 What's up? What's up? What's up, everybody? I'm Sean and I'm Corey and we are back with no labels necessary coming to you every Tuesday and Thursday Appreciate y'all appreciate y'all appreciate y'all for Thugging it out again yet another episode we here together as a matter of fact We got a comment that I gotta address You know gotta address this real real quick. Cory. Um, I don't know how to pronounce this name So forgive me if I say it wrong especially You all right, I'm just gonna put it on the screen for y'all who wonder like what the hell is Sean talking about I appreciate your comment He said my favorite part about the podcast is the fact that they are doing it in the middle of the desert The sandstorm And give gives the studio a live feel I've never experienced before. Amen. Look I appreciate you, you know being clever when you show love and insult us at the same time But uh, that was one of the more uh One of the more creative comments. So y'all keep getting creative We y'all want to critique us if y'all give us that level of creativity. We definitely gonna throw it Throw it in the pie talk about it a little bit. Y'all make you part of the show Yeah, yeah, make you part of definitely make you part of the show and not just those You know, y'all got real good questions and things like that. Well, we pay attention in the comments anything Like that we're we're gonna figure out if we can make it into an episode So y'all keep keep staying engaged and let us know what y'all want to see but Starting out what we got We got some advice for y'all All right, not advice from us. We got advice from none other than barry hefner If y'all know barry hefner jacquory tell him tell him who barry is. Yeah, so he's one of the the founders Of since the 80s, which is I know they're they're mainly in the management managing like j i d earth game I can't think of I don't know how to say her name, but the artist name is like n j z o m a something like that. Yeah Yeah, I don't know how to say either, but yeah pretty much, but he's like a superstar manager out here You know saying from home grown in Atlanta And someone we'd be looking at for you know some some inside information here and there Yeah, yeah, so, uh, you know, um, I think this is actually the second time We've actually talked about something from barry on the pod I think there was one episode where we were supposed to talk about something from him Maybe I don't know if we got to I remember was on the list though. I don't know if we got to it If so that makes him like the first person we addressed or talked about twice So fast and so few episodes You be dropping thank you Let's you know the games y'all go follow barry and let them let them know who we we sent y'all, you know I'm saying no labels necessary, but uh barry says so I have this method that I use when developing an artist that may be old or new Who's who knows but I call the Let me start this over. I have this method I use when I when developing an artist that may be old or new who knows But I call it the inside out theory. So I'll explain the inside out theory is like this I'll advise all artists to think of their career as a house or a piece of property All right y'all y'all use that imagination whatever house close y'all get into it Close your eyes get into it. Let's meditate on this now next slide Most artists today love to focus on just the inside of their homes Described in this image below recording number two their image number three strategy number four research number five Social media and number six practicing which I assume, you know practicing their craft of music. All right Now he gives a picture this beautiful picture of inside of a home And social media is like the couch the image is decided couch practicing is like the floor mat You can put it anywhere throughout the house, but he just goes further with the image if y'all don't see the screen Now next all right Artists fail to focus on the outside of their homes, which is number one execution to showmanship All right, that's different than what y'all normally practice in just the music That's the entertainment on stage right number three networking. Hmm. Number four Confidence that's very interesting. We got to address that one day number five likability number six charisma Yeah, we definitely I should go deep dive deeper in this I like this Now then he puts these things on the outside of the house right executions one in the window showmanship's apart The uh the structure networking is near the foundation all that stuff right that's the outside of the house Now here he goes the thoughts behind this method is To build the thoughts behind this method is to build the ideal home or career You must first start with the foundation Let that balance between the inside and outside by only focusing on one You can have success, but you can't achieve superstar status without properly doing both I think I instantly agree right anybody doing both like anybody's a superstar definitely has both Yeah, 100 easy easy. So then the last image Right Inside and outside now he this is like a flex. It's like a mansion or something right? So you had a house when you were focused on the inside you had a decent little house when you focused on the outside But you're doing both Hey, you got that you got square footage, baby. Yeah, it was crazy. You in here. All right, so Last couple of statements the issues I see arising with the business is artists and their team are so hyper focused on one aspect Of the grind and how it looks versus the grind and what it takes I could go on for days and days About this, you know, I actually thought this was a bee testing when I first read it Days and days about this but the point is take care of your home from the inside to the outside if you want to keep it Bam, that's it So jacquory one The same question i'ma ask everybody else out there What do y'all think about this analogy? You think it fits anything? Are there any holes in it? Is it good? What's up? Can you go back to the the second the second slide real quick where he talks about the I think it's the inside of the house I think it's a good analogy like it definitely painted the picture for me. I didn't know what was going the first time I read it. I was like it's like a house. I was like, you know Right, no, but it by the time I got through it. He won you over. Yeah, it won me over the only one that I guess kind of confused me is like research because I don't understand I mean, I'm guessing like he means I artist I guess researching more the music industry looking into what needs to be done But to me I could that would fall in. I don't know. Maybe that would come up for a strategy to me I might be nitpicking with it, but that might just be me. I would I would like Clarity on that one because I wasn't sure if maybe he was talking about Like maybe I'm just researching the landscape because he said the artist and their team, right? Yeah, all right, so Maybe researching like where I want to place my music stuff like that I mean, that still falls into marketing. We're probably a little bit more of an outside. I don't I don't know Yeah, that one is a little bit unclear for sure for sure But I mean though the points you touched on though 100 right like all this stuff on the screen right now is probably number one for most artists Yeah, like make sure them. Let me make sure the music is straight. Let me make sure I look like an artist Right, let me Stragize a homo blow up in 90 days. Oh, this is a hundred percent like priority number one I think for like 90 percent of ours Can you go to the other one real quick? He breaks down that the inside of the house. Okay This shit all this shit to me is not even second thought for most are usually third thought Hey, this is where the reality of the game sets in kicks in I think Now that I Part connected with that last statement, right Grinding what he said he said people focus on The grinding how it looks versus the grinding what it takes, right? Yeah, all right, so A lot of that number two that outside is definitely what it takes, right? Whatever it takes to execute to get there But we talk about that showmanship to really build the fan base not just have people show up because you got a Popping song. Yeah, right then they're gonna get a good show Yeah, they know they're gonna get a good show and they're gonna keep wanting to go To your shows and you're gonna get put on bigger and bigger platforms Like your show is trash. You're not going to get invited to the Super Bowl I know I just went straight to the top but like you're not going to get invited to certain venues and Ceremonies if your show is not popping. They might like your music, but you're not showing up You might book for a birthday party. Yeah I can't book for the big stage easy easy and three Through six I feel like a super red. He might be talking more about the artist team at that point because I feel like it is very rare to see An artist that is a good networker I feel like a lot of ours don't even like going outside like that. Maybe not rare Maybe it's just I haven't run across a lot of a lot of arts. I know a very introverted don't like going outside like that They don't like going to you tell them like you should go to this conference I'm not going to a conference. My manager is going to this conference, right? Like oh my my assistant is going to go to like they don't want to do most artists I know don't want to do like the business side of networking their network with artists like other artists and maybe producers Right the creative networking all day, but they don't want to go like talk to a sink agent. You know sand like A lot of them confidence. I guess it's kind of like whatever it's hard to tell a artist confidence So you get to know them, you know what I'm saying? I think So what do you what do you think about when you hear confidence? Like the first thing you hear like why the heedless confidence on here in your mind, I think The the the first thing I think of when I hear confidence is the way I think one part of it is like how much you let like outside criticism get to you Because to me, that's the easiest way to be able to tell How confident artist is because we don't really know them, right? So I can't like you don't get to meet them and talk to them and judge their true confidence But you can tell by the way they react to certain things online Online how confident they might be and whatever it is they're putting out or working on so that to me, um I think performance confidence is a big one, but I think this is why in many ways Maybe it's like the bible, right? It's it's vague enough I don't even just say the bible like a bible or a speech In general, it's vague enough for you to just interpret in a way that suits you But to me it shows him like just having a real experience, which obviously is a thing But yeah Confidence is something you would typically look at as an inside thing, right? Yeah, but he put it on the outside, right? Maybe it's the way it impacts the outside But a few things there's a few different interpretations of confidence what you just said number two Your star quality comes with a level of confidence, right? Do you present yourself with a level of confidence when you meet people on person? You talked about performance too. You mentioned that that's a different type of confidence. So just having the confidence as an artist Like when you communicate and Like when you show yourself When you show yourself to The fans outside of your music main environment the music videos, right your your actual music the tracks That's what builds the image on another level All right It's like it's almost it's weird because even