On That Night That He Went Sallallahu Alaihi Wasallam To Masjid Al Aqsa In The Path, Jibril A.S. Stopped And They Prayed In Bait Laham, Bethlehem And He Was Told This Is The Birthplace Of Isa A.S. And There Are Still Christian, Christian Arabs And They're There From The Time Of Isa Until Now And Even They Get Discraced By The Occupying Forces We've Seen The Videos, We've Seen Funeral Perspections Of Christians In Bethlehem Who Follow Isa A.S. And In His Birthplace The Attack By The Police The Occupying Forces We've Seen People, Christian Arabs Who Come Out Of Churches Spit On By The Occupying Forces This Is Not A Question Of Muslims Or Islam This Is Not A Question Of Arabs Or Non-Arabs This Is A Question Of Oppression Of The People Of Faith


we actually have a really dope conversation that we wanna highlight on the Bram and Network Space where Lucky Deddy, I hope I'm saying that right. Is it Lucky Deddy or Lucky Deddy? I'm going Deddy. All right, Lucky Deddy, you gotta let us know how we say this, man. But our video's not effective anymore. All right, that's the question. Everyone, there are a lot of commentary in this space. And many I agree, but let's get into this breakdown. As of lately, I've noticed my shorts on YouTube have gotten far more organic engagement than any of my actual visuals that I've spent money to shoot. I've been able to gain more subscribers from my shorts than actual videos as well. Based on this experience and what I've heard from different sources, it seems as if it's better to post content for your music than to shoot actual videos for some until you have an audience that is truly engaged in your visuals. It's more cost efficient for me in this case, plus attention span is so short now. What are you guys thoughts? I mean, I think touched on some very quality points right there, all right? So let's just start there before we get into some of these thoughts, right? The biggest thing that I always speak to people about when it comes to this is the cost effectiveness. Yeah, the cost, bro. All right, what's the number one thing when we're talking to artists that they typically complain about? Money. Money, money, money, bro. So why would you do something that's gonna cost you money? Like you have to think about this. I have this machine, all right? And it's not the best machine. So I have to make proper decisions, right?  I need the road to be smooth. So I need to manage this as much as possible. What am I gonna do? Am I going to spend money to get, let's say I need to drive from Atlanta, New York with this car, all right? It's gonna take more gas to go off-road in all these winding directions. And then do I have enough money to fill the gas tank up enough times? Probably not, right? It's, I just, I got just enough. So in this life, when it comes to your resources, especially when you have very, very minimal, you need to focus it, all right? Music videos, they have, I don't wanna say zero return because we just talked about, there's always the other percentage. But the chances of your music video going viral, very low. The chances of your video going viral without marketing, even lower, all right? And we're already talking about being in a position where we're worried about money. So you probably not gonna have money to create a high-quality video and new marketing, all right? So cost is gonna be a huge thing, let alone the fact that most people that I see still are paying too much for their music videos, in my opinion. All right, now that's just my opinion, but I think a new artist shouldn't be looking at 5K for a music video, all right? Now you can barter and they say, oh, my cost is 5K, 13K, whatever, whatever. If y'all are bartering, I mean, kinda is what it is. You didn't have to come out of pocket and maybe you gave them a service or whatever or they felt like you have clout. So you gave them insight to, you could post their music video, I mean, your music video on their page, all those type of things, cool. But yeah, you don't have 100,000 fans and you're paying a temp of $100,000, don't make sense. Yeah, and it lowers maximum ROI on spam, right? Cause I look at it just because of the way these socials are set up. Most of the artists are promoting their music video through snippets of the music video, right? So it's essentially, let's say I pay 5K to make this video that I now chop down into five or six snippets to promote and I get whatever impact out of it.  And then that same output gets you the same 10,000 streams, 10,000 views, one cost you 5K, you know what I'm saying, to get that, the other cost you $600 to get it, right? So the potential for like the bang of the ROI I think is much higher when focusing on the short form over the long term, over the music video. Music videos are something that artists for the most part get, right? Like everyone doesn't have the most amazing creative vision when it comes to their music videos but you understand for the most part like where music videos fall within the artist ecosystem is social proofing, right?  But the name of the game right now is short form content. That's something that most artists don't understand. And so it's like, hey, you can, you always know the vehicle for music videos there. Like there's not going to be a point in time where like someone, they may be less effective but we're always going to be accepting of music videos, right? That's never going away. So I always look at why not spend the least amount of money to get the same impact while also learning how to figure out something that you don't quite understand but has the chance to have five to 10X to the return for you then like a one music video drop might have, you understand? See that right there is something that makes me think of the fact that Chris Brown, we just talked about not dropping his music video to how many years later? How long ago, something like four or five years later? We just referenced another track with a song, the music video didn't get created to probably like six or seven years later. Like Jacory said, your music video can come, right? Like most people on the industry side more the executive side, they're pretty savvy and look at music videos as something that we're willing to invest in once the song takes off. Cause now it makes sense. But why are we putting all this money behind something that we don't even know if it's going to work? So let's hold back. It doesn't mean never, it just means not now and then never if it doesn't hit, you know what I mean? So, okay, you dropped his music video, things take off, bam, let's go ahead and build more around the world in space of this particular song that's moving. But like you said, as well, people don't quite understand short form content. And I think one thing that's not being taken seriously when it comes to short form content is literally treating it as serious as a music video, right? Artists are missing that opportunity like crazy by just not being creative. I'm baffled to have many times I've had to ask artists to be creative. It's like, this is what you're supposed to do. Like don't leave that creativity in the doll. And then all of a sudden you're just a normal person Clark Kent everywhere else you go. When you're thinking about the video concept, you're thinking about your TikToks, you can be that creative, you can think about your brain, you can think about what you wanna present. But then of course you have to figure out, you cater that to the platforms and it sounds weird like, oh, I don't wanna have to understand the TikTok algorithm, da, da, da. But generally speaking, even musically people are adjusting their music for the platforms and the times people make shorter music today because of the times, right? It's still a social algorithm of sorts that you're adjusting to, right? The way you mimic your hooks with some of the terminology you use, all of that's there, you're all ways using that. So don't take that mentality, just think about it as, okay, there are certain types of things that work