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Navigating the Music Industry: Insights from a Unique Management Perspective · Music Explored Podcast

• 0:00
  Thing
• 0:00
  that
• 0:00
  I
• 0:00
  felt
• 0:00
  like
• 0:00
  I
• 0:00
  was
• 0:01
  doing
• 0:01
  that
• 0:01
  was
• 0:01
  super
• 0:02
  unique
• 0:03
  was
• 0:04
  this
• 0:04
  management
• 0:05
  piece
• 0:05
  because
• 0:05
  I
• 0:05
  was
• 0:06
  going
• 0:06
  to,
• 0:07
  you
• 0:07
  know,
• 0:07
  people
• 0:07
  in
• 0:08
  the
• 0:08
  space.
• 0:08
  And
• 0:08
  I
• 0:08
  don't
• 0:08
  want
• 0:09
  to
• 0:09
  call
• 0:09
  any
• 0:09
  names,
• 0:09
  because
• 0:10
  I
• 0:10
  think
• 0:10
  that
• 0:10
  if
• 0:10
  you
• 0:10
  work
• 0:10
  in
• 0:10
  our
• 0:11
  industry,
• 0:11
  you
• 0:11
  know
• 0:11
  who
• 0:11
  they
• 0:12
  are.
• 0:12
  But
• 0:12
  I
• 0:12
  was
• 0:13
  going
• 0:13
  to
• 0:13
  them
• 0:13
  and
• 0:13
  being
• 0:13
  like,
• 0:14
  yo,
• 0:14
  can
• 0:14
  you.
• 0:15
  Can
• 0:15
  you
• 0:15
  teach
• 0:15
  me?
• 0:16
  And
• 0:16
  they'd
• 0:16
  be
• 0:16
  like,
• 0:17
  you
• 0:17
  know,
• 0:17
  there's
• 0:18
  nothing
• 0:18
  in
• 0:18
  Canada.
• 0:19
  Right?
• 0:19
  You
• 0:19
  know,
• 0:20
  you
• 0:20
  don't
• 0:20
  need
• 0:20
  to
• 0:20
  learn
• 0:20
  anything
• 0:21
  here.
• 0:21
  There's
• 0:21
  nothing.
• 0:22
  It's
• 0:22
  just
• 0:23
  hay.
• 0:23
  Is
• 0:24
  this
• 0:24
  blowing
• 0:24
  around.
• 0:25
  Just
• 0:25
  go
• 0:25
  somewhere,
• 0:26
  like,
• 0:26
  you
• 0:26
  know,
• 0:26
  and
• 0:27
  they
• 0:27
  were
• 0:27
  so
• 0:27
  discouraging.
• 0:28
  And
• 0:29
  it's.
• 0:29
  What
• 0:29
  is
• 0:30
  really
• 0:30
  sometimes
• 0:30
  even
• 0:31
  discouraging
• 0:31
  now.
• 0:31
  Now
• 0:32
  is
• 0:32
  seeing
• 0:32
  the
• 0:32
  same
• 0:32
  people
• 0:33
  in
• 0:33
  the
• 0:33
  same
• 0:33
  roles
• 0:34
  that
• 0:34
  they've
• 0:34
  been
• 0:34
  in
• 0:34
  for
• 0:35
  20
• 0:35
  years.
• 0:35
  Right,
• 0:35
  right.
• 0:36
  At
• 0:36
  labels,
• 0:37
  you
• 0:37
  know
• 0:37
  what
• 0:37
  I
• 0:37
  mean?
• 0:38
  At
• 0:38
  publishers
• 0:39
  who
• 0:39
  are
• 0:39
  a
• 0:40
  part
• 0:40
  of
• 0:40
  the
• 0:40
  urban
• 0:40
  music
• 0:41
  space.
• 0:41
  I
• 0:42
  don't
• 0:42
  even
• 0:42
  know
• 0:42
  if
• 0:42
  we're
• 0:42
  allowed
• 0:42
  to
• 0:43
  call
• 0:43
  it
• 0:43
  that
• 0:43
  anymore.
• 0:43
  But
• 0:43
  I
• 0:44
  was
• 0:44
  gonna
• 0:44
  ask.
• 0:44
  I'm
• 0:45
  like,
• 0:45
  people
• 0:45
  are
• 0:45
  always
• 0:45
  like,
• 0:45
  what
• 0:46
  do
• 0:46
  you.
• 0:46
  You
• 0:46
  know,
• 0:46
  are
• 0:47
  part
• 0:47
  of
• 0:47
  this
• 0:47
  space
• 0:48
  with,
• 0:48
  you
• 0:48
  know,
• 0:49
  r
• 0:49
  B,
• 0:49
  rap,
• 0:50
  neo,
• 0:50
  soul,
• 0:51
  like
• 0:51
  that.
• 0:51
  That
• 0:52
  kind
• 0:52
  of
• 0:52
  music,
• 0:52
  black
• 0:52
  music,
• 0:53
  and
• 0:54
  would
• 0:54
  tell
• 0:55
  me
• 0:55
  not
• 0:55
  to
• 0:56
  invest
• 0:56
  in
• 0:57
  knowing
• 0:57
  more
• 0:58
  here.
• 0:58
  And
• 0:59
  then
• 0:59
  it's
• 0:59
  like,
• 0:59
  okay,
• 0:59
  well,
• 1:00
  even
• 1:00
  if
• 1:00
  it's
• 1:00
  Baron,
• 1:01
  teach
• 1:01
  me
• 1:01
  anyways.
• 1:01
  Oh,
• 1:02
  well,
• 1:02
  you're
• 1:02
  not
• 1:02
  in
• 1:02
  school,
• 1:03
  Only
• 1:04
  public.
• 1:04
  We're
• 1:04
  a
• 1:05
  publicly
• 1:05
  traded
• 1:05
  company.
• 1:06
  You
• 1:06
  can
• 1:06
  only
• 1:07
  get
• 1:07
  an
• 1:07
  internship
• 1:08
  here
• 1:08
  if
• 1:08
  you're
• 1:08
  in
• 1:09
  school
• 1:09
  for
• 1:10
  music
• 1:10
  business
• 1:10
  at
• 1:11
  one
• 1:11
  of
• 1:11
  these
• 1:11
  five
• 1:11
  institutions.
• 1:12
  And
• 1:12
  then
• 1:12
  it's
• 1:13
  like,
• 1:13
  well,
• 1:13
  why
• 1:13
  would
• 1:14
  I
• 1:14
  go
• 1:14
  to
• 1:14
  school
• 1:14
  there?
• 1:14
  They
• 1:15
  don't
• 1:15
  got
• 1:15
  no
• 1:15
  teachers
• 1:15
  that
• 1:16
  teach
• 1:16
  about
• 1:17
  the
• 1:17
  genre
• 1:17
  I'm
• 1:18
  working
• 1:18
  in.
• 1:18
  Exactly.
