Episode 48 - The Power Of Culture

Nicky Saunders: 1:00

What's poppin'? What's poppin'? What's poppin'? Welcome to Nicky and Moose! I'm Nicky! That's Moose! Whats up Moose?

Mostafa Ghonim: 1:08

What up y'all?

Nicky Saunders: 1:08

And we are in episode 48! Almost to the big 50. Huge! But until then, of course we got Drake vs. Ye conversation. Yeezy, Kanye West however you want to call him these days, we got to talk about the celebrity boxing. I don't know why but we do. A new face to Tiffany's, aka Beyonce and Jay Z. That's that's what we talking about and some product talk. Moose, how are we feeling?

Mostafa Ghonim: 1:48

Yeah, yeah, I think for anyone who likes to compete, or who gets a high off of competition, I think this is gonna be the episode for you.

Nicky Saunders: 1:58

Let's get into this intro

Jaymie Jordan: 2:01

Two kids from Queens, cut from a different cloth. Now joining forces helping you to elevate your personal brand. Yeah I'm talking about Nicky and Moose! Bringing you a never before seen perspective into the mindset, the mentality, the behaviors, the driving force, but more importantly, the stories behind the people and brands that you know and love the most.

Nicky Saunders: 2:30

And normally, I would say review the week but we're gonna do something different. Um, we're going to give acknowledgement to people who comment, Okay. I'm gonna get let me get some hand claps All right. Um, I found this one really dope. Okay, let's Okay, calm down claps calm down. But um, author said, y'all will be media Titans one day, I think. I think cartoons entertainment, radio etc. Cartoons? Moose, do you see yourself as a cartoon?

Mostafa Ghonim: 3:08

Doing like a voiceover for a cartoon movie? I mean, hey, I'm open to it. Why not?

Nicky Saunders: 3:14

Listen, anybody who can draw Moose as a cartoon, hey, he's open to it. But no...

Mostafa Ghonim: 3:25

I seen Dwayne "Rock" do Maui. So I'm like Okay, if Dwayne could do Maui, I can I can pull something off.

Nicky Saunders: 3:33

That's what you got? Okay. I like it. I like you just compare yourself all the way to The Rock. Okay, I'm with it.

Mostafa Ghonim: 3:39

Gotta go to the top.

Nicky Saunders: 3:42

Alright, so all my cartoon artists, my graphic designers who feel like trying something new. Moose is down to be in a comic book, down for some animations. So he could do some voiceovers for the next new cartoon podcast.

Mostafa Ghonim: 4:01

Oh, cartoon podcast!

Nicky Saunders: 4:03

I'm just saying. I'm just saying, but a shout out to everybody who leaves us a comment who leaves us a review we did not forget the reviews. We just wanted to do something a little bit different and acknowledge people that really leave some dope comments because I thought that was fire. I'm just saying media titans. I receive it. I don't know if you receive it, but I receive it.

Mostafa Ghonim: 4:24

Yeah, definitely receive it.

Nicky Saunders: 4:27

Definitely continue to leave reviews on Apple podcast, pod chasers and comment on YouTube, Instagram, Facebook, Twitter. We just we just appreciate you we just appreciate you but Moose, how are we feeling?

Mostafa Ghonim: 4:45

Man feeling great, feeling great. Excited for this episode. I think we got a nice variety of topics and lessons for a week. So yeah, I'm good for it.

Nicky Saunders: 4:56

How are you feeling after the in person joint?

Mostafa Ghonim: 5:05

I mean, that was fun. I mean, this this setup was a lot easier today setup obviously is a lot easier. It didn't it didn't take six hours for us to get the cameras right. So that that I'm appreciative for.

Nicky Saunders: 5:16

Okay.

Mostafa Ghonim: 5:16

But, no, that was fun. I mean, you know, for for an experience, I think it was cool to do it in person. And I just liked I liked our look, you know, like the look of us on the same couch and look more of like a real casual conversation so that was fun.

Nicky Saunders: 5:32

Yeah, people I kept seeing comments and shout out to Isiah. He was like I was just I was just so in love with the couch. I just seeing you too on a couch. I just loved it. Right. So shout out to everybody who left us feedback about the setup and that y'all, noticed. Now my audio people, we love you, because you just appreciate the content no matter where we are. So we're never know we may be in space next time. You never know the way, the way things are. Yeah, people go into space like it's nobody's business, but that's neither here nor there. Ready for the ready for the episode?

Mostafa Ghonim: 6:16

I'm ready.

Nicky Saunders: 6:16

Okay, so very first topic of what's poppin? Because I never, never say it. Right? I always I said, the very first time that we were doing this new format. I was like, we're going to talk about the trending topics on "What's Poppin'" and I never mentioned it again. So the very first topic of this "What's Poppin'" segment is this celebrity boxing. Jake Paul versus Tyron Woodley. By the time you hear or listen, or watch this is over. Right? And, but we're not talking necessarily about the fight per se. There is a clip that happened this past weekend. That has been trending that I want to talk about, for sure. It is about culture and not about the Paul brothers. All right. Well, a little bit, but you'll know what I mean.

Tyron Woodley: 7:26

What you're doing is what are you wear? This is embarrassing. You ain't Nipsey Hussle. How many people in your neighborhood dress like that? How many people in your neighborhood dress like that?

Jake Paul: 7:36

You act like you're from the streets

Tyron Woodley: 7:37

I'm from Ferguson, Missouri the murder capital of the world. What are you talking about?

Jake Paul: 7:40

Tyron Woodley the softest thing from Missouri?