on these short form content platforms. How can I maybe break five mini clips into something that still represents something as a whole maybe, right? So maybe they tell a story throughout all those clips but they still stand separately. And if you get this content creator videographer like that, who is like, hey, how can we think about this specific snippet together and create a 30-second snippet that makes an impact, right? Communicates the video, my vision presents the song in a hard way, bam, we do that and then how can we do that again? It kind of reminds me about Duckworth when he did the series promoting his live, no, his streaming, his live streaming show where it was a commercial series and everything built off of each other, right? You can build off of everything in that same way. So I don't know, man, I just want artists to be more creative or I just wish they realized they can be, but there's something intimidating when it comes to the short form, maybe the quantity that it requires or maybe just the fact that this isn't this artist specific platform like music videos, you think, oh, music artist, right? But you're now looking at what everybody else is doing so you leave your artist box and you're like, whoa, I'm a fish out of water from that perspective, but you don't have to do that. You could think I'm an artist, right? A visual artist, a music artist and I can project whatever world I'm trying to create through that. So I think that would help if more artists kind of took that mentality towards and had some people on their team that could think it short form content and something that we can really build on and represent our brand with versus just trying to follow a trend to go viral. Yeah, it's like the LaRussell model with him and his content person. I was actually gonna say that, man.  It's like one 5K music video is three months of a retainer from a good content person. You know what I'm saying? You can find the content person for 1500 a month and they really help you get that shit down. And it's three months of development versus like this one video that you still have to figure out how to market and you still don't have the skill sets to push it forward with the content, right? So I even look at it like that because going back to it, the video is always gonna be there. You always have the option as an artist to come back at some point in time to make a video. We as music consumers don't really care, you know what I'm saying? Like it's nice when we get it. But if we're being real about it, like you put your consumer hat on, even for other artists, like how long do you care about that video, right? Probably for about as long as you care about a TikTok or as you care about an Instagram short or real. But the difference is that short, that real, that TikTok costs you probably, you know what I'm saying? Two to a hundred times less than that video costs, you know, depending on your resources and where you kind of are with things. So yeah, I agree with that, bro. It's like that long-term impact, like it's really something anyway you can make a much longer-term impact for the cost of like one music video. Bro, add on top of that. Are you even thinking about your favorite artist music video like that?  Most of the music you hear today, you're not thinking, oh, I wonder if this has a music video. There was a time and that was how we thought, right? Dope song, I wonder what the video looks like or if they're gonna have a video, that's immediately what you're connecting it to. That's not the connection.  When I hear a song I like, the first thing I do is, well, the first thing I do is I go to that page. Well, y'all actually need to go back. Well, soon when I just found this, I'm like, so. I would say it's two ways to look at it. I don't know who this is. And then the other way is I know who this is already. And this is my first time hearing that song, the new song from them. So let's start with, I don't know who this is. All right, so I don't know who it is. So I found them, the first thing I do is I go look at their account and I try to gauge like how long they've been doing this. Like is this one video I came across like a fluke or they had really been like killing this shit? And I just like scroll through, maybe look at five or six videos. I'll click over to like their Instagram, maybe look at a couple posts. And then from there I go to Spotify. And I try to see like how big they are musically and where the song is at. That's typically where I stop unless I see something about a music video on their page and then it kind of splits. If I like the song enough, I go watch the video. If I don't like it enough, I'm just like, oh, I just really like the song. This is cool for now. Let me add it to my library. And maybe a couple of listens later, I'll finally be like, okay, let me go watch the video. You know what I'm saying? Because the video I got. Are you even automatically looking for the video or is that if you saw that a video existed? Yeah, like if I just am scrolling through the Instagram and I see a clip for it. I'm like, okay, let's go look at a video for it. Probably still not going to watch it right now. You know, I'm gonna just listen to it a couple of times. Because videos about attention span, like a song you can just throw it on the background video.  You know what I'm saying? Like that's two to three minutes of my life.  So that's typically the process. And then I'll listen to the song a couple of times. Maybe like once or twice. I'll talk to see if I like it as much for real as I thought I liked it from the clip. They don't get talked about enough, but you know, sometimes brothers snipping on the internet would be the best part of the song. You know what I'm saying? Yeah. You'll listen, you'll be like, okay.  Like, nah, I'll just go back and just follow him bro on TikTok. And I'll support from the sidelines. I ain't gonna really stream it a couple of times. Now if it's somebody I know, now actually ours I do know, my first thought is that I have a music video. I usually go look for it there. Yeah, like if I know you well enough, yeah.  I go look like, I ain't got a video for this? Okay, well, same process. What else have you been doing? What's your Spotify looking like? What's your socials look like? Why do you think you do that if you know them already? I think, and we say know them, are we talking about, you know, kind of you just know who they are, know them or you're more of a fan? Kind of know who they are to feel like somewhere in that spectrum. Like if I am familiar with you, even if I'm not a fan, I'll still go and watch. Cause at that point I still look at like research purposes, you know what I'm saying? Like I'm still keeping up with what's going on. We're just like, just kind of seeing how one side of a certain spectrum may be moving compared to like the side I'm paying attention to. And if it's a fan, like someone I'm a fan of, yeah, I'll go watch it regardless. If I'm a fan of ours, like I pretty much like, if I know it exists, I'll go check it out. You know, if I know it exists and it doesn't cost money, I'll go check it out. That's the type of thing that I am. And so, but with those people, you ask why? I think it's because like the, the trust has already kind of been built, right?   And then a part of it too, cause I catch myself falling for it, but we always talk about how fans are really just people that like feel like y'all would be cool if y'all like met in real life, you know what I'm saying? They feel like y'all would be BFFs and y'all would get a drink together and just be like the best of friends.  I can't even lie.   I go watch this video. So her, she get the extra view, you know what I'm saying?  So a part of that is me taking part in like fan culture and just being like, cause I like participating in so an artist career as a fan because we're usually the ones behind it. You know what I'm saying? You don't really get to be a fan.  