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Don't Jazzy looks like the kind 
of guy to to to to to believe in

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manifestation. 
He. 

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Does yoga in the. 
Morning. 

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He's an he does yoga. 
He's an Astro guy. 

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He also he also I feel like he 
does incense. 

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And he also does all. 
Those like, you know, he drinks 

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all those weird concoction. 
He does Seymos 100% down Seymos 

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every. 100,000% 
the 

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You're What's Up and welcome to 
episode 66 of the 30% Podcast. 

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I go by the name after Mephina 
and I'm joined by my amazing Co 

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host Sam AKA Jedediah. 
What's up? 

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00:01:42,320 --> 00:01:45,960
Yo, what's? 
Up yo, let me tell you what's up

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00:01:46,200 --> 00:01:51,200
is you can find this podcast on 
the following platforms. 

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You can find this podcast on 
YouTube, You can find it on 

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00:01:53,680 --> 00:01:55,640
Spotify. 
You can find it on Apple 

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00:01:55,640 --> 00:01:59,120
Podcast, Google Podcast and 
Anchor Podcast. 

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And to find that, you just have 
to type the magic words the 30% 

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00:02:04,480 --> 00:02:06,920
Podcast. 
If you want to find us on social

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00:02:06,920 --> 00:02:13,480
media, you can find us at the 
30% pod, on Instagram, on 

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00:02:13,480 --> 00:02:19,440
threads, on X, on Tiktok, and on
LinkedIn if you want to do some 

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linking and building. 
Sam, what's up? 

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How was your week? 
How is your life? 

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Are you feeling fulfilled as a 
human being? 

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Earth, are you talking? 
What are you talking about? 

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So you can't start. 
You can't start the craziness 

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early in the podcast. 
That's that's anyway that's 

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ridiculous. 
My feeling fulfilled. 

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I I am I I told you I quit. 
I quit music and then I woke up 

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the next day and recommitted to 
it. 

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And now you're back. 
Let's go. 

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Let's all celebrate. 
Sam. 

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Sam. 
For me? 

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Yeah. 
Listen, he's back. 

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The prodigal son. 
Yeah, yeah, yeah, yeah. 

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Yeah. 
No, the prodigal, Sam, excuse 

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me, go ahead. 
But anyways, yeah, so it's been 

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cool. 
I've been, I've been creating, 

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been creating, been trying to 
figure out. 

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I'm working with with an artist,
Ruby Nina. 

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She's amazing. 
So we've just been trying to 

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figure out to. 
Release I think we'll be 

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releasing next this month. 
It's this month, It's this 

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month, It's this month. 
Yeah, so just working on that. 

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I'm so excited man. 
This will be the first song I 

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have released in a while, apart 
from the songs I released with 

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Nashinski, so I'm super super. 
Is it? 

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Yeah, super hype. 
Yeah, super Hype about that do. 

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Do you? 
It's so you we can't say who 

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it's like, who it is, and Oh no.
We can't any promo is good promo

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at this point. 
OK, let's go. 

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So who are you releasing with 
Sam? 

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Her. 
Name is Ruby. 

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Nina. 
She's a she's a she's a 

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vocalist, so she does like she's
done a lot of gigging. 

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She's also released music. 
Nice. 

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But she's she's incredible, man.
She's incredible. 

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She's a brilliant songwriter and
she has a very, very lovely 

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voice. 
So I've been working on, I've 

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actually been working with half 
for, I want to say, maybe since 

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20/15/2016, on and off. 
But now you know how the stars 

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align, the the stars just 
recently aligned like properly, 

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properly. 
So yeah, we have a song coming 

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out. 
I don't know if I should say 

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this. 
It doesn't matter though. 

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She's already posted it. 
She's posted it. 

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It's like I said, the name of 
the song is called Lovers on the

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Low. 
It's that classic R&B sound, the

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classic classic R&B sound. 
I'm really happy for it, man. 

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It came out really well. 
Yeah, I'm super excited, man. 

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She's one of the artists who I'm
I'm, I'm looking to be working 

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with for a while. 
So excited, man. 

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Go peep her profile. 
We'll be doing my promo about 

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the song of the song. 
So yeah, I'm excited about that.

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This is me plugging myself and 
my and the artists I'm working 

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with, but. 
It's. 

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Life. 
Yeah. 

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Apart from that, I'm cool. 
I'm chilling. 

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What's been happening, man? 
What's been happening? 

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I've been, I've been indoors. 
The whole week did you get up 

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to? 
I've been indoors the whole 

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week. 
I've been indoors the whole 

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week. 
I haven't done much, went to the

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studio a few. 
Times an introverts dream. 

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An introverts dream. 
But I'm trying to get out more, 

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obviously. 
But apart from that, no, I'm 

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good. 
I'm good. 

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Chilling. 
Chilling. 

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Chilling. 
Chilling. 

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Nice. 
Yeah. 

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What? 
What have you been up to? 

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Yo, this week has flown by man 
the. 

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Year is doing. 
The same, Oh my God, it rained 

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extremely heavily over here. 
Was that like, Tuesday? 

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I want to say it was Tuesday. 
It was actually kind of scary. 

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So I live around Kiambu's sides 
and it was almost like a it was 

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bro. 
It was almost a tropical storm. 

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I'm not going to like tropical 
storm. 

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I'm not. 
I'm serious man. 

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There was like in our place 
alone now like 4 trees fell 

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down. 
I'm not even joking. 

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OK. 
So that's yeah along along like 

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Ridgeways Rd. like I think like 
you know those electricity port.

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Your OPS, if you're listening 
OPS, he's giving out his. 

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No, I said I no, I just said I 
just read you his road and I 

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said I leave it to Cambu they're
gonna, they're also looking for 

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you so many different places I 
could so. 

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Maybe look at him trying to do 
it anyway so. 

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Yeah, but anyway, yeah, so that 
was kind of scary, I'm not going

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to lie. 
And then power went for two 

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days, for 48 hours. 
Really. 

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And yeah. 
So this week was crazy. 

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It's I've never seen rain like 
that like in my life in Nairobi.

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I'm not really like capping it 
rained crazy you know this side.

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I don't know. 
And the wind so much, the wind 

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was almost like hurricane like 
tornado. 

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It was weird. 
It's crazy, actually. 

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Kind of scary, You know, so 
that. 

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Happened. 
You didn't go out and take 

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videos on your phone. 
Why? 

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Why not you? 
Missed. 

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I was in. 
I was in the house making beats.

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Dedicated to the craft my bad 
making making us. 

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To the craft even making a storm
falling apart. 

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Gosh. 
All right, all right. 

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So anyway, yeah, so that that 
happened. 

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And then, oh, interesting, I 
watched one. 

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Love oh the The Bob Marley 
Movie. 

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Oh, that's not what I thought 
you were going to say anyway. 

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All right. 
What? 

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What did you think I was going 
to? 

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Say, I thought, you say you're 
going to watch that, the 

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documentary I told you to watch.
So you found time to watch Bob 

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Marley's, but you didn't watch 
that one? 

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Oh no, I haven't watched. 
I haven't watched the 

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documentary yet, but I did watch
the Bob Marley movie. 

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Haven't seen that yet. 
How is it? 

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It's it's good. 
It's it's something. 

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OK, OK. 
If you're If you make music, if 

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you make. 
But if you make music, you'd be 

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very inspired because like, they
have many scenes of where they 

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were just jamming. 
Is that what I did? 

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What they were jamming on like 
and just making the songs And it

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it felt so interesting to see 
how they would come up with 

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music and him and The Wailers 
and stuff like that. 

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The the the dreadlock wig that 
the dude was wearing, which 

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00:08:05,920 --> 00:08:09,600
interesting. 
The actor of Bob Bradley. 

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He was wearing a wig. 
I thought you about said that 

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because. 
He doesn't. 

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Bob's career. 
He was wearing a wig, bro. 

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I was going. 
No, no, no, no, no. 

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For the reggae like the actor. 
No, no, he wasn't the actor. 

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Like he was wearing a wig. 
First of all the actors like 

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from uki forget his name. 
Did you get there was a lot of 

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like, well he tried. 
He tried his best because there 

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was a lot of consternation about
like the fact that he wasn't 

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actually from Jamaica. 
Yeah, yeah, a lot of Jamaicans 

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had beef with that. 
The the story is cool but the 

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only problem is it really it 
doesn't show like his come up. 

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It's really just like focuses 
like it. 

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It just kind of cuts in when he.
Picks off when he's already. 

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00:08:50,200 --> 00:08:52,560
Yeah, yeah. 
But but but you see, I don't 

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mind that though because I feel 
like Bob Bob, Bob Marley's story

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is becoming like biggies now 
Biggie and Tupac like we have, 

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it's been we have we have a 
million Tupac documentaries a 

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00:09:00,880 --> 00:09:03,360
million Biggie documentaries, I.
Think No, But to be honest, like

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some, I didn't know too much 
about his story like that. 

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So for me, it felt like a 
breath. 

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Like for me, it wasn't like 
played out, you know? 

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So I actually enjoyed I I found 
it very informational. 

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And yeah, and it was sad at the 
end. 

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And bro, you know, he was only 
36 when he died. 

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00:09:21,960 --> 00:09:22,640
Really. 
Wow. 

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00:09:22,640 --> 00:09:24,920
Like, that's insane. 
That's crazy, I thought. 

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00:09:24,960 --> 00:09:26,920
He was old. 
I thought he was at least in his

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00:09:26,920 --> 00:09:29,480
40s. 
He does look. 

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He has an old face. 
He has an old looking face. 

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00:09:32,400 --> 00:09:35,400
But bro was 30. 6 Not say 
something that will get 

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00:09:35,400 --> 00:09:38,880
cancelled for them. 
We can get cancelled for that. 

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00:09:39,000 --> 00:09:42,440
Like he genuinely does look old.
No, like I was about to give. 

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00:09:42,640 --> 00:09:45,040
I was about to give my my reason
for why he was. 

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00:09:45,360 --> 00:09:48,400
He looks old, but let's let's 
let's leave. 

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00:09:48,400 --> 00:09:53,160
OK, anyway, yeah, imagine some 
accomplishing all that. 

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00:09:53,160 --> 00:09:56,240
When you're that, like young. 
Like it's kind of. 

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00:09:56,240 --> 00:09:57,440
Crazy it is. 
It's wild. 

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00:09:57,440 --> 00:09:58,120
It's wild. 
It's wild. 

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00:09:58,120 --> 00:10:00,040
Think. 
About like the likes of like 

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00:10:00,440 --> 00:10:03,920
Kurt Cobain dying when they were
27, like Imagine. 

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00:10:04,040 --> 00:10:07,560
Yeah, Park and Biggie were not 
even 25, man. 

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00:10:07,560 --> 00:10:10,880
Like, these are kids, if you 
really think about it, like, who

190
00:10:10,880 --> 00:10:14,720
did and accomplished, like 
really great things, like early 

191
00:10:14,720 --> 00:10:16,640
on in their lives, man, which 
it's. 

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00:10:16,920 --> 00:10:18,400
Super cool. 
But it's it's cool when. 

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00:10:18,400 --> 00:10:21,040
You think about scary, 
intimidating. 

194
00:10:21,040 --> 00:10:22,000
Yeah, it is. 
It's cool. 

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00:10:22,000 --> 00:10:24,400
And it's scary at the same time 
because then that just puts time

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00:10:24,400 --> 00:10:26,480
more in perspective. 
But we're not doing that, no. 

197
00:10:28,360 --> 00:10:30,240
We're not having an existential.
Crisis. 

198
00:10:30,320 --> 00:10:33,000
We're not having an existential 
crisis on the podcast. 

199
00:10:33,000 --> 00:10:34,000
Nope. 
Nope, Nope. 

200
00:10:34,920 --> 00:10:36,400
But that's dope. 
Speaking of, I'd like to see 

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00:10:36,400 --> 00:10:39,080
that existential crisis. 
Here we go. 

202
00:10:41,760 --> 00:10:44,120
But. 
A lot of Nigerians and Africans 

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00:10:44,120 --> 00:10:46,800
in general have been having 
existential crisis. 

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00:10:46,800 --> 00:10:52,400
Sam, do you want to know why? 
This is the worst segue I've 

205
00:10:52,400 --> 00:10:54,080
ever done? 
Actually, this is the worst 

206
00:10:54,080 --> 00:10:55,000
because it makes the. 
Worst. 

