9 Beliefs That Built My Ultra High Net Worth Got Me To $121M By Age 31

Summary

• Having a distinct piece of facial hair can result in lots of negative comments on paid advertising.
• I am humbled to be here; I typically keep a low profile and don't leave the house often.
• Allocate your attention to areas with the biggest ROI to optimize the value extracted from your time.
• Information is the best investment; it buys you time and accelerates progress.
• Acquiring skills is crucial; I advise dedicating 4-5 hours of uninterrupted time daily for this.
• I believe early birds have an advantage because investing time in skill acquisition in the early hours is beneficial.
• My company, Gym Launch, assists gyms in significantly increasing revenue, reducing churn, and tripling profits within their first 11 months of partnership.
• The transition to our current business model in March 2017, an information-based consultancy, allowed us to reach a $50 million annual run rate within 20 months, but it was built on years of mastering the gym business.
• Investing funds into acquiring new skills is essential until the money can no longer be efficiently put towards skill acquisition.
• Talent stacking is key: accumulating skills sequentially increases their collective value and generates disproportionate returns.
• If your income has not increased significantly in a year, identify and aggressively pursue the next skill you need to stack.
• Recognize your weaknesses and deficits; an inability to admit where you can improve will hinder growth.
• Aggressive pursuit of the next necessary skill should be a priority if you're dissatisfied with your current state.
• Courses on skills like copywriting, traffic generation, and funnel creation are all part of talent stacking; don't expect immediate wealth from one course but view them as steps in developing your talent stack.
• Reinvest profits into acquiring skills until you have excess funds, then consider external investments when you have abundant cash flow and a comprehensive set of skills.
• Achieving excellence in one area can lead to being sought after for that expertise; monotony in focus can eventually lead to breakthrough success.
• Once you're exceptional at something, you can monetize teaching it and then reinvest the high-margin profits into building a business with enterprise value.
• You should only save aggressively after reaching a high-income threshold; below that, focus on skill acquisition and business growth.
• To reach a $100 million company valuation, become exceptionally good at one thing, monetize that skill, then invest in ventures with enterprise value for potential sale.
• For those without funding, focus on bootstrapping and skill acquisition, using any plateau as a signal to identify and develop the missing skill.
• Success and certainty come from repeated experience and skill mastery, not shortcuts or affirmations; mastery allows for confident monetization.

Video

How To Take Action

I would suggest focusing on allocating your time to high ROI areas first—those tasks that will add the most value to your career or business. Start by investing in learning, as acquiring new skills and knowledge will save you time and accelerate your progress. These are the cost-effective priorities you should aim for:

• Dedicate four to five hours a day to uninterrupted learning and skill acquisition, especially in the morning if that's when you're most productive.
• Identify the next skill you need to develop to increase your income—if it hasn't grown in the past year, aggressively pursue that skill. For example, if you're good at sales but can’t manage a sales team, focus on learning team management.

Remember, you shouldn't expect immediate wealth from just one course. View each course as a step in developing a broad set of skills. Keep reinvesting profits into learning more skills until you have an excess of funds. Only then should you consider saving aggressively or pursuing external investments.

If you want to be sought after for your expertise, you must achieve excellence in one specific area. Once you're exceptional, monetize your skills by teaching them. The high-margin profits from teaching can then be invested into building a business with substantial value.

For those who are bootstrapping their business without external funding, use plateaus as signals to determine what skills are missing and focus on developing them. Success comes through mastery and repeated experience, not shortcuts or affirmations. Remember, by admitting where you can improve, you open up the path to growth.

Quotes by Alex Hormozi

"Information is the single best investment that you can have because information is the only thing that buys you time"

– Alex Hormozi

"You should spend all of the money that you have to acquire skills until you can't spend money on acquiring skills anymore"

– Alex Hormozi

"Everything is 100% your fault and at the same time there are self-made millionaires and self-made billionaires, but there are also self-made $50,000 a year earners"

– Alex Hormozi

"You have to learn how to become more valuable and the first way to do that is to admit that you have a deficit"

– Alex Hormozi

"You need less things to make more money"

