5 Questions with @Dashgo…Ramble

If you know what KTBSBPA means, then just imagine the chaos of actually being on the management side for Backstreet Boys and all the insane people you’d come into contact wanting any piece of BSB they could get. I met @Dashgo founder, Ben Patterson while he was still dealing with all things BSB running the digital department for famed management company, The Firm. Since then we’ve both been through a few other evolutions but we always remain digital.

LocationSanta Monica, CA (you could confuse it today 9/28 as the surface of the sun. Seriously, the official thermometer broke in LA yesterday)
Vocation: President of Digital Content Distribution and Marketing firm DashGo
Sign: no, but I’d be up for taking a class.

1) What has been the biggest evolution in the digital market since you started your digital distribution & marketing business, DashGo in 2004?

I’d argue there are two. For content creators and owners, there is more access than ever. For fans there are fewer filters than ever. It is simultaneously easier for artists to make music available to anyone who wants it and harder than ever for anyone to take the time to discover it and embrace it. Lots and lots of music is just the next or previous track on Pandora. Ok actually there are three changes – music is more than ever background entertainment. People expect it to be there while they do other things. They don’t stop doing those things to listen to music. I bet you are listening to something right now. So for DashGo, I try to think about ways to put music, and make money for music, in and around those other things. Instead of fighting as a needle in a haystack, build a stack of needles. Which is also the title of my (not-real, but would entertain an offer though Chris Anderson will probably rip me off) business strategy book: A Stack of Needles.

2) You recently helped Weezer launch their album Hurley taking over YouTube. When so many traditional record label staff view digital as a great killer of the industry, how does it feel to be able to point to the chart success of the album on bothiTunes and Amazon as a direct result of your digital marketing?

Can’t complain. But I will – it remains a hugely challenging market. I understand we beat sales forecasts, but album unit sales are declining rapidly. We as a society and musicians as a community aren’t doing enough to demand credit for their work and to protect it. I’m not a navy crusading against pirates, I just find it odd that most digital music focused news, Twitter feeds ant the like champion DIY approach and at the same time are incredibly bullish on sites like Mulve or Grooveshark or whatever allows folks to download music for free. How can a fan use that service to “discover” an artist? They just deliver the exact thing someone already knew they wanted, for free, with ad money going to the middleman / host and nothing to the artist. DashGo monetizes our entire catalog on YouTube. Go watch a video of the song there or one a fan made using it as the soundtrack or make your own. At least the band gets paid. And there is more creative collaboration. Or sign up for Rhapsody or MOG or Thumbplay or any of the half-dozen services that are dirt cheap and stream to your mobile device. Meanwhile inFrance, the government is offering people under 25 double their dollars (euros) in digital music purchases made this year to support both French digital businesses and French music and to encourage legal access to music. I wish we would find more ways to demonstrate how superior (and frankly cost-effective) legal digital music services actually are and support them more. I try to do my part by entertaining just about any digital licensing offer we receive.

3) What are the biggest traps that an artist can fall into when it comes to their digital profile?

Not understanding the medium. Don’t expect a bunch of Twitter followers if you infrequently write uninteresting posts. Also, spreading yourself too thin. You may not need a Twitter profile. Maybe an artist is great at making videos. Invest that Twitter time in reinforcing a YouTube channel. I argued last month that an artist doesn’t need their own website, just a domain name. That can point to whatever is your best method of communicating at any given time – maybe a full site, maybe a Facebook page. Signing up on every brand new DIY site is a waste of time. Pick the ones you can manage best and or offer the biggest reach and invest time there, Remember that songs still have to be written, performances perfected and food eaten.

4) Twitter can sometimes be a nightmare to follow ‘live’ events. How is your new product Twinterview going to resolve it?

Twinterview is great. It allows users to solicit questions, contest entries, anything that can be typed and links to to both a fan and artists’ Twitter and Facebook accounts. Then the artist can choose which questions to answer and they and questions are released simultaneously on the fan and artist accounts, with links back to a central transcript for friends and followers to experience the entire event. Weezer used it as a unique interview platform and Dr. Dog used it to solicit and schedule their summer tour dates. Their biggest fans were the first to know about the tour and they helped make it.

5) When there are so many new digital tools and outlets available, what is the deciding factor for embracing a tool with one of your artists?