207
00:10:55,040 --> 00:10:57,240
And this is your second of the 
day, so you need to relax on 

208
00:10:57,240 --> 00:10:59,120
this. 
Just calm down on this. 

209
00:10:59,120 --> 00:11:00,480
Mr. Segue King here. 
Oh. 

210
00:11:00,800 --> 00:11:03,480
Calm down. 
Yes, I need to calm down. 

211
00:11:03,480 --> 00:11:05,680
I need to calm down. 
Do you know who sang Calm Down 

212
00:11:05,680 --> 00:11:06,840
Remma. 
You know what? 

213
00:11:06,840 --> 00:11:09,960
Label Inception over here. 
Is in mavens. 

214
00:11:10,880 --> 00:11:13,600
The segue Inception. 
I'm telling you to stop to stop 

215
00:11:13,680 --> 00:11:16,280
talking about segues. 
And then you find a segue inside

216
00:11:16,280 --> 00:11:17,960
my. 
OK, All right. 

217
00:11:17,960 --> 00:11:19,400
You're you're a special kind of 
guy. 

218
00:11:19,840 --> 00:11:20,840
Go ahead, Raymond. 
Thank you. 

219
00:11:20,840 --> 00:11:22,320
Thank you. 
Yeah. 

220
00:11:22,920 --> 00:11:28,560
So, so, so basically what I'm 
trying to like lead us into, 

221
00:11:28,560 --> 00:11:32,600
Yes, please, is the huge news. 
This is huge news. 

222
00:11:32,600 --> 00:11:34,600
It's actually very 
groundbreaking. 

223
00:11:34,720 --> 00:11:37,960
I felt like the world stopped 
rotating when the news actually,

224
00:11:38,720 --> 00:11:41,040
and for the first time, Donjazi 
made us. 

225
00:11:41,640 --> 00:11:46,360
I didn't feel that way, but OK. 
Bro, for Donjazi to make a 

226
00:11:46,360 --> 00:11:49,640
serious post on his Instagram. 
You know how? 

227
00:11:49,680 --> 00:11:51,280
You know how Don Jazzy's 
Instagram. 

228
00:11:51,280 --> 00:11:54,320
Is rated Don't Just Instagram 
Too. 

229
00:11:55,280 --> 00:11:57,960
Bro, he's inside. 
Listen, I get very 

230
00:11:57,960 --> 00:12:01,120
self-conscious opening my 
Instagram because sometimes 

231
00:12:01,360 --> 00:12:04,240
there's times when I've opened 
my Instagram and it's Don Jazzy 

232
00:12:04,240 --> 00:12:07,000
and the first thing you see, you
just see is something highly 

233
00:12:07,000 --> 00:12:09,840
inappropriate and it's Don 
Jazzy's fault. 

234
00:12:09,960 --> 00:12:12,560
And now somebody might think 
that it's me looking. 

235
00:12:12,560 --> 00:12:14,920
At no, it's because. 
I followed Don Jazzy and he 

236
00:12:14,920 --> 00:12:16,440
posts a lot of. 
That's all. 

237
00:12:16,600 --> 00:12:18,320
That's all. 
That's all done. 

238
00:12:18,320 --> 00:12:22,080
That's all done jazz, man. 
Like like it's crazy for for a 

239
00:12:22,120 --> 00:12:24,960
serious Aziz and making the the 
moves that he's making, he 

240
00:12:24,960 --> 00:12:28,200
definitely comes he. 
Presents very he presents very 

241
00:12:28,480 --> 00:12:30,400
serious. 
That's his brand, I kind. 

242
00:12:30,520 --> 00:12:33,040
Of, Listen, I kind of look up to
that like, I like. 

243
00:12:33,040 --> 00:12:36,800
I like people who don't take 
themselves too seriously. 

244
00:12:36,800 --> 00:12:41,080
Yeah, like, I think it's dope. 
It's like you don't have to 

245
00:12:41,080 --> 00:12:43,640
always be this. 
Like, yes, we know like you're 

246
00:12:43,640 --> 00:12:48,640
making $1,000,000 deals in the 
back end, but like in real life,

247
00:12:48,640 --> 00:12:51,800
people will see you as just like
a guy who's like light hearted. 

248
00:12:52,080 --> 00:12:54,200
Just living and it actually. 
I think it helps. 

249
00:12:54,800 --> 00:12:57,600
I think it actually helps not to
get to know DNT, but it helps. 

250
00:12:57,720 --> 00:13:00,000
It helps with the perception of 
your artists also. 

251
00:13:00,000 --> 00:13:04,000
I feel like like like it's. 
It's and the label in general. 

252
00:13:04,000 --> 00:13:05,880
Yeah, it puts something on them 
like, OK, these guys are cool. 

253
00:13:05,880 --> 00:13:06,960
These guys are chills. 
These guys are fun. 

254
00:13:06,960 --> 00:13:09,320
We can rock with them. 
Fun. 

255
00:13:09,320 --> 00:13:13,000
Yeah, Like Maven seems like a 
fun label just because of like 

256
00:13:13,080 --> 00:13:15,440
how Don Jazzy like does his. 
Business and look at the two 

257
00:13:15,440 --> 00:13:16,600
artists that they're pushing 
through. 

258
00:13:16,600 --> 00:13:20,320
They're like very, very hip, 
very, very cool, very playful. 

259
00:13:20,560 --> 00:13:22,960
The Two Maid Mill. 
But I'm sure when it comes down 

260
00:13:22,960 --> 00:13:26,560
to it, Sam, it's business. 
So you know, like it's not. 

261
00:13:26,560 --> 00:13:28,600
This, I mean this. 
This whole deal is definitely 

262
00:13:28,600 --> 00:13:29,640
business fam. 
This is. 

263
00:13:29,720 --> 00:13:34,920
A oh, so the deal, the deal, the
deal that Sam is referencing is 

264
00:13:35,320 --> 00:13:38,960
UMG, That's Universal Music. 
Group. 

265
00:13:39,560 --> 00:13:42,360
Secures A majority ownership of 
Afro. 

266
00:13:42,360 --> 00:13:46,160
Beats label maven global. 
I wish we had. 

267
00:13:46,160 --> 00:13:47,840
This is huge. 
We had a round of applause 

268
00:13:47,840 --> 00:13:49,680
without giving them a round of 
applause right here because 

269
00:13:49,680 --> 00:13:51,680
that's. 
OK, we'll just give them a 

270
00:13:51,680 --> 00:13:54,600
makeshift. 
A round of a slap? 

271
00:13:54,760 --> 00:13:56,840
A snap? 
Is that what you're doing a 

272
00:13:56,840 --> 00:13:57,480
round of? 
A snap? 

273
00:13:57,480 --> 00:13:59,720
No, I was clapping. 
Oh my God, Sam. 

274
00:14:00,440 --> 00:14:05,120
OK, there we go. 
So anyway, UMG has announced. 

275
00:14:05,160 --> 00:14:06,120
Well, what? 
No, I said. 

276
00:14:06,120 --> 00:14:08,520
That was the most, the most 
disjointed and most incoherent 

277
00:14:08,520 --> 00:14:10,120
flowers we've. 
Ever seen It was so disjointed 

278
00:14:10,120 --> 00:14:11,920
and it was not my fault, UMG has
announced. 

279
00:14:12,240 --> 00:14:16,240
Anyway, UMG has announced a 
major investment in Nigerian 

280
00:14:16,240 --> 00:14:20,680
Afrobeat slave label Maven 
Global, with the deal expected 

281
00:14:20,680 --> 00:14:26,320
to close by the end of Q3 
pending regulatory approval. 

282
00:14:26,600 --> 00:14:29,880
The announcement comes a few 
months after reports surfaced 

283
00:14:29,880 --> 00:14:33,080
about Maven exploring potential 
sale or investment 

284
00:14:33,080 --> 00:14:37,360
opportunities. 
So the deal is reportedly valued

285
00:14:37,360 --> 00:14:43,520
between, Oh my God, $125 million
to $200 million. 

286
00:14:43,520 --> 00:14:48,040
And if obviously UMG are 
purchasing a stake in this, then

287
00:14:48,040 --> 00:14:50,880
that means the whole Maven 
evaluation is more than that, 

288
00:14:50,880 --> 00:14:53,880
which that's that's pretty good 
man and it's. 

289
00:14:54,160 --> 00:14:57,920
Sorry, there's a there's a big, 
big numbers I guess for a for a 

290
00:14:58,360 --> 00:15:01,160
home grown label. 
Exactly. 

291
00:15:01,160 --> 00:15:04,480
And I think that's good and see 
it aims so the the deal aims to 

292
00:15:04,480 --> 00:15:07,360
secure funding for Mavens 
expansion. 

293
00:15:07,600 --> 00:15:10,680
Considering the anticipated 
growth of the African music 

294
00:15:10,680 --> 00:15:16,200
industry on the global stage, 
paralleling the impact witnessed

295
00:15:16,200 --> 00:15:21,160
with the Latin and K pop genres 
in recent years, I really tried 

296
00:15:21,160 --> 00:15:23,960
to pronounce that. 
Let me just read one more thing.

297
00:15:24,560 --> 00:15:29,160
So the move also represents an 
expansion of UM GS footprint 

298
00:15:29,320 --> 00:15:34,520
within Afrobeats, a genre that 
has become a global phenomenon 

299
00:15:34,840 --> 00:15:39,320
evidenced by a 34% year on year 
increase in streams in the US 

300
00:15:39,320 --> 00:15:43,080
market. 
Also sub-Saharan Africa has 

301
00:15:43,080 --> 00:15:48,320
experienced a 34.7% year on year
growth according to data from 

302
00:15:48,320 --> 00:15:53,040
the IFPI. 
And then last thing I want is, I

303
00:15:53,040 --> 00:15:58,720
know I said last thing but last 
thing, UMG Chairman and CEO Sir 

304
00:15:58,720 --> 00:16:03,360
Lucian Grange said. 
Our criteria for identifying 

305
00:16:03,360 --> 00:16:06,560
partners is straightforward. 
Great artists, great 

306
00:16:06,600 --> 00:16:11,680
entrepreneurs, great people. 
With Don Jazzy Tega, the Maven 

307
00:16:11,680 --> 00:16:16,200
Global team and their artist 
roster, we found ideal partners 

308
00:16:16,200 --> 00:16:19,640
with whom to grow together. 
Maven's brilliant artists have 

309
00:16:19,640 --> 00:16:23,440
been catalyst in the 
transformation of Afrobeats into

310
00:16:23,440 --> 00:16:28,040
a global phenomenon, and we're 
thrilled to welcome them into 

311
00:16:28,040 --> 00:16:31,600
the UMG family. 
Sam. 

312
00:16:31,720 --> 00:16:33,680
That's a. 
How do you feel about this 

313
00:16:33,720 --> 00:16:37,720
acquisition, big one? 
How do you feel about it? 

314
00:16:37,720 --> 00:16:40,840
I mean obviously. 
So obviously the first thing 

315
00:16:40,840 --> 00:16:43,040
that will come to mind is like 
this is, this is, this is dope, 

316
00:16:43,520 --> 00:16:47,360
I said. 
Because UMG is the biggest music

317
00:16:47,920 --> 00:16:49,960
label in the in the world. 
Right in the world. 

318
00:16:50,360 --> 00:16:54,680
And yeah, they're paying special
attention to, to this movement 

319
00:16:54,680 --> 00:16:57,320
that I feel like, yeah, that 
this movement that we have been 

320
00:16:57,320 --> 00:17:00,520
part of for a while, that we've 
seen grow and now we're really 

321
00:17:00,520 --> 00:17:02,880
championing. 
It's the the the, you know, the 

322
00:17:02,880 --> 00:17:06,640
pushing of Afro, of authentic 
Afro Afro music. 

323
00:17:06,800 --> 00:17:09,280
So it's like it. 
Looks do you think good Sam, do 

324
00:17:09,280 --> 00:17:11,800
you think do you think this deal
goes through? 

