Immediately’s Branko Cerny on the rise of bottom up sales and the importance of branding

Immediately’s Branko Cerny on the rise of bottom up sales and the importance of branding

Harry Stebbings Crunch Network Contributor
More posts by this contributor:
One of the most groundbreaking themes in the world of enterprise sales in the last few years has been the rise of bottom up sales techniques due to its ability to allow startups to target hundreds of paths into a company.

Harry Stebbings is the founder and host of The Twenty Minute VC, an independent podcast focused on venture capital.

How to join the network

In contrast to the more traditional top down, generally involving the sale to a CIO or VP, the bottoms up sales approach enable each employee to be a credit card carrying decision maker.

In our latest interview with Branko Cerny, Founder and CEO at Immediatelywe discuss the exponential increase in buyers, leading to the inevitable increase in the world of sales processes.

Now that sales processes target individuals, sales cycles are much shorter. The realization of the need to target individuals resulted in the fundamental thesis surrounding Immediately, branding.

As employees are all credit card carrying decision makers the ability to influence them through branding becomes ever more important. As Branko emphasises in the interview, “employees are buying into the lifestyle brand,” and going even further to state that “enterprise companies can learn a lot from dominant consumer brands such as Tinder and Equinox.”

However, branding is only one side of swaying the decision making of the ever growing consumer employee market. The other determinant has very much become the product itself.

Following up the branding which educates and entices potential customers, the product must now stand and deliver, forcing the customer to convert from a trial to a paid customer status.

The culmination of these two factors; the presence of a brand and the beauty of the product leads to SaaS companies being able to effectively spin a customer acquisition flywheel that can be utilised to generate enough new customers to scale the business very quickly.

BlueVine Raises $40 Million To Help Small Businesses With Cash Flow

BlueVine Raises $40 Million To Help Small Businesses With Cash Flow

Another big bet on fintech, Palo-Alto based BlueVine has raised $40 million to provide credit lines for small businesses.

has raised $40 million to provide credit lines for small businesses. The round is led by Menlo Ventures, with participation from Rakuten, Lightspeed and 83North.

While there are countless startups involved in small business lending, BlueVine does something a little different. Instead of offering loans, BlueVine does what’s called “factoring,” where it pays for customer invoices upfront, so that small businesses do not have to wait for the cash to come in.

Related Articles Update: BlueVine Raises $18.5 Million For Invoice Financing Small Businesses Have A Free Credit Management Service With Creditera

Cash flow is one of the biggest challenges facing small businesses, and BlueVine says it is tapping into a market that banks often overlook.

“ We are disrupting a very very old industry called invoice factoring,” said Eyal Lifshitz, founder and CEO at BlueVine. “They do million dollar loans all day but when you’re talking about sub $250,000, banks really don’t like that.”

Tyler Sosin from Menlo Ventures said he believes in BlueVine because the startup “is filling a void that the banks don’t have the appetite and the operational leverage to service.” It’s great that “they are able to provide credit for small businesses that wouldn’t normally get it.”

While banks typically take on larger clients for factoring, BlueVine is willing to take a chance on smaller operations, securing credit lines under $250,000. They usually purchase between 85 percent and 90 percent of the invoice values on day one and then pay the rest of it (minus a fee) once the customer pays the invoice.

“We have sophisticated machine learning models which aid in decisions” and help with risk assessment, said Lifshitz. “On a unit economics basis, we are very profitable.”

Founded in 2013, BlueVine has raised $64 million to date.

Townsquared Raises $5.3M To Expand A Nextdoor-Like Experience For Local Retail, Small Businesses

Townsquared Raises $5.3M To Expand A Nextdoor-Like Experience For Local Retail, Small Businesses

He and his co-founder Nipul Patel began researching the travails of small business owners, interviewing countless entrepreneurs, trying to figure out what their risks were or what caused them to fail.

Screen Shot 2015-11-18 at 3.43.01 PMEven though Rohit Prakashwas a dual MD and PhD researching optogenetics at Stanford University, his entrepreneurial itch kept returning him to his family’s small business roots.

began researching the travails of small business owners, interviewing countless entrepreneurs, trying to figure out what their risks were or what caused them to fail. (About half of small businesses fail within the first five years.)

Out of that came Townsquared, a Nextdoor-like platform for local business owners to connect and share resources. The company has raised $5.26 million from Floodgate and August Capital and are launching an iOS app today.

Inside the app, local retailers and businesses can share advice, organize local events and send crime and safety alerts in real-time. On the site, there’s a live feed, where Townsquared members can see updates from nearby businesses, topic channels for discussing specific problems, and member listings to get to know other local business owners. There is also a resources section on how to manage permits and licensing or seek loans and funding.

“There’s this whole economy of people and businesses that significantly impact the way our economy works. I know very viscerally how much of an impact these small businesses have not only in our neighborhoods, but on our GDP,” said Ann Miura Ko, who invested in the company from Floodgate.

The company’s platform is only currently available in New York City and San Francisco, but they have plans to expand across the rest of the country eventually.

Prakash said that like the contrast between LinkedIn and Facebook, there is a need for a platform that is specifically business-oriented.

“The cadence around professional conversations is just totally different,” he said. He pointed out that a user on Nextdoor might only really want to reach out to other local residents. But a small business owner might want to get to know the owner of a nearly identical local business in a different part of the country to share best practices.

Townsquared users have already banded together in unusual ways. A Noe Valley jewelry store owner who had installed security cameras to prevent theft, posted a still of a woman shoplifting from her store. A neighboring hairdresser had recently had the same woman in as a client and was able to report her information to the police.

Inside the platform, business owners can get urgent alerts for shoplifters-at-large or suspicious activity. This, of course, may also eventually raise the concerns that Nextdoor has had to address with racial profiling in the East Bay.

But in other cases, local business owners have gotten together in more compassionate ways. In one case, Prakash said several local businesses banded together to help find a homeless resident housing instead of issuing a restraining order.

Townsquared, Your Local Business Networkfrom Townsquaredon Vimeo.

The days of quantum leaps in salaries are over at Indian e-commerce firms

The days of quantum leaps in salaries are over at Indian e-commerce firms

Last year, e-commerce companies had dolled out an hike.

Indian online retailers have been among the best paymastersover the last few years, but those employed in the sector may be in for a rude shock this appraisal season.

hike. That may not happen this year, though, as venture capital (VC) funding gets harder to come and focus on profitability increases, human resource (HR) experts believe.

“Increments in the e-commerce sector will be on the lower side this year because these companies are currently under pressure to keep costs low,” CK Guruprasad, partner at Chicago-based HR firm Heidrick & Struggles, said. “It won’t be a surprise if some smaller players don’t give any increments at all.”

Most large Indian e-commerce companies, including Amazon India, Snapdeal and Paytm, roll out increments in April. Bengaluru-based Flipkart has two appraisal cycles—ending June and December.

Snapdeal said it would give its top performers an increment of about 20% this year. Last year, 20% was the company-wide average at Snapdeal. It did not share this year’s average figure.

“Post Snapdeal’s move to the trimester-based performance review system, we have strengthened our meritocracy focus. The increment roll-out for this year recognises top performers in the organisation and rewards them for their contribution in our growth journey,” Saurabh Nigam, vice-president, HR, Snapdeal, said.

Flipkart did not respond to our queries. Paytm said its increments will be “in line with” last year’s. “People get paid based on their performance and ability to deliver,” Amit Sinha, vice-president at Paytm said. “If they are performing well, they will get superlative salary growth.”

The recent months have not been easy for India’s e-commerce sector given the overall funding crunch, inflated valuations and new government regulations that may add to the troublesof some players.

The Indian e-commerce industry is currently valued at over $14 billion and has been growing at a compounded annual growth rate of 30% over the last few years, according to industry body Nasscom.

Yet, despite being in business for nearly a decade, most large e-commerce players are far from break-even. This is keeping investors away. Up to 46% of the participants in a recent study conducted by news publisher VCCircle said they were keen on investing in consumer service startups in India, but only 23% showed interest in e-commerce.

To make things worse, last month, investor Morgan Stanley devaluede-commerce posterboy Flipkart by 27% to $11 billion. Such a correction could mean bad news for the entire sector.

Source-based media reportshave said that Flipkart is desperate for funding but isn’t getting any at the valuation it desires. Its reported funding talkswith Chinese e-commerce giant, Alibaba, failed due to the same.

In such an environment, it may not be the best move for e-commerce players to dole out high increments that will add to mounting costs.

“Giving big increments will give out a wrong signal to investors because they are expecting the companies to focus on lower costs, unit economics and break even,” Guruprasad of Heidrick & Struggles said.


Tight spot

In the last two years, the lure of fast growth and stock options has prompted thousands to give up cushy jobs at traditional businesses to join the e-commerce sector. These could be testing times for such professionals.

“Until last year, candidates could get about 50% increment when they jumped from one e-commerce startup to another within one year. Companies were hiring and poaching. That’s not happening anymore. In fact, I see candidates who want to change jobs but they are either getting the same salary package or even lower pay,” Kris Lakshmikanth, chairman and managing director at recruitment firm, The Head Hunters India, said.

Indian e-commerce companies frequently use stock options to attract talent. But with valuations under question, shares have become less attractive, Lakshmikanth said.

“The next 12-18 months will be the true test of those employed in the e-commerce sector. They got giant hikes and stock options when they joined. Now they have to prove whether they believe in the industry or not, and will they see this phase through,” Guruprasad said.

After BlackBerry and Google, it may now be WhatsApp’s turn to annoy the Indian government

After BlackBerry and Google, it may now be WhatsApp’s turn to annoy the Indian government

Leading mobile messaging app, WhatsApp yesterday (April 5) said it has encrypted all chats and calls on its platform across the world.

Leading mobile messaging app, WhatsApp yesterday (April 5) said it has encrypted all chats and calls on its platform across the world. The Facebook-owned company will no longer be able to read the messages or watch the video calls by its users even if it was ordered to do so by a court or government.

The move may have made the world’s most popular messaging app illegal in India, according to India Today’s website. A 2007 rule issued by the Indian government says that private companies cannot use encryption higher than 40 bits without permission from the government. WhatsApp’s encryption is considerably higher at 256 bits.

The Indian government has not commented on WhatsApp’s recent move.

If the Facebook-owned app does run into trouble in India, it would not be the first technology company to do so. The Indian government has a history of bans and battles with global technology companies. Here are some big technology firms that ran into trouble in India over the last few years:

BlackBerry: In 2010, the Indian government threatenedto ban services of Canadian phone maker BlackBerry over security issues. The government demanded that Research In Motion, BlackBerry’s maker, set up local data servers to minimise security breaches. At the time, some countries had banned BlackBerry over security risks and others were threatening to do so.

After several rounds of discussions, BlackBerry in 2012 set up data centersin India’s financial capital, Mumbai, and got a green light from the government.

Google & Yahoo: In February 2015, the Indian government banned use of private email networkslike Google’s Gmail and Yahoo for official work. The Narendra Modi government told bureaucrats via two notices that it would monitor their online activity, block content that may affect productivity, and reserve the right to delete emails or internet history if needed.

The government took such steps over its long-standing concerns about serversof Gmail and Yahoo being located in foreign countries, which it saw as a potential security threat.

Github: In December 2014, the Indian government banned Github, a platform that software writers use for sharing and working on open-source code, because it was carrying “anti-India” content from ISIL. The ban had been implemented on the advice of India’s anti-terrorism squad. It was liftedwithin a week after Github agreed to remove objectionable content and cooperate with an investigation.

Chinese smartphones: In 2014, the Indian Air Force had issued an advisoryasking its staff and their families not to use Chinese smartphones, as the agency believed the devices were being used to spy on India. The Indian Air Force said these devices were sending data to remote servers located in China.

Title III Approved, Floodgates Now Open For General Investors To Fund Small Business

Title III Approved, Floodgates Now Open For General Investors To Fund Small Business

The rules that were passed are slightly different from the ones I’d enumerated earlier and lawyers and crowdfunding companies (and there are a lot of them) are already pitching me about how the regulations are going to work and what they’re going to mean.

The Title III regulations, which I wrote about earlier, are now a reality… so cry havoc and unleash the crowdfunding marketplaces.

The differences between the final rules and the preliminary ones boil down to the following: audits aren’t required for first-time crowdfunding offers, either at issuance or in their annual reporting; safe harbor for secondary transactions to maintain investor exclusion from mandatory reporting thresholds; a safe harbor clause for companies using registered agents to manage their books; permission for portals and platforms to buy and receive company private stock as compensation; and better controls for portals to manage directly what issuers can list on their platforms.

Fundamentally, this rolls back rules and restrictions that were put in place during the Great Depression to protect everyday Joe Q. Public from scams. For some, the regulations were the definition of anti-American, restricting access and opportunity to a select group of accredited investors, to others they were necessary protections to prevent the rampant fraud and outright theft that marked the wild years of America’s early growth.

“Ten years from now, they’re going to say: ‘Can you believe, before 2015, for 90 years they didn’t allow people to invest in companies that they cared about,” says Slava Rubin, chief executive of Indiegogo, one of the first crowdfunding sites. “It’s a total game changer.”

It’s also something that Rubin has been waiting for since he launched the company in January 2008. From the very beginning Rubin wanted Indiegogo’s backers to be able to participate in the financial upside of backing campaigns, but the regulatory environment wasn’t conducive. So instead, it was product benefits and other perks that Indiegogo’s backers received.

Now that’s going to change. Already $500 million worth of venture funding has followed on to the $750 million that’s been committed through the Indiegogo platform. And Rubin wants regular investors to be able to participate in the same opportunity as well.

Indeed, Rubin says the company has been laying the groundwork for opening up the platform to equity investors for a while. “I don’t have a definitive answer for when we’ll be launching something,” he says. “We will be looking at when is the right time to bring something to market.”

By contrast, Kickstarter won’t be working on equity crowd investing. The thing that helped the company make the decision was the focus on its mission which is to help bring creative projects to life, according to spokesman Justin Kazmark. For creators, what they enjoy is holding 100% creative control, Kazmark says. “Backers, can be motivated by a lot of things, but they’re not motivated by making a buck off of the artist,” he says.

The decision is interesting, given the furorthat surrounded what is perhaps Kickstarter’s largest financial success, when Facebook bought the maker of the Kickstarter-funded Oculus VR project for roughly $2 billion in cash and stock.

The progenitors of crowdfunding may be taking separate approaches to the decision, but the hundreds of funding platforms that they spawned are universally embracing the new regulations.

Investment gateways ranging from Propelx, which bills itself as a financing service for “deep technology” companies, to the New York-based real estate investment platform, CityFunders, which provides real estate investment opportunities for accredited investors, are all applauding the new rules.

“There are Popular Science readers who are engineers and inventors and enthusiasts and if they can participate in this than they must,” says Swati Chaturvedi, the chief executive of Propelx “We have one company that’s developing a space propulsion device and we had NASA scientists weigh in on this, but they weren’t accredited investors so they couldn’t invest,” in the company they’d vetted, said Chaturvedi.

Beyond the billions of untapped investment dollars that could potentially flood into small business financing, there are going to be tremendous benefits for the secondary markets that will provide liquidity to these new investors.

Money invested in small businesses will need to make a return, and that will require unregistered securities to become much more liquid than they are currently (suddenly the Nasdaq acquisition of SecondMarketlooks even more prescient).

China’s Xiaomi has just shown how serious it is about India

China’s Xiaomi has just shown how serious it is about India

With a special flash sale, the launch of a flagship device and an investment in a local media company, China’s Xiaomi is upping its game in India.

On Wednesday (April 6), Xiaomi, the world’s fifth largest smartphone maker, will hold a flash saleon its Indian website to mark the company’s sixth birthday. The sale will include mobile phones, power banks and mobile phone accessories. The highlight of the event is Xiaomi’s flagship Mi5 model, which was launched in Indiaon March 31. India is the first market outside China where the Mi5 will be made available.

“Mi Fan Festival is every Mi Fan’s biggest opportunity to get fantastic deals from Mi, and we’re super excited to host this in India for the first time!” the company saidon its website.

Earlier this week, Xiaomi announcedits first investment in an Indian company when it led a $25-million funding round in digital media entertainment firm Hungama. Other investors in the round included Intel Capital, Bessemer Venture Partners, and billionaire Rakesh Jhunjhunwala.

