So just, yeah, very curious how you all, we'll start with you, Gav, how you capitalize on that negotiation.

Yeah.

You know, I, I, I love the, the space in general because of the arbitrage opportunities.

You know, we, we seek those out.

Every deal that we do, we're looking for, you know, to, to maximize value, right? And I think podcasting and creator space in general, when looking at the total media mix, lends itself to that sort of outsized value when compared to other media.

So that's, that's definitely a benefit internally.

And yeah, in terms of, like, the fragmented pieces of the buy, where it's, you know, audio, video, social events, we-- Or, or at least for the identification piece first, you know, we, we look at our audience and who are we not speaking to today.

Gavin, how do you think about it? D- how do you separate audio versus video versus social? What do you think about that for Morgan & Morgan?

Yeah.

And, um, yeah, so that's sort of where I come back and it's taken 12 months to put it together a board.

Got a board of seven, and obviously I'm the president.

And there's the Queensland Working Cattle Dog Troll Association.

They've got one chair in the board as they wanted to have a part of it as well with the growth and stuff.

So Glenn Dixon stands on the board with us, which is awesome.

Yeah.

i was standing there at the gate when you walked out with him and i was like