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Unveiling the Secrets Behind Successful Music Careers · Music Explored Podcast

• 0:00
  There's
• 0:00
  no
• 0:00
  trick
• 0:01
  for
• 0:01
  that.
• 0:01
  Like
• 0:01
  you
• 0:02
  have
• 0:02
  to
• 0:02
  do
• 0:02
  the
• 0:03
  first
• 0:03
  work
• 0:03
  yourself.
• 0:04
  And
• 0:05
  unfortunately,
• 0:06
  I
• 0:06
  think,
• 0:06
  you
• 0:06
  know,
• 0:07
  like
• 0:07
  the
• 0:07
  problems
• 0:07
  with
• 0:08
  120,000
• 0:09
  songs
• 0:09
  is
• 0:10
  that
• 0:12
  music
• 0:12
  is
• 0:12
  no
• 0:13
  different
• 0:13
  from
• 0:13
  sports
• 0:14
  or
• 0:14
  anything
• 0:14
  else.
• 0:15
  Like
• 0:15
  you
• 0:15
  need
• 0:16
  to
• 0:16
  have
• 0:16
  a
• 0:16
  talent,
• 0:17
  you
• 0:17
  need
• 0:17
  to
• 0:17
  have
• 0:17
  people
• 0:18
  appreciate
• 0:19
  you.
• 0:19
  Just
• 0:20
  because
• 0:20
  you
• 0:20
  have
• 0:21
  a
• 0:21
  recording
• 0:22
  facility
• 0:23
  or
• 0:24
  you
• 0:24
  believe
• 0:24
  you
• 0:24
  can
• 0:25
  sing
• 0:25
  or
• 0:25
  you
• 0:25
  can
• 0:26
  record
• 0:26
  it
• 0:26
  doesn't
• 0:27
  give
• 0:27
  you
• 0:27
  the
• 0:27
  right
• 0:28
  to
• 0:28
  be
• 0:29
  successful
• 0:29
  in
• 0:29
  music.
• 0:30
  And
• 0:30
  I
• 0:30
  think
• 0:30
  that
• 0:30
  is
• 0:31
  what
• 0:31
  I
• 0:31
  think
• 0:31
  the
• 0:31
  biggest
• 0:32
  mismatch
• 0:33
  today
• 0:33
  that
• 0:33
  the
• 0:33
  expectation
• 0:35
  is
• 0:35
  that
• 0:35
  people
• 0:35
  just
• 0:36
  believe
• 0:36
  I'm
• 0:36
  uploading
• 0:37
  to
• 0:37
  Spotify
• 0:38
  and
• 0:38
  now
• 0:39
  I
• 0:39
  gotta
• 0:39
  be
• 0:39
  a
• 0:39
  rock
• 0:40
  star.
• 0:40
  You
• 0:40
  know,
• 0:40
  like
• 0:42
  nothing
• 0:42
  has
• 0:43
  changed.
• 0:43
  It's
• 0:44
  just
• 0:44
  that
• 0:44
  it
• 0:45
  opens,
• 0:45
  is
• 0:45
  opens
• 0:46
  up
• 0:46
  for
• 0:47
  stories
• 0:48
  today
• 0:48
  that
• 0:49
  did
• 0:49
  not
• 0:49
  happen
• 0:50
  20
• 0:50
  years
• 0:50
  ago.
• 0:51
  But
• 0:51
  the
• 0:51
  competition,
• 0:52
  because
• 0:52
  of,
• 0:53
  you
• 0:54
  know,
• 0:54
  cost
• 0:54
  of
• 0:55
  recordings,
• 0:55
  the
• 0:56
  eastern
• 0:56
  adult
• 0:56
  getting
• 0:57
  it
• 0:57
  upload,
• 0:57
  paying
• 0:58
  a
• 0:58
  ten
• 0:58
  dollar
• 0:58
  fee
• 0:59
  to
• 0:59
  aggreg
• 1:00
  to
• 1:01
  get
• 1:01
  it
• 1:01
  up,
• 1:01
  like
• 1:02
  that
• 1:02
  is
• 1:02
  what
• 1:03
  creates
• 1:03
  the
• 1:04
  massive
• 1:04
  amount
• 1:04
  of
• 1:05
  inflows.
• 1:06
  Yeah,
• 1:07
  but
• 1:07
  that
• 1:07
  doesn't
• 1:08
  mean
• 1:08
  that
• 1:08
  there's
• 1:08
  this
• 1:09
  demand
• 1:10
  for
• 1:10
  all
• 1:10
  that
• 1:10
  music,
• 1:11
  you
• 1:11
  know.
• 1:11
  True.
• 1:12
  Yes.
• 1:12
  Right.
• 1:12
  It's
• 1:12
  not
• 1:12
  even
• 1:13
  possible
• 1:13
  to
• 1:14
  consume
• 1:14
  it
• 1:14
  all.
