Latest / Music Explored Podcast / Harnessing Sound: The Untapped Potential in Branding

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Harnessing Sound: The Untapped Potential in Branding · Music Explored Podcast

• 0:00
  Like,
• 0:01
  you
• 0:01
  all
• 0:01
  need
• 0:02
  to
• 0:02
  really
• 0:02
  think
• 0:02
  about
• 0:03
  how
• 0:03
  you
• 0:03
  sound.
• 0:04
  This
• 0:04
  is
• 0:04
  very
• 0:04
  important
• 0:05
  and
• 0:05
  it's
• 0:05
  often
• 0:06
  working
• 0:07
  at
• 0:07
  a
• 0:07
  subconscious
• 0:08
  level,
• 0:08
  meaning
• 0:09
  you're
• 0:10
  not
• 0:10
  really
• 0:10
  thinking
• 0:10
  about
• 0:10
  it
• 0:11
  and
• 0:11
  people
• 0:11
  aren't
• 0:11
  really
• 0:12
  thinking
• 0:12
  about
• 0:12
  it,
• 0:12
  but
• 0:12
  it's
• 0:13
  affecting
• 0:13
  them.
• 0:14
  Because
• 0:15
  hearing
• 0:15
  is
• 0:16
  our
• 0:16
  most
• 0:16
  visceral
• 0:17
  sense.
• 0:17
  Right.
• 0:17
  It's
• 0:17
  the
• 0:18
  very
• 0:18
  first
• 0:19
  sense
• 0:19
  that
• 0:19
  we
• 0:20
  develop
• 0:20
  in
• 0:20
  the
• 0:20
  womb
• 0:21
  before
• 0:21
  we
• 0:21
  even
• 0:21
  see.
• 0:22
  So
• 0:22
  as
• 0:23
  humanity,
• 0:24
  we
• 0:24
  have
• 0:24
  a
• 0:24
  profound,
• 0:25
  really
• 0:25
  deep
• 0:26
  relationship
• 0:27
  with.
• 0:27
  With
• 0:27
  sound.
• 0:28
  True.
• 0:28
  Going
• 0:28
  back
• 0:29
  to
• 0:29
  thousands
• 0:29
  of
• 0:30
  years,
• 0:30
  millions
• 0:31
  of
• 0:31
  years,
• 0:31
  with
• 0:32
  cavemen
• 0:33
  and
• 0:33
  cave
• 0:33
  women,
• 0:33
  you
• 0:34
  know,
• 0:34
  sitting
• 0:34
  around
• 0:34
  a
• 0:34
  fire.
• 0:36
  By
• 0:37
  the
• 0:37
  time
• 0:37
  they.
• 0:38
  They
• 0:38
  see
• 0:38
  danger,
• 0:39
  it's
• 0:39
  too
• 0:39
  late,
• 0:40
  there's
• 0:40
  someone's
• 0:40
  dinner,
• 0:41
  but
• 0:41
  they
• 0:41
  can
• 0:41
  hear
• 0:42
  danger,
• 0:43
  fight
• 0:43
  or
• 0:43
  flight.
• 0:43
  They
• 0:44
  can
• 0:44
  do
• 0:44
  something
• 0:44
  about
• 0:44
  it.
• 0:45
  Right.
• 0:45
  Or,
• 0:46
  you
• 0:46
  know,
• 0:46
  historians
• 0:47
  say
• 0:47
  that
• 0:47
  when
• 0:48
  cave
• 0:48
  people
• 0:49
  started
• 0:49
  communicating
• 0:50
  and
• 0:50
  forming
• 0:51
  languages,
• 0:52
  it
• 0:52
  was
• 0:52
  done
• 0:52
  through
• 0:53
  music
• 0:53
  and
• 0:54
  melody.
