Check out episode 164 of the Knup Sports Show as David Woodley of Playmaker HQ joins us to talk about next generation content! We also discuss sports betting, NFT’s, events and more!

Ryan Knuppel

Hey, what’s up? What’s up? What’s up? What’s going on everybody? Ryan Knuppel here, Knup Sports Show episode 164. Thank you so much for joining in today. Got another special guest. I think this is going to be a fun one. Really looking forward to where this conversation leads today with our special guest. But first of all, hope you guys are all doing well, enjoying whatever may be coming your way in the world of sports. Everything this weekend, F1, I cannot wait for Formula One this weekend in Miami, going to head down there, check it out. I’ll also be at iGaming NEXT, next weekend in New York City. If anybody watching this is going to be at that show, please hit me up. We’ll make sure to connect, say hello at that event. All right. I had to get all that out of the way before. Now, I’m going to bring all my special guests here today. I got David Woodley of Playmaker. David, how are you?

David Woodley

Doing great. Doing great. Thanks for having me on.

Ryan Knuppel

Oh man. Really appreciate you giving me some time, and I’m excited to hear a little bit more about Playmaker. I know, if anybody in sports hasn’t heard of Playmaker, they’re kind of crazy, but I’m excited to kind of bring a little more attention to it. And first of all, hear a little bit more about yourself. So give us a little background of you and kind of what led you to Playmaker.

David Woodley

Yeah. So I’ve grown up a diehard sports fan, whole life, sort of lived all across the country until New York was my home for the last 15 years. Big Minnesota fan, so I know what being a fan and getting very little reward is all about, but if you meet these lifelong Minnesota fans you know they’re at least in it for the long haul. Been in media for a while, been in sports media for a while, a couple startups here and there. A couple of the past media sports media companies I work for were a high school sports site called [inaudible 00:01:52], and then another company called Fantasy Sports Ventures, which got sold to USA Today. Also been in video media as well, Maker Studios, BlipTV, The Onion, Gawker for a minute and then Watch Mojo. So yeah, I found myself a Playmaker a little over a year ago, originally as a seed investor in them about a year and a half ago, and then a few months later, just as I got to know the, better and better, jumped on over and became president and CRO.

Ryan Knuppel

That’s cool. That’s awesome. So you’ve had a career in media. That’s pretty awesome. And now you’re with Playmaker, who’s getting lots of viewership and mostly, I’m assuming, from younger generations who are up and coming sports fans. We’ll talk a little bit more about that in a bit, but give kind of the thousand-foot view of Playmaker and what your guys’ mission is kind of what you guys are up to.

David Woodley

Yeah. I mean that’s core, it’s a huge Gen Z focused sports media company. We’re kind of anywhere where anyone between the ages of 18 and 34, but more with an emphasis of 18 to 29, anywhere that they’re reviewing content. So Instagram, we have a few different pages on there, about 13 million followers, a couple million on TikTok and that’s growing insanely every day, just like TikTok is. And then I think most impressive piece is we’re one of Snap’s biggest partners. We’re in the partner program called Snap Discover with over 24 live series on it. So a whole big chunk of this company is just creating episodes every week, every day, I think three or four episodes every day for the Snap platform. And then we’re on the older platforms as well, like ones that you and I probably grew up with like Facebook and Twitter. And then on top of that, we have talent division.

David Woodley

We represent about 25 ex NBA slash current NFL players, Tracy McGrady, Carlos Boozer, Nate Robinson, probably the best well known. And then some of the NFL guys, Xavien Howard. He was actually the best cornerback in the league. Nobody really knows that because he doesn’t sort of talk the trash of like a lot of other cornerbacks and all that. And we’ve done stuff in the past with Tyreek Hill, Deebo Samuel, different series and deals with them. And then we have an NIL side of things as well with about 25 current college players. We do events and then we also have a pretty robust emerging business as well. But the media is sort of where we have our audience and it’s where we make our money. And then yeah, cover all the sports that Gen Z likes a lot of hoops, a lot of football, a lot of MMA, a little bit of baseball here and there. And then we launched our betting division, which I’m sure we’ll be talking about here mostly, about eight months ago.

