WEBVTT 00:00:00.000 --> 00:00:02.960 Okay, so imagine Miami for a second. Just close 00:00:02.960 --> 00:00:05.599 your eyes. What's the first thing you see? South 00:00:05.599 --> 00:00:09.240 Beach. Neon lights. Totally. You're thinking 00:00:09.240 --> 00:00:13.140 Art Deco hotels, maybe some, you know, high gloss 00:00:13.140 --> 00:00:15.740 club music thumping out of a convertible. It's 00:00:15.740 --> 00:00:17.879 the Will Smith version of Miami, right? It is. 00:00:17.920 --> 00:00:20.320 It's the tourist brochure version for sure. Exactly. 00:00:20.440 --> 00:00:23.859 But underneath all that polished, humid surface, 00:00:23.960 --> 00:00:28.210 there's always been this... this gritty, sweating, 00:00:28.530 --> 00:00:31.629 hustling underground scene. And sitting right 00:00:31.629 --> 00:00:34.649 at that chaotic intersection of hip -hop, rock, 00:00:34.850 --> 00:00:38.009 and just pure DIY adrenaline is the group we're 00:00:38.009 --> 00:00:39.850 talking about today. We are talking about Mayday. 00:00:40.149 --> 00:00:42.990 A perfect storm of a band. And honestly, what 00:00:42.990 --> 00:00:44.590 we're looking at today, it isn't just a biography 00:00:44.590 --> 00:00:46.049 of a group. I think we should frame this a little 00:00:46.049 --> 00:00:47.810 differently. Okay. This is basically a business 00:00:47.810 --> 00:00:50.149 case study. A case study. Absolutely. It's a 00:00:50.149 --> 00:00:52.450 case study in adaptation. If you look at the 00:00:52.450 --> 00:00:54.689 sources we have, you know, tracking their journey 00:00:54.689 --> 00:00:57.810 from 2003 all the way through 2025. Yeah. You 00:00:57.810 --> 00:01:00.229 see a blueprint for how to survive in an industry 00:01:00.229 --> 00:01:02.850 that is like actively trying to make you obsolete. 00:01:03.469 --> 00:01:05.629 I love that angle because looking at this, the 00:01:05.629 --> 00:01:07.170 thing that just jumps out at me is that these 00:01:07.170 --> 00:01:10.370 guys were going viral before viral was even really 00:01:10.370 --> 00:01:14.189 a buzzword. Yes. They were content creators before 00:01:14.189 --> 00:01:17.230 we had a name for it. Right. They navigated the 00:01:17.230 --> 00:01:20.310 death of the CD, the birth of YouTube, major 00:01:20.310 --> 00:01:23.750 label deals, independent powerhouses, and then, 00:01:23.769 --> 00:01:25.730 you know, eventually the shift to the creator 00:01:25.730 --> 00:01:27.750 economy where they just bet everything on themselves. 00:01:28.049 --> 00:01:30.769 So let's unpack it. The story starts in Miami, 00:01:30.950 --> 00:01:34.750 2003. You've got two guys, Burns and Plex Luthor. 00:01:34.870 --> 00:01:37.150 Right. They form the group, and right out of 00:01:37.150 --> 00:01:39.010 the gate, they make a decision that on paper 00:01:39.010 --> 00:01:42.560 looks... Kind of terrible. Which was what? They 00:01:42.560 --> 00:01:45.719 decided to blend hip hop with rock. Ah, yes. 00:01:46.000 --> 00:01:48.640 The dreaded rap rock stigma. Exactly. In the 00:01:48.640 --> 00:01:51.340 early 2000s, that was a minefield. You know, 00:01:51.359 --> 00:01:53.120 you had Linkin Park on one side, but you also 00:01:53.120 --> 00:01:55.560 had a lot of really questionable stuff on the 00:01:55.560 --> 00:01:58.019 other. It was risky. Very risky. You could easily 00:01:58.019 --> 00:02:00.700 get dismissed as, you know, cheesy. But they 00:02:00.700 --> 00:02:02.980 didn't approach it like a pop act. They came 00:02:02.980 --> 00:02:05.180 at it with this really specific underground. 