Latest / Music Explored Podcast / Merchandising in the Music Industry: A Vital Strategy for Artist Sustainability

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Merchandising in the Music Industry: A Vital Strategy for Artist Sustainability · Music Explored Podcast

• 0:00
  But
• 0:00
  you
• 0:00
  have
• 0:01
  to
• 0:01
  know
• 0:01
  the
• 0:01
  difference
• 0:01
  between
• 0:02
  your
• 0:02
  rivers
• 0:02
  and
• 0:02
  your
• 0:02
  seas,
• 0:03
  right?
• 0:03
  And
• 0:04
  so
• 0:05
  releasing
• 0:05
  a
• 0:05
  lot
• 0:06
  of
• 0:06
  music
• 0:06
  has
• 0:06
  created
• 0:08
  touring
• 0:08
  as
• 0:09
  the
• 0:09
  sea,
• 0:09
  right?
• 0:10
  By
• 0:11
  putting
• 0:11
  out
• 0:11
  all
• 0:12
  this
• 0:12
  music,
• 0:12
  now
• 0:12
  I
• 0:12
  know
• 0:13
  all
• 0:13
  Ty
• 0:13
  Dolla
• 0:13
  signs
• 0:14
  music.
• 0:14
  I
• 0:14
  wouldn't
• 0:14
  have
• 0:14
  bought
• 0:14
  his
• 0:15
  music
• 0:15
  before,
• 0:16
  but
• 0:16
  now
• 0:16
  I
• 0:16
  know
• 0:16
  his
• 0:16
  music,
• 0:17
  so
• 0:17
  I'll
• 0:17
  go
• 0:17
  see
• 0:17
  him
• 0:17
  perform
• 0:18
  because
• 0:18
  I'm
• 0:18
  connected
• 0:19
  to
• 0:19
  that
• 0:19
  experience.
• 0:20
  And
• 0:20
  the
• 0:20
  reason
• 0:21
  we've
• 0:21
  seen
• 0:21
  so
• 0:21
  many
• 0:22
  people
• 0:22
  be
• 0:23
  able
• 0:23
  to
• 0:23
  tour
• 0:23
  now
• 0:24
  in
• 0:24
  a
• 0:24
  way
• 0:24
  that
• 0:24
  wasn't
• 0:25
  possible
• 0:25
  before
• 0:25
  is
• 0:26
  because
• 0:26
  we
• 0:26
  know
• 0:26
  their
• 0:27
  music
• 0:27
  well.
• 0:28
  What
• 0:28
  about
• 0:28
  without
• 0:28
  touring
• 0:29
  being
• 0:29
  an
• 0:29
  option?
• 0:30
  So
• 0:30
  without
• 0:30
  touring
• 0:30
  being
• 0:31
  an
• 0:31
  option,
• 0:31
  now
• 0:31
  you
• 0:32
  have
• 0:32
  to
• 0:32
  engage
• 0:33
  your
• 0:33
  audience
• 0:34
  because
• 0:34
  now
• 0:34
  it's
• 0:35
  like,
• 0:35
  you
• 0:36
  know,
• 0:36
  and
• 0:36
  I've
• 0:36
  been
• 0:36
  seeing
• 0:37
  it
• 0:37
  happening
• 0:37
  a
• 0:37
  lot
• 0:38
  more
• 0:38
  with
• 0:38
  COVID
• 0:38
  And
• 0:39
  no,
• 0:39
  I
• 0:39
  am
• 0:39
  Jamaican,
• 0:39
  so
• 0:40
  big
• 0:40
  of
• 0:40
  all
• 0:40
  the
• 0:40
  Jamaican
• 0:41
  artists.
• 0:41
  Because
• 0:41
  one
• 0:42
  of
• 0:42
  the
• 0:42
  things
• 0:42
  that
• 0:42
  I've
• 0:42
  been
• 0:42
  seeing
• 0:42
  Jamaican
• 0:43
  artists
• 0:43
  do
• 0:44
  way
• 0:44
  more
• 0:45
  than
• 0:45
  any
• 0:45
  other
• 0:46
  genre
• 0:46
  right
• 0:46
  now
• 0:46
  is
• 0:47
  get
• 0:47
  on
• 0:47
  Instagram
• 0:48
  lives
• 0:48
  with
• 0:48
  random
• 0:49
  DJs,
• 0:49
  right?
• 0:50
  With
• 0:50
  random
• 0:51
  people,
• 0:51
  with
• 0:51
  random
• 0:52
  influencers.
• 0:53
  Like,
• 0:53
  yo,
• 0:53
  Christopher
• 0:54
  Martin
• 0:54
  and
• 0:54
  I
• 0:55
  were
• 0:55
  texting
• 0:55
  the
• 0:55
  other
• 0:55
  day
• 0:56
  and
• 0:56
  like,
• 0:56
  you
• 0:56
  know,
• 0:56
  he's
• 0:56
  like,
• 0:57
  rooks,
• 0:57
  you
• 0:57
  know,
• 0:57
  this,
• 0:58
  this
• 0:58
  create
• 0:58
  fake
• 0:58
  consultations.
• 0:59
  I
• 0:59
  need
• 1:00
  to.
• 1:00
  I
• 1:00
  need
• 1:00
  to
• 1:00
  take
• 1:01
  one
• 1:01
  like,
• 1:01
  you
• 1:01
  know,
• 1:01
  like
• 1:02
  that.
• 1:03
  That
• 1:04
  is
• 1:04
  what
• 1:05
  it
• 1:05
  goes
• 1:05
  against
• 1:06
  the
• 1:06
  stickiness.
• 1:07
  Because
• 1:07
  now,
• 1:07
  even
• 1:08
  if
• 1:08
  I'm
• 1:08
  not
• 1:08
  looking
• 1:08
  for,
• 1:09
  you
• 1:09
  know,
• 1:09
  Christopher
• 1:10
  Martin's
• 1:10
  big,
• 1:10
  big
• 1:11
  song
• 1:11
  that
• 1:11
  just
• 1:11
  came
• 1:11
  out
• 1:11
  on
• 1:12
  Aircraft
• 1:12
  rhydm,
• 1:13
  I'm.
• 1:13
  I'm
• 1:14
  so
• 1:14
  much
• 1:14
  more
• 1:14
  aware
• 1:15
  of
• 1:15
  him
• 1:15
  because
• 1:16
  I
• 1:16
  saw
• 1:16
  him
• 1:16
  on
• 1:17
  this
• 1:17
  person
• 1:17
  with
• 1:17
  500
• 1:18
  followers
• 1:19
  Instagram
• 1:19
  story
• 1:19
  and
• 1:20
  this
• 1:20
  DJ
• 1:20
  from
• 1:21
  the
• 1:21
  UK
• 1:21
  that
• 1:21
  nobody
• 1:22
  cared
• 1:22
  about
• 1:22
  before.
• 1:23
  The
• 1:23
  intentionality
• 1:24
  of
• 1:24
  knowing
• 1:24
  your
• 1:25
  market
• 1:25
  now
• 1:25
  is
• 1:25
  so
• 1:26
  important
• 1:26
  so
• 1:27
  that
• 1:27
  you
• 1:27
  can
• 1:27
  stay
• 1:28
  afloat
• 1:28
  so
• 1:29
  that
• 1:29
  when
• 1:29
  you
• 1:29
  do
• 1:29
  release,
• 1:30
  you
• 1:30
  know,
• 1:30
  and
• 1:30
  I
• 1:31
  want
• 1:31
  to
• 1:31
  bashment
• 1:32
  TV
• 1:33
  out
• 1:33
  in.
• 1:33
  Out
• 1:33
  in
• 1:34
  Miami,
• 1:34
  you
• 1:35
  know,
• 1:35
  Beanie
• 1:35
  man
• 1:36
  and,
• 1:36
  and.
• 1:37
  And
• 1:38
  Bounty
• 1:39
  had
• 1:39
  their,
• 1:39
  Their,
• 1:40
  their
• 1:40
  verses,
• 1:40
  right?
• 1:41
  Legendary,
• 1:41
  Legendary.
• 1:42
  But,
• 1:42
  yo,
• 1:43
  check
• 1:43
  out
• 1:43
  these
• 1:43
  guys
• 1:43
  in
• 1:44
  Miami.
• 1:44
  They
• 1:45
  immediately
• 1:45
  same
• 1:46
  day
• 1:46
  released
• 1:46
  a
• 1:47
  Beanie
• 1:47
  Man
• 1:48
  Bounty
• 1:48
  Killer
• 1:48
  T
• 1:48
  shirt.
• 1:49
  Sold
• 1:49
  out
• 1:50
  within
• 1:50
  24.
• 1:51
  Did
• 1:51
  Beanie
• 1:51
  man
• 1:51
  or
• 1:52
  Bounty
• 1:52
  Killer
• 1:52
  put
• 1:52
  out
• 1:52
  that
• 1:52
  T
• 1:53
  shirt?
