Monday, September 28, 2015
Thursday, September 10, 2015
Alvin Harrison is creating music to drive social change. His lyrics of the music speaks to, and attempts to raise awareness to the problems and issues facing Americans and members of the community of the world.
Alvin Harrison writes, performs and records music he has labled "socially relevant" with his band "The 99" The lyrics of the music speaks to, and attempts to raise awareness to the problems and issues facing Americans and members of the community of the world.
The message does seem to strike a chord with people who have heard it and agree that change is necessary, and that change comes through awareness of the issues and participation in the democratic process. A media focus group has found that 6 out of 10 Americans that have heard his "Anthem For Change" ROUGH TIMES IN AMERICA once, embrace the message and immediately become "fans". DOWNLOAD THE SONG FREE ON THIS SITE.
Alvin has taken the unusual position, for an artist, to offer his music "royalty free" to charitable, church and political organizations promoting change and providing aid to American's in need. His hope is that his music will help to spark a "grass roots" sharing of his music and the message it relays. Of course, help from mass media organizations would be welcome, because getting the message out to more people is the only way to spark awareness and initiate debate. While Alvin believes this change is inevitable, he asks the question....WHY NOT HERE....WHY NOT NOW!
Take a listen to his music on this site and view the music video for ROUGH TIMES IN AMERICA. If you are moved and believe this message MUST be shared, a few simple clicks of your computers mouse can move this message forward on to your friends and family, and they in turn can move it forward and so on. Help to increase awareness that promotes dialog and that will eventually initiate change. The 99 are doing their part. Will you do yours?
Dr. Pat: Here’s what I love about Alvin, this is what I’m loving about this. His lyrics and music speaks to and intents to raise awareness. I love this because that’s what everything we’re doing on the radio is about. It’s to raise awareness to the problems and the issues facing Americans and members of the community and the world.
Now I wanted to say to everybody yeah we’re launching these networks and we’re super excited, but there’s something else we’re launching. We’re launching a crowd funding campaign to raise funds to take our voice back. Why are we doing that? Well it’s very easy.
If you really look at the state of media right now and what’s happening in this country, I can only talk about this country. Is that almost all media is owned by two mega corporation. I try to really wrap my mind around that and we’re very fortunate to have two stations here both KKWAM 1150 and WBLQ 1230 over in Rhode Island, Connecticut, New York. We’re very fortunate that these particular types of stations have not been swallowed up by those two networks.
Now I’m not saying that that’s a possibility because ratings are really good on both of these stations, what I’m saying is what are we going to do to make sure we’re maintaining and keeping our voice? How about the songs we grew up with.
This is what excited me about this. Were songwriters simply better back in the day are the 60s and 70s, were they? Were the events noteworthy of protests, change, lyrics. What is it about the time that we live in where music may or may not have had more relevance.
What today is about is looking at the culture, the force, the music. What does the music of the generations of the past say to the social change that we want to accomplish in the world today. And then how are we or are we creating music that raises the level of awareness.
Today you’re going to actually hear some music by Alvin Harrison, on the show today. We’re going to talk about what it means and all of the above. For those of you out there he writes, performs, he records music. He is labelled socially relevant with his band The 99. The lyrics of his music speak to in attempt to raise awareness to the problems and issues facing America and members of the community, of the world.
That’s what we do here, we shine the light of awareness and hopefully we provide you with enough information so you can make an informed, intelligent decision. For those of you out there, that’s why we’re launching transformationradio.fm and a music channel, because there is relevance in what we listen to and what we do with that.
Alvin great to have you on the show, it’s great to have you here. Welcome.
Alvin Harrison: Thank you Dr. Pat. I am glad to be here.
Dr. Pat: I want to talk to you about some of these questions that were raised.
Dr. Pat: I’m like you. I remember the first time I actually saw Bob Dylan in person, down at the Cafe Wa in The Village. This guy really nobody thought would be much of anything. Songs were really long winded, so some people thought. Then he changed up on us and went from acoustic to electrical, and everybody wanted to disown him.
To this day those songs were relevant for the times. I would love to hear you chat a little bit about what those songs from the 60s and the 70s meant, and where are we today?
Alvin: They spoke to social problems of the time and I think they really galvanized people into thinking about what’s important. The problem we have today is something that you spoke to just a few minutes ago about we only have two big corporations running radio stations. Corporate takeover of radio and corporate takeover of really record labels, has really reduced things to probably the lowest common denominator in music.
