Latest / Earn Your Leisure / EYL #137 Steve Stoute on Independence, Marketing, & Culture

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EYL #137 Steve Stoute on Independence, Marketing, & Culture · Earn Your Leisure

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  Speaker 2: All right, guys, welcome back, ey l. We're on a
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  Speaker 2: legendary run out here in La still out here, and uh,
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  Speaker 2: this is something that we've been looking forward to for
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  Speaker 2: a while. It's gonna be a special interview.
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  Speaker 4: So trapped in the nineties, dudes, that's what going is.
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  Speaker 2: If you follow us, you know how big fans we
• 2:31
  Speaker 2: are of music plays a big part in everything that
• 2:34
  Speaker 2: we do. Specifically, nas my son's name is not said
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  Speaker 2: so all right, man, So if you follow NAS's career,
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  Speaker 2: obviously you know the commissioner, Steve Stout, uh, just the
• 2:49
  Speaker 2: dynamic guy for over probably thirty years, maybe even longer
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  Speaker 2: as far as you know, a real pioneer in uh
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  Speaker 2: marketing and transitioning the whole landscape, as far as you know,
• 3:02
  Speaker 2: bringing the marketing, advertising dollars corporate to hip hop culture.
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  Speaker 2: He was like the person that actually did that, the.
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  Speaker 4: Real bridge, real plug.
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  Speaker 2: Yeah, real plug, meet the plug for sure. United Masters
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  Speaker 2: you might have heard of that. That is his new
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  Speaker 2: company that he started, believe a couple of years ago,
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  Speaker 2: over one million independent artists where they distribute your music
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  Speaker 2: to the platforms and you get to keep your masters.
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  Speaker 2: While the name United Masters shout out to the good folks.
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  Speaker 2: The United Master's.
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  Speaker 5: Days got Dave shout out to day good dude.
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  Speaker 2: So yeah, Steve Stout, I can keep going on and
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  Speaker 2: on and on, but we're gonna have an interesting conversation.
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  Speaker 2: So first and foremost, thank you for joining us. Appreciate it.
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  Speaker 6: I'm happy to be here. And I like the intro too.
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  Speaker 6: It was kind of hot, kind of fire you named
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  Speaker 6: your son. I said, that's fantastic.
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  Speaker 5: Now, I'm a huge No, like like huge.
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  Speaker 4: Well, man, I'm actually becoming more and more of a
• 3:58
  Speaker 4: fan that he keeps getting better at time. We saw
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  Speaker 4: you on the golf course in the video. Yeah, it
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  Speaker 4: feels like everybody's playing golf now the music videos are
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  Speaker 4: golf in it.
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  Speaker 2: So let's let's let's jump right into this conversation. We're
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  Speaker 2: gonn talk about a variety of different things, but first
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  Speaker 2: and foremost I want to talk about we started out
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  Speaker 2: with United Masters, so a million independent artists.
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  Speaker 5: Right.
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  Speaker 2: This is an interesting conversation because shout out to Corday.
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  Speaker 2: We just really impressed with that guy. We just interviewed
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  Speaker 2: him a few days ago. He's a genius. He Yeah.
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  Speaker 2: So he brought up a good point. He was like,
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  Speaker 2: you know, you could be rush, you could be independent.
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  Speaker 2: You can. But the biggest artists in the world still
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  Speaker 2: get played on radio, still are signed to major labels, Drake,
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  Speaker 2: who you name it? So the independent game and my
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  Speaker 2: from my knowledge, has increased thirty two percent I believe
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  Speaker 2: during the pandemic last year. Yeah, but like you said,
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  Speaker 2: the biggest artist are still on labels. The vast majority
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  Speaker 2: of them don't own their masters. So is independent is
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  Speaker 2: it ever going to be a thing where independence becomes
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  Speaker 2: the top level, or will it always be like a subsidiary.
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  Speaker 6: Look Corday, he's super smart and he's right. I mean,
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  Speaker 6: it's easy to say that the biggest artists are now
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  Speaker 6: are signed to labels primarily because the biggest artists were
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  Speaker 6: actually independent and then label signed them.
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  Speaker 4: They chose to go that route.
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  Speaker 6: It wasn't like they weren't going to be big anyway,
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  Speaker 6: like they just decided to take the bag and sign
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  Speaker 6: with a record company. If you just go back in time,
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  Speaker 6: what record companies did extremely well the way they protected
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  Speaker 6: their business. If anybody could build a business, if you
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  Speaker 6: had this level of monopoly, you couldn't find your fans.
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  Speaker 6: You couldn't find your audience unless you signed to a
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  Speaker 6: record company. The only way for you to find your
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  Speaker 6: audience was to get to a record company. They get
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  Speaker 6: your video on MTV, they get your song on the radio. Now,
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  Speaker 6: artists find their fans before they find a record company.
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  Speaker 6: You actually start building your audience before you find a
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  Speaker 6: record company. So it never made sense to me when
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  Speaker 6: I switched, why you'd have to sign to a record
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  Speaker 6: company and then give away your master's as a result
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  Speaker 6: of that, if a record company wants to invest in
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  Speaker 6: you because you got a business going, if you have
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  Speaker 6: a business going already, you can invest in me.
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  Speaker 4: But that doesn't mean you should own my shit.
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  Speaker 6: And then like no disrespect to nobody, but like these
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  Speaker 6: guys start talking like, well you speaking of record company
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  Speaker 6: guys talk well, I don't believe if I make an
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  Speaker 6: investment you should give me. I shouldn't give you my
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  Speaker 6: fucking trademarks. I shouldn't give you my IP like I
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  Speaker 6: already built an audience. You didn't come and you didn't
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  Speaker 6: find me in my mom's house. Man, you found me
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  Speaker 6: on YouTube and TikTok and I was doing it. So
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  Speaker 6: you're gonna put money in me and not treat it
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  Speaker 6: like a regular investment where you get a good return
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  Speaker 6: on your investment. That's cool. You don't need to own
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  Speaker 6: my rights. So those are usery terms. Okay, those loans
• 7:14
  Speaker 6: are usery terms. If that was a banking business, they
• 7:18
  Speaker 6: would be it would be legal the terms in which
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  Speaker 6: they land them money on. So you know, this idea
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  Speaker 6: that you can't be a big artist without being signed
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  Speaker 6: to a record company is only happening because record companies.
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  Speaker 6: We had NL Chopper. He came through United Masses. We
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  Speaker 6: had a little Techer. He came through United Masses. Yeah,
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  Speaker 6: they're big. He was big on United Masses. They gave
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  Speaker 6: him ten million dollars. Right, Yeah, they gave hi ten
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  Speaker 6: million dollars. He's sixteen years old. So what does that
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  Speaker 6: mean now? Oh, man nl E Chopping. He signed to
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  Speaker 6: a record company. That's the reason why he's big. No,
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  Speaker 6: he's actually gone smaller since he's got to the record company.
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  Speaker 6: We had Little Techer. They gave him million dollars he signed.
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  Speaker 6: I don't want to stop them from getting the back,
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  Speaker 6: but I just want to eradicate this idea that they're
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  Speaker 6: big because they sign the record companies.
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  Speaker 7: No, from your point of view, how does that feel right?
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  Speaker 7: We help build this artist? I mean because one way,
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  Speaker 7: it's like, yes, we're helping these young men become millionaires
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  Speaker 7: and they're getting money that they've never seen before in
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  Speaker 7: their life. Is there a part of you that says, man,
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  Speaker 7: I wish they would have stayed a little bit longer
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  Speaker 7: so they can see the longevity play.
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  Speaker 4: Absolutely. I think that.
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  Speaker 6: I've seen this time and time again with young entrepreneurs.
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  Speaker 6: They're all they're all entrepreneurs.
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  Speaker 4: Now.
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  Speaker 6: I mean, if you're an artist, you're an entrepreneur. So
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  Speaker 6: let's just stop the artist thing and make it an
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  Speaker 6: artist and like you're creative and you're over there, whether
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  Speaker 6: you're a manager or whoever it is that's around you,
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  Speaker 6: you need to be treated like an entrepreneur.
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  Speaker 4: And when you're an entrepreneur, you make decisions.
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  Speaker 6: Are you going to bet on yourself for the long
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  Speaker 6: run or you're going to take the short money?
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  Speaker 4: And everybody's faced with that decision. I don't care what
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  Speaker 4: it is.
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  Speaker 8: Man.
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  Speaker 6: You could buy a he's a property and you could
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  Speaker 6: be like, is this thing gonna go all the way?
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  Speaker 6: Or you're gonna sell it real fast. And I've seen
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  Speaker 6: a lot of people sell property real fast and goes ship.
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  Speaker 6: If iud have just hell this ship for three years,
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  Speaker 6: I would have it would have been triple.
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  Speaker 4: I didn't get the triple. And that's the same thing
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  Speaker 4: with these artists.
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  Speaker 6: Do you want to sign with a record company and
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  Speaker 6: sign your rights away or do you want to build
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  Speaker 6: and build your career. I think Russ is a great artist. Okay,
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  Speaker 6: he was independent, went to a record company. Now he's
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  Speaker 6: back independent. He's making a gang of money he's making
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  Speaker 6: more money than guys that are signed.
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  Speaker 4: He's showing you the receipts and he's and he's smitting
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  Speaker 4: the game.
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  Speaker 6: Okay, there's an artist on United Mass It's Toby Niwi.
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  Speaker 2: That's my god, huge, huge support of art. Shout out
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  Speaker 2: to Toby blowing it. Don't look like he needs a record.
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  Speaker 2: What does he need a major label to do for him?
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  Speaker 4: What is he missing? What is missing?
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  Speaker 5: Well?
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  Speaker 2: I think that Toby is a super talented one of
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  Speaker 2: my favorite artists. But until, in my opinion, my humble opinion,
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  Speaker 2: until we have an artist that's as big as Drake.
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  Speaker 2: The fame, right, that's part of it too, vanity fame.
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  Speaker 6: Well Drake, I mean, look, man, Drake is a very
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  Speaker 6: special talent who came up. His first song was Independent,
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  Speaker 6: you know, the first song that got everybody uh the
• 10:21
  Speaker 6: record with him and trade songs. Uh yeah yeah right,
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  Speaker 6: And he got signed off of that. And Drake would
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  Speaker 6: tell you that he's never even met the people at
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  Speaker 6: the record company.
• 10:39
  Speaker 4: I'm not even joking.
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  Speaker 6: He doesn't even speak to them, Like I'm not saying
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  Speaker 6: they don't do anything. But he still with a major, Yeah, yeah,
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  Speaker 6: he's still with a major, and I feel like one
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  Speaker 6: his last album and they just resigned him. But like universal, right, yeah,
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  Speaker 6: you know Spotify and Apple Music to me specifically, is
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  Speaker 6: what you know it is what's blowing Drake, it ain't radio.
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  Speaker 5: I wanted to ask you that it's not.
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  Speaker 4: It's not it's not radio.
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  Speaker 2: Well, Norry brought up a good point before where he
• 11:08
  Speaker 2: said that he thinks that phone companies are on pace
• 11:11
  Speaker 2: to be the new record labels. And like this in
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  Speaker 2: the podcast game, like you know, Spotify they're buying a
• 11:18
  Speaker 2: podcast like Joe Rogan is exclusively. So do you see
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  Speaker 2: that happening where it's like, all right, Drake, one hundred
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  Speaker 2: million dollar Apple deal, your music exclusive to Apple?
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  Speaker 4: Well they did that before that.
• 11:30
  Speaker 6: They did that when when you remember when Apple and
• 11:34
  Speaker 6: Spotify and Titled were coming out, you know you had
• 11:37
  Speaker 6: to get the Kanye albums exclusively on Title and then
• 11:40
  Speaker 6: Drake had some exclusive I think.
• 11:42
  Speaker 4: Views was exclusive Drake in Future.
• 11:45
  Speaker 6: Yeah, they had, and like they were, they were playing
• 11:48
  Speaker 6: that game because, like they were, the hope was if
• 11:51
  Speaker 6: it's exclusive, then you will sign up to that platform
• 11:54
  Speaker 6: to get that plus other stuff. I think artists' music
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  Speaker 6: need to be everywhere, so you want to get your
• 12:03
  Speaker 6: songs on as many platforms as possible. So I don't
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  Speaker 6: think that's the idea that will work. They've done that
• 12:11
  Speaker 6: before and it worked, but not really. It was fine
• 12:15
  Speaker 6: it it got titled Some Love, it got Apple Music
• 12:20
  Speaker 6: Some Love, but it certainly didn't do the best thing
• 12:23
  Speaker 6: for the artists. I think the artist music needs to
• 12:25
  Speaker 6: be they need to get their music is everywhere and
• 12:28
  Speaker 6: it's easily the access as possible.
• 12:30
  Speaker 7: One of the things that United Massa does is partner
• 12:33
  Speaker 7: and it's very strategic about how you partner. I know
• 12:35
  Speaker 7: you guys have a deal with the NBA, you did
• 12:37
  Speaker 7: some stuff with TikTok. How do you go about finding
• 12:40
  Speaker 7: the companies? Do you guys have your ears or is
• 12:42
  Speaker 7: there a team of people that look like this is
• 12:43
  Speaker 7: what's next, this can help boost our brand.
• 12:46
  Speaker 4: How do you guys go about strate partnerships.
• 12:50
  Speaker 6: Well, I've you know, I've been in the advertising game
• 12:53
  Speaker 6: for many, many years now, and I've built a great
• 12:57
  Speaker 6: team of people we represent you know, at and t
• 13:00
  Speaker 6: in State Farm and the NBA and Kaiser Permanente, and
• 13:06
  Speaker 6: I mean it's a long list of people that we
• 13:09
  Speaker 6: we do work with. So finding brands to work with
• 13:12
  Speaker 6: us is something that we are very skilled in and
• 13:16
  Speaker 6: we have a deep bunch of people who know how
• 13:18
  Speaker 6: to do that. So when we say, okay, we want
• 13:20
  Speaker 6: to do a partnership with TikTok or or ESPN or
• 13:23
  Speaker 6: Disney what have you for the NBA, it's in our
• 13:30
  Speaker 6: ecosystem already, Like it's one call away. It's not like,
• 13:34
  Speaker 6: what are we going to do? How do we get
• 13:35
  Speaker 6: that's the right idea? But we do know how to
• 13:37
  Speaker 6: get them on the phone. We have all of them
• 13:39
  Speaker 6: on the phone. They're all right there.
• 13:41
  Speaker 4: You know.
• 13:42
  Speaker 6: Now, partnerships only work when they're shared values, right, if
• 13:47
  Speaker 6: there's something in it that's equally beneficial to you that's
• 13:50
  Speaker 6: beneficial to me. So when we go after these partnerships,
• 13:53
  Speaker 6: we go after these partnerships knowing already that it's only
• 13:57
  Speaker 6: going to work if the brand partner find something in
• 13:59
  Speaker 6: it that that's worth their while. So we don't really
• 14:03
  Speaker 6: go to pitch people like just let's go pitch thirty
• 14:05
  Speaker 6: people just because we want the money. We pitched very
• 14:08
  Speaker 6: small groups that are unique to the idea that we
• 14:12
  Speaker 6: want to put forth.