• 1:53
  Right?
• 1:53
  Like,
• 1:54
  so
• 1:54
  it's
• 1:54
  not
• 1:55
  about.
• 1:55
  I
• 1:55
  don't
• 1:55
  think.
• 1:56
  I
• 1:56
  think
• 1:56
  music
• 1:56
  is
• 1:57
  one
• 1:58
  way
• 1:58
  to
• 1:58
  engage
• 1:59
  your
• 1:59
  audience.
• 1:59
  But
• 2:00
  merch.
• 2:00
  And
• 2:01
  merch
• 2:01
  is
• 2:01
  an
• 2:01
  incredible.
• 2:02
  Honestly,
• 2:02
  people
• 2:03
  underestimate
• 2:03
  merch
• 2:04
  so
• 2:04
  much
• 2:05
  that
• 2:05
  I
• 2:05
  think
• 2:06
  that,
• 2:07
  you
• 2:07
  know,
• 2:07
  when
• 2:07
  we
• 2:08
  talk
• 2:08
  about
• 2:08
  how
• 2:08
  our
• 2:09
  artists
• 2:09
  gonna
• 2:09
  stay
• 2:09
  afloat,
• 2:10
  yeah,
• 2:10
  it's
• 2:11
  that
• 2:11
  merch.
• 2:11
  It's
• 2:11
  releasing
• 2:12
  the
• 2:12
  ep,
• 2:13
  but
• 2:13
  then
• 2:13
  also
• 2:14
  selling
• 2:14
  the
• 2:14
  private
• 2:15
  EP
• 2:15
  online
• 2:16
  to,
• 2:16
  like,
• 2:17
  your.
• 2:17
  Your
• 2:17
  client
• 2:18
  to
• 2:18
  your
• 2:18
  clients
• 2:19
  to
• 2:19
  your
• 2:19
  consumers.
• 2:20
  Beyonce
• 2:20
  already
• 2:21
  pre
• 2:21
  sales,
• 2:22
  pre
• 2:22
  sells
• 2:23
  offer
• 2:23
  stuff.
• 2:24
  Beyonce
• 2:24
  said
• 2:24
  all
• 2:24
  right,
• 2:25
  I'll
• 2:25
  do
• 2:25
  the
• 2:25
  Disney
• 2:25
  movie.
• 2:26
  And
• 2:26
  I
• 2:26
  think
• 2:26
  that
• 2:26
  if
• 2:26
  you
• 2:26
  don't
• 2:27
  understand
• 2:27
  the
• 2:27
  business
• 2:28
  of
• 2:28
  stuff,
• 2:29
  you'll
• 2:29
  think
• 2:29
  that,
• 2:30
  oh,
• 2:30
  well,
• 2:30
  Beyonce
• 2:31
  just
• 2:31
  released
• 2:31
  a
• 2:31
  surprise
• 2:31
  album.
• 2:32
  Disney
• 2:33
  already
• 2:33
  paid
• 2:33
  for
• 2:33
  that
• 2:34
  album,
• 2:34
  right?
• 2:34
  Like,
• 2:35
  well,
• 2:35
  Beyonce
• 2:36
  released
• 2:36
  Homecoming.
• 2:37
  Surprise.
• 2:37
  Netflix.
• 2:38
  Already
• 2:38
  people
• 2:39
  are
• 2:39
  pre
• 2:39
  selling,
• 2:40
  you
• 2:41
  know,
• 2:41
  all
• 2:41
  of
• 2:41
  this
• 2:41
  music
• 2:42
  to
• 2:42
  us,
• 2:42
  and
• 2:42
  we're
• 2:43
  getting
• 2:43
  it
• 2:43
  for
• 2:43
  free.
• 2:43
  And
• 2:44
  then
• 2:44
  artists
• 2:45
  who
• 2:45
  are
• 2:45
  trying
• 2:45
  to
• 2:45
  build
• 2:45
  in
• 2:46
  the
• 2:46
  same
• 2:46
  way
• 2:46
  are
• 2:47
  looking
• 2:47
  at
• 2:47
  people
• 2:47
  who
• 2:48
  already
• 2:48
  have.
• 2:49
  Have
• 2:49
  collected
• 2:50
  their
• 2:50
  check
• 2:50
  on
• 2:51
  the
• 2:51
  back
• 2:51
  end
• 2:52
  from
• 2:52
  before
• 2:52
  the
• 2:52
  music
• 2:53
  even
• 2:53
  came
• 2:53
  out
• 2:53
  and
• 2:53
  said,
• 2:54
  well,
• 2:54
  you
• 2:54
  know
• 2:54
  what,
• 2:54
  if
• 2:55
  Beyonce
• 2:55
  released
• 2:55
  as
• 2:55
  us,
• 2:56
  you
• 2:56
  know,
• 2:56
  many
• 2:56
  artists
• 2:57
  now,
• 2:57
  like,
• 2:57
  I
• 2:57
  need
• 2:57
  to
• 2:58
  do
• 2:58
  a
• 2:58
  surprise
• 2:58
  album.
• 2:58
  A
• 2:59
  surprise
• 2:59
  album.
• 3:00
  It's
• 3:00
  only
• 3:00
  a
• 3:01
  surprise
• 3:01
  to
• 3:01
  you.
• 3:02
  It's
• 3:02
  not
• 3:02
  a
• 3:03
  surprise
• 3:03
  to
• 3:03
  the
• 3:03
  other.
• 3:04
  It's
• 3:04
  not
• 3:04
  a
• 3:04
  surprise
• 3:04
  to
• 3:05
  the
• 3:05
  producers,
• 3:05
  to
• 3:05
  the.
• 3:06
  To
• 3:06
  Netflix
• 3:06
  is
• 3:07
  not.
• 3:07
  It's
• 3:07
  surprise
• 3:07
  to
• 3:08
  you.
• 3:08
  So
• 3:08
  that
• 3:08
  you
• 3:08
  feel
• 3:09
  like
• 3:09
  you're,
• 3:09
  like
• 3:10
  you're
• 3:10
  being
• 3:10
  gifted
• 3:10
  something.
• 3:11
  But
• 3:11
  that's
• 3:11
  all
• 3:11
  going
• 3:12
  back
• 3:12
  to
• 3:12
  like,
• 3:12
  business
• 3:13
  plan
• 3:13
  and
• 3:13
  marketing.
• 3:14
  Because
• 3:14
  it
• 3:14
  did
• 3:14
  feel
• 3:14
  like
• 3:15
  a
• 3:15
  surprise.
• 3:15
  Like
• 3:16
  when
• 3:16
  Lemonade
• 3:16
  came
• 3:16
  out.
• 3:16
  Yeah,
• 3:17
  Lemonade.
• 3:17
  You're
• 3:17
  like,
• 3:17
  wow,
• 3:18
  well,
• 3:18
  who
• 3:19
  shot
• 3:19
  those
• 3:19
  things?
• 3:20
  She's,
• 3:21
  you
• 3:21
  know,
• 3:21
  she
• 3:22
  just
• 3:22
  beat
• 3:22
  up
• 3:22
  a
• 3:22
  fire
• 3:23
  hydrant
• 3:23
  in
• 3:23
  the
• 3:23
  middle
• 3:23
  of
• 3:24
  the
• 3:24
  street.
• 3:24
  What
• 3:24
  street
• 3:25
  was
• 3:25
  that?
• 3:25
  Like,
• 3:25
  you
• 3:25
  know,
• 3:26
  like,
• 3:26
  it's.
• 3:27
  It's
• 3:27
  just
• 3:27
  a
• 3:27
  surprise
• 3:28
  to
• 3:28
  us.
• 3:28
  And
• 3:28
  I.
• 3:28
  And
• 3:29
  one
• 3:29
  of
• 3:29
  the
• 3:29
  things
• 3:29
  I
• 3:29
  always
• 3:30
  tell
• 3:30
  you
• 3:31
  know,
• 3:31
  any
• 3:31
  of
• 3:31
  my
• 3:31
  clients,
• 3:32
  are
• 3:32
  you
• 3:32
  in
• 3:32
  the
• 3:33
  audience
• 3:33
  or
• 3:33
  are
• 3:33
  you
• 3:33
  on
• 3:33
  the
• 3:34
  stage?
• 3:34
  You
• 3:35
  know,
• 3:35
  you
• 3:35
  can't
• 3:36
  be
• 3:36
  in
• 3:36
  both.
• 3:36
  You
• 3:37
  can't
• 3:37
  have
• 3:37
  an
• 3:37
  audience
• 3:38
  reaction
• 3:38
  to
• 3:38
  building
• 3:39
  your
• 3:39
  business
• 3:39
  plan
• 3:40
  because
• 3:40
  of
• 3:40
  what
• 3:40
  you
• 3:41
  saw
• 3:41
  somebody
• 3:42
  else
• 3:42
  do.
