Live from Las Vegas, extracting the signal from the noise. It's the Cube, covering IBM Insight 2015, brought to you by IBM. Now your host, Dave Vellante and Paul Gillin. Welcome back to IBM Insight in Las Vegas. We're here in the Mandalay Bay. Check out ibmgo.com. It's the digital social experience for IBM Insight. Check out the crowd chats. We're interacting with all the thought leaders. April Rudin is here. She's the president and founder of the Rudin Group. April, thanks for coming on the Cube. This is exciting. I mean, it's exciting to be in Vegas.  Plus we're talking about wealth, management, money. Exactly. What's more exciting than- Well, money is Vegas, right? I hope that we can keep some of the money. We're not losing too much money here in Vegas. The first advice you give your clients is stay away from the grabstables. Exactly, yeah, grabstables. John's police said when he came on the Cube, where do you think the casino owners got all their money? You think they got it from gambling in other casinos? I don't know. I still have my shirt on. Well, who do you think advises them? That's really my space. Okay, so tell us about Rudin Group. What are you guys all about? So what we do is we help our financial services clients create marketing programs to become better known in the space. Brand awareness, creating content, and then distribution. And then of course we need analytics to measure and make sure that what we're doing is actually being seen and then adjust for that. So you founded this company? Seven years ago, just after the financial crisis. Okay, so. Good time to start a business. It was a good time to start a business. It's a good point and people asked me that. But the truth is that that was the time when financial services really took a look and a more introspective look at themselves to understand what they need to do to become successful in the future. Yeah, so but you've been following this business for quite some time, you've seen. Describe the changes in the wealth management business because we can all relate to it. Whether it's the insurance salesperson knocking on your door, whether it was the guy with the big house in the office, or the big name firm reeling you in. So help us understand how that business has changed. So the truth is, unfortunately, that business has not changed so much. Many times I'll talk about the Flintstones versus the Jetsons. So what my firm tries to do and what I know IBM tries to do is move this laggard industry, which is wealth management and financial services, into the future. There haven't really been too many changes up until now, but I think we're right at the brink of a huge opportunity for wealth management, both in terms of the fact that there's a giant seismic wealth transfer that we're in the middle of right now, which is baby boomers transferring huge sums of money to millennials, and millennials having totally different buying habits than what their baby boomer parents did. They're no longer impressed by some of the big brands, but they want portal, they want digital, they want technology, and that's the interface that they want. So how is analytics changing wealth management? Well, it's what analytics can do to change wealth management. Yeah, how should it? How should it change wealth management? So wealth management is mainly made up of, of course, quants, these are financial services professionals, and I think that they are very drawn to predictive analytics, and they're drawn to the entire ROI on their investments. And one of the things that I try to bring to them is that they need to think of technology, not as a revenue generator, and not as an expense item. So they need to change up their thinking a little bit. But you know, the big banks have always been kind of IT shops, so you think they get that, but that hasn't translated into the wealth management business. Is that what I'm hearing? Well, yes and no. So it's mainly, they are tech shops, but it's back office or middle office, and I'm talking about the client facing stuff, and that's what my customers- The customer experience. Exactly, the customer experience is what needs to change, and the way that they approach clients needs to change, and that's how predictive analytics can help. Okay, so the customer experience, well, worst case, but not uncommon, once a year you get a statement. And say, here's how you did, or maybe you get something quarterly, or maybe even monthly, or maybe you'd sit down with a financial planner, a wealth management executive, annually. How would we do this year? Well, what'd the S&P 500 do? Here's how we did, but remember we have different objectives, et cetera. Correct. Is that changing? So that is changing. I mean, first of all, the once a year meeting just doesn't cut it anymore. The paper report just doesn't make it. The 50 page PDF, say goodbye. We're taking a look at how advisors and other financial services can professionals can present data in ways that make it easier for their own end clients to consume, easier for them to make decisions on, and easier for them to understand what's going on in their own portfolios, not only now, but make their own predictive analytics work for themselves. You mentioned earlier that you advise companies on how to market themselves and raise their visibility.  I wonder, in the area of marketing analytics, we hear a lot about marketers spending a lot of money, more money on IT than IT on analytics within a couple of years, yet it seems like when it comes down to the metrics they use, it still comes down to page views and visitors and these sort of impressions, these sort of meaningless measures that are relics of 20 years ago. Do you see that changing? Well, I hope so. I think you bring up a very good point. A lot of these metrics and analytics and things that people are looking at are not necessarily relevant, especially in financial services. So particularly we work with clients in the high net worth space, people that are looking for high net worth clients. So one page view is not equal to one page view. That's something else, that underlying metrics and analytics don't take into consideration who the person is that's looking. I heard an interesting stat the other day from an individual who focuses on those high net worth people. He was saying exactly what you were saying, April, that there's a massive transfer of wealth and the millennials are totally different than their parents and grandparents. And one of the big things that he cited was that the people who are inheriting all this money are saying, we wanna do good. We wanna actually deploy this for philanthropic purposes. Help us figure that out. Are you hearing that? Absolutely, that's a great point too. So whereas baby boomers were really looking at investments that were solely based on firms and ideas and things that resonated with them, millennials, their measure of success is not always how much money did they make. But it's also, it's imbued in that is how good did they do, what did they actually do? So their idea of success is much different than their baby boomer parents. And many times it comes down to reframing the conversation in marketing, right? So that people can understand that certain investments, even though they might be with firms that are not typically thought of as philanthropic in nature, do philanthropic work. So somebody mentioned to me, here's an example about McDonald's. Is McDonald's, is that a socially responsible investment? And when you frame it as thinking about French fries and hamburgers, it doesn't appear to be. When you think about them as being a huge employer, global employer around the world, low-cost insurance provider around the world, you can think of different ways to reframe them in terms of their social impact. So the tech business and the money business are sort of colliding. What technologies are sort of exciting you and your clients? Well, the exciting thing is just about everything. So I feel like financial services is gonna leapfrog over some of the ideas and things that consumer brands and some of the other sectors have been playing with. So you don't have to explain to Coke and Pepsi what the ROI is, let's say for social media. They get it. And in a regulated industry like financial services and in dealing with professionals who aren't used to marketing, it becomes more of a conversation. And what's happening now is actually clients are pushing up on wealth management because the average age of financial advisors is around 55. So they're thinking about checking out and their clients are pushing up on technology. So there are a lot of forces at play. This is a big issue for them because they see that their clients are that there's this wealth transfer is taking place over the next 15 years or so. And a lot of these particularly high net worth wealth management companies don't really know how to relate to that millennial audience. And certainly if you look at the websites of some of these wealth management companies, they're 15 years old. What kind of advice are you giving them in terms of an online presence in an on-time online marketing position and the types of services that they offer in the high wealth space? What kind of advice are you giving them? That's a great question because a lot of times for sure their websites are dinosaurs. They don't play on mobile and they also use a lot of iconography that's so old, picture of a yacht, a lighthouse, a compass, right? And they talk about their history and how long they've been around. Exactly, and that's a complete turnoff for millennials. You can read just about any study on that and see that. They don't want to know that, they want to know what have you done for me today? The compass. The compass, exactly. They don't want to run from the compass. Run from the compass, run from the yacht. Retirement is different now. Millennials are traveling the world now, right? They're not waiting for retirement. They're all these dynamics at place. But to go back to your question on