• 1:19
  So
• 1:19
  it
• 1:19
  was
• 1:19
  kind
• 1:19
  of
• 1:19
  just
• 1:20
  like,
• 1:20
  so,
• 1:21
  you
• 1:21
  know,
• 1:22
  it
• 1:22
  was
• 1:23
  just
• 1:23
  so
• 1:23
  redundant,
• 1:24
  the.
• 1:24
  The
• 1:24
  amount
• 1:24
  of
• 1:24
  rejection
• 1:25
  I
• 1:25
  was
• 1:25
  getting
• 1:26
  that
• 1:26
  when
• 1:26
  I
• 1:26
  realized
• 1:27
  I
• 1:27
  was
• 1:27
  creating
• 1:28
  something
• 1:28
  significant,
• 1:29
  you
• 1:29
  know,
• 1:29
  the
• 1:29
  artist
• 1:30
  I
• 1:30
  managed.
• 1:30
  We
• 1:30
  sold
• 1:31
  out
• 1:31
  tickets
• 1:31
  to
• 1:32
  her
• 1:32
  debut
• 1:33
  concert
• 1:34
  at
• 1:34
  Revival.
• 1:35
  300
• 1:36
  tickets.
• 1:36
  Like,
• 1:36
  you
• 1:37
  know,
• 1:37
  this
• 1:37
  is
• 1:37
  a
• 1:37
  seated
• 1:38
  event.
• 1:38
  We
• 1:38
  had
• 1:39
  to,
• 1:39
  like,
• 1:39
  open
• 1:40
  up
• 1:40
  standing
• 1:40
  room
• 1:41
  within,
• 1:42
  like,
• 1:42
  72
• 1:43
  hours.
• 1:43
  And
• 1:43
  we
• 1:44
  never
• 1:44
  released
• 1:44
  original
• 1:45
  music.
• 1:45
  Right.
• 1:46
  You
• 1:46
  know
• 1:46
  what
• 1:46
  I
• 1:46
  mean?
• 1:46
  So
• 1:47
  when
• 1:47
  you
• 1:47
  can
• 1:47
  do
• 1:47
  that,
• 1:48
  when
• 1:48
  you
• 1:48
  can
• 1:48
  build
• 1:48
  a
• 1:48
  brand
• 1:49
  like
• 1:49
  that,
• 1:49
  there
• 1:49
  was
• 1:49
  a
• 1:50
  lineup
• 1:50
  around
• 1:50
  the
• 1:51
  building.
• 1:51
  You
• 1:51
  know
• 1:52
  what
• 1:52
  I
• 1:52
  mean?
• 1:52
  Like,
• 1:52
  Drake
• 1:52
  showed
• 1:53
  up
• 1:53
  to
• 1:53
  her
• 1:54
  album
• 1:54
  release
• 1:54
  party.
• 1:55
  We
• 1:56
  were.
• 1:56
  We
• 1:56
  were
• 1:57
  killing
• 1:57
  it.
• 1:57
  Like,
• 1:57
  Raekwon
• 1:58
  had
• 1:58
  brought
• 1:58
  us.
• 1:58
  I
• 1:59
  realized
• 1:59
  that,
• 1:59
  okay,
• 2:00
  there's
• 2:00
  artists
• 2:01
  are
• 2:01
  cool,
• 2:01
  but
• 2:01
  there's,
• 2:01
  like,
• 2:02
  this
• 2:02
  really
• 2:02
  significant
• 2:03
  piece
• 2:03
  of
• 2:03
  business
• 2:04
  and
• 2:05
  decorum
• 2:05
  that
• 2:05
  you
• 2:06
  have
• 2:06
  to
• 2:06
  have
• 2:06
  that
• 2:06
  helps
• 2:07
  you
• 2:07
  navigate
• 2:07
  through
• 2:07
  this
• 2:07
  space
• 2:08
  for
• 2:08
  sure.
• 2:08
  And
• 2:09
  so
• 2:09
  when
• 2:09
  I
• 2:09
  got
• 2:09
  rejected
• 2:10
  and
• 2:10
  she
• 2:10
  fired
• 2:10
  me,
• 2:11
  you
• 2:12
  know,
• 2:12
  my
• 2:12
  Mom's
• 2:13
  not
• 2:13
  a
• 2:13
  Jay
• 2:13
  Z
• 2:13
  fan
• 2:13
  or
• 2:14
  anything,
• 2:14
  but
• 2:14
  I
• 2:14
  remember
• 2:14
  her
• 2:15
  sitting
• 2:15
  me
• 2:15
  down
• 2:15
  and
• 2:15
  said,
• 2:16
  you
• 2:17
  know,
• 2:17
  if
• 2:17
  you
• 2:17
  built
• 2:18
  this,
• 2:18
  you
• 2:18
  can
• 2:18
  build
• 2:18
  another
• 2:19
  one.
• 2:19
  And
• 2:19
  I
• 2:19
  just
• 2:19
  thought,
• 2:19
  like,
• 2:20
  made
• 2:20
  hove
• 2:20
  says,
• 2:20
  okay,
• 2:21
  make
• 2:21
  another
• 2:21
  hove.
• 2:22
  And
• 2:22
  I
• 2:22
  was
• 2:22
  like,
• 2:24
  the,
• 2:25
  the
• 2:25
  saddest
• 2:26
  part
• 2:26
  for
• 2:26
  me
• 2:26
  was
• 2:26
  like,
• 2:27
  people
• 2:28
  on
• 2:28
  the
• 2:28
  outside
• 2:28
  thought
• 2:28
  she
• 2:29
  was
• 2:29
  hov,
• 2:30
  you
• 2:30
  know,
• 2:31
  Right,
• 2:31
  I
• 2:31
  was
• 2:31
  hov,
• 2:32
  you
• 2:32
  know,
• 2:32
  and
• 2:32
  like,
• 2:33
  I
• 2:33
  realized,
• 2:33
  like,
• 2:33
  yo,
• 2:34
  I
• 2:34
  know
• 2:34
  what
• 2:34
  I
• 2:35
  did,
• 2:35
  I
• 2:35
  know
• 2:35
  what
• 2:35
  I
• 2:35
  created,
• 2:36
  I
• 2:36
  know
• 2:36
  what
• 2:36
  I
• 2:36
  contributed.
• 2:37
  And
• 2:37
  so
• 2:38
  there
• 2:38
  was
• 2:38
  this
• 2:38
  period
• 2:38
  of
• 2:39
  like,
• 2:40
  is
• 2:40
  this
• 2:40
  for
• 2:40
  me?
• 2:41
  Yeah.
• 2:41
  But
• 2:42
  everything
• 2:42
  kept
• 2:43
  bringing
• 2:43
  me
• 2:43
  back
• 2:43
  here
• 2:43
  because
• 2:44
  I
• 2:44
  feel
• 2:44
  like.
• 2:44
  And
• 2:45
  this
• 2:45
  is
• 2:45
  like
• 2:45
  the
• 2:46
  best
• 2:46
  advice
• 2:46
  I
• 2:46
  can
• 2:46
  give
• 2:47
  to
• 2:47
  anybody.