• 0:55
  And
• 0:56
  that's
• 0:56
  because
• 0:56
  music
• 0:57
  is
• 0:58
  emotional
• 0:58
  and
• 0:58
  emotions
• 0:59
  are
• 0:59
  where
• 0:59
  memories
• 1:00
  are
• 1:00
  encoded
• 1:00
  and
• 1:01
  formed.
• 1:01
  And
• 1:01
  that's
• 1:01
  why
• 1:02
  we
• 1:02
  still
• 1:03
  teach
• 1:03
  our
• 1:03
  kids
• 1:04
  the
• 1:04
  ABCs,
• 1:04
  not
• 1:05
  by
• 1:05
  reading
• 1:05
  them,
• 1:05
  but
• 1:05
  by
• 1:06
  singing
• 1:06
  them.
• 1:07
  Right.
• 1:07
  And
• 1:07
  like
• 1:07
  Twinkle
• 1:08
  Star,
• 1:09
  Baba,
• 1:09
  Black
• 1:10
  Sheep
• 1:10
  and
• 1:10
  ABCs
• 1:11
  are.
• 1:11
  They're
• 1:11
  the
• 1:11
  same
• 1:12
  song.
• 1:12
  So
• 1:13
  the
• 1:13
  verbiage
• 1:14
  might
• 1:14
  change,
• 1:14
  but
• 1:14
  like
• 1:15
  the
• 1:15
  melody
• 1:15
  is.
• 1:15
  The
• 1:15
  exact
• 1:16
  notation
• 1:16
  is
• 1:16
  the
• 1:17
  same.
• 1:17
  So
• 1:18
  leading
• 1:18
  into
• 1:18
  all
• 1:19
  of
• 1:19
  this,
• 1:19
  I
• 1:19
  was
• 1:19
  just
• 1:20
  going
• 1:20
  to
• 1:20
  the
• 1:20
  brands
• 1:21
  and
• 1:21
  saying,
• 1:21
  look,
• 1:21
  like
• 1:23
  this
• 1:23
  is
• 1:23
  actually
• 1:23
  nothing
• 1:24
  new
• 1:25
  that
• 1:25
  I'm
• 1:25
  saying.
• 1:26
  It's
• 1:26
  just
• 1:26
  as
• 1:27
  an
• 1:27
  industry,
• 1:27
  for
• 1:27
  some
• 1:28
  reason,
• 1:28
  you
• 1:28
  are
• 1:28
  overlooking
• 1:29
  something
• 1:30
  that
• 1:30
  other
• 1:30
  industries
• 1:31
  like
• 1:31
  Hollywood
• 1:32
  really
• 1:32
  understand.
• 1:33
  Like,
• 1:33
  you
• 1:33
  know,
• 1:33
  look
• 1:33
  at
• 1:34
  Jaws
• 1:34
  or
• 1:34
  James,
• 1:35
  James
• 1:35
  Bond
• 1:36
  or
• 1:37
  Disney
• 1:37
  films.
• 1:38
  They
• 1:38
  treat
• 1:38
  their
• 1:39
  audio
• 1:39
  and
• 1:40
  visual
• 1:40
  creative
• 1:40
  as
• 1:41
  5050
• 1:41
  equals.
• 1:42
  That's
• 1:42
  true.
• 1:42
  Whereby
• 1:43
  advertising
• 1:44
  was
• 1:44
  treating
• 1:45
  it
• 1:45
  as
• 1:45
  like
• 1:45
  9010
• 1:46
  at
• 1:46
  best.
• 1:47
  So
• 1:48
  I
• 1:48
  was
• 1:48
  really
• 1:48
  just
• 1:48
  saying,
• 1:49
  look,
• 1:49
  there
• 1:50
  is
• 1:50
  a
• 1:50
  really
• 1:50
  big
• 1:51
  opportunity
• 1:52
  here
• 1:52
  and
• 1:52
  it's
• 1:53
  nothing
• 1:53
  new.