marketing, what financial services firms need to have is good, smart, compelling content marketing strategy. They need to put out infographics. They need to embrace new ways of showing numbers instead of the old bar charts and line graphs and things that they're used to putting out. That 50 page PDF that you were talking about earlier, sending to your clients, it doesn't go anymore. So give us some ideas. There's a forester study about content marketing that came out just last month. They did a big survey and they found that about 70% of business executives said that they read the content that they get from vendors, they scan it and throw it in the trash. And so most of this effort is being wasted. Do you see anybody who does it really well in your market? There are some people that do it really well. And the people that do it really well are those firms that will take something that's a case study and use it to relate to other clients because that's how to be effective. One of the things that's not effective in financial services is a lot of pie-in-the-sky type content, top-of-the-funnel type content, things that really don't resonate with end clients. So the best kind of content marketing that I see is that which really ties a particular success that you've had so that other people can see that success and that's really what resonates. So case studies are an effective marketing vehicle? Case studies are a very effective marketing vehicle. The idea of overall thought leadership at a brand level really doesn't fly so much anymore because millennials are not so interested and excited by these big brands, they're actually turned off. So how do you keep in touch with what millennials care about? Well, I do a lot of field research with my two boys at home. I have two sons in college and they're my first line of market research. But I spend my time going to a lot of conferences and doing a lot of reading. Sometimes I call myself the oldest woman in social media. I've been active in social media for almost 10 years now and when I first started, most of my friends had no idea what I was talking about. So what about social media? I mean, a lot of the financial world are averse to social media. Yes, they are. They had the big bank that tried to do the little, whatever, the Tweet Up and Fire. SGPM, right? Yes. SGPM is like, why are you, you don't want that question. Right. So what about that potential backlash? How do you navigate your clients through that? That's also a great question because it's a regulated industry financial services, we need to create content that's compelling but yet is not, and also is compliant. So you're not allowed to give advice, you're not allowed to give forecasts. So what we do is try to create content that on the other hand is compelling in the way that people can understand it and reach it. And the best way to do that is I think through case studies, as I mentioned before, but also just by being authentic and transparent. Millennials wanna understand process. They wanna understand how decisions are made. And so the more authentic content can be about explaining and talking about how things go rather than the content, let's say, of the old days, which was just trust us for the big bank. I've been around for a long time, right? Yes, exactly. How are people measuring the success of their content marketing? Is it downloads? Is it tracking something through the pipeline? How do you help people measure it? It's all of those things. But for most firms, it's not any one of those things. So what they need to do is create an actual strategy that allows them to measure that in a measured way, the same way as they would measure their investment performance. And that's something I feel very strongly about that I talk about. So you would create an investment strategy portfolio for your clients, you would track and you would measure the investments that you made over time. And the very same thing needs to be done for marketing. What are some of the most common myths about millennials that you run into that you can explode here? I think some of the most common myths is that they're gonna, number one, they're gonna go away. Well, demographics would tend to tell you otherwise. Right, but they're not big wealth holders now. And the truth is they are big wealth holders. They're receiving money. It's being transferred to them by their parents. And the second thing that I think is another myth regarding their influence is that they're creating wealth at a much earlier age. So because of technology, you have a lot of technology millionaires now. You only have to look as far as Silicon Valley or some of the other money centers around the world to see how many young people have started businesses and created their own wealth. So what are you seeing it in sight, April?  What are your takeaways from the show? Well, you know, it's only just begun. So I don't want to overshoot myself here because I'm excited for the rest of the conference. But one of the most exciting things for me was the internet of things this morning. And I want to hear more about Watson. The most important thing that I heard today that I think really was very exciting was the idea of machines learning and machines creating more value over time. I can tell you this. There certainly was a time where IBM had planned obsolescence and machines were only good for a short period of time. So in my mind, I put those two things together and I thought that was the most exciting thing was that machine learning creates more value over time instead of less. Excellent. All right, well, we'll have to leave it there. Thanks, April, for coming on theCUBE.  Thank you. Thank you. All right, keep right there. We'll be back with our next guest is theCUBE. We're live from IBM Insight 2015. We'll be right back.


After nearly 21 months since American Horror Story 1984 premiered in 2019, we finally have a solid release date for when we can expect the 10th season of American Horror Story, which is subtitled Double Feature, to premiere. In this little special report video, I will be going over the release dates for not only Double Feature, but also the AHS spin-off titled American Horror Stories. But before we get into that, I want to give a very special thank you to my channel members. Thank you guys so much for supporting this channel and making these videos possible. It's an American Horror Story summer as we are not only getting the premiere of season 10, but also the spin-off in these upcoming summer months. So let's start with American Horror Stories, which will be premiering first with a two-part premiere dropping on Hulu on July 15th. International fans, I believe the show will be available on Star on Disney Plus outside of the US, but I don't believe there's been any confirmation yet on that. If this is your first time hearing about the spin-off, I suggest you watch my video breaking down everything that we know about American Horror Stories. But long story short, the series will consist of 7 or 8 anthological episodes, which means that each episode will be a self-contained horror story, and we know that the Double Premier episode will take place at the Murder House. Hulu picked up the show for 16 episodes, but with only 8 confirmed for this season, the chances for a season 2 or at least a season 1b are pretty high. There are rumors of some original cast members reappearing, but for all we know is that episode 1's cast will consist of Paris Jackson, Kaya Gerber, and Sierra McCormick. But we also have some confirmation for the series's 4th episode's cast, which will consist of DeLon Burnside, who you may know as Ricky on Pose, Charles Melton, who you may remember from AHS Hotel and Riverdale, Kevin McHale from Glee, Danny Trejo from the Machete Films, and Nico Greetham, who was recently in Ryan's adaptation of The Prom. Okay, so now the moment you've all been waiting for. American Horror Story Double Feature is premiering on August 25th, 2021 on FX, and it will be on Hulu the next day. The season will consist of 10 episodes, but it is currently unclear if each part of the season will get 5 episodes each, or if they will split it unevenly. But wow, we've been waiting so long for this season, and the wait is truly almost over. And in the meantime, we'll have an entire spin-off to keep us occupied. Notably, this is the earliest in the calendar year a season of AHS has premiered, ever, with previous seasons typically premiering in September or October. Also, FX chief John Landgraaf stated that Double Feature's finale will air on the week of Halloween, so planned accordingly, but what do you guys think about this news? Let me know all of your thoughts in the comments below. Side note, AHS's sister show, American Crime Story, will have its third season premiering on September 7th on FX. Alright, so I just wanted to do a short and quick special report on this news, so I could get it out to you as soon as possible. But before I go, a few character names for Double Feature have leaked, so let's take this time to discuss that as well. Finn Wittrock will be playing a character named Harry, Lily Rabe will be playing Doris, Evan Peters will be playing Austin, Adina Porter will be playing Police Chief Burleson, Billy Lord will be playing Lark, and Angelica Ross will be playing a character named The Chemist. Now this last one may turn out to be slightly different, but Sarah Paulson may be playing a character that goes by the name TB Karen. Let me know all of your thoughts about these character names in the comments below, and if you want to hear my thoughts, I just did a member exclusive video going over everything we know about these characters, and you can become a member for as little as 99 cents a month and receive early access to videos and monthly exclusive uploads. But that's all I've got for you today, pretty soon we should have some teasers and hopefully a trailer to dissect. So make sure you're subscribed for all of that, thank you for watching, and I will see you next time.