325
00:17:11,800 --> 00:17:16,680
If Calm Down by Rama doesn't 
isn't a smash hit the way it has

326
00:17:16,680 --> 00:17:19,280
been? 
I think Rama is is is talented 

327
00:17:19,280 --> 00:17:21,640
enough that if Calm Down wasn't 
a smash hit, he would have 

328
00:17:21,640 --> 00:17:25,000
probably had another. 
It's just Rama feels like the 

329
00:17:25,000 --> 00:17:27,359
guy who it was just returning 
his stars to blow up like that, 

330
00:17:27,680 --> 00:17:29,840
so. 
No, no, I'm saying but do you 

331
00:17:29,840 --> 00:17:33,560
think it's specifically 
interested in in purchasing, do 

332
00:17:33,560 --> 00:17:36,720
you think, I think do you think 
that the the, the success of 

333
00:17:36,720 --> 00:17:41,880
that song has a part to play in 
UMG actually being interested is

334
00:17:41,880 --> 00:17:43,880
that, is that or is that just 
surface level? 

335
00:17:43,880 --> 00:17:47,720
No, I think it's it's definitely
part, part of it because again 

336
00:17:47,720 --> 00:17:50,800
we're selling music, right. 
So a successful song is 

337
00:17:50,800 --> 00:17:53,920
definitely good part. 
But I think they all, I feel 

338
00:17:53,920 --> 00:17:57,120
like they also trust in what Don
Jazzy has been doing. 

339
00:17:58,880 --> 00:18:01,600
If you don't, yeah, if you look 
at, if you look at his history, 

340
00:18:02,400 --> 00:18:06,680
Don Jazzy has been part of, he's
been part, he's been part of the

341
00:18:06,680 --> 00:18:11,000
Nigerian industry for a minute 
now he's he he was part of the 

342
00:18:11,000 --> 00:18:13,960
first wave. 
I'm not say the first wave 

343
00:18:13,960 --> 00:18:16,120
because I don't really know. 
But then he was part of the one 

344
00:18:16,120 --> 00:18:20,080
of the waves that really pushed 
Nigerian music specifically to 

345
00:18:20,600 --> 00:18:23,960
to the world with sure, yeah, 
with some of the people who who 

346
00:18:23,960 --> 00:18:27,160
he worked with and then he went 
back and started it again and 

347
00:18:27,160 --> 00:18:30,120
then he's done it again. 
So I think partly they might be 

348
00:18:30,120 --> 00:18:34,360
investing in his his mind 
because I I he's just I that guy

349
00:18:34,360 --> 00:18:38,560
just brilliant, like just how he
he's moved and the decisions he 

350
00:18:38,560 --> 00:18:41,080
makes and his team. 
All of that I think. 

351
00:18:41,080 --> 00:18:42,560
I think. 
And the way he curates his 

352
00:18:42,560 --> 00:18:44,840
Instagram. 
Maybe. 

353
00:18:45,040 --> 00:18:47,880
Maybe that was maybe that made 
the the thought about the deal 

354
00:18:47,880 --> 00:18:49,080
for a long time just because of 
that. 

355
00:18:49,080 --> 00:18:50,360
Like, I don't know if you want 
this guy on. 

356
00:18:50,680 --> 00:18:51,960
Maybe that knocked off like 
some. 

357
00:18:52,080 --> 00:18:53,400
Two, yeah. 
He knocked off some points. 

358
00:18:53,400 --> 00:18:55,720
Some maybe some points for him, 
yeah, no. 

359
00:18:55,720 --> 00:19:00,080
But but if calm down wasn't, I 
feel like calm down being as 

360
00:19:00,840 --> 00:19:03,960
successful as it is. 
Yeah. 

361
00:19:04,760 --> 00:19:07,520
And just Rehma, both Rehma, I 
want to say both Rehma and Iron 

362
00:19:07,520 --> 00:19:10,800
Style because Iron Style has 
also been making waves and and 

363
00:19:10,800 --> 00:19:13,680
doing big numbers and having 
like worldwide hits. 

364
00:19:14,360 --> 00:19:16,760
So yeah, definitely because of 
how they're pushing her now. 

365
00:19:16,760 --> 00:19:18,160
Gosh, I'm. 
I'm seeing her everywhere. 

366
00:19:18,560 --> 00:19:21,040
Pushing. 
Seeing her everywhere, it's 

367
00:19:21,040 --> 00:19:25,760
crazy, but yeah. 
Well, like like, OK, I I just 

368
00:19:25,760 --> 00:19:29,680
want to focus in on that. 
Like we've seen Ira star 

369
00:19:29,680 --> 00:19:32,560
everywhere this week, man. 
We've seen her taking pictures 

370
00:19:32,560 --> 00:19:34,120
with Harley Bailey. 
She's talking to. 

371
00:19:34,120 --> 00:19:37,240
Serena Williams. 
She's like Passion Week. 

372
00:19:37,240 --> 00:19:38,600
Relax. 
She's everywhere. 

373
00:19:38,800 --> 00:19:42,920
So now here's my question, Sam. 
And and I've been talking with a

374
00:19:42,920 --> 00:19:46,320
lot of industry people about 
this like whole acquisition, 

375
00:19:46,320 --> 00:19:50,240
man. 
Do you think as Africans we can 

376
00:19:50,240 --> 00:19:54,840
scale to that level where we're 
in the international atmosphere,

377
00:19:54,840 --> 00:19:56,680
stratosphere, whatever you call 
it? 

378
00:19:56,680 --> 00:20:01,200
Do you think we can do that 
without involving the Western, 

379
00:20:03,200 --> 00:20:07,320
you know, just the Western? 
What's the word I'm looking for?

380
00:20:07,400 --> 00:20:10,040
This is the Western groups and 
the Western. 

381
00:20:10,040 --> 00:20:13,200
Connects Western market without 
involving the West itself. 

382
00:20:13,200 --> 00:20:14,160
Without. 
Yeah, exactly. 

383
00:20:14,160 --> 00:20:16,920
Just without involving the West.
Do you think we can scale to 

384
00:20:16,920 --> 00:20:18,880
those levels? 
I don't think so, because 

385
00:20:18,880 --> 00:20:20,880
because because I think what the
West is being is what we're 

386
00:20:20,880 --> 00:20:22,800
trying to do. 
Wait, you you you do or you 

387
00:20:22,800 --> 00:20:24,880
don't think so? 
That's what we're trying to do 

388
00:20:24,880 --> 00:20:26,640
right. 
Those are the goals is we want 

389
00:20:26,640 --> 00:20:29,880
to have because the West has has
manufactured many many, many 

390
00:20:29,880 --> 00:20:32,040
global stars and that's what. 
Yeah. 

391
00:20:32,040 --> 00:20:35,960
And global stars with long 
lasting legacies and and 

392
00:20:36,960 --> 00:20:39,080
ridiculous impact and all their 
business. 

393
00:20:39,080 --> 00:20:41,680
So we're trying to replicate 
that. 

394
00:20:42,200 --> 00:20:44,880
And so I feel like they've been 
doing it for a minute. 

395
00:20:44,880 --> 00:20:47,040
They have that industry is over 
100 years old. 

396
00:20:49,320 --> 00:20:54,120
I feel like unless we we have a 
completely different idea of 

397
00:20:54,120 --> 00:20:59,440
what success is, we're always 
going to use their metrics of 

398
00:20:59,440 --> 00:21:02,000
success as our metrics of 
metrics of success. 

399
00:21:03,280 --> 00:21:06,720
Unfortunate, I feel like. 
It's the I don't think it is, 

400
00:21:06,720 --> 00:21:08,480
though I don't think it. 
I think it's the nature of the 

401
00:21:08,480 --> 00:21:12,040
world, like we're all in this. 
No, it's not because because 

402
00:21:12,040 --> 00:21:14,640
because. 
Because American, for example, 

403
00:21:14,640 --> 00:21:18,760
American artists like, for the 
most part don't even look at 

404
00:21:18,760 --> 00:21:20,120
Africa. 
Even when they're doing their 

405
00:21:20,120 --> 00:21:24,440
world tours and stuff like that,
Their world tour is really just 

406
00:21:24,440 --> 00:21:27,600
the Americas and Europe. 
And maybe Australia, maybe South

407
00:21:27,640 --> 00:21:31,160
Africa to. 
Maybe South Africa has become a.

408
00:21:31,360 --> 00:21:34,000
Budget left, if there was budget
left for sure South. 

409
00:21:34,120 --> 00:21:38,440
Africa so, so, so they clearly 
can scale to that level without 

410
00:21:38,440 --> 00:21:39,880
really needing Africa. 
So. 

411
00:21:40,120 --> 00:21:43,760
So to to be like international 
stars. 

412
00:21:44,320 --> 00:21:48,120
But like, why can't we do? 
This but you see the argument 

413
00:21:48,120 --> 00:21:50,200
I'm making is that we're not 
trying to scale to their level. 

414
00:21:50,200 --> 00:21:55,160
I there they are the level like 
they're the ones who set set the

415
00:21:55,160 --> 00:21:56,840
rules. 
They set the parameters of 

416
00:21:56,840 --> 00:21:58,160
success. 
Why? 

417
00:21:58,160 --> 00:22:00,320
Because that's what that's what 
brings me back to my last 

418
00:22:00,320 --> 00:22:02,000
minute. 
That's the nature because they 

419
00:22:02,000 --> 00:22:05,440
have been in the industry for 
years And so they it's just we 

420
00:22:05,440 --> 00:22:10,560
look up to them. 
They have we they're the 

421
00:22:10,560 --> 00:22:12,960
standard. 
So them being the standard, if 

422
00:22:12,960 --> 00:22:15,320
we want to attain any sort of 
standards, we're looking at 

423
00:22:15,320 --> 00:22:17,840
their blueprints and trying to 
follow that. 

424
00:22:18,040 --> 00:22:21,840
That's why we're seeing we're we
see artists who are like people 

425
00:22:21,840 --> 00:22:24,360
like like again, just to use 
R.E.M. as an example, since 

426
00:22:24,360 --> 00:22:27,560
we're talking about Maven the 
moment he blew up. 

427
00:22:27,560 --> 00:22:29,920
We don't we don't usually see 
that here in Africa. 

428
00:22:29,920 --> 00:22:34,360
We don't usually see the PR the 
way they do it there, there. 

429
00:22:34,360 --> 00:22:36,880
When you see an artist is 
blowing up, then like a a new 

430
00:22:36,880 --> 00:22:39,640
artist, he's everywhere. 
He's doing all the interviews or

431
00:22:39,640 --> 00:22:41,600
she's doing all the interviews. 
She's everywhere. 

432
00:22:41,600 --> 00:22:45,160
She's with all the stars and 
we're seeing Maven what do you 

433
00:22:45,160 --> 00:22:49,600
call it become successful using 
that blueprint because they're 

434
00:22:49,600 --> 00:22:53,520
using the blueprint is 
successful and and so going back

435
00:22:53,520 --> 00:22:56,840
to your question, I don't think 
it's possible for us to get to 

436
00:22:56,960 --> 00:23:02,320
those heights or to to attain 
that specific type of success 

437
00:23:03,680 --> 00:23:07,600
without including them because 
they're just, they're part of 

438
00:23:07,600 --> 00:23:08,840
it. 
It's the blueprint and 1st to 

439
00:23:08,840 --> 00:23:09,880
be. 
Successful I mean have to tap. 

440
00:23:09,880 --> 00:23:12,840
Into that. 
Ultimately, if you even look at 

441
00:23:12,840 --> 00:23:16,760
all these like artists, if you 
just even have the time to look 

442
00:23:16,760 --> 00:23:21,200
at the big African artist right 
now and you look at who's 

443
00:23:21,200 --> 00:23:23,440
distributing their music. 
It's the West like. 

444
00:23:23,520 --> 00:23:24,960
All of them. 
Even Tyler. 

445
00:23:25,160 --> 00:23:29,000
Tyler is what Tyler is so neat. 
You you look, you look at Banner

446
00:23:29,000 --> 00:23:31,200
boy. 
Banner boy is Warner. 

