 What's up? What's up? What's up? I'm Sean and I'm Kory and that shit did not change I'm Kory And this is no labels necessary. We are in the building episode number Seven yes, he is correct episode number seven and we appreciate y'all once again One thing I got to say though is I didn't really see any love for the better audio that we have We saw a lot of feedback for that bad audio. Y'all got at least this let us know a man It's a little bit better now at least I know it's not perfect Maybe we not Joe Rogan podcast audio quality probably but at least say y'all y'all moving in the right direction Okay, at least I know Exactly give it give us some love. All right now We got a lot of dope topics for y'all if y'all are new to this thing Just to remind y'all who we are give y'all a little bit of that background Hey, both of us are in the music industry We have a Agency contra brand music agency where we help any artist major label artists So a lot of things we talk about obviously a music related But really the things that we speak to are oftentimes just content creator-centric period You build it on any platform because artists and culture are synonymous these days when it comes to social media, which brings me to the first topic though Because there's been a change of guards over the last, I don't know. Let's just say thousands of years We're probably more like a couple of hundred years because old artists are still getting to the bag You will not say old artists. I do mean old old artists. Yes. Yes. That is a fact check out This stat right here. I think artists y'all will find is interesting man this is a list of Composers right how much will composers earn today on Spotify based off of Numbers that I believe they're still seeing in their activity. That's you get a chance to look into that. That's about right Right, it's like rough estimate of current stuff, right current things that are actually happening today, right? So you got Johan Bach, you know, usually we just go off the last names back then 267 thousand dollars well 267 thousand eight hundred seventy eight dollars awful Spotify a year 22k a month Beethoven will be getting 236k Wolfgang or Mozart, and I don't even recognize some of these names when I when I say it like that 235k now When we go away deep, I don't even recognize some of these classical artists I'm not gonna lie, but we all know the top three So keep that I doesn't actually a couple of lessons that I think comes from that A couple lessons, but the first lesson I think that this talks about is I mean longevity when you're audience When they last boy They last You've had Lily centuries to build Your fan base and you know when your music is kind of seen as like a cultural apex right like classical music Kind of has that Stigam of being for certain demographic of people certain caliber of a person right now I think that's going away anytime soon. So yeah, I like that. I wish there was a way to like One to see how much money they were making back then and then compared to right would it be paid more today? They were getting funded by people back then. Yeah, exactly music didn't pop up today died. I'm saying like lots of them were like The definition of a struggling artist like I know we talked about the struggle artists today But no, they were truly struggling. You know, like you said, let's say we're funded by some some high-end wealthy person or something But I would love to just get that comparison blade. What was they told me making back then? I'm saying, what was it? Sure, man. Do do do a quick little Google on your phone real quick to look that up But why we why would you Corey does that? Like you Corey said though, like we talked about a fan base lasting. All right So we already talked about we might as well some way work. Just saying 21 Savage saying that Nice isn't relevant except for the fact he just got a strong fan base and good music That right there sounds like a straight troll. I'm like, I can't believe that There's so so much hypocrisy in that statement. You know, you're not relevant But you got a strong fan base a loyal fan base and actually a good music But we hear that lasting value. We see somebody like Nas who would probably be what 25 to 30 years in now Some somewhere right and then you go hundreds of years So what does the lasting look like and I think when we talk about Let's say Nas, right? Something that's more achievable and what most artists are thinking about Lasting throughout your lifetime. That means making that really powerful connection with that set of people Whoever that set of people is right and then of course, you can vary the size of that but making a real Impact in connection with those people and continuing to remain relevant with them, right? But you touched on something that I think creates extra lasting value that never really gets talked about where You said the classical artist that genre in general really right is a cultural apex, right? It's symbolic with a certain culture. So it makes me think It are their ways that Artists in modern times can make themselves synonymous with pockets of culture so they can last, you know What do you think about that? It's a good question. I Think it's easier for more niche artists to do, right? So we the last part we talked about like the Jersey Club house artists if you're a person that's listening to that type of music where most of those artists don't get to be big or mainstream Then they're probably gonna be people in there that are the apex of that culture because that that music scene as a whole isn't like massive, right? Or hasn't gotten it yet versus pop, right? Who can become the apex of pop music when there are so many massive pop artists, right? It's gonna be Taylor Swift. It's gonna be the weekend. It's gonna be no nobody after Michael really exactly, right? So I think it's much harder to do Currently in the more mainstream genres, but the subcategory genres that come up that just pop up like randomly every couple of months So I think for those people, it's a bit easier because we've seen what happens when niche cultures give a strong like foothold and they last they create these massive pockets of Fans and artists that go into the radar, but if you learn about it and you know, you're like, oh shit This is way bigger than I thought it was right, right? And then so I think in that world Yes pop culturally or mainstream probably not I can't see it. I could see that because in that smaller pocket, right? There's always this idea of respect Right like if you're into this genre, this isn't one of those fly-by-night no pop shit No, you know you gotta know you gotta know right and you gotta respect basically, you know The four founders or who for a forefathers or whoever looked at the at the peak of that specific genre So that makes sense. I can see that and I think there's also an opportunity to Be symbolic in ways beyond music itself, but still do it through your music. All right now This is obviously a little bit older, but if you look at Bob Marley, all right his music 100% Did well in its time right for what it was relatively He wasn't the biggest artist in the world per se, but the music alone was doing well and then at some point there came a turn in his career where there was the you know freedom fighting that came along and His music right and him itself became a symbolic symbolic of an entire movement All right, and you can go all around the world like I remember being in Brazil and This dude I was out there with man shout to Jabril I ain't seen you in a minute man, but Everybody would be like Bob Marley Bob Marley It kind of sort of but not really you know, I mean one of those things he had to beard and the locks and everything So he has that face card though, right? And when you think about it and it's not till you really travel a lot of time you start thinking about what like world-wide Recognition recognition really is like yeah, right like there's only a select few when you get into What Bob Marley Michael Jackson Michael Jordan Muhammad Ali and you have people like In a modern day Beyoncé and Kanye right have that but I think Beyoncé is probably more limit even Kanye both of them are a little bit more limit It was funny. I was in it in the comment section the other day of Some random video I remember but someone was talking about how Wherever he's from like no one really knows what Kanye is Which was in it somewhere. I think it was in South America or whatever Yeah, like like people making a big deal like oh, how can you not know who Kanye is like a lot of people don't know Okay, which is like hard to imagine. Yeah, right coming from America and I think I remember my uncle I believe I think it was my uncle who was telling me about that somebody I know had a friend that Got some money in there in one of these spaces and places that Oprah is around and for whatever reason Kanye was there on that occasion too And he was pretty upset because some lady didn't like know who he was or whatever. So It's the thing right like no matter how big you think right the world will humble you the world will humble you It's a lot of people out there and everybody doesn't have time, right? Every like, you know, there's presidents of nations and and or kings and stuff that I don't know You know what I mean? Well, are you a king or what like me? So he's just a normal person to me, right? So I think this Like bringing around it's interesting that One that we're in this age where You can still take advantage of pockets and create lasting value But it's very unlikely to be on the scale that it used to be able to be on right But at the same time Those small pockets have become bigger pockets Right. So for artists who are like, yo, I don't want to be pop but I want to be Whatever your version of indy and your specific category is It's no longer not feasible to make a lot of money in a lot of these Different sub-genres and lifestyles is like this now It's like you it's not just about Those people in your state or your country you can reach those people across the world and it actually adds up to A decent amount of income and lifestyle and people. Yeah. Yeah, and it's like pretty much we're Not going to see as many massive superstars, but we're going to see a lot more successful artists Which are also things going to make yeah becoming a massive superstar Even more coveted and wanted by artists Yeah The goalpost changes like every five years right now everybody wants to be I just want to be a successful artist I want to get a chance to do it So when I want to be famous like now you now you're asking for something that's much harder to do Yeah, then it is then but I mean I think we talk about ones like the middle class of arts is going to grow Then by default the lower class is going to grow as well because more people are going to see the middle class and upper class Oh, that's just easy. Let me get in on that. I'm saying cheaper to get in but I do think that's the cool thing about it Yeah, going back to even like the classical artist conversation That means I think it's easier to become the face of a cultural movement when there are less of you fighting for that spot Right, which is the benefit that any artists Really pre I will argue probably modern radio had the benefit of right like you were A big fish in a in a in a pond when nobody else in it Or a Pond of people that we didn't know even existed right and you know, so we go back to that thousands of years ago First ones to kind of do it, you know So maybe not the first ones do but the first that kind kind of doing it right now We're learning about then they became cultural movement and I don't I can't think of any modern day Superstar classical artist. So that I don't know if you remember I had this mentor that um Dominated the jazz charts. Oh, yeah, right? Like yeah, he told me he hopped into jazz because he's like jazz is so undeserved right now There's no superstar jazz artists like all the big superstars are artists from decades ago So if you come in you get one two good jazz songs like you can easily shot to choose the top of charts And that's exactly what he did. He came in Produced one or two You know saying good songs and shot to the top and then you can say he's a billboard charring jazz Art is right And so I look at the same little classical music like most of the people that dominate classical music are We've known about forever, you know For every part of my lifetime who's coming on to take that spot It's probably a hard thing to take because of that exact thing This is the apex of it that we've all been taught You're not getting any bigger than Mozart. You're not getting any bigger than they're shopping and Tuscati However, you say his name, you know saying so they get a ghost man. It's crazy. It's crazy, right? Exactly, bro. You were literally fighting ghosts Fighting dead people and I look I found it too. So apparently uh, Mozart was making a Beethoven was making four thousand florins a year Which comes out to about a hundred thousand dollars in today's country. He's making a hundred cat year It's not as bad as I thought immediately. He was doing decent. Yeah, bro. He's all day. You know, he's a high value man He was up there Shout out the most Oh, that's funny So, I mean, I mean that that's that's really interesting because you Like I want to transition to this advice. It's rare. We got a really dope step for y'all And it's going to change how you approach your content going forward period But before I get to that what you just said is It makes me think about you have these dramas if you happen to be listening to this and you're a classical artist I'm surprised, but we appreciate it or you're an opera. So we want jazz. I know we got somebody in jazz Applying modern marketing techniques Hey, that's that's the way to go because most of y'all's genres are behind And so orthodox that somebody just has to break the mold and like bite the bullet be a little bit disliked By the old guard and get some, you know, hey Good money get some money Right get some people who actually aren't as purist to that genre To show you love and now you go commercial and you'll probably be the one right at the moment because especially things like that those type of genres It's hard to see a a complete re re renaissance, right? Or a reawakening where it's like, oh, yeah, this jazz artist has popped out and now he's going crazy and All of a sudden now there's four or five more It's harder it might create a generation that then thereafter like reinnovates but Yeah, you're not going to see like all of a sudden three jazz artists pop up at the same time All right, partially because of marketing and how people exploit shit. All right. And what I mean by that is let's just imagine you got Some jazz artists pop out of nowhere or a classical artist. Let's go with a classical artist He pops up and for whatever reason he's commercially cool. He gets that What's gonna happen? Everybody's gonna start doing collaborations with that person. Yeah, all right They're gonna want that they're gonna want the number one is the value of being considered number one people want to use Your equity and seem cool because you're of the moment And that's not really gonna give much chance to the rest of them to hit that level All right, you might have some people who now open their ears more up To the genre or that music style So you'll still see an increase in listens in that space but It'll be a big wealth gap. Let's say that. Yeah, you know wealth of attention You know, I let alone money and all the in streams and all that other stuff Yes, I understand like something like that would like you said more so be said another next generation of classical artists Give me a hey, you know, you guys here now Now y'all still probably kind of ass out, but yo the next one's in 10 15 years. That'll be great You know same way with rap, right? Looks like how all the old rappers are basically martyrs for rappers today. You know what I'm saying? They had to walk so a little baby could fly. You know what I'm saying? The