What's up? What's up? What's up? I'm Bram and Sean and I'm Kari and we are back with episode number 24 of No Labels Necessary Podcasts you can catch us every Tuesday every Thursday Apple YouTube Spotify whatever you love so listen to podcasts or of course again You can watch our beautiful faces on YouTube now Every day or every episode rather we like to start with some advice, right? Yeah, so we're gonna get right into it and as y'all know who have been listeners We love if y'all would rate the advice in the comments Let us know if you're listening and you think it's a one out of ten two out of ten ten out of ten Let's get it, but advice clip number one How many versions of your hit song do you need to create? How many versions of your hit song do you need to create if you don't know what I mean? You'll see Record this remember this is this is that you drove a conservative war, right?  You should have an extra metal You should have an opera that's clean You're more radio So It is a long checklist, I think he was pretty straightforward Yeah, nothing was the ad there is that that was a fact everything that he just noted, but I think The first thing that this represents is the fact that a lot of times it's more work Then artists perceive on the front end we perceive on the front end just come into all of us in a game Even though you already had the video and it's just chopping things up at that point Where the song is just chopping things up at that point well except for you know making explicit You know, there's some tweaks just the fact that you have to do that at the at a point where most people Just think they're done. Yeah, all right Really is something to think about and honestly it doesn't just go Into radio tracks like he's talking about for a radio truck campaign specifically, but Cory I'm gonna let you list it out You know how we talk about the YouTube version of this, right? The same thing actually does apply in many ways across the board especially if you want to maximize what you get for your video views and the Ways that they can be used for other people and we'll go a little bit into that after jacquory drops to the list Yeah, well first thing I want to say is I think the main thing The main thing I get from what he's saying is pay attention to what you're submitting things too, right? It always goes back to go. There's a different format people accept different things Like you said, there gonna be some TV networks that want the clean version and others are gonna want the dirty version So I think that's something that especially a lot of smaller artists don't think about because they're not hitting that many outlets You know and that many on things at one time But I think it's a good habit to get yourself into a good habit like build build within yourself You know just to get that stuff created for if the opportunity just kind of comes up, right? But what you're talking about is is kind of advice what we give to clients on the YouTube side Where we tell them when they release a song that need a clean version a dirty version instrumental Lyric video a visualizer and if you like the song enough a music video, right? Or if the song has enough traction and attention a music video and now this is making me think maybe acapella, right? So that's six the same way with this you come out of it with nine different versions of your song That could be worked in different scenarios or just dropped in general to give yourself more musical content That same strategy applied to YouTube makes it to where with every single song you drop You now have at least five six pieces of content for YouTube specifically to drop with it Right to benefit of me doing if I just want everybody to listen to my my music video. I mean, so I think the More obvious one is YouTube growth, right? It's probably one of the more consistent ways for an artist to keep up with the output of a YouTube when it comes to YouTube because that's kind of what God is to tell in clients that you know a lot of times they will ask us like hey What's the best way to grow my YouTube channel? And it's like what you need to drop as consistently as the youtuber do because the thing that I don't think artists think about is that YouTube isn't created for music artists. It's created for creators, right? So the average artist maybe is dropping let's say two three pieces of cons in a week if they're not a week But a month they're just dropping a lot of a lot of music or something, right? But like their YouTube is a drop three videos in a day, you know saying or three videos in a week So these creators are moving at three four extra speeds You are on the same platform and the platform is gonna optimize for the the creators that have the highest output Which Sally is not the music artist, right the general youtuber But now you have this strategy where you know, you at least can maybe you're not completely competing with a youtuber But now things are like the additions of shorts It's possible for you to get as close to that level as possible for a music artist, right? I'm dropping the song a month. That means I have at least six pieces of content a month I'm around my music specifically like hard longer form pieces of content plus my 15 shorts I was gonna post anyway, plus I don't know this vlog I already had planned coming out from this tour. I just did right So I think that's the most obvious surface surface level benefit to it And then this doesn't apply to every artist But you know getting a little bit deeper into it some versions of the songs You're gonna apply like the same is our secos to and so the streams count when you talk about things like YouTube music And just like how those views are kind of counted specifically So I think that's a benefit it like doesn't really matter for everybody, you know Very small percentage of artists But the channel growth like being able to just max out a hard long-form content strategy for you to that Game really be replicated because you can do this with every song you put out like every song You know clean dirty Instrumental right acapella visualize a lyric video and if it's moving up make music feel right every song or Would you just focus on? The most important song I'll do it for every song just to have as much content as possible because the other thing too is You know some of these people are talking about once a week I mean, I mean, that's what come with that. That's what come with picking that I don't know about full-blown Gary Vee and like that for an artist But now I get I'll get what you're saying, but you would you would just go all yeah 100% yeah, cuz the other thing about two is you know We always tie back to how do the consumers want to consume things and there's some people that like to have a Visualizer put up on there the TV why they what are working in the background? Yes, so you touching on something important because to me I think people need to rethink what they think of when they hear a lyric video. Yeah, right? So you can actually combine the audio and visualizer and lyric video into one Yeah want to right because the audio is just the audio so it doesn't have to be the main video They're gonna hear it when they see the lyric video. Yeah, but the lyric video Can now based on how consumers consume stuff be the visualizer and then you just have it transcribed The bottom just like how people watch a tip top and then people see the text of what you're saying Yeah, you can get away with doing that So now you have that two and one because it's very hard for people to have Very interesting Lyric videos right I remember when lyric videos start popping and became I became way more popular before Visualizers became a thing right and people do realize they could just do something interesting Beyond having the lyrics move around so much, right? Yeah, that was on the screen and then everybody was just trying to like like You know ponder on how they can make it interesting and more and more interesting and you can only make that But so many so interesting, right?  