• 1:53
  This
• 1:53
  is
• 1:54
  leaning
• 1:54
  into
• 1:55
  here.
• 1:55
  Human
• 1:55
  truths.
• 1:56
  Yeah,
• 1:56
  true.
• 1:56
  That
• 1:57
  are
• 1:57
  as
• 1:57
  old
• 1:57
  as
• 1:58
  time.
• 1:58
  Right.
• 1:59
  And,
• 1:59
  and
• 2:00
  bringing
• 2:00
  them
• 2:00
  up
• 2:00
  to
• 2:00
  speed.
• 2:01
  And
• 2:01
  also
• 2:01
  the
• 2:01
  nature
• 2:02
  by
• 2:02
  which
• 2:03
  we
• 2:03
  consume
• 2:03
  information
• 2:04
  today
• 2:04
  is
• 2:04
  very
• 2:05
  different
• 2:05
  than
• 2:06
  when
• 2:06
  the
• 2:07
  advertising
• 2:07
  industry
• 2:08
  in
• 2:08
  the
• 2:08
  traditional
• 2:08
  sense
• 2:09
  was
• 2:09
  really
• 2:09
  founded.
• 2:10
  Talking
• 2:10
  about,
• 2:11
  you
• 2:11
  know,
• 2:11
  back
• 2:11
  in
• 2:11
  the
• 2:11
  day
• 2:12
  with
• 2:12
  David
• 2:12
  Ogilvy
• 2:13
  and,
• 2:13
  And
• 2:13
  all
• 2:14
  these
• 2:14
  JWT
• 2:15
  kind
• 2:15
  of
• 2:15
  forming
• 2:16
  back
• 2:16
  then
• 2:16
  in
• 2:16
  the
• 2:16
  50s,
• 2:17
  60s,
• 2:18
  think
• 2:19
  about
• 2:19
  it,
• 2:19
  people
• 2:19
  would
• 2:20
  sit
• 2:21
  around
• 2:21
  a
• 2:21
  television
• 2:22
  set
• 2:22
  as
• 2:22
  a
• 2:23
  family
• 2:23
  and.
• 2:24
  And
• 2:24
  like
• 2:24
  in
• 2:24
  a
• 2:25
  binary
• 2:25
  way,
• 2:26
  consume
• 2:26
  that
• 2:26
  information.
• 2:27
  Right,
• 2:27
  right.
• 2:28
  JFK
• 2:28
  would
• 2:28
  be
• 2:29
  speaking.
• 2:29
  Yes.
• 2:29
  You'd
• 2:30
  all
• 2:30
  be
• 2:30
  watching.
• 2:31
  They'd
• 2:31
  go
• 2:31
  to
• 2:31
  commercials
• 2:32
  and
• 2:32
  then
• 2:32
  like
• 2:33
  the
• 2:33
  Wheaties
• 2:34
  jingle
• 2:34
  or
• 2:34
  the
• 2:35
  co
• 2:35
  commercial
• 2:36
  or
• 2:36
  whatever
• 2:36
  would
• 2:36
  come
• 2:36
  on.
• 2:37
  Yeah.
• 2:37
  And
• 2:37
  that's
• 2:37
  how
• 2:38
  you
• 2:38
  consume
• 2:38
  the
• 2:38
  information
• 2:39
  today.
• 2:40
  Very
• 2:40
  true.
• 2:40
  Not
• 2:40
  only
• 2:41
  are
• 2:41
  we
• 2:41
  watching
• 2:41
  TV,
• 2:42
  we're
• 2:42
  on
• 2:42
  Twitter,
• 2:42
  we're
• 2:43
  on
• 2:43
  IG,
• 2:43
  there's
• 2:44
  LinkedIn.
• 2:44
  There's
• 2:44
  like
• 2:45
  such
• 2:45
  a
• 2:46
  fragmented
• 2:47
  in,
• 2:47
  you
• 2:48
  know,
• 2:48
  ecosystem
• 2:49
  of
• 2:49
  how
• 2:49
  we
• 2:49
  consume
• 2:50
  information.
