we have done that, and gopro is thriving again.mily: let's talk about where you came from, where the idea came from. you grew up not far from here in california. what kind of kid were you? were you surfing at, like, three years old? nick: [laughs] oh, i wish. i did not start surfing until i was about 10 or 11. i grew up 30 minutes from the ocean. i didn't know what surfing was until i saw magazine tear-outs on a friend's wall. i saw beautiful places, beautiful faces, beautiful waves. oh, my god. i want to be part of this. content got me started on that path. those magazine tear-outs on the wall. now we are leveraging content to inspire people to go out and pursue their own interests. emily: you studied visual arts and creative writing in college, which is not your typical silicon valley ceo. nick: yes, i didn't go to stanford. i didn't study business. but i have a creative background. i have learned business on the go, but my creative background, you can see it in our brand and everything we do at gopro. in times where i don't know

there were layoffs, and gopro tumble down the road.hen we sat down with founder and ceo nick woodman in march 2019, gopro had stabilized, become profitable, and gone back to its roots, making cameras. ♪ joining me today on "bloomberg studio 1.0," gopro founder and ceo nick woodman. thank you for joining us. you have had some high highs and lows lows. what do you think the best action sports metaphor is, writing a big wave, wiping out, and getting back on the board? how would you describe it. ? nick: it is more of a free climb. i think free climbing is a good metaphor for being an entrepreneur. you start out with an idea, which is a bit of a cliff, but you think i got this good i can climb that no problem. you start climbing, and went to get into the pursuit of your idea, you get far enough along that you can't stop climbing, because it is too far down, but the question is do you believe in yourself? idea?lieve in the if you do, you have got to keep climbing. i started climbing in 2002, and some pitches have been straightforward, some p

there were layoffs, and gopro

, but gopro's drones started literally falling out of the sky.tock fell too, and the media strategy sputtered. there were layoff,

, but gopro's drones started literally falling out of the sky.too, and the media strategy sputtered.

camera maker gopro announced its youtube channel passed 2 billion views.estone for a company that has seen many ups and downs. i sat down with the founder to talk about competition in the sports camera market and the challenges that lie ahead. take a listen. nick: we were trying a lot of new things. just because you are successful in one area, does not mean it is successful in another. just because you are an all-star pitcher does not mean you can go and play quarterback. in an effort to grow gopro beyond our initial success, we tried many things that initially made sense. emily: at one point you thought you would be a media company. nick: i think we still have a opportunity in these areas and more. we did not have the right approach, we did not have the right skill set, and i think we took too much, too soon. we would have been better served but- hindsight is 2020 -- we should have stayed very focused on what our core purpose in the world is, which is to help people capture and share experiences that would otherwise be difficult to do. now we are back to

there were layoffs, and gopro

when he slips, his gopro rolling the whole time. how he survived. >>> the breaking headline in southern california. a shootout at a busy intersection after a police chase involving a possible murder suspect. stay with us. on after a police chase involving a possible murder suspect. stay with us. can be a big deal. that's why there's otezla. otezla is not an injection or a cream. it's a pill that treats differently. for psoriasis, 75% clearer skin is achievable, with reduced redness, thickness, and scaliness of plaques. for psoriatic arthritis, otezla is proven to reduce joint swelling, tenderness, and pain. and the otezla prescribing information has no requirement for routine lab monitoring. don't use if you're allergic to otezla. it may cause severe diarrhea, nausea, or vomiting. otezla is associated with an increased risk of depression. tell your doctor if you have a history of depression or suicidal thoughts or if these feelings develop. some people taking otezla reported weight lo. your doctor should monitor your weight and may

gopro moved 7% higher on that confirmation. big manufacturers like apple a much harder time moving out of china. that's where all the raw materials are. bank of america estimated tariffs grow, apple has to add 20% to the cost of the phone. or report 20% less profit. so important to silicon valley. but i need to know more about these guys in oklahoma city. >> yeah. we have more on that. what we are following here is breaking news out of oklahoma city. reports of people that were trapped. they were window washers. >> right. >> they were actually trapped on a tower. as we zoom in, see the center of your screen in the center of the two buildings there. that is a lift that had the window washers suspended in the air and it was swinging really uncontrollably. people were trapped. at one point it slammed against the building there. oklahoma city is where it's happened. this is the devin tower, said to be one of the tallest in that area. they finally managed to throw out some sort of harness to stabilize the lift. it at least stopped i