Tyron Woodley: 7:51

Answer my question. I'm from Ferguson, I answered. How many people in your neighborhood dress like that? How many rap videos have you watched? Exactly how? Culture. That's what I am. I lived it. They rapping about my lifestyle. You're a joke.

Nicky Saunders: 8:16

Okay. So the reason why I had brought this one up, was because I think this is where culture goes wrong. Right? clearly, clearly, clearly. We inspire, motivate, help them get dressed kind of vibes, all different types of cultures and nationalities right? Now, and this is just me. And some people may agree, some people may not. But I think when you are, in this situation, up against the culture that you got your swag from, you kind of look fake, you kind of look out of place. You...and in that clip, for those who were listening, and you heard kind of a slight pause is because Jake didn't know what to say. And my man has been very vocal, I think since he got out of the womb, but at that moment, you can't say anything because you got your style from hip hop culture. You got everything you're wearing. That's not we we we had a whole episode about jewelry, a whole episode about how minorities and you know, African Americans have have taken jewelry as a trophy because they're not necessarily given anything. So here you come kind of almost seeming as you're mocking it because you have mad money. And you can like okay, yeah, I've been working for this for so long, but I could buy this at any moment. And now you look like a clown to somebody who is very authentic in that particular culture. Now, am I saying Tyron is the like a flashy type guy. I'm not saying that. But when you associate the like rap, and understanding 9 out of 10 times it's about the streets the hood, the struggle, you know, just like he said, the murders and all that great stuff. And you didn't live that life. What do you What are you trying to get big for? I'm not I'm not understanding why why get big? Why? Why act like this is but I I appreciated that he didn't say anything. Now I didn't see the full clip, because I can only take so much of the back and forth from that kid, I could I could only do so much. But the fact that he got him stumped, and that part has gone viral. I truly appreciate that.

Mostafa Ghonim: 11:56

That's good. That's good. Yeah, cuz I seen I seen there was another portion that was also trending at some point maybe just a couple of days ago, which was like, an interaction or a competition between somebody from Jake's team and and Woodley's mom. So there seems to be like a little back and forth going on on that. But I'm with you on that. I mean, I think it's definitely appreciated that there wasn't a response that he was kind of stumped like...uhh you kind of got me right there.

Nicky Saunders: 12:25

Yeah, cuz there's no kids that dress like that, that isn't influenced by hip hop. They didn't come up with Cuban links. Nah they didn't come up with that. Anyway, you know, it is what it is. Real quick conversation about that one, because like I said, I don't really want to cover too too much of the celebrity boxing because at this point, it's just annoying, its annoying. But yeah, it is what it is. Let's talk about what everybody has been DMing us about. Okay. Yes. For my audio listeners, we have Jay Z and Beyonce up on the screen. They are the face of this new Tiffany's campaign. What is it called? About Love. Okay, About Love. And if you have not seen the amazing pictures of Beyonce, rocking this 128 point 54 carat diamond that only four females have wore and she's the very first black female to rock the diamond. And then of course, Jay Z just being the supportive husband. In a unseen I don't know if I'm gonna say this right Basco. I think that's how you say it. I don't know, something I can't afford. But that painting, unseen. Yeah, yeah. And, of course, we always champion and give flowers to these two individuals. But this campaign, I found interesting. Just because, of course, we're going to be talking about a company that I feel like we talk about every single week now, every single week. They are a part of it. But this makes sense. So what I mean, is LVMH. Remember, we talked about how they acquired a Offwhite with Virgil. They acquired Ace of Spades. I feel like they acquired something else and I can't remember what the other one else, but I feel like we talked about them all the time. So they acquired TIFF look like TIFF like, for friends. So, right? Um, they they acquired Tiffany's, and just so they can get young because they've been struggling with getting younger shoppers, right. So of course, it makes sense that Beyonce and Jay Z, the two most influential people, right of our culture, I don't know of the younger culture, but definitely of our culture. And they put them in the front. And it makes sense for me, because of course, Ace of Spades was acquired by them. Right. And so now, Jay Z has a seat or more of a say, in this particular company so that, hey, Tiffany's needs a new face needs something needs a campaign. Don't worry about it. Put my wife in that diamond. Oh, we want to be the first of this. It makes sense. I don't know what's happening over there. But they're acquiring a lot of great stuff. And I think we are going to see more of the culture be very present in LVMH. I think that's what Yep. LVMH more than ever before. I think they've been. They know. They need us.

Mostafa Ghonim: 16:57

Yeah, yeah. Yeah, for sure. Yeah. I mean, you talk about, you know, culture in that first clip, with Jake and Woodley. And I think that's this is a company that started to realize the power of the culture. And they're like, you know, what, rather than just simply associating with it, let's, let's kind of get into business with them. So yeah, I think it makes sense what you're saying, right, like, for sure, I would imagine that with the acquisition between Jay and LVMH, it made easier to make to choose them for the face of this campaign. I mean, other than the fact that I think then they are a phenomenal choice. And it's definitely a great look, to be on with a company like Tiffany's, but now it's cool, what's happening across the, across that brand. And the other thing the other brand was Rhianna's brand that they recently acquired too. That was the other one we talked about. Yeah. Yeah. Yeah. So So I mean, some people might still not be totally convinced, like, they might still be like, well, it's just because of the money but not for nothing. I mean, I do appreciate a company that at least is putting their money where their mouth is. And they are cutting deals to bring people to, you know, an ownership side or have some form of stake as part of a larger organization, rather than just maybe collaborating with them, allowing them access to all the distribution channels, but really taken up a majority of the money, or the revenue that's created. So I like what's happening. And, and again, a shout out to Jay and Beyonce for, you know, for for rocking that I think it's definitely a great look.

