 it's the mat work. What's up everybody once again is brand man Sean and welcome to music news that matters where on the first of each month we hope you sit through the noise to bring you the most important industry news. We know there's so much information out there but we're going to focus on the topics the most important to you as always. Today we're covering a range of weird and wonderful topics that we've got Spotify's Q1 report which came out today which gave some interesting insights. We're going to talk about the new coronavirus fund raising initiatives from streaming platforms and we're also going to talk about Deepfakes and Lego both of which are going to impact the music industry believe it or not. And before we get started since these videos are only once a month make sure you sign up to our newsletter and even more importantly subscribe like so you can stay updated when we drop new videos and content. And as you may know now where you can listen to the podcast on the go all the episodes including all the future ones are going to be on all streaming platforms so Spotify, Apple Music, SoundCloud wherever you get your podcasts. Perfect let's get into it man there's been a heck of a month a lot is going on as always even though you know it seems like less is going on these days you just have to dig a little deeper for the story so what what did you find man I'm excited to have this convo. So today obviously we're recording we're the 29th of April now and Spotify just dropped their Q1 report today for their you know their earnings and profit margins and the top line is that they have gained new subscribers up 6 million so now nearly 130 million by comparison Netflix went up 15.8 million they're only expecting to go up 7 million so they had a massive increase Spotify were kind of about on track maybe like half a million up what they were predicting so there's good news in the sense that streaming is you know still climbing well obviously some of this quarter was before the lockdown and coronavirus so Q2 will be more interesting on that front what was interesting was Daniel Ek giving his you know feedback and report on these on this Q1 earnings and he said a few interesting things first I want to talk about the Spotify freemium model and he thinks it's a really sort of like a really big advantage for Spotify to have the you know the premium and the free tier obviously with Netflix you subscribe where you don't but with Spotify you could downscale your subscription to the free tier and apparently according to the report one in six who unsubscribed from premium said it was due to you know coronavirus and lockdown money-wise but 80% of those said they would return and he feels that it's a big advantage to have this sort of like free tier but I don't know what your thoughts are on versus the you know you subscribe or you don't I mean I think it's good to have the you know the opportunity to listen to music on shuffle but also it wasn't always an original thing with Spotify yeah so you're telling me that he actually looks as it less than an upsell but more of a downsell and recaptured that's the benefit yeah like like a failsafe yeah like a like a safety net got it I can't really I mean obviously I don't see the stats and he's seeing something that apparently is showing I wonder if they had a period before that they are they're juxtaposing it with because if if other than that then like if he's working and one is better than the other as far as their data goes you can't really argue with that right data is what it is we weren't doing this as a failsafe and we had this retention or a return rate after canceling and then after the fact we added this program and now an increase or and I can see that right because it keeps you in relationship with that program and then just and keep you in the the hemisphere to start to say hey well you know what I'm tired of this this or I want some of those other options that I used to have so I can see that but if we were talking more on the freemium model I wouldn't necessarily agree in their case I don't I wouldn't know if it actually is something that just more so keeps people from making a decision that wouldn't be on that platform to that capacity in first place I mean or that could be and then also giving people access to the platform that wouldn't be able to afford it in the first place so from that standpoint the only benefit to me would probably be the additional data that you get to have well advertising dollars I don't from what I've seen so far it doesn't seem like that's that huge of a benefit for them or that big of a part of profits but just again the data to be able to have that many more people because they have how many do you recall how many free people they have versus subscribed it's still more people that are free tier than subscribed right now right um let me get the exact I'll get the exact figures up um but what I find interesting about this is that obviously he's very confident that they're going to come back and obviously that's what I'm fascinated to see whether they really are going to come back to the premium model they might like the free tier feel not not not feel the need to you know upgrade again and obviously he's got to say this to appease the Wall Street investors right now saying I don't worry they'll come back you know a lot of people are obviously conspiring this in particular has been a lot of like downgrades and subscriptions okay so they're relating this specifically to this time period corona quarantine losses of jobs so they okay so they're looking at it specifically in nature of the climate right now okay yeah but he's really he's really positive like backing thinking it's you know it's a really good idea to have this in place but it'd be interesting to see how it's actually materializes if they are going to come back they might find they like what they've got on the free tier so it's interesting