Latest / Music Explored Podcast / Building Bridges: The Intersection of Music and Brand Marketing

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Building Bridges: The Intersection of Music and Brand Marketing · Music Explored Podcast

• 0:00
  Yeah,
• 0:00
  sure.
• 0:01
  So
• 0:01
  I
• 0:01
  can
• 0:01
  give
• 0:01
  you
• 0:01
  a
• 0:01
  little
• 0:02
  bit
• 0:02
  of
• 0:02
  background
• 0:02
  on
• 0:02
  myself,
• 0:04
  how
• 0:04
  and
• 0:04
  why
• 0:05
  I
• 0:05
  ended
• 0:05
  up
• 0:05
  at
• 0:05
  Song
• 0:05
  Trader
• 0:06
  and
• 0:06
  what
• 0:06
  it
• 0:07
  is
• 0:07
  we're
• 0:07
  actually
• 0:07
  doing
• 0:08
  here.
• 0:09
  So
• 0:09
  I
• 0:09
  came
• 0:10
  to
• 0:10
  Canada
• 0:10
  at
• 0:11
  10
• 0:11
  years
• 0:11
  old
• 0:11
  as
• 0:11
  a
• 0:11
  landed
• 0:12
  immigrant,
• 0:12
  and
• 0:12
  I
• 0:13
  found
• 0:13
  it
• 0:13
  really
• 0:13
  difficult
• 0:14
  to
• 0:14
  sort
• 0:15
  of
• 0:15
  fit
• 0:15
  in
• 0:15
  with
• 0:15
  the
• 0:15
  other
• 0:15
  kids.
• 0:16
  And
• 0:17
  I
• 0:17
  ended
• 0:17
  up
• 0:18
  falling
• 0:18
  to
• 0:19
  this
• 0:19
  rabbit
• 0:19
  hole
• 0:20
  of
• 0:20
  vinyl
• 0:21
  and
• 0:22
  turntable
• 0:22
  ism
• 0:23
  and
• 0:23
  deejaying.
• 0:24
  So
• 0:24
  for
• 0:24
  me,
• 0:24
  it
• 0:24
  all
• 0:24
  began
• 0:25
  with
• 0:25
  hearing
• 0:26
  a
• 0:26
  record
• 0:26
  on
• 0:26
  the
• 0:26
  radio
• 0:27
  with
• 0:27
  scratching
• 0:27
  in
• 0:27
  it,
• 0:28
  being,
• 0:28
  being
• 0:28
  enamored
• 0:29
  by
• 0:29
  that
• 0:29
  sound
• 0:30
  and
• 0:30
  then
• 0:30
  going
• 0:31
  out
• 0:31
  there
• 0:31
  and
• 0:31
  hoarding
• 0:32
  records.
• 0:32
  I
• 0:32
  was
• 0:32
  buying
• 0:33
  up
• 0:33
  collections,
• 0:33
  I
• 0:34
  was
• 0:34
  going
• 0:34
  through
• 0:34
  dollar
• 0:34
  bins.
• 0:35
  I
• 0:35
  was
• 0:35
  just
• 0:36
  trying
• 0:36
  to
• 0:36
  amass
• 0:36
  as
• 0:37
  much
• 0:37
  vinyl
• 0:37
  as
• 0:37
  I
• 0:38
  could.
• 0:38
  All
• 0:38
  genres,
• 0:39
  all
• 0:39
  eras,
• 0:41
  you
• 0:41
  know,
• 0:41
  nothing,
• 0:42
  no
• 0:42
  stone
• 0:43
  was
• 0:43
  left
• 0:43
  unturned.
• 0:44
  And
• 0:45
  that
• 0:45
  passion
• 0:46
  for,
• 0:46
  for
• 0:46
  vinyl
• 0:47
  and
• 0:48
  music
• 0:49
  eventually
• 0:49
  led
• 0:49
  to
• 0:50
  me
• 0:50
  treating
• 0:51
  myself
• 0:51
  to
• 0:51
  a
• 0:52
  pair
• 0:52
  of
• 0:52
  turntables
• 0:52
  on
• 0:53
  my
• 0:53
  15th
• 0:53
  birthday.
• 0:54
  And
• 0:54
  that
• 0:55
  kind
• 0:55
  of
• 0:55
  changed
• 0:55
  the
• 0:55
  trajectory
• 0:56
  of
• 0:56
  my
• 0:56
  life.
• 0:57
  So
• 0:58
  this
• 0:58
  passion
• 0:58
  and
• 0:58
  hobby
• 0:59
  for
• 0:59
  DJing,
• 1:00
  it
• 1:01
  actually
• 1:01
  turned
• 1:01
  into
• 1:02
  a
• 1:02
  full
• 1:02
  time
• 1:02
  career.
• 1:03
  Paid
• 1:03
  my
• 1:04
  way
• 1:04
  through
• 1:04
  university
• 1:05
  where
• 1:05
  I
• 1:05
  did
• 1:05
  my
• 1:06
  Bachelor
• 1:06
  of
• 1:06
  Commerce
• 1:07
  and
• 1:07
  Economics
• 1:08
  and
• 1:08
  Marketing.
• 1:08
  The
• 1:09
  whole
• 1:09
  time
• 1:09
  I
• 1:09
  was
• 1:09
  there,
• 1:09
  I
• 1:10
  just
• 1:10
  wanted
• 1:10
  to
• 1:10
  play
• 1:10
  music
• 1:11
  and,
• 1:11
  you
• 1:11
  know,
• 1:12
  mix
• 1:12
  my
• 1:12
  records.
• 1:13
  And
• 1:14
  I
• 1:14
  was
• 1:14
  throwing
• 1:14
  a
• 1:14
  lot
• 1:14
  of
• 1:15
  events,
• 1:15
  doing
• 1:15
  a
• 1:15
  lot
• 1:16
  of
• 1:16
  things
• 1:16
  to
• 1:16
  kind
• 1:16
  of
• 1:16
  cut
• 1:16
  my
• 1:17
  teeth
• 1:17
  and
• 1:17
  give
• 1:17
  myself
• 1:17
  a
• 1:18
  forum
• 1:19
  to,
• 1:19
  you
• 1:19
  know,
• 1:19
  play
• 1:19
  this
• 1:20
  music.
• 1:21
  So
• 1:21
  after
• 1:21
  Guelph,
• 1:22
  after
• 1:22
  I
• 1:22
  graduated,
• 1:23
  the
• 1:23
  notion
• 1:24
  was
• 1:24
  that
• 1:24
  I
• 1:24
  would,
• 1:24
  you
• 1:24
  know,
• 1:25
  go
• 1:25
  on
• 1:25
  to
• 1:26
  do
• 1:26
  my
• 1:26
  mba
• 1:26
  and
• 1:27
  I
• 1:27
  was
• 1:27
  in
• 1:27
  a
• 1:27
  co
• 1:27
  op
• 1:27
  program
• 1:28
  at
• 1:28
  Scotiabank
• 1:29
  here
• 1:29
  in
• 1:29
  Toronto.
• 1:30
  I
• 1:30
  quit
• 1:30
  all
• 1:30
  of
• 1:31
  that
• 1:31
  cold
• 1:31
  turkey
• 1:31
  and
• 1:31
  decided
• 1:32
  to
• 1:32
  focus
• 1:32
  on
• 1:33
  my
• 1:33
  passion,
• 1:34
  mixing
• 1:34
  records.
• 1:35
  That
• 1:36
  worked
• 1:36
  out
• 1:36
  quite
• 1:36
  well
• 1:36
  for
• 1:37
  me.
• 1:37
  I
• 1:37
  started
• 1:38
  traveling
• 1:39
  across
• 1:39
  the
• 1:39
  country,
• 1:39
  playing
• 1:40
  all
• 1:40
  kinds
• 1:40
  of
• 1:40
  events,
• 1:41
  from
• 1:41
  nightclubs
• 1:42
  to
• 1:42
  corporate
• 1:43
  events,
• 1:43
  you
• 1:43
  know,
• 1:44
  film
• 1:44
  festivals,
• 1:45
  charity
• 1:45
  galas,
• 1:46
  the
• 1:46
  whole
• 1:46
  gauntlet.
• 1:47
  And
• 1:47
  then
• 1:47
  it
• 1:48
  started
• 1:48
  taking
• 1:48
  me
• 1:48
  stateside
• 1:49
  and
• 1:50
  then
• 1:50
  around
• 1:50
  the
• 1:50
  world.
• 1:51
  And
• 1:51
  so
• 1:51
  from
• 1:51
  about
• 1:52
  18
• 1:52
  to
• 1:52
  25,
• 1:53
  I
• 1:54
  ended
• 1:54
  up
• 1:54
  traveling
• 1:55
  the
• 1:55
  world
• 1:55
  about
• 1:55
  12
• 1:56
  times
• 1:56
  over.
• 1:57
  Hong
• 1:57
  Kong,
• 1:57
  Dubai,
• 1:58
  Belgium,
• 1:59
  you
• 1:59
  know,
• 1:59
  Spain,
• 2:00
  all
• 2:00
  these
• 2:00
  markets,
• 2:01
  playing
• 2:02
  music
• 2:02
  and
• 2:02
  controlling
• 2:03
  the
• 2:03
  vibe
• 2:03
  in
• 2:03
  all
• 2:04
  of
• 2:04
  these
• 2:04
  different
• 2:04
  settings.
• 2:05
  And
• 2:05
  that
• 2:05
  really
• 2:05
  is
• 2:05
  what
• 2:06
  exposed
• 2:06
  me
• 2:07
  to
• 2:07
  the
• 2:07
  true
• 2:07
  power
• 2:08
  and
• 2:08
  influence
• 2:09
  that
• 2:09
  music
• 2:10
  has
• 2:10
  over
• 2:10
  people,
• 2:11
  regardless
• 2:12
  of
• 2:12
  their
• 2:12
  cultural
• 2:13
  differences,
• 2:13
  their
• 2:13
  religious
• 2:14
  differences,
• 2:14
  their
• 2:15
  linguistic
• 2:15
  differences,
• 2:16
  all
• 2:16
  of
• 2:16
  that,
• 2:17
  like
• 2:17
  music
• 2:17
  truly
• 2:18
  was
• 2:18
  this
• 2:18
  universal
• 2:19
  language
• 2:19
  that
• 2:19
  we
• 2:20
  always
• 2:20
  hear
• 2:20
  about.
• 2:20
  Yes,
• 2:21
  I
• 2:21
  got
• 2:21
  to
• 2:22
  experience
• 2:22
  that
• 2:22
  firsthand.
• 2:24
  So
• 2:24
  long
• 2:24
  story
• 2:24
  short,
• 2:25
  you
• 2:25
  know,
• 2:25
  doing
• 2:25
  that
• 2:26
  full
• 2:26
  time,
• 2:26
  DJing
• 2:27
  all
• 2:27
  over
• 2:27
  the
• 2:27
  world,
• 2:28
  sort
• 2:28
  of
• 2:28
  harnessing
• 2:29
  the
• 2:29
  power
• 2:29
  of
• 2:30
  sound
• 2:30
  and
• 2:30
  music
• 2:30
  to
• 2:31
  influence
• 2:31
  human
• 2:32
  beings,
• 2:32
  right?
• 2:32
  Make
• 2:33
  their
• 2:33
  day
• 2:33
  better,
• 2:33
  make
• 2:33
  that
• 2:34
  little
• 2:34
  window
• 2:35
  of
• 2:35
  time
• 2:35
  that
• 2:35
  they
• 2:35
  might
• 2:35
  be
• 2:36
  in
• 2:36
  that
• 2:36
  room
• 2:36
  a
• 2:37
  Little
• 2:37
  bit
• 2:37
  better.
• 2:37
  Helping
• 2:37
  them
• 2:38
  forget
• 2:38
  about
• 2:38
  their,
• 2:38
  their
• 2:39
  worries
• 2:39
  and
• 2:39
  their
• 2:39
  anxieties
• 2:40
  and
• 2:40
  their
• 2:40
  fears.
• 2:41
  And
• 2:42
  then
• 2:42
  I
• 2:42
  started
• 2:42
  working
• 2:43
  with
• 2:43
  a
• 2:43
  lot
• 2:43
  of
• 2:43
  agencies
• 2:45
  that
• 2:45
  were
• 2:45
  agencies
• 2:46
  of
• 2:46
  record
• 2:46
  on
• 2:47
  behalf
• 2:47
  of
• 2:47
  big
• 2:47
  brands.
• 2:48
  And
• 2:49
  we
• 2:49
  started
• 2:50
  to
• 2:50
  basically
• 2:51
  I
• 2:51
  started
• 2:51
  an
• 2:52
  entertainment
• 2:52
  company
• 2:53
  whereby
• 2:54
  we
• 2:54
  were
• 2:54
  the
• 2:54
  talent
• 2:55
  that
• 2:55
  was
• 2:55
  always
• 2:56
  being
• 2:56
  brought
• 2:56
  in
• 2:56
  for
• 2:57
  these
• 2:57
  brand
• 2:57
  activations,
• 2:58
  these
• 2:58
  corporate
• 2:58
  events.
• 2:59
  And
• 3:00
  I
• 3:01
  saw
• 3:01
  that,
• 3:01
  you
• 3:02
  know,
• 3:02
  music
• 3:02
  was
• 3:02
  always
• 3:03
  an
• 3:03
  afterthought.
• 3:03
  They
• 3:04
  all
• 3:04
  spoke
• 3:04
  about
• 3:05
  branded
• 3:05
  experiences
• 3:06
  and
• 3:06
  multi
• 3:07
  sensorial
• 3:07
  marketing.
• 3:08
  It
• 3:08
  was
• 3:08
  largely
• 3:09
  marketing
• 3:09
  speak.
• 3:11
  They
• 3:11
  just
• 3:11
  left
• 3:11
  sound
• 3:12
  till
• 3:12
  the
• 3:13
  very
• 3:13
  end
• 3:14
  after
• 3:14
  the
• 3:14
  P
• 3:14
  and
• 3:14
  L
• 3:15
  had
• 3:15
  been
• 3:15
  eaten
• 3:15
  up,
• 3:15
  after
• 3:16
  the
• 3:16
  budgets
• 3:16
  were
• 3:16
  eaten
• 3:16
  up,
• 3:17
  you
• 3:17
  know,
• 3:17
  they
• 3:18
  did
• 3:18
  everything
• 3:18
  else
• 3:18
  and
• 3:18
  then
• 3:19
  they
• 3:19
  were
• 3:19
  worrying
• 3:19
  about
• 3:19
  sound
• 3:20
  and
• 3:20
  music.
• 3:20
  The
• 3:20
  fact.
• 3:21
  Yep.