Nicky Saunders: 18:37

So first off, I want to be nosy. And I want to know how much LVMH actually has, because if they're acquiring all these different types of companies, I mean, Tiffany's wasn't a like a light check. It was like 15 billion. This This is not light, this is not when we're thinking about like how Nas gave like 100k over here, and, you know, then it blew up. Like, it's not? It's not even a millions. It's 15 billion. What?

Mostafa Ghonim: 19:12

Yeah, well, I mean, I mean, for one, they're a publicly traded company. So I imagine that, you know, they have access to a little bit more capital, you know, than the average than the average company. But I think it's, it's like, what I see from them is I see, I think, like, they're the they're the, the Amazon of premium goods. Right. So like, we saw Amazon and Jeff Bezos going out acquiring any and everybody that we were like, what, and like, what else is Amazon gonna do now? They're pretty much doing everything. Yeah. But when I'm looking at LVMH I'm like, oh, yo, you definitely the Amazon of premium goods. Like you're out here. Like, oh, you you want to be come on? Come on this side. We're gonna take that so I see them really taking that that position in the marketplace and eah, I mean, from a money tandpoint, I'm actually keep ooking it up while you speak on t a little bit, but we'll see f we can get a figure to it. ut uh,

Nicky Saunders: 20:16

It's cool. You know, that's just me being nosy. Like, yo, how much? How much do you have that you're buying up everything and it's important stuff like it's not. Tiffany's is not a light company. Like we all know, the Tiffany's box. Now what I will say I never really have a desire and I think this is where the change in the campaign comes in. I never had the desire to have anything from Tiffany's. Like, ever No, like, I looked at it one time, because I was like, What does everybody have the Tiffany bought? Like why is that such a Big deal I went in, because I'm the type I will window shop. Like, how am I supposed to, like have a goal of what I want if I don't know how much it is, right? So, um, I went in and I'm looking around and I'm like nothing better than the shops at 82nd. That's better than, than diamond dishes. That's better than what what is this? What? It costs that much this little thing cost that much? So now granted, I can understand this 128 carat diamond. I think we're the last time I checked it that's worth like 33 mil. Something like that. Something disgusting that I don't see myself buying. Even if I had the money I don't, I don't necessarily see its a little...

Mostafa Ghonim: 22:07

33 million for a diamond is a bit much.

Nicky Saunders: 22:09

Yeah, yeah. Now granted, as I'm learning about jewelry, granted, when you buy something certain things, especially if they're a one on one, the value goes up. So that would be an investment. I just don't think I need that investment. I don't know, this is me. Beyonce may, I don't. However, I don't even like the stuff that's in the joint, though. It's weird.

Mostafa Ghonim: 22:39

Yeah. Well, I mean, I think it's it's definitely a very job well done on a branding side. Because Yeah, you know, from I'm sure it's to some extent, there are some differences that allow them to charge the premium good. And have the type of clientele that they have. Right, but but I'm sure there's definitely an element to it that's also branding, right that that they got but but I'm curious, did Beyonce? She didn't necessarily buy the diamond, right? She just had had the opportunity to wear it?

Nicky Saunders: 23:12

No, yeah that's for the campaign. Yeah, no.

Mostafa Ghonim: 23:13

Okay,

Nicky Saunders: 23:14

So like, Tiffany's allows, like her to wear. Lady Gaga wore it, I think for one of the awards or something like that. So they'll pick certain people. Not a lot, because it's only been like four, but

Mostafa Ghonim: 23:30

Four wow.

Nicky Saunders: 23:31

Um, and I think when Lady Gaga wore it hasn't been worn since like, for 50 something years I was looking at, I was like, Oh, this is a very rare situation. But I'm very interested to see what's next with Tiffany. Like, um, because First off, I do love that color. I have Tiffany dunks downstairs. I got that color way and in the closet. I love the color way, but I don't necessarily have care to buy anything. However if any of our listeners feel like great Christmas, yeah, yeah. Christmas is coming. If we if you feel that way. Be like, let me change your mind. I'm not going to say no, you know, I'm not gonna say no.

Mostafa Ghonim: 24:28

I'm just looking. I'm looking at this. You know, some of their stuff online as we're chatting here. They have like a utensil set for dinnerware and such.

Nicky Saunders: 24:41

Yeah.

Mostafa Ghonim: 24:43

How much you think it would be from Tiffany's at dinner set at Tiffany's?

Nicky Saunders: 24:47

3000

Mostafa Ghonim: 24:48

3000? Yeah, that'd be a good deal. At $88,500. That's insane! Yeah, I'm just looking at it right here. Tiffany and Co. San Lorenzo silver flatware. $88,500.

Nicky Saunders: 25:11

No,

Mostafa Ghonim: 25:12

Crazy. Crazy.

Nicky Saunders: 25:13

No. Is it nice? I mean,

Mostafa Ghonim: 25:16

I mean, I think it's even used this one, but it's 248 pieces.

Nicky Saunders: 25:23

Alright next topic.

Mostafa Ghonim: 25:25

Yeah that's crazy. Wow.