• 2:48
  You
• 2:48
  are
• 2:48
  defined
• 2:49
  by
• 2:49
  your
• 2:49
  knowledge
• 2:50
  center.
• 2:51
  What
• 2:51
  you
• 2:51
  know
• 2:51
  about
• 2:52
  dictates
• 2:52
  the
• 2:52
  way
• 2:53
  you
• 2:53
  move
• 2:53
  through
• 2:53
  the
• 2:53
  world
• 2:54
  because
• 2:54
  it
• 2:54
  dictates
• 2:55
  what
• 2:55
  you're
• 2:55
  attracted
• 2:55
  to.
• 2:56
  It
• 2:56
  dictates
• 2:57
  what,
• 2:57
  what
• 2:57
  people
• 2:58
  are
• 2:58
  attracted
• 2:58
  to
• 2:59
  about
• 2:59
  you.
• 2:59
  And
• 3:00
  so,
• 3:00
  because
• 3:00
  I
• 3:00
  had
• 3:01
  so
• 3:01
  much
• 3:01
  real,
• 3:02
  tangible
• 3:02
  knowledge
• 3:03
  in
• 3:03
  this
• 3:03
  space,
• 3:04
  it
• 3:05
  didn't
• 3:05
  matter
• 3:05
  what
• 3:05
  else
• 3:05
  I
• 3:05
  wanted
• 3:06
  to
• 3:06
  work
• 3:06
  on.
• 3:06
  People
• 3:06
  always
• 3:07
  wanted
• 3:07
  to
• 3:07
  talk
• 3:07
  to
• 3:07
  me
• 3:07
  about
• 3:07
  the
• 3:08
  music
• 3:08
  business,
• 3:08
  right?
• 3:09
  And
• 3:09
  so
• 3:09
  I
• 3:09
  was
• 3:09
  like,
• 3:09
  you
• 3:10
  know
• 3:10
  what?
• 3:11
  After
• 3:11
  like
• 3:11
  a
• 3:12
  year
• 3:12
  and
• 3:12
  a
• 3:12
  half,
• 3:12
  like
• 3:12
  I
• 3:13
  had
• 3:13
  opened
• 3:13
  Sandbox,
• 3:13
  it
• 3:14
  was
• 3:14
  dreadful
• 3:14
  because
• 3:15
  I
• 3:15
  wasn't
• 3:15
  a
• 3:15
  recording
• 3:15
  engineer.
• 3:16
  I
• 3:16
  didn't
• 3:16
  know
• 3:17
  anything
• 3:17
  about
• 3:17
  anything.
• 3:18
  Like,
• 3:18
  even
• 3:18
  I'm
• 3:18
  looking
• 3:19
  around
• 3:19
  this
• 3:19
  dope
• 3:19
  studio
• 3:20
  and
• 3:20
  I'm
• 3:20
  like,
• 3:20
  oh,
• 3:21
  what
• 3:21
  are
• 3:21
  those
• 3:21
  triangles
• 3:22
  in
• 3:22
  the
• 3:22
  corner?
• 3:23
  Oh,
• 3:23
  those
• 3:23
  are
• 3:23
  bass
• 3:23
  traps.
• 3:24
  Because,
• 3:24
  you
• 3:25
  know,
• 3:25
  an
• 3:25
  engineer
• 3:26
  just
• 3:26
  told
• 3:26
  me,
• 3:26
  like,
• 3:26
  you
• 3:26
  guys
• 3:27
  should
• 3:27
  probably
• 3:27
  get
• 3:27
  some
• 3:27
  bass
• 3:27
  traps.
• 3:28
  They're
• 3:28
  just
• 3:28
  pretty,
• 3:29
  you
• 3:29
  know,
• 3:30
  they're
• 3:30
  from
• 3:30
  ikea,
• 3:31
  you
• 3:31
  know.
• 3:32
  But
• 3:33
  yeah,
• 3:33
  like,
• 3:33
  I
• 3:34
  really
• 3:35
  realized
• 3:35
  that,
• 3:35
  like,
• 3:35
  damn,
• 3:36
  rooks.
• 3:36
  You
• 3:36
  know
• 3:36
  a
• 3:37
  lot
• 3:37
  about
• 3:37
  this.
• 3:37
  And
• 3:37
  I
• 3:38
  think
• 3:38
  that
• 3:39
  I
• 3:39
  really
• 3:39
  want
• 3:39
  to
• 3:39
  encourage
• 3:40
  people
• 3:40
  to
• 3:40
  do
• 3:40
  deep
• 3:40
  dive
• 3:41
  learning
• 3:41
  because
• 3:41
  you
• 3:42
  become
• 3:42
  passionate
• 3:42
  about
• 3:43
  what
• 3:43
  you
• 3:43
  understand
• 3:43
  for
• 3:44
  sure,
• 3:44
  you
• 3:44
  know,
• 3:44
  and
• 3:44
  so
• 3:45
  it
• 3:45
  became
• 3:45
  a
• 3:45
  real
• 3:45
  passion
• 3:46
  point
• 3:46
  for
• 3:46
  me
• 3:46
  to
• 3:46
  share
• 3:47
  music
• 3:48
  business
• 3:48
  knowledge.
• 3:49
  And
• 3:49
  it
• 3:49
  wasn't
• 3:49
  about
• 3:50
  royalties,
• 3:50
  it
• 3:50
  wasn't
• 3:51
  about
• 3:52
  how
• 3:52
  to
• 3:52
  start
• 3:52
  a
• 3:52
  vp,
• 3:53
  like
• 3:53
  a
• 3:53
  joint
• 3:54
  venture,
• 3:54
  or
• 3:54
  like,
• 3:55
  how
• 3:55
  it
• 3:55
  wasn't
• 3:55
  about
• 3:56
  starting
• 3:56
  a
• 3:56
  label.
• 3:56
  It
• 3:56
  was,
• 3:57
  these
• 3:57
  are
• 3:57
  basic
• 3:58
  business
• 3:59
  transferable
• 4:01
  administrative
• 4:02
  skills
• 4:02
  that
• 4:02
  you
• 4:02
  need
• 4:03
  to
• 4:03
  understand
• 4:04
  to
• 4:04
  run
• 4:04
  any
• 4:05
  successful
• 4:05
  company
• 4:06
  operation.
• 4:07
  Just
• 4:07
  operational
• 4:08
  business
• 4:09
  management.
• 4:09
  This
• 4:09
  is
• 4:09
  strategy.
• 4:10
  This
• 4:10
  is,
• 4:11
  you
• 4:11
  know,
• 4:11
  your
• 4:12
  mission
• 4:12
  statement.
• 4:13
  This
• 4:13
  is
• 4:13
  your
• 4:13
  business
• 4:14
  plan.
• 4:14
  This
• 4:14
  is
• 4:14
  your
• 4:14
  business
• 4:15
  canvas
• 4:15
  model.
• 4:15
  This
• 4:16
  is
• 4:16
  like
• 4:16
  real
• 4:17
  business
• 4:17
  development.
