Paris Childress

Yeah, you're right.

You're exactly right.

I think one untapped territory for us is programmatic.

and a lot of that is display advertising.

We haven't gone there yet, and I think that's the next frontier.

That would unlock advertising inventories that are way beyond the Google Display Network and YouTube and Facebook.

And as an agency, we haven't really developed that as a service yet, so we're working on it.

but I believe that there's massively more inventory ad inventory out there for us to reach people that would like to use their tool to make music.

Um,

And we need to do that through programmatic.

There's a close relationship between the perpetual software and the hardware.

But their customer base was only...

maybe 15,000, 20,000 before they went SaaS.

So this got us started, but it wasn't really... At some point, we had already cross-sold to all of the current customers.

I think the first purchase will be SaaS and eventually the software will go away.

Possibly.

The software will just be a very, very small piece of it.

The people who are buying the software are really the most professional music makers.

This is relatively expensive software.

He said it's expensive or inexpensive?