I'm going to let my dad asked last question, because if I don't, I feel there will be some negative repercussions, though sick. I want to say, as a consumer, a slash person who watch tv late at night. I hate the commercials on tv is a minute. Then the bottom says skip I press it the heart. I hope it's never going to come back. I want to make sure I just rewind what my dad just said. My dad said when I watch television at night from eleven to twelve, I hate This shows the next thing he said is when it goes to the commercial. As soon as in the bottom right it hits skip. I hit the ball in an skip it. My dad is watching you tube for the last couple of years and he just refer to youtube, not television. This is what I think people don't understand is actually happening. This is about fourteen and fifteen, and twenty two year old, the world is transitioning, the consumption. The future of television is here at once again its common you're right. It's come at its upcoming like its hat

This is the gary vee audio experience. I think everybody for becoming our excited. We're gonna kind of do a little bit about half panel a podcast session you're. So we can do the panel and I I think it's gonna be really fun. So rhetoric will mind we want to introduce it. First of all, thank you so much for joining us The beautiful day in Cannes I renew weathers nephew. But excited to have you all here today. I think you know in a week where you from We heard so much about what could happen tomorrow hey- I was you know, what's gonna happen with all of that really excited to welcome you here today to talk about what actually happening today and was actually important, and that's what bringing on social every single minute of every single day and what could be more important than the creator if you are making that happen so with that

send to introduce you to the oh gee creator of the family, this agreement or who is gonna, be moderating our panel today. Thank you actually, this real quick. I presume that lets also clambered up each other cause. There's a lot of people who are moving and doing there I just want to make sure everyone gets you guy. That's right. It for each other, a little bit louder. I'm talking you yourself horizon really excited to be here: let's keep it up, vainer nation. I know your listing podcast were live here, can lions at the end of the week, others, but a lot going on here, the majority of it straight bullshit people talking to each other about each,

about this ecosystem of advertising, that normal people, like you, listen to the spot, guess never see. However, this session is actually gonna, be the real is version of it, because when we talk about what is actually happening, not tv commercials that nobody actually sees not all this other nonsense, that's happening subjectively boardrooms. This is happening in the trenches. There are human beings out there who are producing content that are actually being consumed, While everybody in this town is trying to find that magical television, commercial, that's gonna, sell stuff, a man gets on escape board listens to fleetwood back drinks ocean spray out of the bottle, and we should spray cells out across the world called real life and I'm excited.

we have a real life audience, so let's hear them, clap it up for everybody at home. What makes this extra special for me for everybody at home is that many of you know that I've now been in the ad world for fourteen years with vader media and I've come across a very small handful of people who actually think do know what's happening in pop culture, due care of bringing that currency and that energy to the largest companies in the world and the gentleman I'm going to introduce burst is a name that I've been talking about for a long time. I was talking to my brother AJ about how long we've liked frank cooper. We met him Leon in the pepsico days, and we left him, we said, wait a minute that guy might actually know what's actually going on, and so here we are all these years later. He is now the global c m, o a b. Sir frank, how are you

John Gregory were also joined and I'll, let him chip in in a minute we're also joined by some greek readers. So I'm going allowed to introduce themselves until you a little about them so before I let brand kind of get on the ones and twos we're going to go round and make sure the audience at home and individuals here know a little bit about the other, incredible individuals we have with us. So let's start off this one especially excites me because it mixes that Worlds insane, although tell everybody at home, and here who you are, what you do- yeah hi everyone. My name is robin del Monte, also known as grow boss, town by content, womb, Thank you. Thank you. I didn't mean spoke out. I'm getting applause, so this is really great so my content focuses on social strategy, creative direction and try and forecasting. An I essentially created a digital razumihin called out brands and celebrities that I wanted to start working with, because my traditional resume can even