Nobody in the corporation wants to be the one to try something new. You find you get something that happens and everything other record label tries to jump on board. You remember when they started with they got a hit with Boco voices in that kind of robot style voice. Every song after that has that kind of sound on that.
What you get with radio stations is it used to be back in the day when Bob Dylan was making music, is they were independent stations. Stations could play anything they wanted and they had a program director. The program director saw what Bob was doing in the community and Bob was affecting the community, he played Bob Dylan’s records.
Nowadays you have all these stations but you have one program director, and that program director his marching orders are to make money. It’s not so much do things that are important to the community. The mantra of a corporation is make money. They will play the hits only.
That has affected the musicians also because the musicians have to make a hit. Protest music and music that is socially relevant is not necessarily something that people want to have interfere with their party, love songs. That’s pretty much what’s happened.
We actually did pretty well with our song Rough Times in America, it got to number 22 on independent stations. But radio like everything else, has become so expensive and the promotion of records has become so expensive. For a small time operator like me you know, it just got prohibitively expensive to get higher than number 22.
Dr. Pat: Yeah, this is really what we’re talking about and this is what I eluded to. For us we’re launching a 10 channel network in September. People looked at us like what are you doing? I wish I could claim to fame that we thought this out and we know what we’re doing. We’re just called to move and take action from the heart and we have listened to people about what they want. But at the same time we know that we need to put a campaign together to make sure that we can let the world know about this.
Once people know about what you and I are talking about, they’re all in. Now this is a really interesting question, has our culture pop culture. Let’s talk about this when we come back from break, our culture or pop culture changed so much that the idea of protesting to get attention takes second note to where social media is taking people.
Can you imagine Alvin if we would have had all of that music and the social media we had today? OMG, let’s take a short break. When we come back this and much more. Alvin Harrison joining me here today.
Dr. Pat: Wow, welcome back everyone. Rough Times in America, Alvin Harrison joining me here today. It’s so great to have him on the show and you just heard a little bit of that song Rough Times in America. It is a powerful, powerful song.
Alvin we were talking about before the break, can we figure out what has changed? You pointed to something really kind of interesting, for people that listen to this show the way that a show like this gets on air and the way that independent music gets on air, is really kind of in the same mode. I think you pointed to this before the break.
I’m on air because I pay for this air time, that’s why I’m on air. If for some reason I was not able to pay for this airtime, the Dr. Pat Show would go away. Some people may miss it and others probably may not because we’re living in a time where are we able to take a show like this, music like yours and pop it into a mainstream modality where we’re not going to be charged tens of thousands of dollars to have a voice.
By the way, that’s what transformationradio.fm is going to provide because if we’re not doing something different to bring voice to the issues that people are experiencing, then what is going to happen underneath the surface for all of this Alvin. Thank you for joining me here today. That is tough times in America, that is a rough song but it is so true.
Alvin: Yeah it is, you know corporate takeover of anything leads to changed that I think are probably not good. They’re good for the corporation but they’re really not good for the people. I mean I can name you any number of instances, but in radio it’s just all about the money with the corporation. it’s not about the people, it’s not about informing people, it’s not about educating people- it’s all about the money.
When you get that kind of situation going there’s no room for things to educate, there’s no room for things to teach or start to get discussions going. That’s a big change from the way things were say 20, 30 years ago. We were talking during the break and I mentioned it’s not so much that people don’t care, life is tough in America these days.
It’s a rough world out there, they’re trying to survive and it’s not that they don’t care but they really are working so hard to survive that taking on a corporation is something that takes some willpower and some real guts.
Dr. Pat: I think we’re in a dilemma of choices. I think this is really kind of fascinating. When we went through a couple of things with the protest on Wall Street, that was a statement but it was a statement that was made almost as if you had a mosquito bite that you had to scratch and then it was gone. So the difference between the time we live in and the music that we’re referring to of the 60s and 70s, just saying that is almost bizarre.
We’re not just talking about a year or a moment in time, we’re talking about literally two decades in time that were filled with songs of protest, songs of equality. It didn’t matter if we were looking at Led Zeppelin, or if we were looking at Jimi Hendrix, or if we were looking at The Temptations, or Marvin Gaye.