Like, like the wizard, you like the girl peeking behind the curtains on the wizard of Oz. I was like, I'm tired of looking behind the curtain. I want to be on the other side of it for once, you know?  So, so I do it just to like be able to participate in the fan experience, you know? It's funny you say that because I at one point had an opportunity in the NBA, like from a work standpoint is after I'm in music. And I literally said, my music industry has experienced has experienced has ruined my music fandom. I don't want to ruin another thing that I just love for the sake of love, you know? Like, you know, I, it's not that I don't enjoy music, but it's definitely a completely different world and perception.  Bro, so much, bro.  And build the narrative and world that you want to whether it's true or not. Man. Bro, it's beautiful, bro. I do miss that. Yeah, but like people ask me a lot of times like, man, like how come you guys never reach out to some of your favorite artists that try to do campaigns and I'm like, cause I want them to just stay in my favorite artists. Like I don't want to like, I don't want, I don't want to be calling Travis Scott's a quease. I don't want us to get to that level. You know what I'm saying? Like, no, bro. I want to stay behind the persona and see everything through the lens of what you intended for us as fans to see. I don't want to be sick of this by the time it comes out cause I've been listening to it for the last six months. You know what I'm saying? Helping you prep for the rollout. I can't enjoy the whole rollout the same at one moment. Yeah. I actually have an artist on me that did this recently. Like he's always sent us leaks of new music. And like outside of him and my friend, like I'm a big fan of his music.  And he's like, yeah, I was thinking about it, man. Like I feel like I'd be killing y'all fan experience. And I don't want to do that y'all. So like I'm not sending y'all leaks anymore.    You know what I'm saying?  You know what I'm saying? I want to go through the roller coaster like everybody else going through the roller coaster. You know, so, so I care about that, bro. And like you said, but there's, there's, there's some trauma in your music enjoyment experience that comes from working in the music industry. And I don't want that across the board. So, so when I do come across the artist that I can just really ride the fan roller coaster and just truly be a part of the fan experience. Like I would do it. Like I'll take part in it. You know what I'm saying? Like I'm a, I'm a, I'm a receptive fan, bro. I'm that person at the show. Like you tell them to lift their handle. I'm lifting my hand. I'm that, I'm that person, bro. Like, you know what I'm saying? You got me through the process. I'm right there with you.  So that does affect the way I kind of go. But like a new artist, I think I'm more so looking like for reinforcement that I can trust that decision on whatever they're going to try and push me to. And the easiest way to get that is typically the music, right? Like you make a good song. I trust you. I trust your judgment a little more, right?  I want to listen to it.  You just got five trust points for me. You know what I'm saying? It's zero no more. And I trust you a little bit more, right? And then maybe I keep seeing other things from you. And I'm like, okay, you know, it's building up a trust point. And this video was hard. There go two more trust points. And this real was hard. I got two more trust points. And like now over time, as you're telling me to go do things and check out more things. And if you've built up enough trust points, the decision for me to decide whether I'm going to do it is a lot snappier.  Versus like, let me add this in my watch later and like come back in like three days and see how I feel about it, right? The one that gets me to watch immediately is built up a lot of trust points. The one that it takes me some time. You know, they might have some cause I didn't make the decision immediately not to watch it but they don't have enough to make me go check it out in the moment. You know what I'm saying? Like, and there are just some artists who you've watched for so long and have seen builds so much like their trust fund with you is like crazy. You know what I'm saying? Like think about someone like a Jack Cole or Kendrick but he's had 10 years to build up his trust fund with me. You know what I'm saying?  Bro, you got five points.   It's just the reality of it. No bro, that's exactly how it works. I have plenty of things outside of music that have worked like that where I have people who did not trust what I told them to do and they were like, damn man, I should have listened to you or dang I should have listened to you sooner. And then that kind of thing happened again and again and again and again. And now they're like, yeah, man, you know what? Whenever you tell me, I get right to it. I'm like, I'm surprised you did so fast. It's like, yeah, man, I learned my lesson over time. When you tell me about X, Y, Z, just go ahead and get on it. And that has nothing to do with music but that's literally what's happening with everybody that you build trust for, right? You can, the more trust you have, the less time it takes for them to act on whatever you're trying to direct them to do next. Yeah, yeah, I think that's underrated. The building the trust factor part is completely underrated because I think artists tend to think of the process of becoming a fan is like super linear, right? You heard the song, you liked it, like why are you not a fan? You know what I'm saying? It's like, that's not enough. It's like, because the fan relationship is about how much I trust. One, just your music opinion and taste, right, like your style. And then it becomes about how much do I trust your lifestyle and then how much do I trust you as a person, right? And like, if you're able to kind of clear fan expectations at each level, like you have more than likely a very successful long-term career, right? And then if you're not able to clear fan expectations in certain levels, like that might be something that will hold you back in certain areas, might be why you're like hitting certain ceilings, right? Because maybe I completely trust you in your music output. Like you make amazing music, but then every brand deal you've ever done has been trash, you know what I'm saying? So I don't trust you completely when you telling me to go buy certain products.  Or maybe like your content has been amazing. Because I've seen some artists, I've seen some artists that make amazing content and then you get to the catalog and it's not that great. So it's like, I trust your judgment over here, but you're amazing at this, but this thing over here ain't one of my trusts yet. So it's typically like that, right? Like you're building up trust factors with your audience, like each of these kind of different categories, like your music, your creativity and then, I guess your affinity to certain products as you get more into like, no flipping your brand for monetary purposes and thing.  The more you say that, the more I think about how the fan relationship relates to dating and marriage. Yeah, 100%. Like it's literally over time, I like you for one thing, you might have brought me in for your looks, right? Now it's about the conversation and the part that they never want to talk about when it comes to especially marriage is that day to day work.  Or this, like why are we arguing about this now? This little thing is so small, but we've done all of this other stuff and I'm showing you the love, all those things are in place, why are we arguing about this small thing? That's how fans are, right? I just fell in love with you in terms of this song. Man, now you got two, three songs. You know what? For the people who really kill it, they might have a whole album and it's a moment. Yeah. But is that next album going to hit though? Is that next album going to hit though?  This is legit one of your favorite songs.  