Latest / Mini Scroll / MINI SCROLL: TikTok users ignore JoJo Siwa, 'Brain Rot' is word of the year + Dove x Crumbl Cookie collab

Transcript

MINI SCROLL: TikTok users ignore JoJo Siwa, 'Brain Rot' is word of the year + Dove x Crumbl Cookie collab · Mini Scroll

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  Hi everyone, welcome to Mini Scroll, the daily Internet
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  culture podcast bringing you the biggest stories from social
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  media, the creator economy and the digital space every Monday
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  through Thursday. I'm your host, Lauren Meisner,
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  the founder of the youth digital media brand Centennial World.
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  Welcome back to Mini Scroll, everyone.
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  OK, after yesterday's kind of like legal slash political
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  episode, I am bringing you just it's like a tried and true dumb
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  Internet culture episode, like a light hearted fun episode for
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  the most part. OK, let's just get straight into
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  it. So the first story that I have
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  for you guys today, TikTok in a new trend has been ignoring JoJo
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  Siwa. So right now, TikTok users are
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  boycotting engaging with JoJo Siwa's TikTok content as part of
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  a new trend. This all started after a creator
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  named Anita posted a video last week that ended up going super
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  viral. In the video, Anita wrote bra,
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  imagine if we all just started ignoring celebrities.
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  Like how hilarious would it be if they posted and got like 13
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  likes? That would actually be really
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  funny. And TikTok users in her comment
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  section decided that JoJo Siwa was going to be the first target
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  of this trend. So Jojo's comment section now
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  because of this is just filled with people commenting who's
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  JoJo Siwa, and I thought we were ignoring her and things like
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  that. That's basically as deep as this
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  gets. Do I think that this trend is
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  going to extend beyond JoJo? No, because this is a fleeting
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  TikTok trend off the back of a viral video.
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  That virality will die in the next day or two and I think it
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  will unfortunately just be JoJo who is the victim of this trend.
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  Poor JoJo. I feel like she will be
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  perpetually trolled by the Internet unless she does some
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  like really major like Miley Cyrus level rebrand.
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  I know her karma era is supposed to be her rebrand into like her
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  adulthood but I know I've talked about it a million times but
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  obviously that is not what's happened right?
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  She did not actually come out of character strip back show us who
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  she really is. She stayed in character.
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  She just became like an edgier more quote UN quote like adult
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  version of her childhood character which is why she is so
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  trolled. But I honestly don't think JoJo
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  Siwa cares. I think she is living her best
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  life. She's been famous for so long.
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  She knows that, you know, drama and that kind of stuff, it
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  sells. She is a multi, multi
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  millionaire because of it. I don't think she gives a shit
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  if she is staying relevant because she's being trolled or
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  if she's staying relevant for other more, I guess legitimate
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  career opportunities. I think to her it's all the same
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  and she is just riding this wave right now.
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  OK, the next story that I have for you guys is brain rot is
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  Oxford Dictionary's word of the year.
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  This is so insane. OK, so if you listen to this
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  podcast, you obviously know what brain rot means, but here is how
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  Oxford Dictionary is defining it.
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  Brain rot is defined as quote, the supposed deterioration of a
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  person's mental or intellectual state, especially viewed as a
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  result of overconsumption of material.
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  Now particularly online content considered to be trivial or
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  unchallenging. Also something characterized as
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  likely to lead to such deterioration, they continued.
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  Our experts noticed that brain rot gained new prominence this
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  year as a term used to capture concerns about the impact of
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  consuming excessive amounts of low quality online content,
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  especially on social media. The term increase in usage
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  frequency by 230% between 2023 and 2024.
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  I'm not surprised at all. I don't know if it is just like
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  my algorithm but not necessarily on TikTok, but like if I ever
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  end up on reels, it is just brain rot central.
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  It is like AI generated like mush and it will have literally
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  the most amount of likes that I've ever seen in my entire
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  life. The end of last year and into
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  the beginning of this year was also the time when we were
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  talking a lot about like Skippity toilet and these
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  content series that are considered or supposed to be
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  like, quote UN quote, brain rod. Although if you listened to our
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  Skippity toilet deep dive, you will know that it has much more
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  meaning than it appears to have. But still like these
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  conversations, like I'm not surprised, I guess that brain
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  Rod is the word of the year or that the use of it has boomed so
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  much. And then this was a really
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  interesting, interesting point they wrote.
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  So this is from Oxford Dictionary.
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  They said the first recorded use of brain rot was found in 1854
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  in Henry David Thoreau's book Walden, which reports his
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  experiences of living a simple lifestyle in the natural world.
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  It is so crazy to think that brain rot, like the term dates
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  back to the 1800s. And look, I mean, I say this all