Ryan Knuppel

Yeah, that’s cool, man. So many directions I want to go from just that small intro there. But first of all, congrats to Playmaker for all the success and being in the content space and always driving traffic to different things. I understand how difficult things can be to get that attention, right? And I think one thing that you guys do a good job of is grabbing that attention. And I want to kind of go back to just some of the platforms that you’re using, I guess, because I guess some of the older people in this industry, including myself, right? I mean, may not be real familiar with the impact a TikTok might have, or the impact that a Snapchat might have or something like that.

Ryan Knuppel

And you guys are seeing insane numbers on some of those channels, aren’t you? And so the attention, especially from Gen Z and some of these other generations, that’s where the attention is. It’s not on these blogs. It’s not on these long form articles. It’s on these short clips and this kind of stuff. Speak a little bit about those new channels that are out there. And they’re not so new anymore, but you know what I’m saying.

David Woodley

Yeah, yeah. I mean there’s this sort of misconception that Gen Z and millennials, they have no attention span, and they say that because like, “Oh, they’re watching three-minute videos or 60-second videos. They’re not watching TV anymore,” which is kind of true. They’re still watching sports on TV and all that, but actually, it’s just a more discerning generation, more tech savvy, right? I mean, you’re talking about a generation that grew up with these in their hands from when they’re born. And we remember back to when there’s flip phones and everything else. And I mean, I don’t think I had a cell phone calls was in high school. So it’s more tech savvy and there’s more choice now more than ever as well.

David Woodley

So it’s not an attention thing or anything like that. They just know if something’s crap within the first one or two seconds. Snap is crazy. We have all those shows on Snap, and Snap will tell you too, if you don’t get them in the first two seconds, they’re gone. You get them the first two seconds, they’ll stick around for one, two, three, four minutes in that. So it’s creating content that really catches someone’s eyes, but it can’t be clickbaity because then people will drop off as well. It’s getting someone’s attention like that and keeping it there and keeping them within the platform. Okay, you got them for one video. How do you get them for the next two, three, four, five, six, seven videos?

David Woodley

And TikTok, I mean, your average TikTok video is what? Like 15, 20 seconds? And if you actually look at the average time spent on a platform, TikTok has the highest now. It used to be Facebook because Facebook would… I don’t know. People would get their news there. They would go down the well of, I don’t know, looking at bold friends and groups and all that. TikTok again, they’re keeping, I don’t know exactly what the number was, but I think it was over like 80 minutes, every user on there, 80 minutes a day, which just, absolutely, it’s a lot of time. That’s a lot of videos that is engaging them.

David Woodley

And for us our secret sauce is, the people creating our content, it’s a bunch of 18 to 24 olds for the most part that are insanely up to date on all the trends. It’s a diverse team that mimics what 2022 America looks like. And we’re not trying to do too much. We know the sports our audience wants, and we’re not trying to be everything to everyone, but if we can be a very good component to someone’s viewing habits of 25 million, 50 million-plus Gen Z sports fanatics, we’ll take it.

Ryan Knuppel

Yeah. That’s what I was going to ask. You kind of hit my next question, but I was going to ask about your creators. So I’m assuming you are just tapping into those passionate sports fans who have a little bit of a personality, right? And you got to bring them in. They know what they’re talking about. They’re intriguing enough to be watched. Tell us a little bit about the team, I guess, behind the scenes that is just putting on all this content across these channels.

David Woodley

Yeah. I mean, it is a team. That’s the best way to put it. I mean, we have on camera folks, we have social media just curators, right? That are just putting together memes and videos that is not necessarily us on screen, but it’s just hitting the trends. Right? And we’re often trendsetters on a lot of this stuff, which is fun, but also we’re getting a ton of engagement and followers and all that as well. Then we have a whole creator unit as well. So that social team is massive. And what’s fun is everybody in the company sort of gets involved. I mean, so much of our business is done via these insane group chats. There’s 12 or 13 people on the social chain where everyone’s throwing out stuff left or right. And then the two or three people that are sort of running it minute by minute are sort of picking what goes up and all that in real time. And it goes to the creative people and all that.

David Woodley

Then we have a creator unit too, which is on camera. Right? We have a studio in Florida that we have them on. We send them around the… We had one of our creators pretend to be an NFL draftee. He’s a former D1 basketball player, but he’s like six foot eight. And basically the pitch was he’s going to be the tallest running back ever drafted. And people believed it. We had a fake agent with them. We did a bunch of fun stuff on the street. We had a vodka sponsor with us as well. We had a professional podcast with them, and that’s fun.