• 3:21
  And
• 3:21
  so
• 3:21
  I
• 3:22
  started
• 3:22
  pushing
• 3:22
  back
• 3:23
  and
• 3:24
  challenging
• 3:24
  that,
• 3:25
  you
• 3:25
  know,
• 3:25
  that
• 3:26
  rhetoric
• 3:26
  and
• 3:27
  basically
• 3:27
  going
• 3:28
  against
• 3:28
  the
• 3:28
  grain
• 3:29
  and
• 3:30
  competing
• 3:30
  with
• 3:31
  what
• 3:31
  those
• 3:32
  people
• 3:32
  that
• 3:32
  were
• 3:32
  hiring
• 3:33
  us
• 3:33
  to
• 3:33
  just
• 3:33
  provide
• 3:34
  music
• 3:34
  and
• 3:34
  entertainment.
• 3:35
  We
• 3:35
  started
• 3:36
  actually
• 3:36
  producing
• 3:37
  those
• 3:37
  entire
• 3:37
  events,
• 3:38
  top
• 3:38
  down.
• 3:39
  And
• 3:39
  that's
• 3:39
  when
• 3:39
  I
• 3:39
  started
• 3:40
  really
• 3:40
  going
• 3:40
  to
• 3:40
  brands.
• 3:41
  This
• 3:41
  is
• 3:41
  about
• 3:42
  2009
• 3:42
  and
• 3:43
  I
• 3:43
  was
• 3:43
  saying,
• 3:43
  do
• 3:43
  you
• 3:43
  know
• 3:44
  what
• 3:44
  your
• 3:44
  brand
• 3:44
  sounds
• 3:44
  like?
• 3:45
  Have
• 3:45
  you
• 3:45
  truly
• 3:45
  thought
• 3:45
  about
• 3:46
  it?
• 3:47
  You
• 3:47
  know,
• 3:47
  through
• 3:47
  the
• 3:48
  line,
• 3:48
  across
• 3:48
  the
• 3:49
  fold,
• 3:49
  not
• 3:50
  only
• 3:50
  your
• 3:50
  commercials
• 3:51
  on
• 3:51
  TV
• 3:51
  and
• 3:52
  radio
• 3:52
  and
• 3:53
  your
• 3:53
  digital
• 3:53
  content,
• 3:54
  but
• 3:54
  everything
• 3:55
  down
• 3:55
  to
• 3:55
  your
• 3:55
  hold
• 3:55
  music
• 3:56
  when
• 3:56
  someone
• 3:56
  calls
• 3:57
  you,
• 3:57
  everything
• 3:57
  down
• 3:57
  to
• 3:58
  your
• 3:58
  product
• 3:59
  and
• 3:59
  app
• 3:59
  notification
• 4:00
  sounds
• 4:01
  obviously
• 4:02
  your
• 4:02
  events,
• 4:02
  your
• 4:03
  activations,
• 4:03
  like
• 4:04
  every
• 4:04
  point
• 4:04
  of
• 4:05
  which
• 4:05
  your
• 4:05
  brand
• 4:06
  is
• 4:07
  speaking
• 4:07
  to
• 4:08
  consumers
• 4:08
  or
• 4:09
  prospective
• 4:09
  consumers.
• 4:10
  Have
• 4:10
  you
• 4:11
  thought
• 4:11
  about
• 4:11
  the
• 4:12
  congruency
• 4:12
  in
• 4:13
  what
• 4:13
  you
• 4:13
  are
• 4:13
  actually
• 4:14
  saying?
• 4:14
  All
• 4:14
  these
• 4:15
  noises
• 4:15
  you're
• 4:15
  emitting
• 4:16
  because
• 4:16
  you're
• 4:17
  doing
• 4:17
  it
• 4:17
  whether
• 4:18
  you're
• 4:18
  thinking
• 4:18
  about
• 4:18
  it
• 4:18
  or
• 4:19
  not.
• 4:19
  And
• 4:19
  you
• 4:20
  have
• 4:20
  really
• 4:20
  stringent
• 4:21
  guidelines
• 4:21
  on
• 4:21
  your
• 4:21
  visual
• 4:22
  and
• 4:22
  verbal
• 4:22
  identity,
• 4:23
  you
• 4:23
  have
• 4:23
  no
• 4:24
  guidance
• 4:24
  on
• 4:24
  your
• 4:24
  sonic
• 4:25
  identity.
• 4:26
  So
• 4:26
  that
• 4:26
  was
• 4:26
  the
• 4:27
  question
• 4:27
  that
• 4:27
  really
• 4:28
  sparked
• 4:28
  things
• 4:28
  for
• 4:28
  me
• 4:28
  in
• 4:29
  about
• 4:29
  2009,
• 4:30
  2010,
• 4:31
  started
• 4:31
  working
• 4:31
  with
• 4:32
  different
• 4:32
  brands
• 4:32
  in
• 4:32
  that
• 4:33
  capacity.
• 4:34
  And
• 4:34
  you
• 4:34
  know,
• 4:34
  fast
• 4:35
  forward
• 4:36
  13
• 4:36
  years
• 4:37
  later,
• 4:37
  a
• 4:37
  lot
• 4:37
  has
• 4:38
  happened,
• 4:38
  a
• 4:38
  lot
• 4:38
  has
• 4:38
  changed.
• 4:39
  And
• 4:40
  today
• 4:40
  I
• 4:41
  am
• 4:41
  at
• 4:41
  Song
• 4:42
  Trader,
• 4:43
  a
• 4:43
  VP
• 4:43
  of
• 4:43
  growth
• 4:43
  for
• 4:44
  Music
• 4:44
  Solutions.
• 4:45
  And
• 4:45
  we're
• 4:46
  doing
• 4:46
  some
• 4:46
  really
• 4:46
  interesting
• 4:46
  things
• 4:47
  within
• 4:47
  the
• 4:47
  context
• 4:48
  of
• 4:48
  brands
• 4:49
  and
• 4:49
  music.
• 4:50
  And
• 4:51
  you
• 4:51
  know,
• 4:51
  Song
• 4:51
  Traders
• 4:52
  started
• 4:52
  as
• 4:52
  a
• 4:52
  music
• 4:53
  licensing
• 4:54
  marketplace,
• 4:55
  really.
• 4:55
  The
• 4:55
  founder
• 4:56
  and
• 4:56
  CEO
• 4:57
  Musician
• 4:58
  himself
• 4:58
  was
• 4:58
  frustrated
• 4:59
  by
• 5:00
  the
• 5:00
  lack
• 5:00
  of
• 5:00
  tools
• 5:00
  and
• 5:00
  infrastructure
• 5:02
  that
• 5:02
  existed
• 5:03
  for
• 5:03
  artists
• 5:04
  to
• 5:04
  easily
• 5:05
  be
• 5:05
  able
• 5:05
  to
• 5:05
  monetize
• 5:06
  and
• 5:06
  sync
• 5:07
  their
• 5:07
  music
• 5:07
  for
• 5:08
  commercials,
• 5:09
  spots,
• 5:09
  advertising.
• 5:11
  And
• 5:11
  it
• 5:11
  was
• 5:11
  through
• 5:11
  that
• 5:11
  frustration
• 5:13
  that
• 5:13
  he
• 5:13
  started
• 5:13
  building
• 5:14
  Song
• 5:14
  Trader.
• 5:14
  And
• 5:14
  a
• 5:15
  lot
• 5:15
  has
• 5:15
  happened
• 5:16
  over
• 5:16
  the
• 5:16
  last
• 5:16
  10
• 5:17
  years
• 5:17
  with
• 5:17
  song
• 5:17
  Trader,
• 5:19
  but
• 5:19
  today
• 5:20
  we
• 5:20
  actually
• 5:21
  have
• 5:21
  acquired
• 5:21
  11
• 5:22
  different
• 5:22
  companies.
• 5:22
  I
• 5:23
  believe
• 5:23
  it's
• 5:23
  11
• 5:23
  now.
• 5:24
  And
• 5:25
  our
• 5:25
  thesis
• 5:25
  is
• 5:26
  that
• 5:26
  there's
• 5:27
  a
• 5:27
  lane
• 5:27
  that
• 5:27
  exists
• 5:28
  or
• 5:29
  sorry,
• 5:29
  rather
• 5:29
  There's
• 5:29
  a
• 5:30
  lane
• 5:30
  that
• 5:30
  doesn't
• 5:30
  exist
• 5:31
  in
• 5:31
  the
• 5:31
  world
• 5:32
  of
• 5:32
  music
• 5:32
  and
• 5:32
  brands.
• 5:33
  And
• 5:33
  what
• 5:34
  we've
• 5:34
  been
• 5:34
  doing
• 5:34
  is
• 5:35
  building
• 5:35
  tools
• 5:36
  and
• 5:36
  infrastructure
• 5:37
  and
• 5:37
  solutions
• 5:38
  for
• 5:38
  both
• 5:38
  sides
• 5:38
  of
• 5:39
  the
• 5:39
  ecosystem.
• 5:39
  And
• 5:39
  what
• 5:40
  I
• 5:40
  mean
• 5:40
  by
• 5:40
  that
• 5:40
  is,
• 5:41
  you
• 5:41
  know,
• 5:42
  if
• 5:42
  you
• 5:43
  own
• 5:43
  a
• 5:43
  house.
• 5:43
  Right,
• 5:44
  Right.
• 5:44
  Or
• 5:44
  an
• 5:45
  apartment,
• 5:45
  and
• 5:45
  you
• 5:46
  want
• 5:46
  to
• 5:46
  either
• 5:47
  sell
• 5:47
  it
• 5:48
  or
• 5:49
  rent
• 5:49
  it
• 5:49
  out,
• 5:50
  you're
• 5:51
  going
• 5:51
  to
• 5:51
  want
• 5:51
  to
• 5:51
  work
• 5:51
  with
• 5:51
  a
• 5:52
  brokerage
• 5:52
  that
• 5:52
  is
• 5:53
  going
• 5:53
  to
• 5:53
  get
• 5:53
  you
• 5:53
  the
• 5:53
  max
• 5:53
  exposure
• 5:55
  on
• 5:55
  your
• 5:55
  listing,
• 5:56
  you
• 5:56
  know,
• 5:56
  the
• 5:56
  highest
• 5:57
  transaction
• 5:57
  price
• 5:59
  and,
• 5:59
  and
• 6:00
  kind
• 6:00
  of
• 6:00
  navigate
• 6:01
  that.
• 6:01
  On
• 6:02
  our
• 6:02
  side,
• 6:02
  what
• 6:03
  we're
• 6:03
  building
• 6:03
  for
• 6:04
  the
• 6:04
  supply
• 6:04
  side
• 6:04
  of
• 6:05
  the
• 6:05
  market.
• 6:05
  So
• 6:06
  these
• 6:06
  people
• 6:06
  might
• 6:06
  not
• 6:07
  own
• 6:07
  real
• 6:07
  estate,
• 6:07
  but
• 6:07
  they
• 6:08
  own
• 6:08
  ip.
• 6:08
  Right.
• 6:09
  They
• 6:09
  are
• 6:09
  positions,
• 6:10
  they
• 6:10
  are
• 6:10
  creators,
• 6:10
  they
• 6:11
  are
• 6:11
  labels,
• 6:11
  they.
• 6:12
  They
• 6:12
  own
• 6:13
  ip
• 6:14
  and
• 6:14
  we
• 6:15
  are
• 6:15
  helping
• 6:15
  them
• 6:16
  with
• 6:16
  tools
• 6:17
  to
• 6:17
  monetize
• 6:18
  that
• 6:18
  IP
• 6:18
  and
• 6:19
  monetize
• 6:20
  their
• 6:20
  music
• 6:20
  rights.
• 6:21
  And,
• 6:21
  you
• 6:22
  know,
• 6:22
  whether
• 6:22
  they're
• 6:22
  selling
• 6:23
  it
• 6:23
  or
• 6:23
  renting
• 6:23
  it
• 6:23
  out,
• 6:25
  that's
• 6:25
  where
• 6:25
  we
• 6:25
  come
• 6:26
  in
• 6:26
  on
• 6:26
  the
• 6:26
  supply
• 6:27
  side
• 6:27
  of
• 6:27
  the
• 6:27
  market
• 6:28
  with
• 6:28
  the
• 6:28
  creators,
• 6:29
  the
• 6:29
  labels,
• 6:29
  the
• 6:30
  content
• 6:30
  owners.
• 6:31
  Then
• 6:31
  there's
• 6:31
  the
• 6:31
  demand
• 6:32
  side.
• 6:32
  It's
• 6:32
  like,
• 6:32
  who
• 6:33
  is
• 6:33
  going
• 6:33
  and
• 6:34
  renting
• 6:34
  that
• 6:34
  Airbnb?
• 6:35
  Who
• 6:36
  wants
• 6:36
  to
• 6:36
  buy
• 6:36
  that
• 6:36
  house?
• 6:37
  Yeah.
• 6:37
  On
• 6:37
  that
• 6:38
  side
• 6:38
  of
• 6:38
  the
• 6:38
  equation
• 6:39
  are
• 6:39
  all
• 6:39
  the
• 6:39
  brands
• 6:40
  and
• 6:40
  agencies.
• 6:41
  Right.
• 6:41
  They,
• 6:42
  they're
• 6:42
  the
• 6:42
  demand
• 6:42
  side.
• 6:42
  They're
• 6:43
  the
• 6:43
  people
• 6:43
  that
• 6:43
  want
• 6:43
  to
• 6:44
  use
• 6:44
  what
• 6:45
  these
• 6:45
  creators
• 6:46
  have
• 6:46
  to
• 6:46
  offer.
• 6:46
  Right.
• 6:47
  And
• 6:47
  we
• 6:47
  have
• 6:47
  a
• 6:47
  whole
• 6:47
  suite
• 6:47
  of
• 6:48
  solutions
• 6:48
  and
• 6:48
  technology
• 6:49
  that
• 6:49
  we're
• 6:50
  building
• 6:50
  for
• 6:50
  that
• 6:51
  side
• 6:51
  too.
• 6:51
  So
• 6:51
  we're
• 6:52
  really
• 6:52
  sitting
• 6:52
  in
• 6:52
  the
• 6:52
  middle
• 6:52
  of
• 6:53
  this
• 6:53
  very
• 6:53
  interesting
• 6:54
  marketplace
• 6:55
  of
• 6:55
  creators
• 6:56
  and
• 6:56
  content
• 6:56
  owners
• 6:57
  and
• 6:57
  musicians
• 6:58
  and
• 6:58
  rights
• 6:58
  owners
• 7:00
  and
• 7:00
  people
• 7:01
  that
• 7:01
  want
• 7:01
  to
• 7:01
  use
• 7:02
  that
• 7:03
  likeness,
• 7:03
  that
• 7:04
  music
• 7:05
  in
• 7:05
  commercials
• 7:06
  and
• 7:06
  advertising
• 7:07
  and
• 7:07
  various
• 7:07
  things.
• 7:08
  So
• 7:08
  that's,
• 7:09
  you
• 7:09
  know,
• 7:09
  gist
• 7:09
  of
• 7:10
  what
• 7:10
  we're
• 7:10
  doing
• 7:10
  within
• 7:10
  Song
• 7:11
  Trader.
