yellowtail was the first to really market or really advertise.e, hey, yellowtail, hey, that's easy, i'll go to the liquor stay and say give me this and feel intelligent. but if you took a young lady out to dinner and you said, hey, let me see your wine list, what kind of cabernet sauvignon you have, she'll be more impressed with that. >> let me take you back to the entertainment size. because you have really gotten back in full force to a great degree -- >> man, i know. i know. >> -- to a greet degree. talk to me about why you wanted to and what you have seen on the horizon that is really a shift change, a sea change, in how things are done in the entertainment world. >> i think as these conglomerates and major distributors see how they're being weakened by the sales, what have you, it gives these artists leverage to go in and say this is what we are going to do, had is what we are not going to do. then in the end of the day you could say you have a particular artist that sells 700,000 records, whatever, you might get $1 million, $1.5 million adv