Nicky Saunders: 25:29

I'm not. Yeah, I'm not that's not a it's not the wave for me. It's not the wave for me. But um, yeah, congratulations to Beyonce, and Jay Z because we know that was a bag. You don't we know you don't move without a bag or some kind of stake in it. We know. We've covered you long enough. Covered you long enough. But um, let's talk about this. next clip. So I was, well Moose sent it to me. And then I was looking at New York Post for some reason. And this topic of Shaq turning or letting go a $40 million deal with Reebok resurfaced as if it was something new. However, shout out to Earn Your Leisure, because they did an interview with Shaq. And they broke that way earlier than this past week. So I found that confusing, but, um, this clip has been going around and we want to talk about it. We want to talk about it.

Shaq: 26:49

She ripped me a new one. You MFers charging these babies $300 for shoes, blah, blah, blah, blah, blah, blah, blah. And I was like, Ma'am, I don't make the price. I apologize. And I had some money in my pocket. I was like here you go, baby, go buy your son Jordans. whatever he wants. She smacked the money out my hand. So at that point, I went home and I thought about it. I was like, You know what? I don't feel right, charging the kids, I want to be us $100 - $200 for shoes. I already had a relationship with Walmart. I had another line. So I met with the CEO of Walmart, I said, Look, I want to I want to be the number one shoe seller of Walmart. So we did a deal. That was in '95. And ever since '95. I've sold over 400 million pair.

Nicky Saunders: 27:38

What we talking about Moose?

Mostafa Ghonim: 27:40

Yeah, that's huge. I'm I'm slowly becoming a big fan of Shaq honestly, just the way he does business, the way he approaches life in general. You know, I think everyone heard some stories about how he was in terms of his preparation, whatever for basketball, but I think you can't deny the fact that he was still a very dominant, you know, athlete, but then he's taking that journey into entrepreneurship and, and really a student of the game. So I really enjoyed that entire interview and, and much of what he talks about, but I was I really wanted to dive into this piece, because there are some people who would, who would receive that type of feedback, especially a higher status, and be like haters, haters always going to talk, right like, whatever, just just shut it under the sweep it under the carpet kind of thing, no need to pay attention to it. But I love about his awareness and his humility to kind of be like, hold up. I don't want to be that guy, even if that's what our league is known for. That's what athletes are known for. I don't want to be that guy as well. If you listen to a little bit after he talks about knowing the consumer really, really well. And he says, it's not that people don't want to wear shoes from Payless or from Walmart that are inexpensive. They don't want to wear something that doesn't have a name brand tied to it. So he kind of was like, let me step out and be that pioneer in a sense to be the first person to be of a big name, right, like have a great brand, but still delivered to you and affordable product. Right? So I love just like what he what he represents, in terms of how he's doing it from a business side. But I also appreciate the fact that someone of his status was able to step back and say, No, I'm going to be humble enough and take the feedback, and apply and then look at how, you know, it's been lucrative for him when you talk about 400 million pairs of shoes later. That's That's huge. That's major.

Nicky Saunders: 29:47

And doing some research. And I really love our followers, by the way, because we got a DM and it just went very well with this story. Where even though Shaq left, Reebok left that 400 mil deal that he had and did the whole Walmart situation. Just recently. He was part of purchasing Reebok from from adidas. So in that same EYL interview and I want you guys to go check that out. He was talking about you know, I own the name of you know, Elvis, Forever 21, Marilyn Monroe, like, I have a stake in that that whole group, right? And the group is called Authentic Brand Group. ABG. Right. And they just recently bought Reebok for like 2 billion or something like that, which Shaq is a part of and so now he's somewhat of an owner of the thing that he left. I think that says a lot, because to get to go with a feeling right, like just something doesn't feel right, this lady cursed me out. But she does have a valid point. And leave all that on the table like, Yo, I'm cool. I'm gonna go to Walmart, which some people would have looked at him like a Yo, what? Why would you do that? Um, and then for it to all come back in full circle and make way more than what the deal that you were offered in the beginning for? I think that's, that says a lot. I think that Yeah. For people who get very distracted with the, you know, the dangling carrot, like, you never had this before. Hello. This is a lot of money. Patience is a virtue for a reason. Like, it's like, I look at that. I'm like, oh, man, I'm good. I'm good at the pace and the decisions, because certain things could possibly go full circle. And and that's what I learned from that particular segment. And then these recent movements, because it's like, what?

Mostafa Ghonim: 32:38

Yeah, yeah. And beyond the numbers, I think these moves are the strategy behind a move like that will really reveal itself sometime down the line, because you just never know what the true intention of it. So when Adidas like cut ties with Reebok, everyone was like, Oh, good, thank God, they're a dying brand anyway, like, finally, they're not even worth that much. But with, I've always, I've just learned to always take the side of the entrepreneur, I that's just, that's just been my kind of experience, like bet on the entrepreneur, they're bound to win, just because of their resiliency. And their connection to the consumer base like they're, they make moves strictly based off of their connection to their community, their culture, their experience. So like, if you bet on them, and you're someone who enjoys real, authentic experiences, or just seeing that thing manifest, I think that's always gonna pay off. But what I'm saying here is, somebody like a Shaq might might say, I didn't even acquire Reebok, and I'm just saying down the line, he might, I won't be surprised if he comes around and says, I didn't acquire them for their shoes, or for this, or for that, I've acquired them specifically for this thing. And I've been able to use this part of their business to help 10x my business, right, so like, some of these moves, sometimes you don't really see them unfold until some time down the line. So, you know, in a sense, to what you're saying, it definitely is great to be patient, because you can fully make sense of the deal at that point. Because, you know, I don't think these guys are, these guys are pretty smart. Like, if it's something dying, they're not going to put their money in something that's, you know, that's, that's, that's really not gonna be in or they don't know what they're doing. So, yeah, I'd be curious to see what happens in the next, you know, couple of years with some like this, and how they were able to use different parts of it to grow the overall brand.

