:50:32.840 --> 1:50:33.120
<v Speaker 3>us with.

1:50:33.200 --> 1:50:35.360
<v Speaker 1>Okay, just go back to the very specific question. You

1:50:35.439 --> 1:50:39.800
<v Speaker 1>have some success, how do you drive play on streaming outlets,

1:50:39.840 --> 1:50:40.559
<v Speaker 1>not YouTube?

1:50:41.439 --> 1:50:44.479
<v Speaker 2>Just an influencer, an influencer push, Yeah, it's a it's

1:50:44.520 --> 1:50:47.160
<v Speaker 2>an influencer push or also have the creator. Like here's

1:50:47.160 --> 1:50:50.840
<v Speaker 2>the thing, like, either either you do sweat equity or

1:50:50.880 --> 1:50:54.080
<v Speaker 2>you pay for it, or if you really care about

1:50:54.080 --> 1:50:58.760
<v Speaker 2>your music, you do both. We're fortunate that, uh, we

1:50:59.520 --> 1:51:02.280
<v Speaker 2>work with talent that we're very honest with them and

1:51:02.280 --> 1:51:03.559
<v Speaker 2>we tell them that they also have to push their

1:51:03.560 --> 1:51:06.320
<v Speaker 2>own music, and there they lend themselves to being coached

1:51:06.320 --> 1:51:09.719
<v Speaker 2>on how to do that. Obviously, we have some tactics

1:51:09.760 --> 1:51:11.479
<v Speaker 2>like he shared where like, you know, we'll create a

1:51:11.520 --> 1:51:13.519
<v Speaker 2>page where we document their life so they don't feel

1:51:13.520 --> 1:51:17.240
<v Speaker 2>like they are producing the tiktoks. But the truth is

1:51:17.360 --> 1:51:23.759
<v Speaker 2>that nobody fucking cares man, Like, nobody cares about about

1:51:23.800 --> 1:51:26.200
<v Speaker 2>your music, about your product, nobody cares about your video,

1:51:26.240 --> 1:51:28.200
<v Speaker 2>No one cares about what you're selling. People go on

1:51:28.280 --> 1:51:31.920
<v Speaker 2>TikTok and social media out of habit now. But no one,

1:51:32.200 --> 1:51:34.160
<v Speaker 2>no one picks up their phone and says, I'm going

1:51:34.200 --> 1:51:36.400
<v Speaker 2>to see what great song I find on TikTok to.

1:51:36.560 --> 1:51:39.880
<v Speaker 3>Yeah, because we were driving in We were in the

1:51:39.960 --> 1:51:42.679
<v Speaker 3>Uber and Ursus points to one of those Hollywood buses

1:51:43.080 --> 1:51:45.639
<v Speaker 3>and he goes, man, you know what's a funny rap?

1:51:45.720 --> 1:51:47.680
<v Speaker 3>I was like, what is it that he goes, No

1:51:47.720 --> 1:51:50.800
<v Speaker 3>one cares about fame anymore because their cousin can get

1:51:50.800 --> 1:51:54.960
<v Speaker 3>fifteen million views on TikTok. That's why that bus is empty.

1:51:55.200 --> 1:51:57.080
<v Speaker 1>Okay, let's just stay on that for a second.

1:51:57.280 --> 1:52:00.200
<v Speaker 2>But to finish that, it's it's the truth, man. No

1:52:00.479 --> 1:52:04.480
<v Speaker 2>like these platforms, you know, the monolith is so beautiful,

1:52:04.560 --> 1:52:06.680
<v Speaker 2>beautifully designed, and it fits in your hand and it's

1:52:06.680 --> 1:52:09.479
<v Speaker 2>a habit for you to look down for hours that

1:52:09.640 --> 1:52:12.240
<v Speaker 2>no one picks up their phone and says, yo, I'm

1:52:12.320 --> 1:52:15.559
<v Speaker 2>going to find my favorite song today, Like no one

1:52:15.600 --> 1:52:17.479
<v Speaker 2>has a goal saying like, okay, I'm gonna go on

1:52:17.520 --> 1:52:19.679
<v Speaker 2>TikTok right now and I'm gonna find my favorite song

1:52:19.800 --> 1:52:21.280
<v Speaker 2>where I'm gonna go to the show where I'm gonna

1:52:21.280 --> 1:52:23.160
<v Speaker 2>meet the girl in my life's of my life and

1:52:23.160 --> 1:52:25.200
<v Speaker 2>get married after I meet her at the show, Like,

1:52:25.240 --> 1:52:26.400
<v Speaker 2>no one has that in mind.

