Feelings Check-In: Grimes (AI and music), Poolsuite x Ralph Lauren, Consensus

[00:01] Welcome to the Feelings Check-In, a feelings first look at the news of the week. Takes no one asked for on topics everyone's talking about. I'm Natasha Hoskins. I'm Dina Burke. And this is Boys Club. Wait, is it just Boys Club? It's just Boys Club. The Boys Club podcast? No. No. [00:19] Just boys club. [00:21] Hi. Hey. [00:23] So I realized after doing the pod last week, [00:29] I have to follow the news. [00:34] Oh, I have to be like up to date on cultural happenings. I know. Week after week. As if. [00:41] We didn't spend enough time on Twitter. I know. I know. [00:46] I was like, trending topics. What's going on? So that's going to be fun. But I feel excited to do that work. I do feel excited. I do. I'm enjoying it. We got some good feedback from last week's on this new format, which is very exciting. Thank you to everyone who listened last week and who wrote us with your feedback. [01:04] It was honestly really life-giving and affirming. And we're just grateful that you spent the time listening and spent the time writing to us and are generous with your takes and ideas and feedback. [01:18] areas for improvement too. Yeah, totally. We appreciate all that. We're here for it. Thank you so much. We have all the time and space for it. [01:25] We're going to get right into it. Let's dig in. You're going to go first. Okay. [01:29] AI...

[01:31] Who is she? [01:34] We have an AI story. We have an AI story. It's AI and music is having a week. [01:41] So first, Drake and The Weeknd, that was about 10 days ago, two weeks ago. Time moves at warp speed. Yeah. And the AI land. And flying. Literally on a highway to heaven or hell. I don't know. So the story there was AI generated song based on synthetic versions of both of their voices and an AI interpretation of what they would do together to mixed reviews. Fake. Fake. [02:05] - It's fake. - Oh, it's completely fake, yeah. Completely fake made by some anonymous person. - Ghost someone. - Yeah. It was distributed professionally. So it was released on all streaming platforms. It went up on Tidal, it went up on Spotify and all these places and obviously, [02:20] It... [02:21] is the first of its kind in many ways, and so blew up overnight. [02:25] Universal Music Group and a bunch of other labels. I imagine did not feel good about it. They had a feelings check-in, a collective feelings check-in. Their board meeting was just a feelings check-in. Yeah, and they're upset. Checks out. So Universal Music Group specifically, they had a very strongly worded release that they [02:49] basically it was a call to Spotify to be like, [02:51] Don't be on the wrong side of history on this one. [02:55] And they framed it as this moral debate, very black and white. We're on the side of... [03:00] artists, fans and human creative expression. And basically the question was like, or are you going to be on the spot? Basically Spotify of deep fakes, fraud and denying artists, their true compensation. So whoa, line in the sand. Okay. Line in the sandwich was really drawn.

[03:17] And really framing it as an us versus them moment. [03:22] Honestly, I'm used to it working in crypto. That felt very reminiscent to me of how trad institutions frame the sort of crypto and Web3 stuff. So I'm like, okay, I see it. Spotify then had their earnings call this week. [03:35] And they were basically like... [03:38] We're going to toe the line. [03:39] They were like, it's spooky. It's a spooky season for Spotify. Well, Spotify was like, AI is spooky for sure. Yeah. Yeah. [03:48] But it's also cool. Yeah. [03:50] They were like, I don't know, because they have an AIDJ. [03:53] Okay. Have you used it? I've not. [03:55] Oh, interesting. Okay. You should try it. It's just like in the app. Yeah. Oh, wow. You didn't get, you didn't, you didn't see it? No. Oh, I was very, they really push it to me. Oh, okay. Um, anyway, they're a tech company. So of course they're going to be like, yeah. [04:07] experimentation. We have to sort of, yeah. Also have made their whole business off of disruptive [04:15] distribution. [04:16] Yes. So, but obviously they're in bed with all the major levels. They got to tell the line. [04:21] Grimes has entered the chat. Oh, here she is. She's arrived. She's she's beauty and she's grace. [04:27] She came in this week and was basically like, "I don't give a fuck. You guys can use my voice if you want." And she sent a tweet about it and went insane. Quick shout out to Holly Herndon and the Holly Plus project that's been going for two years. Holly Herndon basically has been doing this. She's this artist and she has this AI synthetic version of her voice that she's been allowing people to play around with. And they built out this tech very early. They were very early to not only