• 1:14
  There's
• 1:15
  too
• 1:15
  much.
• 1:15
  So
• 1:15
  I
• 1:15
  love
• 1:16
  what
• 1:16
  you
• 1:16
  said
• 1:16
  there.
• 1:16
  You
• 1:16
  said
• 1:17
  three
• 1:17
  things,
• 1:17
  I
• 1:17
  think.
• 1:17
  Well,
• 1:18
  more
• 1:18
  than
• 1:18
  that,
• 1:18
  but
• 1:18
  the
• 1:18
  three
• 1:19
  points
• 1:19
  I
• 1:19
  got
• 1:20
  talent.
• 1:21
  Number
• 1:21
  one,
• 1:21
  you
• 1:22
  have
• 1:22
  to
• 1:22
  have
• 1:22
  talent.
• 1:23
  Right.
• 1:23
  And
• 1:23
  I
• 1:23
  love
• 1:23
  that
• 1:23
  you
• 1:23
  compared
• 1:24
  it
• 1:24
  to
• 1:24
  being
• 1:24
  an
• 1:24
  athlete
• 1:25
  because
• 1:25
  that
• 1:25
  speaks
• 1:25
  for
• 1:25
  itself,
• 1:26
  right?
• 1:27
  We
• 1:27
  all
• 1:27
  grew
• 1:27
  up
• 1:27
  as
• 1:27
  kids
• 1:28
  on
• 1:28
  the
• 1:28
  playground,
• 1:28
  many
• 1:28
  of
• 1:29
  us
• 1:29
  did,
• 1:29
  with
• 1:30
  big
• 1:30
  hoop
• 1:30
  dreams
• 1:31
  or
• 1:31
  whatever,
• 1:31
  NFL
• 1:32
  dreams.
• 1:33
  And
• 1:33
  you,
• 1:34
  it,
• 1:34
  you
• 1:35
  can't
• 1:35
  fake
• 1:35
  it.
• 1:36
  It's
• 1:36
  got
• 1:36
  to
• 1:36
  be
• 1:36
  there.
• 1:36
  The
• 1:37
  talent
• 1:37
  has
• 1:37
  to
• 1:37
  be
• 1:38
  there
• 1:38
  and
• 1:38
  it
• 1:38
  has
• 1:38
  to
• 1:38
  surpass.
• 1:39
  You
• 1:40
  mentioned
• 1:40
  having
• 1:40
  10
• 1:41
  fans
• 1:41
  to
• 1:41
  100.
• 1:42
  But
• 1:43
  in
• 1:43
  the
• 1:43
  same
• 1:44
  respect,
• 1:44
  you
• 1:44
  have
• 1:44
  to
• 1:44
  have,
• 1:45
  you
• 1:45
  have
• 1:45
  to
• 1:45
  have
• 1:45
  the
• 1:46
  respect
• 1:46
  of
• 1:46
  those
• 1:46
  people.
• 1:47
  So
• 1:47
  if
• 1:47
  you're
• 1:48
  trying
• 1:48
  to
• 1:48
  cut
• 1:48
  through,
• 1:48
  then
• 1:49
  people
• 1:49
  have
• 1:49
  to
• 1:49
  really
• 1:50
  see
• 1:50
  something
• 1:50
  in
• 1:50
  you
• 1:51
  that
• 1:51
  is
• 1:52
  different.
• 1:52
  Right.
• 1:53
  So
• 1:53
  the
• 1:53
  talent,
• 1:54
  patience.
• 1:55
  Because
• 1:55
  patience
• 1:56
  and
• 1:56
  hard
• 1:56
  work
• 1:56
  go
• 1:57
  together.
• 1:57
  Right.
• 1:57
  You
• 1:57
  can't
• 1:58
  work
• 1:58
  hard
• 1:58
  today
• 1:58
  and
• 1:58
  not
• 1:59
  tomorrow
• 1:59
  and
• 1:59
  then
• 1:59
  get
• 1:59
  back
• 2:00
  to
• 2:00
  it
• 2:00
  next
• 2:00
  week.
• 2:00
  So
• 2:01
  that
• 2:01
  consistent
• 2:02
  hard
• 2:02
  work,
• 2:03
  really
• 2:04
  believing
• 2:04
  in
• 2:04
  yourself
• 2:04
  and
• 2:05
  then
• 2:05
  having
• 2:05
  the
• 2:05
  patience
• 2:06
  to
• 2:06
  endure
• 2:07
  because
• 2:07
  it's
• 2:07
  going
• 2:08
  to
• 2:08
  take
• 2:08
  a
• 2:08
  lot
• 2:08
  of
• 2:08
  ups
• 2:08
  and
• 2:09
  downs,
• 2:09
  it's
• 2:09
  going
• 2:09
  to
• 2:09
  take
• 2:09
  a
• 2:10
  lot
• 2:10
  of
• 2:10
  disappointment
• 2:10
  on
• 2:11
  the
• 2:11
  way
• 2:11
  and
• 2:11
  a
• 2:11
  lot
• 2:12
  of
• 2:12
  people
• 2:12
  give
• 2:12
  up
• 2:13
  way
• 2:13
  too
• 2:13
  easy
• 2:14
  on
• 2:14
  the
• 2:14
  dream.