1:52:26.520 --> 1:52:28.880
<v Speaker 3>But they are looking to shop. They are looking at

1:52:28.960 --> 1:52:31.600
<v Speaker 3>video game clips, they are looking at wrestling clips, they

1:52:31.640 --> 1:52:32.759
<v Speaker 3>are looking at other stuff.

1:52:32.760 --> 1:52:35.559
<v Speaker 2>They're looking at interest because it's the feedback, it's the

1:52:35.560 --> 1:52:38.160
<v Speaker 2>feedback machine. You put out, you put out what you like,

1:52:38.520 --> 1:52:44.040
<v Speaker 2>the machine gives you back. So music is an accessory. Accessory, accessory, yeah.

1:52:43.920 --> 1:52:46.439
<v Speaker 3>To the content correct, and then if your music is

1:52:46.479 --> 1:52:49.440
<v Speaker 3>good enough, it becomes primary to that person.

1:52:49.280 --> 1:52:52.799
<v Speaker 2>Exactly and asked mentioned in the magazine, we're true believers

1:52:52.800 --> 1:52:55.120
<v Speaker 2>of like the nine touch points, which is like someone

1:52:55.120 --> 1:52:57.280
<v Speaker 2>needs to see something nine times in order to buy it,

1:52:57.920 --> 1:52:59.920
<v Speaker 2>and then obviously the ten percent role, which was also

1:53:00.040 --> 1:53:02.639
<v Speaker 2>covered in the Wired article. So it's just a matter

1:53:02.680 --> 1:53:04.560
<v Speaker 2>of volume, but it's also a matter of how you

1:53:04.600 --> 1:53:07.000
<v Speaker 2>can connect. So if you're one of the lucky ones

1:53:07.040 --> 1:53:08.960
<v Speaker 2>and you're working with an artist that can get coached

1:53:08.960 --> 1:53:11.840
<v Speaker 2>on how to create content themselves, it's the easiest way

1:53:11.840 --> 1:53:15.760
<v Speaker 2>to connect because people actually like the person. Right, So

1:53:16.240 --> 1:53:19.120
<v Speaker 2>you've probably heard this before, but it's like it's it's

1:53:19.160 --> 1:53:22.000
<v Speaker 2>an argument that music people use all the time, Like,

1:53:22.040 --> 1:53:24.680
<v Speaker 2>you know, why why does someone listen to Beyonce? They

1:53:24.720 --> 1:53:27.400
<v Speaker 2>listen to Beyonce because they feel like a badass. Right.

1:53:27.479 --> 1:53:31.320
<v Speaker 2>So there's different lifestyles and feelings that an artist can

1:53:31.960 --> 1:53:34.759
<v Speaker 2>can can like communicate with the way that they make content,

1:53:34.800 --> 1:53:36.280
<v Speaker 2>the way that they make their music videos, the way

1:53:36.320 --> 1:53:40.000
<v Speaker 2>that they are and so does that music fit the lifestyle?

1:53:40.400 --> 1:53:43.800
<v Speaker 2>Because you are the lifestyle, you are the product because

1:53:43.840 --> 1:53:46.600
<v Speaker 2>these platforms are free, and so the feedback loop and

1:53:46.640 --> 1:53:48.680
<v Speaker 2>the agreement that you have with the platform and with

1:53:48.760 --> 1:53:51.559
<v Speaker 2>the mountolift is that when you use this device, you're

1:53:51.600 --> 1:53:55.479
<v Speaker 2>constantly looping your feedback and vice versa and that and

1:53:55.560 --> 1:53:57.719
<v Speaker 2>as it refines, it knows how to sell you things.

1:53:57.880 --> 1:53:59.240
<v Speaker 2>It knows what to put in front of you so

1:53:59.280 --> 1:54:01.360
<v Speaker 2>that you could stay on the platform as long as possible.

1:54:01.560 --> 1:54:03.920
<v Speaker 2>That's how everybody makes money. That's how we make money.

1:54:03.920 --> 1:54:05.080
<v Speaker 2>That's how the platform makes money.

1:54:05.120 --> 1:54:08.120
<v Speaker 1>Okay, just to be very simple, you're representing an artist,

1:54:08.479 --> 1:54:14.280
<v Speaker 1>musical artist, other than streaming revenue on YouTube, Spotify at all,

1:54:15.000 --> 1:54:16.960
<v Speaker 1>where's the money and how much money is there?

1:54:18.000 --> 1:54:22.120
<v Speaker 3>The merch business is business is crazy? Is incredible, It's crazy.

