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Hello and welcome. You're listening to
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Marketing Matters on the Wharton Podcast
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Network, which is our weekly podcast
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where we analyze the latest in
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advertising, marketing, customer
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behavior, new product launches,
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retailing. I'm Barbara Khan, the Patty
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and JH Baker Professor of Marketing. And
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my co-host host, America's Reed, is out
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of town. I think he's in Austin. um he's
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doing his magic somewhere else, but
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he'll be back and he's sorry to miss
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this show, but instead of him, we have a
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wonderful guest. So, I'm really excited
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about having our guest and we'll try to
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do without Americas this time. Let me
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introduce Shannon Sheay Montoya who's
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the global head of B2B marketing and
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sponsorships and events at Yahoo. Hello,
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Shannon.
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>> Hi, Barbara. I'm so excited to spend
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part of my day with you. Thank you for
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having me.
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>> Yeah, I'm really excited to have you
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both because of your particular role,
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your background, things you've done in
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the past. I want to talk about all of
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that, but also about Yahoo. So, let's
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start with Yahoo just a little bit. So,
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pe remind people um what Yahoo does, how
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they make their money, things like that.
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Obviously, Yahoo is a well-known brand.
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I think a lot of people have the brand
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awareness of Yahoo, but I mean, I wonder
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if you'll disagree with me to say that
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>> it used to be the king of the internet.
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Like, it was the name that came to mind
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top of mind maybe in the 2000s and now
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it's gotten a lot of competition from
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other platforms. So, it's kind of an
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interesting marketing story because you
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do have brand awareness. People kind of
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know what Yahoo does. Um, but it's not
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at the peak that it once was. First of
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all, do you agree with that with that
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assessment or disagree?
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>> Well, I might have some things that
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might surprise you in the audience a
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little bit. So, Yahoo, we're actually
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celebrating our 30th anniversary this
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year, which is really exciting. And um
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you know, Yahoo is still a top five
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internet property.
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>> Uh 90% of the US internet population
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comes to Yahoo every month. So, that's
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nine and 10 people come to Yahoo every
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month. That's
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>> That does surprise me. a massive
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audience and out of that nearly 50%
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of unique uh visitors to Yahoo are Gen Z
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and Millennials. So also a younger user
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base as well.
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>> Um you know and then Yahoo has just an
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incredible portfolio of products and
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brands including Yahoo Finance, Yahoo
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Sports, Yahoo News, Search Mail. Um
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there's been ton and we've spent the
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last couple of years really cooking on
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that product innovation have been coming
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out with new releases and we'll continue
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to do so. So a lot of exciting
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innovation happening at Yahoo right now
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and again like massive audience across
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the board.
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>> Yeah. I mean I I didn't mean to diminish
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that because I did see another statistic
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that said that you had three billion web
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visits in February was on par with
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Amazon. So it's not not top liver, so to
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speak.
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>> Exactly. Exactly. And and it is a brand
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that people, you know, they know and
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they and they really like. Yahoo. Yahoo
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has a general sentiment around it that's
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that's joy and celebratory. And what we,
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you know, our goal is to really try and
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be that that place to help you achieve
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your goals on a daily basis. So whether
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that's, you know, checking your mail or
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checking your uh, you know, investments
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or maybe crushing it in fantasy, of
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which I have a little work to do in my
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own fantasy bracket. Um, but I'm I'm
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doing okay. I'm riding midfield right
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now. But, um, you know, all of these all
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of these things help you to accomplish,
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you know, these little goals and these
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little tasks every day um that bring
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that that joy and enjoyment to your
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life. So, let's just I mean I just want
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to just quickly run down the revenue
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models just so we see and then where you
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fit in and what your goals are. So, I
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mean I guess their primary service is
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web portal, online service, content and
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media and like you said they have some
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premium services, some subscriptions um
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that are pretty big. They obviously make
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I mean they have email and communication
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which you already mentioned and then
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they obviously make money on advertising
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on technology. A lot of the revenue I
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think comes through advertising and and
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subscription. And then where I think you
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come in, there's also this small
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business domain hosting and a lot of B2B
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business. Do you want to and that's I
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think kind of where your where your job
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is. Is that right? Or I think that was
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in your title.
