 Finishing my last semester of business school, for me, I started thinking about, okay, well, if this is a product, right, if music is a product, if me as a brand is a product, then how do I create this? You know, how do I put this together? What does it mean to be a musician in 2016 when I'm out here in the Bay Area and, you know, it's not like I'm at UCLA, I'm not at USC, and so I started thinking about this from the mindset of entrepreneurship, just like my friends that are, you know, learning how to pitch to VCs and create a product and all these different things. I'm like, okay, well, then let me think about it from that mindset. So that's when I started reading up on a lot of these books and getting into those resources to think about it from the perspective of a business. I already knew I could rap. That was like a non-issue. I wasn't trying to learn how to make that. It was like, yo, how do I like... What books did you read? Ah, man, I got a bookshelf right here. Let me see if my poor little eyes can... What's actually dope is that I've had these books for quite some time. I just never really understood them as a kid, and now I actually understand them. But it's like, how to be your own booking agent, guerrilla marketing 101, the truth about the music business, music business 101, this like really large anthology about like music loss, concert and promotion, the artist management. These are like billboard books. Let me see. Hip-Hop Wars, you know what I mean? How to be your own booking agent. What do you think about that book? I haven't read that book. Man, I love that book. That actually... The reason why I've been able to like book my own shows and get to the point where like I'm headlining my own shows is largely because of that book. At the end of the day, and this is something that I definitely took away from a lot of the books that I read is that all of this is doable if you just put it in the work. And be willing to put it in the work. Yeah, exactly. You don't need to have like the shiny stuff. Most people don't want to see what reality is because there's a lot of artists that are making this image and doing all these things to fluff it. And then you're trying to chase what these other people are doing and you can't figure out how you get there. So you start to cheat the game, not realizing you're actually doing what they did because they were cheating the game in the first place and it would come to this cycle. Sean. What did you just say? Give me some hard numbers. Everything you just said is exactly what I've been fighting against for the past few years because that mentality of like let me try to be like them and da-da-da-da-da. I know if I have to cheat my way, I'm going to cheat my way. That was the younger me. That was the pre-business school me. That was whatever. And given those things that I talked about that's like gotten me to where I am, it's like look yo, I'm doing this because I desire to. I'm doing this because I have the desire to create a business. But I could also stop doing this and from a financial perspective be very fine. So I'm not doing this to look like I have something that I don't. I'm doing this because I believe I have a viable product that I've been able to prove year after year after year people want this and I've been growing it in my own way and sure it takes time but I'm willing to understand how to run this business in a way where eventually it will scale and that you know that curve we those that understand like a scaling curve it's like all right there will be a point where like it will become unmanageable I'm kind of you know I'm kind of like at the cusp but right now it's like okay what is manageable for me to do and understanding those behind the scene things actually makes what you see on the surface a lot more palatable you know so I totally hear you it's like you know when you learn that and I'm thankful that I you know I took marketing classes I took operations like I work in marketing operations I do strategy I used to be a consultant at a top four consulting firm like I've worked with Fortune 500 companies all of that stuff so I see how they run business so why do I think that just because I have a talent you know I should just chase cloud and like hope like there will be some type of infrastructure that's not how it works people hide the fact that it's supposed to be or get confused that it's all just business because of this whole mystique of creativity that we create but it's like no man like yeah structure has to be there you have to be it to create something sustainable it has to be structure I don't care how creative the thing is you have to do great business to even create space for creativity right so as a bar yeah for real man