to see how confident he is that they'll come back yeah I I agree from the standpoint of a lot of people will realize you know what I didn't need all that other stuff anyway and I am I do kind of just want to listen to random music and treat it kind of like a Pandora type platform then on the other I'm sure there's some people where his thesis works out as well it's just a matter about whose thesis is most right in or can their goals be met still it's interesting though because subscriptions as a whole obviously are taking its toll you just reminded me that I still need to cancel my my gym membership because I haven't been in the gym two months why do I what I need right now right but music is such a luxury in so many ways that I can see a lot of people really not coming back so I found the stats so 130 million paid subscribers now as of today this report and I believe it's 270 million in total so there actually is only 10 million more free than there is paid now okay yeah that's nice they're gaining on um I wonder how much of that are people that converted or how much was that was just new market share that caught up to the free new model it was looking at obviously because our revenue naturally is obviously falling because obviously you know making everyone's making cutbacks yeah so it's good you know it's positive to see them still growing at this time so obviously they obviously need to right yeah this this Spotify thing man I think when it comes to this whole subscription aspect of well just this whole relationship was Spotify in general we've seen so many things that a lot of people didn't expect when it came to obviously music falling a lot especially in terms of a lot of new trending I'm listening music which also brought about a fact that I didn't know that traditionally music is drops on weekends pre-corona is less listened to on weekends and I feel like if I knew that that would have been kind of an indicator of this as well because obviously on the weekends you're less at work you're doing more of just what you want to do in general versus consuming music kind of to get by and keep you so yeah but I this is an interesting time when it comes to this substance I wish I had more inside I guess Daniel Ek is saying something that he knows I want to give him the benefit of the doubt but there is also that airing on the side of he just might be pleasing investors like you just stated you know he was also quizzed on after the report he got an interview with Music Ally and they quizzed him on the new artist fundraising pick so I'm not sure if you're aware I'll see last month we talked about they're going to add in this like donation tipping feature and it's now available instead of the artists like track pick you can choose on your Spotify for artists to have an artist fundraising pick where you can put a link to a charity or a link to your cash app or PayPal and he was asked whether this is going to stick around because that's the big thing everyone's wondering is it going to be taken out again once this crisis is over and he seemed to indicate that nothing's set in stone but the feedback has been very positive over 50,000 artists have used it so far so he was saying there's certainly no reason to take it out yeah sort of question is like is this opportunistic or is this a true a true add-on in featuring when I look at it what I thought was brilliant about that story was actually from the cash app angle honestly and how they're incentivizing artists with that extra hundred dollars yeah for the first there's a million dollars isn't there and then everyone well the funds you use cash out get the hundred dollar bonus if they get donations yeah like that that's the viral loop and how you want to build additional you know user user base when it comes to platforms I love the fact that cash app is doing that just from a business standpoint I think obviously it's gonna work because why wouldn't people not go ahead and get that extra hundred dollars its banks do that all the time too right open an account you get extra 200 dollars if you jump through all these hoops for six months but um I think I think that's really cool when it comes to the fundraising feature though in general I actually kind of didn't understand it it just felt like fluff well I'm not a fan of it I think I think other platforms are doing it better so the example for Spotify you've got to give you a choice obviously you can either choose links to a charity or you can put your cash up or PayPal in this is presenting artists with like a difficult dilemma here because obviously naturally the bigger artists are going to plunk for the charity you know to help raise my own support and I see fans are going to look upon that very favorably if you're an independent artist you've got this like dilemma whether you want to you know how you want to present yourself to your fans because obviously a lot of fans probably think you've got a lot more money than you actually do and they actually might really need this money but might feel pressured into giving charity instead on the page so this is very becomes a very big dilemma for them like a little guilt tripping whereas other platforms like TikTok has just got straight up just got a charity donation feature so you choose a charity and then money goes to them there's no like because you can already get money for tipping live on that platform so they've done it right just giving you a charity way and SoundCloud's support button feature lets you choose a link during complete control that could be a charity that could be you know PayPal or cash out but that could also just be a link to your website to sell your merch or to bandcamp you've got a lot more control with SoundCloud and my TikTok has already bested both worlds but Spotify has given you this very difficult problem about how you want to present yourself and your fans so I don't think it's been handled the best way