way of the game That that is That is now with that being said I got a stat for y'all like I said it I'm telling you it should change how you approach and think about Your music and your marketing particularly from a content standpoint. So I only want to say music marketing just content period, all right This stat says and Todd be Hits man on on twitter. He was the one who shared this y'all can look him up and get a little bit more information on his background But he's a legit person. He said 59 of gen z Watches longer versions of videos that they discover on short form video apps All right, let me repeat that 59 of gen z That's a lot 10 almost not 10 more than half Watch longer videos. All right, so we think they don't have the attention span But they do watch the longer videos, but it's after They discover them on short form video apps, you know, what are the chances that it's tiktok? Mostly we know mostly that's tiktok, right? Now, of course, you're getting some some reels. So what does this mean? It means Your short form is promo for the long form Period gateway, right? It is the gateway and that was why We started to go hard on tiktok so early because we saw it transferring over the platforms and we couldn't fully prove it It's now been proven out more and more um Where we we started to like hypothesize like we think one of the reasons that this is happening is just because Hey, I really like you But I want more of you and I can't consume All of you in the short term format. Yeah, period. I gotta go somewhere else. Gotta go somewhere else. All right We know tiktok is trying to Create more space for long form on the platform But still I don't imagine it getting to the hour like a youtube video could be I don't really imagine text becoming significant. Not text. Well, actually, yeah, even even text becoming significant the way you can with the tweet or You know, your music's not going to be on there in the same capacity And we know that photos aren't going to be as integral as instagram, right? So With all that being said All right tiktok obviously is great reels is great But even shorts on youtube all of these things are great in their tools You just have to keep it in mind and understand that for Whatever You're trying to get seen. I like the way I look at it People need to get really good and not only taking snippets All right from their short their long form content and creating short form content of it We got that but contextually People are going to have to get good at creating short form content Specifically to promote the long form content not just a snippet right like oh Here's the hook. I'ma say a massive stat or whatever, right? And then give you a little bit of information about that stat. Well, also 59% of No, no, I actually flip it, right? This is going to completely change how you approach your content forever Did you know that 59% of gen z watched longer versions of videos that they discover on short form apps? Well, if you don't know how to make that happen watch this format and da-da-da, right? And then they go watch the long form video, right? Yeah, that's What everybody's going to have to start doing so it's almost like recording I'ma do my music video and then I'ma record a high quality planned out Many music video to promote the music video it might not even be in the actual music video when you get there It's going to be interesting to see that that's going to be an art within itself Yeah, and it's already kind of getting there For the ones that kind of know and it makes sense too. I look at it As the short form Clip is pretty much how you break the trust barrier. Yep, and people are more Which is interesting though, but people are more likely to be won over by the short information and the long information Which is weird kind of saying a lot like as I said it But I get it because I fall into the same trap like I'll the example I always give the um artists is you know, it's like somebody Knocking on your door and asking you to read a book versus reading like a page of the book, right? Like you're way more likely to you in the first time Yeah, exactly. I don't want to say that but that's basically that's exactly Exactly what I see in my head when I say that example every time, but I don't want to say it You never know. You know what I'm saying? You never know who you're talking to But if that person knocked on the door like yo Hey, Sean, I got this book for you. You know read read this whole chapter. You like hell no That was like, yo read this page. You might you might you might indulge them, right? And you might get into the book. Well, this is hard. How much you want for it? Maybe so What book we talking about? Gary v job job, right? Hey, that'll be wild, bro. Hey, I would even put it fast Gary v, brother Oh to hire some shit like that that should be Hey, that would be crazy Door to door book salesman create a and create a campaign around that that might be hard That actually that actually could be hard But actually I was thinking about trying to figure out how to hire Jehovah Witness specifically Well, I like man to take your Just put this shirt on when you're on my time man to switch it up Talk about my already trained for the calls though Exactly, bro It's hard to train up a regular person and like most people don't have to The wherewithal to sustain closed doors and attitudes and Going through a hood that might not be safe, you know, so brava cousin I mean, he's a little cousin. He's probably four or five years younger than me But growing up his mom was a Jehovah Witness and he's making do it with him her every weekend Funny enough, he is a great salesperson today. See, you know, man He's already got the the shale for rejection. You know, I'm like, what's up? He knows how to get like you get my if you can get somebody to open the door Or keep the door open for longer than two minutes, but you're already doing good. You know what I'm saying? Because I give them max 15 seconds facts. Yeah, man. What you got? Oh, no, man. I'm good I've had man the baby in the back crying man. I'll be back Oh, you know, not that I'll be back and never come back never bro There's a lot of door and the fake baby, right? You know, they don't know my life too fake baby. Yeah, they don't know my life Oh So But but that's it And I'm actually glad we're into this because now we can finally talk about something that we've talked about in private for a long time I've never really had the space to say but the obvious war between tiktok and youtube Oh, yeah, yeah, bro. They've been. Yeah. Yeah. Yeah, like everyone thinks this tiktok v instagram No, bro, it's tiktok versus youtube. Yeah it's been it's so funny because It's been tiktok versus instagram since the very beginning and people's mind But I remember remember I had that video where I was like it's not tiktok versus instagram It's tiktok versus Spotify at the very beginning like y'all need to be looking at using as a streaming and promotional platform Of course, we know instagram is a part of that, right? Everybody's taking a little bit from everybody, but It's like they're so far behind I don't know. It's almost like tiktok doesn't seem to be taking instagram seriously. They're not looking at them They're competing directly. Yes. They went all right. We're going to figure out how we can Leverage and get power over the dsp's and the labels and then on the other side We're going for youtube, which is funny enough when you think about it. It is The biggest major label, right? For content creators my youtube. Yeah. Yeah, you want to think about it that way, right? So we're going to attack the music creators That though and and deal with those music uh and the music labels And then we're going to go with the general content creators and who was their music label youtube Because instagram doesn't really own people like that. Yeah Like you said none of them take instagram seriously because at this point instagram doesn't really innovate a copy So they know that yeah instagram isn't going to become a serious problem Unless we come up with something that makes them a serious serious problem and instagram is Really the best explanation i've heard of modern day instagram is it is a combination between LinkedIn and tumblr, right? So you kind of have like the the the People still care about images on that the same way it kind of was on tumblr and like now it's more of a branding tool Then really Well, no, I mean instagram is like the biggest dating app which still to me ties back into the whole branding thing, right? It's a platform for you to showcase yourself. Nobody's still in instagram features like the closest we got was Maybe when the other platform started taking stories and I don't remember if instagram had stories first Because they actually know I think I might have been just them taking from snapchat if I really Right really think about it, right? So, yeah, they're not known for being innovative and doing anything So I don't think any of the platforms view them as a real threat by the time you come up with something It's gonna be a rehash of some shit. We already did and we already onto some new shit But the ticks out you two thing because we've seen it for a minute Right like like you said like it was the obvious answer was to tick tock versus instagram Because instagram had reels but people missed when tick tock started um Started trying to figure out how to optimize us the search engine presents a lot better Right like they took they got rid of the discover tab Start slowly Pushing us towards being more comfortable with the search button Yep, and then once they got us there and then we'll say oh, you can actually find videos categories I don't know if you notice it but then when you search things on tick tock if you look underneath They give you like other categories of videos that might be related to what you're searching for to kind of go through and look Still like that, right? So that was the first till because it was like, man Why does tick tock care about building a search engine? You know, I'm not optimizing the search engine. No other platform seems to care about that except for youtube. Hey, right Second thing made me think about it was we've been talking about how hard they've been going with lives recently and you know at least over the last two months or so and I mean up until recently the two biggest live streaming platforms have been youtube and twitch Twitch to me is kind of in their own lane. Nobody really seems like they went like like twitch seems like the cool like Big brother, right? Like we're not really going to mess with them. You know what I'm saying? They're doing that thing in any different space, but we're going to take things here and there So it's really still goes back tick tock versus youtube and youtube make shorts, right? They hop in the game like okay, we're going to attack them at their own game You know what I'm saying? We're going to pull one of their features try to integrate in the here And I know the topic we about to get into is going to break it down even more on Yeah, we might as well skip to that one Yeah, the people is like the the signs of that bro is tick tock be youtube, bro Like they fighting for the top spot for for for creators, bro man It's funny because you know when we were thinking about tick tock with a youtube compare with a instagram comparison It was very obvious that tick tock is paying far more attention to creators And instagram ever had a hundred percent instagram was kind of like you're using us. Yeah, and that's it And tick tock, you know the pr or not, right? We care about the creators Monetization funds came quickly All types of opportunities in terms of like taking some of the bigger creators and connecting them with Brand partnerships and being a liaison like they are almost in control of the full marketing stack Is they don't own the creators yet? right They don't own the artist yet, but they are highly invested in helping them Like we we already know a campaign that we're running right now for an artist. He has Tick tock team helping them. He has the sound on team helping them that tick tock owns. Yeah, right And like and that's free type of stuff. Yeah, all right. That's completely free Then I could think about another artist uh, remember I was telling you he said that If he hit certain measurements tick tock told him that they're going to put money up on them Oh, yeah, okay, but he wouldn't have to pay back. Yeah, right You're talking about I'm just going to make up a number here But it is like a significant amount of money But let's just say if you build momentum on your song and you get it to A thousand videos. All right Cool, we might help you a little bit here, but it starts building momentum You're hitting 10,000 videos and you're part of this process. They already have that I know you You're talking about the possibility of them putting 10k Right into your campaign behind your song that you're not going to have to pay back. Yeah Not going to have to pay back. Now. Why is that? I'm not sure this will last forever Maybe they go deeper and deeper and offer bigger and bigger deals. Maybe maybe but one you have to be on sound on for this By the way, um, so there is that Right, right. It's a promo tactic to help you get on sound sound on Two, I believe on sound on they do have a percentage of your royalties similar to uh, United Masters where they might get like 10% so it's a free platform to use But it's 10% of The royalties from that something like that So if you have that they see your song moving They're going to get that money back anyway, so they can look at that as an investment All right And then three They're really trying to establish proof of concept They know that You know, we've created stars at this at this moment already There's been multiple artists who have popped in and have legitimate careers I know a lot of people say oh, who's still being listened to or what artists has lasted Right, there's plenty of them. Like if you have that mentality, you just haven't done your research And you just being bitter But they know they've done that but for whatever reason it seems that tiktok's invested in Creating more of it like they have to prove themselves. I'm not quite sure what they're trying to Prove in that regard By maybe they want them to be indie and stay indie or they want to Be more a part of it along the way so they can build their own proof of systems Of I think is that one like a hit-making machine. I think that's what it is I think they want people to Not think it's so sporadic and uncontrollable And be like, hey, you know, we have like you said a system of funnel that we can push people to if you hit some certain metrics And we can get you that which we we know they could yeah, and also a thing. They just want a piece of it, bro Like imagine being the machine funneling Hundreds of millions of dollars of people and not getting any of it even if you're just a distributor Like you said just getting 10% and that's better than nothing. You know what I'm saying? I mean look bro People have done that for years. Yeah I Heard of I mean I get it though at the same time the tech just enables it and now they see a new route But it's like hey shoot MTV didn't have any stake in the artist money Yeah, all right, or the tv in general like that entire system creating stars creating stars without that type of stake You know, there's some of those people who had their Hand in both ends from the back end like some of those owners, but that's a whole different game so It's been it's it's not It's not like you can't not put your hands in the cookie John But at the same time I get it like why not especially We're talking unprecedented data, bro They're on your platform blowing up all of their data period of everything that they do them near Of course, there's other platforms But just in terms of what happened on there the crazy amounts of data people Promoting your song thousands of videos hundreds of thousand videos done to your song They saw every single post you did up