• 2:50
  It's
• 2:51
  not
• 2:51
  binary
• 2:51
  by
• 2:51
  any
• 2:52
  means.
• 2:52
  Yeah.
• 2:52
  And
• 2:53
  so
• 2:54
  what
• 2:54
  used
• 2:54
  to
• 2:54
  work
• 2:55
  back
• 2:55
  then,
• 2:55
  and
• 2:56
  their
• 2:56
  approach
• 2:57
  and
• 2:58
  treatment
• 2:58
  to
• 2:59
  jingles
• 2:59
  or
• 2:59
  music
• 3:00
  back
• 3:00
  then
• 3:01
  doesn't
• 3:02
  apply
• 3:02
  today.
• 3:03
  And
• 3:03
  today
• 3:03
  it's
• 3:03
  like,
• 3:04
  if
• 3:04
  you're
• 3:04
  gonna
• 3:04
  spend
• 3:05
  millions
• 3:05
  of
• 3:05
  dollars
• 3:06
  in
• 3:07
  strategy
• 3:07
  and
• 3:07
  creative
• 3:08
  and
• 3:08
  production
• 3:08
  and
• 3:09
  a
• 3:09
  media
• 3:09
  buy
• 3:09
  to
• 3:09
  air
• 3:10
  a
• 3:10
  TV
• 3:10
  spot.
• 3:10
  Right.
• 3:11
  But
• 3:11
  everyone's
• 3:12
  eyes
• 3:12
  are
• 3:12
  on
• 3:12
  their
• 3:13
  phone
• 3:13
  when
• 3:13
  it
• 3:13
  airs.
• 3:14
  Like,
• 3:15
  how
• 3:15
  do
• 3:15
  you
• 3:15
  peel
• 3:16
  people's
• 3:17
  eyes
• 3:17
  off
• 3:17
  their
• 3:17
  second
• 3:18
  screen
• 3:18
  and
• 3:19
  them
• 3:19
  to
• 3:19
  the
• 3:19
  one
• 3:19
  that
• 3:19
  you've
• 3:20
  planned
• 3:20
  for,
• 3:21
  invested
• 3:21
  in,
• 3:22
  and
• 3:22
  bought
• 3:22
  airtime
• 3:23
  for?
• 3:23
  Right.
• 3:24
  So
• 3:24
  those
• 3:25
  are
• 3:25
  the
• 3:25
  questions
• 3:25
  that
• 3:25
  I
• 3:26
  started
• 3:26
  really
• 3:26
  asking
• 3:27
  these
• 3:27
  brands,
• 3:28
  their
• 3:28
  advertising
• 3:29
  agencies,
• 3:29
  their
• 3:30
  marketing,
• 3:30
  communication
• 3:31
  agencies
• 3:31
  of
• 3:31
  record.
• 3:33
  And
• 3:33
  that's
• 3:34
  really
• 3:34
  how
• 3:34
  it
• 3:34
  began.
• 3:34
  It
• 3:35
  just.
• 3:35
  It
• 3:35
  seemed
• 3:35
  so
• 3:36
  obvious
• 3:36
  to
• 3:36
  me,
• 3:37
  especially
• 3:37
  having
• 3:38
  gone
• 3:38
  through
• 3:38
  what
• 3:38
  I
• 3:38
  had
• 3:39
  gone
• 3:39
  through
• 3:39
  as
• 3:39
  a
• 3:39
  dj,
• 3:41
  because,
• 3:41
  you
• 3:41
  know,
• 3:42
  all
• 3:42
  these
• 3:42
  brands
• 3:43
  want
• 3:43
  to
• 3:43
  form
• 3:44
  emotional
• 3:44
  connections
• 3:45
  with
• 3:45
  human
• 3:46
  beings
• 3:46
  so
• 3:47
  that
• 3:47
  they're
• 3:47
  top
• 3:47
  of
• 3:47
  mind
• 3:48
  and
• 3:48
  they
• 3:48
  can
• 3:48
  cut
• 3:48
  through
• 3:49
  to
• 3:49
  their
• 3:49
  heart
• 3:49
  and
• 3:50
  mind
• 3:50
  and
• 3:50
  ideally
• 3:51
  get
• 3:51
  them
• 3:51
  to
• 3:51
  part
• 3:52
  ways
• 3:52
  with
• 3:52
  their
• 3:52
  dollars.