. ♪ emily: like a shot of adrenaline spiking an extreme athlete's heart rate, gopro shares soared whenc in 2014. founder and ceo nick woodman became the highest-paid ceo in america. gopro dominated the action sports camera market, branched out into media and content and even launched a drone, but in a spectacular turn of events, gopro's drones started literally falling out of the sky.

gopro setting of earnings after the bell.ice caterpillar, which was down three times as much as a close that, that was a stock and a bull's-eye and real quickly, after hours, gopro coming in with strong sales numbers beating the outlook and that has been up as much as 10% after hours. goldman seems to think tariffs will take effect on friday, so they have made some recommendations. su: they are saying reality is likely it goes forward, and they say go with stocks more focused on services rather than goods. take a look at some of the stocks they say likely to survive better than others. and they say those likely to be in the crosshairs, those that are focused on goods like johnson & johnson, exxon, and apple, which was down as much as 3% at the top of the session. >> thank you so much with the latest on the markets. always great to have you with us. she was talking about some of the stocks goldman likes. this chart on the bloomberg shows those stocks with high exposure to china not surprisingly have then underperforming global

i sat down with an official from go for -- from gopro.ake a listen to what he had to say. >> we said, let us go and research where else we would build our products for the u.s. market. we ran around mexico. and through our research, we learned there were also financial benefits, logistical elements to doing so anyway regardless of tariffs or no tariffs. whether or not the tariff threat to our product becomes real, we are happy to be moving our u.s. bound production to mexico. threat on tariff china israel and we do not know what is going to happen with mexico now. now, they are stuck between a rock and a hard place. whatu are seeing and you're going to see is the emergence of different supply so much of production, particularly in consumer electronics, a topic that we think and talk about all of the time, has happened through china. given the trade tension between the u.s. and china, companies like gopro have to look elsewhere. where can we source our products ? where can we finish our products? how can we moved the supply chain out of ch

gopro went public $24 a share i think it was, it traded up to 90 shake shack which actually put up good earnings today, also the stock went berserk and it ended up being near 90 maybe and there's this euphoria, and i believe in this space. >> in the alternative meat space. >> i do. i believe in vegan, vegetarianism and we will see changing food. >> meat disruption >> yes i was going to get corn. i don't know, does beef eat corn i don't know is that going to be a pressure them, but this is kind of like beyond gravity. >> beyond meat is beyond. >> seems too fatty, though >> not fatty, faddy. >> and you covered people worried about heart risk when it comes to eating meat products >> it has no cholesterol and a whole bunch of things that i think will get in the way of it being a healthy food, but i agree. there are people that just will not eat meat >> let me say one thing. how is it that they're thinking 16, 18, whatever it is and then they decide no, it will be a little bit higher and a little bit higher and this ends up happening. >> i mean, that's as pounding to me we're seeing this in

sticking with tech, don't miss our interview with the gopro s ceo tonight. mike pompeo says situation in venezuela is fluid. we have all the details on the crisis in caracas head. -- ahead. this is bloomberg. ♪ amanda: mrs. bloomberg markets, on melinda lang -- amanda lang in toronto. taylor: i'm taylor riggs in new york. opposition leader juan guaido faces a major step back as nicolas maduro keeps a stronghold on the military. lawmakers in washington are weighing in including security advisor john bolton. figures like the defense minister, chief judge of the supreme court, head of the presidential guard, have been outed as people dealing with the opposition. if you are nicolas maduro, can you look at your defense minister anymore and trust him? i don't think so. maduro is now surrounded by scorpions in a bottle and it is only a matter of time. taylor: for more on how these tensions could spill over into other emerging market economies, i want to welcome our guest from voya investment management. cannot talk specifically about a buy or sell recommendation wi

pretty big run-up in the stock, would for a name like gopro was significant.here were a lot of analyst updates and price target moving higher, saying there is a growth story here and there are new products in the pipeline. as you can see -- you can't see, but the price action for today seems to suggest that some investors are not completely sold. caroline: good way to finish, romaine and the markets team. what investors are also not sold on today is uber and its listing. closing down about $41.57. day to not a very easy come into the market. even as the market rallies, that wasn't good enough. joe: pretty surprising how divorced it was from the markets. still with us, scott ran from wells fargo and bloomberg's sarah ponczek. i want to go back to you. next week are we going to be talking about trade, and will the market be dominated by trade, or will we get a few more weeks until the next deadline and will not allow us to focus on something else? scott: i don't think we get much of a reprieve. everyone will be watching over the weekend for any headlines that co