• 14:13
  Speaker 7: Because the track record speaks for myself, right, So I
• 14:16
  Speaker 7: mean there might be some people who are listening now
• 14:18
  Speaker 7: who are maybe not familiar with the Allen iverson Jadakiss
• 14:21
  Speaker 7: campaign that that was ridiculous, legendary. You had the jay
• 14:25
  Speaker 7: Z and Rebok in the fifties fifty cent and Rebox too, right, all.
• 14:28
  Speaker 2: That not spri commercial?
• 14:30
  Speaker 6: Yeah, yeah, no, sprit commercial and uh fifty cent Redbock
• 14:37
  Speaker 6: the fifty cent jay Z commercial.
• 14:39
  Speaker 4: That was hard inact, that was hard. Yeah. They went
• 14:41
  Speaker 4: on to all right after that. Yeah, Yeah, rocked the
• 14:43
  Speaker 4: Mic yep?
• 14:43
  Speaker 6: I was yeah, which you went to the one to
• 14:45
  Speaker 6: we're at it was on Jones Beach, Yeah, yep, Jones Beach.
• 14:48
  Speaker 4: It was crazy.
• 14:49
  Speaker 6: Uh, the stories, many many stories, Yeah, rock the Mic
• 14:54
  Speaker 6: which Rebox sponsored that too.
• 14:55
  Speaker 4: McDonald's McDonald don't get that.
• 14:57
  Speaker 6: But I've been doing this for very long time and
• 15:02
  Speaker 6: really understand how to work with brands. So artists that
• 15:05
  Speaker 6: come to the United Masters absolutely have a clear disadvantage,
• 15:10
  Speaker 6: a clear advantage rather in the marketplace because when it
• 15:14
  Speaker 6: comes to like working with brands, we have it's part
• 15:18
  Speaker 6: of our DNA. Translation is a agency built within the
• 15:22
  Speaker 6: United Masters. So you know, if you're a new artist
• 15:27
  Speaker 6: to your first question, it's not it's no longer a
• 15:30
  Speaker 6: cottage industry. It's no longer less than you're about to
• 15:34
  Speaker 6: get into the Apple investment in the company. I mean
• 15:38
  Speaker 6: this is another step forward and Apple saying like, we're
• 15:41
  Speaker 6: not going to treat these artists like they just it's
• 15:43
  Speaker 6: an option. You can sign on a record company if
• 15:46
  Speaker 6: that's what you choose, or you can go independent. But
• 15:49
  Speaker 6: just because you go independent does not mean you're going
• 15:51
  Speaker 6: to be treated less than and not have opportunities.
• 15:54
  Speaker 2: And translation is dope. That's because we have a relationship
• 15:59
  Speaker 2: with Master. We've been talking to the team over there
• 16:01
  Speaker 2: and we're doing some stuff with them. But that, in
• 16:04
  Speaker 2: my opinion, is probably even one of the most valuable.
• 16:07
  Speaker 4: How about the name, Yeah.
• 16:09
  Speaker 2: It's a good name.
• 16:09
  Speaker 4: That was it before United.
• 16:11
  Speaker 6: I'm just saying the name translation. It's like, we look
• 16:14
  Speaker 6: at what we're going through right now. I had the
• 16:15
  Speaker 6: name in two thousand and four. I was going to
• 16:18
  Speaker 6: translate culture for Fortune five hundred companies. I wrote that
• 16:21
  Speaker 6: in two thousand and four. I mean, this is not
• 16:25
  Speaker 6: even the joke. I mean, I've been on this ship
• 16:28
  Speaker 6: for a very very long time.
• 16:29
  Speaker 5: Nah, and it's true.
• 16:30
  Speaker 2: And you know when you're like your book thetanding of
• 16:33
  Speaker 2: America twenty eleven.
• 16:36
  Speaker 4: That's ten years ahead of its time. Yeah, it's not
• 16:38
  Speaker 4: even a you know, yeah, I don't even.
• 16:42
  Speaker 6: Know, Like I just want to come in and just
• 16:44
  Speaker 6: turn this into like, you know, me, just like turning
• 16:51
  Speaker 6: the attention of myself. But I understood very early the
• 16:55
  Speaker 6: importance and the power of African American culture. I understood it,
• 17:00
  Speaker 6: and I put that. I put everything I had on it.
• 17:03
  Speaker 6: So whether it was jay z Reebok and Jada Kiss
• 17:07
  Speaker 6: and Allan Iverson or Chris Brown and Wriggly's and and
• 17:12
  Speaker 6: and and making a what's the song we made?
• 17:19
  Speaker 4: The song we made forever, which was that was the
• 17:23
  Speaker 4: Wriggly jingle.
• 17:24
  Speaker 5: That was the moment I said, I mean, like, these
• 17:27
  Speaker 5: are the McDonald's thing too, right.
• 17:29
  Speaker 6: That yeah we did Uh well yeah, well push it
• 17:32
  Speaker 6: and push it, you know, coming up with the line
• 17:34
  Speaker 6: and working on it, like these are all things that
• 17:37
  Speaker 6: was more importantly understanding culture had to should have a
• 17:41
  Speaker 6: seat at the table, and starting the company in two
• 17:45
  Speaker 6: thousand and four and doing all that and then writing
• 17:47
  Speaker 6: the book The Tanning of America. I wrote the book
• 17:49
  Speaker 6: so that when people look backward this, they're not going
• 17:52
  Speaker 6: to forget what we did. And the role that we
• 17:55
  Speaker 6: played in the subtext of Tanning of America is our
• 17:59
  Speaker 6: hip hop culture created the new economy.
• 18:02
  Speaker 4: I wrote that in twenty eleven. That's happening right now.
• 18:05
  Speaker 7: I remember you said in the book, and correct me
• 18:07
  Speaker 7: if I'm wrong, But the most important thing that ever
• 18:09
  Speaker 7: happened to hip hop was Run from RUNDNC putting on
• 18:12
  Speaker 7: those Adidas. Yeah, and people don't. I don't think people
• 18:15
  Speaker 7: really understand the importance to it. But is that the
• 18:16
  Speaker 7: moment when you looked and said, we're about to change
• 18:19
  Speaker 7: the world.
• 18:20
  Speaker 6: Well, I was sixteen, and I knew about the moment
• 18:23
  Speaker 6: when Run held up his Adidas and took him off
• 18:27
  Speaker 6: and eighteen thousand people held up this. So I wasn't
• 18:31
  Speaker 6: at that show, but I know what happened, and I
• 18:34
  Speaker 6: spoke to Leo and Russell and Run himself and got
• 18:37
  Speaker 6: their perspectives on it. But I knew when you can
• 18:42
  Speaker 6: actually use a product and connect it to culture in
• 18:45
  Speaker 6: that way and then get people to buy into it
• 18:48
  Speaker 6: as a result of it, which we've all seen, whether
• 18:50
  Speaker 6: it be kango hats or rock wearing Seawan John or
• 18:54
  Speaker 6: fat Farm or a baby fat like we've seen these
• 18:57
  Speaker 6: things take place but people write it off as like
• 19:03
  Speaker 6: they don't Back then, they didn't think it was real business.
• 19:06
  Speaker 6: It was looked at it's some like yeah, whatever, whatever, whatever, whatever,
• 19:10
  Speaker 6: because it ain't as big as Levi's yeah whatever, whatever whatever.
• 19:13
  Speaker 6: It's not as big as But the fact of the
• 19:16
  Speaker 6: matter is, as that culture gets bigger, those things will
• 19:20
  Speaker 6: then get as big as little things.
• 19:22
  Speaker 4: You know what I'm saying.
• 19:22
  Speaker 6: It's a matter of time. It's a matter of time.
• 19:26
  Speaker 6: It's not like hip hop culture was growing exponentially, so
• 19:31
  Speaker 6: those brands that was attached to it would have grown
• 19:34
  Speaker 6: exponentially and have grown exponentially over time.
• 19:38
  Speaker 5: Yeah.
• 19:38
  Speaker 2: And so what I was referring to with the the
• 19:42
  Speaker 2: company inside the company is that I think you're sitting
• 19:45
  Speaker 2: on a goal mine that you might not fully even
• 19:49
  Speaker 2: understand the value of it. Because when I was on
• 19:50
  Speaker 2: the phone with United Masters, I let them know my
• 19:52
  Speaker 2: opinion as far as like United Masters, I think is
• 19:55
  Speaker 2: even bigger than just music, Like there's a whole business
• 19:58
  Speaker 2: subculture within our financial literacy is real big, right, And
• 20:02
  Speaker 2: it's a snowball that's like turned into an avalanche. So
• 20:04
  Speaker 2: when I was telling them, I'm like explaining to him,
• 20:06
  Speaker 2: like them like the financial literacy people, business people, they're
• 20:11
  Speaker 2: gonna become bigger than rappers. The President's kind of already said.
• 20:15
  Speaker 2: Even if you look at like Donald Trump, he's like
• 20:17
  Speaker 2: the first financial rock star. Whether you like him or
• 20:19
  Speaker 2: dislike him, it is what it is, Mark Cuban, the
• 20:22
  Speaker 2: gary Ve's of the world. But now our culture is
• 20:24
  Speaker 2: starting to go that route, and it's like a lot
• 20:27
  Speaker 2: of people aren't aware of it. But if you are
• 20:29
  Speaker 2: in the know, you know the cultural influence is bigger
• 20:32
  Speaker 2: than ninety. So it's like for now, So it's like
• 20:36
  Speaker 2: for us working with you guys doing a brand like
• 20:38
  Speaker 2: we do a tour, like if like let's say somebody
• 20:42
  Speaker 2: sponsors that, so it's the same thing then, and that's
• 20:45
  Speaker 2: just for other industries as well.
• 20:46
  Speaker 6: I'm not I don't even what you're saying is accurate,
• 20:50
  Speaker 6: very very insightful.
• 20:53
  Speaker 4: I'm glad that you said that.
• 20:57
  Speaker 6: The whither it's we don't even have to make the
• 21:02
  Speaker 6: grand statement like it's bigger than rap. All you got
• 21:04
  Speaker 6: to do the statement, truly is is if you could
• 21:08
  Speaker 6: package information that helps people that's beneficial in a way
• 21:12
  Speaker 6: that they can relate to it, that if they're engaged
• 21:14
  Speaker 6: with and it feels like.
• 21:18
  Speaker 4: It's culturally connected to them.
• 21:19
  Speaker 6: You see the adaption of it, and you feel that
• 21:24
  Speaker 6: their engagement of it is exactly like if it was
• 21:26
  Speaker 6: a song.
• 21:27
  Speaker 4: Right, So it doesn't make a difference.
• 21:29
  Speaker 6: People want information, they want it packaged in a way
• 21:32
  Speaker 6: that they could relate to, and if you can do that,
• 21:36
  Speaker 6: they'll adapt to it and engage in it just like.
• 21:38
  Speaker 4: It's a song. And that's the feeling that you're talking about.
• 21:41
  Speaker 6: Look, I was the behind the scenes guy. I'm the
• 21:46
  Speaker 6: behind the scenes guy. I've been doing this for twenty
• 21:49
  Speaker 6: five years. You ain't gotta I'm the guy who went
• 21:51
  Speaker 6: to five colleges in two years and dropped out and
• 21:55
  Speaker 6: you know, never rapped, and really not music videos. I've
• 22:00
  Speaker 6: maybe been in two in my whole career for brief moments.
• 22:06
  Speaker 4: But the.
• 22:09
  Speaker 6: Putting into the game, the work that I've had has
• 22:12
  Speaker 6: created me to become this household name amongst people who
• 22:16
  Speaker 6: want the information because I've packaged myself in a way
• 22:19
  Speaker 6: that people like I could be like Steve if I
• 22:22
  Speaker 6: can't rap, but I'm a smart business guy and I
• 22:24
  Speaker 6: want to do deals and I want to hustle and
• 22:26
  Speaker 6: do my thing. You know, I can be like Steve,
• 22:30
  Speaker 6: someone who I've who's a very good friend of mine
• 22:32
  Speaker 6: and I've mented him early in his career as Maverick Carter.
• 22:36
  Speaker 6: Just that's the same thing, Like people look at Maverick
• 22:38
  Speaker 6: Carter like, yo, I could do what Maverick Cartter does,
• 22:42
  Speaker 6: you know, because it's a way that you can get
• 22:45
  Speaker 6: it off and be a business person and still be
• 22:48
  Speaker 6: cool and still sitting get in the club and get
• 22:51
  Speaker 6: the right seat and not feel like And that's the
• 22:55
  Speaker 6: cultural phenomenon that where the evolution of being a business
• 22:59
  Speaker 6: person some behind the scenes and having an audience of
• 23:03
  Speaker 6: people who love hip hop who don't want to be rappers,
• 23:05
  Speaker 6: but they prefer to be financial analysts or in the
• 23:09
  Speaker 6: financial business world.
• 23:10
  Speaker 5: It's more tangible.
• 23:11
  Speaker 7: And so I'm glad you said that, because when I
• 23:13
  Speaker 7: first heard the name Seve style as just being a
• 23:15
  Speaker 7: curious person, like who is that? I remember Nasen said
• 23:18
  Speaker 7: the commissioners out, So it was like, all right, who
• 23:20
  Speaker 7: is this guy? Then you find out who you are
• 23:21
  Speaker 7: and it's like, oh, that was the exact thought. I
• 23:24
  Speaker 7: don't have to wrap, I don't have to be in
• 23:26
  Speaker 7: a and R. I could actually do that and actually
• 23:28
  Speaker 7: bring deals to people and like that that's another way.
• 23:30
  Speaker 7: So it's again when you see somebody who's doing something
• 23:33
  Speaker 7: that you've never seen before and now it's obtainable. And
• 23:36
  Speaker 7: I'm glad you said earlier that artists need to look
• 23:38
  Speaker 7: at themselves as entrepreneurs because one of the things they
• 23:42
  Speaker 7: tend to do is just think the music is all there.
• 23:43
  Speaker 7: And I know you should kind of stress having higher
• 23:46
  Speaker 7: margin items. What are some higher margin items that artists,
• 23:50
  Speaker 7: especially in at United Masses, but just in general, should
• 23:54
  Speaker 7: be looking to do if they're starting their career, because
• 23:56
  Speaker 7: in this space, we can we find those things, right,
• 23:58
  Speaker 7: we can have merge, we can have.
• 24:01
  Speaker 6: It's the same thing, I mean, higher margin items.
• 24:05
  Speaker 4: If music is going to be the lost.
• 24:07
  Speaker 6: Leader, which it has become, your goal is to use
• 24:10
  Speaker 6: the music to gain attention and then sell higher margin
• 24:14
  Speaker 6: items higher margin the music in order to really cash out.
• 24:18
  Speaker 6: One of those higher margin items is clearly shows, right,
• 24:22
  Speaker 6: you make more money. You can make money doing shows
• 24:25
  Speaker 6: more than than actual streams. Other higher margin items emerge
• 24:30
  Speaker 6: of a high You know some higher margin items that
• 24:33
  Speaker 6: are that are coming out because of technology, but it
• 24:38
  Speaker 6: requires you owning it. And things like n f T
• 24:40
  Speaker 6: and and how NFTs are affecting the owner of a
• 24:46
  Speaker 6: copyright or a piece of work, and there's going to
• 24:49
  Speaker 6: be more down the line, but it only is going
• 24:52
  Speaker 6: to be beneficiary to the owner. So as an artist,
• 24:56
  Speaker 6: you want to release as much work as you can,
• 24:59
  Speaker 6: gain an audience and then start mining all of the
• 25:02
  Speaker 6: higher margin opportunities that are currently present and the ones
• 25:06
  Speaker 6: that are coming out of technology based solutions.