• 3:53
  Yes.
• 3:53
  And,
• 3:54
  you
• 3:55
  know,
• 3:55
  what
• 3:55
  I
• 3:56
  was
• 3:56
  doing
• 3:56
  as
• 3:56
  a
• 3:56
  DJ
• 3:57
  was
• 3:58
  not
• 3:58
  very
• 3:58
  different.
• 3:58
  I
• 3:59
  was
• 3:59
  literally
• 3:59
  puppeteering
• 4:00
  the
• 4:00
  energy
• 4:01
  in
• 4:01
  these
• 4:01
  rooms,
• 4:02
  in
• 4:02
  these
• 4:02
  spaces
• 4:03
  to
• 4:04
  influence
• 4:05
  human
• 4:05
  psychology,
• 4:06
  physiology,
• 4:07
  physical
• 4:08
  behavior.
• 4:09
  Right.
• 4:09
  And
• 4:10
  I
• 4:10
  thought,
• 4:12
  why
• 4:12
  aren't
• 4:12
  brands
• 4:13
  thinking
• 4:13
  about
• 4:13
  using
• 4:14
  a
• 4:14
  universal
• 4:15
  truth
• 4:16
  like
• 4:16
  music
• 4:16
  and
• 4:16
  sound.
• 4:17
  Yeah.
• 4:17
  To
• 4:18
  puppeteer
• 4:18
  the
• 4:18
  energy
• 4:19
  off
• 4:20
  these
• 4:20
  people.
• 4:20
  They
• 4:20
  want
• 4:20
  to,
• 4:21
  you
• 4:21
  know,
• 4:21
  connect
• 4:22
  with,
• 4:22
  build
• 4:22
  affinity
• 4:23
  and
• 4:23
  salience
• 4:24
  with
• 4:24
  and
• 4:24
  all
• 4:24
  these
• 4:24
  fancy
• 4:25
  terms
• 4:25
  that
• 4:25
  marketers
• 4:26
  use.
• 4:26
  Yeah.
• 4:26
  It
• 4:27
  just
• 4:27
  was
• 4:27
  very
• 4:27
  clear
• 4:28
  in
• 4:28
  my
• 4:28
  mind.
• 4:28
  So
• 4:28
  that's
• 4:29
  when
• 4:29
  I
• 4:29
  started
• 4:29
  really
• 4:29
  just
• 4:30
  saying,
• 4:30
  you
• 4:30
  know
• 4:31
  what?
• 4:31
  This
• 4:32
  needs
• 4:32
  to
• 4:32
  be
• 4:32
  addressed.
• 4:32
  It
• 4:32
  needs
• 4:33
  to
• 4:33
  be
• 4:33
  fixed.
• 4:33
  Let
• 4:33
  me.
• 4:34
  Let
• 4:34
  me
• 4:34
  hone
• 4:34
  in
• 4:34
  on
• 4:34
  this
• 4:35
  space
• 4:35
  and
• 4:35
  give
• 4:35
  it
• 4:36
  my
• 4:36
  best.
• 4:36
  Wow.
• 4:36
  Yeah.
• 4:37
  That's
• 4:37
  amazing,
• 4:38
  man.
• 4:38
  That.
• 4:38
  That's
• 4:38
  really
• 4:38
  cool.