well that's what I was wondering like why was why did I even add it I wasn't familiar to everybody else added it so maybe okay now we want to keep keep up with the wave of what everybody else is doing of course there's a lot of copycat but at the end of the day I don't get that yeah that's not the artist's responsibility like they could because you could very well say through your own tipping feature you could say I'm going to donate all this to charity have to be a charity specific feature so that is weird but at the end but why would we expect Spotify to do anything else right they something like this you look at TikTok and all the other platforms they're doing what you said where it's kind of the onus is on them to set up the system and handle that Spotify is repeatedly when it benefited them put all the onus on the artist where it seems like we're doing something good but it really is giving all the work the good to them like they get the good of hey we brought this feature here there's the PR we're done right and now the work is on the artist so like that's that's just how the platform has moved for the last five years it seems like at least but Daniel like obviously admitted that they rushed this feature out so they need to get it out because everyone else was sort of like doing it or thinking about doing it and they just need to have something in place so they're responding to the crisis but the way it's structured you know you can either choose like GoFundMe or straight to Spotify's COVID-19 project or you put PayPal or cash out there's such a few options and yeah I didn't realize so then you can get in bed with their specific project too exactly yeah it's all carefully it's all carefully planned yeah this is this is so rushed we didn't even think about it which is a nice scapegoat for it being done well the accusations like what we we're talking about right now why this this kind of lends towards your own political connects or reasoning or whatever you're doing so yep we can always lean on well we just rushed this we didn't really think it through because Bobby Ozinski did an article yeah Bobby Ozinski did an article for Forbes saying that he hopes that you know it doesn't put out as under too much pressure and that fans may look upon them you know for the altruistic reasons you should you know give you know give to charities instead but some fans may look upon it unfavorably to be asking for money for artists so you just got a hope of the balances there but yeah that's the reason for fan education man we need these fans to understand that artists really don't make money like that but even more so we need these artists to like quit parading around as if they have more and not being afraid to say we only have this much right now yeah they shouldn't feel guilty for asking for it on there and this is what this kind of adoption of it could indicate that they might like it's not the best way to handle things yeah I think somebody at some point will be more open about it actually fair fair enough Cardi B was pretty open about that and even when she wasn't in a a rut because sometimes people will come more open about those things when they're in a rut but I remember a year or two ago Cardi was explaining how she puts her own money up for for the show she was doing and she was paying 300k for this and like her outfit maintenance caused this and she was just putting that out there but she she's she's kind of a a rare burn where it doesn't seem like she hides much or it allows any of those errors to come on to her to back back but I think a few more artists really start to do that and just make it clear fans will know hey I want to support my artist that much more that much more now if there's a way to do that without bringing the record label side of things now because then they'll be even better because obviously I think a lot of fans will be they will be shocked disgusted surprised if they really knew right what the splits and what they're where their money went when it comes to them thinking they give they're giving to an artist in most cases and especially so to give more information on the tiktok one obviously you can already get tipped via live streams like directly as a creator so they've chosen to focus purely on you know raising money for you know certain organizations for these donation stickers so use the hashtag double your impact so if you if you're a creator you can put a sticker on your story and you can choose which um you as a creator choose where it goes to so at the moment you can go to cdc foundation james beer foundation meals on wheels musiccares um national pta the actors fund there's a few more as well so you get to choose where it goes to out of those and you also click the button and obviously choose how much you want to donate tiktok's going to match that donation as well up until may 27th whatever you put in tiktok also put in i think just a much smarter way of doing it then yeah you can essentially market it as an influencer where it sounds like you can really put multiple out there and bring attention to multiple versus having to choose one and have a a specific space where it belongs for a given amount of time am i hearing that correctly yeah each video could be different you could choose a different one for that but you you get to choose where your yeah where the donation goes to on that particular video not the not the uh user yeah i like that i like that and honestly giving and all those types of things are so trendy on tiktok and we have this one campaign that i had to do with the australia fires right and we start the australia fires i was we're actually still going on but i've been a news story for maybe it's a few weeks or whatever and not only were they still going on yes they were at the tail end when the fires are over there's damage that's there right uh the users on tiktok a lot of these kids they're like i don't really want to