Does it allow us to reach an audience and does it provide a unique or better way of doing it? Our marketing has to fit the medium, and our content needs to fit the platform.

5 Questions with Tracey_Kessler…Ramble

I was fortunate enough to chat with Tracey at a book launch last year for Kristin Harmel. She definitely knew how to make Chubby Checker laugh and I knew we would be friends. A year later my new artist friend is on the brink of leaving the Isle of Manhattan. She was also kind enough to let me use images of her amazing work for this post. Thank you Madam Artist!

Location: New York but soon to be San Francisco (again)
Vocation:  Artist
Sign: Gemini
Website: traceykessler.com

1. Where can people find your artwork?

On my website but I am looking for gallery representation!  Emerging artist that needs to be discovered after 20 years of painting.

2. What advice could you give on how to buy art for those who would like to dabble but feel it might be beyond their understanding?

Buy what you love and what moves you.  Go with your gut instinct.  If you have a weak gut, I would consider researching dealer’s, curators, academic professors in the colleges and pay attention to what is happening in the art markets. Todd Levin, Kenny Schachter, Marion Callis are a few to follow beside the big names of Larry Gagosian, Mary Boone or Jeffrey Dietch.   There are many talented artist not discovered so pay attention to group shows, juried shows and pop-up shows around town.  A great film that is inspiring is called Herb & Dorothy about Herb & Dorothy Vogel, a postal worker and librarian who filled their 1-br NYC apt with art they loved and amassed a world re-known art collection.

3. You’ve lived and worked as an artist in SF and NY. What is the difference in the art scenes in these cities?

Well,  I had an interior design business in the Bay Area and have focused more on my art in New York. Obviously, New York is the center of the art world but the Bay area has produced some incredible artists and has some notable galleries.  And well the difference is that big body of water called the Pacific and those Redwoods are just to die for!  Making art in the Bay Area is just peaceful while making it in New York, well, need I say more 🙂

4. How has being on social media enhanced your career?

The Last Moments

I’ve gotten to know many more artists, curators, dealers and gallery owners.  Also, the chatter, banter and seeing other’s work in mid-process between artists is quite fun.  The art critic for the New York magazine, Jerry Saltz has quite a lively Facebook wall that can get pretty rowdy.  It’s a good place to go to at 2 a.m. if you are on dead-line and want so have some random art speak to shake up your evening without leaving the house.

5. As a longtime dog lover, what are some tips you have for keeping a dog happy in an urban setting?

Aww, come on Colleen, you want my insider deal for your little Elle.  Does she need a doggie play date with the Sam man?!  He is kept happy with his assortment of Greenies, Moo Cow and Bear.  The studio visits help too as he thinks people are just coming to see him.  The ego on this pup is something else.

Note: Of course I do!

p.s. Art Lovers Do Something Good Right Now!

5 Questions with @jessalbert…Ramble

It was in Santa Monica a few years ago I first hung out with the dynamic ‘ginger’ that is Jesse Albert. He is smart, focused and cuts right through the spindoctor spiel to find out how to make deals happen. This is a noble quality in business and in life.

Location: Hollywood
Vocation: Producer/Consultant All Media Platforms
Sign: Libra

1)  In the last year you left a talent agency to embrace your digital entrepreneur? What are some of the lessons you learned and what are the advantages of working for yourself?

Yes, I did leave ICM where I was a new media and branded entertainment agent.  At the risk of sounding like the bitter ex-employee, the biggest realization for me was that talent agencies are not the place for new media or branded entertainment practitioners.  As an industry we went thru an exploration of talent agencies getting involved in new media around 2001-2002 and it didn’t work then either and while there is more opportunity now, I don’t think agencies are committed enough to supporting either medium in a way where they can have a meaningful impact.  I get that it’s sexy for a talent agency to represent a large brand, but most agencies tend not to have the necessary strategic capability or patience to understand and provide uniquely tangible benefits to brands.  There’s simply not enough revenue from digital in the deals to warrant the necessary expenditure by agencies to cover the new media space.  Never mind the constant and ongoing perception that digital media is cannibalizing traditional media.

Talent agencies have a core expertise that they do very, very well and if 97% of entertainment revenues are derived from traditional media then that seems like the obvious place for a talent agency to concentrate their efforts.  On a personal level however, I’ve been working in digital media since the mid ’90’s. I’m not interested in being in an environment where I feel like I’m pushing the boulder up the mountain every day just to get people to understand what I do.