• 25:09
  Speaker 7: Yeah, and that's I'm glad. That's exactly how the answer says.
• 25:12
  Speaker 7: I was thinking that's something that we spoke about a
• 25:14
  Speaker 7: lot NFTs. I want to what do you think the
• 25:16
  Speaker 7: role that that space, because again it is belongs to
• 25:19
  Speaker 7: the owner, the effect that will have owner united masters,
• 25:23
  Speaker 7: and are you educating the artists who are there now
• 25:26
  Speaker 7: that this is the way we're going.
• 25:27
  Speaker 6: To do a big, big, gigantic partnership around NFTs and
• 25:30
  Speaker 6: making it turnkey for.
• 25:31
  Speaker 4: Ole artists specifically.
• 25:35
  Speaker 6: NFTs are the terminology and the and the fanfare around that.
• 25:41
  Speaker 6: It's hot right now, But the truth of the matter
• 25:45
  Speaker 6: is whatever an NFT is and and and how people
• 25:49
  Speaker 6: are capitalizing on the opportunity right now, the blockchain is
• 25:53
  Speaker 6: going to do exactly for ownership, exactly what Internet did
• 25:56
  Speaker 6: for access. The blockchain is going to do for ownership
• 26:01
  Speaker 6: exactly what the Internet did for access. If you are
• 26:04
  Speaker 6: the owner of a piece of work, the blockchain allows
• 26:08
  Speaker 6: you to put a terms and conditions around that work
• 26:15
  Speaker 6: that carries on in perpetuity.
• 26:17
  Speaker 4: Whereas work right now it's very hard.
• 26:21
  Speaker 6: To know who owns it or you know, it gets
• 26:23
  Speaker 6: stolen and copied NonStop without the original owner getting paid.
• 26:27
  Speaker 6: Once you put it on the blockchain, those days is
• 26:29
  Speaker 6: over with. Technology is going to unlock value for owners exponentially,
• 26:35
  Speaker 6: just like many things have. We seen this all the time.
• 26:37
  Speaker 6: Like you know, back in the day, you know, you're
• 26:40
  Speaker 6: an artist and you put out all this album and
• 26:42
  Speaker 6: then all of a sudden, you die. They put out
• 26:44
  Speaker 6: a CD box set, right that was a new technology CDs,
• 26:48
  Speaker 6: and then they sold it to you all over again. Right,
• 26:51
  Speaker 6: you came out in the sixties seventies, they were no CDs.
• 26:54
  Speaker 6: All of a sudden, you die, and there's a CD
• 26:56
  Speaker 6: box that comes out in nineteen eighty nine and everybody buy,
• 27:00
  Speaker 6: here's a CD box set, five CDs packed them, one
• 27:02
  Speaker 6: box for forty six dollars and you're like, oh shit,
• 27:05
  Speaker 6: this is crazy.
• 27:06
  Speaker 4: I got all of Bob Marley's music.
• 27:09
  Speaker 6: That was a new technology that benefited the original owner,
• 27:13
  Speaker 6: but Bob Marley didn't known it, so he wasn't the
• 27:17
  Speaker 6: recipient of that value. But going forward, whatever new technology
• 27:22
  Speaker 6: keeps coming out, if you're the owner, you will benefit
• 27:25
  Speaker 6: from all of those different variations of technologies creating owners
• 27:31
  Speaker 6: for the rightful creating value rather for the rightful owner.
• 27:35
  Speaker 5: Let me ask you this shout out to our guy.
• 27:37
  Speaker 5: Talked to Pops.
• 27:38
  Speaker 2: He's he has a blog, told me this in Atlanta
• 27:41
  Speaker 2: last year and blew my mind and I'd never heard
• 27:44
  Speaker 2: of this before. He he was like, you ever heard
• 27:46
  Speaker 2: his Instagram page called de Kwan? I'm like nah. He
• 27:49
  Speaker 2: was like, you know, they just got acquired for eighty
• 27:53
  Speaker 2: five million by Warner eighty five. There was a joke
• 27:56
  Speaker 2: and I researched it and I saw that they paid.
• 27:58
  Speaker 2: The name of the company is actually I am GM
• 28:01
  Speaker 2: Media and d Kwon is like the number one thing
• 28:04
  Speaker 2: on their roster. Long story short is real and I
• 28:08
  Speaker 2: found out he enlightened me. There's a bunch of pages
• 28:11
  Speaker 2: like academics and stuff like that, but a record labels
• 28:13
  Speaker 2: are paying now. They're paying like bloggers and stuff like
• 28:16
  Speaker 2: that to promote music.
• 28:19
  Speaker 4: They don't do anything. This is what I'm trying to
• 28:21
  Speaker 4: say to you.
• 28:22
  Speaker 6: But Rick, they're paying day Kwon, they're paying academics, they're
• 28:25
  Speaker 6: paying this guy, they're paying that guy, and I'll get
• 28:28
  Speaker 6: your money.
• 28:30
  Speaker 4: All I'm saying is, what is that?
• 28:33
  Speaker 6: What is proprietary about that that a record company can't
• 28:36
  Speaker 6: that you can't do. Academics is fantastic. Academics, my man,
• 28:43
  Speaker 6: Academics gets paid by everybody. There's a lot of stuff
• 28:48
  Speaker 6: that Academics puts out there that he loves personally, it's
• 28:50
  Speaker 6: just shit he likes, and there's a lot of stuff out.
• 28:53
  Speaker 4: There that people are paying him to promote.
• 28:55
  Speaker 6: And that's what record companies have resorted to that that's
• 28:58
  Speaker 6: what they've become.
• 28:59
  Speaker 4: Tell I'm an artist. Oh you know.
• 29:02
  Speaker 6: The big thing was we can get you all over radio.
• 29:06
  Speaker 6: Take a hike, yo, I want to be That's not
• 29:14
  Speaker 6: what I mean. It's cool to be on radio. You know,
• 29:17
  Speaker 6: you fall in love with the idea because you grew
• 29:18
  Speaker 6: up on radio. If you are an older artist, you
• 29:21
  Speaker 6: actually young artists fifteen, sixteen, seventeen year old artists and
• 29:25
  Speaker 6: tell about radio. They're like, if I don't get a wrap, Cavia,
• 29:29
  Speaker 6: that's the like, that's your job. Get me on rap caviar,
• 29:33
  Speaker 6: get me on those playlists. I don't care about getting
• 29:36
  Speaker 6: on radio, like it's meaningless.
• 29:40
  Speaker 7: Then what are the partnerships that you had had translations with?
• 29:45
  Speaker 7: Was with Disney and so I got a few questions
• 29:47
  Speaker 7: around that because I saw the State Farm Matt that
• 29:51
  Speaker 7: you guys did that throw.
• 29:52
  Speaker 4: Back during the last dance, and I'm like, ooh, this
• 29:55
  Speaker 4: is great. It was hard all right.
• 29:57
  Speaker 7: I'm like they did the throwback with perfect and so
• 30:00
  Speaker 7: I'm wondering was the State Farm deal with ESPN? I
• 30:04
  Speaker 7: mean it kind of all fit together. Number one and
• 30:07
  Speaker 7: number two you spoke about total market solutions and what
• 30:11
  Speaker 7: you're doing to help solve that in that space.
• 30:13
  Speaker 6: Can you speak on that a little bit? It is
• 30:17
  Speaker 6: so refreshing to be on this show to speak to
• 30:22
  Speaker 6: people who actually know what they're talking about. Let me,
• 30:25
  Speaker 6: that's a shout to black people. I'm like feeling a
• 30:32
  Speaker 6: way like, damn, this is great. So the partnership with Disney,
• 30:42
  Speaker 6: the people over there, there's a woman named Rita Ferraro
• 30:45
  Speaker 6: over there, Lisa Valentino, They're just awesome to work with it.
• 30:50
  Speaker 6: Rita and I met and we hit it Off and
• 30:54
  Speaker 6: Jimmy Petero, who runs ESPN. These are all people that
• 30:57
  Speaker 6: look them up are bosses over in the Disney system
• 31:02
  Speaker 6: that I work with.
• 31:03
  Speaker 4: They're gonna be mad because they phone. And so I.
• 31:08
  Speaker 6: Started working with them, and the partnership was about, how
• 31:13
  Speaker 6: do we take our cultural insight and Disney's canvas, the
• 31:18
  Speaker 6: size of that canvas, and go to brands and provide
• 31:22
  Speaker 6: solutions that are just the convergence of culture, technology and storytelling, right,
• 31:29
  Speaker 6: how do we do that for Disney? When we did
• 31:35
  Speaker 6: Save the Last Dance, that was the beginning of that partnership,
• 31:38
  Speaker 6: and we were doing it for State Farm, who's a
• 31:41
  Speaker 6: long term client of ours and has a partnership with
• 31:44
  Speaker 6: Advice Media with Disney, and you know these guys, I
• 31:51
  Speaker 6: mean we have I think I have the best creative
• 31:53
  Speaker 6: team in America.
• 31:55
  Speaker 4: I don't even We've been doing this for a very
• 31:59
  Speaker 4: long time. I've never had a.
• 32:01
  Speaker 6: Creative team this strong, or creatives in our company and
• 32:04
  Speaker 6: strategy people this strong. That work came out great, and
• 32:08
  Speaker 6: it was surprising to people and it was delightful. And
• 32:11
  Speaker 6: you know, during the pandemic, to have a commercial like
• 32:13
  Speaker 6: that party today everybody was locked in, but to answer
• 32:18
  Speaker 6: your question. That was part of the partnership our Now
• 32:23
  Speaker 6: Disney also has an in house creative team that worked
• 32:26
  Speaker 6: on it with us, so shout out to them as well.
• 32:29
  Speaker 4: But it's the None of this stuff is just us, man.
• 32:32
  Speaker 6: This is all the collaboration of really smart minds, people
• 32:37
  Speaker 6: wanting to work together to provide solutions for partners and brands.
• 32:41
  Speaker 6: And that's what Disney. That's Disney Translation relationship. We also
• 32:45
  Speaker 6: have United Masses has a partnership with ESPN where we
• 32:49
  Speaker 6: give ESPN hundreds of songs a year for you first
• 32:53
  Speaker 6: take and all of their their shows where they use
• 32:56
  Speaker 6: United Masses artists. What I'm finding in and I'm pushing
• 33:01
  Speaker 6: our brands want to be. You want to be on
• 33:03
  Speaker 6: the front end of culture, you want to find what's next.
• 33:07
  Speaker 6: You want to be part of discovery, then you should
• 33:10
  Speaker 6: fuck with United Masters and all of the artists that
• 33:12
  Speaker 6: we got coming through our system, because discovery is being
• 33:17
  Speaker 6: rewarded being up on something.
• 33:19
  Speaker 4: First. You ever heard of that kid that has value?
• 33:23
  Speaker 4: That has value?
• 33:24
  Speaker 6: Me asking you if you heard a song that you
• 33:25
  Speaker 6: already heard is meaningless? Me asking if you heard a
• 33:28
  Speaker 6: song that you never heard before, And then planning for you,
• 33:30
  Speaker 6: and it's right.
• 33:33
  Speaker 4: It says something.
• 33:34
  Speaker 6: And when brands start doing that woo woo. Look, I
• 33:40
  Speaker 6: mean just look what we did for beats Man. We
• 33:43
  Speaker 6: just started working with those guys. That commercial we did
• 33:45
  Speaker 6: for them, Toby's doing the voiceover, and you love black people,
• 33:53
  Speaker 6: you like black culture, but do you love me? That's
• 33:58
  Speaker 6: a question that everybody wants to know, and we had
• 34:01
  Speaker 6: the audacity to ask it on national television. You love
• 34:06
  Speaker 6: black people, you love black culture, but do you love me.
• 34:11
  Speaker 6: You can't love Lebron and Bubba Wallace and Naomi Osaka
• 34:15
  Speaker 6: and not love the dude that you don't know what
• 34:18
  Speaker 6: he looks like because you don't like the fact that
• 34:19
  Speaker 6: he is a white tea on and braids, like and
• 34:23
  Speaker 6: you're scared of that, but yet you want to run
• 34:24
  Speaker 6: up on Lebron for the autograph. Like that's black culture.
• 34:28
  Speaker 6: It comes in that form. It comes in that form.
• 34:29
  Speaker 6: It comes in that form. You can't just take black
• 34:32
  Speaker 6: culture a la cart man. They're like, this is not
• 34:36
  Speaker 6: what we're doing.
• 34:38
  Speaker 7: That goes into the part about the total market solutions
• 34:40
  Speaker 7: in it, because the partnership, if I read it right,
• 34:43
  Speaker 7: was a part of it was like we need to
• 34:44
  Speaker 7: have diversity, and so they kind of brought you out
• 34:46
  Speaker 7: into help with that.
• 34:47
  Speaker 4: So can you talk about the total market solutions a
• 34:49
  Speaker 4: little bit?
• 34:49
  Speaker 6: Well, I'm not anybody's diversity solution exactly, all right, so
• 34:54
  Speaker 6: let's knock that off. I don't know what they were
• 34:56
  Speaker 6: talking about whoever said that.
• 34:59
  Speaker 4: That's what the relationship is.
• 35:03
  Speaker 6: I will help bring culture to anything because I think
• 35:06
  Speaker 6: it does matter. My partnership with in dres and Horwitz
• 35:09
  Speaker 6: is bringing culture to indres and Horwitz. It's like, what
• 35:12
  Speaker 6: we what we do really well, it's something I built
• 35:14
  Speaker 6: the business on it. It's not driven by diversity. It's
• 35:19
  Speaker 6: driven by good ideas and cultural insights that that matter
• 35:23
  Speaker 6: and resonate.
• 35:25
  Speaker 4: Disney is a huge platform, big company.
• 35:28
  Speaker 6: They wanted some cultural insights.
• 35:32
  Speaker 4: In our creativity. That's what led to that outcome.
• 35:35
  Speaker 2: So can you break down a TikTok deal because that
• 35:38
  Speaker 2: was something that I feel like, once again you're on
• 35:41
  Speaker 2: the cutting edge of that. I have a son who's ten.
• 35:43
  Speaker 2: He's on TikTok, and anybody has children, you know that
• 35:46
  Speaker 2: TikTok is way bigger than Instagram for anybody under I
• 35:48
  Speaker 2: believe twenty fours and number one social media.
• 35:50
  Speaker 4: Snapchat's big, bigger than Instagram for young people too.
• 35:53
  Speaker 2: Yeah, but TikTok is TikTok, TikTok different, TikTok different. So
• 35:56
  Speaker 2: what's what's the situation that you guys got with TikTok, Well.
• 35:59
  Speaker 4: TikTok yo.
• 36:04
  Speaker 6: What happens is somebody puts up a sound on TikTok,
• 36:08
  Speaker 6: a piece of a song, and really what you want
• 36:12
  Speaker 6: is TikTok to be the place where you promote the
• 36:16
  Speaker 6: song and then if you can go you like that.
• 36:20
  Speaker 6: You can listen to the full end song on Apple Music.