my foot in the door. I was on linked in everyday, sending fifty rise, amaze thinking that it was just gonna happen for me, but then I made it happened for myself. Instead of being invited into these boardrooms, I was creating these boardrooms online with the consumer and allow the consumer to be a part of the creative which always inspires me oh. Currently, I work with brands and allow them to and show them that creating a relationship with the creator and creative off line is just as important as the relationships that you build on. Camera I know a lot of brands. It was a matter here today are starting to do that, which makes me very happy about where the industry's going I'm so grateful to be a part of that, and just as a a year half ago, I was rolling silverware as a waitress, and now I'm on a yacht in the south of france. You guys so

power of storytelling and social media is real, go figure. Let's keep us going, please say hello, high everyone, many myths, adrian la hands. I led global operations, are tik tok, creator, marketing solution. I'm not a creator myself, but I really empowering yes, I do represent all of the creators on take up. We have some other way some amazing creators and the audience I hear from technology, and we have a tick tock, we're really investing heavily in empowering creators and providing opportunities for creators to make a living on Tik tok. That is our whole sole purpose. That is how my team is measured is how much money or creators making on the platform, and so we have products like the tick tock greater market place, which is our official platform for brandon critter collaborations, and we spend a lot of time really educating marketers on how to really part

with creators and in an effective way right and had a really leverage the power of creators because, as you see with our creators here on this panel, they are just so multi faceted and they are in a true entrepreneurs, but they are also creative consultants and they can do they cannot. So much value to your browns and how to connect with consumers today loved mammoth- Are you going guys, I'm Eric? I'm also excited to be the south of france, I'm a u super. Blunderby yourselves, like a bit grade, have taken the first member of like Genji. We certainly grow up watching you tube and actually get to do for a job which is really exciting, I was a wedding videographer up until twenty twenty one wedding stop happening fur, unknown reasons. And I and at that point, is how to combat Jesus moment of what I really want to do, and and

I really, despite my put on the gas bird you to buy, I set this audacious goal of going. Zero to a million subscribers, to prove that it was still possible to become a creator in twenty twenty, Luckily able to achieve that goal, which was which was awesome, and now we ve sort of become over the last couple of years. news outlets, stalinism. because the mtv of youtube, where have sort of different formats, that we adopted from mainstream media and brought them over to digital, it's a whole lot of

and we've grown to thirteen million subscribers now and we have yeah it's very exciting, and I get to use creator now, which is my critter educational platform, to help cater to the exact same thing as I did so. That's where, at frank, I think it's really fun to kick this off right away with you. You know with visa. You know, you said something downstairs, and they heard you say it, maybe to me or somewhere else before our relationship with finance is growing in a very different way, and youth culture, and even just general pop culture, is trying to have a different and is having a different relationship with their finance when, when you think about visa as an iconic brand and what it does as an infrastructure and then what is happening in the crater economy. Knowing your background in music and getting your roots in that and doing it, for you know pepsico and things that nature I it feels like a really. I think a lot of people listening may not be able to see the connection point where for me, it's incredibly clear, I'm curious from your perspective. What is the opportunity? How do you see it? How does visas

It has frank cooper, see it. What's you know those things take it away. Well, I mean first, first of all, like you, I'm not I'm, not a creator. I have no handle like what. What's your handle iraq, iraq in your handle, Carlos girl boss, I need a handle. I I don't have a handle, but I love these love handles, and but I am but I wouldn't have been as supportive of creative people for a long time, and you know I came out of the mortar just for any of them were born yeah. Probably so it's true yeah. It's probably true. I've been in the game a long time so and I started I started off in the music industry of that def jam, and so I got a chance to look at it. You know I looked at looked at it through the lens of culture and music was at Buzzfeed.