• 7:12
  And,
• 7:12
  you
• 7:12
  know,
• 7:13
  we
• 7:13
  can
• 7:13
  get
• 7:13
  granular
• 7:13
  but
• 7:14
  high
• 7:14
  level.
• 7:14
  That's
• 7:14
  kind
• 7:15
  of
• 7:15
  what
• 7:15
  we're.
• 7:15
  Yeah,
• 7:15
  yeah.
• 7:16
  Geez,
• 7:16
  you
• 7:16
  left
• 7:16
  me
• 7:16
  with
• 7:16
  a
• 7:16
  lot
• 7:17
  to
• 7:17
  unpack
• 7:17
  here,
• 7:17
  man.
• 7:18
  That's.
• 7:18
  That's
• 7:19
  some
• 7:19
  good
• 7:19
  information
• 7:20
  and
• 7:20
  a
• 7:20
  perfect
• 7:21
  introduction.
• 7:22
  You
• 7:22
  know
• 7:22
  what,
• 7:22
  it
• 7:23
  sounds
• 7:23
  like
• 7:23
  quite
• 7:23
  a
• 7:24
  amazing
• 7:25
  transition
• 7:26
  from
• 7:26
  taking
• 7:27
  your
• 7:27
  love
• 7:27
  for
• 7:27
  music,
• 7:28
  DJing,
• 7:28
  the
• 7:29
  vinyl,
• 7:29
  traveling
• 7:30
  the
• 7:30
  world,
• 7:30
  getting
• 7:30
  these
• 7:30
  experiences
• 7:31
  and
• 7:32
  then
• 7:32
  what
• 7:32
  you
• 7:32
  started
• 7:33
  to
• 7:33
  do
• 7:33
  or
• 7:34
  what
• 7:34
  you
• 7:34
  realized,
• 7:35
  I
• 7:35
  guess
• 7:35
  with
• 7:35
  the
• 7:35
  branding
• 7:37
  and
• 7:37
  the
• 7:37
  lack
• 7:37
  of,
• 7:38
  I
• 7:38
  guess,
• 7:38
  consistency
• 7:39
  across
• 7:40
  all
• 7:40
  pieces,
• 7:40
  how
• 7:41
  you
• 7:41
  mentioned
• 7:41
  that
• 7:42
  these
• 7:42
  corporations
• 7:43
  and
• 7:43
  companies
• 7:43
  were
• 7:44
  having
• 7:44
  events
• 7:45
  and
• 7:45
  thinking
• 7:46
  of
• 7:46
  the
• 7:46
  music
• 7:46
  last
• 7:47
  and
• 7:47
  then
• 7:47
  probably
• 7:47
  never
• 7:48
  considering
• 7:49
  how
• 7:49
  music
• 7:50
  ties
• 7:50
  into
• 7:50
  the
• 7:51
  other
• 7:51
  aspects
• 7:51
  of
• 7:52
  their
• 7:52
  marketing.
• 7:53
  And
• 7:53
  I'm
• 7:54
  pretty
• 7:54
  sure
• 7:54
  even
• 7:54
  now
• 7:55
  with
• 7:56
  the
• 7:57
  growth
• 7:57
  and
• 7:58
  emergence
• 7:58
  of
• 7:58
  social
• 7:58
  media
• 7:59
  and
• 8:00
  that
• 8:00
  side
• 8:00
  of
• 8:00
  things,
• 8:01
  people
• 8:01
  probably
• 8:02
  understand
• 8:03
  in
• 8:04
  theory
• 8:04
  that
• 8:04
  it's
• 8:04
  good
• 8:04
  to
• 8:05
  throw
• 8:05
  some
• 8:05
  music
• 8:05
  behind
• 8:06
  your
• 8:06
  Videos
• 8:06
  and
• 8:07
  all
• 8:07
  that
• 8:07
  little,
• 8:07
  you
• 8:08
  know,
• 8:08
  the
• 8:08
  stuff
• 8:08
  that
• 8:08
  people
• 8:09
  are
• 8:09
  doing,
• 8:09
  sort
• 8:09
  of
• 8:11
  following
• 8:11
  the
• 8:11
  trend.
• 8:12
  But
• 8:12
  for
• 8:13
  you
• 8:13
  to
• 8:13
  see
• 8:13
  that,
• 8:13
  because
• 8:13
  what
• 8:14
  year
• 8:14
  was
• 8:14
  that?
• 8:14
  You
• 8:14
  said
• 8:14
  that
• 8:15
  was.
• 8:16
  This
• 8:16
  is
• 8:16
  2009.
• 8:17
  So
• 8:17
  you
• 8:18
  were
• 8:18
  way
• 8:18
  ahead
• 8:18
  of
• 8:18
  the
• 8:18
  game,
• 8:19
  is
• 8:19
  what.
• 8:19
  I'm
• 8:20
  sort
• 8:20
  of
• 8:21
  gathering
• 8:21
  on
• 8:22
  that.
• 8:22
  As
• 8:22
  far
• 8:22
  as
• 8:23
  what
• 8:23
  we
• 8:23
  see
• 8:23
  Now,
• 8:24
  I
• 8:24
  mean,
• 8:24
  13,
• 8:25
  14
• 8:25
  years,
• 8:26
  big
• 8:26
  difference.
• 8:27
  A
• 8:27
  lot's
• 8:27
  changed.
• 8:28
  But
• 8:29
  what
• 8:29
  kind
• 8:29
  of.
• 8:30
  What.
• 8:31
  What
• 8:32
  was
• 8:32
  it
• 8:32
  that
• 8:33
  kind
• 8:34
  of
• 8:34
  showed
• 8:35
  you?
• 8:35
  Like,
• 8:35
  how
• 8:35
  did
• 8:35
  you
• 8:35
  come
• 8:36
  across
• 8:36
  or
• 8:37
  come
• 8:37
  about
• 8:38
  realizing
• 8:39
  that
• 8:39
  this
• 8:39
  was
• 8:39
  a
• 8:39
  gap
• 8:40
  that
• 8:40
  was
• 8:40
  missing
• 8:40
  and
• 8:41
  actually
• 8:41
  a
• 8:41
  need
• 8:42
  that
• 8:42
  companies
• 8:42
  needed
• 8:43
  to
• 8:43
  have
• 8:43
  sort
• 8:44
  of
• 8:44
  fulfilled
• 8:44
  to
• 8:45
  put
• 8:45
  this
• 8:45
  all
• 8:46
  together?
• 8:46
  Yeah.
• 8:47
  Yeah,
• 8:47
  great
• 8:47
  question.
• 8:48
  So,
• 8:48
  you
• 8:49
  know,
• 8:49
  I
• 8:49
  had
• 8:49
  gone
• 8:49
  through
• 8:50
  my
• 8:50
  own
• 8:50
  experiences
• 8:51
  as
• 8:51
  a
• 8:51
  dj,
• 8:52
  Right.
• 8:52
  And
• 8:52
  again,
• 8:54
  you
• 8:55
  know,
• 8:55
  I
• 8:55
  never
• 8:55
  expected
• 8:56
  to
• 8:57
  fall
• 8:58
  into
• 8:58
  the
• 8:59
  marketing,
• 8:59
  branding,
• 9:00
  communications,
• 9:01
  advertising
• 9:01
  realm
• 9:02
  in
• 9:03
  the
• 9:03
  traditional
• 9:03
  sense.
• 9:04
  I
• 9:04
  hadn't
• 9:04
  cut
• 9:05
  my
• 9:05
  teeth
• 9:05
  at
• 9:05
  agencies.
• 9:06
  I
• 9:06
  hadn't
• 9:06
  climbed
• 9:07
  the
• 9:07
  typical
• 9:08
  bureaucracy
• 9:09
  of
• 9:09
  ad
• 9:09
  land.
• 9:09
  Yeah.
• 9:10
  And
• 9:10
  so
• 9:11
  my
• 9:11
  perspective
• 9:11
  was
• 9:11
  really
• 9:13
  that
• 9:13
  of
• 9:13
  an
• 9:14
  outsider.
• 9:15
  And
• 9:15
  I
• 9:15
  was
• 9:15
  knocking
• 9:16
  down
• 9:16
  the
• 9:17
  door
• 9:17
  in
• 9:17
  ad
• 9:18
  land
• 9:18
  with
• 9:18
  all
• 9:19
  of
• 9:19
  these
• 9:19
  agencies,
• 9:19
  brands,
• 9:20
  and
• 9:20
  holding
• 9:20
  companies
• 9:21
  saying,
• 9:22
  listen,
• 9:23
  like,
• 9:23
  you
• 9:24
  all
• 9:24
  need
• 9:24
  to
• 9:24
  really
• 9:25
  think
• 9:25
  about
• 9:25
  how
• 9:25
  you
• 9:26
  sound.
• 9:26
  This
• 9:26
  is
• 9:27
  very
• 9:27
  important.
• 9:27
  And
• 9:28
  it's
• 9:28
  often
• 9:29
  working
• 9:29
  at
• 9:29
  a
• 9:29
  subconscious
• 9:30
  level,
• 9:31
  meaning
• 9:32
  you're
• 9:32
  not
• 9:32
  really
• 9:32
  thinking
• 9:33
  about
• 9:33
  it
• 9:33
  and
• 9:33
  people
• 9:34
  aren't
• 9:34
  really
• 9:34
  thinking
• 9:34
  about
• 9:35
  it,
• 9:35
  but
• 9:35
  it's
• 9:35
  affecting
• 9:36
  them.
• 9:36
  Because
• 9:37
  hearing
• 9:38
  is
• 9:38
  our
• 9:39
  most
• 9:39
  visceral
• 9:39
  sense.
• 9:40
  Right.
• 9:40
  It's
• 9:40
  the
• 9:40
  very
• 9:40
  first
• 9:41
  sense
• 9:42
  that
• 9:42
  we
• 9:42
  develop
• 9:42
  in
• 9:43
  the
• 9:43
  womb
• 9:43
  before
• 9:43
  we
• 9:44
  even
• 9:44
  see.
• 9:45
  So
• 9:45
  as
• 9:45
  humanity,
• 9:46
  we
• 9:46
  have
• 9:47
  a
• 9:47
  profound,
• 9:48
  really
• 9:48
  deep
• 9:48
  relationship
• 9:49
  with.
• 9:49
  With.
• 9:49
  With
• 9:50
  sound.
• 9:50
  True.
• 9:51
  Going
• 9:51
  back
• 9:51
  to
• 9:51
  thousands
• 9:52
  of
• 9:52
  years,
• 9:53
  millions
• 9:53
  of
• 9:53
  years.
• 9:53
  Even
• 9:54
  with
• 9:55
  cavemen
• 9:55
  and
• 9:55
  cave
• 9:56
  women,
• 9:56
  you
• 9:56
  know,
• 9:56
  sitting
• 9:56
  around
• 9:57
  a
• 9:57
  fire,
• 9:59
  by
• 9:59
  the
• 9:59
  time
• 9:59
  they.
• 10:00
  They
• 10:00
  see
• 10:01
  danger,
• 10:01
  it's
• 10:02
  too
• 10:02
  late.
• 10:02
  There's
• 10:02
  someone's
• 10:03
  dinner.
• 10:03
  But
• 10:04
  they
• 10:04
  can
• 10:04
  hear
• 10:04
  danger,
• 10:05
  fight
• 10:05
  or
• 10:06
  flight.
• 10:06
  They
• 10:06
  can
• 10:06
  do
• 10:06
  something
• 10:07
  about
• 10:07
  it.
• 10:07
  Right.
• 10:07
  Or,
• 10:09
  you
• 10:09
  know,
• 10:09
  historians
• 10:09
  say
• 10:10
  that
• 10:10
  when
• 10:10
  cave
• 10:10
  people
• 10:11
  started
• 10:12
  communicating
• 10:12
  and
• 10:13
  forming
• 10:13
  languages,
• 10:14
  it
• 10:14
  was
• 10:14
  done
• 10:15
  through
• 10:16
  music
• 10:16
  and
• 10:16
  melody.
• 10:17
  And
• 10:18
  that's
• 10:18
  because
• 10:19
  music
• 10:20
  is
• 10:20
  emotional
• 10:21
  and
• 10:21
  emotions
• 10:21
  are
• 10:22
  where
• 10:22
  memories
• 10:22
  are
• 10:22
  encoded
• 10:23
  and
• 10:23
  formed.
• 10:24
  And
• 10:24
  that's
• 10:24
  why
• 10:24
  we
• 10:24
  still
• 10:25
  teach
• 10:26
  our
• 10:26
  kids
• 10:26
  the
• 10:26
  ABCs,
• 10:27
  not
• 10:27
  by
• 10:27
  reading
• 10:28
  them,
• 10:28
  but
• 10:28
  by
• 10:28
  singing
• 10:28
  them.
• 10:29
  Right.
• 10:29
  And
• 10:30
  like
• 10:30
  Twinkle
• 10:30
  Star,
• 10:31
  Baba,
• 10:32
  black
• 10:32
  sheep.
• 10:32
  And
• 10:33
  ABCs
• 10:33
  are,
• 10:34
  they're
• 10:34
  the
• 10:34
  same
• 10:34
  song.
• 10:35
  So
• 10:35
  the
• 10:36
  verbiage
• 10:36
  might
• 10:36
  change,
• 10:37
  but,
• 10:37
  like,
• 10:37
  the
• 10:37
  melody
• 10:38
  is.
• 10:38
  The
• 10:38
  notation
• 10:39
  is
• 10:39
  the
• 10:39
  same.
• 10:40
  So
• 10:40
  leading
• 10:41
  into
• 10:41
  all
• 10:41
  of
• 10:41
  this,
• 10:41
  I
• 10:42
  was
• 10:42
  just
• 10:42
  going
• 10:43
  to
• 10:43
  the
• 10:43
  brands
• 10:43
  and
• 10:43
  saying,
• 10:44
  look,
• 10:44
  like
• 10:45
  this
• 10:45
  is
• 10:46
  actually
• 10:46
  nothing
• 10:46
  new
• 10:47
  that
• 10:47
  I'm
• 10:48
  saying
• 10:48
  it's
• 10:49
  just,
• 10:49
  as
• 10:49
  an
• 10:49
  industry,
• 10:50
  for
• 10:50
  some
• 10:50
  reason,
• 10:50
  you
• 10:51
  are
• 10:51
  overlooking
• 10:51
  something
• 10:52
  that
• 10:53
  other
• 10:53
  industries
• 10:53
  like
• 10:54
  Hollywood
• 10:54
  really
• 10:54
  understand.
• 10:55
  Like,
• 10:55
  you
• 10:56
  know,
• 10:56
  look
• 10:56
  at
• 10:56
  Jaws
• 10:57
  or
• 10:57
  James
• 10:57
  James
• 10:58
  Bond
• 10:58
  or
• 10:59
  Disney
• 11:00
  films.
