Hello, everybody. This Jake Sons. I'm a host, Jake and Gino podcast here with my co-host,

the multifamily mentor, the coach, chef, the father, six, the best-line author, The G-Dady.

Gino Barberian, how's it going?

Jake, I'm doing good, brother. How you doing?

Always making it happen, big man. Today's guest is the founder and managing director of Hookpoint.

He has helped the largest brands and celebrities like Taylor Swift and IKEA reverse engineer how to make content go viral.

He generated 60 billion views and 100 million followers

for the content they have worked on and most recently authored Hookpoint, How to Stand Out

in a Three Second World. So without further ado, Brennan, welcome the show. Thanks for having me.

It's a pleasure to see you guys again. Hey, the pleasure is all ours. Now,

I got to ask a Taylor Swift question here. So, you know, a lot of stuff going around as we get

into this. But what's your opinion? Because I've heard from some publicists that this was like

a setup between her and Kelsey. So is this a, in your opinion, is this a fake setup, a simple business transaction to

increase brand value and drive revenues? Or do you think, you think love is in the air? We're real

close to Valentine's Day, man. So, you know, is love in the air or is this simply about the

dollars? What do you think? I mean, I don't think it has anything to do with the money.

I mean, first off,

Taylor's too authentic for that. Second of off, she generated, I think, a billion dollars before

this stuff happened. So I don't think she really needed it, nor my limited interactions with

her. That's just not her brand. Like, she just wouldn't kind of do something like that just for money.

So you're in the same camp with my wife, and I say always follow the money.

It's about the money.

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