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>> Yeah. So part of my role um I do oversee
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all of our in a very simplified format.
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It's all of our um it's all of our
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business and experience marketing. So
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business includes all of our B2B
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marketing and really what we're doing is
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supporting the advertising across Yahoo.
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We have two different advertising
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divisions within Yahoo. We have Yahoo
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ads which is a direct business into our
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owned and operated um into our owned and
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operated properties including Yahoo
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Sports, Yahoo Finance, Yah and given the
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reach and scale and unique data that we
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get from all of those properties, it's a
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pretty incredible offering to the
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advertising community. The other
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advertising offering that we have is our
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Yahoo DSP. And for the audience who
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might not know, a DSP is a demandside
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platform. And I think the easiest way to
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describe that is if you think about it
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in the realm of sort of stocks. So
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instead of instead of trading on stocks,
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we actually trade on attention. And so
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every every um micro investment
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um into impressions is a way in which
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you you know reach your audiences and
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achieve your marketing goals and
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results. Um you know in a in a stock
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portfolio you trade on the New York
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Stock Exchange or you trade on NASDAQ.
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In digital marketing, you trade on the
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DSP connects you to exchanges
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um that allow you to
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you know success again successfully
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deliver on your marketing objectives. So
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it's easy to kind of think about it
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comparison to the stock market. Um it's
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just it's essentially the way digital
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digital exchanges work. The difference
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is stocks versus attention. And so what
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I oversee is a lot of our business
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marketing that is to connect to those
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advertisers.
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And where I come into play is really,
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you know, what's important is really
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differentiating differentiating both our
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ads offering, our Yahoo ads offering and
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our Yahoo DSP offering, which is um it's
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it's it is the number one rated DSP
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amongst um our customers. And also in
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head-to-head competition against other
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DSPs, the Yahoo DSP wins 90% of the
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time. I don't know how many things win
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90% of the time, but again, that's a
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pretty incredible offering. And so,
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where we come in is really around uh the
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storytelling of that. So, how are we
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telling a differentiated story and
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narrative in the market that showcases
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these unique offerings
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built on this incredible firstparty data
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that we get from search, from mail, and
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from content, which again makes us a
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really unique offering to the
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advertising community.
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>> Yeah. So, I'm going to talk about some
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of the other things that you do and I
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would like to talk a little bit about
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your background, but let me double down
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on this idea of storytelling that you
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just brought up. Um, so can you give us
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some examples of how storytelling can
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make a measurable impact? Um, you know,
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how can you measure that? How do you
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know story? It's fine to say that, but
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how do you really know that how
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important storytelling is and and how it
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impacts the business?
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>> Yeah. So, so storytelling for me is
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something that's very much in my ethos.
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I come from a big big family and so
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storytelling and being good at stories
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was a way to win you the conversation at
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the dinner table. Um, so it's something
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that's, you know, a big part of my life.
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I and and um something that I love to
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do. It's part of what brings me so much
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joy. Um I was at you know and probably
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for me one of the earliest examples of
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really good storytelling was years ago
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um it still exists today but in a
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different form.
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There was a uh museum, a small museum in
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Paris in Mumar um dedicated to Salvador
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Delhi, one of the greatest storytellers
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of our time, right? He
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>> from filmmaker to musician to inventor
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to artist, just an incredible
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storyteller. And there was this very
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small museum. It was like a hidden gem
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in Paris. And and you walked downstairs
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and you were brought into this world of
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Salvador Dolly. his voice played in the
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background and all his sculptures sort
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of came to light and the lights would
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dim and and get brighter as he got
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closer to it and and there was um you
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know his his famous statue of the Venus
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deio with the with the drawers
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>> and it's all around the idea that you
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you know build these memories throughout
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your lifetime that then impact
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who you become in the future, the
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decisions you're make you make and how
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you live out your life. So, fast
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forward, I was at an event a few weeks
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ago with Giant Spoon. Um, and they had
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an incredible um chef there from
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Unapologetic Foods who your interview a
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few weeks ago from Resi. She she
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referenced the chef from Unapologetic
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Foods and some of the work they had been
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doing with him. uh we had a filmmaker
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there and then there was a
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neuroscientist there
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and he described memory as it's past
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events that influence decisions in the
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future and what storytelling does is
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storytelling can then shape and
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transform that memory to make it even
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more impactful. So what would have been
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just a sort of normal memory makes it
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something that's absolutely
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unforgettable.
