Career Pivot Secrets Unveiled with Evan Marshall

Unlock your career pivot and unleash your success with this captivating episode of the podcast! Join host Gboyega Adebayo as he engages in an enlightening conversation with Evan Marshall, the Chief Operating Officer of Black Menswear. Gain exclusive insights into leveraging your side hustle to pivot your career and discover the secrets behind the groundbreaking cultural impact agency, Black Menswear. Learn how to turbocharge your 9-5 job by honing skills for your side hustle, and prepare to be amazed by Evan's eye-opening revelations from his experience in software sales, where being pleasantly persistent with emails yields incredible results. Delve into the science of creating compelling content that forms emotional connections and unravel the strategies for achieving viral success. Don't miss this transformative episode that holds the key to revolutionizing your career journey. Seize the opportunity now and unlock your full potential!

 

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FULL VIDEO TRANSCRIPT:

INTERVIEW WITH EVAN MARSHALL

Gboyega Adebayo: [00:00:00] All right. Have my mic. Okay. Sorry. Uh, alright. Uh, today I sit down with Evan Marshall. Evan is the coo o Chief Operating and Outreach officer of Black Menswear. How's it going, man? 

Evan Marshall: it's going well, thank you for having me. Happy to be here. 

Gboyega Adebayo: Man. Uh, I appreciate it. I'm excited to learn more about Black Menswear, more about your entrepreneurial journey and um, so let's dive into it. 

Gboyega Adebayo: So, my first question I ask every guest, what did you wanna be when you were growing up? 

Evan Marshall: Ooh. Um, I didn't really have a specific thing. I just wanted to be, move the needle further where my parents were. Um, I kind of came from the unique upbringing in terms of, um, both of my parents went to college. Uh, my mom got her master's, so I grew up like I'm. Suburb as heck But it was cool. Uh, but like, I wonder obviously, but like, even [00:01:00] not to get too deep into, but even like from my family lineage, there's a lot of people that have accomplished a lot of great things in my family history. So just wanted to make sure that I'm continuing to push that needle and moving that bar forward. Uh, the con, continuing that lineage, continuing that legacy, um, and then passing it 

Evan Marshall: on to my kids when I have them as well.  

Gboyega Adebayo: Oh, that's awesome man. I, I, I love it. I love, I love the openness to, um, explore whatever it is, but always just push forward. So that's pretty dope.  

Evan Marshall: Yep.  

Gboyega Adebayo: So 

Gboyega Adebayo: talk to me a little bit about your career and kind of how it's led you into becoming an entrepreneur and working on black men's wear. 

Evan Marshall: Yeah. 

Evan Marshall: Um, so,  

Gboyega Adebayo: I.  

Evan Marshall: uh, fast forward back to a while. Uh, when I first graduated college, I worked corporate retail for a while. Um, met my current, I lived, I was at, uh, Lord and Taylor, um, in New York for a while. People don't remember that. Uh, you gotta be a eighties baby to remember Lord and Taylor. Anybody that's born after maybe 91 has no idea what Lord [00:02:00] and Taylor is. 

Evan Marshall: But if 

Evan Marshall: you older than that, you know what Lord And Taylor is  

Gboyega Adebayo: Yep. Exactly.  

Evan Marshall: Uh, for those who 

Evan Marshall: don't know, it's a, it was a department store, like a, uh, kind of like a, in between, not as bougie as Bloomingdale's and Sacks, 

Evan Marshall: but higher than Macy's. You know what  

Evan Marshall: I'm saying?  

Gboyega Adebayo: that. That Nordstrom Bloomingdale's gap right there.  

Evan Marshall: yeah,  

Evan Marshall: Yeah. 

Evan Marshall: That kind of in that space. Uh, so we worked there for a while. I was, uh, and then I also worked at, then after that was at JCPenney corporate office for a while. Um, in Dallas I met my current business partner cuz he was living in Dallas. And we actually met through an urban league, uh, young professionals meeting. So shout out to Dallas Urban League meeting. We were actually the only two people 

Evan Marshall: probably under 25 at that meeting, so we kind of hit it off and he was like, Hey. Um, at 

Evan Marshall: the time he was promoting parties. Uh, this was like a Tuesday, said, Hey, I'm hosting an event on Thursday. Came and I went. He showed a bunch of love, um, and just kind of been rocking ever since. But from that, um, moved to Chicago, started doing software sales. Wasn't really a passion, but you know, if [00:03:00] anybody's ever done software 

Evan Marshall: sales and some, some good money in there. Uh, so was doing that. Uh, at the time I was actually kind of, kind of maintaining my passion of writing in fashion. I was writing, uh, for this, uh, this is like, this is probably around 20 12, 20 13, 20 14. This is when the 

Evan Marshall: blog era was still really going strong. So,  

Gboyega Adebayo: Yeah. Yeah. 