You should just be streaming this next thing off the strength. Yeah. Why do I still have to mark it to you for you to listen to my next song? All right, that's how I might feel as an artist because that's the kind of feels in a relationship where you're like, dang, why do I still have to convince you and whine and dine you? Why do we still need date nights? Like, why do these things still happen to happen?  But it is something about human nature, bro. You can't stop. The work continues. You got to keep putting that work in. And I think so many artists think of making it, right? As the point where you get to stop, you know, where some people might think of marriage as a point that you get to stop.  Just take it from me.  So never ending grind. Never ending grind. You know what I mean? The only thing that changes is the way that you look at it.   I'm building. You can use all those positive type of terms, but, you know. And the day is working. The work is the work. That's all it is. So, you know, artists get used to that. And that's why we speak so much on building systems and understanding the game because how many times have we heard people say, oh man, I got a label, but the label didn't really do anything or I expected things to just take off, but they're still where they are. Or I still had to work so hard for certain things to happen. These are all things that you're adding to your machine. Just look at yourself as you having a machine. You have to have the machine and the people on your team, add to the machine and have a function to it. The deals and partnerships, they're all adding to that machine, but the machine is still the heart of it. You are the engine, whatever that looks like for you and the further things get away from the heart of that engine, the less, I don't wanna say less impact they have because they might have some great impact because it could be a big investment that comes from the outside, but the less responsibility they have at the end of the day, right? You can say whatever the agreement said, but hey, if I got a business and your employee number 100, no matter what that agreement was for employee number 100, you know what I mean? That's nothing like the person who's right up under me or whatever, you know what I mean?  That's the way it goes. So let's get back to actually some of the stuff that the people said in the group because I think there were a lot of dope personal experiences from the artist and managers in this community. For example, Asia Milano said traditional music videos aren't needed as much as they were 15 or 20 years ago or moving into short form content. I think they're important in the sense of looking legitimate, but out of all the things artists should be focusing on, I think quantity of content that resonates with people is going to lean towards being more important than a flashy music video. Favorite part of what he said is sense of looking legitimate and you kinda alluded to that yourself, right?  Are you just another influencer, right? Right, one of these random people who just decided I wanna make one video or are you truly an artist? Because once you can tell somebody's truly an artist, now I might think about, oh, are they on Spotify or are they in these other places? Do they have tours? And that's something that's always been important, right? Having a certain level of seriousness in terms of your appearance as an artist, but I think that's more important today than ever when you have so many people who are doing music but are not necessarily that serious. Yeah, taking it seriously, yeah. This other one says, let me see, Jermaine Gump said, I think today's audience likes music videos but not as much as they did years before. Adria Milani was correct, today's video is short form. Yep, so agreeing right there, you don't see too much ahead, but I think it's interesting that Jermaine used the word like, right? Do you think people like music videos less now?  I think the attention span for them is a lot shorter because of how much video content we're being served. You know, it's like, at this point, every social media platform is video focused. Yeah. So like your whole day is you watching many movies, many music videos, you know what I'm saying? Short snippets of longer interviews but you're literally consuming video content, like. Yeah. As long as you decide to be on the internet.  So that's like, bro, I've been watching, I've been on Instagram since 10 o'clock, it's 12, that's two hours of video content. I just saw your new music video release post 30 seconds ago, bro, I'm burnt out.  Go get some fresh air. Bro, I just left work and we got some new skills that we need to gain. So they sent us some video tutorials, you know what I mean? I just sent somebody a video clip explaining or asking them a question. They sent a question back. We just got off a Zoom call. It's all video, life is video, you know what I mean? So I definitely agree with that. We get a lot more burnt out on that today. And Johnny Rayborn, by the way, you know, these comments, again, this is Brandman Network. It's our free community, brandmannetwork.com. Check it out. However, everybody can get in. We wanna make sure we keep this quality. And you know, if you wanna hop in, make sure you hop in sooner than later because we don't know how long we'll be taking people for free at least. Johnny Rayborn said short form content fuels long form content. That is a fact. Like you already kind of, you just said it, Jacore. You wanna say something before I finish? Nah, man. I said finish before he was about to hit a spot on. All right. In the new formula, more people will see your shorts as an intro before they ever see your long form. But once they like your short term, they will swing over to your long form. Yeah, that's why I wanna take away from my boy Johnny because that's pretty much it, bro. Like we said before, cause we first started noticing it with TikTok. Where the example I give the people is, think about your, the average music video is probably like three to five minutes long. And so in that amount of time, someone could have watched five to let's say 20 TikToks shorts reels from you. Depending on how long they are. Let's say five to 20 somewhere in there. So that means in the same amount of time as it takes me to watch one video, I could have went through multiple videos of you, had the trust factor built up a little bit faster. And I now want to watch longer form content for you because I was able to get into it, to get that trust from you so quickly. And like I said, we see it with TikTok. Like one of the biggest places that people convert to from TikTok is YouTube, right? It's literally you are training your audience to fall in love with you through 10 second snippets, 20 second snippets. They're naturally gonna be like, damn, like do you make longer form content? Like, can I see some other stuff from you? And so there's a human element to it where I think that we're kind of programmed that way. But then like he touched on the algorithms of moving towards that. Like we read off Leo Cohen's plans for YouTube a couple episodes ago. And in that report, he literally said his goal is to make shorts be a vehicle to push people over to the long form content. He wants to have that line built clearly between audience short form to long form. So we know that the platforms are getting ready to focus on that or at least YouTube is getting ready to focus on that which means at some point the rest of them will also start to focus on that. So that says a lot about how you as an artist should be thinking about your short form to long form content pipeline. Like even going back to like we're not saying never do a video. We're not saying it's impossible for them to work. We're just saying that there's structure in your system as an artist is much different than it would have looked like 10, 20, shit even like five years ago. You know what I'm saying? Like to be real. But yeah, it's like if I'm looking at your TikTok and if I don't like these five 30 second videos that you put up, I'm going to assume I'm not gonna like your music video, right? It's like, here was a chance for you like going back to what you said here was a chance for you to show me your creativity and why I should listen to you and things like that. In a very short digestible manner for me. You know what I'm saying? This is a very low risk way for me to decide if I like you or not versus me going to watch a five minute video from you. You know what I'm saying? And so if you can win me over here I'm naturally going to assume that I'm going to like everything else that I see. Whether I'm wrong or not, right? Like, oh, I'm right or not. But I'm naturally going to assume that. And I think that's how most people look at it coming from short form. Hey man, I've been 10 of your TikToks in a minute and a half and I like eight of them. Yeah, I could watch a video.  