Nicky Saunders: 34:32

Big facts. And congratulations to Shaq. I'm just saying congratulations.

Mostafa Ghonim: 34:40

Yeah, that's huge.

Nicky Saunders: 34:40

So let's talk about this situation where for those who don't know, 120 is happening in Atlanta, September 25, and 26. Right. So there's been a few people. This is a slight plug, but this is not this is the back story. There's a slight there's a slight people, there's a few people that were announced, major players that are going to be speaking. Of course you have Inky Johnson, right, shout Inky. And then you have Pinky Cole, which most people know for Slutty Vegan, right? Have you been to Atlanta, you probably have tried to go to Slutty Vegan or at least heard of Slutty Vegan, right? And so, I was like, Yo, I want to know more before going to this event. And like, I don't, I don't like not knowing the person. Right. So I did some, some research and of course, shout out to the Social Proof Podcast with David Shands. He did a good interview with her and there was a particular part that I love. Since we're talking about product And all that great stuff, but the FOMO vibe, ya know, I'm a big fan of FOMO and how she broke down how she became successful with Slutty Vegan is amazing. So let's go over that.

Pinky Cole: 36:16

I created an experience that made you want more, I gave it to you when I wanted to give it to you. So I would do pop ups, random secret pop ups, and I would post it on my Instagram three hours before, hey, we're going to be in Decatur in three hours, and everybody was swarm and run up, hey, we're about to be in Stone Mountain. So we we weren't so predictable. And sometimes when you're not predicted, predictable people want you more like a relationship, right? Like, leave something to the imagination. And we did that. And we treated it like that.

Nicky Saunders: 36:52

What's your take Moose?

Mostafa Ghonim: 36:54

Yeah, no, I love it. I love it. When I think of, you know, again, just basic supply and demand. I think that's really what almost runs an entire business cycle, right? How much you charge is gonna depend on how much of your product is wanted by the people, and how much of it is readily available. So for you to be able to gauge the interest and be like, okay, we're really, really picking up steam in the city, like people are really fallen in love with our product. And to do nothing, but take it away from the consumer, like make it difficult for them to get access to it. It drives consumer behavior nuts. Now, while that may seem like a very simple thing to do, it's difficult because you want to do it in a way where you don't lose the interest of your customer, or you don't lose the interest of your client. Because, you know, like when I think about it as just from a virtual world, most people online get accustomed to seeing certain brands being readily available, and they enjoy them, or they interact with them because of the consistency of their posts. But let's say that brand wants to be like, boom, I'm gonna stop posting, because I'm getting so much engagement. And I want to become more exclusive. Yeah. I'm willing to bet that in that scenario, there's a good amount of people gonna be like, Yo, what happened to someone, so Oh, ah, next, next. Right. So while some can intentionally do it, or successfully do it, when they pull back their availability, and it, it almost drives the demand higher, you got to be mindful of how you do it, in a sense, because you can lose interest. So I'm always fascinated by companies like, you know, Jordan Brand with their sneaker releases, we see it now with Offwhite. We see it now with Travis Scott and his and his merch, like there's definitely select companies that are able to do something and drive so much attention, but intentionally still make certain products or set number of products available for people that drives interest through the roof. Hence the after, you know, the after sale market. I think that's what it's called, you know, we can see that continue to happen. So with a with something like a sandwich though, or some, you know, a business like,

Nicky Saunders: 39:22

A vegan sandwich.

Mostafa Ghonim: 39:23

Yeah, vegan sandwich, food industry, hospitality, that's not easy to do. So, yeah, I think just for me, I'm just I'm really just more so kind of giving my take and say like how impressive that is to be able to pull the pull the supply away, pull the availability away, and still have interest from people so much so that they would leave what they're doing. And on three hours notice show up to get what you got. That's That's dope.

Nicky Saunders: 39:48

Yeah. And I almost challenge everybody to have a sense of scarcity, with your brand, with the things that you drop, you know, lead that FOMO as well fear of missing out for those who don't know what that means, right? Because it makes things exciting, right? Like, no one has a sense of urgency, if I know is always going to be there. Right. So I go to a restaurant anytime I go to Olive Garden, I can go to Texas Roadhouse, anytime there's no real rush, they drop a new plate, okay, I can go whenever I want to. All right. For something that's already, maybe not of the popular masses, like a vegan burger, and for her to be like go three hours. I'm going to be over here and create that vibe already. Now, if, if people want to try this, I don't want you to think that instantly, you're going to sell out, or you're going to get a big crowd or this, like, she probably had to train her audience to understand that, I'm not always going to be here. Okay, my truck, when I tell you is going to be there is going to be there in these particular times, and then I'm out, right? Don't think that you do that off the rip, and it works. It takes time, but you are teaching somebody a new habit, you're teaching your audience, something that they're not used to. So we'll take a bit of time. But when it is, their excitement goes up as well, because they're like, I got it, I got something that no one else has. I got something and you missed out. And this experience was great. Because as you go into that interview was well, she definitely talks about the experience of Slutty Vegan as well. Different names, situations, all that. But I'm looking at it, even with some of the the products that we'll be releasing, or some of the things that we're already doing. How can we say this is only open for this amount of time with this amount of spots? And that's it? You either get it, I want to create both, you either get it in the timeframe or the spots? And if not, if one of them run out, you're done. Now you're you're causing an extra kind of like urgency, like, Wait, hold on, hold on, where's my credit card, where it but how much is my credit limit? Okay, I can do that. Right? Because people don't want to miss out on things. People don't want to be the last and things. And if you're creative, and there's nothing wrong, because there's brands that have that 24 seven availability, you're going to need that. And that does make money. I'm not saying it doesn't. But there are certain brands that want to work less, and make either the same amount or more based off this type of strategy. So you got to figure out for your brand was best for you. You know, do you want to be limited? Do you want to be exclusive? Do you want to give that pop up vibe? Do you want to always be available? And all of them are correct. But not all of them are for you. So you just got to figure out which it is?