“This is the first ever investment that Xiaomi has made in an Indian company. It marks the deepening of Xiaomi’s strategy to introduce localised internet services, in particular content, on its smartphones in India,” the company said in a press release. “The move also further solidifies Xiaomi’s commitment in India.”


Xiaomi & India

India is the second-largestsmartphone market in the world, but penetration is still low. Of the over 1.2 billion people in India, around 200 millionown smartphones. The opportunity has attracted many global players and led to the formation of several home-grown companies.

Xiaomi entered India in July 2014 and ended the year with a 1.5% marketshare, according to market intelligence firm Counterpoint Research. In 2015, it doubled its marketshare to 3%, but continued to be a small player in a market dominated by foreign brands such as Samsung and Lenovo, as well as homegrown ones like Micromax and Lava.

In 2015, Xiaomi began manufacturing in India. Over 75% of its smartphones sold in India now are locally made, which helps the company cut operational costs.


What next?

The launch of Mi5 could help the company capture more marketshare in India in 2016, Counterpoint Research said.

However, “there is still room for some upgrades” in Xiaomi’s India portfolio. The company should add some devices in the “entry-level and mid-level segments to drive volume in 2016,” said Nitish Pande, research analyst at Counterpoint Research.

Pande also expects Xiaomi to make more investments like Hungama. “As hardware ceases to be the differentiating factor within smartphones, we estimate that the next level of growth will come from vendors which will successfully position their software capabilities,” Pande said. “Xiaomi needs to move in the same direction as it strives to differentiate itself from rest of the competition… We expect Xiaomi to invest further in the local ecosystem in 2016 from software and services perspective and try to build a recurring revenue model.”

To sell more, Xiaomi may need to start selling phones in stores. Its devices are only sold online in India; few people outside major cities currently buy products online. “The limited mode of distribution (online only) can be a challenge when it expands its reach beyond metros in India,” Pande said.

How the world’s second-largest smartphone market is buying its smartphones

How the world’s second-largest smartphone market is buying its smartphones

Heavy discounting and exclusive launches of smartphones have started to pay off in the Indian e-commerce sector.

Last year, one out of every three smartphones sold in India was bought on a website or a mobile app, according to a recent reportby market intelligence firm Counterpoint Research. That was just 18 months after mobile brands began focusing on selling their phones via e-commerce.

E-commerce platforms Flipkart, Amazon and Snapdeal together accounted for almost 90% of the online smartphone sales volumes, Pavel Naiya, research analyst at Counterpoint Research said in the report. “Flipkart was the leader contributing to almost half of all the smartphones sold online in India in 2015 thanks to its inventory-led model. Amazon also benefitted from the inventory-led model and tripled its smartphone sales over the period of 12 months.”

Electronics are one of the largest sales categories for most Indian e-commerce players, and mobile phones account for a substantial chunk of the segment. Online retailers have been offering deep discounts and striking exclusive deals on new models by tying up with phone makers.

Online prices for mobile phones are on average 5%lower than in brick-and-mortar stores in India, according to a 2014 survey by research firm 91mobiles.com.

Some large mobile phone brands such as Motorola sold some of their hot-selling smartphone models exclusively online for a long period after launch. In April-June 2015, 22% of the total smartphones sold in India were exclusively sold through e-commerce channels. Phone makers find that online sales cost them less than distribution through offline sales channels, and e-commerce platforms have allowed new entrants into the market.

“This trend has not only allowed newer brands to offer attractive pricing but also when coupled with attractive discounts, cash backs, marketing support from e-commerce platforms has driven e-commerce channel to become one of the important channels to distribute and sell mobile phones in India,” Tarun Pathak, senior analyst at Counterpoint Research said in the report.

In October-December 2015 (Q4), India had toppled the USto become the second-largest market for smartphones, after China. Smartphone shipments to Asia’s third-largest economy grew 15% annually during Q4, taking the user base to 220 million.

But there’s plenty of room to grow. The number of people in India with smartphones is still low compared to developed economies. Only four out of 10 mobile phone users own a smartphone, according to Couterpoint Research.


Flipkart > Snapdeal + Amazon

Bengaluru-based Flipkart, the market leader in terms of overall e-commerce sales in India, accounted for almost half of all the smartphones sold through e-commerce in the country last year, according to Counterpoint Research. Snapdeal and Amazon were distant second and third, respectively.

However, this trend may change. “We believe the competition will intensify in 2016 as players such as Paytm, Shopclues and others are aggressively promoting their platforms and a greater shift towards marketplace models,” Naiya said in the report.

Discounts and deals driven Indian buyers shopping online, but e-commerce players will now need to create customer loyalty. “We believe trends such as, mobile wallets and social commerce are going to be hot this year to create stickiness among the online shoppers. Players such as Snapdeal, Paytm are well positioned against Flipkart, Amazon from this perspective as the new rule aims to redistribute power across all players,” Naiya added.

Horrifying photos of what happened when a flyover collapsed in the City of Joy

Horrifying photos of what happened when a flyover collapsed in the City of Joy

At least 18 persons were killed and many others injured after an under-construction flyover collapsed on a busy road in the eastern Indian city of Kolkata in West Bengal in mid-day traffic today (March 31).

The incident took place near Girish Park, a densely populated neighbourhood, which has narrow lanes, closely built houses, and shops.

The two-kilometer long Vivekananda Road flyover is being built byHyderabad-based company IVRCL Limited. Construction of the flyover had started in2009, but the project has missed several deadlinesfor completion. The company was originally given an 18-month deadlineto complete the construction at a budget of around Rs165 crore.

A senior official of IVRCL has said that the accident was “ nothing but a god’s act” and there were no technical or quality issues in the construction.

West Bengal chief minister Mamata Banerjee wanted the flyover completed by February this year, according to a reportin The Telegraph newspaper in November 2015. At the time, the project was running 62 months behind schedule and 76% of the construction was complete. Project engineers had expressed concerns on whether it was possible to complete the project at such tight notice, the newspaper reporthad said.

“We will take every action to save lives of those trapped beneath the collapsed flyover. Rescue is our top priority,” Banerjee saidafter today’s incident.

India-Kolkata-Flyover Crowds gather around the site of an under-construction flyover after it collapsed in Kolkata. (Reuters/Rupak De Chowdhuri) India-Kolkata-Flyover The body of a victim is seen at the site of an under-construction flyover after it collapsed in Kolkata. (Reuters/Rupak De Chowdhuri) India-Kolkata-Flyover Locals and rescue workers clear the rubble of the partially collapsed overpass. (AP Photo) India-Kolkata-Flyover Rescue members carry a victim from the site of an under-construction flyover that collapsed in Kolkata. (Reuters/Rupak De Chowdhuri) India-Kolkata-Flyover Cars crushed under an under-construction flyover that collapsed in Kolkata. (AP Photo/Bikas Das) National Disaster Response Force and Indian army personnel work to recover victims after a bridge under construction collapsed. (EPA/Piyal Adhikary) India-Kolkata-Flyover An Indian soldier looks for survivors under a partially collapsed overpass in Kolkata. (AP Photo/Bikas Das)
Beware the pitfalls of Silicon Valley

Beware the pitfalls of Silicon Valley

Dieter Gerdemann Crunch Network Contributor
A recent article in Frankfurter Allgemeine Zeitung titled “Will Facebook Enslave Us?” captures a sentiment prevalent among companies around the world: admiration for Silicon Valley — albeit, with a dash of fear.

Dieter Gerdemann is a partner with global management consulting firm A.T. Kearney in the Communications, Media & Technology Practice.

How to join the network

International media outlets eagerly cover disruption developing in labs up and down the San Francisco peninsula. Boards of directors are spending hours debating how to react to the next wave from Silicon Valley. Today’s common conclusion is an old one: If you can’t beat them, join them. But for many, that is easier said than done.


The obstacles to joining forces

Many global business leaders want to experience Silicon Valley firsthand to understand what makes this hotbed of technology so unique, to uncover its secret recipe and to tap into potential collaboration opportunities.

According to San Francisco’s Bay Area Council, European firms have more than 1,000 permanent outposts and have invested $4 billion in the area (many U.S. firms headquartered outside of Silicon Valley also have a presence in the Valley). Germany’s consul general hosted about 3,000 German political and business leaders on weeklong visits to Silicon Valley in 2015 alone, and a far greater number actually hit the ground but were not hosted by the consulate.

But outside of Silicon Valley, firms point to several obstacles that limit their success.

Many businesses are hesitant to defer to foreign or not-invented-here thinking. There also are cultural differences, and often a clash between the hands-on entrepreneurial culture of the Valley and the more conservative approaches of the boardroom or CEO.

There also is the oxymoron of fixing issues at the core of an organization, namely lack of innovation, by outsourcing it to a tiny outpost on the other side of the world. As one executive put it, “Silicon Valley is not a zoo where you can study dangerous animals in a neatly fenced environment that you can visit for a day or two and then fly back home and expect to have it all sorted out.”

Too many decision makers are unclear about what they want to achieve in Silicon Valley and, perhaps even more importantly, what they bring to the table that makes them interesting enough to grab the attention of Silicon Valley.


How to do it right

Even with the drawbacks, there are examples of how companies can profit from active collaboration with Silicon Valley firms, proving that it can be a worthwhile undertaking to maintain a presence there.

Bay Tek Games, the market leader in arcade gaming systems founded in 1977 and headquartered in Pulaski, Wisconsin, was challenged by declining interest from millennials and their children. Innovation had been stagnant for a while, and a general wisdom had developed that the time for arcade games was over.

Success for international firms is never guaranteed, but there are tangible steps to assist with a smooth engagement in Silicon Valley.

However, research showed that if the machines were connected to smartphones, arcade gaming could be revolutionized to again become attractive for younger generations. The company could not come up with a cost-effective solution for that connectivity, but then teamed up with Crestlight Ventures, a Silicon Valley venture fund that specializes in applications for the Internet of Things.

Crestlight helped Bay Tek Games join forces with local startups that connected the arcade machines to the Internet and provided a basic cloud platform within a few weeks. Crestlight then organized a hackathon at Plug and Play in Sunnyvale, California. The result was an abundance of interesting application prototypes to revamp the arcade platform. Fast-forward one year: Bay Tek Games has won industry awards, begun to use lean startup principles in R&D, and captured record-breaking revenues.

Another salient example is Axel Springer. When Mathias Döpfner became CEO of the German publishing house in 2002, he prominently defined three priorities for his tenure: Internet, Internet and Internet — a bold statement only one year after the burst of the dot-com bubble.

Related Articles Lessons In Moving Your Startup Overseas To Silicon Valley Why European Enterprise Startups Should (Or Shouldn't) Move To Silicon Valley Why Even Ron Conway Couldn’t Persuade Me To Move To Silicon Valley

Döpfner knew print revenues would continue to decline and Axel Springer would not survive unless he radically shifted the business model. Among other initiatives, he led an expansion into Silicon Valley. In 2013, Axel Springer opened a presence in Palo Alto, California, to enable a culture change among the firm’s leadership and open the firm up for digital business models. Alongside this presence, he established an investment fund specifically to create new business models.

Today, Axel Springer has sustained revenue above its 2002 level, and the company is on a solid growth trajectory with its digital business models attributing to 60 percent of its revenue and 70 percent of profits.


Three lessons

With Bay Tek Games and Axel Springer, there are three practical lessons for firms that want to engage with Silicon Valley:

Have a clear purpose and objective for what you want to achieve. For both Bay Tek Games and Axel Springer, much was at stake. But instead of defining “we are going to save the company” visions for their engagements, they defined very practical and measurable objectives: bring the arcade systems into the cloud and drive digital revenue, respectively. Drive initiatives from the top of the company. Silicon Valley must be a CEO agenda item, and the outpost must be more of an “inpost.” Rather than simply dipping into the Valley and grabbing a few tips, Bay Tek Games and Axel Springer maintained a presence there, and engaged with its innovative players. Figure out what you bring to the table that makes collaboration worthwhile. For Bay Tek Games, the answer was a specific application and access to a promising new ecosystem for arcade gaming. For Axel Springer, it was fund access to a growing digital publishing network.

Success for international firms is never guaranteed, but there are tangible steps to assist with a smooth engagement in Silicon Valley. Firms outside the U.S. are right to look on in awe and aspire to collaboration with Silicon Valley. But they should also be familiar with the potential drawbacks.

RebelMouse’s new Discovery tool helps publishers find the right people to promote their stories

RebelMouse’s new Discovery tool helps publishers find the right people to promote their stories

Founder and CEO Paul Berry said that when you publish a story, there are probably many Facebook Pages or Twitter accounts that would be happy to post a link — not because they’re getting paid (although Rebel Discovery can be used to manage those relationships, too), but because they’re hungry for content, it’s relevant to their followers and/or they want to build a relationship with the publisher.

Social media startup RebelMousehas created a new tool for publishers — Rebel Discovery,which helps those publishers identify the social media accounts that they should be sharing stories with for maximum impact.

Founder and CEO Paul Berry said that when you publish a story, there are probably many Facebook Pages or Twitter accounts that would be happy to post a link — not because they’re getting paid (although Rebel Discovery can be used to manage those relationships, too), but because they’re hungry for content, it’s relevant to their followers and/or they want to build a relationship with the publisher. The challenge is finding those accounts.

So Rebel Discovery can use a story’s tags to bring up accounts that are relevant to a given topic and have high organic engagement. When publishers have stories they want to promote, they can reach out to the accounts that Rebel Discovery recommends and ask if they’re willing to share.

Rebel Discovery also comes with analytics, so the publisher can see the engagement around each post that an account has shared — both the links to their stories and to everything else.

Related Articles RebelMouse CEO Paul Berry Talks Publishing Platforms And Content Startups Publishing Platform RebelMouse Nabs $6 Million In An Extended Series A Growth Round RebelMouse Expands Its Publisher Tools With The River, A Personalized Newsfeed

Berry said RebelMouse originally built this technology as part of Rebel Roar, its publishing platform for sites focused on social media and reader engagement. Now, however, someone who isn’t publishing through Rebel Roar can also use these tools.

“We don’t have to be the CMS anymore,” Berry said. “You can be using WordPress, Drupal, Adobe, it doesn’t matter.”

The company says that in early testing, Rebel Discovery results in an average of 20 percent lift in pageviews while only requiring 75 seconds of an editor’s time per story.

RebelMouse recently added support for publishing Facebook Instant Articles, too.

When the redBus “mafia” split, they painted the startup town red

When the redBus “mafia” split, they painted the startup town red

Several successful startups across the world have been founded by former employees of other startups.

Several successful startups across the world have been founded by former employees of other startups. The best example is the “ PayPal mafia“—or the 13 men who have given birth to companies such as YouTube, Tesla Motors, LinkedIn, SpaceX, and Yelp.

In India, a similar “mafia” has emerged out of redBus, an online bus ticket-booking company.

Founded in 2006 by Phanindra Reddy Sama, Sudhakar Pasupunuri and Charan Padmaraju, redBus was one of the first Indian technology startups to see a successful acquisition by a global player. In June 2013, it was acquired by Ibibo Group, a subsidiary of South Africa-based media firm Naspers, for a reported $135 million.

redBus is an inspirational story for the Indian startup community, which has not seen many global acquisitions till date. But for those who worked at redBus, it was a hands-on lesson in entrepreneurship.

“I believe, being a part of a startup gives the confidence that’s needed to set up your own startup,” redBus co-founder Sama told Quartz. “None of us—me or others who were working at redBus—were any different from each other. So if I could do it, they all could do it too.”

Here are some of the companies founded by former redBus employees.


Goodbox

Abey Zachariah was among the first few redBus employees. In 2007, he was working withStandard Chartered Bank and wanted to launch a ticketing business of his own. But when he heard about redBus, he reached out to Sama expressing his wish to work with the company.

Zachariah worked as vice-president of business development at redBus for five years before taking to entrepreneurship. After quitting redBus, he experimented with several ideas before co-founding a chat-based shopping startup, Goodbox, in 2015. Goodbox’s founding team includes another former redBus employee, Mayank Bidawatka.

“Having been a part of redBus works in our favour,” Zachariah, now CEO of Goodbox, told Quartz. “If we go to the market today—and these are times when it isn’t really easy to raise funds—we have some value. We have worked and created a company, how many people have done that?”

In May 2015, Goodbox raised $200,000(Rs1.3 crore) in seed funding from Manipal Media Networks. The company raised a series A fundingof $2.5 million last November from Nexus Venture Partners. In January, it acquired another startup, SmartPocket, for an undisclosed amount. SmartPocket allows customers to digitise their loyalty cards.


