Rhiannon Joyce

So this formula that they've been able to create kind of brings this level of intimacy, but then it's also this level of wealth as well that I think people are also interested in.

And that intersection is like what people care about.

It's like the perfect formula.

Let's address the taste thing because this is going to come up a lot in this episode.

Gone are the days of the MTV cribs.

The glitz, the glam, like it's all about just seeing.

This is like we want the narrative.

We want the storytelling.

Celebrities want to position themselves as tastemakers with Architectural Digest and this is the platform for them to do it.

Well, it was tacky because they also told you the price of things at the bottom when they would like zoom in and feature something.

Yeah, literally sound effects and all.

So great, great user experience as a viewer, I will admit.

So I tip my hat to MTV Cribs.

But the difference with Architectural Digest is that first and foremost, what they put out there from a messaging point of view is that

editorial integrity is very important to them for this series.

You cannot pay to play as a celebrity for Architectural Digest.

So already there is an establishment of we cannot be bought.

Therefore, we are going after the celebrities who we genuinely believe don't just have the nice things that cost a lot of money and can afford these things.

We actually believe that they have a level of curation, a level of

It's almost like a je ne sais quoi or they have the I. They've got the it factor.