• 3:42
  You
• 3:42
  need
• 3:43
  to
• 3:43
  go
• 3:43
  and
• 3:43
  do
• 3:43
  the
• 3:43
  research
• 3:43
  and
• 3:44
  figure
• 3:44
  out
• 3:45
  how
• 3:45
  these
• 3:45
  relationships
• 3:46
  are
• 3:46
  being
• 3:46
  made,
• 3:47
  what
• 3:47
  is
• 3:47
  being
• 3:47
  supported
• 3:48
  and
• 3:48
  how
• 3:48
  it's
• 3:49
  being
• 3:49
  done.
• 3:49
  Because
• 3:50
  like
• 3:50
  I
• 3:50
  said,
• 3:50
  you
• 3:51
  know,
• 3:51
  an
• 3:51
  album
• 3:51
  comes
• 3:51
  out
• 3:53
  and,
• 3:53
  you
• 3:53
  know,
• 3:54
  John
• 3:54
  Legend
• 3:54
  just
• 3:54
  released
• 3:55
  his
• 3:55
  album.
• 3:55
  I'm
• 3:56
  pretty
• 3:56
  sure
• 3:56
  John
• 3:56
  Legend
• 3:57
  already
• 3:57
  has
• 3:57
  a
• 3:57
  million
• 3:58
  placements
• 3:58
  for
• 3:58
  those
• 3:58
  songs.
• 4:00
  So
• 4:00
  it
• 4:00
  doesn't
• 4:00
  matter
• 4:01
  if
• 4:01
  it
• 4:01
  does
• 4:01
  well
• 4:01
  or
• 4:01
  not.
• 4:02
  Could
• 4:02
  you
• 4:02
  tell
• 4:02
  the
• 4:02
  audience
• 4:03
  what
• 4:03
  a
• 4:03
  placement
• 4:03
  is
• 4:03
  as
• 4:04
  well?
• 4:04
  So,
• 4:04
  yeah,
• 4:04
  like,
• 4:04
  a
• 4:05
  placement
• 4:05
  is
• 4:05
  like
• 4:05
  Sync
• 4:06
  Sync.
• 4:06
  So.
• 4:07
  So
• 4:07
  one
• 4:07
  thing
• 4:07
  I
• 4:07
  am
• 4:08
  launching
• 4:08
  in
• 4:08
  the
• 4:08
  near
• 4:09
  future
• 4:09
  is
• 4:09
  Sandbox
• 4:10
  Sync.
• 4:11
  We
• 4:11
  have
• 4:11
  been
• 4:12
  working
• 4:12
  for
• 4:12
  the
• 4:13
  last
• 4:13
  two
• 4:13
  years
• 4:13
  to
• 4:14
  develop
• 4:14
  this
• 4:15
  across
• 4:15
  the
• 4:16
  country.
• 4:16
  Very
• 4:17
  excited
• 4:18
  to
• 4:18
  premiere
• 4:19
  Sandbox
• 4:19
  Sync,
• 4:20
  which
• 4:20
  is
• 4:20
  like
• 4:20
  an
• 4:20
  urban.
• 4:22
  I
• 4:22
  don't
• 4:22
  even
• 4:22
  know
• 4:22
  what
• 4:23
  to
• 4:23
  call
• 4:23
  it
• 4:23
  anymore.
• 4:23
  Like,
• 4:24
  is
• 4:24
  an
• 4:24
  R
• 4:25
  and
• 4:25
  B,
• 4:25
  hip
• 4:25
  hop,
• 4:26
  reggae,
• 4:27
  dancehall
• 4:28
  world
• 4:28
  music
• 4:29
  digital
• 4:30
  library
• 4:30
  for
• 4:30
  music
• 4:30
  supervisors
• 4:31
  and
• 4:31
  for
• 4:32
  people
• 4:32
  trying
• 4:32
  to
• 4:33
  place
• 4:33
  music
• 4:34
  that
• 4:34
  is
• 4:34
  all
• 4:35
  Canadian
• 4:35
  content
• 4:36
  that
• 4:37
  follows
• 4:37
  all
• 4:37
  the
• 4:37
  maple
• 4:38
  rules.
• 4:38
  So
• 4:38
  we've
• 4:38
  been
• 4:38
  building
• 4:39
  this
• 4:39
  for
• 4:39
  the
• 4:39
  past
• 4:39
  two
• 4:39
  years
• 4:40
  because
• 4:40
  we're
• 4:40
  trying
• 4:41
  to
• 4:41
  get
• 4:41
  artist
• 4:41
  placements.
• 4:42
  So
• 4:42
  placements
• 4:42
  are,
• 4:43
  you
• 4:43
  know,
• 4:44
  in
• 4:44
  movies,
• 4:45
  in
• 4:45
  film,
• 4:46
  in,
• 4:47
  in,
• 4:47
  on
• 4:47
  tv.
• 4:48
  You
• 4:48
  know,
• 4:49
  when
• 4:49
  they
• 4:49
  want
• 4:49
  to
• 4:49
  sell
• 4:50
  some
• 4:50
  XL
• 4:50
  gum,
• 4:51
  is
• 4:51
  it
• 4:51
  your
• 4:51
  song
• 4:51
  that's
• 4:51
  playing
• 4:52
  in
• 4:52
  the
• 4:52
  background?
• 4:52
  Right.
• 4:53
  You
• 4:53
  know,
• 4:53
  and
• 4:53
  I
• 4:53
  think
• 4:53
  that
• 4:54
  this
• 4:54
  is
• 4:54
  where
• 4:56
  a
• 4:56
  lot
• 4:56
  of
• 4:57
  people
• 4:57
  don't
• 4:58
  realize
• 4:58
  the
• 4:59
  value
• 5:00
  of
• 5:00
  understanding
• 5:01
  the
• 5:01
  music
• 5:01
  industry
• 5:01
  push
• 5:02
  a
• 5:02
  T
• 5:03
  Guan's
• 5:04
  so
• 5:04
  like,
• 5:05
  you
• 5:05
  know,
• 5:05
  invincible
• 5:06
  because
• 5:06
  he
• 5:06
  made
• 5:06
  the
• 5:07
  McDonald's
• 5:07
  jingle.
• 5:08
  Right.
• 5:08
  He's
• 5:08
  made
• 5:09
  more
• 5:09
  money
• 5:09
  from
• 5:09
  the
• 5:09
  McDonald's
• 5:10
  jingle
• 5:10
  than
• 5:11
  people
• 5:11
  who
• 5:11
  are.
• 5:12
  So
• 5:12
  you
• 5:12
  have
• 5:12
  to
• 5:13
  really
• 5:13
  understand
• 5:14
  when
• 5:14
  a
• 5:14
  Justin
• 5:15
  Timberlake
• 5:15
  is
• 5:16
  doing
• 5:16
  super
• 5:16
  well,
• 5:16
  but
• 5:17
  he's
• 5:17
  saying
• 5:19
  what
• 5:19
  that
• 5:19
  means
• 5:20
  to
• 5:20
  his.
• 5:21
  His
• 5:21
  bottom
• 5:22
  line.
• 5:22
  Yeah,
• 5:22
  right.
• 5:23
  And
• 5:23
  so
• 5:23
  like
• 5:23
  placements
• 5:23
  are
• 5:24
  incredibly
• 5:24
  important
• 5:24
  and
• 5:25
  that
• 5:25
  is
• 5:25
  actually
• 5:25
  the
• 5:26
  way
• 5:26
  of
• 5:26
  the
• 5:26
  future.
• 5:27
  When
• 5:27
  you
• 5:27
  think
• 5:27
  about
• 5:28
  how
• 5:29
  people
• 5:29
  are
• 5:29
  consuming
• 5:30
  media.
• 5:30
  People
• 5:31
  are
• 5:31
  watching
• 5:32
  10
• 5:32
  Netflix
• 5:33
  shows
• 5:33
  back
• 5:34
  to
• 5:34
  back
• 5:34
  within
• 5:35
  a
• 5:35
  48
• 5:35
  hour
• 5:36
  period
• 5:36
  of
• 5:36
  time.
• 5:37
  You
• 5:37
  know,
• 5:37
  just
• 5:37
  recently
• 5:38
  I,
• 5:39
  I
• 5:39
  watched
• 5:39
  May
• 5:39
  I
• 5:40
  Destroy
• 5:40
  youy
• 5:40
  by
• 5:41
  a
• 5:41
  Michaela.
• 5:42
  Michaela,
• 5:43
  she's
• 5:44
  from
• 5:44
  the
• 5:44
  uk.
• 5:44
  She
• 5:44
  did
• 5:45
  chewing
• 5:45
  gum,
• 5:45
  Michaela
• 5:46
  Cole
• 5:46
  or
• 5:46
  something.