• 4:39
  And
• 4:39
  then,
• 4:39
  like
• 4:39
  I
• 4:40
  said,
• 4:40
  the
• 4:40
  transition
• 4:41
  just
• 4:41
  kind
• 4:41
  of
• 4:41
  seemed.
• 4:42
  I
• 4:42
  mean,
• 4:43
  in
• 4:43
  your.
• 4:43
  In
• 4:43
  you
• 4:43
  telling
• 4:44
  the
• 4:44
  story,
• 4:44
  the
• 4:44
  transition
• 4:45
  kind
• 4:45
  of
• 4:45
  just
• 4:45
  seems
• 4:45
  natural
• 4:46
  for
• 4:46
  you
• 4:46
  to
• 4:46
  then
• 4:48
  get
• 4:49
  into
• 4:49
  your
• 4:50
  work
• 4:50
  with
• 4:50
  Song
• 4:50
  Trader.
• 4:51
  I
• 4:51
  have
• 4:51
  a
• 4:51
  couple
• 4:51
  of
• 4:52
  questions
• 4:52
  about
• 4:52
  that.
• 4:53
  Sure.
• 4:54
  First,
• 4:54
  when
• 4:54
  was
• 4:55
  it
• 4:55
  founded?
• 4:55
  Song
• 4:56
  Trader?
• 4:56
  I
• 4:57
  believe
• 4:57
  it
• 4:57
  was
• 4:57
  founded
• 4:58
  in
• 4:58
  2014.
• 4:59
  Okay.
• 4:59
  So
• 5:00
  I
• 5:00
  joined.
• 5:02
  I've
• 5:02
  joined
• 5:02
  Massive
• 5:03
  Music,
• 5:03
  which
• 5:04
  is
• 5:04
  one
• 5:04
  off
• 5:05
  Song
• 5:06
  Trader
• 5:06
  subsidiaries,
• 5:07
  a
• 5:07
  Song
• 5:07
  Trader.
• 5:08
  Like
• 5:08
  I
• 5:08
  mentioned,
• 5:08
  we
• 5:08
  bought
• 5:09
  a
• 5:09
  lot
• 5:09
  of
• 5:09
  companies
• 5:09
  because
• 5:10
  we
• 5:10
  have
• 5:10
  this
• 5:10
  thesis
• 5:11
  that
• 5:11
  there
• 5:11
  is
• 5:12
  a
• 5:12
  picture
• 5:12
  that
• 5:13
  should
• 5:13
  exist
• 5:13
  that
• 5:14
  doesn't
• 5:14
  exist.
• 5:15
  And
• 5:15
  we're
• 5:15
  gonna
• 5:15
  get
• 5:16
  all
• 5:16
  of
• 5:16
  the
• 5:16
  pieces
• 5:17
  off
• 5:18
  this
• 5:18
  picture
• 5:18
  together
• 5:18
  so
• 5:19
  we
• 5:19
  can
• 5:19
  start
• 5:19
  building
• 5:20
  it.
• 5:20
  And
• 5:21
  we're
• 5:21
  well
• 5:21
  on
• 5:21
  our
• 5:21
  way.
• 5:22
  But
• 5:22
  one
• 5:22
  of
• 5:22
  the
• 5:22
  Things
• 5:22
  that
• 5:23
  we
• 5:23
  acquired
• 5:23
  was
• 5:24
  a
• 5:24
  best
• 5:24
  in
• 5:24
  class
• 5:25
  creative
• 5:25
  services
• 5:26
  music
• 5:26
  agency
• 5:27
  called
• 5:27
  Massive
• 5:27
  Music.
• 5:28
  Right.
• 5:28
  So
• 5:29
  I
• 5:29
  originally
• 5:29
  joined
• 5:29
  Massive
• 5:30
  September
• 5:31
  of
• 5:31
  last
• 5:31
  year
• 5:32
  after
• 5:32
  having
• 5:32
  run
• 5:33
  my
• 5:33
  own
• 5:33
  consultancy
• 5:34
  in
• 5:34
  Toronto.