to that what your fan base looks like to a tee. They have all this shit And then you got your music on our distribution platform. So we see the motion the momentum it's all Like why not and ticked off and one thing I do appreciate about ticked off They're the only platform that will admit that if they like some shit, they are going to inflate it In their power, bro, they've admitted that and I know and so We know that if they if you're probably if you're a sound-on artist and you're getting some momentum They're gonna they're gonna help you out. Yes Yeah, we look outside just the money in lego. They're gonna help you out So I'm not aware if people in general are aware that they admitted that but I can say Remember early on we were speculating. Yeah, right before It wasn't even just music artists. It's just like we'll talk to somebody It's so funny because you'll like be talking to like an influence or somebody who was hot at time This is like still in 2019 they'll be like Man, it just felt like all my shit just started popping out of nowhere and then it just stopped But it was it almost literally sounded like tiktok came and picked me up, right? And flew me away and then it just like dropped me off, bro. Like I kind of like I used, you know, I mean I'm like, you're gonna give me no tip or nothing. Like that's what it sounded like hearing them talk about it And the analogy seemed like oh tiktok must literally be doing that But you don't know right because there's been many moments in time when people go viral and then fall off It was something about the way that people were describing it happening to them that you're like this sounds like to me, right We're trying to create stars, right and I think that still has shown through and through We need to legitimize ourselves and we and we know to do that we have to create stars Right period charlie demilio. She's a star. We know that she fits a certain mode as well Create this star. Mm-hmm, right I mean, there's other segments and levels of stars and this becomes Our Our brand, right? This is our disney. I've used that analogy before right disney has its stars Uh, you know what? I mean, it's been so many throughout the years. I'm trying to name somebody newer But I don't watch that shit no more So I was just gonna like miley miley sires or you know, raven or like anybody's zack effron, right? Creating stars creating stars creating stars that people can vouch for and you can say oh, they came from this Right that validates your platform. Yeah, right So I guess that's part of what they're looking at in music as well is like, how can we create these stars? And once you do that that builds your brand as a whole Yeah, right. Yeah, because that's a good point because tick tock following still isn't as respected as following on other platforms Not even like tick tock is still looked at as you build this large audience to follow it over to something else. So even that biggest stars are I mean, that's been the narrative to say This is a tick tock star, but they're really just like global platform stars by the time that other people start to recognize them They're tick tock stars within tick tock, but nobody cares when they're tick tock stars just within tick tock Right and so it's weird because like even having a million followers on tick tock feels like having like 10,000 followers on instagram You know like in terms of like how even even how much the platform cares about you and does things for you So like I see that like they're like no, we need some legitimate Heavy hitter recognizable people that people can point back to and sell out. Hey that person came from tick tock They live breathe eat represent tick tock. We did that. We can do it again Bring your whole roster over here. Let us do it backs Yeah backs and yeah that that we can do it ourselves again is Is a huge part and actually now I'm kind of standing out It's much easier to do that with music arts and like general influencing because The music travels so far, right? Like they get that brand and people are always going, wow, this guy popped off tick tock, right? Versus like Influences like I said, I've come across influences with millions of followers on tick tock like Maybe not tens of millions, but at least like let's say so much in like one to one to eight And you go look at the other socials that are not as well known Right, you see them at certain things people don't care as much They still have a lot of people that care but not to the degree that you would think that like man This person got three million tick tock followers, but you would think she would be crazy right now Yeah, so it's it's it's weird versus like I'm thinking because it comes so fast and we're so used to seeing so many people with large Followings on that it's not as respected like you see a youtuber With a million subscribers like that's the usually you know what they went through You like oh no, bro respect, bro Like you you either really figure it out you've been doing shit for a long time something You see a tick tock or what a million for you like then actually Lily could just happen yesterday Old money new money Yeah, that's that is really interesting that the whole respect factor as well Yeah, I should have a homie that works at a tattoo shop and She was saying this big tick tocker came in I was trying to cloud his way up into a free tattoo. He's like I got I got 400k on tick tock That was like, bro. We don't go far. I'm like, yeah, nobody I said 400k. That's nothing, bro Like he should you shouldn't you could tell them come out when he got at least five You know what I'm saying we got five then people might care I said 400k brothers nobody cares But that's that might as well say I got 3000 facebook friends. You know what I'm saying, especially to that demagogue especially to People in tattoo shops Not at all. We're on top of people to cloud up on See and it's funny. You say that because it's really interesting that we are at a new sensitivity culturally In terms of following all right a million followers So many people with a million followers in our mind. Yeah, you know give it 10 years ago Like dang a million followers. They must be somebody, you know, I mean, but now somebody who just caught a viral moment They could have trolled their way into a million Could be fake followers. Like there's so many other factors to it a million Is met with skepticism and there's no immediate respect that comes from it. Like you said in the rare case youtube and maybe twitter YouTube and twitter the only platform I Respect the way because you know how hard it is to grow on those platforms. Yeah. Yeah, I could see that I could see that. I don't I don't really run into the million twitter followers. I don't even think I know anybody with a million twitter followers well Yeah, I don't I don't think I know about a million twitter followers Come on. I'm something like a Travis Scott or like a Drake or somebody maybe has it. Maybe I don't know but now now I need to know They gotta be somebody right at this point. It has to be somebody. I mean, we know that there's like people like You know, kim kardash, you know, obama stuff like that, but but yeah, drake got 39 Actually a Travis Scott got 11 million. So yeah, yeah, I mean, we know they but For me, I'm thinking more like New age not even no not even that just Like how we know a lot of Almost regular influencers that have a million. Okay. Yeah, right. It's so common on these other platforms twitter You just don't like you you really are somebody most most of the time. Yeah, exactly. You have that million Yeah, so it yeah, you got a million on on twitter. I'll definitely have to like Google you or something How did you get that? But it's like it's someone's more respect than on the platform because they make you work for They make you work a lot more for The creator see the value in it because they get certain levels of perks and money and things like that versus Like I said with tiktok, bro You could hit the right button and be a million followers in a matter of days and weeks And so I think the audience doesn't value it as much because they see it is Like not necessarily like a fleeting thing. I think tiktok might be the only platform Where everybody on it jamily feels like they have a chance like I don't watch I don't watch youtube videos And look at the bigger. I don't watch youtube and look at mr. Beeson thing like oh, I could be be mr Beeson, you know, maybe but I don't think that I don't I don't get on you know I almost I almost look at mr. Beeson thing like dang that seemed painful I get to that number. It's it's out of reach, you know I don't really have any limited beliefs with a couple who I could do country wise, but damn. I don't know man But I don't want that But it's like on tiktok literally your audience is looking at you like I could do that I could be there. Yeah, it's not like on every other platform. Yep. That's true That's true. Now you already alluded to This step that we're going to share talking about the youtube and tiktok competition. So we talked about YouTube monetizing shorts coming next year. So more information has come out youtube is monetizing shorts And it'll be a 45 percent revenue split means they're taking 45 percent, right? And I know that seems like a big percentage Tiktok is taking 50 percent though, right? So this is their post program If you don't know this is different than a creator fund to me the creator fund and I don't really see that that worth it I've typically I've actually advised a few people not to do the creator fund Based on words from other people. I know who have the who did their creator fund and tried it but the tiktok post That itself does um, it seems to be better better But then, you know, there's some caveats as we're about to get into So you got the 45 split when it comes to youtube shorts And let's see starting early 2023 Ah, and here's a note It's almost like Spotify and how they're distributing That money though, right? So the 45 split Of revenue that they're taking is from the overall pool of ad revenue, which also means They're sharing that well, you're sharing that 55 percent with the other creators. So what you take in is proportional to the The amount that you are in that pool. So jacquory got a hundred thousand views. I only got 10 views We're taking in different money, right based on that alone because the revenue pool is the revenue pool now with that in mind Tiktok is different tiktok post you got to have a hundred case subscribers. Yep What's the other one they a hundred case subscribers top four percent of Ah, that's the actually no, that's all I was thinking about youtube shorts Let me rewind for a second Not only you have to have a thousand subscribers for youtube shorts The regular monetization and you also have to have 10 million views on shorts specifically over the last 90 days, which means you got to stay over that 10 million too when you get in I think Yeah, I think I don't think you can From what I've seen before actually no from what I've seen before typically once you get in you get your in with You too But we'll have to see if there's an update if it's rolling if you have to maintain that 10 million plus once you get in Now tiktok on the other hand though. Yeah, you have a hundred thousand and then like jacquory, which you were alluding to Here's the caveat The top four percent The top four percent of The creators or videos right will get ads on those Now, what does that mean? Like, yeah, you can be in the program, but that doesn't mean you're going to get paid You have to be in the top four percent. So it's like, oh, yeah, I got a hundred thousand Followers, but what are the chances that I'm going to be in the top four percent If there's other people in here with millions of followers And get millions of views regularly some tens of millions Especially tiktok's way of saying like hey, we're going to go pay these people But we do want you to know you have a chance. They're selling hope or we are selling hope I guess it is the one-off chance to like your video goes viral Like like a hundred thousand credit or a hundred thousand follow credit has a chance Of getting a higher view video and like let's say charge the million. It's it's possible So maybe that's how they're looking at like you're probably not going to consistently be getting paid out But you keep doing your thing you keep working hard. You keep grinding out those trends and you know, you'll get paid sometime There is that chance and then maybe Some of those folks are just so big. They won't do get in at all. No, they're taking that back out to maybe stupid not to Yeah Let's turn off our ad room and it's like, wow, you're doing that one. Yeah, you're here anyway. You're already doing it. Yeah Yeah, I don't that that caveats weird man only the top four percent versus doing the pool system but tiktok does a lot of Right moves wrong sometimes to me. Anyway, yeah, I think like you said that they're more focused on I think brand because let's go back to what you had said, right like they need to Prove that they're legitimate stars come out as platform. How do you do that? Get these motherfuckers paid, right? So we're gonna take the top four percent So these people are the people who are the most likely to become That person out of here based on our data, right? There's always somebody that could come along and sweep it But based on what we can see these I know how many accounts that would be I'm assuming four percent out of here probably maybe be somewhere around a couple thousand creators or something right so here the Let's say five thousand people that we think have the best chance of being Our molly Cyrus or our Raven Simone or whatever, right? Now we can't have them out in the world being laughed at for being broke and not being just paid as a youtuber Or or a twitch streamer, right? Or That's a really good point, man Like we can't have them broke because then that invalidates our platform. I was like, hey, y'all got views But we got money. Yeah, exactly. No, you got it now. Don't get these people paid It's like why you have 50 million followers and you telling me you at your mom's house broke Back youtube right back to instagram, right? So now it's like, okay. Well, let's maybe take I'm looking at they're thinking Maybe let's take care of the top percent first get them right and then I'm sure over time They'll probably try to figure out how to disperse to everybody because you know going back to the competing with youtube Then that's what they're gonna have to figure out. They're seriously Yeah, it's like you can't figure out how to pay everybody youtube still got your beat because youtube knows how to pay everybody Yeah, they did damn good at that right there Check say on time every month Never once worried what am I with that? Hey facts facts and that brings me to Where they're showing the ads? All right. Okay. Yeah. So thought it was interesting They were saying that youtube shorts. It's going to appear Well, no youtube shorts. You're gonna get a a pay from the full revenue stream anyway, right? So you're running short you're in that program and it's the pool so more specific to Uh tiktok You'll get paid for ads that show before your video but not after your video. Yeah, all right It's interesting. All right. I don't have a complete way to judge. I saw some people being more judgmental on that. Do you have any any Commentary on that specifically No, like like I said, I think it's one of those things I'll have to like see an action first before having a harder Penalty because at first I was confused on is it every ad that shows up before My video I get paid for that just like the first ad or that comes up before that I get paid for And then I was like, man, why wouldn't you get paid for the videos after? My video was the view that held their attention long enough for them to even swiping to the next They could have hopped off that exactly right at you. You could have sucked and I was like boom we out so That's why I'm kind of at with it like