his gopro reporting the whole time. tonight, how he survived. here is clayton sandell. >> reporter: climbing, jumping, and enjoying the view from the flatiron mountains near boulder. kyle walker says he'd done this hundreds of times. and on this day, he's free climbing, no ropes. but then, walker tells "the dai, his foot slips. the camera strapped to his chest capturing his 60 foot tumble down the rock face to a painful landing, then moaning, in and out of consciousness. walker tells the paper he broke both wrists and his pelvis. he also had eight busted ribs and a punctured lung, but was alive, in and out of consciousness for about an hour late interfinally rescued. he tells the paper he healed remarkably quickly and is out of the hospital. >>> a tv legetd and the an mels he fwlougt her homes. >>> and southern california. a shoot out in v with police in a busy intersection. >>> and putin on ice. one of the world's most powerful people taking a big stumble. we'll be right back. metastatic breast cancer is relentless, but i was relentless first.

line gopro. worried? i will ask their chief executive nick woodman on the show next hour. ♪ am car. it turns out, they want me to start next month. she can stay with you to finish her senior year. things will be tight but, we can make this work. ♪ now... grandpa, what about your dream car? this is my dream now. principal we can help you plan for that . stuart: strong economic news coming out this morning. that is helping the market. we're up 3/4 of 1%, 25,800. that is where we are right now. >>> i have some breaking news. let's update the condition of jimmy carter who earlier this week broke his hip. liz: he is out. he will teach sunday school this sunday with a broken hip. he is our country's oldest living american president. so it is really astonishing. he is 94 years old. he broke his hip monday. he is out of the hospital, will teach sunday school, monday morning. his wife, rosalynn carter is back in the hospital. she is feeling faint. stuart: 94, breaks his hip on monday. teaching sunday scho

as gopro's youtube channel hits 2 billion views, the ups, the downs, and the ups.irst, apples bounce back. the iphone maker continuing to feel the love from wall street. as much as 7% at one point in trading on wednesday. one key to success, stabilizing iphone demand. something that had a positive effect in all markets. an important market, china. >> we did experience a revenue decline in emerging markets but we feel positive about our trajectory. our year-over-year revenue performance in greater china improved relative to the previous quarter and we have seen very positive customer response to the pricing actions we have taken in that market. emily: we have the managing director of equity research, dan ives, and max from bloomberg businessweek. in studio, mark gurman. what is driving up the shares? is it a stabilization of iphone sales? or is it this massive buyback? this is more on the iphone sales. they were looking for that revenue number of about $30 billion. that is a big decrease. it is not as bad as it could be and there is clear momentum for the turnaround

gopro has cut prices on popular cameras an attempt to widen its appeal.million. this in his first full year, heading into the overhaul of the university's ailing 39 billion endowment. forard has drawn criticism generating mediocre returns. and college campuses are contending with an ugly problem. people like it because they can posted that post it in their -- post it in their instagram feed. caroline: a glitter kanaan is fun for your feed, but not good for the environment -- a glitter cannon is fun for your feed, but not good for the environment. not good for the environment. bloomberg's word news. president trump says today's constructiveere and candid. will continue. talks resumed after presidents raised tariffs on $200 billion in goods. aging promised to retaliate. mr. trump said there is no need to rush a deal. sei did states and china try to resolve the trade dispute, philip hammond is weighing in. he was asked if he is of the opinion trade wars are winnable. >> i don't think that

gopro, a big mover ahead of its earnings. roku came in very strong.he video streaming service did very well. take a look at gopro after-hours. another strong stock doing very well. up as much as 10%. this is a company that a year had been struggling because of concerns it was a one-hit wonder. paul: su keenan, thanks very much for joining us. our next guest says it is time markets will go up to the reality that a trade war affects everyone, including economic growth, earnings, profits, and stock prices will rise. cio, david. and let me start by asking you this. do you think markets were too complacent ahead of the tweets we had earlier from president trump/.'markets are -- from president trump? are they being team estimates that -- too pessimistic? david: we had a period of complacency. the market clearly was pricing in a deal and no controversy. that all changed. whether the market adjustment that we are seeing that you have just reported is over remain to be seen. i do not think so. a 200 day go to break moving average or not remains to be seeing, b

