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December 25, 2024 • 26 mins

On this week's In Service Of Warped tour founder/music industry legend Kevin Lyman joins Steve Baltin and Sage Bava to talk about the exciting return of Warped in 2025 and more. 

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Speaker 1 (00:05):
Hey, this is Steve Balton and this week on in
service of Sage, and I talked to my old friend
Kevin Lyman. He talks to us about bringing back to
Warp Tour in twenty twenty five.

Speaker 2 (00:16):
Why he's bringing it back, how.

Speaker 1 (00:19):
Warp Tour has always been about giving back, and why
he does the role out of announcing the bands the
way he does. I'm sorry but he does not give
us any preview on bands.

Speaker 2 (00:29):
But it's a wonderful interview. I hope you enjoyed as
much as we did.

Speaker 1 (00:43):
Let's start with the Taylor Swift thing, because that's very cool.
So have you seen her before?

Speaker 3 (00:48):
I've seen her before. I've seen her before.

Speaker 4 (00:51):
It's been years, but when she was playing the Crypto Arena,
Vance Joy's manager had invited us at one point to
come see her and it was awesome.

Speaker 3 (01:01):
And my family loves that they're her music.

Speaker 4 (01:04):
So, uh, my wife was talking about, you know, the
opportunity to shot said, oh, the tours ending, the tours ending,
and you know it was I just kind of felt
like it was will make a nice weekend.

Speaker 3 (01:16):
It'll be the way it is.

Speaker 4 (01:17):
It's our it's our Christmas, Thanksgiving, New Year's gift after
by the time you by the time you uh, the
hotels and flights and everything.

Speaker 3 (01:24):
But we're really looking forward to it. It'll be a
fun weekend.

Speaker 2 (01:28):
Yeah. Have you how old are your daughters now?

Speaker 4 (01:31):
Oh gosh, twenty five and twenty nine, you know, Okay,
one of them's in the business, and one of them's
learning GIS and doing great in her world.

Speaker 3 (01:41):
And we're just everything's good. You know, it was good.

Speaker 4 (01:44):
You know, being a professor has been really good, and
it was nice. And then you know, having this opportunity
to when Insomniac, which is produced as some of the
biggest festivals in the world, approached me about.

Speaker 1 (01:57):
I've known pasqual as long as I've known you.

Speaker 4 (02:00):
Yeah, so Pasquell, you know, approached me about coming and
working together. And many of my old crew work with
him over there now. And it's been was nice. It
was nice to you know, put this together and wasn't
sure quite how the response was going to be, but
it's definitely been let's just say strong.

Speaker 2 (02:22):
Well, see that's really interesting.

Speaker 1 (02:23):
And Sage and I were talking about this beforehand, because
I will point out to you that you told me
it was never coming back. But it's funny because many
rock people have said that it's really I'm surprised that
you said you weren't sure about the response, because when
you look at the success of things like Emo Night
and like how fucking.

Speaker 2 (02:42):
Huge Mi Chem is now, it seemed like obvious, you know.

Speaker 1 (02:48):
And it's funny because I have many friends who are
like in their early thirties.

Speaker 2 (02:53):
The nostalgia for this is insane.

Speaker 1 (02:56):
I know so many people who've bought tickets, all of
whom are like, who's play Who's playing it?

Speaker 2 (03:00):
I'm like, dude, I've talked to Kevin. I have no idea.

Speaker 4 (03:03):
Well, it's you know, when I was putting this together,
I'm also looking that. I have that other tour, Summer School,
that was developed last summer, and we put it out
with six young bands. These the younger bands weren't getting
an opportunity as much sometimes they were you know, these
festivals are great, they're fantastic, but they weren't really looking
at that artist development. So Summer School was put out

(03:24):
with six bands last summer. It'll be going back out
this summer with seven bands, the concept being that will.

Speaker 3 (03:31):
Route through Warp Tour in some way.

Speaker 4 (03:33):
But the idea was that we would pay homage to
the past but looking to the future. So I would
say fifty percent of the bands are booked under the
nostalgia kind of I guess I don't want to say
nostalgia because they're still very working bands and things like that,
and fifty percent are newer bands that are that could

(03:54):
maybe use a boost from the presence of a festival
like Warp. And you know, in a sense, I've actually
been able to kind of the luxury of having all
the tickets sold basically is kind of orchestrate some unique
moments that we're really excited about putting together.