That needs to be more clarification on and I know it's new. It's probably not coming for a minute But yeah, I'm I'm I just think it's weird like yeah, I mean, I don't know that's almost stupid I mean, I don't know enough. They got more information than me but from my Burr side of you, right? Because I'm thinking I could see that making sense on youtube Because I clicked this video and now you're showing me the ad but youtube on tiktok I didn't even know what I was about to see anyway. Yeah Like you said at least Hey, you watched my video and they didn't get off the app off of my video But yeah, I just appeared on the video. That doesn't make that doesn't quite add up. I don't understand that uh That philosophy But I do remember hearing that Whenever you do a swipe And they pass your video you still get paid. They don't even have to watch your video when you are in that program Which is also kind of weird, but you know, I guess appreciate it. Yeah, right Right, but either way, then we got to go back to only the top 4 percent of people being paid, right? and you know, we talk about the users All right, you got some money because you're popping on the platform. We want to get y'all paid One aspect of it also might be in some way protecting the brands All right, because whoever these top users whoever they tend to be Hey The brands probably want to be on those pages and they probably don't want to have campaigns that are popping up on pages that are so small For whatever reason, right? I don't know what the the um caveat is But then you add I forgot about this. I'm glad I just remembered it. You have the other um specification Wait, is this youtube or tiktok? I believe it's tiktok. They're going to be basing it on your genre Yeah, that's tiktok. That's tiktok. So if you are food and i'm Little debbie running an ad or Pringles or Lay's chips, right? It's going to probably pop up on a food influencers video most likely Yeah, right or at least a video of a regular influencer talking about food or eating some food in it. So It doesn't even make sense for everybody anyway. So I can't just be an artist and then I got some Some alcohol not even like having alcohol on tiktok and just having some some little debbie cake ads popping up before my video That's probably not gonna happen. We're on youtube that kind of could have no that does happen Because it's based on your behavior So I can go watch some real estate videos and then I'm like let me go watch this video of jacquory dropping some music Gems and because I watched that real estate video. I will still see some like some real estate ads Right. So the money comes regardless, but it sounds like I mean jacquory is Ain't no music people paying any Any money to run on ads. It doesn't matter. There's nothing doesn't matter. So Oh, there's a lot of questions for the tiktok Creator payout, but I feel I predict changes in the future. That's all I was saying I was gonna ask like do we give them the benefit of the doubt for at least trying to step in the right direction I feel like most people are gonna say no, you know Yeah, because of youtube and they know that Like for that like they they see the mountain they have to climb to be a serious competitor with youtube and The biggest hurdle is money because that's the one thing that's always going to keep youtube in the top Right, you can go to all the other platforms you won't build all the audience you want But who paying you the most it was paying you the most who you gonna come back to period Period, exactly. Now with that being said We got to do a hard right And make a switch because it's that time of year Okay, the end of the year It's the end of the year and The industry is shutting down the music industry in particular, you know, some industries turn up at this time music industry Hey people vacate for real like they Until I really start taking myself more seriously in the music industry I'm like, dang these people really do like shut down. Maybe gone. I'm like, bro Because I always came from jobs where you like new year's eve get five more calls in bro like Trying to make it sell and set yourself up or whatever So like now these people really that they be in my so the music industry industry is shutting down And that has implications for what you might be doing for your rollouts The people you might be trying to connect with and even The way you're able to market your music So we're gonna talk about that we're gonna talk about that jacquery I'll let you lead the way when it comes to let's start with spotify and How things change around spotify this time of year Yeah, so this is the time of the year where you are reminded that these are just people with a job And they all as mad as amazing as a lot of them might be at their job It's still just a job to them and they want to go home and do nothing and be with their family So I actually think spotify might already be on vacation If not, it'll probably be maybe within a week or so after this this podcast episode coming out And that's the biggest thing with with him spotify apple Pretty much all of the major dsp's when they go on their breaks Editorial playlists are a lot harder to get You might have that one person in the building or your rep that Likes you enough to continue pushing you you could be a big enough artist where you know, they wake you up I brought not you on vacation, but Drake just dropped put that man in the playlist, right? So there's some some caveats to people that can kind of get around it But for majority of ours are you are probably not getting editorial placements right now Yeah Or it's gonna be very very hard for you to even pitch yourself for editorial placement because they're not checking their email They don't break, you know, they're out doing things So if your marketing strategy is very editorial reliant And you are not a big enough artist to kind of circumvent that or you don't have a strong enough relationship with your rep So what they willing to You know Leave their family for a little bit to help you out Then it's it's probably not worth it to be dropping music You know or or dropping songs that you want to have that type of a push You were just dropping so just to give your fans something and hold them over and yeah, of course, you can still do it right But if you're like, no, I need this shit to go this shit really need to go now probably in time for you know Yeah, it's not a chance. It's not like really, you know, it's almost to no, it's too late already Right. You really should look at october as your last month to plan ahead because Hey, if I can't schedule this thing before I leave the office It's not gonna happen I'm not about to come out like you said unless it's one of the big ones that You know things move Well, I really like you like sam sam got his arson some playlists But he was telling me like the relationship they have with their their editorial person like she really likes him So she was willing to be like, all right I'll help you out and she didn't get him nothing massive But she got him a couple things to show like hey, I focus you I'm still on break Hey, that's important. That's when we always go back to the importance of relationships Relationships and that's established over time. It's not like he came in Some had some major label give them these or anything. That's a direct relationship contact built over time. Yeah, all right, so Relationships are are are definitely going to give you a little bit of extra leeway in this time of year But for the most part usol and just leave it at that right so that's Spotify Now Another thing is advertising. I was just talking to somebody the other day And my brother too ironically two people not even in music, but They're like trying to run ads for something. All right different things and I was like, hey Y'all haven't done any type of well one person was doing a course, right? You haven't really sold anything online before December into time to start Especially if it's not even like oh, it's a Christmas specific winner I don't know a specific thing like no, it's not a time to just up Oh, let me try to use my extra time to run some ads and hope to make some money This ain't that time like the the numbers Get heavy because you got to think It's more competitive in that time, which means it's more expensive in that time And that's never going to change so you think like oh, well, I might catch people slipping Because no one's going to be running ads because they know it's competitive So maybe I actually hit them on a less competitive. No, that's not gonna happen because these companies these big companies They work that into their numbers Hey, we're talking about hundreds of millions of dollars billions of dollars This is just what we do Period is not going to change and we got to make shit happen for Christmas period It's like you a little whoever with your 50 cent Be it, you know You know, you're not about to get this. We're prepared to lose Lots of money to to win over these customers. They're not and so It's also important to mention too. That's that's usually the most uh, the case and most of the the bigger countries I don't know where i'm looking for. I don't want to say that first world country, but the more Well, how would you want to say it? It feels fucked up, you know, let's say more of the consumer-sensory countries Right, let's say that So yeah, us your Canada's your United Kingdom's right like those countries is a lot more You can probably still run ads in places that don't care as much about the holly seasons or that holly season is different You know, maybe you're brazil's your indias things like that But most of you probably ain't trying to do that all the time. So I know what we tell clients is Hey, it's not saying it's a It's a it's bad to run ads during this time. You can still get good conversions. There's still gonna be people I will argue more people paying attention to social media, which is so ironic about it, right? Yeah, it's way more people looking, but it's more expensive at this time But so it's like you can still pull an audience out It just might be You know when august your ad might have been getting you a 50 cent cost per click and then the semi roll around That's just a dollar 17. You still maybe getting hot conversions. Maybe your music is still growing I'd be at a slower rate, but you're still pulling quality people out. So I know we're telling clients Hey, there are gonna be some platforms where we might advise you to just shut it down Because I know for us youtube is typically one of the the one we have the most issues with around holly time youtube Around this time crazy. Oh, yeah Damn near damn near such a house of the word Other ones facebook tiktok, whatever they get expensive and they're not like hard to work We're not having like issues with them getting pushed through. Yeah Um, so I was like, yo, that might be some of we completely advise you to shut it down all together And then maybe other what we say like hey This might be worth you just kind of biting the bullet And dealing with the higher cost per conversions or cost per clicks or whatever because When you know january, february rolls around and this should stop you just around february Like what right when february rolls around and this should stop and then you got a normal All this data we built up right like all the the brand value you've been building the marketplace Like that she's going to damn near double triple them because you you're not going to be Starting over like all the artists who took december through or november through january All right So but that that depends on what your plan is right? Yeah, exactly the beginning of the year for whatever your roll out or Your yearly plan is like at the beginning of year is really important. You got to get popping for whatever that Um reason that is like, I know there's some people who are like last year. We had some people that Really stressed wanting to be able to start doing some tours or do some shows like by march Or whatever, which means we have to set up and create the fan base or the level certain level awareness that You'll be touring with all right. Yeah, so things like that Then you probably want to start early, which means you could justify marketing at the end of december and really You know running through december, I would still probably advise not but Right after christmas like that was where we saw some success like in between that So what the six days in between christmas and new years like let it start then you go ahead and get that warmed up That's enough as long as you're spending enough money, you know Put 20 to 50 dollars a day in that period of time like five dollars a day isn't really gonna warm you up Like we're we're cool with five dollars a day ads for people who want to do that But you're not going to get warmed up fast enough to see the results like what we're talking about Five dollars is like 20 cents during this time. Yeah So keep that in mind but You know, even like you said The attention is really there, which means content. Yes This is the time for content to go hard on content and really you want to have momentum with content too Like it's nice to already have an audience if you have been doing content all year To then just be able to use that extra time to go harder and take advantage of attention All right, that's really going to be meaningful as the recession comes as well But we'll get into that and like do a whole episode or video like just breaking down some things artists can do or keep in mind for the recession times the content is It's something that you want to use this time to make happen Yeah, bro It's like if you don't want to spend money anyway might as well start figuring out the free The free ways to do it figure out the free Figure out the free now with that being said I want to Before we leave this get into Just a few promo ideas because some people they don't like They say should I do a promotional idea? Like I'm an indie artist. We're big In saying indie artists don't have to follow label moves, right just because of the industry shoes Shuts down from a label standpoint a corporate standpoint It doesn't mean that any artists can't drop anything through december attention to attention. We just talked about Hey, people are at home People are paying more attention online. So that could be a great time for you. You got less competition from a music standpoint, right? But there's some caveats like we know generally speaking a lot of people will revert back to more like christmas type traditional Traditional type of music. So now you compete with those but at the same time There's Some things that you can pay attention to with the campaigns which we'll get into those specifics I want to start though with if you have a fan base already, right? Because if you have a fan base already This is a great time to re-engage and create a reason to talk to your fans, right? So Let me see. Yes, we can offer a holiday merch deal. Like there's I got a friend who every single year The numbers he runs up on merch Every december Is ridiculous, right for multiple artists because he works with multiple artists on it. And these are major artists and I didn't realize I didn't realize they took it so seriously to be honest. Like it's almost like How toys are like these are going to be christmas gifts and that time of the year or thing they treat you like that And I'm like are people really looking at I don't know Drake merch like hey, let me get that merch for christmas. Or do they care? The numbers say that that shit works Like the numbers that buddy, oh man, we did three million last year, man And and one year like he was talking about how when cold it happened That they did their normal thing, but the supply shortage was crazy and All since the shortage was what it was all of a sudden the people who got You know bigger bigger budgets, right those bigger companies Those suppliers and vendors They start moving towards those people. It's like well somebody's going to suffer. It's going to be my small