From KCRW Santa Monica and KCRW.com, it's The Treatment.

Welcome to The Treatment. I'm Elvis Mitchell. It's been a while since we've had our old friend Scott Sternberg here.

That's because a few things have changed

in his life. There's no longer banned of outsiders. Instead, he's part of the entire world. Now,

in fact, he is the entire world. It is his new launch. It is his new label. It is his new brand.

First of all, thanks for coming to talk about it, Scott. Yeah, thanks for having me.

In the world of style, the launch of

the entire world video is this thing that everybody's been talking about. It's really, I've

felt myself thinking about the mission statement that Charles Foster Kane drafts and Citizen Kane as

I was watching it. Yeah, it's a bit of a manifesto, if you will. It's entirely a manifesto.

And it's, I know you've had a personal credo that you never used before, but the idea of launching

the brand by stating a credo is a new concept for you. Yeah. I mean, I think this idea of

something that is not necessarily loud or quiet, but, you know, we're living in an incredibly cluttered media landscape.

In fact, the video is about that clutter, and addressing that clutter. In fact, the editor even about clutter is the very beginning. Then we can feel, and I want to talk to you about what a masterly piece of work

it is, we can feel that you starting to breathe in it and trying to entice the world or the viewer

to breathe with you and slow down the heartbeat, aren't you?

Exactly.

And it felt like the only way to do that wasn't through a press release, a statement released

through a publication that would contextualize

it as they would, but just directly through film, if you will, or video or whatever, and through

other people's films. And, you know, I think you can be cynical about where digital media

is taking everything, or my perspective is just to embrace it.

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