– Alex Hormozi

Full Transcript

let's give it up for the one the only alex hermosie so i feel like a um stand-up comedian hi could i have you turn around for a second all right the thing you got at the door at the front door now is the time this thing just hang out trust me it won't hurt it'll only hurt for the first five minutes do you get one would you guys not get get these oh [ __ ] never mind i thought every hand over your face everybody never mind sorry we gave everybody one of these well for those of you who did decide to grow a mustache momentarily i do appreciate it um i'll tell you that it looks good i'll tell you that if you want to have lots of negative comments on your paid advertising i highly recommend us a very distinct piece of facial hair that's associated with 70s porn stars and pedophiles i used to get so i still get the notifications on my phone and uh layla like i think only like a few weeks ago she's like you can't keep reading these i was like you know i feel like it's toughening me i feel like it's i'm building character so anyways uh first off i just want to say i'm extremely humbled to be here uh honestly just hearing the few conversations that i was able to have with the people who were here honestly didn't think anyone really knew who we were that's not necessarily a bad thing we keep very much to ourselves i probably don't leave the house for like four or five days at a time so it's a little bit different than i think maybe most people's entrepreneurial journey but nolan am i good to rock can't see him i'm good to rock okay cool so uh kind of what david was saying i like to understand who i'm talking to so i can try and cater this a little bit more to your desires is that cool okay so first thing well without it pretend this is anonymous and no one else knows you're here who here is still working a full-time job can you raise your hand and for like the one moment of the night this i'd ask you to just not do the like hey i'm gonna be too cool to raise my hand because then it like it's to your detriment so the second thing who here is a full-time entrepreneur who's doing a hundred thousand dollars or less per year okay cool who's doing between a hundred and a million a year okay um who's doing a million plus okay cool a nice smathering fantastic all right so um one of the concepts or one of the things that i get asked a lot when i go well on the rare occasions that i go out in public is you know how do i make more money how did you get started what should i be investing in and i think that it's really important to understand that if someone's able to achieve something faster than you they're using the same resources that you have from a time standpoint and so it just means that they're allocating their attention in places that they're getting disproportionate returns on it right and so the objective is how can we find the biggest roi buckets that we put our time into so that we can extract as much value as humanly possible as fast as possible and so my belief in this is that information is the single best investment that you can have because information is the only thing that buys you time does that make sense a lot of people want to go faster but then they don't want to spend money on learning how to go faster and that is the only thing that gets you from point a to point b in a shorter period of time and so where it gets really interesting is how do you acquire those skills and so i'll give you can i give you two like habits that i think have done really well for me in terms of acquiring skills so the first thing is like i was up today at three o'clock in the morning um i'm usually in bed right now so this is my amped voice but i i say that because i also know some i have a few billionaire friends who are who are night owls and so i don't think it's a morning thing specifically i think it's more important that you can always have four to five hours a day of uninterrupted time to yourself the biggest breakthrough that i was able to have in my own life from a business standpoint came when i was able to move the big pieces forward every single day because i started my day that way and for me that's what i'm the most creative is in the morning and so that's where i invest all of my time in getting and acquiring skills just so i have an idea is anyone like an early bird here early birds okay uh what is early before six before five before four okay well um it's really big in our community because like so does anyone know what gym launch does okay a couple people all right can i give you a 60 second pitch on what we do okay so we own a company called jim launch we help small business owners that are specifically gym owners so crossfit's boot camp semi-private facilities uh mma bjj type facilities that are service based facilities um on average increase their top line revenue by 240 000 a year they uh decrease their turn from ten point four percent to six point eight percent month over month which is awesome they triple their profit on average and that's in their first 11 months working with us uh every nine days we create another million dollar facility so we're pretty good at it that has been the focus of pretty much my entire adult life it started when i had my chain of gyms in teller california i was able to open up a new facility every six months as a 23 year old off of cash flow so i pre-sold every facility so that i could open them at full capacity on the first day i thought everyone was doing that i didn't know that that was something that was different and so i had my six i sold them when i was 26 and then i started flying out with my lovely wife who is my girlfriend that i met on bumble at the time uh that i got to uh quit her job and join me her parents were very stoked that she left her job for some bumble dude on the internet to go launch gyms and so she uh so we would actually fly out to these gyms and do basically like bar rescue we do gym rescue and uh i did that for six months and then we had an eight-man team and then we did that for another six months so every month we'd go out to eight gyms and launch them and we'd go from zero to full