Evan Marshall: uh, that's when like you had music festivals was really starting to take off. Uh, so I was writing for this BLI blog outta Chicago called imf. It was doing really well. We were doing a lot of events. Um, and then, uh, my business partner, he and, uh, a former business partner, they had a platform, um, on Instagram that had a, probably about this on, it's about 2014, probably had about 300, 400,000 Instagram 

Evan Marshall: borrowers. 

Evan Marshall: And this is in 2014. So this is like  

Gboyega Adebayo: Oh wow. Yeah.  

Evan Marshall: this 

Evan Marshall: pre, um, algorithm changed. So this is back when they were posting a chronological order, like, you know, little, like the most, the most recent, like if you posted right 

Evan Marshall: now, that was the first post they saw. So engagement, none 

Evan Marshall: of that stuff even mattered at that time. 

Gboyega Adebayo: Yeah. 90 per [00:04:00] 90% of the stuff were food picks. 

Evan Marshall: hundred, correct? Correct. Um, so they had that and they had, AC had built this really solid business model around, they were selling time slots like a 10:00 AM noon, 4:00 PM 

Evan Marshall: 8:00 PM cuz it was chronological order. So when, whenever that time, that's when people were checking in and had the highest engagement. 

Evan Marshall: So they were selling time slots, uh, to brands. Like, brands were like Espresso Box, Paul Hewitt, aga, some, 

Evan Marshall: some brands are actually still around today and they were selling time slot and they wanted to kind of extend, uh, their website portion cause this, like, this was blogger. So they was like, Hey, we know you do blog. 

Evan Marshall: Would you be interested in helping build out the blog for us? So built that out. Did a bunch of fashion covers. We interviewed a bunch of people, everybody from like June Ambrose to um, Noah Cyrus, to, uh, Winnie Harlow, to Luka. Saba. Like, so we had some good interviews we were doing. um, on that platform. Um, I'm doing some interviews with that. Um, and then as I was doing that and [00:05:00] kind of building a name, we had built this organic engagement. I started having a couple, I realized like my passion wasn't doing the software sales. So there's a, uh, a couple freelance creative agencies in Chicago that allow you to kind of do, uh, freelance work. So I started doing freelance social strategy and influencer strategy for them. Uh, did a couple of those programs and I kind of was like the inverse. A lot of times people wanna create like their, they want to take their nine to five and they want to just take the side hustle so they can be entrepreneur. My initial goal was like, how do I take the style hustle so they 

Evan Marshall: allow me to pivot my career? Uh, cause I didn't really wanna continue to be in software sales. So started doing those freelance gigs and kind of got that and kind of built that up. Um, and that allowed me to kind of position to getting, 

Evan Marshall: um, Full-time advertising job. Uh, cause I had enough for the freelance gigs and also I had my own side project. 

Evan Marshall: Like, oh, okay, you can do that. And then after that, kind of got into advertising, uh, started working, I was at Burrell for a while, was at iCrossing for a while, was at Webber Shaman for a while. Uh, I was at day one for a little bit. So now I got about eight, nine years in [00:06:00] advertising experience from that aspect of it, uh, in that. 

Evan Marshall: So that's a long story short on that aspect of personal, personal journey, uh, regarding Black Menswear specifically about 2018, uh, my current business partner, he had started doing this platform. This is back when re 20 18 20 17 repost pages were really popular. That's when everybody was doing reposts,  

Evan Marshall: uh, shade Room was blowing up back then.  

Gboyega Adebayo: Yeah.  

Evan Marshall: and he was kind of putting out his, and he was putting positive imagery out there in the world cuz he didn't like even. An unfortunate situation. You see what's going on in Kansas City right now about how that 85 year old white man felt that this 16 year old black guy who ringed 

Evan Marshall: his doorbell was a threat to him toward like, they didn't even 

Evan Marshall: speak. 