Well, I don't know you to trust you enough like that, right? Like to assume that. So no, I'm not going to. So yeah, but it's literally just the vehicle. Your fans are, well, no, not even your fans, potential fans, the consumer. They're those people that are like, yo, you got to come to me. All right, you want to have a relationship. I'm not going to ever holler at you. I'm never going to be the one that walks up to you in the club. You're going to have to walk up to me. No matter what, I could think you look the best in the world but you got to walk up to me, convince me. And like you said, right? Going back to the creativity point, this is your moment, right? You got a split second, right? How do you look? How do you smell? How are you like projecting yourself? What kind of talk game do you have? And I bet let's have a longer conversation or I'm going to look at everything else. People are doing this already themselves. We already do this anyway. The thing is, it's just broken down, right? A lot of the stuff that's happening on the internet today is not as different as we make it seem. It's just that now we have a way to technologically separate it into the boxes that we naturally do in our thought process, right? So now, oh, okay, short form. That's the teaser, long form. All right, that's the full blown thing. And then the sales process, like all that's there and everything's segmented. So we're thinking about things in these very specific segments. We're thinking about niches versus just trying to go big and hit everybody and make the world hear us because it's accessible to make each of these things a profession, is that accessible or a legitimate route to build. And Eddie Hart, he dropped something and I think this is a great way to round this whole conversation out. He said, I think taking a phased approach is the way to go. I agree that building an engaged fan base that's ready to consume a full length music video is better ROI than using that music video to build that fan base, right? So I'm gonna deliver it to you when they're ready, not use it to build the fan base, all right? That being said, you can leverage a music video by chopping it up into pieces of micro content with a text overlay laying out the day of the shoot or something to deepen the song's narrative with a call to action to watch the whole thing. I'm starting to resent something about this. Could actually do a ton for driving views to the music video itself, some food for thought. All right, I like some of that food. I'm not eating the whole plate though. What we just talked about, being creative in your short form content is the antithesis of just taking my music video and chopping it up into pieces. And we know that we do it. We know that many other people do it and we know that it works, right? But until somebody starts to think beyond that and just say, bump, music video and just chopping it up into pieces and says, no, I'm going to just create short form content and keep it like that in these snippets. We're not gonna see people truly see it as many games as they can from this, right? We always talk about doing something contextual to the platform, but you also have to be contextual to the format. So if you take that time to think, hey, I wanna make it specifically for this format, whatever that looks like, that's going to be better. You can chop up your music video, but it's not going to be as great at the end of the day as saying, hey, what does this look like for this 30 seconds? It's 15 seconds. What does it mean? I can think about my call to action. Now, with that being said, there's another hack, so to speak, that I think more people could take advantage of. You can shoot your music video in a way that's aware of the moments that make the most pop, right? If I shoot my music video in the way that takes into account the fact that, yo, this is a really dope moment, so I need to shoot it in a way that's gonna be cut for social media, but also works in the context of the whole music video, then now taking snippets isn't that bad or diluting things, because what happens is reverse engineering in a very organic way. You are basically saying, how can I make the best product possible? And we know the best products are always the most marketable at the end of the day. From an organic standpoint, the product itself is the marketing itself. So if I say, oh, I'm creating this really dope concept, but now I'm not just shooting it in this typical way, I need to make sure this person's closer to the screen or all these things are in the shot at the same time because if I do it vertical, then it's gonna look off, right? You take all those things to an account at once, then you're gonna save yourself a hell of a lot of money, actually, which we don't talk about enough, but also you're gonna give yourself a marketing asset that's gonna go a lot farther for less money, but really quickly on that a lot less money thing, spending more time upfront saves money point blank. And I think one thing that people rob themselves of is trying to create certain things so quickly in terms of their content that they don't spend time on the front end saying, how can I be super creative on the front end so there's really dope moments in here? So it just pops, because it's a great music video versus I shot a music video, now how can the marketer that I hire get really creative with this piece of content to figure out how do I make it something worth commenting on? But you can do that by making it something worth commenting on upfront. You can plan out your shoot so it doesn't take five, six hours, right? Like all those things that you do ahead of time, spending more time on the front end when it's cheap and you don't have to pay for the team, the videographer and whoever helps needs to be the spot that you're paying for, spending that time on the front, laying out all the shots, right? Understanding what's gonna pop, where are you gonna get the most out of it? Doing that upfront is going to save you so much money, right? And I don't think we promote the actual craft side of it enough because, you know, one, that's not people don't ask us enough, right? They don't know what we be doing on that side of things or how we think about that side of things. But that is the X factor a lot of times when you look at these teams that are really killing it, it's those little details as well. Yeah, yeah, I agree. And even said Eddie's point, but that's like three pieces of content, Max and your rollout, you know what I'm saying? Like that one good snippet with that headline CTA, a little make another video, maybe one blank one, you know what I'm saying? So you can get that. And that's it, bro. That's three pieces of content after your whole rollout. So yeah, I agree, man. I agree with everything you just said. Well, with that being said, we got a deep dive we want to get into.