• 2:14
  And
• 2:15
  the
• 2:15
  dream's
• 2:15
  not
• 2:15
  for
• 2:15
  everybody
• 2:16
  for
• 2:16
  I
• 2:16
  think
• 2:17
  for
• 2:17
  those
• 2:17
  three
• 2:17
  reasons
• 2:17
  and
• 2:18
  more
• 2:18
  so
• 2:19
  interesting.
• 2:20
  You're,
• 2:21
  you
• 2:21
  have
• 2:22
  I
• 2:22
  mentioned
• 2:22
  I
• 2:22
  said
• 2:23
  it
• 2:23
  off
• 2:23
  the
• 2:23
  top,
• 2:23
  the
• 2:23
  pioneer
• 2:24
  of
• 2:24
  the
• 2:24
  modern
• 2:25
  playlist.
• 2:25
  And
• 2:25
  you've,
• 2:26
  you've
• 2:26
  spoken
• 2:27
  on
• 2:27
  that.
• 2:27
  I
• 2:27
  Want
• 2:28
  to
• 2:28
  shift
• 2:28
  gears
• 2:28
  a
• 2:28
  little
• 2:29
  bit
• 2:29
  because
• 2:29
  you've
• 2:29
  gone.
• 2:29
  I
• 2:30
  mean,
• 2:30
  you
• 2:30
  have
• 2:30
  the
• 2:30
  book.
• 2:30
  We
• 2:30
  want
• 2:31
  to
• 2:31
  talk
• 2:31
  about
• 2:31
  that
• 2:31
  a
• 2:31
  little
• 2:31
  bit
• 2:32
  as
• 2:32
  well.
• 2:32
  We
• 2:32
  need
• 2:32
  to.
• 2:34
  But
• 2:34
  also
• 2:34
  your
• 2:35
  current
• 2:35
  work
• 2:36
  with
• 2:36
  TSX
• 2:37
  Entertainment,
• 2:38
  you've
• 2:39
  changed
• 2:39
  the
• 2:39
  game
• 2:39
  again.
• 2:40
  Can
• 2:40
  you
• 2:40
  tell
• 2:40
  us
• 2:40
  about
• 2:41
  that?
• 2:41
  I
• 2:41
  mean,
• 2:41
  what,
• 2:42
  how
• 2:42
  you
• 2:42
  got
• 2:43
  started
• 2:43
  here,
• 2:43
  what
• 2:44
  you're
• 2:44
  doing.
• 2:44
  Just
• 2:45
  tell
• 2:45
  us
• 2:45
  a
• 2:45
  little
• 2:45
  bit
• 2:45
  about
• 2:46
  your
• 2:46
  work
• 2:46
  there.
• 2:47
  So
• 2:48
  TSX
• 2:48
  there
• 2:48
  was.
• 2:49
  It
• 2:50
  was
• 2:50
  an
• 2:50
  interesting
• 2:51
  thing,
• 2:51
  you
• 2:51
  know,
• 2:51
  like
• 2:51
  it
• 2:52
  and
• 2:52
  going
• 2:52
  back
• 2:53
  to
• 2:53
  the
• 2:53
  music
• 2:53
  industry
• 2:54
  and
• 2:54
  the
• 2:54
  different
• 2:54
  phases.
• 2:55
  When
• 2:55
  I
• 2:55
  was
• 2:55
  at
• 2:55
  Spotify,
• 2:56
  you
• 2:56
  know,
• 2:56
  like
• 2:57
  one
• 2:57
  of
• 2:57
  the
• 2:57
  things
• 2:57
  that
• 2:58
  I
• 2:59
  always
• 2:59
  felt
• 3:00
  is
• 3:00
  that
• 3:01
  it
• 3:01
  needs
• 3:02
  to
• 3:02
  be
• 3:03
  a
• 3:03
  physical
• 3:04
  kind
• 3:04
  of
• 3:04
  interaction
• 3:04
  between
• 3:05
  artists
• 3:05
  and
• 3:05
  fans
• 3:06
  as
• 3:06
  well.