Everybody wants to know where Cowpich is. Well, let's talk about some of these Cowpichs that's in game that makes them special. He is in the slot. Now, he affects the game in so many ways, even when he does not have the football.   But it's all because of what happens on the inside with Cowpich. Now, what he does is he affects so many people on this plate. He affects this guy, he affects this guy, and he leaves a huge void for the mid bird right here when he catches this particular route. Let's watch how it ends up. Now, watch at the top of his route. He keeps his guy vertical. It's important to keep this guy vertical because now he keeps his feet flat. Now, watch this safety as we continue to run this plate. Boom, look at his safety's eyes. He's gonna ride a Cowpich. He's affecting two people right now with this inside route. Now, because of that, this safety should be here, but he's not, now you're gonna have a huge void to throw the football. And now, two guys, look at that. Two guys there, big catch by the mid bird, ultimately comes a touchdown because all the emphasis was on where's Cowpich, where's number eight, the mid bird gets the touchdown. Again, I keep talking about things that Cowpich does inside the route to make himself available to the quarterback. Here he is, he's gonna run a inside slant route on the outside. But the most important thing on this route is, you're gonna watch what he does at the snap. You're gonna get some play action up here, which could be a run, could be a throw, more of an RPL type thing. And Mario likes it.  But what he does at the top of this route, and beginning is right here, he kinda stalls it out. He kinda comes out like he's walking, and it kinda lulls this guy to sleep with his route.  Watch his route at the top right here. Watch him beginning here. Watch him lull him to sleep here. Now look at this guy, he's flat footed right now.  Now Big Body throw another big time catch here. Watch him from the beginning one more time. This is just incredible the things he's doing on the outside. Most receivers don't even do this, but he understands lull this guy to sleep, and then explode out of it another big time catch by Kyle Pitts. Thank you guys for joining me. I am DJ Shockley. This has been Falcon's Film Review, powered by Microsoft Surface. Let's talk about the details in which Kyle Pitts plays with. This is the touchdown pass to Kyle Pitts. He's gonna be right here off the edge. Now the number one thing here is that Falcon's gonna go hard play action here. Hard play action, and they're gonna get these backers to come up. But to sell it, Kyle has to come in here and has to initiate the block like he's blocking him. And the other best thing he does here, when he slips, he slips away from the defender who was here. Let's watch how this play unfolds. You get the hard play action here and watch what Kyle Pitts does at the top. Nice job of selling it. This looks like a block. This looks like he's trying to seal the edge and looking Mario. The nice job of showing the football and looks like run and watch these guys watch him.  But this is the guy that, that Mario and Kyle Pitts has to beat. This is, he's gonna come right here. But if he goes this way, this guy has a better chance of breaking his ball up. He stays flat and away from the defender. Now you get a touchdown. Nice job of the details for Kyle Pitts. Now here's another big time play here from Kyle Pitts. Now the foul is brought, tight end down in motion and it keeps outside leverage on this guy. This is supposed to be a skinny post right here that goes at this angle towards this safety. And you can hear him already talking about what's going on because of what Kyle Pitts out here by himself. And but the best thing he does on this right is, instead of going at this angle, he goes flat. Because if he goes at this angle, the safety will break it up and it'll be a nickel plate pass. Now watch at the top of this right here. Hard play action again, come up, boom. Now this is the angle that he should be going. The safety is already about to drive on this particular play. But if Kyle Pitts doesn't take this flat, he doesn't catch this football. He understands there's a safety here and he understands that he has to be available for the quarterback and watch him get flat here. Now look at this, this is flat. This angle is supposed to be here. Think about it, if he goes upfield this way, this safety breaks it up, it's an incomplete pass. But because he goes flat to the line of scrimmage, he gives the quarterback a big body throw here, ultimately ends up in a big time completion. Again, the details from Kyle Pitts and his route running allows him to catch that football. All right, I love this play here from Kyle Pitts. This just gives this quarterback an opportunity to throw the football to him where he can run after catch.  Now on the inside, Kyle's gonna run a good job of running a corner route, but he has a good job of kind of just selling in this little voided area right over here in the zone. It's gonna be a big voided area right here in the zone. Your back's gonna come out here in the flat to hold a flat defender, but watch what he does when he comes out of this route. Now look at all this room. This is being cleared out by the post. Now comes the corner route and instead of just coming out of this full speed running to the sideline, where he'll probably run out of bounds, he kind of throttles down in his zone right here, throttles down and gives this guy Mario the chance. Look at him throttle down right here. Now this creates so much room on the sideline for him to be able to turn it up.  Now you got a chance for run after catch when he gets another 10 yards after the catch. Watching one more time. The subtleness coming out of this break and just sell it down. Now coming out of that full speed under control ultimately ends in more yards out of the catch. Any big time play again by Kyle Pitts.  Mario does a good job of climbing in the pocket and finding them. They're in what's called quarters covered. So this guy has a quarter of the field. This corner has a quarter of the field. The guy who should be in the flat out here is this linebacker. He should be right in the flat where Kyle Pitts is gonna end up catching his football. But he does such a good job of running, of field this way. He's trying to hold him off. So now you have a huge void over here where Kyle Pitts can end up. And it's just as simple what you like. Getting him the ball in space and let him do what he can do. Now here it is. Here's the quarters covers. Quarters, quarters. This guy is trying to hold him off but there's no need to because there's a safety here. He's gonna take number two. This guy should be in the flat but when they don't, you make them pay. And here's Kyle out here in the flat all by himself. Now watch these yards after catch. This is what you can do when you get him the ball in space. Catching the football. Now bricks a couple of tackles. Now you see that's less of them. This is what you like from Kyle Pitts. Getting him out of space and just let him do his thing. This is why Kyle Pitts has been so important to the Falcons when he doesn't have the ball but even more when he does. Well, thank you guys for joining me here on Falcons Freedom Review. Powered by Microsoft Surface. As you saw today, the details, the nuances is what makes Kyle Pitts so good in this offense.


How does Lil Nas X give the devil a lap dance and get away with it? Let's talk about it. It's the mat work. All right, so let's start here. Because obviously we all know that if one of the most well-known new artists over the last couple of years in the world slides into hell and gives the devil a lap dance, there's going to be some controversy.  Well, those are cute sayings, but the reality is there's a such thing as bad publicity. You can ask Carrie Hilson when early on in her career, her label kind of forced her to go up against Beyonce throwing in some sly digs at Beyonce and she ended up taking a nine-year career hiatus because she couldn't take the backlash that came from it from the fans. Right, dealt with a lot of repression and things of that nature. I think she thinks there's a such thing as bad publicity. You can ask even the me too guys, right? All those guys that did such horrible things that we watched out of Hollywood, right? I think it's a good thing that we found out, but I don't think those guys are happy that they were found out, right? Bad publicity is a very real thing, right? So those cute sayings are cool, but it's not going to actually work out if you're trying to practically build out an effective brand strategy. And Lil Nas X knows this because if you read his tweet nine months to plan his rollout, it was that easy and there were no precautions that necessarily need to be taken, it wouldn't take that long. But Lil Nas X strategizes and we're about to get in this video why he's able to do something like this and still be on the right side of the media, the right side of a fan base and not be one of those guys that got the massive cancel messages. Or, you know, at least not be affected by it. And if anything got praised because of it, where they do that at? Whatever. Give me a time. Okay. So if you want to do something controversial, the first thing that you have to do is read the room. Extremely important.  So what is the room that Lil Nas X was reading? All right. So for an artist with his level of platform, the room consists of two primary things, right? You have popular traditional media and you have social media. You put that together and let's analyze just a few quick snippets about what that looks like today versus how that looked like 20 years ago, 30 years ago. All right. Today, it's far more inclusive, far more about diversity, no shaming, right? Far more open to different types of people, sexualities, creeds, backgrounds, religions, all that good stuff, right? Now, with that being said, Lil Nas X has three superpowers. And this is what you have to do in this climate, in this room, what are my superpowers?  