00:02:06.190 --> 00:02:08.849 They weren't trying to get on TRL. They were 00:02:08.849 --> 00:02:10.310 trying to make something that sounded like the 00:02:10.310 --> 00:02:12.490 humidity of Miami. And this is where it gets 00:02:12.490 --> 00:02:15.289 really interesting. We have to talk about Groundhog 00:02:15.289 --> 00:02:19.810 Day. This is 2006. And context is king here. 00:02:20.409 --> 00:02:23.930 2006. YouTube is what? A toddler? It launched 00:02:23.930 --> 00:02:27.849 in 2005. Barely. There's no iPhone yet. No Instagram. 00:02:27.909 --> 00:02:30.210 If you wanted to watch a video online, you were 00:02:30.210 --> 00:02:31.889 probably sitting at a desktop computer waiting 00:02:31.889 --> 00:02:35.919 for it to buffer. So, Mayday. releases this music 00:02:35.919 --> 00:02:39.000 video for their single Groundhog Day. It features 00:02:39.000 --> 00:02:42.139 CeeLo Green, directed by a guy named Jokes, and 00:02:42.139 --> 00:02:44.479 the sources say that within one day of being 00:02:44.479 --> 00:02:47.319 added to YouTube, it got over 2 million views. 00:02:47.560 --> 00:02:49.000 Okay, let's just pause right there. I need you 00:02:49.000 --> 00:02:51.879 to really, really understand that number. 2 million 00:02:51.879 --> 00:02:54.979 views. In 24 hours? In 24 hours. Yeah. In 2006. 00:02:55.259 --> 00:02:58.000 It sounds like a typo. It's astronomical. Today, 00:02:58.080 --> 00:02:59.979 if you get 2 million views, it's usually because 00:02:59.979 --> 00:03:02.520 an algorithm on TikTok or Shorts pushed it into 00:03:02.520 --> 00:03:05.090 people's feeds. It's passive. It's passive consumption. 00:03:05.389 --> 00:03:08.990 But back then, there was no algorithm like that. 00:03:09.090 --> 00:03:11.349 How? That's the point. It was manual. It was 00:03:11.349 --> 00:03:14.169 word of mouth. That means 2 million people had 00:03:14.169 --> 00:03:17.030 to physically copy a link, paste it in an email 00:03:17.030 --> 00:03:19.550 or an instant messenger, and send it to a friend 00:03:19.550 --> 00:03:22.909 saying, you have to see this. Wow. That is a 00:03:22.909 --> 00:03:26.169 level of organic engagement. that marketers would 00:03:26.169 --> 00:03:29.750 kill for today. It immediately marked them as 00:03:29.750 --> 00:03:33.050 pioneers of digital traction. They got the Internet's 00:03:33.050 --> 00:03:35.750 visual power before most major labels even knew 00:03:35.750 --> 00:03:38.330 how to monetize a download. It's just insane 00:03:38.330 --> 00:03:40.030 numbers for that era. And they didn't waste that 00:03:40.030 --> 00:03:42.770 momentum. They released their first self -titled 00:03:42.770 --> 00:03:45.490 album that same year, September 2006, and they 00:03:45.490 --> 00:03:47.490 followed up Groundhog Day with another hit called 00:03:47.490 --> 00:03:50.080 Quicksand. which was crucial because quicksand 00:03:50.080 --> 00:03:52.199 is what got them out of the garage and into the 00:03:52.199 --> 00:03:54.460 boardroom, so to speak. Okay. That track earned 00:03:54.460 --> 00:03:56.620 them a deal with South Beat Records. It moved 00:03:56.620 --> 00:04:00.120 them from internet sensation to signed recording 00:04:00.120 --> 00:04:02.659 artists. So they approved the model, build the 00:04:02.659 --> 00:04:04.759 hype yourself, and the industry will come find 00:04:04.759 --> 00:04:07.169 you. But, and this becomes a theme with them, 00:04:07.310 --> 00:04:09.270 they didn't just sit back and let the label do 00:04:09.270 --> 00:04:12.550 the work. They kept expanding. By 2009, the band 00:04:12.550 --> 00:04:15.669 had grown into, like, a six -person lineup. Right. 00:04:15.710 --> 00:04:18.069 They added recognize on vocals and production, 00:04:18.290 --> 00:04:22.189 non -MS on percussion, plus a drummer and a bassist. 