Define your brand

- Myself, Sarah and David have talked about the inspiration behind the web series and we've started to talk a little bit about the brand and Underground Sun but what I want to do is talk with you a little bit more about your brand and get into that a little bit more in depth and I think this is really important when you're building your web series out and thinking about it for your business in terms of how that brand is going to translate into episodes of a web series, so we've had some discussions. You've had a lot of discussions with each other about words that you associate with the brand of Underground Sun and I think that's something that you can do as well for your business or your brand, so I think what I want to do is start with you, David, if that's okay. And then Sarah also chime in in terms of what these words are that you see as threads that will be common throughout the series. - Sure. Yeah, music obviously has to be the first one because that's our industry, that's where the YouTube channel is based on. That's what people are there to do is to watch music videos. We want to expand that audience out into the songwriting process, what goes into the songs that are already on there, the music production process, production techniques and then the music business, so what's going behind the scenes, what we can do to help artists expand and amplify their songs and their music to get out to the greater, well, the world. The next one is to build off of that music business and show the uniqueness of what we offer as a label, our unconventional ways of doing business, our ways of setting up contracts, the different ways of promotion using the latest social media practices, best practices and then being able to share that with the artist and also with the audience for our channel. - I think there's something also unique about the transparency that we offer, not just as people but as artists. We are artists ourselves, we're musicians, we're walking the walk and we're sharing that with our artists on our label in a transparent fashion. We're also sharing our business practices and that we're learning along this journey with our community at large whether it's in person or whether it's our community online that we are now through the web series able to communicate directly to, transparency is certainly a part of the thread that we hope to bind all of our web series from here on out. Education in and of itself, fundamentally is transparent, so as educators, both of us coming together to share what we have learned and what we continue to learn with our community is very important to us and community kind of naturally came out there but it's a really great thing because whether we're talking about our geographic location community right here in Ojai, California, we are connecting with people, we're sharing transparently, we're collaborating about music and creativity and business and we hope to do that through our web series as well online with the people that we don't have direct access to in person, being able to record and capture some of that behind-the-scenes footage, some of the creative process, some of the business operations that can help others that are online, that's a big part of the drive behind the web series for us. We know that the audience that we have on YouTube is diverse, we know that they're coming from music, their audio files, they're coming to hone their own crafts, be it recording techniques, production, songwriting, music business, social media, marketing, promotion, all of the things that we spend all of our days doing to be able to share that with our online community is super important and we're stoked to be able to do it. - That's exciting. And I think really a takeaway for any type of business because I think, I mean, all of those words communicate what your brand is about but that one word, transparent I think is so key to creating content nowadays. You don't have to decide to be transparent but I think that audience loves transparency and it creates compelling content. If you tie that in with education in some form or fashion, it doesn't become sell-y, you are just letting people see what your brand is about and what stands for and it sounds like you guys are very much on the right road to having a clear idea of what this web series is and now it's time to get down to business and really plan it out in terms of what your episodes are going to be.