Welcome to the NTN Nightly, I'm Misha Charles, this edition's top stories. The Island's Prime Minister and Minister for Infrastructure meet cruise industry officials. The role of research and innovation in St. Lucia's competitiveness and productivity is being examined. Efforts are continuing towards enhancing the local government system. All that plus the latest in youth development, sports and the NTN Nouvelle Arquéole. The expansion and upgrading of St. Lucia's seaports continues to be a priority item for the government of St. Lucia. Prime Minister the Hon. Alan Shastney and Minister for Infrastructure, Ports, Energy and Labor, Hon. Stevenson King, has travelled to the UK and Switzerland to continue discussions with cruise industry leaders to ensure St. Lucia's success with the optimization of passenger and cargo terminal operations. The Prime Minister and Infrastructure Minister will meet with Global Ports as well as MSC Cruises to advance discussions on the sustainable development of St. Lucia's cruise and cargo ports. The government of St. Lucia is embarking on major infrastructural projects to improve its ports of entry, including the redevelopment of the Hurunara International Airport and upgrades to the Cacheteries port. In the Prime Minister's absence, Minister for Agriculture, Fisheries, Physical Planning, National Resources and Cooperatives Hon. Ezekiel Joseph serves as acting Prime Minister. St. Lucia is projected to realize economic growth of 3% this year. The projection has been made by the Caribbean Development Bank in its country Economic Review 2018 for St. Lucia. The implementation of both private and public sector projects is essential to realization of the economic growth. So too is the level of productivity in the workforce. Against this backdrop, focus is being placed on the role of research and innovation to boost St. Lucia's competitiveness and productivity. Here's Glenn Simon. The World Economic Forum has put a call out for a new crop of innovators. It believes that a shared, connected future built by scalable innovative solutions could be the answer to some of the most pressing global issues. The theme, innovation for greater productivity, has been adopted by the National Competitiveness and Productivity Council, NCPC, which is tasked with identifying key issues related to competitiveness and productivity in St. Lucia. The NCPC has commenced work to develop the National Competitiveness Agenda for St. Lucia, which will establish the necessary framework to improve the island's overall competitiveness. To contribute to this process, conversations were held with a number of stakeholders and policymakers. Managing Director of Caribbean Ornings Limited, Paula Cauldron, whose company produces innovative products for domestic and commercial clients, stated that for St. Lucia to become more competitive, the work ethic must improve. Productivity means performing a day's work and making sure that you have achieved something at the end of the day, which means that you do not slack off when you want to, you do not take time off when you feel like it, that you put in your eight hours and that at the end of the day, you have achieved something and that gives you personal satisfaction. Danelle Florius, CEO of Ecolabs Inc., a green energy service company, shared his views on the importance of innovation. Innovation is critical to everything that we do. Innovation in the 21st century is everything and I always say this as well, climate change is one of the biggest problems of our generation and we need a bunch of innovative technological solutions to solve this problem. Kurt Harris, project manager for the Solarization Project with the Vaughan Allen-Lewis Institute for Research and Innovation, Valérie, pointed out that for innovation to be truly meaningful, it must be preceded by the necessary research. To answer the question, why innovate? If you have an evidence-based society and you can show people why is it that you're doing it and why it is more efficient, then automatically you're going to start being a lot more productive because as you do things more efficiently, productivity increases. When people know why they are doing something, they are more likely to do it. Minister for Education, Innovation, Gender Relations and Sustainable Development, Honourable Dr. Gail Rigobot, who recently launched a decade of research and innovation for St. Lucia, believes that innovation dialogue must not be high-handed, but should also include persons within the communities. That conversation needs to become one and the same. That it is not sectorally defined, that the interconnection is evident and obvious. So when we talk about increasing yield per acre, it is not the domain of a field officer or an agricultural economist. That it is the business of the farmer, the farm laborer, the consumer. Because ultimately, if you can raise productivity levels, one would think that the benefit can accrue to the consumer as well at the tail end of the transaction. In keeping with the theme for St. Lucia's 40th anniversary of independence, all in, the NCPC has challenged all sectors of the economy to raise the level of competitiveness and productivity on Ireland through greater innovation within their business processes. For the National Competitiveness and Productivity Unit, Glenn Simon reporting. The Ministry of Health and Wellness is investigating a few deaths in adult males which have occurred during the month of March 2019. In some cases, the individuals had underlying medical conditions, but in two cases, the males had no history of any past medical illness, though a respiratory cause is suspected. The chief medical officer, Dr. Marlene Fredericks-James, says vector-borne diseases and other infectious diseases cannot be ruled out as yet, as laboratory and other tests are still being processed. The public is being asked to be on the alert. We should be reminded that we are currently experiencing a higher than normal number of flu cases as compared to other years, as compared to other years when we look at the particular point in time. The flu shot is available. Persons would know that there is a vaccine which can provide some protection against flu. It may not be 100%, but it would definitely reduce the likelihood that persons would develop more serious illness if they got infected with flu. So the flu vaccine is available free of charge at all wellness centers. We also have TamiFlu, which is one of the medications specifically geared towards treating cases of flu. TamiFlu is also available at all the public health facilities. The chief medical officer says while the symptoms appear to be respiratory, there are other illnesses which can mimic the flu. We know that dengue, which is transmitted by the edis egypti mosquito, can go on to have a, some persons go on to have a serious case of dengue, dengue hemorrhagic fever where they can actually be bleeding. And even in leptospirosis, the disease which we know is transmitted by rats. With leptospirosis, sometimes persons can. It may not be often, but sometimes they can present with something almost like a flu-like illness, which may lead to deterioration. So again, we're asking persons to be on guard. We know that there are different diseases around, so persons should take the necessary precautions. Visit your health practitioner regularly and do it in a timely manner. And we're making the appeal especially to men because we know that sometimes men feel ill and they would stay home or self-treat or wait until the situation is much worse. The Ministry of Health and Wellness will provide additional updates as soon as they become available. In other health matters, the St. Jude Hospital is working assiduously to ensure that the capacity of its staff members is enhanced through training exercises. More in this report from Fennel Neptune. The St. Jude Hospital in collaboration with the National Enrichment and Aluminium Unit, NELIO, is undertaking a training exercise aimed at developing the knowledge and skills of the hospital staff in the area of customer service and general maintenance. Chairman of the St. Jude Hospital board, Wyn Harrow, welcomed the training and says there is definitely a need to enhance the capabilities of staff members. We