1:54:21.760 --> 1:54:25.200
<v Speaker 1>Okay, But just in terms of x number of views

1:54:25.720 --> 1:54:29.080
<v Speaker 1>deals with the platforms, is that a business or is

1:54:29.120 --> 1:54:31.000
<v Speaker 1>that very rare? And not much money.

1:54:31.920 --> 1:54:34.720
<v Speaker 2>We've only had deal with Yeah, we've had We've had

1:54:34.720 --> 1:54:36.000
<v Speaker 2>three deals with with Twitch.

1:54:36.960 --> 1:54:38.800
<v Speaker 3>Oh you're talking about artists.

1:54:38.920 --> 1:54:43.040
<v Speaker 2>Yes, yeah, yeah, there is money with with platform exclusives.

1:54:43.920 --> 1:54:50.480
<v Speaker 2>But see, sometimes, man, I don't want to misspeak. I

1:54:50.480 --> 1:54:53.720
<v Speaker 2>mean something right now, doing an exclusive deal with a

1:54:53.800 --> 1:54:56.760
<v Speaker 2>platform is only for the big dogs in my recommendation,

1:54:56.840 --> 1:54:59.560
<v Speaker 2>you know, because we've done it where we have a

1:54:59.640 --> 1:55:03.120
<v Speaker 2>deal with Twitch and they were great and they're awesome partners,

1:55:03.720 --> 1:55:07.520
<v Speaker 2>but you know, the exclusivity is just something that you know,

1:55:07.720 --> 1:55:11.480
<v Speaker 2>then you can't livestream on anywhere else. Right, So I

1:55:11.480 --> 1:55:14.520
<v Speaker 2>think that if you're a rising artist or a rising creator,

1:55:15.240 --> 1:55:19.360
<v Speaker 2>you shouldn't make it your goal to make an exclusive

1:55:19.440 --> 1:55:21.640
<v Speaker 2>deal with a platform. I think that you should be

1:55:21.680 --> 1:55:24.480
<v Speaker 2>willing to experiment all types of different social media. And

1:55:24.560 --> 1:55:26.440
<v Speaker 2>for example, you know, there's some people that made a

1:55:26.480 --> 1:55:30.919
<v Speaker 2>deal with meta with Facebook and now they can't benefit

1:55:31.000 --> 1:55:35.560
<v Speaker 2>from the incredible, incredible discovery from TikTok live.

1:55:35.680 --> 1:55:38.120
<v Speaker 3>Like like Rapp said, I mean, let's let me bring

1:55:38.120 --> 1:55:40.160
<v Speaker 3>it back to music, because now I understand the question

1:55:40.200 --> 1:55:43.400
<v Speaker 3>a little bit more. TikTok has its own distribution, That's

1:55:43.480 --> 1:55:45.839
<v Speaker 3>that's true, and we've been approached a couple of times.

1:55:47.320 --> 1:55:51.320
<v Speaker 3>Why why would you do TikTok is the hot platform

1:55:51.440 --> 1:55:53.960
<v Speaker 3>right now, but why would you do a deal with

1:55:54.000 --> 1:55:57.040
<v Speaker 3>the platform itself? It's like all those people that deals

1:55:57.080 --> 1:56:01.040
<v Speaker 3>with Apple Music. Okay, well what was the benefit of that?

1:56:02.000 --> 1:56:06.240
<v Speaker 1>Okay, Okay, Let's say I send both of you to

1:56:06.400 --> 1:56:10.200
<v Speaker 1>Tahiti for four months without your phone, no computer, no phone.

1:56:10.840 --> 1:56:13.720
<v Speaker 1>You come back, how much have you missed and how

1:56:13.760 --> 1:56:14.640
<v Speaker 1>much of you behind?

1:56:15.720 --> 1:56:18.080
<v Speaker 2>See, that's the beautiful thing about Like I know the

1:56:18.160 --> 1:56:20.640
<v Speaker 2>way that when content is consumed, and even the way

1:56:20.680 --> 1:56:23.600
<v Speaker 2>that the magazine, the underdog story of the magazine, and

1:56:23.600 --> 1:56:27.080
<v Speaker 2>how was portrayed. Like, no one, I promise you, no

1:56:27.160 --> 1:56:31.320
<v Speaker 2>one actually knows how to gain the algorithm. No one

1:56:31.360 --> 1:56:34.920
<v Speaker 2>knows how to manipulate the algorithm. Like, like, what we

1:56:35.000 --> 1:56:39.280
<v Speaker 2>do is we just pay attention to human behavior. And

1:56:39.360 --> 1:56:41.280
<v Speaker 2>as long as you go back to the core of

1:56:41.320 --> 1:56:43.840
<v Speaker 2>human behavior, you will always find your footing wherever you

1:56:43.880 --> 1:56:47.000
<v Speaker 2>are right because the playing field changes all the time.