Media Ant

Zachariah’s fellow founder Bidawatka came to redBus from ICICI Bank in 2007 as its marketing and product head. Since quitting redBus in 2012, he has been a serial entrepreneur and angel investor.

Besides Goodbox, Bidawatka is also co-founder of The Media Ant—a marketplace to discover media in India. The company connects owners of media outlets with advertisers.

“We were a very efficient team at redBus, always at a 150% of our capacity and never overhired. We always felt crunched as far as spending was concerned. This brought out the best in us. We would never throw money at a problem. I think this is a great thing and no team should be given the leisure of abundant resources. It doesn’t lead to innovative solutions,” Bidawatka told Quartz. “The other important thing you should avoid is building an average team. The initial team can decide the fate of a young startup. Always hire A players. A wrong hire costs you more than just money.”

As an angel investor, Bidawatka backed Dazo, a curated meal marketplace started by Shashaank Shekhar Singhal, a former redBus colleague. Dazo has now been discontinued.


Dazo

Singhal had already been an entrepreneur before he joined redBus in May 2013. The former head of mobile products business at redBus had co-founded a web products company, DesignChords.com, in 2009. But redBus taught him something new about building and running a business.

“Very often startups build products based on assumptions without involving the actual end consumer, which results in a product no one wants. At redBus, I learnt how to build relevant products that solve a real problem,” Singhal told Quartz. “My team and I would frequently visit different bus stops to talk to customers and also travel with them, which helped us understand their pain points and come up with a relevant solution.”

Founded in October 2014, the food startup was discontinued a year later. Singhal is now working on another startup in stealth mode.


Snaxsmart

Shankar Prasad had been a top executive at Bharti Airtel and Tata Communications before he decided to join startups. Despite his work experience, Prasad wanted to work with a young company before taking to entrepreneurship. In August 2011, he joined redBus—taking a salary cut—as its chief operating officer. In the one year that Prasad spent there, he said, he learnt the intricacies of running a startup, which come handy even today.

Launched in October 2013, Snaxsmart provides health food-vending machines. For the first few months after setting up Snaxsmart, Prasad handled marketing, sales, and customer care by himself. He would go to refill Snaxsmart vending machines at several locations in Bengaluru every morning, taking just one helper along. Snaxsmart also did not have an office for some months as Prasad worked from a home office to keep costs low.

“If I had started my own startup right after I quit my big corporate job, I would have set up a big, swanky office, and hired many people for marketing, sales and other functions. But my redBus experience taught me that startups don’t work like that. You need to keep a light model, and everyone you hire needs to do multiple things,” Prasad told Quartz.

Another lesson Prasad learnt at redBus, he said, was about the timing of raising funds. “I realised that raising money too soon may not be the best thing to do because you would not get much value for your business. So I decided to depend on bank loans and my personal savings to build Snaxsmart to a certain scale before reaching out for venture capital funds,” he said.


Pipemonk

This data integration platform was co-founded by Ravi Madabhushi, earlier a technical lead at redBus. In 2014, Pipemonk raised angel investment from Orios Venture Partners, investor Anupam Mittal, among others. Last year, it raised $2 million‪from Helion Venture Partners and Orios Venture Partners.


SellerworX

Ganesamurthi, a former Steel Authority of India, Indian Railways, and Hewlett-Packard employee, worked on scaling up operations at redBus during the 14 months he spent there. His key takeaway from this experience, he said, was to “use technology to solve problems that affect people and business, as it is the only way you can impact a large number of people and business.”

In April 2014, Ganesamurthi set up SellerworX, which provides e-commerce technology solutions and services that help vendors sell more through online marketplaces such as Flipkart, Amazon, Snapdeal and eBay. SellerworX has raised $1 million from Axilor Ventures.

Ganesamurthi also learnt the importance of building a great team at redBus. “I had the privilege of working with the best team ever in scaling redBus. I wish to build a similar team in my venture,” he told Quartz. “You can fight any war as long as you have the trust and backing of your team.”


TouringTalkies

Naveen Krishnaswamy was a program manager with Wipro when Sama approached him to join redBus. The startup was already four years old when Krishnaswamy came on board as engineering head. “We scaled the business from around 8,000 ticket bookings per day when I joined to around 15,000,” Krishnaswamy told Quartz.

TouringTalkies, started in November 2011, provides personal entertainment systems in buses that lets passengers access movies, promos, advertisements, TV shows, music, games, books and newsletters while travelling.

Besides work, Krishnaswamy said he made some close friends who have helped him in his entrepreneurial journey. “I joined redBus at a senior level and at that stage there is a lot of competition and you can’t really make friends like you do in school or college. But I made some friends who I know I can reach out at any time. One of them is Abey (of Goodbox),” he said.

Can Israel build big, sustainable companies?

Can Israel build big, sustainable companies?

More posts by this contributor:
The Israeli start-up ecosystem is a well-oiled investment machine that has been turning out companies for the better part of two decades.

Zach Abramowitz Crunch Network Contributor

Zach Abramowitz is the co-founder and CEO of ReplyAll.

How to join the network

The country has its own homegrown angels like Gigi Levy-Weiss and Eilon Tirosh, venture capital firms like Carmel, JVP, Pitango and Canaan, equity crowdfunding firms like OurCrowd and iAngels, and Silicon Valley firms with offices on the ground like Battery Ventures and Sequoia (that’s not to mention the new wave of Asian investors betting on Israeli start-ups).

But, for all the “Start-up Nation” fanfare, Google’s acquisition of Waze – Israel’s highest profile start-up exit to date – was valued at just $1.1B. And, while Israel officially has two Unicorn companieson the CrunchBase list (more if you count companies like Taboola and WeWork), only a handful of Israeli companies have actually exited in the billion dollar range. This is, at least in part, by design.

Yossi Vardi, one of Israel’s most successful angel investors, has advised Israeli entrepreneurs to build great productsthat can, like his portfolio company ICQ (which sold to AOL), be acquired by bigger companies in Silicon Valley.

Eden Shochat certainly knows something about early exits. Facial recognition company Face.com, which he co-founded, sold to Facebook for a reported $60M after raising just $5 million in investment. But now, as a founding partner at Aleph, a $150 million early stage VC in Tel Aviv, his goal is to fund Israeli entrepreneurs who want to build global businesses. Some of his portfolio companies include Meerkat, FreightOS and Lemonade.

Recently, I sat down with Eden at WeWork (one of his portfolio companies) in Tel Aviv where he shared with me his vision for what he and others refer to as the “Scale-up Nation,” an Israeli ecosystem made of companies that are built to last, rather than Vardi’s vision of products that are built to exit. After our meeting, we exchanged notes about the feasibility of building Google sized companies out of Israel, the impact of regional violence and how, if at all, Aleph really differs from the older guard of Israeli investors.

Netflix faces rivals in India and Southeast Asia that are better adapted to local realities

Netflix faces rivals in India and Southeast Asia that are better adapted to local realities

When Netflix launched in 130 new countries in January , millions of households worldwide finally got the chance to watch House of Cards on their computers and TV sets.

on their computers and TV sets. But what about the Filipino hairdresser who wants to watch Imortal (a local drama) on her phone on break?

Startups throughout less affluent countries in Asia are launching low-cost alternatives to Netflix to serve the billions of consumers who either can’t afford it or wouldn’t want it. Backed by local funders, they’re hoping they can differentiate through not just lower subscription rates, but also a wider variety of local content, easier payment methods, and streaming technology better suited to the region’s often pokey internet speeds.

There are 35 video streamers across India and Southeast Asia offering subscription-based video-on-demand services, says Vivek Couto, founder of research firm Media Partners Asia.

In India, Eros, charges 80 cents for its most basic subscription. Other players include MyPlex, ZengaTV, Spuul, and Hotstar. The latter offers live streaming of cricket matches (the sport is hugely popular in India).

Hooq and iFlix lead regionally in Southeast Asia. Both launched in mid-2015 and offer a 50-50 mix of local and Hollywood content. They charge $2 to $3 per month, compared to Netflix’s fee of $7 to $10.

“We work with [local broadcaster] GMA in the Philippines, and that’s heavily watched on the service—even though people can turn on the TV and watch the same thing,” says Michael Smith, chief technology officer at Hooq. “The local stuff is going to have a lot of play.”

The market for subscription-based video streaming in Southeast Asia is set to generate almost $42 million from subscriptions this year, and more than four times that by 2021, according to Media Partners Asia. That marks an average annual growth rate of 80%—roughly on a par with India. But in India, price competition from more players will likely make the country less lucrative.

Southeast Asia poses many challenges for streaming video companies. Credit card penetration rates are low, so Netflix isn’t even an option for many of the region’s consumers. Hooq and iFlix work with local telcos to allow carrier billing (Hooq is partially owned by Singtel, owner of the largest mobile operator in Singapore).

In addition, internet speeds can be cripplingly slow. Many consumers watch video on low-cost Android phones with prepaid plans. Hooq and iFlix have to ensure picture quality remains solid on poor bandwidth and cheap devices.

“People in Southeast Asia aren’t running around with 10 gigabytes a month to burn” says Smith. “If you’re buying your SIM card and it only has one gigabyte of data, a movie is still a couple hundred megs. So you could essentially watch two or three movies and… blow through a bandwidth cap that’s supposed to last all month.” The company added a feature to let subscribers watch videos offline while out and about.

When Silicon Valley giants expand abroad, local competitors often wonder if they’ll be be able to survive the competition. But iFlix CEO Patrick Grove argues that, unlike Uber and Amazon , the competitive dynamics of video streaming won’t create a single winner.

“If you are in the upper social class of our markets, you’ll have Netflix, HBO, or Hulu. But that’s just the top five percent [of the population] in these countries,” he said at the Tech in Asia 2016 conference in Singapore. “Everyone else in these markets doesn’t speak English and is using a prepaid phone.”

His company reached a million subscribers last December.

All Songs +1: Sturgill Simpson Shares His 'Guide To Earth'

All Songs +1: Sturgill Simpson Shares His 'Guide To Earth'

Sturgill Simpson's latest album is A Sailor's Guide To Earth , out April 15 on Atlantic.

Sturgill Simpson's latest album is A Sailor's Guide To Earth, out April 15 on Atlantic.

Reto Sterchi/Courtesy of the artist hide caption

toggle caption Reto Sterchi/Courtesy of the artist

Sturgill Simpson's 2014 album, Metamodern Sounds In Country Music , took a lot of people by surprise. While the song forms were firmly rooted in Nashville traditions, the stories he told and observations he made were more like something from a metaphysical self-help guide, with existential meditations on death and dying, religion and the never-ending search for a higher purpose.

For his follow-up,, Simpson finds even more ways to surprise. In fact, the Kentucky-born singer completely dismantles the well-established conventions of country music and reassembles them with psychedelic synths and guitars, Motown horns and cinematic strings, often all in a single track.

A Sailor's Guide To Earth is also a concept album. Simpson wrote and recorded it for his son, who was born in 2014, just a month after Metamodern Sounds was released. As Simpson tells us in this interview, he wanted A Sailor's Guide To Earth to be "a pure and beautiful thing," detailing the ups and downs of his own life so his son could one day know him better.

You can hear the full interview with the link above or read edited highlights below. A Sailor's Guide To Earth is out April 15 on Atlantic.


On the album's surprising sounds:

"I feel like I'm finally hearing 'me,' in a way, 'cause, you know, a lot of elements of music that, for whatever reason, just didn't get incorporated or implemented into the first two albums. So with this one I had total — I don't want to say control, nobody likes that word — but it's what it was. I just didn't want to collaborate with anyone. I didn't wanna compromise. The record was so personal, I just didn't see how anybody else could have been like, 'Well what if we did this here?' Because, in a lot of ways, I formulated the sound of it in my head, on the road, long before we ever went into a studio. I had the lyrics and the idea before I had the songs. Like, the songs were actually sequenced before many of them were written, in terms of the narrative of the album.


On his inspiration for A Sailor's Guide To Earth :

"My paternal grandfather, when he was in the army in World War II — he was over in the South Pacific and he thought he was gonna die. And he wrote a letter to my grandmother and their newborn son, thinking he wasn't gonna come home. And years later, after he was dead, and then once she'd passed, I was at her house and I just decided, 'I'm gonna read this letter.' And I probably learned more about him in those few pages than I ever could have sitting in a room with him. I remember going down the road on the [tour] bus one day and thinking, 'What if I could just write a letter to my kid, telling him exactly who his dad was?' Like, everything I'm going through right now, at this point in my life. It was just like, 'Ok, I'm gonna go make this really pure and beautiful thing for my son and incorporate all this music that I loved, outside of and other than country or bluegrass,' which is all I've really had a chance to represent up until now."


On the album's ultimate message:

"Love. Just thinking about a lot of points in my life when you're young and you're angry or confused or just misplaced or lost and you have this tendency to not be aware of how much [love] really is around you, and even shut it out. So, it's kind of a reminder."


On covering Nirvana's "In Bloom":

"Personally speaking, [Nirvana's] records had a huge impact on my life. I was about 12 or 13, seventh or eighth grade I think, and [my] parents had just divorced, so I felt like these records sort of emotionally captured a lot of things I wasn't able to grasp or articulate or comprehend within my own head and heart at the time. Looking back, it came to a point in the narrative of [ A Sailor's Guide To Earth ] when I was working on it where I was trying to figure out how to embody those years in a young boy's life where you're sort of just aimlessly going through it all. The post-pubescent angst and you're running around, literally shooting your gun. Obviously this was 20 years ago for me, I'm not in that head space anymore. So I was trying to figure out how to occupy that again and my wife actually had the idea, 'Well what were you listening to when you were 13 years old?' Nirvana, like everybody else."

It took one day for AMC to realize no one wants texting-friendly movie theaters

It took one day for AMC to realize no one wants texting-friendly movie theaters

Mea culpa, begs AMC Theatres.

Mea culpa, begs AMC Theatres. The major cinema chain, whose CEO Adam Aron floated the idea of allowing texting in movie theatersto attract more young people this week, has quickly backpedaled.

All it took were a few solid hours of uninterrupted anger and indignationon on social media. Critiques rolled in by the thousands. Aron’s remarks drew everything from dismay (“If this comes to fruition, I’m done,” one movie-goer said) to outright condemnation (“Dumb, dumb, dumb idea!!!!!”)

In a letter posted on Twitter today, Aron reassured cinema enthusiasts that texting in AMC’s theaters—of which there are roughly 400 in the US, making the chain the second-largest in the country—will be permissible “not today, not tomorrow, and not in the foreseeable future.”

NO TEXTING AT AMC. Won't happen. You spoke. We listened. Quickly, that idea has been sent to the cutting room floor. pic.twitter.com/JR0fo5megR

— AMC Theatres (@AMCTheatres) April 15, 2016

And all is well once more.

Fintech’s $138 billion opportunity

Fintech’s $138 billion opportunity

Ryan Falvey Crunch Network Contributor
Fintech is in the midst of a golden age of investment and innovation.

Ryan Falvey is the managing director of the Financial Solutions Lab at the Center for Financial Services Innovation.

How to join the network

is in the midst of a golden age of investment and innovation. According to KPMG and CB Insights, investments in f intech startups doubled between 2014 and 2015, to $14 billion . However, comparatively little of this money has been focused on the $138 billion market opportunityto disrupt alternative financial services in the United States. This lack of focus is damaging America’s financial health. So why hasn’t f intech done more to meet this vast market need?

Part of the reason is that many of the design methodologies that have become common practice in the last decade — the “lean startup” ethos, rapid prototyping and rigorous a/b testing — are much harder to deploy in consumer financial services, where regulations and legal requirements are often interpreted as limiting innovation.

As Max Klein, co-founder and CEO of Float, a company that helps consumers manage their cash flow put it, “We’ve proven we can attract and engage users. That’s easy compared to getting set up with a bank partner to actually service those accounts.”

Those entrepreneurs who do attempt to tackle the financial services industry face the added burden of convincing a bank, business partners and investors that their new model is not only viable, but also legal and scalable.

It’s this last part that is particularly challenging when many investors, who are often wealthy, have very little awareness of this critical market need. “It was easier to get onto the Steve Harvey show and pitch my product to millions of potential customers than it is to get some VCs to understand that this is a real market,” says Nicole Sanchez of eCreditHero, a company that helps consumers correct inaccuracies on their credit reports.

