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Artist from some other part of america who none of us have heard of but will emerge next month when they are here which also is guaranteed to happen if you look at your history. there's something that they're getting, something that gets them off the couch wherever they are that says it's worth my while to go down there. >> sure. >> what is it? >> well, we like to say that south by southwest for attendees is about taking your career to the next level. so if it's johnny cash wanting to break into the alternative market, great. he was able to do that. if it's a young musician just trying to make...