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And then what I love about that is you
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take it a step further and think about
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some of the work that we're doing. Those
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shared stories then become
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um collective memory, right? And so all
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of a sudden what you've done within that
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marketing campaign or event or live
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experience extends beyond the people
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even that are within that room. You can
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do that through social, you can do that
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through digital. You can do that through
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influencer. All of these different
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channels that help to to scale that
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experience to a much greater degree.
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>> So So let me just summarize a little bit
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of what you just said if I understand
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it. And I'm thinking I just finished
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reading the undoing project which was
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about Danny Conorman and Amos Tverki and
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they came up with this you know
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behavioral economics and different ways
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of thinking about it. And the way you
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just described it is one of the things
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that Danny Conorman did independent of
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Amos actually after Amos um died and and
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part of the reason he got the um Nobel
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Prize was this idea of retrospective or
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memories shaping your expectation.
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So it shapes your future impression.
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That's like what I think you said. Um
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this idea that the reason it's important
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is because of the way it shapes going
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forward what you remember. Um and
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creating this salient memory. That's
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what I think you said. Is that did I get
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that right?
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>> Yeah, I think that's spot on. And I
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think what's really interesting is what
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a marketer does or I always refer to my
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team as live storytellers. What they do
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is they come in and they harness those
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memories, right, of what we build
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alongside and for our customers and
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consumers and they shape that and they
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strengthen that memory to a much greater
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degree so that it has an even stronger
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lasting impact on um how on their
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actions towards not only your
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organization but the future. So in
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essence sort of at the end of the day um
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you know me and my team are really in
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that business of creating memories that
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not only move people but move markets.
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>> Yeah. So that so that's interesting. So,
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I get the theory and I actually think,
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like I said, I think it it's a Nobel
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Prize winning theory in some sense
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because this idea of how these things
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link together is is important and it was
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um theoretically it's an interesting
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idea as well as practically as you're
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describing it and and living it really.
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But what I'm wondering is um can you how
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do you do measurement in that? Do you
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actually measure like attention and then
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memory and then do any kind of analytics
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on like what creates or is it a lot of
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kind of instinct or I guess that's the
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question how much of it is based on data
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that you literally know form these
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memories and then form expectations or
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is it kind of intuitive and creatives do
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it?
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>> Well, I think it's a it's a little bit
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of all of that, right? So you have to
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you have to lean into your data and
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insights to make sure that you know what
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you're doing is going to resonate um and
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has cultural relevance to it as well. Um
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you know like like like all brands you
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know Yahoo as well is trying to reach a
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younger generation of u millennials and
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gen Z's. So when we think about the
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types of executions that we're doing we
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want to make sure that we are really
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leaned in to what's happening in
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culture. And so the data and insights of
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course help to inform what that looks
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like. Um and then on top of it, you
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know, there is a sense of creativity and
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you have to um you know, and we have
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measurement of sort of what's worked for
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us in the past. Um you know, how we
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continue to evolve that in bringing the
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brand to life. But I think a really good
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example of this is, you know, we did a
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consumer experience at South by
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Southwest um a couple of years ago. Uh
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we partnered with this incredible human
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being. His name is Marty Bell. He
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started a company called um Pool Suite
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and it was to he was he was uh from
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Scotland and it was a digital it was a
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digital radio station with these sort of
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retro8s 90s kind of discoesque tones
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that really took you on a vacation. And
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the reason being is he was in Scotland
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during these cold winters and he really
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wanted to just vacation away from all of
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that. And then on top of that he started
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adding these incredible um you know
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retro beach images from the 80s and the
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'9s and just created this whole vibe
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around this world. you know, for for
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Yahoo as well, being that we're, you
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know, 30-year-old company, we started on
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the early onset of the internet in the
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'9s and yet, you know, continue to have
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this strong relevance and audience
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today. Leaning into that nostalgia and
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that modern vintage is something that's
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also really important to us. So, we
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recognized, you know, that Marty started
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to get this incredible audience of
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influencers and taste makers. We wanted
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to show up at South by Southwest. So we
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partnered together on this incredible
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experience. Um we called it disco
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necked. Um so disco and then necked. Um
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as an opportunity to really lean into
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the vibe of what was happening today in
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internet culture and that people wanted
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a moment to just disconnect and time
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away.