Back in 1998 everyone was likening the internet to the wild wild west and here we are today and I often hear that phrase repeated.  The reality is that we’re now in a state of perpetual beta which is a great opportunity and a fun place to be.  I think that we’re at a cross roads in how consumers consume their media and creators and distributors monetize it. Working outside of an agency, I love being free to engage in the exploratory process, looking at and testing new financial models, developing or producing a variety of types of content and expanding upon distribution formulas to incorporate a more global footprint.

Given my new-found freedom, I get to do whatever I want and whatever interests me which is fantastic.

I love strategically connecting businesses and/or teaching them how to interact with one another. I’m starting to like more of what I’m seeing in the high end “web” content space. I’ve found a couple of properties recently that appeal to me which I’ve been able to help develop and sell and to explore different financial models that include foreign distribution, home entertainment, television licenses and of course web advertising and/or brand sponsorship.  Some of the work being done on the web is more akin to filmmaking with the only difference being the overall financial investment and how distribution is windowed.  I think that audiences, a vast number of whom are now consuming content online, are hungering for types of content that they’re not finding in traditional media.

I’ve also been an early evangelist of transmedia or cross-platform development. I think it has huge ramifications both strategically and financially for Hollywood and it’s something that I’ve become passionate about over the last several years, especially as I’ve been fortunate to work with and represent many of the thought leaders in the space such as Starlight Runner in NY and Hoodlum out of Australia.  I’ve been able to take those relationships and expand upon them both in entertainment, but also explore the concepts in branded entertainment and even advertising. Randomly, that interest has also led to being tangentially involved in some very early stage research in developing strategies for usage of digital technologies in new theme parks, and how to extend an IP, mythos or experience into new platforms both within and without the park.

2)   You tweeted about scaring Movie Studios with digital tactics that involve the word “free.” How do you think traditional companies evolve past seeing free as a bad word?

That’s a probably a question better suited for Matt Mason who wrote The Pirate’s Dilemma (Available for free download  which I highly recommend).  There’s a lot of dialogue happening right now about free, IP theft, and net neutrality. And sadly I think most of the entities with a vested interest be they studios or unions are taking an antiquated approach. I did mention some ideas to a studio division that will remain nameless, how they might take advantage of what’s happening.  Needless to say, I was pretty much greeted with blank stares.

I love some of the stuff that Gavin McGarry at Jumpwire is doing with peer-to-peer for instance where you can measure interest and geo target it to such a high degree that you could anticipate and stock retail according to corollaries in online traffic.  And by looking at what’s being downloaded via P2P of “your” content, you can start to anticipate audience interest and buying intent not just by-product, but also again by location.  Rather than fear what’s happening, let’s turn the tables and use this information to better focus our efforts.

3) In the last couple of years Comic-Con has attracted more Hollywood Big Names. What was your impression of events this year and what was your personal highlight?

This year was a personal low light actually.  I used to love walking the floor,reading the books andmeeting the creators, but now the floor, the parties and events feel very overrun by Hollywood and certainly some of the attitudes that I was happy to escape from. I also found a lot of the show programming to have nothing to do with comic books.

4)  You are very vocal about social issues. What is the most important issue people should be aware of that will affect them but in general seem to be paying very little attention to?

Where does one begin, lol!  I tend to be quite outspoken and maybe having kids reinforces the need to be so.  I blog, tweet, donate and write letters to editors about everything, but right now, the role of corporate money in politics is becoming of paramount importance because the voice of the people has been lost in almost every issue from net neutrality, to our environment, to pretty much every regulatory effort to protect the rights and needs of you and I. Or perhaps it’s the negative influence of Rupert Murdoch.  Pick one.

5)  As a father your kids are growing up with a digital profile from birth. How do you guide them when it comes to Internet and what have you learned from watching them use it?

My eldest son Sean is 7.  I’ve been very hands off in terms of influencing what he can and can not do.  I love watching the discovery process thru his eyes and so try not to guide him too much in any direction.  I gave he and his younger brother Brendan (4) a used iMac very early on and have allowed them to discover on their own starting with playing games to rudimentary surfing and a lot of search by Sean as he learns to spell. My eldest will now see a commercial when they’re watching Clone Wars and go to his computer to enter the URL, or he goes to Google or Amazon to look up light sabers or robots or toys.  He’s amazed that the computer knows what he wants all the time!  So he’s becoming more savvy and identifying the power of the internet if not necessarily understanding the actual process.  It’s fascinating to watch.  I’m not terribly worried at this point given the type of interactions they’re having on the computer.  At worst, there may be a lack of privacy with regard to ad networks and cookies, but they have no credit cards or real personally identifying information that can be abused.