• 11:00
  They
• 11:01
  treat
• 11:01
  their
• 11:01
  audio
• 11:02
  and
• 11:02
  visual
• 11:02
  creative
• 11:03
  as
• 11:03
  50,
• 11:03
  50
• 11:04
  equals.
• 11:04
  That's
• 11:05
  true.
• 11:05
  Whereby
• 11:06
  advertising
• 11:07
  was
• 11:07
  treating
• 11:07
  it
• 11:07
  as
• 11:08
  like
• 11:08
  9010
• 11:09
  at
• 11:09
  best.
• 11:10
  So
• 11:10
  I
• 11:10
  was
• 11:10
  really
• 11:11
  just
• 11:11
  saying,
• 11:11
  look,
• 11:12
  there
• 11:12
  is
• 11:13
  a
• 11:13
  really
• 11:13
  big
• 11:13
  opportunity
• 11:14
  here
• 11:15
  and
• 11:15
  it's
• 11:15
  nothing
• 11:15
  new.
• 11:16
  This
• 11:16
  is
• 11:16
  leaning
• 11:16
  into
• 11:17
  human
• 11:18
  truths.
• 11:18
  Yeah.
• 11:19
  True.
• 11:19
  That
• 11:19
  are
• 11:19
  as
• 11:20
  old
• 11:20
  as
• 11:20
  time.
• 11:21
  Right.
• 11:21
  Yeah.
• 11:21
  And
• 11:22
  bringing
• 11:22
  them
• 11:22
  up
• 11:23
  to
• 11:23
  speed.
• 11:23
  And
• 11:23
  also,
• 11:24
  the
• 11:24
  nature
• 11:25
  by
• 11:25
  which
• 11:25
  we
• 11:25
  consume
• 11:26
  information
• 11:26
  today
• 11:26
  is
• 11:27
  very
• 11:27
  different
• 11:27
  than
• 11:29
  when
• 11:29
  the
• 11:29
  advertising
• 11:30
  industry
• 11:30
  in
• 11:30
  the
• 11:30
  traditional
• 11:31
  sense
• 11:31
  was
• 11:31
  really
• 11:32
  founded.
• 11:33
  Talking
• 11:33
  about
• 11:33
  back
• 11:34
  in
• 11:34
  the
• 11:34
  day
• 11:34
  with
• 11:34
  David
• 11:34
  Ogilvy
• 11:35
  and.
• 11:36
  And
• 11:36
  all
• 11:36
  these
• 11:36
  JWT
• 11:37
  kind
• 11:37
  of
• 11:37
  forming
• 11:38
  back
• 11:38
  then,
• 11:39
  in
• 11:39
  the
• 11:39
  50s,
• 11:39
  60s.
• 11:41
  Think
• 11:41
  about
• 11:41
  it,
• 11:41
  people
• 11:42
  would
• 11:42
  sit
• 11:43
  around
• 11:43
  a
• 11:44
  television
• 11:44
  set
• 11:45
  as
• 11:45
  a
• 11:45
  family
• 11:46
  and
• 11:47
  like,
• 11:47
  in
• 11:47
  a
• 11:47
  binary
• 11:48
  way,
• 11:48
  consume
• 11:49
  that
• 11:49
  information.
• 11:49
  Right.
• 11:50
  JFK
• 11:51
  would
• 11:51
  be
• 11:51
  speaking,
• 11:52
  you'd
• 11:52
  all
• 11:52
  be
• 11:52
  watching,
• 11:53
  they'd
• 11:54
  go
• 11:54
  to
• 11:54
  commercials
• 11:54
  and
• 11:55
  then
• 11:55
  like
• 11:55
  the
• 11:55
  Wheaties
• 11:56
  jingle
• 11:57
  or
• 11:57
  the
• 11:57
  Coke
• 11:58
  commercial
• 11:58
  or
• 11:58
  whatever
• 11:59
  would
• 11:59
  come
• 11:59
  on.
• 11:59
  And
• 12:00
  that's
• 12:00
  how
• 12:00
  you
• 12:00
  consume
• 12:01
  the
• 12:01
  information
• 12:01
  today.
• 12:02
  Very
• 12:03
  true.
• 12:03
  Not
• 12:03
  only
• 12:03
  are
• 12:03
  we
• 12:03
  watching
• 12:04
  TV,
• 12:04
  we're
• 12:04
  on
• 12:05
  Twitter,
• 12:05
  we're
• 12:05
  on
• 12:05
  IG,
• 12:06
  there's
• 12:06
  LinkedIn.
• 12:07
  There's
• 12:07
  like
• 12:07
  such
• 12:08
  a
• 12:08
  fragmented
• 12:10
  in,
• 12:10
  you
• 12:10
  know,
• 12:10
  ecosystem
• 12:11
  of
• 12:11
  how
• 12:11
  we
• 12:12
  consume
• 12:12
  information.
• 12:13
  It's
• 12:13
  not
• 12:13
  binary
• 12:14
  by
• 12:14
  any
• 12:14
  means.
• 12:14
  Yeah.
• 12:15
  And
• 12:15
  so
• 12:16
  what
• 12:17
  used
• 12:17
  to
• 12:17
  work
• 12:17
  back
• 12:18
  then
• 12:18
  and
• 12:18
  their
• 12:19
  approach
• 12:20
  and
• 12:20
  treatment
• 12:21
  to
• 12:21
  jingles
• 12:22
  or
• 12:22
  music
• 12:22
  back
• 12:23
  then
• 12:24
  doesn't
• 12:24
  apply
• 12:24
  today.
• 12:25
  And
• 12:25
  today
• 12:26
  it's
• 12:26
  like,
• 12:26
  if
• 12:26
  you're
• 12:26
  gonna
• 12:27
  spend
• 12:27
  millions
• 12:28
  of
• 12:28
  dollars
• 12:28
  in
• 12:29
  strategy
• 12:30
  and
• 12:30
  creative
• 12:30
  and
• 12:30
  production
• 12:31
  and
• 12:31
  a
• 12:31
  media
• 12:31
  buy
• 12:32
  to
• 12:32
  air
• 12:32
  a
• 12:32
  TV
• 12:32
  spot.
• 12:33
  Right.
• 12:33
  But
• 12:34
  everyone's
• 12:34
  eyes
• 12:34
  are
• 12:35
  on
• 12:35
  their
• 12:35
  phone
• 12:35
  when
• 12:36
  it
• 12:36
  airs.
• 12:37
  Like,
• 12:37
  how
• 12:37
  do
• 12:38
  you
• 12:38
  peel
• 12:39
  people's
• 12:39
  eyes
• 12:39
  off
• 12:40
  their
• 12:40
  second
• 12:40
  screen
• 12:41
  and
• 12:41
  divert
• 12:41
  them
• 12:41
  to
• 12:41
  the
• 12:42
  one
• 12:42
  that
• 12:42
  you've
• 12:42
  planned
• 12:43
  for,
• 12:43
  invested
• 12:44
  in
• 12:44
  and
• 12:44
  bought
• 12:45
  airtime
• 12:45
  for?
• 12:46
  Right.
• 12:46
  So
• 12:47
  those
• 12:47
  are
• 12:47
  the
• 12:47
  questions
• 12:48
  that
• 12:48
  I
• 12:48
  started
• 12:48
  really
• 12:49
  asking
• 12:49
  these
• 12:50
  brands,
• 12:50
  their
• 12:51
  advertising
• 12:51
  agencies,
• 12:52
  their
• 12:52
  marketing,
• 12:53
  communication
• 12:53
  agencies
• 12:54
  of
• 12:54
  record.
• 12:54
  Yeah.
• 12:55
  Um,
• 12:56
  and
• 12:56
  that's
• 12:56
  really
• 12:56
  how
• 12:57
  it
• 12:57
  began.
• 12:57
  It
• 12:57
  just.
• 12:57
  It
• 12:58
  seemed
• 12:58
  so
• 12:58
  obvious
• 12:59
  to
• 12:59
  me,
• 12:59
  especially
• 13:00
  having
• 13:00
  gone
• 13:00
  through
• 13:01
  what
• 13:01
  I
• 13:01
  had
• 13:01
  gone
• 13:01
  through
• 13:01
  as
• 13:02
  a
• 13:02
  dj.
• 13:02
  Right.
• 13:03
  Because,
• 13:04
  you
• 13:04
  know,
• 13:04
  all
• 13:05
  these
• 13:05
  brands
• 13:05
  want
• 13:06
  to
• 13:06
  form
• 13:06
  emotional
• 13:07
  connections
• 13:08
  with
• 13:08
  human
• 13:08
  beings.
• 13:09
  That's
• 13:09
  it.
• 13:09
  So
• 13:09
  that
• 13:09
  they're
• 13:10
  top
• 13:10
  of
• 13:10
  mind
• 13:10
  and
• 13:10
  they
• 13:11
  can
• 13:11
  cut
• 13:11
  through
• 13:11
  to
• 13:11
  their
• 13:11
  heart
• 13:12
  and
• 13:12
  mind
• 13:13
  and
• 13:13
  ideally
• 13:13
  get
• 13:14
  them
• 13:14
  to
• 13:14
  part
• 13:14
  ways
• 13:14
  with
• 13:15
  their
• 13:15
  dollars.
• 13:15
  Yes.
• 13:16
  And
• 13:17
  you
• 13:17
  know,
• 13:18
  what
• 13:18
  I
• 13:18
  was
• 13:18
  doing
• 13:18
  as
• 13:19
  a
• 13:19
  DJ
• 13:20
  was
• 13:20
  not
• 13:20
  very
• 13:20
  different.
• 13:21
  I
• 13:21
  was
• 13:21
  literally
• 13:22
  puppeteering
• 13:22
  the
• 13:23
  energy
• 13:24
  in
• 13:24
  these
• 13:24
  rooms,
• 13:24
  in
• 13:25
  these
• 13:25
  spaces,
• 13:26
  to
• 13:26
  influence
• 13:27
  human
• 13:28
  psychology,
• 13:29
  physiology,
• 13:30
  physical
• 13:30
  behavior.
• 13:31
  Right.
• 13:32
  And,
• 13:32
  you
• 13:32
  know,
• 13:33
  I
• 13:33
  thought,
• 13:34
  why
• 13:34
  aren't
• 13:35
  brands
• 13:35
  thinking
• 13:36
  about
• 13:36
  using
• 13:37
  a
• 13:37
  universal
• 13:38
  truth
• 13:38
  like
• 13:38
  music
• 13:39
  and
• 13:39
  sound
• 13:40
  to
• 13:40
  puppeteer
• 13:41
  the
• 13:41
  energy
• 13:42
  of
• 13:42
  these
• 13:42
  people?
• 13:43
  They
• 13:43
  want
• 13:43
  to,
• 13:43
  you
• 13:43
  know,
• 13:44
  connect
• 13:44
  with,
• 13:45
  build
• 13:45
  Affinity
• 13:45
  and
• 13:46
  salience
• 13:46
  with
• 13:46
  and
• 13:47
  all
• 13:47
  these
• 13:47
  fancy
• 13:47
  terms
• 13:47
  that
• 13:48
  marketers
• 13:48
  use.
• 13:48
  Yeah,
• 13:49
  it
• 13:49
  just
• 13:49
  was
• 13:50
  very
• 13:50
  clear
• 13:50
  in
• 13:50
  my
• 13:50
  mind.
• 13:51
  So
• 13:51
  that's
• 13:51
  when
• 13:51
  I
• 13:51
  started
• 13:52
  really
• 13:52
  just
• 13:52
  saying,
• 13:53
  you
• 13:53
  know
• 13:53
  what,
• 13:54
  this
• 13:54
  needs
• 13:54
  to
• 13:54
  be
• 13:54
  addressed.
• 13:55
  It
• 13:55
  needs
• 13:55
  to
• 13:55
  be
• 13:55
  fixed.
• 13:56
  Let
• 13:56
  me,
• 13:56
  let
• 13:56
  me
• 13:56
  hone
• 13:57
  in
• 13:57
  on
• 13:57
  this
• 13:57
  space
• 13:57
  and
• 13:58
  give
• 13:58
  it
• 13:58
  my
• 13:58
  best.
• 13:58
  Wow.
• 13:59
  Yeah,
• 13:59
  that's
• 14:00
  amazing,
• 14:00
  man.
• 14:00
  That's
• 14:01
  really
• 14:01
  cool.
• 14:01
  And
• 14:02
  then
• 14:02
  like
• 14:02
  I
• 14:02
  said,
• 14:02
  the
• 14:03
  transition
• 14:03
  just
• 14:03
  kind
• 14:04
  of
• 14:04
  seemed,
• 14:05
  I
• 14:05
  mean,
• 14:05
  in
• 14:05
  your.
• 14:06
  You
• 14:06
  telling
• 14:06
  the
• 14:06
  story,
• 14:06
  the
• 14:07
  transition
• 14:07
  kind
• 14:07
  of
• 14:07
  just
• 14:08
  seems
• 14:08
  natural
• 14:08
  for
• 14:09
  you
• 14:09
  to
• 14:09
  then
• 14:11
  get
• 14:11
  into
• 14:12
  your
• 14:12
  work
• 14:12
  with
• 14:12
  Song
• 14:13
  Trader.
• 14:13
  I
• 14:14
  have
• 14:14
  a
• 14:14
  couple
• 14:14
  of
• 14:14
  questions
• 14:14
  about
• 14:15
  that.
• 14:16
  Sure.
• 14:16
  First,
• 14:17
  when
• 14:17
  was
• 14:17
  it
• 14:17
  founded?
• 14:18
  Song
• 14:18
  Traders?
• 14:19
  I
• 14:19
  believe
• 14:19
  it
• 14:20
  was
• 14:20
  founded
• 14:20
  in
• 14:20
  2014.
• 14:21
  Okay.
• 14:22
  So
• 14:22
  still
• 14:22
  I
• 14:23
  joined,
• 14:24
  I've
• 14:25
  joined
• 14:25
  Massive
• 14:25
  Music,
• 14:26
  which
• 14:26
  is
• 14:26
  one
• 14:27
  off
• 14:28
  Song
• 14:28
  Trader
• 14:29
  subsidiaries.
• 14:29
  So
• 14:30
  Song
• 14:30
  Trader,
• 14:30
  like
• 14:30
  I
• 14:30
  mentioned,
• 14:31
  we
• 14:31
  bought
• 14:31
  a
• 14:31
  lot
• 14:31
  of
• 14:31
  companies
• 14:32
  because
• 14:32
  we
• 14:32
  have
• 14:32
  this
• 14:33
  thesis
• 14:33
  that
• 14:34
  there
• 14:34
  is
• 14:34
  a
• 14:34
  picture
• 14:35
  that
• 14:35
  should
• 14:35
  exist
• 14:36
  that
• 14:36
  doesn't
• 14:37
  exist.