• 3:06
  And
• 3:06
  I
• 3:06
  know
• 3:07
  ever
• 3:07
  doing
• 3:08
  all
• 3:08
  these
• 3:08
  big
• 3:08
  campaigns
• 3:09
  with
• 3:09
  artists
• 3:10
  was
• 3:10
  that
• 3:10
  the
• 3:11
  number
• 3:11
  one
• 3:12
  ask
• 3:12
  was
• 3:13
  a
• 3:13
  little
• 3:13
  bit
• 3:13
  like,
• 3:14
  okay,
• 3:14
  Times
• 3:15
  Square
• 3:15
  was
• 3:15
  something
• 3:16
  magical
• 3:16
  for
• 3:16
  everyone.
• 3:17
  Like
• 3:17
  if
• 3:17
  they
• 3:17
  talk
• 3:18
  about
• 3:18
  campaigns.
• 3:19
  And
• 3:19
  we
• 3:20
  all
• 3:20
  grew
• 3:20
  up,
• 3:20
  we
• 3:21
  remember,
• 3:21
  you
• 3:21
  know,
• 3:21
  at
• 3:21
  the
• 3:22
  TRL
• 3:22
  days.
• 3:22
  And
• 3:22
  when
• 3:23
  I
• 3:23
  came
• 3:23
  to
• 3:23
  New
• 3:23
  York,
• 3:24
  I
• 3:24
  always
• 3:24
  refer
• 3:25
  Times
• 3:25
  Square
• 3:26
  to
• 3:26
  like
• 3:26
  the
• 3:27
  epicenter
• 3:27
  of
• 3:27
  entertainment.
• 3:28
  It
• 3:28
  has
• 3:28
  a
• 3:29
  cloud.
• 3:29
  But
• 3:29
  when
• 3:29
  I
• 3:30
  came
• 3:30
  here,
• 3:30
  I
• 3:31
  realized
• 3:31
  it
• 3:31
  was
• 3:31
  mostly
• 3:32
  like
• 3:32
  so
• 3:33
  many
• 3:33
  shops
• 3:34
  and
• 3:35
  you
• 3:35
  know,
• 3:35
  fast
• 3:35
  food.
• 3:36
  It
• 3:36
  was.
• 3:36
  Yeah,
• 3:37
  when
• 3:37
  I,
• 3:37
  when
• 3:37
  I
• 3:37
  was
• 3:38
  here
• 3:38
  in
• 3:38
  the
• 3:38
  early
• 3:38
  days,
• 3:39
  like
• 3:39
  even
• 3:39
  Toys
• 3:39
  R
• 3:40
  Us
• 3:40
  was
• 3:40
  like
• 3:40
  an
• 3:40
  immersive
• 3:41
  experience
• 3:41
  with
• 3:41
  fairy
• 3:42
  wheels
• 3:42
  and
• 3:42
  stuff
• 3:42
  like
• 3:43
  that.
• 3:43
  And
• 3:43
  you
• 3:43
  had
• 3:43
  like
• 3:44
  the
• 3:44
  Virgin
• 3:44
  Megastore
• 3:45
  and
• 3:45
  it.
• 3:46
  And
• 3:46
  the
• 3:47
  concerts
• 3:47
  around
• 3:48
  the
• 3:48
  MTV
• 3:48
  and
• 3:48
  there
• 3:48
  was
• 3:49
  like
• 3:49
  school
• 3:49
  kids
• 3:49
  there
• 3:50
  every
• 3:50
  day.
• 3:50
  It
• 3:50
  was
• 3:51
  like
• 3:51
  something
• 3:51
  incredible.
• 3:52
  So
• 3:53
  one,
• 3:53
  the
• 3:54
  Ford
• 3:54
  process
• 3:54
  was
• 3:54
  more
• 3:55
  about
• 3:55
  the
• 3:55
  effect
• 3:55
  from
• 3:55
  the
• 3:56
  beginning
• 3:56
  was
• 3:56
  like,
• 3:56
  okay,
• 3:57
  someone
• 3:58
  needs
• 3:58
  to
• 3:58
  take
• 3:58
  the
• 3:59
  responsibility
• 3:59
  for
• 4:00
  what
• 4:01
  was
• 4:01
  used
• 4:01
  to
• 4:02
  be
• 4:02
  MTV
• 4:02
  and
• 4:02
  these
• 4:03
  record
• 4:03
  stores.
• 4:03
  A
• 4:03
  place
• 4:04
  where
• 4:04
  fans
• 4:04
  and
• 4:05
  artists
• 4:05
  can
• 4:05
  meet.
• 4:06
  And
• 4:07
  so
• 4:07
  I
• 4:07
  went
• 4:08
  down
• 4:08
  there,
• 4:08
  you
• 4:09
  know,
• 4:09
  like
• 4:09
  in
• 4:09
  the
• 4:09
  Spotify
• 4:10
  days
• 4:10
  and
• 4:10
  started
• 4:11
  looking
• 4:11
  at
• 4:12
  availability
• 4:13
  and
• 4:13
  say
• 4:13
  like,
• 4:13
  I
• 4:13
  think
• 4:14
  Spotify
• 4:14
  should
• 4:15
  have
• 4:15
  a
• 4:15
  location
• 4:16
  at
• 4:16
  Times
• 4:16
  Square.