So that represents the song topic or not not a music video but like just some flash and footage kind of like how you think about the Canvas on Spotify. Yeah, right. Yeah, like it could be like that Just repeating over and over again of you or it could be something a little bit more extensive But still is not the pressure of a music video Or again, of course just taking content from anywhere anywhere And then you just transcribe the lyrics at the bottom and that'll be good enough It'll hit the same purpose and then you have that little bit of branding experience to make it more interesting just normal then a Regular lyric video and fortunately for artists that's so much easier to pull off. Most people don't necessarily have the lyric video Skill set at least without wasting a lot of time or spending a lot of time rather, you know to get it done But a lot of people, you know We all got phones. Yeah, we got phones. We get we know how to rip something from somewhere else and just paste it on top Of a video and put that together so That that's what I would say to the YouTube list like we first started doing it didn't it we weren't in a space where consumers Would Respond to visualizers as much and as well and these different types of content and tick tock wasn't popping as heavy And so people weren't used to just being seeing transcriptions and stuff as much But the way things and I've involved you could take what three of those things off that list and make it one Yeah, yeah, I think yeah, I think the best example I've kind of seen of it I know the weekend does it a lot when he drops music and then what made me realize it was the way Cardi B released up Cuz I was just looking at the man She'd draw like nine pieces of content to this one song on YouTube. She had some other elements to it right like she had like BTS part one and two of the music video She did this one thing where she called it a move or and it was really just in my opinion The same thing as a visualizer, but it was just a bunch of different photos flashing across the screen While the song played in the background. So like she really milked it, you know, so that's why I think like to your point Yeah, if you're an artist where you don't have the resources to get all this stuff made Then yeah, a lot of them can be knocked into you know, like a lot of them can you can take three ideas and turn it into one Yeah, I'm having if you're trying to get like maximum bang for buck You know like maximum output for each one you have the the budget for it and the brand To be able to put together 100% I just just shooting out brothers just max out you too Yeah, let's put that on the screen real quick just for people Oh, yeah, let's look at to be able to see so yeah, Cardi B has Cardi B move or visualizer the live performance, right? And let me kind of play a little bit of the move or visualizers. You didn't get a sense of what it looks like copyright No, I'm not We're talking about the visual. Yeah, nobody's gonna hear anything I ain't dealing with none of those copyright strikes. All right, so it's like a bunch of pictures flashing Which is which is dope and a little bit of video thrown in between but that's actually pretty hard because This actually does look like it was the move or for that scene So that's how they're matching it up. It's like when we came up with this scene This was the move and they probably had You know a move or before this move board. Yeah, I mean when they were in pre-production, but but no, this is hard I'll actually like that concept. I would like to see that more Show them the scene and then show them the the move or their inspiration for that particular scene Because that's what we do creatively all the time anyways Some kind of inspiration or because it's hard to describe creative shit to people without giving them some reference points Yeah, yeah, so now that's that's a real hard That's what I like about this too is like it's taking the mundane taking that thing You have to do anyway and turn it into like a really interesting piece of content.  Oh, yeah, the live performance She has behind the scenes part one and two part one and two All right So it's like really made a moment out of this where it's part one. All right, so there's part one. I'm gonna play part one then there's the instrumental and official lyric video All this stuff is beautiful because the artist doesn't have to be involved. We already got the footage post-production and stuff like that So yeah, okay, so what else does she have we're gonna count how many videos this is the official music video official audio and The radio edit there we go. So Cardi B put up one two three four five six seven eight nine pieces of content posting this video. Yeah and then let's Look at the start in the end. I'm saying she a follow Do's advice in the beginning clip. She really would have dropped like 16 You know saying so imagine she did like each of these for the other versions of the pants that I brought Crazy right true true Let me see that was February 5th, 2021 when the radio edit dropped and then the mood board which was the final piece of content was March 16 March 16. So yeah, she was able to take a whole month to pull all that stuff together as dope as dope so This is exactly what we're talking about of course is not a one-size-fits-all Maybe for some videos you do something like a mood board and some video or songs Some songs you might not be inspired to that extent, right? Exactly, but The the concept is still true. Are you want to have those multiple versions out? There's an easy way to milk the song itself and get different parts of your vision out there and then also on the other end It also helps other people use your content for their platform Without you having to go back because that's really the main purpose of what He mentioned I actually don't know his name But I know it's a IG Art Red Soul or at least that's where they is posted from Coalition all right. He not. I don't know if he's a rap coalition, but he they have the the podcast Yes, come on know the name podcast. I hate that. I'm I'm missing it right now Cheat the cheat code podcast. Yeah. Yeah, like he's one of those people but Now you shout out to him for that that post really dope and we actually have something that goes Along with the same category of radio So we're gonna get in these radio campaigns talks today because there was a very interesting question within bram and network About pay for play in a radio campaign He had now for those y'all who don't know about bram at network it is a completely free platform at the moment for Artist managers producers, you know marketers we're all up in there a lot of dope members and You've got free courses all the stuff that we have at the agency the things that we do for our clients We have a lot of that stuff just in here in terms of free courses, you know what I mean? But also we talk with each other we cover subjects like this So check out this question right here. So and shout out to Zini McQueen for the question Hey, y'all I have some questions I submitted a single to be played on various independent radio stations abroad Specifically the UK. They're asking me to pay between 34 to $60 USB for my song to be added to Rotation for a set time say 30 days. Is this normal? Now, why does he say this? Well, I'm wondering if this is standard practice or if I'm being scammed I'm independent and self-funded as much as I want to invest in myself rent and groceries are also due And I want to invest wisely I'm thinking of waiting till my album is done and just promoting that instead of putting money into the first single What do you recommend? So first of all shout out to Zini for this question and the transparency putting this out here before You go through them the decision-making All right, cuz a lot of people bring this stuff to us afterwards and I'm gonna come off out the gate and say Sounds like a scam to me All right, and the only reason I not I even said in the comments like I don't have enough information But man, that's so little money for radio Like like what are you getting getting for 34 to $60 oftentimes when money is that little It's a scam because People are like, ah, it's so little money. They're gonna realize they got scammed But it's also gonna not be worth your time To figure it out and we're like bother me to try to get that money back That's what you see a lot of time So it's this huge vision is great thing and it's barely any money at all that part Right there to scam my initial scam detector says ah That might be positive. Yeah, it didn't give me Scam Bob that gave me really small radio station Bob, you know, so think about like a Independent station you were rent fine Rambo like some guy you kind of like Facebook or something you true She did say independent radio station. Yeah, so that might be real. Yeah, that could be real. Yeah, I mean, so I don't get Scambles, but I definitely don't think it's worth it. And I know that's not the question they're asking Even cuz my second part was gonna be even if it was real, I don't think it's worth it Yeah, not at all because like you said one that platform the platform was big enough to have a real impact every charge You weigh more and 34 34 60 dollars and in two from my understanding of radio campaigns that not They're not that impactful unless you're running them in multiple regions for a long time, right? So the way that I have a I don't know what to call them. We're just calling friend that used to work in radio And yeah, the way you broke it down to me was like, you know, like if you're Let's say you want to grow in the southeast Like hitting Atlanta isn't gonna have the same impact is hitting Atlanta and Charlotte Somewhere in South Carolina and Florida all at the same time because you know radio starts to spill over And he's like, you know, and it takes like a long time of like pushing that through radio