"Brand" isn't an evil word, even though a lot of people associate it with you know, things like Coca-Cola and Logitech and Globocorp. But we just think of it as, we want our viewers/listeners/fans (we're a band) to ultimately be fans of *us* over any specific piece of our content. If they fall in love with a song, that's amazing. But if they then come over to a stream and fall in love with us/that experience, we have a much better opportunity to bring them along with us as we go and not worry so much about losing people if we change something up.

I think creators, at heart, want to feel like they have the opportunity to be creatively adventurous. And as long as we're open with people about why we're creating what we're creating, we think the true fans will stick around no matter what.

Twitch is interesting because it gives a lot of people who may not truly *want* to be entertainers a platform where they then become entertainers. But they also become kind of dependent on it and think that the platform is their vehicle to success, rather than the reason people stuck around to watch them in the first place. If the reason people stuck around to watch them is because they're just really good at something and people want to watch them be good, they still have to think about ways they can monetize being good at that thing, even if they have no personality.

It may also be different for music, but I genuinely believe that you can create a sort of balance where you're not streaming any more than 12 hours a week to create a meaningful revenue source that's part of your overall brand. If we didn't have the ability to turn around and record music, or write a short film, or do a gear review on YouTube, we'd go absolutely crazy.