• 14:37
  And
• 14:37
  we're
• 14:38
  gonna
• 14:38
  get
• 14:38
  all
• 14:38
  of
• 14:39
  the
• 14:39
  pieces
• 14:40
  off
• 14:40
  this
• 14:40
  picture
• 14:41
  together
• 14:41
  so
• 14:41
  we
• 14:41
  can
• 14:42
  start
• 14:42
  building
• 14:42
  it
• 14:43
  and
• 14:43
  we're
• 14:43
  well
• 14:43
  on
• 14:44
  our
• 14:44
  way.
• 14:44
  But
• 14:44
  one
• 14:44
  of
• 14:44
  the
• 14:45
  things
• 14:45
  that
• 14:45
  we
• 14:45
  acquired
• 14:46
  was
• 14:46
  a
• 14:46
  best
• 14:47
  in
• 14:47
  class
• 14:47
  creative
• 14:48
  services
• 14:48
  music
• 14:49
  agency
• 14:49
  called
• 14:49
  Massive
• 14:50
  Music.
• 14:50
  Right.
• 14:51
  So
• 14:51
  I
• 14:51
  originally
• 14:52
  joined
• 14:52
  Massive
• 14:53
  September
• 14:53
  of
• 14:54
  last
• 14:54
  year
• 14:54
  after
• 14:55
  having
• 14:55
  run
• 14:55
  my
• 14:55
  own
• 14:55
  consultancy
• 14:56
  in
• 14:56
  Toronto.
• 14:57
  Have
• 14:57
  a
• 14:57
  few
• 14:57
  other
• 14:58
  music
• 14:58
  related
• 14:58
  ventures
• 14:59
  that
• 14:59
  I
• 14:59
  had
• 14:59
  built.
• 15:01
  And
• 15:02
  yeah,
• 15:02
  it
• 15:02
  was
• 15:02
  just
• 15:02
  natural
• 15:03
  fit,
• 15:03
  you
• 15:03
  know,
• 15:04
  Massive
• 15:05
  and
• 15:05
  I
• 15:05
  kept
• 15:05
  bumping
• 15:06
  heads.
• 15:06
  Okay.
• 15:07
  We
• 15:07
  were
• 15:07
  competitors
• 15:08
  and
• 15:08
  we
• 15:09
  just
• 15:09
  had
• 15:09
  a
• 15:09
  series
• 15:09
  of
• 15:10
  conversations
• 15:11
  and
• 15:11
  it
• 15:11
  just
• 15:11
  made
• 15:11
  sense
• 15:12
  to
• 15:12
  go
• 15:12
  down
• 15:12
  this
• 15:13
  path
• 15:13
  together.
• 15:14
  So
• 15:14
  I
• 15:14
  joined
• 15:15
  Massive
• 15:15
  and
• 15:15
  then
• 15:16
  about
• 15:16
  three,
• 15:17
  four
• 15:17
  months
• 15:17
  into
• 15:18
  being
• 15:18
  at
• 15:18
  Massive,
• 15:20
  you
• 15:20
  know,
• 15:20
  I
• 15:21
  started
• 15:21
  digging
• 15:22
  a
• 15:22
  little
• 15:22
  bit
• 15:22
  deeper
• 15:22
  into
• 15:23
  our
• 15:23
  parent
• 15:23
  company.
• 15:24
  Being
• 15:24
  Song
• 15:25
  Trader
• 15:25
  got
• 15:25
  you
• 15:25
  and,
• 15:26
  and
• 15:26
  working
• 15:27
  with
• 15:27
  a
• 15:27
  leadership
• 15:27
  team
• 15:28
  there
• 15:29
  to
• 15:29
  help
• 15:29
  sort
• 15:29
  of
• 15:30
  iterate
• 15:30
  and
• 15:30
  build
• 15:30
  and
• 15:31
  figure
• 15:31
  out
• 15:31
  our
• 15:31
  go
• 15:31
  to
• 15:32
  market
• 15:32
  strategy.
• 15:32
  So
• 15:33
  yeah,
• 15:33
  yeah,
• 15:33
  it's
• 15:33
  been
• 15:33
  a
• 15:33
  really,
• 15:34
  it's
• 15:34
  been
• 15:34
  a
• 15:34
  really
• 15:34
  like
• 15:35
  natural
• 15:37
  journey.
• 15:37
  Yeah.
• 15:38
  And
• 15:39
  you
• 15:39
  know,
• 15:39
  to,
• 15:39
  to
• 15:39
  many,
• 15:40
  in
• 15:40
  many
• 15:41
  ways
• 15:41
  I
• 15:41
  still
• 15:41
  feel
• 15:42
  like
• 15:43
  I
• 15:44
  am
• 15:44
  DJing
• 15:45
  today,
• 15:45
  but
• 15:45
  now
• 15:46
  it's
• 15:46
  at
• 15:46
  scale.
• 15:46
  I'm
• 15:47
  not
• 15:47
  stuck
• 15:47
  in
• 15:47
  a,
• 15:48
  in
• 15:48
  one
• 15:48
  booth,
• 15:48
  in
• 15:48
  one
• 15:49
  city
• 15:49
  at
• 15:49
  one
• 15:49
  time.
• 15:50
  Right.
• 15:50
  Yeah,
• 15:50
  it's
• 15:50
  like,
• 15:51
  you
• 15:51
  know,
• 15:51
  the
• 15:51
  notion
• 15:52
  of
• 15:52
  using
• 15:52
  sound
• 15:52
  and
• 15:53
  music
• 15:53
  to
• 15:54
  make
• 15:54
  someone's
• 15:54
  day
• 15:55
  better
• 15:55
  when
• 15:55
  they're
• 15:55
  checking
• 15:56
  into
• 15:56
  a
• 15:56
  hotel,
• 15:56
  when
• 15:56
  they're
• 15:57
  eating
• 15:57
  a
• 15:57
  meal,
• 15:57
  when
• 15:57
  they're
• 15:58
  grabbing
• 15:58
  a
• 15:58
  coffee,
• 15:59
  all
• 15:59
  of
• 15:59
  those
• 16:00
  instances
• 16:00
  to
• 16:00
  when,
• 16:01
  like
• 16:01
  I
• 16:01
  said,
• 16:01
  when
• 16:01
  they're
• 16:01
  using
• 16:02
  an
• 16:02
  app
• 16:02
  to
• 16:03
  send
• 16:03
  or
• 16:03
  receive
• 16:03
  money
• 16:04
  or
• 16:04
  whatever
• 16:04
  it
• 16:05
  might
• 16:05
  be.
• 16:05
  Yeah,
• 16:06
  this,
• 16:06
  this
• 16:06
  is
• 16:07
  now
• 16:07
  like
• 16:07
  an
• 16:07
  invisible
• 16:08
  hand
• 16:08
  where
• 16:08
  we're
• 16:09
  controlling
• 16:10
  their
• 16:10
  sonic
• 16:10
  experience
• 16:11
  in
• 16:11
  all
• 16:12
  of
• 16:12
  these
• 16:12
  moments
• 16:13
  of
• 16:13
  their
• 16:13
  day.
• 16:13
  Right.
• 16:14
  Yeah.
• 16:14
  When
• 16:14
  they're
• 16:14
  interacting
• 16:15
  with
• 16:15
  technology,
• 16:16
  consuming
• 16:16
  information,
• 16:17
  you
• 16:18
  know,
• 16:18
  all
• 16:18
  of
• 16:18
  these
• 16:18
  things
• 16:19
  going
• 16:19
  to
• 16:19
  an
• 16:19
  event.
• 16:20
  Right.
• 16:20
  And
• 16:21
  they're
• 16:21
  not
• 16:22
  necessarily
• 16:22
  thinking
• 16:23
  about
• 16:23
  these
• 16:23
  things
• 16:24
  blatantly.
• 16:25
  Right.
• 16:25
  But
• 16:26
  we,
• 16:26
  we
• 16:26
  are
• 16:27
  quite
• 16:27
  literally
• 16:27
  like
• 16:28
  guiding
• 16:28
  all
• 16:29
  of
• 16:29
  that
• 16:30
  from
• 16:30
  a
• 16:30
  sonic
• 16:30
  perspective.
• 16:31
  And
• 16:31
  so
• 16:32
  now
• 16:32
  it's,
• 16:32
  you
• 16:32
  know,
• 16:33
  it's
• 16:33
  DJing
• 16:33
  at
• 16:33
  scale.
• 16:34
  It's
• 16:34
  the
• 16:34
  same
• 16:34
  sentiment.
• 16:35
  I
• 16:35
  like
• 16:35
  that.
• 16:35
  But
• 16:36
  shaping.
• 16:36
  Shaping
• 16:37
  the
• 16:37
  narrative
• 16:38
  on
• 16:38
  a
• 16:38
  global
• 16:38
  level,
• 16:38
  really.
• 16:39
  Music
• 16:39
  is
• 16:39
  powerful.
• 16:40
  Yeah.
• 16:40
  Music
• 16:41
  is
• 16:41
  powerful.
• 16:41
  Universal
• 16:42
  powerful.
• 16:42
  I
• 16:43
  love
• 16:43
  it.
• 16:43
  I
• 16:43
  hadn't
• 16:44
  quite
• 16:44
  considered
• 16:45
  the
• 16:45
  placement
• 16:45
  aspect.
• 16:46
  That's
• 16:46
  really
• 16:46
  cool.
• 16:47
  Just
• 16:48
  thinking
• 16:48
  about
• 16:48
  that
• 16:49
  as
• 16:49
  like
• 16:50
  specific
• 16:51
  instances
• 16:51
  of
• 16:52
  music
• 16:52
  being
• 16:52
  played.
• 16:52
  Like
• 16:53
  you
• 16:53
  mentioned,
• 16:53
  I
• 16:53
  think
• 16:53
  like
• 16:54
  a
• 16:54
  lobby
• 16:54
  or
• 16:54
  an
• 16:55
  elevator
• 16:56
  concert.
• 16:56
  Like
• 16:57
  that
• 16:57
  sort
• 16:57
  of
• 16:57
  thing
• 16:57
  is
• 16:58
  really
• 16:58
  interesting
• 16:58
  to
• 16:59
  sort
• 16:59
  of.
• 16:59
  If
• 17:00
  you
• 17:00
  take
• 17:00
  a.
• 17:01
  Take
• 17:01
  a
• 17:01
  moment
• 17:02
  to
• 17:02
  think
• 17:02
  about,
• 17:02
  I
• 17:03
  mean,
• 17:03
  all
• 17:03
  the
• 17:03
  different
• 17:03
  places
• 17:04
  and
• 17:04
  the
• 17:04
  applications
• 17:05
  of
• 17:05
  music
• 17:05
  throughout
• 17:06
  your
• 17:06
  day,
• 17:06
  it's
• 17:06
  kind
• 17:07
  of
• 17:07
  cool
• 17:07
  that
• 17:07
  there
• 17:07
  is
• 17:08
  trying
• 17:08
  to
• 17:09
  think
• 17:09
  of
• 17:09
  a
• 17:09
  word
• 17:09
  for
• 17:09
  you,
• 17:10
  but
• 17:10
  like,
• 17:10
  I
• 17:10
  guess
• 17:11
  the
• 17:11
  invisible
• 17:12
  DJ
• 17:12
  at
• 17:12
  that
• 17:12
  point,
• 17:13
  kinda
• 17:14
  still
• 17:15
  setting
• 17:15
  the
• 17:15
  tone
• 17:15
  and
• 17:16
  the
• 17:16
  atmosphere
• 17:16
  based
• 17:17
  on
• 17:17
  where
• 17:17
  it's
• 17:17
  needed.
• 17:18
  That's.
• 17:18
  Yeah.
• 17:18
  Even
• 17:19
  when
• 17:19
  you
• 17:19
  like,
• 17:19
  you
• 17:19
  know,
• 17:19
  when
• 17:19
  you,
• 17:20
  when
• 17:20
  you
• 17:20
  go
• 17:20
  to
• 17:20
  go
• 17:20
  buy
• 17:21
  a
• 17:21
  coffee
• 17:21
  or.
• 17:22
  Or
• 17:22
  anything
• 17:23
  and
• 17:23
  you,
• 17:24
  you
• 17:24
  tap
• 17:24
  your
• 17:24
  card.
• 17:25
  Right.
• 17:25
  If
• 17:26
  that
• 17:26
  little
• 17:27
  bleep
• 17:27
  or
• 17:27
  bloop
• 17:28
  isn't
• 17:28
  there.
• 17:28
  True.
• 17:29
  Now
• 17:29
  there's
• 17:29
  this
• 17:29
  cognitive
• 17:30
  dissonance
• 17:31
  and
• 17:31
  you're
• 17:31
  wondering,
• 17:32
  did
• 17:32
  my
• 17:32
  payment
• 17:32
  go
• 17:33
  through?
• 17:33
  Or
• 17:33
  when
• 17:33
  you
• 17:33
  lock
• 17:34
  your
• 17:34
  car.
• 17:34
  Yeah.
• 17:35
  And
• 17:35
  you
• 17:35
  walk
• 17:35
  away,
• 17:36
  you're
• 17:36
  relying
• 17:36
  on
• 17:37
  sound
• 17:37
  and
• 17:37
  sound
• 17:37
  alone
• 17:38
  to
• 17:38
  convey
• 17:39
  that
• 17:39
  trust.
• 17:40
  That's
• 17:40
  right.
• 17:40
  Huge.
• 17:41
  Yeah.
• 17:41
  And
• 17:42
  like
• 17:42
  you're
• 17:42
  not
• 17:42
  going
• 17:42
  back
• 17:43
  and
• 17:43
  checking
• 17:43
  with
• 17:44
  your
• 17:44
  eyes
• 17:44
  visually.
• 17:45
  Right.
• 17:45
  So
• 17:45
  there's
• 17:46
  all
• 17:46
  these
• 17:46
  ways
• 17:46
  in
• 17:47
  which
• 17:47
  every
• 17:47
  day,
• 17:49
  when
• 17:49
  you
• 17:49
  start
• 17:49
  your
• 17:49
  MacBook.
• 17:50
  The
• 17:50
  sound
• 17:50
  of
• 17:50
  it
• 17:51
  starting.
• 17:51
  Yeah.
• 17:51
  Yeah.
• 17:51
  It's
• 17:52
  like
• 17:52
  you're
• 17:52
  trusting
• 17:52
  the
• 17:53
  technology.
• 17:53
  So
• 17:54
  there's
• 17:54
  all
• 17:54
  of
• 17:54
  these
• 17:55
  subtle
• 17:55
  kind
• 17:55
  of
• 17:56
  nuanced
• 17:57
  examples
• 17:58
  every
• 17:58
  day
• 18:00
  that
• 18:00
  if
• 18:00
  you
• 18:01
  were
• 18:01
  to
• 18:01
  take
• 18:01
  those
• 18:02
  things
• 18:02
  away,
• 18:02
  then
• 18:02
  it
• 18:02
  would
• 18:03
  get
• 18:03
  really
• 18:03
  awkward.