before it really started Having some impact. I think the number he gave me was like at least like three six months. I'm saying something somewhere in there So one This doesn't hit either those boxes. I'm assuming you would just be hitting the one station Um, since independence probably not tied it like I said, we don't know but I would assume it's not tied to any other Independent radio network or anything. I'm assuming that would have been a part of the price that they pitched them or they're leaving it out and Like yeah, like the 30 days wouldn't be worth it even if that was worth it You know saying, you know, we talked about even though it was legit and the money was worth to the audience there Xenia you you will ideally be budgeting for like, you know, four or six months of this You know saying that the truly see it. So there's a couple of different reasons a while like my it's not worth it Dar would go off of my scam. Dar, you know No, I'm actually with you on that because I mean to sum it up I've seen radio campaigns Not be effective for 150k. Yeah, so that one. That's a great point. $30 Come on right especially before the tracks already moving. Yeah, so No, Zini, I stay away from that straight away from that But really appreciate the question and I still would love you to answer the nuances that I asked in the comments section In terms of like, why did you actually look for all these stations abroad? Was it just an opportunity that came your way or Do you have some kind of strategy because what I see a lot of times is I'll be talking with people and They'll have opportunities because somebody hit them up. Yeah scam or not It could be a real opportunity and now all of a sudden they're having FOMO for something that Was nothing to do with their strategy It was like, all right, why does that matter?  Again, did it was it just something you learned about and said, ooh, let me try it out or do you have a full-blown international strategy? Yeah, so then you know, we'll talk about that when you finally answer that question. Yeah, I'm saying real quick, too I think the other a big point hinted at that that I do think we need to touch on is that a lot of times Arts will assume things of scams just because they're charging money for like you even see in the question Like is this a common practice raising this technically pay to play I saw somebody in the comments mentioned like oh, it's technically payola So in the word of radio, I understand like radio is Technically, I think I'm not a hundred percent sure somebody quote me on this But I'm pretty sure radio is the only one that has like Practices against payola and I don't think any other form of music really has that you know send the other ones It's kind of like, you know, they paint this illusion that nobody does it But the reality of it is One is done at all levels at high levels.   Um, but then at a smaller level Well, I think artists have to realize that if you're finding anyone in 2023 moving forward offering you any type of service opportunity It's gonna be some money involved Because these are people building their businesses off offering the thing and so just because someone is Trying to charge you for the thing does not mean that the thing is a scam Now you should of course look into it and make sure they are legit And like Sean was saying that the money's even worth it Like do you have a strategy for it?  You know what I'm saying?  I'm sorry, bro. Somebody paying me to get into it So certain parts of it I get, you know what I'm saying? But I also get what artists think it's a scam when they hear money involved But I don't know. I feel like that's one of the the the most um One of the most hurtful things that like smaller artists can think is like assuming equating Charging must mean that about scamming. Yeah. No, that's that is a fact. That is a fact. Like I you said People gotta eat. Yeah, everybody's not just going around doing stuff for free And even if it's free in terms of no finance, right?  Yeah, you know Somebody losing it's somewhere alone So you should expect maybe a favor or just some good will show some love Whatever that looks like because we have had play listers Put our artist music on their playlists for free because they really really rock with the play Right, but that's a relationship you want to build Maybe you have a concert and you throw some free tickets out They want something too Yeah, so still don't be selfish about it Just expect because at some point people will see you You know move along start winning and they're like, oh man.  Yeah, even a thank you That's one of the best things to remember about music, bro People are gonna either take that money and cash percentages or favors The three ways everybody in music wants to get paid people give me some money Give me a cut or something forever or give me something that will clog me up in my circle Do me a big favor. You know what I'm saying that could that could help me out, bro And like so you yeah, like you said you get in charge one way or another Oh, you ain't got 500. Give me give me 30% over 50 year licensing. Oh, yeah Hey, that's that is the reality used to it. That's all I gotta say now Being authentic It's something that a lot of artists struggle with but I want to play this clip That really speaks on your artist development phase when you're trying to create music that's actually going to hit How do you make music that people believe? There's this amazing clip unexpectedly from Sean Paul Or a little Sean Paul doc that I thought was crazy and I wanted everybody to hear check this out right here These are actually so this is not Sean Paul for those who are confused These are our folks that gonna be talking that are talking about him because it's his doc He'll probably be in here at some point what we play I asked him have you ever made a song like a party song like a girl's record because knowing his background to try and be like Well, I'm gonna sing cultural records about what's wrong in the ghetto. For example, and it's like, you know, not from you He's like, bro, nobody don't believe you, you know, you're not the person that's going to be able to preach So why don't you think about what you are? And I'm like, what am I? What do you mean? He's like you are the guy that goes into the dances and you talk to other guys girlfriends And then you get a fight and I'm like, bro, that was when I was an adolescent He's like, yeah, but that's you sing about girls sing about party I was like, all right He's a charismatic girls man From back in the day girls would call the house hi Sean there And like hang up once he started singing songs about girls everybody was like, yeah, that sounds like you And I start expressing myself more that way and just becoming more of Myself in the song and then I started to become more of a popular artist. So by 90 All right, I'll stop it right there. Y'all make sure y'all see this Sean Paul dog It's actually really really dope. We'll put the link in the description below so y'all can get to it But yeah that that right there I mean it says so much But jacquero I'll let you start Yeah, I mean, I think the funniest part of it was when he was like, yo that cultural Political talk. No, not you because that's that's real bro Like I think, you know, sometimes artists will come into the game wanting to talk about certain things Um express certain things that I'm not saying that you can't express or can't feel But like you might not necessarily be the messenger in which the audience wants to receive it from, you know, um And so I like that aspect of it where someone's really enough to say like, hey, bro No, we people don't want to hear that from you, right? And I don't I don't know the reason why he said I'm guessing the morning dog probably by like Sean Paul's background or something Yeah, yeah, so a little bit of his background. He ain't from the hood So they basically like, bro, nobody wants to hear you talking hood struggles. Oh my god, it's not Right, which I think is fair critique, right and why things should be better You know, I'm not saying he had like the Perfect life or whatever. But yeah, apparently from what I understand he's from across town and he would be talking About you know, an area and lifestyle that people didn't believe from him. Yeah. Yeah, and that's real bro. I I mean I can't name how many artists I've come across where I listen to the music and I look at them And I listen to the music and I look at them again. I've like I don't believe any of this No, this is clicking with me bro Like go back to the boy and try again So I think it's important to have people around you like that. They'll let you know You don't speak for these people But then the second thing the guy said, which is huge is like bro, like this side is who you are, you know, and No, you're I won't say lucky, but let's say thanks. We should be thankful enough that This version of you that is the real you there's a market for music about that type of stuff You know what I'm saying?   