Ever wondered how the illusion of success is curated in the digital age? The world of public relations and social media is an intriguing one. This week, I am joined by CEO Angel's Public Alliance Angel , who accidentally fell into this industry and has been riding the wave ever since. We discuss how having something unique can make you stand out, and the lengths people will go to for social media clout.
Podcast available on ALL listening platforms
Mind Over Matter linktr.ee/mindovermatterbabyyy
Watch Manhattan Neighborhood Network EVERY Saturday @ 12pm
Follow us on Instagram
@mindovermatterbabyyy
DEJA @deja.waja
Ever wondered how the illusion of success is curated in the digital age? The world of public relations and social media is an intriguing one. This week, I am joined by CEO Angel's Public Alliance Angel , who accidentally fell into this industry and has been riding the wave ever since. We discuss how having something unique can make you stand out, and the lengths people will go to for social media clout.
Podcast available on ALL listening platforms
Mind Over Matter linktr.ee/mindovermatterbabyyy
Watch Manhattan Neighborhood Network EVERY Saturday @ 12pm
Follow us on Instagram
@mindovermatterbabyyy
DEJA @deja.waja
I'm gonna give you a little background, like knowledge, on how public relations have started with. It was Edward Bernay and he was literally a psychologist, so he studied human behavior and he was the nephew of some big like psychologist, so it was like all in the family. So they literally are studying people with behavior. And then the first thing they did was women weren't smoking enough cigarettes, so they started advertising women more smoking cigarettes and that was the first like trial run they had with public relations and then it actually worked. Women started smoking more cigarettes and they marketed it to them and it's like yo, like this is bigger than us, like the way people are studying human behaviors just to get you to consume certain things, something.
Speaker 2:Yeah, it's, it's really, it's OD.
Speaker 1:Right, it's OD, and if you're not aware of it, you just a product for real, yeah.
Speaker 2:Yeah.
Speaker 1:Welcome to Mind Over Matter baby. I'm your host, deja Wallace, and, as you can see, I have a lovely guest with me in the building. Hey guys, we have Miss Angel. Go ahead, let the people know where to tap in with you. Introduce yourself.
Speaker 2:What's up y'all? It's big Angel. You can find me on IG. Angel Vibes to eyes to S's to eyes to S's Miss.
Speaker 1:Make it happen. Sure, yes, make it happen. That is me, okay. Ceo of Angel Alliance Public Relations. So tap in with her. So, on today's episode, I want to get into clout. We're going to talk about social media. We're going to talk about just this generation obsession with being rich overnight. That's what I want to get into, and I know you see a lot of the behind the scenes of things because you are a publicist. Yeah, so you do see like the facade is easy to see through that illusion.
Speaker 2:That's my job really to help push the illusion.
Speaker 1:Why is it so important to have that illusion and to have that like, like, when you're working with certain artists? Why is it like, how do you like basically curate them into fitting into that, you know?
Speaker 2:facade A lot of times, rather than just the facade, like what you're supposed to do really is kind of already have something different about yourself and then your team, like your publicist, your marketing team, career director, like they're just supposed to enhance that right so make it look larger than life. So if you're like an emo rapper, you're like mad emo. If you're a street nigga, you're like mad street. You feel me. But I don't know where things started to get mixed up and people just started acting like whatever the fuck.
Speaker 1:What's the like craziest thing you've seen done for clout?
Speaker 2:She's the craziest thing I've seen done for clout, like from an artist or just from like anyone in entertainment, just somebody you were working with no names here. Um, I don't know about the craziest thing. People do wild shit every day for clout. It's like really like a drug for real. You know what I mean. I seen people act like they're up and not even have their own crazy no car, that's the everyday thing, you know what I mean, but like.
Speaker 1:I don't know. That's like 80% of Instagram.
Speaker 2:I'm trying to think. Craziest thing it's more the females than it is the men. You think so yeah, for sure.
Speaker 1:Really yeah, for sure, for sure. Nah, I feel like they're both like equally.
Speaker 2:You think it's equally?