00:04:22.269 --> 00:04:24.470 And that evolution is so important for their 00:04:24.470 --> 00:04:26.709 longevity, right? Right. By adding live instruments, 00:04:26.970 --> 00:04:29.269 they could tour like a rock band. A lot of hip 00:04:29.269 --> 00:04:31.589 -hop acts back then were just an MC and a DJ. 00:04:32.410 --> 00:04:34.670 Pressing play on a laptop. Which is fine, but 00:04:34.670 --> 00:04:37.129 it limits where you can perform. Right. Mayday 00:04:37.129 --> 00:04:39.709 could play rock festivals. They could jam. They 00:04:39.709 --> 00:04:42.189 could improvise. It gives them so much versatility. 00:04:42.410 --> 00:04:44.629 But frankly, the most brilliant move they made 00:04:44.629 --> 00:04:47.149 came in 2010. Oh, I love this part. This is the 00:04:47.149 --> 00:04:49.230 definition of guerrilla marketing. It really 00:04:49.230 --> 00:04:52.810 is. So picture the landscape in 2010. The music 00:04:52.810 --> 00:04:56.209 blog era is at its absolute peak. And who is 00:04:56.209 --> 00:04:59.240 the king of the world? Lil Wayne. Little Wayne 00:04:59.240 --> 00:05:01.259 is arguably the biggest rapper on the planet, 00:05:01.319 --> 00:05:04.439 and Mayday decides, hey, we want to work with 00:05:04.439 --> 00:05:06.860 him. But the normal route is, call your manager, 00:05:07.040 --> 00:05:09.259 who calls his manager, who asks for a hundred 00:05:09.259 --> 00:05:11.680 grand for a feature. Which, as an indie band, 00:05:11.819 --> 00:05:15.009 you do not have. So they just didn't ask. They 00:05:15.009 --> 00:05:17.050 literally went up to the roof of a building in 00:05:17.050 --> 00:05:19.250 downtown Miami in the middle of the day. They 00:05:19.250 --> 00:05:22.370 set up all their gear, amps, drums, mics, and 00:05:22.370 --> 00:05:25.069 they filmed unofficial music videos for two Lil 00:05:25.069 --> 00:05:28.170 Wayne songs. Da da da da and get a life. Yep. 00:05:28.560 --> 00:05:30.939 And because they were a full band playing loud 00:05:30.939 --> 00:05:33.500 on a rooftop, it looked like a free concert. 00:05:33.720 --> 00:05:35.720 The spectators started gathering on the street. 00:05:35.839 --> 00:05:37.639 People were looking out of their office windows. 00:05:37.959 --> 00:05:40.300 It created this whole scene. It wasn't just a 00:05:40.300 --> 00:05:42.920 cover song. It was a spectacle. It's such a gutsy 00:05:42.920 --> 00:05:45.259 move. We're just going to play your songs on 00:05:45.259 --> 00:05:48.180 a roof until you notice us. And the payoff, it 00:05:48.180 --> 00:05:50.660 actually worked. It did. It's a prime example 00:05:50.660 --> 00:05:54.740 of forcing the door open. That stunt led to the 00:05:54.740 --> 00:05:57.319 Lords of the Fly mixtape, which had remixes of 00:05:57.319 --> 00:05:59.660 those Lil Wayne tracks. It wasn't just for attention. 00:05:59.879 --> 00:06:02.680 It was a lead -in to their next album, Stuck 00:06:02.680 --> 00:06:04.939 on an Island. They leveraged the fame of a superstar 00:06:04.939 --> 00:06:07.439 to shine a spotlight on their own work without 00:06:07.439 --> 00:06:09.540 waiting for permission. Talk about manufacturing 00:06:09.540 --> 00:06:12.139 your own luck. At that hustle, it caught the 00:06:12.139 --> 00:06:15.160 eye of another giant in the independent rap world 00:06:15.160 --> 00:06:19.060 tech N9. This is the pivotal moment. Early 2011, 00:06:19.480 --> 00:06:23.379 tech N9 reaches out. Now. For anyone who doesn't 00:06:23.379 --> 00:06:26.459 know, we probably need to explain Strange Music. 00:06:26.680 --> 00:06:28.779 Give us the breakdown because it's not just a 00:06:28.779 --> 00:06:31.040 standard label. No. Strange Music is an ecosystem. 00:06:31.439 --> 00:06:33.300 Tech N9 built one of the most successful independent 00:06:33.300 --> 00:06:36.319 labels in history by completely ignoring radio 00:06:36.319 --> 00:06:39.240 and focusing on touring and merch. It's a cult 00:06:39.240 --> 00:06:41.120 following. A real tribe. It's a tribe, yeah. 00:06:41.379 --> 00:06:43.500 And it was a perfect cultural fit for Mayday. 