• 5:47
  What
• 5:47
  stream
• 5:48
  is
• 5:48
  that?
• 5:48
  What
• 5:48
  platform?
• 5:49
  So
• 5:49
  it's
• 5:49
  on
• 5:49
  hbo,
• 5:51
  but
• 5:51
  you
• 5:51
  know,
• 5:52
  the
• 5:52
  first
• 5:52
  thing
• 5:52
  that
• 5:52
  comes
• 5:53
  out
• 5:53
  and
• 5:53
  shout
• 5:54
  out
• 5:54
  my
• 5:54
  girl,
• 5:54
  Lil
• 5:55
  Sims,
• 5:55
  like
• 5:55
  little
• 5:56
  Sims.
• 5:56
  Every
• 5:56
  time
• 5:56
  she
• 5:56
  comes
• 5:56
  to
• 5:56
  Canada,
• 5:57
  we
• 5:57
  link
• 5:57
  up.
• 5:58
  But
• 5:58
  like
• 5:58
  Lil
• 5:59
  Sims
• 5:59
  has
• 5:59
  like
• 5:59
  four
• 6:00
  placements
• 6:00
  on
• 6:00
  that.
• 6:01
  It's
• 6:01
  on
• 6:01
  hbo.
• 6:02
  You.
• 6:03
  Most
• 6:03
  people
• 6:03
  don't
• 6:04
  know
• 6:04
  who
• 6:04
  Lil
• 6:04
  Sims
• 6:04
  is,
• 6:05
  but
• 6:05
  Little
• 6:05
  Sims
• 6:06
  has
• 6:06
  gotten
• 6:06
  placement
• 6:07
  after
• 6:07
  placement
• 6:07
  after.
• 6:08
  That's
• 6:08
  their
• 6:08
  game
• 6:09
  over
• 6:09
  there.
• 6:09
  Like,
• 6:09
  you
• 6:09
  know
• 6:10
  what
• 6:10
  I
• 6:10
  mean?
• 6:10
  And
• 6:10
  like,
• 6:11
  you
• 6:11
  don't
• 6:11
  have
• 6:11
  to
• 6:11
  be
• 6:11
  a
• 6:12
  incredibly
• 6:12
  commercially
• 6:13
  successful
• 6:13
  artist
• 6:14
  to
• 6:14
  be
• 6:14
  an
• 6:15
  incredibly
• 6:15
  successful
• 6:16
  artist
• 6:16
  financially.
• 6:17
  And
• 6:17
  to
• 6:17
  those
• 6:17
  who
• 6:18
  don't
• 6:18
  know,
• 6:18
  the
• 6:18
  maple
• 6:18
  rules
• 6:19
  aren't
• 6:19
  just
• 6:19
  like
• 6:20
  the
• 6:20
  laws
• 6:20
  of
• 6:20
  syrup
• 6:21
  in
• 6:21
  Canada.
• 6:22
  Yeah,
• 6:22
  it's
• 6:23
  maple
• 6:24
  made
• 6:24
  in
• 6:25
  Canada.
• 6:25
  Artist
• 6:25
  is
• 6:25
  Canadian,
• 6:26
  production
• 6:26
  is
• 6:27
  Canadian
• 6:27
  and
• 6:27
  the
• 6:27
  label
• 6:27
  is
• 6:28
  Canadian.
• 6:28
  So
• 6:28
  that's
• 6:29
  a
• 6:29
  maple
• 6:30
  made.
• 6:31
  It's
• 6:31
  actually
• 6:31
  really
• 6:31
  cool.
• 6:32
  I
• 6:32
  was
• 6:32
  like,
• 6:32
  did
• 6:32
  they
• 6:33
  come
• 6:33
  up
• 6:33
  with
• 6:33
  maple
• 6:33
  first?
• 6:35
  But
• 6:35
  it's
• 6:36
  actually
• 6:36
  very
• 6:36
  smart.
• 6:37
  But
• 6:37
  yeah,
• 6:37
  so
• 6:37
  that's,
• 6:38
  that's
• 6:38
  pretty
• 6:38
  much
• 6:39
  one
• 6:39
  of
• 6:39
  the
• 6:39
  biggest
• 6:39
  things
• 6:39
  I'm
• 6:40
  excited
• 6:40
  to
• 6:40
  bring
• 6:40
  to
• 6:40
  the
• 6:41
  market
• 6:41
  here
• 6:41
  because
• 6:41
  I
• 6:41
  do
• 6:42
  think
• 6:42
  that
• 6:42
  placements
• 6:43
  are
• 6:43
  the,
• 6:43
  are
• 6:43
  the
• 6:44
  way
• 6:44
  of
• 6:44
  the
• 6:44
  future.
• 6:44
  Definitely.
• 6:45
  Yeah.
• 6:46
  Wow.
• 6:46
  That's
• 6:47
  incredible.
• 6:47
  So
• 6:48
  I've
• 6:48
  been
• 6:48
  sitting
• 6:48
  here
• 6:48
  listening.
• 6:49
  I've
• 6:49
  known
• 6:49
  you
• 6:49
  for
• 6:49
  a
• 6:50
  good
• 6:50
  while
• 6:50
  now.
• 6:50
  Good.
• 6:50
  I
• 6:51
  would
• 6:51
  say
• 6:51
  like
• 6:51
  10
• 6:51
  years.
• 6:52
  Yeah.
• 6:52
  But
• 6:52
  I've
• 6:52
  learned
• 6:53
  so
• 6:53
  much
• 6:53
  about
• 6:54
  you
• 6:54
  too,
• 6:54
  actually.
• 6:56
  I'm
• 6:56
  just
• 6:57
  mesmerized.
• 6:57
  I'm
• 6:57
  sitting
• 6:58
  here
• 6:58
  listening.
• 6:58
  I'm
• 6:58
  like,
• 6:58
  I've
• 6:59
  learned
• 6:59
  so
• 6:59
  much
• 6:59
  about
• 7:01
  how
• 7:01
  much
• 7:01
  you've
• 7:01
  been
• 7:02
  able
• 7:02
  to
• 7:02
  accomplish
• 7:02
  and
• 7:03
  how
• 7:03
  much
• 7:03
  you've
• 7:03
  been
• 7:03
  able
• 7:04
  to
• 7:04
  help
• 7:04
  others
• 7:05
  and
• 7:05
  relationships
• 7:06
  that
• 7:06
  you
• 7:06
  fostered
• 7:07
  and
• 7:08
  from
• 7:08
  where
• 7:08
  you
• 7:08
  were
• 7:09
  then
• 7:09
  to
• 7:09
  where
• 7:09
  you
• 7:09
  are
• 7:10
  now.
• 7:10
  I
• 7:10
  mean,
• 7:10
  it's
• 7:11
  been
• 7:11
  incredible
• 7:11
  to
• 7:12
  watch
• 7:12
  and
• 7:12
  even
• 7:12
  just
• 7:13
  to
• 7:13
  hear
• 7:13
  about
• 7:13
  some
• 7:13
  of
• 7:13
  the
• 7:14
  journey
• 7:14
  here
• 7:15
  today,
• 7:16
  if
• 7:16
  it's
• 7:16
  okay,
• 7:16
  I
• 7:16
  want
• 7:17
  to
• 7:17
  go
• 7:17
  back
• 7:17
  a
• 7:17
  little
• 7:17
  bit
• 7:17
  too,
• 7:18
  so
• 7:18
  you
• 7:18
  can
• 7:18
  maybe
• 7:18
  fill
• 7:19
  in
• 7:19
  some
• 7:19
  of
• 7:19
  the
• 7:19
  blanks
• 7:19
  here.
• 7:20
  It
• 7:20
  is
• 7:20
  a
• 7:20
  Thursday,
• 7:20
  right?
• 7:21
  A
• 7:21
  little
• 7:21
  throwback
• 7:21
  Thursday
• 7:22
  vibe.
• 7:22
  Yeah.
• 7:22
  So
• 7:23
  let's
• 7:23
  go
• 7:23
  back
• 7:23
  a
• 7:23
  little
• 7:23
  bit
• 7:24
  and
• 7:24
  just
• 7:24
  fill
• 7:24
  in
• 7:24
  some
• 7:24
  of
• 7:24
  the
• 7:25
  blanks
• 7:25
  and
• 7:26
  just
• 7:26
  tell
• 7:27
  your
• 7:27
  story
• 7:27
  from
• 7:28
  there.
• 7:28
  So
• 7:29
  I
• 7:29
  know
• 7:29
  you
• 7:29
  did.
• 7:30
  You
• 7:30
  dropped
• 7:30
  some
• 7:30
  names,
• 7:31
  too.
• 7:31
  You
• 7:31
  mentioned
• 7:31
  Drake,
• 7:32
  which
• 7:32
  we
• 7:32
  always
• 7:32
  have
• 7:33
  to
• 7:33
  do,
• 7:33
  being
• 7:33
  from
• 7:33
  Canada.