do this because you know that's kind of old news it's the trend is over no one they didn't they weren't able to associate the fact that yeah this thing created damage it's not over just because it's not being spoken about right it's this is something that um it needs money raised for for some time and is going to be happening for some time so they have an attachment from that but on the inverse of that is they really go hard in those scarce windows yeah the trend right and make it cool and it makes them look good they're very without knowing it they're very uh aware of pr i'll say that like for their own profiles absolutely but it's just it's a not much by way of doing it obviously just going back to that main point that you know tiktok were quite smart about this soundcloud didn't force anyone into a box either with their approach but spotify really haven't you know as Daniel said they rushed into it and they haven't really thought about it so it's just a bit disappointing for now this shines on a weakness of Spotify um that we've kind of touched on in some of our convos not necessarily on here where Spotify does not really seem to have this huge awareness when it comes to user behavior and catering to the user they're really amazing when it comes to just the function of play listing and maximizing that capability and the algorithm around it all that stuff but when it comes to just paying attention to the end user and what best serves them what makes their lives easier they have all these conflict of interest and this is just one small small you know but significant reflection of that where tiktok the way they're doing that it makes it easy and where you almost want to because it's so easy and where the Spotify is already bound by some of these social tensions that we're talking about right where you should just build it where it's thoughtful enough where people do it almost due to incentive everything should be frictionless right that's how tech platforms are best built it just seems like for whatever reason man that their design thinking and and attention to those smaller details they they fall short time and again it was like last month we were really talking about you know where's this button gonna go and we were right it was gonna go with the other links to social media so you have to go into their about page and then find it and stuff like luckily i've used it to replace the artist pick is quite near the top but i didn't think didn't think they're gonna do that before but it's little things like that like we shouldn't have to be we shouldn't have to be debating where it's gonna go it should be you know like with tiktok it's a sticker on on the video makes perfect sense we shouldn't have to be yeah anticipating what they're gonna do for it how to market because obviously that shows a lack of you know user friendliness that we're having to debate where we best to go so there's not a lot to figure out carrying on with carrying on with tiktok another thing i want to get your thoughts on i'll see as you know running tiktok campaigns yourself is the idea now that labels are taking a decision to to change the names of tracks after they've already come out because they are not so search friendly so for example let try and produce a surf mess i hear the single called il y which did did very well on tiktok and on spotify and obviously people were searching for i love you and it wasn't coming up so therefore there's a dilemma so i took the decision to call it il y brackets i love you i love you baby i should say um so what what your thoughts on this whole are we gonna see a new trend now of all the songs like being named is that what they should be from the start or are we gonna see a lot of these sudden name changes i think you have to see a lot of sudden name changes among the ones that start to get traction right right it'll have to be worth the accurate it's a certain threshold but the beauty of this is people are starting to realize that tiktok is one that music discovery platform but also this embedded search engine it's been that way from a beginning in a way that a lot of people haven't really paid attention to even and you can see this coming even before their library was really built out and the partnerships were in a better place because our run campaigns and just well you know if you pay attention to the kids which they started doing i started doing probably at least a year back right you'll you'll have a song name and then you'll have parentheses the rest of it yeah you pay attention a lot of people don't realize i can't remember which one name was first now but um doja cat song had two names and eventually it became another name um i think i don't know i think they might call it move now but at one point it was bitch i'm a cow or something like that right and and then all of a sudden they added the second title until it kind of got searched enough or had enough visibility where they removed um look kind of forgot about the other title some of it might have been for search engine regions some of it might have been for um some other censorship reasons in that particular case but the need for being agile only increases in a fast moving digital error where so much stuff has the opportunity to get moving without you knowing we're almost in a reactionary market in climate where the goal is to push it out there in the best positioning to move far but you're not sure of it moves so far so once you put things in a position you watch and based on what happens you need to now be able to steer the ship to get to your end goal right whether that means i'm letting the fan select the song over the project based on how many you know which one is most listened to or based on what are people calling it because the people are calling this calling in that why would i not uh go with what they uh they uh have called it so a quick story there's this drink called hypnotic very popular