Like that's all you do in real life Go to places where ass shaking music play So but I think like that to me is the important message of it for ours is you know You can play a character in a sense um, you can kind of like play something that Maybe doesn't align with like who you are as a real person, but then you have to kind of ask yourself Is the thing or the the person that I represent In reality like is there a market for that and will I be better off making? Something that that that speaks to that Yeah, yeah, I mean This is one of those cool Snippets because it's so layered right you just touch on a few layers and each of those layers go really deep based on conversations I've had with artist friends where there is that struggle between The image you dream of projecting And the reality of who you are. Yeah, all right. It's like man. I want to be this super Hero, I'll just leave it at that because there's different types of superheroes that artists that they want to be Right and that's what they feel like the world needs to see or is based off of somebody they were inspired by but there's a moment where Many artists that I've seen that make an impact Right have to come to grips with Okay, that's my inspiration But I'm nothing like That yeah, all right. My music is gonna hit different So you'll be surprised like some of these artists out there who are huge and you'll be like man This music that this guy makes has no substance And if you hear this dude say his favorite artists They'll be like krs one or you're something like rock him, you know stuff like that like j electronica It'll be like some deep shit But that wasn't his market that he found whether it was common in his life or what, you know, the life he was living whatever so Like that's just the reality of it But if it's you it's usually going to make more of an impact and I think When there's so many times where we want to project something and we would love Because it's who we want to be almost right and sometimes you can make that superhero work I think there are artists out there who have made that superhero work but Oftentimes the ones who make The the greatest impact are the ones that we feel like yo, this is him. Yeah, it relates we connect and it's that real so Like be vulnerable and put yourself in the music because I think part of him Admiring the type of content that he was putting in the music That means there's probably a part of him too that I don't want to say full on was embarrassed But there was something that he wasn't appreciating about that side of himself Right. He even said that like that was old me Right in that clip, right?  Yeah, I don't know. I gotta go back and watch it I gotta go back and watch it. But I think the other thing to think about in the whole I say like character Do I have a character is the maintenance of the character? You know what I'm saying like over long term? So I haven't think about his situation Let's say he did take that route and you know, let's just assume people like it And what comes with that right now people are looking at you as almost like a political or cultural spokesperson About certain issues not every artist can handle that You know what I'm saying? They want you to show up at certain events and and things right and like certain Social political events. I always want to go though. Now you feel like you're doing homework Yeah, exactly.  Yeah, I watched 30 minutes of CNN before you get on the mic Exactly bro. I was like, uh, you were just trying to Wrap about the struggles in your neighborhood and then the music industry on turns into marlin king You know what I'm saying like like we see that we see that happen, you know, which I respect Not little me little baby.  I'll switch up off this stuff. Like that's my run for you I'm just trying to get money a little baby basically said the same thing when he came out with that song with 2020 or 2021 or whatever about Off of the back of George Floyd and everything they both kind of put that out there like I'm just saying what I'm saying I'm expressing myself as an artist, but don't put me in this category. I'm not that guy to carry this flag Yeah, because it goes back to the whole Um creating the reality for your audience if you put it out there enough eventually They will start to believe in they would treat you as such This man is telling me in all of his music. He wants to be the hood. He wrote a hood savory Hey, man, I'm about to start putting some societal burdens on you that come with that And I mean because this is what you asked for and I think even to a um less extreme But probably more common degrees like all the rappers who come out portraying like they already have money when it first come out And so I'm all like that's a dangerous slope because in order to portray That you have money you have to keep doing things that require money To keep up the image and now you burn yourself dry. You know what I'm saying trying to maintain this character That you know I'm saying that isn't really who you are anyway.  You know what I'm saying like I'm cool with that as well I think like no matter which side of it you pick you have to understand like what you're committing to Um in terms of that brand you're about to build like what might come with it And then like what he talked about is there a musical audience for you know the people want to hear music about that I think it's really hard for someone to portray something that's nothing Like them though, right not talking about acting right because that's for a period of time Yeah, right you put on that character, but over an extended career and have uh really high levels excess I don't know man. I would love to see an artist that that fits the bill for because I know Beyonce says Sasha fierce right the alter ego Isn't her but it is her you really think about it too. It's like no, that's not how you carry yourself in your own life Generally speaking in some ways maybe you don't feel like that It's a certain level of confidence that you might project like more expressively than you would in your regular life But it's like it's in you though. Yeah, right. I think that's a difference. So it's like, okay so I feel like there has to Be some level of connection in you and it has to come from that space to really make that level of Connection with people for the most part, especially over extended period Of a career. Yeah, that's just my thoughts on it though.  You know what I'm saying? Like I'm really going deep into them coming off super intellectual It's not how I'm in real life necessarily, but it's exaggerated. You know what I'm saying? It's an exaggerated thing that's true to me. So I personally think those are the best characters Um to maintain because yeah, I think the playing a completely Different character can probably get draining, you know at some point Um, that's probably where you get the the sentiments from different artists that Lily will say things like I don't feel like on myself, you know saying that like or you know, you're here from like Pop art sometimes the label made me be someone that I wasn't oh that they're sending me as I had the the labels I ever this real life you No, like be like this be like this be like this and they essentially create a character for them It was saying to play and then the artist falls in line to it So I think that middle ground between what about myself and my willing to Base my character off of um, and then let me just exaggerate that I think I do think that's the best I'm gonna ground let's talk about that what you said too because Getting lost in the sauce is a real thing very right say stuff like that like loosely but When you're portraying something and you're having Certain types of success. We already are familiar with imposter syndrome, right? Well Think about imposter syndrome for a space That you attacked in a way that you didn't even desire It's one of the things like I built this business and I'm killing in this business But dang I I kind of feel like I don't deserve it that at all But I really want to build this business at least want what you're going for in that way Right, but if you're doing something that's internally in conflict with who you are spiritually your value system or just physical comfort then It gets even deeper and then you find that success like it's literally like Hanging on to the side of the pool and at some point Are you drifting back and you're trying to reach and you can't reach the side of the pool?  Wasn't it you?  Oh, yeah I know what was going on. But yeah, that was me Oh, yeah, no, I went by the drop. No jacquero. I don't know itself like Facts, but that's that's in some ways what happened like just give it like the quick Man, so I was I don't remember how old I was man, but we were at the beach on like a family vacation playing Um, what's the shit called uh Marco Polo bro in the water and so I'm just in the water. This is Marco He's like polo.  