• 7:35
  Can
• 7:35
  you
• 7:35
  tell
• 7:36
  us
• 7:36
  a
• 7:36
  little
• 7:36
  bit
• 7:36
  about
• 7:37
  some
• 7:37
  work
• 7:37
  that
• 7:38
  you
• 7:38
  did
• 7:38
  with
• 7:38
  drake
• 7:38
  back
• 7:39
  in
• 7:39
  2011
• 7:40
  12.
• 7:41
  So
• 7:41
  it
• 7:41
  was
• 7:41
  really
• 7:41
  cool
• 7:42
  to,
• 7:42
  like,
• 7:42
  watch
• 7:42
  Drake's
• 7:43
  coming
• 7:43
  up
• 7:44
  because,
• 7:45
  you
• 7:45
  know,
• 7:45
  I
• 7:45
  will
• 7:46
  always
• 7:46
  have
• 7:46
  the
• 7:47
  most
• 7:47
  respect
• 7:47
  for
• 7:47
  Drake
• 7:48
  as
• 7:48
  somebody
• 7:48
  in
• 7:48
  the
• 7:49
  music
• 7:49
  industry
• 7:49
  in
• 7:50
  Canada,
• 7:50
  because
• 7:50
  nobody
• 7:51
  valued
• 7:51
  him.
• 7:52
  I
• 7:52
  don't.
• 7:52
  I
• 7:52
  don't.
• 7:52
  I
• 7:53
  don't
• 7:53
  know
• 7:53
  why
• 7:53
  people
• 7:53
  don't
• 7:54
  really
• 7:54
  want
• 7:54
  to
• 7:54
  acknowledge
• 7:55
  or
• 7:55
  be
• 7:56
  honest
• 7:56
  about
• 7:56
  the
• 7:56
  fact
• 7:57
  that
• 7:57
  nobody
• 7:57
  cared
• 7:57
  about
• 7:58
  Drake.
• 7:58
  You
• 7:58
  know,
• 7:59
  you
• 7:59
  would
• 7:59
  walk.
• 7:59
  You.
• 8:00
  I
• 8:00
  had.
• 8:00
  I
• 8:00
  was
• 8:01
  so
• 8:01
  obsessed
• 8:01
  with
• 8:01
  Drake
• 8:02
  when
• 8:02
  I
• 8:02
  was
• 8:02
  younger
• 8:03
  that
• 8:03
  I
• 8:03
  would
• 8:03
  walk
• 8:04
  into
• 8:04
  rooms
• 8:04
  and
• 8:05
  like,
• 8:05
  talk
• 8:05
  about
• 8:06
  Drake
• 8:06
  and
• 8:06
  people
• 8:06
  like,
• 8:06
  yo,
• 8:07
  nobody
• 8:07
  cares
• 8:07
  about
• 8:07
  that
• 8:08
  guy.
• 8:08
  I'm
• 8:08
  like,
• 8:08
  yo,
• 8:08
  I
• 8:09
  had
• 8:09
  two
• 8:09
  ipods.
• 8:10
  One
• 8:10
  was
• 8:10
  just
• 8:10
  for
• 8:10
  Drake.
• 8:11
  I
• 8:11
  was
• 8:11
  that
• 8:11
  obsessed
• 8:12
  with
• 8:12
  him.
• 8:12
  I
• 8:12
  was
• 8:12
  like,
• 8:12
  this
• 8:13
  is
• 8:13
  my.
• 8:13
  Because
• 8:13
  I
• 8:13
  used
• 8:13
  to
• 8:13
  skateboard,
• 8:14
  and
• 8:14
  I
• 8:14
  would
• 8:14
  just
• 8:15
  skate
• 8:15
  to
• 8:15
  Drake.
• 8:15
  Okay.
• 8:16
  Back
• 8:16
  when
• 8:16
  you
• 8:16
  only
• 8:16
  had,
• 8:16
  like,
• 8:16
  a
• 8:16
  gig.
• 8:17
  Yeah.
• 8:17
  You
• 8:17
  know
• 8:17
  what
• 8:17
  I
• 8:18
  mean?
• 8:18
  That's
• 8:18
  why
• 8:18
  you
• 8:18
  needed
• 8:18
  two
• 8:19
  ipods,
• 8:19
  because
• 8:19
  I
• 8:19
  was
• 8:19
  like,
• 8:19
  okay,
• 8:20
  I
• 8:20
  want
• 8:20
  to
• 8:20
  listen
• 8:20
  to
• 8:20
  24
• 8:21
  songs.
• 8:21
  Okay?
• 8:23
  So,
• 8:23
  like,
• 8:23
  yeah,
• 8:23
  back
• 8:24
  in
• 8:24
  the
• 8:24
  day,
• 8:24
  like,
• 8:24
  I.
• 8:25
  I
• 8:25
  was
• 8:25
  up,
• 8:25
  and
• 8:25
  I
• 8:25
  would
• 8:26
  walk
• 8:26
  into
• 8:26
  rooms,
• 8:26
  and
• 8:26
  people
• 8:27
  really
• 8:27
  didn't
• 8:27
  rate
• 8:27
  this
• 8:28
  guy.
• 8:28
  But,
• 8:29
  like,
• 8:29
  one
• 8:29
  of
• 8:29
  the
• 8:29
  things
• 8:30
  that
• 8:30
  he
• 8:30
  did
• 8:30
  from
• 8:30
  the
• 8:31
  jump
• 8:31
  was
• 8:31
  put
• 8:31
  together
• 8:32
  his
• 8:32
  business,
• 8:32
  you
• 8:33
  know
• 8:33
  what
• 8:33
  I
• 8:33
  mean?
• 8:33
  And
• 8:33
  his
• 8:34
  team.
• 8:34
  And,
• 8:34
  like,
• 8:34
  thinking
• 8:35
  about
• 8:35
  the
• 8:35
  longevity
• 8:36
  of
• 8:37
  how
• 8:37
  to.
• 8:38
  You
• 8:38
  know,
• 8:39
  I
• 8:39
  dare
• 8:39
  say,
• 8:40
  as
• 8:40
  well,
• 8:40
  Drake
• 8:41
  was
• 8:41
  fun.
• 8:41
  One
• 8:41
  of
• 8:41
  the
• 8:42
  first
• 8:43
  influencer
• 8:44
  crossovers
• 8:45
  from
• 8:45
  television.
• 8:45
  Drake,
• 8:46
  whether
• 8:47
  you're
• 8:47
  talking
• 8:47
  about,
• 8:47
  like,
• 8:48
  Canadian
• 8:48
  or
• 8:48
  not,
• 8:49
  globally,
• 8:49
  I
• 8:50
  feel
• 8:50
  like
• 8:50
  Drake
• 8:50
  was
• 8:50
  one
• 8:50
  of
• 8:50
  the
• 8:51
  first
• 8:51
  people
• 8:51
  that
• 8:51
  really
• 8:52
  used,
• 8:53
  hey,
• 8:53
  I'm
• 8:53
  on
• 8:53
  tv.
• 8:55
  Let
• 8:55
  me
• 8:55
  drop
• 8:55
  some
• 8:55
  music,
• 8:56
  and
• 8:56
  let
• 8:56
  me
• 8:57
  allow
• 8:57
  my
• 8:58
  followers
• 8:58
  from
• 8:58
  my
• 8:58
  TV
• 8:59
  career
• 8:59
  to
• 8:59
  engage
• 9:00
  with
• 9:00
  my
• 9:00
  music
• 9:01
  career.
• 9:01
  And
• 9:01
  then
• 9:02
  went
• 9:02
  and,
• 9:03
  you
• 9:03
  know,
• 9:04
  in
• 9:04
  different
• 9:05
  areas,
• 9:05
  in
• 9:05
  different
• 9:06
  spaces,
• 9:06
  decided
• 9:07
  that
• 9:07
  he
• 9:07
  was
• 9:07
  gonna,
• 9:08
  like,
• 9:08
  plant
• 9:08
  these
• 9:09
  seeds.
• 9:09
  But,
• 9:09
  you
• 9:09
  know,
• 9:10
  watching
• 9:10
  him
• 9:11
  was
• 9:11
  so
• 9:11
  important.
• 9:11
  To
• 9:11
  me
• 9:11
  that
• 9:12
  working
• 9:12
  with
• 9:12
  him
• 9:12
  was
• 9:13
  like
• 9:13
  the,
• 9:14
  the
• 9:14
  main
• 9:14
  goal.
• 9:14
  It
• 9:14
  wasn't
• 9:15
  about,
• 9:15
  you
• 9:16
  know,
• 9:16
  how
• 9:17
  popular
• 9:17
  he'd
• 9:18
  become
• 9:18
  or
• 9:18
  whatever.
• 9:18
  Like
• 9:19
  being
• 9:19
  around
• 9:19
  celebrities.
