How did you get into it? Like, what was the catalyst to go, I want to start this thing and work in this space?

Um, I was working like the intersection of like TV and production, uh, many, many years ago.

I won't give you, I won't date myself too much, but basically when, uh, looking after the digital presence for like big brothers and X factors and idols.

Um, so when they were, when people used to visit websites, um, um, and not open up Instagram.

But I was working on those digital side of things, and we were working with...

YouTube, when they just first launched in Australia and we really noticed audiences shifting and these, they weren't called creators back then, but they were called YouTubers and YouTubers really started to build their audiences.

And so we were working with somebody, she was an intern for us called Natalie Tran, a.k.a. community channel so she was like an OG YouTuber and she was interning for us but she had like a million subscribers on YouTube one of the first YouTubers to hit a million subscribers and that was really like a light bulb moment that audiences are shifting to online platforms and video on online video and the ability to reach an audience without a TV executive or a radio executive or a newspaper editor was amazing to me.

should I say this?