I'm like Marco and then like just at some point I don't hear anything and I and I open my eyes and I'm like I don't even know how far bro.   Yeah, right. It's hard to pay attention to everything everything so new so like I think One thing that that clip Should cause people to ask and so again is Who you say who you want to be? Who do I want to be? Who do I want to be? But more importantly, who are you? Yeah, right? And how can you navigate between between who you are And where you want to go because maybe you really don't like where you are and some traits that you have going on or whatever whatever Understandable, right? We all see things we want to improve about ourselves in some form of fashion but There has to be a line of improvement to get there or some way that you can see so you can be aware of what you're doing so because Like that lack of vulnerability like this type of Conversation and and that type of person being around to kind of call it out I feel like that's what a lot of artists are lacking when they have good music and It's just not connected. It's like you're just like, man, it's good So like I'm gonna give it a B. Like they keep on making those B's I can't say it's trash. I can't say anything bad about it. But for some reason I'm not pushing that replay button You know what I mean? And it's like that lack of Vulnerability where you're not in the music yet. It reminds me of I can't remember who it was about but I never got it.  I mean heart broke. I haven't had that heart broke You can feel it when they feel it. You know what I mean? Like hey when we were in Tulum That lenny williams song. All right.  So it was like and that's kind of a good example of like The superhero or projected something that you aren't yet and why you can connect so differently Just because you're you're telling it from the trenches of that emotion all right, so um Man, I mean, I think I think it's something we can all think about in our own brands influence content in general and public personas, but Yeah, man, it's something uh that artists but in particular We have I have those conversations with artists a lot I just talked to the dude the other day that was really good in this in this category And if you could figure out that how to put you in your music Man Like there's a huge difference and there's just impacts that I Candidly want to make in categories where I'm like I care about this cause But nothing I'm I'm not the spokesperson for so I'm just gonna have to give money to somebody else In that in that area. There's some things I could be the front facing spokesperson for There's some things that I need to give money and let the other people rock. That's completely fine, right? But you just got to recognize what that is Every space ain't meant for you every space not meant for you to be the face there we go, man Hey, so next category next subject Hopefully that was helpful for y'all and put drop in the comments, you know, because we love have like brand um in philosophical conversations, but switching up less philosophical but Something to ponder on Because a little oozy dropped some tips for making great music. Oh, wait, wait Not great music great albums. So do you want to know how to make a great album? I do Ikori, you feel like you know the keys to a great album. I feel like I'm like 60% of the weather You 60% away 60% all right. I'm I'm looking forward to hearing a project, bro All right, so check out this clip right here little oozy talking to aiden I know I drink albums of great albums. Why? Because it sounds like one wrong song, you know, I can't eat albums of great albums Why? Because it sounds like one wrong song, you know, nobody's eating albums of good albums Sorry Why Okay, I get it one long song Drake albums are great albums because they sound like one long song Gee the albums or yay albums are great albums one long song and if ye album is great because it sounds like one long song Ikori We both disagree. Yeah, I disagree in many ways But you know, hey oozy You the artist you done done what you done done So we're gonna respect it but From a fan standpoint, we also have our perception of what's great as well I'ma start with Look, bro I've turned out a lot of shit that's just boring because it sounded like one long song, right? That's my my starter, right? Literally one long song You didn't do anything interesting. It's like, oh, yeah, you should have just stopped with the first one Sometimes I could take a repeat But the rest of them aren't as good as that first one because sometimes that one sound has like a hit It's like, oh, yeah, that song is a hit.   So it's that's what I feel sometimes as a fan then on the other hand Back to that one long song that can't be the only reason Because what if the song isn't good? I've heard that same instance with songs that just ain't that good So if it's a mid song and it's long and it's long I'm asleep. I'm asleep, but you characterize great albums In a way that I like Yeah, so I I get the sentiment. Who's he's trying to make what I disagree is I don't think a great album is you know, like I said every song blends together and sounds like one long song I think it's kind of like seeing Different characters from the same universe rather right like I prefer every song in the album to Um sound like it's all coming from the same world. So they're unique in their individual attributes But they make sense and sound like they're being birthed from the same umbrella I think that's what makes a great song because in that point to your to your point You can start to see where the sound may be inspired the rest of the music But it doesn't sound like it's blatantly copying it. So right like that that's almost one Like have you ever listened to a song from an artist and you could tell that that song was probably inspired Like a different song they made like it's like you almost could hear them in the same studio session being like No, no that drum loop saving for this shit, right? But you could you could see how it came and like shit like that I think is what makes a great um a great album because you kind of get to see The artist thought process a little bit behind this stuff and it It lets you know that they are aware of cohesiveness Which is something that I do think is a lost art form. Um, yes Putting projects together Those are the projects I love the most. Yeah, right that have that so Your example of being in the same world different characters Scenes within that same world 100% makes sense, right? You look at metro boomers project that he just dropped a month or so ago, right? It's all the supervillain. It's a movie scene. Essentially. It feels like that right the beginning the origin story, right? Then you get the build up to the climax and then it goes down and hits the resolution That's all there now Some of these albums, which I think maybe it's his bigger point Just feel like playlist. Let's see where you're going, bro. Like that's probably where his bigger point is It's like RAD songs might have been made in different eras and a lot of times sometimes with the record label Like the way things move they're like, hey put something together So you might take a song that you made two three years ago in another song that you made yesterday And not oh, I took it two three years ago So because I was saving it it's perfect with this project. It's like I just put some stuff together And we had to put some out, right? Or we had to keep this song in the project because this helped the numbers look good, right? And that that's a whole another thing But the sense of being in the same world has that value Just because that's the idea of a move Right, like unless you're going to take me Into a space to change my emotion Typically you do want to stay in similar emotional space when you listen to a full project And that's kind of goes back to one long song, but not exactly, right? So if you look listen to What album was that I don't know. I thought well, I thought it trace songs I'll say the weekend's most recent album the weekends most recent album, which He's been in the same universe for a long time.  So there's that what I was thinking actually was um For some reason I was thinking about the trace songs album The one that his best album of me. I never know the name of the project, but the one I got penny dropper Okay, yeah, you know unfortunately LL smiley face Which it's a clear example like people listen to like why the hell was LL smiley face on that project, right? Shouldn't have been there broke the whole Exactly, right The rest of the project was basically like a, you know, love sex r&b track Like that's what it was and you could play it all the way through and then you all of a sudden you got this Childish song like that song was cool for what it is It's one of the things like don't make me be Mean about this, bro. Like I'm cool with it. Just put it over there, right? like so imagine What do people like to do r&b projects? They might really be in that mood, right? Like you might actually be playing it while y'all while you're doing that thing or you might just be in the date Or whatever and then that comes on, right? That doesn't allow for that like that's when that one long song Or Staying in the same universe matters, right?  