Beyond the more obvious deterrents, traditional accelerator models are often not sufficiently long enough — or focused enough — to give founders the time, resources and insight required to launch products and see them scale. This very dynamic was behind 500 Startups’ recent launch of a financial services-focused cohort, and Techstars’ widely respected partnership with Barclays.

Unique challenges exist in fintech that simply don’t exist in other markets.

For those that raise capital successfully, the path from Series A through growth rounds gets no less difficult as entrepreneurs find themselves dedicating significant time and money to legal and regulatory compliance, often rebuilding business processes in order to scale. Unique challenges exist in f intech that simply don’t exist in other markets. In financial technology, in order to build the product so it can work, you have to work with the incumbents, with whom — by definition — you are competing.

CFSI and JPMorgan Chase launched the Financial Solutions Labin 2015 to provide additional support for this ecosystem. Our first program, launched in June of 2015, sought companies who had solutions that could help Americans better manage household cash flows. One year in, the companies in the Lab have added well over 100,000 new users and raised more than $80 million in additional capital. Most importantly, consumers are benefiting: Across the user base of our companies, savings rates are up, credit scores are increasing and debt loads are declining.

This year we hope to follow on that success by supporting a new classof startups and nonprofits that are building the future of financial services. In particular, we’re interested in products that help consumers weather financial shocks — things that can help consumers anticipate and manage the unexpected and expected shocks that all of us encounter, whether it’s a car repair, job loss, trip to the ER or long-term illness.

Think about it: Every car, eventually, breaks down. So why don’t we have insurance products or more accessible savings/credit instruments that anticipate this eventuality? Durable goods purchases — things like a washer and dryer — are another example. There aren’t great products that help people plan and purchase these expensive items, especially considering how little savings the average American has.

There is great potential in insurance — private disability insurance, job-interruption products, even helping consumers better plan and manage more conventional insurance. These are all areas of life where one could imagine a tech-based solution, and one where some solutions exist.

Related Articles Wealthfront is updating its service with multiple integrations to give a more holistic view into financial health BBVA continues its fintech acquisition run, buys Holvi, an online-only business bank Opportunities In The Risk Business Abound As Insurance Is Ready For Disruption

Cumulus Fundingis pioneering the use of Income Share Agreements, so consumer payments go down when a big shock happens. Products like Activehoursand FlexWageallow consumers to pull their earned income forward. Meanwhile, the team at APA Saveis helping consumers stay on top of bills and more quickly pay off debt -– so they have more of a cushion to absorb life’s shocks. There is no shortage of ideas and capable entrepreneurial teams.

The same trends that are powering the explosion of consumer technology — mobile engagement, improved data analysis and new customer acquisition models — are also breaking down some of the historical barriers to entry in financial services and enabling completely new approaches to engaging and serving customers. A better future of consumer financial services is possible — one where providers compete on the ability of their products to improve the financial health of their consumers.

But for that reality to come to fruition, all of us in f intech — financial institutions, regulators, founders and investors — need to recognize the financial health problem American consumers are facing and work together to realize the innovation that’s possible.

Can we do it? That’s the $138 billion question.

This is what a $280,000 watch looks like

This is what a $280,000 watch looks like

Basel, Switzerland
If luxury watchmakers are fretting about the 3.3% dip in Swiss watch exports in 2015, they certainly have a funny way of showing it at Baselworld, the international watch and jewelry fair where brands show off their latest designs and technology.

Here, representatives from Fendi talked about raising prices; Hermès showed watches with big cats hand-carved and painted onto their enamel faces; and Chanel launched a collection of timepieces housing tiny sculpted gold birds in their cases. (Starting price: $200,000.) Brands use these ultra-expensive, super limited-edition watches to tell their stories at Baselworld: Hermès showcases the artistry prevalent in its famous scarves, Chanel’s motifs hearken back to Coco’s original apartment furnishings, and so forth.

On Quartz’s first day at the fair, perhaps none of these marquis mega-watches blew our minds quite like the Ulysse Nardin Grand Deck Marine Tourbillon: a high-tech tribute to the 170-year-old Swiss watchmaker’s nautical history. (Ulysse Nardin launched in 1846 and made its name manufacturing marine chronometers: highly accurate watches designed for keeping time at sea.)

One of 18 Grand Deck Marine Tourbillons. (Courtesy/Ulysse Nardin.)

The Grand Deck might border on kitsch were it not for its respect-demanding engineering and “complications”—those features watch nerds go nuts for. These go far beyond its 60-second flying tourbillon and a skeletonized barrel, through which the wearer could monitor his or her chronometer’s many parts in action.

A video posted by @jenniavins on Mar 19, 2016 at 4:19pm PDT

On the watch’s dial, four little silver pins function like winches (those metal spools you use to crank in the sails) pulling the boom—the pole at the foot of the sail—across the watch’s face over 60 minutes. Every hour, the watch’s “boom” swings back across the its face. (This is the point on an actual boat when you yell “Jibe ho!” or at least politely tell everyone to watch their head.) The dial, made of teeny-tiny strips of inlaid grey oak, looks like a miniaturized boat deck.

At $280,000, it’s at least cheaper than an actual yacht and probably requires far less maintenance.

Songs We Love: The Summer Hits, 'Maximum Bum Ride'

Songs We Love: The Summer Hits, 'Maximum Bum Ride'

The Summer Hits.

Keith York/Silver Girl Records /Courtesy of the artist hide caption

toggle caption Keith York/Silver Girl Records /Courtesy of the artist

The Summer Hits.

Keith York/Silver Girl Records /Courtesy of the artist

Formed in the fringes of early '90s Los Angeles indie rock, The Summer Hits crafted pop that lingered around the orbits of twee, shoegaze and ramshackle teenage garage rock. What set the band apart was its approach — it caked on elements of those sounds to extremes, noisy and pretty all at once, and played with a grit that made the master tapes buckle.

Beaches And Canyons 1992-96.

Beaches And Canyons 1992-96. Courtesy of the artist hide caption

toggle caption Courtesy of the artist

Bassist Rex "Tartarex" Thompson joined guitarist Darren Rademaker and drummer Josh Schwartz, both of whom were playing in L.A. noise-pop band Further, and who'd later join Beachwood Sparks and The Tyde. They wrote songs about the subjects that appealed to them: summertime, sandy beaches, motorcycles, hazy romance, the various characters in their lives (including a tribute to Stereolab's Laetitia Sadier) and drugs. Moving at its own pace, the group released a small handful of coveted 7" singles and compilation tracks between 1992 and 2000 on tiny labels all over the world, espousing excess and worshipping the sun, surf, and substances in heaping handfuls.

"Maximum Bum Ride" sits in temperate contrast to the band's typical approach; it's a gorgeously melted Popsicle with bee-stung basslines and an instructive guitar lead, rising and falling in a cloud of organ drone and patient drumming, as Tartarex croons angelically about "doin' nothin' but gettin' stoned."

Most of The Summer Hits' songs were collected on the Beaches and Canyons CD circa 1998, but that disc itself became a rarity — lost, like a growing percentage of independent releases, with no representation on streaming services. Perhaps unavailability is part of the reason why the band has achieved such reverence in certain circles of underground music, but that explanation seems a bit too arch. As with all the greats, The Summer Hits' music speaks for itself, at a blown-out détente with the fragile nature of the scene that supported the band. (It also provides an unexpected key that unlocks the equally monstrous sounds of noise band Black Dice, which cribbed the compilation's name for its debut full-length.) A more enduring explanation is listeners' awe of the hedonism that these songs represent — fast or slow, they snag the eardrum with gnarled beauty and do exactly as they please.

Medical Records is offering up a vinyl edition of Beaches and Canyons for the first time on Record Store Day, recreating the original collection in full and adding on a bonus flexi-disc of songs from the group's final EP. Once again, we can follow the suggestions originally printed as the face art on the original CD: "The Summer Hits group strongly recommend you groove to these songs the way in which they were laid down, that is to say, at a deafening volume while utterly loaded."

NPR Music caught up with Summer Hits member Darren Rademaker, who offered up his thoughts on the time he spent with the band.

How did this band come to be? I'm assuming you and Josh met Rex somewhere. Can you talk about how that all happened?

I met Rex at a punk rock show in Long Beach. I was wearing a Gumball t-shirt [Don Fleming's early '90s New York grunge band], and this boy with a pageboy haircut approached me. That was Rex. I told him about my band Further, and he said he had our first single. He started coming to our shows and we started turning on together.

Did you have any philosophy behind how The Summer Hits operated in Southern California indie music? How did this band choose to function?

We didn't really play that much, but we did okay. There were some bigger shows we were invited on with bands like The Spinanes, Sebadoh and others. We dressed in cowboy chic, which had nothing to do with our music, long before anybody else did. We didn't have any philosophy; we just did what we did, and we felt like we were in our own world ... not a part of anything else.

Can you speak to the reception you guys had during your existence?

We were approached by labels all over the world to put out records. [The late BBC DJ] John Peel played us on his show, but in general I don't think most people got it. Although we were kind of wimpy, we played as loud as can be, with as many amps as we could drag on stage.

Was there any one person that drove this band, or was it more of a group effort? How did you come about finding your sound?

Rex would write the lyrics and play the song on bass. I would then come up with the guitar part. We would go to the studio in the same day, show the song to Josh, and we would record no more than four takes of any of them. Every one of those songs was a spontaneous thing, none of it was planned.

We never practiced, ever.

How did The Summer Hits operate around the other bands in your orbit? (Geographically speaking, as there weren't any other bands like this one, except maybe Further.) Was anyone else involved? How did The Summer Hits factor into your future musical endeavors?

We didn't operate around other bands, not at all. We stood alone with The Summer Hits. We looked at the music we were making like the mod-psych and country-rock records we were listening to from the '60s and '70s. All we hoped was that maybe in 20 years' time someone would want to listen to what we were doing, in the same way we would listen to those records. And lo and behold, this has happened. Tiny victories in life.

What's the best memory you have about being a part of The Summer Hits?

Turning on with my two good friends. We didn't have anywhere to go; we would just sit around and listen to records in my apartment . So those are my best memories.

Beaches and Canyons comes out Record Store Day, April 16, on Medical.

Everlane: The San Francisco clothing company that launches t-shirts like they’re iPhones

Everlane: The San Francisco clothing company that launches t-shirts like they’re iPhones

When the San Francisco-based apparel brand Everlane launched in 2011 with its simply designed t-shirts, ties, and bags in luxe materials, it could easily have been yet another e-commerce site seeking to “disrupt” the crowded market for high-end basic clothing.

Five years later, Everlane is one of the most interesting, innovative companies in the industry, and reportedly seeking a valuation upwards of $250 million. Even if you haven’t heard of Everlane, you’ve probably seen it—on that chic, no-nonsense young woman in your office who always looks smart, but never like she’s trying too hard. Everlane might make her crisp button-down shirt, swingy cropped trench coat, or shiny loafers. (Everlane makes menswear too, but womenswear makes up the majority of the business.)

Everlane founder and CEO Michael Preysman (Courtesy/Everlane)

In Everlane’s Mission district headquarters—a sky-lit industrial space that appears to have an Instagram filter pre-applied—young women swathed in black ribbed sweaters, scarves, and leather jackets breezed past a display of the brand’s latest sleek leather backpacks and waffle-knit sweater dresses. On an L-shaped couch, founder and CEO Michael Preysman sat down to talk about how they’ve done it so far.

From the get-go, Everlane employed the Warby Parker-proven strategy of selling classic styles directly to customers online, at prices lower than the competitors. The company touted “ radical transparency” as its mission, and told customers the exact cost breakdown of their clothing—accounting for materials, labor, duties, and transport. It also showed them beautifully produced photos and videos of the factories worldwide where it was made.

A photo posted by Everlane (@everlane) on Feb 3, 2016 at 5:42pm PST

None of this would have mattered, of course, if people didn’t like the clothes—but they did. With a strategy that has more in common with Everlane’s Silicon Valley neighbors than it does with its fellow fashion companies, Everlane has built a collection of go-to garments that actually work for real life. There’s no disappointing cardiganor jacket you can’t get your arm into; these are the pieces you pack in your carry-on.


“We don’t want fashion”

The flat-front pants, pocket tees, and round-neck cashmere sweaters that Everlane sells might look basic, but behind them is a total reinvention of what it means to be a fashion company. Being on-trend is not the goal, Preysman said.

“We don’t want fashion,” he said. “We want lasting styles.”

Since Everlane launched with a single t-shirt in 2011, the collection has grown to include jackets, sweaters, pants, button-downs, silk dresses and blouses, sweats, and leather bags and shoes, which it has shipped to over 350,000 customers. And it still sells that basic t-shirt.

(Courtesy/Everlane)

Everlane doesn’t disclose revenue today, but the company reported sales of $12 million in 2013, and double that in 2014. Privco, a firm that researches private companies, estimated Everlane’s sales at $35 million for 2015. While US retailers such as Banana Republic and J.Crew flounder to recapture the market for everyday basics, for a certain upscale, urban shopper Everlane has stepped in, and, well, filled the gap.

Its model allows Everlane to avoid one of the biggest inefficiencies of retail fashion: Traditionally, companies create collections around seasons, so designers currently working on spring 2017, for example, might be sketching out t-shirts, shorts, dresses, and outerwear that will hit stores a year from now. Once those clothes have been manufactured, they’ll sit there for a few months until unsold pieces are discounted to make room for the next delivery—a business model so inefficient that the Council of Fashion Designers of America (CFDA) recently contractedwith the Boston Consulting Group to try to fix it.

Everlane, on the other hand, has judiciously added other product groups to that basic t-shirt—cashmere sweaters, leather shoes, wool trousers, and so on—that reflect how customers actually shop and layer their clothes. Most of us don’t go looking for our spring 2017 wardrobe; we search out a new sweater, silk blouse, or a fresh jacket. Everlane sells all of those year-round.

(Courtesy/Everlane)
Don’t separate designers from decision-makers

When it comes to organizational structure, design, and development, Everlane doesn’t look to its competitors in US retail, such as Gap or J.Crew. Instead, Everlane has emulated Pixar and Google.

At Gap, for example, designers create the collection, and then pass it on to merchandisers. Merchandisers then decide what products should ultimately make the cut, based on sales data and business goals, among other factors.

product development

“I find that dysfunctional,” says Preysman. “Your designer should understand your customer. Your designer doesn’t understand your customer, then that’s the problem. Don’t try to solve it by building a merchandising team that is going to stand for the customer. The right organization should be able to do it for both. I think Pixar does this really well.”

At Pixar, it’s the filmmakers, not the studio executives, who control movies’ creative direction: “Creative power in a film has to reside with the film’s creative leadership,” wrote Pixar co-founder and president Ed Catmull in the Harvard Business Review. “As obvious as this might seem, it’s not true of many companies in the movie industry and, I suspect, a lot of others.”

Indeed, Gap has been criticized for thwartingcreative talent—including that of former creative director Rebekka Bay—with its risk-averse strategy that divides creative talent from the key decision-makers. Today, Bay is Everlane’s head of product, a department that merges design with customer feedback and research.


Product release is only the beginning

“What we do is we try to create out of our own inspiration,” Preysman said. “And then listen to customers to edit.”

Much like Apple and Google, Everlane treats design as an iterative process; a product’s release is just one stage in its ongoing development.

“You make something. You see if you like it… You talk to people. You adjust,” said Preysman. “It’s always like: release, edit, release, edit, release, edit.”

New and improved. (Courtesy/Everlane)

Kelli Dugan, Everlane’s head of product strategy, pulled a pair of black women’s pants off a rolling rack by way of example: the latest iteration of a slim trouserfirst introduced last year. Based on customer feedback, Everlane had improved the trousers by adding belt loops and menswear-style details such as interior closures and interfacing.

“We were trying to have a cleaner aesthetic, which is actually silly, because not everybody’s hips and waist are the same size,” said Dugan. “We’re getting better.”

As it happens, I had actually provided a bit of the customer feedback on those trousers. I had bought and returned them a few months prior, because I found the fabric thin and itchy—a comment I included when a form requested my reason for return. The new version that Dugan was holding was made of a softer tropical wool.

“We were getting feedback on the fabric being itchy,” said Dugan. “That’s why we really spent time developing this new fabric.”


Don’t talk about a product’s features—talk about how people will use it

To design functional clothes that fill a need, Everlane always starts with questions about the customer: “How is she going to wear it? Where is she going to take it? And then what product do we design for that?” said Preysman. “Everything is always about end-use for us.”