1:56:47.040 --> 1:56:49.200
<v Speaker 2>But as long as you can study all I all

1:56:49.200 --> 1:56:51.880
<v Speaker 2>we really need is a week. If we study something

1:56:51.880 --> 1:56:53.440
<v Speaker 2>for a week, we know exactly where we are. And

1:56:53.480 --> 1:56:55.960
<v Speaker 2>the reason I know that's true is because rap said it.

1:56:56.520 --> 1:56:58.120
<v Speaker 2>I think this is the first time we've even mentioned

1:56:58.120 --> 1:57:02.240
<v Speaker 2>it in public. Yeah, we work different territories. Like you

1:57:02.320 --> 1:57:04.120
<v Speaker 2>still have to work the road, my boy, but you

1:57:04.200 --> 1:57:06.920
<v Speaker 2>have to work the road in different ways. There's different

1:57:06.960 --> 1:57:10.000
<v Speaker 2>talent in different places, in different countries. Different talent does

1:57:10.000 --> 1:57:13.160
<v Speaker 2>different trends. You have to work different territories and guess what,

1:57:13.320 --> 1:57:15.160
<v Speaker 2>everything that you think is cool here in the United States,

1:57:15.200 --> 1:57:17.240
<v Speaker 2>like how I say it, how I said in the beginning, Yo,

1:57:17.440 --> 1:57:20.960
<v Speaker 2>my cousins love Facebook. Mexico loves Facebook. If you think

1:57:21.000 --> 1:57:24.400
<v Speaker 2>Facebook is dead, you're wrong. You're so wrong. And especially

1:57:24.560 --> 1:57:27.280
<v Speaker 2>if you think Snapchat is dead and you're not using Snapchat.

1:57:27.320 --> 1:57:30.320
<v Speaker 2>That's where gen z is. If you're ignoring X just

1:57:30.360 --> 1:57:32.720
<v Speaker 2>because you may not like the founder or you know

1:57:32.760 --> 1:57:34.920
<v Speaker 2>you heard something that the founder said that you don't

1:57:35.000 --> 1:57:39.120
<v Speaker 2>like about him, you're missing. You're missing learning the experience

1:57:39.120 --> 1:57:41.800
<v Speaker 2>of every platform in different regions. And the beauty of

1:57:41.880 --> 1:57:45.560
<v Speaker 2>working with international talent and working with international creators is

1:57:45.600 --> 1:57:48.240
<v Speaker 2>that we've proven time and time again that the reason

1:57:48.280 --> 1:57:50.600
<v Speaker 2>why we can ride the wave of the algorithm is

1:57:50.600 --> 1:57:52.480
<v Speaker 2>because we can be in different footing and we just

1:57:52.520 --> 1:57:54.440
<v Speaker 2>need to analyze it. It takes us no more than

1:57:54.480 --> 1:57:55.960
<v Speaker 2>a week and we know exactly what to do.

1:57:56.080 --> 1:57:59.600
<v Speaker 3>And I'll be a lot of that was really good,

1:57:59.600 --> 1:58:01.560
<v Speaker 3>by the way, But I'll add onto that I used

1:58:01.600 --> 1:58:05.480
<v Speaker 3>to be a song promoter, like I said earlier, for labels,

1:58:05.720 --> 1:58:08.760
<v Speaker 3>and everything was SEO based, So I would make the

1:58:08.840 --> 1:58:10.840
<v Speaker 3>Bob playlist and everybody that would just.

1:58:10.800 --> 1:58:12.920
<v Speaker 1>For those who might not be up to speed search

1:58:13.000 --> 1:58:15.440
<v Speaker 1>engine optimization correct.

1:58:15.680 --> 1:58:18.280
<v Speaker 3>So I would put Bob's playlist and every time someone

1:58:18.320 --> 1:58:20.680
<v Speaker 3>would look it up, I would have put all those

1:58:20.720 --> 1:58:22.920
<v Speaker 3>songs in there that you would recommend, and then I

1:58:22.920 --> 1:58:25.200
<v Speaker 3>would sneak in a label song in there as well.

1:58:25.600 --> 1:58:29.400
<v Speaker 3>When that went away, it was like the worst thing

1:58:29.440 --> 1:58:31.240
<v Speaker 3>that happened in my life because I was like twenty

1:58:31.280 --> 1:58:33.320
<v Speaker 3>two and I was like, I have no other hack.