• 9:20
  Like,
• 9:20
  you
• 9:20
  know,
• 9:20
  shout
• 9:21
  out
• 9:21
  my
• 9:21
  mom's.
• 9:21
  I
• 9:21
  grew
• 9:22
  up
• 9:22
  around
• 9:22
  celebrities.
• 9:23
  You
• 9:23
  know,
• 9:23
  my
• 9:23
  mom
• 9:23
  was
• 9:24
  a,
• 9:24
  a
• 9:24
  model.
• 9:24
  One
• 9:25
  of
• 9:25
  the
• 9:25
  first
• 9:25
  black
• 9:25
  models
• 9:26
  ever
• 9:26
  signed
• 9:26
  to
• 9:26
  Eleanor
• 9:27
  Fulcher.
• 9:27
  You
• 9:28
  know,
• 9:28
  she
• 9:28
  was
• 9:28
  on
• 9:28
  Heat
• 9:28
  in
• 9:28
  the
• 9:29
  Night.
• 9:29
  You
• 9:29
  know,
• 9:29
  shout
• 9:30
  out
• 9:30
  my
• 9:30
  godparents,
• 9:31
  like
• 9:31
  they're
• 9:31
  the
• 9:31
  founders
• 9:31
  of
• 9:32
  Carabana.
• 9:32
  Like,
• 9:32
  I
• 9:33
  grew
• 9:33
  up
• 9:33
  around
• 9:33
  celebrities,
• 9:34
  you
• 9:34
  know,
• 9:34
  so
• 9:36
  I,
• 9:36
  I'm
• 9:37
  not
• 9:37
  mesmerized
• 9:37
  by
• 9:38
  that
• 9:38
  life,
• 9:38
  but
• 9:39
  when
• 9:39
  I
• 9:39
  had
• 9:39
  the
• 9:39
  opportunity
• 9:40
  to,
• 9:40
  to,
• 9:41
  for,
• 9:41
  for,
• 9:42
  for
• 9:42
  Drake
• 9:42
  to
• 9:42
  do
• 9:42
  the
• 9:42
  co
• 9:43
  write
• 9:43
  placement
• 9:43
  with,
• 9:44
  with,
• 9:45
  with
• 9:45
  my
• 9:45
  artist
• 9:46
  at
• 9:46
  the
• 9:46
  time
• 9:46
  for
• 9:47
  Rita
• 9:47
  Ora,
• 9:48
  you
• 9:48
  know,
• 9:48
  just
• 9:49
  even
• 9:49
  the
• 9:49
  way
• 9:49
  he
• 9:49
  navigated
• 9:50
  it,
• 9:50
  the
• 9:50
  way
• 9:50
  he
• 9:51
  dealt
• 9:51
  with
• 9:51
  it,
• 9:51
  you
• 9:52
  know,
• 9:52
  getting
• 9:52
  to
• 9:52
  work
• 9:52
  with
• 9:52
  his
• 9:53
  lawyers,
• 9:53
  you
• 9:53
  know,
• 9:54
  one
• 9:54
  of
• 9:54
  the
• 9:54
  things
• 9:54
  I
• 9:55
  really
• 9:55
  will
• 9:55
  shell
• 9:55
  Drake
• 9:56
  out
• 9:56
  on
• 9:56
  was
• 9:57
  the
• 9:57
  fact
• 9:57
  that
• 9:57
  he
• 9:58
  dealt
• 9:58
  with
• 9:58
  me
• 9:58
  first
• 9:58
  and
• 9:59
  then
• 9:59
  it
• 9:59
  was
• 9:59
  like,
• 9:59
  talk
• 9:59
  to
• 9:59
  the
• 9:59
  lawyers,
• 10:00
  you
• 10:00
  know,
• 10:00
  and
• 10:01
  then
• 10:01
  any
• 10:01
  issue
• 10:02
  I
• 10:02
  had,
• 10:02
  I
• 10:02
  was
• 10:02
  able
• 10:03
  to
• 10:03
  like,
• 10:03
  hey,
• 10:04
  I'm,
• 10:04
  I'm
• 10:04
  like
• 10:04
  trying
• 10:04
  to.
• 10:05
  Because
• 10:05
  he
• 10:05
  understood
• 10:05
  I
• 10:05
  was
• 10:06
  learning.
• 10:06
  Hey,
• 10:06
  I'm
• 10:06
  trying
• 10:07
  to
• 10:07
  navigate
• 10:07
  this.
• 10:07
  Well,
• 10:08
  okay,
• 10:08
  cool.
• 10:08
  Like,
• 10:08
  I
• 10:09
  understand
• 10:09
  where
• 10:09
  you're
• 10:09
  at.
• 10:10
  This
• 10:10
  is
• 10:10
  how
• 10:11
  you
• 10:11
  should
• 10:11
  talk
• 10:11
  to
• 10:11
  the
• 10:11
  lawyers.
• 10:12
  And
• 10:12
  so,
• 10:12
  you
• 10:12
  know,
• 10:13
  in
• 10:13
  many
• 10:13
  ways
• 10:13
  I
• 10:13
  feel
• 10:14
  like
• 10:14
  if
• 10:15
  this
• 10:15
  environment
• 10:16
  was
• 10:16
  more
• 10:16
  receptive
• 10:17
  to
• 10:17
  him,
• 10:18
  I
• 10:18
  think
• 10:18
  that
• 10:18
  he's,
• 10:19
  he
• 10:19
  would
• 10:19
  have
• 10:20
  been
• 10:20
  able
• 10:20
  to
• 10:20
  teach
• 10:20
  us
• 10:20
  a
• 10:21
  lot.
• 10:21
  But
• 10:21
  even
• 10:22
  in
• 10:22
  the
• 10:22
  height
• 10:22
  of
• 10:22
  his
• 10:23
  career
• 10:24
  in
• 10:24
  the
• 10:24
  States
• 10:24
  before,
• 10:25
  like,
• 10:25
  you
• 10:26
  know,
• 10:26
  he
• 10:26
  became
• 10:26
  what
• 10:26
  he.
• 10:27
  People
• 10:27
  were
• 10:27
  still
• 10:27
  denying
• 10:29
  his,
• 10:30
  his
• 10:31
  success
• 10:31
  here.
• 10:32
  Yeah.
• 10:32
  Which
• 10:32
  was
• 10:33
  like.
• 10:33
  And
• 10:33
  I
• 10:33
  think
• 10:33
  a
• 10:33
  part
• 10:34
  of
• 10:34
  that.
• 10:34
  You
• 10:34
  know,
• 10:35
  this
• 10:35
  is
• 10:35
  a
• 10:35
  little
• 10:35
  off
• 10:35
  topic
• 10:36
  of
• 10:36
  the
• 10:36
  work
• 10:36
  I've
• 10:36
  done,
• 10:36
  but
• 10:37
  the
• 10:38
  Canadian
• 10:38
  music
• 10:38
  industry
• 10:39
  is
• 10:39
  slow
• 10:40
  to
• 10:40
  supporting
• 10:41
  what
• 10:41
  they
• 10:41
  didn't
• 10:41
  build.
• 10:42
  Right.
• 10:43
  Canada
• 10:43
  is
• 10:43
  like
• 10:44
  very
• 10:44
  like,
• 10:45
  wait,
• 10:45
  did
• 10:45
  we
• 10:45
  fund
• 10:46
  that?
• 10:46
  Did
• 10:46
  we
• 10:46
  touch
• 10:47
  that?
• 10:47
  Okay,
• 10:47
  let's
• 10:48
  ignore
• 10:48
  it.
• 10:48
  Like,
• 10:49
  that's
• 10:49
  the
• 10:49
  craziest
• 10:51
  thing
• 10:51
  that
• 10:51
  I
• 10:52
  see
• 10:52
  here
• 10:52
  with
• 10:52
  funders
• 10:53
  that
• 10:53
  I
• 10:53
  see
• 10:54
  here
• 10:54
  with,
• 10:54
  you
• 10:54
  know,
• 10:55
  did
• 10:55
  you
• 10:55
  get
• 10:55
  shortlisted
• 10:56
  or
• 10:56
  long
• 10:56
  listed
• 10:57
  for
• 10:57
  a
• 10:57
  Polaris
• 10:58
  prize
• 10:58
  or
• 10:58
  a
• 10:58
  Prison
• 10:58
  prize?
• 10:59
  Well,
• 10:59
  did
• 10:59
  you
• 10:59
  get
• 10:59
  funded?
• 11:00
  If
• 11:00
  you
• 11:00
  got
• 11:00
  funded,
• 11:01
  I'm
• 11:01
  sure
• 11:01
  you.
• 11:01
  Made
• 11:01
  the
• 11:01
  list
• 11:02
  and
• 11:02
  that's
• 11:02
  why
• 11:02
  we
• 11:02
  have
• 11:02
  Maple
• 11:03
  in
• 11:03
  the
• 11:03
  first
• 11:03
  place.