Evan Marshall: He just shot him literally through the door, right? Because whatever reason he has this, uh, picture and percept, uh, percept, uh, concept of fear emanates off just you of the color of his skin. 

Evan Marshall: There's no reason for that, but that's what it was. So, uh, my business model was like, how do I continue to kind of debunk that by putting positive imagery of black men in [00:07:00] the world? Uh, I went to him, was like, Hey, like you can monetize this if you start owning your own content. Like this repost page is not a scalable business model because you don't own that content. You can never license the uses of it. Nobody can pay the, pay you the like, cause that's not your content. You'd always have to license it from somebody else. So from that, he tweaked that and started doing these things where he would kind of start, uh, developing a database of assets. He started doing these meetups. cause he's a kappa. There's a bunch of Kappas in Dallas. And then we kinda get them all together and they would do these things where he was calling them flash mobs and they were kind of like the s you know, flashman a bunch of guys, just mobing one area at  

Evan Marshall: a time. So he was doing that and it started to gain some traction. Um, then he started doing one. Um, fast forward to that. We, he probably did about 

Evan Marshall: 10 of them around the country. Just like different, just different times when he was there. And then October, 2019, um, we went to London. Uh, he didn't even go. I went, cause I was already going to London. 

Evan Marshall: We threw 

Evan Marshall: this [00:08:00] a London one together in three weeks.  

Evan Marshall: Um, in three weeks 

Evan Marshall: we had 42 guys show up,  

Evan Marshall: uh, in London. And that's when it clicked for me. I was like, oh, if we can, um, get 40 guys to show up in London. in three weeks. If we actually map this out as like a tour aspect of it, we can actually get hundreds of guys to come because now they can plan for it. Uh, they have time to build it around. We can create advertising and then in that case also we can monetize it because then you're giving brands the opportunity to build in storytelling and building messaging around that. So we got back, uh, the first one we were going to do, we mapped out our whole 2020 tour. Uh, the first one we were gonna do was the final CIAA weekend in February, um, in Charlotte. Uh, so we did that, uh, got our first ever brand sponsor, which is an organization outta, uh, 

Evan Marshall: Vancouver called Indochino, 

Evan Marshall: uh,  

Evan Marshall: popular suit brand.. Uh, they gave, they were our first brand partnership ever. They sponsored a, uh, in-store video. 

Evan Marshall: We called Dapper Conversations, [00:09:00] shot it at the Indochino in Charlotte. And then three weeks after that, COVID hit, uh, Um, through I three was after that had Covid hit and we had this whole plan for this tour. So we were like, dang, but that one went great. So, because that was our first tour, we had like 160 guys show up and we were like, oh, so that it worked when you gave them time in advance to come,  

Evan Marshall: um, COVID hit, so then we were like, dang, what can we do with covid? Right? So, um, mind you, at, at this time, we had already went viral once, I don't know if you've 

Evan Marshall: seen the photo, the little boy with the fist in his air  

Gboyega Adebayo: Yeah. Yeah.  

Evan Marshall: That was our photo. We'd went viral already with that. So then when Covid hit, the second thing that happened during Covid obviously was the unfortunate situations of Ahmad Arbery and George Floyd. So BLM happened and then, you know, you had the protesting and things of that nature. What happened is, during that [00:10:00] time, similar situation with us being vilified about how we were protesting and doing that, what happened is people. organically, user generated content started taking our old content and that started going viral. So people were going back and taking, creating their own like, uh, TikTok stitches or IG reels or photos and saying, you know, this is how what we actually are. Cause mind you, in our photos, we're standing together 

Evan Marshall: in arms. We got our fist up. We're, we're not marching, but like we're walking together. So a lot of people just, so a lot of our 

Evan Marshall: content then went viral again.  

Evan Marshall: Right? Uh, so that would've probably been from that March I'm until July. And then another thing we did is we were locked at home. So then that's when we started our, um, podcast. Some of it is called The Check-In. one of the value add for that is because everybody at the home, we had access a lot of talent. Uh, so we started doing IG live interviews and we got everybody from like, JB Smooth to Avion Crockett to Emmanuel Acho to Avant. We got all these [00:11:00] people, uh, that hop on our podcast cause they liked our platform, but then it was like a way for them to also to kind of put, so that kind of, so like those things, 

Evan Marshall: those are like, it was like an accelerant.  