• 4:18
  And
• 4:19
  I
• 4:19
  realized
• 4:20
  from
• 4:20
  being
• 4:20
  in
• 4:20
  that
• 4:21
  space
• 4:21
  that
• 4:21
  I
• 4:22
  was
• 4:22
  relating
• 4:22
  it
• 4:22
  to
• 4:22
  music,
• 4:23
  but
• 4:23
  I
• 4:23
  realized
• 4:24
  a
• 4:24
  lot
• 4:24
  of
• 4:24
  people
• 4:24
  didn't
• 4:24
  know
• 4:25
  anything
• 4:26
  about
• 4:26
  business
• 4:27
  at
• 4:27
  all.
• 4:28
  And
• 4:28
  I
• 4:29
  was
• 4:29
  listening
• 4:29
  to
• 4:30
  a
• 4:30
  conversation
• 4:31
  you
• 4:31
  were
• 4:31
  having
• 4:31
  with
• 4:32
  someone
• 4:32
  before
• 4:32
  and
• 4:32
  you
• 4:33
  had
• 4:33
  mentioned
• 4:34
  the
• 4:34
  idea
• 4:35
  of
• 4:35
  artists
• 4:36
  actually
• 4:36
  developing
• 4:37
  Business
• 4:37
  plans
• 4:38
  for
• 4:38
  themselves,
• 4:38
  which
• 4:38
  I
• 4:38
  thought
• 4:38
  was
• 4:39
  an
• 4:39
  incredible
• 4:39
  idea.
• 4:41
  Can
• 4:41
  you
• 4:41
  just
• 4:41
  speak
• 4:41
  as
• 4:42
  to
• 4:42
  why?
• 4:42
  Because
• 4:43
  I
• 4:43
  know
• 4:43
  you
• 4:43
  kind
• 4:43
  of
• 4:43
  touched
• 4:44
  on
• 4:44
  it
• 4:44
  now,
• 4:44
  but
• 4:44
  can
• 4:44
  you
• 4:44
  just
• 4:44
  let
• 4:45
  our
• 4:45
  listeners
• 4:45
  know
• 4:45
  why
• 4:46
  you
• 4:46
  think
• 4:46
  it's
• 4:46
  so
• 4:46
  important
• 4:47
  for
• 4:47
  artists
• 4:47
  to
• 4:48
  create
• 4:48
  a
• 4:48
  business
• 4:49
  plan?
• 4:49
  You
• 4:49
  know,
• 4:49
  Business
• 4:50
  plans.
• 4:51
  I
• 4:51
  have
• 4:51
  a
• 4:52
  day
• 4:52
  plan.
• 4:52
  You
• 4:53
  know,
• 4:53
  I
• 4:53
  like
• 4:53
  today,
• 4:54
  I'm
• 4:54
  running
• 4:54
  around
• 4:54
  like
• 4:54
  crazy
• 4:55
  today
• 4:55
  because
• 4:55
  I
• 4:55
  didn't
• 4:56
  make
• 4:56
  a
• 4:56
  day
• 4:56
  plan.
• 4:56
  Right.
• 4:57
  I
• 4:57
  have
• 4:57
  something,
• 4:57
  a
• 4:58
  word
• 4:58
  that
• 4:58
  I
• 4:58
  have
• 4:59
  actually
• 4:59
  trademarked.
• 5:00
  It's
• 5:00
  called
• 5:00
  discipline.
• 5:01
  Okay.
• 5:02
  I
• 5:02
  own
• 5:02
  it.
• 5:03
  It's.
• 5:04
  It's
• 5:04
  the
• 5:04
  idea
• 5:05
  that
• 5:05
  you
• 5:06
  can
• 5:06
  only
• 5:07
  be
• 5:07
  disciplined
• 5:07
  through
• 5:08
  planning.
• 5:08
  Right.
• 5:09
  What
• 5:09
  are
• 5:09
  you.
• 5:10
  What
• 5:10
  are
• 5:10
  you
• 5:10
  comparing
• 5:11
  your
• 5:11
  success
• 5:11
  against
• 5:12
  if
• 5:12
  you
• 5:12
  don't
• 5:12
  have
• 5:12
  a
• 5:12
  plan?
• 5:13
  Right?
• 5:13
  Right.
• 5:14
  So
• 5:14
  if
• 5:14
  you
• 5:14
  can't
• 5:15
  wake
• 5:15
  up
• 5:15
  in
• 5:15
  the
• 5:15
  morning
• 5:15
  and
• 5:16
  go,
• 5:16
  you
• 5:16
  know,
• 5:16
  by
• 5:16
  9:00,
• 5:17
  I
• 5:17
  said
• 5:17
  I
• 5:17
  was
• 5:17
  gonna
• 5:18
  have
• 5:18
  some
• 5:18
  Cream
• 5:18
  of
• 5:19
  Wheat,
• 5:19
  then
• 5:19
  big
• 5:20
  up
• 5:20
  everybody
• 5:20
  who
• 5:20
  eats
• 5:20
  Cream
• 5:21
  of
• 5:21
  Wheat.
• 5:21
  All
• 5:21
  the
• 5:21
  Jamaicans
• 5:22
  know,
• 5:22
  okay?
• 5:23
  If
• 5:23
  you
• 5:23
  didn't
• 5:24
  say
• 5:24
  that
• 5:24
  you
• 5:24
  were
• 5:24
  gonna
• 5:24
  have
• 5:24
  some
• 5:24
  porridge
• 5:25
  in
• 5:25
  the
• 5:25
  morning
• 5:25
  at
• 5:25
  9,
• 5:26
  then
• 5:26
  when
• 5:26
  you
• 5:26
  have
• 5:26
  porridge
• 5:26
  at
• 5:27
  905,
• 5:27
  you
• 5:27
  don't
• 5:27
  know
• 5:28
  you
• 5:28
  already
• 5:28
  failed.
• 5:28
  Right.
• 5:29
  You
• 5:29
  know
• 5:29
  what
• 5:29
  I
• 5:29
  mean?
• 5:29
  And
• 5:30
  so
• 5:30
  I
• 5:30
  think
• 5:30
  it's
• 5:31
  so
• 5:31
  important
• 5:31
  for
• 5:31
  people
• 5:32
  to
• 5:32
  create
• 5:32
  business
• 5:32
  plans
• 5:33
  because
• 5:33
  it
• 5:34
  becomes
• 5:34
  your
• 5:34
  bible.
• 5:35
  It
• 5:35
  becomes
• 5:36
  the
• 5:36
  thing
• 5:36
  that
• 5:36
  you
• 5:37
  are
• 5:37
  able
• 5:37
  to
• 5:37
  say,
• 5:38
  I
• 5:38
  am
• 5:38
  achieving
• 5:38
  or
• 5:39
  I
• 5:39
  am
• 5:39
  underachieving.
• 5:40
  Right.