• 5:35
  Have
• 5:35
  a
• 5:35
  few
• 5:35
  other
• 5:35
  music
• 5:35
  related
• 5:36
  ventures
• 5:36
  that
• 5:36
  I
• 5:37
  had
• 5:37
  built.
• 5:39
  And
• 5:39
  yeah,
• 5:39
  it
• 5:40
  was
• 5:40
  just
• 5:40
  natural
• 5:40
  fit.
• 5:41
  You
• 5:41
  know,
• 5:41
  we
• 5:41
  kept
• 5:42
  Massive
• 5:42
  and
• 5:42
  I
• 5:43
  kept
• 5:43
  bumping
• 5:43
  heads.
• 5:44
  Okay.
• 5:44
  We
• 5:44
  were
• 5:44
  competitors
• 5:45
  and
• 5:46
  we
• 5:46
  just
• 5:46
  had
• 5:47
  a
• 5:47
  series
• 5:47
  of
• 5:47
  conversations
• 5:48
  and
• 5:48
  it
• 5:49
  just
• 5:49
  made
• 5:49
  sense
• 5:49
  to
• 5:50
  go
• 5:50
  down
• 5:50
  this
• 5:50
  path
• 5:50
  together.
• 5:51
  So
• 5:52
  I
• 5:52
  joined
• 5:52
  Massive
• 5:53
  and
• 5:53
  then
• 5:54
  about
• 5:54
  three,
• 5:54
  four
• 5:55
  months
• 5:55
  into
• 5:55
  being
• 5:56
  at
• 5:56
  Massive,
• 5:57
  you
• 5:58
  know,
• 5:58
  I
• 5:58
  started
• 5:59
  digging
• 5:59
  a
• 5:59
  little
• 5:59
  bit
• 5:59
  deeper
• 6:00
  into
• 6:00
  our
• 6:01
  parent
• 6:01
  company.
• 6:01
  Being
• 6:02
  Song
• 6:02
  Trader
• 6:02
  got
• 6:03
  you
• 6:03
  and,
• 6:04
  and
• 6:04
  working
• 6:04
  with
• 6:04
  a
• 6:05
  leadership
• 6:05
  team
• 6:05
  there
• 6:06
  to
• 6:06
  help
• 6:07
  sort
• 6:07
  of
• 6:07
  iterate
• 6:08
  and
• 6:08
  build
• 6:08
  and
• 6:08
  figure
• 6:08
  out
• 6:09
  our
• 6:09
  go
• 6:09
  to
• 6:09
  market
• 6:09
  strategy.
• 6:10
  So
• 6:10
  yeah,
• 6:10
  yeah,
• 6:10
  it's
• 6:11
  been
• 6:11
  a
• 6:11
  really,
• 6:11
  it's
• 6:11
  been
• 6:11
  a
• 6:11
  really
• 6:12
  like
• 6:12
  natural
• 6:14
  journey.
• 6:15
  Yeah.
• 6:16
  And
• 6:16
  you
• 6:16
  know,
• 6:16
  to,
• 6:17
  to
• 6:17
  many,
• 6:18
  in
• 6:18
  many
• 6:18
  ways
• 6:18
  I
• 6:19
  still
• 6:19
  feel
• 6:20
  like
• 6:21
  I
• 6:21
  am
• 6:22
  DJing
• 6:22
  today,
• 6:23
  but
• 6:23
  now
• 6:23
  it's
• 6:23
  at
• 6:24
  scale.
• 6:24
  I'm
• 6:24
  not
• 6:24
  stuck
• 6:24
  in
• 6:25
  a,
• 6:25
  in
• 6:25
  one
• 6:26
  booth,
• 6:26
  in
• 6:26
  one
• 6:26
  city
• 6:26
  at
• 6:27
  one
• 6:27
  time.