See, you know, whatever. I might even go through the full track I kind of remember most of that track with some order. So one long song I I think I see what he's trying to say, but you know, you already heard my disagreements with it Yeah, bro Now I just keep turning back to the the movie reference, bro It's like imagine a marvel movie with like eight iron man You know what I'm saying? Like, you know, it's gonna be some hits in there. She gonna be smashing I thought why you like damn, bro. I'm kind of I'm kind of sick of iron man I want somebody else to say today. You know, so I want some Thor bro. I want I want uh No, son. Hope bro somebody somebody moves. Yeah, like I want a different origin story, bro So I look at it like that same that same way, but if it all sounds like the same song Even if it sounds like a great song, I think eventually we're gonna get tired of it You know Our attention span isn't long enough for that But you know, they all sound like great individual songs from the same universe the same world They all cohesively go together. They make a very nice Avengers You know what I'm saying? That's what I'm here for The perfect example is someone just told me Not to watch the matrix the last one that came out and I didn't feel like I was gonna watch it anyway because they got rid of Morpheus Well, they didn't get rid of them. They still had them in there, but it was wasn't Lawrence fishburn Lawrence fishburn still alive.  Smith or whatever whatever it was still those people controlling stuff and Neo and trinity were still the saviors in the exact same way It's like why'd y'all wait all these years and then y'all bring it back and just hope the same story, right? So nah, oh, and of course a lesser version of the original too again So it's everything that we just said and so I like that you went to movies because I think it more clearly depicts Everything about why this ain't exactly ain't exactly right. Yeah, but like I said, we don't want eight iron man Hey, but Uzi if you ever make a project that sounds like one long song and it's not good You know, we know where you were coming from. We're like, oh, he was going for that or whatever But like Uzi hasn't even done that. I was just about to That's why it felt like cap for him like bro. You don't even do that, bro. Like like his album Sound like individual themes from the same universe, bro.  You know what I'm saying? So Yeah Hold on man. I think he's just trying to be on his I think he's trying to rebrand his wives and that was his start you know what I Know I think I know where he's coming from though with it Obviously, he's made great music and maybe it's funny enough. Sometimes the wrong thing could get you to the right place though So maybe he has to think that to create that output and it's to us It doesn't really come from that space But it still has an output that we appreciate. You know what I mean? Yeah.  He went He went left, bro Not the same thing. That's that's probably what that is. But hey, you know It's kind of the opposite. He started with the fork and I think it came together. We're looking at his project. So Look one long song y'all see it. I would love to know what y'all think about that one Actually, that would be really interesting. But for the last topic of the day My question my question for y'all is what lengths will you go through to make your content happen? Now Folks who are listening on the pod, you don't have the visual you need to actually Go watch the youtube video to see the visual that I'm about to play But this is episode number 24. By the way, don't forget, but yeah, check this visual out because It's crazy Every time I've watched that I gotta like laugh a little bit too. Then you actually appreciate So for y'all who are not visually watching it's basically These young boys going to some very creative lengths To shoot a movie Right their own movie off of a phone and the way they put things together like they come on They this man using flip flops for the directors like cut Come on, man, like you gotta love it. You gotta appreciate it. So like Again, what lengths are you going to create your content? If you really want to make it happen You can make it happen We've all had to get creative to make something we wanted to make shake at one point of time What are you willing to do and you look at something like this? I think it makes it very clear put some mirror up to yourself that time when you said Hey, man, my phone did so I'm just not gonna create today instead of just putting on the charger and waiting 30 minutes, you know what I mean Hey, is it really the excuse but but no seriously, I just really think it's a dope clip man Yeah, and like clips like this make you realize One just like how ingenious and creative people can really be because sometimes I'll see people doing things Like this to get like wild shots and I'm like man, I never would have thought to do that Like, you know, they're like, oh, like how'd you get that that shadow like that? Oh, I like put my phone in the cereal box and then put like a light But he was like, damn, why'd you even get to that? Like, you know, what did that come from?  I was gonna go watch it the other day, but I didn't want to do that to myself But I was thinking about it because Well, a lot of people don't know bro Like when you first asked me to be on the channel, like I didn't have any camera equipment Or yeah, Brian had no camera equipment. I didn't give it. I didn't get camera equipment until maybe like Six or seven videos into it. The Nathan Fowles campaign paid for my first camera. So shout out to Nathan Shout out to Nathan man, but I never even thought about it Actually, yeah, bro. I did not have a camera, bro Like my very first youtube video the way that I had to set up is I had two phones I was using sharenta's phone To record the video and I'm using my phone to record the audio So I had like nine books stacked up to like maybe right here And I had the phone like on top of the first book so I could catch the audio And then in the back sharenta was just staying up the whole time like recording me with phone camera And that's how I made my first video Maybe my first like two or three, bro And so I don't even go back and look at those videos. I'm like man such such different times, you know what I'm saying?  It worked Somebody watched it and was like, hey, bro, this audio trash, but I felt what you're saying You know what I'm saying? I'm willing to stick around and see where this go And I would appreciate you uh random commenter like I also am willing to stick this out and see see where it goes So But I was saying like man, what if I hit you man? Was I Asian? I ain't got no camera, bro. You know what I'm saying? I don't know man. I don't know what everybody's doing Who knows who knows where life would have went? Hey, that's a fact because where I was at that time I wouldn't have had nothing to do like shoot, bro. I barely got what I got I don't even know and that's that's crazy though because like You weren't the first person I ever asked to do just something on the channel or whatever You're the first one that like I was like let's make it an assistant I think well, no, it was one other person was a young lady And I was just like you can do whenever you want to I didn't like say hey You need to offer one about you know, just put it out there And she seemed to like really want that something like all right. Yeah cool Like I'm not really super serious with this like I don't feel like I need to be the face or every every video You know just when you got something just shoot me the video and I'll put it up or whatever And she didn't It's not about that story what's going on. Nah, she didn't It's and it's a lot of people bro that just don't yeah for one reason or another like I think one, you know, some moments it was I got caught up. I'm busy or whatever I do remember a guy who just didn't put stuff up or whatever, but Like you did, you know, I was like and then I was just like Man, I'm gonna stop asking other people like to just to be on there or whatever because I was like I don't want to like being videos like that at that period of time or whatever because I was like after I came back From the channel like let me at least like just give other people some shine or whatever the platform who I think are dope And then after a while though, I'm just like I'm just gonna stop asking people but jacquery can do however many he wanted me like I'm not gonna ask nobody else Because you don't even like asking people and then they don't take advantage of it Especially when it seemed like it's something they want and you actually Didn't like want to do it want to do it. That's the funny thing about it.   