well, during the good years, twenty twenty fifteen we were actually there together and buzzfeed and and in a couple of a couple of things I learned through that process is, is number one that many brands did not look at the world through a cultural lens. They looked at it through an industry lens they looked at and they talked about what they wanted to communicate to people, and they would even sometimes overlay some cycle, graphics, which is helpful, but I was interested in culture like what are what are the shared values and shared behaviors? You know what's worldview and how and and how are people grouping together beyond traditional demographics? So that's what I kind of apply. Secondly, because I came out both motown and def jam and I believe, and still believe to this day, that the creativity that came out of black culture in in particular defied everything, including today, like there's a lot of talk about ai and what I love about about this creativity and black culture- is that it defied every historical pattern. You can name just look at it over time. Everything that was done actually was a contradiction to historical pattern. It's all! So I looked at that and said: well, there's there's such energy. Coming from that, how can I apply it to brands and bring humanity back into brand? So that's what I've been trying to do over and over did it a pepsi? You know in a visa. What I saw was this is that there was a shift in people's relationship with money. You know for a long time. People would think about their sense of well being. They think about nutrition and and kind of exercise and even mindfulness. But money said over here outside of it, and when you looked at all the stats, though number one source of anxiety was money, you know, and people were trying to figure out like how do I go ahead and what I saw from creators in particular was that there was this level of transparency about mistakes, about vulnerability being. How do I make money and how to? How do I move ahead and for me I saw that as an opportunity, and that to me is just a cultural lens on money and visa, many people, think of as a payment card system, but it's just, I think of it as part of the entire money ecosystem. You know how you earn, spend, borrow, invest and give money, and we play across the full spectrum, and so I think we have a role in bringing some of that kind of cultural nuance into the game. I love it for the three of you that interact with brands from different perspectives to from the craters that form side and just around the horn for a minute or two. What do you think stands out as the thing currently that brands don't get? You know on a tiktok platform level with his brands in the world. What are they still missing right now? Where do you think is the white space and and product creators like? What's the most tone, deaf stuff,

that you're, seeing what are you struggling with? What do you laugh at when a brand comes to you with some bullshit yeah? So there's been a major shift in the media landscape right. It's all about people don't want to be marketed to from brands. They want to be marketed to from real people they want. They don't want to be sold to write, and so creators play a really amazing part in that, but oftentimes they hear brands. While I want to connect with my audience, I want to connect with my consumer, but when you're working with a creator you're, it's not your audience, it's not your consumer. It's the creators community that they have cultivated. So when you approach it from the lens of I'm reaching my audience you're going to have a more nuanced kind of approach of trying to control the script or having like very specific talking points, whereas if you recognize that you're actually reaching the creators community and the creators audience you're, going to recognize and have much more respect for that creator to have their own voice and use their own tone and be truly authentic to themselves and authenticity wins on tiktok every single day. Seventy one percent of tiktok viewers say that a creator's authenticity is what motivates them to purchase from a brand. So we spent a lot of time educating brands to kind of give up some control in the creative process,

us, and also you know it's not just in others, plenty of Genji trendsetters on Tik tok platform. But there is also grandparents, there's also accountants, and you know dentist in and all sorts of, even craters dentists on take tat. One is where one of the poorest people that popped was a dentist. If you take it back for when the transition and musically to tiktok- and I think that's always one of the biggest mistakes that people make. People continue to talk about social media as if it's just for kids, when the entire world consuming social media what he got yup, I think a lot of times when you see a brand and a critter work together. I always think about it as two people trying to protect a brand. It's the brand trying to protect the brightness, the creator trying to protect their brand and no one wants to give too much, and I think. The most beautiful things have there's a magic that happens. One. Right in the middle of that Ben diagram. You know where the brand naturally has an integration into the creator.

world there's a little sandbox there and the best brain integrations that I've ever done not where a brand gives people it points to hit I'd better. I mean fruitful for both myself and for the brand right they give their. They have fun stand back the plain of like here: sort of the constraints. This naturally works inside of your brand and ours, how can we make this feel natural integrated? Like you said, seventy three percent of people are looking for a natural integration into a brand. The best when that we ever did, I think, was for pizza hut, where I look pizzas. My favorite food is my purse memory in life, pizza hut, specifically I I've always loved and I actively called them in my videos asking for them to help make the world's largest pizza at the end of last year, and we are making the world's largest pizza with beats. I've made a suitable commercial about it and everything Thank you so much richer, but it came we'll be begging them to do a partnership with me, so I think it has to be a natural fit and you have to get the crater somewhat of a sandboxed oregon. I definitely agree with, but both of you,