vendors. Yeah, right? And these people are making a few million, but You know these other people That they're competing with are worth tens of millions and hundreds of millions worth of business, right? So that's something to consider that might be I don't know what it's like now We do know the supply shortage still applies when it comes to merch But I don't think it's anywhere near as crazy. Obviously it's 2020 when it was a surprise But he was like Yeah, man, I had to call all these backup suppliers put in some threats and you know, I've been consistent With business Finally for them to go find this one color because we had already sold I don't know how much money in this color. These are like the real logistical things that actually Are like become really more important. I know a lot of times we talk we focus on getting views getting growth and making sales But the actual running of the business And dealing with that stuff Is that really is the game? So once y'all get to that point y'all y'all start to encounter those things, but But um Like doing something like that right reengaging for merch. We know that that's important Um and merch can look like anything not just clothes. Obviously or giving a single Like but not like hey, I'm trying to grow and and blow it up Like maybe you just want to say hey Here's a special single for y'all a song I recorded because you already have a fan base Or maybe just doing a special message and it's like some video that's memorable And you send it out to your fan base just you have to use if you already have fans I don't care if it's just a hundred on your email list You got to take advantage of that moment to do something that Like brands you in their memory Yo such and such hopped into A sleigh in the middle of the street and start rapping out of it, you know, I mean or He was sitting in the middle of the Intersection and you know people hunking the horn at him. He got a sleigh Create some you know just something that they're going to remember And then you know if you got a certain type of audience Maybe that's just showing love and healing whatever that looks like, but you got to use it to at least As an excuse to stamp you in their memory an extra time And then you know make money if you down for that side of things too Yeah, I grew that all that time was definitely the best time for for community engagement because you can Do so many things under God's like holiday spirit Right like you say even like it's your chance to be more emotional Be more vulnerable if you feel like you need to your chance to Give away things that maybe you weren't gonna do something with anywhere. I got these songs that I hate I don't think that well, maybe I hate but I got this song that I don't know if I'm ever gonna put out Let me just give it to them as a gift for I won't gonna do nothing with it Anyway, let me just make them feel like I'm doing something about them So I agree. I think like now is the time to Go back and figure out a way to rework your email list and work your SMS list, you know I'm saying dust off that discord group Get back in there and get active. You know have some town hall meetings. Give it like you you probably have more free time as an artist as well Most of you maybe you know Kind of age and things like that So like take the time out to like talk to your audience a lot more do more live streams Do more like I said town halls and your different socials do and respond to more DMs and be more personable You know, don't just write a three-word message back send my voice message, right send my video You got more time to do it. Just do that general. Thank you. I appreciate you guys Y'all are so supportive and then leave because there's so many people doing that. You're not gonna be remembered Yeah, bro, hit them with the video message man or the voicemail. They don't they don't download that shit make it a home screen You in there, bro Some things go back around you great. So I do think I do like I do think that that that's what this time is for community engagement figuring out how to monetize Because this is a low barrier way for you to figure out how to monetize because you can Trial out of things that you may not have normally gotten away with or the rest of the year Under the guise of holiday season Black Friday deal Christmas deal things given there. Yo Yo, I want to sell These t-shirts that I can sell the rest of the year. I was selling for 20 I want to get them off for 10 if I sell them at 10 any other time of the year people gonna think oh It's because he can't get these t-shirts off myself and $10 now That's a go. It's a christmas deal. You know what I'm like, he's just talking with us and that's a christmas deal for So this is the time for you to get off a lot of those, you know pricing bundling You know what I'm saying different merchandising options that might look a certain way the other You know nine ten months out of the year, but now it's just like, okay He's he's making something work for the holidays holiday spirit One of these many deals i'm seeing at the time and it worked It really does work. Like that's that's the part to stress It's like you think oh, I'm just am I just writing stuff or everybody's doing it doesn't work Even though everybody's doing it still it still hits. All right, so now with that being mine um, another thing for the campaigns Is The influencers, right? Yeah, we'll talk about that. So the ads Spotify editorial playlist and influencers and in your words They go back to being regular people to back to being regular people These superheroes Whatever you want to call on the other day up. I'm on vacation. Yep. I can't tell you You know, I feel bad sometimes like I'll be like Go back to work Like what do you mean? I just need you to post for this campaign I remember one we had a campaign that we were supposed to run And we had like 15 grand for that campaign It was december they came to us december, you know and Like we couldn't really get off the money. Yeah, because everybody was on vacation. It's like, bro This is such a great opportunity such a big artist and all everything that they're doing there's so much money over here for us We just need to make this thing work and all these influencers You know want to take care of their mental health and shit, you know It's like, I don't want to be like go back to work, but but do this one post Everybody else but do this one post. So it really is Difficult and can be especially when you deal with influencers who can afford to not Extra money or the ones who already aren't making a lot anyway, so they really don't care You know, I only get like one of these a month. So I can pass off on this one this month And the young ones the young ones The young ones any influencer under like 26 You're probably gonna deal with it. They on christmas break You know what i'm saying they going on vacation with their parents Shit like that. That'd be the funny stuff, man. I was like I'm with my parents. Oh my oh man I forgot that i'm dealing with a kid You know, we had one tell us like oh, you know, I'm on christmas break and I just really wanted to Enjoy my christmas break, but I'll be back making things in january. I'm like when you go back to school This is the time for you to rent your bag or bro. You ain't got nothing for time Bro, that's the graffiti part for me bro because I'm like when I was in school That was opposite logic. Yeah Like how do you have more time during school and you just want to Like you have a busy break like that. Yeah, my breaks weren't popping like that when I was I'm like, I'm sitting in the house just more time watching tv and shit like So mom get back until those couple of days come that are popping like christmas or whatever, you know It'll be concentrated, but most of the break I'm not doing a thing. Well really and I don't know if a lot of influencers listen to us But if y'all do if I was you guys This will be the time where I would reach out to every marketing partner I've ever worked with anyone has ever paid me for a campaign or post anything like that And I would reach out to them and let them know I'm available right now to do work if you need it Because trust and believe we are not the only ones that struggle with this around That is a great idea and it makes you look great. Like you like you can literally just be like, hey Hey, you know, hey shine, but I really enjoy working that 24k golden campaign with you guys back in march Because once you know that even on the holiday times are up. I got a little free time this month Let me know if you need anything from me again. Here's my last couple of posts. They've been doing great Hold here from your song. I was like, you know what? We do need somebody right now I forgot about you. I have this one tiktok influencer who deems me every week asking me if we have campaigns And he's massive like he has maybe like 15 million followers on tiktok. Maybe close to a million on Instagram and probably like 400 counties Every week he deems me asked me if we have campaigns. He got that money-making machine optimized Optimized Hey, bro, just checking in guy ain't nothing coming down the pipeline like now this week, man All right. How's your next week been? Hey, bro, just checking in guy ain't anything coming on the pipeline. No, bro We ain't really been doing the tiktok and I was okay, right check on you again like every week, bro I'm like, man, why can't all of them be like you bruh? Clothes, my house don't get fed unsent emails don't get open, man And those sent emails they really do come in handy because We work with so many people. All right on the floor and specifically and you really do forget about some of them Yeah times. Yeah, right and some fall off because of our unreliability or something happens with the profile for a period of time It's so much It's always nice sometimes just to get that message like exactly what you said, you know, like, oh man I appreciate this and since they hit me up. I'm probably not gonna have to worry about a long lag And responsiveness and try to chase them down just so they can post like that goes a really really long way For a market and it's also a nice time like especially if I'm like a solo artist Or um, like a just a manager and an artist right not a big agency or team This is when again, you go back to relationships and having those few people that you do a lot of business with time over time over time Because then they'll be more likely to open a message or at least give you a a clear Like hey, I can't do it because But I can't do it because I'm going to be on location x y and z Is a lot better than Just being unread and you're like, man. I hope they reply. I hope they reply I could deal with not do of knowing that they didn't ghost me out of nowhere. You know what I mean? So Yeah, y'all let people know because people are look as jacquory said we appreciate it. Yeah, exactly Much appreciated. So I know around this time. Well, we tend to try to well, not we don't stray away from it but we use a lot less of them are Face for influences, right? So your actual people your tiktokers Some degrees like youtubers streamers things like that um We found some success with just using like meme accounts and I don't know what to call it What we call my music blog page right like your our generation music your routes Your talk the pops pages like that because Meme accounts and music blog accounts are basically just media outlets and media outlets never plan to cut off You know, oh, yeah, you never see a mean page going christmas break You never see our generation music be posting on christmas day. They be posting on things giving somebody somebody gotta post that That know they gotta post that they write so like those type of influencers and you know For some of you guys just listen to something like that's not an influencer Like for us, we look at anybody with an audience of the influencers, right? Give your mean page a person a viral cat. You got an audience you are influencer in my eyes, right? So we're looking outside of okay. We can't use the dancers We can't use the reactioners and certain people they're a lot harder to work with because they want to go spend time with family But you know these meme accounts these music blog pages these um viral content curation pages These people run their operation like a media outlet media outlets never plan to cut off Never so they tend to work out a lot better be more responsive and get things up faster than this time Which is great because we're looking for ways to compensate for all these other Sides of the influencers that we can't that we can't really use that much during the time exactly Exactly, so I mean that's that I really don't think there's anything to add to that Now just decide whether you're going to run a campaign or not during christmas If you're going to release or not during christmas and we get that question all the time Yes, you can do it, but you got to consider everything else that we just said So we'll leave it at that and I want to have some fun with something that you sent over. Oh, yeah, good Social media users are disappointed that mary j blanche hasn't started a bootline yet Very very very Good observation and that should happen. It really should Let's read a couple of these messages another winner where mary j blanche has not released a bootline Let's see now that you mentioned it if she got with the design team now could be ready for purchase by next september What we need a bootline from you. Okay. Love you. Bye. It's beautiful when your fans are giving you this type of feedback That's bro. They're better sound like hey, I got some money. I want to give you I got some money I want to give you listen. I really don't know why she hasn't she's the thigh high boots queen Like literally it's so funny. It's one of those things that's so strong the moment they said it I know exactly what she was talking about. Yeah It's not like I'm following mary j blanche. This is like ever since I've known her Auntie done had them boots. All right If she has an affordable line, she single handedly for steve madden into banger. I see It's so funny. I thought I was gonna say steve harby for a second Well, that line's the one that got me because them assuming it would be affordable I think is it's the funny part because if I saw this type of attention around it I'm not making an affordable boot It's a brand. I don't know what will marry j blanche with her brand be something that she could drop I don't know what's what's cheap in boot world like like 150 dollars I think that's affordable in boot world. Yeah, so she they're probably at least be 400 for her. That's what I think. Yeah, which might still be affordable in girl boot world I think they're still respectable. I think yeah ladies y'all out there. Let us know what's respectable in boot world Um, let me let me just see google thigh high boots Well, she will say steve madden since they called out steve madden. What's steve madden out here with 129 159 109. Oh, yeah Oh, yeah, no, she she coming at steve madden price. She can't go no less than that. Yeah. No way. No way So One right. What's the lesson use this fan feedback. Bam. Look at she killing the whole outfit. All right. Go Mary j bam Bam Bam Yeah, she got every color every kind throughout her whole career. So this is the beautiful thing like Now that We see this Let's think about how you can be intentional about this. All right A lot of times people think oh, I have my own clothing brand or I have something I'm trying to market. So let me wear it all the time. Let me put it in front of people all the time But you also could do the reverse And not have it and mark it even though even though it's not her brand Right, just mark it that this is an item that I wear that's significant for my brand Which is dope. It's like I'm always wearing thigh high boots Eventually I could drop a brand or it could make sense for me to do a collaboration with somebody et cetera et cetera, but Like again, it made so much sense the moment someone said it. I'm like