00:06:44.139 --> 00:06:46.040 Because they already had that road warrior mentality. 00:06:46.399 --> 00:06:48.779 So Tech features them on his album, Welcome to 00:06:48.779 --> 00:06:51.079 Strangeland. And by June 3rd, 2011, it's official. 00:06:51.300 --> 00:06:54.560 May Day signs to Strange Music. And this move 00:06:54.560 --> 00:06:57.800 from the rooftop gorillas to Strange Music soldiers, 00:06:58.060 --> 00:07:01.100 it offered them stability. They released Take 00:07:01.100 --> 00:07:03.620 Me to Your Leader in March 2012. And again, look 00:07:03.620 --> 00:07:05.779 at the numbers. The key track Badlands, which 00:07:05.779 --> 00:07:08.620 had Tech N9 on it, hit half a million views in 00:07:08.620 --> 00:07:10.339 just two months. And the critics are loving it. 00:07:10.420 --> 00:07:12.600 The Miami New Times put out a list of the 50 00:07:12.600 --> 00:07:14.980 best Miami bands of all time, and they ranked 00:07:14.980 --> 00:07:17.980 Mayday at number 27. Which is high praise. They 00:07:17.980 --> 00:07:21.040 called them Miami Rap's future. In a city with 00:07:21.040 --> 00:07:23.000 that much musical history, that's huge. It is. 00:07:23.060 --> 00:07:24.800 But if we're talking about their peak mainstream 00:07:24.800 --> 00:07:28.220 visibility during this era, the moment where, 00:07:28.279 --> 00:07:30.319 you know, your average listener might have heard 00:07:30.319 --> 00:07:33.439 them. We have to talk about Fragile. Oh, absolutely. 00:07:33.740 --> 00:07:36.920 This wasn't just a Mayday song. It was this massive 00:07:36.920 --> 00:07:40.060 collaboration on Tech N9ne's album. You had Tech, 00:07:40.180 --> 00:07:43.519 Mayday, Kendall Morgan, and, oh yeah, Kendrick 00:07:43.519 --> 00:07:45.920 Lamar. And this is 2013 Kendrick. This is good 00:07:45.920 --> 00:07:48.860 kid. M -A -A -D, City, Eric Kendrick. He was 00:07:48.860 --> 00:07:51.899 ascending to, like, God -tier status. So for 00:07:51.899 --> 00:07:55.509 Mayday, specifically... recognize Ann Burns to 00:07:55.509 --> 00:07:57.790 be on a track with him. It's a career -defining 00:07:57.790 --> 00:07:59.670 moment. And they didn't just survive on the track. 00:07:59.769 --> 00:08:02.610 They thrived. The song is actually really deep. 00:08:02.769 --> 00:08:04.829 It's about the relationship between artists and 00:08:04.829 --> 00:08:07.629 critics, how fragile the artistic ego can be. 00:08:07.769 --> 00:08:09.769 And it did numbers. It did. It peaked at number 00:08:09.769 --> 00:08:12.670 16 on the Bubbling Hot 100 and number 38 on the 00:08:12.670 --> 00:08:15.610 R &B charts. It proved that Mayday could hang 00:08:15.610 --> 00:08:18.329 with the absolute elite of lyricism. It wasn't 00:08:18.329 --> 00:08:19.970 just about the beat anymore. It was about the 00:08:19.970 --> 00:08:22.360 pen. And while they were getting all this acclaim, 00:08:22.379 --> 00:08:24.300 they were just grinding on the road. They did 00:08:24.300 --> 00:08:26.939 the Something Else tour with Tech. They even 00:08:26.939 --> 00:08:29.680 formed a super group. With the rapper Merz? Yep. 00:08:30.009 --> 00:08:32.269 to form, wait for it, Mer's Day. Which is just 00:08:32.269 --> 00:08:35.210 great branding. It really is. They dropped the 00:08:35.210 --> 00:08:38.970 Mer's Day album in June 2014. They did an EP 00:08:38.970 --> 00:08:41.889 sponsored by Boost Mobile. It just felt like 00:08:41.889 --> 00:08:44.429 they were everywhere. They were. But, you know, 00:08:44.429 --> 00:08:46.590 as with any group that runs that hard for that 00:08:46.590 --> 00:08:49.950 long, the dynamic started to shift. It's hard 00:08:49.950 --> 00:08:51.629 to keep a six -person band together forever. 