David Woodley

And then we had the rest of our creator unit down in Houston at Tracy McGrady, who we partner with his one on one thing. We represent him, he’s an investor. He started his one on one basketball tournament this week, and actually one of our creators actually played in the tournament.

Ryan Knuppel

Cool.

David Woodley

The others were creating content down there and all that as well. We send them out to these sporting events with our sports book partners. And again, yeah, it’s young. It’s exciting. It’s people on top of these trends and it’s diverse. We’re trying to hit pretty much anyone that is a sports fan in 2022 under the age of like 35.

Ryan Knuppel

Sure, sure. And when was this started? How long has Playmaker been around?

Ryan Knuppel

I may have lost you David.

David Woodley

There we are.

Ryan Knuppel

Oh, there we are. We’re back.

David Woodley

We might have to edit that out. Blame it on the wifi. No, it’s been around three, three and a half years, but really the first couple years is more focused around selling merch, which the company was good at, but then there’s a bit of a pivot. The social handles and everything were growing so quick, and then people took notice and Snap brought them on for their first couple shows. And that’s sort of when they came on my radar a bit through a friend and it was like, “Hey there’s something cool here.” And really over the last year, year and a half, switched focus, brought the talent set on, really focused on the media side, started the betting division and all that. So I think it’s sort of a tale of two companies where the last year and a half, it’s just been on this sort of rocket ship, which has been really, really fun to be a part of.

Ryan Knuppel

Well, and that’s kind of where I was heading with that question is, I was curious, you guys just launched the betting division and I feel like the emergence of sports betting in the United States has really brought sports interest to another level, especially here in the US around some of these different sports. So since betting is becoming legal places, have you guys seen kind of an uptick in interest? And do you think it’s kind of directly related to the fact that that is getting so much attention?

David Woodley

I mean, we’ve always had the interest. I’m sure there’s a little bit more going up in terms of more casual sort of viewers and all that, but this is also why, really quick, we’re going to launch this betting side of things as well because we don’t want to inundate the audience on these other channels with too much betting content. Right? Not everyone wants to hear it all the time. And I’m a sports better. I don’t want to hear it all the time either. It’s actually nice to just enjoy a game and not worry about it and actually root root for our team, root for the Timberwolves, root for the Wild, whoever and not have to be like, “Oh, the only thing that matters here is they got to cover the spread.: And there there’s still that view and experience.

David Woodley

But so this way we did the sports betting side of things. And it took off. We’re at over 500,000 followers, mostly on Instagram, some on Twitter, a little on TikTok. More will come on TikTok, but they don’t really allow you to do much there yet. And no, we found this incredible demand for it early on. People wanted to find that content, and I think we sort of took the path of, “Okay, we have three pillars. It should be informative and entertaining.” So infotainment, education, and storytelling. And for us, we’re not going to pretend to be the smartest people in the room. We’re not going to do these 30-minute long shows of who you should pick, because the dirty secret that everyone knows, but pretends not to know, is to be a professional better it’s not sexy.

David Woodley

They’re not on TV. The pro betters, I mean, they look like they’re stock traders. They have eight screens. They have their helpers. They’re trying to open up accounts with bookies and whatever. And they’re awesome. I know them and they’re good people, but they’re not the ones on screen telling you who to pick, because it’s not how it works. Arbitraging, steam chasing, all this stuff that’s not fun to do it. So we’re like, “We’re going to focus on the fun parts of it and we’re going to educate, right?” We’re going to be truthful. This is not a way to necessarily make money. You can maybe get lucky and make money in the short term. You can use these tools that will maybe make your bank roll last longer and give you a better chance at it.

David Woodley

But you really should view betting as a value add to the sports viewing experience. Whether that’s watching a game that you really don’t have any interest and throwing five, 10, 100, 1000, it doesn’t even matter, bets. It just doesn’t really matter when you’re a viewer, throwing some on it, make it more interesting. Right? Have one more thing to debate with your friends on and argue with them about. Are you the best better of your crew? It’s funny, if you’re in a group chat, no one ever misses the 18 parlay, but everyone hits it. And that’s the fun stuff, right? It is fun when you hit that stuff and you sort of win one over your friends to that point. And there’s entertaining content around it.