the artists that are like looked at as introverted, right? Or they're not Like moving in the scene or they're anti The ones at the top are still confident, right? They're like they do they have that perception of confidence Otherwise you couldn't give the people Who are so insecure This guiding light. Yeah, right. It's like it's like, oh, yeah I'm introverted too and he doesn't like being outside or he doesn't like to be a part of the main thing Yeah, they relate to that aspect of you, but you're doing getting a confident way Into where you present yourself. That's what makes it aspirational. So I think confidence is definitely a part of What helps you execute better, but it's also What allows you to have the aspirational level that's in some ways required from your fan base Yeah, like and you can't get that otherwise. So then you also have the like ability Yo, I mean, this is when he goes back. We're talking about superstars here. Again, you don't have to You don't have to do any of this. You actually do not have to be a superstar You gotta have a career on whatever level you want to right but like ability if you want to be on a top tier level People have to like you, right? That's huge, bro Not even just the fans like like we were talking about like every day people who are just around you, brother The grocery people, you know saying your mailman Or the industry people the industry people. Yeah, like all those people bro. Like they have to like you Or at least feel like they kind of like you while they're around, you know, and they get talked about a lot like I think a lot of artists Discount like how much of the industry is really just like socializing, right? Like we talk about it a lot, bro It's like in the perfect world We were all just sitting in the house put our shit out and we'd all be rich and amazing, but it don't work like that So I shake hands kids babies and win people over. Yeah music is 100% like that more than you know, many industries I don't want to say for sure that it's the most like that, but it's one of those industry that's Socialization heavy. Yeah Higher you go and what's crazy about it, too Is like it's like everybody that's a part of the organization has to be social and likable Like I think about like think about when we went to LA and we had Lunch with like the bmg people, right? It's me you Jocelyn Ejai imagine if like Jocelyn Ejai was like weird and anti the whole time, right? It's like it's like they also have to be just as likable and social in this situation as we do Well artists was like was there too. Oh, yeah, Nick. Yeah, so it's like somebody we brought around us We vouch for has to also never be social and likable to the Greek and so with artists December It's like when you go in these situations like I think they look at like all my managers The one that has to be you know, the busy body kind of bouncing around, you know shaking hands kissing babies But it's like no, bro. We looking at you too, bro If you have managers working the room and you kind of like off to the corner like you know saying being weird Like it's gonna it's gonna come back to your operation Bro, you just you just gave me another click in the brain Because if we go back to it remember at the beginning All right He talks about the artist and their team. Yeah, right with their focus is I don't even know where that is Or maybe it was at the end and we measured it up. I liked it. Oh well, but Like so let's also apply this shit to the managers. Yeah managers. You got to be likable I remember I can't remember Who mentioned this last but it's a common story, right where people will not rock with you Because of your manager. Yeah, as a matter of fact Not even just will not rock with you because of your manager their scenarios where I will rock with you. However, I won't work with you because of your manager Right. It's I like you but you're never gonna find out to that manager's out of your life. You never know Yeah, it's like it's like that relationship that it's weighing you down You know, it's like, oh man, all of a sudden every since we broke up, bro Every since I got rid of her just all these opportunities been coming In life like things a little bit lighter sleep is better I'm executing like it's one of those things some managers really can't bring that weight And it's not just a manager though. It could be many other people From other directions on the team. That's a representation of you anybody. That's a representation of you So it's something to be aware of and then charisma. That's just that thing that's that's that extra Yeah, that's a hard one I feel like you can study charisma. I don't know if you're gonna truly teach charisma No, I don't think you can you know, you could be More likable, right? Yeah A level of training of charisma. I feel like That's at the bottom of the charisma spectrum. That just means being very likable. Yeah But the x-factor level of charisma That's that's that's a little bit more difficult because funny Charisma is like this weird mix when you break it down It's not just Oh, he's fun to be around right. There's some people who are like really funny always fun to be around but that's not necessarily Charisma alone, right? Yeah, there's all small persuasive Persuasion. Yeah, there's a level of that that comes with charisma 100% right 100% So then you go back and let's look at the ones near the top like Chorus Kanye highly persuasive, right highly polarizing. So he's anti persuasive to many people But he's very persuasive to many, right? And he does do it with a level of charisma. You know what I'm saying? He's he's Yeah, he runs with it. You know what I'm saying? And a huge part of that, right? Is belief and I think people who don't have charisma on every level At least have charisma in some category something that they really know when they care about Right, because then you have confidence most of it comes from the conviction in which you deliver the message That's all it is and it's funny. I thought this a long time ago, right? It's like if you believe something You're really about it. You have strong belief in and you might be uh, like a little Little less social right and and hard on speaking around Speaking to other people in environments, etc But let's just say your life is on the line or your mom's life is on the line, right? You can speak a lot more convincingly, right? Cool And there's some people who can speak in those categories where things matter then there's other people Who can have a high level of charisma no matter what they're talking about Those are the bullshitters and the people who are at high risk of becoming dangerous Those people are dangerous Snake oil salesman all that type of stuff. That is a dangerous trait to have They could be lying or they could not know much, right? Those people can be naturally good at a sales job and they barely know the product You know what I mean? So they don't even have a real reason to be confident. They just talk And say whatever they say with conviction and then there's some people Outside of like sales and business environment that I've been countered that uh, they're definitely dangerous in other ways They dangerous in other ways Um, should shoot Karens are like that Yeah Hey, man, you know, they'll be lying with charisma, man. Okay. Oh my gosh. He's trying to attack me He's trying to attack me calling the police. It's the same thing, right? It's the other side of it. That's the other side of it But that charisma is a dangerous coin, right? Used as a tool and then especially the people who have it in natural Gary v is one of those guys all right, he said how he was um, like It wasn't his for his parents. He probably would have been like a con artist or whatever Which means he probably even straddles it sometimes and what he does He's just more aware. It has to like get himself back to the beginning. Oh, I'm going too far So he's aware where the boundaries are, you know, I'm saying like but it's it's a natural trait and it's dangerous You know, as long as you recognize that it helps It helps but all of these things are Like really important. I think not just for the artists many of them for the team as well, right? Like because let's go to networking. Bam. We we know like you're new managers, especially right? They need to be heavy on networking far more than the artists, right? Of course we talked about likeability, but Execution of course, right to roll out all these things that need to be done being on tour All those things that need to be done and then showmanship You know, that's that's like a little extra for somebody like a manager or whatever on the back end and like how they go about the business and and understanding how to Do your rollouts with flair or let the rest of the industry know or put them on notice with flair There's a lot of you know, we've seen rollouts like that. Yeah Or things being done like oh dang the way they move is is special Yeah, having a little showmanship about about yourself can definitely Take things to another level Let me see But is there anything else you wanted to say on this before we go on to the next topic? Because we got a lot of things for y'all today, especially on youtube The platforms on general there's a lot of updates and ways y'all should be thinking about the platform So we're going to drop some some crazy gems On those but yeah jacquory before we move on. Is there something you want to add on to this analogy? Nothing to add man. Just shout a berry again for for the gems man. You know, he gave us a great great topic Hey, man, I always appreciate a topic man. I always appreciate a toddler. He keeps throwing those out man. We might I'm making a regular. That's what I'm saying. Make him like, yeah Like berry segment. I gotta we gotta figure out a catchy catchy name for that or have them Have them on which would be dope. All right. We could do this with a lot of people So I'm not even gonna say what I'm I'm not going to say that I was about to say actually Who we know y'all out there taking our ideas and shit All right, so let's get into the first platform um talk though. Let's do it All right, we got Spotify wrapped sound check. I don't know if y'all have seen this but Spotify, you know, they do the rap at the end of the year every single year where they say Hey, yo, you got this many strings from this many people, you know, they send all the stats out From all these people in across the world. Well now They've added a little feature where you can send your fans a video on top of that and there's a checklist That comes along with that. All right, I gotta prepare for it. Yeah, they want you to prepare for it They should have making it way more. Uh, what's I'm looking for interactive Or Yeah, way more interactive than they from the art side and they've made it in past years Yeah, so let's you know, we'll try to talk about if there's any ideas we have but to me it's kind of straightforward A complete checklist of actions you can take now to prepare for the biggest fan moment of the year November 18 November 18 November 18 if y'all remember that because the stuff we're talking about is doom before november 18 Um, but the biggest thing is getting Personal with a video message. I'm just gonna read this real quick and then jacquory Tell me your thoughts, man Shout out to your top listeners for making it happen this year and under 30 seconds record a video to let fans know What their support meant to you in 2022? You can thank your fans tease what you're working on next or tell a story that Defined your year Upload your video through spotify for artists as soon as possible no later than november 18 For for an opportunity to be featured in