For example, a recent collection of “street fleece”—Everlane’s answer to athleisure—was designed for wearing on the weekend:

“You roll out of bed on a Saturday, and either you’re going to work out or maybe you’re going to meet a bunch of friends,” said Preysman. “You don’t want to spend too much time trying to do makeup and all this stuff, but you also want to look put together, and have it be somewhat comfortable and flexible.”

everlane street fleece

Much like Apple executives launching a new product discuss how customers can use a new smartwatch or iPhone, rather describing the technology behind it, Everlane’s creative team made the street fleece campaign all about the “end-use,” making the case that the collection was equally appropriate for a day at the museum and Netflix on the couch.


The message is the medium

Everlane doesn’t have retail stores, and Preysman doubts it ever will, in the traditional sense.

“I don’t know of any retailer in the apparel world that I think has a great experience,” said Preysman, adding that Apple and Ikea create the sort of immersive experience he would want for customers.

Instead, Everlane uses beautifully shot videos and photographs to craft an experience online—as well as on social channels such as Instagram and Snapchat—and it hosts parties and pop-up shops to interact with customers in real life.

“It’s just all about how you use the medium that you have.”

Instead of showing new styles in traditional ad campaigns or expensive fashion shows, Everlane shares images on its website and social channels with anticipation-building release dates, and the opportunity to sign up for a waiting list.

Coming this spring: those tropical wool trousers, buttery tan leather backpacks and boots, and—of course—new-and-improved t-shirts.

Guest Dose: DJ JNETT

Guest Dose: DJ JNETT

Melbourne, Australia, producer DJ Jnett served up a Guest Dose dance mix for us.

Courtesy of the artist hide caption

toggle caption Courtesy of the artist

Melbourne, Australia, producer DJ Jnett served up a Guest Dose dance mix for us.

Courtesy of the artist

Welcome to Guest Dose . Every month, NPR Music's Recommended Dose crew invites a knowledgeable and experienced DJ/selector to share with us their personal perspectives on electronic and beat-driven music, and make a mix from some new tracks they are digging.

It is not hard to tell that Janette Pitruzzello is house music for life. The giveaway is right there in one of the anecdotes the producer/DJ, who as JNETT(sometimes J'Nett) has been one of Melbourne, Australia's club cornerstones for nearly two decades, inserts into the conversation within minutes of us getting on Skype. Pitruzzello has an infectious laugh, gloriously full-spirited asides, and a hi-BPM story-telling style that would seem slightly manic if it wasn't also gregarious and good-natured. Like the music she DJs — and finally crafted herself on Wildlife , her debut EP on Maurice Fulton's BubbleTease Communications— her mannerism is one of somebody 100 percent comfortable in their own skin. This makes Janette's reflections — fittingly, on her unorthodox narrative as a 47-year-old mother of two, making dance music — instantly poignant.

"You go through these little crossroads in your life," she says when I ask how she came to house music as a full-time occupation. In the early 2000s, "already towards my mid-30s," having received a bachelor's degree in photography and developing a career in the field (while also DJing regularly), she took on a multi-week photo-assisting job in America; conveniently, the gig coincided with the Winter Music Conference, a long-running dance-music gathering in Miami, and would also take her to Chicago, the birthplace of house music. During the trip, she says, "I tried my hand doing both at the same time. So in Miami, I found myself sneaking out at night to play records after a 16-hour day assisting. Then once we got to Chicago, I went out late to see DJ Heather[a leading female house DJ]; and suddenly, I was standing in some tiny club saying to myself, 'Who am I kidding? I don't ever not want to do this.'" She bursts out laughing, and it is undoubtedly an exclamation point.

Janette says she started clubbing in Melbourne's disco and funk clubs at 15, but that she attributes the love for music and rhythm to witnessing an unlikely appearance by a Caribbean steel band in the streets of Foster, Country Victoria, her tiny south-coast hometown, at the age of 8. ("I remember thinking, 'My God, this is like the greatest thing I've ever heard'.") She already loved loud soundsystem music and dub reggae when she discovered the house sound of Paul "Trouble" Andersonwhile living in London in the early '90s; and was fully bitten by the DJing bug upon her return to Australia. Working at Melbourne's iconic Central Station record store gave her access to the world's best dance records, while she perfected her skills in private ("total bedroom DJing, way too self-conscious, way too shy"). When friends asked that she take a gig as a last-minute fill-in at Melbourne's The Lounge, she fought through the nerves. "The booth was in the middle of the dance-floor, so all the sound was coming in, booming. It was so great, and there was no turning back after that." The next morning JNETT was a Lounge resident — and, soon, with her "Purveyors" club night, one of the city's most respected house DJs, as well as a mainstay on Australian radio (first Kiss FM, now PBS Radio Melbourne). This is how Maurice Fulton found her.

"Maurice lived in Melbourne many years ago — and I always held him as one of my mentors," begins Pitruzzello, when I ask how, she came to collaborate with one of dance music's most respected and beautiful eccentrics. "Whenever he would come back to play here, he'd call me and two other people. The last time he came, he saw that I'm still doing it, so he said, 'OK, after all these years, I want to see you expand, it's time.' Maurice encouraged me. I was petrified that it was never going to be good enough. Now, I realize it was not about that, but about finally having some input and support. It had been my deepest wish for decades — not just to put some stuff out there, but feel confident enough in it. And it's not like [in Australia] there were people who were doing it. It's different."

The four-song EP that came out of their sessions, Wildlife , is one of the year's best examples of the diversity that die-hards recognize as house music, fueled by dueling bass lines, natural percussion, dubbed-out drum-machines and even symphonic strings: "What I like musically is so broad, it seemed unfair to do just one thing," she says.

And as Australia's dance and electronic-music boom continues, Janette sees how a seasoned perspective and unprejudiced version of house fits into the broader picture, and into her own life. "I was always the youngest," she says, "and now I am one of those people who have been around for ages. It went from my mother saying 'turn it down' to my kids saying 'turn it down.'"

The tracks DJ JNETT chose for her Guest Dose mix equally spanned the generations.

Chris Rock’s #AskHerMore joke shows the inanity of politicizing the red carpet

Chris Rock’s #AskHerMore joke shows the inanity of politicizing the red carpet

For me, awards shows are all about the red carpet parade: Who is dripping in diamonds?

For me, awards shows are all about the red carpet parade: Who is dripping in diamonds? Whose spray tan went wrong? Who is Ryan Gosling with? And most importantly, who is that dress by?

The carpet was once an unapologetic display of all that is shallow, shellacked, glamorous, ridiculous, and fun about watching Hollywood from one’s couch. But those days are gone.

Although the dresses this year have been amazing, they were better viewed online. The once gloriously trivial carpet commentary on E!’s Live from the Red Carpet felt flat, lacking in any of the mani-camsilliness of years gone by.

I miss the mani-cam.

Thanks to a campaign called # Askhermore, which condemned as sexist the practice of asking actresses about their clothing on the red carpet, reporters such as the E! network’s Ryan Seacrest—on a show only watched by people who care about red carpet fashion—now treat fashion as an afterthought.

In a joke in his opening monologue at tonight’s Academy Awards, host Chris Rock nailed it: We ask women what they’re wearing on the carpet, and not men, because women may actually have something interesting to say about their clothing.

“Everything is not sexism, everything is not racism,” Rock said. “They ask the men more because they’re all wearing the same outfit. If George Clooney showed up with a lime green tux on and a swan coming out of his ass, someone would go, ‘Whatcha wearing George?’”

To that point: Kevin Hart’s bedazzled tuxedo? Dolce & Gabbana. Thank you, Lara, for asking him more.

Wilco In 360: Behind The Scenes At NPR Music's Tiny Desk

Wilco In 360: Behind The Scenes At NPR Music's Tiny Desk

YouTube
Since we started making Tiny Desk Concerts almost eight years ago, we've had more than 500 artists play the Tiny Desk, our own little makeshift concert venue right in the middle of NPR's offices in DC.

Note: If you're on mobile, we strongly recommend opening this video in the YouTube, Littlstaror Facebookapps.

Since we started making Tiny Desk Concerts almost eight years ago, we've had more than 500 artists play the Tiny Desk, our own little makeshift concert venue right in the middle of NPR's offices in DC. From huge stars like Adeleto T-Painto up-and-comers like Car Seat Headrestand actual big bands like Mucca Pazza, all these musicians actually play behind MY desk — but I move out of the way when they set up.

This is one of the things that always surprises people when they visit NPR: that the Tiny Desk isn't a set. So we decided to give everyone a peek behind the scenes on a Monday afternoon earlier this month, when Wilco just happened to be stopping by.

We invited a company called RYOT to bring two 360-degree cameras to our offices and put them right in the front row of the audience. Then we filmed the whole thing, starting before Wilco even set up, before the staff flocked from all over the building to see the band play. Not only can you see the band up close, but if you look around, you'll see everything else that goes into making a Tiny Desk concert. You'll see our brilliant and calm engineer, Josh Rogosin. You'll see our lead videographer and producer of Tiny Desk Concerts, Niki Walker, along with her intern, Kara Frame. Then, of course, there's the crowd — what a lucky bunch. Many of them work here, many are lucky friends of people who work here. You'd probably recognize some of the voices in this radio crowd.

If you've never watched a 360-degree video before, we can help. There's lots to look around and spot — in fact, if you look really carefully, you might be able to find seven of Wilco's album covers around the desk and references to each one that we hid in the crowd. And of course, enjoy the song itself, one of Wilco's unforgettable tunes, "Misunderstood" from the 1996 album Being There. In front starting from the left you'll see Mikael Jorgensen playing the melodica, Nels Cline on that resonator guitar, Jeff Tweedy singing and strumming, John Stirratt playing guitar and singing strongly alongside Jeff and Pat Sansone on banjo and glockenspiel. In the back, holding it all together and sometimes tearing it apart, is drummer Glenn Kotche.

And when you're all done here, you can watch Wilco play all four of the songs they performed at this Tiny Desk concert. For those of us here at NPR, you can guess how boring the day seemed after this.

OG Maco: 'I Want To Give The World A Fighting Chance'

OG Maco: 'I Want To Give The World A Fighting Chance'

OG Maco.

Courtesy of Biz 3 Publicity hide caption

toggle caption Courtesy of Biz 3 Publicity

OG Maco.

Courtesy of Biz 3 Publicity

The Atlanta rapper spoke with us in March, between the first and second of the three tours he's booked this year. We got into perspective, influence and frustration, but the point we kept returning to was agency. "I don't want anybody to do exactly what I'm doing," he said. "I want people to look at why I'm doing what I'm doing. And if you agree with that, you go do what you do about it."

ALI SHAHEED MUHAMMAD : OG Macoin the crib-o. What up, man?

OG MACO : What's up, man. How you doing?

MUHAMMAD : I'm doing really well. I'm happy you're here.

OG MACO : I'm happy to be here.

FRANNIE KELLEY : We've been trying to get you here for a while.

OG MACO : They told me something like that. That's good, too. Cause I remember the NPR online story I did a while back. And I enjoyed that, cause I know my dad listen to NPR when he go to work. So I know he hear it. I know he see it.

KELLEY : Nice. We get that a lot. Like, people's parents say, "Oh, you do have real job."

OG MACO : Yeah, yeah. It's a real job then when, you know — something like that.

MUHAMMAD : Yeah. I didn't, I guess — well, my mom always supported me, but the fact that I'm on NPR now is really, I think, a bit more special, so.

OG MACO : Oh, it's definitely more special.

KELLEY : Meanwhile, my mom's like, "You could do, like, a science story or something. Maybe."

MUHAMMAD : Tell her we'll work on that.

KELLEY : Yeah.

MUHAMMAD : We'll bring — yeah, we work on that.

But no, really, we've been wanting to talk to you. Ever since I heard " U Guessed It," I was like —

OG MACO : Yeah.

KELLEY : Yeah, he hit me up right away. Was like, "Book it."

MUHAMMAD : Yeah.

OG MACO : That's lit. Thank you.

MUHAMMAD : Nah, it's just, felt it in the spirit. And that was my introduction to you. But — and I've heard you speak about that song —

OG MACO : Right.

MUHAMMAD : — kind of in a put-down kind of a way sometimes, a little bit.

OG MACO : It's more of a — it's a pride thing, though. I think people — I think it was year one and I was just like — my perspective was a little different in some interviews.

My perspective on the song is still the same, though. I knew from the intent of making the song — it was one of those things like when you see the leaves in the yard and you like, "Man, I want to rake them leaves." And then the leaves keep falling, and eventually you still gotta rake the leaves. That's how the song was. It was like, "I know I'm a really amazing musician, so I don't want to make this song." But the universe was trying to teach me, "No. Let go of that pride and just do what you need to do for the universe and make this song you don't want to make, and it'll give back."

MUHAMMAD : It's an interesting lesson.

OG MACO : Yeah.

MUHAMMAD : To learn that so young. I'm still at that point now where I'm just finally giving in.

OG MACO : Yeah, it's hard. It's not easy, you know, especially when it's something you really, really love. I think that's the problem, too. People get so involved in the thing they love, and you get a pride about it when you get good at it too, you know? Now you really good at it and you want the world to see how good you are at it, versus what the world needs from it. And it's not always — you don't always need the best of what you're doing to give back to the world how it need it. Sometimes you be the best person you are.

MUHAMMAD : Yeah.

OG MACO : And that's what you giving back. So.

MUHAMMAD : It's a good perspective.

Alright. I want to jump backwards a little bit though.

KELLEY : OK.

MUHAMMAD : I want to take you back to 2004.

OG MACO : Word.

MUHAMMAD : Cam'ron put out Purple Haze . Kanye put out The College Dropout . De La Soul The Grind Date . Eminem Encore . Lloyd Banks The Hunger For More . Lil Wayne put out Tha Carter in that year. Lil Jon and the Eastside Boyz put out Crunk Juice . And dead prez put out RBG . What were you doing in 2004?

OG MACO : 2004 —

KELLEY : Were you like 10?

OG MACO : No, I was a little older than that. 2000 — I probably was, actually. No, I was a little older. 2004, I would've been like sixth, seventh grade. Yeah. Like sixth grade. So I was a little rambunctious. That's how we do it. A little rambunctious.

MUHAMMAD : In what way?

OG MACO : I mean, always — it's kind of funny, cause I never wanted to be one of the cool kids, or whatever. I never wanted to be them. I remember there was a time when I — or maybe I did and maybe I just didn't accept it to myself. Maybe I wanted to be them. But maybe — I think in that time where I was, like ,kind of not knowing I wanted to be them, I started seeing some similarities between what really being like them was. You know, how unaware they was to it. What it took to even do something later. The now is so important, man. We care about the now.

And so I didn't want to be like them from that time. And me not being like them, it created a little conflict in me. It didn't make me, like, lame to them or anything like that, cause they know that's not what I'm thinking. But it created a conflict in me. And I'm mad. I'm angry all the time and s***. And I was cunning at the same time. So you got an angry, genius, cunning kid. You get into a bunch of s***, man. That's what you do. You get into a bunch of trouble.

MUHAMMAD : So how did you express your uncontained emotions of —

OG MACO : Mischief. Grand scheme mischief. I remember I used to hate homework. So I like — cause homework was repetitive to me. I would just take the book — whatever the book we got for school, no matter how big it was — I'd just read it. It was a book. Nobody — the school system says you have to take your time and go through the book through the quarters and all that s***. But at the end of the day it's just a f****** book, you know. It's a book.

MUHAMMAD : Was there any music, either from either of those titles that I mentioned or anything that really stuck with you?

OG MACO : Yeah, I remember I was into all that. That's the difference. I listened to all that. And it's a probably a few rock albums — as a matter of a fact, I know I heard Black Sabbath 1972 that same year. I started hearing whispers of Fall Out Boy, you know, before I actually became a Fall Out Boy fan.

I was definitely — I was listening to all of those albums, except for Purple Haze actually. Cause I remember when I first heard Encore . I was in Ms. Short class, seventh grade. So yeah. That's what grade I was in. Seventh. I remember that all of that, dog.

I remember Crunk Juice because Crunk Juice was so wild. It had that song with Ice Cube on it. "You better run, n****. I got the gun." It was like, I was like, "Damn, bruh. Ice Cube a real thug. He said n**** like 85 times. He's a real thug." I remember that.

