 Let's get it to these rollouts though. So many of them. So many of them are happening lately. There's two main ones we want to get into and other things as well. But this COB, not COB good Lord. Her loss. Yeah, her loss rollout. You had some things in particular cause you've been watching that one more closely. I didn't realize how much has happened. So kind of break down some of the things you're seeing with that one. Yeah man, so her loss is the Drake and 21 Savage collab album. I mean, the rollout for it really started probably as of making this maybe like two, three weeks ago. There was like a tweet that went out. There was like some, I remember with DJ Akademi some other publication was like, hey, there's a rumor that Drake and 21 Savage are putting the project out. I think Drake or 21 one of them put like the cap emoji, best of life. Nah, he lying, right? So you think the rumor was paid for? Yeah, 100%. You think the rumor was paid for? Yes, bro. It was a leak, they said it's cap. Nah, I don't believe that, but you got, we have to think about one, how much artists like 21 Savage and Drake don't leave the house or don't even talk as much. You know what I'm saying? So like, I don't just see them being the type of people moving around and telling everybody that's happening. Their team at this point are very high level teams so they're probably not doing it. You know what I'm saying? Drake is Drake, 21, 21. There's no way like, I'm not gonna say there's a way, but I don't think any engineer would risk that. So the only thing I could tell her to was like, oh, this is promotion, you know what I'm saying? And it was such a random piece of information that didn't seem too far out there. You know what I'm saying? As soon as I saw it, I was like, I can see that. I can see Drake on 21 Savage doing a project together. So now, I believe it. Like it's definitely coming. They've been like besties for the last like two years, you know what I'm saying? Hanging out, showing up together. So like when I saw it, I was like, okay, at the time I didn't think it was a part of the world. I just was like, okay, you know, 21 said cap, it's cap, you know what I'm saying? At that point you just gotta go by what the artist say. I think a few days later, there was an official announcement of it. And they dropped like a promo video for it or something like that. And then I was like, oh, shit. There it is. There it is, bro. He wasn't lying. Now I'm thinking this is definitely the start of the rollout. So it was a religion puzzle come out, I think last Friday, but last Friday had a lot of releases. They were like Rihanna, you know, dropped like her first song and like forever. It was like a Chloe Bailey project that came out. There was a bunch of stuff that came out around that time. And so they got pushed back. They delayed it. They said it had something to do with, I think like 40 getting sick and you know, stuff not getting mixed. So I'm like, no, I don't believe that, man. Yeah, don't believe that one. Yeah, bro, like, y'all saw that Rihanna single about the drop. But still, or you know, maybe they planned for something like that and that was just another part of the rollout. They wanted to push it out, you know, keep it going out. So then we get into this week, which is when all of the FASTA really started. For every one. So I think, I don't remember which one came first, but the two biggest things from the rollout was one that did a fake Howard Stern interview. That's funny as hell, like you haven't seen it yet. I love him 21 Savage, that like personality stuff. Cause you don't know, he's great at being showing his personality in a genre. Well, a lot of those artists don't typically show that personality. And so they're very like one dimensional in their personality. So they do the fake Howard Stern interview. And then they do like a fake Tiny Desk concert. I ain't seen that one. Yeah, bro. Like a fake Tiny Desk concert, which me personally, I mean, if you pull the video up, you'll see brother set looks like the real set. I personally, if I was Tiny Desk, I'm like, man, I could just do a real Tiny Desk concert. We could let you make it comedic. And we could have made this work. Why, why y'all had to go, you know what I'm saying? I think it's at that degree. Well, you see where is it? I don't know, it's got to, is it this? Yeah, right there. Oh yeah. Look at it, bro, it looks just like it. Yeah, they, they wrong for that. Like just like it, brother, I couldn't have used the real set up. So they do the fake Tiny Desk concert. They got a bunch of content flowing out. They tease the track art or the track, the cover art for it. And the cover art is this popular model named Suki. Yep. So at first I thought she was a big TikToker, but she's a, she's like a pretty, like well known model. So, you know, a little bit of influence of marketing, right? Olive is really influence of marketing to a degree. A little bit of that. Going back to like some, some super localist stuff. I remember, I think they maybe had a view board out here or something. I know 21 Savage had like his birthday party, like a week or two ago. Pretty sure there was some promotion around that. Right. So they had the machine kind