you're saying and I grew up on digital- I mean I would say, the tv was my baby sitter growing up, so I was always consumed with media and, if you think about it,. the times Genji. They spend more time with these creators than they do at their actual friends in real life, It is such a personal relationship, so toper brands, top that and understand that, like we're saying I mean we're so Poor pass the twenty six seen through twenty eighteen influence, our era where there less transparency and they gave everybody, this aim scrap the we ve caught onto that now I always say it's like when you're walking past a kiosk in the mall and somebody's shoving, a product on your throat? You're not gonna want to buy it, but when your cousins acne cure it up after having acne for two years and she's telling you about you're gonna be drawn to it so definitely likely site. Even though authenticity is a budgets buzzword having these authentic brand partnerships, but sometimes that doesn't come right away and that doesn't come from just

traditional brandyball like for me. Sometimes that looks like me doing consulting for them and really growing our relationship, so they can understand me my audience and what would be the best approach for us to work together? Frank. What is what is a new organization.

You've gone into some of the biggest brands in the world? What is a new organization? Usually struggle with, or how does it normally act when you're trying to build bring in actual pop culture, actual creative that is actually happening in the world versus what's happening in madison happy the way I started this podcast is there's a disconnect, in my opinion, one man's point of view between how madison avenue I love when everyone here is like how we as brands, you know, create culture and they define that as the commercial that creates culture, and I'm like that hasn't happened in a very long time. You know we're not rolling out the waiters, the beefs or the just, do it's spike Lee and Michael Jordan and aren't showing up on the scene in a tv commercial for thirty seconds, the culture pop culture, urban culture, the cultures happening in a lot of different ways, you're actually trying to bring that real thing. I know how challenging that is because we're trying to do the same thing as an agency but you're on the inside at the highest level, trying to bring that in what what are the common themes you've seen and and more importantly, what should people be thinking about on the other side of this, if they're trying to bring that energy to a big or a mid size companies, small companies can do it a little easier, there's less ap politics there, it's more gut feel but-

the copies that you're playing at the biggest ones in the world, how should they be thinking about it? And what is the common theme yeah? What was a tough question? I mean the common theme is Ahmed added hard yeah except now. They're. Looking at the common theme is that every company, no matter how big or how small it is, has a kind of muscle memory and so and the ones that have been the most successful for the longest and doing it in a certain way are the the least likely to change and adapt. And so what I've tried to do is basically for those companies that have been successful and have that muscle memory, and I try to come in with two things. One a point of view to that. That proves that interruptive advertising simply doesn't work and it's intuitive to be real, real, quick cause. I'm gonna use the sound of the crowd for the listeners at home. If you are a human here right now that doesn't like when

bad take over your screen or when a commercial comes on when you're watching your actual content, please make some noise, but to your point when I got an average, but

point. The majority money spent out there right now they want to stop you and make you watch some crap. It's like it's like in the matrix, like everyone took the blue pill like, and everyone knows they know. Everyone knows it doesn't really work, but but you have a system set up to that. You can sell it into your organization, a billion dollars yeah. Eighty billion dollars spent on tv commercials right in the us, but the easiest thing to do is to say now I have some stats that come in and show that is somehow connected to some kind of brand lift and then I'll show. You know the number of people who saw it and people just kind of bite, but that's starting to crack now, because now most people in the c suite are asking show me an outcome. Show me an outcome that actually matters like you know, strip away all the brand jargon. What's the profitable consumer behavior that you're trying to change and show me that you've shifted it, thus changing the entire conversation, and so that's that's number. One and number two I think what's helping people now is that we have data that actually really proves what what can move move, the needle and and that's happening in social and digital more than than anywhere else. I can actually show if we're moving a

certain cohort through a certain action. Before it's a little bit of a guesswork. It was, you know, see the leaps you have to take right in his work that now I can actually show it. So so that's the second thing. The third thing is probably the least intuitive. All of all to me, your best friend, has to become the cfl. The least the least rated person in the company has to become your best friend, and the only way that see if all becomes your best friend is, if you can translate all this creative conversation translate that into some kind of growth or business outcome that the cfl can understand. Knowing that so many cmos listened to my podcast say this one more time. Do you believe that there has been over the last half decade, decade, a disconnect for many fortune, five hundred cmos from realizing the importance of the relationship with the cfl, because the tenure of cmos continues to decline? And I'm such a buyer of what you're saying have you like is up close and personal? Is this like a real serious option?