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And so netn net the experience was we
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took over the hotel vanzant in in
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Austin, Texas during South by Southwest.
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The audience was influencers and taste
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makers that we wanted to get get in
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front of
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>> and we threw this 10-hour party 10 hours
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Barbara backtoback non-stop line around
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the block
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>> for 10 full hours
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>> and just transported people into this
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early internet vibe.
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>> Oh wow. So, you know, you walked in, the
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entire
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>> It was so fun. The entire space was
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covered in disco balls and palm frrons.
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We did the We did the complete space. We
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had You were greeted by this incredible
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influencer, Corey Ray, who was sitting
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at, you know, a '9s style desk. Um, old
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school secretary sort of checking you
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into the party. Um we had uh drinks that
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were named like dialup daquiri, so
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custom drinks made. Um just this really
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incredible combination of bringing
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together the data and insights around
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what was happening in culture uh
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alongside um you know just this
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incredible creativity that we co-created
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with this the Marty Bell and the amazing
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team at Pool Suite. And throughout the
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day, we had over 2,000 people. You know,
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one of my favorite comments from the day
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was, "Yahoo is a move. I'll take it.
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Yahoo is a move." And um there was
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awesome sort of scale and content uh
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content and scale coming out of that
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event as well. So, I think a really good
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representation. Also, I oversee all of
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our um media and brand partnerships and
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just a really good representation of how
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partners can help you achieve those
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goals.
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>> Yeah. Yeah. Collaborators. That's Yeah,
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that's an interesting thing. That's
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definitely the style of today's go to
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market strategies, who you're going to
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collaborate with, and how you So, what
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you're describing create these
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storytellers, create these memories
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because they're important to shape the
00:17:58
brand and shape future experiences. And
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now you just described this physical
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activation and from what I understand
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Yahoo is really doubling down now on
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these physical act um activations and
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looking for places to to put them in the
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culture. I guess you're also probably I
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mean the people who you want there will
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be the influencers will be people who
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are um I mean I guess you don't want
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just anybody in these. You only have
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2,000 people. You have a small select
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audience in there. If you consider the
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whole world,
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>> it would be better if they were
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>> people that you know you're going to get
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more of an impact on. So my guess is you
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do these physical activations in
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specific places because they sound
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pretty expensive. They may deliver a lot
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of value, but you're going to have to
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pick and choose where you're going to do
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it. And I know you recently did one at
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Con. Is that right? Um yeah.
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>> And so like I mean the one you just
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described was at South by Southwest. So,
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you're at a conference that attracts a
00:18:59
certain kind of people at Khan. I mean,
00:19:01
I never been to Khan, but it sounds
00:19:03
pretty cool. I mean, I guess it's people
00:19:05
in the film industry, social media
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influencers, like who goes to Khan and
00:19:09
why did you choose that? And then what
00:19:11
did you do at Khan in that sense?
00:19:15
>> Well, I think you hit on something
00:19:16
really important, right? And in first
00:19:18
and foremost, you have to really when
00:19:20
you're when you're building these
00:19:22
strategies, you have to be super
00:19:25
centered on who your audience is and
00:19:27
what you're hoping to achieve from that
00:19:29
audience, right? And so South by
00:19:31
Southwest was a very specific move to
00:19:33
get in front of influencers and taste
00:19:36
makers. It was a consumer first event
00:19:39
from the business side. Can which is
00:19:42
actually it's interesting most people
00:19:44
are aware of the film festival. What
00:19:46
they don't know or people within the
00:19:48
advertising um industry are well aware
00:19:50
of is that about a month after the film
00:19:53
festival there's another festival called
00:19:55
the can lions festival of creativity and
00:19:59
it is an advertising and marketing
00:20:01
festival it is actually bigger than the
00:20:04
can film festival
00:20:06
>> and it brings the likes of uh Yahoo,
00:20:09
Google, Pinterest, uh Meta, all of the
00:20:13
major players within the advertising and
00:20:15
marketing industry.