Evan Marshall: Um, and it was, and it was a, and transparently, emotionally it was kind of a tough spot, right? Like it was good for us financially and business-wise, um, on the level that 

Evan Marshall: we were starting to grow really quickly on the level that, but on the same time was also like, would this really be happening without the situation of going on with George Floyd and Ahmad Arbery  

Evan Marshall: to be fair, like we weren't opportunists. It wasn't like we went out and started doing it. Once that happened, they were taking the, the internet and the 

Evan Marshall: society, which taking our old content mind you cuz it's covid. So we're not cr going out 

Evan Marshall: and creating new content at this time. It's just, it was like, so like that also affirmed the messaging, what we 

Evan Marshall: were doing infected people positively.  

Evan Marshall: Right.  

Gboyega Adebayo: it resonated. 

Evan Marshall: It resonated really well with them. So then we [00:12:00] fast forward to, um, August and then that's when they did the Million 

Evan Marshall: Man march again in DC So we're like, all right, we gonna go to DC and we did a flash mob in DC uh, and that one had about 300 people. Um, sadly that same weekend we did ours is when our Good 

Evan Marshall: brother, Chadwick Boseman passed away. Uh, that was the day before we did our flash mob. So our first video that we did, especially with it being 

Evan Marshall: DC and you know, he's a Howard alum, was actually, um, An homage to him where you had us doing like the Wakanda sign, but then the voiceover was even you, I know you've seen that. Uh, iconic, uh, when he did the, um, his commencement speech at the Howard graduation. So we took a snippet of that and put 

Evan Marshall: that as the voice over  

Evan Marshall: to the video as a homage to him. Like, you know, rest in Peace King 

Evan Marshall: at the end. And that one took off too, right? People loved it cuz it was powerful black men that in solidarity, it [00:13:00] was in dc Like that kind of really took off and then that one took off and then we did Dallas and LA September, October. 

Evan Marshall: Then it just took off at that. Both of 

Evan Marshall: those were over 200 people.  

Gboyega Adebayo: Hmm.  

Evan Marshall: Um, then 2021, the world opened back up slightly. Um, and then we did a full intensity tour then. Um, and 

Evan Marshall: obviously from that we've just been rocking a roller. Uh, so then now from that, we've kind of been able to realize that, oh, in the fast forward to now, we've really been able to grow it outside of, I love to say, oh, two years ago we was just the brothers in the suits. Uh, now 

Evan Marshall: we have a full-fledged business,  

Evan Marshall: um, in the Africa. Now we have a cultural impact agency and we say impact 

Evan Marshall: because that is something that you can measure. So what we do is we champion positive stories of black men, uh, through real raw and purposeful conversations. So if you are a brand and you wanna speak to black men authentically and holistically, uh, you can partner with us and we can do social, digital influencer or experience your strategy, 

Evan Marshall: uh, for on your behalf.  

Gboyega Adebayo: Got it. 

Gboyega Adebayo: No, man, that's [00:14:00] awesome. I, I appreciate the, all of the, the, the context in the background, because it's got my wheels turning. One of the things that. Excuse me, is really fascinating because I don't think I've heard this perspective from another entrepreneur or from, uh, a guest that that's been on the show is the idea as of your side hustle being your career pivot, like that's a really interesting thing. 

Gboyega Adebayo: A lot of people go back and get MBAs and go to school for that, but you said, you know what, I'm, I, I got this job, it pays the bills. I'm not really enjoying it. Let me start the side hustle doing something I love, and then that pivots you into your actual job because now you have the experience. Like that's really, that's a really smart way to do it. 

Gboyega Adebayo: Uh, that I don't think is a common approach. 

Evan Marshall: One of the, it's funny you mentioned it that, cause one of the things I like now, because we get to this, I, I'm on a, I do a lot of like, you know, podcasts and panels now and people are always asking me, so what would you do? Cause I do with a lot of influencers, so I. The question I get is, uh, I wanna be your influencer [00:15:00] full-time, or I wanna be a content creator full-timer. 

Evan Marshall: I wanna be this sort of creative outlet full-time, but I have a nine to five job and I'm not. And I'm like, and it's like, and they, but you can hear it. It's kind of stated with the sense like they don't 

Evan Marshall: really like their nine to five job. And I would even say to that, it was like, and I think is like I always tell my challenge to that is like look back in terms of 

Evan Marshall: why you got that job.  