in the early 2000s uh for because of its color it was blue and they it was actually initially called hypnotic right but after just kind of pushing it getting it out there they heard somebody say yo man that hypnotic like they just said it and then oh bam i'm going to use that that name right it makes sense to call it what other people are calling and that's a lot catchier etc etc it's the same that all this stuff applies and you're going to get the best successes out of it so for labels to be able to change that because we can change that just do an organic uploaded sound but everyone want to do it do the most efficient trackable source which that library system still has so much gains to do i will i want it to be the best route it just isn't yeah um a lot of times but yeah it's it's it only makes sense in whatever way possible do Spotify whether Spotify TikTok any function of marketing to be able to be changed after the fact in some form of fashion based on the feedback that we're getting because it gets me thinking like if you're an artist and you know you've got your song coming out or it's out already and you've now identified the 15 second clip you want to use for TikTok campaigns if your song title is not in that 15 second clip you've got to change it really and this in this current that's uh yeah that's a great observation that's probably a good way to think about it that's the answer what i was just thinking about now is this conversation has been going on thinking yeah you really need to capture you've got like 15 seconds to capture and they need to remember a key buzzword from it like so think about get uh renegade and it's a few songs like this where the song took off but the part on tiktok that took off actually proceeded the song yeah the song wasn't even in the viral clip it was just the lead up in the you know producer tag you know there are so many songs where they haven't actually used the chorus in the clip so therefore it again that changed the whole thing like have you been you know marketing your song around the chorus and you know using the name from the chorus if that's not the bit that hits you have to adapt quickly it's all about what works man it's all about what works not what you and it's interesting because i wonder if artists are going to get more comfortable with this because artists have become more and more marketing savvy and and as they come up in these ages they don't have some of the same stigmas around a lot of that stuff as past generations because you know when you go artists of artist type mentality no this is the name of my song you know what i'm saying yeah yeah the package this is how i want wanted to be i'm like changing it to some random title just because kids are calling it that but yeah i think that might be evolving and when we look at the mentality of some of these artists and how they approach their careers and the bigger picture which is like the best thing about this is that we're naturally moving towards more of like a smart speaker voice activation like generation now you know they're in more than 50 percent of the homes in the u.s smart speakers now and also your voice search is going to be very very important for the top songs and if you've got a search friendly song you're taking all those boxes so it's so it gets even more important not just in tiktok but overall as we you know move towards this voice activation sort of like market because the report that came out today saying that by 2024 there's going to be more voice activation devices than there is people on the planet so it is all moving towards that direction so it's very very important that you've got these search friendly terms for your songs man that's an interesting stat it makes sense obviously since so many people have multiple but that's and that's interesting to hear um one thing that i just randomly thought about due to this whole search engine thing um is actually there's one artist that i was working with his search his seo was so bad and we were trying to get it going on tiktok and no matter what well people would try to search it it was so incongruent on different platforms youtube it has a dollar sign here over here it doesn't and all these different things it was so hard to find and it was dope really dope artists really dope concepts uh i really love what he was doing but that particular issue is a real thing because at that time you have people going from tiktok to google search nope not if you don't pop up that's an issue or tiktok spotify right all these kind of have um you know i've had that search engine conversation at large comparing the platforms and um amazon spotify essentially is a music search engine at this point right and took that niche in that marketplace so it's um everything is searched these days like if you if when it comes to discoverability in the easier that is again the lower friction because if i can't find it you would like me to say i want to go check it again later but that's probably not how my attention span is going to work you know i think like the the gen z trend of like having no miss you know missing out the vowels and putting in numbers instead of letters like that's gonna that's gonna quickly fade out now i think i could be wrong but yeah that was that's so funny that you say that because when i right see it now i've started to realize yo this is going to be one of those marks of an era like when you look back yeah like the 80s and how all the like the fonts that were used and things like that just like from what is it mid 2000s i mean well no like maybe like 2014 on everybody started to use yeah the missing vowels all those things for search engine purposes though to be fair right yeah it was just but now when we go back to voice as you as you kind of alluded to though that kind of makes that no one boy because this i found the stat now so it's from a a juniper research report came out today saying that