• 18:04
  But
• 18:04
  when
• 18:04
  it's
• 18:04
  right,
• 18:05
  when
• 18:06
  it's,
• 18:06
  when
• 18:06
  it's
• 18:06
  seamless,
• 18:06
  like
• 18:07
  when
• 18:07
  a
• 18:07
  DJ
• 18:07
  is
• 18:07
  killing
• 18:08
  it,
• 18:08
  you're
• 18:08
  not
• 18:08
  thinking
• 18:08
  about
• 18:09
  it.
• 18:09
  Yeah.
• 18:09
  It's
• 18:09
  just.
• 18:10
  It
• 18:10
  just
• 18:10
  works.
• 18:10
  Yeah.
• 18:11
  But
• 18:11
  when
• 18:11
  it's
• 18:11
  blatantly
• 18:12
  wrong.
• 18:14
  Like
• 18:14
  if
• 18:14
  I
• 18:14
  go
• 18:14
  to
• 18:14
  a
• 18:14
  fancy
• 18:15
  Italian
• 18:15
  restaurant
• 18:16
  with
• 18:16
  my
• 18:16
  wife
• 18:17
  and
• 18:17
  they're
• 18:17
  playing
• 18:17
  death
• 18:18
  metal
• 18:18
  or
• 18:18
  country
• 18:18
  music,
• 18:20
  I
• 18:20
  don't
• 18:20
  know
• 18:20
  what
• 18:20
  happened
• 18:20
  there.
• 18:21
  Death
• 18:21
  metal.
• 18:22
  And
• 18:22
  it
• 18:22
  was
• 18:22
  like.
• 18:22
  Yeah.
• 18:23
  Fireworks.
• 18:26
  But,
• 18:26
  you
• 18:26
  know,
• 18:27
  like,
• 18:27
  my
• 18:27
  point
• 18:27
  is
• 18:28
  if
• 18:29
  I
• 18:29
  go
• 18:29
  out
• 18:29
  to
• 18:29
  eat.
• 18:29
  Yeah.
• 18:30
  And
• 18:30
  I
• 18:30
  go
• 18:30
  to
• 18:31
  a
• 18:31
  specific
• 18:31
  restaurant
• 18:32
  and
• 18:32
  the
• 18:33
  music
• 18:34
  is
• 18:34
  counterintuitive
• 18:35
  to
• 18:35
  that
• 18:35
  experience,
• 18:36
  all
• 18:36
  of
• 18:36
  a
• 18:36
  sudden
• 18:36
  my
• 18:36
  food
• 18:37
  doesn't
• 18:37
  taste
• 18:37
  the
• 18:37
  same.
• 18:38
  Yeah.
• 18:38
  Right.
• 18:39
  Or
• 18:39
  you're
• 18:39
  at
• 18:39
  a
• 18:40
  restaurant,
• 18:40
  you're
• 18:40
  having
• 18:41
  a
• 18:41
  good
• 18:41
  time,
• 18:42
  you
• 18:42
  know,
• 18:43
  and
• 18:44
  it's
• 18:44
  high
• 18:44
  volume,
• 18:45
  the
• 18:45
  place
• 18:45
  is
• 18:45
  buzzing,
• 18:46
  everyone's
• 18:47
  conversing
• 18:48
  and
• 18:48
  then
• 18:49
  there's
• 18:49
  this
• 18:49
  like
• 18:50
  6
• 18:50
  second
• 18:50
  gap
• 18:51
  between
• 18:51
  songs.
• 18:51
  Oh,
• 18:52
  man.
• 18:52
  You
• 18:52
  can
• 18:52
  hear
• 18:52
  the
• 18:52
  next
• 18:53
  table's
• 18:53
  conversation.
• 18:55
  Right.
• 18:55
  And
• 18:56
  just
• 18:56
  like
• 18:56
  those
• 18:56
  moments
• 18:57
  are
• 18:59
  really
• 18:59
  still
• 18:59
  overlooked
• 19:00
  in
• 19:00
  many
• 19:00
  ways
• 19:01
  by
• 19:02
  these
• 19:02
  brands
• 19:02
  that
• 19:03
  are
• 19:03
  operating
• 19:03
  these
• 19:04
  spaces.
• 19:04
  Right.
• 19:05
  And
• 19:05
  so,
• 19:06
  you
• 19:06
  know,
• 19:06
  we're
• 19:06
  coming
• 19:06
  in
• 19:07
  across
• 19:07
  the
• 19:07
  board
• 19:08
  again.
• 19:08
  It's
• 19:08
  like
• 19:09
  not
• 19:09
  just
• 19:09
  about
• 19:09
  advertising
• 19:11
  and
• 19:11
  production
• 19:12
  and
• 19:12
  your
• 19:12
  commercial,
• 19:13
  but
• 19:14
  where
• 19:14
  else
• 19:15
  are
• 19:15
  you
• 19:16
  utilizing
• 19:17
  sound
• 19:17
  and
• 19:18
  music
• 19:18
  and
• 19:18
  audio
• 19:18
  in
• 19:19
  a
• 19:19
  meaningful
• 19:19
  way
• 19:20
  to
• 19:20
  ladder
• 19:21
  up
• 19:21
  to
• 19:21
  what
• 19:21
  it
• 19:21
  is
• 19:21
  you
• 19:22
  want
• 19:22
  to
• 19:22
  do
• 19:22
  as
• 19:22
  a
• 19:22
  brand
• 19:23
  or
• 19:23
  an
• 19:23
  organization?
• 19:24
  Even
• 19:24
  like
• 19:25
  accessibility,
• 19:26
  inclusion.
• 19:27
  DE&I
• 19:28
  companies
• 19:28
  have
• 19:29
  whole
• 19:29
  departments
• 19:30
  of
• 19:30
  this
• 19:30
  stuff.
• 19:30
  True.
• 19:31
  And
• 19:31
  you
• 19:32
  know,
• 19:32
  they're
• 19:33
  alienating
• 19:33
  people
• 19:33
  that
• 19:34
  are
• 19:34
  blind.
• 19:35
  Right.
• 19:36
  So
• 19:36
  if
• 19:36
  you
• 19:36
  truly
• 19:37
  want
• 19:37
  to
• 19:37
  be
• 19:37
  inclusive,
• 19:38
  why
• 19:38
  don't
• 19:39
  we,
• 19:39
  through
• 19:39
  audio,
• 19:40
  give
• 19:40
  blind
• 19:41
  people
• 19:41
  a
• 19:41
  way
• 19:41
  to
• 19:42
  way
• 19:42
  find
• 19:43
  your
• 19:43
  space
• 19:43
  or
• 19:43
  navigate
• 19:44
  your
• 19:44
  space.
• 19:45
  Right.
• 19:45
  Where
• 19:45
  they
• 19:46
  don't
• 19:46
  have
• 19:46
  to
• 19:46
  touch
• 19:46
  grail.
• 19:47
  In
• 19:47
  a
• 19:47
  post
• 19:47
  Covid
• 19:47
  world,
• 19:48
  no
• 19:48
  one
• 19:48
  wants
• 19:48
  to
• 19:48
  do
• 19:48
  that.
• 19:49
  So
• 19:49
  there's
• 19:49
  all
• 19:49
  kinds
• 19:50
  of
• 19:50
  different
• 19:51
  solves,
• 19:52
  which
• 19:53
  is
• 19:53
  really
• 19:53
  interesting
• 19:53
  to
• 19:53
  me
• 19:54
  because
• 19:54
  it's
• 19:54
  really,
• 19:54
  I
• 19:55
  guess,
• 19:56
  zooming
• 19:56
  out
• 19:56
  for
• 19:57
  a
• 19:57
  minute
• 19:57
  50,000ft
• 19:58
  up.
• 19:58
  Like
• 19:59
  it's
• 19:59
  about
• 20:00
  trying
• 20:00
  to
• 20:01
  make
• 20:01
  the
• 20:01
  world.
• 20:01
  It
• 20:02
  sounds
• 20:02
  cheesy,
• 20:02
  but
• 20:02
  it's
• 20:02
  really
• 20:03
  about
• 20:03
  trying
• 20:03
  to
• 20:03
  make
• 20:03
  the
• 20:03
  world
• 20:04
  better.
• 20:05
  Right.
• 20:05
  Through
• 20:05
  sound,
• 20:06
  music
• 20:06
  and
• 20:07
  audio.
• 20:08
  And,
• 20:08
  and,
• 20:08
  and
• 20:09
  that's
• 20:09
  kind
• 20:09
  of
• 20:09
  the,
• 20:10
  the
• 20:10
  philosophy
• 20:11
  and
• 20:11
  the
• 20:11
  narrative
• 20:11
  and
• 20:12
  the
• 20:12
  ethos.
• 20:12
  Yeah.
• 20:12
  And
• 20:13
  there's
• 20:13
  lots
• 20:13
  of
• 20:13
  different
• 20:14
  things
• 20:14
  that
• 20:14
  can
• 20:14
  stem
• 20:15
  from
• 20:15
  that
• 20:15
  overarching
• 20:16
  philosophy.
• 20:17
  Yeah.
• 20:17
  But,
• 20:18
  yeah,
• 20:18
  that's
• 20:18
  kind
• 20:18
  of
• 20:18
  the
• 20:18
  position
• 20:19
  we
• 20:19
  take,
• 20:19
  you
• 20:20
  know,
• 20:20
  as
• 20:20
  a
• 20:20
  group.
• 20:20
  Yeah.
• 20:21
  Yeah.
• 20:21
  That's
• 20:22
  deep,
• 20:22
  man.
• 20:22
  I
• 20:22
  know
• 20:22
  you're
• 20:23
  kind
• 20:23
  of
• 20:23
  breezing
• 20:23
  over
• 20:24
  things,
• 20:24
  but
• 20:24
  you've
• 20:25
  mentioned
• 20:26
  so
• 20:26
  many
• 20:26
  gems
• 20:27
  and
• 20:27
  just
• 20:27
  different
• 20:27
  applications.
• 20:28
  I'm
• 20:28
  sure
• 20:28
  people
• 20:29
  are
• 20:29
  listening,
• 20:29
  like.
• 20:29
  Yeah,
• 20:29
  I
• 20:30
  never
• 20:30
  thought
• 20:30
  of
• 20:30
  that.
• 20:31
  Like
• 20:31
  the
• 20:31
  car.
• 20:31
  When
• 20:31
  you
• 20:32
  want
• 20:32
  to
• 20:32
  lock
• 20:32
  your
• 20:32
  car
• 20:32
  door,
• 20:33
  you
• 20:33
  don't
• 20:33
  hear
• 20:34
  the
• 20:34
  sound.
• 20:34
  You're
• 20:34
  probably
• 20:34
  going
• 20:34
  to
• 20:34
  press
• 20:35
  the
• 20:35
  thing
• 20:35
  a
• 20:35
  million
• 20:35
  times,
• 20:36
  then
• 20:36
  go
• 20:36
  back
• 20:36
  to
• 20:37
  check
• 20:37
  and.
• 20:38
  Yeah.
• 20:38
  Or
• 20:39
  like
• 20:39
  looking
• 20:39
  for
• 20:39
  it
• 20:39
  in
• 20:40
  a
• 20:40
  parking
• 20:40
  lot.
• 20:40
  You
• 20:40
  don't
• 20:40
  remember
• 20:41
  where
• 20:41
  you
• 20:41
  parked?
• 20:41
  Right
• 20:42
  here.
• 20:43
  That
• 20:43
  beep.
• 20:45
  Okay.
• 20:45
  I
• 20:45
  know
• 20:45
  you
• 20:46
  don't
• 20:46
  have
• 20:46
  a
• 20:46
  lot
• 20:46
  of
• 20:46
  time
• 20:46
  left
• 20:46
  and
• 20:47
  we've
• 20:47
  kind
• 20:47
  of.
• 20:48
  I
• 20:48
  want
• 20:48
  to
• 20:48
  dive
• 20:48
  into
• 20:49
  the
• 20:49
  other
• 20:49
  side.
• 20:49
  I
• 20:49
  think
• 20:49
  you
• 20:49
  call
• 20:50
  it
• 20:50
  the
• 20:50
  demand
• 20:50
  supplier
• 20:51
  side.
• 20:51
  Right.
• 20:51
  So
• 20:51
  the
• 20:52
  supplier
• 20:52
  side
• 20:52
  is.
• 20:52
  The
• 20:53
  side
• 20:53
  is
• 20:53
  the
• 20:53
  artists.
• 20:55
  So
• 20:55
  we
• 20:55
  do
• 20:56
  have
• 20:56
  a
• 20:56
  lot
• 20:56
  of
• 20:56
  artists
• 20:56
  that
• 20:57
  listen.
• 20:57
  Tune
• 20:57
  into
• 20:58
  this
• 20:58
  podcast.
• 20:59
  We
• 20:59
  love
• 20:59
  you
• 20:59
  all
• 20:59
  artists
• 21:00
  Keep
• 21:00
  doing
• 21:00
  your
• 21:00
  thing.
• 21:01
  Can
• 21:01
  you
• 21:02
  maybe
• 21:02
  give
• 21:02
  a
• 21:03
  bit
• 21:03
  of
• 21:03
  a
• 21:03
  breakdown,
• 21:03
  like,
• 21:04
  who,
• 21:05
  what
• 21:05
  type
• 21:06
  of
• 21:06
  artist
• 21:06
  is
• 21:06
  this
• 21:06
  for?
• 21:07
  Or,
• 21:07
  you
• 21:08
  know,
• 21:08
  just.
• 21:08
  I'm
• 21:08
  sure
• 21:09
  you'll
• 21:09
  have
• 21:09
  a
• 21:09
  better
• 21:09
  way
• 21:09
  of
• 21:10
  speaking
• 21:10
  on
• 21:10
  everyone.
• 21:11
  Okay,
• 21:11
  cool.
• 21:12
  Everyone.
• 21:13
  We,
• 21:14
  you
• 21:14
  know,
• 21:14
  we
• 21:14
  work
• 21:15
  with
• 21:15
  all
• 21:15
  the
• 21:15
  majors,
• 21:16
  all
• 21:17
  the
• 21:17
  different
• 21:17
  types
• 21:17
  of
• 21:17
  labels,
• 21:18
  indie
• 21:18
  artists.
• 21:20
  We
• 21:20
  recently
• 21:20
  acquired
• 21:21
  Bandcamp,
• 21:22
  so
• 21:22
  that's
• 21:22
  5
• 21:22
  million
• 21:23
  artists
• 21:23
  and
• 21:24
  labels
• 21:24
  now.
