 A touring-based ad strategy, which anybody could do, but where you target is going to change that strategy for you exactly right. We don't even know about the other nuances that went into that, right? I'm assuming that if I'm an artist that's in my day that's showing me that I should tour, and let's say like DC, Virginia, and New York, that that's going to move my strategy differently than the artist has seen to have. I'm big in Houston, Dallas, Austin, or something like that, right? Because I know, like, culturally, the place is a difference, and that opens up to different types of activations and partnerships and things like that, right? So I think just even just realizing that the data can be that to be a guy for you is really valuable because I think that so many artists try to fight against the data because they don't want to feel like the algorithm is controlling that career, right?