there'll be uh 8.4 billion voice activation devices obviously a lot of those are going to be smartphones but that is for that is you know a massive jump that's uh double what it is now it's predicted to be how many humans are are the good question i know it's over 7.5 have we hit that was a weird question it's weird but i respect it um 7.5 94 billion as of 2018 okay so i think it's 7.8 now there you go 7.8 billion all right you learn something new every day i know another win for procreation exactly sticking with tiktok for one last bit is one random thing that i've seen today that i was quite intrigued by a um a company called boogie ai they're a new tech startup and they are working on deep fakes that are going to automate making tiktok dance videos so if you're not a very good dancer yourself you'd be able to use this deep fake software so it looks like you're actually dancing these videos doing these insane moves and people might be none the wiser if it all goes to plan i'm just wondering how this is going to impact the social meet the tiktok game and influence the game like if it becomes a level playing field with dancing that's going to sort of like uh damage that influence the section of marketing on the platform well i don't know man because honestly when you look at tiktok it's not about the best dancers that are big tiktok has a very specific image that they want to put out and they make sure that those people have the most followings that to be honest like the people who are the best dancers they they are necessarily um yeah they have a lot of them don't even have a million followers but people who can do the the hand moves and they have a certain look in and face that they want to market because it it seems the way and i'll say this well because i know the article came out about tiktok not giving bully uh no disabled people a certain level of attention right there's a whole thing about that yeah yeah right and they said it was for bullying reasons which you know whatever fair enough but the the reality is if you look on tiktok and you're on there fair enough it's pretty clear that there there's some prejudice it's not that cool though yeah they shouldn't be making that decision yeah yeah like there seems to be some prejudice that lies um for better or worse but that's just that's anecdotally right i'll i'll i'll say that right and so that being said my issue is less that because i don't think that part of affected it might help some people become an influencer that wouldn't have the same level of impact but mine is more social commentary from the standpoint of man it just sounds i just miss people not being able to do shit yeah like just like okay just not being good enough to do shit and then go and find the finding shit that they were good enough to do versus being able to hack it and get a high off of looking like they can do it or looking like they have it so that that's really my take from that whole thing what could be fun though is that imagine if you've got like parents on the platform and then and they're going to make videos using this software and then get there you know their kids to react and stuff could be quite amusing for the older generation on the platform that would be cool um it's hard for me to see it much past trend it'd be like a five minute wonder trend yeah but that's that's sort of probably the market they're going to be more going towards i would feel yeah you know from a positive standpoint maybe well does it take the dance movements you make and then make them better do the fake or does it just literally take your face and then put it on a better dancer there's well they say say that the only limit is your imagination uh in in there there's not there's not a lot of information to go off on this company profile other than these realistic digital doppelgangers can change clothes travel the world and try out related tiktok dances the only limit is your imagination there you go right but their goal the goal is the best bit our goal is to democratize the social media fantasy by giving everyone the chance to live and create in a world without limits there you go that is a boogie ai the name of this company just start up yeah crazy man democratize something that matters man good lord um man that's crazy but there's not a time before deepface came to tiktok though in some way or the other yeah yeah i mean at that point we're getting into like ultimately some of the other weird stuff like singularity and things like that at some point just that constant push for people to create all the fakes or the yeah or yeah i don't know man have you seen that um jz tried to like see us start up recently because they started they posted um videos using his like artificially generated his voice and got him to like read shakespeare or sing we didn't start the fire by billy joe they made his youtube videos of jz like doing all the stuff and he sued them for like intellectual property like it's like stealing other density that's awesome like for for entertainment reasons and that's something he sued him i like the fact that he's an artist that has the power to do that because this this intellectual property man is so important it cannot be understated but i think most people are still letting it get over to get um get over i know actually we're going to kind of touch on a little bit of that at some point in this convo but like in a world where labels are able to impact and slow so much of the advancement and innovation and technology and how we consume things pretty much solely because they own right these things that we're trying to use they own the catalogs which is intellectual property at the end of the day they own these artists likeness and things like that so you start adding virtual reality the um the ability to bring people back with those uh holograms and all these things just and then just to act the fact that content is at a huge increase in