447
00:23:31,440 --> 00:23:35,920
You you look at Rehmer and then 
beforehand would see like some 

448
00:23:35,920 --> 00:23:40,240
UMG stuff and you know that have
like a distro deal or something 

449
00:23:40,240 --> 00:23:43,280
like you know, there's always 
like a there's always a when 

450
00:23:43,280 --> 00:23:46,560
it's this big artist like maybe 
they're not in the label, but 

451
00:23:46,560 --> 00:23:49,680
there's always a like a 
publishing deal, a distribution 

452
00:23:49,680 --> 00:23:51,200
deal. 
They're, you know, they're 

453
00:23:51,200 --> 00:23:52,720
helping. 
You know, there's always a like 

454
00:23:52,920 --> 00:23:55,080
they they have an element. 
An element. 

455
00:23:55,160 --> 00:23:57,080
Yeah, yeah, yeah. 
It's it's just the nature of 

456
00:23:57,080 --> 00:23:58,560
what it is. 
It's the nature of what it is 

457
00:23:58,560 --> 00:24:01,800
because the success we we 
believe that the success is on 

458
00:24:01,800 --> 00:24:04,000
that side. 
So maybe it's it's it speaks to 

459
00:24:04,000 --> 00:24:07,960
how we think about ourselves and
what do what do we term as 

460
00:24:07,960 --> 00:24:09,440
success and do we need to 
change? 

461
00:24:09,440 --> 00:24:12,600
Think about that perception. 
Think about the population, but 

462
00:24:12,600 --> 00:24:15,600
think about the population in 
Africa as a whole. 

463
00:24:15,840 --> 00:24:19,760
Like bro. 
Like if if we figured out like 

464
00:24:19,760 --> 00:24:24,400
the infrastructure to 
disseminate our music like 

465
00:24:24,600 --> 00:24:29,040
across the whole continent, we 
might damn near not even need 

466
00:24:29,040 --> 00:24:32,480
the West. 
But like I it's just figuring 

467
00:24:32,480 --> 00:24:36,400
out the the infrastructure to do
so is is the biggest, is the 

468
00:24:36,400 --> 00:24:42,040
biggest hurdle because also you 
have to think entertainment 

469
00:24:42,040 --> 00:24:45,680
isn't like high on people's 
needs on Maslow's. 

470
00:24:45,680 --> 00:24:48,040
What's what's Maslow's 
hierarchy. 

471
00:24:49,040 --> 00:24:51,520
It's not really high. 
Maslow's Hierarchy of a Nation 

472
00:24:51,520 --> 00:24:55,520
doesn't have doesn't have music 
on the unfortunately. 

473
00:24:55,520 --> 00:24:58,680
Because as an African, we're 
dealing with so many different 

474
00:24:58,680 --> 00:25:01,760
things outside, you know, we're 
trying to survive. 

475
00:25:01,840 --> 00:25:03,800
We're trying to survive 
problems. 

476
00:25:03,880 --> 00:25:05,520
Too, because we're not. 
We're never going to. 

477
00:25:05,520 --> 00:25:09,400
We're never going to because 
this can get this can get very 

478
00:25:09,400 --> 00:25:12,040
cerebral and and politically and
we're not trying to do that. 

479
00:25:12,040 --> 00:25:17,200
But but part of the problem is 
we have this perception that we 

480
00:25:17,200 --> 00:25:20,240
have to fix a lot of things 
first before we can try to 

481
00:25:20,280 --> 00:25:24,160
attain those systems. 
You know, and and and OK, so but

482
00:25:24,160 --> 00:25:24,480
anyway. 
Oh. 

483
00:25:24,480 --> 00:25:27,080
Sorry, go ahead. 
OK. 

484
00:25:27,080 --> 00:25:30,600
So, so, so OK, what are the 
positives? 

485
00:25:30,600 --> 00:25:34,400
Like, what do you think is the 
positive for this deal 

486
00:25:34,400 --> 00:25:37,720
happening? 
And yeah, actually, what are the

487
00:25:37,720 --> 00:25:39,480
positives and what are the, 
like, negatives? 

488
00:25:39,640 --> 00:25:41,200
I'll start. 
You go, I think, Let's say you 

489
00:25:41,200 --> 00:25:43,000
go first. 
What do you think the positives 

490
00:25:43,080 --> 00:25:45,920
are? 
So I think this is good because 

491
00:25:45,920 --> 00:25:51,200
like ultimately like you said 
Ira Star has been peddled every 

492
00:25:51,200 --> 00:25:54,240
title anywhere. 
Like the the marketing like for 

493
00:25:54,240 --> 00:25:58,480
this Commas song is insane. 
I've I've I've not seen them put

494
00:25:58,520 --> 00:26:00,720
this much. 
Into any into a song. 

495
00:26:00,800 --> 00:26:03,320
Like, did they not they really 
believe in because? 

496
00:26:03,360 --> 00:26:06,520
Russia did really well. 
But they don't think they did. 

497
00:26:06,880 --> 00:26:09,800
They like Rush did well, 
organic, like it wasn't organic.

498
00:26:09,800 --> 00:26:12,920
There's nothing organic. 
But I feel like commerce feels 

499
00:26:12,920 --> 00:26:15,280
like they have. 
They're really trying to make it

500
00:26:15,400 --> 00:26:16,640
like. 
Maybe they're testing out the 

501
00:26:16,640 --> 00:26:17,880
system. 
Maybe they're testing out some 

502
00:26:17,880 --> 00:26:19,440
of that, some of that 
acquisition money. 

503
00:26:19,440 --> 00:26:20,680
Maybe they're like, all right, 
let's figure. 

504
00:26:20,680 --> 00:26:22,080
Out. 
Maybe they are, I don't know. 

505
00:26:22,320 --> 00:26:27,040
But, but you see like, like you 
see like so now African artists 

506
00:26:27,040 --> 00:26:32,520
are on that stage where we're 
able to be afforded the same the

507
00:26:32,520 --> 00:26:35,120
same benefits that all these 
other artists get. 

508
00:26:35,280 --> 00:26:39,560
You know now you see Ira star in
in the fashion weeks in these 

509
00:26:39,640 --> 00:26:44,240
things whatever like and and she
she belongs there and African 

510
00:26:44,240 --> 00:26:47,600
music belongs there. 
African music belongs on the 

511
00:26:47,600 --> 00:26:51,320
international stage. 
So that's one thing it it puts 

512
00:26:51,320 --> 00:26:54,800
African music there. 
And I I think this is phase one 

513
00:26:54,800 --> 00:26:56,720
of the plan for Africa, bro. 
Let me tell. 

514
00:26:56,720 --> 00:26:58,160
You, bro, What's the other 
phases? 

515
00:26:58,160 --> 00:27:01,120
What's the other? 
Phase one this well this isn't 

516
00:27:01,120 --> 00:27:04,840
phase one but this is part of 
like phase one like like I still

517
00:27:04,840 --> 00:27:08,960
feel like we're in phase one of 
African music and the the the 

518
00:27:08,960 --> 00:27:12,760
West's plan I think eventually 
really want to like. 

519
00:27:13,520 --> 00:27:15,000
Where is it their plan and not 
ours? 

520
00:27:15,160 --> 00:27:18,760
I mean, like you've read, you've
read IFPI says that this is the 

521
00:27:18,760 --> 00:27:23,080
highest, the fastest growing 
region, 34.7%. 

522
00:27:23,080 --> 00:27:28,720
It grew last year, right? 
That means there's a lot of new 

523
00:27:28,720 --> 00:27:34,160
money, of new money, Sam, a lot 
of new money to be made. 

524
00:27:35,000 --> 00:27:37,520
And I feel like there's a 
difference between old money and

525
00:27:37,520 --> 00:27:40,920
new money because like you can 
make money like in the European 

526
00:27:40,920 --> 00:27:44,600
markets or whatever, but like 
This is Money that they haven't 

527
00:27:44,600 --> 00:27:49,400
tapped before, which is exciting
for the for the industry as a 

528
00:27:49,400 --> 00:27:54,240
whole. 
So anyway another benefit I 

529
00:27:54,240 --> 00:28:00,000
would say what other other 
benefit would I mean this also 

530
00:28:00,000 --> 00:28:05,040
opens the door for more labels 
more and and it's not like it's 

531
00:28:05,040 --> 00:28:08,760
not like the big, the big three 
labels haven't done acquisitions

532
00:28:08,760 --> 00:28:10,840
of labels in Africa. 
They've been all the the 

533
00:28:10,880 --> 00:28:12,840
tentacles have been everywhere, 
bro, They've been. 

534
00:28:13,000 --> 00:28:15,720
Yeah, but not to this scale, not
to this scale. 

535
00:28:15,720 --> 00:28:19,200
And therefore and and that opens
the door for so many different 

536
00:28:19,200 --> 00:28:23,440
labels wherever like in Ghana, 
in Kenya, in. 

537
00:28:23,440 --> 00:28:27,480
Tanzania with Wasafi. 
Yeah to actually and and so now 

538
00:28:27,840 --> 00:28:32,520
so so mavens being like the 
Guinea the Guinea pig for this 

539
00:28:32,880 --> 00:28:35,840
will actually inform a lot of 
these labels on how to actually 

540
00:28:35,840 --> 00:28:38,560
move what to do the the the 
groundwork they they need to 

541
00:28:38,560 --> 00:28:42,760
achieve to get to that level man
$200 million for the for part of

542
00:28:42,760 --> 00:28:43,680
the. 
So you think you think we're 

543
00:28:43,680 --> 00:28:48,160
going to think we're going to 
see a lot, a lot more of of 

544
00:28:48,160 --> 00:28:48,760
this? 
Yeah. 

545
00:28:49,480 --> 00:28:51,320
How soon do you think we're 
going to see, Do you think Maven

546
00:28:51,320 --> 00:28:53,960
is going to be like the Guinea 
pig for minute and then we 

547
00:28:53,960 --> 00:28:56,280
starting them pop or do you 
think it's it's going to be? 

548
00:28:56,280 --> 00:28:59,360
Quick for a minute, but but you 
see what what what it does is I 

549
00:28:59,360 --> 00:29:03,440
think because like they are 
acquiring so that 200 million, 

550
00:29:03,440 --> 00:29:06,520
where is that money going? 
It's going into the development 

551
00:29:06,520 --> 00:29:09,480
of the label. 
So Mavens will be able to to do 

552
00:29:09,480 --> 00:29:11,640
way more, whether it's 
marketing, whether it's the 

553
00:29:11,640 --> 00:29:14,600
actual creation of the music, 
whether it's the in our work, 

554
00:29:14,600 --> 00:29:17,520
Yeah, whether it's their 
distribution, like they're able.

555
00:29:17,520 --> 00:29:20,640
To be able to optimize. 
Exactly. 

556
00:29:20,920 --> 00:29:23,200
They'll be able to really 
optimize their function. 

557
00:29:23,200 --> 00:29:27,560
So what that does for the 
African industry, it elevates it

558
00:29:27,560 --> 00:29:30,960
in a in a sense because now 
there's more money circulating, 

559
00:29:31,080 --> 00:29:34,240
there's more money being put 
back into the industry and 

560
00:29:34,240 --> 00:29:38,840
therefore like the, the quality 
of the product should 

561
00:29:39,120 --> 00:29:42,000
theoretically improve. 
Go up and mavens is already 

562
00:29:42,000 --> 00:29:43,640
theoretically mavens is already 
high. 

563
00:29:43,960 --> 00:29:46,200
Yeah, it is. 
And so now, why you? 

564
00:29:46,200 --> 00:29:49,640
Why you stressing theoretically 
like theoretically like that? 

565
00:29:49,640 --> 00:29:52,320
Because some people might argue,
and this might be where we come 

566
00:29:52,360 --> 00:29:57,760
to the detractors, that these 
guys might water down the 

567
00:29:57,760 --> 00:30:01,160
authenticity of African music. 
But anyway, before we even get 

568
00:30:01,160 --> 00:30:03,800
there, you know, like I'm 
saying, so now if more of these 

569
00:30:03,800 --> 00:30:07,120
acquisitions are happening in 
different areas in Africa, then 

570
00:30:07,120 --> 00:30:09,880
there's more money circulating 
and the music industry as a 

571
00:30:09,880 --> 00:30:14,520
whole should elevate. 
In theory, those are like just 

572
00:30:14,520 --> 00:30:19,440
two benefits I could think of. 
Any detractors, some any 

573
00:30:19,440 --> 00:30:23,080
negatives. 
I don't know. 