Speaker 1 (04:10):
We want to go the same preview or no, not yet,
I can't.

Speaker 4 (04:14):
We've got a whole roll out that were you know,
you know most festivals and they're fine. They roll out
their poster and it's got all the big bands and
everyone looks at the first six bands or so and goes, okay,
that's and we're going back to that old WARP style
that we're going to have a rollout in January that
starts in January and bands will have their moment to
kind of promote what they're about or what they're doing,

(04:36):
and that kind of goes back to that moment in
time when I'll never forget. Every Time I Died was
on Warp tour and I say Europe from up in
North in New York area up there, and they're a
New York band and of the Buffalo area, and I'll
never forget the way we did it was a I
was at the show and someone that walked up to
me about you know, probably in their late like forty

(04:58):
years old, and was like, oh my god, the way
you rolled out the bands was great. I learned about
every Time I Die. They're my new favorite band. So
when a forty year old finds it their new favorite
band by the way you rolled out, it always stuck
in my mind that we need to give each band
a moment to show what they're about, because you know,
I go to so many festivals and sometimes it's up

(05:18):
to me to dig in and figure out if and
I'm one.

Speaker 3 (05:20):
Of those few people.

Speaker 4 (05:21):
I don't think a lot of people sit there and
go through every band on the lineup trying to figure
out who's those bands playing at one o'clock in the afternoon.
And I think this will be, you know, really a
fun way to do it. So we're we're right in
the middle of it right now, and we're getting the
schedule together for that rollout, so I'm excited about it.

Speaker 2 (05:39):
Nice.

Speaker 1 (05:39):
Well, I'm going to do one more than let's say,
just jump in, but I have to ask you and
we'll go out come back to the artists development a
little bit. But when you talk about, you know, unveiling
the lineup, I always remember the work, you know, like
tour kickoff concerts. Are you going to be doing that again?

Speaker 3 (05:56):
We're planning some things like that.

Speaker 4 (05:57):
We've got some We've got some' it's fun with with
you know, working with I have the resources of a
company like Insomniac. Now we were always a small, scrappy company.
We made everything work. We did a lot with what
we what we're working with, but I have many, many
more resources working with them, and they've kind of opened
their like opened their arms and said, hey, we have

(06:20):
all this, use it the way you see fit.

Speaker 3 (06:22):
Which is cool.

Speaker 2 (06:24):
No, it's funny because sage one second.

Speaker 1 (06:25):
But I was going to say when I said, I've
done pesqual as long as I've known you, We've been
friends for many years. There was a period where I
was literally the only journalist he would talk to I
now feel aged out of e DC. I went a
couple of years ago and I was like, dude, I'm
just too old for this shit. I'm not doing I
love that scene and he's a great dude, but I'm like, no,

(06:46):
I can't do it anymore just because of age.

Speaker 2 (06:48):
But he's a great guy.

Speaker 3 (06:50):
Well, he's not curating the festival for people our ages anymore.

Speaker 4 (06:53):
He's looking towards that audience and what they're tuned into.
I mean, we just come curators actually, and the smart
people are just curating for the generation that comes to
your event.

Speaker 3 (07:08):
You know.

Speaker 4 (07:09):
I think for me, it's always we pay some homage
in the past. You're going to see some sky, you're
going to see some punk, You're going to see some
of those names. But there's a lot of people that
play those festivals for those audiences that maybe just want
to go see those bands. Warped is you know, we've
got a mix of I don't think there's a genre
of music that we're not going to touch. Almost we
never We were always kind of an eclectic lineup, and

(07:34):
I still want it to be that way. And that's fine.
You know, It's it's about exploration at warped, and you know,
we were really able to keep that ticket price affordable.
When we went up with that one hundred and forty
nine to ninety nine two day festival price including fees.
It was really great because we did all our budgeting
and everything, and I had one ticket price and I'm

(07:54):
usually have the lowest anyone ever has. And then they
looked at it internally and they have their people that
their thing, and they go, I think we can do
this for.

Speaker 3 (08:01):
Twenty dollars cheaper, and which was super cool.

Speaker 4 (08:04):
I've never had I've never had a partner go let's
do it for Let's do it. See if we can
do it cheaper for the vans, And that was really
a refreshing thing. You know. More normally my partners would
be can we add twenty bucks to the ticket from
what you think it should be?