[04:53] really clear thinking on it, but... [04:55] the technology to make it happen. Yeah. Very cool project. Very cool creative thinking there. So Lincoln show notes, Lincoln show notes, but yeah, Grimes clearly has this big platform. She comes out, she says, use my voice. I don't care. Then there was this funny tweet that happened where she had to double back and be like, well, [05:11] Not for anything really problematic, which you can imagine. Yeah. Because we're just like, okay, yeah, sure, that'll be fun. You can do some whatever, salsa version of a Grimes song. But the internet just reverts to this... [05:24] Dark. Low bar. Yeah. Yeah. [05:26] And I'm sure she's like, sorry, getting hit with stuff that I was like, oh, wait, okay. It can't be dark. [05:31] very dark evil stuff you can imagine. And then it's her voice and then that's weird. So anyway, she had to come back and write another tweet that was like, don't be weird. Anyway, there's an interesting part of the story where she said that [05:41] if, [05:42] you do create a song and it kind of goes through her in some way that they'll distribute royalties using crypto and smart contracts oh crypto has entered the chat again oh my god yeah relevance let's try yeah let's try yeah bring it in so i have a few questions okay can i get to that or okay a question's packed in feelings um okay [06:01] Didn't she send a tweet that was like, [06:03] "50% of the royalties will come back to me." - Yeah. - Okay, so she wasn't just like, "Use my voice, fuck it." [06:09] She was like, there was some structure to the way that she was presenting the [06:13] Right. We split the we split the song, which is what she does with her other songs and which is pretty standard in a lot of artists arrangements. OK, so what do you mean by that? [06:21] Like, [06:22] It's her voice. So there's some revenue that needs to come back to her. And if you're...

[06:28] co-producing a song with someone. Okay, she's saying... Typically, they'll be... The AI person or creator, the AI artist and her as an artist are... [06:37] co-producing [06:38] A song is how she's looking at it. Yeah. Okay. Yeah. Interesting. [06:42] What are your feelings on it? [06:44] So, [06:45] I have a personal feeling, which is that my husband is a music producer and works in the music industry. Right. You've got some livelihood on the line. I have some mortgage payments on the line if this industry, if the music industry takes... [07:00] tumble, it would not be great. [07:02] Yes. [07:04] this whole, the rug gets pulled out of this whole industry. And again, and personally, [07:10] Probably a significant financial loss for me. Yeah. [07:12] and my family and my two kids. So I have some personal feelings that I break into it, but [07:18] can kind of move past that. [07:19] I think that another feeling I have is [07:25] As I've aged, one of the things that I've learned... [07:30] and feels like hard-won wisdom is that [07:33] things are not black and white. [07:35] Yeah. There aren't clear lines in the sands. Yeah. [07:38] There's gradients of truth. [07:41] And I... [07:44] I'm confronted by the framing of this debate in [07:48] AI and creativity as it being us versus them. And I'm disappointed and I feel [07:56] that I wish there was, I don't know, we can evolve as a society to...

[08:02] be a little bit more open i don't know open-minded about sort of how this is going to play out and [08:08] change happens and [08:10] technology [08:11] happens and it's not that simple and it's being framed as the simple thing right now and it's disappointing and [08:17] Also, [08:19] also nervous at the same time but i can hold those two things and be at peace with it and i i [08:24] And wanting that for more people. Yeah. [08:28] Them's the feelings. Them's the feelings. Yeah. It's interesting that those are your feelings. The feeling that I have when you... [08:35] We're reading... [08:36] Universal's [08:38] stance. [08:40] Thank you. [08:40] was one of agreement. [08:43] I agree that- You stand for human creative expression. I stand for human creative expression. And- [08:49] protecting... [08:54] compensation around that. [08:56] and I look at someone like Universal Records, their entire [09:01] business is built on the IP of these artists and their ability to produce and sell things in the world. And if that is lost, [09:10] I think there will be a lot lost in [09:13] humanity. And [09:15] I. [09:18] I do celebrate... [09:20] It's helpful to hear you talk about it. It's not, there's no way that [09:24] were going, or maybe there is, but [09:26] I don't see a future where there's no creative expression, there's no human creative expression. And I also don't see a future where artists are not using these tools. This is always what happens. There's like emerging tech that happens, and creatives and artists take that and are able to