capacity in 21 days and we did that over and over and over and over again that short period of time that i was referencing in the beginning when i was when i had my own six facilities during that period of time i looked back at our crm and i had done over 4 000 101 sales in that three year period and so i had my and that was actually closes because i couldn't count consultations you said no so i did a lot of sales and i'm telling you this because a lot of people ask like how did you get here without knowing how how to replicate what happened and so despite the fact that gym launch in march of 2017 is when we transition to the model that we have now which is an information based model we consult and we help them implement the systems to acquire customers uh send them increase the value of their services and then keep them longer but it's understanding the things that got you there because for us we were able to go from zero to a 50 million dollar a year run rate within 20 months and so a lot of people think that that comes from nothing but a lot of it's the eating [ __ ] period hopefully the profanity is okay and so when i had my conversation with david and some like my sales guys come up to me and they're like dude i got 25 grand you know i'm feeling pretty good so i'm just like curious you know what kind of investments should i be getting into you know like crypto's looking pretty good right now and um and it drives me nuts because i'm pretty sure i didn't have any money in my bank account at any time until i had a million dollars in my bank account within a couple months and the reason for that was because my belief is that you should spend all of the money that you have to acquire skills until you can't spend money on acquiring skills anymore and you can pretty much always spend money on to acquire skills it's you just do it differently and so like the higher up you go now i have to make donations to charities in hundreds and millions of dollars in order to get access to the boards of these charities who are other dudes who can donate hundreds of thousands and millions of dollars to those charities so that i can then see what they know so that i can learn faster and so i'm going to give you an example of what this whole concept of talent stacking is so let's say you're good at math right so that's where you're starting you're like i'm good at math cool that's a skill not very monetizable but it's a skill and then you're like okay well i could kind of do credits and debits keep someone's books great that's a level one skill you've now put two skills together and now you have something that is actually monetizable and then you're like you know what i'm gonna learn accounting all right so i'm gonna get my degree in accounting so i'm gonna become a cpa all right now this is something that is becoming more valuable and then you learn about tax strategies right and then all of a sudden you're able to work with a business and save them hundreds of thousands or millions of dollars a year because of your understanding of the tax code and then you learn how to decrease liability with insurance because you continue down this path of stacking your skills and then if i'm if you're if you're following along and like the next round would be like and then i understood how to talk to bankers and financiers and raise funding and do do exits and equity deals etc same person stacks one talent on top of the other and each talent becomes disproportionately more valuable than the talents all before them does that make sense and so it's it's a it's a it's a hockey stick right and so in the beginning you don't make anything for a very long time and so if you're in the crowd right now and you have not been able to increase your income for an extended period of time which i would define as probably a year if your income has not had a significant increase in that period of time it's because you've chosen to not look or understand what the next skill that you need to stack on top of your prior skill is in the entrepreneur world usually who would consider themselves pretty decent at sales most entrepreneurs right we're more promoter type people and so i hear this stuff all the time there's no good sales people i can't get anyone to sell like i can sell what's the skill that that person lacks they lack the ability to hire find recruit train and manage a salesperson that's lots of skills but that's the essence of what they're missing then they have one or two sales people or three salespeople and they're like man we have good months and then we have bad months and then we have good months i can't keep it solid like why isn't it it's always variable right what's the skill they lack they don't know how to manage a sales team and so the biggest piece of advice that i can say is that it's a frame shift that everything is 100 your fault and at the same time there are self-made millionaires and self-made billionaires but there are also self-made 50 000 a dollar a year ers they just don't claim it because they don't want to be responsible right and so you're 100 responsible for the income level that you have and if you're dissatisfied with it it's because you're just not that valuable and so you have to learn how to become more valuable and the first way to do that is to admit that you have a deficit and so if you have an ego about it you'll be incapable of becoming better than you are does that make sense the people who you see who are really talented and then cap is because they can't admit that they're not good or they could be better i want to give you a different example for the talent stacking because i want to show that like the math one's pretty simple because everyone understands it so let's say jay-z when he started his career he understood he had a rhythm right he was naturally pretty good with beats okay got it then all of a sudden he learned how to perform another skill so he he took his sensitivity to music etc and then he learned how to perform okay great once he learned how to perform then he learned how to sell and market his own materials another big skill then after that he learned how to create a