Mary j blotch is always wearing Those kind of boots. It really does make you wonder like why doesn't she have the right? Maybe maybe going back to the logistics though She might have seen something on the back end that makes it feel like it's not worth it Yeah, I don't know how easy it is to put a boot together I would assume scale of one and ten price one between six and eight, you know Yeah In terms of the work that needs to be done, but I feel like she could at least do like a special capsule drop Right at least 50 50 boots Uh 500 all the piece maybe not 50 then 500 boots That'd be especially in it All right, because she has so much legacy too There's a lot of special shit that she could do or Or she take the title swift route And instead of pushing well, yeah instead of pushing vinyl She puts boot sales to drop her album sales every every every boot Comes with a digital download Whatever new album is coming out You know, we gotta play by the rules. So the boots are available on the website for I don't know 450 the bundle 500 Yeah, you know and then they shipping out that first week ship out that first week, but boo's gonna be ready It's probably not a hot demand. You know what I'm saying. It's competitive as it's like vinyl, you know I want to really work bro. It feels like I feel like I just came over from this I don't know man. I feel like I just came over from this. I like that I really do like that. Hey, I mean the tone has been set. It's it's such an obvious thing people are demanding it Oh, man. Hey, yeah, I don't know bruh Shout out to mary j. Please I really want to know we could change the music industry together if we do this by selling boots. Yeah, bro. What? Hey, no rewrite the rules If all is it, you know products sold separately, you know that we shipped out on time get the digital download with it True I guess it wouldn't count as a music cell though because not bound or maybe Maybe she puts vinyls together in the shape of a boot How can a vinyl play like that in a shape of a boot? It's not for me to figure out It's not for you to figure out. Yeah, it's for the product part. I mean actually I feel like You could have a vinyl, you know how they have mini vinyls. Yeah And then the rest of it not actually be the vinyl All right, so it's no grooves in it necessarily or it's more decorative grooves But you really is just that small one in the middle. Yeah, and then somehow the rest of it is boosted I could see that happening. Yeah, man. They'll make that work structurally. Yeah, get creative. Okay Hey, look look marriage. They not only are you missing out on boot money. You're missing out on record sales I know you don't have made some sales already. I get it. You know, you're not struggling. You sit exactly But you could be more set, you know It set up the great grandkids, you know So now that that that is is really dope though because like just to see again Like you all you have to do is advertise an item And you don't even have to own the item You can now Set up future sales and make that transition easier like Earl sweatshirt got sweatshirt or the name his fans ban drop sweatshirts. Obviously it's there, right? I'm trying to think of somebody else who like always wears something in particular um There's somebody who wears hats that I can't think of right now chance No, for real Yes, for real the those extra hats, you know, I mean A lot of people might not you know be able to pull that off But just imagine if he was wearing a specific type of hat pretty often That's not not as far out. He could probably sell that but he I mean he could probably sell those though Like you said special capsule collection probably wouldn't be a mass sale thing But make it something something special and I'm already doing this easy Yeah, to me that the biggest bag drop in this is you know back to our our king Our savory little yachty when he never he never dropped hair doll at the time He had red hair and then he comes out years later and I think he dropped a nail polish line And it was interesting because I don't think of Little yachty and nail polish that to me feels like a kid cutty move or like a I don't know. Maybe a oozy move or a trippy red move like one of them out of my okay Yeah, like well, y'all's like yachty and nail polish number three years ago. You should drop hair doll Yeah That's what you should have did. Yeah But you know me it's bad man. Yeah should have did like jay-z. He did jay-z blue. He should have did yachty red Yeah, bro. He could have really kept. Yeah, I would have died my hair with some yachty doll He would have been all red or you would have No, but I would have you know, maybe the tips or something. Okay. That's the show support Oh All right, but then we got I think it's time man That We give some thoughts to this Kanye stuff. I had a people a lot of people ask me about it What was wondering my thoughts? And there's been a lot that's happened, right? So now I feel like we can give a a better perspective not just like be of the moment that type of stuff I don't know about chasing the moment. You can get caught in some wild stuff And look back every like oh, oh, you know But Like just the observations some of the main questions just generally looking looking at it, right? So we're talking about Kanye and the devious moment of the the Kanye and the The remarks and the accusations of what the remarks represent. I'm not saying it because I don't know what you too You know, you too is weird about some words and stuff, right? Yeah but like Look, I mean shoot just for the sake of a clarity what look Races against Jewish people, right? So He had that lost a lot of business got a lot of pushback from the black community and the Jewish community Do you think he's going to What do you think he had any of it planned because a lot, you know, there's comments like oh, this is planned Oh, he's he's stupid and completely unplanned. He doesn't know what's coming or oh, he planned this But he didn't expect that like what what was your speculation of that whole thing I do think Some of it was planned. I've seen the conspiracy that He was trying to create the overall to get out of certain contracts Um, because he couldn't legally break right the contracts which I do believe I don't think he expected The black community to not side with him That I don't think he's all coming So I think he went into a probably thinking like oh I will get this backlash from the Jewish community and people that support the Jewish community But my people gonna come take up for me They're gonna be there for me and I'm pretty sure for him It was a shocking and humbling thing is he like no everybody's against me now Right like that aren't that many people in and told that are standing behind me or supporting me And I I think he saw it because he eventually came out and apologized You know retracted certain statements apologized for it. He went on a little bit of an apology run He hasn't really ran in about it in a couple of weeks. You know what I'm saying? Like he kind of quieted down about it. And so that part of it. I feel like Was more massive than he's playing for it to be I do think he thought yo this side is gonna backlash But then this side is gonna rise up with me and we're gonna defend against it together You know my all my celebrity friends All my influencer friends all the powerful people behind the scenes that Like me and my people, you know, hopefully they're giving me about the trump thing and they come They come side with me and then that shit hit and it was like, no, you're on your own, bro Like everybody was like, that's you bro. You deal with that See that that's a lesson in pr man Because you know a lot of times people think about pr in the moment All right I said this or I did this and what controversy has been created from this moment But you don't really think about The long tail, right the the credit that you've received, but then how much you deposited But how much you withdrew from those deposits, right? Like kind of got a lot of credit From just music in the first place when he created then he started doing some things, but he had hella Money in the bank, you know what I'm saying? Yeah, so it lasted But he kept withdrawing he kept withdrawing and then he started withdrawing from specific communities He started withdrawing from the black community specifically in certain ways So then like you said you get to this moment where you think You'll have That community without a doubt And you didn't realize how much money you took when you did that credit card swiped That shit didn't approve. You're like, oh Mama like I could have sworn. Let me use my other card. Oh, shit They both Like that that's like what the experience is like and I think again, that's more the long term implications of PR versus You know how we go back to all PR is good PR It's still the yes and no right and I I think it's easier to lean on that in the old media It's a little bit more complicated in today's media, right when Your YouTube page can be taken down your ig page can be taken down the bank can stop the money and say we don't want to work with you, right? You heard that google drive Wasn't even letting people upload the kain drink chance interview. Oh, yeah Like people, you know, because they took it off. They took it down So people will be uploaded on their google drives. Apparently there's conspiracy. I haven't confirmed this but I don't even want to say conspiracy, but this is something that I've heard from a few different sources that aren't like Horrible sources Uploaded and they take it down. That's crazy. All right. Now you gotta remember with Andrew Tate It's uber count guy Like friend, it gets your uber your doordash. They give you everything, right? Like the tech stuff is different things have been are like are very different today. So like there's a Ebb and a flow and Kanye just happens to be at a certain level Where there's a fighting chance for sure, right? But again, that got established before This era was fully in place because I don't really see artists coming up in this era Being able to do the same All right, you have to be a lot more cognizant of of you know Your relationships with these specific communities and of course you don't have to I don't believe in pandering to every single community Just so they can love you and all that type of stuff and oh I mentioned this statement or a song lyric and now I got to take it out my song and do that and I have Like and you and it's really because you misconstrued my words or I mean like I don't believe in getting all that stuff But you still got to be cognizant Right and be aware and when you look at Kanye's situation It's so funny because That entire thing was like a temperature check not only from his side, but even the Jewish community side and You know a lot of people are like Kanye's trying to show people that My Jewish people get treated differently than black people because they didn't cancel him when he said this remark When he said the joy floor George Floyd thing, but they are now canceling him for making these marks against Jewish people I'm like, I don't really think that he's trying to show people that Like, you know, like I think he just fucked up twice and then he fucked up in the wrong order because that's part of why the black You know, I mean weren't backing them. Yeah, all right, so It's like now you can't just go play some gospel and get us on your side this time, buddy all right, so It's it's really interesting. I know there's people people be people who support all any Him regardless, right? There's gonna be some people who support them because Look, there will be some people who are supporting because yeah You know to me There's also the sheep, right who are just no matter what Any of these people do y'all idolize them so much You can't separate yourself and this person's always misunderstood because you can always throw that meaning in Oh, you just don't understand. You just don't understand. You just don't understand. But The funny part though, like you said support because If you at that scale No matter what you do, there's always going to be a crowd that loves and hates you at one point of time Democrats Basically love Kanye one time he was pretty much like he just wasn't in politics So he had both sides, right? Because his music was so good and he was so big Then there were some democratic lean things, especially with the George Bush doesn't Like black people care about black people and then some other things he did throughout the years But then he started saying things the democrats hates and then the republicans level more for it Everything gets politicized these days and artists aren't trying to be a lot of artists are not trying to be political but Your statements Will be politicized especially if done at the right scale like These people will like stop at nothing to figure out how to flip it towards their agenda and that I don't think The artist community is yet ready for No, they're 100% out It's they're 100% out. It's such a weird space to be in um But then look hey you look at the side of the jewish community, right? I think It's funny enough what they tried to say Kanye was trying to do the kairi situation actually did it more. Yeah, right? in terms of Like bringing black people not to awareness because that's a funny thing like a lot of the stuff Kanye says is like sometimes it sounds like he just heard it and Like yo, he's like educating y'all you can tell it's like, buddy. You just hear this shit, bro like I learned this shit in sixth grade, but like The kairi situation became interesting because it's another Misstep and it was on the jewish community this time, right where you're not reading the room because kairi is the reverse he had with drew with drew with drew with drew And not because he was saying something specific about other cultures But flat earth, right? Like he was saying like certain conspiracy theories and statements where people just like man I don't know about you, bro. Like you wow. So when he made that like he shared the movie and You know made the statement that he did just and when he shared it people were basically looking at him like Bruh again, like You know what I mean? Like black people weren't they're like, bruh this fool, man. You kind of like Just chill dog. Like why we we're still not even over the flat earth. You know, that's lingering So that's where he was so Nobody was giving any pushback to The repercussions he was facing. Yeah. Yeah, and they marked them. They and then Yes, they murdered them. They start going Whoa, whoa, whoa too far It's like wait, you got these list of demands and now it feels like being bullied and then We have to look at it like well. Are you trying to make an example of us? And there's many people that feel like um You know We're always the ones that get made an example of it's like all these people do all these things But y'all are really make an example of us. All right Some people are like, oh, well the epstein didn't get looked at so bad and we know all the horrible stuff He did this guy just made a statement and and really the funny part about it too is like kairi is I don't want to say innocent to the people who might feel like he Like was truly harmful, but I mean innocent in terms of intention Like there was no like kairi was like i'm going to do something or and and even said sometimes saying like, yeah I meant it and I know it's racist kairi It's coming from a completely different energy But And if you know kairi just like it's stuff you really it's just like kind of exploring He's almost kind of like lost and he's trying to explore and he and he says some wild things in the process Yeah So it's like so that's another thing. It's like this dude's not even coming crazy He's how you can't even come to kairi's defense because he's Pushing the throttle kairi is just chilling. So it's like you just hitting his dude standing there, right? Yeah, so like it's It's from an organizational standpoint and then you look at from an individual standpoint How both sides