David Woodley

We try to like do well in the community to be like “Hey, everyone that bet the Lakers last night at minus three, here’s what you look like down 42 at halftime, or LeBron just took himself out.” And all that. And we’re working with content creators on it, right? All different sort of levels of bettors. We have guys that are truly beginners and they’re just talking through some stuff. We’re working with some of our athletes, they’re given their analysis on the games and stuff, not making picks, but giving analysis there. And then we’re partnering up with guys like Marco Parlay, whose 50 K parlays to win like 1.5 million back or half a million dollars in a game. But again, everyone’s sort of in it where they like the lifestyle of it. They like the value of it. And it’s not about trying to tell people who to pick. It’s not about telling people you’re going to make money on this. And I think we’re doing it different. I think the market’s spoken, frankly.

Ryan Knuppel

Yeah, no, I love that. I love that angle you’re taking on the betting side. Hey, I’d be remiss if I didn’t jump in a little bit to the business side of things. I know looking at LinkedIn and everything, you’re the chief revenue officer. So you obviously have your mind and you’re wrapped around the business side a little bit of what’s going on at Playmaker. So tell me a little bit, what you can tell me, about the revenue model and maybe some other potential channels of revenue you guys are looking to dive into in the future. I mean, obviously you have merch going on. Obviously you have ads that’s going around content and things of that nature, but are there other areas? Are we going to see a Playmaker sports book sometime? Are we going to see something, Barstool-esque where it’s like now we’re an operator. I mean, do you guys have dreams that big? Or what can you talk to around driving revenue for the business?

David Woodley

Yeah, I mean, so where it’s at now, I mean, we’re fortunate enough to be one of Snap’s top partners across the board. I mean, they love us. We love them. It’s great. And we’re on the platform and the more of views something gets the more money it makes. And we’re fortunate enough that it’s a good amount of money. And then yeah, we have merch, which moves business. We do marketing deals for our talent, anything from signings to endorsements to fly across the country and participate in a one-on-one basketball. Or in Nate Robinson’s case, it was go and be in a boxing match. What could go wrong? Other than a lot of money. We work with a lot of the sports books directly on sponsorship deals, a lot of the big ones already and more coming on board. We’re getting our affiliate side potentially off the ground, but that’s more on the ground type stuff, not your traditional send someone to a website.

David Woodley

It’s more, some pretty cool stuff there that we’ll sort of be unveiling. And then we’re doing events. But anyways, yeah, no in the future, we’ve had people approach us to open a sports book. I think that’s a tough business. I give people credit that operate them, but it’s a tough business. And there’s a lot of ones out there. And I’m not going to sit here and say they’re all doing a great job. There’s a lot of ones doing a really good job. And to compete with that is tough. Right? And we make money. We’ve raised a little bit of money, but we don’t need to go become a $30 billion company, sports book operator for casino to make sense for us.

David Woodley

But yeah, I mean, on the Barstool front, I mean, it’s interesting. We have been approached by some folks that are… Because Barstool’s backed by Penn. And there has been some chatter there, very early because we’re still relatively new, but could there be one of these brands that’s like maybe our brand doesn’t mean much in every single market. Maybe the Playmaker brand means more. Maybe we have two front doors for people to get in, and there could be a Playmaker bet where it’s just geared specifically to the 21 to 29 audience. And then maybe we graduate them to the luxury brand down the road if they’re whales or et cetera, we can do events with them and all that. I think that’s really interesting for us. I think as we continue to evolve, events are going to make more money for us. We’re already starting those now.

David Woodley

And then actually, we are making some decent money in the NFT space just by facilitating deals and working with our athletes and the NFT brands, knowing the NFT brands, bringing the other athletes and stuff. There’s a really big one being announced here in about a week or so. And that’s interesting as well. And we’re not going to ever say we’re an NFT company or Web3 company. I think, I don’t know, this may be controversial, but you see a lot of it. You see a lot of these people on a LinkedIn that were doing something completely different and then they’re all of a sudden they’re Web3, NFT experts. And it’s kind of hard to be an expert in that one. It’s like such a nascent field. But we’ll continue to do it.