• 5:40
  Because
• 5:41
  anybody
• 5:41
  doing
• 5:42
  anything,
• 5:42
  you
• 5:42
  know,
• 5:42
  if
• 5:42
  you
• 5:43
  didn't
• 5:43
  have
• 5:43
  food
• 5:43
  yesterday
• 5:43
  and
• 5:44
  you
• 5:44
  have
• 5:44
  french
• 5:44
  fries
• 5:44
  today,
• 5:45
  you
• 5:45
  feel
• 5:45
  like
• 5:45
  you
• 5:45
  won.
• 5:46
  Right?
• 5:46
  Right.
• 5:46
  But
• 5:46
  if
• 5:46
  your
• 5:47
  goal
• 5:47
  was
• 5:47
  to
• 5:48
  have
• 5:48
  a
• 5:48
  balanced
• 5:49
  meal,
• 5:49
  then
• 5:50
  French
• 5:50
  fries
• 5:50
  don't
• 5:51
  cut
• 5:51
  it.
• 5:51
  And
• 5:51
  you
• 5:51
  wouldn't
• 5:52
  even
• 5:52
  have
• 5:52
  accepted
• 5:52
  the
• 5:53
  French
• 5:53
  fries.
• 5:53
  You
• 5:53
  would
• 5:54
  have
• 5:54
  continued
• 5:54
  to
• 5:54
  look
• 5:54
  for
• 5:55
  what
• 5:55
  you
• 5:55
  actually
• 5:55
  said
• 5:56
  you
• 5:56
  wanted.
• 5:56
  Right.
• 5:57
  And
• 5:57
  so
• 5:57
  I
• 5:57
  think
• 5:57
  that
• 5:57
  it's
• 5:57
  incredibly
• 5:58
  important
• 5:58
  for
• 5:58
  you
• 5:59
  to
• 5:59
  decide
• 6:00
  what
• 6:00
  you
• 6:00
  want,
• 6:01
  because
• 6:01
  a
• 6:01
  big
• 6:02
  part
• 6:02
  of
• 6:02
  success
• 6:02
  as
• 6:03
  well.
• 6:03
  Like,
• 6:04
  people
• 6:04
  always
• 6:04
  think
• 6:04
  about
• 6:04
  business
• 6:05
  plans
• 6:05
  in
• 6:05
  terms
• 6:05
  of,
• 6:06
  like,
• 6:06
  deterring
• 6:07
  you
• 6:07
  from
• 6:07
  failure.
• 6:08
  Success
• 6:09
  can
• 6:09
  lead
• 6:10
  you
• 6:10
  off
• 6:10
  your
• 6:10
  path.
• 6:11
  Right.
• 6:11
  I
• 6:11
  just
• 6:12
  brought
• 6:12
  Obama
• 6:12
  here
• 6:12
  in
• 6:13
  January.
• 6:13
  Now
• 6:14
  everybody's
• 6:14
  asking
• 6:14
  me
• 6:14
  different
• 6:15
  questions
• 6:15
  about,
• 6:15
  like,
• 6:16
  you
• 6:16
  know,
• 6:16
  this,
• 6:16
  that,
• 6:17
  thank
• 6:18
  you
• 6:18
  for
• 6:18
  that.
• 6:19
  But
• 6:19
  that's
• 6:20
  not
• 6:20
  my
• 6:20
  plan.
• 6:21
  You
• 6:21
  know
• 6:21
  what
• 6:21
  I
• 6:21
  mean?
• 6:22
  You
• 6:22
  have
• 6:22
  to
• 6:22
  know
• 6:22
  your
• 6:23
  plan
• 6:23
  so
• 6:23
  well
• 6:24
  that
• 6:24
  you
• 6:24
  know
• 6:24
  how
• 6:25
  to
• 6:25
  say
• 6:25
  no
• 6:25
  to.
• 6:25
  To.
• 6:26
  To
• 6:26
  good
• 6:26
  things.
• 6:27
  Right?
• 6:27
  Right.
• 6:27
  And
• 6:28
  so,
• 6:28
  you
• 6:28
  know,
• 6:28
  when
• 6:28
  I
• 6:29
  was
• 6:29
  building
• 6:30
  Sandbox
• 6:31
  and
• 6:31
  like,
• 6:31
  you
• 6:32
  know,
• 6:32
  even
• 6:32
  sitting
• 6:32
  in
• 6:32
  the
• 6:33
  studio,
• 6:33
  like,
• 6:33
  I'm.
• 6:33
  Be
• 6:33
  honest,
• 6:34
  like,
• 6:34
  shout
• 6:34
  out
• 6:34
  MPL
• 6:34
  Studio.
• 6:35
  It
• 6:35
  looks
• 6:35
  so
• 6:35
  dope
• 6:36
  in
• 6:36
  here.
• 6:36
  I
• 6:36
  really
• 6:37
  love
• 6:37
  it.
• 6:37
  Thank
• 6:37
  you.
• 6:37
  Like,
• 6:38
  when
• 6:38
  I
• 6:38
  was
• 6:38
  building
• 6:38
  Sandbox,
• 6:39
  I
• 6:40
  didn't
• 6:40
  know
• 6:40
  anything
• 6:40
  about
• 6:41
  why
• 6:42
  anybody
• 6:42
  would
• 6:42
  need
• 6:42
  to
• 6:42
  use
• 6:43
  A
• 6:43
  studio.
• 6:43
  But
• 6:43
  Sandbox
• 6:44
  has
• 6:44
  existed
• 6:45
  and
• 6:45
  is
• 6:45
  one
• 6:45
  of
• 6:45
  the
• 6:45
  top
• 6:46
  ranked
• 6:46
  studios
• 6:47
  in
• 6:47
  Toronto.
• 6:47
  Because
• 6:48
  I
• 6:48
  know
• 6:48
  my
• 6:48
  business
• 6:48
  plan
• 6:49
  inside
• 6:49
  out,
• 6:49
  right.
• 6:49
  I
• 6:50
  know
• 6:50
  how
• 6:50
  we
• 6:50
  supposed
• 6:51
  to
• 6:51
  grow,
• 6:51
  how
• 6:51
  we're
• 6:51
  supposed
• 6:52
  to
• 6:52
  pivot.
• 6:52
  I
• 6:53
  know
• 6:53
  when
• 6:53
  some
• 6:53
  one
• 6:53
  engineer
• 6:54
  leaves,
• 6:54
  what
• 6:55
  kind
• 6:55
  of
• 6:55
  engineer
• 6:55
  to
• 6:56
  put
• 6:56
  in
• 6:56
  there,
• 6:56
  how,
• 6:56
  how
• 6:56
  to
• 6:57
  replace
• 6:57
  things.
• 6:57
  What,
• 6:58
  like,
• 6:58
  if
• 6:58
  I
• 6:58
  only
• 6:58
  have
• 6:58
  a
• 6:59
  $5,000
• 6:59
  budget
• 7:00
  for
• 7:00
  upgrades,
• 7:00
  what
• 7:01
  are
• 7:01
  the
• 7:01
  right
• 7:01
  upgrades?
• 7:02
  Because
• 7:02
  of
• 7:02
  the
• 7:02
  audience
• 7:02
  that
• 7:02
  I'm.
• 7:03
  So
• 7:03
  I
• 7:03
  own
• 7:03
  my
• 7:04
  audience.