Now, I know that doesn't necessarily sound like a superpower in so many ways, but we also have to consider that the media, right, is different than real life. There's different things that it comes along with in both ways. So let's start with, hey, being gay is far more of a celebrated thing than it was 30 years ago, right? There's so many more messages that are about anti-bullying and pro who you love, right? There's so much more of that across the entire world, black, right? We have so much more of a platform in terms of being black and so much more sensitivity for what black people go through today versus what there was before, particularly in media. There's a reality, and that's why I keep stressing media, there's a reality of what people go through in their actual real day life and the messaging and agendas of media and what's with the current agenda or with the current way of things and against the current way of things, right? That being said, all right? Then the last thing is hip-hop music. Hip-hop music also was not perceived the same 30 years ago as it is today, right? You know, in the 80s, hip-hop music, a lot of people didn't even know if it was going to be around, but then it was extremely negatively looked down upon in the 90s, but that was also when it started to pop and start to integrate into popular culture. And now, if you look at the most listened songs on TikTok, which we know is the pulse of popular culture online when we talk about Gen Z today, over 50% of the music that went up, right? And became popular was hip-hop music, let alone the fact that it's pop is driven, right? And influenced by hip-hop music. So all those being said, he adds three characteristics that weren't necessarily a strength in prior times that he was able to use today, right? Or that work for him today, if used correctly. And again, there's a difference between real life and the media. You have to keep that part of mind and how you can navigate it and we'll get deeper into that in a second. Now, the next question you have to ask yourself is, who's in the room, right? What type of people? What type of cultures? What's going on in that particular room and define an enemy? You have to define an enemy. Why? Because defining an enemy is what allows you to create friction and tension that the controversy will be sparked by. In this particular case, Christianity, right? We all know that the devil is like, I don't know the biggest no-no in Christianity. I don't think there's a bigger no-no than a devil, right? So you take that, right? And you pair that with the concept of hell, right? Him pole dancing. And of course, the messaging, we know that it is a very widely known thing that gay, right? How gay people have been treated in the Christian community has not necessarily been a good, right? Stereotypically, right? We're going to just leave it at that. Stereotypically, because we're not talking about the politics or any of the other one side or the other. It's just about how this works, right? And how you push these buttons, because Lil Nas X, what he's very good at is he knows that, yo, this is a switchboard, and I'm looking at the room, and it's about which button do I push when and why? That's what he's good at. And if you look at Christianity, there's a reason that that's a button that can explode, because it's not just about offending a culture. It's not about going to get some kind of culture or aggravating a culture. One, this culture has to be strong, right?  If you aggravate something abstract, there's not going to be any pushback, right? So it has to be something that's established. Christianity is very established, right? On top of that, it has to be something that has an actual platform. Christianity has still probably the biggest platform amongst all religions in America. And then the last thing is just awareness on all sides of whatever inside joke or whatever you're raging against, right? Because educating people at a large scale fast enough to create controversy is incredibly difficult, right? But the fact that people know, right, this stereotypical perspective that Christians might have on gay people, like that's a constant conversation that's already been shared, then all he has to do is poke and pry at that particular thing, especially him defining himself, right?   I'm playing off of that. And that becomes another part of why he's able to do something so controversial, but then at the same time, be able to navigate it and survive it. And once again, even be celebrated in a lot of ways because of it, because it's like, yo, he didn't take the first shot. That's how a lot of people are seeing it.  And what did I say? We're in an era where oftentimes the victims are allowed to bully the bullies, right? Or fight back however you want to receive it. That's not the point of this video. And then you add on to that the fact that Christianity has taken a massive brand hit over the last, I don't know, 30 years, right? If you actually look at Christianity statistically, it's taken a massive decline in the United States. It's not what it used to be. So now you're talking about statistically this entity that's losing power in a lot of ways. While the message that this entity was speaking against is also gaining power, it puts it in a completely different perspective where although it's perceived to have a certain level of strength and take a certain level of courage to go against it, it's not necessarily so. But we'll get into those windows really soon. Let's go to another moment though in time where Lil Nas X played off of just this because he did the exact same thing with country music. There's this massive entity that has this very established culture. Remember that is extremely important to have culture rules and way of operation. So then you that culture can push back against you. And then I might add country music is as culturally traditional as it gets when we talk about genres as a whole. And at that time, when you have this rapper injecting yourself into country music, and then let's be honest, they played a lot of the race cards. So now you have this black guy also injecting himself into country music as a rapper. When we have rules, we have way of operation. There's a lot of respect and tradition, but at the same time, you're being protected by the fact that rap is on the rise and doesn't have the same level of negative stigma as it once did. And now you're in an era where the cultural sensitivity of being a black guy is not the same as it once was. So you put that against country and then you have these people play with these racial undertones. Although the primary media didn't address it specifically, if you listened to local radio stations on both sides and got into more quiet private rooms or podcasts on both sides, it was very, very clear. Some people on the countryside didn't like those things and you had a lot of black people and people more sensitive to black culture, more compelled to support even stronger. So now you have this friction and this thing that's taking this tornado a lot further beyond the initial viral moment that the song created for itself. And I know this sounds extra deep, but this is the reality of the climate and the buttons that are being pushed when you're dealing with a platform on this particular level. And all that's well and fine because you have to read the room, you have to say whatever my superpowers and you have to say, yo, all right, who are the people in this room and which enemies can I pick? But it's not all that simple because I can find a particular position, right? And find a bear to poke. But if I poke the wrong bear and I can't fall back on my audience, then it's counterproductive and I can lose. We go back to that comment that Lil Nas said, yo, I've been building this strategy out for nine months. Y'all aren't going to win. Well, who is Lil Nas X's audience? Well, back on January 5th of 2021, only a few months ago, NPR drops an article with the headline Lil Nas X says children are his core audience right now and that's okay. And again, this video is not about what's okay, what's not okay, what's cool and what's not cool. It's about the reality of the factors at play and what impact they have because there's a few fundamentals when we're talking about kids, teenagers. One, they don't care as much about the things that the older generation is sensitive to. That's just the reality of it, right? When TikTok was facing potentially getting banned from America, the adults, right, or politicians were having a conversation about a country that's an enemy country philosophically possibly having Intel and one up on us and having a digital war. And you know what the kids on TikTok we're talking about? We don't have freedom of speech. You're violating our freedom of speech. It's two completely different conversations. They don't care about what the adults care about. That's just the reality of it, right? So when you want to dilute it from not even just potential war and Intel and spying all the way down to what do you care about whether somebody's sexuality or not, kids are not going to react the same. That's one, right? We've already talked about the decline of the impact that Christianity has on the United States. And then you have the biggest factor, period. We look at this generally speaking, whatever the parents are saying, the kids pretty much are going to rage against that, right? And there's some things, or a lot of things actually, the kids do not care about as much, but the parents put so much energy into it. Now the kids are going to go to opposites and there's no difference in saying, yo man, don't tell your daughter not to date that dude and go so hard on that dude. She's only going to like that guy even more, right? Don't tell your kid not to do this because that's only going to make them do it. They might not have even been thinking about it to that extent. That's the type of mindset that and in psychograph that he's dealing with in his audience, they're not concerned about the things that most of the people were criticizing even care about. Like it's just not the same. We all know this by the way, right? Because that generation is going to get older and then they're going to have the same relationship with the younger generation. That's just how it goes. So when you have that as your core fan base, that's not going to be impacted. And then the adult pushback against it is only going to make them more strongly a fan of you, right? Or even greater support of you, at least within this moment, then you're good. All buttons are pushed, all impacts are created, but you have a cushion to fall on. And last but not least, you got to be willing to double down, right? You read the room, you figure out what button you want to push, and then you got to double down once you push it because you have to be able to push through a lot of that initial negative energy to create enough momentum before you break through and you get to that other side. And that's the part that takes courage. Because even if you're somebody as mindful as a Lil Nas X and you've thought all these things through, when the actual negative feedback comes, a lot of people don't have it in them to push through that negative feedback actively, right?  