Evan Marshall: No matter what that job is, you took that job, you were at a season in your life, a point in your life where you say, this job is gonna elevate me to the place I wanna go 

Evan Marshall: wherever you wanted it to be. That is for your determination to make. So what you have to then look at is, in this job, what are the skills I'm now developing on a day-to-day basis? 

Evan Marshall: Cuz I have to spend eight hours here that I can then apply to whatever my side hustle is going to be. Don't look at this job that I'm doing nine to five, that's taking away from the time. you 

Evan Marshall: had from your, your five to two of your side hustles, like what are you doing within that time [00:16:00] that can be applied to that? For me, for an example, again, I was doing software sales. I hated doing software sales. But now one of the best things I learned from that is when I'm, we still have to pitch brands, we're still trying to win. Business is, I learned how to be pleasantly persistent with my emails and being pleasantly persistent with my emails is not when you're doing a follow up. 

Evan Marshall: Hey, did you get my note that I sent you last week? Hey, just circling back since we last spoke, it's, Hey, no, we haven't spoken in the last week since we last spoke. We've done 

Evan Marshall: A, B, C, d, and E  

Evan Marshall: right? Since we last spoke. We were covered in this article since we 

Evan Marshall: last spoke. We were in this podcast. So what that shows then it shows that we're continuing to grow and scale in the business. More importantly, it shows that one we can execute. So if I'm pitching them, they see the other clients see value in us to want to work with us. And two, if you have that add value, you want to work with us. A lot of times what you realize it is. 

Evan Marshall: No, doesn't mean never. Cause a lot of times they said no, just because it's [00:17:00] not right now that doesn't mean they didn't wanna work with you. 

Evan Marshall: That person on the other end could have been beaten down the door within 18. Like, Hey, we really gotta work with these guys, but buds in the line for whatever. But the more you keep executing now you're actually even them giving them ammo to follow up and say, Hey, know what, yo, them dudes I tried to bring in ourselves since we last 

Evan Marshall: spoke. 

Evan Marshall: They done work with a, B and C brand. They done did B and F program. And like, oh, they could say, oh, they did all that. So I, but that's one of the things, if I didn't ever have software sales, I would've never learned that skillset of how to continue to move 

Evan Marshall: somebody through the sales funnel  

Evan Marshall: without being thirsty or being proactive. It's like in the moment of doing that, I didn't 

Evan Marshall: realize that was a skillset I was learning. Right. But looking back on it, that's what it was. So that's in hindsight. That's my advice to everybody else is like, what are you cultivating under? Because you're there eight hours. So you're developing a skillset set. 

Evan Marshall: How is the skills that you're utilizing, even if you don't think it 

Evan Marshall: transfers to your creative outlet? 

Evan Marshall: It does, right? [00:18:00] So like, so that's one thing I would encourage to your point, in terms of like, and if you look, look at it from that approach, that's what enables you to put the infrastructure in place, then help you pivot that career. Uh, and whether it's, even if you're wanting to get into another, to another nine to five like I originally did, but then you also gotta figure out how to framework the skill that you've developed in that side hustle to make it applicable, not applicable, but make it, um, valuable and appealing 

Evan Marshall: to  

Evan Marshall: your new potential employer  

Gboyega Adebayo: right, right. It, it, it reminds me a lot of, um, kind of our mutual friend and former guest, Jason Campbell. He said this, this, this quote, uh, 

Gboyega Adebayo: it's, it's very smart to learn on someone else's dime.  

Evan Marshall: Mm,  

Gboyega Adebayo: And that is, that is spot on. It's like, take your nine to five. It might suck now, but it could be your investment in learning that new skill, that thing that's gonna, you know, springboard you to the next one. 

Gboyega Adebayo: Um, I love that. That's, that's, that's really smart. Um, 

Evan Marshall: What, uh, Dom Kelly say? Opm, "other people money", [00:19:00]  

Gboyega Adebayo: Exactly. 

Gboyega Adebayo: Exactly, exactly. Um, so, so I love what you're doing with blacks, black men's wear. Um, I love the story behind it. One of the things that got my gears turning, cause I know we want to talk a little bit about goal setting, um, and I wanna open it in a, in a unique way, whereas you guys have seen success with virality. 

Evan Marshall: yep.  

Gboyega Adebayo: Um, and so how does the art or the science or the luck of going viral play into your goal setting process? Like, how do you guys balance that? Because, so for someone who's never gone viral, it seems very unpredictable. Now, I've heard some people like Mr. B say it's a science to it. But I, I love your opinion and, and your thoughts on it. 

