Tom La Vecchia

And then one of the things that really made AP pop, believe it or not, similar to many French brands, et cetera, is the rap community, rap songs.

And the younger rap guys, although they flex just as much, they don't flex about watches anymore.

They're smart.

They don't have that Jay-Z advocacy anymore.

They don't have maybe an Eminem.

Eminem is still kind of cool, more from nostalgia.

But in 20 years, he's really not going to be.

So they don't have that seeding maybe from rap that they used to.

The champagne kind of community, if you will, Ace of Spades, Cristal, they're in trouble nowadays because less guys drink.

But watches will not go out of style.

So again, makes it another great move.

Yeah.

I love it.

Tom, this has been fun, man.

Talk to me about where people can learn more about everything you guys are doing at X Factor Media and to get any more of your insights.

Yeah, absolutely.

If you want to check us out, xfactormediagroup.com is our website.

I have a podcast, New Theory Podcast.

Hopefully I can host you and give your insights to our audience.

They're valuable.