And that's where I went, right? That's a sense of doubling down. He released behind the scenes versions of videos, not to mention the whole sneaker fiasco with the blood and I can't remember had some devil related name and all that type of stuff, right? That's a sense of doubling down. And he did that again and again on social media and the way he responded to people and kept fueling the fire, which creates more moments, other things to be shared by people and more of a conversation. The doubling down is a massive part of this. And all of this, when we bring it together, Lil Nas X constantly doubles down when it comes to the imagery. A huge part of the organic doubling down and awareness that comes from Lil Nas X's rollouts and campaigns is just gimmicks straight up, right? The imagery, the imagery is so strong that it gets shared. So we're not even talking about just the devil Satan shoes, this entire situation. If you look at it's a holiday, that song, he was Santa Claus and it was very strong imagery on how that was shared. It was like this boss version of Santa Claus and amazing, like CGI and all this stuff done. If you look at the, you know, Old Town Road, the cowboy, that entire gimmick and how that got spread. He's very good at taking those images and putting them in positions where they spread and they themselves become a meme. So it does some of the doubling down for you. And obviously once those messages spread, it becomes one of those things where people can't not know about it. I didn't even know about it until people kept asking me and asking me and asking me because Lil Nas X did, did all this crazy stuff and I'm hearing about it and I'm like, wait, what are y'all talking about? Because I had been off of social media for about two weeks. All right, I'll go online for work, but I was on the social media hibernation from IG and all that stuff. So it was, the message of spreading and people were like, you have to know about this or I need to hear somebody else's opinion on it. That's the impact that he has time and again, one way or another. Now, before we end this, let's go back to the importance of those windows. All right, the windows, it's something that has to be considered because timing is everything. What do I mean? If we look at the decline of Christianity's position in popular media and the way it's supported it, and we look at the increase of messages that might be considered anti-Christian, when it's up here, you don't want to touch it because it can ruin you. There's still some races and religions or things that people can't talk about and or they'll get muted or blacklisted pretty quickly. But once it starts getting right here, most of the people, the general population, don't understand that it's made that transition. They can't see it. So if you have the foresight or the insight, you can make that jump and the impact will be powerful because the public perceives it as like, whoa, you did this thing and you did it first because nobody else was able to see that it was a possibility to do it and not be ruined. To so many people, it looks like this career suicide or something like that. So you get the courage points from that as well. But then, all right, if you're the second person up, it doesn't look the same, doesn't feel the same, you know, this is more of a copy cat thing. If anything, people are already aware that it can be done and as the thing that had power continues to lose power and the other thing that once didn't have power, gains more power, it actually eventually gets to a point where things are flipped, right? And you get almost no points or you get perceived as a bully or whatever, right? That's what the windows look like. There's a time period where there's a transition happening where you can take advantage of certain windows and this looks like something completely different. It doesn't have to be Christianity and homosexuality and like country music and rap or race. It doesn't have to be any of that stuff. But there's windows of opportunities and levers that can be pulled and buttons that can be pushed in so many places of society and those things will always exist because so much of the current state of media is really just the current state of media and how people are feeling currently and have decided at the moment this is our current culture but it's just evolving. It's always opinions and there'll always be current opinions that can be poked, prodded and criticized. And if you're skilled at it, you'll be able to know how to do it like Lil Nas X did and not only not lose your career but cheer it on for it. And that's it. If you want to be able to do something polarizing and have that type of impact, you have to go through those steps, read the room, define an enemy, understand who your audience is and then double down when the time comes and you'll be alright. But it's a science to it and then it's an art in the moment. I can go a lot deeper into this and how you roll out that type of plan but I won't do that in this video. But if you like this video, go ahead and hit that like button and if you're not subscribed, make sure you do it. That's it.


Hello, welcome to my YouTube channel. Today we're going to be taking a look at playground records and why players are so focused on it. If you guys are new to the channel, be sure to subscribe. Let's get into it. Record looking nice. I honestly haven't seen anybody else with this good of a record. I'm trying to have quote-unquote one of the best records on 2K, but it's not possible when you're getting sold. Probably the best record on this game that's top-ranked right now. At the beginning of every game is a park record. Now some people take pride in their record. There's an undue amount of stress put on being able to keep a high win percentage. In fact, some almost find it embarrassing when their win percentage is anything below average.  A majority of you guys immediately understood, you know, because I already know me from 2K, 16, 17, I already know I'm nasty in the game.  Almost like a feel-good story in need of a feature film, you was able to turn it around and gain a good reputable park record. Me three Ls, I'm currently chasing a 91 percentage. And that's the first thing I think you guys need to do. If you guys want to fix up your record, the first thing is to have a goal. But why fix up a park record? Who cares? And is this a good representation of someone's skill? To help explore this topic in a little bit more detail, we have on- Whoa! God! No! God! Please no! No! No! No! Oh, do I get the pure shock creator? Aww, we stuck with a small one too. Are you excited by the potential prospect of guarding this 7 and 45 player? I'm 19 and 14, I don't have much else to say. Interesting. A very interesting development. Good? Okay! It's a new release! All right! At the start of games, you'll see players mocking others for having a better win percentage. It's the constant spike for approval that spiked my curiosity. Jonathan Bundy in his report, a burden of responsibility said, and I quote, Social approval will serve as either a buffer or a burden in influencing evaluator's crisis sense-making and attribution. Do I know what that means? Absolutely not. But what does matter is there is a lot of stress when it comes to this record. Almost difficult to find people to play with that are willing to goof around and have fun because everyone's so focused on winning. I hopped into a game to experience some participatory action research. I set out to ask some questions to dive deep to get some real empirical data so I can come to a set of conclusions about people's park records and how it affects their daily lives. Yeah, don't pass me the ball real quick. Oh, as I say. Oh, my God. All right. That's a small idea.  Interesting. All right. Okay. What was that? That was excellent. Who needs a shot meter when you can shoot like that? I do.  I promise it's easier without a shot meter. The first thing I noticed in my questioning was people with poor park records almost find it embarrassing. Like they have no authority to be confident in their ability to hit shots. Regardless of their ability to play in game, it seems like a park record is a defining factor in whether someone can play or not. Oh, that's a brick. Wow. Wow, this is bad shot selection these guys are taking. You think that has something to do with their record? Excellent. Damn it. Another blog. They just can't seem to take good shot attempts. Okay. They both have on generic t-shirts. Wow. Oh, my. Interesting. What do you guys think about their records? Not good. Not great. Can have some improvement early on. They can set the tone for something different. Nice. Someone call you a snagger.  