1:58:33.640 --> 1:58:36.440
<v Speaker 3>This is my only hack. But then I realized, how

1:58:36.440 --> 1:58:39.640
<v Speaker 3>did I build that playlist? I built that playlist through

1:58:40.120 --> 1:58:44.839
<v Speaker 3>creating these other pages that had authority in different spaces

1:58:44.880 --> 1:58:48.760
<v Speaker 3>that would recommend music from that playlist. So it goes

1:58:48.800 --> 1:58:52.160
<v Speaker 3>back to the basics. If TikTok goes away, there's gonna

1:58:52.160 --> 1:58:54.520
<v Speaker 3>be another platform that I just need to transfer my

1:58:54.920 --> 1:59:00.200
<v Speaker 3>storytelling ability to in a similar manner. Well, how you

1:59:00.320 --> 1:59:03.720
<v Speaker 3>edit a video change. Yes, it's changed from Vine to TikTok,

1:59:04.080 --> 1:59:06.920
<v Speaker 3>but it's still the same storytelling premise. It's still the

1:59:06.960 --> 1:59:11.040
<v Speaker 3>same people winning, it's still the same concepts. There's just

1:59:11.080 --> 1:59:13.120
<v Speaker 3>the editing or the way it's filmed it's a little

1:59:13.120 --> 1:59:13.560
<v Speaker 3>bit different.

1:59:14.400 --> 1:59:17.520
<v Speaker 1>So twenty five seven media, what's the annual gross?

1:59:17.600 --> 1:59:24.080
<v Speaker 3>Now, well, it's one more role to daddy. I don't

1:59:24.080 --> 1:59:28.280
<v Speaker 3>want to put that out there, but over eight figures

1:59:28.280 --> 1:59:28.680
<v Speaker 3>for sure.

1:59:28.920 --> 1:59:32.080
<v Speaker 1>Okay, when you zero it out, you have twenty seven employees,

1:59:32.120 --> 1:59:34.000
<v Speaker 1>and you got to share the money with the creators.

1:59:34.160 --> 1:59:35.640
<v Speaker 1>Are you in the black or in the red?

1:59:36.040 --> 1:59:38.440
<v Speaker 2>We're doing well, Yeah, we're doing well. I'll actually talk

1:59:38.480 --> 1:59:40.240
<v Speaker 2>about that a little bit. So this is something I

1:59:40.600 --> 1:59:42.520
<v Speaker 2>just talked to my brother about, my little brother. So,

1:59:43.320 --> 1:59:48.280
<v Speaker 2>you know, the stereotype of the agency, record label or

1:59:48.400 --> 1:59:52.480
<v Speaker 2>whatever social media guru person is like here's my Lamborghini

1:59:52.560 --> 1:59:55.920
<v Speaker 2>and here's like the you know, like, I'm really glad

1:59:55.920 --> 1:59:59.040
<v Speaker 2>I had these guys and we all check each other,

1:59:59.120 --> 2:00:01.600
<v Speaker 2>like we don't flex any of that stuff, Like I've

2:00:01.600 --> 2:00:02.960
<v Speaker 2>never posted my car anywhere.

2:00:03.720 --> 2:00:05.320
<v Speaker 1>Well, we're gonna say what kind of CARDI drive?

2:00:05.760 --> 2:00:08.720
<v Speaker 2>Not gonna say, but it's awesome. I mean, we'll take

2:00:08.720 --> 2:00:10.280
<v Speaker 2>you to the to the range and then you'll see.

2:00:10.320 --> 2:00:16.080
<v Speaker 2>But the thing is, like, I like actually making a

2:00:16.080 --> 2:00:19.800
<v Speaker 2>difference in someone's life and employing them. I think that's

2:00:19.840 --> 2:00:22.600
<v Speaker 2>our flex. One thing that we've always flexed since we

2:00:22.720 --> 2:00:25.800
<v Speaker 2>had one employee to now having twenty seven, is we

2:00:25.880 --> 2:00:27.840
<v Speaker 2>always say how many employees we have, because I think

2:00:27.840 --> 2:00:30.000
<v Speaker 2>that's the only thing we flex, and we're really proud

2:00:30.000 --> 2:00:32.920
<v Speaker 2>of that. And I'd rather flex our employees. I'd rather

2:00:32.960 --> 2:00:35.920
<v Speaker 2>flex our talent and show how happy they are than

2:00:35.960 --> 2:00:37.760
<v Speaker 2>to like flex a car and be like the social

2:00:37.760 --> 2:00:38.560
<v Speaker 2>media group. Guy.