like we're always having to like read the room, but how do you do pr just enough? You know, I mean it's like, how do I know how much I should respond to this thing without Awakening the other side You know, everything's in everybody's on my side. Let me hurry up and capping Well, you know, I don't want to say cap because some of these situations are like, you know more sensitive But like how do I take advantage and get a win? And then go home Before the the tides turn and I'm here too long and I become a villain Yeah, that's why so many of them just shut up because once you're a person that that's that big Nothing you say will not be offensive to somebody. Yes. It's impossible at that point All right when you're super niche and Everybody in your fan base looks exactly the same, you know acts the same way dresses talks the same way Yeah, you have a lot more room to be, you know, I want to say offensive to say edgy at times Right because sometimes they're not trying to be offensive But as soon as your audience starts getting becoming the mix and mingle of other audiences There's all there's the every time you say something Is another shot in the dark at offended somebody every time Even even how you move and how you you know, sometimes people don't touch me get offended about ours like Doing things a certain way or like going in certain places, right? So That's why we see so many artists and celebrities of that caliber. Just shutting the fuck up all the time because they know Yeah, man, I could wake up today and do a live and that should be a news a news story 10 minutes after I'm done I didn't even realize I was saying you know what Sam was doing what I was doing or the same what I was saying or I didn't mean it that way right like I was just joking with the people that get that But because I'm so big and so many people are watching me from outside my community I it now has a chance to go over to that space and then be looked at in a different way So like I don't think there is a such thing as a perfect PR strategy when you're a big artist like, you know, you can say things a certain way and You know how your copywriter write these crystal clear statements But even then sometimes those are offensive to the people that support you because they're looking at like man We listen to you speak, you know saying we watch you in certain things. You don't talk like this You would you would you would this isn't what I thought you would have said in this situation, right? Yeah, so it can be damaging so that was such as like Brad that level you literally can't win Unless you shut up. I'll say this because it's like I think the perfect example for me was When Lizzo and Beyonce both got in trouble for having spads in their music. Yeah Like I was literally Confused because I saw like I was reading the article and it was like sp Astrich ack jz. I'm like, what kind of curse word is this? Like I'm trying to figure out what the hell said and then when I finally found like what was said I was like, what are they coming at people for anything and the reason I have a A problem Right, I don't I'm not against them for Taking it out and all that stuff But also the issue that I feel that because I feel like it's a very slippery slope Knowing that both of these two people are black All right And the reason in context that they were using I know the context they were using it in right which is The typical black context that I knew of it always So like there's nothing negative about it was almost there. I was almost like we're flexing and we're being positive, right? And we're completely unaware that somebody is using it and we don't we don't even know this negative context exists, right? Yeah, so it's like now you're apologizing Just because you hurt something somebody when you were actually doing something that's positive in your community in your space And why that becomes slippery in such a weird place to be Is You begin to strip people of How they The inside the internal languages within their communities. Yes, right? Yeah Because you're trying to be this homogenous thing that completes everybody, which we already know is impossible And when we have this access more and more people right are now seeing us Like you said, somebody's going to be offended Right and it's different parts of the world different words mean different things But this was like man, I didn't know I mean it does suck that this is an offensive word Where you're from I get it. You should know that I don't mean that this is what I mean And it only means this for where I'm from right at some point I feel like somebody has to Get with that not with just words some of these things that happen because otherwise is like where is it in? You know, like where does it in do we cancel do we limit all of the artists and everything that they can do right? Or do we just go down this every evolving path of Like super super niche Till you find that one community where somehow everything you believe and do They actually believe and do which I don't think is like I don't think that's realistic. Yeah, but it's not realistic Are you familiar with black rifle coffee? Yeah, yes Sam used to have this one apartment and somebody in his apartment complex Had a delivery to them by asking how to send his apartment complex. He was like, I don't want this racist That's ironic I don't want this racist. I was like, well, you know coffee's coffee I think it's still the house, you know, but it's so funny because It's like the way black people treat racism versus what like people It's like they don't like us, but we still a lick is a lick, bro I'm like, it's still free coffee. Let me take that like I didn't spend any money. I didn't support them Nobody's gonna know I got this That's funny That's funny. It's actually pretty terrible coffee. Okay. That's not it's not good. I haven't I had one because like in these cure cups I had one Hey, well, that's not a not a good, uh review but I haven't had the coffee on I'm like, you know, I don't really drink coffee like that and I don't I didn't bring it up Due to like racism because I didn't know enough about them to calm like racism or anything like that I just know that they're for a specific brand. Yeah, right and the only reason I know that is because There was apparently Something happened socially. I think there was like a guy one There was a guy that um shot like some protesters, right? And maybe it was like it was I think it was during the BLM protest or something like that and Apparently the founder of black rifle coffee spoke out against it right And his base did not like that his users, right apparently Lost money or a lot of brand attack or attack them and over time Maybe he had to retract and he kind of like had to do a shift Right. I was watching quick interview with him on Joe Rogan podcast like a clip. I think and to me beyond What they stand for because really I don't know enough like it's funny that you said like you said Sam said racist coffee Like I really didn't know that much. I know nothing about all I All I knew is enough and the point that I wanted to make was like you now have a coffee brand Built around belief systems And that's the error we're in Where people don't actually give a fuck about product quality anymore They just want to be around something that they also believe support drink eat sleep Shit listen to stuff that they believe every aspect of their life to represent what they what they represent Yeah And the crazy part about that though like before I would have thought about that in a positive way Like it's like everything around me represents who I am right more even a dreamers way of doing things and manifesting But now It's like this negative slant on that because of the polarization of society because It doesn't seem just hey everything around me I want to manifest what I believe and like have these things that represent me It seems more so like an against thing as well Like I because I represent this I don't represent that and Why that's so interesting is because it still relates to artists, right? What do you believe? What are you willing to put out there or like you said, are you willing to just shut up? Yeah Because we know the tweets are out there. You know, we know the posts are out there You do shit you go places. We know you do shit and go places, you know like so And navigating that junk as an artist is Oh, it's just this world that artists are not being prepared for and the the ones who just want to kind of like stay to music and Get their streams and live a really really low key life Cool, but the ones who really want to make that money out and they have to become a brand in some form of facet and speak to their audience and I don't even mean super top tier speak to your audience and you're making Hundreds of millions or millions or whatever. I mean like even You're just strong within a niche. Let's put it that way Yeah, you're you're not even that big but you're a representative of that niche and that niche has a lot of core values And you think about those core values. Like, oh, yeah, we all like love we like it's more playful and things like that Or we all love meditation but now Are you democrat or republican? Right? Do you believe in? Abortion or not like all these like other issues have become More meaningful than it Then it really should in my opinion in terms of because again, it's like y'all aren't y'all everybody's ignoring The product or like the product becomes secondary. It's like what is a product represent that? As a marketer, it's like it's beautiful for me. Like understanding how to get into people's mind, but as an artist It's like bra Well, I also think too. It's one of those things that they have to Start figuring out how to prepare for because I don't even think every artist Goes into it necessarily saying like hey, this is what I want to represent I think fans just get naturally curious about those types of things over time And they ask you that which then forces you to put that information into the world, right? Like a fan might ask you hey, you republican and democrat Say you on the instagram like you're like, oh, yeah, i'm a democrat or whatever wherever, right? Just like that defend it Disagreter republicans like a fan base. You didn't mean to do that You didn't plan to put it out there and make it happen But it happened right because of the natural curiosity of your fan base And so then you're putting the situation to what what you don't answer you don't respond Right, you brush them off. You kind of make them feel cold and like you're not being a human tourism Which could still run some people off, right? So there's risk in all of it There's a risk in opening that side of yourself up There's risk in closing that side yourself off I think it becomes about like which risk are you are you prepared to deal with? You know, are you prepared to deal with your fans saying like, oh, bro? He's cold like he'll even talk to his fans like that. You're like, fuck it. I don't talk about fans like that So I don't care if you think that right then go that route, right? You're like, yeah, I don't even fuck if they care what I am or what I think or whatever whatever Then it's like go for it, bro But our sign feel like they're like, I know a lot of ours who would crack At the the slightest fan pushback on their beliefs and things they think easy But like I said, they're not being trained for it. It's something that Really is hard to be built into because like we said earlier, you only see that level of Of like outrage when you're a big artist Right like people can be offended when you do it as a smaller artist But your career is going to be affected. You know, if you are artist with a hundred thousand monthly listeners and You know, you get caught off for making anti-semitic statements. Like you're gonna be okay. You know what I'm saying? Like you you know, I don't know about that. Well, maybe not that No, don't don't don't say that but But it's like you you're more than likely gonna be okay than the bigger artist and get because at that point Yeah, for sure There's so much attention around them and you know, so they can't it's hard for them to backtrack and build out of it versus like A smaller artist you could say do some things and then three years later Nobody remembers maybe starts getting pulled back up But like the people that are coming along don't remember it. So it's like the part that sucks though is people will still will You have people who are seeing you and learning about you That aren't maybe your fans yet. Yeah, and you and there will still be some people who Leave you and because of that. All right, because and the and the reason is We're so polarized we've eliminated nuance So if you believe this x y z You also believe all those other things. It's like, well, I like money and I like people right Like they're not mutually exclusive, right? Maybe I'm I believe in this thing and this thing and that thing But I don't believe in that but if I drink black rifle coffee, apparently I'm racist Right. I don't know that. You know, I'm up here just sipping having a good day Oh, they got free shirt to came with them, you know, people looking at me like an uncle tom or something like that I didn't know that I just like free shit, you know, like Technically that would have been you I remember I had that shit tucked in them all on I didn't know but with sam south, you know, I'm gonna believe him in like keep this out of sight just in case Just in case I don't wet these implications Even if I look them up and I agree with them whatever I don't even know yet. So I don't even want to like bring in my way because look hey next thing, you know, jacor you trying to come out with the uh, I don't know the accessories for the locks or whatever got a holistic black brand and then they pull out that picture You with the drinking the coffee I remember I was texting sam. I was like, man, I ain't gonna lie, man. I can't I can't tell you what more about I would have had if I liked it if this shit was delicious. Hey, hey, bro Hey get to put some special instructions on that delivery take off the labels, you know, man We don't even live with it anymore. So live it leave it next door And then text me and I'll go pick it up Right and it was such a big box. It was like a box of like 50 something I didn't know you could buy Like that meaning cured because of the coffee at once, bro. That's like damn. They really they got the biggest supportive package See and that this is like what I'm saying We are in a place where the You know, maybe there's also a different taste buds But let's just say it's a bad product and people buying it out though Hey, just because they believe right so Again as an artist And shoot content creator business person period today Like that's the crazy part about it because of social media and then you add where politics is taking everything Which a lot of times it has been to do the social media too. All these people are being put in one pot Like the artist is a content creator and is playing politics Like you're doing all of it whether you want to or not like That's just the the error that we're living in and we're gonna see what that creates, you know like 10 years from now, but It's I know it's really uncomfortable for people But if we bring it back to Kanye Can't you survive it at that level At that level, I think so I 100% think yeah So like we're on the same page like people forget That's the crazy part about it people just forget that part alone and especially with music, bro All they take is one good song or project and you back in the game. It's all it takes, bro It's sad to say it's a terrible. It's a terrible truth of music, but it's all it takes, bro Yeah Yeah, see But I think it's interesting Because I do think you know might be five years 10 years whatever like but I You know, I don't think he threw yet from having commercial level of attention and level of success in some things But I saw somebody say oh, yeah, this is all planned from a standpoint of trying to get out the