see the need to provide opportunities for our staff both internally and externally. And what St. Jude Hospital we have done, we have teamed up with the National Enrichment and Aluminium Unit of the Ministry of Education to provide courses in the area of customer services to most of our staff and also the cost to and targeting persons in the maintenance department, especially with regards to retraining and retooling in electrical installation, carpentry and joinery, things that the hospital maintenance department require right now. Harrow believes such an initiative is important as it is expected to bring up our quality improvement in the service delivery at the hospital. The staff will be the main beneficiaries because the skills will be enhanced, the capacity in terms of what they know, what they will learn will be greatly enhanced by the programs. But also the hospital and our patients, our visitors will see benefits, especially when it comes to customer service. We hope that the interaction between our staff and the public is greatly enhanced at the end of the program and especially when it comes to maintenance matters that we will see cost-saving measures, especially when staff are retooled in the field of electrical, plumbing, carpentry, etc. so that they will be in a better position to discharge their responsibilities to St. Jude in a more efficient way and also to our patients and our visitors. The St. Jude Hospital remains committed to continue providing training for its staff members. Reporting from the Communications Unit of the Ministry of Health and Wellness, I am Fennel Neptune. And this is the NTN Nightly, coming up the latest happenings in youth and sports with Ryan O'Brien. Welcome back. We join Ryan O'Brien for the latest happenings in youth development and sports. Hello once again. I'm Ryan O'Brien, if you're update from the Ministry of Youth Development and Sports on the NTN Nightly News. The government of St. Lucia paid special tribute to the island's most decorated athlete, Laverne Spence, on Friday evening, hosting a gala dinner at Sander's Grand in her honor. Spence was recognized for 20 years about standing representation in track and field on the regional and international circuits. The dinner was also part of the program for the island's 40th anniversary of independent celebrations. Ministry responsible for youth development and sports, the Honorable Edmund Estefan, urged Spence to continue inspiring other young upcoming athletes to reach their full potential and to emulate her achievements and discipline. You, Laverne, are a great example of a role model for all your young people and even not to you, for everybody to emulate. Laverne Donald and Spence are tonight. We welcome you in a very special way and say a very special thank you for 20 years of hard work, 20 years of zeal, sacrifice, perseverance, pride, courage, focus, lots and lots and lots of effort and self-discipline. We thank you for the exposure that you have given to St. Lucia. The second pole vault clinic for 2019 will be held Tuesday at a jump center in Vibhutay. This initiative is part of efforts to have pole vaults as an event in inter-school track and field competition. Andy Bell is the coach paired in the training that sees students from a number of secondary schools around the island participating. In the middle of 2018, we started discussions about how we can get the boys and girls championships included as a part of the secondary school sports program. So over the period of time since then, we've put together a plan which includes a series of clinics here early in the year in 2019. This will be the second of which that we've run. So we ran one last month before Independence Day in Vivhutay. So we're moving this one up to the jump center at the Vibhutay Secondary School. So from one o'clock to five o'clock tomorrow, Tuesday, April 2nd, is when we'll be having schools come in with their students and putting them through the second round of clinics. And then this will lead up to a third round that'll come in December when we'd want to have the boys and girls school's pole vault championships right now, looking at December 12th to be confirmed. But that's what we're aiming for this year. Will it be St. Mary's College or will Miku Secondary Lady hands on a mass United Insurance Secondary Schools Championship trophy on Friday when the finals of the competition is played at the Gorsale Plain Field? The Ministry of Development and Sports held a news conference Monday morning to outline plans for the staging of the final. Isabel Alexander Markey is school sports coordinator at the Ministry. The tournament thus far has been very well run. I think we have kept on schedule with our, I would say with our collaboration with our inter-school shotgun field meets. I must say it was a bit tedious but then we were able to manage. I am grateful and happy that we were able to complete the tournament and we're looking forward to a very good finals on Friday. Mass United has sponsored this event for the past 33 years, the longest running sponsorship of any school sports event in St. Lucia. Horace Bristol is representative of the sponsors. The sponsor started with United Insurance and then they came and bought by Mass United. So therefore you know that when you come and you think we had to resell it to them and we've been able to get them to see what the benefits and to continue. We at one time were a little not as hopeful but we feel that they understand and I think this year we are sending to them all the press releases for them to see the commitment of the ministry and reporting on the matches all of them. And for that Ryan, we at Mass United want to thank you very much for keeping up to date so we can send our principles, the reports to show. A lot of people don't appreciate that when people spend that amount of money they must be seen to get reward for it. So I thank you very much. And in that item on the finals of the Mass United Insurance Schools Cricket Competition we come to the end of our update today. I'm Ryan O'Brien. Thanks Ryan. Efforts are continuing towards enhancing the local government system. Chevrolet Mario says details. As part of continuing efforts to strengthen the local government system in St Lucia, the Ministry of Equity, Social Justice, Local Government and Empowerment who posted a three-day retreat for local government leaders from March 25th to 27th 2019 under the FIM Collaborative Solutions Supportive Structures. As anticipated, throughout the three days participants engaged in intense discussion and group activities critically examining existing structures and processes and crafting out roadmaps for strategic advancement of an enhanced local government system in St Lucia. According to the chairperson of the Mekudnov constituency council, Ms Brenda Paul. There is a lot to be done but we do not have the authority to do it so we are hoping that coming out of that with our strategic plans we will probably get the support with the proper legislation to allow us to work more effectively. Permanent Secretary in the Ministry of Equity, Social Justice, Local Government and Empowerment, Ms Felder Joseph, emphasized the need for local government leaders to assist in providing scope and direction to help drive the success of the department. We believe that you must be armed with the knowledge and appropriate tools necessary for strategic formulation and implementation and must be ready to apply these tools for improved council operations and for better alignment of the local government goals in support of national goals but also in support of the sustainable development goals. Minister for Local Government Honourable Leonard Montute echoed similar sentiments. I recognize the role and significance of local government and how much more local government can do in enhancing the work of central government. This has not always worked very well in St Lucia. As you would be aware those of you have been around in local government for some time