• 4:17
  And
• 4:18
  one
• 4:18
  thing
• 4:18
  led
• 4:18
  to
• 4:18
  an
• 4:19
  arter.
• 4:19
  And
• 4:19
  I
• 4:19
  got
• 4:20
  offered
• 4:20
  from
• 4:21
  like
• 4:21
  a
• 4:21
  big
• 4:22
  real
• 4:22
  estate
• 4:22
  developer
• 4:24
  to.
• 4:24
  With
• 4:25
  this
• 4:25
  crazy
• 4:25
  concept
• 4:26
  that
• 4:26
  you
• 4:26
  have
• 4:26
  built
• 4:26
  this
• 4:27
  TSX
• 4:27
  Broadway
• 4:28
  building
• 4:28
  a
• 4:29
  $3
• 4:29
  billion
• 4:29
  projects.
• 4:30
  But
• 4:31
  it
• 4:31
  was
• 4:31
  a
• 4:31
  retail
• 4:32
  project
• 4:32
  and
• 4:33
  retail
• 4:33
  had
• 4:33
  basically
• 4:34
  died,
• 4:35
  you
• 4:35
  know,
• 4:35
  in
• 4:35
  New
• 4:36
  York.
• 4:36
  So
• 4:36
  they
• 4:36
  were.
• 4:36
  They
• 4:37
  liked
• 4:37
  the
• 4:37
  way
• 4:37
  of
• 4:37
  leading
• 4:38
  with
• 4:38
  entertainment.
• 4:39
  So
• 4:40
  the
• 4:40
  hypothesis
• 4:40
  was
• 4:41
  more
• 4:41
  about
• 4:41
  like,
• 4:42
  okay,
• 4:42
  there's
• 4:42
  only
• 4:42
  two
• 4:43
  ways
• 4:43
  you
• 4:43
  can
• 4:43
  be
• 4:43
  in
• 4:43
  the.
• 4:44
  In
• 4:44
  the
• 4:44
  entertainment
• 4:45
  industry.
• 4:46
  Either
• 4:46
  you
• 4:46
  have
• 4:46
  assets
• 4:47
  that
• 4:47
  everybody
• 4:48
  wants
• 4:48
  to
• 4:48
  have,
• 4:49
  or
• 4:49
  you
• 4:49
  write
• 4:49
  checks.
• 4:50
  There's
• 4:50
  only
• 4:50
  two
• 4:51
  ways
• 4:51
  to
• 4:51
  be
• 4:51
  there.
• 4:53
  And
• 4:53
  I
• 4:53
  felt
• 4:54
  like
• 4:54
  the
• 4:54
  fact
• 4:55
  of
• 4:55
  having,
• 4:56
  you
• 4:56
  know,
• 4:56
  like
• 4:57
  a
• 4:57
  stage,
• 4:57
  a
• 4:58
  Times
• 4:58
  Square
• 4:58
  and
• 4:58
  what
• 4:59
  that
• 4:59
  could
• 4:59
  build
• 4:59
  into
• 5:00
  and
• 5:00
  what
• 5:00
  you
• 5:00
  can
• 5:00
  create
• 5:01
  was
• 5:01
  an
• 5:02
  assets
• 5:02
  that
• 5:02
  I
• 5:03
  know
• 5:03
  that,
• 5:04
  that's
• 5:04
  a
• 5:04
  perfect
• 5:05
  launch
• 5:05
  pad
• 5:06
  and
• 5:06
  Times
• 5:06
  Square
• 5:06
  has
• 5:07
  the
• 5:07
  cloud
• 5:07
  of
• 5:08
  being
• 5:08
  like
• 5:09
  an
• 5:09
  amplifier
• 5:10
  for
• 5:11
  the
• 5:11
  world.
• 5:12
  So
• 5:12
  I
• 5:12
  remember
• 5:12
  in
• 5:13
  the
• 5:13
  early
• 5:13
  days
• 5:13
  when
• 5:13
  I
• 5:13
  say
• 5:14
  like
• 5:14
  okay,
• 5:15
  the
• 5:15
  plan
• 5:15
  is
• 5:16
  let's
• 5:16
  have
• 5:17
  artists
• 5:17
  come
• 5:17
  in,
• 5:18
  play
• 5:18
  for
• 5:18
  free,
• 5:19
  we
• 5:19
  bring
• 5:19
  in
• 5:19
  sponsors,
• 5:20
  we
• 5:20
  amplify
• 5:21
  the
• 5:21
  message,
• 5:22
  blah
• 5:22
  blah,
• 5:22
  blah.