These guys, these guys love to get blocked. I'm good. Okay. And he turned that. Oh, let's go. For three limitless. That was actually green. Oh, that was actually green. Wow. A slash and limitless three. Wow. Okay. I found in my studies that people with poor park records often wear generic or almost popular AKA height beast t-shirts. I set out to the my court to put on one of those basic t-shirts to see how it impacted my performance. I had it outside of my my court lab. I wanted to sit there and think for a bit on how exactly I'd be conducting and analyzing on this experiment. So I head out to the elevator. This is around the time where my PS4 Pro sounds like a jet engine almost as if it's about to implode on itself. I did the ever so popular micro glitch to give myself some room, some breathing room so I can think. This experiment here, there's a lot of variables and moving parts and I wanted to make sure that when and if I come to a conclusion that it was going to be a decisive and valuable one for members in the community. Interesting. Very interesting. Wow. What do you guys think about the records? Uh, it's kind of good, I guess. I think they play the game too much. Yeah, I think they're no-life on Ices. Damn, numbs in his face. I know the pure shot. Oh my God, look at that defense. Wow, what a silly mistake they made. That was a solid game team. So even good records. In my tests I've noticed that of the people we played, the people with poor park records were taking a higher percentage of bad shots. Here is a state-of-the-art bar graph that proves the somewhat but weak correlation between win percentage and skill on the game. I think perhaps what might be a better figure to focus on is games play. Ugly facecans, check, generic shirts, grace webpants, check, 2k defaults, check, subpar records, check. Alright. Actually scared, we might lose. Now, oh wow. What the- You can't get a- You can come with me out there. And we did lose. I don't want to say BAKE called it, but he kinda did. I was determined to break the stigma of wearing brown shirts, because I refused to believe that me wearing a brown shirt was the reason we all played so poorly that game. It couldn't have been. It can't be the brown shirt. I wore brown shirts before so I'm looking for a different variable. Up against a pure playmaker, leaving me wide open. Excellent release in the corner. Alright yo, Mike Blanks, stop patching my releases, man. There's been a struggle out here. Inside the bag! That's easy. Oh fuck! Miss a game! Oh man. Oh my. Oh my. And if you don't know- Are you corny-ass guys in the comments section? What's wrong with y'all? People can't enjoy games no more, because they get criticized every time they lose. I don't understand it. People hit me up in my comments. Who are you people talking about? Agent, your record though. What's wrong? Listen guys, alright. The 2K system, when it comes to the ranking system, overalls don't mean anything, because you can't go down. If you can't go down for playing bad, it's not a real ranking system. It's like when those track and field, they told me to run 1.5 kilometers. I was like, I'm not, and you know, they gave me a participatory medal. They're like, yo, here you go, because you can't run. I'm like, I understand. Thank you for the medal is what you're doing when you have a ranking system like that. And so of course, then people resort to caring about their record. But there's something so exhausting about every game I'm supposed to try. I had to do that when I was playing The Last of Us, because you have one bad game. Your whole clan members died. Anyone who knows, who's played that game knows how that game works. Exhausting. You just get to a point where you're like, yo, I'm just going to enjoy myself. Now, nobody enjoys losing. That's no one's purpose going into a game. But can y'all just let everybody breathe? What's up with this chokehold y'all got on people about, you better have a good record or else I'm not going to think you're good. Y'all think I just wake up like, I wonder how I can convince everybody I'm good at NBA 2K today. If y'all don't, I want to say I don't care. I wake up and find a way to make lit videos. Now, allow other people to do the same. Stop now. There is a point we've seen a correlation between people who play less being trash. But what's that mean though, man? What's that? Would you not allow to be trash at a game? Now, you know how trash I am at Tekken? Yeah, you put me against the most average Tekken player.   Well, one there's skill-based matchmaking so I'm playing bums at my level. It's like, damn y'all, it was not with the community bro. It wasn't like this last year. Last year, everybody just accepted it for what it was. My record last year was some booty cheeks bro. Like, 80% of the time I was on, I was goofing around. Anyway, yo, if y'all enjoyed man, make sure to drop a like, subscribe if you guys are new. Listen, I'm going to try and continue with the daily uploads. It seems like every time I do though, something goes wrong like four or five days in. Yo, I'm going to catch y'all later. I'm out. Actually, click these videos on the screen if you haven't watched them already. There's some of my latest videos. Of course, it's coming from me. It's lit, all right? I'm out y'all. Peace.


On June 10th, while transiting the Macassar Strait, Shipboard Lookouts aboard USS Rushmore spotted 65 distressed persons on sinking bamboo rafts waving orange and white flags. Rushmore immediately rendered assistance, brought all 65 people on board for medical attention and coordinated with local officials for the well-being of the refugees. USS Chancellorsville made history by being the first cruiser outfitted with Aegis Baseline 9, the latest version of the weapon system to enter U.S. Seventh Fleet area of operations. Chancellorsville will conduct theater security cooperation engagements and maritime security operations. USS Comfort departed Panama on June 9th after completing an eight-day mission stop in support of continuing promise. Throughout the visit, veterinary technicians conducted more than 340 surgeries and nearly 1,000 animal wellness exams. For these stories and more, visit Navy.mil.


This report provides an overview of current cancer epidemiology from official databases, including frequency, mortality, and survival expectancy of the 15 leading types of cancers worldwide. Cancer poses the highest clinical, social, and economic burden in terms of cost-specific disability-adjusted life years, dailies, among all human diseases. The overall risk of developing cancer is 20.2%, with lung, breast, and prostate being the most frequent cancers. Lung and liver are the three most deadly cancers, while prostate and thyroid have the best prognosis. This report aims to provide a foundation for addressing health care interventions aimed at preventing, diagnosing, and managing cancer globally. This article was authored by Camilla Mediutzi and Giuseppe Lippi.


Hi guys, I'm hanging out with Nairobi County women's rep Esther Pasariz. Which is a Lachi MP for the Grigino. All right, thank you so much, who was a former member of the county assembly. Yes. Amazing. Thank you so much guys for coming. What are you expecting today? Well, first of all, it's very nice that it's reopening. It's been closed for too long. And secondly, I think we need to really bring the entertainment in the CBD. That's what the governor has a vision for. And when you open centers like this, you create a lot of jobs. And that's what we need for our population. So we support any business that opens. I hope that in the near future we'll see the opening of Hilton, Intercontinental and the Lycor Regency. Because as long as we don't have those facilities open, we don't have jobs for our people. And it's already existing infrastructure. So I hope that somebody out there is listening so that we can make sure that we pull the investors, we give them whatever they need in terms of concessions because the economy is bad and people are looking for high returns. Because that way we create jobs. A lot of hoteliers have lost jobs and the service industry is biting. Us as parliament, we spend a lot of time with Intercontinental to have our meals or the Hilton to have our conferences and the Lycor Regency. So we feel that when they open, they will create thousands of jobs, not just directly but also indirectly. So we've come here to support this because we want investor confidence to rise even higher so that we can have more jobs created for our people. Amazing. Now, other than just supporting the businesses, I would like to know, are you a fan of movies? Oh yeah, I'm a fan of movies and I normally watch it outside the CBD because I think this is the first time we are coming back to CBD. As our woman rep has said, one of the things we want to see is the liveliness of business coming back in CBD. Guys can now come and watch a movie. I think it's like what, 30 years or 20 years? I mean congratulations for those who just thought of the idea of bringing back. This is one of the icons that used to bring people in Nairobi.  And so as she says, we support the governor, we support every investor who is coming back to give our young people an opportunity just to be back on jobs and more importantly, creativity. That as we open this, we want to see more innovation, more creativity. Tomorrow, to Kutanewapi, Uhuru Park, Nairobi Festival, everybody we want them to be there tomorrow. Yeah, Kavisa, I'd also like to hear from you as well. I'm sure you're coming here today with expectations. What are you expecting? I'm expecting to see a new 20th century cinemax. I don't know what I'm coming to watch. I just accompanied the women rep on Nairobi and we welcome more investors and more theaters to open in Nairobi. For sure. Yes. All right, ladies. Thank you so much for talking to us. We appreciate and.