[09:43] create something fresh and new within themselves. And I think that that is what will happen with AI. [09:48] And it would be cool for... [09:51] people to have more openness about what that could look like. [09:55] creativity ourselves to think about what that could be. [09:58] But I [10:00] really get [10:02] if I'm universal sitting here, [10:05] all of your assets are at risk. [10:09] And so what other option do you have besides [10:14] at least buying yourself some time. [10:17] Grimes chat. [10:19] entering the chat and her perspective, I [10:22] I'm excited by that. And I think it's admirable for someone to say, [10:28] I will be the sacrificial lamb for us to figure this out. [10:31] And she also... [10:33] It's pretty low stakes. She's not trying to pay her mortgage. She's good. She's sad. She's sad. Yeah. So I do think that there's an incredible amount of privilege that she's coming from. Oh, yeah. I agree. But I also think... [10:47] What a cool way to use your privilege. [10:49] Yeah, nice. [10:50] You know what I'm saying? Nice. Thanks. Thank you. I also think a take could be that this is a classic... [10:58] innovators dilemma situation where [11:02] Grimes... [11:03] is light on her feet. She's one person who is independent relatively compared to Universal Music Group, this huge bulky entity. Grimes can try this out. She can give it a go. If it works, amazing.

[11:17] She has now a new revenue stream that's powered by an endless source of human and AI creativity. [11:24] huge [11:26] UMG cannot do that type of experimentation as easily, and they may get left behind as a result. [11:35] Any other closing thoughts? [11:36] The crypto element, not only is it [11:40] in payments and royalties. Cool. Which is cool. Very cool, I think. Use case. Here it is. But also, I do think that a part of the crypto and AI conversation is around the idea of credentialing human creators and... [11:57] that [11:58] being a way to validate and verify that the art that you're consuming is being made by a human. So we're 50 years in the future right now. Yeah. [12:06] But I do think that there's some... [12:10] immutable blockchain amazing piece that comes into play here in an interesting way or proof point that it [12:16] you are the creator. [12:18] Right. That is really interesting. And you're human. And you're human. Yeah. Yeah. [12:22] A little bit more advanced than the little box where you have to say where there is a bicycle. The CAPTCHA. The CAPTCHA. [12:29] Every time I sign into chat GPT and it makes me do that, I'm like, this is so funny. This is so ironic. Okay. Great. Story number two. Story number two. I'm taking this one. We have a collaboration. [12:41] Poor sweet. [12:42] And Ralph Lauren. [12:44] - Have collaborated. [12:45] So for those who are not familiar, Pool Suite is a brand that's been around

[12:49] Since 2014. [12:51] They really started as [12:53] basically like a playlist website. [12:56] that [12:57] was very branded, had a very unique experience, and it didn't sell you anything. You showed up. [13:04] poolsuite.fm, you listen to music, it had a vibe. [13:08] It has grown since then really into a media business, and they frame themselves as an internet leisure corporation. So they have a newsletter, they do events, they have FM, they have different NFTs. [13:23] And I think what Marty, who's the founder, who's a really lovely guy and incredibly smart and an incredible brand builder, what... [13:31] they've done really successfully is he... [13:35] and his community has a very clear [13:39] brand POV. [13:41] and they have been able to produce and sell products, both digital and physical products, through Vacation, their other company, [13:48] by collecting a group of people around a shared aesthetic. [13:50] And then selling into that shared view of the world. [13:55] So, [13:57] Their first digital asset was a membership card. [14:01] That was a few years ago. Then in August of 2022, they did a PFP project monetizing what has been essentially a [14:11] a brand vibe apart from some other products. [14:14] Okay, fast forward to beginning of this month. They announced that they're doing a party with Ralph Lauren in Miami. Ralph Lauren is opening a store in Miami and what they're doing with that store is it's their first store that's accepting crypto payments.

