Naima Fatema

Yes.

Like they have had longstanding success.

And this, you know, a lot of people think Sheilux just like kind of popped up overnight.

They've been around since 2017 and they were founded by Georgie Coleridge Cole.

And it's completely disrupted the media landscape.

So longstanding success as a business, this has all really come into fruition this year when they were actually acquired by Future PLC.

And that included both Sheilux and Blush Talent Management.

So that's the PR, not the PR, that's like the personal talent agency that they have where they manage some of the staff at Sheilux, but also external talent.

According to the business of fashion, the initial deal went through at 39.9 million pound, which is 53.9 USD.

The value of this business is...

is astronomical.

I do want to acknowledge that because I think it's really important.

They're very innovative.

I don't ever want to sit here and have a conversation about this business or about this business's decision, I should say, and not consider the fact that they're absolutely dominating.

Yeah, we're not there yet almost.

So for those of you who haven't seen Reem Bot, it was assumed that she was of Middle Eastern descent because Reem is a Arabic name, I believe.

So that assumption was then left there for people to make.

And they kind of were just filling the narrative as well.

So they had to come back and directly acknowledge that.

They were one of the OG, EGC, like employee generated content.