Speaker 1:Yeah, I think it's equally like. Like you said, it's a drug. Yeah, in fact, they'll do anything. Anything right. Do anything for the clout, yeah, but yeah, what even got you into public relations?
Speaker 2:I actually fell into it by accident. So I really was making beats. That's what I was doing. I was in the studio. Then some producers I was like around at the time like hey, like can you manage this, cause I was a little organized and stuff like that. They just needed someone to help out. I said yeah, and this lady that was like I was intern, interning for her a few years ago she was talking to me. She's like yo, you're not managing them, you're doing PR, you're branding them, you're marketing them, you're doing things like that. You're doing like contractual work for them. So I just started looking up PR and I was living.
Speaker 2:I was back and forth from Atlanta and Florida a few years ago. I wasn't actually living in Atlanta, I would just drive up there every weekend and shit. So I was really in Florida and I took a few months in the pandemic, just started looking up everything about PR on YouTube. I didn't go to school for this. Oh yeah, I was like dropped out of school already. I was far gone, started reading mad books, hella books, hella YouTube videos, and then I just ended up doing it.
Speaker 1:That is so dope. A lot of people don't even have the mental fortitude to even make that step and start, because it's big things you're doing right now. Yeah.
Speaker 2:No, I never thought I'd be like where I'm at right now, and I'm not even anywhere close to where I know I'm going to be. But just how much I've accomplished in this short amount of time is crazy when I look back at it.
Speaker 1:And you're pretty young. I was reading an article on you. You're like, you're like really young. Yeah, I'm like 25. Oh wow.
Speaker 2:Oh, don't push in 30. No, that's not even.
Speaker 1:You see, that's not even old, you're like 30. That's crazy, you're a baby for real. But, like I said, this fast paced generation, everybody is in a rush to get somewhere. So I get it. 25 does feel good, I get it, I get it. So I want to talk more about your experience in PR. How are you able to even remain level headed? Because you do have some motion. You got motion, for sure, you got motion. You got all about it, but I can see it, you glowing, I can see it.
Speaker 2:So how do you remain?
Speaker 1:like level headed, all of this.
Speaker 2:I definitely still pop my shit. I'll say that every day. But you have to stay humble, like in everything you do, because there's always someone who's smarter than you, that's wiser than you, that's better than you, and every day you can learn something. So I guess that's kind of what keeps me humble is just knowing that I don't know everything yet and I do make mistakes and I am human type shit. So I just got to be aware that that kind of like brings me back to reality.
Speaker 1:Yeah, how are you able to🤣 go forward. That's good. I like this question. I had access earlier. What's your biggest misconception you think the public has about celebrities? Because you do work with celebrities.
Speaker 2:That they don't have feelings, that they're not people. You know what I mean. I had one of my clients. They went viral for some fuck shit. Can I cuss on you?
Speaker 1:You're a fuck nigga shit, Okay cool. You've been cursing. You didn't realize.
Speaker 2:Hey, yo put one of my friends it was a client at the time, but they went viral for some fuck shit and she sat there and really cried about it. I was like, damn, people don't realize what they're saying to someone on the internet can really make them insecure, and stuff like that. So yeah, they got feelings. They're all humans. Yeah, that's true.
Speaker 1:It's like we idolize these people. Well, now we, a lot of people idolize these people. Yeah, it's crazy. It's kind of dangerous Facts and a lot of that is due to social media. Social media is crazy. Let's get into it. Let's really get into it. What's the challenges you see as a publisher is dealing with artists versus the algorithm, because it's really hard to stay consistent and be intentional with the content and be consistent because you got to post five times a day, plus you got to not post no bullshit making you look crazy. It's very draining.
Speaker 2:You don't want to hear my opinion. I cuss my clients out every single day because they never post. That's like the biggest struggle I have is them not posting where they go. You know what I mean? Like I can't tell you, but the algorithm changes so much that it's like, as long as you just post high quality content and you stay engaged on the platform, you're really good to go. You know what I mean? People just becoming Instagram famous are kind of over with. For real. I feel like you just got to. If you have good engagement and you have a low following, you can still go get a bag. You can still get some money. Ugc content is doing way better than my big influencers content and my big artists content. You said UGC, yeah.