00:20:16
>> Oh wow, what a great event.
00:20:18
>> Yeah, Barbara, you should be there. You
00:20:20
always, you know, you have
00:20:21
>> drooling. It sounds terrific.
00:20:23
>> It's terrific. And it's it's they take
00:20:27
over, we take over the entire can. It's
00:20:30
like an a massive reunion of sorts in
00:20:32
some way. Um, but there are incredible
00:20:35
conversations taking place around
00:20:37
creativity and around collaboration and
00:20:40
how brands can work together. Um it's
00:20:43
it's it's one of the most important
00:20:46
moments that we create um throughout the
00:20:48
year. So we show up there every year.
00:20:51
This is a business audience. So we are
00:20:54
trying to reach
00:20:55
>> advertisers across brands and agencies.
00:20:59
Um and this past year I think was one of
00:21:02
our our best years ever. So we were once
00:21:05
again leaning into nostalgia. we were
00:21:08
leaning into that that that modern
00:21:10
vintage spirit and tone that we love so
00:21:13
much. And one of the insights we had was
00:21:16
that first and foremost we a lot of
00:21:19
people remember Yahoo for the iconic
00:21:21
Billboard in San Francisco, a nice place
00:21:25
to stay on the internet. Um, and that's
00:21:27
a a big part of our ethos and something
00:21:30
we play into quite a bit. And then on
00:21:32
top of that, we were also noticing this
00:21:35
trend that people were, you know, taking
00:21:38
over these old motel and turning them
00:21:40
into these full experience destinations.
00:21:44
>> And we didn't know that was a trend.
00:21:46
That's interesting.
00:21:47
>> It's a trend. It's a trend. Um, we we
00:21:50
loved that idea. And so we built this
00:21:53
year at Can we took over an entire beach
00:21:56
and we built an erected motel Yahoo
00:21:59
which you can see above me uh was one of
00:22:02
the signs that came from that beach
00:22:04
space. It did make it over here all the
00:22:06
way from Can France which I'm very it
00:22:08
just only came the other day. This is a
00:22:10
festival that happens in June. Um and it
00:22:14
was uh we completely transformed this
00:22:17
space. And what I what I really love
00:22:19
about that is that we took sometimes
00:22:22
what are normally kind of boring stats
00:22:25
or and we we developed them into
00:22:27
experiences. So to showcase the variety
00:22:30
of our products, we had, you know, the
00:22:32
Yahoo search bar which served as our
00:22:35
bar. We had a reception desk where you
00:22:39
could pick up a key that had a different
00:22:42
um a different Yahoo fact on it and that
00:22:46
key would take you to a private meeting
00:22:48
room of which you would meet with you
00:22:50
know our salespeople would meet with um
00:22:53
with their clients. Uh we had uh for
00:22:58
Yahoo mail we had this incredible we had
00:23:00
like a mailbox and we did these custom
00:23:02
postcards because people are away from
00:23:04
their families a week and so and you
00:23:06
don't have time to really you know do
00:23:08
touristy things while you're in can. So
00:23:10
we had all of these postcards made. You
00:23:12
could send them through Yahoo Mail Home.
00:23:15
Uh we had a mini golf course that was
00:23:19
Yahoo Sports and we showcased some of
00:23:21
the the awesome Yahoo Sports
00:23:23
partnerships that we had done recently.
00:23:26
Um so just a really incredible way to
00:23:29
bring the brand to life in a fun way
00:23:31
that people could see it, feel it, taste
00:23:33
it um in this spirit of modern vintage.