your fans 2022 wrapped experience on spotify now. This is the weird part that in the how to get it done Okay, yeah, they give you the specifications But they say make sure your video has no music singing or lyrics No explicit content no logos or brands and no text graphics or filters So what the hell am I gonna be saying You and your voice man. I just want you and your thoughts. I don't want another extra shit That that is interesting. Like are they trying to protect themselves from being finessed where like I could say, yo, man All the artists we know You know putting no labels necessary logo in your wrapped up. So then we get free advertisement Probably yeah, or like keeping you from trying to like sell The people in your wrap throwing something maybe that probably There we go because you're getting out to a certain region. That's probably that's the more relevant thing. There it is. There it is Well, I mean, this is this is cool though because it's making me think. Um, I don't know if you remember But it was like a rumor early in the year that spotify was getting ready to release like a short form content portion of The thing it's been it's been going around for a while where it's like apparently don't yes. I'm wondering if like if One the leak was just wrong and this is really what that meant Like this is that short form thing or if this is like the the preface to it Like this is their way of warming up the audience and getting them used to seeing short form content from the artist on spotify So they can drop that shit. Yeah, either way, it's cool I think I think it's dope that they're letting ours actually have a part in the spotify route Because there's like a couple other stuff actually like reach their audience and say something Yeah, say something exactly like this actually is probably the closest to A retargeting campaign outside like, you know, the spotify marquise or something that you that you're gonna get But like you can talk directly to every person that listened to you this year Or listen to you a significant amount to what you and their their rap That shit's unheard of I wonder if off-platform messages are Are like people like yo y'all fire go follow me on Yes, exactly. It don't say you can't it doesn't say that Hey, y'all might want to try that right say yo because y'all y'all got all these spotify followers And I know a lot of y'all spotify followers don't add up to You know your instagram followers tiktok followers, etc You might want to go ahead and say follow me on my ig page appreciate y'all so much got so much coming out da da da because I figure I feel like somebody's gonna do that and they gonna they gonna cut that out Like next year. So y'all might want to get that in the first time around Sit down be as creative as possible and think as many loopholes as possible to this Because this is their first time around. There's some loopholes and some shit that you're not going to be able to do in the future Because because people done capped already. So be one of the first cappers Oh, yeah, that's the first one's definitely gonna be at least at least 50 rs at fucking up everybody Exactly. The first rule of cap is cap first It's easy bro You gotta be that so like this is a really dope feature. I I agree with you and you know speaking on a retargeting It's weird. It seems that spotify is slowly extremely slowly Providing more fan engagement channels Yeah, that's fair, but They're going to remain in control in ways that other platforms wouldn't so for example, like, okay, if I got The ability to create an email list from this platform and I could retarget my fans from the edge Like on ig, right? I could create an email lesson then retarget them there or hit them up with an email and all these different things I could do it at will This is a part of your wrapped up your wrap up. So That's the only time you're gonna have the opportunity to do that and I know I sent that message early I don't know if you saw it But I had the little pop-up with uh Yeah, I'm gonna read this to y'all exactly what it said. So when Taylor Swift's album dropped I went ahead and like checked out the first track. Well, I was gonna like check. I was gonna check out the whole album Well, that's what I told myself I checked out the first track and I was like, oh Taylor going somewhere, bro. I kind of like this new direction. I can I'm kind of vibing with this I might actually run through the whole thing in the second track was like Okay, I'm definitely not her demographic. She did she went back that other direction again, but like She got it in her though. If she want to make a whole album of the first song I would be there for it So she said you've oh not she spotify gave me a pop-up saying you've listened to 10 of taylor swift's new album Midnights keep listening and then there's a button that says listen now Like that's beautiful retargeting. That is the equivalent of I added this to my shopping cart And then I didn't buy and that's the shopping cart retargeting Right anybody in e-commerce and all that stuff. Y'all know the value of something like that So the fact that they're doing things like that and they have the ability is huge But what's the availability of it? Does can anybody do this for their fan base? Probably not Probably not probably not. All right. So at what level do you have access to something like this? That's a question and more importantly What's going to be downstream to the indies like how much will they be able to do things like this even if it's Not based on you, right? Like again, the wrap up thing is End of the year. All right. Here's your opportunity Can they have they should have more things like this? Even if they are the ones who control it But like hey if you want to have something to provide Under this criteria if people listen to x percentage and then give them give them a pop-up Or whatever and I can't even think of the other scenarios because they restrict so much um I guess well running ads marquee ads let you target who right now Uh, you can target like your past listeners or people who listen to others So like marquee ads are one of closest to like retargeting ads. Yeah in spotify So I don't know like maybe giving more that we can do with that but So they they're living it they're limited but but we know for a fact more than anybody Their crossover and the ability To reach a fan base that's already truly engages your music and liking your music is bar none to anybody else So I would love if they added more stuff like that, you know, even though I was surprised You know, I'm saying like dang, bro. I can imagine like if I was on somebody else spotify And then I got they got a little pop up. I'm like, bro. You listen to what you tried to hide it Like those people might not even want you to know 20% in Like dang, bro said we was gonna wait Well, I feel like that specific feature. Yeah, because it feels like They gatekeeper for probably like a year before it kind of trickles down because marquee ads were Yeah, circulating like last year sometime, right? We didn't have to discover ads or whatever the new one is that still hasn't made its way to everybody yet You know, still some if you know, you know type shit Yeah, I'm gonna say to marquees How many months before it came out? Before it came like super public maybe like a month and a half before I got super public Okay, I just remember we had like asked for it. Like we had to you know, like Yeah, talk to We And then because I tried to get his access to the new Asher and they like no, so I don't like oh, they serious about that shit. You know what I'm saying? Like that's it. They like not not yet. Oh, yeah, I remember that one because I was excited about that one Yeah, same brush there. I might I might have shooting with a follow email. See what's up So I'm assuming that you know, they keep following that same kind of pathway We'll be seeing that probably like summertime next year. You know what I'm saying? Maybe around this time next year for that for that same feature Right, right. Well Next YouTube They trying to pay y'all man. Oh, yeah, you too. You too trying to keep that word They they coming up off the money way better than any other platform It's been like that not just artists, but any creators period. Yeah, so, uh It's a couple topics that that definitely need to be Spread You know, we need to spread the word when it comes to youtube because Hopefully we can influence everybody else and make them and force them give them some peer pressure to the other platforms to start paying Artists like youtube is hold up. The article's not popping up. Let's see. There we go youtube music You youtube music and premium surpass 80 million paid subscribers Now these stats are crazy. I'm just going to read a little bit of the article Top line youtube has surpassed the milestone of 80 million paid youtube music and premium subscribers worldwide The subscribers figure which youtube says includes Trialist marks a marks of 30 million that probably got figured out increase on the last subscriber Figure to publicly and that be announced for youtube music, which was 50 million Okay, so it's grown 30 million in the last 13 months YouTube's latest subscriber tally means that the platform has added around 2.3 million subscribers every month since september 2021 All right, this is where this is where it gets important Elsewhere in the streaming market rival spotify added 7 million net premium subscribers to his user base in q3 of 2022 Taking his total global paying subs audience to 195 million. All right the growth is This has been pretty slow for spotify compared to the beginning, but it's you know, they're already big That's expected apple music meanwhile announced that it surpassed 60 million subscribers In june 2019, but hasn't confirmed the updated sub numbers since then. Hmm. All right. That's three years ago, but At the very least we could say youtube music has more subscribers than apple music did when it last reported. Yeah, which is interesting I would assume that probably Not too far behind what apple is now Yeah, yeah Apple don't really seem to care too much about apple music, but it's not it's not a focused product The same way youtube gives for them or spotify is for well, you know for spotify I would assume they're probably If I had to guess they're probably something like 90 and maybe 120. I would think it doesn't seem like there's any vision there You know, I'm saying Yeah, yeah, bro. That point is just a lead magnet. That's what I think of That's what I think of when I think about music. Hey come listen to some music So we can sell you on all this other shit. Yeah, I definitely agree with that. My thing is with Apple music No, well youtube music the numbers are ridiculous when we think about worldwide. Let me see you Well, I'll just say this out right You know spotify isn't in every single country. Yeah, right. Yeah, I remember when I was doing research we had a client I think that was china or korea So I had to do some research around things over there And youtube was the highest listening platform for youtube was almost everywhere everywhere. Yeah, period And I was like dang and it was I mean it was one it was number one. It was ridiculous to What number two was like some other streaming platform? I had never heard of number three was another streaming platform I had never heard of spotify wasn't even available and in some of these other countries Spotify might be available, but it's not even number one And so crazy to realize how small spotify actually is in context like there's so many different streaming platforms out there Yeah, so I mean that alone gives youtube an advantage that No one else has because