2:00:38.800 --> 2:00:42.720
<v Speaker 1>Okay, you mentioned a number of times you're a Mexican,

2:00:43.240 --> 2:00:48.560
<v Speaker 1>you're an immigrant. Is there something about that you reference

2:00:48.640 --> 2:00:51.560
<v Speaker 1>this but a little bit longer that makes you successful,

2:00:51.960 --> 2:00:55.440
<v Speaker 1>has more drive? And how do you feel about the

2:00:55.480 --> 2:00:59.960
<v Speaker 1>immigration situation in America today? And how would you saw

2:01:00.840 --> 2:01:03.000
<v Speaker 1>everyone's anger about what's going on?

2:01:03.720 --> 2:01:09.640
<v Speaker 3>Oh man, well, well start, okay, let's take it back.

2:01:09.720 --> 2:01:13.760
<v Speaker 3>So what I'm proud of I'm an immigrant as well.

2:01:14.040 --> 2:01:16.560
<v Speaker 3>I retired my parents. He retired his.

2:01:16.640 --> 2:01:18.680
<v Speaker 1>Parents, And you're an immigrant from.

2:01:19.480 --> 2:01:22.480
<v Speaker 3>Born and raised in Greece, but I'm from Albania. So

2:01:22.720 --> 2:01:25.200
<v Speaker 3>we both retired our parents. When twenty five to seven

2:01:25.280 --> 2:01:28.560
<v Speaker 3>started doing really well. So that's probably our flex that's

2:01:28.640 --> 2:01:33.400
<v Speaker 3>our our Leamborghini, right, And that's actually the reason why

2:01:33.520 --> 2:01:37.760
<v Speaker 3>we're winning because the way we invested in our families,

2:01:37.800 --> 2:01:39.760
<v Speaker 3>we invest in people that work for us and just

2:01:39.880 --> 2:01:44.440
<v Speaker 3>our talent. As far as the immigration issue, there's so

2:01:44.640 --> 2:01:48.120
<v Speaker 3>many different levels of immigration that we need to talk about.

2:01:48.120 --> 2:01:51.120
<v Speaker 3>Are we talking about high skilled immigration? Are we talking

2:01:51.120 --> 2:01:54.680
<v Speaker 3>about what's happening because immigration in the East Coast where

2:01:54.760 --> 2:01:57.680
<v Speaker 3>I'm from, and immigration in the West Coast.

2:01:57.960 --> 2:02:00.880
<v Speaker 2>We had, we had a completely different, complete culture shock

2:02:00.920 --> 2:02:03.200
<v Speaker 2>when we were when we were just beginning, when we met.

2:02:03.240 --> 2:02:06.280
<v Speaker 3>And he was talking about immigration like low skilled or

2:02:07.120 --> 2:02:11.560
<v Speaker 3>low skilled workers. I was like, oh, I see the opposite.

2:02:11.760 --> 2:02:15.960
<v Speaker 3>Like these kids get educated in America, they get off

2:02:16.040 --> 2:02:20.480
<v Speaker 3>for this huge compensation, and then they can't work here.

2:02:20.600 --> 2:02:23.640
<v Speaker 3>I'm like, that's completely different than the experience that you're

2:02:23.680 --> 2:02:27.520
<v Speaker 3>talking about in California. So I wish I could find

2:02:28.120 --> 2:02:31.320
<v Speaker 3>a big answer to that. I think it needs to

2:02:31.360 --> 2:02:34.880
<v Speaker 3>be in phases. I think if people are getting educated here,

2:02:35.600 --> 2:02:37.840
<v Speaker 3>they need to get addressed if you want them to

2:02:37.880 --> 2:02:41.120
<v Speaker 3>pay a fine. But you can't educate people and then

2:02:41.240 --> 2:02:42.920
<v Speaker 3>let them go somewhere else.

2:02:44.640 --> 2:02:48.440
<v Speaker 1>Okay, you know the fact that the high tech worker

2:02:48.640 --> 2:02:52.640
<v Speaker 1>and the factor limits that's just nuts. But you were

2:02:52.680 --> 2:02:53.839
<v Speaker 1>going to say something urseless.

2:02:53.960 --> 2:02:56.960
<v Speaker 2>Yeah. I think when when Rap and I started becoming friends,

2:02:57.120 --> 2:03:00.120
<v Speaker 2>we had a huge culture shock. I didn't know the

2:03:00.160 --> 2:03:03.520
<v Speaker 2>East Coast people aren't just open about their immigration status.