Yeah, bro All right, man, I think from a client perspective the wildest thing I've ever seen was uh When sage did that million stream video where he went skydiving for the content. I don't know if you remember that No You ever saw that? No, I never saw that one. Yeah, but he did a video when I can't remember what song it was But when he had a million streams on it Or he was like if y'all get this to a million streams, I go skydiving vlogger and then he went Skydive for and I was like one that's crazy because That motherfucker was just got thank you. I'm posting next day. It was me. I'm not Scott I'm not risking my life because y'all got this song to a million streams only four thousand I was getting the 10 million they made we talked You know 40 bands or more and I risked my life You know what I'm saying, but I always thought that was cool because I've seen things I've seen people hanging from trees get videos, bro shit Set ups like this, bro motherfuckers being pushed and shopping carts and skateboards and all types of stuff, bro So like I have learned through the ingenuity of watching other people on tiktok I'm a youtube and things like that. If there's a wheel there is a way 100% effect and I got one more video example That I think is perfect for this scenario. I'm gonna give you one guess One one guess in five seconds like on who it is Chloe. Look y'all there. Nope Nope It's a perfect example though, and I think you will 100% agree Check this out right here Oh Yes, y'all I see I see my camera her first video Give give people a little bit of backstory on What's going down right here and why this video is not only dope and the song is dope, but like why is it doper? Yeah, so this was five when I got I got a painting picture, man So this is what year is this three years ago? So 2020 so this is like I'm a year into being music market 2019 so I'm two years and yeah, so I'm like a year I'm a year into being a music market And I'll see was probably one of my like earlier clients really dope bedroom pop Artists, you know I'm saying she makes if you like shit like Clairo and stuff like that like you like her music But I think at the time all I was doing for her was Maybe a playlisting campaign And I remember one day we had a phone call and she was like, you know like what could I do? To help you help me make this song get bigger and I was like well if you had a music video I could run like ads and show and then we could gas up that way and she's like, oh, well I don't I don't really have any money to get a music video made, but I think it's something like I'll do something There next day she texted me and like yo, I just sent you an email Um, do you think this video will be good enough and it's this video right here I'm like, oh, this is hard. Like you got a video made today.  It said maybe like half a million. You know what I'm saying? Um, you know what I'm saying? Yeah, like half a million or maybe at this point I'm spotify maybe half a minute across all platforms probably at least a million You know what I'm saying off of a very little amount of ad spend like I think that entire campaign Um, we maybe spent like $800 You know what I'm saying? Um, and that's that's including the playlist and so plus and plus the ads total probably spent like $800 to get that song going but I always fucked with her for that because a lot of people would They would have died when I said that Like what do you need to do?  Damn, I gotta do some more work. I gotta spend some money making music video I got a blah blah.   You know, I got a vision.  So yeah, man. Shout out to Aussie, man Macbook camera not complain about the quality and this is really and we y'all go hear the song We'll put this in the comments or description as well.  Her branding it really popped her off like people she got hardcore fans off of this alone Um, you know, she hasn't really dug into the momentum yet But it's still it's still there like the fans really love her so much 121k uh views 203 comments like this was hard and actually There's one other person Um, unfortunately r.i.p to john james, but he was somebody I worked with really early on and If you just look at his videos Like you go back to these videos and concepts Like all I could say is the amount of money that he put into this stuff Was nowhere near what I thought when I found out He would you just go to his page Like it was really him doing camera work like directing everybody Like finessing outfits calling favors like oh, that's my friend and not like all that type of stuff. I don't even Uh, let me see You can just go to the videos like the quality is ridiculous I don't do have mad money when we first start uh like working together Just because all the videos and it was far from the truth In terms of like what you in terms of how much money those videos cost He didn't have nowhere near that kind of money, but he would go to extreme lengths matter Fact unfortunately, I think that he was shooting some type of video when he passed he it was a so I ain't gonna go into details, but it was like he was skydiving actually I think he just ironically mentioned skydiving whatever and that's That's uh, how he died whatever we up. Actually, I'm seeing the headline right now Yeah, he was shooting a music video for that But he would do stuff and just push it and push it and push it and make stuff happen in a short period of time Just like we talked about Tyler Perry that a couple episodes ago How he'll compress make I'm gonna shoot a whole movie in seven days, right? And I'm like everybody in order and just make sure You know, everything's organized. I don't have to spend that much money all of that He was one of those people so Again, all right in so many ways But what are you willing to do to make it shake? How much do you want it? I remember Miguel had a quote that he basically felt like The universe is always testing you to make sure you really want what you say you do Yeah, all right, and you know sometimes I don't like to feel like that But sometimes I begrudgingly agree. Yeah, sometimes a challenge come in the form of a dead phone Like damn man, my dreams could die right here Along with this That's a fact that's a fact Hey, so yeah, what once again we appreciate y'all for Following the podcast this long.  Hey, this room ain't what y'all might think the room is It's wild up in here. Y'all want to see the full room, but it's gonna get better Remember we trying to get to a million subscribers as long as we get y'all's love and support and y'all keep sharing and watching And just showing love letting us know that we doing all right. We doing a good job We're gonna make sure we get there Hey, yeah, again, it's another episode of no levels necessary. I'm bram and shon. I'm covered and we out


All right, what's happening? Tom Charles, Chris Forsberg here with Celtics post game live. A 50 point win for the Celtics over the Brooklyn Nets. And if there was any concerns about how our guys can respond final game kind of before school gets out for a two week vacation or eight days anyways. The Celtics put that to bed pretty much right away. How appropriate on the night that Eddie is on the call, we get the Molliest of Wappings. Yes. In the season. I guess it wasn't even their biggest win of the season. That Indiana win was slightly bigger. But this just felt the most lopsided because they were just toying with them the entire night on both sides of the ball. And yes, I was worried a little bit about what the energy level would be. And then Derek White goes on and is a plus 44 in 29 minutes. And Jason Tatum is awesome in doing everything. So credit to the Celtics. We've talked a lot this season about needing the focus in certain moments, whether it's coming off a loss or whatever the case may be. Man, they were just like, they went into the break with some serious momentum here, not just within terms of how far ahead they are in the Eastern Conference standings, but just with dominating performance and feeling good about yourself. They put up 136 points, Chris. And Porto Zingas didn't play in the second half. He had 15 at halftime. Jason Tatum only had 20, which means like just the scoring up and down is off the charts from all of the supporting cast in this one, including Sam Houser standing by with Abby Chin. Sam, there could have been a lot of excuses in this game. Second out of a back-to-back heading into the break, but you guys came out with the defensive intensity that was on another level. What was the key to putting this game away early? You know, we were just taking it day at a time. Our goal every day is to win the day, and we did that today. So it's a good treat going into an all-stop break now winning this big, but we were just trying to focus on today. You have won six straight, 43 and 12. How are you feeling about where you guys are at?  