MUHAMMAD : When — only reason why I went back ten years to that — excuse me, 2004 — is because 2014 is when it seemed like you made the big splash. So usually, there's — if you go back 10 years prior to your big moment, there's significance to it. Some people may look at it and connect the dots, or it may just be nothing, just the past.

OG MACO : Oh no, mine was definitely — that was definitely when my anarchy started. And it was the anarchy that got me here. You know, but it's the purpose though.

KELLEY : That's funny. I was thinking something really, really similar on the drive over here. I was like, if you looked at what was Number 1 on the charts right now compared to — I was actually thinking like 20 years ago, but how crazy the difference would be.

MUHAMMAD : Yeah.

KELLEY : Like your songs would — it would've sounded like aliens had landed.

OG MACO : Alien music, yeah. Yeah. I mean, but that's the point, though. That's revolution. Evolution, you get something old, and it grows, it adapts. I didn't really have to evolve. In evolution, you kind of submit. "OK. There's nothing I can do about it , so I gotta change me." So you evolve as a person. But you don't want to evolve the music. You want to revolutionize the music, and do something amazing. That's what I feel like. That's what I feel like I do.

MUHAMMAD : Yeah.

OG MACO : Yeah.

MUHAMMAD : Do you feel that there's still a long way you gotta go, or you feel like you understand the path and you're in control of it?

OG MACO : I understand I'm the master of the universe, you know?

MUHAMMAD : Yeah.

OG MACO : So I understand what steps have to be taken, and it's a journey. It's some things — it's just the time, even with the music. Right now, I just got off the phone with Brandon. Everybody know I got rid of Brandon. Brandon wasn't my producer no more. Duh duh duh.

But I'm about to bring him back to OGG. Because now — we created a sound that the kids — that we told the kids to look at, and the kids didn't look at it. They felt it, which is even better. And so now they're starting to make music that sound like the sound we created. And it makes sense cause we was the coolest s*** to them. So that's what happens with it.

But I know at the same time it's the kids, and the kids gotta grow up. And you can't rush the kids growing up. They don't have any — a lot of my biggest fans don't have any buying power right now. They can't affect the market. They still in school. So that's — it's not that I'm waiting on my talent to get any better. I'm getting better every day. It's that time hasn't reached a place where the people who are most influenced by my music can even affect anything. It's love right now, and everything else is a blessing.

KELLEY : I mean, to kind of go back to some of the time stuff, so I really liked. And you made that with — so, he's Bob Dylan's grandson.

OG MACO : Well, yeah. That's my brother, yeah.

KELLEY : And I was thinking about this poem, this Bob Dylan poem that my cousin had sent me a long time ago. And I have it here. It's really beat up cause it was on my wall in college. But a lot of what he's talking about is, in detail, similar to what you're talking about, all this many years later. So I would say that your sound is certainly revolutionary, your musicality is, but we're still talking about the same s***.

OG MACO : You have to, cause life has not revolutionized. Life has evolved.

KELLEY : OK.

OG MACO : See what I'm saying?

KELLEY : Yeah, I do. I do.

OG MACO : That's why a person evolves. You look at — you know, you can take a dictator out and put whoever you want in. But at the end of the day, certain aspects of life will always exist until something else revolutionizes. So that was the point. That's why me and Pablo are — it's Tax Free . It's because regardless of which perspective you come at it from —

Think about it. Pablo is like from one of the legendary families of America, you know what I'm saying? I'm regular old me. I'm from — if you go to Nigeria, I'm a little bit better, but I'm regular old me. And yet our perspective on s***, from the day we met, it's the exact same. So that's why if — he can craft the soundscape, right, then I can speak the same words. Because perspective is coming from a black voice or a white voice, it don't really matter. It's — the world hasn't really changed too much. Just who's inheriting it. That's all it is. So it's Tax Free .

KELLEY : But then also the song, " No Mo."

OG MACO : Yeah.

KELLEY : So that's a reiterationof some — or, not an appropriation — but it's a lift from somebody that people would consider your progenitors in some way.

OG MACO : Right. Right.

YouTube

KELLEY : I'm just stuck in this — that it's still so frustrating. And that specific complaint.

OG MACO : Well, it's even more frustrating on that one, because they already said it.

KELLEY : Right. Exactly. Yeah.

OG MACO : They asked — they pointed out, "Look at what we not doing no more." And people was like, "Yea, but I mean, bro, look at them Jordans, though." And so now you like, boom. We back to it again. Now it matters again, more than ever! You like, "Look. Look at the world. We need you to care." And they like, "Man, look at them Yeezys." You know what I'm saying? So it's like —

KELLEY : I'm gonna cry.

OG MACO : You know what I'm saying?

MUHAMMAD : Yeah.

OG MACO : It's still there, dog. And for people who care about it, it's even more frustrating because it's not too many of us who are born in every generation. It's only but so many of us.

MUHAMMAD : So what, then, as an artist and as a revolutionary-minded person, and in action, in this time period, knowing the history of where we've come from, where we are today, knowing that there haven't been many changes from — there's been changes from the '60s to 2014, but it seems like there's areas where there's just stagnation. And so what then for this generation, a younger generation, is the one thing that's going to flip the switch and make that change?

Because if you go back to the '60s, people could not put $400 on sneakers. Could barely walk around free. Couldn't sit on buses in certain areas, you know. And these things we have — we have freedoms. We have these liberties, but at the same time, there's still kids that's suffering from oppression, lack of education, lack of opportunity, lack of health care. So what is going to be the thing — like in the '60s that people got together and really flipped the switch and established that change, and right now. What is that thing that's just going to jolt everybody?

Cause as you mention, the Yeezys? They're important to some people, but on the grander scale of humanity and where we are in America, yeah, it's not —

OG MACO : Inception, you know what I'm saying? The difference between the '60s and now is like this, everyone cared. Enough people cared.

KELLEY : It was cool to care.

OG MACO : It was cool to care, right? But now it's cool to not care. It's cool to be alone. So you have to use inception. You have to make them think caring was their idea. You have to make them care —

KELLEY : You're so right.

OG MACO : If you try and work it from the light, it won't work. You gotta work in the shadows and manipulate everything around them that is cool to care about what you want to be cool, and then they will think that thing you care about is cool. Simply because every other part of their life is screaming to them that you need to care or things you love will die. They won't be cool anymore, and people will care more about themselves enough to do the things it takes to care about everybody else. They don't actually have to care about everybody else. They just have to do the things that matter for everybody to care about everybody else.

Same with "U Guessed It." It was a test. That's what I told people. "U Guessed It" was an experiment to see if I could make people think that they thought the song was cool. Song isn't f****** cool. It's that it's a feeling. I made you feel something. I made you feel what you always feel. You always felt it but didn't know how to say it. Right, so I said it a way that you wouldn't want to say it. But you just never had the nuts to say it. And so now you think that was — "Man, this is a great song." That's not a great song; it's a great feeling. That's what it is.

And so you do the same thing in every other aspect of your life when you trying to revolutionize things. It's — you have to — you can't change — the world is gonna do what it do. That's the times. So it's no point in trying to sit there and unify everybody. They don't want to be unified. To now, difference is the cool. "I'm different." You not really different. You just like that group of people. It's just a bunch of different groups but they all the exact f****** same.

You can't try and unify those people, because that just tear 'em apart more. You have to let them be alone. Let them in they own mind think they came into an idea, so they can come back to the group and say, "I have an idea." That's it.

MUHAMMAD : So that's your plan. That's what you're doing.

OG MACO : That's what I do.

MUHAMMAD : Yeah.

OG MACO : Yeah.

KELLEY : How involved is Coach Kin that plan?

OG MACO : He trust me with it. It's my plan. It's like, legends know legends. Whether they a legend then or now or — you know what I'm saying — will be, legends know legends. You can smell it. So he ask what I'm thinking. "What you thinking about? You good?" He just make sure my mind right. Because a powerful mind in the wrong space is a terrible thing.

KELLEY : Yeah.

MUHAMMAD : Especially in this business, cause —

KELLEY : Yeah.

OG MACO : Especially in this business.

MUHAMMAD : — there's a lot of veils. A lot.

OG MACO : Yeah. And you can't see through it.

MUHAMMAD : Yeah.

OG MACO : Yeah. Ugly.

KELLEY : So when he — I know you've told this story before, but when you dropped, when you made it, and then he heard it and he was like, "I'ma put this out right now."

OG MACO : Yeah, I mean, it was like — I just always — I just be angry about certain s***. I just tell him. We just be sitting around, and I just be like, "Man, you seen that s***, dog? They shot this little boy." I be telling him about all of them. I just got tired of telling him, you know what I'm saying?

KELLEY : Yeah.

OG MACO : And so I went to the studio one day, and I stayed in there all night. You know, and I was really just in there. I wasn't making Breathe yet. I was just in there. I was in the studio. And then I told my engineer, Phresh Produce— I was like, "Phresh, just send me a beat that sound oppressed, dog. Like, send me some s***." He was like, "I got you." So he sent it, and when everybody got there in the morning, I recorded them like back to back.

But LC and them all — that night, before I left, I recorded the first song. I recorded " Get Down." But it was just as a reference. I was never planning on, say, releasing that version of it. I was going to release — cause I felt like that version was too raw. Like, it was like — you could tell I care too much.

KELLEY : Too sincere.

OG MACO : Yeah. Yeah, it was too sincere. Like, I care way too much. And he was like, "Nah, that's what they want. They want to see that you care that bad, that you could be hurt by this. Put it out." And I was like, "Well, let's put it out like in a couple months." He said, "Naw. Let's put it out now." He like, "Put it out right now." I'm like, "When right now?" He like, "Man, look, man. If I send the songs off to mastering now — LC email me them right now — they'll be back by tomorrow, and we'll put it tomorrow." I said, "I'll get a cover made right now then, alright."

And that's how it went. You know, he just felt it was important. He was like, "At a time when everybody else isn't speaking on everything else, that you could be making songs about lean or —" You know, "U Guessed It" was really really early, so of course — we had already done millions on the Internet and all that s***, but to me, my reach was real early. And it was like, he was like, "It's very rare, a kid that's on the path where you can just go make hits. But chooses, 'I want to speak about some s***.' You know what I'm saying? That show people right there you care enough. So put it out."

So we did.

MUHAMMAD : He's right.

KELLEY : And the fact that it was three songs, that there was an arc, and that you went through a bunch of different feelings and I thought you ended — I mean, I think saying "Riot now" is a concrete idea. I think it's a valid suggestion.

OG MACO : If you look at every other country, every other country does. We don't. Every other country that is oppressed, whether it's directly or consequentially, they all riot. They remove people, you know, whether these people want to be removed or not. "OK. We gon' remove you." Removal doesn't always take violence, you know what I'm saying? You can get people out of places real quick if you know what you're doing.

But that's not what they — that America, the land of the mighty, talking-tough, and gangsters and the biggest crime lords ever, we don't — we can't get rid of nobody. Cause people — somebody get there and we just like, "Oh, man, we stuck." I don't get it. Like, just — we got all this time to put so much negative energy toward each other. Put some negative energy toward — if you gon' have the negative energies, put it toward these people. Because they have a whole plan that this is a consequence of anyway.

So if you not doing nothing about it, you can't really — you know?

MUHAMMAD : Yeah.

OG MACO : Yeah.

KELLEY : Well, the plan is also dependent on not publicly —

OG MACO : The plan is dependent on energy.

KELLEY : — committing violence against certain people.

OG MACO : You don't have to commit violence against people — you can commit acts of treasons against they interests.

MUHAMMAD : Yeah.

OG MACO : Through life. Just by living.

KELLEY : Yeah. True.

OG MACO : You know?

KELLEY : Totally.

OG MACO : If you have a certain idea about certain things and you know this is powering this interest, the real money isn't money. It's people. People are the money. And so you just, "Hey, man. Y'all stop doing that." It'll get rid of that. Get rid of it. That easy.

KELLEY : It doesn't feel easy.

OG MACO : Attrition. You ever heard of a war of attrition?

KELLEY : Yeah.

OG MACO : Yeah. Attrition.

KELLEY : Attrition is awful. Like, you gotta kill so many people.

OG MACO : Hey, but we've been fighting a war of attrition though. Think about it. It's been like 200 years. Attrition. You know what I'm saying? Longer than that if you talking about something like a system like capitalism, how that work. And how — and the levels that it's reached now, we already dealt — we've lost 99% of our freedom. It's like 1% left, and they got it. That's the real 99 and 1%.

MUHAMMAD : Yup.

KELLEY : Yeah.

OG MACO : It's not the money. It's the freedom. That is war of attrition, breh. They just been waiting out. They wait it out. These families been around. They been rich for centuries, dog, and they good. Decades. They been good. They waited us out.

KELLEY : Yeah.

MUHAMMAD : I don't know. I'm just sitting here thinking. I'm just like, it's really frustrating from — it's frustrating to be living right now.

OG MACO : It is very — it is.

MUHAMMAD : Especially if you know what you know.

OG MACO : Yeah.

KELLEY : Yeah.

MUHAMMAD : That's even — it's a challenge, because — I'll use a small example. In this presidential campaign, you have — I'll speak on Donald Trump. You have people who go to his lectures, speeches, whatever, and you have people who are protesting. And the way that they bounce them out, just a simple thing like that, I look at the people that go there to speak out and I'm like, "Yeah. Rock the boat." But then it's like, if you can see that he's already got a plan for that, then we gotta plan better.

OG MACO : Word. You have to.

MUHAMMAD : And —

KELLEY : You don't think those people getting arrested or getting shoved out, that guy who got punched the other day, that the fact that there's video of that, that that acts against him?

MUHAMMAD : No, because —

OG MACO : No. Not at all.

MUHAMMAD : Because the people —

What should happen in that instance is like, when the guy got punched, it's like, "Yo, officer as you're pushing me, escorting me out here. This man assaulted me. You should arrest —" Like that — we didn't see that.

And on top of that, I don't think that that's going to be enough to really excite people to really see how the power's diminished, but how it's — how you can be — I don't want to use the world revolutionary, cause that sometimes can be extreme and scare people — but how you are born into this world free and how to maintain your freedom.

In the same way that they are imposing their power, those who are being oppressed by that can do the same thing, and so I don't think that having — seeing that on television is going to really push people, to motivate people, to be outraged enough to go, "Hold on. Maybe we should stand in unison with these people, united." I don't think that's that.

I really think if you want to protest Trump, yeah, cool. Send some people there. You know, make sure your numbers are proper. Send some people there. But it has to be something else on top of that.

OG MACO : The second problem is acceptance. Trump, if you look at — if you're honest with yourself as an American — cause it's an American-only experience, too, which makes it even worse, right? If you accept yourself as an American, it is very clear that Donald Trump is actually the true values of America.

KELLEY : Right. Exactly.

MUHAMMAD : Right. Exactly.

OG MACO : Donald Trump is the actual true — not the ones we want, but the ones that actually exist, he is the living embodiment of them. He is all of them, not even, like, some of them. He's all of 'em at one time.

MUHAMMAD : Exactly.

OG MACO : And so that embodiment is the interest that we're talking about. In living form. You can't — how do you fight against that? This is literally — you're looking at — you know what I'm saying? And this is all coming from what was seemingly left field. But it's not left field. You have to look at when people are the weakest. And now it's time. People are they weakest. They use —

And I mean, that's what — like you said, it's frustrating. It's frustrating even more so when you born in this generation. Cause I'm part of it. I'm looking at it, and I look at how many people around me don't even look at it, don't even see it. It's not even a thought. And just even when you try and bring it up, they don't want to talk about it. Cause, one, they don't know anything about it, and they don't want to feel or look stupid.

KELLEY : Well, all anybody cares about is winning.

OG MACO : Yeah, man. But look at why we losing.

MUHAMMAD : It's just, when I first heard "U Guessed It," I instantly was like, "He got that feeling." And —

KELLEY : It was the video, too.

MUHAMMAD : Yeah, the video was crazy. It said so much about anarchy and about the angst of the younger generation.

OG MACO : Right.

MUHAMMAD : And the fearlessness.

OG MACO : Right.

MUHAMMAD : What may be seemingly recklessness.

OG MACO : Yeah.

YouTube

MUHAMMAD : I mean, it was just so much attached to that. And then going beyond that with regards to your music and the feeling that you talking about — cause you got that feeling. A lot of people don't have that feeling. And so knowing what you know I'm just interested in how you really cultivate that. Like, looking at your shows and your performances, it seems like even another stratosphere of what you're doing from a studio perspective.