574
00:30:23,080 --> 00:30:25,400
Wait, so, so just as a positive.
Also, I don't know if you 

575
00:30:25,400 --> 00:30:27,600
mentioned it, but then I think 
another thing is that we we get 

576
00:30:27,600 --> 00:30:34,640
now now that we see, when we see
these artists moving, moving the

577
00:30:34,640 --> 00:30:37,440
way they are. 
I think it sets an example for a

578
00:30:37,440 --> 00:30:41,760
lot of the other artists here 
and around us in in the other 

579
00:30:41,760 --> 00:30:43,800
countries that may not be at 
that level also. 

580
00:30:43,960 --> 00:30:47,200
So then it just sort of pushes 
us a little bit closer to to 

581
00:30:47,600 --> 00:30:50,840
that version of success. 
And by and I, I said that 

582
00:30:50,840 --> 00:30:54,160
version of success a detractor. 
So there's there's two main ones

583
00:30:54,160 --> 00:30:55,560
for me, and you just mentioned 
one. 

584
00:30:55,560 --> 00:31:05,160
Number one is #1 is we know what
happens when an artist gets an. 

585
00:31:05,440 --> 00:31:08,080
So I'm treating Maven as an 
artist getting signed to UMG, 

586
00:31:08,280 --> 00:31:10,120
right. 
We know what happens when, as an

587
00:31:10,160 --> 00:31:13,040
artist when you get signed to a 
major label, you're hot, you're 

588
00:31:13,040 --> 00:31:14,880
popping, your music is 
authentic. 

589
00:31:14,880 --> 00:31:15,880
It's you. 
It's. 

590
00:31:16,160 --> 00:31:17,080
Hey, thank you. 
Sam. 

591
00:31:17,080 --> 00:31:18,840
It sounds like you're giving me 
compliments. 

592
00:31:18,920 --> 00:31:19,840
Definitely, yeah. 
For sure. 

593
00:31:20,440 --> 00:31:22,520
Your music is authentic and it's
you and it's everything. 

594
00:31:22,520 --> 00:31:24,400
Then you get signed to a label, 
and then you start having 

595
00:31:24,400 --> 00:31:27,360
Monday, Monday, Monday, 9:00 AM 
meetings on. 

596
00:31:27,360 --> 00:31:28,800
All right. 
So we really love this sound. 

597
00:31:28,800 --> 00:31:33,200
Let's shelve this EP. 
Let's figure out how we can move

598
00:31:33,200 --> 00:31:35,560
better because this is the 
vision we have so that we can 

599
00:31:35,560 --> 00:31:37,520
maximize the profit, maximize 
the profit. 

600
00:31:37,720 --> 00:31:39,160
So we can do because we know 
that's coming. 

601
00:31:40,120 --> 00:31:44,800
That's one of my biggest fears, 
OK, is that Maven? 

602
00:31:44,800 --> 00:31:49,680
Now I really hope Don, Don, 
Jazzy and Tega shout out to 

603
00:31:49,680 --> 00:31:51,320
those those guys. 
Those guys are doing amazing 

604
00:31:51,360 --> 00:31:52,600
work. 
But I really hope that those 

605
00:31:52,600 --> 00:31:55,600
guys are the most strong headed 
guys in the world because if 

606
00:31:55,600 --> 00:31:59,560
they are not, they're going to 
get into into the UMG because 

607
00:31:59,560 --> 00:32:01,920
UMG acquired a major majority 
stake, which means they have a 

608
00:32:01,920 --> 00:32:05,040
majority of the stakes, right. 
So they're stakeouts and we've 

609
00:32:05,040 --> 00:32:07,560
talked about it before, what 
we're selling is a product. 

610
00:32:07,840 --> 00:32:12,400
So UMG is going to try and give,
try and ensure that the product 

611
00:32:12,400 --> 00:32:17,160
they create is going to maximize
their returns that that specific

612
00:32:17,160 --> 00:32:21,000
thing usually has usually 
clashes with art in itself, 

613
00:32:21,000 --> 00:32:24,800
right. 
And so my fear is that they're 

614
00:32:24,800 --> 00:32:26,920
going to get and then we're 
going to start seeing Rama 

615
00:32:27,360 --> 00:32:31,760
turning into something that he 
doesn't, that we don't feel he 

616
00:32:31,760 --> 00:32:34,720
is as his fans, as people who 
have followed him, IRA star. 

617
00:32:35,960 --> 00:32:39,000
And all of that, if that's 
necessarily going to happen. 

618
00:32:39,000 --> 00:32:41,840
OK, why not though? 
With with those artists, because

619
00:32:41,840 --> 00:32:45,520
they're already established, but
maybe like the new artists who 

620
00:32:45,520 --> 00:32:49,120
are less established in mavens 
might get a push that's less 

621
00:32:49,120 --> 00:32:50,320
but. 
AFAM, you can't be too 

622
00:32:50,320 --> 00:32:53,360
established to to get eaten up 
by the system though. 

623
00:32:53,360 --> 00:32:54,720
That's the thing. 
Like we've seen super 

624
00:32:54,720 --> 00:32:57,120
established artists. 
They figure out a way to make it

625
00:32:57,120 --> 00:32:59,600
work because I have amazing 
teams, but then they also just 

626
00:32:59,600 --> 00:33:02,600
fall into that whole pipeline of
Okay. 

627
00:33:02,640 --> 00:33:05,440
But but you know it's not. 
But it's not like but you see 

628
00:33:05,440 --> 00:33:07,440
it's not. 
It's not like the team is 

629
00:33:07,440 --> 00:33:09,600
changing. 
It's not like the team at Mavens

630
00:33:09,600 --> 00:33:13,040
is changing because I'm sure the
team is staying the same. 

631
00:33:13,640 --> 00:33:16,200
So that's why I don't think 
there's going to be like a a 

632
00:33:16,200 --> 00:33:20,200
drastic change, especially for 
the things that have already 

633
00:33:20,200 --> 00:33:22,880
been established and the artists
that have already been 

634
00:33:22,880 --> 00:33:24,600
established. 
I don't think it's going to 

635
00:33:24,600 --> 00:33:27,760
drastically change also. 
It's going to be a frog, A frog 

636
00:33:27,760 --> 00:33:31,480
In in in in a in a what, A pot 
full of water. 

637
00:33:31,480 --> 00:33:32,440
And it's just a slow. 
Heat. 

638
00:33:32,440 --> 00:33:35,320
But Sam, you have to remember 
they've also been working with 

639
00:33:35,320 --> 00:33:38,440
Universal for for a minute. 
But on a under different 

640
00:33:38,440 --> 00:33:40,600
capacity, that's what I'm 
saying, under different 

641
00:33:40,600 --> 00:33:43,880
capacity. 
So distribution now UMG is a 

642
00:33:43,880 --> 00:33:45,680
label. 
As far as we. 

643
00:33:45,680 --> 00:33:48,040
Know yeah, as far as we know the
speculation, speculation 

644
00:33:48,640 --> 00:33:51,040
allegedly. 
But then UMG now is the label 

645
00:33:51,040 --> 00:33:52,920
and they're going to be making a
lot of this. 

646
00:33:52,920 --> 00:33:57,600
They're going to be say have a 
lot a lot to say in terms of the

647
00:33:57,640 --> 00:34:00,120
art. 
So I just really, I really hope,

648
00:34:00,200 --> 00:34:03,640
I really hope it doesn't change 
because I feel like these guys 

649
00:34:03,640 --> 00:34:06,760
need to keep going and going the
way move, the way they move to 

650
00:34:06,760 --> 00:34:09,199
continue setting that African 
example that we're seeing. 

651
00:34:09,480 --> 00:34:12,199
Sure. 
Yeah. 

652
00:34:12,639 --> 00:34:15,840
Because now if we don't then 
that I feel like that that might

653
00:34:16,679 --> 00:34:19,760
be like a bump in this, this 
whole thing that we'll be doing.

654
00:34:19,760 --> 00:34:21,080
Yeah, it might feel like a bump 
because. 

655
00:34:21,080 --> 00:34:23,120
What was your What was your 
other detractor? 

656
00:34:23,120 --> 00:34:27,040
Yeah, the detractor is, is just 
because you said you had two. 

657
00:34:27,040 --> 00:34:29,440
Yeah, I have two. 
So the the second one is more of

658
00:34:29,719 --> 00:34:33,280
a slightly more political. 
It's just like should we keep 

659
00:34:33,320 --> 00:34:36,120
African owned as African owned? 
Because there's that, there's 

660
00:34:36,120 --> 00:34:37,800
that whole thing. 
We can't, we can't ignore it 

661
00:34:38,120 --> 00:34:42,320
because now maybe, maybe, maybe 
is 100% Africa. 

662
00:34:42,320 --> 00:34:44,120
Well, no, no, no, I won't say 
100%. 

663
00:34:44,120 --> 00:34:47,719
I think they've had funding 
investment from other people. 

664
00:34:47,880 --> 00:34:52,199
But the way they've presented is
very now that now that UMG has 

665
00:34:52,199 --> 00:34:57,240
bought it, it looks diluted. 
Yeah. 

666
00:34:57,960 --> 00:35:01,720
It, it looks like, all right, 
like does do we, do we always 

667
00:35:01,720 --> 00:35:06,600
have to sell, sell out? 
Yes, because people are looking 

668
00:35:06,600 --> 00:35:09,320
at this as sell out. 
Do we always have to sell to to 

669
00:35:09,320 --> 00:35:10,720
the West for us to be 
successful? 

670
00:35:11,320 --> 00:35:13,560
Well, it depends on your goals. 
Yes. 

671
00:35:13,560 --> 00:35:15,480
But I think it's very 
contextual. 

672
00:35:15,480 --> 00:35:17,640
It depends on your goals. 
These guys want to go 

673
00:35:17,640 --> 00:35:19,280
international. 
They want to go. 

674
00:35:19,400 --> 00:35:21,520
Why is mavens called Maven 
global? 

675
00:35:23,200 --> 00:35:25,600
You want to go global. 
Maybe it's like you know this, 

676
00:35:25,600 --> 00:35:28,600
you know, but you know this this
primary schools that you'll find

677
00:35:28,600 --> 00:35:34,120
in in in in shag somewhere that 
that has international after 

678
00:35:34,120 --> 00:35:37,200
their name and you know not one 
person from that school is 

679
00:35:37,200 --> 00:35:40,400
coming from anywhere outside. 
Yeah, but it's a manifestation 

680
00:35:40,400 --> 00:35:43,320
kind of thing. 
It's a like, yeah, So when they 

681
00:35:43,320 --> 00:35:46,560
set out to establish Mavens, 
they were like, we're going to 

682
00:35:46,560 --> 00:35:49,280
take this thing global and 
that's what they've done. 

683
00:35:49,640 --> 00:35:52,360
Don't just looks like the kind 
of guy to to to to believe in 

684
00:35:52,360 --> 00:35:56,680
manifestation. 
He. 

685
00:35:57,680 --> 00:36:01,080
Does yoga in the. 
Morning He's an yeah he does 

686
00:36:01,080 --> 00:36:02,600
yoga. 
He's an Astro guy. 

687
00:36:02,760 --> 00:36:07,080
He also he also I feel like he 
does incense and. 

688
00:36:07,440 --> 00:36:10,120
He also does all. 
Those like, you know, he drinks 

689
00:36:10,120 --> 00:36:14,960
all those weird concoction. 
He does Seymos 100% down, Seymos

690
00:36:15,000 --> 00:36:18,480
every 100,000%. 
OK. 

691
00:36:18,480 --> 00:36:22,120
But anyway, so, so if we're 
focusing on detractors, yeah, so

692
00:36:22,120 --> 00:36:29,720
I have like a case study, UMG 
have actually they've actually 

693
00:36:30,760 --> 00:36:35,040
acquired an A Kenyan label and 
this was AI Records which they 

694
00:36:35,040 --> 00:36:42,000
acquired in 2018, I want to say 
AI Records, yeah, so. 

695
00:36:42,000 --> 00:36:47,600
So if I'm reading this is a very
old article from Business Daily 

696
00:36:48,680 --> 00:36:52,560
UM, which is just kind of saying
UMG acquired A majority stake in

697
00:36:52,560 --> 00:36:55,880
Kenyan record label in a deal 
that gives the American 

698
00:36:55,880 --> 00:36:59,200
multinational access to one of 
the largest catalogs of East 

699
00:36:59,200 --> 00:37:02,040
African music. 
So that deal was kind of built 

700
00:37:02,040 --> 00:37:06,560
off of the fact that they wanted
to have access to our like you 

701
00:37:06,560 --> 00:37:10,280
know our rich history of East 
African music and have that in 

702
00:37:10,280 --> 00:37:11,840
their database and stuff like 
that. 