your reach so All right, cool paid subscribers. That's what we're talking about here, but actually usage I think quite ridiculous. Yeah, youtube probably still has them in in usage I remember that stat being that way some years ago. Let's see um What would be the question to google on here? Total user activity on youtube something like that Let's try to go straight for Go straight for What platform Gets the most music streaming I just want to compare the platforms. Let's see if and we can get this out right All right, so it says spotify right now. It's the most popular streaming platform. That's the thing youtube isn't Yeah, all right youtube versus spotify music streaming Let's see if we can get a quick little answer youtube music offers greater Oh, y'all trying to do youtube music now. I need youtube. All right, so we'll we're gonna do a update on that stat at some point but with that being said youtube also Is gonna pay for shorts Yep, that's coming which is ridiculous. Yeah, right because tiktok still ain't paying They're still not paying as a matter of fact. I actually heard about this watching It was mkba. What's mkbsd? Okay. I actually was gonna say it right PhD and andrew shoates had a Talk, yeah, it was it was the weirdest pairing, but he was on flagrant mkb hd was on flagrant podcast And they were talking about youtube. I got to go back and finish it but Yeah, they were talking about um the value of shorts and the things that it might ruin so It a lot of it relates to artists as well. So one just paying for shorts Is gonna be dope. Mm-hmm tiktok the other platforms hasn't really figured out how to pay meanwhile I was talking to somebody else. It was a serious youtuber and they were kind of like I feel like youtube's trying to figure out how to pay less Right year over year over year How can I pay less money? For these creators because these other people getting away without paying nobody Right, so youtube can kind of get away with like cutting off at the top a little bit, right? They went from not paying enough and then they finally hit this runner science paying people a lot and now it's more like All right, now, how can we find some type of balance? Yeah, that's what I'm moving So subscriber heavy too wasn't like subscription heavy right like not even just them I think all the social media platforms like these creators want to get paid. Let's put the burden of payment on The fans kind of like like tipping the waitress at a restaurant Right, like it's like what's up to you if she if she's exactly exactly because then We can we can say hey, we give you monetization tools Yep So it's like, yo, we're not we're not gonna put the bag in your pocket We'll give you the opportunity to to put a bag in your pocket. Yeah, you use it correctly follow our tips Play the game once you can play all this stuff. That's that's why I see it moving, bro I think the problem with that is for youtube like they have found a sweet spot where they truly have become Like the substitute for tv in a different way than the other platforms have we know people spend some of that tv time On the other social media platforms, but youtube is like a legitimate Like platform in in relation to like Traditional tv. I watch youtube way more than I watched tv shows movies all that right. So With that being said that advertisement model It is actually most parallel to that All right paying for advertisers these other platforms came from more social media first YouTube wasn't social media social media wasn't even a big big thing when social media when youtube started popping so I don't know how they're gonna do that, but Like paying for shorts is going to be so valuable and they already segmented shorts I don't know if you all noticed when shorts came out Like all them shorts would be mixed in with the actual videos And then it's so hard to find relevant videos like I don't want to watch a short right now I gotta go down 20 videos just to find an actual youtube video to watch Now they have that in a separate tab. You would have thought they would have did that from get go But you know, they figured it out. They're moving in the right direction. So they're so serious about shorts They have actually improved the consumption Right of it. They are planning on paying. I was on youtube the other day. I've done this actually with Reels and shorts at this point When somehow, you know, sometimes you just be going back and forth on your phone And you might be off it for a second. You go back to it. So I'll go back to my phone and I'll think I'm on tiktok and then realize I'm actually on youtube or I'm actually on Start trying to click a certain way Going on and the youtube shorts one was so annoying because I had never really been on shorts on my phone because I always keep the I had the app deleted for a while because youtube I'll be watching youtube I'm like, I'm gonna delete this one. I could easily get myself off a tiktok and Instagram or I want to But I read down all the app just to check on some stuff we were doing And yeah, I ended up in the shorts And I couldn't even figure out how to get out of it bruh for a minute. It's very annoying The user experience is not the greatest Yo Like they're literally gonna bully their way through the the short form content game off of paying out money and And everything that comes from because the experience is not worse that tiktok is still Destroying reels and youtube when it comes to ux, but everything else everything else they can't fuck that up about I believe it bruh. I believe that they're going strong. They're weighing that game I think they are doing better than reels. Um, yeah Even this same article, um, like lee or colin kind of talked about how like their Their mission is to become the highest Paying platform to the music industry. Oh, I like that And I mean he talks about thing the numbers in that somewhere about then they've already paid like six billion dollars or something to the music industry So it's like youtube's biggest advantage. Oh, actually before even so what i'm about to say He also talks about how like, you know, they're able to do is because they have this very unique model of advertising revenue and then subscription revenue Um subscription revenue from like the youtube music youtube live and and then ad revenue I don't think I think I don't know if there's a style there about which platform gets the most Ad revenue, but I'll be willing to bet is youtube. You know what I'm saying? Oh, yeah Like maybe facebook is a close second facebook's ad revenue situation, you know, it's taking a different type of toll though Yeah, because of the apple thing. Yeah, the apple thing. So I don't know that might really be a problem. Yeah, so it's like youtube's Biggest advantage really is like, yo, we can afford to pay out more of these other platformers can't So you can say what you want to say about the user experience you can complain What year was that like 2019 2020 when all the youtubers were complaining about Yeah, the apocalypse they were gonna boycott and shit. Nobody left. It was like, where is she gonna go, bro? Who else gonna pay you even closer? It's paying you And youtube knows that bro. I don't know. They like they think it but like where you're gonna go. Yep Easy man. So I'll read that is that quote to what you uh, what you said Yeah In september when announcing the six billion dollar milestone youtube's global head of music liorko and penned of Platforms growth on what he called its twin engine of ads and subscriptions In a new blog post published on wednesday november 9th to announce the new study The new subscriber tally cohen and reiterated that the platforms previously stated goal of becoming the number one contributor of revenue to the music industry dope Elsewhere in the blog post cohen called the new subscriber numbers a monumental moment for music on youtube and said That it's twin engine of revenue subscriptions and ads is the real deal I'm so proud and humbled that we've reached over 80 million subscribers on youtube and premium bet so This is dope like the fact them stating that they have this goal. Actually Believe them great pr. Yeah, it's great. It's great pr for one, but I believe him and I believe him Because of what he said like that twin engine of those two things So it's one of those things that's like we're best positioned to actually do this And doing it is great pr. So why not like there's there's more benefit than just doing it from a revenue standpoint or or corporate good standpoint It's like, hey, this actually works well with our business model overall. Yeah, so let's go ahead and do it And make it known was like, oh, yeah, we don't have gluten free in our product But let's say it's gluten free because hey you get clout for it these days Yeah, bro, and and they've done a good job of like distancing themselves from like the Like streaming platform not paying enough conversation Because like people it's like I don't know people forget that youtube music I feel like they forget it exists in the conversation of streaming platforms Because it's mainly integrated with just youtube, right? Like I don't think of youtube music separately I think about youtube it's like youtube almost my heart can do no wrong. You know what I'm saying like It's youtube bro. Like who else who else fucking with them? But like they don't even come up in that conversation when already started talking about oh, why isn't this platform paying more? Why don't know these dsp's bumping up the purse stream pay rate? Nobody even thinks about youtube bro. So they're they're doing a great job of I think And like if they keep it to go bro, like five years So they're gonna be like the music the new lot music industry like savior, you know what I'm saying especially once like I think artists Really start learning like how much money they could make on youtube like they know We we've always told clients like bro like the best way to work your youtube is Work your youtube like a youtuber like post it just as consistently now. We had a conversation about um About dg that one time about how he was able to build up doing it and it's like bro I feel like if most artists saw how much money you could possibly make as a youtuber It would completely flip the game, bro youtube YouTube money is so different man. We can't stress it enough to you And I know it's hard when you haven't gotten there yet, but There's a reason why these creators on youtube are a little slower To like get so hype about these other platforms, right? It's like, oh, yeah This tiktok thing has come out cool and I got a million subscribers on youtube and all that type of stuff So I could probably even afford to have a tiktok team and focus on that but One is it going to be around and two I don't want to risk Making less money on youtube even when they do embrace it. They use it to push people back to youtube YouTube is always the final the final spot because why It's like man. I can make an extra meal just getting even better on youtube Versus what like Well, you can't make money like that on on tiktok. You can make tiktok You can make money using tiktok's audience again and monetize it, but i'm already doing that through youtube. Yeah, exactly Exactly, bro. I mean tiktok. I'm about to drop the bag like that, bro. Those streams that you get paid on um Facebook and instagram like that payment. What have you gotten paid so far because I still never turned my stuff for max at this point Maybe like 900 dollars a thousand or something like that for a total of i'm probably sitting on my instagram Maybe close to like 400,000 views maybe between 200,000 400,000 someone there, but I haven't gotten paid more than like