Speaker 3 (08:18):
I think they'll still buy a ticket.

Speaker 4 (08:19):
So, you know, we definitely are trying to engage people
who aren't necessarily going to festivals anymore. I think it's
become out of reach for many. Being a professor now,
I sit and I talk to young people and they're
just not as it's not as they're not as driven
to go to as festivals as much. You know, yes,

(08:40):
they were able to go to Camp Flognaw this weekend,
which was great. It was in la it was one
day they could go home. They didn't have all that
extra expense built onto the show of hotels and travel.
So that's it was a very smart festival to be
doing in this day and age. I think what's happened
is not only the ticket price, because a certain problem,

(09:01):
the algorithms around the hotels, the airfare, everything kicks in
so fast that the ticket price becomes, I don't want
to ever stay insignificant, but it becomes a small piece
of a giant puzzle.

Speaker 3 (09:13):
On the ability to go to festivals.

Speaker 4 (09:15):
And I think what we did was, you know, we're
looking at, you know, in a couple of the cities,
we're backing into the production that they already have existing
from other festivals to amortize those costs. We also identify
cities with multitudes of lodging options if people are traveling,
and also multitudes of people that could just come in

(09:36):
for the day and go home and then come back
the second day.

Speaker 5 (09:50):
It's really inspiring how much being in service has been
a part of your career and the Warp Tour. Was
there a catalyst to bringing that into the Warp Tour
and having that be a central important focus in a
year and this year to come?

Speaker 4 (10:05):
Yes, Age, Well, what it was was, I grew up
in a kind of a weird, kind of a hippie
town called Claremont, California, and they were always doing things
in service to people, but kind of from that kind
of hippie mentality. And then coming into LA and working
with Golden.

Speaker 3 (10:19):
Voice early on in my career, we were.

Speaker 4 (10:21):
Constantly doing benefit shows. We did the first Rock for
Choice shows, the Rock the Vote shows. We were always
doing these charity type shows. So, being as lucky as
I felt to be able to be in this business
and be fairly independent my whole life, I felt that,
you know, you know, you can do good and do
good business. You know, if you start building that in

(10:42):
your DNA early on in your career and you just
give a little you know, when you have nothing, you
give a little bit. You know, you just try and
you're just trying to build that as you go. And
I can still try to instill that in my teaching too,
that you can do good and do good business. And
I think that's what we're I just felt it was
kind of maybe to come back. I think maybe post pandemic,

(11:05):
there was so much talk around the pandemic, we.

Speaker 3 (11:07):
Were talking about this.

Speaker 4 (11:08):
I was talking to someone this morning and we were
talking about that moment in time when everyone wanted to
cooperate and help. It's my business manager lives in Asheville,
and he's seen that where everyone's pulled together during this
time of crisis with the hurricane. But as things are
coming back online and things are coming I wouldn't never
say back to normal. Yet that sense of me, me, me,

(11:31):
it comes back a little bit versus US US, and
I think I saw that during the pandemic.

Speaker 3 (11:37):
And now I was a little low key.

Speaker 4 (11:38):
I was doing benefit shows and things such as that,
but I was like, wow, we need to We all
were about like let's.

Speaker 3 (11:44):
Support each other, let's help.

Speaker 4 (11:45):
And then as soon as we got out of it,
everyone went back to their old ways. And I was
sitting there and I have the energy to do it
right now, and I thought, well, maybe this is the
time to come back and show that we can have
a community that supports each other. You know, I think
in society we have to kind of show that we
can We only can control so much. Some of this

(12:06):
stuff going onto the world is out of our control.
But if we can make our community better, So that's
why we're you know, we're gonna have all the nonprofit tents,
and we're gonna have the interaction, and we have some
young bands and we're doing the Battle of the Bands again.
You know, we're not doing a thirty six city tour again.
Physically I couldn't do that at this point, but I

(12:28):
could go out and put that energy into certain weekends
and hopefully bring back and maybe inspire a generation that's
coming up to maybe step up and start doing their
business that way.