label a more leveraged skill then he learned how to attract and find other skilled performers and bring them into his label and promote them all he did was stack one talent on top of the other and for every additional talent he had he got exponential returns on the stack that was underneath of it does everyone here understand what the next skill that you lack is is there any reason why you're not aggressively pursuing it if you claim to not have what you want if you don't wake up at 3 o'clock or 4 o'clock in the morning and you're dissatisfied i don't get you because for me dissatisfaction is so soul-crushing that like i will do anything to not feel that way and so it might not be in the morning it might be after you put your kids to bed but like there has to be that time where you can invest in learning those skills so that you can stack the next thing so one of the issues with being newer in the entrepreneur space is that you see a course that's marketed you're like copywriting right if i buy this copywriting course it says i'm going to make money right if i buy this traffic course it says that i'm going to make money if i buy this funnel course money sales course money right the reality is that it's all yes's and all knows for me it's just the weekly i choose to dedicate my bank to your first dollar going absolutely wonderful day where you can create all the meaning you want i need to learn how to write copies advertisements on media platforms i need to be able to analyze the data to know how it's actually doing and know how to adjust it based on the performance i need to know how to create landing pages that convert traffic once i have a lead holy [ __ ] i have a lead once i have a lead i have to know how to get that person nurtured in such a way that they will eventually convert and whether that's a phone sale or that's going towards a nurture sequence those are two different paths those are different conversion mechanisms but the points is you see how each of these is a skill that you have to acquire right and so whenever you see these courses don't get butthurt that you didn't make a million dollars after buying one course you're not supposed to and so the goal is to get as many of them as you possibly can the key is having the discernment to know which is the one that you're missing right now right and so like the only thing that i'm not sure how to teach is discernment because it's the only thing that allows you to prioritize and so if you see people who are like i said earlier are moving faster than other people it just means that given the resource that they have that we all have are equal which is time they're able to with discernment allocate that to the highest skill that would be next in this in the stack of skills that they need to learn so my opinion is that if you have twenty five thousand dollars if you have fifty thousand dollars if you have a quarter million dollars if you have five hundred thousand dollars in your bank account i genuinely believe that there is no point to trying to save money if your income is less than two three five hundred thousand dollars a year i don't think there's a point and i mean that genuinely and that's not a diminutive way it's just that saving not going to starbucks to become a millionaire congrats you made 40 years and you enjoyed nothing in life like now you have a million dollars i feel like that's not the i mean is that a life that anyone wanted right [ __ ] that so thank you i'll be here all night um until 9 15. um when i go to bed i'm kidding um sorry entreprened totally where was i yeah yeah so so exactly so my objective for when you should actually consider looking at investments is when you have so much money coming in that even when you're aggressively searching to find a way to allocate the money to acquire the next skill there's still an excess and abundance that is coming on top of it that is the state that you need to get to when in my opinion you have like the alex stamp of approval not that i'm some whatever but i'm just saying like that in my opinion is where it actually starts to make sense the next piece of it is that once you have that abundant flow of money that's coming towards you you also probably have a lot of skills and so then looking at investment vehicles of like bitcoin the stock market real estate you have to also understand because all the things that got you to where you are like i'm petrified of going into real estate because i know that there's guys like me willing to crush me the moment i go in there because they know the game and i don't know the rules yet and so there's a person in every one of your spaces who has a talent stack that far surpasses you and what you need to figure out is deconstruct look at their path so you can figure out what talents they were able to stack together so that they can so they're able to continue to crush you so that eventually you can get strong enough to crush them right and so it takes so long to get good at the game and the amount of effort oh this is really okay i'm trying i wish okay first off i did not know that we could have presentation powerpoints i'm a big visuals person so i apologize but the amount of effort the amount of return that you get from learning a new skill goes down with time right your first 20 hours of reading about sales your first 20 hours of sales in general your first 20 sales consults you will learn more from zero to then than you ever will in the rest of the career of sales but despite the fact that you have marginal returns the absolute incremental return at the end goes up so an example of that would be an olympic runner in the beginning you get much faster much faster right and then as they get better and more advanced and more advanced they're trying to shave off quarter you know quarter seconds from their time and so they put months and years to save a half a second on their 100 meter right right here right at the very end but what's the difference between first and second and third so the absolute return you get on the very small incremental return you get at the very end is where all the juice is when you're just this much