• 11:04
  Exactly.
• 11:05
  Yeah,
• 11:05
  exactly.
• 11:06
  It's,
• 11:07
  it's
• 11:07
  so.
• 11:08
  But
• 11:08
  yes,
• 11:08
  working
• 11:08
  with
• 11:08
  Drake
• 11:09
  was
• 11:09
  incredible.
• 11:09
  Shout
• 11:10
  out
• 11:10
  Drake
• 11:10
  for
• 11:10
  coming
• 11:10
  to
• 11:11
  the,
• 11:11
  to
• 11:11
  the
• 11:11
  release
• 11:12
  party.
• 11:12
  People
• 11:12
  were
• 11:12
  like,
• 11:12
  oh
• 11:13
  my
• 11:13
  gosh,
• 11:13
  she
• 11:13
  works.
• 11:13
  You
• 11:14
  really,
• 11:14
  you
• 11:14
  really
• 11:14
  know
• 11:15
  him.
• 11:15
  Like,
• 11:15
  he
• 11:15
  really,
• 11:16
  he's
• 11:16
  really
• 11:16
  here,
• 11:17
  you
• 11:17
  know,
• 11:17
  and
• 11:17
  it,
• 11:18
  you
• 11:18
  know,
• 11:18
  to
• 11:18
  this
• 11:18
  day,
• 11:19
  like
• 11:19
  always
• 11:19
  somebody
• 11:20
  that
• 11:21
  shows
• 11:21
  love
• 11:21
  and.
• 11:22
  And
• 11:22
  is
• 11:22
  supportive.
• 11:23
  So,
• 11:23
  you
• 11:23
  know,
• 11:23
  shout
• 11:23
  out
• 11:24
  Drake
• 11:24
  and
• 11:24
  OVO
• 11:25
  and.
• 11:25
  And
• 11:25
  what
• 11:25
  they're
• 11:26
  doing.
• 11:27
  Wow.
• 11:28
  So
• 11:29
  I.
• 11:29
  I
• 11:29
  know
• 11:30
  Anthony
• 11:30
  had
• 11:30
  asked
• 11:31
  about
• 11:31
  the
• 11:31
  beginnings.
• 11:32
  Can
• 11:32
  you
• 11:32
  specifically
• 11:33
  talk
• 11:33
  about
• 11:33
  how
• 11:34
  you
• 11:34
  got
• 11:34
  into
• 11:34
  artist
• 11:35
  management?
• 11:36
  Yeah,
• 11:36
  you
• 11:36
  know,
• 11:36
  I
• 11:37
  was
• 11:37
  a
• 11:37
  little
• 11:37
  bit
• 11:37
  of
• 11:37
  a
• 11:38
  rambunctious
• 11:39
  kid.
• 11:39
  No,
• 11:40
  I.
• 11:40
  Honestly,
• 11:41
  I.
• 11:41
  I
• 11:41
  was
• 11:41
  out
• 11:41
  of
• 11:41
  my
• 11:42
  house
• 11:42
  at
• 11:42
  15,
• 11:43
  and,
• 11:43
  you
• 11:44
  know,
• 11:44
  it's
• 11:45
  so
• 11:45
  crazy
• 11:45
  to
• 11:46
  me
• 11:46
  now.
• 11:46
  Like,
• 11:47
  I
• 11:48
  came
• 11:48
  out
• 11:48
  as,
• 11:48
  like,
• 11:48
  queer
• 11:49
  when
• 11:49
  I
• 11:49
  was,
• 11:49
  like,
• 11:49
  15,
• 11:50
  and
• 11:50
  it
• 11:50
  was
• 11:50
  very
• 11:51
  disruptive
• 11:51
  to,
• 11:51
  like,
• 11:52
  my
• 11:52
  life.
• 11:52
  Like,
• 11:52
  I
• 11:52
  was
• 11:53
  like
• 11:53
  a.
• 11:54
  A
• 11:54
  quad.
• 11:54
  A
• 11:55
  varsity
• 11:55
  basketball
• 11:56
  player
• 11:56
  on
• 11:57
  the
• 11:57
  debate
• 11:57
  team,
• 11:58
  honor
• 11:58
  roll.
• 11:59
  And,
• 11:59
  like,
• 11:59
  now
• 11:59
  I'm
• 11:59
  out
• 11:59
  my
• 12:00
  house
• 12:00
  and,
• 12:00
  like,
• 12:01
  you
• 12:01
  know,
• 12:01
  I
• 12:01
  grew
• 12:01
  up
• 12:01
  pretty
• 12:02
  sheltered.
• 12:02
  You
• 12:02
  know,
• 12:03
  I
• 12:03
  just,
• 12:03
  like,
• 12:03
  went
• 12:03
  to
• 12:03
  church
• 12:04
  most
• 12:04
  of
• 12:04
  my
• 12:04
  life.
• 12:04
  And,
• 12:05
  you
• 12:05
  know,
• 12:05
  secular
• 12:06
  music
• 12:06
  was
• 12:06
  like.
• 12:07
  Like,
• 12:07
  to
• 12:07
  this
• 12:08
  day,
• 12:08
  people
• 12:08
  were
• 12:08
  like,
• 12:08
  yo,
• 12:09
  you
• 12:09
  know
• 12:09
  this
• 12:09
  Wu
• 12:09
  Tang
• 12:09
  song,
• 12:10
  and
• 12:10
  I'm
• 12:10
  like,
• 12:10
  I
• 12:10
  know
• 12:10
  Kirk
• 12:10
  Franklin
• 12:11
  song,
• 12:12
  Fred
• 12:12
  Hammond's
• 12:12
  song.
• 12:12
  And,
• 12:13
  like,
• 12:13
  you
• 12:13
  know,
• 12:13
  I
• 12:13
  really.
• 12:14
  In
• 12:15
  church,
• 12:15
  like,
• 12:15
  for
• 12:15
  real,
• 12:16
  in
• 12:16
  church.
• 12:16
  And,
• 12:16
  like,
• 12:17
  so,
• 12:17
  you
• 12:17
  know,
• 12:17
  coming
• 12:18
  out
• 12:18
  and
• 12:18
  then,
• 12:18
  like,
• 12:19
  being
• 12:19
  put
• 12:19
  into
• 12:20
  this
• 12:20
  new
• 12:20
  world
• 12:20
  where,
• 12:21
  like,
• 12:21
  you
• 12:21
  know,
• 12:21
  at
• 12:21
  the
• 12:22
  time,
• 12:22
  like,
• 12:22
  50
• 12:22
  Cent
• 12:23
  was,
• 12:23
  like,
• 12:23
  dropping
• 12:24
  and,
• 12:24
  like,
• 12:24
  gangster
• 12:24
  rap
• 12:25
  had
• 12:25
  become,
• 12:25
  like,
• 12:26
  so
• 12:26
  popular.
• 12:27
  Like,
• 12:27
  I
• 12:27
  felt
• 12:27
  like,
• 12:28
  you
• 12:28
  know,
• 12:28
  I
• 12:28
  was
• 12:28
  just,
• 12:28
  like,
• 12:29
  dropped
• 12:29
  into
• 12:29
  this
• 12:30
  other
• 12:30
  life.
• 12:30
  But,
• 12:31
  you
• 12:31
  know,
• 12:31
  within
• 12:32
  that,
• 12:32
  I
• 12:32
  realized
• 12:33
  the
• 12:33
  influence
• 12:33
  of
• 12:34
  music,
• 12:34
  right?
• 12:35
  Like,
• 12:35
  I
• 12:35
  never
• 12:35
  really
• 12:36
  understood
• 12:37
  how
• 12:37
  powerful
• 12:38
  music
• 12:38
  was
• 12:38
  until,
• 12:39
  like,
• 12:39
  G
• 12:39
  Unit
• 12:40
  releases
• 12:40
  these
• 12:40
  really
• 12:41
  ugly
• 12:41
  tank
• 12:41
  tops
• 12:42
  and
• 12:42
  everybody's
• 12:43
  wearing
• 12:43
  them.
• 12:43
  You
• 12:44
  know,
• 12:44
  I'm
• 12:44
  like,
• 12:45
  did
• 12:45
  you
• 12:45
  see
• 12:45
  yourself?
• 12:45
  They're
• 12:46
  like
• 12:46
  G
• 12:46
  Unit.
• 12:46
  Like,
• 12:46
  you
• 12:47
  know,
• 12:47
  I
• 12:47
  didn't
• 12:47
  really
• 12:48
  understand
• 12:48
  the.
• 12:48
  The.