Okay, welcome back everyone. This is theCUBE's SiliconANGLE's flagship program. We go out to the events, extract a signal from the noise. I'm John Furrier, the founder of SiliconANGLE. I'm joined with Jeff Kelly, big data analyst, chief analyst at Wikibon's Big Data Practice. And we're here at Lawrence Schwartz, the vice president of marketing and tunity. Welcome back to theCUBE, Cube alumni. Appreciate it. It's always good to be back here. You know, this show, Prokona Live, is really not on the radar for a lot of the mainstream shows. And we've been talking about it all morning. There's so much going on and big data under the covers and cloud, convergent infrastructure. A lot of action at the data layer, databases, MySQL, NoSQL, they're not usually exclusive, but a lot of action's happening. So I want to get your perspective. Obviously, you know, we always commentate with you about big data. Sure. Now we're under the hood. So let's get into that. And what's the news here? You guys have some news and some trends that are happening here. Let's go into the news first and then give us your take on the trends. Absolutely, yeah. So we've actually, it's been an exciting week for us. We've had a couple of announcements. The first one, very relevant to the show. We support at Attunity all sorts of data movement and replication from any type of database, whether it's Oracle, SQL Server, into the data warehouses, when you go into Teradata or Vertica, the whole lot. And we've had a lot of customers using it to move their data around. And what we've seen is, you know, MySQL is yet another source and target that people have in their data center and they've wanted to use with our product, kind of have the one replication solution to manage it all. So this week we announced support for MySQL, which is in part why we're here. And it's been great when you talk about, you know, big data and how do you collect the data, right? A lot of the data that you see with MySQL comes out of, you know, web applications. People are using it to run their online operations. They want to maybe pull that into a larger data warehouse and do a number of different types of analytics and we can help with that. So it's a bigger piece of the overall story. So Gartner's put in some new studies that, you know, IT spendings have Oracle stock sitting at an all-time high, software's back. Data's at the center of all this. So talk about this data movement trend.  Well, we're calling it Data First because now data's at the center of the value proposition when you talk about the asset and the web scale SQL stuff that was announced with Google, Facebook, Twitter, and LinkedIn really shows that companies are using data as really a primary part of their value and competitive advantage, unlike the old model of parking it away and then retrieving for it when you need it, whether it's, you know, way all out in the data warehouse or it's just on disk somewhere. So speed, relevance, asset is the new normal. Describe folks out there, why is that the case and what's the key bottleneck from this hitting a mainstream message? Sure, sure, no, I think it's a, you've got a lot of interesting points there and you talk about data as a source. You know, one of the things that you hear a lot of people talk about are things like data lakes, right? How do I manage all this massive amounts of data, work with it, do analysis on it, run it through Hadoop or whatnot. But one of the things that also people have to work with is, you know, where do they get the, pull the data from? Is it from, you know, sensor data? Is it from remote places? Is it from somewhere else in the data center or another across town data center? So all those questions become important in figuring out, you know, where to source all this. And so if you think of the tradition, you know, the data lake model that people like to use, what are the, how do you feed that? Where are all the tributaries? Where are all the streams that go into it? And that's something we see our customers struggle with, right, how do you manage all that coming together? And that's of course about it's, you know, if you're going to have a data lake, how do you fill that, right? You know, how do you source the data? And that's where we see bottlenecks and that's where we kind of simplify for customers. Well, yeah, that's interesting because the whole idea, you know, kind of, the old way of data manager was a lot of, created a lot of silos. We talked a little bit in our last segment about a lot of my SQL deployments that were kind of siloed, Oracle databases were siloed and now with the data lake concept or data hub, whatever you want to call it, your whole idea is to integrate these different sources and targets. But as you say, it gets complicated. You've got to get data from point A to point B at the right time, use the right method. How are you helping companies do that? I mean, that seems to me while the idea of, well, let's integrate all these data sources and let's break down the siloed walls. Sounds great, but actually doing it sounds like, well, that's a real complex shot. Absolutely, and it's interesting because people look into their toolkit and they often say, what do I have to move data around? What's the traditional tools? And a lot of companies who have a multitude of databases or data warehouses, they kind of reach into their toolkit and they pull up an ETL tool, you know, and ETL tools have been around for 20 plus years now. But those are very complex to use. There's a lot of scripting involved in it. The technology for those are kind of dated and they're based on more of a batch-oriented process. Look, let me pull the data out here, get an intermediate server for a touchdown, do transformations and move it over. But when you have all these new sources and targets, just look at the number of data warehouses that have grown in the last few years. How do you make that really simple? And that's kind of our value prop that we come in there instead of having a command line-driven interface. It's all GUI-driven, so it's very easy to kind of pick your target and source, pick your tables and just get started. And if you're managing kind of a best-in-breed enterprise environment, you have all these sources and targets, that becomes essential. You don't have necessarily the expertise on each platform. So that's one thing. How do you monitor it simply, right? How do you make sure the performance is good? And one of the challenges for some of these ETL tools is they're part of a bigger player, some one of the major data companies that are in the marketplace. Because we're an independent company, we're kind of this neutral Switzerland, if you will, we get very good relationships with each database vendor and data warehouse vendor. So we can work with them to kind of tune the performance, tune the loading commands to their native commands. And that's how we differentiate and that's how we really help people kind of move into the real-time environment instead of these traditional batch ETL processes. Well, another recent announcement was a product called Maestro. Tell us a little bit about that because it kind of goes into what we're just talking about, about essentially orchestrating a little of the name, kind of orchestrating data flows. Talk about how that works and again kind of how that relates to kind of the value proposition you were just mentioning. Sure, sure. So as a company, overall, opportunity, we really focus on moving any type of data anytime, anywhere, it's kind of our tagline. So we do a lot of work, not just with databases and data warehouse and structured data, but also with file data, whether it's managed file transfer, or kind of replicating web servers or things like that. And what we found is that, when you go and think back to that stream model, right, where do I get the data? How do I make sure it's going down the stream and working this way? If I have a cascaded rollout of a file system or some web development, how do I make sure that whole process is managed? And there are a lot of tools that kind of handle point-to-point, like I wanna go from here to here and kind of view it. But if you're looking at a larger environment, if you're cascading out from a major central office to many remote offices, that becomes a complex set of streams and rivers and all sorts of things that you have to manage, monitor. So what Maestro does is give you that single point of control, single view on all the data moving through there. You can kind of see the progress in kind of geographical locations and virtual environments. And you can see the progress of things are moving forward. You can set up all different types of flows and environments and kind of get that one simplified view of managing a large amount of data. I mean, it works two ways too. So it's that distribution, but you could also be pulling in a lot of remote sensor data. And how do you manage that whole process and make it a periodic activity and pull it and bring it back to some other source that you wanna manage. So that whole process can become complex in a large enterprise. And that's what we're aiming to simplify. If you will, as you said, orchestrate the movement of all this data and make it coherent and easy to manage. No small feat. Yes. So we're here at Percona Live. Let's talk a little bit about MySQL. I know, I mean, in your former life you had kind of a view on the MySQL world and now in here with Attunity. You know, we saw the announcement, I believe, last week around the Facebook, Google, LinkedIn, Twitter, sporting, I think they're calling it a web-scale SQL essentially. Yes, yes. A joint effort to scale MySQL. Talk a little bit about how MySQL has kind of ridden this wave or ridden the tide as big data has kind of been all the rage, Hadoop and NoSQL get a lot of the coverage. But here we are, MySQL's still a critical element of the infrastructure of these huge web-scale companies. What's your view? How has MySQL kind of held up through this big data paradigm? Yeah, no, it's a great question because there's all sorts of approaches to managing this. I remember there was an article a few years ago where I think it was Stonebreaker, you know, it was a father of a lot of these database companies. He looked at what Facebook was doing with MySQL and said, I think the quote was, boy, if I had to manage MySQL at that scale, that would be a fate worse than death, right? He was very skeptical of it. But I think as Facebook has clearly shown in working cooperatively with the community, other places that contribute a lot to MySQL like Twitter, they've really grown it and grown all the tools and support for it. Everybody has always loved MySQL for the ease of use, the time of getting it going. It's very easy to understand and run. And people have always worked very cooperatively in the community. So this is on a much larger scale, right? Both in the scale of the performance but also in the scale of the vendors involved. But it doesn't surprise me because at the end of the day, when you start scaling and looking at performance, there's a lot of no SQL options, whether it's Hadoop or Mongo. But at the end of the day, you really, if you're gonna repeatedly go after the data, you might probably want an index, right? So you can go ahead and bolt that on to Hadoop or something else. Or