• 7:04
  That's
• 7:05
  why
• 7:05
  we're
• 7:05
  always
• 7:05
  able
• 7:06
  to
• 7:06
  sustain
• 7:06
  and
• 7:06
  grow.
• 7:07
  Because
• 7:08
  unless
• 7:08
  you
• 7:08
  own
• 7:08
  your
• 7:08
  audience
• 7:09
  and
• 7:09
  your
• 7:09
  audience
• 7:09
  are
• 7:10
  your
• 7:10
  clients,
• 7:10
  they're
• 7:10
  your
• 7:10
  consumers,
• 7:11
  they're
• 7:11
  your
• 7:11
  buyers,
• 7:12
  they're
• 7:12
  the
• 7:12
  people
• 7:12
  who
• 7:13
  are
• 7:13
  your
• 7:13
  circle
• 7:13
  of
• 7:14
  influence
• 7:14
  in
• 7:14
  terms
• 7:15
  of
• 7:15
  how
• 7:15
  you
• 7:15
  should
• 7:15
  be
• 7:16
  growing.
• 7:16
  But
• 7:16
  they're
• 7:16
  also
• 7:16
  the
• 7:17
  influencers
• 7:17
  that
• 7:17
  go
• 7:18
  out
• 7:18
  and
• 7:18
  propagate,
• 7:19
  you
• 7:19
  know,
• 7:19
  whatever
• 7:20
  it
• 7:20
  is
• 7:20
  that
• 7:20
  you
• 7:20
  want
• 7:20
  the
• 7:21
  world
• 7:21
  to
• 7:21
  believe.
• 7:21
  Yeah,
• 7:22
  true.
• 7:22
  You
• 7:22
  can't
• 7:23
  do
• 7:23
  that
• 7:23
  if
• 7:23
  you
• 7:24
  don't
• 7:24
  have
• 7:24
  a
• 7:24
  business
• 7:24
  plan.
• 7:25
  Right.
• 7:26
  So,
• 7:26
  you
• 7:26
  know,
• 7:26
  I
• 7:27
  really
• 7:27
  feel
• 7:27
  like
• 7:27
  it's
• 7:27
  so
• 7:28
  important
• 7:28
  for
• 7:28
  artists,
• 7:29
  creatives,
• 7:30
  anybody
• 7:30
  to,
• 7:31
  you
• 7:31
  know,
• 7:31
  when
• 7:31
  I
• 7:31
  opened
• 7:31
  Sandbox,
• 7:32
  I
• 7:32
  was
• 7:32
  like,
• 7:32
  yo,
• 7:32
  I'm
• 7:33
  going
• 7:33
  to
• 7:33
  be
• 7:33
  the
• 7:33
  only
• 7:33
  recording
• 7:34
  studio
• 7:35
  in
• 7:35
  Canada
• 7:36
  that
• 7:36
  also
• 7:36
  has
• 7:37
  a
• 7:37
  cyclorama.
• 7:38
  I'm
• 7:38
  sitting
• 7:38
  inside
• 7:39
  of
• 7:39
  another
• 7:39
  studio
• 7:40
  in
• 7:40
  Canada,
• 7:41
  right?
• 7:41
  Like,
• 7:41
  if
• 7:42
  you
• 7:42
  don't
• 7:42
  know
• 7:42
  your
• 7:43
  business,
• 7:43
  then
• 7:44
  you
• 7:44
  don't
• 7:44
  know
• 7:44
  even
• 7:45
  like,
• 7:45
  okay,
• 7:45
  like
• 7:45
  I
• 7:46
  walk
• 7:46
  in
• 7:46
  here,
• 7:46
  I'm
• 7:46
  seeing
• 7:46
  stuff,
• 7:47
  I'm
• 7:47
  like,
• 7:47
  but
• 7:47
  I
• 7:47
  could
• 7:48
  have
• 7:48
  done
• 7:48
  the
• 7:48
  market
• 7:48
  research
• 7:49
  on
• 7:49
  that
• 7:49
  before
• 7:49
  I'd
• 7:50
  open
• 7:50
  Sandbox.
• 7:50
  And
• 7:50
  I
• 7:51
  think
• 7:51
  that
• 7:51
  that's
• 7:51
  a
• 7:51
  big
• 7:51
  part
• 7:51
  of
• 7:52
  the
• 7:52
  reason
• 7:52
  why
• 7:52
  I
• 7:53
  push
• 7:53
  business
• 7:53
  plans
• 7:53
  so
• 7:54
  is
• 7:54
  because
• 7:54
  I
• 7:55
  learned
• 7:55
  so
• 7:55
  much
• 7:56
  through
• 7:56
  trial
• 7:56
  and
• 7:56
  error.
• 7:57
  And
• 7:57
  then
• 7:57
  I
• 7:57
  wrote
• 7:57
  a
• 7:58
  business
• 7:58
  plan
• 7:58
  like
• 7:58
  six
• 7:58
  years
• 7:59
  in,
• 7:59
  and
• 8:00
  I
• 8:00
  was
• 8:00
  like,
• 8:00
  got
• 8:00
  it.
• 8:01
  Ugh.
• 8:01
  Yeah.
• 8:02
  Had
• 8:02
  I
• 8:02
  just
• 8:02
  done
• 8:03
  this
• 8:03
  six
• 8:04
  years
• 8:04
  ago?
• 8:04
  Yeah.
• 8:05
  Like,
• 8:05
  you
• 8:05
  know,
• 8:05
  and
• 8:05
  then
• 8:06
  from
• 8:06
  there,
• 8:06
  like,
• 8:07
  I
• 8:07
  just
• 8:07
  have
• 8:07
  business
• 8:08
  plan
• 8:08
  thinking.
• 8:08
  You
• 8:08
  know,
• 8:08
  some
• 8:09
  people
• 8:09
  call
• 8:09
  it
• 8:09
  design
• 8:09
  thinking,
• 8:10
  model
• 8:11
  thinking.
• 8:12
  I
• 8:12
  just
• 8:12
  have
• 8:13
  business
• 8:13
  plan
• 8:13
  thinking.
• 8:13
  Whether
• 8:14
  it's
• 8:14
  about
• 8:14
  the
• 8:14
  kind
• 8:15
  of
• 8:15
  breakfast
• 8:15
  I'm
• 8:15
  going
• 8:15
  to
• 8:15
  have,
• 8:16
  the
• 8:16
  kind
• 8:16
  of
• 8:16
  car
• 8:17
  I'm
• 8:17
  going
• 8:17
  to
• 8:17
  drive,
• 8:17
  what
• 8:17
  outfit
• 8:18
  I'm
• 8:18
  wearing.
• 8:19
  It's
• 8:19
  always
• 8:20
  like
• 8:20
  based
• 8:20
  on
• 8:20
  like
• 8:21
  7
• 8:21
  of
• 8:22
  7
• 8:22
  of
• 8:22
  the
• 8:22
  main
• 8:22
  things.
• 8:23
  You
• 8:23
  know
• 8:23
  what
• 8:23
  I
• 8:23
  mean?