i do believer you will see much more of gopro. that stock is toxic. have you seen it going up?ncredible ever since they put the gopro on the surf board, it has been going down now starting to come back. >> yeah, we love the goat. by the way, here is a look at what is laura alber told jim las night. >> we have great relationship with our vendors and we start moving products. there will be select price increases as there always are. more importantly we are reducin costs, not just the costs of goods by moving them but other cost of our company. >> that's quite a show last night whether on wsm or workday or twitter >> twitter is doing well not a lot of chinese business in the united states. they become more national company. no chinese business, business is incredibly strong and getting stronger william-sonoma they do make a lot of things in china, they are moving rapidly tho t to the united states they were patricking 25% the ones that did not think is 25%, they're the ones who are scrambling and most retailretai, again, remember watch apple. apple is the one that everyone is afra

scarlet: and looking at gopro. the last two quarters when it reported, the stock fell the following day. right now, first-quarter revenue is beating analyst estimates. the firster share in quarter also narrower than expected. and adjusting profit ability views as well for the period. the stock down 4% right now, so consistent with the reaction in the past. caroline: let's go to one that is outperforming after the market. dropbox, the global collaboration platform that recently ipo'ed, currently higher after beating first quarter adjusted earnings per share. it be to be very highest beatate, and revenue -- the very highest estimate, and revenue just ahead of expectations. scarlet: a lot more to come. "what'd you miss" k's next, where we look at the high-stakes trade talks and uber's long-awaited ipo. this is bloomberg. ♪ ♪ ♪ caroline: live from bloomberg world headquarters in new york, i am caroline hyde. romaine: i am romaine bostick. joe: i and joe weisenthal. caroline: another day of losses, but -- joe: the quest

gopro reported first quarter owing lossesarr through cost cuts. ceo said in a statement the company is raising revenue and profit projections for 2019, but did not provide specific numbers. shares rose 1.5% in extended trading. coming up, intel and semiconductor stocks as a whole on track for their worst week in three years. this is bloomberg. ♪ caroline: over the last year, the trump administration has aggressively pushed other ei fromes to shun huaw the global networks. although it has been slow to catch on, a handful of countries like australia and japan have followed the u.s. call, as huawei recently surpassed apple in smartphone shipments. on thursday, the federal coming occasions -- communications commission barred china mobile over security concerns. mark gurman joins me. let's talk about the china mobile news. 5-0 was the voting. what do they have in terms of national security issues that is so strong? mark: that is interesting. i was surprised how in this climate that even went to a vote, but i guess it is process. the fact this was shot

gopro confirmed plans it would move some of its manufacturing out of china to avoid washington's tariffs. they will move production to mexico. they have been talking about this for months. apple would have a much harder time moving out of china, of course. that's where all the raw materials are. analysts at bank of america estimate if tariffs grow, apple will have to add 20% to the cost of a phone or report 20% less profit. as of right now, items like iphone are not under tariff. but washington has talked about expanding trade tariffs to include every product shipped from china. watch the trade war, but also keep your eye on real war. we will talk about that as we talk politics in a half an hour. facebook will ban certain people who post about terrorism from streaming on facebook live. the rules are complicated. not set in stone yet. it's part of a larger effort by facebook to crack down on radical users. also today, facebook, youtube, google will join in a conference in paris. they're calling it the chri christchurch call. tech companies will join new zealand's prime minister, leaders f

gopro moved their asian operations to mexico.n steve madden moving from cambodia to other parts in the southeast asia as well or to cambodia. this is a trend that we're seeing pick up steam, including foxcom that might start making apple phones in india. stay with us. phones down. we need a solution. introducing... smartdogs. the first dogs trained to train humans. stopping drivers from: liking. selfie-ing. and whatever this is. available to the public... never. smartdogs are not the answer. but geico has a simple tip. turn on "do not disturb while driving" mode. brought to you by geico. i'm missing out on our family outings because i can't find a bladder leakage product that fits. everything was too loose. but depend® fit-flex feels tailored to me. with a range of sizes for all body types. depend® fit-flex underwear is guaranteed to be your best fit. the pressure cooker that crisps. it's the best of pressure cooking and air frying all in one. with tendercrisp technology, food will be juicy on the inside, crispy on the outside. (