Just look at the work of Marvin Gaye, if we did nothing else but take a look at what that voice and message was about, and if Marvin Gaye would be alive today he would see the power and the purpose of those lyrics. Now tell me, is that what we need to resurrect and bring back today in this world of music, and will people listen Alvin?
Alvin: Yes I think it is what we need to bring back today. But the people have to demand it because the record companies and the radio program directors are not just going to do this on their own. If they see that there’s a need and a want for it, and the people really want it then they will do it because it will make money.
You see the whole thing comes down to this corporate takeover of things and the change in direction of the radio station’s focus. It used to be they were focused on the community because the community supported them. Now it’s all focused on money and making money.
It’s very hard for someone even like a Beyonce, or Jay-Z, or any number of country stars. You get a few who break the mold but it’s very hard for them to make a record that they want to make to say what they’re thinking about the state of the world or the United States, and have it accepted by the record company as something they’re willing to spend the money on.
Dr. Pat: Yeah. Let’s talk about this and we’d love for you to continue about the song we just played. Tough Times in America, isn’t this the paradoxical scenario right. The tough times in America are hard to call tough times when the stock market that we’ve now made our new god, the stock market is soaring right. Yet kids are coming out of school, people that thought they were going to have jobs and pensions are looking for jobs, folks are on the edge with healthcare.
I have a friend that has no healthcare and I don’t know. I don’t know that I’m a person that’s just like you’re listening to this show, there she goes again. She got to be one of those liberal people. I don’t know that I am that, I know that if you’ve grown up in the ghetto and you’ve been in poverty, and you’ve been homeless like I’ve been- that is a place that if you experience it boy I’ll tell you it changes you forever doesn’t it.
Alvin: Yes it does and you know, you talked about the stock markets and it’s just soaring. Who is taking advantage of that soaring market, it’s not really the people per se, it’s .05% of the population. Things that are on the outside and if you take certain numbers they look good, but when you look at what’s happening with the middle class and just regular folks who listen to your show they’re not really getting the advantages of these soaring stock markets and things like that.
It’s rough times in America.
Dr. Pat: We’re going to take a short break, when we come back we’re going to talk about the songs of today and what’s happening in the world today. How are the songs of today shaping and crafting change? Believe me they are, when we come back we’ll talk about what Alvin, what his music, the band, what they’re doing. What changed their invoking to be made and what about our pop culture?
Is it all fashion and bling or are we getting some messages for a kinder, gentler, peaceful and more conscious world. Stay tuned we’ll be right back with the Dr. Pat show.
Dr. Pat: I love this, it is so great to be chatting with Alvin Harrison joining me here today. I want to make sure you know how to find out more about Alvin and the music, Rough Times in America is what you heard before. But just now what Benny just played We Ain’t Buying, the way to go find out more is really easy. You can go to www.the99online.com.
Today what we’re talking about is something that I grew up with, Alvin grew up with but we’re living in a world today and the question mark is, for many people. Is the music today driving social change as it did when I was growing up? For those of you out there, I just got a message from somebody. No I’m not leaving out the 80s.
The 80s set into motion a different trend. It’s interesting how we look at music 60s, 70s, 80s, 90s and so forth and so on. But can music drive social change in today’s world. Alvin I want to ask you that question, can it? What is it about Rough Times in America how did you come up with that and winging by it?
Alvin: I wasn’t always in the socially relevant music. I wrote the same kind of things that everybody else did love songs, party songs. But if you remember back in 2013 the government shut down and I happened to be watching the news story. They were saying we’re going to perlow all the workers, nobody gets paid except the congressmen still get paid.
I looked at my wife and I said, “You know this song I’m working it just popped up in my head. It’s going to be Rough Times in America.” I went into the studio the next day, finished the song in record time, put it on the internet on Facebook. A guy named Jake King out of Los Angeles who had a band who was very famous called Club Noveau. Remember them?
Dr. Pat: Yeah.
Alvin: He contacted me and said, “We’ve got to get this out.” Now of course he knows the music business inside and out and he said, “Things have changed so we can’t do things the way I used to do them but here’s how we’re going to do it. .” Really social media is what really got the song started.