00:23:37
And so it's really once again about
00:23:39
bringing these joyful moments to life. I
00:23:43
just want to interrupt for you one
00:23:44
second because what's interesting to me
00:23:46
about what you're talking about is you
00:23:48
are a digital brand. You know that's
00:23:50
what you are and yet what you're talking
00:23:52
about here to create these memories is a
00:23:55
very physical activation and and I
00:23:58
that's I love that because people think
00:24:00
we're getting more and more digital. I
00:24:02
think what's special about this is that
00:24:04
you're going to the right place at the
00:24:06
right time getting people together so
00:24:07
you get that social effect. But as
00:24:10
you're telling me this story, I can
00:24:12
picture these things. And I can imagine
00:24:13
if I was there, the fact that it was a
00:24:16
physical activation would make it very
00:24:19
salient. Just as you said in the
00:24:20
beginning at, you know, when you were a
00:24:22
kid growing up in your family, it would
00:24:24
definitely be a concrete story that I
00:24:27
would tell other people because it would
00:24:29
shape a memory. And it's because it's
00:24:31
this physical activation that it becomes
00:24:34
such a salient memory. Do you think
00:24:36
that's true?
00:24:37
>> Yes. And people are craving that,
00:24:39
Barbara. They're craving these in-person
00:24:42
moments. And and I think it is because,
00:24:45
you know, there there's so much of an
00:24:47
overlap now between your work life and
00:24:49
your personal life. And these become
00:24:51
those memories and these stories that
00:24:54
they then share on, right? And that's
00:24:56
how we that's how we scale and grow
00:24:59
everything that we're doing. But there's
00:25:01
it is such a tangible way to get people
00:25:03
excited about the brand and what you're
00:25:06
doing. So, it sounds like a great idea,
00:25:08
but it also sounds like a lot of work.
00:25:10
I'm just curious like I mean everything
00:25:12
you described, how long did it take you
00:25:14
and your team to put together something
00:25:16
like this? That's
00:25:18
>> I'm thinking like
00:25:19
>> Well, this is a it's a year
00:25:21
>> it's a that can in itself is a year-long
00:25:24
endeavor, right? And we finished can and
00:25:27
then next week we're already talking
00:25:29
about what we're going to do next year.
00:25:31
Yeah.
00:25:31
>> But this is among a multitude of other
00:25:34
things that we're doing as well. Right.
00:25:36
So, we have a big presence at CES. We
00:25:39
have a big presence at there's a new uh
00:25:41
festival uh called Possible that takes
00:25:44
place in May um down in Miami. I'm
00:25:48
sorry, in April down in Miami. Uh we
00:25:51
have our Yahoo New Front, which is our
00:25:53
showcase of all of our digital content
00:25:56
to advertisers that takes place in New
00:25:58
York. Uh, you know, we've had the likes
00:26:00
of everyone from Carmelo Anthony to
00:26:03
Russell Wilson to Chance the Rapper to
00:26:06
Diplo. All of this talent that we're
00:26:09
partnering with to help to drive home,
00:26:12
>> you know, our story and where we're
00:26:14
going.
00:26:14
>> You've convinced me. I want your job.
00:26:16
Like,
00:26:18
I do love my job. I love my I do. And
00:26:21
because I love I love storytelling and I
00:26:24
love creating memories. But you know,
00:26:27
one of the things I love the most,
00:26:29
Barbara, is that I attend a lot of these
00:26:32
a lot of these thought leadership
00:26:33
conversations
00:26:35
and people ask, you know, what's the
00:26:37
most important thing people need to have
00:26:38
in marketing and they say curiosity and
00:26:42
everyone says curiosity and I love it.
00:26:44
Of course, we want people to feel
00:26:46
curious or to be curious. The problem
00:26:48
with curiosity is that even with
00:26:50
curiosity, you're going to you're going
00:26:52
to edge one direction or the other,
00:26:55
right?
00:26:56
So, part of my philosophy is to just say
00:26:59
yes to things. Say yes. Say yes to going
00:27:03
out to dinner when you're tired. Say yes
00:27:06
to working with a new partner. Say yes
00:27:09
to trying something that you've never
00:27:11
done before and using it as a test and
00:27:13
learn. It's in those moments that you
00:27:17
know, you leverage the data, the
00:27:18
insights, the creativity. You pull that
00:27:21
all together. But I think what makes an
00:27:23
exceptional marketer is those who are
00:27:26
able to pull back a little bit and let
00:27:28
the the unknown happen. Let the magic
00:27:32
happen on its own. And one of my
00:27:36
favorite stories about that is uh a
00:27:39
couple of years ago we at CES
00:27:43
we have a combination our strategy
00:27:45
includes a combination of you know
00:27:48
developing these spaces for these
00:27:50
onetoone meetings to take place with
00:27:51
advertisers and then finding a moment
00:27:54
where we can reach our audience our our
00:27:57
customer audience our client audience at
00:27:59
scale. And so that's often through these
00:28:02
big parties and events.