do you think sia most cause they're creative are are struggling to connect that and that's your recommendation to them. Yeah. I'm, I'm not even sure how many cmo's are creative it, but I do think that they are there many c moser trapped into the language of marketing. Yes, you know the and they use their students as students of marketing, and then they use all the language and then so you know what I know does not work, and I and I've seen it. Many many times is: if you go into you talk the language of I'm, going to show you brand lift and brand preference to cfl. It won't mean anything, zero, zero and, and they will say, get the fuck out of my office exactly right, exactly right, exactly right, and so so then, so you have a choice, then you could say like either you can say they just don't get it right and you'll lose that battle every time or you have to develop a translation layer and say now I'm going to take if you believe, okay, brand preference really matters. But what does that really mean like what does that really mean? Or if I, if I hire creator and and I say, hey, I'm going to I'm going to hire a bunch of craters, I got a creator network. Now, I'm gonna put them all on and they're going to be my they're going to be the voice of the brand that be one of the voices, one of the voices of the bread and, and so so I have this network in and see. If I will look at me like, I have no idea why you're doing that and and how that's going to help now, if I show that the creators have a certain amount of influence that I can show who they're reaching and show what outcome I'm going to get from that and, for example, scenario at the end of the year, if there was direct results, were younger, people are going into your ecosystem when that's who you targeted through those creators all of a sudden now you're starting to connect us that seeing it that's right, one more time, just back to you, knowing that you've been around what was considered, fame,

coming up in the music industry, and that was a lot of the element of what you brought into a pepsico environment. What is that? What is the connective tissue between the fame that you grew up with and saw, and these creators that you're starting to see that are building it there? Obviously, it's a very different platform distributions different. Is there any common thread that you're, seeing from this generation of creators versus like the Michael jacksons and the you know, yeah yeah I'll, be lookout I'll, tell you even back then people, people to me, people paid attention to the finish line and they would see someone all of a sudden at superstardom level, but what they missed is all the small steps that they took along the way and to me there's power in small steps, and- and I see you is just more visible today- you can see the small steps and you can see a year later. You know VR from rolling silverware to kind of being, you know being in the south of france or little nas x. You know when he did the pizza, video and said now. You know next year, I'm gonna blow up. I'm gonna have this ui one year later he blew up speed of cultures faster, but the the process is actually the same, which is like the small steps that, in the end, the joy you get from that progress is the thing that gives you greater confidence to to move up for everybody. Listening at home, the craziness for me on a personal level, a frank just saying that

story about the small steps is his much smarter, much more attractive. Much more awesome wife is sitting across from him right now through you know who, who, in MIKE the corner of my right eye, could see my father sasha, obviously, who owned the store, I actually whose actually robin what my dad does not know that I know, as we sit here, is that Nina was a customer of why library, when I was a teenager and as watched all my small steps from carrying out cases that were wrong up at the register to the back of her car all the way to where we sit here today. So she saw she took me. She was a great tipper. Dad

and and- and I think it's really important to your point- the speed at which some easy. These youngsters are able to get that place, it's real, but they still had their life events. There were still six and nine and fifteen laying in a room dreaming and doing the work watching the videos from the casey nice that sort of mr beasts- or you know the things de rocks made for me like watching and building and dreaming and strategizing and putting in the work. Yes, the world is so much faster now and you can get to a higher level. Could somebody doesn't have to pick you up deaf jam or mtv or CBS? The world is open. Algorithms and platforms like tik tok at youtube can create the merit of it versus the lock of the drive somebody thinking you might and you get to the world. So the world is changed, but I you know it's really powerful what you just said. The work still man