Speaker 2:What's that Like user generated content. Okay, like AI and stuff. Nah, like. If you say you only have like 10,000 followers but you get mad likes and mad comments and you have a lot of engagement, a company will like give you money before they give someone with 100,000 followers and like 30 likes. Yeah, like sponsors, exactly yeah, sponsors yeah.
Speaker 1:So what are the pros and cons do you see from social media? Because even when, like, I'm trying to market the podcast, sometimes I do get distracted on there and I'm comparing myself to other podcasters. I'm like, oh snap, they did it this way, why didn't I do it that way, you know? So what are the pros and cons?
Speaker 2:you see, from it, from pros, I would say it's like really good to get connected with people. Yeah, like I'm in Atlanta and you're here, we're sitting here together.
Speaker 1:now, you know what?
Speaker 2:I'm saying Like that's crazy, yeah, off of Instagram, dm type shit. So being able to connect with the world is something that's really big and I think we take that for granted right now. Just, you know, as a population A con. I think like kind of what the whole topic is about today Like shit, just rethink. Shit is supposed to happen fast because we see all these people like moving and grooving and we only see motion. We only see the good shit that people do. We don't see, like you know, the bullshit that people have to go through to get to it. So, like you can't compare yourself and stuff, that's like a big con. I do that too.
Speaker 1:I compare myself to like fresh people. I feel like it's human nature, you know.
Speaker 2:Yeah, yeah.
Speaker 1:Okay, so let's talk about some experiences dealing with clients, right? Because a lot of the times they do think like they do have like these big egos and they feel like they're bigger than life and sometimes dealing with certain individuals and you deal with a lot of these people, right? So what are, like your red flags? When looking at a client, you're like, yeah, I gotta go. I gotta go Cause it's not, it's not giving I'm quick to refund somebody.
Speaker 2:I swear I'll refund you and not work with you ever again. I don't give a fuck who you are Like. I'm not dealing with all the antics and all the so what's like?
Speaker 1:the first thing like, yeah, here's your feedback.
Speaker 2:When they feel like they know more than me, or they're telling me, like, how to do my job you know what I mean. Like why did you hire me? So it's like just go do it by yourself. Or like, if people feel like they don't need a team, like you need a team, you need a community, so don't ask me to do shit. And then when I do it, you know what I mean. Like you just feel like you could do it better.
Speaker 1:Yeah, that happens a lot, but I have that like conversation first. Yeah. Okay, so what do you look forward to like in your job, like what's your favorite part about your job my favorite part.
Speaker 2:My favorite part is probably the content Okay, like filming content, like visualizers, music videos, the segments and stuff like that that we put on social media Cause it excites me to see how it's gonna do. I like seeing like a vision start as an idea. You know what I'm saying. Then we execute it and we film it and then actually watch it roll out and see how people interact with it and stuff like that You're a little key like a director for real.
Speaker 2:No, I've directed some things. I directed a music video for Enchanning when a Gucci Mains. Artist official Tyler. I've done a lot of different people actually.
Speaker 1:But like when I say that, like I'm dead ass, like you're like low key a director cause, like you're helping these people direct their lives, oh, wow, damn. Yeah, I'm getting deep with it. Forgot who's on mind over matters. Stop playing. But yeah, I feel like you were like actually like curating this version of somebody that they've always envisioned. Yeah, which is not easy, I can agree to that, I definitely.
Speaker 2:I mean, I feel like you have to really like study and study people in a way For sure, I feel like I was a consumer, like I'm from Tampa, florida, I'm not from Atlanta, okay. So like Tampa is a lot smaller than Atlanta, it's like you know what I mean. It's like a lot of consumers there People aren't like entrepreneurs for real. There's not people who are trying to have a be an artist, not a lot of people pop out of there. The closest person is like Rod Wave. You know what I mean. Yeah, so I've been a consumer. I paid for tickets, I paid for merch from artists and all kinds of stuff like that. So when I'm working with the artists, I kind of know you know what I mean. I interact with someone to get them to come buy something or stream you more. Really be a fan for real.