00:28:04
And so we decided to after deciding what
00:28:09
kind of talent we wanted to work with,
00:28:11
we decided to work with Wuang. Now Wuang
00:28:15
had just celebrated their 30th
00:28:17
anniversary of 36 Chambers, which was
00:28:20
their first album. They had just
00:28:22
announced a residency in Las Vegas,
00:28:25
which we were going to be at. They have
00:28:28
incredible longstanding cultural
00:28:30
relevance. I know you and I were vibing
00:28:33
on Brooklyn earlier and I swear every
00:28:36
third person in Brooklyn is still
00:28:37
wearing a Wuang t-shirt, including like
00:28:40
little 5-year-old kids.
00:28:43
So, the incredible thing about the Wuang
00:28:46
Clan is that there are eight, originally
00:28:49
nine, but we'll put an aster there are
00:28:51
members of Wuang Clan.
00:28:53
So, you don't really know what you're
00:28:56
going to get. You don't. We didn't
00:28:58
totally know whether we were going to
00:29:00
get all eight members. Maybe we'd get
00:29:02
six, maybe we'd get five. We were hoping
00:29:04
for all eight. The night comes and we
00:29:07
get notification right before all eight
00:29:10
are there. All eight.
00:29:12
Curtains open. We're at this incredible
00:29:14
venue called Voltater, the Venetian, um,
00:29:17
which is also under the Apollo
00:29:19
portfolio, as is Yahoo. curtains open
00:29:23
and then one by one they have this
00:29:25
incredible we put this incredible video
00:29:27
surrounding it. We did custom merch with
00:29:30
Wuang Clan. We did, you know, had an
00:29:32
incredible experience built around it.
00:29:35
But what they delivered and what we
00:29:36
allowed the artists to do best was they
00:29:39
all came out one by one in shadow. The
00:29:43
audience is going nuts. They do all of
00:29:45
their original songs from 36 Chambers.
00:29:50
And then they did um they did covers of
00:29:53
things like the Beatles and the Stones
00:29:56
and some of the best renditions I've
00:29:58
heard.
00:29:59
>> But what was amazing is the final sort
00:30:02
of segment they did was an homage to to
00:30:04
hip-hop artists who have passed away. M
00:30:07
>> so Biggie, Tupac, DMX,
00:30:11
and then they pause for a second and
00:30:13
they say, "And the greatest of all time,
00:30:16
OB,
00:30:18
who was the the original Wuang member
00:30:21
who had passed away here." The perform
00:30:23
for him is his son, YB. Oh, good. He
00:30:28
comes out. He's a spitting image of his
00:30:31
father, but with his own style and his
00:30:33
own flare. And everyone just you could
00:30:36
just see the excitement
00:30:39
>> in that room and those memories building
00:30:42
>> to a point where you know it just these
00:30:45
are things that people are going to
00:30:46
share for generations and generations.
00:30:49
Incredible.
00:30:50
>> It's like breathtaking. You are a very
00:30:52
good storyteller. But you know what? Our
00:30:55
time is up. Thank you so much for
00:30:57
joining us. Where can our listeners go
00:30:59
to keep up with all of this and learn
00:31:01
all about this? You can go to
00:31:03
yahooink.com, our website. And of
00:31:05
course, you go to yahoo.com, visit our
00:31:08
incredible pro products and all of the
00:31:10
work that we're doing across Yahoo to
00:31:13
really connect you to the things that
00:31:15
you love and to one another.
00:31:17
>> That sounds great. Thank you so much for
00:31:19
joining us today. Um, and I'd like to
00:31:22
thank our producers, Dion Simkins and
00:31:24
Marissa Rena. Thank you all for
00:31:25
listening. We'll be back next week. Till
00:31:27
then, this has been Marketing Matters on
00:31:29
the Wharton Podcast Network. I'm Barb
00:31:31
Khan here without America's rea but
00:31:35
he'll be back next week. Thank you.
00:31:38
[Music]
