But you've actually done something about it, right? So, you know, how, how do you help, um, artists to see themselves as a business? 'Cause that, that's a big shift sometimes, isn't it?

Yeah, for sure, and that's a great question and a really good point.

The starting place that I like to point to is when we talk about fans, a fan base as defined in music, it's often really nebulous.

It's very nonspecific.

It's you have fans, they're a big bunch of people.

We encourage artists, our clients, to look at it really specifically, more granular.

You think about fans, a fan base being audiences, people you can reach, and sometimes that's with social media online.

Wow

It's very important to, to delve in and not be afraid of it, don't you think?

Definitely, I do.

I really do.

And I personally, like in our work at the agency, I get more and more excited every day about the agentic sort of AI systems that are getting built, and we're doing a lot of work on that internally on our side as well to help with some of the more manual processes that go on with things like, uh, auditing and analysis and, uh, report building, all of this stuff that is valuable and needs to be done, but also can be incredibly time-consuming.

And that's the kind of stuff that I think both music businesses of all kinds, like ours, and also artist businesses, to be on the cutting edge of that kind of stuff and watch this, watching this evolve, uh, some days you probably understand and feel this, like some days I feel like, "Oh, I can't keep up with this.

It's moving so fast." Uh, it's really crazy, but I love it.

Um, we're using it constantly.

Um, what's some advice for, uh, for artists, young artists especially, um, that you can give w- from your years of experience doing what you do? What, what are some key points that, that you would want, like to impart on them when they're getting started?