Speaker 5 (12:42):
I love how so many artists talk about being in
service of something larger than themselves as a central point
of their creative inspiration. And I always thought that being
a part of a music festival had such electric energy
because that was a big component in and all these
people were here to serve something larger than themselves. And
for you doing this festival for so many years, I

(13:03):
was curious how you've experienced this and how if that
taught you anything.

Speaker 4 (13:09):
Oh yeah, I mean, you know, coming back, I think
you know, even within festivals, we start separating more and more,
you have cabanas and you have all and it works
for certain festivals. You know, we did agree, and we
went back and forth that we would just have two
ticket prices, you know, basically we would have GA and
we would have some sort of VIP.

Speaker 3 (13:26):
Now that VIP is.

Speaker 4 (13:27):
A little little more shade and some bathrooms and things.
But we we you know, we now that we're into
this GA plus and all these different levels and people
have twenty different VIPs. I think that kind of even
separates the community within a festival almost too much, and
I think you need to have that. So we're kind
of going back to that, like, you know, we're not
going to you know, to set times and all the

(13:49):
kind of things that make people kind of communicate.

Speaker 3 (13:52):
I have to.

Speaker 4 (13:52):
After I get off with you, I'm starting to lay
out like our canned food drive, like so we can
go into these communities because you know, we're we're associated.
Every community has need these days, there's community within everything.
And I always felt if you go in and do
a festival or a tour, you should try to leave
the community a little better than when you got there.
And that's so and everyone's been really supportive, so and

(14:16):
I've been able to bring back some of my team
to work on this from past years, and we'll see
where it goes. You know, it's if it's if it's
well received. I mean, it's funny how well received it's been,
I mean, very well received by the public. But we
need to do put on the right show. You know,

(14:37):
there's you know, we can possibly do some other things
that maybe even were out of my reach by having
that association with Insomniac.

Speaker 1 (14:45):
Well, it's interesting because I was gonna, I want to
go onto artists development into one second. But it's funny
when you were just saying about the canfoon drives. I
think about like, Okay, I came up on shows in
the eighties and it was like shows like Amnesty Tour
with Springsteen and all that and you two, and that
was so much about and Peter Gabriel and so much

(15:05):
about giving back. And my first time seeing Springsteen was
eighty four and he was always at every venue you
have a canned food drive, and he's done that his
whole career. I'm curious, are there any artists that really
inspired you with the way that they give back, because
I think people like John Lennon Bob Martley and like
I said, I'm a huge Springsteen fan and in that

(15:26):
period in the eighties.

Speaker 2 (15:27):
Which is really interesting because when you look back on
it, it's kind.

Speaker 1 (15:31):
Of weird to think about that during the Reagan years
pop music was so political and so successful.

Speaker 4 (15:38):
Yeah, I mean, you know, for me, it was just
be working in the LA scene when I was working
three hundred and twenty shows a year, running all the
shows for Golden Voice, amongst other promoters, and it just
seemed like there was always you know, for me, it
was those bands like the Chili Peppers and the Fishbones
of the World and Pearl Jam of the World. Those
you know, they were always willing to jump in and help.

(16:00):
You know, it was like literally we could put benefit
shows together, would come together in days, and that community
would rally el seven. Those kind of acts were always
they were always willing to step up for their community.
And and it's it's just trying to remind artists. You know,
we have current day artists like you know, Pierce the Veil.

(16:22):
They donate a dollar of their ticket to their nonprofits. Uh,
you know, we I think we have an era of
bands that are looking to maybe stand a little bit
for something, and it doesn't have to be as as
as political as a political situation. But you know what,
I saw Joyce Manor collect pet food out in front

(16:43):
of their shows and donate it to the local shelters
and they raffled off. They gave away a guitar or
some merchandise for people. So it's it's how do we
do those little things like that? We don't have to
do these massive earth shattering things, but if you instill
them on a day to day basis, they do to
add up.

Speaker 2 (17:01):
Yeah, very cool.

Speaker 1 (17:01):
It's funny because when you say that, I think of
someone like Bill Graham and how inspirational he was, and
then you go into like Vig from Pierce the Veille
is a good friend of mine.

Speaker 2 (17:09):
We actually, it's so funny.

Speaker 1 (17:10):
Started we have this tradition every time we finish an
interview we have to do a shot of whiskey together.
I don't know how that started, but every time. But
he's a great dude. But yeah, it's interesting. And it's
funny too that you mentioned the old LA shows because
I've been on a massive The Loneius.