703
00:37:12,120 --> 00:37:15,760
I I don't think it was more 
about like building artists and 

704
00:37:15,920 --> 00:37:19,360
which is how it's a bit 
different from the Maven Maven 

705
00:37:19,360 --> 00:37:23,360
deal. 
So they bought 70% of AI 

706
00:37:23,360 --> 00:37:32,840
records, and the deal meant that
UMG now has rights to archive, 

707
00:37:33,160 --> 00:37:37,160
digitize and begin selling East 
African music internationally. 

708
00:37:37,360 --> 00:37:42,360
The list of local music Grous on
the AI stable includes Superman,

709
00:37:42,600 --> 00:37:45,400
Zem, Zembe, Afro 70 and Western 
Jazz. 

710
00:37:46,320 --> 00:37:52,320
And so now basically now UMG 
have like a presence in our, our

711
00:37:52,320 --> 00:37:56,880
industry and we've seen the 
likes of Southie Soul, we've 

712
00:37:56,880 --> 00:38:00,760
seen Nikita Caring, we've seen 
Ethic entertainment. 

713
00:38:01,280 --> 00:38:05,960
We've seen, yeah, the ones we've
we know, we've also seen what's 

714
00:38:05,960 --> 00:38:10,920
her name, Savina, they, they 
signed her last year. 

715
00:38:11,200 --> 00:38:14,000
So we've seen a lot of like 
movement, right. 

716
00:38:14,320 --> 00:38:18,280
But here's the thing, though. 
Here's the thing a lot of those 

717
00:38:18,280 --> 00:38:22,200
artists have have expressed. 
Their out, out satisfaction. 

718
00:38:22,320 --> 00:38:24,760
Yeah, there's an out. 
You know, outspoken weed. 

719
00:38:26,680 --> 00:38:29,080
We talked. 
We talked exactly like we've 

720
00:38:29,080 --> 00:38:32,840
talked about like 2 pods ago. 
We talked about the whole thing 

721
00:38:32,840 --> 00:38:34,440
with Nikita. 
Caring, right? 

722
00:38:35,040 --> 00:38:37,040
Which I don't. 
I don't know her label 

723
00:38:37,040 --> 00:38:40,880
situation, but just based off of
pure speculation, which I could 

724
00:38:40,880 --> 00:38:44,680
be wrong, but like I was just 
checking like her recent single 

725
00:38:44,680 --> 00:38:47,240
which she released. 
When did she release that 

726
00:38:47,240 --> 00:38:50,640
single? 
Two weeks, 3 weeks, 2 weeks ago,

727
00:38:50,720 --> 00:38:54,280
3 weeks ago. 
Yeah, because you I checked the 

728
00:38:54,880 --> 00:38:57,680
just yeah let you down. 
I checked the description and it

729
00:38:57,680 --> 00:39:02,640
just says 2024 Nikita Caring and
in her previous releases like 

730
00:39:04,040 --> 00:39:10,800
you would check like the EPC 
list which was called the other 

731
00:39:10,800 --> 00:39:13,040
Side. 
And you see if you check that 

732
00:39:13,040 --> 00:39:15,960
one, it says Universal Music. 
So I don't know if there's still

733
00:39:15,960 --> 00:39:20,920
like in the deal together. 
I know for a fact the Saudi soul

734
00:39:20,920 --> 00:39:24,680
deal with Universal ended. 
Yeah, I know that is done. 

735
00:39:24,680 --> 00:39:27,720
Yeah. 
And I know Saudi soul for a fact

736
00:39:27,720 --> 00:39:30,120
were also very. 
Those are those, Yeah. 

737
00:39:30,120 --> 00:39:35,640
There's more of a negative, a 
negative, yeah, a negative view.

738
00:39:35,640 --> 00:39:39,480
Not just view. 
A negative storytelling, a 

739
00:39:39,480 --> 00:39:42,360
negative telling of of like 
people who've been signed, 

740
00:39:42,880 --> 00:39:46,080
signed to, to, to. 
And I have had conversations 

741
00:39:46,080 --> 00:39:51,240
with people close to those, like
close to that whole situation 

742
00:39:51,240 --> 00:39:52,200
with UMG. 
Yeah. 

743
00:39:52,400 --> 00:39:57,400
And a lot of it is that a lot. 
There's a lot of frustration 

744
00:39:58,120 --> 00:40:02,040
with these artists because they 
they lose so much autonomy with 

745
00:40:02,040 --> 00:40:03,400
their music. 
That's exactly what I was 

746
00:40:03,400 --> 00:40:06,080
talking about earlier and. 
I really hope our guys didn't. 

747
00:40:06,200 --> 00:40:09,720
Lose their autonomy. 
Their autonomy and apparently 

748
00:40:09,920 --> 00:40:18,640
like there's just like like a 
lack of knowledge on on strategy

749
00:40:19,080 --> 00:40:22,800
that's modelled for the Kenyan 
market. 

750
00:40:23,080 --> 00:40:27,320
Because I feel like because what
I was being told was that like a

751
00:40:27,320 --> 00:40:32,680
lot of the the strategy or just 
the the the plans and the roll 

752
00:40:32,800 --> 00:40:36,360
outs and just everything is 
passed through the South Africa 

753
00:40:36,920 --> 00:40:41,600
office 1st and and so South 
Africa market is very different 

754
00:40:41,600 --> 00:40:44,240
from our market. 
You know what I mean So, so, so 

755
00:40:44,240 --> 00:40:47,720
that so so that that's one of 
the the the the frustrations is 

756
00:40:48,000 --> 00:40:54,040
that they try and implement the 
the western way of doing things 

757
00:40:54,040 --> 00:40:57,000
or or the ways that have they've
seen work like in South Africa 

758
00:40:57,000 --> 00:41:01,720
for example into our ecosystem 
and it just doesn't just leads 

759
00:41:01,720 --> 00:41:04,760
to a lot of dis exactly and. 
That that might, that might be 

760
00:41:04,760 --> 00:41:09,920
one of our big problems is I 
don't we could ask the question 

761
00:41:09,920 --> 00:41:12,080
right. 
I like are we ready to use some 

762
00:41:12,080 --> 00:41:13,680
of those systems and move the 
ways? 

763
00:41:13,920 --> 00:41:16,560
Because I feel like a lot of 
people who are moving like like 

764
00:41:16,560 --> 00:41:22,880
that here gear their their their
careers towards probably the 

765
00:41:22,880 --> 00:41:27,000
Internet or like their main goal
is to to be successful in the 

766
00:41:27,000 --> 00:41:29,680
West, not necessarily here. 
And that's like a huge problem 

767
00:41:29,840 --> 00:41:31,400
right? 
Because we have a lot of, 

768
00:41:32,360 --> 00:41:34,160
there's just a. 
There's a disconnect between 

769
00:41:34,280 --> 00:41:37,040
what works there and we see what
works there. 

770
00:41:37,040 --> 00:41:39,840
But then we can't really 
implement it here because they 

771
00:41:39,880 --> 00:41:42,840
just we. 
What music consumption here is 

772
00:41:42,840 --> 00:41:45,920
so different, it's very 
different how our our market is 

773
00:41:45,960 --> 00:41:48,440
run by the telecommunication 
companies. 

774
00:41:48,600 --> 00:41:50,880
It's it's a whole different. 
It's very different. 

775
00:41:50,880 --> 00:41:55,520
So, so I understand how how like
a S to soul and even like just 

776
00:41:55,520 --> 00:41:59,680
recently and Nikita will be like
I I'm not, I don't advocate for 

777
00:41:59,680 --> 00:42:01,560
you to sign and it's really 
huge, right. 

778
00:42:01,560 --> 00:42:03,480
You're signing to UMG, you're 
signing, I mean. 

779
00:42:03,480 --> 00:42:07,040
Nikita said Verbaton that BN 
gave her advice. 

780
00:42:07,040 --> 00:42:10,800
See against it. 
Yeah, so it's that could be seen

781
00:42:10,800 --> 00:42:13,640
as like a huge, that's what a 
lot of independent artists 

782
00:42:13,720 --> 00:42:15,960
aspire to. 
But then when you see the people

783
00:42:15,960 --> 00:42:23,120
at the top saying no, this is 
not the move that also I guess I

784
00:42:23,120 --> 00:42:28,520
feel like it just serves to 
serve some more disillusion to 

785
00:42:28,520 --> 00:42:30,400
to artists who. 
Are and it also steps. 

786
00:42:30,400 --> 00:42:34,640
It steps on. 
It steps on like the expertise 

787
00:42:34,640 --> 00:42:37,600
and know how of our own people. 
Yeah. 

788
00:42:37,600 --> 00:42:40,600
Because you know there's because
you you'll say, you know this is

789
00:42:40,600 --> 00:42:41,440
what I think. 
Yeah. 

790
00:42:42,160 --> 00:42:46,680
Is best for this release. 
And then like in our situation, 

791
00:42:46,840 --> 00:42:48,320
yeah. 
The whole thing will go to the 

792
00:42:48,440 --> 00:42:52,000
the South African office and 
they'll say no, no, no, maybe 

793
00:42:52,000 --> 00:42:53,440
not. 
We, we, we. 

794
00:42:53,560 --> 00:42:55,040
We're already. 
In this different this other 

795
00:42:55,040 --> 00:42:57,120
direction? 
And in this different direction,

796
00:42:57,120 --> 00:42:58,040
it's. 
Not going to work in the. 

797
00:42:58,080 --> 00:43:01,840
And now for mavens like it could
be a similar situation now with 

798
00:43:01,840 --> 00:43:05,960
the the main, you know, the main
office in in in America or 

799
00:43:05,960 --> 00:43:09,080
whatever, you know an. 
Extra layer of of emails to be 

800
00:43:09,080 --> 00:43:11,760
approved. 
It's craziness, the bureaucracy.

801
00:43:11,760 --> 00:43:12,560
Is ridiculous. 
Yeah. 

802
00:43:12,560 --> 00:43:15,640
Which, Which is, which is not. 
It's a business though. 

803
00:43:17,280 --> 00:43:19,600
It is a business. 
But but anyway, listen, I mean, 

804
00:43:19,600 --> 00:43:22,720
all this is speculation. 
Me personally, in. 

805
00:43:22,800 --> 00:43:25,880
In general, I'm optimistic that 
this is good for. 

806
00:43:25,880 --> 00:43:27,280
The African. 
Industry. 

807
00:43:28,120 --> 00:43:29,200
I do, I say. 
Me too. 

808
00:43:29,200 --> 00:43:31,480
Yeah, I I There's definitely 
detractors and those detractors 

809
00:43:31,480 --> 00:43:33,200
are strong, but I feel like it's
a good thing. 

810
00:43:34,360 --> 00:43:39,160
What I want to see is I want to 
see now the other artists in 

811
00:43:39,160 --> 00:43:42,720
Mavens or just another artist in
Mavens actually rise to 

812
00:43:42,720 --> 00:43:46,960
prominence outside of IRA and 
and and B. 

813
00:43:47,280 --> 00:43:48,680
And B and. 
And Rama. 

814
00:43:50,560 --> 00:43:52,080
And maybe it has. 
I mean, maybe it has some really

815
00:43:52,080 --> 00:43:54,000
talented people on the journey. 
Drill. 

816
00:43:54,000 --> 00:43:55,480
We have magic. 
Crayon. 

817
00:43:55,720 --> 00:43:59,680
Yeah, like it's it's. 
There's, But those other artists

818
00:43:59,680 --> 00:44:01,720
haven't really blown, you know 
what I mean? 

819
00:44:01,920 --> 00:44:04,200
So even whoever. 
Bayani. 

820
00:44:04,200 --> 00:44:05,480
Bayani. 
Just to him, bro. 

821
00:44:05,480 --> 00:44:08,640
Bayani man. 
Bayani just popped. 

822
00:44:08,960 --> 00:44:09,680
What happened? 
He was. 