Dr. Pat: Let’s talk about this because fast forward to where we are today and the question really I think that we ask early on was, okay can today’s music drive social change and without judging whether this music of today is better than that music of the past. That was then, this is now. We went from 0 to 120 in the 60s and the 60s. We literally lifted up a culture in this country and said, we’re going to take this culture and we’re going to pretty much throw it out.
We challenged everything, we didn’t just challenge one thing. It was like wait a minute, we’re not treating people equally, we’re not treating sex equally men and women. We’re discriminating based on race, we’re discriminating based on sexual orientation. We had some major blocks of social and cultural change that seemed to all come to the forefront at once.
Fast forward to where we are today Alvin and one person would say, wow we got a little social change going on here but where’s the music. What’s your thought?
Alvin: The music is there and I think it’s going to be there even more as internet expands its view to the listing public. Right now FM radio and AM radio pretty much dominate drive time because of the technology. Now more and more cars are getting connected and so that’s a really big time for music and for people to listen to music is during drive time.
As soon as the internet starts being able to give them some choices in their car, that’s where you’re going to see a big revolution in music. Then people can listen to what they want to and not what they’re being fed, that’s going to make a big difference.
Dr. Pat: Well let’s talk about the songs themselves. Just if we could, and let’s talk about your songs. There are two songs we’ve played so far and you share a little bit about those songs. The song We Ain’t Buying It, I remember and I love for you talk about this. Benny I think we’ll just skip a break and we’ll drop in the last song at the end.
I remember a time, I can remember it like it was yesterday Alvin and probably I’m dating myself where the price of meat went skyrocketing up. I don’t know what year that was whether it was in the 70s, or 80s or whatever it was. But it went up and we stopped buying meat, I mean we did. We just stopped buying it.
Some people think that that made an enormous impact, other people think it didn’t. I believe today it did because I remember a conscious choice and saying there is no way I’m paying that for meat. What the meat industry I learned, I have a friend who’s in the industry. What the meat industry said they learned was if you slowly raise the price of meat so people don’t know it, then you’ll gladly pay 10.99 a pound for a steak. Boy I think he was right about that.
Is that the difference between the music in the 60s and 70s and the music now? You know the music back then was like we are so in your face, is the music more subtle now, or are the issues different, or is it all of the above?
Alvin: I think it’s all of the above. We Ain’t Buying is a song that speaks to some of the lies that are being propped. You remember we went into a wreck because they were WMD, and then they were no WMD. We needed to militarize our police force so they can better serve us. We see that’s really not the case and as a matter of fact, it kind of puts the kibosh on protesting.
That song is talking about we get a lot of lies and we got to stop crying about this. we got to start doing this and we’re not buying it anymore.
Dr. Pat: Let’s go to the phones we got a caller coming in Christine from Seattle is calling in. Mr. Benny why don’t we bring Christine on this show. She’s got a comment I can’t wait to hear.
Christine: Dr. Pat I love you. Alvin and Dr. Pat thanks so much for having me on this great show today and putting it out there, this platform that is so amazing and powerful. In my opinion music is the highest art form, I was a DJ in Seattle for 20 years. I use music on my bumper it’s going in and out of break, it’s my prime real estate.
Music is so important and I think what’s most important about music particularly in our country, is that there’s all kinds of political ideas and things that people want to get across. In fact I wanted to have a political show when I first began. The reason that I didn’t and the reason I think music is so important is because it is a platform and a forum for people to see what they can do.
I think it’s important that you’re saying it kind of puts the kibosh on protesting, I call it preoccupy instead of occupy. I think it’s super important for people to understand that we live in the freest country in the planet. As the freest people in the world we have this immense responsibility to make it even more free.
The way we do that just like you said in your song when you came back in from break, you have to earn it. To sit around and cry about how other people are doing stuff, or the stock market is doing that, the government shutting down. I have to sort of correct you there, every government worker was paid. They were paid retroactively, and besides that the government shuts down every week on Friday, from Friday to Monday.
This idea that we’re supposed to be given things, we’re supposed to be given things that all of the things that we want as extras are right? They’re not all right. As Americans we have the right to create that in this country and as humans we have the right to create freedom for the planet.
I am so glad that you are making this music and you are bringing to light these issues that people need to wake up, they need to wake up. I love what you brought up about meat, guess what health food when I was a kid was the cheapest food you could buy. Now I cannot believe we are paying this much money as we are for people to give us less in our food. Less chemicals, less stuff.