2:03:03.560 --> 2:03:06.200
<v Speaker 2>I think that's a very La Mexican thing, Like we're

2:03:06.280 --> 2:03:08.680
<v Speaker 2>just we wore our heart on our sleeves and we

2:03:08.880 --> 2:03:11.840
<v Speaker 2>connect right away when we let people know, like hey man,

2:03:11.920 --> 2:03:14.080
<v Speaker 2>like I'm you know, like I speak fluently, like let's

2:03:14.120 --> 2:03:16.440
<v Speaker 2>talk in our language. And you know, he educated me

2:03:16.520 --> 2:03:19.880
<v Speaker 2>in a lot of like the Eastern European traditions, like

2:03:19.920 --> 2:03:21.920
<v Speaker 2>hey man, you keep that shit to yourself, you know,

2:03:22.160 --> 2:03:24.000
<v Speaker 2>you know, like all that stuff. And and then I

2:03:24.120 --> 2:03:26.280
<v Speaker 2>told him about, like you know, how open it was here,

2:03:26.400 --> 2:03:28.440
<v Speaker 2>and you know, I told him about sanctuary cities, and

2:03:28.800 --> 2:03:30.600
<v Speaker 2>he was just blown away. He was like, what is that?

2:03:30.840 --> 2:03:34.440
<v Speaker 2>You know? And and so yeah, the the to answer

2:03:34.480 --> 2:03:38.560
<v Speaker 2>the question about what makes us different, I mean, uh, look, dude,

2:03:38.720 --> 2:03:44.120
<v Speaker 2>like uh, Raff and I just have amazing parents and

2:03:44.520 --> 2:03:48.640
<v Speaker 2>we were really really lucky. And if you want to

2:03:48.720 --> 2:03:50.440
<v Speaker 2>leave the immigrant thing to the side before I bring

2:03:50.520 --> 2:03:54.680
<v Speaker 2>it back, just with that alone. It's it's such an advantage.

2:03:54.840 --> 2:03:57.920
<v Speaker 2>And in the art in the articles mentioned that sometimes

2:03:57.960 --> 2:03:59.920
<v Speaker 2>we do take a you know, a mentorship role. We

2:04:00.080 --> 2:04:02.440
<v Speaker 2>do take like a like a like a fatherly role

2:04:02.520 --> 2:04:05.320
<v Speaker 2>in and that's true. Man, Like we're big brothers. You know.

2:04:05.440 --> 2:04:07.920
<v Speaker 2>Sometimes when we have to address an emergency, we could

2:04:08.120 --> 2:04:10.920
<v Speaker 2>we we we are the fathers, like we broken talent

2:04:11.000 --> 2:04:13.360
<v Speaker 2>out of hotel rooms, peel them off of balconies, helped

2:04:13.360 --> 2:04:16.480
<v Speaker 2>them in very serious situations, you know, with their family.

2:04:16.920 --> 2:04:18.600
<v Speaker 2>And sometimes we do have to wear that. But we

2:04:18.640 --> 2:04:20.200
<v Speaker 2>wouldn't be able to do that if we didn't have,

2:04:20.560 --> 2:04:23.240
<v Speaker 2>you know, the foundation that we have. Now on top

2:04:23.280 --> 2:04:27.520
<v Speaker 2>of that, you know, imagine having super superhero parents. And

2:04:27.600 --> 2:04:29.360
<v Speaker 2>then on top of that, you know, they have this

2:04:29.880 --> 2:04:32.640
<v Speaker 2>this challenge which is being an immigrant in a completely

2:04:32.680 --> 2:04:37.960
<v Speaker 2>different country. Right, So pair that with incredible expectations for

2:04:38.120 --> 2:04:40.840
<v Speaker 2>your kid because they made him go to medical school.

2:04:40.880 --> 2:04:42.640
<v Speaker 2>And my parents didn't talk to me for years because

2:04:42.640 --> 2:04:45.280
<v Speaker 2>I didn enjoy the military, right, So.

2:04:45.400 --> 2:04:47.200
<v Speaker 1>What happened with medical school.

2:04:47.400 --> 2:04:51.840
<v Speaker 3>Well, he added Sauce on that I was a biotechnology

2:04:51.920 --> 2:04:57.120
<v Speaker 3>major where with the University of Connecticut with the premise

2:04:57.200 --> 2:05:00.440
<v Speaker 3>of going to medical school. And that's when I came

2:05:00.480 --> 2:05:03.680
<v Speaker 3>out to La was doing the song promotion stuff, met

2:05:03.800 --> 2:05:05.080
<v Speaker 3>him and then didn't think.

