 The Russell, where he is pound for pound is greater than where it was at this point. No, I can't say that. I don't think it's possible for Russ to have had that. Like it was just way harder back then. I think the Russell is doing it the best that I've seen. Oh, number one, top two and ain't two. Because not only is he doing the anti-industry narrative, right? Laying into that, he has the self-promotional mouthpiece, where he can talk himself up, get the gap, that whole thing. Hustle approach, where he capitalizes on it, monetizes on it, because those people who do it the best, you got to have that. Because some people just talk, talk, talk, but they don't really have the hustle to like move and cap off of it, right? And then beyond that, the Russell, he's capturing the story along the way from early. The documentary. That documentary, right? And showing where he is, showing the more humble beginnings than where he's about to be or where he's trying to go. And then building community, Russ ain't build community. No, no, it doesn't mean that he doesn't have a community. It doesn't mean that there aren't a lot of fans that fuck with him. But I'm talking about like hardcore touch and feel community, community, where you know why like we can show up and we all know why we're here and there's a mission and vibe. That's why it's like more like J. Cole has a community at scale. Russ did not, as a part of his story, he did not push any part of community. No, I can't say that, man. You can't say that Russ didn't push community. All right, what's the community? Russ's community, he was kind of building was like, hey, we are the group of people that think anti mainstream and kind of do what we want to do. No, I don't rock with it. He was talking directly to us. Like he had Facebook groups and SoundCloud things that he did. Like he was very like, and I also think about it too, because I remember when Russ was coming up as an artist, I was in college and I had this blog that used to run. And I remember Russ would come in on the post that I would make from the blog. I remember thinking sometimes it's crazy. Like he really pays attention to like everybody and everything that talks about him. And this is pretty what you want. This is pretty like him, probably. This is just like, you know, Russ was extremely savvy. Don't let me like, don't make it seem like I don't appreciate the strategy and he wasn't sharp at what he does. That's why he's in this conversation. I'm just saying in that specific way. No, I don't think he built community. I think he was a part of community or like commented, created presence in community. LaRussell's community. Yes. Like you start because of LaRussell and who he shows himself to be. Or like maybe some people came in because of his music. And maybe some people like first know the notify learn about them through like the anti-establishment messaging and interviews like that. But it's very clear when I look outside of that messaging, there's like shit that people believe that they're together beyond that. Right. That aren't just artists that aren't just dudes. It's a place for men and women that could feel comfortable like around in that community, the pay what you want or whatever, the restaurant, because he's already, so it shows all these different things that you stand for beyond the anti-establishment. And he shows the community and he shows and part of that, like he shows team. Russ didn't really show team like that. That's not true. Yes, it is. He doesn't mean he doesn't have team. He had team from the very beginning and I watched it. It wasn't a part of his narrative. Russ, LaRussell had like his team gets interviewed. How many people on his team? You know what I'm saying? Like, but Russ had like the two or three main members of like Demon with him, like Boogus and others. That was like in all his early content. That was on a lot of his early interviews. But it. All right. So I think this is what why and I don't think I don't use it against them. I just think partial part of it was being a different era. Yeah. People weren't paying attention to it like that. Yeah. So he would have had to do different stuff to build community. You know what I'm saying? Yeah. Like, but like even though I think, I'm sorry. I can't remember. I don't know if it's just T or TT, like talking about, oh yeah, she has ownership. Oh, she's dope. Bigging her up and dah, dah, dah. And again, this isn't any slight at Russ is just I'm saying when we have to split hairs that why he has why the Russell has done better in this category. We look at textbook. I think he's checked more boxes in terms of the anti-fan strategy and building like an entire ecosystem that people can rally around. So some artists and managers are just waiting for lucky moments when the ones who are killing it have systems to consistently take artists to another level over and over again. And if you want to see what that looks like, we just did a collab where we not only show the system that we use, that's resulted in Billboard hit some of the biggest viral moments on TikTok, Instagram and YouTube. But also we got J.R. McKee to break down how he took an artist from zero to one of the biggest hit songs of 2022 and getting a Grammy in January of 2023. This is recent stuff, not old tactics. If you want to check it out, go to www.brandmannetwork.com slash Grammy. Don't forget the www or it won't work because J.R. gets into the details of looking at the data decisions that got made, how much content got created and how they adjusted the content over time for different parts of the campaign. This is real behind the curtains type of stuff. So again, go to www.brandmannetwork.com slash Grammy. If you want to check this out and apply it to yourself. Back to the video. Well, and that's not the only space I would give it to me. He got to touching the people in real life faster than Russ did. That's what I'm saying. Yeah, but like Russ still did. Like Russ was building community. That's what I can't say that. I can't say like watching like... All right. He built it slower. He just didn't build it as well. Like you tell him if if Russ would a tweet about, not even tweet just put like I'm doing some little thing here today. Of course he got fans. Everybody can do that. No, that's not true. They got real fans. But that's what a fan is. But that's how we gave you as real fans about the community. No, real fans and community are different. Community, like that means I fuck with you because we represent the same thing and we already know what we're here for. We can vibe just off of that. Fan is I fuck with this artist. We might both be here because I fuck with this artist not necessarily because we represent this world of things to be a part of and we like automatically connect beyond just the artist itself. There's other values and things that come into play. The Russell has gotten to touching the people faster than Russ. Faster than Russ. What was my point? You said he built a strong community. Yeah, we go at what gauge and point of your existence where he is pound for pound for community is greater than where Russell it was at this point. No, I can't say that. I don't think it's possible for Russ to have had that. It was just way harder back then. Niggas weren't putting content out. The content wasn't as frequent and even just spreading as much. People weren't on the social media like that. It wasn't as strong of a platform. He did a lot more physical stuff. Russ was out there going overseas to shows and stuff and nobody even fucking know. Everybody knows the Russell is moving. It wasn't even possible for us to build community from a media perspective and have a media. The Russell has a full media brand, like a media company in his company. Not just because of the good company stuff, but literally just because people can have these separate companies, but literally the production, consistency of content, consistency and simplicity of narratives. Russ, before he really got to build community, he had to use the fact that he was popping first and let people know that he was popping and that created the media attention for him. And then he had the opportunity to start building. But he was building his SoundCloud community, his Facebook community before. The big problem for him was what you want. That was around the music. What do you mean? You sound like the community around the brand, like him in general. Everything, yes. That's a full, I'm talking about a full, the whole point is being holistic, a full holistic community. The Russell, Russ was more around music because again, it just wasn't even possible. And we, like to the same extent, it was very hard. If we want to go to some people who did it in their own way and did it more holistically and was closer to what the Russell and what he's doing, it would be more like odd future. They built community community where it's very clear that we're these type of people and some of these other things going. All right, let us know what y'all think, Brad. About those points. Done went damn off, off the rails.