• 36:22
  Speaker 6: You can listen to the full length song on one
• 36:25
  Speaker 6: of these streaming platforms. My our partnership with TikTok is
• 36:29
  Speaker 6: that we can take music and essentially starts on TikTok
• 36:32
  Speaker 6: in a short version and then click that artist can
• 36:36
  Speaker 6: distribute the song or that the full length version of
• 36:40
  Speaker 6: that song through United Masses and get it on the
• 36:43
  Speaker 6: streaming platforms in a very seamless way.
• 36:46
  Speaker 4: One of the artists that did that is artist Carl Roach.
• 36:48
  Speaker 6: He had this thing, this song that he put out
• 36:52
  Speaker 6: during the pandemic, and he was beaten on the table
• 36:55
  Speaker 6: boarded the house board in.
• 36:56
  Speaker 4: The houseboard boarded the house in the house board.
• 36:59
  Speaker 6: He put that out through us, so I don't take
• 37:02
  Speaker 6: that put that house to us. The song went crazy
• 37:05
  Speaker 6: and Tiger jumped on the song and all that. Whatever, whatever, whatever.
• 37:09
  Speaker 6: This guy, I'm watching ag TV and he's on there
• 37:14
  Speaker 6: buying his grandmother house from that thing. So he went
• 37:18
  Speaker 6: from TikTok the United Masters, made money and then brought
• 37:23
  Speaker 6: his grandmam.
• 37:24
  Speaker 4: A house and did it all in his house. Yeah yeah, I.
• 37:28
  Speaker 6: Mean this is this is this is the creator economy
• 37:32
  Speaker 6: coming to life. This is the revolution of the creator economy.
• 37:37
  Speaker 6: If I asked you fifteen years ago, who's a photographer,
• 37:44
  Speaker 6: it would be the person with the big like a
• 37:46
  Speaker 6: joint that goes like this that none of us in
• 37:49
  Speaker 6: this room look like they're know how to do, and.
• 37:58
  Speaker 4: Right, you know how to do and in that person's
• 38:00
  Speaker 4: a photographer.
• 38:02
  Speaker 6: As camera equipment has come down in courts and camera
• 38:07
  Speaker 6: quality on a cell phone has become great, if you
• 38:11
  Speaker 6: ask people today, who's a photographer, because like this, everyone
• 38:15
  Speaker 6: can take a great picture. So much so is an
• 38:17
  Speaker 6: Apple campaign that says shot on an iPhone, shot by anybody,
• 38:22
  Speaker 6: shot by this person, shot by the in a picture
• 38:24
  Speaker 6: looks fantastic, right, that's called the camera equipment coming down
• 38:31
  Speaker 6: in price points, and therefore people can take photos that
• 38:34
  Speaker 6: are good. The businesses that are created off of that
• 38:37
  Speaker 6: are filters that are sold everything on Snapchat. All the
• 38:40
  Speaker 6: video business is because cameras got great on phones. That's
• 38:44
  Speaker 6: exactly what's taking.
• 38:45
  Speaker 4: Place in music. You don't have to go to a
• 38:47
  Speaker 4: studio no more. The court of recording a song is
• 38:50
  Speaker 4: getting lower and lower and lower, to.
• 38:52
  Speaker 6: The point where a person could record a song in
• 38:54
  Speaker 6: their house, put it out through a streaming platform, a
• 38:58
  Speaker 6: distributor like us, and then eat or of that song.
• 39:02
  Speaker 6: So if you start asking people today who's a musician
• 39:05
  Speaker 6: an artist, you have millions of people raised in their hand.
• 39:08
  Speaker 6: If I asked you that question fifteen years ago, it'd
• 39:11
  Speaker 6: be the only people that raise their hands, or people
• 39:13
  Speaker 6: who had record deals and could afford.
• 39:15
  Speaker 4: To go to a studio and make a song.
• 39:19
  Speaker 6: So as equipment gets lower in costs, look at this
• 39:22
  Speaker 6: podcast that we're doing. If we didn't have this equipment
• 39:26
  Speaker 6: at this price point, the things that you would have
• 39:28
  Speaker 6: to do to get this show out in the world
• 39:30
  Speaker 6: would have been ridiculous. Now you're going to run up
• 39:34
  Speaker 6: on everybody and you are this is the biggest financial
• 39:37
  Speaker 6: show in the world.
• 39:38
  Speaker 5: Fact, and you got a shot because.
• 39:41
  Speaker 6: The equipment is so low cost that you got a
• 39:44
  Speaker 6: shot to do this. But if you had to go
• 39:45
  Speaker 6: to CBS or this person or whoever it may be
• 39:49
  Speaker 6: for them to hear this idea and some white guy
• 39:51
  Speaker 6: sits back.
• 39:52
  Speaker 4: And goes, nah, I don't know all about that.
• 39:56
  Speaker 6: You may change careers. But because of the price this equipment,
• 40:01
  Speaker 6: you're more than making a living. Yeah, that's what technology
• 40:05
  Speaker 6: is doing. It's democratizing these creative industries and giving everybody
• 40:11
  Speaker 6: a shot.
• 40:12
  Speaker 5: Yeah.
• 40:12
  Speaker 2: And also from the marketing standpoint as well as far
• 40:14
  Speaker 2: as like now we don't have to go to like CNBC.
• 40:18
  Speaker 2: Imagine if we tried to go to CNBC and pitch
• 40:20
  Speaker 2: them on like we're gonna blame financial literacy with culture
• 40:24
  Speaker 2: and we want to have it like they woul probably
• 40:25
  Speaker 2: look at us crazy with no history. But we just
• 40:27
  Speaker 2: go straight and we make our own thing. We promoted
• 40:30
  Speaker 2: on Instagram and now it just glows up on so
• 40:32
  Speaker 2: to hope.
• 40:32
  Speaker 4: This is what I'm saying.
• 40:33
  Speaker 6: So in music social media, Instagram and TikTok is a
• 40:37
  Speaker 6: new MTV, Apple Music and Spotify is and new Tie
• 40:41
  Speaker 6: Records and radio and that's cold, that's what it is.
• 40:46
  Speaker 4: That's powerful.
• 40:47
  Speaker 7: So I mean, we said Apple, So let's talk about
• 40:49
  Speaker 7: the most recent thing that's happened in the past few
• 40:51
  Speaker 7: weeks is the fifty million dollar Apple deal. So from
• 40:55
  Speaker 7: what I hear, it's to grow technology, is what you're
• 40:58
  Speaker 7: speaking about, and create more infrastructure.
• 41:00
  Speaker 4: Can you expand upon that a little bit?
• 41:02
  Speaker 6: Yeah, Well, we we're building an amazing company and we
• 41:07
  Speaker 6: hired great people, so a great team of people, and
• 41:13
  Speaker 6: over the last five years to build this, we definitely
• 41:16
  Speaker 6: had some roller coaster rides. It's very hard to build
• 41:19
  Speaker 6: a new company when you're trying to build technology and
• 41:22
  Speaker 6: you have an advertising business and you got music distribution,
• 41:26
  Speaker 6: and you're preaching about independence and people are trying to
• 41:29
  Speaker 6: hold onto the past and.
• 41:31
  Speaker 4: Hate on you and all that kind of shit. You
• 41:33
  Speaker 4: got to have.
• 41:36
  Speaker 6: An irrational belief in yourself, an irrational persistence to fight it,
• 41:41
  Speaker 6: and that paid off. It paid off a few times.
• 41:45
  Speaker 6: But this Apple announcement said a lot. It was loud
• 41:48
  Speaker 6: because you know, a Apple isn't invest in anything. I mean,
• 41:52
  Speaker 6: so when you get Apple behind you, it ain't even
• 41:55
  Speaker 6: about the money. It's about like Apple believes in it.
• 41:57
  Speaker 6: That means just bigger than it ain't just some regular shit.
• 42:02
  Speaker 6: Number Two, it validates who we are and it says
• 42:09
  Speaker 6: to the independent artists community, you are being heard. You
• 42:13
  Speaker 6: were not a cottage industry, you were not less than
• 42:15
  Speaker 6: to the point that Apple believes in it.
• 42:19
  Speaker 4: And then you know, for me as a CEO.
• 42:25
  Speaker 6: I look at that like it's Ai and Jadakiss Again,
• 42:29
  Speaker 6: it's that type of stuff, you know, It's just it's
• 42:31
  Speaker 6: what I've been doing. And man, anyone listening to this
• 42:35
  Speaker 6: right now, like you got to be able to run
• 42:38
  Speaker 6: the real marathon.
• 42:39
  Speaker 4: I've been doing this shit. I'm fifty.
• 42:41
  Speaker 6: I've been doing this straight up since I was twenty
• 42:44
  Speaker 6: three years old. I was twenty two years old as
• 42:46
  Speaker 6: kidd and plays road manager. And if I talk about
• 42:48
  Speaker 6: stuff before that, that's non music. It's the same thing
• 42:51
  Speaker 6: I've been doing. I sold mortgages. I sold mortgages when
• 42:54
  Speaker 6: I was eighteen years old, and Bedford.
• 42:56
  Speaker 4: Steyves and I did this.
• 42:58
  Speaker 6: So the race you have to run, you better love
• 43:02
  Speaker 6: it because you're gonna be running it for a while
• 43:04
  Speaker 6: if you want to.
• 43:05
  Speaker 4: You know, pop this type of ship.
• 43:09
  Speaker 2: So when like when Apple do they do they have
• 43:13
  Speaker 2: like part equity ownership and company out.
• 43:16
  Speaker 6: Apple is a partner in the company, you know, just
• 43:19
  Speaker 6: the the the equity holders of my company and myself
• 43:22
  Speaker 6: and the employees of Translation, United Masters, Apple, Google and
• 43:27
  Speaker 6: in Rees and Horwitz.
• 43:29
  Speaker 5: That's Google's involved as well.
• 43:30
  Speaker 4: Yeah yeah, they were original Yeah yeah, yeah, yeah.
• 43:33
  Speaker 2: So's so it's in there invested interest to not only
• 43:36
  Speaker 2: like to make sure the company goes as well, because
• 43:38
  Speaker 2: they're part owners of the company as well.
• 43:39
  Speaker 4: Well.
• 43:40
  Speaker 6: You know, you put together a board, you run your business.
• 43:42
  Speaker 6: You Yeah, there's strategic for a reason. I mean, it's
• 43:47
  Speaker 6: not like you can fall backwards that they're gonna catch it.
• 43:49
  Speaker 6: You got to do it for sure, for sure.
• 43:53
  Speaker 2: So as far as that going forward, where do you
• 43:57
  Speaker 2: see the future for United Masters, Like, what would your
• 44:01
  Speaker 2: tenure plan B we have in this conversation ten years
• 44:05
  Speaker 2: from now, Where do you envision United Masses.
• 44:07
  Speaker 4: So I do believe that it's going to extend beyond music.
• 44:11
  Speaker 6: I think that the idea of being independent and monetizing
• 44:17
  Speaker 6: directly to your audience is something that's going to become
• 44:21
  Speaker 6: the industry itself. There's a company you guys should look
• 44:25
  Speaker 6: at called Substack. It's doing substack. Substack Substack is basically
• 44:31
  Speaker 6: saying that the journalists are actually bigger than the papers
• 44:35
  Speaker 6: that they write for. So the journalists now have their
• 44:38
  Speaker 6: own platform that they could actually charge to read their stories.
• 44:43
  Speaker 6: So if you like reading that writer rather than going
• 44:47
  Speaker 6: to the Wall Street Journal or New York Times, why
• 44:49
  Speaker 6: don't you read his stories on substack right? Because you
• 44:53
  Speaker 6: buy into that writer. So substack is it's the written
• 44:57
  Speaker 6: version of podcasts right where you can buy ala carte,
• 45:01
  Speaker 6: and these creators are saying, I'd much rather do it
• 45:05
  Speaker 6: on my own than.
• 45:08
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• 47:57
  Speaker 6: Right for the New York Times at a Wall Street Journal,
• 48:00
  Speaker 6: I don't need their or authentication because I'm already me.
• 48:05
  Speaker 4: I've already built the following. I already built an audience.
• 48:08
  Speaker 6: I don't need them anymore to legitimize me, and therefore
• 48:12
  Speaker 6: I can charge my audience directly for my work. That's
• 48:18
  Speaker 6: what Joe Buden did with his podcast with Patreon, which
• 48:21
  Speaker 6: is Dope.
• 48:22
  Speaker 4: This is where this is going, so United Masses.
• 48:25
  Speaker 6: As this expands conceptually and becomes the new norm, we're
• 48:29
  Speaker 6: going to be expanding into all of those other areas
• 48:32
  Speaker 6: of expression and creativity because at our core and my
• 48:37
  Speaker 6: firm belief is that I want the artists and the
• 48:42
  Speaker 6: author to own their works. I don't care if it's art, music, journalism,
• 48:49
  Speaker 6: you go down the line. If you create an expression
• 48:52
  Speaker 6: comes out of your brain, it's your ip. You should
• 48:55
  Speaker 6: own it, and you need an easy way to monetize it.
• 48:59
  Speaker 6: And I don't want to do I want to be
• 49:01
  Speaker 6: best in class. So you know, I'm not gonna substack
• 49:05
  Speaker 6: is awesome. So I'm not saying I'm gonna just start
• 49:07
  Speaker 6: running into journalism because I just want to do it
• 49:10
  Speaker 6: because they're making money. I want to do it for
• 49:13
  Speaker 6: all of the things that I'm really good at understanding
• 49:16
  Speaker 6: and build a platform for those creators. And that's what
• 49:20
  Speaker 6: we're doing now with music, starting with that, and we're
• 49:22
  Speaker 6: going to continue to on that journey. And I don't
• 49:26
  Speaker 6: know which the next one is, and the next one
• 49:28
  Speaker 6: is secondarily brands believe me, and they believe me because
• 49:34
  Speaker 6: I've put my work in the I've delivered results. I've
• 49:37
  Speaker 6: come back good. You put out money, the money's come
• 49:40
  Speaker 6: back good. And I'm taking that equity that I've built
• 49:44
  Speaker 6: with these brands and I'm passing it along and getting
• 49:47
  Speaker 6: the artists including it so they can partake it.
• 49:49
  Speaker 4: It's what we just did. Right we're sitting here on
• 49:51
  Speaker 4: this podcast. We meet, we wrap it up.
• 49:53
  Speaker 6: We already broke bread because I see what you guys
• 49:56
  Speaker 6: are doing. I'm looking at the numbers. I'm like, let's
• 49:58
  Speaker 6: get these guys this money we gotta get.
• 50:02
  Speaker 4: Let's get this from one go to the next.
• 50:07
  Speaker 6: So yeah, but we gotta You know, it's really about
• 50:12
  Speaker 6: that type of thing. So if I could bring that
• 50:15
  Speaker 6: value and pass it along to create its such as
• 50:18
  Speaker 6: yourself and the artist, that's how we get the ecosystem going.
• 50:21
  Speaker 6: And by the way, once we get going, there's no
• 50:24
  Speaker 6: turning back because we start believing it. You see it,
• 50:27
  Speaker 6: it works, you believe in it, and then it's self signing.
• 50:29
  Speaker 6: Crazy when people say things to you like what do
• 50:31
  Speaker 6: you do?
• 50:32
  Speaker 4: You want me to do? What I know you're talking to.
• 50:36
  Speaker 2: But that's my thing. I feel like with music, it's
• 50:38
  Speaker 2: one of these things we should We did. Derek Ferguson
• 50:41
  Speaker 2: shout out to him and we interview him. This was
• 50:43
  Speaker 2: a while ago, and I'm asking.