• 5:23
  The
• 5:24
  problem
• 5:24
  is
• 5:24
  always
• 5:25
  you
• 5:25
  do
• 5:25
  that
• 5:25
  is
• 5:25
  that
• 5:25
  people
• 5:26
  say
• 5:26
  like
• 5:26
  they
• 5:26
  ask
• 5:27
  question,
• 5:27
  why
• 5:27
  would
• 5:27
  artists
• 5:28
  play
• 5:28
  for
• 5:28
  free?
• 5:29
  You
• 5:29
  have
• 5:29
  to
• 5:29
  understand
• 5:30
  something
• 5:30
  about
• 5:31
  artists
• 5:31
  is
• 5:31
  that
• 5:31
  artists
• 5:32
  in
• 5:32
  general
• 5:32
  don't
• 5:33
  care
• 5:33
  about
• 5:33
  money
• 5:34
  at
• 5:34
  all.
• 5:35
  So
• 5:35
  depending
• 5:35
  on
• 5:35
  your
• 5:36
  conversations,
• 5:36
  they
• 5:37
  only
• 5:37
  care
• 5:37
  about
• 5:37
  reach
• 5:38
  and
• 5:38
  growth.
• 5:38
  And
• 5:39
  another
• 5:39
  thing
• 5:39
  they
• 5:39
  care
• 5:40
  about
• 5:40
  is
• 5:40
  a
• 5:40
  little
• 5:41
  bit
• 5:41
  like
• 5:41
  looking
• 5:41
  good
• 5:42
  for
• 5:42
  their
• 5:42
  peers.
• 5:42
  That's
• 5:43
  a
• 5:43
  huge,
• 5:43
  huge
• 5:44
  thing.
• 5:44
  True.
• 5:46
  So
• 5:46
  the
• 5:46
  whole
• 5:47
  concept,
• 5:47
  what
• 5:47
  TSX
• 5:48
  was
• 5:48
  really
• 5:48
  trying
• 5:49
  out
• 5:49
  to
• 5:49
  see,
• 5:50
  could
• 5:50
  we
• 5:50
  with
• 5:51
  scarcity
• 5:51
  be
• 5:52
  very
• 5:52
  selective,
• 5:53
  finding
• 5:54
  a
• 5:54
  way
• 5:54
  how
• 5:54
  we
• 5:55
  can
• 5:55
  create
• 5:55
  these
• 5:55
  big
• 5:56
  moments
• 5:56
  and
• 5:57
  leveraging
• 5:58
  like
• 5:59
  the
• 5:59
  model
• 5:59
  of
• 6:00
  reach
• 6:00
  and
• 6:01
  earn
• 6:02
  media
• 6:02
  and
• 6:02
  stuff
• 6:03
  like
• 6:03
  that
• 6:03
  to
• 6:04
  have
• 6:04
  artists
• 6:05
  perform
• 6:05
  and
• 6:06
  sponsors
• 6:06
  paying
• 6:07
  for
• 6:07
  the
• 6:07
  event
• 6:07
  and
• 6:08
  have
• 6:08
  fans
• 6:09
  experience
• 6:10
  something
• 6:10
  really
• 6:11
  incredible
• 6:11
  as
• 6:11
  a
• 6:12
  surprise
• 6:12
  thing
• 6:12
  with
• 6:12
  the
• 6:12
  biggest
• 6:13
  artists
• 6:13
  in
• 6:13
  the
• 6:13
  world.
• 6:14
  So
• 6:14
  the
• 6:15
  problem
• 6:15
  is
• 6:15
  always
• 6:15
  when
• 6:16
  you
• 6:16
  start
• 6:16
  with
• 6:16
  the
• 6:16
  first
• 6:17
  one
• 6:17
  because
• 6:18
  the
• 6:18
  risk
• 6:19
  for
• 6:19
  the
• 6:19
  artist
• 6:19
  is
• 6:20
  way
• 6:20
  bigger
• 6:20
  than
• 6:21
  for
• 6:22
  you.
• 6:22
  But
• 6:23
  since
• 6:23
  I
• 6:23
  had
• 6:23
  a
• 6:24
  great
• 6:24
  relationship
• 6:24
  with
• 6:25
  Post
• 6:25
  Malone's
• 6:26
  team
• 6:26
  and
• 6:26
  the
• 6:26
  management
• 6:27
  because
• 6:28
  we
• 6:28
  worked
• 6:28
  together,
• 6:29
  you
• 6:29
  know,
• 6:29
  during
• 6:29
  the
• 6:29
  time
• 6:30
  when
• 6:30
  Post
• 6:31
  broke
• 6:31
  through
• 6:31
  and
• 6:31
  Spotify
• 6:32
  was
• 6:32
  a
• 6:32
  big
• 6:32
  part
• 6:32
  of
• 6:33
  that.