Mostafa Ghonim: 44:14

Yeah, a big part of it, too, is just honestly being like being true to your word. Yep. So if you say 10 spots available, don't open up 12 because you see an opportunity to make some extra money. Yes. So I think consumers eventually catch on to those behaviors like, Oh, that's just a marketing tactic. You're you're trying to build the FOMO in the scarcity, but I know I can come whatever six hours later and you'll still be there. Yeah, cuz you're your money hungry, business or money hungry brand.

Nicky Saunders: 44:49

I though you were going somewhere else. I thought you sound mad. I was like, Hey, yo.

Mostafa Ghonim: 44:55

Like, and I'm not saying that the consumer might necessarily say that or think that. But I think subconsciously that's what you're kind of programming them to believe. So it doesn't. It doesn't ever really click like that. But I've just noticed that people who say there a certain amounts there are set times, they stay true to that. You know, like, when Nike says hey, we are SNKRS app says 10am i

's not 9: 45:20

15...

Nicky Saunders: 45:21

I got my sneakers today, did you get yours?

Mostafa Ghonim: 45:24

I did not. I didn't, I didn't go for the 4s I went for the waffle Air Maxes, and I totally, totally took a L. I wanted those. I thought it was dope, but

Nicky Saunders: 45:33

I was like I would think you would want the yellow 4s. Yes. We're going off track. Sorry people.

Mostafa Ghonim: 45:40

Yeah, but I mean, I got I got the actually I got the Oreo 4s and I liked those. But anyway, yeah, the waffles was,

Nicky Saunders: 45:46

It was an L? Oh, wait, did you get it or did you not?

Mostafa Ghonim: 45:50

No, no, no, I didn't and I kind of like they're doing stuff now. And just to kind of like it because I think it stays in line with what we're talking about. They're not they're not just letting you, like try and purchase at the time and see if you're selected. They're doing a draw. Yes. Like they've made it completely, like, even more spontaneous to the point that Oh, you just enter a draw and see if your name is picked up out of a hat kind of day.

Nicky Saunders: 46:16

Yeah. In some, some sneakers. Absolutely.

Mostafa Ghonim: 46:20

Yeah, yeah.

Nicky Saunders: 46:22

Makes it worse. So that's a SNKRS app. Y'all, the worse. Y'all, the worse.

Mostafa Ghonim: 46:30

We love you but ... Again, though, I mean, look at what it's done. I mean, we're frustrated, but we still go on there religiously. like, yo, let's see if I get it. You know,

Nicky Saunders: 46:40

I was super excited that I won the draw and, and got the sneaker. I was like, Wow. This is amazing. This never happens.

Mostafa Ghonim: 46:52

But you know, what's crazy? I'll say this, too. They got my money one time by accident. Yeah, so they, I started having this like, this, like drive, I'm like, Yo, I got I just want to win. I don't care what pair its for, I just want to win. Okay, like, I want to, I want to, I want to be able to, like, actually get a hit on some of these things.

Nicky Saunders: 47:15

SNKRS App wil make you make you want to jus get something

Mostafa Ghonim: 47:20

You see what I'm saying? And and, and guess what? I got a hit on something that I wasn't necessarily crazy about. And I was like, Yo, I wonder, because of what they've done, how many other people have taken that same approach. I'm not necessarily like a no sneakers, or I'm not necessarily install sneakers. But I just want the high of being able to see that I was selected, or I got the the "got em" screenshot, like, you know, like, those are just brand moves that I'm like, yo, it's smart. They have controlled how we interact and how we behave with their product. And we have almost become dependent upon it. So it's, it's, it's definitely it's definitely smart when you see it played out that way. And that's why I'm saying for, you know, someone like Pinky to do that with sandwich. Yeah. So that's, that's nice level.

Nicky Saunders: 48:11

Yeah. So if you want a great example, and the feeling of failure. In the FOMO game, I'll try the SNKRS app, S-N-K-R-S, I think sneaker, whatever. The Nike app that has an orange check, it's just horrible. It's horrible, make you very discouraged and never want to buy sneakers again. And then you still do it anyways. But

Mostafa Ghonim: 48:41

Til next week, yeah,

Nicky Saunders: 48:41

Another another app. And this is like I said, there's no promo, but this app is the worse because you actually buy stuff. It's like sometimes, like you may take an L, but, 9 out of 10 times, they have champion FOMO they put a timer they give you like when it's launched, and it's called NTWRK. And it has all these different like collectibles and paintings and clothes. And you'll like some stuff and they'll say it's live. And then you go in and it's like a live shopping experience. But then they'll say it's only 10 available. And then like it almost feels like when you purchase its like its sold out. So you feel like Yes, I got it. You know, I got it. And then you get addicted and now you're buying Bert and Ernie collectibles. That is half Bert half the inside of Bert and Ernie, but that's another story. That's another story. So um, yeah, let's let's get into this next topic. Shout out to Pinky, we will be seeing her September 25th and 26th at the 120 Series at 120series.com. Ah, but it wouldn't be right. If we did not talk about Drake versus Kanye. Actually, let's do a bomb for this one. I, I personally can go on a whole hour about this. So I am going to let you go first because I have everything from ESPN to the third listening party. And so I want to see what direction you want to go with this.