00:08:52.240 --> 00:08:55.200 Right. By 2015, things start to change. Plex 00:08:55.200 --> 00:08:57.100 Luthor, one of the co -founders we talked about, 00:08:57.240 --> 00:08:59.519 he leaves the group. And the sources are really 00:08:59.519 --> 00:09:02.379 clear that it was on good terms, which is rare. 00:09:02.559 --> 00:09:04.500 This was right before they released the album 00:09:04.500 --> 00:09:07.159 Future Vintage. But still, losing a founder. 00:09:07.740 --> 00:09:10.519 It changes the DNA of a band. For sure. Over 00:09:10.519 --> 00:09:12.460 time, the lineup kind of slimmed down to the 00:09:12.460 --> 00:09:15.460 current core trio. Burns, Recognize, Anonymous. 00:09:15.580 --> 00:09:18.019 But they kept pushing. Search Party in 2017, 00:09:18.580 --> 00:09:21.759 South of Fifth in 2018. They just stayed consistent. 00:09:22.240 --> 00:09:25.519 However, the biggest structural change was still 00:09:25.519 --> 00:09:27.740 to come. And this is where the story circles 00:09:27.740 --> 00:09:30.379 back to that whole theme of independence and 00:09:30.379 --> 00:09:35.639 business savvy. The date is May 1st, 2022. The 00:09:35.639 --> 00:09:39.789 setting. Red Rocks, iconic venue. Can you imagine 00:09:39.789 --> 00:09:42.029 the scene? You're on one of the biggest stages 00:09:42.029 --> 00:09:45.789 in the country, on tour with Tech N9ne. And you 00:09:45.789 --> 00:09:47.730 have to make an announcement that could, you 00:09:47.730 --> 00:09:50.570 know, potentially alienate your fan base or your 00:09:50.570 --> 00:09:53.470 boss. Rumors had been swirling. Fans notice when 00:09:53.470 --> 00:09:56.490 logos disappear from websites, you know. So Mayday 00:09:56.490 --> 00:09:59.190 gets on the mic and addresses it. They confirm 00:09:59.190 --> 00:10:01.250 that, yes, they are parting ways with Strange 00:10:01.250 --> 00:10:03.940 Music. But... And this is the fascinating twist. 00:10:04.080 --> 00:10:06.139 It wasn't a flip the table and storm out kind 00:10:06.139 --> 00:10:08.460 of situation. No, not at all. It was remarkably 00:10:08.460 --> 00:10:10.940 strategic. They announced they were forming their 00:10:10.940 --> 00:10:13.419 own label, Mayday Music. But here's the kicker. 00:10:13.460 --> 00:10:16.279 Yeah. They're still working with Tech N9ne. Exactly. 00:10:16.360 --> 00:10:18.960 This is the key insight for anyone listening 00:10:18.960 --> 00:10:21.279 who's business minded. We need to distinguish 00:10:21.279 --> 00:10:23.679 between a record deal and a distribution deal. 00:10:23.779 --> 00:10:26.269 Okay, break that down for us. A record label 00:10:26.269 --> 00:10:28.450 usually acts like a bank. They pay for the recording, 00:10:28.549 --> 00:10:31.029 the marketing, the videos. In exchange, they 00:10:31.029 --> 00:10:32.950 own the masters and take the lion's share of 00:10:32.950 --> 00:10:34.889 the profit. Got it. A distributor is different. 00:10:35.009 --> 00:10:36.529 Their logistics, they just make sure the music 00:10:36.529 --> 00:10:39.029 gets onto Spotify, Apple Music, and into stores. 00:10:39.269 --> 00:10:42.590 So what did Mayday do? Their new label, Mayday 00:10:42.590 --> 00:10:44.750 Music, is distributed by a company called It 00:10:44.750 --> 00:10:47.789 Goes Up Entertainment. And It Goes Up is? Strange 00:10:47.789 --> 00:10:51.509 Music's distribution arm. Wow. Precisely. So 00:10:51.509 --> 00:10:53.590 they gained creative ownership. They own their 00:10:53.590 --> 00:10:56.169 masters. They are the bosses. But they kept the 00:10:56.169 --> 00:10:58.490 logistical muscle and the pipeline of the empire 00:10:58.490 --> 00:11:01.750 they helped build. It's a very mature, have your 00:11:01.750 --> 00:11:04.210 cake and eat it too kind of business move. And 00:11:04.210 --> 00:11:06.009 true to form, they didn't just announce it. They 00:11:06.009 --> 00:11:09.730 dropped music. They released the single Own Way. 00:11:10.220 --> 00:11:13.259 That very same day. I mean, the title says it 00:11:13.259 --> 00:11:15.139 all, doesn't it? It really does. And since then, 00:11:15.139 --> 00:11:16.759 they haven't slowed down at all. We saw Minute 00:11:16.759 --> 00:11:20.019 to Midnight in 2021. They dropped an EP in February 00:11:20.019 --> 00:11:24.340 2024 called The Thinnest Line, Part 3. And looking 00:11:24.340 --> 00:11:26.419 at the most recent data from the source, they 00:11:26.419 --> 00:11:29.039 released a new studio album, Justice, on March 00:11:29.039 --> 00:11:32.440 18th, 2025. 