gopro moved their manufacturing operations to mexico. and ford scrapping plans to export vehicles from china to the u.s. and reshuffle. foxcon might make apple phones in india now. so a lot of protective planning has already been done. >> i wouldn't say a lot. those are the one-offs. a company like irobot also. if this extends out, i think you'll see the pedal to the metal with that happening. some major companies may have plans in the works but have not pulled the trigger. i think that will accelerate if this continues an. i'll tell you the market react. the dow was down, s&p was down. i'll tell you it was a muted sell off. there was volatility but no panic. i look at the sell-off, obviously 80% because of what happened over the weekend and president trump now digging in and china coming back. a lot of it was because investors are looking at the top of the market that we've seen a couple weeks ago and saying, this is maybe the reason why i need to sell right now. >> neil: katherine, it's interesting per scott's point. i'm not minimizing

you have learned and others and gopro or contractor. -- or contour which just that they were moving away into latin america and china. joe: the difference is that the vast majority of people have never heard of these brands so it may not have the residence in pop culture that an avocado does. lisa: i'm waiting for joe to say -- pique avocados. $60 billion of u.s. goods over the weekend. joe: president trump heading to the u.k. on monday visiting prime minister theresa may. romaine: and the may jobs report comes out next month -- next friday. lisa: that is all on "what'd you miss." emily: hello, i'm emily chang in san francisco and this is "bloomberg technology." may day. stocks have their worst monthly performance so far this year. u.s. stocks posting their biggest weekly slide since december. plus, retaliation. china will establish a list of "unreliable foreign companies" they say hurts chinese firms.

alternatives, american alternatives, maybe prompt more companies to do the kind of things that companies like gopro are doing and shift operations to other locals besides china. in the meantime, a lot of americans are not prepared for the price hikes to come. should the president be preparing for that? >> larry kudlow is right, of course, that part of this is borne by consumers. the reality is, the additional tariffs that might be put on in another tranche as they call it, in other words, an additional increases in tariffs being prepared, will be on more consumer goods. think about electronics, toys, whatever you buy in target and walmart. that will be more directly impacting consumers than the existing tariffs that are more business oriented. in other words, things like manufactured products, inputs into companies here in ohio talked to me about it. i don't hear about it from constituents or consumers. the ago side, china is buying less. >> they're not only putting tariffs but buying less. including soy beans from ohio. from the ag community, there's an increase. but for china, we have to hang tou

companies ditching china, we're talking gopro, hasbro, a-10 international, possibly lg and intel.our inte lemm chul property in other countries, right? like china does. >> there's nothing wrong with manufacturing in the place where it's cheapest and most efficient to do it. the problem is it systematically rips you off. it's just got that stop. elizabeth: so you agree with the president here? >> oh, i think even chuck schumer and thomas friedman of the times agrees with the president here. elizabeth: how is this going to affect china, all of this? >> it's going to push them right off a cliff. when xi jinping lays a wreath of flowers at the trailhead for the long march, right, that famous 1934 march, you know, they want you to believe that was some kind of great military victory. that was a retreat. that was run away, run away, where over years 90% of the people who started on the march didn't make it to end, because they either died or defected, okay in and the ones who did survive, who are all the leaders, went on to murder 20 million chinese people over the next 20 years. he's t

to war, our intention is not to gopro volkswagen go provoke a conflict. liked him personally but not his politics. obviously if iran attacks us, if they move in a position that threatens navigation through the straights or something that could cause a conflict. not necessarily a full war but it could start a military response to escalate to where that ends so it's all -- look, iran has been attacking u.s. and it's interests for decades. a quarter of american troops in iraq were killed indirectly or directly by iran and you look at the history of it. it's nothing new to think they provoke us but they can't cross that red line so we have to move that line and be definite with it. >> do you think we'll have more boots on the ground in different places in the middle east by this time next year? >> i don't think so. but we need a structure in place to protect our perimen and womed they need to be as safe as they can be and we can agree on that. as we get into heated debates it's important to take a step back and realize we are americans and we do disagree on t

gopro's case to mexico to make their stuff. i'm wondering if you get a sense that both sides are bracing themselves for life not after a deal. >> here is what is important. china doesn't want to be china to us anymore. china has their own strategic long-term plan that says we don't want to be in the low cost, parts supply business long-term. we want to be basically america. we want to go to the high tech engineering, all of these things. so although the trade war is making this happen preemptively ahead of schedule, this is where they want to be anyway. they don't want to be the low cost supplier to all of these things in america. if we have to make new relationships, that's what we have to do long-term. that's what china is on the track to do anyways. >> neil: scott, do you buy this notion that china needs it more than we do? that's the prevailing sentiment. >> no. president xi doesn't have a cnn tracking pole about his popularity that he has to worry about every day like we do here. that's what he doesn't care about. let's fa