• 50:45
  Speaker 7: Robin Hood you spi he's the best.
• 50:49
  Speaker 4: Yes, so he was.
• 50:51
  Speaker 7: I went to church with him and Connecticut up in Connecticut.
• 50:55
  Speaker 4: Yeah, he's amazing. He's a genius.
• 51:00
  Speaker 5: Yeah, that's how that's you got it.
• 51:03
  Speaker 4: You don't have him on this he was early.
• 51:05
  Speaker 2: We had him two years We got him two years
• 51:06
  Speaker 2: ago on the podcast. Yeah, so I was, you know,
• 51:09
  Speaker 2: I asked him because at that time, everybody was like masters,
• 51:11
  Speaker 2: own your masters. So I asked him, which was I
• 51:13
  Speaker 2: thought it was going to be a very complex answer.
• 51:15
  Speaker 2: I'm like, well, how do artists actually own their masters?
• 51:18
  Speaker 2: Because we was posting about music a lot, and everybody
• 51:20
  Speaker 2: in our comments was like, well, how do I own
• 51:21
  Speaker 2: my masters? Teach me how to own my masters? I
• 51:23
  Speaker 2: asked him, like how do artists? And he's like, never
• 51:25
  Speaker 2: give it away. You own it as long as you
• 51:27
  Speaker 2: don't give it away. Like that's it, Like that's the
• 51:29
  Speaker 2: that's the easy answer. So I say that to say,
• 51:31
  Speaker 2: why do artists why they still sign away their masters?
• 51:34
  Speaker 5: Why? After all of this. We heard all the stories,
• 51:36
  Speaker 5: you know, the let's let's let's go to it.
• 51:39
  Speaker 6: You know, if you're an artist, you fantasize about your
• 51:46
  Speaker 6: Grammy speech, right, and that's embedded in your brain, the
• 51:51
  Speaker 6: Grammy speech.
• 51:53
  Speaker 4: And no matter how fraudulent you know, the Grammys is
• 51:58
  Speaker 4: you still show.
• 52:00
  Speaker 6: Up, put on your Sunday's best and hope that this
• 52:05
  Speaker 6: is the time you don't get jerked. And we see
• 52:08
  Speaker 6: them get jerked over and over and over every year,
• 52:10
  Speaker 6: and you know what they do show up the next year.
• 52:13
  Speaker 2: Right, why hope that you abusive relationship type situation.
• 52:18
  Speaker 6: It's that it's the word of people who get kidnapped.
• 52:22
  Speaker 6: They fall in love with their kidnapping Stockholm Stockholm syndrome. Artists,
• 52:30
  Speaker 6: you come up, there are certain artists that you know,
• 52:33
  Speaker 6: you you want the money, like you ain't got ship,
• 52:37
  Speaker 6: give me some money.
• 52:39
  Speaker 4: I'll take some money.
• 52:40
  Speaker 6: Like it's all like, so you you want to fight
• 52:43
  Speaker 6: for the right thing, but you ain't got no money.
• 52:45
  Speaker 6: You got to feed your daughter whatever you're going to
• 52:47
  Speaker 6: do that. I mean, there's nothing to say about that, right,
• 52:52
  Speaker 6: But the question starts to it's like, if you're a
• 52:56
  Speaker 6: new artist right now, you don't need to do that, right,
• 53:00
  Speaker 6: you could, you can come up because you see it
• 53:02
  Speaker 6: already and the artists are getting younger and younger and younger,
• 53:05
  Speaker 6: and it's working.
• 53:06
  Speaker 4: And if you're a veteran an.
• 53:08
  Speaker 6: Artist who's been doing this for a while and your
• 53:10
  Speaker 6: deal is up, why would you resign and and not
• 53:14
  Speaker 6: own your masses going forward. That's why let's give it
• 53:18
  Speaker 6: up to NASA, because Nasia owns his ship.
• 53:21
  Speaker 4: Now.
• 53:22
  Speaker 6: You know, it's a shame NOAs don't own Ellmatic, But
• 53:26
  Speaker 6: the facts of the matter is nas owns his work now,
• 53:30
  Speaker 6: he owns King's Disease, he owns all of his works
• 53:33
  Speaker 6: going forward. And he's an example of somebody who said,
• 53:37
  Speaker 6: you know what, I'm not going to take the short
• 53:40
  Speaker 6: money because it's short money. I'm a better on myself
• 53:42
  Speaker 6: and own my ship. And then I found higher marginal
• 53:45
  Speaker 6: items like.
• 53:45
  Speaker 4: Coin base.
• 53:52
  Speaker 5: Very hot.
• 53:52
  Speaker 2: Actually leads me to something. We see a lot of
• 53:56
  Speaker 2: I know you spend a lot of time in Silicon Valley.
• 53:58
  Speaker 2: Am I saying that right? Silicon is La Khan Khan, Yeah,
• 54:03
  Speaker 2: Silicon I've heard that. If you say silicon tech, people
• 54:09
  Speaker 2: from yeah, the textiles will look at this differently. We
• 54:14
  Speaker 2: see a lot of rappers getting into VC world, whether
• 54:17
  Speaker 2: it's Chameleionaire, NAS E forty Snoop, you name it, the
• 54:21
  Speaker 2: whole gambit. NAS has obviously been extremely successful, of course, J.
• 54:27
  Speaker 4: What are your.
• 54:28
  Speaker 2: Thoughts in that and were you involved in like helping
• 54:31
  Speaker 2: some of these guys, especially NAS, like with your your
• 54:34
  Speaker 2: your connects to the Silicon Valley.
• 54:39
  Speaker 4: I mean introduced Nons, Tans and Horowitz full stop.
• 54:44
  Speaker 6: I mean he would. I mean that's you said, I
• 54:48
  Speaker 6: was the plug. You can't the.
• 54:51
  Speaker 7: Guy who's like, I never forget I've seen uh uh
• 54:54
  Speaker 7: he was at the Golden State Warriors finals game. First
• 54:57
  Speaker 7: of all, you had to I never forget. You had
• 54:58
  Speaker 7: to chat out, shout out to you for that and
• 55:02
  Speaker 7: chatted back.
• 55:02
  Speaker 4: With the ones shout that.
• 55:05
  Speaker 7: And you're looking and I see Harvest, I see the
• 55:07
  Speaker 7: owner of the Golden State Warriors.
• 55:08
  Speaker 4: I see you. Let's see J. I see Kevin.
• 55:09
  Speaker 7: Ha'm like stouts everywhere. This this guy is everywhere. So yeah,
• 55:13
  Speaker 7: you are the ploy. We can't take that from We
• 55:15
  Speaker 7: can't take that. But I want to talk about.
• 55:18
  Speaker 2: Because any thing about this VC situation, it's very important
• 55:21
  Speaker 2: that we have this conversation and it's broader range and
• 55:24
  Speaker 2: just VC. The reason I think the reason another reason
• 55:26
  Speaker 2: why our platform has become so successful is because for
• 55:29
  Speaker 2: a long time we see our heroes with sports entertainment
• 55:33
  Speaker 2: and they do these deals, whether it's Jay with Champagne Company,
• 55:37
  Speaker 2: NAS and coinbasing. It's inspiration, it's motivation, but it's not
• 55:41
  Speaker 2: really helpful to the average person. It's like they're in
• 55:44
  Speaker 2: the clouds and we're on the ground. What we've done
• 55:47
  Speaker 2: is put a ladder from the clouds to the grounds.
• 55:49
  Speaker 2: When we interview Mark Cuban, I asked him he has
• 55:52
  Speaker 2: one of the greatest stock deals of all time. When
• 55:53
  Speaker 2: he did the short he shortage y'allho, I asked him,
• 55:56
  Speaker 2: he walked us through how he did it. I think
• 55:59
  Speaker 2: that it would be extreme beneficial with all of these gentlemen.
• 56:03
  Speaker 2: They have to start explaining these things because the information
• 56:07
  Speaker 2: is not getting passed down and they're just seeing headlines
• 56:11
  Speaker 2: and it's like, oh, that's dope, but it's not really beneficial.
• 56:15
  Speaker 4: Well, yes, some of these things are.
• 56:26
  Speaker 6: You think it's self explanatory because you really did it
• 56:29
  Speaker 6: in slow motion and broad daylight. I mean, NAS met
• 56:34
  Speaker 6: through me. But I manage them and we have a
• 56:38
  Speaker 6: partnership for many years, and we're friends many Your friend
• 56:42
  Speaker 6: can introduce you to anybody, can introduce you to a
• 56:44
  Speaker 6: motherfucker who in the drug game, will introduce you somebody
• 56:47
  Speaker 6: in the VC game.
• 56:48
  Speaker 4: I mean, he just happens to know somebody in a
• 56:50
  Speaker 4: VC game.
• 56:52
  Speaker 6: And Nas wrote a check because Nas was interested in bitcoin.
• 56:57
  Speaker 6: He heard about it and was interested in it, and
• 57:00
  Speaker 6: through that interest, that opportunity came along. And now's was
• 57:03
  Speaker 6: actually pitched the founder of coinbase the idea of investing
• 57:08
  Speaker 6: in the company. It's it's really not too hard to explain.
• 57:14
  Speaker 6: Take your money. If you find something you believe in,
• 57:17
  Speaker 6: you could buy stock in it.
• 57:18
  Speaker 4: Right.
• 57:18
  Speaker 6: It doesn't have to start with the VC game, but
• 57:20
  Speaker 6: you could buy stock in something you believe in, something
• 57:22
  Speaker 6: that you see taking off, like and and write a
• 57:26
  Speaker 6: small check and invest in it.
• 57:28
  Speaker 2: Yeah, it's not really but it's like even like Kanye right,
• 57:30
  Speaker 2: Like it's like the whole thing when you go to
• 57:32
  Speaker 2: when you go like not to cut you off, but
• 57:34
  Speaker 2: like Harvard, right, this is like case studies.
• 57:36
  Speaker 5: They do case studies. This is what we do case studies.
• 57:37
  Speaker 4: Right.
• 57:38
  Speaker 2: It's extremely beneficial. It's a great way to learn. So
• 57:40
  Speaker 2: it's extremely beneficial to learn from things that are interesting
• 57:44
  Speaker 2: to you. Most people are attracted to things that they're
• 57:46
  Speaker 2: interested in, which is in our a lot of times
• 57:49
  Speaker 2: supports and entertainment. So we can use these as case
• 57:51
  Speaker 2: studies to study and actually for young entrepreneurs that's coming up.
• 57:55
  Speaker 2: So when we see it not it might not be
• 57:57
  Speaker 2: self explained. It might be self explanatory to somebody that's
• 57:59
  Speaker 2: actually in it. But you got to remember, like even stocks,
• 58:02
  Speaker 2: we invest in stocks heavy, but the vast majority of people,
• 58:06
  Speaker 2: a lot of people are still beginning level of stocks.
• 58:08
  Speaker 2: So what I think is self explanatory for somebody that's
• 58:12
  Speaker 2: just coming up, they have no idea what the ETF
• 58:14
  Speaker 2: is an index fund. So we got to kind of
• 58:16
  Speaker 2: explain and walking through it, and it's been extremely beneficial
• 58:18
  Speaker 2: and it's helpful, and I feel like we talk about
• 58:21
  Speaker 2: financial literacy and all this stuff, we can never forget
• 58:24
  Speaker 2: that the vast majority of people are financially ignorant and
• 58:27
  Speaker 2: the only way that they can really learn is if
• 58:30
  Speaker 2: it's actually broke down to them on a very elementary level.
• 58:33
  Speaker 2: And then it's like, Okay, did that explain? And that's
• 58:36
  Speaker 2: why you guys are doing the great job.
• 58:39
  Speaker 6: You can't expect Nas and jay z Or to do that.
• 58:44
  Speaker 6: That's not what they what they that's not but that's
• 58:47
  Speaker 6: really not what they do.
• 58:48
  Speaker 4: They could lead.
• 58:49
  Speaker 6: Everybody has a role to play in the funnel. Right,
• 58:52
  Speaker 6: there's the person who inspires, and there's the person who teaches,
• 58:56
  Speaker 6: and there's the person who takes you and makes you
• 58:59
  Speaker 6: go where day so you can get those teachings. And
• 59:02
  Speaker 6: that's how it all works. It doesn't just work with
• 59:04
  Speaker 6: one person solves the entire problem. Right, You're this successful
• 59:09
  Speaker 6: podcast is being able to take information that everyone sees
• 59:15
  Speaker 6: in the world. It's complex and try your best to
• 59:17
  Speaker 6: make it as understandable as possible.
• 59:20
  Speaker 4: Now, you may not get everybody.
• 59:22
  Speaker 6: There may be somebody listening to your podcast doing another
• 59:25
  Speaker 6: podcast breaking down a shit that comes up this podcast.
• 59:32
  Speaker 2: Shout out to you, what's your question now?
• 59:37
  Speaker 4: Because I was.
• 59:38
  Speaker 7: Going to the NBA thing, because on top of the
• 59:40
  Speaker 7: United Masters all the things that you're doing, you're also
• 59:43
  Speaker 7: the rebranding the most valuable franchise in the NBA, the
• 59:47
  Speaker 7: New York Next And it just hit my mind and
• 59:50
  Speaker 7: I was thinking, like the brand partnership and maybe you
• 59:54
  Speaker 7: had something to do with it. I'm sure you did
• 59:56
  Speaker 7: that kiss Dipset Collabo to to be a part like
• 1:00:01
  Speaker 7: promote the Knicks.
• 1:00:02
  Speaker 4: Is that something that you were part of?
• 1:00:04
  Speaker 7: And what is the vision and the aspects and the
• 1:00:06
  Speaker 7: details of rebranding the Knicks, Jimmy, I mean.
• 1:00:10
  Speaker 4: It was long overdue.
• 1:00:11
  Speaker 7: We're in New York because I'm not a Knick fan,
• 1:00:13
  Speaker 7: A lot of the people here are. But the purpose
• 1:00:15
  Speaker 7: of that and the details and I know you brought
• 1:00:17
  Speaker 7: in Leon rose in Worldwide West.
• 1:00:18
  Speaker 4: No, I didn't bring in Leon Roseen. Go ahead. You know.
• 1:00:25
  Speaker 6: My role is on the marketing side, and you know
• 1:00:29
  Speaker 6: we we've done it. We've done it. We're just really
• 1:00:32
  Speaker 6: getting started with the Knicks. You know, we did work
• 1:00:35
  Speaker 6: for the Brooklyn Nets many years ago. We moved the
• 1:00:38
  Speaker 6: team from Newark to Brooklyn and came up with logos
• 1:00:42
  Speaker 6: and uh taglines and colorways and things to express what
• 1:00:49
  Speaker 6: Brooklyn was.
• 1:00:50
  Speaker 7: That was translation, yes, wow, so the big unit you
• 1:00:52
  Speaker 7: know that the oh wow, Okay, okay, I didn't know that.
• 1:00:55
  Speaker 4: Yeah, And.