When they start to venture into other forms of social media and network destinations, or have phones or cameras I’ll have to worry and start being more hands on and protective.  For now it’s really fascinating to watch how children learn and teach themselves.

5 Questions with @BookSparksPR…Ramble

What I love about the Internet is the way it instantly connects you to people you may have never met without it living in other places. @BookSparksPR is one of those great people I’ve online when I inquired about writing for SheKnows.com. Crystal comes up with great digital campaigns for a diverse and talented group of female authors and really makes use of social media to bring books into every day conversation.

She's got a spark to her!

Location: Phoenix, AZ – but I service clients all over the US (and one in Canada!)
Vocation: BookSparksPR (book publicity)
Sign: Virgo

1. What is the benefit of having your own business over being with a larger firm?

For years I worked in corporate and agency PR, and I loved it. The creative people, the atmosphere, the water cooler and lunches with co-workers, the client meetings, the benefits package. There’s a lot to be said about that. However, nothing beats the flexibility and freedom of having your own business, setting your own hours, your own pace. Enjoying a mental health Monday or a Friday afternoon at the movies. It’s liberating!

2. How did you transition from corporate clients to representing authors and books?

I still have some corporate clients and do business PR (through BizSparksPR, the other division of my agency), but at the moment I have a lovely roster of authors that I am really enjoying working with. I’m passionate about books and stories and always have been – and so I’m thrilled to work with so many different authors. It sort of fell into my lap really… I took some out-of-the box approaches to book publicity – particularly online – and people responded and suddenly I was representing several authors.

3. What has been your favorite campaign you came up with this year?

This is so very hard to say – like picking your favorite child! I really loved working with debut author Sarah Pekkanen on her novel, The Opposite of Me. I was thrilled to be part of launching that book (along with Sarah and several very talented people!). I’m so happy that Sarah is in like her 5th printing now and signed another two book deal. I also am very proud of my clients Liz and Lisa (behind the popular ChickLitisnot Dead blog) because they’ve completed a second manuscript which is fabulous and are searching for an agent. They have come so far with their blog and writing in the last year – they are all over the place and I love seeing that! And I’d be remiss not to mention Allison Winn Scotch who I adore and who is so generous to readers and writers. And then, of course, there’s Christine Lemmon who is so inspiring! Her book was an Indie Excellence Award finalist and she is a lovely person. For Mother’s Day, I worked on a fun promotion of Irene Zutell’s Pieces of Happily Ever After with the help of the lovely Emily Giffin. Can I just say all of them? I could go on and on!

4. Do you think it is essential for authors to have an online social profile?

No, I don’t. There are several authors who do not and who do just fine. I think it’s a great way to reach readers and promote your book and build your readership – and also support other writers and readers. It’s exciting and effective – but not essential. Well, maybe a little essential. It’s certainly a lot of fun connecting with the book community – readers, writers, reviewers, book bloggers, and other authors.

5. How do you manage to juggle so many amazing projects and write too?

Oh my… well, I have a great team of people who help make it all happen. A wonderful co-worker who I met online and adore, a couple of fabulous, very beautiful, smart and savvy interns from Arizona State University (Go Devils!). So many authors who are so very supportive of my work and of each other. My lovely babysitter who my kids adore! A supportive family. My writing definitely takes the back-burner – as I’m too busy promoting other people’s writing. But I’ll get there… and when I do, I know a network of women authors who will be cheering me on!

5 Questions with @billyjohnsonjr…Ramble

The first time I met @BillyJohnsonJr he gave me  a grilling to make sure I was worthy of being his boss. I was nervous my first day. I knew everyone in the group had interviewed for my job. Billy greeted me warmly with a hug. Right then I knew we were going to be pals. I’m glad it’s remained that way long after we no longer work together. Billy has a great sense of humor and great taste in music.