of building up to it to the whole point. Oh yeah, that's her right there at Suki. And so the, however you choose to look at it, wherever your moral compass points, but the peace they let resistance for it was the controversy that's built around because of this line that Drake has towards Meg Dastalion. And so I hate you about it. And I was looking at it and I was like, man, that made me think, bro, there's three C's to a good rollout. Talk about it. Three C's, bro. There's creativity, consistency. Check. And then controversy. Got him. If you were able to hit all three of those points in a really like good way, way that makes sense to your culture and what they're paying attention to, you probably will have a successful rollout. I think the controversy part is maybe like a double asher, like you don't have to do it. But if you add it on top and there's an enemy for it, it's gonna hit. Save it three again. Creativity, consistency, controversy. I'd say if it's not controversy, controversy per se, it needs to be conversation. Okay, yeah. All right, just because, you know, people misconstrue controversy that having to be something so wrong, you know, problematic and things like that. So if you're not comfortable with controversy in your brain, conversation, create some conversation around something. There has nothing that has something to do with the music and then also not, it creates a different conversation, right? Cause like his line with the Meg, things started with, oh, he's dissing Meg. It's a music conversation, right? We're talking about the song. And it's now in the, at this point, like 14 hours that the album has been out, has evolved back into like a domestic abuse conversation. People, you know, make them fun about domestic abuse victims and things like that. So it's evolved from a music conversation to a much broader conversation. See, I've been off the internet a bit, bro, lately. So tell me about this domestic abuse conversation. Like, what do you mean it involves into that? And why as a relation to this album? Yeah, cause like Meg made some tweets that was just like, and I'm kind of like paraphrasing, but she's basically saying something like your favorite rappers come out and make fun of a woman, like a woman that got shot by a man. And you know what I'm saying? Something, something y'all can kid my, that was the gist of it. What? That shit ain't fair. Wait, hold up. Did they make fun of her because she got shot or something around that incident or? Yeah, what, did you hit a line? No, I didn't. I told you, I've been off the internet, bro. Oh yeah, you've been off there. I legit been off, right? I haven't checked it all yet. I don't know the exact line cause I haven't gotten to that part of the album yet. You know, small disclaimer, but it's something like, something about this style. Pretty much he says that Tori Lane didn't really shoot her. It's basically what he says in the song. He's basically like, yo, she lying. You know what I'm saying? But he makes like a little double triple untone draw for it. Let's, let's see exactly what went down. Oh yeah, there it is. This bitch lying by getting shot, but she's still a stallion shorty. So she graduated, she ain't earned enough, or learned enough, play your album, try one, okay, I heard enough. But that's the first line I got. This bitch lying by getting shot, but she's still a stallion. Very, very, very, very good. Dang. Yeah, exactly. That's what you missed on the internet. She, she. It evolved from, oh, Drake this Meg, to oh, Drake is making fun of abuse victims. And that's now the bigger conversation that man had on like Twitter and the internet in general. So the conversation will start out musically and then built out to more like social issues, you know what I'm saying? Dang, Drake didn't see that one coming. You didn't see that one coming, right? That next step, that slip door, he was walking the line, I know, cause I know he probably wouldn't know. No, you gotta know him in, I think Tory Lane's a friend. So. I mean, look, I get the, I get addressing a line and saying that and thinking it's going to create a little something, but the slipping to making fun of domestic abuse. Oh yeah, yeah. That twist. Yeah, he didn't see that coming. Nah, he wasn't trying to play with that. Yeah, but it's created a conversation. It's definitely done that. Conversation. I mean, I know we going to get into it, but that was even something similar with like the title of Swift thing. Like there was a conversation that started around her while she had her controversy slash conversation, C moment, you know what I'm saying? Let's get straight into it. What was hers again? So she has this video that she dropped. I don't remember exactly which video it is cause I'm not a Swifty, you know what I'm saying? But the, in the video, she like steps on the scale and the scale said like that. And so it's her talking about her body positivity issues, things like that. And the internet just took it and ran with her. Her community loves that type of stuff. They definitely love that type of stuff. But it's been pretty intense on both sides. Like people talking about, you know, she's fat shaming, she's, you know, contributing to the, what's