you can look at, what are the existing tools I have and just scale that out. And people have done great things with that kind of MySQL backend. You've got companies like, I was talking to folks from the affinity be here, right? They kind of use that as a backend to kind of do more of a calendar approach, right? So people have found ways to be very flexible and kind of breathe life into it. And some of these, the biggest companies really see the value support it. As you mentioned, Google, Facebook, Twitter. So I think it's a great idea. I think they're up to the challenge and everybody would love to see MySQL used in wider use cases. So MySQL is a huge developer community. You're talking about a quarter of the DBMS developer, multi-database developers are out there using MySQL, hundreds of thousands of developers. So what about this new world here that in Percona Live makes developers get the scale they need? Because we're hearing two major themes here. One, we hear Gary Ornstein from Fusion and I talking about scale with web scale, SQL. And some of the stuff that do non-volta compression. The other one is flexibility, right? So you're kind of, you're hitting that part about the data movement. How does a MySQL developer, which tends to be much more lampstack developer, traditional software developer, get into that kind of scale? What do you guys see there and what are you guys offering? Sure, sure. So we handle and help is when you've got particularly a large MySQL instance and you want to get it into a data warehouse quickly, right? So it could be a very large instance for MySQL. That could be a couple of terabytes. And how do you pull it in and do additional analysis of it? Maybe you're pulling it into Vertica or some other platform out there like Pivotal. So we can really help with managing that massive amount of data and making sure it works and sings harmoniously with the rest of your data center. So that's the value that we bring and we approach that. So we help with that scalability. We help with moving it in. And the other piece that we also help with is when you look at RDS and what's going on in the cloud. So a lot of people see the value of Amazon for whether it's Redshift or RDS. And the question is, well, how do I keep it in sync with the ground? How do I make sure it's not just easy to load which we do, but how do I make sure all the changes are captured moving through the system? So we also come in and help of, hey, if I want to offload some of this big data into the cloud, take advantage of RDS or maybe even do analytics on the cloud with Redshift, we can help with that as well. So it's all those kind of connection points as you scale that become important. What are some of the customer use cases you're hearing? Ones that want to be the next Facebook, want to be the next Google, they see all that greatness and go, hey, why don't we have that? Right, right. And they realize, wait a minute, they can't, it's hard to hire. Hard to get the skill sets. But so what technology and software is coming down the pike? That's really going to help the enterprise move from, I'm buying general purpose stuff to, I don't want to say specialism or specialized software, but getting that hyper scale, web scale, enterprise footprint, what are they, what are you hearing, what are you seeing them go to? Sure, sure. We're seeing a number of activities going back to the cloud, right? People are looking to deploy that to handle the scale. And there's a real value performance trade off there, which is nice that they can take advantage of, but a challenge often becomes of how do I get it there? So if you look at, if they look at doing say analytics in a redshift environment, a big question becomes, well, how easy is it to move? And we've talked to many customers that say, well, we see the value prop there, we want to go to it, but say they're going from Oracle or MySQL or what Matt, it could take a couple of months of developer time to kind of script it up, to code it, to build all the interfaces. So the promise is really pushed out, that time to value is not there. So we see adoption of tools like that, and we try to facilitate that because that's really going to help on some of the scalability, right? And ability to scale up kind of on demand, but the tools have to be there to support it. Talk about the marketplace.  I mean, everything's going great. I mean, that's a fantastic finance. You're talking about billion dollars, 1.2 billion dollar raise for Cloudera. Yes. Who would have saw that coming? It's a huge success for Cloudera. Does that kind of put a wrinkle in the equation for the industry? Is that just cap table magic mojo or it's that they're doing with Intel's getting a position? Does that change the game? I mean, Intel is traditionally an enabling platform. Cloudera certainly is open to it, but there's other competition going on. Clients on the enterprise side have told us in the Cube that they like Cloudera, it's involved in POCs, but there's position as a data warehouse, business intelligence might not be their sweet spot. Although the vision's right on, so meanwhile Hortonworks is kind of doing their thing. So did Cloudera not have the funding you think? Do you think that this is enough gas in the tank for them? Do you think they can compete with the big boys? Sure. No, obviously that amount of money puts them in very good position to compete. And when you come in there and more and more they're gonna compete with the traditional database and data warehouses, right? Some of the work they do now is side by side, but over time there's definitely what am I gonna spend my dollars? They do, I would think they do need the money, the capital, to kind of compete with a lot of the major players who've been around for a while. So I could see them doing that. Obviously it's a lot of money going in, it's some validation of it. Do I know in five years who's gonna win and who's gonna be left over? I think that I couldn't predict that. Well, I always say it's hard to go out of business when you have money in the bank. That's right. So that's classic. But no, so they have the long play. So this is one of the things that Cloudera always needed, they needed that runway. Sure. And so now they've got the runway to kind of expand out. Do you think it alienates the market at all? Do you think it rises the tide? Do you think it floats all the boats? Some boats sink, some boats float? What's your take on that? No, I think in the short term it rises the tide. I think it brings everybody's awareness up of what's going on in the market with Hadoop. And it also follows what we've seen even as a company, you know, we're not a Hadoop distributor at all, right? But we've seen more and more people just in the past quarter asking about Hadoop, looking at the implementation. And so I think it's a combination of the validation of money going into it, people finding the right use cases, all that's coming together and making it seem an attractive story, this is here to say. So I think, is it the right amount? I'm not a VC, but I think it does validate what's going on in the market. It's insane numbers in terms of valuation or anything else, and it's good for the industry. So Hadoop aside, now let's move to the analytics market, okay? So you have the analytics markets exploding, Clare Story just announced financing for $30 million from Miller's company. Platform just got a big round of funding. Bubble Behavior aside, there's real movement in the enterprise, Gardner has a study out IT spendings up. What's going on in the analytics space in your mind? What do you see there? Sure, it's an area that people are looking for, the simplicity, the ease, right? I think places like Tableau and places like Splunk have kind of set the standard of how easy it can be to kind of mine through data and look at data so the expectations are raised there. And they've shown real value with it. Is data scientist market really happening or is this going to be the data analyst market? Boy. Because that's always been the question, do people really become data scientists or do analysts become a new title called data scientist? Yeah, that's a good question. I'm sure there's blending of both there, but yeah, it's either way, there's a lot of opportunity on the tool side, there's a lot of growth in those areas. So you think the jury's still out on that? Yeah, I mean, where it'll end up, I'm not sure, but I can see when we work with Amazon, for example, go back to the cloud, we get pulled into webinars with them with us talking about the infrastructure, people talking about the Redshift and then working with Jaspersoft on top of that, right? So people want to know the whole story, they want to know the whole stack. So it is an important area, there's a lot of growth there, there's been some good open source work there too, so I think that's a positive market. Yeah, I mean, Jeff and I were talking before we started, and I always talk to Dave about this from our old IT days, rip and replace always is a hard sale, but with open source, you can now incrementally get some beach head and kind of build on that. Okay, final question for you before we break is, information governance was a topic that came up in our crowd chat earlier today that we had around IBM Impact, big event coming up, but that still seems to be the big thing that everyone's trying to get their arms around, and everyone kind of knows it's important, policies is a top down, bottoms up, what's your take on data governance? Because data obviously will be at the center of the value proposition, and there'll be movement, different virtual machines, all this stuff's happening. What's going on with data governance? Boy, yeah, I see people that we work with at the application level, kind of wondering about that, looking for the support of it, whether it's where they store it or the security on it, but the overall market and what's happening there, I'm going to have to look at what you're working on. It's something we haven't seen as the infrastructure company as much, but I know it's coming up more and more at the app level. So overall application you're seeing a lot of data, you see New Relic made a big strategy change, they're putting some big data out there, seeing data in the applications, are you seeing that too? Yeah, and New Relic's an interesting one because they're at the point now where I was listening to streaming music service up in my room, and I'm hearing advertisements from New Relic, right? So they're showing up quite a bit. They're carpet bombing Facebook too, and Twitter. Yeah, yeah, it's amazing. Spotify or Pandora? It was, no, it was Slackered out. But the interesting thing was for these New Relic guys, I remember it was actually a Precona show in New York a few years ago where I was at my last company and they had this little table next to ours, and it's amazing and a kudos to them for their grill. Lawrence, thanks for coming inside theCUBE. Great to have you, great to get your perspective. You see in the landscape out there, the big data is key part of it. You got to store it in a database, and scale is the number one priority. This is theCUBE, we are exploring that conversation and more here live in Santa Clara, convinced in the heart of Silicon Valley. We'll be right back with our next guest after this short break.