Speaker 2 (17:26):
Monster kick lately. I just rediscovered that band.

Speaker 1 (17:29):
So good, But let's go to the artist's development for
a second, because that's been something really interesting to follow
and watch, is you know, other people who have to
pick it up because labels don't do it anymore. So
for you, talk about that and how you'll be incorporating
that into these shows, and what you're looking for and
the new artists and that you're working with, and talk

(17:51):
about the eclecticism too, because I think one of the
things that's come about, Like you say, Warped has always
had different styles.

Speaker 2 (17:57):
You know, you look at someone now like.

Speaker 1 (18:01):
One of my favorite artists of all times, Via and
Apple tom Waite. You see people like that who wouldn't
have been traditional Warped artists but have a definite alternative sensibility.
And I think the term has brought in so much
now I think of someone current like a Chris Stapleton,
who's as much an alternative artist to me as a
country artist.

Speaker 2 (18:21):
So talk about how you're doing all of that in
the works.

Speaker 4 (18:25):
You know, we threw it out there, you know, well,
the development side is hopefully some of it through this
summer school tour that we did, and maybe some of
those acts will be on the festival. But then there'll
be those tours. I went out to other people's tours
that we're trying to do development said, maybe you could
route through and we'll give you spots on a stage
that day.

Speaker 3 (18:42):
I can support what you're doing.

Speaker 4 (18:44):
I don't have any I want everyone to be successful,
I really do. I know we're in competition at times,
but there's room for everyone if we all kind of
don't get into petty petty battles over the littlest things,
and if we can go out and re engage the
fan in a certain way.

Speaker 3 (19:03):
So we're going to be doing a lot of that.

Speaker 4 (19:05):
We're talking to some of our brands that of course
work tours supported by sponsors and brands to engage some
of these artists through the year through some of their
programs and some of their events that they're going to
need to expose them because we always use those kind
of things to amplify the message. Because a brand can
spend way more money than an independent label on supporting

(19:28):
an artist. And if we can identify brands that artists
that work with that brand, I think they'll get the
boost out of that. The nice, yeah, the nice, you know,
I keep going back to it's so strange that we
don't have to sit here and worry about selling tickets.
You know, normally we'd have to be now everything, and
we're you know what, are we six months out from

(19:49):
the first show. Everything we are doing right now is
one we have to build a very safe, night, good festival,
of course, but we also now can invest our time
and we have a budget to invest into the community
and lifestyle. You know, it's a very fortuitous situation to

(20:10):
be in right at the moment going into the holidays
and not stressed. I mean, we've got ninety nine percent
of the bands confirmed. There might be one or two.
And when I was walking in my book my booking
partner was calling, so I'm sure she maybe has some
question on something, and I'll give her a call right afterwards.

(20:30):
But you know, we fully plan on having this done
by Thanksgiving. We made a goal, let's have this booked
by Thanksgiving, and we're there. I mean, we booked one
hundred and thirty two bands for Long Beach, We booked
eighty eighty eight bands for DC and about another one
hundred and thirty bands for Florida. And some are playing

(20:50):
all shows, some are playing one show, some are playing
two shows.

Speaker 3 (20:54):
So it's been a big jigsaw puzzle.

Speaker 4 (20:56):
We're booking Warped was kind of easy because I was
just calling agency, I'm going to take your band off
your hand for thirty six shows this summer.

Speaker 3 (21:03):
You know, they couldn't sign the paperwork fast enough.

Speaker 4 (21:06):
You know, it was usually about a five minute negotiation.

Speaker 3 (21:09):
We'd settle very quickly, and they.

Speaker 4 (21:11):
Were happy to send them off to me because they
knew that they were going to play for a lot
of people, they were going to have a good time overall,
and they were going to grow their careers.

Speaker 5 (21:30):
With so many moving parts. Communication is like the most
vital tool. And I can just tell speaking with you
and the career that you've had that you're an expert communicator.
I've always been so fascinated by the skill of communication,
and I was curious, you know, if you speak to
your students about this, about the power of communication and

(21:50):
how you you know, think about this and what you've
learned about it.

Speaker 4 (21:54):
Oh.

Speaker 3 (21:54):
Absolutely.