the word I'm looking for? The anxiety and stress that people in that community might be feeling. And there's people on the other side of the same line. No, like she's just talking about her experiences with her weight, how she feels about it. She's not making fun of the community. So, but it's created the conversation of, hey, is Tyler Swift fat shaming? Is she fat shaming because she thought she was fat? Yeah. And the video was like, I mean, when she steps on the scale just says fat, but the way it's kind of been interpreted like this is how she's talking more about like her self esteem issues and like how she felt about her body and things. And people are like, yo, why is it bad when you look at the scale it says fat, right? And now it's, they're taking it to the comments. I think of like, are you insinuating that fat is bad because you in this video feel bad about the scale of saying fat, you know what I'm saying? And so that's why I said the conversation evolved to, yo, Tyler Swift is fat shaming. And now it's both sides of it, either defending her very intensely or going at her very intensely. It's what I love about today, man. It's so easy to create conversation, though. Cause Pete, just when you have that scale especially, somebody gonna get mad. Cause that makes no sense, man. Somebody gonna get upset, bro. You can't talk about your own experience. People always are gonna project their insecurities and feel like you calling them out one way or another. Yes, that is interesting. Yeah, but it's, that is interesting. But even Tyler Swift gotta have the controversy, bro. And I don't, going back to what you said about Drake, I don't think she planned for it. Like she probably, yeah, that, yeah. They always gonna take it that way you didn't mean to. That's just the nature of it. Just like politics, where they can flip every single thing into something negative. You think you're good? Nah, nah. Not if it doesn't fit my agenda, but Taylor has been known for this and it's interesting because this particular project, it wasn't as heavy leaning thematically and narrative wise in terms of like being about an ex and using the story of who she's dating. That was a huge conversation controversy type thing that she would do track after track after track. And that was like the story that you put around Taylor. But now this one, everything that I've gathered has been like, like confidence. I'm renewed. I'm renewed, right. I'm renewed. I got baptized. She entered her bad bitch there, bro. No, sex. That's the energy she's given it. And she's given it. It's like, I'm being the bad bitch that I can be with her brand. Yeah, yeah, yeah. It's not all the way, but I'm trying to be a little bit more dark, you know? And she's trying to create wiggle room and you can go hard with that and Miley Cyrus it. I'm just gonna break the mold and give myself wiggle room or you can play it safe and conservative, which is more Beyonce and Taylor Swift and they evolve slowly over time creating that wiggle room. So, you know, you could go either route and that's why we're saving. People stress so much about their brand and getting caught in a box. But it's like, if you know what you're doing, you can always get out the box. Give it some time, right? But you can just, in that scenario alone, Rihanna, Miley Cyrus, oh, we break the mold quickly. Good girl going bad, literally with Rihanna, Miley Cyrus just did it and showed it. But then you got Taylor and Beyonce, right? Which is funny, you got those two sides of the fence, but still they both had both characters, right? And you do it over time. So, now it's interesting what Taylor's doing though, she breaking records. Yeah, bro. And I think too, what the brand thing is interesting is like, I don't know, I always look at like, when you're a big artist and you have that much scale, a rebrand is just like having different conversations with your audience and then showing different parts of your life for your lifestyle. So, it's like, hey, maybe I was very family oriented and super clean and all you ever saw from me was me at my niece's birthday and you know what I'm saying? Me at, you know, I don't know, at the family cookout. Now, I wanna be this super wild person and you see me at the clubs, at the parties, hang out with certain celebrities. At the time, when they were the nice clean family person, they probably were also doing the party club things, right? But now it's, hey, I'm gonna show you this. I'm gonna talk about things in a different light and that's going to slowly over time make you see me in a different way. That to me is all the rebrand is. I know it's deeper than that because of the things you have to kind of execute things a certain way, but that's really what it is. Like, hey, I am now a different person and I wanna talk about and show you different things. That's all rebrand is me. Yeah, I can see that. That's, yeah, just showing different parts to yourself and that goes back to artists stressing out about showing too much of themselves at the beginning and not realizing, you know, just take your time and you can show a different part of yourself because that's gonna be a part of your rebrand or reintroduction to expand how people see