better than everyone else at marketing when you're just this much better than everyone else that sales when you're just this much better at messaging and strategy then that's when you go like this and so that's why they have these overnight successes and it's usually because they stacked 20 skills and it was on the 21st skill that the bridge was finally completed and then it popped up has anyone heard the story of the bamboo tree okay one person fantastic so you all be punished for not responding so so i'm i'm pretty sure this is a chinese proverb hopefully i'm not butchering it but essentially a bamboo so if you if you plant a bamboo tree and you keep it underground and you look and you wait a whole season and it doesn't seem like it's growing the stubborn farmer will go and dig it up and try and plant it again be like i must have been a bad seed right and the stubborn farmer goes back a year later ah must have been a bad seed changes the area changes the sunlight changes the watering changes all of these things constantly right but the wise farmer knows that he plants it and it takes five years for the the sapling to break the ground and then within the first three months it's like 60 feet tall because it's spending the whole time digging down rather than digging up so that it can have the root system to support the growth and talent stacking works the exact same way so i want to make sure that i is there a direction that you'd want me to take this at all or is that good or is there a is there like hey i'd like to know more about selling [ __ ] or like hey yes perfect yep love it love it yup i will so he asked an awesome question thank you he said could you give revenue guidelines for what skills you need to acquire at different revenue levels that's a great question i wish i had a graph and i could have pondered it more but if you're under 100 000 a year in your business i'm assuming you're self-employed you probably don't have anyone else who's working for you it's probably just you at that point everything is going to be about promotion right you're going to have to know how to market know how to sell i highly highly highly highly recommend never outsourcing anything for as long as you possibly can so that you can like i still think i'm probably the best marketer in my business even though i have a whole department and i know how to make adjustments on what they're doing and i also know who's trying to [ __ ] me right i know what ad costs are supposed to be and the only way that you know that is having done it the same thing with sales don't try and hire a sales guy because you're like well i'm not good at sales well then that's always going to be a weak link for you and you're never going to have a good sales team because you don't have the the confidence to be able to look back at them in the eye and say like this is wrong you're not doing it right they're going to be like well how do you know and you're not going to be able to have the confidence to look back and have an answer and so in the beginning it's all about okay i'm going to pause that does anyone want to have like the 100 million dollar blueprint okay great so if you want to get to a 100 million dollar valuation type company in my opinion the way that you have to do it is get really [ __ ] good at one thing and this is what david was talking about earlier so i wanted to make sure i brought it up and i mean so good that people start coming to you because of how good you are because how people talk about you if you don't have that happen that is the quota for not being good enough it means you need to keep doing that thing until you have past the incremental return where it starts going like this and in some businesses that means referrals and that's usually what it starts with until you're so good at that thing you do nothing else and it's counter to your entrepreneurial character to stay disciplined enough on this one track because you want to be scatterbrained and chase the next opportunity and dig up your seed and start another one and dig up your seed and start another one i'm going to do fitness for a while actually i want to be a marketing agency actually i want to sell a course actually i want to do a webinar you know affiliate marketing sounds cool sound familiar anyone right if you get so [ __ ] good at any of those things any one of them you can get to 100 million i had a friend who called me and i'm going to complete that i had a friend who called me from high school and he's got a roofing company he was like yeah you know we we buy these homes and then we we we fix them and we flip them and i was like that's awesome man he's like uh we also do windows i was like okay he's like we also do roofs though and that's like really our bread and butter and i was like okay he's like so like you know so this is what i'm thinking we got and i was like great so pick one he's like what do you mean i was like pick one like any one of them can be a 100 million dollar business the biggest fallacy that you have as an entrepreneur is that you need more things to make more money when it's the opposite you need less things to make more money and it's the only way you'll make more money is when you do less so that you can get better and dig deeper because that's how you're going to be better than everyone else because the other guys you're competing against are also scatterbrained as [ __ ] right and so you can out discipline them by knowing that you're going to dig deep and deep and deep and deep i can say with a lot of confidence that there aren't too many people who know how to make a gym as profitable as me it's been really boring for me for a very long time i really understand how to make gyms profitable but we stay here and we still keep innovating and figuring out new things because we try and put blinders on so that i don't look at the other opportunities so that we can keep getting better and better and better once you have your one skill so i'm coming back once you have your one skill you can then monetize teaching that skill now you have a high margin business that has high value because you really are good at that