It’s really important for each of us to do what we can do individually and with each other on that micro level, because if we don’t it doesn’t matter what is done on a macro level.
Dr. Pat: Thank you, Christine I want to ask you something about this and Alvin too. What I love about this is I too was asked to do a political show, this was about two years into doing this. One of the major organizations asked me, I think they were Jones Media. They said, look we’ll take your show and syndicate it if you can put your attitude to talking about political things.
You know I’ll tell you I had a moment where I thought okay and then I had like no. Why would I do that? There’s only one reason I would do that, it would have to deal with some part of my ego. You and I chose to do this and why did I choose to do this? Because today I can pretty much talk about and have Alvin on, and have you call in, and I don’t have a producer or a senior producer in the show saying, do not let that Christine call in again. Do not let her call in again.
That is the way media is run right now, don’t you think right Christine? You know this?
Christine: I do. Might I add what I love about you, the way you inspire me and we’ve talked about this is that you have created a way and this is also what I do with my show The Confessional. We create a way for people to see what can we do.
We don’t have to agree, we don’t have to like that we don’t agree but what can we do? What can we do to create a better country, a better city, a better neighbourhood, a better planet. That’s really what’s important.
It’s true these congressmen, all these people in office, and all this stuff that’s going on I’ll tell you- the politicians right now are lacking but the thing that is hardest to swallow is they are a complete mirror of what we will accept. The absolutely mirror and so we have a lot of work to do.
I knew this nurse once and she was like, what is this thought that there’s all of this unemployment and there’s no work. There is work, as longs as there are bee hinds to wipe there is work. So we all have something to do, we all have work to do and we all have our purpose on this planet.
Thank god for you Dr. Pat, because I’ll tell you what if you only touched one life in all these years it was me. I am so glad that I listened to you in the early stages and I am so glad that both you and I are putting it out there. And you too Alvin, that people can do something, they don’t have to sit around and accept what they consider to be their reality.
Alvin: One little thing I’ve tried to do with the songs is not take a particular side. It’s not Republican or Democrat, or Independent. It’s just the issues so that people can think on their own. We just think on our own and come together, we will find a solution.
Dr. Pat: I think that’s what we’re talking about. I think Christine me and you we should do a show. I think we should come up with a show and do it together because I’m a little bit older you know, I mean all you need to do is listen to this show and have me talk about the 60, and 70s, and Led Zeppelin, and the fact that I actually went to Janice Joplin’s last concert. You get a sense of how old I am.
The point is am I going to quietly in the night? What is important in the world we live in? I don’t want to get into a story about this now but I will tell you that a couple of years ago I had an experience with the senior person that was having a little mental trouble. What happens to you when you are a senior person as defined by society and you’re having a little mental trouble, you are one step away from Fairfax.
I will tell you that it is a nightmare right now for so many people that are aging in this country. I can’t even get off of my soapbox, you know Alvin maybe you can write a song, a little song here about who actually does pay for the cost when healthcare goes away. Thank you Christine for calling in.
You know Alvin there’s so many things we can talk about and I do want to talk about our pop culture for a minute. Katy Perry changed the landscape of music in a sense, when she decided she was going to talk about I kissed a girl and I liked it. It hit the pop culture in a way that many people didn’t even see it coming.
This young woman from a very strict religious background, boom does that song. Now let’s fast forward, the songs that have come out over time. Christina Aguilera’s song Beautiful, the video that was made from that song. How that won acclaim.
So many of these artists now bringing things to light. Pink got hit left and right with Stupid Girls, what was that about? That’s the way Pink delivered the message about what’s happening about self image of young women. Aren’t these songs in essence coming forth and doing this, and we haven’t even talked about U2 and all these other stuff. Are we making an impact here?
Alvin: Those songs however are about more of a cultural change as opposed to as a social change if you follow me. I would like to see more talking about social change as opposed to a cultural change.
Dr. Pat: Well give me an example of what that would look like for our listeners. There are many listeners listening that did not grow up in the 60s and 70s, that’s Mr. Benny right here. Give us one things that would talk to that?
Alvin: During the Vietnam War we had any number of songs that were protesting the war and talking about how this is a war that we should not be in. Right now we are fighting ISIS in Iraq and Afghanistan. I don’t think people really understand why we are in those countries right now. ISIS is our reason for being in Iraq, but really is that the reason or is it oil?