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  the time, but Oxford Dictionary saying that brain rot is or like
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  naming brain rot as the word of the year.
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  This is the perfect example of something that I always say on
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  this podcast, on panels in any consulting that I do.
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  Internet culture is simply just culture.
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  Now the last story that I have for you guys.
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  This actually feels like brain rot.
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  But apparently Dove is collaborating with Crumble
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  Cookies. I actually thought that this was
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  a troll like an April Fool's Day vibe when I saw it on Trend
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  Mood's page, but apparently it is true.
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  So Dove and Crumble are collaborating on cookie themed
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  limited edition body range. The range includes confetti
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  cake, deodorant stick, body wash, and body scrub.
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  OK, deodorant stick that smells like confetti cake.
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  I don't think so. Strawberry crumb cake, which
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  comes in a moisturizing liquid body wash and lemon glaze.
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  Moisturizing liquid hand wash and deodorant stick.
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  OK, it's the deodorant sticks the deodorant sticks are
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  throwing me. That's so weird.
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  I don't know. This actually a whole this whole
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  range is so reminiscent of Jessica Simpson's like sweet and
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  edible body care line. I don't know if you guys
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  remember it from like the I guess mid 2000s.
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  Fun fact about me, I have a bit of an anecdote about that line.
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  So I was the biggest Jessica Simpson Stan when I was younger.
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  I don't know if I've ever talked about this before, but like my
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  bedroom was literally covered in posters of Jessica Simpson.
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  I fucking loved Jessica Simpson. Like I had all of these
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  calendars of her and I would just cut out the pages instead
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  of using it as like a real calendar and just put the
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  calendar photos like all over my walls.
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  Like I was obsessed with her when her body range came out.
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  I actually never tried it because I lived in Canada.
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  Like I grew up in Canada, so I don't think I could get it
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  there, but I was like obsessed with that concept.
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  I loved the campaign imagery. I was like 11 by the way.
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  Anyways, I was like obsessed with that vibe.
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  I was obsessed with her. My first e-mail address ever
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  when I was like, I don't know, like 9 or whatever, whenever you
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  make your first, very first e-mail address was Swimming
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  Queen 33. Because I was a competitive
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  swimmer growing up. And then I decided it was time
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  to graduate from Swimming Queen 33 to a more adults e-mail
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  address. When I was like, maybe, OK,
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  maybe I wasn't 11. Maybe I was like 13.
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  I wanted to make mine dessert after the Jessica Simpson edible
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  body care line. So I wanted to make it dessert
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  and that I'd have like a number at the end, whatever number I
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  could get. So 13 year old me goes on
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  Hotmail, you know, clicks, add new account.
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  I type in dessert and I start like trying different numbers.
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  However, I spelled dessert without the second S.
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  So it was desert. So I got the e-mail address.
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  I thought it was dessert and then whatever number at
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  theend@hotmail.com but it was desert.
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  And then of course when you make an e-mail address like I was at
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  the beginning of my teenage years and then when I got my
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  first teenage job and stuff like they were using that e-mail.
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  So you just like can't change your e-mail address for so long
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  like you guys understand. So my e-mail address was
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  literally desert@hotmail.com for like 15 years, I swear.
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  And then when people would ask me like, why the hell is your
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  e-mail address desert? I would have to explain the
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  whole story, the entire lore, and basically just have to be
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  like, I made a spelling mistake. Like I was trying to make it
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  dessert after Jessica Simpson's body care line, Edible body care
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  line. That's actually so cursed.
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  So then finally I started using my university e-mail address,
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  like when I got to university and then when I left university,
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  I was like, OK, I cannot be desert@hotmail.com.
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  Like I need to make an adult e-mail address.
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  But I think she still lives on. I don't know if I would know the
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  password, but I'm pretty sure I still have access to
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  desert@hotmail.com. Anyways, that is what this
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  entire range reminds me of. It just reminds me of like that
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  specific story. But yeah, this is super
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  interesting. It's a very interesting play
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  between Crumble and Dove. I feel like it does show how
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  relevant Crumble is and that they are trying to expand beyond
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  just being known as like a cookie company, you know?
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  And I think that kind of makes sense.
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  They are a bit of like an empire at this point.
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  And for dev, I think it's a cute limited edition range that might
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  help them tap a bit of a younger demographic if that's what
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  they're going for. But anyways, guys, that's it for
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  many Scroll today. Thank you so much for listening.
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  Please remember to rate, review and subscribe.
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  I love you guys. Please star rate US on Spotify.
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  We're trying to get to 500 by the end of the year and I will
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  talk to you tomorrow. OK, bye.