• 6:33
  Yeah
• 6:34
  I
• 6:35
  was
• 6:35
  able
• 6:35
  to
• 6:35
  convince
• 6:36
  them
• 6:36
  and
• 6:36
  Post
• 6:37
  like
• 6:37
  you
• 6:38
  should
• 6:38
  do
• 6:38
  these
• 6:38
  around
• 6:39
  the
• 6:39
  release.
• 6:39
  You
• 6:40
  should
• 6:40
  be
• 6:40
  the
• 6:40
  first
• 6:40
  one.
• 6:41
  And
• 6:41
  this
• 6:41
  is
• 6:41
  before
• 6:41
  the
• 6:42
  building
• 6:42
  is
• 6:42
  not
• 6:42
  even
• 6:43
  close
• 6:44
  to
• 6:44
  open.
• 6:45
  It's
• 6:45
  basically
• 6:45
  like
• 6:45
  a
• 6:46
  concrete
• 6:46
  jungle.
• 6:47
  But
• 6:47
  we
• 6:47
  could
• 6:47
  open
• 6:47
  the
• 6:48
  door
• 6:48
  since
• 6:49
  we
• 6:49
  had
• 6:49
  to
• 6:49
  build
• 6:49
  this
• 6:49
  pop
• 6:50
  up
• 6:50
  experience.
• 6:51
  It
• 6:51
  was
• 6:52
  a,
• 6:52
  it
• 6:52
  was
• 6:52
  a
• 6:52
  crazy
• 6:53
  experience
• 6:53
  because
• 6:53
  you
• 6:53
  need
• 6:53
  to
• 6:54
  convince
• 6:54
  the
• 6:54
  city
• 6:54
  and
• 6:55
  they
• 6:55
  have
• 6:55
  never
• 6:55
  had
• 6:55
  this
• 6:56
  amount
• 6:56
  of
• 6:56
  people
• 6:57
  security
• 6:57
  and
• 6:58
  it's
• 6:58
  like
• 6:58
  it's,
• 6:58
  it's.
• 6:59
  I
• 6:59
  don't
• 6:59
  want
• 6:59
  to
• 6:59
  go
• 6:59
  into
• 7:00
  every
• 7:00
  detail
• 7:00
  because
• 7:01
  all
• 7:01
  this
• 7:01
  is
• 7:01
  in
• 7:02
  the
• 7:02
  book
• 7:02
  book.
• 7:02
  But
• 7:02
  if
• 7:03
  you
• 7:03
  read
• 7:03
  it,
• 7:03
  you're
• 7:03
  going
• 7:03
  to
• 7:03
  see
• 7:04
  how
• 7:04
  dramatic
• 7:04
  it
• 7:04
  is.
• 7:05
  So
• 7:05
  when
• 7:05
  we
• 7:06
  did
• 7:06
  the
• 7:06
  Post
• 7:06
  show,
• 7:07
  it's,
• 7:07
  it's
• 7:08
  all
• 7:08
  these
• 7:08
  things.
• 7:08
  Like
• 7:09
  it
• 7:09
  starts
• 7:09
  raining,
• 7:10
  like
• 7:10
  there's
• 7:10
  no
• 7:10
  people
• 7:11
  there.
• 7:11
  Is
• 7:11
  this
• 7:11
  going
• 7:12
  to
• 7:12
  happen?
• 7:12
  Like
• 7:12
  how
• 7:12
  do
• 7:13
  you
• 7:13
  spread
• 7:13
  the
• 7:13
  world
• 7:13
  when
• 7:14
  you're
• 7:14
  not
• 7:14
  allowed
• 7:14
  to
• 7:14
  spread
• 7:15
  the
• 7:15
  world.
• 7:15
  But
• 7:16
  the
• 7:16
  fantastic
• 7:17
  thing
• 7:17
  was
• 7:17
  like,
• 7:17
  man,
• 7:18
  it
• 7:18
  happens
• 7:18
  because
• 7:19
  for
• 7:19
  some
• 7:20
  weird
• 7:20
  reason,
• 7:21
  you
• 7:21
  know,
• 7:21
  like
• 7:21
  the,
• 7:22
  the
• 7:22
  jungle
• 7:23
  voice
• 7:23
  or
• 7:23
  whatever
• 7:24
  it's
• 7:24
  called,
• 7:24
  the
• 7:24
  Jungle
• 7:24
  drum
• 7:25
  moves
• 7:26
  so
• 7:26
  quickly,
• 7:27
  you
• 7:27
  know,
• 7:27
  so
• 7:27
  eventually
• 7:28
  when
• 7:28
  he
• 7:28
  steps
• 7:29
  out
• 7:29
  on
• 7:29
  that
• 7:29
  stage,
• 7:30
  the
• 7:30
  sun
• 7:30
  came
• 7:31
  out
• 7:31
  like
• 7:31
  you
• 7:31
  have
• 7:32
  these
• 7:32
  amount
• 7:33
  of
• 7:33
  people
• 7:34
  and
• 7:34
  it
• 7:35
  turns
• 7:35
  out
• 7:35
  to
• 7:35
  these,
• 7:36
  you
• 7:36
  know
• 7:37
  gigantic
• 7:38
  amplified
• 7:38
  event
• 7:39
  that
• 7:39
  we
• 7:39
  won
• 7:40
  eight
• 7:40
  Clio
• 7:41
  words
• 7:41
  for
• 7:42
  it
• 7:42
  and
• 7:42
  that
• 7:43
  opened
• 7:43
  the
• 7:43
  floodgates.
