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Thoughts on Nintendo's Let's Play Revenue Share | Game/Show | PBS Digital Studios - YouTube
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hey everybody Jamie from Game Show going
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to do a real quick thought on this week
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and I wanted to address some of the
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things have been happening around
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Nintendo and its relationship to YouTube
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for those of you who don't know Nintendo
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rolled out a program which would allow
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youtubers or offer the opportunity for
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youtubers to become essentially paid
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brand ambassadors and receive a rev
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share basically a portion of the
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advertising dollars attached to a video
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that featured Nintendo content and their
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solo cups were Kanaan exactly you know
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how much needs to know how much content
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needs to be explicitly for Nintendo
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regardless Nintendo's decided to try to
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make money from people who in the past
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were just putting up let's play videos
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and criticism videos and other things
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totally for free and obviously people
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are not very happy about that well it
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turns out today our in last 24 hours
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Nintendo has announced that the program
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has become incredibly popular and
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they've been overwhelmed with
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submissions a couple things here because
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I think we want to take a broader
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context as it's always important to do
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and we're talking about these types of
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issues the first is that you know
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copyright holders are already finding
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myriads of ways to work with not just
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YouTube celebrities but could we find
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stars it could be people in other
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mediums people work on you know people
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i'm sure people will start developing
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content for snapchat etc etc and so it's
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think it's important to understand this
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stuff already happens that these types
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of relationships in which a company
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decides to pay someone for exclusive
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access or the ability to release
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something again it happens all the time
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Nintendo is just making this process
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open to the public which is really
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really unusual usually you know brands
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are often more selective about who
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exactly is that they want to work with
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but again this is something I already
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has that happens on YouTube and the
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other thing is that there already exists
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programs like Content ID for example for
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the music industry which allows YouTube
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to algorithmically figure out where a
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particular copyright holder song is
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being played and then drive the revenue
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the advertising revenue does attached to
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that video directly to the Creator not
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to the creator of the video so again I
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mean we should be prepared for these
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types of things to happen I think that
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in a video games I think fortunately as
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i mentioned in
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a video about copyright and let's play I
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think video game creators have been very
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very lucky and very forward thinking in
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terms of taking a much looser view and
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what copyright is it obviously it's a
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very different thing for let's play
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videos but again go back to the video
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that I produced about that the other
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thing is the this argument one of the
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complaints is that Nintendo is
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potentially shooting themselves in the
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foot because they get free exposure this
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is the argument that PewDiePie is making
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which is that you know companies like
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Nintendo benefit tremendously from
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people making videos with their own
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content so the example it's often
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brought up is minecraft that minecraft
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kind of started as this tiny game which
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was launched on the tig source take
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source message boards and then became
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this huge international phenomenon in
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large part because of let's play videos
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but it's kind of a chicken and egg
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problem there and that is minecraft
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popular because let's play videos helped
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push it up or vice versa is let's play
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as a medium popular because minecraft
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was the right title for those types of
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experiences it's really hard to say a
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lot of the arguments about sort of
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influencers relationship to exposure
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comes from malcolm gladwell's tipping
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point which is the idea that if you give
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a small group of influential people or
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who are people who are influential in
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their circles access or the ability to
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sort of promote something that will sort
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of trickle up and affect everyone but
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there's not a clarity about how exactly
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that works in large part because the web
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is a crazy and mysterious place so you
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should understand the reason why this is
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important is because a lot of big
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companies there are two individual
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departments that a lot of times they
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fight with each other you have the
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marketing department on the one side who
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is responsible for getting out getting a
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particular product out to the public as
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wide an audience as humanly impossible
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and the other side you have the legal
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department it tends to be like obviously
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more conservative their job is to
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protect the brand and a lot of times in
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this new era where there's so much
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content being shared those two
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departments butt heads all the time and
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you see this for example in the music
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industry with music blockers in
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particular where the marketing
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department once you give music bloggers
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you know leak track to sort of encourage
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the promotion of music freely through
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the web and the legal departments like
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no that's ours we paid for this we
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should find ways to
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monetize it and these two departments
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are always butting heads the problem is
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it's very difficult to say which side
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off sensibly makes more money does it
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does obviously having wide levels of /
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ocean wide levels of promotion drive
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sales and that's what's really important
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or would it be better to try to
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establish legal channels to collect on
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every single dollar and I think that
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part of the future is figuring out what
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the balance between those two worlds is
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and I think that's essentially you're
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seeing is Nintendo trying to sort of
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work that process out they acknowledge
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that YouTube creators that YouTube
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creators are people who are obviously
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very passionate about Nintendo but they
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also realize this is their property
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they've paid to develop that they are
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already paying the market so they want
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to figure out ways to sort of benefit Co
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you know sort of collectively benefit
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from the popularity of their videos on
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YouTube one last thing I think the most
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interesting part about all of this is
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the most interesting about all of us is
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sort of end around that Nintendo is
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doing in terms of more traditional
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channels they already do this with
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Nintendo Direct which is their press
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conference that they do online you know
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they'll have presence at you know big
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conferences like III for example really
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what they're doing is they're trying to
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create their own direct channels to the
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public to release the video in the most
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favorable fashion as possible and
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they're tying dollars to that process I
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wouldn't be surprised if this doesn't
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become the norm not just for games but
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for all types of things for beauty
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brands that you know want to capitalize
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on other you know fashion and style
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bloggers vloggers and bloggers that I
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would be surprised if we don't see more
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of these sort of like official systems
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where a company says look we get it we
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get it you want to use one of our
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products why don't you become an
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official ambassador we get thirty
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percent you get seventy percent or sixty
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forty or whatever the split maybe I
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think I don't really understand is why
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Nintendo is signing themselves up to
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review millions of hours of YouTube
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videos to figure out what's a registered
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what should be a registered channel and
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what shouldn't be but I don't know I
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guess they'll figure out the process
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anyway that's my thoughts on it I'm not
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sort of coming out you know in favor of
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in Tendo saying that this is the right
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thing to do but I do think that is
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incredibly important to think about this
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in the broader context in terms of how
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other mediums not just games are dealing
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with these
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situations I'll see you all next week
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you
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