• 12:49
  The
• 12:49
  impact
• 12:50
  of
• 12:50
  music
• 12:50
  in
• 12:50
  that
• 12:51
  way
• 12:51
  because,
• 12:51
  like
• 12:51
  I
• 12:51
  said,
• 12:51
  I
• 12:51
  grew
• 12:52
  up
• 12:52
  in
• 12:52
  church,
• 12:52
  and
• 12:53
  you
• 12:53
  just
• 12:53
  wore
• 12:53
  church
• 12:54
  clothes.
• 12:54
  Like,
• 12:54
  I
• 12:54
  didn't
• 12:55
  own
• 12:55
  Air
• 12:55
  Force
• 12:56
  ones
• 12:56
  or,
• 12:56
  like,
• 12:56
  you
• 12:57
  know,
• 12:57
  sneakers
• 12:57
  that
• 12:57
  were,
• 12:58
  like,
• 12:58
  a
• 12:59
  part
• 12:59
  of
• 12:59
  the
• 12:59
  hip
• 12:59
  hop
• 13:00
  culture.
• 13:00
  I
• 13:00
  wasn't
• 13:00
  a
• 13:01
  part
• 13:01
  of
• 13:01
  the
• 13:01
  hip
• 13:01
  hop
• 13:01
  culture.
• 13:01
  And.
• 13:02
  And,
• 13:02
  you
• 13:02
  know,
• 13:02
  being
• 13:03
  Jamaican,
• 13:03
  like,
• 13:03
  hip
• 13:03
  hop
• 13:04
  even
• 13:04
  to
• 13:04
  this
• 13:05
  day
• 13:05
  in
• 13:05
  Jamaica
• 13:05
  is
• 13:05
  not
• 13:06
  a
• 13:06
  popular,
• 13:07
  like,
• 13:07
  music.
• 13:08
  Like,
• 13:08
  you
• 13:09
  know,
• 13:09
  you
• 13:09
  don't
• 13:09
  hear
• 13:09
  people
• 13:10
  listening
• 13:10
  to
• 13:10
  rap
• 13:10
  in
• 13:10
  Jamaica
• 13:11
  really,
• 13:11
  you
• 13:11
  know,
• 13:12
  so,
• 13:12
  you
• 13:12
  know,
• 13:13
  like,
• 13:13
  for
• 13:13
  me,
• 13:14
  getting
• 13:14
  dropped
• 13:15
  into
• 13:15
  it,
• 13:15
  it
• 13:15
  was
• 13:16
  just
• 13:16
  so
• 13:16
  infectious
• 13:17
  how
• 13:17
  much
• 13:18
  influence
• 13:19
  it
• 13:19
  had.
• 13:19
  And
• 13:20
  then,
• 13:20
  you
• 13:20
  know,
• 13:20
  around,
• 13:20
  like,
• 13:21
  18
• 13:22
  years,
• 13:22
  18,
• 13:23
  19,
• 13:23
  I
• 13:23
  met
• 13:24
  a
• 13:25
  young
• 13:25
  woman
• 13:25
  who's
• 13:25
  now
• 13:26
  who
• 13:26
  used
• 13:26
  to
• 13:26
  be
• 13:26
  called
• 13:26
  PG
• 13:27
  but
• 13:27
  now
• 13:27
  goes
• 13:27
  by
• 13:27
  Layla
• 13:28
  Day.
• 13:28
  And
• 13:28
  it
• 13:29
  was
• 13:29
  literally
• 13:29
  like
• 13:29
  this
• 13:30
  one
• 13:30
  moment
• 13:30
  in
• 13:30
  my
• 13:31
  life
• 13:31
  where
• 13:32
  I
• 13:32
  don't
• 13:32
  know
• 13:32
  if
• 13:32
  anyone's
• 13:32
  from
• 13:33
  Scarborough.
• 13:33
  There's
• 13:33
  this
• 13:33
  thing
• 13:34
  called,
• 13:34
  like,
• 13:34
  Lion's
• 13:35
  Den.
• 13:36
  And
• 13:36
  there
• 13:36
  was
• 13:36
  this
• 13:38
  competition
• 13:39
  there
• 13:39
  called
• 13:40
  Rock
• 13:40
  the
• 13:40
  Mic.
• 13:40
  Yeah,
• 13:41
  Rock
• 13:41
  the
• 13:41
  mic.
• 13:42
  And
• 13:42
  it's
• 13:43
  so
• 13:43
  crazy
• 13:43
  to
• 13:43
  me
• 13:43
  how,
• 13:44
  like,
• 13:44
  things
• 13:44
  can't
• 13:44
  sustain
• 13:45
  in
• 13:45
  Toronto.
• 13:46
  Like,
• 13:46
  this
• 13:46
  is
• 13:47
  something,
• 13:47
  like,
• 13:47
  people
• 13:47
  don't.
• 13:47
  But
• 13:48
  really
• 13:48
  nothing
• 13:48
  sustains
• 13:49
  here.
• 13:49
  But
• 13:49
  that
• 13:50
  thing
• 13:50
  was,
• 13:50
  like,
• 13:50
  the
• 13:50
  most
• 13:51
  popping
• 13:51
  thing
• 13:51
  for
• 13:51
  like,
• 13:52
  a
• 13:52
  year
• 13:52
  and
• 13:52
  a
• 13:52
  half.
• 13:53
  Like,
• 13:53
  everybody
• 13:54
  was
• 13:54
  there.
• 13:54
  Johnny
• 13:54
  Rocks
• 13:55
  was
• 13:55
  there.
• 13:55
  Kim
• 13:55
  Davis
• 13:56
  was
• 13:56
  there,
• 13:56
  and
• 13:56
  Drina
• 13:57
  Mill
• 13:57
  was
• 13:57
  there.
• 13:58
  Layla
• 13:58
  was
• 13:58
  there.
• 13:58
  Like,
• 13:59
  everybody
• 13:59
  would
• 13:59
  go
• 14:00
  there
• 14:00
  and
• 14:00
  perform.
• 14:01
  Tory
• 14:01
  Lanez.
• 14:02
  I
• 14:02
  met
• 14:02
  Tory
• 14:02
  Lanez
• 14:03
  at
• 14:03
  this
• 14:03
  thing,
• 14:03
  his
• 14:03
  first
• 14:03
  performance
• 14:04
  ever
• 14:05
  on
• 14:05
  God.
• 14:06
  Like,
• 14:06
  that's
• 14:06
  why
• 14:06
  Tory
• 14:06
  still
• 14:07
  comes
• 14:07
  to
• 14:07
  Sandbox
• 14:07
  when
• 14:07
  he,
• 14:08
  like,
• 14:08
  on
• 14:08
  God
• 14:08
  was
• 14:08
  Tory
• 14:09
  Lanez.
• 14:09
  And
• 14:10
  they
• 14:10
  booed
• 14:10
  him.
• 14:11
  Wow.
• 14:11
  And
• 14:11
  this
• 14:12
  guy
• 14:12
  jumped
• 14:12
  up
• 14:12
  on
• 14:12
  the
• 14:13
  table
• 14:13
  and
• 14:13
  said,
• 14:14
  I
• 14:14
  swear
• 14:14
  to
• 14:14
  God,
• 14:15
  y'all
• 14:15
  gonna
• 14:16
  regret
• 14:16
  this
• 14:16
  day.
• 14:16
  I'm
• 14:17
  gonna
• 14:17
  be
• 14:17
  the
• 14:17
  biggest.
• 14:18
  Like,
• 14:18
  jumped
• 14:19
  on
• 14:19
  the
• 14:19
  table.
• 14:19
  Okay.
• 14:20
  And
• 14:20
  I
• 14:20
  was
• 14:20
  like,
• 14:21
  yo.
• 14:21
  And
• 14:21
  after
• 14:22
  that,
• 14:22
  like,
• 14:22
  I
• 14:22
  pulled
• 14:22
  up
• 14:23
  on
• 14:23
  him,
• 14:23
  like,
• 14:23
  yo,
• 14:24
  you
• 14:24
  were
• 14:24
  actually
• 14:24
  super
• 14:25
  dope.
• 14:25
  And,
• 14:25
  like,
• 14:25
  tried
• 14:26
  to
• 14:26
  get
• 14:26
  him
• 14:26
  into
• 14:26
  studios,
• 14:27
  but
• 14:27
  his
• 14:27
  story
• 14:27
  is
• 14:28
  real.
• 14:28
  Like,
• 14:28
  he
• 14:28
  really
• 14:28
  couldn't
• 14:29
  afford
• 14:29
  to
• 14:29
  come
• 14:30
  from
• 14:30
  Brampton
• 14:30
  to
• 14:30
  Toronto
• 14:31
  to
• 14:31
  get
• 14:31
  into
• 14:31
  studios,
• 14:32
  you
• 14:32
  know?
• 14:32
  So
• 14:32
  we
• 14:32
  continued
• 14:33
  to
• 14:33
  build
• 14:33
  and
• 14:33
  have
• 14:34
  a
• 14:34
  relationship.