823
00:44:09,680 --> 00:44:10,720
He was. 
He was on A roll. 

824
00:44:10,840 --> 00:44:13,920
After Tata, Tata, nothing's 
happening with Bayani I. 

825
00:44:13,920 --> 00:44:17,280
Feel like once, once we we need 
to get calm down. 

826
00:44:17,320 --> 00:44:18,640
I mean to get Serena and calm 
down. 

827
00:44:18,640 --> 00:44:21,480
I feel like everyone else needs.
And that's the nature of labels,

828
00:44:21,480 --> 00:44:22,280
bro. 
It's so sad. 

829
00:44:22,320 --> 00:44:23,880
It's sad. 
It's sad what happens. 

830
00:44:23,960 --> 00:44:26,200
I wish, I wish I could get it 
right, but that is the nature of

831
00:44:26,200 --> 00:44:30,080
what happens anyway. 
Just just I personally like I I 

832
00:44:30,080 --> 00:44:31,040
really like it. 
I enjoy. 

833
00:44:31,040 --> 00:44:34,040
I'm not so much. 
I was not so excited at the fact

834
00:44:34,040 --> 00:44:37,840
that they've been acquired by a 
big label or anything, but more 

835
00:44:37,840 --> 00:44:43,760
of maybe maybe we can see a 
little bit of inch, inch because

836
00:44:43,760 --> 00:44:47,280
through Maven now I feel like a 
lot more of the Nigerian maybe 

837
00:44:47,320 --> 00:44:49,320
the dominoes. 
Yeah, yeah, yeah. 

838
00:44:49,320 --> 00:44:53,480
So maybe the different Nigerian.
What do you call it labels. 

839
00:44:53,480 --> 00:44:56,040
I know what's this guy Olamide 
has one that's really that's 

840
00:44:56,040 --> 00:44:57,640
doing well. 
A few of them are doing well. 

841
00:44:57,640 --> 00:45:00,960
And then through that we there's
a pickup and we can see, OK, 

842
00:45:00,960 --> 00:45:02,720
these guys are doing this even 
though we're not there. 

843
00:45:02,720 --> 00:45:06,320
We're not signed. 
Do I think no like about to say 

844
00:45:06,320 --> 00:45:09,600
something mischievous. 
Yeah. 

845
00:45:09,600 --> 00:45:13,480
So, so even we, we begin to like
a pickup and like an imitation. 

846
00:45:13,480 --> 00:45:17,240
So even though we are not there 
yet, there's still some sort of 

847
00:45:17,240 --> 00:45:20,120
like an imitation and then that 
that could flow throughout 

848
00:45:20,240 --> 00:45:23,320
Africa, I'm sure especially the 
biggest markets, Kenya, South 

849
00:45:23,320 --> 00:45:28,160
Africa and all that. 
So no one ever talks about about

850
00:45:28,160 --> 00:45:33,480
Northern African music. 
Why we always mentioned Kenya 

851
00:45:33,520 --> 00:45:33,960
South? 
Africa. 

852
00:45:33,960 --> 00:45:36,800
They do, they do, but they 
usually, they usually group it 

853
00:45:36,800 --> 00:45:38,960
together with Middle Eastern 
music. 

854
00:45:39,040 --> 00:45:42,960
So they call that region the 
Middle East and North African 

855
00:45:42,960 --> 00:45:47,240
region, the Mana region, Africa.
And so no, trust me, it's 

856
00:45:47,240 --> 00:45:50,400
thriving, it's thriving. 
There's even like a there's a 

857
00:45:50,400 --> 00:45:55,320
whole, there's a whole different
streaming platform that the I 

858
00:45:55,320 --> 00:45:58,720
can't remember what it's called,
I can't remember it off the top 

859
00:45:58,720 --> 00:46:03,160
of my head, but there's a whole 
different Spotify like thing for

860
00:46:03,160 --> 00:46:05,120
MENA music. 
I find that's so funny. 

861
00:46:05,120 --> 00:46:10,720
Big the The thing is we we just 
we don't see it because we're 

862
00:46:10,720 --> 00:46:13,040
not really into. 
Interacting comedian music. 

863
00:46:13,040 --> 00:46:16,000
So it's not in our world, but 
like it's it's thriving. 

864
00:46:16,480 --> 00:46:18,800
But anyway, that was good. 
That was that was a good 

865
00:46:18,800 --> 00:46:21,680
conversation. 
Shout out to Don Jazzy and Tega 

866
00:46:21,680 --> 00:46:23,600
and everybody in that doing. 
Good things over there. 

867
00:46:23,680 --> 00:46:25,480
Setting the example, that's 
huge. 

868
00:46:25,680 --> 00:46:27,720
That's huge news for me. 
And we can definitely see that 

869
00:46:27,720 --> 00:46:29,240
music too. 
We just need to work hard 

870
00:46:29,240 --> 00:46:34,080
enough. 
Work hard, Play hard, Sam. 

871
00:46:34,640 --> 00:46:36,200
New music. 
What were you listening to do? 

872
00:46:36,840 --> 00:46:40,400
Do do, do do do do do do do do. 
New music. 

873
00:46:40,480 --> 00:46:43,400
All right. 
Don't let people drum dress. 

874
00:46:43,640 --> 00:46:48,600
Matata released some music. 
Matata is always, always an 

875
00:46:48,600 --> 00:46:52,120
interesting, interesting drop. 
There is a song called. 

876
00:46:52,120 --> 00:46:55,760
Means no. 
GATA just shout out to them man.

877
00:46:55,760 --> 00:46:59,120
This guys, they their videos are
always like on point. 

878
00:46:59,120 --> 00:47:00,840
Like that's one thing I've heard
from a lot of people like 

879
00:47:00,840 --> 00:47:01,800
they'll be doing their videos as
well. 

880
00:47:01,800 --> 00:47:06,400
So there is a song called Gata 
PPP Poo Poo Poo in parentheses. 

881
00:47:07,240 --> 00:47:08,560
So that was cool. 
That was really cool. 

882
00:47:10,720 --> 00:47:12,440
Produced by Jagged Day on the 
Beach. 

883
00:47:12,440 --> 00:47:15,800
So that was fire. 
Shout out to Jaggedy. 

884
00:47:15,800 --> 00:47:20,440
Jaggedy is. 
Fine, yeah, of course the Bien 

885
00:47:21,800 --> 00:47:25,720
released 2 songs this or was on.
One, you're addicted to one of 

886
00:47:25,720 --> 00:47:30,840
them. 
Yes and no. 

887
00:47:32,080 --> 00:47:34,760
So the one Alpham is talking 
about is so-called addicted by 

888
00:47:34,760 --> 00:47:37,800
an artist called Small God. 
Bien is on there and Nico and 

889
00:47:37,800 --> 00:47:41,680
Vince on there who are no, I 
think they're Norwegian duo. 

890
00:47:42,360 --> 00:47:43,640
They were really huge back in 
the day. 

891
00:47:43,720 --> 00:47:46,440
They they kind of went silent, 
but it's cool to send them back 

892
00:47:46,440 --> 00:47:48,040
on. 
Then he also raised the song 

893
00:47:48,040 --> 00:47:51,760
with Ricky. 
Tyler called another episode. 

894
00:47:51,760 --> 00:47:54,280
So that was fire. 
The beats to that was fire. 

895
00:47:54,280 --> 00:47:56,960
Yeah, yeah, yeah. 
Boutros and quiz sticking off 

896
00:47:56,960 --> 00:47:58,160
fire. 
No. 

897
00:47:59,520 --> 00:48:01,880
Oh, it's rubbing off on me. 
Away from me, it's rubbing off. 

898
00:48:01,960 --> 00:48:03,280
On me? 
Oh no. 

899
00:48:03,280 --> 00:48:05,240
But I said, Did you see how did 
you clock how? 

900
00:48:05,240 --> 00:48:07,200
I tried to say it quickly. 
Before you on the segue on the 

901
00:48:07,200 --> 00:48:09,920
podcast No, no, no, no, no let 
on. 

902
00:48:09,920 --> 00:48:11,480
The segue king, man. 
That's. 

903
00:48:12,200 --> 00:48:14,880
Debatable. 
So on the segue server on the 

904
00:48:14,880 --> 00:48:23,440
segue stunner. 
Oh, it's the corny man. 

905
00:48:23,440 --> 00:48:24,680
That's the corniest thing I've 
had. 

906
00:48:26,080 --> 00:48:29,000
Shout out to you Boutros and 
quiz released a song called 

907
00:48:29,000 --> 00:48:30,240
Fire. 
That was. 

908
00:48:33,040 --> 00:48:34,440
I found it slacking. 
I thought I was going to say 

909
00:48:34,440 --> 00:48:38,040
that was fire. 
Oh shit, that was fire. 

910
00:48:38,080 --> 00:48:39,120
Yeah, there you go. 
There you go. 

911
00:48:39,480 --> 00:48:41,480
Newfound quiz is called Like 
Reese. 

912
00:48:41,480 --> 00:48:43,720
Like me. 
Newfound Stays Releasing music. 

913
00:48:43,920 --> 00:48:45,680
That's dope. 
Who else? 

914
00:48:45,680 --> 00:48:48,240
Who else? 
Who else released music in this 

915
00:48:48,240 --> 00:48:49,200
country? 
Timmy T. 

916
00:48:49,200 --> 00:48:52,120
That Did you listen to? 
Oh yeah, that. 

917
00:48:53,400 --> 00:48:57,280
Was interesting. 
I did not expect him to sound 

918
00:48:57,280 --> 00:48:59,120
like that, although I didn't 
know what I expected him to 

919
00:48:59,120 --> 00:48:59,960
sound like. 
But it was. 

920
00:48:59,960 --> 00:49:01,320
It was such an interesting good 
listen to that. 

921
00:49:01,320 --> 00:49:04,160
It was interesting. 
You sound like you wanted to 

922
00:49:04,160 --> 00:49:05,960
plug someone. 
No, I was just going to say, did

923
00:49:05,960 --> 00:49:08,920
you listen to Vulai by gouache 
and master VK? 

924
00:49:08,920 --> 00:49:13,040
Oh, live live vulai. 
I like live vu vulai. 

925
00:49:14,360 --> 00:49:15,760
I liked it. 
I actually liked it. 

926
00:49:15,760 --> 00:49:18,400
Although towards the end they 
were just messing around. 

927
00:49:18,800 --> 00:49:21,320
Towards the end I felt like he 
was just messing around and he 

928
00:49:21,320 --> 00:49:23,760
was just having fun. 
But I like the hook. 

929
00:49:23,880 --> 00:49:27,600
It's fine. 
There was also get it and go by 

930
00:49:27,640 --> 00:49:30,760
Blocker Beats, Swahili, Pappy 
and Jovi Joe. 

931
00:49:31,440 --> 00:49:33,960
I also listened. 
Yeah, I know. 

932
00:49:34,160 --> 00:49:38,240
I listened to Majirani by Groovy
Josh Allah to Groovy Josh's 

933
00:49:38,240 --> 00:49:41,560
Fire. 
Oh, I also want to give a 

934
00:49:41,560 --> 00:49:44,760
special shout out to Andea 
Sande. 

935
00:49:44,760 --> 00:49:47,680
She released her like I think 
this is like the first song 

936
00:49:47,680 --> 00:49:51,560
she's like actually released 
like you know, officially. 

937
00:49:52,440 --> 00:49:54,440
So she released a song called 
Replay. 

938
00:49:54,760 --> 00:49:59,480
I believe FK Beats produced on 
it and a few other people, but 

939
00:49:59,480 --> 00:50:04,000
shout out to them also the flip 
at the end was really fire. 

940
00:50:04,760 --> 00:50:08,760
And then there was also every 
Dakika Every minute Counts by 

941
00:50:08,880 --> 00:50:13,840
Soundcraft run Scooby, which is 
really, really good. 

942
00:50:14,720 --> 00:50:21,640
Oh, and then there was the 
Tabasco 2 which was King Kaka. 

943
00:50:22,560 --> 00:50:25,880
Yeah, so that was yeah, that was
just straight bars. 

944
00:50:26,320 --> 00:50:31,400
King Kaka STL Shakina Karen 
Valerie Madoni. 