Location: Santa Clarita, California

Vocation: Music Journalist,  Yahoo! Music

Sign: Scorpio

Blogs: Hip Hop Media Training and DopeDads

1) There are so many ‘mommy bloggers’ they even have their own conferences. As a long time Dad blogger, do you find that Dads coming together is often undervalued?

Lol. Love this question. I definitely think Dads coming together is undervalued. And when I started a personal blog in 2005 (on the now defunct Yahoo! 360), I wrote about a lot of random things, but it was my blogs about fatherhood that got the best response. I have a dry sense of humor so I think people liked the sarcasm about the trouble my then 3-year-old twins were causing. It was great getting feedback from other dads and also reading about the things they were dealing with with their families. I found it affirming and therapeutic.

2) You recently auditioned to have your own show ‘What’s Up, Dad?’ in the Oprah/Kohl’s/Mark Burnett search for “Your Own” Show. What would your show would be about and what the audition process was like?

My “What’s Up, Dad?” show concept is all about fathers coming together. My kids have a couple activities. My daughter is in dance. My son is in Cub Scouts. And they are both a part of a cultural organization called Jack And Jill. Between these activities, walking them to their classrooms everyday, and taking them to birthday parties, I have come in contact with a LOT of fathers who are very active in their kids’ lives. The whole concept of the mother taking the kids to all of their activities does not always apply today.

So the show is about finding dads who are working through particular fatherhood issues and getting them the support they need. So let’s say your wife always combs your daughter’s hair and gets her dressed in the morning. What do you do when she’s out of town and you have to get your daughter ready? “What’s Up, Dad?” can show you an easy hairstyle that a dad can do so that your little girl does not have to walk around looking like Courtney Love or Macy Gray while your wife is away.

What if you’re a dad who wants to get back out on the basketball courts on Saturday mornings with your boys, but now you have small kids at home? Your wife works late and you don’t want leave her with the chore of babysitting early Saturday morning? “What’s Up, Dad?” could introduce you to a father who brings his 4 and 2-year-old kids to the courts with him and show you how he keeps them occupied.

“What’s Up, Dad?” is a much needed survival guide for fathers with a sometimes comedic and sometimes serious tone.

3) Switching gears to your music journalism career- when you only have one question or a few minutes to interview an artist, how do you select which question to ask?

When I only have one question or a limited time to interview someone, I will definitely ask about a main topic of discussion surrounding the artist. But I will try to make it interesting by approaching it from a unique perspective. When I interviewed Kelis a couple weeks ago, they told me that I could ask her about Nas. So I just asked her to explain her song “Emancipate” where she seemed to be venting.

4) How has being a dad helped you formulate questions for other artists who have children?

Even though I’m a parent and I interview a lot of artists with controversial music, I am not inclined to ask them about responsibility per say. But if there is a human interest tie in that relates to their music, I will ask them about that. Again with Kelis, she just had a baby and has a song “A Song For The Baby.” When asking her about that track she explained that she made it because her dad used to sing to her when she was a kid. When Eminem released his first album and talked a lot about his problems with Kim, I asked him if he would ever make a song about his daughter. I told Keri Hilson that my daughter loved the way she sang the word “energy” on her song, and she thought it was interesting that child would articulate such a specific comment about the vocal production of a song. Keri said that I might have a little songwriter on my hands. Lol. For the most part, if I have a question or comment that I think is interesting, if I have enough time, I’m going to go for it. Artists appreciate it because it’s out of the norm and it generally gets them talking about things they don’t normally talk about in interviews.

5) You were very vocal about Chris Brown beating Rihanna and shocked by the audience reaction from attitudes towards it in favor of Chris. Brown recently performed a tribute at the BET Awards to Michael Jackson. Does time heal all wounds? As a parent do you want to see Chris Brown back in the public eye?

I can’t say that time heals all wounds but it does help. I was pretty upset with Chris about the incident. I don’t care if he was provoked or not. He never should have crossed that line. Initially, I didn’t feel any remorse from him. I think the backlash he has experienced has humbled him. He goes from complaining that Wal-Mart is not stocking his CD to asking fans to call radio stations to make him relevant again. Because of the incident he – the one most compared to Michael Jackson – was shut out of all of the tributes. I know that had to hurt and had to make him think about his actions.