OG MACO : If you — I tell people that all the time, and this European tour was kind of like a culmination of that. You can listen to my music, and you can feel my music. But my shows are like church. It's when you realize that — it's like realizing, "Damn. It's all real."

Because it's equivalent exchange. You only get what you give. So when you have that many people you've influenced to come somewhere, you can't stop, right? Then it'd be like, "Damn. I got them all to get here. Now just gotta do this easy part. Say the words." It's deeper than that. Cause you're exchanging energies with these people.

So to get that — to contain that much energy already will be tough enough, right, but to give out that same amount of energy as two, three, 30, 100,000 people, you have to give energy to each one of them. Everybody that moves is getting a little bit of energy from you. So you're a battery right then. You powering this whole thing.

But you need it to work, because that's where the inception start. That's what they remember. That's the moment right there, and if they don't have that memory, if that memory never exist, then you never exist where you need to. So you gotta get them all. I leave it all right there. I try and die on stage. I tell people that all the time. I try and die on stage every time. Cause that's the closest you can be to the people. You can give them good pictures and you can do all that, but in that moment, there — we equals. We all came here to do the same thing.

MUHAMMAD : What do you bring back from going to Europe and that experience? What do you bring back to the States?

OG MACO : Acceptance of who I am. America try to seed a lot of doubt in you. And make you less powerful. You not believed in. And when you giving people something like that, if you don't believe in yourself, then it's kind of null and void. It's kind of hollow, you know what I'm saying?

And so when I went to Europe and the fact we doing all this, this is Year Two. That's the main thing I say to people all the time. Year Two. They ask me what my mind state is. My mind state is Year Two. And if you go back to Year One, nobody's ever done the things I've done in one year. Nobody. It's not — we checked.

And so the fact that you look at a lot of artists and everybody talk about this person; they talk about this person, but they not saying anything, it's a reason. You don't want — "That shouldn't be possible." I did Philips Arena — "You did Philips Arena three times in one year. You went to REVOLT Live and 25 shows at SX." Which, I know for a fact nobody's ever done 25 shows at SX.

KELLEY : Because it would kill most people.

OG MACO : It would kill most people.

KELLEY : Don't do that.

OG MACO : But I did it, you know what I'm saying? Things like this — or for me to have my own record label and we already got Grammy Award-winning artists. It's like — things like that, you have to pay attention. And that's how you know, "OK. I'm doing the right thing." You might not get all the fruits of s*** right then.

And you gon' give some more, and then you gon' give some more, and that's — but you don't get it back. And then you'll give more for the experience and the perspective, like I said. That's my biggest thing. The perspective that you gain during that time is what really make everything possible.

KELLEY : Do you have any specific memories of places in Europe that —

OG MACO : F****** right.

KELLEY : Like what?

OG MACO : Hell yeah. I mean, well, like one of the first shows was definitely kind of crazy. It's a little story — I guess I'll tell the little story. So one day when I was out here, a few months ago, everybody seen this picturewith me and Ian and Rocky and Miguel and s*** on the bench. That was an actual moment. That wasn't like part of the video, and then we snapped a picture before we started shooting. That was like a actual moment when we was all kicking s***.

And he was leaning over; he was like, "Bruh." He was like, "Don't change nothing you doing." And I was like, "What you mean?" He was like, "Bruh, don't change nothing you doing." "Bruh, me and Rocky just came from Paris, and they dressing just like you over there." And I was like, "Huh?" And he was like, "Breh, they dress just like you over there. Like, the music, everything, breh. They really f****** with you, dog. Don't leave." He was like, "Don't change. Don't let — no matter what I wear. Nobody. Just keep doing what you're doing." Right?

And so like a few minutes later, the director for the video was actually French and he was like, "Oh my god, it's OG Maco. I cannot believe this." He made me autograph his stuff. So I'm kind of like a little, you know, believing it.

And we went to France, and every show in France sold out. Skrillex called me. I remember — that was really the moment. Skrillex called me when I was in Bordeaux, France and was like, "I'm in Paris. Can you get here with me and CL?" I was like, "Well, nah. I just did a show." I was like, "Where you playing at?" He was like, "La Machine Du Moulin Rouge." Right? So I was like, "Damn, he at the Moulin Rouge. That's lit." Only to find out the very next day, I'm in the exact same spot.

KELLEY : Really?

OG MACO : Yeah. I'm in the exact same spot, the exact same stage. And we did numbers. So it was like, that was a moment. I was like, "Holy f***. This is Skrillex and CL —" both of them friends of mine. So I know where they're at, without any hate or any jealousy or envy, like really just, really proud. Like, this is the company that I keep. And for me to do the exact same thing the very next day was like, "Yeah. This is who I really am."

And I been — you'll let America fool you into thinking like — because we live in social media and s***, so you like, "Man, damn. Ah, I'm losing." Nah, you winning. You're effective. You're very effective.

MUHAMMAD : So, yeah, and as you are to these kids in France and I'm sure Germany —

OG MACO : Yeah, yeah. Definitely.

MUHAMMAD : — have you been to Asia yet?

OG MACO : Yeah. Actually, I went to South Korea. What's so wild is I'm one of the biggest people in South Korea.

MUHAMMAD : What's South Korea like?

OG MACO : Amazing. Amazing. I'll just say in South Korea, I seen zero instances of crime. And they don't have a public intoxication rule, so just think about that. You know? I barely seen any cops. I barely seen any in uniform.

It was — they have — South Korea's kind of divided into districts based on what kind of life you live. So let's say you love hip-hop and you like fashion and whatnot, you live in Hongdae, which is like the hip-hop district. So everything in that little city, right — I say little city, but it's not a little city. Everything inside the whole district is like it's own mini-city, and it's all catered to everything that would do if that's the lifestyle you live.

MUHAMMAD : So, you're OG to a lot of these youngins out there.

OG MACO : Right.

MUHAMMAD : Who's your OG?

OG MACO : Got a bunch of them. Got bunch of them. Some of these kids is OGs to me. They teach me how to live better. The kids don't have all the knowledge and therefore all the fears that come along with growing older. It's just not developed.

And so, I think that's a term a lot of people misunderstand. They misunderstand the OG, that you gotta be old or something like that. OG is someone who gives you wisdom, teaches you wisdom, regardless. You can have a newborn — most newborns are OGs, cause they teach pops and mom something right then, when they come out.

And so you gotta — I think a lot of people misunderstood that to be like me trying to be super gangster or some s*** like that, but I mean, the realest gangsters in the world all got life or they dead or some s***. Everybody else is just doing what they gotta do to live how they can live. You feel me? And I ain't saying that makes everything forgiven or s*** like that. But at the same time, I don't think you can consider those people gangsters.

That's why we get that "real n****" term. You know, "He's a real n****." You know what I'm saying? Because sometimes gangsters have a motive. Like, "I'm doing this. I don't care about — this is just a consequence of that, and that's how I deal with that." You feel me? That's a gangster. A gangster think like that. A real n**** has regrets about s***, but he knows why he's doing it. He knows, "If I don't do this, then the baby won't eat." That's what it is. So I gotta — it's: "The baby won't eat, or I'ma take this chance." That's what it is.

And I just wanted to get kids like a little view of that. Not of the glorifying it but of the chance, of the difference between what it could be and what it is and what you want. And that's how I structure my music. This is what it is. Like I did the " 30 Hours" freestyle. "I'm in the streets with the kids with a MAC-10, trying to tell them do better, choose good friends. A hypocrite in every hero. I'm using every damn wish in Geppetto's. I even want to make the fake real if I can." You feel what I'm saying? No matter what it is.

But I realize I'm in the streets with these kids like, "Man, look. Go find good people. Do these great things." And knowing I gotta protect my own life with this s***, just because. I didn't do nothing to nobody. They just — that's what they intentions are.

MUHAMMAD : I really wish that more artists, especially from the hip-hop genre, would be more honest that way.

OG MACO : Yeah.

MUHAMMAD : Cause I think that's — and I'll say this from my generation. I think that's what's missing, and perspective is lost, completely.

OG MACO : It's gone.

MUHAMMAD : And just for the people but just the artists themselves, it's like, you fall victim to —

OG MACO : Lost in the sauce.

MUHAMMAD : Yeah. And so being honest and not necessarily — it's not a matter of glorifying your achievements, your accomplishments, your setbacks, your adversities, but just being honest and full about whatever your story is.

OG MACO : They don't want to be vulnerable, because they think that vulnerability makes them less like a deity. But what people forget about is that people like the Greek gods, because they was human.

MUHAMMAD : That's a good word.

OG MACO : People listened to them because they was human. They looked at they human qualities and they found that in they self. And they said, "This is something I can learn from." But you look at deity; you don't see any faults in it. You don't want to really want to be that. You envy it, or you respect it, but you don't want to learn from it. You just duplicate it.

I don't want anybody to do exactly what I'm doing. Cause that makes life stale. I want people to look at why I'm doing what I'm doing. And if you agree with that, you go do what you do about it so one day I can call on you to do something different. Cause I can already do what I do. I want to be able to call on you to do something different and help a greater web about it. Cause it's a battle of attrition.

If you don't make any new anything — that's why you got a problem with like fathers not being in the home. It's not that strong men can't be raised by women or something like that. Or that strong females can't be raised by men. It has nothing to do with that. It's about the yin and yang of the situation. It's certain stuff that's just gotta come from your mom. Your mom gotta say it. Your mom and dad can say the same sentence, but your mom gotta say the sentence or you don't understand it.

When she tell you, "Don't hurt that girl." You understand it a little bit different, cause you're like, "Damn. What if my mom got hurt by my dad? This was — some dude had to hurt my mom like this for my dad to even come along." So you know what I'm saying? Like, you think about it. But when it's your dad like, "Hey, man, don't hurt that girl." You just like, "Man, you probably did something, man. What you talking about, dog?" That's just how it is.

And so it's things like that. It's because people missing perspective on life that they can't express it in the music. You know, your leaders are misleading you.

KELLEY : That's why we have a man and a woman hosting this podcast. It's different.

OG MACO : Yeah, but see y'all got synergy.

KELLEY : Yeah.

OG MACO : Yeah. Synergy works. The world is in disarray, and the youth is not — they don't know what they are. They — it's a difference — you got like two, three different types of youth right now. You have the doers, and then you have the — I call them like — they programmed. The '90s was a lot of programming. I think maybe our generation is more programmed — we are more like computers than any other generations ever. We are mechanized, man.

KELLEY : We are very caught up.

OG MACO : And it's not even like — they made — they used the freedom against us. They gave you a false sense of freedom to make you think that you was making a choice. That's why I didn't even realize it. I realized I didn't even want to watch this s***. It was just all that was there. So I picked it.

All they have to do is put around enough s*** shows around an almost decent show, but that show is the one that carries the message they want. And you ignore the other ones, and you will take this one. And they will tell you this is the best show, and they will give it awards. And they will give it this, and they'll give it that. And then they'll tell your friends to tell your friends to watch it. And then, boom. That message is what matters.

There was a time when reality TV didn't exist, and no one gave a f***. But when people's own lives got so bad, think about what happened. The recession hit. The whole world was at s***, and what happened? People lives got so bad they didn't want to give a f*** about they life. They wanted to look at somebody else life and what appeared after recession? Reality TV.

KELLEY : So this is all like an answer to the question: why do you do what you do, I think?

OG MACO : To change this s***.

KELLEY : So what would it look like when you're done?

MUHAMMAD : I was just going to ask that question.

KELLEY : Synergy.

OG MACO : What kind of world do I think will exist?

KELLEY : What do you want it to look like?

OG MACO : I don't want it to look like anything.

KELLEY : Just not this.

OG MACO : I want it to have a chance to look like anything.

KELLEY : Yeah.

MUHAMMAD : Mmm.

OG MACO : I don't want to shape the world in my image. That's not my — that's not my purpose. I think that somebody who's life I'll touch, maybe that's they purpose. But I don't honestly believe that that's my purpose to shape the world in my image. I think my purpose is to give the world a fighting chance. A blank slate, maybe.

KELLEY : OK, yeah.

OG MACO : You know, one that didn't come from a bunch of losses of life or a bunch of fake goods either. I don't want to do either one. I don't think, in my infinite wisdom, that I have enough wisdom to shape the world with billions of people in it, with billions of hopes and billions of dreams.

KELLEY : But do you have hope?

OG MACO : That is my hope.

KELLEY : OK.

OG MACO : That's my dream.

KELLEY : OK.

OG MACO : My hope is that the people get a chance.

MUHAMMAD : I love that.

OG MACO : I get so mad at being human in this generation, because being human isn't cool no more.

KELLEY : Yeah.

OG MACO : You know?

KELLEY : Mm-hmm.

OG MACO : But at the same time, that's the greatest gift I realize. Because when I — I lost so many people. I realized when I lose those people that I lose something that'll never come back. You can never — you can find a person that reminds you of a person. People have similar traits. But that energy, that magic, is gone, forever.

And so for people to realize that they have it, right, then they will realize that we can really steer the universe. Like, we can all be masters — when you ask me that, I'm a master of the universe. We're all f****** masters of the — remember it was He-Man And The Masters Of The Universe ? It wasn't just one.

KELLEY : Yeah. Yo, I used to date this guy who made me watch that movie all the time.

OG MACO : Yeah, but it wasn't just one master of the universe though. That's what people —

KELLEY : Yea, there was a girl, too.

OG MACO : Right! They were the masters of the universe. It was a reason for that. That's my goal.

KELLEY : Yeah, I mean, I used to not really believe in like energy, the word, "energy." And now it's the only thing that I particularly care about.

OG MACO : Yeah. It's the only thing that matters.

MUHAMMAD : Yeah.

KELLEY : I was thinking about that when I was — I was stuck in some traffic over here, and I was listening to.

OG MACO : Yeah.

KELLEY : And my car was, like, shaking. My car has a pretty good system, and people are irritated — people are frequently irritated when they are sitting next to me in traffic because that's how I choose to listen to music.

But yeah, I kind of felt — I understood — I've always understood, but it was repeated how much I like my car being that loud and music like the production that you choose enabling me to do that, enabling me to be in this space. And people are like, "Who is this b***?" And then also they look in my window, they're like, "Who is this little white girl? What the f*** is going on?

But — I know it sounds really distorted outside the car and everything, but it being loud allows me to put it in more situations —

OG MACO : Word. That's the universe.

KELLEY : — and hopefully other people can hear it. And understand that you don't have to be quiet.

OG MACO : Yeah. Right.

MUHAMMAD : You know, it's — I don't know if you're — you saying that just made me think about the technical aspect in the studio you're recording.

KELLEY : Yes.

MUHAMMAD : I don't know if it's deliberate or you guys are just going with the flow. But I know, with regards to your lyrics and your tone, that there's such a — there is energy, and then topped with lyrics that are very thoughtful and provocative. So there's power in that. Me, as a sound guy that I am, I would want to hear that a little bit more clear. But I do understand that sometimes tucking the vocal is to get you — is to just make you just —

OG MACO : Vibe.

MUHAMMAD : — fall into it.

OG MACO : Right. You gotta fall into it.

MUHAMMAD : I gotta fall into this.

OG MACO : Word.

MUHAMMAD : And so I understand that, but I also think that — I mean, I guess you just gotta totally feel it out, but just —

OG MACO : No no. You're completely right. I wasn't going to interrupt you to tell you that you're completely right before you got the idea out, but you completely right. And that's actually the process we started from my second album. And we did on the first one. So that's why we feel like it's so important to get it out. But you are completely right, and we realize that.

MUHAMMAD : It's just cause your message is so important. I think that people just — they don't — it's not so apparently clear to them, and they're not willing to commit to really just getting absorbed into it.

OG MACO : But you remember what I told you?

MUHAMMAD : So they listen from the surface perspective and then there's just a lot of "eh eh eh." And I think your message, especially with a lot of what you have said here and you've said in your other interviews, but specifically with your music, because of the feeling and because of just simply — to hear an artist say, "I just want to give the world a fighting chance," like, that's heroic. It's really pushing on my heart to hear you say that, in a wonderful way.

OG MACO : Thank you.

MUHAMMAD : So your music is already — exemplifies that. I just want — from a sonic perspective, I want to make sure that that message is, like, mmm .

OG MACO : I will tell you this though, and so you have proof that I'm not just trying to b******* you into thinking you was right, right? Because some people think people do that s***. I never do that. I'm — you are completely right.