As to the point of the energy of the step, almost every fifteen year old on earth wants to be an influencer, almost all of them right now. The reality is not everybody will get there. The reality is many more will get there than we did in the eighties and nineties. Because of distribution that merit of attention. The interest is going to lead to a entirely different world and that is pretty profound. Anybody from panel want to jump in on a build on anything they put the last couple of minutes. I was just going to jump in on what you guys but I do think something really special about the way ten and entertaining works these days. Is it's what you guys just said, which is, It's the the audience is autonomous. They get to decide what they watch it every single second right, which is really really special, and it's super different and that's, I think, a really important way to look at how content is number one created and number two how brands are partnering? It cannot be our just talked about this. Before

but you know when we do an ad or or a product placement for a company. It's not sixty. Second straight of talking about that company. It has to be engaging. It has to be interesting for the audience at home. You know yeah and I would just add just back to the point on the cfl relationship with the cml were hearing a lot of times. You know creators actually coming up, and a board rooms and it like we had like four four invisible line when they part with Charlie Emilio. Their sales went through the roof, and that was very evident during that time. So that's another way that you know creators can the integrate into the strategy and an add a lot of value in terms of driving that our y yeah in kind of going off of what you said as well. I think I grew up as like. I read tabloids and set of hotel VON acts like I was a mass have a celebrity like eked out like wanted to move to allay because of newlyweds in the house

was I moved to l a I didn't: have a viacom camera crew. It did not work out for me like that, but I watched how I felt about celebrities and I love how that is shifting, like with what you were saying, because, instead of people following somebody just because If their status they're following them for their story, which is massive- and I love that I'm a part of that Frank back to fuck- I'm fascinated by that- I was listening to how you got in there. What what do you? What are you sensing like? What are some things that you think people may not be paying attention to in youth culture or even the steps like that dig a little bit deeper into finance as like a health mechanism or like the way we I thought that was really really powerful. Like is that observation very clear? Is that bubbling? And then you know how are people thinking about friction to write? I mean, I don't think people really understand what the credit card did to the world completely changed the world and create you know: people who stuff have the cash,

in hand, you know, like then, credit card change, the way you would think about transacting. In general, I mean I'm pretty pumped right now that I can like tap my phone like like this elimination of friction in parallel with our relationship with money and then and then, more importantly, knowing the enormity of creators that are listening right now, that would love to do stuff with visa and things of that nature. What are some of the things the crater should be thinking about? in paying attention to the biggest brands or the biggest the cmos in the world and reverse engineering. It like some of our amazing staff, is down here. Well, look I mean the way the way I think about the spectrum of financial. Well, being it's how you earn your money, how you spend it, how you borrow it, how you invest it and then how you give it? It's the full spectrum, now

visa, what about how you save it has been completely eliminate like? No, no, I am listening carefully and I think it's a really interesting like it almost seems like. There is no words about that in culture and I'm fascinated by that, because the most amount of happiness that I see amongst many sectors are ones that know how to balance that saving part. In addition to the investing part and things of that nature, I I love it. Maybe I should split it out, but I lump it under invest because you get an even though you get like a very small percentage that are now money got more expensive, yeah yeah interest rates, you know that's the positive side, but but but it's a great it's a great point invisible, but peace has been known for the spin side of it. But I will say this if we take the credit card for for granted, but if you go way way way back before nineteen fifty eight when they have this universal credit card, you have individual credit cards for department stores and gas gas stations. That was it and if you wanted a personal loan, you have to go into the basement of the bank.