Easily not more than a band from it It's not the worst and the max is 1200 a month for 1.2 million views So 1.2 million views a month you didn't pay up to 1200 on instagram 1.2 million views a month on youtube I would think would at least be like Probably at least like three or five bands minimum if you're uh, what's the cost per whatever it's pretty low Oh, yeah, they're like you talking about the cost per Like video or cost per impressions. Yeah, like the shit that changes when they Are you talking about the revenue per impressions? Yeah, yeah, yeah So I know that fluctuate and they can they can change how much you get paid, but Yes, because also You know, it depends on your category. Yeah, so there's different types of ads ran on different type of people And you know, so the money's a little bit different as well, but I can even say in the music space Probably let me see That's close to the five bands. That's all saying. Yeah, yeah five bands at least at least 12 on instagram on youtube me on tiktok. It's probably like four years Hey Hey So that's just that's just a small It's a it's a small um Example, right and then we know that some of these people who are doing, you know, five million ten million 30 million a hundred million every single month, right getting 30 bands off of a single video, right? so All right, youtube is the best It's the only place that you're getting paid to advertise yourself. Right. That's the way I see it So like, oh man, it's one thing to running at and then you have your cost per acquisition Which means oh, it took cost me five dollars to acquire this customer to sell this 20 dollar product. I made 15 dollars YouTube you might make five dollars posting content to sell this 20 dollar product So now you got 25 dollars instead of 15 and you add that up, right? You know 25 times 10. That's 250 15 times 10. That's 150 So all it takes the 10 customers already have a hundred dollar difference Multi-divide that by another 10 by another 10 it grows. So you're getting paid to acquire customers It's nothing like that. And that's why youtube There's going to be another level of focus and attention that continues to go to it And I know the burn is a little bit slower. But once it happens for your artists, like trust me It's it is so worth it. It's why these dudes just keep doing covers and stuff like Like Spotify don't pay me for covers like I could just pay for on youtube Like I don't even think you can't be a p-paid for covers on No, you can't be paid for covers on spotify, right? Yeah, it's like you can't be paid for uh remixes and samples Yeah, something like that. I know I know what the cover is like certain paperwork you can fill out Right, right, right to get on there. Yeah, I think you get paid a little less I can't remember what that is. Uh, I have to add some here Because I remember we talked about that last but with that being said TikTok is also Dropping messages for this subscription game. Let's throw this up on the screen Bam exploring new ways for creators to build their community and be rewarded with live subscription now Before I even get it to this message jacquory, what is your being your experience with the live subscription? Because then you turn yours on yeah, I turned it on but I haven't got to go live and usually I was waiting on my Emotes to get done. You know what I'm saying? They just finished up Tell them about that process. So so in order to sign up for Um, the the new subscription feature. I mean one your profiles got I don't know if they have any Follower or like watch our requirements for yet. They weren't too clear on that But in order to sign up for one thing they make you do is you have to create at least one emote for your profile Um, so they make you name your subscriber badge. They make you upload at least one emote recommended file at least one Um, and then you have to set like what your subscribers rewards are for subscribing So they give you like I want to say like 12 different categories you can pick from you have to pick at least four So like I think for mine I picked like they could go live with me that could recommend topics That could send me their music and it was something else But you have to pick at least four of those things. So what's a little bit different with their Um, subscription services going back to the emote thing They're making sure that you take it at least a little bit serious Before you are even to even make it go live like it's not something you can just like Click a button and then do it and start making money. It's like no like like I brought a go pay It's my own fire to make me these emails I'm I'm guessing if you someone that has graphic design skills and you can put it together yourself You you will essentially could do it for free. But they're forcing you to put Uh, a higher level of activity into it just to start using it. You know what I'm saying, which is interesting Yeah, that's that's interesting because I mean one it is a higher barrier of entry So I guess they wanted to be of a certain level of quality and Have you seen the amount of payment? Yeah, it's like subscriber so each Subscription I think is five dollars or four ninety nine and then the creator makes And I could be wrong when I think it's two dollars and ten cents a subscriber or two thousand forty cents to subscribe One of those two. Okay. It's two dollars and something sent so because the the graph they they sent to my email when I signed up was like, you know, if you got like um Three thousand subscribers. You know what I'm saying? You're making like seven bands a month or a little almost seven bands a month That was the graph they sent me got it. Um So, I mean it's it's I've seen a couple of credit coming from my for you page that seem to have a good amount of subscribers already I mean they seem to I mean it's still pretty new like I think they've been baiting it for a while But it seems like they're just starting to roll it out to most of the the I would consider myself a smaller credit. So that's about the smaller credit. It's like we're just starting to get it but I don't know man kind of goes back to like what we just said about youtube Like it looks like tiktok is trying very hard to figure out not to pay us directly But they're giving you these opportunities to make money off the audience that they'll give you which it's like it's hard to Complain about it because like well, they are Giving you the audience pretty quickly. You know, if you use it correctly, like it's like it makes me think like man How fast Could I build up three thousand subscribers on tiktok or how fast could I build this seven to ten bands a month Off of just a subscriber base But I know what they want me to do when they want me to live stream on that shit every day for probably a couple hours a day And that's the part. I don't know if I haven't in me to do yet You know that's the part that I don't know if I have that work ethic in me to live stream like a true live streamer That has to that's the whole business model. That's the thing if that's not a part of your business bottle It don't make sense. Yeah, that's that's the problem with it So it's great for people who truly want to do that Um, I'm sure a lot of people are gonna make really good money off of it I could imagine myself man. If I was in that space, I'd be live streaming on tiktok youtube Twitch all at the same time talking to all right, who'll give me the most money? I'm uh, I'm gonna talk to y'all over here Hey, they ain't about no money, bro. They ain't tipping off. Yeah Shut it off man. Y'all come over to youtube. So I I could see Why it'll be beneficial for creators who want to put that that work in The problem is I feel like it's minimal for many artists All right, we already talked about before tiktok lives is a great opportunity still to get discovered and do some really cool Things and we know many artists that are making good money From just going live and getting those badges alone. Yeah, so I wonder would that be five dollars? Whatever your subscription price, uh Just so far you don't get to change the subscription price. It's just well I'm saying like but your subscription price But then you're also making money on top of that with stickers like what it could eliminate stickers No, so yeah, so yeah, so all that stuff like all the regular live stuff still applies. So the um The badges are just for or the subscriptions are just for a way for you to almost It's like the equivalent to the superfan feature on Or a super child superfan feature on youtube, right? Or like the subscribers on twitch like hey, i'm still a part of your regular viewers on your lives I just never get a badge and I can use your emotes and I pretty much I get to stand out in your fan base So you still get your sticker donations um I know one of the difference they talk about like your subscribers get a separate chat in your in your live So like you can see like your subscriber chat and in like a regular live chat You can still get donations from all of them. Hey, hold up. Hold up. Hold up Hey, y'all y'all can't see this but I had to rig the light over jacquory and it's slowly about to fall Bruh, so if you could catch that before the light It should be cool though. I like let's let's just hope it stays right. Let's let's see if the light changes on them All right, jacquory gonna look it's gonna look a little bit darker, bro. You might have to come closer to the table you know, I mean we're You know had to rig the light last second, but you know jacquory look a little bit better You know the whole background is a little bit better quality and everything in the other episodes. So uh Yeah, bro, I was hoping you were gonna catch that Because I thought you were talking about that one. I didn't realize this or was right there Oh, man. Yeah, yeah You know the rig the rig has to happen sometimes. Yeah, we better next week All right, well with that being said though like tiktok with the uh with the lives I think I mean youtube's going crazy with lives tiktok's going crazy with lives um Who else obviously twitch? Yeah, instagram has the subscriptions. They're not going crazy with lives But they are going to the badges you can buy they got the badges you can buy So obviously It's a huge opportunity for all these platforms. They see it. They want to make it happen. Yeah One thing that artists have to do is make sure they don't get caught up in all these opportunities Because this is why I don't like doing videos on all these random tools, right? Where people are like, oh here's a new tool where you can build your audience faster And then here's a new tool and every week they're talking about a new way you can use gated downloads or A certain playlist or Uh, what do you call it the private groups where you join? I like the telegram group things. Yeah, and y'all all like each other stuff. Oh, yeah I know what they call but it's leaving my mind for engagement pods engagement pods things like that, right? Because if you get caught up in all these different things, you're just chasing you're chasing You're chasing and you're never really getting the chance to have a strategy that you can stand on Which is why a lot of those big youtubers also don't just get caught up in new platforms because I'm like I'm winning. I'm killing it. I'm dominating something and do I do want to take advantage and figure out a grow and add more But it has to be worth it But if you're always chasing each of these tools that really aren't going to change the game for you, right? Unless you invest in them and make it a significant part of your strategy You'll just be running around like a chicken with your head cut off and you're over year you and