you. But nobody can catch it all at once anyway, so why try? Yeah, yeah, yeah. And then, well, let me pull this up. So this is the headline, was Taylor Swift wrong to use the word fact in a video? This woman says that's how I used to feel whenever I weighed this myself, so I'm sure she's, what is it, sympathizing with Taylor? On the other side, you gotta look at these numbers that Taylor's hidden, which bring it all, bring it full circle before we even get into that because they, Taylor Boak, what? 50-11 records. I think officially like, officially 73 they said whether it was iTunes. She was literally every single song on the top 10. I think she was the first person to do that, not just first woman. Yeah, I think Drake was the last person to get close, he had like five of the top 10 or something. But where can I find this? Well, you know what I'm looking for. There we go, bam. See, y'all actually can't see this, but if you go to Spotify, it actually says 2022 Taylor Swift at the bottom of Midnights, well, the Midnights album. Now, why is that relevant? This is what the record label in print is usually showing right here. That's what you usually see. Record label, maybe distributor or just something like that, right? Taylor is indie, y'all. All right, she for real indie. It's probably like Bad Bunny indie. She might be sharing pieces of her company with people at the level she is, but she's indie. She owns her record label. She owns her company. Just like Bad Bunny owns part of a, what is it, Riser? It started with R. Yeah, I'm in that label. Yeah, whatever the label is. Like Taylor's killing it. She's killing it. And when she re-released her albums and basically instead of taking those albums down, let me see if I can find it. She just put like Taylor edition in parentheses. So the fans know, let me go stream this one instead of the other one. Yeah, which they do. She's gaming the system crazy. But she really, you know artists is big and has power when they make a move and then the whole energy shifts around it within like 72 hours. Cause that's what happened with that. Like where it was like within two days, the industry as a whole, like Billboard, all these different people had rules about how you can do that now. And it's like, they had the, they were like, oh no, hell no, we gotta get ahead of that. She's about to spark a revolution. Just like that conversation with the bundles. Yeah. Remember, I think you had shared one of those videos too where it's like, all right, she's still doing bundles, but the bundles had to be around the music. So they got ready like that, to merge bundles and stuff like that. Well, no, they didn't get rid of it. Now the rules forwarded like the, everything that's in the bundle has to be for sale separately on the website. So you got to be able to buy everything individually. And it has to all ship out the week of release for it to count for it. Yes, that's what it is. That's what it is. So it's like, you got to have the infrastructures even make that happen to play the money. Now you got to have the money to even better play the bundle game. To actually play the bundle game, which is different because now you have to prepare for that. Most of the events to be able to provide all this merch and ship all these things. So you put yourself at a risk having all this inventory on hand and not necessarily being able to get off the merch. Or if you get off it, it's not necessarily for the first week, which is not hitting those metrics you want. So, because basically Billboard was trying to prevent people from selling merch, right? Week one, and then not actually shipping it to months later, because they really can't do it. So it's like, you just finesse them getting a little pre-sale. Yeah, exactly. And you still waiting for your big baller brand shoes five years later. It's like, basically the game was really getting finesse with pre-orders. Like, especially like in rap, rap, bro. All that, they were killing it with like the different brand collaborations. Like X Rapper might do a T-shirt drop with V-Lone or something to promote the album. And like you said, that shit ain't coming out for three months but they bought that today. And so I understand why that rule change got made, but like looking at the Tuthers Swiss situation even in New Rules is like, man, they really have, either you got to like really believe it that you're gonna sell enough that it's even worth it for you to attempt that strategy. Cause imagine like Tuthers with, I don't know buying up a warehouse of like half a million pieces and they only sell like $20,000 or something, that would hurt, you know? Oh yeah. And if you're a small artist and you thinking like, oh man, I'm gonna do at least 10K this week. And you only sell 200 teachers, like that should hurt, you know what I'm saying? Cause you have to pre-buy in order to even be able to play the game. So now you're gonna think long and hard before you decide, do I wanna try? This merch strategy is the potential outcome of it even worth me attempting to do with the game. It would I be much better off still attempting maybe my pre-order strategy or regular merch selling strategy, but there's a lot lower overhead and a lot less