• 1:00:59
  Speaker 6: We wanted to take our talents to a biggert stage
• 1:01:02
  Speaker 6: and New York is the biggest stage and across the
• 1:01:05
  Speaker 6: Brooklyn Bridge and get to New York. And Jim Doan
• 1:01:10
  Speaker 6: has been fantastic to me and our company. The team
• 1:01:14
  Speaker 6: over there has been awesome, and whether it's kids and
• 1:01:18
  Speaker 6: dipset and you know, the seventy fifth year of the
• 1:01:23
  Speaker 6: next and the seventy fifth year the NBA's next year,
• 1:01:26
  Speaker 6: and the work we got coming out. I mean, we're
• 1:01:28
  Speaker 6: now going to get started with the Knicks playing this
• 1:01:31
  Speaker 6: good and with Wes and Leon has done in that
• 1:01:34
  Speaker 6: and the coach and the players and what they've done
• 1:01:36
  Speaker 6: is just so amazing and inspiring. And now with people
• 1:01:41
  Speaker 6: coming back to the Garden and the greatest stage in
• 1:01:44
  Speaker 6: the world by none, Madison Square Garden, with that team
• 1:01:48
  Speaker 6: in there, and then you know, the marketing and the
• 1:01:50
  Speaker 6: work that we do coming together. I think it's going
• 1:01:53
  Speaker 6: to be when New York basketball is great. Lebron said
• 1:01:57
  Speaker 6: it the other day. Yeah, it's better when the Knicks
• 1:02:00
  Speaker 6: are good and and and the Knicks being good and
• 1:02:04
  Speaker 6: and and the Madison Square Garden and people excited, Manhattan
• 1:02:07
  Speaker 6: is happy, New York City is a better place, the
• 1:02:09
  Speaker 6: whole thing.
• 1:02:10
  Speaker 4: So I got a chance to be a part of that.
• 1:02:17
  Speaker 6: It's one of those things that you know, when I
• 1:02:19
  Speaker 6: finally write memoirs and things like that, I can talk
• 1:02:22
  Speaker 6: about all this stuff, the experience. But you know it's
• 1:02:25
  Speaker 6: a privilege. It's a privilege because the New York Nikes
• 1:02:28
  Speaker 6: and Madison Square Garden is.
• 1:02:32
  Speaker 2: Everything.
• 1:02:32
  Speaker 4: That's everything now, that's it. You are in New York,
• 1:02:35
  Speaker 4: You are in New York City.
• 1:02:36
  Speaker 6: And for me to be able to be a part
• 1:02:38
  Speaker 6: of that and weird, it is proudly and ship.
• 1:02:42
  Speaker 4: Are the more sports opportunities that you're looking for now.
• 1:02:46
  Speaker 4: They calls all the time. I mean my phone rings
• 1:02:48
  Speaker 4: all the time. We we don't have time.
• 1:02:52
  Speaker 6: We work on the NBA, we work with the Knicks
• 1:02:55
  Speaker 6: in Madison Square Garden, and you get phone calls from
• 1:02:58
  Speaker 6: this because you want to do that in this team,
• 1:03:00
  Speaker 6: that team, I don't. We don't got time for all that, man.
• 1:03:03
  Speaker 6: We get We get a lot on our plate.
• 1:03:07
  Speaker 4: Man.
• 1:03:07
  Speaker 6: And one of the things that's important not to keep
• 1:03:10
  Speaker 6: repeating how busy I am, is that you don't want
• 1:03:13
  Speaker 6: to take on something that you can't do your best
• 1:03:16
  Speaker 6: because everyone's watching you. Your reputation is something that you
• 1:03:20
  Speaker 6: that never that that stays with you. People just say
• 1:03:23
  Speaker 6: a lot of things about me. They can't take away
• 1:03:25
  Speaker 6: the work that I've done, They can't take away that
• 1:03:27
  Speaker 6: I delivered. They can't take away that we've built a
• 1:03:29
  Speaker 6: great company that stands for something that's made an impact
• 1:03:33
  Speaker 6: on culture, and that's going to always go with us.
• 1:03:37
  Speaker 6: So I don't want to start taking on things that
• 1:03:39
  Speaker 6: I can't do my best at just because I want
• 1:03:41
  Speaker 6: to get the bag and it's not worth risking a
• 1:03:43
  Speaker 6: reputation for that, just for some whatever to feel good
• 1:03:48
  Speaker 6: about the extra money you got that year when you
• 1:03:50
  Speaker 6: could actually continue to run. Your life is a marathon,
• 1:03:53
  Speaker 6: so you got to run the marathon. You can't just
• 1:03:55
  Speaker 6: be running these sprints. You end up fucking the whole
• 1:03:58
  Speaker 6: thing up.
• 1:03:59
  Speaker 2: Is anybody out there that you you think, obviously you've
• 1:04:02
  Speaker 2: established yourself as you know the goat when what you do.
• 1:04:06
  Speaker 2: Are there any young and you are? Any young people
• 1:04:11
  Speaker 2: got to cut get on the phone, that's a fact.
• 1:04:14
  Speaker 2: Anybody that's coming to right right that arguably the greatest
• 1:04:19
  Speaker 2: of all time when it comes to football. Anybody that's
• 1:04:21
  Speaker 2: coming up that you think it's like, you don't think.
• 1:04:23
  Speaker 4: So you can't argue whoa whoa.
• 1:04:26
  Speaker 2: You can't argue arguably football is different because the positions
• 1:04:29
  Speaker 2: is different. But Tom Brady and Jay you don't think
• 1:04:31
  Speaker 2: arguably he's one of the greatest arguably the great greatest
• 1:04:35
  Speaker 2: player player, like like NFL.
• 1:04:37
  Speaker 4: Greater player than Tom Brady.
• 1:04:39
  Speaker 2: It's a different place, A greater player than Deon Sanders.
• 1:04:43
  Speaker 4: Yes, do you think.
• 1:04:48
  Speaker 2: Right is better than Sanders?
• 1:04:50
  Speaker 4: Absolutely, he's a great, a greater athlete.
• 1:04:57
  Speaker 5: Maybe, Why would you say that. I'm curious because he has.
• 1:04:59
  Speaker 6: Every because as there's there's stories about I mean, Deon
• 1:05:04
  Speaker 6: Sanders was shutting him down.
• 1:05:07
  Speaker 4: I mean that, I don't know, you.
• 1:05:09
  Speaker 5: Have to, I don't really.
• 1:05:13
  Speaker 4: Shut him. No that's a subjective.
• 1:05:15
  Speaker 6: But no, no, no, no, no, no, no, it's not
• 1:05:18
  Speaker 6: subjective shut him down.
• 1:05:20
  Speaker 4: It's so not subjective.
• 1:05:22
  Speaker 6: This Jerry Rice, y'all could get him on the full
• 1:05:25
  Speaker 6: since you'll got his drink, Like, got his cleats adjusted
• 1:05:32
  Speaker 6: in order to make sharper turns on his out routes
• 1:05:35
  Speaker 6: because Deon Sanders was jumping the route, fasten him. He
• 1:05:37
  Speaker 6: couldn't just run out Dione was jumping the route. He
• 1:05:41
  Speaker 6: got his cleats adjusted to run routes on this man.
• 1:05:45
  Speaker 7: Like that's true, that's true. You can find this out.
• 1:05:48
  Speaker 7: But you know what said, No, tell me that he
• 1:05:54
  Speaker 7: was so great that he had to join him. He
• 1:05:56
  Speaker 7: actually came to the nine. Can't beat him joining them,
• 1:05:58
  Speaker 7: So what are you talking? He went back, So that's
• 1:06:01
  Speaker 7: the reason why he went to the Nions. How about
• 1:06:03
  Speaker 7: when he went to the Cowboys, Well.
• 1:06:05
  Speaker 4: He had to play against him, and that was the money.
• 1:06:06
  Speaker 4: You know, Dan about the money that was that was
• 1:06:08
  Speaker 4: the money when he went there. I mean Dion answered
• 1:06:11
  Speaker 4: the draft for Jewlry. I mean the money.
• 1:06:15
  Speaker 7: I mean Athletically, I'm like, okay, that's because he played
• 1:06:18
  Speaker 7: baseball and he played football and that's great, But football players, statistically.
• 1:06:22
  Speaker 5: He dominated that position, dominated has every record.
• 1:06:25
  Speaker 6: How about this, there are other wide receivers that are
• 1:06:28
  Speaker 6: closer to Jerry Rice that any cornerback is close to
• 1:06:32
  Speaker 6: Deon Sanders.
• 1:06:33
  Speaker 2: There are other wide receivers statistically, don't know.
• 1:06:37
  Speaker 5: Statistically, statistics don't know.
• 1:06:38
  Speaker 6: What you can't you see cornerback? I mean they're not
• 1:06:42
  Speaker 6: even throwing them. They weren't even throwing the ball. When
• 1:06:45
  Speaker 6: Dan played, he wouldn't even go in the huddle. He
• 1:06:48
  Speaker 6: wouldn't have to go in the huddle because, let me
• 1:06:49
  Speaker 6: tear what the player is. I'm guarding your best man.
• 1:06:52
  Speaker 6: That's called the player.
• 1:06:53
  Speaker 2: Well, he also played offense sometimes and special teams.
• 1:06:56
  Speaker 6: Also said that special teams he ran back thirteen of
• 1:06:58
  Speaker 6: his things.
• 1:06:59
  Speaker 5: Yeah, great.
• 1:07:02
  Speaker 4: Running back punch. And it's not just I'm gonna just
• 1:07:17
  Speaker 4: say Jerry just because I mean, I.
• 1:07:19
  Speaker 2: Think it's hard to say anybody's better than Tom Brady
• 1:07:21
  Speaker 2: because you can't.
• 1:07:22
  Speaker 6: Say anybody like Lebron. Yeah no, no, no, no, don't do that. Listen,
• 1:07:26
  Speaker 6: let's not do this. Let's I get your argument. My
• 1:07:33
  Speaker 6: argument was very simple that there's wide receivers. There are
• 1:07:38
  Speaker 6: other wide receivers that are really good. May not be
• 1:07:46
  Speaker 6: Jerry Rice or not Jerry Rice, but let's say they're
• 1:07:51
  Speaker 6: not far behind. I can't name another cornerback that's even
• 1:07:55
  Speaker 6: in the class of the Senda's And if.
• 1:07:56
  Speaker 4: You ask cornerbacks, they'll tell you the same thing. We can't.
• 1:08:02
  Speaker 6: This guy's he defines the category.
• 1:08:06
  Speaker 4: He's the definition of the category.
• 1:08:08
  Speaker 2: Phenoms, a phenomenon.
• 1:08:11
  Speaker 8: I'm a cowboy fan too. Let me just say that. Okay, okay,
• 1:08:20
  Speaker 8: I'm like to touchdown.
• 1:08:23
  Speaker 2: All right, disclaimer that makes well, let me let me
• 1:08:27
  Speaker 2: say him.
• 1:08:27
  Speaker 4: It's smith that. But how about this? How far is
• 1:08:33
  Speaker 4: how far is Randy Moss really behind Jerry Rice?
• 1:08:37
  Speaker 5: Not far because because as far.
• 1:08:40
  Speaker 4: As Megatron really behind Jerry.
• 1:08:42
  Speaker 7: He's behind Randy Moss Megatron okay, and Terrell Owens is
• 1:08:45
  Speaker 7: there too?
• 1:08:46
  Speaker 5: Where No, no, no, don't do that. Don't do that.
• 1:08:54
  Speaker 4: Number three a touchdowns all the time. I know, I know,
• 1:08:57
  Speaker 4: I know, I know. Almost it could have been a
• 1:09:00
  Speaker 4: rule as the ball v.
• 1:09:03
  Speaker 6: These are all these are all good gum sis. I
• 1:09:07
  Speaker 6: wish I had another corner to compare against Dion, but
• 1:09:09
  Speaker 6: we just don't.
• 1:09:11
  Speaker 7: I guess this generation would be dre Yeah, I said
• 1:09:16
  Speaker 7: this generation Randy.
• 1:09:18
  Speaker 6: Moos did Tod other hand, never touched the ball, Brady special,
• 1:09:24
  Speaker 6: but ready.
• 1:09:25
  Speaker 7: He couldn't run roundside Jerry. That's just a fact. He's
• 1:09:28
  Speaker 7: not running routside Jerry. That's part of it being in
• 1:09:30
  Speaker 7: that position, fat fat fact. That's because measure running.
• 1:09:43
  Speaker 4: How did you do that?
• 1:09:44
  Speaker 5: Tell me what? You look?
• 1:09:45
  Speaker 4: What? What's this route? You look at his feet grass?
• 1:09:48
  Speaker 5: You gotta look at the grass and the grasses cut.
• 1:09:51
  Speaker 5: That's crazy. His straight face.
• 1:09:55
  Speaker 9: Running plus what lot?
• 1:10:07
  Speaker 7: But he's not a cornerback safety right yeah, FRODDI hear me.
• 1:10:13
  Speaker 4: What are you at? Google? He's on y'all? No, that's
• 1:10:18
  Speaker 4: that's a safety.
• 1:10:19
  Speaker 2: Can I ask you a hip hop questions? Since we're
• 1:10:22
  Speaker 2: in this vibe? I heard I heard you said somewhere.
• 1:10:26
  Speaker 2: I'm not sure, correct me if I'm wrong, but you
• 1:10:28
  Speaker 2: said that the firm would would have been better than
• 1:10:30
  Speaker 2: the commission.
• 1:10:32
  Speaker 4: Absolutely did you talk about that.
• 1:10:34
  Speaker 5: I'm not totally disagreeable.
• 1:10:36
  Speaker 4: I'll tell you why. I'll tell you why.
• 1:10:37
  Speaker 5: And if anybody else doesn't tell you why, I tell.
• 1:10:39
  Speaker 4: You why, I'll tell you why. I said that. Can
• 1:10:42
  Speaker 4: we preface it first? I say that? Does you already
• 1:10:46
  Speaker 4: I already did that? Yeah. Foxy Brown when she first
• 1:10:56
  Speaker 4: came out.
• 1:11:00
  Speaker 6: Was a much better not forget the word much was
• 1:11:05
  Speaker 6: better than Little Kim.
• 1:11:11
  Speaker 4: B Kim's commission. I thought it was Charlie Baltimore.
• 1:11:13
  Speaker 2: It was Charlie Baltimore.
• 1:11:15
  Speaker 4: Forget that.
• 1:11:21
  Speaker 6: Okay, okay, okay, I'm telling Kim is in JUNR Mafia.
• 1:11:27
  Speaker 6: But little but Kim got Kim gott shout out.
• 1:11:33
  Speaker 4: Cha. I mean, my guy, I want to make up. Uh. Kim.
• 1:11:43
  Speaker 4: Kim was really good, you know, Biggie right in her rhymes,
• 1:11:45
  Speaker 4: the whole thing. She was great. Foxy's delivered those rhymes.
• 1:11:48
  Speaker 4: This is to that first album. I mean she was
• 1:11:50
  Speaker 4: listening to her on Touch Me Teach Me.
• 1:11:52
  Speaker 6: She came out the gate really really good, and that
• 1:11:55
  Speaker 6: that was the right. That was the right time, That's
• 1:11:58
  Speaker 6: all I'm saying. The time Kim got amazing and is
• 1:12:01
  Speaker 6: an amazing artist. I'm saying at that time, Foxy was.
• 1:12:05
  Speaker 4: Just super duper special.
• 1:12:06
  Speaker 5: Right, and so over Charlie easy easy, easy.
• 1:12:11
  Speaker 4: Hole over Charlie really easy. The I mean Asy and
• 1:12:22
  Speaker 4: Nas making records back.