try 20 tools and you're not that much further along, right? Where there we know that there's artists who are winning without using pre-saves Which hey, we've had massive success using pre-saves without using influencers But we've had massive excess using influencers without using some things like the the what do you call it? The like the toned in links all these different things, right? They're just tools and they have to have a consistent space in place within your strategy and Having all these opportunities sounds good that tiktok does subscriptions Oh, I can make money on tiktok now and I can make money through you know youtube subscriptions and pay Instagram all that stuff sounds good, but you can get lost in a sauce Like you can't have subscribers paying on all these multiple platforms, right? So That that opportunity isn't as big as it looks and I think all of them know Like we're playing this game and we're trying to win and figure out which one of us Are going to win in terms of the paid subscription Socials that people will be willing to do that's the way it feels like battle. This is the subscription model It's a battle for real. It's it's for real say you don't want to make That's why you also have to watch right the boat that you're in because some people might end up Dedicating themselves to a model that won't be there next thing you know, oh youtube Yeah, we're actually sunsetting our program So this will be the last year or last six months that we're running subscriptions Thank you guys Well, yeah, but we're moving on we found better ways to serve our creators, you know It's gonna be flipped like that And you just built your whole business, right? And one that's not gonna exist anymore. So now you're like dang, I should have built it on tiktok So that's why it's important these conversations are things that we talk about It's like because it's not just okay. You do good But you got to do good on the right ship because if that shipping around anymore Then it's like dang, you just wasted a lot of effort. Yeah, all right, so That's something to pay attention to these are great opportunities. But which opportunity is the one to take advantage of and Patreon is in trouble to me like They've been really bad for a long time. Yeah, all right. They Patreon is equivalent to click funnels. I know, you know, everybody might not understand click funnel in their back end But just from my background understood very early on that what they had was simplistic, right? But when I like as far as the makeup of the the the software how I worked and Um, and just I don't want to say poorly built because I'm not the best programmer in the world But I had another experience. I'm like, hey, this ain't top notch. Right now That was cool when I first got on but then the lack of improvement became my issue every single thing that you see On like every platform you join you see these improvements And sometimes you'll be mad. Dang facebook doesn't switch it up again. I don't even know where to find my ads anymore Dang youtube doesn't switch it up again. Where is this? Where is that? But that's a part of a great ran software company? right, so when you don't see that it's actually a problem and Like with click funnels, I was like, there must be something about how they built it That's preventing them from do that because it just doesn't make sense how much money they're making. All right And then you find out they're coming up with click funnels 2.0 And it's a completely different platform. You got to sign up for Which means yeah the way we built this thing We can't really improve it because it was built on a poor foundation We probably they probably had some coders who hacked it together. That's the problem with tech, right? Those decisions you make early on really do impact things later down down the road. All right Um, so they was like, dang you built yourself A prison in a in a sense, right? You have low flexibility to truly improve the platform. So like, all right, we got to start over Now when you look at patreon I haven't used it enough to say That's their issue that they must have built it on some type of poor infrastructure that keeps it from improving but Boy the experience was really bad when I use it and I didn't use it until maybe 2020 or 2021 And patreon had been around and popping for a good minute. Yeah, they've been around for a minute or good minute They were number one in that space as far as I knew Now the problem was like This should not be this simple for where they are in the marketplace Like this is just a bad experience. I couldn't like the whole community engagement feature with inside Didn't really make sense. It really didn't feel like I could truly engage with the community The Consumption part didn't really make sense how I navigated that you get a better consumption in course programs It's like I could have just created a course and then maybe we'll pay for a subscription to my course and then drop My content in there versus being inside the patreon. None of it made sense So they have the brand equity out there in the marketplace, but there's something that's been preventing them from actually having a great Experience for it's for instance, right? I know a lot of people their patreon would be You know, it would have whatever they're they're offering their content or merge or whatever But then the community aspect you would also get access to their private community, but it will be a private discord Yeah, pushing them off the platform That alone says y'all are doing something wrong. Yeah, right because that should be a part of your experience I could I could understand that not being in v1, but by the time I had it Got on the platform and amount of money they made that not being there Like said something was wrong to me, right? So, you know, I don't know how many people are using patreon Now I know it's still a lot But I think there's going to be way way way better solution There's already way better solutions in the marketplace to me, right? But I think they're going to suffer a lot more so If y'all want to have your own private community Don't get caught up in the idea of patreon. Just because that's the brand name that's out there There's way better communities out there. The problem that then occurs though, which Is why I think tiktok youtube Instagram twitch those would be the platforms that still figure out the way Because the problem with having a private community is your Community has to actually want to go to this different platform. Yes, all right And that's why people have been selling this dream of a private community and paid community experience for all these years And it hasn't really taken over because it takes a lot of work, right to manage all that But even greater to change people's behavior where they actually go to that thing Think about there's a lot of people who are like, I don't want to get on tiktok. They still Don't want to get on tiktok because it's another thing. Yeah, all right. So why am I going to leave this thing and the only benefit on that thing is you That's it Yeah, like that's a hard sale and I'm going to pay for it monthly when I'm trying to figure out how to finesse and get out of my HBO My necklace account. Oh, I only bought this because the season of what you're such and such came out And then I'm gonna cancel after that like that's a very very hard sale and expectation to keep people like In that loop and and giving them that type of value. So you're better off if you do it, right? Building up the equity with your audience and then having sales That are able to capture that value and more because I did a limited merge drop or I did a limited Drop or I did a limited pop-up or or doing things like especially for an artist because it's really hard to just maintain The value of month over month over month unless you just got people supporting the hell out of you and They you build a culture where they understand Why you're not just trying to update it and spend all this time because the problem that then becomes if I'm spending all this Time updating inside of the community that I'm not spending enough energy Outside of the community growing my fan base. Yeah, all right. Yeah, so the economics are really really hard to work out Yeah, that's why I think that's why the live streaming is Taking over because you get all of that in a in the easier to produce package Right, like I don't have to think about my month over month content because I'm just showing up You know what I'm saying? Every every day or every week, you know community's already been proud for it, right? Like they've had it last five six years of twitching all these other platforms Like building them up for it And then like the best live streamers like when you were in their live stream It feels like you're in the community You know what I'm saying like you feel the energy of the community So it's like it takes all three of those boxes And they're a lot cooler than patreon. You know something like patreon and kind of never to me never really got a grasp of like the cool The cool factor. I mean, what is it? The cool factor of patreon. What the fuck is patreon? It's a good question. Like outside of a transactional space. That's a problem. Y'all y'all sold the dream of community But there is no community features No legitimate community building and curation that can truly happen It's a space that you can Transact with your fans and get them in this space and give them Disproportionate value in the wrong direction Yeah, and was Actually, that's a great point Because I the disproportionate value is what fans want. They just want to be able to show it And you don't really get to show it like that and and uh patreon right like versus like live streams Like I said with the tiktok thing, yo If one of my followers uses a certain emote, you immediately know as a follower like yo He he bought some shit, right? He upgraded most of the features and things you tend to get in patreon Are stuff that like like you know is is Exclusive or you just got it, right? But like you're not really able to like flex it To the rest of the fan base the same way you can on like a discord or A twitch or really any of the platforms that have some type of like live stream emotes like these icons and things So I think that's one of the big elements that patreon missed out on you right They should have been the forefront of that because they they had the users in the brand equity to do it first But then twitch came along and discord came along and now the entire culture of how fans fans view a community Experience is much different than what patreon probably thought When they built we're building trying to build a fan community, right? Like the user behavior is much different than what what they saw And it's gonna continue to evolve and get different because now All the newer fans are being built around live streams and you know what I'm saying and donations and emotes and shit like that Should that patreon wasn't able to get ahead of Not at all. I'm saying so not at all and look man. It's it's like they pursued a A void in the marketplace from a branding message and we witness this all the time Where it's The same shit different audience. Yeah, all right That's media that's marketing in so many ways you see artists do this and introduce a new audience The problem is when you're a platform that's building your business off of it You're you're just saying hey, I'm gonna give you A private Shopify, right or something like that or I'm gonna give you it's just a regular website or any type of Purchase experience that you already see across the web except they branded it. This is for creators Yeah, right