[14:28] So they're doing a party with Pool Suite. My first instinct was very cool. I love to see party collaborations, but the partnership sort of felt light. Okay, they're doing a party together. Cool, but what is beyond that? And then they... [14:43] announced that the PFP project, which are called the Leisureists, you can style them in Ralph Lauren clothes. [14:49] So if you have minted a PFP and they have about 2,000 holders of their PFP, about 3,500 of them sold. If you have one, you can go back to their tool, their minting tool, which is very sleek. It's called like something 3,000. [15:04] and style your avatar in Ralph Lauren clothes. [15:09] So showing a deeper partnership here and demonstrating that, [15:16] digital fashion fashion. [15:18] digital styling onto [15:21] PFP avatars is really what this collaboration is about. [15:25] There's no charge to styling it. [15:27] It's really cute. When I saw it online at first, I was like, oh, this is fun. And then I did it myself and I was really into the experience and had a lot of fun actually doing it. [15:37] So that's what's happened. [15:40] What are my thoughts and feelings about that? My main question that comes up for me is, [15:46] why is Ralph Lauren doing this? [15:49] Ralph Lauren is tweeting it from their brand account. From Maine. From their Maine account. They are... [15:55] Doubling down on this partnership. Mm-hmm. [15:57] which is amazing for, for Paul Suede and Marty. And I think it's wonderful.

[16:02] But what comes up for me is, okay, this is a clear... [16:06] Indicator that... [16:08] Ralph Lauren is doing some experimentation with digital fashion, how they show up in Web3.com. [16:14] They're opening this store in Miami, they're accepting crypto payments, and how do you show up authentically in this space that is a legacy brand like Ralph Lauren, that is a heritage American brand? [16:25] And [16:26] Personally, I think it's amazing that they've decided to go through and collaborate with a really established community to do that. I think that shows... [16:37] whoever's working on the team, a real thoughtfulness about how you experiment in this space and not just put a random ass NFT project out there that has absolutely no... [16:46] community or bearing, [16:48] Gucci, if you're listening, it's hi at boysclub.vip. There it is. So I respect that move a lot. But if I'm [16:57] Ralph Lauren, I'm... [17:00] looking at 3,000 holders. And this isn't about reach and distribution. No. [17:04] they're not getting some sort of [17:07] big push from this in terms of a new audience or [17:10] They're not making any money from it. It's just... [17:13] showing up authentically, I think, and experimenting. [17:16] So I'm curious what they want to see from it. [17:19] So if I'm Ralph Lauren, I'm looking at... [17:23] digital fashion. Maybe I'm looking at gaming. You think about Epic Games, which owns League of Legends and Fortnite. She's a gamer girl now. I'm a gamer girl. And they are bringing in billions of dollars on skins.

[17:40] in these games. A few years ago, Epic Games was bringing at least 1.5 billion in like 2019 to 2020 on skins. [17:49] So you look at that in comparison to... [17:52] Ralph Lauren, which... [17:55] last year did 6.2 billion. [17:58] in sales and they're creeping up. It's becoming competitive with the amount that you're bringing in on physical goods. [18:06] And I know Ralph Lauren has done experimentation in the past with this idea of direct avatar, which is... [18:13] them... [18:14] creating digital fashion for Snapchat avatars. So I know that they're into this type of experimentation and I think they're looking at what we talked about last week with Nike and... [18:23] artifact, [18:24] If I'm... [18:26] Ralph Lauren. Yeah. And I'm thinking about my- Congratulations. Thank you. I'm doing well. And I'm thinking about my long-term legacy. [18:34] And what that means for the future is, [18:36] you're going to want to start to make some bets. [18:39] What an interesting way to experiment. [18:42] from a... [18:45] fashion girly lens. [18:47] I'm not sold on this idea of digital fashion. It's not the same thing. [18:51] I'm like really confronted with [18:53] Digital fashion is not fashion. Okay, a couple things. Okay. My feelings. Tell me. And you're not going to like this. [18:59] You love it. [19:00] No, you hate it. No, that's not my feeling. Okay. [19:03] You might be too old. [19:05] Oh, that's so mean. I know. [19:08] *sigh* [19:09] Let me finish that thought. Some hard-hitting facts. So I think if you're – You called me a boomerangual. Not even Gen Z. I don't even think it was Gen Z. I think if you're my –