• 21:25
  And,
• 21:25
  you
• 21:25
  know,
• 21:26
  now
• 21:26
  we
• 21:26
  have
• 21:26
  all
• 21:26
  of
• 21:26
  this
• 21:27
  data
• 21:27
  to
• 21:27
  actually
• 21:28
  get
• 21:28
  those
• 21:28
  artists
• 21:28
  better
• 21:29
  looks
• 21:29
  and
• 21:30
  more
• 21:30
  opportunities.
• 21:31
  So
• 21:31
  if
• 21:32
  one
• 21:32
  of
• 21:32
  our
• 21:32
  brand
• 21:33
  clients
• 21:33
  wants
• 21:33
  to
• 21:34
  produce,
• 21:34
  you
• 21:35
  know,
• 21:36
  a
• 21:36
  big
• 21:36
  campaign
• 21:37
  or
• 21:37
  some
• 21:37
  kind
• 21:37
  of
• 21:37
  artist
• 21:38
  partnership
• 21:38
  in
• 21:38
  Rio
• 21:38
  de
• 21:39
  Janeiro,
• 21:39
  well,
• 21:40
  we
• 21:40
  can
• 21:40
  actually
• 21:40
  go
• 21:40
  look
• 21:40
  and
• 21:41
  say,
• 21:41
  okay,
• 21:41
  who
• 21:41
  are
• 21:41
  the
• 21:42
  artists
• 21:42
  in
• 21:42
  the
• 21:42
  region
• 21:43
  that
• 21:43
  are
• 21:43
  culturally
• 21:44
  authentic
• 21:44
  to
• 21:44
  that
• 21:45
  region?
• 21:45
  Not
• 21:46
  only
• 21:46
  that,
• 21:46
  who
• 21:46
  are
• 21:47
  the
• 21:47
  ones
• 21:47
  that
• 21:47
  are
• 21:47
  selling
• 21:47
  X
• 21:48
  amount
• 21:48
  of
• 21:48
  vinyl
• 21:49
  merch
• 21:49
  or
• 21:49
  music
• 21:50
  and
• 21:50
  have
• 21:51
  fandom,
• 21:51
  real
• 21:51
  fandom,
• 21:52
  attached
• 21:52
  to
• 21:52
  them?
• 21:53
  Now,
• 21:53
  that
• 21:53
  brand
• 21:53
  can
• 21:54
  make
• 21:54
  a
• 21:54
  better
• 21:54
  informed
• 21:55
  decision
• 21:56
  about,
• 21:56
  you
• 21:56
  know,
• 21:57
  which
• 21:57
  indie
• 21:57
  artist
• 21:57
  to
• 21:58
  partner
• 21:58
  with
• 21:58
  above
• 21:59
  or
• 21:59
  below
• 21:59
  the
• 21:59
  line
• 22:00
  for
• 22:00
  their
• 22:00
  campaign
• 22:00
  or
• 22:01
  their
• 22:01
  partnership
• 22:01
  activation.
• 22:02
  And,
• 22:03
  you
• 22:03
  know,
• 22:03
  those
• 22:04
  types
• 22:04
  of
• 22:05
  scenarios
• 22:05
  bring
• 22:05
  a
• 22:05
  lot
• 22:06
  of
• 22:06
  opportunity
• 22:06
  to
• 22:06
  artists.
• 22:07
  Yeah.
• 22:08
  And
• 22:08
  then,
• 22:08
  you
• 22:08
  know,
• 22:09
  in
• 22:09
  terms
• 22:09
  of
• 22:09
  placing
• 22:10
  music
• 22:10
  in
• 22:11
  commercials,
• 22:12
  we
• 22:12
  do
• 22:12
  that.
• 22:12
  So
• 22:13
  we
• 22:13
  work
• 22:13
  with
• 22:13
  indie
• 22:13
  artists
• 22:14
  as
• 22:14
  well
• 22:14
  as
• 22:14
  majors.
• 22:15
  We
• 22:16
  also
• 22:16
  supply
• 22:16
  TikTok's
• 22:17
  commercial
• 22:17
  music
• 22:18
  library
• 22:19
  with
• 22:19
  a
• 22:19
  lot
• 22:19
  of
• 22:19
  music.
• 22:19
  So
• 22:20
  we're
• 22:20
  fairly
• 22:21
  ingrained
• 22:21
  into
• 22:22
  the
• 22:23
  ecosystem
• 22:23
  of,
• 22:24
  you
• 22:24
  know,
• 22:25
  content,
• 22:26
  technology,
• 22:27
  and
• 22:27
  creativity.
• 22:28
  And
• 22:28
  really,
• 22:28
  we're
• 22:29
  living
• 22:29
  at
• 22:29
  the
• 22:29
  intersection
• 22:30
  of
• 22:30
  that.
• 22:30
  But
• 22:30
  the
• 22:31
  road
• 22:31
  is
• 22:32
  wide
• 22:32
  open
• 22:33
  for
• 22:34
  creators,
• 22:34
  period.
• 22:35
  You
• 22:35
  know,
• 22:36
  whether
• 22:36
  you're
• 22:37
  a
• 22:37
  new
• 22:37
  musician
• 22:38
  or
• 22:38
  you're
• 22:38
  a
• 22:38
  legacy
• 22:39
  musician,
• 22:39
  it
• 22:40
  doesn't
• 22:40
  really
• 22:40
  matter
• 22:40
  if
• 22:41
  you
• 22:41
  have
• 22:41
  heat
• 22:41
  and
• 22:41
  you
• 22:42
  have
• 22:42
  good
• 22:42
  music,
• 22:43
  like,
• 22:43
  the
• 22:43
  world
• 22:44
  will
• 22:44
  reward
• 22:44
  that
• 22:45
  and
• 22:45
  it'll
• 22:45
  take
• 22:45
  off
• 22:46
  and
• 22:46
  do
• 22:46
  its
• 22:46
  own
• 22:46
  thing.
• 22:46
  And
• 22:47
  we
• 22:47
  are
• 22:47
  a
• 22:47
  facilitator
• 22:48
  to
• 22:48
  champion
• 22:49
  artists
• 22:50
  and
• 22:50
  champion
• 22:50
  musicians
• 22:51
  and
• 22:51
  actually
• 22:51
  champion
• 22:52
  the
• 22:52
  creative
• 22:52
  class
• 22:53
  so
• 22:53
  that
• 22:53
  they
• 22:54
  can
• 22:54
  again,
• 22:55
  you
• 22:55
  know,
• 22:56
  sell
• 22:56
  or
• 22:57
  rent
• 22:57
  more
• 22:57
  houses
• 22:57
  out.
• 22:58
  Right?
• 22:58
  Yeah.
• 22:59
  Monetize
• 22:59
  their
• 23:00
  ip.
• 23:00
  The
• 23:00
  thing
• 23:00
  that
• 23:00
  they've
• 23:01
  built
• 23:01
  brick
• 23:01
  by
• 23:01
  brick
• 23:02
  by
• 23:02
  brick,
• 23:02
  they
• 23:03
  have
• 23:03
  these
• 23:03
  catalogs
• 23:04
  sitting
• 23:04
  there.
• 23:04
  Why
• 23:05
  don't
• 23:05
  we
• 23:05
  take
• 23:05
  that
• 23:06
  information
• 23:06
  and
• 23:07
  that
• 23:08
  likeness
• 23:09
  and
• 23:09
  actually
• 23:10
  try
• 23:10
  and,
• 23:10
  you
• 23:11
  know,
• 23:11
  put
• 23:11
  it
• 23:11
  out
• 23:11
  into
• 23:12
  the
• 23:12
  world?
• 23:13
  Yeah,
• 23:14
  that's
• 23:14
  huge.
• 23:15
  Maybe
• 23:16
  I'll
• 23:16
  try
• 23:16
  and
• 23:16
  sneak
• 23:17
  two
• 23:17
  more
• 23:17
  in.
• 23:17
  I
• 23:17
  think
• 23:17
  we
• 23:18
  have
• 23:18
  enough
• 23:18
  time
• 23:18
  for
• 23:18
  that.
• 23:19
  So,
• 23:19
  one,
• 23:19
  if
• 23:19
  you
• 23:19
  could
• 23:19
  maybe
• 23:20
  take
• 23:20
  what
• 23:20
  you're
• 23:20
  just
• 23:21
  explaining
• 23:21
  a
• 23:21
  little
• 23:22
  further,
• 23:22
  Say
• 23:23
  I'm
• 23:23
  a.
• 23:23
  Because,
• 23:24
  I
• 23:24
  mean,
• 23:24
  Toronto
• 23:24
  is
• 23:25
  a
• 23:25
  good
• 23:25
  example.
• 23:25
  We
• 23:25
  have
• 23:25
  a
• 23:26
  lot
• 23:26
  of
• 23:26
  great
• 23:26
  artists,
• 23:26
  great
• 23:27
  talent
• 23:27
  around
• 23:27
  here.
• 23:27
  Some
• 23:28
  of
• 23:28
  them
• 23:28
  are
• 23:28
  names
• 23:29
  that
• 23:29
  are,
• 23:29
  you
• 23:29
  know,
• 23:29
  known,
• 23:30
  and
• 23:30
  some
• 23:30
  of
• 23:30
  them
• 23:30
  are
• 23:31
  super
• 23:31
  talented,
• 23:32
  but
• 23:32
  maybe
• 23:32
  not
• 23:32
  as
• 23:33
  common
• 23:33
  a
• 23:33
  name
• 23:33
  and
• 23:34
  maybe
• 23:34
  don't
• 23:34
  break
• 23:34
  beyond
• 23:35
  the
• 23:35
  city.
• 23:36
  What
• 23:36
  would
• 23:36
  you
• 23:36
  suggest
• 23:37
  to
• 23:37
  maybe
• 23:38
  one
• 23:38
  of
• 23:38
  those
• 23:38
  artists
• 23:39
  that's
• 23:39
  sitting
• 23:39
  there
• 23:39
  with
• 23:39
  a
• 23:39
  ton
• 23:40
  of
• 23:40
  talent
• 23:40
  hasn't
• 23:40
  really
• 23:41
  cut
• 23:41
  through
• 23:41
  yet
• 23:43
  as
• 23:43
  far
• 23:43
  as
• 23:44
  wanting
• 23:44
  to
• 23:44
  be
• 23:44
  able
• 23:45
  to
• 23:45
  get
• 23:45
  music
• 23:46
  out
• 23:46
  there
• 23:46
  in
• 23:47
  these
• 23:47
  applications.
• 23:48
  Keep,
• 23:49
  keep
• 23:49
  putting
• 23:49
  out
• 23:49
  records
• 23:50
  all
• 23:51
  the
• 23:51
  time.
• 23:51
  Don't
• 23:51
  wait
• 23:52
  for
• 23:52
  that
• 23:53
  one
• 23:53
  record
• 23:53
  that
• 23:53
  you
• 23:54
  think
• 23:54
  will
• 23:54
  be
• 23:54
  perfect.
• 23:55
  Especially
• 23:55
  in
• 23:55
  this
• 23:56
  day
• 23:56
  and
• 23:56
  age,
• 23:56
  the
• 23:56
  way
• 23:58
  we
• 23:58
  as
• 23:58
  human
• 23:59
  beings
• 23:59
  are
• 23:59
  consuming
• 24:00
  information
• 24:01
  and
• 24:01
  content
• 24:01
  and
• 24:02
  music,
• 24:02
  it's
• 24:03
  very
• 24:03
  different.
• 24:04
  Right.
• 24:04
  And
• 24:05
  that
• 24:05
  record
• 24:06
  that
• 24:06
  you,
• 24:07
  you
• 24:07
  poured
• 24:07
  your
• 24:07
  heart
• 24:08
  and
• 24:08
  soul
• 24:08
  into
• 24:08
  and
• 24:09
  mix
• 24:09
  and
• 24:10
  mastered
• 24:10
  like
• 24:10
  a
• 24:10
  hundred
• 24:11
  times
• 24:11
  and
• 24:11
  are
• 24:12
  just
• 24:12
  hedging
• 24:13
  all
• 24:13
  of
• 24:13
  your,
• 24:14
  you
• 24:14
  know,
• 24:15
  like
• 24:15
  betting
• 24:15
  the
• 24:15
  farm
• 24:16
  on.
• 24:16
  Yeah,
• 24:17
  it
• 24:17
  may
• 24:17
  not
• 24:17
  work.
• 24:18
  And
• 24:18
  the
• 24:18
  thing
• 24:18
  that
• 24:19
  you
• 24:19
  just
• 24:19
  put
• 24:20
  out
• 24:20
  as
• 24:20
  a
• 24:20
  little
• 24:20
  thing
• 24:21
  that
• 24:21
  you
• 24:21
  were
• 24:21
  riffing
• 24:22
  on
• 24:22
  and
• 24:22
  you
• 24:22
  uploaded
• 24:23
  it,
• 24:23
  that
• 24:24
  might
• 24:24
  take
• 24:24
  off.
• 24:24
  Like,
• 24:25
  you,
• 24:25
  you
• 24:25
  can't
• 24:26
  really
• 24:26
  know
• 24:26
  that's
• 24:27
  true.
• 24:27
  When
• 24:27
  it's
• 24:28
  going
• 24:28
  to.
• 24:28
  When
• 24:28
  it's
• 24:28
  going
• 24:28
  to
• 24:29
  take
• 24:29
  off
• 24:29
  and
• 24:29
  when
• 24:30
  it's
• 24:30
  not.
• 24:30
  And
• 24:30
  so
• 24:31
  I
• 24:31
  would
• 24:32
  just
• 24:32
  say
• 24:33
  be
• 24:33
  consistent
• 24:34
  because
• 24:35
  consistency
• 24:35
  builds
• 24:36
  trust.
• 24:37
  Right?
• 24:37
  Trust
• 24:37
  is
• 24:37
  like
• 24:38
  consistency
• 24:38
  over
• 24:38
  time.
• 24:39
  So
• 24:40
  for
• 24:40
  those
• 24:40
  artists
• 24:41
  that
• 24:41
  are
• 24:41
  consistent,
• 24:43
  you
• 24:43
  know,
• 24:43
  someone
• 24:43
  might
• 24:44
  not
• 24:44
  like
• 24:44
  all
• 24:44
  of
• 24:45
  the
• 24:45
  records
• 24:45
  you're
• 24:45
  putting
• 24:45
  out,
• 24:46
  and
• 24:46
  that's
• 24:46
  okay.
• 24:46
  Right.
• 24:47
  So
• 24:47
  you're
• 24:47
  going
• 24:47
  to
• 24:47
  find
• 24:47
  your
• 24:48
  footing
• 24:48
  and
• 24:48
  you're
• 24:48
  going
• 24:48
  to
• 24:48
  attract
• 24:49
  your
• 24:49
  tribe
• 24:50
  through
• 24:50
  that
• 24:50
  consistency
• 24:51
  and
• 24:52
  then
• 24:52
  you're
• 24:53
  going
• 24:53
  to
• 24:53
  build
• 24:53
  fandom
• 24:53
  and
• 24:54
  those
• 24:54
  people
• 24:54
  are
• 24:54
  going
• 24:54
  to
• 24:54
  be
• 24:55
  evangelists
• 24:55
  and
• 24:56
  sort
• 24:56
  of
• 24:56
  propel
• 24:56
  your.