2:05:05.000 --> 2:05:09.840
<v Speaker 1>That did you finish college? Yeah, okay, I think at

2:05:10.000 --> 2:05:12.440
<v Speaker 1>this point we're going to close it. I want to

2:05:12.480 --> 2:05:15.920
<v Speaker 1>thank you guys for being so forthcoming, and there's a

2:05:16.000 --> 2:05:18.680
<v Speaker 1>lot to chew on here, even for those of us

2:05:18.680 --> 2:05:20.040
<v Speaker 1>who thought we knew what was going on.

2:05:21.440 --> 2:05:23.320
<v Speaker 2>Well, I do want to say thank you to to

2:05:23.440 --> 2:05:26.200
<v Speaker 2>Brendan from from Wired for first of all for connecting

2:05:26.320 --> 2:05:29.400
<v Speaker 2>us right and then also obviously we're humbled, you know

2:05:29.680 --> 2:05:32.040
<v Speaker 2>by his story. I didn't have to go to therapy

2:05:32.080 --> 2:05:34.839
<v Speaker 2>for a whole year because he just he just interviewed

2:05:34.880 --> 2:05:37.400
<v Speaker 2>me for like once once a once a week for

2:05:37.520 --> 2:05:41.200
<v Speaker 2>an hour and uh and yeah. One of the things

2:05:41.240 --> 2:05:44.960
<v Speaker 2>that the story didn't mention that I think, you know

2:05:45.040 --> 2:05:47.560
<v Speaker 2>we're on this press tour four is we want to

2:05:47.680 --> 2:05:50.800
<v Speaker 2>harp on the fact that, you know, although yeah, we

2:05:50.880 --> 2:05:53.360
<v Speaker 2>are the underdogs, we spent you know, three years doing

2:05:53.440 --> 2:05:56.400
<v Speaker 2>marketing for all the majors and so raff and I

2:05:56.520 --> 2:05:59.560
<v Speaker 2>are also including that in the message when we start talking,

2:06:00.440 --> 2:06:05.360
<v Speaker 2>so that you know, our talent also knows kind of

2:06:05.440 --> 2:06:07.600
<v Speaker 2>like a little bit more of the background, and we honestly, like,

2:06:07.800 --> 2:06:11.600
<v Speaker 2>because it's our life, we don't know what our talent

2:06:11.640 --> 2:06:13.720
<v Speaker 2>doesn't know. And then until the article came out, we're like, hey,

2:06:13.720 --> 2:06:16.080
<v Speaker 2>we should probably be more vocal about you know, all

2:06:16.120 --> 2:06:17.760
<v Speaker 2>the things that all the things that we've done.

2:06:18.000 --> 2:06:20.120
<v Speaker 3>But yeah, yeah, I just want to I just want

2:06:20.160 --> 2:06:23.640
<v Speaker 3>to say thank you to you, Bob for allowing us

2:06:24.200 --> 2:06:28.000
<v Speaker 3>for your platform to be heard. But I really really

2:06:28.520 --> 2:06:30.920
<v Speaker 3>want to go back to the the premise that we

2:06:31.000 --> 2:06:33.280
<v Speaker 3>were talking about earlier, where you were talking about are

2:06:33.560 --> 2:06:38.400
<v Speaker 3>still independent companies trying We definitely are, and we're looking

2:06:38.440 --> 2:06:41.640
<v Speaker 3>for more people to try it with us. And if

2:06:41.720 --> 2:06:45.360
<v Speaker 3>we if this interview inspires another kid that's spending all

2:06:45.440 --> 2:06:47.880
<v Speaker 3>his time on the internet to create a company like

2:06:47.960 --> 2:06:51.160
<v Speaker 3>ours and retire their parents, that's all you need really.

2:06:51.160 --> 2:06:53.600
<v Speaker 2>And let us know, like literally, let us know right now, Hey,

2:06:53.640 --> 2:06:56.640
<v Speaker 2>I want to retire my parents. I manage artists. What

2:06:56.720 --> 2:06:58.520
<v Speaker 2>do I do? I want to start a label? How

2:06:58.560 --> 2:06:59.000
<v Speaker 2>do I do it?

2:06:59.200 --> 2:06:59.240
<v Speaker 3>Like?

2:06:59.520 --> 2:07:02.360
<v Speaker 2>Reach out a raph and I because that's that's part

2:07:02.360 --> 2:07:03.560
<v Speaker 2>of the message and that's why we're.

2:07:03.440 --> 2:07:07.440
<v Speaker 1>Doing about a bing Until next time. This is Bob

2:07:07.560 --> 2:07:08.480
<v Speaker 1>left sets.

2:07:23.920 --> 2:07:30.280
<v Speaker 2>M h m hm