2025. So they are literally still 00:11:32.440 --> 00:11:35.100 at it over 20 years after starting out in that 00:11:35.100 --> 00:11:37.179 garage. And that's what stands out when you look 00:11:37.179 --> 00:11:39.460 at their discography as a whole. Studio albums, 00:11:39.700 --> 00:11:43.860 EPs, mixtapes, solo albums, constant touring. 00:11:43.960 --> 00:11:46.240 They transitioned from a band that needed a label 00:11:46.240 --> 00:11:49.340 to a band that is the label. So what does this 00:11:49.340 --> 00:11:52.460 all mean? Why should we care about a rap rock 00:11:52.460 --> 00:11:55.919 group from Miami if we aren't, you know, a fan 00:11:55.919 --> 00:11:58.500 of that specific genre? I think it's about resilience. 00:11:58.820 --> 00:12:01.039 It's about the art of the pivot. How so? Well, 00:12:01.059 --> 00:12:03.000 look at the timeline. They started in the CD 00:12:03.000 --> 00:12:05.539 era. They broke out in the early YouTube era 00:12:05.539 --> 00:12:07.600 before there was even a playbook for it. They 00:12:07.600 --> 00:12:09.320 thrived in the blog era with those Lil Wayne 00:12:09.320 --> 00:12:11.559 stunts. They survived the streaming transition 00:12:11.559 --> 00:12:13.600 while it strained. And now they're in the independent 00:12:13.600 --> 00:12:17.039 artist entrepreneur era. Exactly. They didn't 00:12:17.039 --> 00:12:19.409 just survive these changes. They used them. They 00:12:19.409 --> 00:12:22.129 bet on their own creativity every single time, 00:12:22.210 --> 00:12:25.110 whether it was sneaking onto a roof or restructuring 00:12:25.110 --> 00:12:27.269 their own contract to become owners. It's a pretty 00:12:27.269 --> 00:12:30.149 inspiring story for anyone trying to create something 00:12:30.149 --> 00:12:32.409 of their own. You don't always need permission. 00:12:32.549 --> 00:12:35.450 Sometimes you just need a roof, a camera, and 00:12:35.450 --> 00:12:38.009 the willingness to look a little bit crazy. Precisely. 00:12:38.009 --> 00:12:40.049 So before we wrap this up, I want to leave you 00:12:40.049 --> 00:12:42.970 with a thought. We usually hear that to make 00:12:42.970 --> 00:12:46.919 it, you have to pick a lane, you know. Be a rapper 00:12:46.919 --> 00:12:52.740 or a rocker, be a viral star or a touring act. 00:12:52.940 --> 00:12:56.000 Be a businessman or an artist. Right. But Mayday 00:12:56.000 --> 00:12:58.919 did everything at once. They just refused to 00:12:58.919 --> 00:13:01.539 pick a lane. So here's the question for you to 00:13:01.539 --> 00:13:04.399 mull over. In an industry that is so fragmented 00:13:04.399 --> 00:13:08.070 now, does the story of Mayday. prove that sticking 00:13:08.070 --> 00:13:11.450 to one thing is actually outdated advice? Or 00:13:11.450 --> 00:13:14.190 is there 20 -year survival proof that versatility, 00:13:14.250 --> 00:13:16.789 being able to do it all, is the only real safety 00:13:16.789 --> 00:13:19.029 net left in music? That's the million -dollar 00:13:19.029 --> 00:13:21.389 question. In a world of specialists, sometimes 00:13:21.389 --> 00:13:23.809 the generalist is the one still standing. Something 00:13:23.809 --> 00:13:25.470 to think about. Thanks for listening to The Deep 00:13:25.470 --> 00:13:26.590 Dive. We'll catch you on the next one.