• 8:24
  That's
• 8:24
  incredible.
• 8:25
  And
• 8:25
  I
• 8:25
  think
• 8:26
  more
• 8:26
  people
• 8:26
  should
• 8:27
  actually
• 8:27
  take
• 8:27
  that
• 8:27
  into
• 8:28
  consideration,
• 8:29
  especially
• 8:29
  young
• 8:29
  artists.
• 8:30
  They
• 8:30
  just
• 8:30
  want
• 8:30
  to
• 8:30
  get
• 8:30
  out
• 8:31
  there,
• 8:31
  get
• 8:31
  popping,
• 8:32
  get
• 8:32
  their
• 8:32
  pictures
• 8:32
  on
• 8:32
  magazines.
• 8:33
  But
• 8:33
  if
• 8:34
  they
• 8:34
  sit
• 8:34
  down
• 8:34
  and
• 8:35
  kind
• 8:35
  of
• 8:35
  plan
• 8:36
  out
• 8:36
  where
• 8:37
  they
• 8:37
  want
• 8:37
  to
• 8:37
  go
• 8:38
  and
• 8:38
  measurable
• 8:39
  stats
• 8:39
  on
• 8:39
  how
• 8:39
  to
• 8:39
  get
• 8:40
  there,
• 8:40
  I
• 8:40
  think
• 8:40
  that
• 8:40
  would
• 8:41
  help
• 8:41
  a
• 8:41
  ton
• 8:42
  of.
• 8:42
  Ton
• 8:42
  of
• 8:42
  artists.
• 8:43
  Yeah.
• 8:43
  And
• 8:43
  you
• 8:43
  have
• 8:43
  to
• 8:44
  build
• 8:45
  a
• 8:45
  financial
• 8:45
  plan.
• 8:45
  Right,
• 8:46
  Right.
• 8:46
  So
• 8:46
  you
• 8:46
  can
• 8:47
  get
• 8:47
  popping
• 8:47
  and
• 8:47
  be
• 8:47
  poor.
• 8:48
  There
• 8:48
  are
• 8:48
  a
• 8:48
  lot
• 8:48
  of
• 8:48
  popping
• 8:48
  poor
• 8:49
  people.
• 8:50
  Right.
• 8:51
  And
• 8:51
  I
• 8:51
  think
• 8:51
  that
• 8:51
  that's
• 8:52
  like
• 8:52
  the
• 8:52
  biggest
• 8:52
  thing.
• 8:52
  Like,
• 8:53
  how
• 8:53
  many
• 8:53
  people
• 8:54
  do
• 8:54
  you
• 8:54
  know
• 8:55
  that
• 8:55
  are
• 8:56
  popping?
• 8:56
  And
• 8:56
  we
• 8:56
  see
• 8:56
  it
• 8:57
  especially
• 8:57
  in
• 8:57
  the
• 8:57
  Canadian
• 8:58
  music
• 8:58
  market,
• 8:59
  where
• 8:59
  I
• 8:59
  will
• 8:59
  go
• 9:00
  to
• 9:00
  Young
• 9:00
  and
• 9:00
  Dundas
• 9:01
  and
• 9:01
  I'll
• 9:01
  see
• 9:01
  somebody
• 9:02
  above
• 9:02
  H
• 9:03
  and
• 9:03
  M.
• 9:03
  Yeah.
• 9:04
  You
• 9:04
  know,
• 9:04
  and
• 9:04
  I'm
• 9:04
  like,
• 9:05
  this
• 9:05
  person
• 9:05
  ain't
• 9:05
  got
• 9:05
  a
• 9:05
  penny
• 9:06
  to
• 9:06
  that.
• 9:07
  They
• 9:07
  use
• 9:07
  the
• 9:07
  WI
• 9:08
  fi
• 9:08
  to
• 9:09
  make
• 9:09
  calls
• 9:09
  at
• 9:09
  my
• 9:10
  studio.
• 9:10
  Right.
• 9:10
  I
• 9:11
  want
• 9:11
  to
• 9:11
  ask
• 9:11
  a
• 9:11
  question
• 9:12
  about
• 9:12
  that
• 9:12
  because
• 9:13
  before
• 9:14
  we.
• 9:15
  Before
• 9:16
  we
• 9:16
  started
• 9:16
  this
• 9:16
  conversation,
• 9:17
  before
• 9:17
  we
• 9:17
  hit
• 9:17
  record,
• 9:18
  we
• 9:18
  were
• 9:18
  talking
• 9:19
  about
• 9:19
  COVID
• 9:20
  and
• 9:20
  how
• 9:20
  a
• 9:20
  lot
• 9:21
  of
• 9:21
  artists
• 9:21
  are
• 9:22
  losing
• 9:22
  their
• 9:22
  main
• 9:22
  source
• 9:23
  of
• 9:23
  income
• 9:23
  because
• 9:23
  they
• 9:23
  can't
• 9:23
  tour
• 9:24
  anymore.
• 9:26
  I'm
• 9:26
  really
• 9:26
  curious
• 9:27
  as
• 9:27
  an
• 9:27
  artist
• 9:28
  myself,
• 9:29
  this
• 9:30
  transition
• 9:30
  happened
• 9:31
  in
• 9:31
  the
• 9:31
  last
• 9:31
  couple
• 9:31
  of
• 9:31
  decades,
• 9:32
  where
• 9:32
  the
• 9:32
  music,
• 9:33
  essentially
• 9:34
  the
• 9:34
  music
• 9:35
  itself
• 9:35
  is
• 9:36
  not
• 9:36
  a
• 9:36
  product
• 9:37
  that
• 9:37
  you
• 9:37
  make
• 9:37
  a
• 9:38
  lot
• 9:38
  of
• 9:38
  profit
• 9:38
  off
• 9:38
  of
• 9:39
  and
• 9:39
  you
• 9:40
  rely
• 9:40
  on
• 9:41
  touring,
• 9:42
  which
• 9:42
  some
• 9:42
  would
• 9:42
  argue
• 9:43
  is
• 9:43
  not
• 9:44
  the
• 9:44
  artist's
• 9:46
  main
• 9:46
  job.
• 9:47
  Their
• 9:47
  main
• 9:47
  job
• 9:47
  is
• 9:47
  to
• 9:48
  make
• 9:48
  the
• 9:48
  music.
• 9:48
  Yeah.
• 9:49
  How
• 9:49
  do
• 9:49
  you
• 9:49
  feel
• 9:49
  about
• 9:50
  that
• 9:50
  and
• 9:50
  about
• 9:53
  in
• 9:53
  terms
• 9:53
  of
• 9:53
  maybe
• 9:54
  having
• 9:54
  a
• 9:54
  business
• 9:54
  plan
• 9:55
  on
• 9:55
  actually
• 9:56
  making
• 9:57
  a
• 9:57
  living
• 9:57
  from
• 9:58
  the
• 9:58
  music
• 9:58
  itself,
• 9:59
  as
• 9:59
  opposed
• 9:59
  to
• 10:00
  the
• 10:00
  merch
• 10:01
  and
• 10:01
  the
• 10:01
  touring
• 10:02
  and
• 10:02
  any
• 10:03
  other
• 10:03
  peripheral
• 10:04
  sources
• 10:05
  of
• 10:05
  income
• 10:05
  that
• 10:05
  artists.