David Woodley

We’ll continue to ride it, but we’re not going to put all our eggs in that basket, because at the end of the day, nobody knows, right? Anything where everyone’s just saying it’s a great way to get rich, yeah. It’s probably too late at that point. It’s like betting. You’re not going to get rich on it, but there is this angle in there where if there are NFTs and there are like real world sort of attachments to it, and real world sort of rewards and experiences, we will continue to grow that as well, but sort of at a smart pace. And again, president slash chief revenue officer, I like money. We’ll continue to explore it there. But for us, it’s sticking to our core, which is a media company for Gen Z, doing some cool things in talent, pushing the sports betting stuff pretty heavy. And then figuring out where everything else sort of lands that that makes sense for us.

Ryan Knuppel

Man, David, that was an above and beyond answer. I really appreciate you going in so much detail there. And as you started going through all these different avenues, it really opens your eyes to just how much opportunity there is out there. But then also, like you said, near the end, you also got to stick to what you’re good at, right? You also got to make sure you don’t go too wide and then you end up being kind of a, what do they say? Not great at anything, or good at a lot, but not great at anything. So there’s famous sayings in that space. But yeah, the NFT space is really booming as well. But again, who knows where that’s going to lead? I really follow that space, and I’m a part of a number of different platforms and applications that have real life experiences and things like that. I think it’s kind of cool. I think it’s neat. Where is it going to lead? Is it going to all go away someday? Who knows? I don’t know.

David Woodley

And there’s lots of people doing it really well.

Ryan Knuppel

[inaudible 00:21:14] in that space.

David Woodley

No. Listen, I mean, I think we’re capable a lot of things. And yeah, if we shifted every single resource to do it, I think we could make a decent little company out of it. But at the same time, there are people way smarter and true experts in that field that are doing a good job there. So we’re like, why don’t we just find our sort of place in the ecosphere and do it? I mean, it’s not that different than betting either. I mean, we could sit there and be like, “we’re the greatest betting company ever. Oh my God, we have this, that and the other, and we’re going to be our own sports book because our audience is the best.” But we’re not. We know there’s folks out there that are really good on it. So it’s just like, let’s just continue to find our space in the markets and play really nice with everybody.

David Woodley

And that’s sort of the fun part of the NFT world. We can deal with everybody. We can deal with the athletes. We can deal with the NFT companies. We can deal with multiple NFT companies. We can deal with multiple the real life experience ones and just help bring people to it and help curate it too. Because there’s a lot of bad actors out there in that space. We were talking about it earlier, @NFT got banned, @NBAMemes got banned. And it’s like the Mark Cuban company, and I’m not sitting there saying he was doing it or knew what was going on, but that’s a terrible look and that’s for us too. We’ve turned down some of these similar ones where it’s like, “Oh, here’s some money and don’t worry about it.” And it’s like, we’re not going to just build up all this brand equity with our audience and then just screw them because of a-

Ryan Knuppel

Take a quick money grab for who knows what, right? You want to make sure you’re doing the right thing and it has application behind it and all the above. So I totally understand and respect that as well.

David Woodley

And it’s the betting thing too. I mean, people come to you and they try to get you to promote something crazy. And we’re like, “Well, we won’t do that.” And maybe the conversation ends there sometimes. Then it’s like, “How about we do something like this that we can incorporate that,” but maybe we don’t want to push everyone to only do single-game parlays, maybe we don’t want to only push these crazy parlay slips, because I think it just sends the wrong message out there that you can make millions. And it’s the old adage. They didn’t build the casinos in Las Vegas on winners, and stuff like that. And again, we’re very fortunate enough to be in a good business and make money and all that where we don’t have to even be tempted by sort of shortcuts and things like that.

Ryan Knuppel

Sure. That’s awesome. Well, David, I don’t want to keep you too long. I know you’re busy. You got to go figure out how to make money for the company and all of the above. Hey, one thing I wanted you to expand on before I let you go here, you mentioned events a couple times. What kind of things can you talk about that you’re doing? So you guys are hosting events?

David Woodley

We’re actually going to be building our own out that we sort of own, but in the meantime we’ve been sort of… Again, there’s finding sort of a sweet spot in there. We’ve been working with sort of these up and coming leagues and events, like BYB, Backyard Brawls, which is bare knuckle boxing. We’ve been doing stuff with them now for several months for a couple of their events where we’re helping bring awareness to them. We’re helping bringing people into the event. We’re creating content for them. We’re at the event sort of doing content and then streaming it and everything for them too. And then the Tracy McGrady basketball league, OBL, it’s one on one. And again, a couple of our guys are playing in it.