945
00:50:31,800 --> 00:50:35,200
I'm picking sides. 
Valerie Madoni was was this was 

946
00:50:35,200 --> 00:50:38,400
she smoked everything. 
Although I do want to say St. 

947
00:50:38,400 --> 00:50:41,800
LS intro to her verse was insane
because she started in Kikuyu 

948
00:50:41,960 --> 00:50:44,960
and that part was so hard. 
Like the way she did it was 

949
00:50:45,000 --> 00:50:47,080
insane. 
So shout out to STL for that 

950
00:50:47,080 --> 00:50:50,760
that like I was like, yo, she's 
really spitting right now Eddie.

951
00:50:51,280 --> 00:50:54,880
But yeah, Valerie Madoni for me 
was like the best of that song. 

952
00:50:55,760 --> 00:50:58,800
What else did I listen? 
To rank rank people inside that 

953
00:50:58,800 --> 00:51:00,480
cipher. 
Ciphers. 

954
00:51:00,480 --> 00:51:02,760
Right, ciphers. 
Yeah, yeah, yeah, yeah. 

955
00:51:03,520 --> 00:51:04,840
We should, we should, we should 
be doing. 

956
00:51:04,840 --> 00:51:06,280
That. 
Yeah. 

957
00:51:06,440 --> 00:51:08,680
Yeah, yeah, just. 
Wait, there's one more. 

958
00:51:08,680 --> 00:51:10,320
There's one more. 
One more, one more, one more. 

959
00:51:11,120 --> 00:51:14,920
Let me see. 
There was oh Mood by Melina 

960
00:51:14,920 --> 00:51:17,480
Gold. 
Shout out to Melina Gold. 

961
00:51:18,920 --> 00:51:22,720
She's just getting started. 
She's just getting started and 

962
00:51:23,200 --> 00:51:26,560
I'm trying to see there's one 
more song I was fucking with, 

963
00:51:27,640 --> 00:51:29,120
OK? 
I guess that's all I had. 

964
00:51:29,720 --> 00:51:32,240
Just so so one down. 
He's a DJ. 

965
00:51:32,240 --> 00:51:33,680
He is a song called history. 
That was cool. 

966
00:51:34,200 --> 00:51:36,240
Is that I'm a piano that chill. 
I'm a piano sound. 

967
00:51:36,520 --> 00:51:39,760
Fuzak also released a song 
called Aria Araya. 

968
00:51:40,080 --> 00:51:42,200
Aria, that's interesting. 
He's also a DJ. 

969
00:51:42,480 --> 00:51:46,080
He's they do good work at. 
They have an establishment that 

970
00:51:46,080 --> 00:51:49,400
has been really helping the the 
EDM community. 

971
00:51:50,360 --> 00:51:55,120
Yeah, but I guess the song that 
we'll play this. 

972
00:51:56,000 --> 00:51:59,360
Oh wait, wait, wait. 
Also shout out Kili, Hippy and 

973
00:51:59,520 --> 00:52:02,880
oh fam no no no boy Black. 
Kili Hippy and and and the Swami

974
00:52:03,000 --> 00:52:06,920
The Swami so last time Kili 
Hippy was was with was with boy 

975
00:52:06,920 --> 00:52:09,440
Black but now he's he's he's 
just with the Swami 22 Jump St. 

976
00:52:09,960 --> 00:52:13,160
that's yeah those guys it's just
it's rap music bro. 

977
00:52:13,240 --> 00:52:13,960
I love it. 
I love it. 

978
00:52:14,880 --> 00:52:19,360
I was saying so we're picking, 
of course, when we we think like

979
00:52:19,360 --> 00:52:20,720
the song is good, so it's good 
to be played. 

980
00:52:20,720 --> 00:52:22,280
But this is our public apology 
too. 

981
00:52:23,160 --> 00:52:26,160
To TZ Tanzania, we are sorry. 
Oh, yeah, yeah, yeah. 

982
00:52:26,640 --> 00:52:28,200
Sorry, man. 
Guys, listen. 

983
00:52:28,200 --> 00:52:30,920
Songs to Trash Listen, listen, 
we're hitting on you. 

984
00:52:31,280 --> 00:52:36,160
Bro, we love you guys, man. 
We love we love Tanzanians. 

985
00:52:36,400 --> 00:52:38,360
We do say Tanzanians or 
Tanzanians. 

986
00:52:39,360 --> 00:52:41,680
I say Tanzania. 
Emphasis on the. 

987
00:52:41,880 --> 00:52:45,560
A Missy Tanzanians. 
Anyway, shout out to your man. 

988
00:52:45,600 --> 00:52:47,240
Listen. 
The Bobby Schmatte song is like 

989
00:52:47,240 --> 00:52:49,480
on 2 point something million. 
That doesn't mean. 

990
00:52:49,600 --> 00:52:56,360
Anything to me at all doesn't 
mean anyway, you can't do that. 

991
00:52:56,360 --> 00:52:58,280
You can't say woo like that. 
Stop sing. 

992
00:52:58,400 --> 00:53:00,600
Stop bringing. 
This is an apology. 

993
00:53:00,720 --> 00:53:01,920
Sound Sorry, Sorry. 
Yeah, so. 

994
00:53:02,000 --> 00:53:06,320
So we're playing La La la by 
Bruce Africa, featuring Mordecai

995
00:53:06,320 --> 00:53:08,040
Dex. 
Mordecai Dex is a brilliant 

996
00:53:08,040 --> 00:53:12,480
vocalist from Kenya here. 
So we wanted to feature feature 

997
00:53:12,640 --> 00:53:16,040
TZ and and Kenya were playing it
because Monica is on it and and 

998
00:53:16,040 --> 00:53:18,400
it's dope. 
But that's our public apology to

999
00:53:18,400 --> 00:53:21,480
Tanzania. 
Here is La La la by Bruce Africa

1000
00:53:21,480 --> 00:53:49,880
and Mordecai Dex. 
I be there for you, my lover. 

1001
00:54:08,120 --> 00:54:10,640
Would you be there for me and my
lover always? 

1002
00:54:13,320 --> 00:54:16,800
On now give up in. 
Cuckoo and make some money for 

1003
00:54:16,800 --> 00:56:01,680
you betting me, I don't care. 
That was La La La by Bruce 

1004
00:56:01,760 --> 00:56:04,560
Africa and Mordecai Dex as a 
fire joint. 

1005
00:56:04,720 --> 00:56:09,000
Fire, fire, Fire Song. 
Did you hear how amazing that 

1006
00:56:09,000 --> 00:56:11,400
song was? 
That song was like fire. 

1007
00:56:11,960 --> 00:56:15,280
Like, really fire. 
Yeah, man. 

1008
00:56:15,320 --> 00:56:17,960
Yes, Sir. 
That that is today's episode. 

1009
00:56:19,360 --> 00:56:21,840
This was our Trent Alexander 
Arnold episode. 

1010
00:56:21,840 --> 00:56:26,840
Does that mean because it's #66?
Come on, keep up. 

1011
00:56:26,840 --> 00:56:28,200
Sam. 
But who's that? 

1012
00:56:28,200 --> 00:56:29,920
That's what I'm asking. 
Is he a footballer? 

1013
00:56:30,600 --> 00:56:34,200
What? 
Oh, OK, he plays for Liverpool. 

1014
00:56:34,200 --> 00:56:36,640
Sam, come on. 
Oh, I knew it. 

1015
00:56:36,640 --> 00:56:40,040
I knew that I'm so I'm so behind
on football. 

1016
00:56:40,520 --> 00:56:41,880
I'm so back. 
I need to get. 

1017
00:56:41,880 --> 00:56:43,720
I need to get myself back back 
back up. 

1018
00:56:43,960 --> 00:56:45,440
Back up to game. 
Really do. 

1019
00:56:45,440 --> 00:56:49,040
I'm so all right don't lean into
that really you don't need to 

1020
00:56:49,040 --> 00:56:51,160
lean into it as much. 
Yeah. 

1021
00:56:51,160 --> 00:56:54,160
So that was 66, man. 
Today was just a maybe in 

1022
00:56:54,160 --> 00:56:55,480
conversation. 
But I think it's a really good 

1023
00:56:55,480 --> 00:56:56,520
one to have. 
Maybe. 

1024
00:56:58,000 --> 00:57:00,440
This is this also took me down. 
And I won't, I won't. 

1025
00:57:00,440 --> 00:57:03,920
I won't spend too much time with
this, but this took me down a 

1026
00:57:03,920 --> 00:57:06,920
rabbit rabbit trail of like 
Kenyan labels. 

1027
00:57:06,920 --> 00:57:09,560
So I'm just now super interested
in in how they started and what 

1028
00:57:09,560 --> 00:57:12,040
has happened to them. 
So I'm just going to do a lot of

1029
00:57:12,040 --> 00:57:14,680
that research, hopefully. 
Like it's it's it it teaches me 

1030
00:57:14,680 --> 00:57:16,800
a lot and like calling up people
who have been part of this 

1031
00:57:16,800 --> 00:57:18,040
because I have some of those 
connections. 

1032
00:57:18,280 --> 00:57:20,440
I just, I just want to know, 
like, I just have that hunger to

1033
00:57:20,440 --> 00:57:24,320
know, OK, why do we have Kenyan 
labels who have started and gone

1034
00:57:24,320 --> 00:57:25,680
down inside? 
And of course there's some that 

1035
00:57:25,680 --> 00:57:28,880
are really doing well, 
obviously, but it just tends to 

1036
00:57:28,880 --> 00:57:31,280
be the sentiment of a lot of 
people that Kenyan labels just 

1037
00:57:31,280 --> 00:57:35,440
don't, then they don't do as 
well as people want them to. 

1038
00:57:35,600 --> 00:57:39,080
So anyway, that this, this whole
Maybe thing has has sent me, has

1039
00:57:39,080 --> 00:57:43,240
sent me on a journey and I will 
be informing you guys of where I

1040
00:57:43,240 --> 00:57:45,920
am, if you care at all. 
If you don't let me know on 

1041
00:57:45,920 --> 00:57:47,880
socials, I definitely will not 
tell you anything. 

1042
00:57:48,160 --> 00:57:51,160
Yo, and listen, if you're 
listening to this and you're in 

1043
00:57:51,160 --> 00:57:55,600
the music industry, I said this 
last week, the three C's man. 

1044
00:57:55,600 --> 00:58:00,040
Always remember the three C's 
confidence, consistency and 

1045
00:58:00,040 --> 00:58:02,240
craft. 
And with that Sam. 

1046
00:58:02,240 --> 00:58:09,600
That was episode 666 of the 30% 
Podcast and it's always a 

1047
00:58:09,600 --> 00:58:13,080
pleasure recording with you bro.
And you know, it's. 

1048
00:58:13,120 --> 00:58:14,400
Always. 
You know, that just comes up. 

1049
00:58:14,440 --> 00:58:16,440
I I know you mean it, but it 
just comes off as passive 

1050
00:58:16,440 --> 00:58:17,520
aggressive to me. 
I don't know. 

1051
00:58:17,800 --> 00:58:19,720
I don't know why. 
It's a pleasure. 

1052
00:58:19,800 --> 00:58:21,960
There's been a it's almost like 
you're being sarcastic. 

1053
00:58:23,000 --> 00:58:24,760
Should I believe you? 
Your trauma dumping, right? 

1054
00:58:24,760 --> 00:58:26,120
Should be like, what has 
happened? 

1055
00:58:26,120 --> 00:58:29,840
Trauma dumping, like, why? 
Yeah, because what has happened 

1056
00:58:29,840 --> 00:58:31,800
in your life. 
For you to think that I'm being 

1057
00:58:31,800 --> 00:58:35,160
passive aggressive, you must 
have gone through some stuff. 

1058
00:58:35,280 --> 00:58:37,840
Anyway, we. 
We'll unpack that in episode 60.

1059
00:58:37,840 --> 00:58:40,640
7 Unpacking going on. 
Yeah man. 

1060
00:58:40,720 --> 00:58:42,520
Yeah, man, it's it's it's great 
play, KE. 

1061
00:58:42,520 --> 00:58:45,120
Music. 
But yeah, guys, yeah, play KE. 

1062
00:58:45,120 --> 00:58:49,240
Music play KE. 
And we shall catch you guys next

1063
00:58:49,240 --> 00:58:51,920
week on 667.