we heard about gopro moving production out of china moving to mexico. whether this is resolved, businesses do not think it will be. they are making changes. what do you think happens as a result of that? >> some can and some can't, right? it is absolutely inconceivable for apple, for example, to move the bulk of its production outside of china quickly. they could do it over a decade but not quickly. the same would go for the big three automakers which put so much capital and effort into the china market. they're shut out, it will hurt them badly for a significant period of time. what you're describe something at the margins, melissa. melissa: todd, let me shed a giant tear for apple, they have almost no cash sitting around on the sidelines in order to move. >> i wasn't suggesting sympathy. melissa: they would be a beneficiary of not having their intellectual property stolen. i mean that is really for years, we had taken cheap goods in exchange for looking the other way on china's bad practices. is it worth the pain to try to correct these years of what

. >> gopro says it's going to move production to mexico for things it ships to the u.s.sn't have that luxury. >> well, they certainly have a big cash pile and the argument could be made maybe they could consider moving that supply chain. on the flip side it would be very hard to do that and something like two years and the biggest issue there is that you have the skilled labor force in china that makes the process so productive and so efficient currently. but definitely a question to be raised, i think, if you were to see these tariffs settle in for the long term. the other thing to watch here, the margin pressure, whether these prices can be pushed out to consumers, but also what the effect could be in china in thames of consumer sentiment, which we've seen ding apple in the past. >> a note from katie this week said it could be a 23% hit to eps for 2020, again depending on whether they absorb it or pass it along this is only if he expands it to the $300 billion plus. >> i think they should start emphasizing services more. >> apple good idea. >> lots of finger pointing o

i brought in an electronics department -- drones and gopros and cameras and the new electric skateboardthing suits, women's apparel, streetwear, hoodies, shorts, tanks, t-shirts, in a wide selection. chris: you want to see the basement here? lemonis: this looks cool. chris: it looks [bleep] awesome. lemonis: this looks really cool. chris: sorry. ♪ lemonis: [ chuckling ] so, this room looks awesome. i wanted to create a snowboard room that felt like you were in park city, so i brought in special wood -- i brought in a chair lift. i don't even like snowboarding, but i'm ready to go. chris: skate room. lemonis: this is the coolest space. the new skate cave has double the amount of inventory and a full display of all the accessories. this store is essentially double the size of what it used to be. chris: yeah. lemonis: we now have about 9,000 square feet. the additional floor space will generate at least $700,000 of revenue without more rent, without more headaches. i have a quick question for you. does it feel like a mall store to you? cody: no. it feels good. lemonis: are you happy with i

beluga whale was found off the coast of norway with a russian harness strapped to it, along with a goproto fend for itself. jorgen ree wiig was one of the first fishermen to find it and joins us now from his boat in finnmark. thank you for your time this morning. how is this wail at the moment? i know you have been keeping an eye on it. at the moment it is in the city of hammerfest. lots of people are going there to see the wailand it is people are going there to see the wail and it is seeking contact with humans. —— the whale. when you first saw the wail and saw this harness attached to it, what on earth was going through your mind? it isa earth was going through your mind? it is a really nice, beautiful whale. i had never seen this on the coast of norway before. i was quite happy to see the whale, but of course it has this harness. and i was thinking, we have to remove this harness, because it shouldn't have a harness. how difficult an operation was that? presumably you're called in assistance at that stage? yeah, i was the assistance that was called in by the fishermen, i am not a fis

familiar with my work, i'll make this my last example before gleting the right to be remembered and gopro. that tupac hologram, it's a burr in my side. because, you know, somebody i'm -- i can't -- i'm not going to remember right now. and so analogies to the journalist who buildiwrote this acting like tupac is not the same as being tupac. and that who will owe grabbing created in conjunction and conversation with his mother -- but really, you have this instance of taking a whole bunch of data images, you know, a archivable material, and bringing a dead black man to life and entertain an audience at coachella. and i take deep issue with that. and we're starting to see that some celebrities are exercising agency as to whether or not there will be a hologram after they got you. they're trying to -- carrie fisher had a statement in her while she was not to be digitally resurrected. so those are the things of things i'm seeing in terms of digital memory, and the racial iced aspect of it -- >> in terms of the right to be remembered and not forgotten -- >> it's really -- it's a big one. memorial