Mostafa Ghonim: 50:47

No, I'm all for that. And I definitely want you to introduce that. I think for me quickly. I just want to say again for those who who thrive off of competition. The thing that That I see here. Like when when you really when you really about it, you, you go look for it. Right like I feel like Kanye could have could have released a month ago. And and while Yes, to some extent he was making adjustments he was perfecting he was upgrading. He was doing this he was doing that the master of got it for sure. But I think to some extent, he really wanted this competition here. Now, again, I'm looking at what it says on Apple Music under Kanye's album, and it says, I think it's just like potential pre release September 3, something like that. So who knows, maybe it doesn't get released September 3, but it sure does make for a heck of a storyline right now that a lot of these adjustments were made. In part to set up for let's go head to head now immediately what came back to mind was when the same thing happened between Kanye and 50. I don't know if you remember that question. A good a good while back, where they kind of went, you know, head to head and I think Kanye won that by a landslide. But for me, I just I just like the, you know what, I'm gonna wait and I'm gonna go to right, go to the front door of my competition and knock on the door and say, hey, let's, let's, let's go. Let's go toe to toe toe to toe on this one. So that's kind of what I see. For me. I'm just I'm just tapped in as a as a fan as a as a you know, someone who enjoys music like, Okay, this is about to be good.

Nicky Saunders: 52:36

Yeah, so. Alright. Um, for viewers, you see the hat that I'm wearing? Even though I'm a low key high key Kanye West fan as y'all know. I think I go over him and talk about him every episode. But the move that Drake did this week. Priceless. So...

Mostafa Ghonim: 53:04

Classic.

Nicky Saunders: 53:05

For those who don't know what I'm talking about. Um, let me let me give you a quick rundown. So Kanye was did another listening party. Right? This time in Chicago. Really good. If you didn't see it. Go YouTube. They probably have the replay somewhere, right? Apple Music, streamed it, everything like that. Oh, I don't think we discussed it here. But Kanye West has already made over $12 million before the the album drop. Based off, and it's probably more now. It was two listening parties. The merchandise. Um, there was and the streaming because the streaming went up. It had all equaled up at the time that I was looking at it. I think $12.75 million. Now he had a third the same party. He sold more merch he came out with a stem player that he then collaborated with this electronics company that was 200 a pop that you can have the max of three. So then of course The Gap situation. There's a lot of things that's happening. So when the listening party happened, of course, this past Friday the album didn't drop again when they were so sure that it was going to drop. It didn't. Now, Drake and Ye, have been going a little bit back and forth. Kanye West dropped his location. Drake did this story laughing at it. Um, Drake did a verse on Trippie Redds album. I'm giving you the backstory. Bear with me. Trippie Redds album, dissed him. They've been going back and forth. This is where this gets really classic. So Kanye West did a text which people assume that Drake was in or whatever Pusha T was definitely in there. Took a screenshot put it on, on social media with the Joker. Right? And said something doesn't even matter what it says anymore. Drake took that to heart and pulled a joker move. He interrupted Sports Center, ESPN SportsCenter and made it look like it was hacked to show a somebody holding up a poster that said CLB, which means Certified Lover Boy. September 3, which is supposedly the same day as Kanye West that is dropping. No, I'm not doing listening parties. No, I'm not even going to announce it on my own. I'm going to interrupt one of the most watched television shows in the morning. I'm going to let the internet tell everybody that I hacked it, ESPN even acknowledged, Yo, I don't know what happened to our services. But it's great now don't know what happened. So they knew something was going on. Right? They just couldn't figure out. And literally, Drake pulled a joker movie because that happened in the movie. Now. This is where I love this situation. Because it is now a head on situation. Forget the beef, or supposably beef. Who's going to sell more? And I personally, as much of a Kanye West fan I am think Drake is going to outsell Kanye. For the simple fact, we have not heard Drake. We've heard Kanye three times over and over and over. Right? So there isn't necessarily much of a rush to listen to the Kanye West fan album over the Drake one, which I think Drake strategically did to be like, Oh, I'm gonna outsell you because you did this three times. You want to you want to do random stabs at me, don't worry, I'll drop the same day. And so I'll be on the Billboard that week, the next week, the following week. And because I'll probably have songs for everybody, I'll have the singing songs. I'll have the rap songs. I'm probably going to hit the charts more than what you have. Because we already heard it several times. Now, on a Kanye West side. When and I rewind a little bit back to the listening party. I think Kanye was is definitely in tune with culture. Reason why. So the second listening party happened a little bit after Verzuz right. He had The Lox on one of the tracks. The third listening party, The Lox are off. Right? Jay Z is off.

Mostafa Ghonim: 59:16

Took him off the track completely?

Nicky Saunders: 59:18

Yes.

Mostafa Ghonim: 59:18

Wow!

Nicky Saunders: 59:20

But Lil Baby takes over Jay Z's part. And Lil Baby is trending because of the whole cancel situation. Marilyn Manson, for some reason was in the like, was at the house with him. Like he never left his side. And he, um, is is going through recent, you know, legal issues. So I'm like, Oh, you are creating different experiences based off what's happening now. So, you almost in what I was saying earlier, where we already heard the album, he may be playing like you heard it, but you don't know what's going to be the final one because you heard the Jay version. You know, you heard Kid Cudi, but you didn't hear that. And the third one. You heard Lil Baby. Right? But you might not know if he's gonna be on it. In the final one. You know, you heard..., you heard all these other people, but you don't know who makes it because even in listening part were like, yo, where's Griselda? Where's The Lox and if this is going over your head, I apologize. I'm just saying this is the passion part about me. But like you didn't know who to expect besides The Weekend. And Lil Baby not not Da Baby, Lil baby. It's too many babies. The Weekend and Lil Baby because that that song is fire beyond fire. Its already on the the album track the when you look at the pre order. But going back to the verses between those two I think Drake is going to win even though Kanye's genius, I mean he made his money he made his so he may is going to get on a how much money did you make kind of vibe, if it plays into a real battle like that?