Ryan Knuppel

Love that.

David Woodley

But we’re out there creating bringing awareness to it, all of that. And then we’re taking some of that stuff and we’re going to be doing our own events with some retired athletes, some influencers, stuff like that. But events, it just takes a minute to get it all logistically figure it out. You get the sponsors on board, all that. So that’s something where we just hired a team to sort of manage that. So we’ll have some of that. Realistically towards the end of Q3, Q4, we’ll have a few of those out that are sort of us, but we’re not trying to start our own league or, basketball league or anything like that. It’s going to be sort of a series of one off-events and stuff like that.

Ryan Knuppel

I love it. I love it. Awesome, David. Well, I really appreciate your time here today. Anything we missed? Any last words? Anything you want to say before I let you go here?

David Woodley

No, it was good. It was fun. I rambled on a bit, I’m sure. But it was exciting. Good questions. And then yeah, it’ll be cool to sync up next week when you’re in town at the conference. It should be a good time.

Ryan Knuppel

Yeah. Let’s make sure we get coffee, beer, whatever sounds good at the time. Grab lunch. Something like that. Let’s definitely say hello in person. That’s what it’s all about, man. Connecting and staying close to people in this business that can help each other and network with each other throughout it. So hopefully people listening here, if they want to get a hold of you, obviously they can go out, check out the website. But name some links, start link dropping. How do they get ahold of you? How do they check out Playmaker and what’s going on everywhere?

David Woodley

Yeah. So I’m David at Playmakerhq.com or I’m sure you’ll tag me on LinkedIn. Just hit me up on that. Won’t give out the number yet. But yeah I mean, it’s best to go where our content is. So Instagram, @Playmaker, @sports, which is a great one, @Playmakerhoops, @Playmaker betting twitter.com/playmaker, slash playmakerbet. TikTok @Playmaker, @Playmaker hoops. And then Snap, a couple of the shows to look for us on is This Day in Sports, Love and Sports, Got Beef and Playmaker. So those are a few of the many.

Ryan Knuppel

A few of the many. Yeah. We’ll, we’ll add those to the show notes. We’ll try to get them all in there. Snap’s something I need to go check out personally. I haven’t been on that for quite a while. I was on it for a while in the beginning and then kind of lost track of it. But I need to get out there and follow you guys on that.

David Woodley

Yeah. I’ll send you those. And each one is under its own channel, basically. Each show is its own show and it’s worth checking out. They’re doing some cool stuff. They introduced a selfie drone a few days ago that sounds ridiculous, but then you’re like, “Ah, actually that would be really cool if I was actually [inaudible 00:27:14] content myself and people [inaudible 00:27:15].” Yeah.

Ryan Knuppel

You don’t get to do the fun content anymore. You have to do the business stuff, right?

David Woodley

Yeah. Yeah. It’s good. It pays the bills at least

Ryan Knuppel

There you go. Well, cool. Well, David, I appreciate your time. Let’s connect when I’m up in New York. And if you ever need anything, you know how to get old me.

David Woodley

Yep. Thanks so much, man. I really appreciate it.

Ryan Knuppel

Thanks for joining me.

David Woodley

Yep. Take care.

Ryan Knuppel

All right. That was David Woodley of Playmaker. Man, lots going on with those guys. I’m super excited to have got to hear from David. He shared a lot about what’s going on with the company. And I think if you go check out their social channels, I was checking out their Instagram and their TikTok and some of that before this meeting. Holy cow, they’re doing some really cool content out there and just fun stuff. So I think you’ll enjoy following that.

Ryan Knuppel

I’ll put all the links out in the show notes so you don’t have to remember them. But clearly one of the good companies in this industry, really making some noise and doing some fun stuff. So thank you all for tuning in, watching, listing I’m Ryan Knuppel, @RyanKnuppel, @Knup, however you want to find me out there on whatever channel. Shoot me a message if you’re going to be down at formula on Miami. Shoot me a message if you’re going to be up at iGaming NEXT in New York. I would love to connect with any of you, sit down, chat, see what you’re up to. All right, until next time, take care. We’ll talk to you soon.

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