So the BET Awards was a great opportunity for him to redeem himself. Some people think his breakdown on stage was fake. But I think it was real. He has been through a lot and he’s only 21. His career took off when he was 15 and he’s had everything since then – one of the hottest female singers as his girlfriend, best award show performances, number one songs, he took some of Usher’s thunder. When you think about it, when an artist with that much momentum eventually falls off, it’s gradual.

But because of his decision, he lost everything overnight. It’s kinda like that Eddie Murphy movie “Trading Places” in that since. So it was culture shock. He had to be scared. So for him to finally get a second chance and to nail it on stage during the anniversary of Michael’s death, and to have the audience receive him so well had to be emotional for him.

I do believe in second changes. Thirds, not so much. Lol.

New Directory…Ramble

A few weeks ago I switched themes on WordPress– I am still seeking a theme that allows me to do exactly what I want. While I love the look, when it comes to search this particular theme does not list entries, it brings up the entire thing.


As time has gone on and the 5 Questions with… series grows it was time to add a directory just for those rambles. There are some amazing people out there I’m lucky enough to come into contact and now you can discover them more easily. Enjoy!

5 Questions with @vcravid…Ramble

Keepin' it fresh

The first time I met @vcravid she was part of Courtney Holt’s ‘new media’ department at Interscope. She was bold, funny and got right to the point. She was my kind of people. I was so glad we got closer when I moved out to LA. Ravid carved out what the digital space means to hip-hop marketing today.

Location: City of Angels
Vocation: Making Things Happen
Sign: Cancer

1) As a digital music wunderkind, what do you think are the essential when you are creating a digital marketing strategy for an artist?

I’m a big fan of concept. Identifying your point of view and whom your selling to and then being consistent in delivering that message through community. This means online (social networks), in your community (on the road) and within the music community (artists and industry influencers). Each one of these “communities” will create a vehicle for your music to be heard. If you are missing one, then you are unlikely to make it in the long run…

Specifically to digital, I don’t think that every artist should use every digital platform… if you don’t naturally gravitate towards and like a platform (twitter, blogs, live video streams), you may cause more harm by alienating your audience. Once again, consistency is key-find that way to that you do feel comfortable communicating and do that, and only that consistently.

2) Back in the Day your vocal pipes got you a start in the music industry. Why did you focus change to the business side and would you ever consider singing guest vocals on tracks?

I took an internship at a major label at 19 years old with the intent to learn about the business and meet people who could help my singing/songwriting career. Back than a major label would make you or break you and I saw some artists whom I believed to be talented not make it because one executive could control their path.. Being the control freak that I am, I couldn’t let that happen to me, so I decided to become that executive that would do whatever I could to MAKE YOU.

I always think about going back to writing, I miss that creative outlet, and if someone wanted me to get on a track, I would consider it. I love being a part of the creative process and even though I wasn’t in the A&R dept, I always made sure that my opinion was heard about the music we released – good or bad.

3) What are some of the most off-the-wall requests you’ve had from artists?

I had to really think about this one. I think that after such a long time in this industry, things no longer seem that off the wall. You get used to it as the normal every day crazy. I did find myself present for a bunch of ridiculous, movie like situations.

4) What projects were your most fun and memorable to carry out?

You can find me club body hard & lean

I was the first ever “urban” focused digital marketer at a label… this was back when digital was New Media, and we would get skipped over in the marketing meeting. But, I was blessed to work with an artist that was willing to try just about anything I suggested. He (50 Cent) also happened to be the biggest artist out at the time which only made the results that much bigger.. we built a model together… that was exciting.

I’ve always had fun no matter what, because I love music and really did care about a lot of my artists. Most recently, I loved working with Soulja Boy. I don’t think many expect that to be one of my most memorable projects, but he made me remember how I used to feel about music when I was a teenager. He is so smart, had so many ideas and was full of energy… he was just so happy to be here and I fed off of that energy. He obviously understood digital as a means to connect with his audience and we were able to use non-traditional means (at the time) like Youtube and mobile to break his records.

5) How has consulting allowed your creative juices to recharge?

I worked at the same label for 9 years.. You tend to get sucked into your environment and you sometimes forget why you wanted to do this in the first place… I now get to see things from a completely different angle and I get to choose to work with projects that inspire and people who drive me.

Currently, I’m concentrating on integrated marketing projects for brands that are looking to use music as a means to reach their audience. Creating that big idea that you get to implement on multiple platforms that touch all 3 cmmunities that I mentioned above.