[19:20] 11 year old niece [19:22] or even my six-year-old son, [19:24] your [19:25] world is completely different and the norms and the culture around what you do online and how you do it and what your relationship to, uh, [19:36] that value is [19:38] completely different. And that's evidenced by that many billion dollars of Fortnite skins. [19:45] I think that there's just more perceived value [19:48] in some of these digital items. And I'm sorry. And the march of time just is relentless. And it's tough to hear. It's tough to hear. I know I've been going through it myself, but I will say that [20:01] Hey. [20:02] I think another part of it is what if you look at what Pool Suite and Ralph Lauren has done [20:08] as [20:09] the V1 [20:11] of something like the very, very, very V1 of something where right now it's a cartoon. It's a little cartoon person. Yeah. [20:18] And it's like a... [20:20] a Ralph Lauren sweater and it is on one stiff, [20:25] static image that looks very cool. And it's Marty and Pulse. We'd have done it expertly in terms of their aesthetic and expressing a brand. Yeah. [20:33] and a vision, but... [20:35] It's a static image that's not actually you. Yeah. So what if we were to see this as a B1 experiment and think about – [20:44] "Okay, it's five years down the line, [20:47] And it's it's actually you or a photo of you. And you're you're like, I went out last night. I wore this thing.

[20:57] I didn't love it. And I'm able to... [21:00] I don't know, repurpose some other image. Or I didn't even go out last night. I'm doing a headshot. [21:07] Okay. [21:08] the turtleneck that I wore was a mistake. It was wrong. And I can, I can, [21:14] be styled in all these different options. [21:17] that might be fit for different purposes. [21:20] I just think in a world of digital signaling, [21:23] I do think that there's a role for... [21:27] Fashion. [21:28] Yeah. And I think that you're also right in that... [21:32] for you right now, [21:34] An avatar sweater is not it. [21:37] And I think that's not so fair. And I just want to be clear. I actually love... [21:42] my avatar. [21:44] I think it's so fun and I think it's a huge success for PoolSuite. Huge. Just to clarify that point. [21:49] what I'm not [21:51] clear on [21:53] is what the opportunity is for digital fashion. I don't really see it yet. And you bullish on your description of what [22:01] the world can be. [22:03] I... [22:05] Do think... [22:06] when you start to look at the building of IP, [22:11] that media business is, the work of media businesses. [22:14] ours pool suite [22:15] your other PFP projects. [22:18] you are looking for ways to [22:22] take these assets and build a world around them. [22:26] And some people are doing that in gaming. Some people are doing that in animation and anime.

[22:31] I think it's a perfect fit for Pool Suite to be experimenting in fashion. I'm curious what that would be for us, but I think you're looking for ways to build a Disney world around the assets that you've created digitally. [22:45] And... [22:46] So when I think about that, [22:49] layering on [22:51] what [22:52] you wear and what these characters wear [22:56] is [22:57] a massive opportunity for product placement. - I think here's what you're getting to. [23:01] Well, [23:02] See the world. [23:04] You see, the use case... [23:06] What's the value of that? Right. In dollars or ETH. Right. [23:11] What are people willing to pay for that? And I think you probably are willing to pay nothing. [23:16] Very little, nothing. - My 12 year old niece, [23:19] might be spending some of her allowance on something. Yeah. [23:22] And it's just that difference in perceived value for right now for you is very low. Yeah. [23:27] That's what it boils down to, I think, ultimately. You're like, OK, cool, cool experiment. [23:31] Very cool, yeah. What's the commercial opportunity for Ralph Lauren? [23:35] What's the commercial opportunity for Boys Club in this world? And I think that's the right thing to be pushing on. Wow, really great synopsis. [23:42] There it is. [23:43] Let's end it before the synopsis get worse. Great. [23:52] We're moving into general purpose feelings. These are not news related topical feelings. General purpose feelings. [23:59] We had two events this week.

[24:02] What are your thoughts? Yeah, so we had an event in LA with the ACC and Z crypto team. We also spent some time with their teams doing crypto startup school mentoring, which was very fun. We're mentors at the... [24:15] A16Z crypto startup school. Which is hilarious. Which I feel the need to be self-deprecating about every single time. Every single time. And it's so... [24:24] Stupid. [24:25] "I'm making myself small." [24:27] Every time. [24:28] I know, but I also can't say it with a straight face. I can't say it with a straight face because these guys are coming in and they're like, I've built a whole thing. Yeah. [24:37] And I'm like, [24:39] I have a newsletter. [24:43] So anyway, we did that. And then we just last night had a hoedown at Consensus. It was a really fun event. So I will say being at Crypto Startup School and meeting with those teams was amazing. [24:56] so inspiring. [24:59] They are so smart. [25:00] and building really interesting things and [25:05] just inspiring to be around those teams and really encouraging. [25:08] in a market that feels really hard to be surrounded by people who are thinking and building for this new internet together. So I had an amazing time, some really great projects that are working there, great team. And the event that we had was awesome. It was at the Ruth Jelena. [25:21] Great natural wine, great food. It was really fun. So that was great. [25:25] Flew from LA to Austin. [25:27] And then we threw a very different style event last night with [25:30] tattoo artists and cowboy hats and...