• 1:12:23
  Speaker 2: Then, We're really was really good.
• 1:12:27
  Speaker 4: Now.
• 1:12:27
  Speaker 6: I mean, look when you look at it in hindsight,
• 1:12:33
  Speaker 6: the and jay Z are just you know, they were
• 1:12:36
  Speaker 6: in the commission. I mean, so there was no there
• 1:12:38
  Speaker 6: was no stopping what that was gonna be. I think
• 1:12:41
  Speaker 6: what we probably would have had to get to bring
• 1:12:45
  Speaker 6: on some other people, maybe we had to bring in
• 1:12:49
  Speaker 6: some other maybe we'd had to bring in some other people.
• 1:12:51
  Speaker 6: But but we had they had, you know, they had
• 1:12:54
  Speaker 6: track Masses. But at the time track Masters was making
• 1:12:57
  Speaker 6: every smash.
• 1:12:59
  Speaker 7: We ran to to Tone. We came up to the
• 1:13:01
  Speaker 7: United Master's office. Yeah, phenomenal facility, by the way.
• 1:13:04
  Speaker 5: Oh yeah, that was that was a minute ago, two
• 1:13:05
  Speaker 5: years ago.
• 1:13:06
  Speaker 4: Yeah, So.
• 1:13:10
  Speaker 6: Tone and Polk was making the beats and they were
• 1:13:13
  Speaker 6: the best in the business at that time. So I
• 1:13:15
  Speaker 6: just think the production was at a high level, and
• 1:13:20
  Speaker 6: Tone and Poke and Nas made smashes together. And I
• 1:13:25
  Speaker 6: just think that, you know, maybe because of my you know,
• 1:13:30
  Speaker 6: my proximity to it all at that time, that it
• 1:13:34
  Speaker 6: would have been it would have been better. But you
• 1:13:38
  Speaker 6: know what, who knows. I'm just I'm just a huge
• 1:13:42
  Speaker 6: NOAs fan, and I believe him. I got this question
• 1:13:45
  Speaker 6: for you.
• 1:13:45
  Speaker 7: Let's stay right in the hip, all right, because I
• 1:13:47
  Speaker 7: just read this article. I thought it was pretty fascinating.
• 1:13:49
  Speaker 7: I am its original form. Would it have been the
• 1:13:52
  Speaker 7: best double CD of all time?
• 1:13:53
  Speaker 5: Man?
• 1:13:55
  Speaker 4: Yes? Yes, Oh gosh, you don't even know, bro, you
• 1:14:00
  Speaker 4: don't even know.
• 1:14:01
  Speaker 6: NAS listened to we we sat down and we were,
• 1:14:07
  Speaker 6: we were, we were in it. We were we were,
• 1:14:10
  Speaker 6: we were glowing like we knew exactly what was gonna do.
• 1:14:15
  Speaker 6: We listened to Dark Side of the Moon, which is
• 1:14:20
  Speaker 6: a double c D. What's the name of the band,
• 1:14:23
  Speaker 6: dark Side of the Moon. I'll tell you right now.
• 1:14:26
  Speaker 6: It don't matter, It don't matter. We don't have to
• 1:14:28
  Speaker 6: even be worried about. It's a famous band. This this
• 1:14:32
  Speaker 6: is alcohol, Pink Floyd, Pink Floyd, now pink Floyd, dark
• 1:14:39
  Speaker 6: Side of the Moon. NADS listened to the album and
• 1:14:43
  Speaker 6: that album is a double album and it shows the growth.
• 1:14:50
  Speaker 4: Of a an individual. It's like going through life.
• 1:14:53
  Speaker 6: It's like basically telling the autobiography of your life, autobiography
• 1:14:59
  Speaker 6: of your through music. So we were doing that with
• 1:15:04
  Speaker 6: I AM and that's what Looking at the belly button
• 1:15:07
  Speaker 6: window was him coming through the fetus. If you listen
• 1:15:10
  Speaker 6: to it, Papa was a player play. It was a Papa.
• 1:15:13
  Speaker 4: Pretty brown round. He was talking.
• 1:15:16
  Speaker 6: About everything he's seen from the years of coming out
• 1:15:20
  Speaker 6: the womb to being like a ten years old and
• 1:15:26
  Speaker 6: that's how we were starting it. So when he went
• 1:15:29
  Speaker 6: through all those and that was the hardest stuff to
• 1:15:30
  Speaker 6: write because he has to like reflect on what it
• 1:15:34
  Speaker 6: felt like being two years old and five years old,
• 1:15:36
  Speaker 6: eight years old, and he wrote them project windows, looking
• 1:15:42
  Speaker 6: at the project windows, so like that. So now you're
• 1:15:45
  Speaker 6: that age, right, So now you're like you come out
• 1:15:48
  Speaker 6: the thing, you see your dad. He's talking about cigarette
• 1:15:50
  Speaker 6: burns and the thing, the music. He was playing this,
• 1:15:52
  Speaker 6: that and the third cocaine in the crib. He sees
• 1:15:55
  Speaker 6: all this shit. Bom Now he's looking out the window,
• 1:15:58
  Speaker 6: project window.
• 1:15:59
  Speaker 4: He's going on and on.
• 1:16:00
  Speaker 6: He writes the record the fucking songs leaked because and
• 1:16:05
  Speaker 6: he just quit because he's such a perfectionist. When the
• 1:16:08
  Speaker 6: song's league, he just scrapped the idea. But had we
• 1:16:12
  Speaker 6: kept those songs and then what he was writing, because
• 1:16:16
  Speaker 6: the stuff after that was stuff that was the stuff
• 1:16:19
  Speaker 6: that he usually hear right thirteen years old, Da da da,
• 1:16:23
  Speaker 6: that stuff was not about to come and that's we
• 1:16:25
  Speaker 6: know he know how to write that.
• 1:16:27
  Speaker 4: But when he wrote the beginning stuff, it was just like.
• 1:16:30
  Speaker 2: No, it's so crap. I think the rest of the
• 1:16:31
  Speaker 2: oh shit, this Nipsey Hustle. I believe was working on
• 1:16:34
  Speaker 2: a documentary on that, and it's so crazy because, like
• 1:16:37
  Speaker 2: I said, my son's name is not sire. So I'm
• 1:16:39
  Speaker 2: a huge Knights fan. And I remember when that came out.
• 1:16:41
  Speaker 2: I was in junior high school and when that came out,
• 1:16:44
  Speaker 2: I remember he was saying like it was platinum in
• 1:16:45
  Speaker 2: the streets because every we all had it and it
• 1:16:48
  Speaker 2: had leaked and everybody was playing the Island the I
• 1:16:51
  Speaker 2: Am bootleg, and the bootleg was crazy. And then he
• 1:16:56
  Speaker 2: changed the whole entire album and he came out with
• 1:16:59
  Speaker 2: Hate Me Now, and funk Flex played it for.
• 1:17:01
  Speaker 5: Five hours five hours.
• 1:17:03
  Speaker 4: No, well did not? I mean we I remember that?
• 1:17:07
  Speaker 4: No will it was? I mean the record.
• 1:17:12
  Speaker 6: That song was special, and you know it started getting
• 1:17:20
  Speaker 6: fucking thick.
• 1:17:20
  Speaker 4: Man. You know when when Nas.
• 1:17:23
  Speaker 6: Came out with the second album with it was written,
• 1:17:30
  Speaker 6: I felt under tremendous pressure. I was twenty five years old.
• 1:17:33
  Speaker 6: I'm helping this man make that album, and you know,
• 1:17:36
  Speaker 6: I'm not using a lot of producers that was on
• 1:17:38
  Speaker 6: that first album. There was no Q tip on that album.
• 1:17:40
  Speaker 6: There was no Pete Rock. And I'm twenty five years old.
• 1:17:43
  Speaker 6: I'm I'm a and R and I's album his manager,
• 1:17:46
  Speaker 6: and it's tremendous pressure. You know, my career could be over,
• 1:17:52
  Speaker 6: but I love him so much. I'll do anything to
• 1:17:54
  Speaker 6: make sure that he's covered. And we made the record.
• 1:18:02
  Speaker 6: And if you look at the beginning of I Rule
• 1:18:05
  Speaker 6: the World where we use the message the I did
• 1:18:09
  Speaker 6: that on we well we did that on purpose because
• 1:18:11
  Speaker 6: I didn't want people to think like, oh, that's all
• 1:18:14
  Speaker 6: he had.
• 1:18:15
  Speaker 4: Was this for the video. We reminded it.
• 1:18:17
  Speaker 6: But there were songs that we dropped before then that
• 1:18:20
  Speaker 6: was like where he wrapped over different beats, he wrapped
• 1:18:24
  Speaker 6: over splitting phillies. We were doing all that, we were
• 1:18:33
  Speaker 6: doing all that could get it going, and then we
• 1:18:34
  Speaker 6: dropped the album boom. But now hip hop is growing,
• 1:18:40
  Speaker 6: and now the way it worked is okay, you make
• 1:18:43
  Speaker 6: the album. Now you got to make the next album.
• 1:18:45
  Speaker 6: But between that album and the next album, Jay's dropping.
• 1:18:48
  Speaker 6: This is dropping, this is dropping, this is dropping. And
• 1:18:52
  Speaker 6: before that I Am album, Jay came on his third
• 1:18:56
  Speaker 6: album and he had hard knock life. And when a
• 1:18:59
  Speaker 6: hard knocked life to change, that's a life change. Yeah,
• 1:19:01
  Speaker 6: there's a life change. Nas had to come back out
• 1:19:04
  Speaker 6: and we had to find a song and it was
• 1:19:11
  Speaker 6: just like we found hate Me Now and then, uh,
• 1:19:15
  Speaker 6: you know.
• 1:19:16
  Speaker 7: It was just like I always wandered, like, obviously Nas
• 1:19:20
  Speaker 7: is your god, but you're also cool with Jay and
• 1:19:22
  Speaker 7: so is that the time where you start seeing that
• 1:19:25
  Speaker 7: his trajectory and saying I can help his careers as well.
• 1:19:28
  Speaker 4: Is that how it works?
• 1:19:29
  Speaker 6: Well, there was a period of time where Nas was
• 1:19:33
  Speaker 6: going through a transition like we all do in our twenties, where.
• 1:19:39
  Speaker 4: Yeah, you have to make big decisions in life.
• 1:19:42
  Speaker 6: You got a bunch of friends you grew up with
• 1:19:45
  Speaker 6: that are holding you back, or you have a bunch
• 1:19:48
  Speaker 6: of other things in your mind that are holding you back,
• 1:19:50
  Speaker 6: and you got to decide are you gonna unlock yourself?
• 1:19:54
  Speaker 6: And get the full potential? Are you going to live
• 1:19:57
  Speaker 6: out your full potential? And O was really going through
• 1:20:01
  Speaker 6: a transition of figuring that out. And I'm a go
• 1:20:04
  Speaker 6: go go, go, go go god and met Jay and
• 1:20:09
  Speaker 6: I didn't think that it was like a problem. And
• 1:20:12
  Speaker 6: then it became a problem because of obviously rap beef,
• 1:20:15
  Speaker 6: but not because of anything other than like, so now
• 1:20:18
  Speaker 6: I got caught in the in the middle of what
• 1:20:20
  Speaker 6: that was. But the thing that I knew, what I
• 1:20:24
  Speaker 6: knew uniquely from being in the position I was in,
• 1:20:27
  Speaker 6: was how much respect they had for one another. I mean,
• 1:20:29
  Speaker 6: this is you're talking about two of the best writers technically.
• 1:20:39
  Speaker 4: In any art form in the world.
• 1:20:41
  Speaker 6: Absolutely, I don't look at nas and jay Z and
• 1:20:43
  Speaker 6: go Maya Angelo is better writer than.
• 1:20:45
  Speaker 4: Them or Shakespeare, oh anybody.
• 1:20:47
  Speaker 6: I don't even think about it, Like I don't even
• 1:20:48
  Speaker 6: know that anyone was talking about you know what I'm saying. Like, so,
• 1:20:53
  Speaker 6: the when you're at that level, they know how good
• 1:20:56
  Speaker 6: that they are. So yeah, there's rot beef, and there
• 1:21:00
  Speaker 6: is the propaganda that comes at rapping, but then there's
• 1:21:04
  Speaker 6: the truth, like man, you're a special man, and you're special.
• 1:21:08
  Speaker 6: So I just always believed that it was never going
• 1:21:10
  Speaker 6: to become anything other than the propaganda that it was. Like,
• 1:21:13
  Speaker 6: it would never felt like Biggie and Park or anything
• 1:21:16
  Speaker 6: that was really gonna ever be. It never felt violent
• 1:21:19
  Speaker 6: for a second.
• 1:21:20
  Speaker 4: We got that conversation.
• 1:21:21
  Speaker 7: You asked me what was my favorite hip hop moment,
• 1:21:24
  Speaker 7: and I was like, it was the I Declare Concert
• 1:21:26
  Speaker 7: when I saw.
• 1:21:26
  Speaker 2: It like two of my well you said, you said,
• 1:21:29
  Speaker 2: you said it was mine said, the biggest for me.
• 1:21:32
  Speaker 4: Was seeing those two at the I Declare concert. Day's
• 1:21:35
  Speaker 4: like about the Declared War and we're like, oh my god.
• 1:21:37
  Speaker 7: You unsaw and he comes out in its NS and
• 1:21:39
  Speaker 7: I'm like, these are my tool, Like I was right
• 1:21:42
  Speaker 7: here on stage together.
• 1:21:43
  Speaker 4: This is after all the stuff that transplied. I'm like,
• 1:21:46
  Speaker 4: that's the sirtest thing I've ever seen because because it
• 1:21:48
  Speaker 4: was never because because of respect.
• 1:21:51
  Speaker 6: You know, you you could have problems with anybody and listen,
• 1:21:55
  Speaker 6: in business today, whatever if you have if you respect somebody,
• 1:21:59
  Speaker 6: it may be a disagreement or whatever and what have you.
• 1:22:02
  Speaker 6: But like, if I respect the ship out of you
• 1:22:05
  Speaker 6: because I know what you're doing is you're at the
• 1:22:07
  Speaker 6: highest I'm not playing with you, man, I know how
• 1:22:09
  Speaker 6: hard you work.
• 1:22:10
  Speaker 4: I know, I know what this is.
• 1:22:12
  Speaker 6: If it's some regular ass guy who just stays looking
• 1:22:15
  Speaker 6: for the looking for the hype and trying to get
• 1:22:17
  Speaker 6: wreck off your name whatever with that person. But if
• 1:22:19
  Speaker 6: it's somebody who is your real pair, you don't really
• 1:22:25
  Speaker 6: want to have that problem because you really have respect
• 1:22:29
  Speaker 6: for them, So you don't have it in your heart
• 1:22:30
  Speaker 6: to really have that problem.
• 1:22:32
  Speaker 2: Let me ask you this, who do you do you
• 1:22:34
  Speaker 2: have anybody that you that you I as like not
• 1:22:37
  Speaker 2: the next east out but coming up in the same vein,
• 1:22:40
  Speaker 2: like a young cat that's out here doing this thing
• 1:22:42
  Speaker 2: that you kind of see yourself in, or you respect
• 1:22:44
  Speaker 2: that they ground their hustle. That's like making some you
• 1:22:47
  Speaker 2: know the.