Speaker 4 (21:55):
But it's been actually overall a really fun semester because
I kind of put them all under the secret society,
you know, like you're you're going to learn things that
probably no one's in a in a university or setting
or an an educational setting are going to hear and learn.
You know, as I was putting everything together and it
was great, it was great. But then about a week ago,

(22:16):
I got a message through our I don't try to
get engaged in social media because it's not healthy sometimes
when you're putting these things together. But someone said, I
think one of your students is leaking things on Reddit.

Speaker 3 (22:28):
So they all got that lecture too. You know, I say,
I don't.

Speaker 4 (22:32):
I said, honestly, I don't want to know who did
this because I don't want to judge anyone early in
their career. And everyone makes a mistake, we all, we
all can be redeemed in life and this is just
an excitement mistake or something. But I said, look, it's
all going to hurt you the last few weeks. Everyone's
going to kind of sud because now I have to
go back into being certain things I can't talk about
because I'm worried that someone's going to put it on

(22:53):
social media.

Speaker 3 (22:54):
And it was a great learning lesson. So it's been great.

Speaker 4 (22:57):
And you know, they're all lined up ready, they've got
the backpacks packed and they're ready to get to wherever
to help and work and It's been a great process
to be able to do this with them.

Speaker 3 (23:10):
I think they're one.

Speaker 4 (23:12):
I have a nice rapport with my students on a
professional level and teaching level, and I think they're they're
excited for me too. It's vice versa. You know, they're
excited to witness it. But I think you know, they're excited.
They know my history and they're kind of excited to
come back and see you know, me in action.

Speaker 1 (23:29):
I guess, Well, it's funny. Was there one band that
you reached out to early on that you saw Cause, again,
until you put tickets on sale, you don't know what
the fan response is. But within the industry you can
see people be like, holy fuck, I'm so excited this
is coming back. Was there that one band or one
agent that you worked because I imagine was there. Did

(23:50):
they understand immediately how strong the response would be too?
I mean then the statia factor has been insane. Like
I said, I see my friends like people just bought
to take It's like, you know, they can't wait.

Speaker 3 (24:03):
Well, it's it's interesting.

Speaker 4 (24:04):
There's there's you know, you have these relationships with certain
things and and us working on a ticket price is
going to make the parameters of the economics maybe different
than someone who's working on a different ticket price. So
you know, trust me there. We took the time we did.
We had calls, a lot of zoom calls with overall
agencies around anyone who wanted a zoom call. We did

(24:26):
like two weeks non stop talking about it to agents
and everything, and then we went to work. We kind
of targeted some things. There was some immediate nos. Absolutely
financially wasn't going to work. Some of them were going
to be tied up maybe doing something else. No problem,
to move on, We'll try and and then we started
getting Then the yeses started coming in, and then people

(24:49):
start talking. And the greatest people talking about something are
going to be the bands that are starting to talk
amongst each other when they're out there working and other facts,
are you playing work?

Speaker 3 (24:57):
Are you playing work?

Speaker 4 (24:58):
And I said, you're going to see after some of
these festivals, little spikes and interests, and then now you know,
as once again we're overwhelmed with bands, which is awesome
that they want to be part of this, but you know,
we can only allow so many bands on. But I
think we did a We think we did a really
good job booking this for the time we've worked on this.

(25:22):
We've only been working on this since July.

Speaker 5 (25:25):
I mean, I'd be remiss of it and ask what
the biggest advice do you give to your students or
you'd give to your younger self, was.

Speaker 4 (25:32):
Well, one I would have. I give my students every
day to wear ear plugs. Me to be honest, if
you go back and they go, what do you regret?
I go, only regret is I I you know probably
you know someone sent a photo recently and it's me
next to the side fill at a Nirvana show at
the Hollywood Palladium and it was my usual position, and
my head's right next to the side fill, and I

(25:53):
have horrible tenoniss. So I tell them, you know, every week,
you know, at the end of every class, I'm going
into the weekend, I say, where your ear plugs go
to concerts? Where your ear plugs now so you can
enjoy them forty years from now. I also tell them
take what you do seriously, but don't take yourself too seriously,
because we're all dispensable in the music industry, and you know,

(26:15):
you need to understand the foundations. But your job is
to go in there and change the business to make
it your own.

Speaker 5 (26:22):
Love that very inspiring, so wonderful to get to chat
with you, and congratulations
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