• 24:57
  Your
• 24:57
  other
• 24:57
  records.
• 24:58
  So,
• 24:59
  you
• 24:59
  know,
• 24:59
  do
• 24:59
  you
• 24:59
  be
• 25:00
  authentic
• 25:00
  to
• 25:00
  yourself
• 25:01
  and
• 25:01
  don't
• 25:02
  chase
• 25:02
  like
• 25:02
  one
• 25:03
  hit.
• 25:03
  Just
• 25:04
  keep
• 25:04
  putting
• 25:04
  out
• 25:05
  records.
• 25:06
  You
• 25:06
  never
• 25:07
  know
• 25:07
  when,
• 25:07
  when,
• 25:08
  when
• 25:08
  it's
• 25:09
  going
• 25:09
  to,
• 25:09
  you
• 25:09
  know,
• 25:09
  take
• 25:09
  off
• 25:10
  and
• 25:10
  it
• 25:10
  might
• 25:11
  not.
• 25:11
  And
• 25:11
  you
• 25:12
  have
• 25:12
  to
• 25:12
  be
• 25:12
  okay
• 25:12
  with
• 25:12
  that.
• 25:13
  You
• 25:13
  have
• 25:13
  to
• 25:13
  be
• 25:14
  comfortable
• 25:15
  with
• 25:15
  running
• 25:16
  the
• 25:16
  bases
• 25:17
  and
• 25:17
  not
• 25:17
  hitting
• 25:18
  a
• 25:18
  home
• 25:18
  run.
• 25:18
  If
• 25:18
  you're
• 25:18
  just
• 25:18
  chasing
• 25:19
  a
• 25:19
  home
• 25:19
  run
• 25:20
  might
• 25:20
  be
• 25:21
  the
• 25:21
  wrong
• 25:21
  approach.
• 25:22
  True.
• 25:22
  You
• 25:22
  know,
• 25:22
  but
• 25:22
  if
• 25:23
  you
• 25:23
  enjoy
• 25:23
  running
• 25:23
  the
• 25:23
  bases
• 25:24
  and
• 25:24
  you
• 25:25
  enjoy
• 25:25
  playing
• 25:25
  the
• 25:25
  game
• 25:25
  and
• 25:26
  you
• 25:26
  enjoy
• 25:26
  the
• 25:27
  journey
• 25:27
  and
• 25:27
  the
• 25:27
  craft
• 25:28
  and
• 25:28
  the
• 25:28
  musicianship
• 25:29
  and
• 25:29
  the
• 25:29
  creative
• 25:30
  process.
• 25:30
  Right.
• 25:31
  That
• 25:31
  home
• 25:31
  run
• 25:31
  will
• 25:31
  more
• 25:32
  likely
• 25:32
  than
• 25:32
  not
• 25:32
  inevitably
• 25:33
  happen
• 25:34
  when
• 25:34
  it's
• 25:34
  meant
• 25:35
  to
• 25:35
  for
• 25:35
  you.
• 25:35
  But
• 25:35
  I
• 25:36
  think
• 25:36
  it's
• 25:36
  really
• 25:36
  about
• 25:36
  being
• 25:36
  consistent.
• 25:37
  Solid
• 25:38
  advice.
• 25:38
  Wow,
• 25:39
  that's
• 25:39
  great.
• 25:39
  I
• 25:40
  mean,
• 25:40
  tricky
• 25:40
  in
• 25:40
  this
• 25:41
  world
• 25:41
  full
• 25:41
  of
• 25:41
  social
• 25:41
  media
• 25:42
  and
• 25:42
  the
• 25:42
  social
• 25:43
  pressures
• 25:43
  to
• 25:43
  try
• 25:43
  and,
• 25:44
  I
• 25:45
  mean,
• 25:45
  you
• 25:45
  could
• 25:45
  easily
• 25:45
  get
• 25:46
  caught
• 25:46
  stuck
• 25:46
  in
• 25:47
  the
• 25:47
  weeds
• 25:47
  trying
• 25:47
  to
• 25:48
  create
• 25:48
  a
• 25:48
  certain
• 25:49
  image
• 25:49
  and
• 25:50
  maybe
• 25:50
  fixate
• 25:50
  on
• 25:51
  the
• 25:51
  wrong
• 25:51
  details.
• 25:51
  That's
• 25:52
  great,
• 25:52
  man.
• 25:52
  Keep
• 25:52
  pushing,
• 25:53
  keep
• 25:53
  consistent.
• 25:54
  I
• 25:54
  think,
• 25:54
  yeah,
• 25:55
  I
• 25:55
  love
• 25:55
  chasing,
• 25:55
  chasing.
• 25:56
  Someone
• 25:56
  else's
• 25:57
  audience
• 25:57
  to
• 25:57
  try
• 25:58
  and
• 25:58
  be
• 25:58
  like
• 25:58
  the
• 25:58
  next
• 25:59
  so
• 26:00
  and
• 26:00
  so.
• 26:00
  Yeah.
• 26:01
  Isn't
• 26:02
  going
• 26:02
  to
• 26:02
  work.
• 26:02
  You.
• 26:03
  You
• 26:03
  got
• 26:03
  to
• 26:03
  be
• 26:03
  the
• 26:03
  first
• 26:04
  you
• 26:04
  and
• 26:04
  not
• 26:04
  the
• 26:05
  second
• 26:05
  someone
• 26:05
  else,
• 26:06
  as
• 26:06
  my
• 26:06
  friend
• 26:07
  Clinton
• 26:07
  Sparks
• 26:08
  always
• 26:08
  says.
• 26:08
  Right.
• 26:08
  So,
• 26:09
  like,
• 26:10
  focus
• 26:10
  on
• 26:10
  you
• 26:11
  and
• 26:11
  be
• 26:11
  consistent
• 26:12
  and
• 26:13
  the
• 26:13
  people
• 26:14
  that.
• 26:14
  That
• 26:15
  resonates
• 26:15
  with.
• 26:16
  You
• 26:16
  know,
• 26:16
  it's
• 26:17
  better
• 26:17
  to
• 26:17
  have
• 26:17
  50
• 26:18
  people
• 26:18
  that
• 26:18
  really
• 26:19
  mess
• 26:19
  with
• 26:19
  your
• 26:19
  music
• 26:19
  and
• 26:20
  support
• 26:20
  you
• 26:21
  for
• 26:21
  who
• 26:21
  you
• 26:22
  naturally
• 26:22
  are.
• 26:23
  Yeah.
• 26:23
  Right.
• 26:24
  Than
• 26:25
  for
• 26:25
  thousands
• 26:25
  of
• 26:26
  followers
• 26:27
  that
• 26:28
  will
• 26:28
  never
• 26:28
  come
• 26:29
  to
• 26:29
  a
• 26:29
  show
• 26:29
  or
• 26:29
  buy
• 26:30
  a
• 26:30
  ticket.
• 26:30
  And
• 26:31
  we
• 26:31
  see
• 26:31
  that,
• 26:31
  like,
• 26:32
  people
• 26:32
  run
• 26:32
  up
• 26:32
  numbers
• 26:33
  on
• 26:33
  streaming
• 26:33
  and
• 26:34
  they
• 26:34
  try
• 26:34
  and
• 26:34
  sell
• 26:34
  a
• 26:34
  show
• 26:35
  and
• 26:35
  they
• 26:35
  can't
• 26:35
  get
• 26:35
  50
• 26:35
  people
• 26:36
  to
• 26:36
  buy
• 26:36
  a
• 26:36
  ticket.
• 26:37
  Yeah.
• 26:37
  Right.
• 26:38
  Whereas
• 26:38
  someone
• 26:39
  on
• 26:39
  the
• 26:39
  other
• 26:39
  side
• 26:39
  might
• 26:40
  not
• 26:40
  have
• 26:40
  a
• 26:40
  lot
• 26:40
  of
• 26:41
  followers
• 26:41
  or
• 26:42
  likeness
• 26:43
  online.
• 26:43
  Yeah.
• 26:44
  But
• 26:44
  the
• 26:44
  people
• 26:45
  that
• 26:45
  they
• 26:45
  do
• 26:45
  do,
• 26:45
  they'll
• 26:46
  sell
• 26:46
  out
• 26:46
  2,
• 26:46
  300
• 26:47
  people.
• 26:47
  Right.
• 26:48
  So
• 26:48
  I
• 26:48
  think
• 26:48
  you
• 26:48
  got
• 26:48
  to
• 26:49
  pick
• 26:49
  and
• 26:49
  choose
• 26:49
  what
• 26:49
  you're
• 26:50
  really
• 26:51
  aspiring
• 26:52
  to
• 26:52
  do
• 26:52
  as
• 26:52
  an
• 26:52
  artist,
• 26:53
  as
• 26:53
  a
• 26:53
  creator.
• 26:54
  Are
• 26:54
  you
• 26:54
  chasing,
• 26:55
  you
• 26:55
  know,
• 26:56
  the.
• 26:56
  The
• 26:56
  superficial.
• 26:57
  Right.
• 26:58
  Kind
• 26:58
  of
• 26:58
  likes
• 26:59
  and.
• 26:59
  And
• 26:59
  stardom
• 26:59
  of
• 27:00
  it
• 27:00
  all,
• 27:00
  or
• 27:00
  do
• 27:01
  you
• 27:01
  actually
• 27:01
  want
• 27:01
  to
• 27:01
  just
• 27:01
  make
• 27:02
  music
• 27:02
  that
• 27:02
  you
• 27:02
  believe
• 27:03
  in,
• 27:03
  that
• 27:03
  you
• 27:03
  hope
• 27:04
  others
• 27:04
  will
• 27:04
  believe
• 27:04
  in
• 27:05
  and
• 27:05
  build
• 27:06
  brick
• 27:06
  by
• 27:06
  brick
• 27:06
  from
• 27:07
  there?
• 27:07
  Oh,
• 27:07
  man.
• 27:08
  Yeah.
• 27:08
  Nailed
• 27:08
  it.
• 27:08
  That's
• 27:09
  big
• 27:10
  facts,
• 27:10
  big
• 27:10
  words,
• 27:11
  wise
• 27:11
  words.
• 27:11
  Man.
• 27:12
  I
• 27:12
  wish
• 27:12
  we
• 27:12
  could
• 27:12
  continue
• 27:13
  this.
• 27:13
  We'll
• 27:13
  definitely
• 27:13
  have
• 27:14
  to
• 27:14
  work
• 27:14
  out
• 27:14
  a
• 27:14
  part
• 27:14
  two,
• 27:15
  but
• 27:16
  yeah,
• 27:16
  thank
• 27:16
  you.
• 27:16
  Yeah.
• 27:17
  By
• 27:17
  and
• 27:18
  sharing,
• 27:18
  I
• 27:18
  should
• 27:19
  a
• 27:19
  couple
• 27:20
  things,
• 27:20
  I
• 27:20
  guess.
• 27:21
  Shout
• 27:22
  out
• 27:22
  where
• 27:22
  people
• 27:23
  can
• 27:23
  find
• 27:23
  Song
• 27:24
  Trader
• 27:24
  or
• 27:24
  any
• 27:25
  of
• 27:25
  your
• 27:25
  other
• 27:25
  work
• 27:26
  online
• 27:27
  as
• 27:27
  well.
• 27:28
  I
• 27:28
  don't
• 27:28
  know
• 27:28
  if
• 27:28
  you
• 27:28
  have
• 27:29
  time,
• 27:29
  but
• 27:29
  if
• 27:29
  there's
• 27:29
  anything
• 27:29
  to
• 27:30
  look
• 27:30
  out
• 27:30
  for,
• 27:30
  anything
• 27:31
  new
• 27:31
  you
• 27:31
  haven't
• 27:32
  coming
• 27:32
  up,
• 27:32
  please
• 27:33
  drop
• 27:33
  that
• 27:33
  here
• 27:33
  as
• 27:34
  well.
• 27:34
  Sure.
• 27:35
  I'll
• 27:35
  wrap
• 27:36
  it
• 27:36
  up
• 27:36
  really
• 27:36
  quickly.
• 27:36
  So
• 27:37
  Song
• 27:37
  Trader
• 27:37
  can
• 27:37
  be
• 27:37
  found@songtrader.com
• 27:38
  massive
• 27:39
  music
• 27:40
  is
• 27:41
  massive
• 27:41
  music.com
• 27:42
  and
• 27:42
  myself
• 27:43
  Chesmara.
• 27:45
  You
• 27:45
  could
• 27:45
  find
• 27:45
  me
• 27:45
  at
• 27:45
  shazmera.com
• 27:46
  s
• 27:46
  h
• 27:47
  e
• 27:47
  z
• 27:47
  m
• 27:48
  e
• 27:48
  h
• 27:49
  r
• 27:49
  a.com
• 27:50
  that'll
• 27:50
  link
• 27:50
  to
• 27:50
  my
• 27:51
  LinkedIn
• 27:51
  page.
• 27:52
  Hit
• 27:52
  me
• 27:53
  up
• 27:53
  on
• 27:53
  there.
• 27:53
  I'm
• 27:53
  fairly
• 27:54
  active
• 27:54
  on
• 27:54
  the
• 27:54
  platform.
• 27:55
  Always
• 27:55
  happy
• 27:55
  to
• 27:56
  have
• 27:56
  a
• 27:56
  conversation.
• 27:56
  Always
• 27:57
  happy
• 27:57
  to
• 27:57
  help
• 27:57
  if
• 27:57
  I
• 27:58
  can.
• 27:58
  So,
• 27:58
  yeah,
• 27:59
  thanks
• 27:59
  for
• 28:00
  having
• 28:00
  me
• 28:00
  and
• 28:00
  reach
• 28:01
  out.
• 28:01
  Yeah,
• 28:01
  thanks
• 28:02
  for
• 28:02
  being
• 28:02
  here,
• 28:02
  man.
• 28:03
  Definitely
• 28:03
  a
• 28:03
  pleasure.
• 28:04
  And
• 28:04
  yeah,
• 28:04
  we'll
• 28:05
  definitely
• 28:05
  keep
• 28:05
  in
• 28:05
  touch.
• 28:05
  Hope
• 28:06
  to
• 28:06
  talk
• 28:06
  soon,
• 28:06
  guys.
• 28:07
  Thanks
• 28:07
  for
• 28:07
  listening.
• 28:08
  Have
• 28:08
  a
• 28:08
  great
• 28:09
  week.
• 28:09
  Stay
• 28:09
  safe.
• 28:10
  Be
• 28:10
  well.
• 28:11
  Take
• 28:12
  care.
• 28:12
  Bye.
• 28:12
  Take
• 28:13
  care.