• 6:27
  Yeah.
• 6:28
  It's
• 6:28
  like,
• 6:28
  you
• 6:29
  know,
• 6:29
  the
• 6:29
  notion
• 6:29
  of
• 6:29
  using
• 6:30
  sound
• 6:30
  and
• 6:30
  music
• 6:30
  to
• 6:31
  make
• 6:32
  someone's
• 6:32
  day
• 6:32
  better
• 6:32
  when
• 6:33
  they're
• 6:33
  checking
• 6:33
  into
• 6:33
  a
• 6:33
  hotel,
• 6:34
  when
• 6:34
  they're
• 6:34
  eating
• 6:34
  a
• 6:34
  meal,
• 6:35
  when
• 6:35
  they're
• 6:35
  grabbing
• 6:35
  a
• 6:36
  coffee,
• 6:36
  all
• 6:37
  of
• 6:37
  those
• 6:37
  instances
• 6:38
  to
• 6:38
  when,
• 6:38
  like
• 6:38
  I
• 6:38
  said,
• 6:38
  when
• 6:39
  they're
• 6:39
  using
• 6:39
  an
• 6:40
  app
• 6:40
  to
• 6:40
  send
• 6:40
  or
• 6:41
  receive
• 6:41
  money
• 6:41
  or
• 6:42
  whatever
• 6:42
  it
• 6:42
  might
• 6:42
  be.
• 6:43
  Yeah,
• 6:43
  this,
• 6:44
  this
• 6:44
  is
• 6:44
  now
• 6:44
  like
• 6:45
  an
• 6:45
  invisible
• 6:45
  hand
• 6:46
  where
• 6:46
  we're
• 6:46
  controlling
• 6:47
  their
• 6:47
  sonic
• 6:48
  experience
• 6:49
  in
• 6:49
  all
• 6:49
  of
• 6:49
  these
• 6:50
  moments
• 6:50
  of
• 6:50
  their
• 6:51
  day.
• 6:51
  Right?
• 6:51
  Yeah.
• 6:51
  When
• 6:52
  they're
• 6:52
  interacting
• 6:52
  with
• 6:52
  technology,
• 6:53
  consuming
• 6:54
  information,
• 6:55
  you
• 6:55
  know,
• 6:55
  all
• 6:56
  of
• 6:56
  these
• 6:56
  things
• 6:56
  going
• 6:57
  to
• 6:57
  an
• 6:57
  event.
• 6:57
  Right.
• 6:58
  And
• 6:58
  they're
• 6:59
  not
• 6:59
  necessarily
• 7:00
  thinking
• 7:00
  about
• 7:00
  these
• 7:01
  things
• 7:02
  blatantly.
• 7:02
  Right.
• 7:03
  But
• 7:03
  we,
• 7:04
  we
• 7:04
  are
• 7:04
  quite
• 7:05
  literally
• 7:05
  like
• 7:05
  guiding
• 7:06
  all
• 7:06
  of
• 7:06
  that
• 7:07
  from
• 7:07
  a
• 7:07
  sonic
• 7:08
  perspective.
• 7:08
  And
• 7:09
  so
• 7:09
  now
• 7:09
  it's,
• 7:10
  you
• 7:10
  know,
• 7:10
  it's
• 7:10
  DJing
• 7:11
  at
• 7:11
  scale.
• 7:11
  It's
• 7:11
  the
• 7:12
  same
• 7:12
  sentiment.
• 7:12
  I
• 7:13
  like
• 7:13
  that.
• 7:13
  But
• 7:13
  shaping,
• 7:14
  shaping
• 7:14
  the
• 7:14
  narrative
• 7:15
  on
• 7:15
  a
• 7:15
  global
• 7:16
  level
• 7:16
  really.
• 7:16
  Music
• 7:17
  is
• 7:17
  powerful.