[25:35] Country music. Country. Country fusion music. Fusion. It was a fusion. It was very fun. It was very fun. I had a great time. I feel... [25:45] that [25:46] I always really am... [25:48] affirmed by being in community with [25:51] Voice Club. [25:52] being IRL with people is just like really nice. [25:55] Exhausting, but... [25:58] it confirms [25:59] that there's some... [26:01] thing here. [26:02] someone... [26:04] asked us, [26:05] How have you been able to build such a consistent community? I think, [26:10] many communities are unsure of if they brought a room of people together that they're all anon in the discord, what that would feel like. [26:19] And [26:22] The answer to that was we have... [26:24] really focused on meeting in person. Being together... [26:27] connecting, having genuine relationship and community, [26:31] you're building on something that has a very solid ground. [26:35] And... [26:37] the fleeting of... [26:39] quote unquote community and how [26:42] hype-cycle-y, [26:43] this industry can be [26:46] becomes a lot harder when you have a nucleus of people. [26:50] a core of people that have genuine connection with each other and have spent a lot of time together. So, [26:54] That felt true. [26:56] Last night. Yeah. [26:58] So great times. Really good times. Any, that's it. Just positive positivity. She's an optimistic gal. I'm an optimistic gal. I just feel like the last few times I've been negative. You're like, nobody wants to hear that.

[27:08] So I'm keeping it up. Yeah. I will say that I have just always right now, and this has been true for the last year and a half. [27:16] but it persists and it is maybe amplified. [27:20] a [27:21] Just low-key, always-on feeling of I don't yet know where the business is. [27:26] Oh my God. Every single moment of every single day. Every single moment of every single day. So it feels silly to rinse and repeat that feeling here right now, but I would be... [27:36] - Remiss. - Dishonest to say that that's not right there. - Yeah. - It's my second thought of-- - Every moment. - Every moment, yeah. So. [27:47] Yeah, someone last night asked me, how much does it cost to throw this party? [27:51] And... [27:53] He was like 5k. He was like $1,500. [27:56] He was like, no way, $1,500? And I was like, no, not $1,500. He's like, oh, I misheard you. I was like, yeah, my dude. Yeah, you did. [28:04] Yeah, so there's a pretty penny... [28:07] that are amazing sponsors. [28:09] co-create [28:11] Alley-o. [28:13] Plexa. [28:14] Fluxa, great... [28:15] amazing people [28:17] pay to bring people in a room together. And I'm really grateful to those sponsors and really present to [28:24] the investment we are consistently making in bringing people together. [28:29] And [28:33] They're... [28:34] is a very, very, very tiny business if we're doing events. [28:37] Only doing events.

[28:39] Yeah, the margins are absolutely atrocious. Yeah. [28:42] So I'm present to that feeling all the time. [28:45] And there's a lot that I'm thinking about and anxious about. [28:49] when it comes to Boys Club, but... [28:52] I did have a lot of fun last night. Yeah, I'd say community isn't one of those areas of anxiety. Exactly. Yeah, which is good. Okay, on that note. See you later. Bye. [29:01] Dina, where are we going to be in September? We are going to be at Permissionless in Austin, Texas. Permissionless too. It's happening. And we're curating the culture track for the conference. So if you're into the stuff we talk about here, you should come and have a good time with us. So email your boss. Tell them that you need to go and buy your ticket now. [29:22] as cheap as they are today. And we also have a promo code in our discord for our Boy Scout members. Come hang in Austin. [29:30] Friends. [29:31] This is where we make an ask. We're in our call to action era. It's CTA times. Rate and review this podcast. Subscribe to our newsletter. And if you're feeling extra generous, [29:44] Send it to one friend. Thank you for listening. We love you. Bye.