It's been a good season so far. Get some time to rest up, get our minds and bodies right, come back and finish this thing out for the rest of the year. But definitely still some areas to get better at. Sam, we had Luke mic'd up, and we caught him singing on the bench. Whitney Houston, I want to dance with somebody. Does he do that often? Luke can hold the tune. He can play the piano, so anybody can play the piano can hold the tune. And big positive of tonight, you guys got a lot of minutes for the Stay Ready group. What stood out to you about those guys? Just that, just being ready when your number's called. Everybody who checked in tonight played really well, and they were ready to go when their number was called. So it was good to see Jay Walsh out there, getting some real minutes with the big club, and he's shown growth. And everybody, like I keep saying, we work hard every day. These opportunities are time for us to shine. I'm sorry we couldn't get you into the three-point contest, but I hope you have a great time over the break. Sam, thank you, congrats. All right, so Sam Houser, first of all, we're going to have more from Luke Cornette, who was mic'd up tonight, which was pretty awesome. He did a phenomenal job with that. And then he was referencing Jordan Walsh there, the rookie getting up the bench early, getting some time with the starters in this one. I loved it in the first half. He had that swipe and picked the pocket and went the other way, fumbled the ball. But just any chance you get, there were times at the start of the season, I was like, I don't know if Jordan Walsh's going to play at all. It's just another benefit. I felt like this game was going to be one where you might need some sort of energy or spark. It turned out you didn't need it, but the added benefit is, is even when the starters rolled out, you throw Jordan Walsh in there, you throw Oshaper Sad in there for energy, Peyton Prichard had a great night.  Yeah, again, it was a 36-point game at the half. Celtics win this one by 50. We bring in Eddie House now. He took care of business. He didn't just get the win, Eddie, but a 50-point win. And that's, as Eddie House would call it, would be a Molly Wapping. Yeah, it definitely was. And I like that number 50. It sound good. I mean, we could go to the stats, but guess what I'm going to do with these? Get them up out of here, because it was a Molly Wapping. There's no need to talk about the numbers or anything like that. I say what the Celtics did from the beginning of the game. I thought they expressed how dominant they were on the defensive end. Eddie, as a defender, defense was impeccable. They were sliding their feet. Their hands were extremely active. They got multiple deflections on multiple possessions back-to-back. Lucornette anchored the defense, had his three block shots. And then I thought that just spearheaded the offense. From that point of having, being locked in defensively on the offensive end, their spacing was great. And they took advantage of every single matchup that they could take advantage. They exploited the Brooklyn Nets tonight. They were able to harness the power of the headband during your playing days. Did Jason Tatum and Derrick White tap into something tonight? Do they need to continue to wear the headbands moving forward? I don't know. I was tripping off that when they came out. I was like, okay, HBG, right? The headband gang, right? They came out and they were like gangbusters. I mean, if that's something that is going to give you power, you know what I mean? You know how Samson was his hair, right? Maybe it's the headband for these guys. But I love the way that we went into the all-star break. Took care of business. And now you have time to reflect, relax a little bit, get away from the game and reset your mind. And Drew Holliday spoke about that last night. It's like refreshing your mind for that last stretch run. And it's going to be a sprint. And it's going to be hard. It's going to be tough. But I think this team is setting themselves up and putting themselves in a great position to do that. All right, one more before we let you go. But what did you just think of the compete, the symbolism of the Celtics going into this game? I mean, again, it could have been one of those while they go up by 36. And then maybe they slowed things down in the second half. But they just went out there and just dominated from start to finish. Like this was their final chance to play some basketball for eight days. Giles, they could have had every excuse to not come in tonight. And they could have came in and laid an egg. But they didn't. I just thought their attention to detail defensively was off the charts. I mean, Jason Tatum switched out on Miles, excuse me, on Miles the one time and what he did just slid his feet, slid his feet, contested the shot. Then we closed our possession out with a rebound. Then I seen multiple efforts from guys. It wasn't just I was there helping once the help happened. They passed and it was the old cliche and the old statement that you say you got to help the helper that helps the helper, which means it never stops. It was on the proverbial string tonight defensively. They played extremely hard. It led into great offensive opportunities and it was just one of those games. So everybody that was here, it's Valentine's Day, right? And besides me having the honor of working with the legend and being able to call a game with it, I mean to see this type of game that happened and it's Valentine's Day. So it was nothing but love given out. Nothing but love. The Celtics gave love to the fans, gave love to me, gave love to you. And I mean, it's time for the all-star break now and everybody else gets some love. Not sure the Nets felt much love tonight. That's true. But you know what, that's okay. Someone had to play that role. We're not worried about the Nets. Yeah, exactly.


This paper is looking at how to estimate measures of poverty and inequality from microdata and The issue is with any form of microdata that you're going to encounter different sources of survey error and these are summarized in this table here. So what I do is separate the kind of Formants of survey error that researchers will observe in public use data and that's measurement error processing error and non-response error Which is distinct to the survey organization which deals with these other sources of error and then releases the data So as researchers then who are interested in measuring poverty and inequality We see a public use data set and we suspect forms of error that are generally going to be these three Now in 2015 the UN has to measure whether the first Millennium Development Goal Which is reducing poverty or absolute poverty by 50% between 1990 and 2015 Whether that's actually being achieved So what my objective was This is the fourth paper which has come after my PhD thesis These three papers are the PhD thesis which elaborates on this as using this as a framework for investigating microdata quality then establishing whether with these different sources of error you have bias which is ignorable or not and then lastly conducting multiple imputation when you have Forms of non-response and course response What I then do is I combine editing with imputation So when you combine editing with imputation you have to have rules for editing and rules for multiple imputation and your Imputation rules cannot Violate your editing rules. So what this means is when dealing with outliers, which I identify in this paper I combine all of these aspects I use multiple imputation and then I use a reweighting method to deal with the last of these which is outliers and I do one of two things. I report the statistics when the outliers Once they're identified I adjust a bit adjusted by reweighting the outliers down to one and when they're basically Left in the data to look at the sensitivity of the estimates to that But in so doing what I have done is combined solution methods, which are discussed here for all three sources of error So in the end what we find is that poverty and inequality measures can differ by as much as 30 percent So these are data sets from South Africa from the mid 90s through to early 2003 The methodology in these four papers is generalizable to any household survey anywhere in the world the thing that I've done here is applied it to the Sample of economically active employed individuals that self-employed and just employees So it's going to be because I'm taking such a narrow sample It's going to be the smallest form with the smallest level in which outliers are going to exert this big influence if we were looking at For example all different sources of income We may find that certain forms of error dominate the final survey statistic So the methodology then is generalizable in any sense whether you're looking at the full population of a country or subsets of that and Basically the treatment method which is using multiple imputation with an editing rule Is the one that you would need to read the paper for to fully Criticize and feedback is welcome at this email address