general and it's easier to create things like cartoons and so many things it's so important to be able to not only own that but be able to defend it so it makes me happy that he he did it at the end of the day i want to be able to make sure i can do that for myself all this random weird deep fake stuff and all that stuff that happens i'm not sure how it's it's back up on youtube again now though so i'm not sure it was a completely successful attempt i don't know whether he went all the way through it or he didn't like youtube is a whole another story yeah but it's the same company they re-uploaded the videos of him they got taken down and then they got re-uploaded so i gotta see that i'm trying to open up the story now is he learning to sing that's twenty seven eleven years ago because the i don't see it but either way it goes the cover session's still live maybe he found some kind of partnership who knows what happened yeah or you know maybe trying to find it now but it's just interesting like so rock rock nation filed the takedown the group is called well the channel's called vocal synthesis um so the videos have resurfaced again and what yeah what nation claimed that the content unlawful uses ai to impersonate our client's voice and i think i think the set to continue this fiasco i think they're going to carry on pursuing legal action but yeah hasn't hasn't gone through yet but it's certainly an interesting one yeah that stuff takes time um but you know it's we're also in a place where fortunately or unfortunately that kind of stuff is good marketing right and pr i'm gonna do this hope to get sued and then that sue just goes into my marketing budget because now i can release a statement that this big artist that everybody's gonna copy like this story this big artist is yeah doing this cool viral thing and the last weird story that i want to end on is the deal that went through this week about uh universal music group doing a big partnership with lego uh which is one of the weirdest ones i've seen this year has to be said but the idea that they're gonna they have there's no there's not really many details about this but it's gonna be creating sort of like you know see children's toys around around music so this could be like maybe like lego sets of artists who are signed to umg maybe talks of like a proper like lego style like keyboard and like lego inspired keyboard but yeah i'll be i'll be gonna start seeing like like lego sets of yeah like some big artists like in in their like studio or i mean it's it certainly strange man just because one there's already there's always the fanatics that are going to collect anything around an artist but you're talking about the brands that umg houses met with the brand of lego itself it's a very legitimate brand where there's people who collect legos and all of the different sets just because it's lego right so there's definitely some interesting things to come um i also you know i kind of touched on the fact that lego has created his own characters and worlds especially as the the uh movie have taken off yeah yeah one but the first one was was was definitely good um like so as as those things continue to come they have music and relation to them soundtracks and relation to them but then of course back to ip right maybe they want those characters to enter into some musical world and even there's some robot chick when i was in la i can't remember her name but there's this this robot that has like two million flowers and it's i don't know if her singing is a i or they have somebody else to sing for but at least the actual influencer it's like a full-time influencer taking pictures with people is it and she looks somewhat realistic so like maybe they can even go they want to go that direction with some lego characters who knows and obviously all all kids love music as well so and obviously they're going to be growing up on tiktok therefore they might want to but you know get these sets of their favorite artists as well so the big market to go into especially results you got like spotlights really going in on kids right now as well with their own like spot offer kids sort of like app and programs and stuff so that's that's very real because they need a tiktok for kids man the the ages of the kids that i saw on tiktok man that creates so many videos and you're like man i want people to create videos to this sound but lord this i don't know about you man you yeah yeah yeah it's crazy so i'm i'm looking forward to yeah seeing how this develops really so this sort of come out of nowhere really but it has got a lot of scope with this market and obviously maybe maybe a lot of the companies are going to turn their attention towards the children's market now yeah i'm with you man i'm looking forward to it it is one of those things where when it gets announced it's like okay that was random i had no idea that was in the works and then you just have to wait to see where they go with it because i don't see any remnants of any direct hints i can you know have the hypothesis that we kind of talked about but yeah i i have no idea where they're going with it yeah no idea but we love it anyway yeah it's uh gonna be good to watch but i think that's that pretty much covers what i want to deep dive into today obviously a lot of jumping all over the place but i think we're going to be the main headline is from Spotify's side is that streaming is still on the up and they're still growing so the industry you know is it's doing okay but obviously it's taking a massive hit particularly in the live sector but look we have got the streaming to fall back on that isn't so heavily impacted at this time bro yeah it's been an interesting month man i love these stories actually looking forward to some more for sure all right music matters everybody as always make sure you hit that like button make sure you subscribe all that good stuff be cool peace bye it's the mat work