we're gonna call it patreon. We're gonna We're going to tell your fans that they're supporting you by being in here All of that is just brilliant marketing messaging that took advantage of something that was a true issue in the community But they actually didn't provide Different tools. Maybe there's something or something small that they did provide that i'm missing All right, or maybe at the beginning. Maybe they were a little hit on something but from everything I know It wasn't really significant. It was just a great branding campaign and first and hey, that's good enough sometimes for y'all Just to be real like if you are the founder of patreon Shit, you're good You made a lot of great money. Yeah, you might have lost in the long run Hey, businesses die every day 70 percent of the fortune 500 companies that were here on the uh, that were on the uh the NASDAQ Now we hear like in the last 100 years of like are gone and in the what is the original one? Like they're going like all these enterprise companies that have done massive things and then disappear It happens all the time circuit city was around When I was younger, right this place called fries electronics. I don't know if you ever been there bruh There was one there were two Uh, and I the louva alpha rata, but they were like from the west coast california And I I I went there one time A few times I could sense like yo, there's something different about the store. I could tell like back in the day It was lit I could tell right and if you look it up bruh Bruh, I'ma show you real quick Like this is a this is amazing what they what they have going on Oh, let me I ain't supposed to see that that's just our our topic list for today Bruh, I'ma know what I'm just gonna show Pictures fries electronics Y'all got to see this on the store because we we should have a deeper conversation. Oh, yeah time for that Yeah, we might skirt a couple topics because this is a deeper conversation So you see this this story. I have seen okay. I've never been but I've seen like the logos and stuff That one looked like a spaceship. Oh, yeah, because they went crazy with the ads man this one All right, so they had crazy production value for all their stores And it was a great marketing branding thing like they looked different. There was one um, let me see Space they had one that looked like Alice in Wonderland all through the inside So they had really cool installations essentially everything was a high production Like feel to it, but it was still like best buy basically All right, so that experience especially if you think about coming up as a like a kid Like oh man, I want to go there. Y'all got everything like all the cool electronics all the the um What these exhibitions and demonstrations you can actually play You know how you play video games in a store while your mom shopping and stuff like that So it was like this store better than the other stores where I just got to stay on her neck The whole way through and you got the cool makeup like people would literally drive hours away Just to like be able to take pictures at that store. That's crazy because they were like they were built different Right. They they they didn't all look the same, right? so The point for for that like where I feel like the deeper conversation is Something that should come back um, which is no, I don't say it should come back I wish it could come back, but I doubt it which is retail experiences so retail experiences obviously It the money's not there anymore, right? It just doesn't make sense But the value that got lost was because there was so much money in it before people were investing in it It's the same thing. We've experienced in music, right? How music video money ain't nowhere near what it used to be We're not putting a million in a video We trying to figure out how we can do it for a thousand five thousand ten thousand is like this is the best in class And I don't for a lot of people, right? Yeah but Because of where it was back then it made sense to create Experiences in the store. I used to go to this place. Did you ever go to just repeat? What's it go just for feet? Yeah, it was a sneaker store, bro Like athletes for footlocker you want to think about all them so they were better They were standing alone They had basketball a basketball court in all of them and I used to be balling bro I remember me and my sister were balling on at one time and then this guy paid us a hundred dollars Just so we could get off the court So because he was like about to run up a bet and play for a game And then you'll get free popcorn and then sometimes they have free hot dogs And they had some of the best free popcorn. This is just all day every day. This is just how it ran, right? That type of stuff was like an old retail experiences where like they would have things like that so That stuff is going on like dang. I feel sorry for my kids man. He's warring like That's not the same as just ordering something off of amazon or whatever but Like the the level of experience that those old stores had is Really a great case study for how you can do it for yourself as an artist, right? So Again, the more money you make the easier It gets it gets to start saying how can I invest in this way? But you could think Travis Scott is a perfect case study of basically doing what many old stores would do Like how can I make every single touch point feel like something special, right? There's a store called FAO Schwartz um It was based up north, but Like it was a toy store And I don't know if you've ever seen on the news, but that was like the first store and then it was big Where like they'll have like that piano on the ground and kids could like jump on the piano play Like that was like one of the first stores that really exhibited Like that on the like on a like a known level with media All right, so they had all these cool things that you can go and go into and it was like an experience I think I'm gonna have a video about this at some point Amazon's gonna need to do something like this because they have enough money to at least have like staple stores Yeah, I was gonna be crazy that I could do it. Yeah, right like it like we they have some amazon Amazon retail stores, but they need to have like, you know, this is where all the top technology It's a really really cool experience to be in this store and it might be like three in the nation, right? You know, it's a tourist attraction a thing to go to um But all of those if you like really research how stores built things out and Like everything's placed so you can purchase, you know, oh, I'm gonna put the milk at the back So you gotta, you know, walk pass everything I'm gonna put all these things in certain places. I'm gonna make it an experience So you don't mind being here for hours like fries. They put a They put a coffee shop in the middle Like well or bistro a legit restaurant bistro in the middle So people could be cool spending a whole bunch of time in there because we they for cheaper cost It will be farther out from the main city Because you get in all this production anyway, so it was like dang That'll be even more expensive in the city. Yeah, people got to drive farther So We're gonna make it as much of experience as possible. So you are drawn to come out here We have good deals. You're just about to draw and Yeah, we're gonna make you staying there not just experience of what you see But you can eat too because we know what a what eating does especially you talk about families who make those trips Boy, whoo, you know, it gets real annoying. So like but it's It's something that got lost I don't know how we're gonna bring it back, but I feel like creatives From artists or general creatives are gonna be a huge part of bringing this back and the people who think in these experience not just a random pop-up because that got like Done Over and over again in the exact same way Right. Oh, yeah, this is things like the marketers or is like, oh this cool experience type thing and then Then you just exploit it and really don't add much different to it That always becomes a problem But people who figure out how to create pop-ups and experience and events and and things like that Really feel like something like special for their audiences They're going to be the ones that win because we we keep talking about The patreons the tiktok subscriptions and all that stuff But how can you take that offline? Yeah, how can I make you feel special offline? What's your badge in real life? Yeah, you know what I'm saying? Because there's still this differentiation that people have between the real world and the digital world Or the physical world and the digital world It doesn't mean that the value is not going to increase in the digital world People are definitely going to get more and more comfortable with paying money online being in rooms community Having community creating real friends. I mean, we know people getting married that meet online these days All that stuff is going to continue to trend up but That void in the real world has not been paid attention to and we know right like we'll meet somebody online And be talking to them and knowing for years and then we make that trip to LA or we make that trip to new york And then we meet them in real life for the first time and now I feel like we know them for real But you exist now It's still a difference, bro. It's still a difference. Like it really means something. So I don't want artists to To leave out that real life experience because it's nothing like it man. Yeah, it's not like it Yeah, I ain't a lot of the store thing and feel like very strong wishful thinking Oh, no, I I 100 think it's wishful thinking from a standpoint of general retail because it just doesn't make sense The money's not there. Yeah, but if you are amazon 1000 percent. Yeah, there's brand equity into it. So I wanted to make this video like two years ago And if I had the catalog around me, um, see this is gonna go off of normal Music stuff, but this is some marketing and branding stuff. So I still think it's all valuable So did you ever Look through the toys or s catalog when you're little? Yeah, 100% That shit was amazing. All right. Great. Yeah, that right I wasn't getting none of it, but But still the imagination just to imagine so I'm gonna I'm gonna get to where I'm going with it a second But but this is a part of value and why I'm going with it so valuable because now I give him to my daughter They don't have toys or us, you know, that toys or us is going on. I was just about to ask about Amazon bought them out, you know, you know Oh, they they finessed a mess out of them throughout like the 15 years, but So I give her target there's a target catalog and now amazon has a catalog All right, and I've been saying amazon should do this I at first thought about it back on my sister used to work at amazon and the value of it one Jeff Bezos Understands the value outside of all that, you know Hardcore logistical, you know numbers all that stuff. He understood that the value of a company Of a great company to symbol that one of them is like to be liked, right? Yeah That's partially why they put like the happy face in amazon logo They kind of just wanted to be like give a good feeling didn't really work, right? But I was like well one thing you can do All right is get to the kids because people don't really you know, the adults are the adults man That's why a lot of people will be like man forget about the adults I'm gonna inspire the kids because adults already got their baggage, right? Yeah How do you do that? The catalog experience is a great one, right? And the beauty and especially the sales aspect of catalog is You actually