But both was deliberate. Making it kind of garbled. You gotta — sometimes you need to — the draw at first needed to be the deliberate, the apparent. It needed to be the draw. But everybody won't initially pick up the message, but the right people will. Cause they see through the b******. You see what I'm saying?

MUHAMMAD : Absolutely.

OG MACO : They see through the veil of the "Yeah, yeahs," the "F*** 'em, f*** 'em, f*** 'ems," and the good engineering and the sonics. They see through all of that and they like, "OK. All that s*** is amazing. Damn he mastered that craft. Now what's he talking about? Oh, s***. He's talking about something. Well, let's hear that a little bit better." And so now we minimize it.

MUHAMMAD : Yeah. Yeah.

OG MACO : Now we pulling everything else back, and we got the vocals right where they supposed to be at, so the power and the message isn't lost, more so in the power of the emotion. Cause now I got people to feel something. Now I gotta want you to care about it.

MUHAMMAD : I feel like, it seems like it's a little bit — you know, there's more space, and there's clarity. So like when — "I Am Legend," it's like, "Boom. Bingo." And I hear it, and I love that.

OG MACO : Damn. You good at what you do, bro. Cause you didn't even know — it's kind of — it's exciting to me. I'ma tell you why. Because "I Am Legend" was one of the first album cuts. And the only reason it ended up on Lord Of Rage — we had finished the album, and The Lord Of Rage is actually the prequel to Children Of The Rage , like this jacket I got on. So we figured we had — it's literally literal.

Children Of The Rage , when it comes out, is like a kind of guidebook to the whys of what we doing, how we living. That's what my album is really about. It's about us. It's about the entire generation. It's not about me. But The Lord Of Rage is more so a raw view of my viewpoints and my understanding of what I got so far and enough energy to get you through the day. That's what The Lord Of Rage intentions was.

And that's why when people look at the covers, they always ask me what they mean. Like, this whole skeleton thing got everybody creeped out. But the guy was walking through the forest, and the forest seemed like it was beautiful. But he was walking; he see flames. Right. It's the flames of passion and revolution. Sometimes you gotta burn it down, you know?

But then he makes it onto the cross, and you're already on the cross. You're already on the cross. You already been stripped of everything. And they still try to punish you, right? And even then, they still burn you, but you still exist. See what I'm saying? Through all of that I never had to say you wasn't there. You still there. You still — sometimes the flames, even when they go for you, you still there, and that still gives you a chance, and it's sacrifice in that.

That's why I put him on the cross. It's not cause it's supposed to be Jesus. It's because the cross was a place where you was judged by people who read a book that says, "You can't judge people." But they still judged you. It's a hypocrite in every hero. See what I'm saying? And so that's what the understanding of my music leads you to that. We will repeat the mistakes. We will crucify the wrong people. We will judge when we can't judge.

You might judge the person that can save the world. And if you do that, you will take they power from them, because they take it from theyself. You make them believe they are not powerful, and they'll sit down. And then they will win. And they don't want to see you win. Shout to Khaled. They don't want to see you win. They don't want to see you have a bigger pool than Kanye. And you can't let them win.

I won't let 'em win. That's my biggest — a lot of people ask me all the time — they ask me, "Since you been famous and the fact your song popped off and all this stuff and all that success, what's your favorite thing about it?" And a lot of people like, "It's the girls, ain't it?" And, no, I don't care about that. You can get girls you can not be successful. I did that. That's easy. "Is it the clothes or the money?"

No, ain't none of that stuff. The thing that's great is that no matter — 'til the day I die, right, I can walk up to any little kid in the world and tell them, "Look, man. You really just have to — you gotta focus, and you gotta need it for more than just you, and I promise you can make anything happen. But you gotta —"

KELLEY : Cause you're proof?

OG MACO : Cause I'm living proof! I can show you. I don't — I can show you. It's documented. Like, it's video and writings and everything. So I don't have to speak from a place of wondering or trying to give you hope. I can show you, and let you make your own hope. And if you choose to do good or evil, you at least chose. The choice, the choice is what matters. You take the choice. You gotta have the light and the dark. You can't do one of either one. But you — but the choice is — if we lose the choice, man, then it's not even human no more.

KELLEY : So do you have a plan for longevity?

OG MACO : I mean, I think as long as people alive, I don't see me going nowhere. It's just always — it's always going to be people against me, because I'm not — I'm not something you really want to invest in too much if — you know what I'm saying?

If you look at — if what you're trying to get me to do — you have two options with people like me, right? Cause we can't be bought. You gotta try and buy out our interest. So the same game I'm playing somebody can play against me. And if I don't realize that game being played or finally I realize that my role is done —

KELLEY : OK. Right.

OG MACO : And I feel like the person who is really supposed to finish is going — it's just like this. Everybody always wondering what me and Rick Rubin was talking about.

KELLEY : Oh, yeah.

OG MACO : Everybody always ask me, "What was you and Rick talking about?" Think about it like this, and maybe you never have. Rick had a dream. And it was to combine rock and rap and make this genre-less thing that people enjoy, and 20 years later I make "Fuck 'Em" and I'm a rockstar. And you listen to this album, and this album is genre-less. It has the heavy metal, and it got soul on the same song. Like, "How in the f*** did you do this?"

But the person who dreamed it, Rick Rubin, didn't call my mom and have any direct effect on my dad either, but inconsequentially but consequentially on the thought, right? He influenced enough things that my African dad came back and listened to AC/DC Back In Black and f****** Coolio at the same time. Because what he made made it all the way to Nigeria, and that influenced my dad to do what he doing, and that influenced me to grow up listening to Phil Collins and Ludacris.

And so now I can choose. I had a choice. I can only like rap or I can only like rock or I can like both or I can find something greater than that. You know what I'm saying?

KELLEY : I do.

OG MACO : So it's a choice. So that's what we was talking about. And that makes you discover who you are. I've just met this person who most people won't meet, and now he finds out after all these years that his dream actually kind of came true, even though he didn't know it did at first. It did. He created what he wanted to create, and it's here. Only gods can create, so we are masters of our own universe through that aspect.

And so it might not be — my longevity might not be even necessary for me to think about, because I've created a whole generation of kids now that's making music that sounds like different versions of my s***. And guess what? They all — I'm big homie to them. I'm OG to them. So at any given time, it's like, "Hey, man. You want to come up on a song OG?" "Yeah, bruh, I got you, dog." And he popping, and he control the youth.

So all I gotta do is make a song that's like, "Hey, man. Don't do drugs. Bro, you better come get on this song." "Bruh, I do drugs." "I don't give a f***. Tell these kids you don't do drugs, bruh." "Alright. I got you, big homie." Boom. The song about not doing drugs is there, and now it's cool.

MUHAMMAD : Big lesson right there.

OG MACO : Yeah.

KELLEY : It's like your plan is that of an artist, not of a businessman.

OG MACO : Well, because I'm only — the business stuff, I'm too good at it. The business is really black and white. Business is devoid of emotion. That's why it's business. So these artistic things discover in myself. But business don't change. And I love money, so I've been knowing that. But as a — for me to focus on the business, I have to lose certain human qualities that I need right now. So that's why my cousin is co-CEO, cause he knows I need my emotions right now.

And I would love to just work on paperwork all day and contracts and find us money non-stop. But if I did that, then I wouldn't be able to find the people. And the people — my mission is the reason why all my people with me. None of them — I don't get any money from any of them artists. I don't know if a lot of people know that, but I don't get any music from any of my artists. You sign to OGG so I can control your marketing.

And why? Of course, we just talked about it. I just want — once you have the power, I just want to distribute it. You do whatever you doing, and you automatically distribute it your way. But if I never put my hand on it, then my way might never reach it. And I don't want you to be anything like me. So it might never reach that lane of people when I need it to. So I don't want no money from you. Just let me do your marketing. Got you. I'ma make you pop. You going to get all the money you want.

And then you can make the same choice I made. Do I want to just keep getting this money, or do I want to figure out what my actual stance about whatever is, and then go and do it? I want more leaders. I want a tribe full of chiefs. I'm like Indians like that.

KELLEY : What's that face?

MUHAMMAD : I'm just happy you here, man.

KELLEY : Yeah.

OG MACO : I appreciate it.

MUHAMMAD : I mean, not just here, on Microphone Check , but just your presence.

OG MACO : I appreciate it, dog.

MUHAMMAD : As an artist, as a man.

OG MACO : Yeah. Thank you.

MUHAMMAD : Yeah.

OG MACO : That's the only — I ain't gon' lie. I'm about to be very real with you. I'm having a really bad day today, but it's also — it was one of the reassurances of exactly what I'm saying. Everything in me wants to go back home right now. I want to go home and fix stuff, you know what I'm saying?

MUHAMMAD : Yeah.

But I know if I don't do this, then maybe this moment don't happen. And maybe that kid that's — who come after me, maybe his parents listen to this, and they come and tell him, "Hey, man. I heard this really cool guy. He's a young guy. You should check this out." And he listen to it, and he like, "Oh, man. That's pretty cool. I didn't know OG Maco talked about stuff like that." Maybe that's the moment, and then that's when I choose for self or to sacrifice. And so that's why I'm here.

MUHAMMAD : It's tough. I don't — people may not really recognize or know about the sacrifices that dedicated, creative people really make to be creative.

OG MACO : Yeah.

MUHAMMAD : And it's not that anyone asked us to make these sacrifices, but it is just what you do when you have a calling that's greater than self. It's just so much you give up. We're not looking for anyone to lay out roses before our feet because of it. But it is a matter of something that affects us.

OG MACO : Right.

MUHAMMAD : So thank you for being here and sacrificing whatever you got going on —

OG MACO : Appreciate it, brah. For real.

MUHAMMAD : — just to share your spirit with us. Means a lot to me.

OG MACO : People do it for me though. I know — the best thing about — I don't — to be honest, I don't like being famous too much. But I at least am appreciative that I know how to be famous. You know what I'm saying?

KELLEY : Yeah.

OG MACO : Cause a lot of people lost in the f****** sauce, and that's some terrible s*** to see people drowning in the sauce of being famous. And not even realizing they drowning. They think they winning.

But even beyond that, third time: perspective. When I'm listening to, you know, things I liked or things I like now, I think about my perspective on it when I was 16 and what it did for me then. It was like, "OK. This is somebody who is confident." And then when I'm 21, I start listening to the same song and I'm like, "Damn, bruh. This is why he was so confident." And I listen to it when I'm 23 and I'm like, "Holy f***. She did that. The whole song was about this moment right here. Just this one point." Or it wasn't even mentioned in the song. You gotta go to the last album and realize, "Oh, this happened then? Oh, that's what this is about!" You would've never thought about it.

So I'm — when I see that and knowing what some other artist gave for me to even be able to enjoy that four minutes, 12 seconds, how much they gave for that four minutes and 12 seconds or that two minutes and 36 seconds, you just like, "F***." And so that's why I'm in the bitter cold of Sweden taking pictures in 10 degree below weather with fans who might not see me again for another seven, eight months. Because I understand the power of that moment. And somebody gave it to me, and I want to give it to somebody. I want to make it possible. I just want to make it possible.

KELLEY : That's what we feel about this podcast also, and when we get it on the radio, too, is that we just want to help people be able to listen better.

OG MACO : Right. That's really what it is. People hear but it's so much noise.

KELLEY : Well, yeah.

OG MACO : It's so much noise, it's so many vibrations. And I'm thinking that's one of the good things I am enjoying, that this generation is having an awareness of vibes.

KELLEY : Yeah.

MUHAMMAD : Yeah.

OG MACO : That vibes even exist.

Because a lot of people think that they actions or the motives of the actions beforehand are inconsequential to the reoccurring action. But sometimes it's not even the motive for the action. It was the thought. The thought created the motive. The motive created the action. The action created the consequence. And what happens in the consequence, you repeat what you naturally would do upon the consequence. You have the thought again, and now the motive, and then it's a chain. Sometimes that thought don't even come from you. The thought come from the person sitting next to you.

KELLEY : You also gotta deal with what your parents went through and what happened when you were a kid.

OG MACO : Right.

KELLEY : Yeah. Well, I think this is going to be a big deal, and I'm grateful that you came here and gave us this time.

OG MACO : Oh, no. I'm happy, man. It's good. It's definitely good. It's good — and I just want to tell it to you, bro. They just told me yesterday that it was — "You know Ali? Ali's gon' be there, man." That's lit, dog.

MUHAMMAD : I appreciate that. Thank you.

OG MACO : It's real lit to just be chopping it up with you two. Y'all got the little couch going on. It's real dope. It's real dope, bruh. I just want — cause you know, you're definitely definitely in my influences and people who actually gave a f*** first. You stand very tall.

MUHAMMAD : Thank you.

OG MACO : So I appreciate you for influencing anybody around me that helped me to get to where I am.

MUHAMMAD : It's the same as your story as you're telling, people who paved the way for you. Same for me. Public Enemy. Boogie Down Productions. Run-D.M.C.

OG MACO : Right.

MUHAMMAD : It's so many people. Rick Rubin, indirectly as you're speaking. And so — Howlin' Wolf, who you remind me of so much. But yeah, thank you, man.

OG MACO : That's so wild you say that too because one of the main draws — every time I always talk about — they ask me like, "Why you say you're a rockstar?" And I say, "Because rappers are the new rockstars already. And I'm a rockstar amongst them." I say, "Think about who started rock-and-roll. It's Cadillac Records." And I always say that. I always say it's Cadillac Records. And who's Cadillac? Howlin' Wolf. Muddy Waters. You know what I'm saying?

MUHAMMAD : Yup. Yup.

OG MACO : And that's — that's real crazy you say that.

It's really wild too, I remember — it's kind of on subject, but off subject. A lot of people look at the music, and it's like, we the children of Ye or whatever. They talk about a lot of the more confident, high-powered artists just like we the children of Ye. A lot of times Ye has picked up a lot of them.

KELLEY : Yeah, that's what I was saying.

OG MACO : But the difference is I don't really believe we're the children of Ye. I don't think so much.

KELLEY : OK.

OG MACO : Because at the time, when we was able to really understand or really been understood from Ye, it was actually Cudi who was doing the input, you know? So I feel more so like we're the children of Cudi, right? And so I get to Motown, and my whole team — my whole team — it's like team meeting day and whatever.

And everybody pull me to the side. She was like, "Man, I just want to tell you" — the VP, she was like, "I just want to tell you something." And I say, "What?" She's like, "Everybody around here, we all agree — we all worked with Scott on Man In The Moon I and II . And it's like, man, you just like Scott. Just like you and Scott —" and I had the blonde hair still too, and it was like, "You look like him. Y'all have the same ideas. You don't like being caged. Y'all loud, and then you quiet. It's — you just like Scott, man." And they don't like — they ain't even know Kid Cudi is one of my favorite artists. All time. They had no idea.

And so to keep hearing those things — and it's from different — and I never hear it from people who don't matter. That's the weird thing. I never hear it from people who don't matter. It's always people who's achieved a level of success, who're like, "OK. Look. I want to look at the aspects of who are you to figure out what it is about this kid."

MUHAMMAD : No doubt.

OG MACO : People who just kind of graze and go through life — when I say that don't matter that's what I mean. People always misconstrue that, too. Some people don't matter just cause they don't even care about living. So you can have no power. It's like a dead battery.

KELLEY : They decided not to matter.

OG MACO : They checked out. You feel what I'm saying? They decided not to matter. Mattering was too dangerous, and so they stopped mattering. That's what I mean. But it's never from anybody like that. It's always from people who actually are looking. And so that reassures one of oneself. Cause you like, "Ah, yeah. Oh, yeah. They got the Grammys." And you want the Grammys, and you want what the Grammys bring.

It's no road map to being a legend either. It just so happens you talk to other legends and you be like, "Damn, you did that too, huh?" It's just like that.

MUHAMMAD : Ah, this was amazing. Looking forward to what's next. I don't want to ask you, "Yo, what you got coming?" Cause it doesn't matter. It's just, you know, we're looking for it. And you have our support.

OG MACO : Thank you.

MUHAMMAD : No, thank you for coming here, man.

OG MACO : No, I'm real life happy to be here too. Everybody always — you do the interview it's usually stressful. You hit the good joint and then you like, "Alright. Let's do this." But I didn't even need the good joint. It was the good conversation. I'm still just as high. So it's good to talk with y'all.

MUHAMMAD : Well, we look forward to having you back, bro.

Kategori

Kategori