deals like you referenced earlier I Can see that that's the strategy we've seen that done before people go crazy to get out their deals cool My problem or the thing that I would find interesting and with that is one I don't know. It seems like there could have been a better way to do it. Yeah, probably like two Going in There was like people that were kind of advising against it anyway And shoot included sway, right, right? I mean he came out of the Nike deal Right. So you already went through that type of experience and if he wants to do something at the level of scale That he likes to do stuff at You're still going to run into the same problem if you go build it and this is yours, right? Ultimately As you level up at some point you're still going to hit like you're in the billions of dollars You're still gonna have to work with These types of people like who are in different spaces or you know suppliers whatever in some way. Yeah so like You got to learn how to function it seems like I don't know. He just doesn't bid well when it comes to I'll not guess my way the highway. Let's put it that way. Yeah, man. It seems like yeah It feels like you know, he probably wants the small niche team You know the the ninja assassin team, but he had worked this up into the big army, you know Exactly. He's like i'm gonna just torch the whole battlefield and start back over right what I wouldn't start with You're trying to move that way And I think he likes that level of control and and nimbleness and approach But some of it doesn't work on that scale Yeah, it feels like he wants the control of a niche team, but the resources of a major corporation Yes, and he always goes for those resources. That's why Does the partnerships and they'd like to go for the best of the best which I get it the appreciation that your vision is you plus the best This has to be amazing, right? But business says Hey, we're best remember so we don't need you Like we need you for your vision You know, you convince your people that this is the next cool thing with marketing But we also know trends come our business has been around for this period of time And it's still going to be around people can say oh, we lost two billion dollars or whatever But no, actually we're straight, right? Like a lot especially a lot of this stuff is just paper It's paper money moving around. All right. It's a moment in time. It's a motion So stock drops but assets haven't changed so the value the real value of the business has not changed um so it's It's interesting when you See this kind of kind with these moves man Because yeah, I just fear like seeing him build something back up get to that level again and then Still finding the same issue knocking heads. I don't know. He's a hundred things He has a long career of doing it bro. Like every every couple of years. He does it, you know So he's a hundred percent gonna do it again. We don't we just don't know who is going to be the community I get you know attack next or came out the next but yeah, he's definitely gonna do it. This is I had a one of my uh live streams where I was talking about how emotional manipulation is such a big part of Kanye's Marketing rollouts and he's great at it. Like he's really good at it. And so I remember that was this I don't remember if it was a video I watched or a book I read or something But I remember like really early and been a marketer I read this thing that was talking about like, you know, the the best emotional triggers to get people to respond Your marketing or happiness Um, whether the happiness sadness and outrage like you can make people laugh and be really happy to remember you You can make people be really sad around something or pull really sad memories out of them They'll always remember you and if you can make people mad as fuck, they'll always remember you Because if you can if you can find a way to trigger those three emotions and people your great market You're gonna do it and it's always like Kanye is really good at going After outrage, right? He knows People people remember what they're angry at you know what I'm saying? Like people remember what makes them mad way more than they remember Things that made them feel nonchalant. I don't really have an opinion on that. I don't care. I forget about it Oh, no, I hate that he said that now. I'm thinking about this shit all day every day, right? And so he's had Like we've literally watched him Sharpen that skill throughout the years. I said the George Bush thing is the first thing It was crude, right? It was probably the first time he was pulling that strategy You know what I'm saying? He saw what it did for him. Exactly. Exactly. He saw that He saw the head of the tell us with thing But the tell us with thing to me was the closest instance I think that he truly came to maybe being out of here because that should Tanked him. You know what I'm saying? When he survived that shit. Imagine surviving that as Young Kanye West at a time going up against Tulsa, but There's no way you don't walk around the world. Thank you. You're not you're you're not invincible. Yeah, I survived George Bush backlash And tell us with backlash. Why would I think that any other community people can bring me down? That's why you gotta be careful, right? I'm doing the same thing. I always done. What's the problem? Not working for you like you were supporting them back then. We're like, you know, yeah Yeah, that is interesting triggering those emotions because it's all about making an impression, right? We know that in between brah like being warm He just doesn't do it for you. That's why we're calling this era again because we're there's so much attention We have to shout louder and louder. We have to have a Greater and greater clickbait title. We have to say out more outrageous statement. We have to um Like pick more of a side if we really want like some strong strong support right and I don't want to say I'll just say doing some reading there was a I remember reading that When you're trying to start a movement You have to go to the extreme Because you have people who are In different or they're weak in their belief And when you're trying to start something new especially if it's going to create a bit of an uproar Those weak people will weaken the movement. They don't believe strong enough So you have to be saying stuff so crazy. Basically That only the crazy people are left And then you move from there. Yeah, right and it's funny because there's also a story in the bible that Reflects that same idea I can't remember the exact numbers, but and I can't remember buddy's name. So, you know all my bible readers Please share but he has He was a guy who had an army Let's just say he had 30k people going against an army that was bigger than 30k. All right But Then god told them hey, yo get rid of some of these folks because they don't believe like that they can win He's up. Let me got rid of them Got rid of some more people because they didn't really believe got rid of some more people because they didn't really believe And I they took it down Let's just say they went from 30k to 5k and they only had people that really relieved Going against this army that was already bigger than them in the first place But they won. All right because they had Strong belief zero doubt. All right, and we know In all things like moving with confidence execution zero doubt There's a massive superpower in that right what that unlocks, especially then, you know, your team is all moving in concert so It's funny how That reflects in all spaces and that same thing reflects in the movement. The problem is The space that we're in Having to and when we're fighting for attention and people naturally Like adjusting to the climate saying hey, I still want to be seen. What do I have to do? I gotta have a greater clickbait title like we know. Oh sure you can drop a video on youtube tiktok We have to have titles just for it to get seen. So some people come in and they're like This is wrong. This is clickbait or and they're disagreeing with the title that came in It's like, well, hey, listen to what the hell we're actually saying All right, because a lot of times we might not be saying exactly what it might look like from the headline But that's a part of what you have to do these you have to do it on these platforms to get attention So imagine being an artist, right or just any kind of public figure Trying to navigate that not from the standpoint of trying to stay out of trouble to that's one thing That's a good thing, but shoot. I'm trying to make a splash But I'll try to make a splash and be careful at the same time Yeah This is an impossible box anymore. Hey, it is a fucking dilemma that We are all in but especially you artists who are trying to be that big um, so I mean, what that being said, uh, you know, I think we can close this topic up, but we We definitely I feel like there's other angles and things like that We can unpack in this space because I don't really ever hear anybody talk about This type of thing as it relates to artists, but I like I said, like increasingly Artist content creator politicians like it's it's all Like coming into one like Bruh, like literally, okay, you got trump as a president They talked about the Wayne Rock Johnson possibly running as a president You or people wanting him to run as a president like Like the politicians are a different type of celebrity these days, you know I mean you guys Stacey Abrams pulling out the one music vest and like, you know pulling up to like more houses Well, uh ac homecoming Like all of these things are like just mushing together and You know, it's almost like music is your way in but once you're in Now everybody's playing the same game. It's just like that's your home base That's all it is game of attention Game of attention, man. The game of attention And you even fighting your fans for it these days crazy Crazy Your fans like shoot. I just got a million views, bro. You only got 500 dollars. He fell off I'm better than you, bro. He should be giving me tickets to your show. So I can do a post They look for actually that's a tattoo shit, right? Oh, you are literally thinking that like, hey, bro I got one. I like we're looking at the same scoreboard and technically I got higher I am beating you right now. I am beating you right now. I like your music, but I'm beating you Crazy ass environment But We're not gonna even get into this topic as a whole man and go deeper to this this topic We're gonna make this the last topic and I'm gonna just turn it to a question 21 Savage says not it's irrelevant. Is he relevant? Well, he just tried to set me up He just tried to set me up See, luckily I have my weedies this morning. I'm on my peas and cues. I'm sharp But yeah, not as relevant, bro. I think I feel like what 21 Savage was trying to say is that he's not relevant to a mainstream music audience Or a young audience because mainstream music audience culture I think tends to be Intertwined with like young music culture pretty much, right? So when we think of relevant, we think of what's relevant between Um, you know teenagers like younger 20-year-olds and things But that was one of the people in the clubhouse talk with 21 Savage said that And he was like, you know, I'm four years old, but I still do shit. I still pay attention I still spend money. You say that I'm not relevant because I'm not Fucking 19 or whatever he said, right? And I was like, that's actually a good point. You know what I'm saying? That's a great point. Yeah, you can be relevant in different spaces It's no different than we know how many times we've had Labels reach out to us or maybe I'm just doing research on Spotify. I'm not a click on the artist. Oh, they want us to work with this You know indie pop Electro artists or some shit. I don't listen to that right? Well, let me check this guy out Go click on him like damn. We got 30 million months of listening But you go look at the answer girl like damn, bro He got 25 million followers of my shit, bro Like he don't been on this and this and this you like I've never heard this person before if you asked me five minutes ago who this person was I'm like, you must not be relevant because I ain't never seen before Yeah, it goes back to the whole thing of your bubble is your bubble That's it Right and what's relevant in your bubble may not necessarily be relevant to other people just like you said about the kind of thing There are people in parts of the world where they would say I ain't relevant here. We don't we don't care about him. We don't know about him Now this person this person is what's who's high and you'd be like who the fuck is that? You know, I'm like, who is this person? So I think that is the conversation that needs to be explored is like what are the parameters of the relevancy Who would then and does do those parameters change based on which group of demographic people were talking to were talking about Because I think the answer is yes No, I agree with that and I think that was a well well placed answer Considered the circumstances the recovery the the landing that was stuck. That was beautiful, bro. Thank you, man. Thank you I've been practicing Putting me in the game coach real like agent Corey got you The only thing I'll say to that is I agree with everything you said And to me is just symbolic of One your bubble is your bubble and not seeing beyond it And the people who tend to violate that the worst Are younger people. Yeah, 100% right. You just don't have enough experience to know how much you don't matter Yeah That's such a good way to look at it, bro. You don't have enough experience to know how little you matter. That's so fucked up. It's so true Or the enough experience to realize you haven't experienced anything yet That's okay. That's my least favorite comment on any of who's this guy never heard before So brother so many things You're 17 or so many things you haven't heard of yet, but you just learn about Soup for the first time this type of soup for the first time a week ago Say it like you think I'm trusting your opinion. The worst part is when people do that when imagine imagine I'm walking down the street And I hear It's crazy Next thing you know, I hear Should I check that out? Yeah, bro. Come on. Let's let's go check that out. It gets louder Yeah, yeah, yeah I walk over there's this opening parking lot People dancing they going crazy. There's a guy standing on the car and he's singing Everybody's just giving him all the attention in the world showing him all the love Then I go Yo, who's this guy? He ain't nobody. What's the big deal? It's like because you don't know who he Is like obviously he's somebody Right, and there's one thing to be surprised at somebody somebody like you said like 30 million streams Monthly listeners like like breast somebody what in the world like I can listen out But there's literally people who are looking at somebody be somebody And are still concluding that because I don't know you yet You aren't anybody it's like how does that add up? Yeah, because and and the reason I said that example is because what you were referring to I know specifically It's like a comment on a video. Yeah that already has Views and comments on it It's like, how are you saying? Who are you? Nobody knows you let me the other hundreds of people that commented You just skipped over two. I love you appreciate you's and said nobody knows you That that has to be the most over What's the one I'm looking for Overplay this and music, bro. Nobody knows who you are. It's like it's not true. It's in there, bro Somebody knows who I am. Yeah, you know, that one's usually a more reflection, but people say it's it's funny Well, oh man, I sound way to the end of the pot and say this the show technically we don't even call it the pot We have full-blown show in development um, but Tuesdays and Thursdays as a reminder I should have said that on the front end if you made this far. That's extra extra love. So I appreciate it and um Hey, what can I say other than I'm shone. I'm cory and we out peace peace