thing now remember it takes years to become good enough that people talk about how good you are before you enter the room and when you leave people like dude that guy's [ __ ] legit that's what you want if you don't have that you're not good enough in my opinion everyone wants to start preemptively but their product isn't strong enough and then they fizzle because they they can't hit the next level because their actual product isn't strong enough so thanks man appreciate it i thought it was the music i was like ah [ __ ] okay um so you have your first skill so you've got your years right we're talking about what revenue levels if you're doing your revenue level it's awesome that you're like that you're making money but you have to just keep doing that thing until you get so good at it that you're stock full like you can't take any more clients and then you raise your prices and then you do it again and then you raise your prices and then you do it again and then you raise your prices then you do it again and you keep doing that and so you're the most sought after at that point you can then sell that skill that you have acquired whether you're a videographer whether you're a graphic designer whether you're a salesperson whether you're a marketer any of those skills are skills that other people value and you can teach people how to do it in a very high margin environment now when you have your high margin environment business it is not a business that has enterprise value because it's you you've just productized your skill does that make sense which means that after you've taken out the profits from that business and that which should 100 percent be your objective in that first phase first is skill acquisition second is monetization of that skill third is reinvesting the profits from that high margin business into a business that does have enterprise value that does not require you so that could be software that could be product that could be anything once you have that you use the talent stack that you've acquired up to this point to grow that business to the point that you can then flip it and sell it does that make sense that's the 100 million plan or billion depends how big you play but that's exactly how you do it if you have no money which is how i did it well hold on not that i did it what i'm saying is like that's who here has funding like from my outside vendor okay three people so for everybody else who's bootstrapping that was for you if you have outside money you can start in different ways and i think that there's some disadvantages to that as well because then there's some talent stacks that you skip over that then you don't know you got this jet pack and then you don't know what the missing link is when you get there so if you hit a plateau who here has been at a plateau for over a year okay awesome great this is for you right now you're not good enough you're not good enough and if you can accept that and internalize it then you can create actions around the thing that you need to do and do over and over and over again the actions that you need to take has to be in terms of number of volume and so what i mean by that is if you're like i'm just not that good at sales cool how many consultations can you get into per day i'm not that good at marketing one of the best things i was ever given was from ezra firestone if you've ever heard of him um he was at a small event a private event with me and some other guys and he said i take a percentage a fixed percentage every month of my marketing spend and i spend it on crazy ideas that i have with zero intention of making an roi and he did that because there was no point in him trying to learn from other marketers at that point because he was above most of the marketers courses that were out there and so the only way that he could learn was by learning in the real world and so each of the skills that you're lacking has a way to do that it can be taking more sales it can be saying i'm going to always create so where's my videographer where's nolan somewhere if i'm nolan i'm going to think every single day i'm going to make two commercials every day i'm going to make two commercials and every day we're gonna run them and i'm gonna see which ones did better and i'm gonna do i'm gonna deconstruct the ones that did well and then i'm gonna try and do more of those until i get so [ __ ] good at it that every single video that i make is a winner and i'm gonna keep doing that and it doesn't take a week or a month it usually takes years right that's how it works i was on a podcast not that long ago and um the host has a slightly younger male audience and he was like you know man i know you always talk about doing the boring work and just like eating [ __ ] and like waking up at you know midnight um he's like and you know you totally suffered and we love that that's great but um so for anybody who like wants that success and wants to just shortcut that like what's your advice to them um and uh i was like you're not going to like you're you're not going to because you're not going to be good enough because the guy who did do that and took 4 000 101 sales is gonna be better and one question that layla and i got at this event a while back was a lady in the audience said how are you guys so certain like when you guys talk about your gyms or when you talk about your business how are you so certain um and i think that level of certainty just comes from being like i did it four thousand [ __ ] times like it's not like it's not like i wake up i say my affirmations like i'm a i'm a gym guru i'm a gym guru i'm amazing i'm an expert you know what i mean i'm an expert like i just it kills me um because it gets to a point where you've done it so many times that it's not amazing it's not fantastic you're just stating observations of history and when you get to that point that's when you've probably acquired the level of mastery that is required to be able to monetize that skill does that make sense okay cool so i think i went probably way over so anyways uh thank you guys i'm very honored to be here i appreciate you thank you [Music] [Applause] [Music]