• 10:06
  Have
• 10:06
  had
• 10:06
  before
• 10:07
  COVID
• 10:07
  Well,
• 10:09
  it
• 10:09
  goes
• 10:09
  back
• 10:10
  to
• 10:10
  audience.
• 10:11
  Right.
• 10:11
  And
• 10:11
  I
• 10:11
  think
• 10:12
  that
• 10:12
  one
• 10:13
  of
• 10:13
  the
• 10:13
  things
• 10:13
  that
• 10:14
  we've
• 10:14
  been
• 10:14
  able
• 10:14
  to
• 10:14
  do
• 10:15
  in
• 10:15
  all
• 10:15
  businesses
• 10:16
  is
• 10:17
  passively
• 10:17
  engage
• 10:18
  our
• 10:18
  audience.
• 10:19
  Right.
• 10:19
  It's
• 10:20
  like
• 10:21
  there
• 10:21
  are
• 10:21
  billions
• 10:21
  of
• 10:22
  people
• 10:22
  online.
• 10:23
  I
• 10:23
  throw
• 10:24
  out
• 10:24
  a
• 10:24
  song
• 10:25
  if
• 10:25
  it
• 10:25
  sticks
• 10:26
  to
• 10:26
  even
• 10:26
  0.0.01%.
• 10:28
  That's
• 10:29
  a
• 10:29
  lot
• 10:29
  of
• 10:29
  people.
• 10:29
  Right.
• 10:30
  And
• 10:30
  so
• 10:30
  we're
• 10:31
  seeing
• 10:31
  that
• 10:32
  the
• 10:32
  entire
• 10:33
  business
• 10:34
  model
• 10:35
  of
• 10:35
  entrepreneurs,
• 10:36
  of
• 10:36
  creatives,
• 10:37
  it's
• 10:37
  based
• 10:38
  on
• 10:38
  stickiness.
• 10:39
  It's
• 10:39
  not
• 10:40
  based
• 10:40
  on
• 10:40
  intentionality.
• 10:41
  Right.
• 10:42
  And
• 10:42
  so
• 10:43
  when
• 10:43
  you
• 10:43
  intentionally
• 10:44
  engage
• 10:44
  your
• 10:44
  audience
• 10:45
  and
• 10:46
  you
• 10:46
  connect
• 10:46
  with
• 10:46
  them
• 10:47
  in
• 10:47
  that
• 10:47
  way,
• 10:48
  they
• 10:48
  will
• 10:48
  buy
• 10:49
  your
• 10:49
  music.
• 10:49
  That's
• 10:50
  why
• 10:50
  Taylor
• 10:51
  Swift
• 10:51
  has
• 10:51
  done
• 10:51
  so
• 10:52
  well.
• 10:52
  Because
• 10:53
  people
• 10:53
  will
• 10:53
  buy
• 10:54
  Taylor
• 10:54
  Swift's
• 10:55
  album
• 10:55
  when
• 10:55
  they
• 10:55
  have
• 10:56
  Apple
• 10:56
  music,
• 10:57
  where
• 10:57
  you
• 10:57
  can
• 10:57
  listen
• 10:57
  to
• 10:58
  her
• 10:58
  album
• 10:58
  for
• 10:58
  free.
• 10:59
  Cause
• 10:59
  it's
• 10:59
  not
• 10:59
  about
• 11:00
  paying
• 11:00
  for
• 11:01
  the
• 11:01
  music.
• 11:01
  It's
• 11:02
  about
• 11:02
  the
• 11:02
  commitment
• 11:03
  to
• 11:03
  Taylor
• 11:04
  Swift.
• 11:04
  So
• 11:05
  you
• 11:05
  think
• 11:05
  the
• 11:05
  idea
• 11:06
  of
• 11:06
  just
• 11:07
  sort
• 11:07
  of
• 11:07
  those
• 11:08
  quiet
• 11:08
  musicians
• 11:09
  that
• 11:09
  would
• 11:09
  just
• 11:09
  release
• 11:09
  albums
• 11:10
  and
• 11:10
  not
• 11:10
  really
• 11:10
  interact
• 11:11
  with
• 11:11
  the
• 11:11
  public
• 11:11
  and
• 11:11
  just
• 11:12
  be
• 11:12
  sort
• 11:12
  of
• 11:12
  mysterious,
• 11:12
  you
• 11:13
  think
• 11:13
  those
• 11:13
  days
• 11:13
  are
• 11:13
  kind
• 11:13
  of
• 11:14
  over?
• 11:14
  I
• 11:14
  think
• 11:15
  that
• 11:15
  those
• 11:15
  days
• 11:15
  are
• 11:15
  over
• 11:16
  for
• 11:16
  the
• 11:16
  people
• 11:16
  who.
• 11:16
  People
• 11:17
  know,
• 11:18
  like,
• 11:19
  it's
• 11:19
  no
• 11:19
  longer
• 11:19
  a
• 11:20
  time
• 11:20
  where,
• 11:21
  you
• 11:21
  know,
• 11:21
  the
• 11:22
  democratization
• 11:23
  of
• 11:23
  music
• 11:23
  started
• 11:23
  with
• 11:24
  Napster.
• 11:24
  It
• 11:25
  started
• 11:25
  with
• 11:25
  Limewires
• 11:26
  it
• 11:26
  started
• 11:26
  in
• 11:26
  this
• 11:27
  place
• 11:27
  of
• 11:27
  where
• 11:27
  I
• 11:27
  could
• 11:28
  just
• 11:28
  download
• 11:28
  my
• 11:28
  favorite
• 11:29
  song
• 11:29
  for
• 11:29
  free.
• 11:29
  Yeah.
• 11:30
  And
• 11:30
  what
• 11:30
  that
• 11:31
  actually
• 11:31
  has
• 11:31
  done
• 11:32
  is
• 11:32
  made
• 11:32
  a
• 11:33
  lot
• 11:33
  of
• 11:33
  us
• 11:33
  more
• 11:36
  things
• 11:36
  work
• 11:36
  in
• 11:37
  streams,
• 11:37
  right?
• 11:38
  This
• 11:38
  stream
• 11:38
  goes
• 11:38
  into
• 11:39
  this
• 11:39
  stream,
• 11:39
  into
• 11:39
  this
• 11:39
  river,
• 11:40
  into
• 11:40
  this
• 11:40
  sea.
• 11:41
  But
• 11:41
  you
• 11:42
  have
• 11:42
  to
• 11:42
  know
• 11:42
  the
• 11:42
  difference
• 11:43
  between
• 11:43
  your
• 11:43
  rivers
• 11:43
  and
• 11:43
  your
• 11:44
  seas,
• 11:44
  Right.
• 11:45
  And
• 11:45
  so.