sit across a table from someone who then evaluate you and decide whether they're going to give you a loan and for many people for a variety of reasons. That was never going to happen. Gender race and one hundred percent right, and so it's all what it did. This universal credit card basically gave you an interest free loan for thirty days interest fee without going into a bank that expanded that it changed. The world actually had other problems, though it create created other issues right, but but it changed, it changed the world. I respect so that's happening. There are easier ways: there's less friction happening around that. But to me the more interesting side of it right now is how people earn their money and- and there are so many ways now to earn money, but are I think one of our goals would I would love to do for me. Personally, I want to do is to demystify how you can earn money in different ways, and so we did. We did have an episodic series with tiktok called get paid, it's kind of one step toward that like so how do creators get paid? What do you have to do in order to set yourself up and built and take steps forward so that you have a greater chance of getting paid and making a living living out of being a create a creator? I want to shed light more on what are the different levels of being a creator like being an artist and creators. Not quite the same thing. You can be an artist, you can be an artist, a creator, but not an artist and into but if you're, an artist, you are creator, but you've tried it. Your outcome is going to be different. How do you measure that, and so I just want to shed light on that demystify it so that people understand with greater clarity how you might earn money rather than just spend it so that that's my own personal goal? I love that. I want to open it up to the audience to do a couple of questions. How much time do we have left? Do you think kind of five, ten cool? Let's sneak a couple in raise your hand and ask we'll get one of the mics out here to ask a question. So in the beginning, you are speaking about kind of traditional media tv ads. Do you think anytime, in the near future, brands will kind of just let go of traditional media and just go completely onto creator advertising influencing? No? No! No! I, I think television is still a role for tv ads, and so you know, if you want brought awareness on tv ads, can work and if you look at live sports in particular, it's one of the few places where you're going to have simultaneous viewing alright, and so it becomes an important platform yeah. We are a big sponsor of fifa, for example fifa. This last world cup, probably had five billion viewers total frank lipa. I apologise for interrupting because it is interesting to me it's funny. You went there, which I think is one of the great I think superbowl right and soccer slash proper football is so unique because there isn't a lot of commercial breaks when because of the way the game is played exactly so, the brand is more integrated one hundred percent right, unlike the olympics, unlike even the super bowl, the super bowl special, because we actually all want to watch the ads, which is different than the amc and nfc championship game. Nobody. You know it's interesting that you went to fifa, which I think is really strategic, because soccer is very conducive for more brand integration, more like brand, integrating into a youtube video different than what you said earlier. It's destructive is there. Is there that new ones of conversation going on yeah yeah, I mean look, I mean number one. I think I see fifa and soccer as being deeply cultural, and all you have to do is show up to the games and you're in you'll see that it's not just a sporting event. It's a deeply cultural event and orcs gorgeous look at ronaldo and messi's following on instagram vs, every other famous sports athlete you know for anyone at home. Listening on the podcast right now, please go look at when aldo and Messi's following count and then go look at la trap, Tom Brady and add them all up together. Proper football americans, specifically, cars are are often, and it's changed. The last five to ten years, but are often naive to

the size and scale of that game. One hundred percent one hundred percent, but the world cup for me in particular, is important because you have about twenty super bowls happening in the span of a couple of months. You know so each one of those james you're going to have several hundred million viewers watching each one of those games, and so the question I have more is is oh, so what kind of commercials work? I think that, yes, there are tv spots that can work. Yes, it's interruptive, but if you can make it more contextual, you're in you're, in the midst of a nfl game or basketball game or a soccer game, how can you make it add value to people's experience as opposed to taxing their experience? So I think, there's still a role for tv ads, but I think that we should reduce it dramatically and we should be in social and digital in a much more significant way. Questions first of all, Gary. Thank you very much, because I thought that I was going crazy thinking of those guys as dinosaurs, but obviously it is like that, as you said, but my question is obvious and I don't know whether if we can save dinosaurs, but my question

yeah. That's a lot nicer than things. A lot of other people think dinosaurs are fine. Go ahead. Go to my question is what creators can do to come closer to the big brands like Iraq is one with thirteen million, which is amazing, real number about the m b a is it the solution to have some kind of a network or a community or a group, and then offer it with one hundred and thirty million people,

and then offer it to the big brown. Since one saw weekend two spot on the nose, I'm gonna, let tick tock answer that absolutely I mean we're building all of the tools that were building are really enabling two way discovery. So not only can brands find creators and reach out to creators directly and, like you know, really filter down, but we also have tools that allow creators to self apply for brand opportunities as well and really raise their hand and be a part of the campaigns they want to be a part of. We really see like the the the landscape shifting in that direction, where it's much more of that two way: dialogue between brands and creators than it is just like a one way reaching out and having the you know, brand reach out directly and also real quick just to hopping on that. My career is simply because I just started calling out the brands and when I started doing this, I didn't have a massive amount of followers and, and my voice was still heard, because if you call out brands and not in a way that makes sense- and they see the potential in you- then that's one way, obviously to get the brand to recognize you, but also to get the audience and the consumer already invested in your relationship with the brand. You think the other thing that people forget in this town and just the whole thing is like when the tv commercial came out, all the radio guys shit on it. People hate change