• 7:44
  And
• 7:44
  the
• 7:44
  phone
• 7:45
  to
• 7:45
  me
• 7:45
  the
• 7:45
  day
• 7:45
  after
• 7:46
  was
• 7:46
  like
• 7:46
  every
• 7:47
  artist,
• 7:47
  I
• 7:48
  was
• 7:48
  going
• 7:48
  to
• 7:48
  say
• 7:48
  every
• 7:48
  but
• 7:49
  a
• 7:49
  lot
• 7:49
  of
• 7:49
  big
• 7:50
  artists
• 7:50
  managed
• 7:50
  to
• 7:51
  reach
• 7:51
  out
• 7:52
  and
• 7:52
  then
• 7:52
  we
• 7:52
  sound
• 7:53
  like
• 7:53
  we
• 7:53
  want
• 7:53
  to
• 7:53
  be
• 7:54
  very
• 7:54
  selective
• 7:54
  so
• 7:55
  we,
• 7:55
  we
• 7:55
  felt
• 7:56
  like
• 7:56
  we
• 7:56
  didn't
• 7:56
  want
• 7:56
  to
• 7:56
  do
• 7:57
  the
• 7:57
  same
• 7:57
  thing.
• 7:57
  So
• 7:58
  the
• 7:58
  next
• 7:58
  thing
• 7:58
  we
• 7:58
  did
• 7:59
  we
• 7:59
  wanted
• 7:59
  like
• 7:59
  amplify
• 8:00
  it
• 8:00
  up
• 8:00
  but
• 8:00
  then
• 8:00
  I
• 8:01
  was
• 8:01
  like
• 8:01
  Jungkook
• 8:01
  from
• 8:02
  BTS
• 8:02
  which
• 8:03
  become
• 8:04
  insane.
• 8:04
  And
• 8:05
  the
• 8:05
  third
• 8:05
  one
• 8:05
  we
• 8:05
  did
• 8:06
  was
• 8:06
  Shakira
• 8:07
  which
• 8:07
  was
• 8:08
  like
• 8:08
  a
• 8:09
  massive,
• 8:09
  massive
• 8:10
  because
• 8:10
  we
• 8:10
  want
• 8:10
  to
• 8:10
  bring
• 8:10
  in
• 8:11
  a
• 8:11
  female,
• 8:11
  we
• 8:11
  want
• 8:12
  to
• 8:12
  do
• 8:12
  something
• 8:12
  that
• 8:12
  was
• 8:12
  Latin
• 8:13
  and
• 8:13
  all
• 8:14
  these
• 8:14
  got
• 8:14
  live
• 8:15
  streamed
• 8:15
  and
• 8:15
  it
• 8:16
  was
• 8:16
  merchandise
• 8:16
  sales.
• 8:17
  So
• 8:18
  what
• 8:18
  I
• 8:18
  think
• 8:18
  was
• 8:19
  interesting
• 8:19
  was
• 8:20
  that
• 8:20
  when
• 8:20
  we
• 8:20
  looked
• 8:20
  at
• 8:20
  the
• 8:21
  numbers
• 8:21
  of
• 8:21
  these
• 8:22
  shows
• 8:22
  they
• 8:23
  were
• 8:23
  almost
• 8:23
  on
• 8:24
  like
• 8:24
  super
• 8:24
  bowl
• 8:25
  levels
• 8:25
  when
• 8:25
  it
• 8:25
  comes
• 8:26
  to
• 8:26
  reach
• 8:26
  and
• 8:27
  earn
• 8:27
  media.
• 8:27
  But
• 8:28
  the
• 8:28
  biggest
• 8:28
  reason
• 8:29
  for
• 8:29
  why
• 8:29
  that
• 8:30
  happens
• 8:30
  was
• 8:31
  the
• 8:31
  reason
• 8:31
  it
• 8:32
  was
• 8:32
  a
• 8:32
  surprise.