Dr. Pat: Wait a minute, I disagree with you. Boy I never disagree on this show. But I do disagree with you, I think we are absolutely aware of why we’re there. I think that people know why we’re there, I think if you ask the average person on the street to tell you the truth about why we are in that war I think oil is going to come up, or money is going to come up because I think we’re smart.
I think we don’t want to deal with it.
Alvin: I agree with you, I didn’t mean to say that they didn’t understand. As a matter of fact in the last three years if you look at social media and you look at media in general I think you can see that Americans are waking up to the fact that what they have been told as the reason we are doing certain things may not be the real reason.
Dr. Pat: I love this. What a great show today, I’m fired up. I’m having Bettie right now as the next guest in a moment here. Bettie is like what is this girl going to say now.
I love this and you are so right about this. I did not know that I would have this kind of response and we are putting a crowd funding campaign to take our voice back because I have to tell you, that a show like mine, and a show like Christina, we are a payment away from being yanked off the air. This is really the world we live in.
We live in a world where we have to buy airtime and I have to thank every one of our sponsors, every one of our co-hosts, every one of our hosts because they have supported us as we have in exchange helped them to be here today. I love what we’re talking about because you really are raising some interesting questions for me.
Alvin: I’m not even sure you even understand how important your show is.
Dr. Pat: I don’t because I come from a place of I love what I’m doing, I want to help people, that’s what I came out of the gate to do. I love our listeners, they’re the best in the planet. I think you’re right about that.
Alvin: I am right. I do a lot of talk shows and they always have an agenda. Your agenda is to help people and to help people understand, and to educate. Even though that’s an agenda that’s really no agenda at all.
Dr. Pat: I love the name of your next song. We heard it here first. Do you know what it is? No Agenda at All. That is the political song that needs to be written right now, no agenda at all.
Alvin: If I write that song will you play it on your show when you get it going.
Dr. Pat: 24/7, no agenda at all. I love that. Someone asked me this morning Alvin and I know you get asked this a lot. They were asking about, why am I doing this? What is my agenda so to speak, kind of the question right.
Alvin: I’m going to age myself.
Dr. Pat: Okay.
Alvin: I just had a new granddaughter who I’m going to see next week for her first birthday. There comes a time in your life I think when you start to ask the question, what have I done to make a change, to make things better? Having a grandchild, or having children really gets you thinking- I’m going to be gone soon and what do I want to be remembered for. But not so selfish as what do I want to be remembered for, what am I going to do? What can I do to ensure that this next generation doesn’t have it so much tougher than ours.
That has it better than our generation. Right now I really do believe Americans are starting to get that over the last few years like I said, are really starting to ask that question to themselves. So I’m really looking forward to the future. I think Americans they always work it out.
Dr. Pat: I have faith, I really do. I believe in our young folks. Not just our young folks, I mean I’m talking about the generations that have come after me. I have enormous faith, do you want to know why? Look at what’s changed in the world.
We just have gone through a period whether you like President Obama or not is not the issue on this show, but this is a black man in the White House and there are many of us that thought we would be dead and gone before that. We’ve just had laws changed, to open the door up to inequality across the board.
The folks that have come after us Alvin, they are doing some stuff too. I think what you and I are saying today we just want to keep the light of awareness shining brightly on what we now are left to do.
Alvin: That’s my whole goal just to remind people here are the issues, let’s talk about them. let’s see if we can figure this out.
Dr. Pat: I love it. Alvin if you don’t mind giving out your website again for folks, thank you for joining us here. Thank you Benny for a great job.
Alvin: It’s www.the99online.com. There’s something on that website it’s a radio station location where you can put in your call letters of your local AM or FM station and it will give you their phone number. If you want to help, give them a call and tell them we want to hear these songs.
Dr. pat: Exactly, because that is what it’s going to take. If you go back in the old days and old school right in the 50s were hopping out that’s exactly how some of that music got on there. We moved from I’m going to pay the disc jockeys to play my song to you know what I’m going to go door to door and see what can be done.
Thank you Alvin, thank you for a great day, thank you for a great show. Hey you guys we’re going to take a short break and we’ll be right back with The Dr. Pat Show. This is me Dr. Pat, go to thedrpatshow.com if you want to know more.