Uh-huh

...

when to stop walking on the stage, when to stand still, when to hold into that moment, um, to deliver what their mission is.

And I think that's why it blends healthily for our world, uh, with creative direction, is because, um, you know, you have to relay to the audience what the feeling and emotion in which the artist wants to, to relay.

And part of our, part of that is it's very hard for an artist to be on stage delivering that and not understanding what it feels like to be on the flip side watching it and happen.

And so I think that's probably our most difficult part, is, uh, going through that and, and building that, um, and trying to teach them, well, it's not reading the way you think, um, and teaching them, especially, uh, we work heavily in the country music artists being in, [laughs] in Nashville.

Yeah.

And so it's, takes them on a journey and, and it's maybe not a, um...