Mostafa Ghonim: 1:01:38

Well, that's what I'm thinking because I'm saying, you know, when I when I made that example, between 50 and Kanye back in the day, they were still counting album, album sales. Now, with streaming platforms, I don't know that they can still, I'm not saying they can't, I just don't know. You know, because if you think about it, like back then, unless you are an absolute diehard fan and you were going to buy one album versus the other, you weren't necessarily going to go out and buy both, right. But the everyday consumer today has access to platforms like Tidal, Apple Music, Spotify, you can easily go to the entire, you know, album of Drake's, and then do the same exact thing for Kanye. Yeah, and I think most people will. So to your point, I think there is going to be other metrics to measure. From a battle standpoint, there's good they're gonna have to look for other metrics to really measure. Okay, who, who put out the better album? Or who was who had the more successful release? So yeah, I think it's gonna be interesting to see how it, how it unfolds from, from a streaming side versus what we've seen traditionally, which is okay, let's see how many records you sell versus how many records I sell.

Nicky Saunders: 1:02:56

And there is a difference with the 50 Cent thing because remember, 50 did it because he knew his sales were going down. He knew that. So he was like, I'm gonna go up against Kanye, because I know that's gonna at least spike it a bit. And it did. He didn't expect to win. He just needed his numbers to go up. Where I don't think Drake necessarily needs that. I don't think it needs it at all. Um, I'm just very interested to see what happens this coming Friday, and how that's going to be but Drake's taking too long for this album, period. This was supposed to come out in January. Right? So this better be amazing. Like amazing, because already know Kanye's is amazing. Already know that. We know. Yeah, this is a really, really good album, a lot of features. But a really, really good album. And his and his creative ways of how he's been doing these listening parties. And went from very simple to a little bit more aesthetic. And then that exit of him leaving like he's going into heaven to now. His house his childhood home in the middle burning up all these different Yeah. The whole Kim situation in which we over here really truly hope that you are working on your marriage. We are good with working on marriages. All right. I don't even though I said some crazy on my live. I don't know if you heard it. I said my my unselfish side really wants them to work. Right? Because their family they have kids. It's they've been together for too too long. I want them I want them to work it out. My selfish side. Right? said when you were together, you and Jay Z weren't cool. Now that you You look like you're back together, Jay Z is off the album. I do not care for this relationship. This is hurting music. Right. So.

Mostafa Ghonim: 1:05:40

Yeah, no, I hear you on that though.

Nicky Saunders: 1:05:43

So look at you yeah I can kind of agree but yes, please work out your marriage, please. Yeah, for the sake of the kids I'm here for that. Um, but all in all, I think this is great for culture. This This is great as far as looking at different models of how to release a product, and everything from it. And I think we set it on either the after show or we went over how to, when you have a project, or product service, whatever, you have to show it to a select few. You can then come out with extra products like merchandise, like gadgets, or whatever. And sell that and milk out this release as much as you can, until the product comes out. Right. Or you could pull a Drake and do teasers for 19 million years, and then do something crazy. Like interrupt ESPN. Now, I'm not saying we can do that. But what social media platform can you take over? Who do you know, in your network that can be like, yo, why is this person taking over this one? I thought of that, like that would be really cool to see. Yeah, you know,

Mostafa Ghonim: 1:07:22

It definitely makes for a good story. Like I said, um, for the for this one. I'm, I'm enjoying it from just a fan perspective. And I'm like, Okay, let's, let's see how this game plays out. I'm really interested to see how that how that goes.

Nicky Saunders: 1:07:38

Big facts. Well, that's what we got people. That's what we got. Do me a favor. All right. Do me a favor. We appreciate that. You listen to the whole podcast. All right. We give you your flowers, because not everybody does that. So shout out to those who listened to the whole podcast. Follow us at Nicky and Moose everywhere and Tuesdays 8pm Eastern 7pm Central 5 West Coast time. I'm gonna figure this out. Five West Coast time. We do a YouTube Live that is amazing. Everybody gives great feedback. But you should check it out yourself. As well as join the All Access Squad where you're going to hear the after show of this particular one because there was one lesson that we couldn't go over, that we'll probably go over on the after show. So that's for you to join, and it's free for three days. So go check it out. Um, Moose, this was a good episode.

Mostafa Ghonim: 1:08:55

Yeah, yeah. No, thanks for thanks for rocking another one out.

Nicky Saunders: 1:09:00

Yay! Clapping. All right, Moose, final words.

Mostafa Ghonim: 1:09:10

Yeah, I think I think it's important to note that trying and failing is better than doing nothing. Alright, trying and failing is better than doing nothing. I think for a lot of people who are afraid of failure who fear fear failure or fear doing it wrong. Just know that you've already failed if you choose to do nothing. So it's actually more respectable that you try and fail because through that failure is guaranteed that you're not going to stop like there's some part of you is gonna be like, oh, what, okay, that that part just didn't work. So just ensure just know that trying and failing is better than doing nothing.