risk involved with it now because I'm not trying to play that game anyway. So, you know, so it's like, I think it's gonna make artists think real hard about they even wanna gain the system. We only gonna probably see major label artists and artists with a lot of money really gaming because it's not worth it for 99% of the other artists. Yeah, I think that's a good way to look at it cause it's not eliminating any game. It's increasing the cost of the game, you know, price of entry. So fewer people gonna play it, fewer people gonna take the risk and the people who do it gonna do it way less often. So that makes a lot of sense. And then you look at the way Taylor did it from a standpoint of all these incentives, right? He's like, oh, I got a couple of songs on this vinyl that aren't on Spotify. Got some songs on Spotify that aren't a vinyl. And I think she had maybe one other medium that she also provided throughout. Oh, oh, also she had the show tickets. Yeah. Either they got pre, no, they didn't even get the ability to buy show tickets. I don't think they got the ability to buy them early. Yeah. Cause all the stuff she did pre-rollout was pointing towards vinyl sales. Like she was going hard for the vinyl sales. Yeah. Hard. And probably intense price of this. You know what? Why do you think vinyl sales was a focus to start off? I think in anticipation of this, like they, you know, cause going back to what we just said, like if you are ours that knows you have the capacity and resources to play the game, like you're going to try to understand like, what do I have to do to truly maximize my shot at winning this part of the game? Oh, we got to sell a bunch of products and make sure they can move out first week. Oh, cool. Yeah, let's only focus on selling product then. Like let's, we don't care about pre-save links, right? We don't care about early downloads or nothing like that. We want people to buy this product that is going to help me shoot to the top. And this is the thing. You want to focus on the metric that makes the most sense. That's going to have the biggest impact. And I feel like a lot of people get caught up in their rollouts trying to do too many things. It doesn't mean you're going to have a simple rollout where there's only one thing going on because a lot of the best rollouts have multiple things going on. But you still got to find out which one is the big domino, right? If all those fails, if this one works, I'm going to get at least 70% of this that I want out of it. And for her, like you said, that's the vinyls because also, yeah, I think about it like streaming, the streams are going to happen, right? So don't just focus on that. Like you said, pre-save. And she don't focus streaming. And she doesn't mess with streaming. She doesn't like streaming, yeah. She doesn't like streaming, right? For a variety of reasons, the money to control all that, the data, all that stuff. But so it's like, where can I focus? And how can I make this a fan experience? She's one of the best at making like fan experiences. Even if you might not check her music or whatever, but like if you track how she interacts with her fans and how hard they go for it. Taylor's probably, she's definitely top 10 right now. I'm just saying top 10 because I don't want to say number two. I don't want to be like number one and then start some conversations. But she's in the top 10 for sure. I can say that comfortably. She's damn near her own league, bro. Well, it isn't her own league, for real, for real. It's not, you know, we got Bad Bunny. She beat Drake, bro. Drake, Bad Bunny, the weekend, Adele, they're the only ones that really get close, bro. And they're not even, I don't think close. That's a fact, because what they said, she got over a million sales in a week, which it was like, what, 1.5 or 1.7 this time around? Yeah, some window, yeah. And she's the first person to do that since her. Yeah, and it was like, I think it was the Beatles had the first however many top billboards, you know, multiple billboards. And then I don't remember if it was her and then Drake and then her again, or like her and then, but like, she just keeps consistently coming up in these very high level of achievement, you know what I'm saying? And these high level of achievements and conversations is like, who is not many hours like doing that consistently. So I've personally earned a lot of respect for Taylor Swift over the years because of that. Cause it's like, you know, you can say what you want about her music, but she'd be out here trailblazing for the industry, bro, like some real shit. Her moves, you gotta watch her moves, man. Yeah. And bro, I've been so deep into the Taylor Swift spirit because of that document I sent you, bro. Like it's crazy. I'll be seeing Taylor Swift in my sleep. Dreaming about her rollout in her numbers, bro. It's crazy. Yeah, we got the whole content breakdown. We got to put that document out somewhere. Not yet, I got to finish it, but you know. All right. Appreciate you watching Fun Fact. Every time you soak up one of these gyms, you get a little bit smarter from these clips. So if you want to be a gym seeker, collect all the gyms, keep watching. I'll see you in the next clip.