extend the life You extend the lifespan of how much you can enjoy something Especially for kids so Great when you have kids you'll see how fast They can be done with something. Yeah, they'll play with something first They'll start like playing with some stuff too long and like dang, bro We're gonna get a new toy or like get something else But then it's like they'll play with something and they'll be done with it After a couple weeks they wanted it so much But now if I got a month and a half beforehand to just imagine it you're enjoying it in our and my head Right like this is a real thing because all those toys that I never got I still enjoyed them. I imagine myself playing with These kids these days are actually watching other kids play with toys on youtube. Yeah It's no different than us watching somebody play a video game You know what I mean? Yeah, it sounds weird But then you think back when those times were a bruh, nigga only had two remotes There were six dudes in the room. We got to watch it. You know, it's the same thing But now that's just translated to a monetized model, right? So you extend it's like, oh bruh if I give her this catalog She and her mind got like 20 toys. She gets that experience I got her one toy and she experienced them for a month and a half versus just those couple of weeks before even she Even get it, right? So that's the game But the positive experience of having that with that brand Grows over time like you immediately when I said toys arrest catalog You're like, hey man, never knew you knew you weren't gonna get it, but you still went through it Why because it was that experience that ability to imagine, right? So there's one then You have kids grow up and they have this positive You know association with the brand other thing Like I said, many people can't do this because of the amount of money that doesn't come from retail If you have these flagship Locations that give people an amazing experience. This is amazon's disney world in in a store Whatever that looks like some real cutting-edge tech stuff some of the best things on amazon or I don't know Like what would be exactly in the store? But a combination of like the foh uh FAO schwarz toy store and some maybe a more adult version So it's maybe more tech driven or whatever Or maybe has sections so people literally go On tourist adventures to these stores, you don't you don't have to have many of them across the Nation, but it's well known. So you get This brand recognition stories get created about it again and again every single year things get featured on it So bam, you get all the marketing cloud from it to Most importantly you get another positive brand experience that you just don't get like convenience is great That's the most you get from amazon just convenience. All right, but Hey, we know we disrespect convenience. That's why they say hey, man Sometimes that person and you wish you in the relationship They get a little, you know, they get the short and the thick sometimes because you get so used to them Things are so easy accessible got working a little harder to do some of the other things that you're doing out there Right, you get that Better or worse, we know it to be true in many In many situations, so Convenience is great. We really appreciate it. You're going to get our behavior. You're just not going to get our heart So create these positive experiences Once you have these positive experiences You also can cap in ways that other people can't so which makes it even more beneficial for you Because I can see amazon figuring out a way To not just have the cool brand experience there But also figure out how to use that extra space for logistical reasons as well Like, you know, they got the whole foods. I don't know if you know, they bought whole foods Yeah, so And then that's why you have those amazon drop boxes in the front And boys, it's so easy to return stuff from amazon is ridiculous. Great. Like it's it's crazy getting the cookie on my way up Exactly exactly So they can figure out how to monetize on top of that in ways other people can't but I'm telling you man, like And this is why it goes back to artists though as well Like the value of positive brand experiences and figuring out where you can sit them within your infrastructure in a way that Allows you to monetize It's great, but at least break even then monetize off of the brand equity Is like it's hard to put a number on that, you know, I mean unless it's within your business business structure You gotta put some kind of number on it. But like the beauty of it is you don't have to have it Frequently or everywhere in the same way amazon would not have to have Stores across the nation in an old school style They could have one in new york one in la or you know, or somewhere random place if they wanted to or whatever And just make it a thing And still get all the clout from it Same way you can do that an artist you can have something once a year. All right, or I mean, we can go deeper into ideas on that later, but that's something that needs to be taken advantage of I'm telling you, bro. Yeah, I'm telling you. Yeah. Yeah. I mean, I don't know what to say But you talk it all down, bro. Like I don't have nothing Hey, bro, that shit hit on my mind for years, dawg. I could tell bro. Like I could tell that's all I ain't about to say nothing Oh, man That's fun. Hey, let's let's get this last topic out the way because it's time We're gonna get to the other ones later, but elan musk elan musk Drops twitter blue. Well, he doesn't drop twitter blue. They already had twitter blue, but um, They've made some announcements So I'm gonna put this stuff on the screen, but there's some features Is there a way I can get to that other site where we can just read the street the features straight up? I'm out. That was that was straight on twitter. Yeah, that was right on twitter. Um, so I'll just say this and then we want to I want you to read out the actual features that they're gonna have specifically I know a lot you said was coming soon But twitter's increasing the price of subscription service moving forward twitter blue will cost eight dollars per month in the us With pricing In other countries adjusted for purchasing power of consumers and those markets. All right, but what are those features? Yeah, so all of them are coming something like you said, none of them are Super here, but I got a rocket to the top of replies mentions in search So tweets from verify users will be prioritized helping to fight scams and spam So your your tweets go to the top of the feed. Okay. Um, see half of the ads So you subscribers get 50 percent viewer ads fewer ads than non subscribers You can post longer videos So it says you'll finally be able to post longer videos to twitter And then you get early access to some of the other features coming out one being you can edit a tweet of the five times within 30 minutes Have nfts as your profile pictures and then upload 1080p videos So but all of it is literally coming soon. None of it is here yet So what about the verified thing because I know that that's what most people You know, I wonder about or care about Yeah, you get it. You get a check mark. You're just for having it. So are people who aren't paying for it lose their verification Yeah, yeah, so you learn that's why they've been no all the celebrities been Bishing at them on twitter about it brother because they they're gonna lose it. We're gonna try to handle this in Three to five minutes max because I know I got to hop off of this call. But what what do you think about that? I understand it. I think he made a good point about like, you know Twitter needs to start making some money outside of this ad revenue So I do think that it will I saw this post this morning about, um How there were twitter employees who were like illegally selling verification, right? It was selling for like crazy numbers like 15k 20k We've come across people who Tried to get us for certain amounts and you know ask for certain things to pay for and I would much rather pay eight dollars a month than pay 20 bands of some person on the inside that might not make it happen And I can't argument and I can't complain about it by the right because I wasn't supposed to be doing it Anyway, right. So I think it's a interesting step from his end to stop that And to set a new precedent for verification where it's like, I mean It's still not like anybody can just be verified. Yeah, right. You still have to meet the other requirements of it Um, or at least the social media requirement or the social requirements for it So I think it's a good step for like how verification should be on platform because there's no reason why if I Meet all the criteria to be verified. It shouldn't be as hard as it is now to get verified Right. So I like that. He's lowering that barrier to entry to it and making a little bit a little bit of money off of it You know, you know, bro, I agree with you Completely on that. I hadn't thought about the fact that a man, you know, I'm paying for this anyway And I'm paying and I'm taking a risk when I pay for it But this removes the risk from that So I love that aspect of it and here's another thing I'm gonna say for it. So the thing is Is This is what it's for anyway Identification issues. Yeah, right. So If it's really about identification people having to pay for it makes it way more believable. I mean way more secure because Like people with bots people Aren't going to really just pay a whole bunch of money month over month over month just to impersonate Yeah, 100 like so that eliminates that issue by and large All right, of course there might still be ways around it, but it eliminates a lot of that issue You know, I think we got caught up in this idea that verification is about status But it's not the core reason is this is who this person is they are who they say are That's why I don't know if you saw the Kathy Griffin Like they trolled elan musk about changing Making a fake elan party and they were trying to make it seem like oh elan's being soft and that a lot Like no, it'd be one thing if you were a regular profile and you were spoofing them But you're a verified profile and people see elan musk and they see the verification That's literally the reason that verification exists You violated how that puts some things at risk. Oh, you should get banned. Like it's just that simple, right? Like politics aside for but I think a lot of people don't understand like this is all it's for It's not all this like status and cloud and all that So I think Ultimately, it's a good thing And like you you gave me that money argument. I never thought about that that is that takes it over the top for me Like shoot is like I really want this thing cool because business models for artists creatives You know people in media. Those are the people who really need it. All right, like everybody else You don't need it. So as a business experience eight dollars a month ain't shit It's nothing bro. Yeah, make sure that all my users know that this is me my customers don't get scammed I'll show up to the top of people's feet. That's nothing. It's nothing nothing at all. So now I'm I'm all for um, the the paid verification and You know, we'll see how it goes. Maybe there's something else that I'm against to the part of this process But even the features that you read seem like that's just like icing on the cake I'm gonna sign up for it soon as I get home All right, you're gonna have to do an update on for us on the next episode All right, bet bet. Yo, everybody This is yet another episode of no labels necessary. Remember you tune in every Tuesday and Thursday. I once again I'm shine. I'm coer and we out peace