Especially if they're making money in the way it is now that one hit for everyone right, even the biggest celebrities in the world, are when they're with the winner in the streets and in the culture they love it, but then, when they become a superstar and they live in a penthouse and they lost that touch, they don't like it. When somebody else comes up and has it people hate change, especially when affects their pocket, and so what you have here is an advertising industry that is literally still based on the stuff you watched, if you watched mad men and don draper and his fine ass right, and it's still trading that way and people are holding on for dear life. Here's the problem technology doesn't care about your feelings.

It's just going to continue the ship. When cable came along the tv guys, who only had thirteen channels they didn't like that they had a share those commercials with the other cable channels, and then the internet came and they didn't let that they had to change. And then the internet websites didn't like that they have to share with social and then creators and guess what weight to the craters find out that there are going to be virtual creators built in AI who are going to be ten times more popular than them, because they can be. that way. It's already happening in gyp, Japan, with virtual you, tubers and so right now. Creators are walking around here like these fuckin dinosaurs. I'm about to take that paper. You don't know shit and they're gonna wake up and two three four years and see a creator that isn't a human being? That's gonna take their paper unless they know how to adapt cause. It's a jungle.

It's a jungle out here. You want two things: let my dad. The last question goes. If I don't, I feel, though, be some negative repercussions and to theirs I craters here I dunno what frank schedule is, but I highly recommend as soon as we break year for all of you to come up and say hello, because that's a good idea for you that I don't think that mike works here you go nothing. I promised not so controversial

going to be asked. The only think I want to say as a consumer, a slash person who watch tv late at night, ten, eleven twelve o'clock, what I enter didn't click to me to listen to all of you. I hate commercials on tv. I swear to god, I'm layin and my life was a witness, I'm black and I don't let her have the remote control, because she's, not quick enough submit to the bottom skip is a minute and the bottom says skip. I press it soft heart. I hope it's never gone. come back. I have a huge observation. This is even more interesting at least from one man's, but thank you dad for that statement. I want to make sure I just rewind what my dad just said. My dad said when I watch tv at night from eleven to twelve, I have Mercosur. The next thing he said is when he goes to the commercial

as soon as in the bottom right it hits skip. I hit the button and skip it. My dad is watching you tube for the last couple of years and he just refer to youtube. Not television, my sick, my sixty nine year old, dad soon to be seventy on september tenth of this year. This goes back to your question, my sixty, because this goes back to what I said earlier on everybody thinks social is so young, and this that the other thing and like the upper two kids, it's good gary. But I'm trying to sell the sixty nine year old man, my father, just reference. Watching television at night, in the concept of television, but what I know cause he's my dad and I oh, is two years ago he started getting comfortable with watching you tube, instead of cable or not television and, in his mind, he's associating television, but he said when it gets.

so the commercial I click skip. This is what I think, people I understand, is actually happening. This is about fourteen and fifteen, and twenty two year old, the world is transitioning into consumption. The future of television is, Here was a gary: it's come you're right, it's come at its upcoming people, watch youtube and hulu and netflix It connected tv and on and on and on I don't know what people are thinking and to Frank's point live sports for sure. But what happens when e s p? N, because it's one oh TT, like it's happening, it's happening, frank parting words or wrap up and you think you've got anything that doesn't look fake. You guys, I have learned so much from you guys actually in continual, are my my whole thing known as guys that transition through many industries has been being curious and kind of hearing you guys and your perspectives on how you think about create

in building connection with people. I learned from that. So I beg you. Thank you guys. War. Allow me to participate with you. Let's clambered up for everybody here have a break. Can everybody thought I.