Evan Marshall: Yeah. Um, Mr. Beast is correct. There is a science to it and there are things 

Evan Marshall: that are replicatable that can go viral in that aspect of it. Um, I would say the [00:20:00] main thing in terms of things, in terms of, if you wanna, it's not about creating content. It's about, as you mentioned the word earlier, what is you creating? 

Evan Marshall: Does your content reverberate with the community that's looking to watch it? If it does that, that's what's gonna create the virality because you think about why things go viral, it's based off of that person who watches this. 

Evan Marshall: I want to share 

Evan Marshall: this with other people.  

Gboyega Adebayo: Yeah.  

Evan Marshall: It's not, I saw this, I thought this was funny, is that, this is so funny. I want to share this with everybody that follows me, or, this is so funny, I want to share 

Evan Marshall: this in these six, seven different group chats. that's what makes it viral. So that's what you gotta focus on is what is the level of emotional connectivity, whether that be anger, happiness, sad, um, you know, whatever that may be. How do you create that? That's in terms of the moment of kind of 

Evan Marshall: going viral to be able to do that. Um, so I think that's one of the things we've been able to do well, which is why I say [00:21:00] even our messaging, it says we, we tell real, 

Evan Marshall: raw and purposeful conversations. We don't just say not positive conversations, 

Evan Marshall: real, raw and purposeful, because not every conversation we gonna have is gonna be good. We are, some of our content doesn't, it goes viral and people project negative 

Evan Marshall: things on us. Why it goes viral, you know, all press is good press and we, we've gotten virality like transparently, uh, rest in peace to Kevin Samuels, cuz you don't wish that upon anybody. But a lot of times some of our content went viral, not from us. And when he passed away, you had a lot of people saying, these, the brothers going 

Evan Marshall: to Kevin Samuel's funeral, these, these brothers, like honoring his legacy. We never said, we never had a conversation with him. We never said anything support. But again, those are other people. My point is it, 

Evan Marshall: he made some people feel some type of way to the extent to where they saw us. They projected that emotion from seeing 

Evan Marshall: Kevin Samuels unto us and then created a [00:22:00] piece of video that then went viral and other people felt that same way. 

Evan Marshall: We actually never had a problem with it because mind you, there was never actual connection between us and we realized this is an emotional connection and a projection that you're putting upon us, but at the same time, if our content makes you feel some type of way in that regard, that is still 

Evan Marshall: a, that is still a positive thing because you're still getting the messaging out there. 

Evan Marshall: On the flip side of it, that's a somewhat 

Evan Marshall: negative way in terms of we went viral on a positive way last year. Uh, when Minions movie was coming out, there was all these things about, you know, minions was pulling up, everybody started taking our flash on white people is included. Were taking our flash mob videos and like, this is how me and the brothers and me and the 

Evan Marshall: kids pulling up Minions movie.  

Gboyega Adebayo: Yeah. Yeah. 

Evan Marshall: Like the whole thing, like we getting suited to go to Minions movie. Literally, you had like white moms and white dads and like Nashville, 

Evan Marshall: Tennessee using our clip, talking about me and the soccer, me and the, uh, lacrosse team pulling up to the Ninja movie and then using the flash 

Evan Marshall: [00:23:00] mob video. So that's another positive again, because it, it made you feel that way. We're not even, we're not doing that. But you seeing that content speaks with you and at such a invoke, such a level of emotion that ah, yeah. 

Evan Marshall: You know, that's how we gonna pull up to the minions. Right. And we had, that was on TikTok. It probably was about, 30, 40 videos that combined, I think we got, like, we have like a caseload that got like 50 million views across those 30, 40 videos. 

Evan Marshall: And we didn't, literally, that was old video content. And 

Evan Marshall: what makes it great is UGC, this is user generated content. We're not paying anybody, we're not asking anybody to do. This is just people that live out there in the social, in the internet world that are choosing to share this on their own. So when A, when Mr. Beast says there's a science that's kind is the science, can you create a piece of content that what they call quote unquote evergreen that is not tied to a specific moment, it's not tied to a specific situation, is not beside to a specific topic. Is it evergreen to where this, it resonates with people enough toward even [00:24:00] 30 years from now, five years from now, people will see it and have like, have 

Evan Marshall: some sort of emotional reaction to it. 

 
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