• 1:22:48
  Speaker 5: Movie there's people.
• 1:22:50
  Speaker 6: Maverick Carter, Anthony sleih Uh, NASA's current manager, Future the
• 1:22:58
  Speaker 6: Prince m.
• 1:23:04
  Speaker 4: They come up the.
• 1:23:04
  Speaker 6: Top of my head this there's there are a few
• 1:23:07
  Speaker 6: guys that I believe that I see that are really
• 1:23:12
  Speaker 6: mixing it up and Nate Jones, Chris Lyons, overd and Dreesen,
• 1:23:17
  Speaker 6: young African American kids getting it off. I mean where
• 1:23:21
  Speaker 6: you could see that if they continue to go that
• 1:23:24
  Speaker 6: they're going to get all the way there. You know,
• 1:23:32
  Speaker 6: I I when there was no path and no footsteps
• 1:23:37
  Speaker 6: before me when I came up and what I was doing, So,
• 1:23:40
  Speaker 6: you know, whether it was creating sneakers or advertising, nobody,
• 1:23:43
  Speaker 6: there was nobody I could look to and say, could
• 1:23:44
  Speaker 6: you teach me the advertising business?
• 1:23:46
  Speaker 4: Could you teach me how to do sneaker deals? There
• 1:23:48
  Speaker 4: was no one to even call.
• 1:23:49
  Speaker 6: I had to do that from my mother's house or whatever,
• 1:23:52
  Speaker 6: like I was at the time, So it was it
• 1:23:56
  Speaker 6: was a different level of pressure and resourcefulness that I
• 1:23:59
  Speaker 6: have then they probably have to deal with. But then
• 1:24:02
  Speaker 6: there's things that they have access to at their young
• 1:24:06
  Speaker 6: age and I didn't have access to that gives them
• 1:24:09
  Speaker 6: a uh an opportunity to even go even further.
• 1:24:14
  Speaker 2: Mhm.
• 1:24:15
  Speaker 6: But coming out of my generation, there's not even a
• 1:24:17
  Speaker 6: person that is even close to you.
• 1:24:20
  Speaker 1: No.
• 1:24:20
  Speaker 2: Oh yeah, that's why I said, like the younger generation,
• 1:24:23
  Speaker 2: I just thought something.
• 1:24:24
  Speaker 4: I'm thinking. I just saw you, said Maverick Carter. So
• 1:24:28
  Speaker 4: that's crazy I did.
• 1:24:29
  Speaker 6: I just I just did a Jerry Rice moment, Like
• 1:24:32
  Speaker 6: it's like Jerry Rice said, I'm Jerry Rice.
• 1:24:34
  Speaker 7: Ye, I'm thinking like Mavercarter. Because they just announced that
• 1:24:37
  Speaker 7: they're going to be doing to remake a house party.
• 1:24:39
  Speaker 4: You know that was you managed, kid. Did you bridge
• 1:24:43
  Speaker 4: that alone?
• 1:24:43
  Speaker 1: No?
• 1:24:43
  Speaker 4: I didn't bridge that at all. Okay, No, I had
• 1:24:46
  Speaker 4: nothing to do.
• 1:24:48
  Speaker 5: How important is it to be diplomatic? And you know
• 1:24:51
  Speaker 5: you are in the world of music and corporate and.
• 1:24:55
  Speaker 2: You know, I think it's it. What's your advice for entrepreneurs,
• 1:24:59
  Speaker 2: business people to be diplomatic?
• 1:25:01
  Speaker 4: Do you think I'm being diplomatic right now?
• 1:25:03
  Speaker 5: No?
• 1:25:04
  Speaker 4: Did you? Did I give you the vibe that I
• 1:25:06
  Speaker 4: said something? No, I'm serious.
• 1:25:07
  Speaker 6: Did you get the vibe that I he didn't really
• 1:25:09
  Speaker 6: say what he felt because he was trying to be diplomatic.
• 1:25:11
  Speaker 2: So you're not You're not diplomatic.
• 1:25:17
  Speaker 6: I think if you're honest and your true to yourself
• 1:25:24
  Speaker 6: and people know that and expect that from you, then
• 1:25:28
  Speaker 6: they want that level of honesty. And I don't think
• 1:25:33
  Speaker 6: that that. Like you asked me, whatever questions you asked me,
• 1:25:36
  Speaker 6: I didn't. I didn't feel like, let me figure out
• 1:25:38
  Speaker 6: the way to say this that nobody's feelings get hurt, you.
• 1:25:44
  Speaker 5: Know what I'm saying.
• 1:25:44
  Speaker 6: Like, But but if you're representing for people who are
• 1:25:50
  Speaker 6: representing brands and other like, you have to make sure
• 1:25:53
  Speaker 6: that when you speak. You're not speaking on their behalf.
• 1:25:56
  Speaker 6: I'm not sitting here speaking on state farms by half.
• 1:26:00
  Speaker 6: I'm not sitting here. I'm not saying and I'm not
• 1:26:03
  Speaker 6: using them to make myself bigger. Like this is, these
• 1:26:08
  Speaker 6: are words from me. This is how I feel about that.
• 1:26:11
  Speaker 6: Jerry Rice, Deion Sanders, little Kim, Charlie Baltimore, whoever it
• 1:26:16
  Speaker 6: may be, And no, Charlie Baltimo might be be pissed
• 1:26:21
  Speaker 6: right now. Little Kim is thinking shit, he thought Foxy
• 1:26:24
  Speaker 6: like because I said that and she wasn't even in
• 1:26:26
  Speaker 6: the commission.
• 1:26:26
  Speaker 4: I got that wrong. Yeah, it's like all of those
• 1:26:29
  Speaker 4: types of things.
• 1:26:30
  Speaker 6: But if you are working on another brand's behalf, then
• 1:26:35
  Speaker 6: you have to be diplomatic because you're speaking on somebody
• 1:26:39
  Speaker 6: else's behalf and your personal opinion may not be their.
• 1:26:43
  Speaker 6: So if you're working for somebody and you're representing their brand,
• 1:26:47
  Speaker 6: you need to be diplomatic because you could lose your
• 1:26:51
  Speaker 6: gig over it. That's why it's important what you're doing
• 1:26:55
  Speaker 6: right now. You don't have to be diplomatic. You could
• 1:26:58
  Speaker 6: do this on your own. Jamille Hill on ESPN had
• 1:27:00
  Speaker 6: to be diplomatic, yes, right, So what's the game you
• 1:27:04
  Speaker 6: want to play if you can. Some people are great
• 1:27:06
  Speaker 6: at being diplomatic. Some people are great at politics. Right you, gentlemen,
• 1:27:10
  Speaker 6: don't look like you're good at politics.
• 1:27:13
  Speaker 4: What makes you think that?
• 1:27:14
  Speaker 5: What gave it away? Steve?
• 1:27:18
  Speaker 2: Yeah?
• 1:27:18
  Speaker 5: Any more question? Sure?
• 1:27:20
  Speaker 4: Not? All right?
• 1:27:21
  Speaker 2: No, Steve Man, this has been a pleasure. Like I said,
• 1:27:25
  Speaker 2: somebody that we've looked to for inspiration and motivation for
• 1:27:28
  Speaker 2: a long time. We followed your moves for a long time.
• 1:27:30
  Speaker 2: Ever since now, I said, the Commission of Steve Style.
• 1:27:32
  Speaker 4: The book is on display every episode we have.
• 1:27:35
  Speaker 2: Tan America's out there as the fact man.
• 1:27:36
  Speaker 6: Listen, anybody who's read the book, The Tanning of America.
• 1:27:40
  Speaker 6: I have a warm place in my heart for them
• 1:27:41
  Speaker 6: because I I put everything I have in that book.
• 1:27:44
  Speaker 6: I wrote it. Sometimes I get the book and I
• 1:27:47
  Speaker 6: just open it up and I read a page and
• 1:27:50
  Speaker 6: it makes me so proud to know that I didn't
• 1:27:52
  Speaker 6: cut any corners. That's exactly how I felt, and that's
• 1:27:57
  Speaker 6: how I feel to this day.
• 1:27:59
  Speaker 4: So thank you for having the book you changed.
• 1:28:03
  Speaker 2: You arguably are probably the most important and most important
• 1:28:06
  Speaker 2: people in hip hop history, because there's been a lot
• 1:28:09
  Speaker 2: of great artists, but what you've done. As far as
• 1:28:11
  Speaker 2: the business and culture and brands, it's like it's just
• 1:28:14
  Speaker 2: phenomenal the game. So from the business standpoint, we look
• 1:28:17
  Speaker 2: at that and we hold you in high regard, and
• 1:28:20
  Speaker 2: we hold you a deep, deep level of reverence.
• 1:28:22
  Speaker 7: So when we came to the United Master's two years ago,
• 1:28:25
  Speaker 7: they asked us to email them a list of people
• 1:28:28
  Speaker 7: that we wanted to interview, and we put your name, like, okay,
• 1:28:34
  Speaker 7: it might take some time.
• 1:28:35
  Speaker 4: We got all the time you're running a marathon.
• 1:28:39
  Speaker 6: We're running the marathon, and we look, we're right here,
• 1:28:41
  Speaker 6: right now and having this great conversation. And I'm happy
• 1:28:45
  Speaker 6: to be here. I didn't come here for no other
• 1:28:47
  Speaker 6: reason because I wanted to be here.
• 1:28:48
  Speaker 5: Appreciate it.
• 1:28:48
  Speaker 6: I'm happy to be here. And what you guys are
• 1:28:50
  Speaker 6: doing is going to change lives as well. Thank you,
• 1:28:52
  Speaker 6: shout out to you.
• 1:28:53
  Speaker 4: I appreciate this is uh, this has been an amazing session.
• 1:28:56
  Speaker 5: I appreciate that.
• 1:28:57
  Speaker 4: And I will definitely come back again if you will
• 1:29:00
  Speaker 4: have me back.
• 1:29:00
  Speaker 5: Absolutely right.
• 1:29:01
  Speaker 4: We do something at the Brooklyn office. That view is ridiculous.
• 1:29:05
  Speaker 6: It is pretty nice transition, and coming back to the
• 1:29:08
  Speaker 6: office we open up back again. June twenty eighth your
• 1:29:12
  Speaker 6: perthday twenty six.
• 1:29:15
  Speaker 5: This guy's recond This guys. Yeah, this guy's deep.
• 1:29:19
  Speaker 4: What are you doing you man?
• 1:29:22
  Speaker 5: This guy's deep. Recon man, this.
• 1:29:24
  Speaker 4: Guy you fucking.
• 1:29:31
  Speaker 5: Middle name. Tellothy, it's gonna be fifty one, miss clail.
• 1:29:43
  Speaker 5: This guy man, oh.
• 1:29:46
  Speaker 4: All right, brother, yeah, thank you.
• 1:29:48
  Speaker 5: What would you like to tell the people?
• 1:29:50
  Speaker 4: What was like?
• 1:29:51
  Speaker 2: Final words that you'd like to leave the people with.
• 1:29:56
  Speaker 6: Know your value, don't take any shortcuts. Believing yourself. Irrational belief,
• 1:30:06
  Speaker 6: irrational persistence, irrational attention to detail is what it takes
• 1:30:12
  Speaker 6: to be successful. There is no other version of that.
• 1:30:16
  Speaker 6: And if you believe that you are, you found something
• 1:30:21
  Speaker 6: that you love and it makes rational sense. Don't listen
• 1:30:25
  Speaker 6: to what anybody has to say because if people tell
• 1:30:27
  Speaker 6: you if you have a rational idea that it's not
• 1:30:30
  Speaker 6: going to work, that means you have a genius idea.
• 1:30:33
  Speaker 5: There you have it. And all artists they can upload
• 1:30:36
  Speaker 5: their music on.
• 1:30:37
  Speaker 6: Your United Masses. Go to download the app, put your
• 1:30:39
  Speaker 6: music up on United Masses. Go to select on one
• 1:30:43
  Speaker 6: hundred percent get one hundred percent of your money, or
• 1:30:46
  Speaker 6: upload your music and just go through the non select
• 1:30:50
  Speaker 6: route which is ninety ten and you're still own your shit.
• 1:30:55
  Speaker 6: I think that you know, United Independence is the wave
• 1:30:57
  Speaker 6: of the future. It's the fastest growing segment of the
• 1:31:00
  Speaker 6: music industry and what we're doing is not only noble,
• 1:31:04
  Speaker 6: but we're gonna change the music industry forever.
• 1:31:08
  Speaker 4: Yeah you.
• 1:31:08
  Speaker 7: Shout out first and foremost to Dave and John and
• 1:31:11
  Speaker 7: Maddoback United mass just for helping us get this done.
• 1:31:13
  Speaker 4: Shouts and the Cold Black Effect, and shout out to shott.
• 1:31:16
  Speaker 7: Name for help uh putting the word in for it.
• 1:31:18
  Speaker 7: So again, shout to everybody on Patreon dot com. Y'all
• 1:31:21
  Speaker 7: know that's our private paid program. Our Tier five members
• 1:31:24
  Speaker 7: have access to ey L University, the number one place
• 1:31:26
  Speaker 7: for business education in the world. Shout out for all
• 1:31:29
  Speaker 7: our earners, over eight thousand people getting an education and
• 1:31:32
  Speaker 7: putting it into action. So shout out to y'all and
• 1:31:34
  Speaker 7: shout out to everybody supporting the merch.
• 1:31:36
  Speaker 4: Obviously we greatly appreciate it. It is our time. I
• 1:31:39
  Speaker 4: told you earn the season is coming. Get ready, y'all.
• 1:31:41
  Speaker 5: Thank you guys for rocking with us. We'll see you
• 1:31:43
  Speaker 5: next week.
• 1:31:44
  Speaker 2: Peace.
• 1:31:44
  Speaker 5: Peace.
• 1:31:46
  Speaker 3: My graduates from my school being forced back drop drop
• 1:31:52
  Speaker 3: Mike drop.
• 1:32:05
  Speaker 10: An illegal alien from Guatemala charged with raping a child
• 1:32:09
  Speaker 10: in Massachusetts. An MS thirteen gang member from Al Salvador
• 1:32:13
  Speaker 10: accused of murdering a Texas man of Venezuelan charged with
• 1:32:17
  Speaker 10: filming and selling child pornography in Michigan. These are just
• 1:32:21
  Speaker 10: some of the heinous migrant criminals caught because of President
• 1:32:25
  Speaker 10: Donald J. Trump's leadership. I'm Christy nom the United States
• 1:32:28
  Speaker 10: Secretary of Homeland Security. Under President Trump, attempted illegal border
• 1:32:33
  Speaker 10: crossings are at the lowest levels ever recorded, and over
• 1:32:37
  Speaker 10: one hundred thousand illegal aliens have been arrested. If you
• 1:32:40
  Speaker 10: are here illegally, your next you will be fined nearly
• 1:32:44
  Speaker 10: one thousand dollars a day, imprisoned, and deported. You will
• 1:32:48
  Speaker 10: never return. But if you register using our CBP home
• 1:32:52
  Speaker 10: app and leave now, you could be allowed to return legally.
• 1:32:55
  Speaker 10: Do what's right. Leave now under President Trump. A Mayora
• 1:33:00
  Speaker 10: because laws border and families will be protected.
• 1:33:03
  Speaker 4: Sponsored by the United States Department of Homeland Security,