that we have spoken of local government reform for quite a while. We have spoken of revising local government legislation for quite a while but not much has taken place. This retreat I'm hoping will be a catalyst to ensure that we move along with that agenda and that we can implement some of the plans and ideas that we have had in abeyance for quite a long time. In 2012 the government of St Lucia established the Constituency Council Act which set in motion a review of the procedures and functions of local government authorities. Reporting from the Ministry of Equity, Social Justice, Local Government and Empowerment I am Chauvery Marius. And stay with the NTIA nightly. Up next, Primus Hutchinson is here with the NTIA Nouvelle Arcway Orb. The problem starts with finding a suitable spot. It extends to double parking. Offloading zones are ignored thus inconveniencing commercial activity. Handicapped spots are occupied by drivers who use the quick errand excuse. And of course there's the constant fear of parking tickets. In an effort to curb these and other parking related issues, the Castry City Council will be implementing short-term paid parking. $3 an hour can save you $500 in parking tickets. Short-term paid parking coming soon. Welcome back. We join Primus Hutchinson for the NTIA Nouvelle Arcway Orb. Yonde norma paya qui a très passé à nos causes de problèmes et puis l'expression que marguer les officiers n'ayant de exception qui y paye ces situations à la. Cut même, il n'y a pas qu'à tirer des yeux à sa possibilité qui lot maladie, qui a passé par Yonde pour l'autre pays responsable. Ça, c'est raison qui c'est officier à c'est aspiré à son apport hôte laboratoire concerné examination pour si c'est maladie ça l'a qu'il n'y cause. C'est la mort. Chef officier médical Dr. Meline-Fedrick déclare qu'il me l'a dit qu'on puisse adouer et puis l'autre des jours il m'a dit ça agorvait situation aussi. So appuisement, nous avons fait test associé qu'à ça l'a, et que nous espérons pour jouer un résult là pour si c'est flou et si c'est dingue, si c'est le pterospirosis et bien lot c'est maladie. Mais nous aussi, les mons changés qui pour l'année salar, nous j'a dit avant qu'il n'y avait plus qu'à des flous, les nous peut-être garder moi passer et comme ça. So on l'a n'a qu'à passer. So noja mademone, si une pièce calte sinne est qu'elle est considérée tu sais à part à deux bouts, bordi à qu'à venir plus faible ou qu'à pour l'expression plus souvent, et pas naturelle, pour ôter docteur et spécialement pour misser, parce que nous savons d'y aller, misser pas à aller docteur. Partout, c'est la caillou et le febrile, on a vécu tout à mauvais avant qu'on cherche à poursuivre un docteur. Docteur Frederick a conseillé le public là pour visiter ces certes des certes en l'Europe et pour recevoir l'injection pour flou et qu'il n'y a pas d'essu pour payer pour traitement salar. So on a maladie de flou et le docteur a dit qu'il n'y avait pas de flou, c'est un peu de flou mais c'est aussi un peu de salar. On a aussi fait un changeur qui l'a mené pour bien laver pour qu'il n'y ait pas de flou parce que les gens qui m'a l'air tousse qu'il n'y a pas de salar. But also, these gyms that are in the flow, they are in the west side of the table, in the back of the door, right? So we can do as often as we can to prevent COVID-19. Dengue, we serve, we serve the migrants who are going to marry Dengue. The migrants are going to go to the Egyptian Mosque. Leptospirosis, we serve Leptospirosis. All the people who are going to die from Leptospirosis, you can do it as often as you can with the flow of Leptospirosis.  But we know that this hemorrhagic fever, which is a very serious disease, leptospirosis, we know that it's all because of the death of Adam Monsamo. So, I would like to point out that all these diseases have continued to investigate us, to test us, and then to find out exactly if these disease quality has affected the treatment. Dr. Fadriq, we advise everyone to go and take care of these diseases, especially among us, the fever, headache, headache, vomiting, relapse, to protect your hospital immediately. The Department of Education, a collaboration and police organization have organized an official ceremony for the security officers at the school. The official ceremony is to operate a special constable to protect the school from the virus, and to prevent the officers from participating in the event of the anniversary, with the help of the organization, with the authorization to stop these diseases, to stop them. Assistant Secretary Pormana, Minister of Education, Michelle Charles, explained the initiative to protect all the benefits for the minister and the constable as well. There is a saying that if the school is paid, I will be given as much as I can, I will be given a flight to the security officers, I will be seriously injured at work. So, it is very necessary to protect these poor people, these poor people, to be able to protect the school. Michelle added that the ministry has no plans to continue these activities to help them to be more capable to lead the working class. Assistant Secretary Pormana, Minister of Education, and to encourage these officers to protect the school well, and to always approach the working class in a professional way, and to always work without problems, without problems, and without malonectitis. Chief of Police Laverte, who spoke about the possibility of catching those poor people who are poor, poor, poor, and well, good friends. He advised them to strengthen their laws and to bring them back. He said that I will be given the 28th of March 2019. Minister for Social Equality and Social Development, I will inform the public that there are many women and women, the first women who have just sold their lives, the second women to work, to do their work, to clean their work, these are the women. These are the women who are very critical of the ministry, who are working in these different places. The service is to assist the public, including those who are working in these services, who are here to visit the city council. The service for community development, for women in the city council, and for the regional office, and for those who are here to facilitate the service. The service for local government, Department of Research, and the program for those who are here to visit the SSDF office, as well as John Compton. The department that addresses and makes accounts, the department for community development, the department for communication, and the department for information of governments, as well as GIS. The permanent secret service, which is the department for youth. It is the service for the ministry to develop youth, for the ministry to make public lessons, which is to help the people who are working in these places. Ladies and gentlemen, this is the end of today's news. Thank you so much for your time and for your invitation. For the youth and for the people who are here to visit the city council, and for those who are here to visit the city council, and for those who are here to visit the city council. Thank you very much, Prime Minister. And here's a look at what's happening to us weather-wise. Fair skies occasionally becoming cloudy with a few widely-scattered showers. The Atlantic high-pressure system will maintain a moderate-to-brisk easterly wind flow across the eastern Caribbean region over the next few days. Low-level clouds drifting along this wind flow will bring a few widely-scattered showers over the islands during the next 24 hours. The tide for Castries Harbor was high at 1.40 p.m. and will be low again at 8.01 p.m. The tide for the A4 Bay high at 2.47 p.m. and will be low again at 9.28 p.m. The sea is moderate with waves 4 to 6 feet or 1.2 to 1.8 meters. The sun will rise Tuesday at 5.59 a.m. And that brings us to the end of the NTN Nightly. Join us next time at 7 p.m. with a repeat at 7 a.m. You can also catch up with us anytime on the Seluncia government Facebook page or YouTube channel. I'm Nisha Charles.