Speaker 1:Yeah, and what pushed you to even start? Cause, like I said, that's so hard to just like take that initial, like first step into it without knowing, like where, what you actually getting yourself into, you know?
Speaker 2:Yeah, it's in me. It's in me. I'm just a huster for real. Like well, not a huster, I just I want more out of life. I've always been like that and everything I've done like everything. Everything I touch, I want it to be the best. Everything I do, I want it to be the best. You know what I mean. So that's just something that's in me. I couldn't even describe that to you.
Speaker 1:Do you think, like sometimes not everything is for everybody, like, have you ever met a rapper and you're like, yeah, you want to do this, but this is not like for you All the time? Yes, all the time. And are you able to mold them and shape them to make it be for them? Or is it sometimes you just like you, yeah, just go be a accountant.
Speaker 2:Yeah, some people just don't have it. You know what I mean. Like it takes it, like to really go up.
Speaker 1:You don't think you could like help them with that? I?
Speaker 2:could. I mean, I can make you look good. I can make you look good, we can get you some fans and stuff like that. But at the end of the day, like you know, in the entertainment industry, when we're all in the same little places and everyone's like altogether, you know who really has it and who doesn't. That's just like I said, it's just something that's in you, yeah.
Speaker 1:Like it's a shelf life, when you find people like that, like they don't really have, like long term? Yeah, yeah, okay, okay. What's like? Gravitate you towards somebody that like, all right, I want to work for you, and you actually put yourself out there like yo, I want you on my team.
Speaker 2:Like someone who that I want to work with or someone that I want to work with me.
Speaker 1:Like somebody you want to work with.
Speaker 2:If I see like a reflection of myself, like if I see someone really popping shit, like standing on business, they have confidence. You know what I mean. Yeah, they're like really fluent when they speak and she like that, like I really fuck with that and I know what I can do with that, cause I know what I do with myself type of shit. So it makes me want to work with them or at least sit down and figure out how we can find some synergy and get something done, cause you can always get something done, yeah.
Speaker 1:Okay, mm-hmm, did you see that in me? Yeah? Yeah, a little A little, a little, thank you. Thank you, I appreciate you. Okay, why is public relations even important? Like, why should people even care? Cause, honestly, I didn't even know about public relations until like until like a year ago, I took a public relation class, okay, and it wasn't Brooklyn College, it was fine.
Speaker 1:Yeah, it's fine, it's alright Overrated. What's your major Journalism For real? Yeah, sp, yeah, sp. But yeah, I didn't know about public relations until I took a class last year, so why isn't it even important, like why should people pay attention to it? It's mad important.
Speaker 2:Like public relations is everything you see in front of your face every day as a consumer. You know what I mean. Like it's not like marketing, it's not like ads, right, but it's more so like we're taking narratives, we're putting them in the public space.
Speaker 1:It's like the psychology behind it is crazy. Yeah, it's crazy, it's really fucked up, like when I was learning about the actual origins of public relations. It's pretty fucked up.
Speaker 2:Yeah, it is Especially like. So entertainment isn't as bad. That's just a little bit of cap here and there. You know what I'm saying. Like red carpet stuff that's cool, but in politics the PR is over there.
Speaker 1:That should be crazy.
Speaker 2:I didn't even think about that, yeah bro, I was like yes, they all have PR, so like they release, they're the ones who write the statements that get released to the public when something is going on. That's what, like the president, or like you know what I mean Representatives are reading, so it should get deep for real.
Speaker 1:I'm gonna give you a little background, like knowledge, on how public relations have started with. It was Edward Bernay and he was literally a psychologist, so he studied human behavior and he was the nephew of some big like psychologist, so it was like all in the family. So they literally are studying people with behavior and the first thing they did was women weren't smoking enough cigarettes, so they started advertising women more smoking cigarettes and that was the first like trial run they had with public relations and then it actually worked. Women started smoking more cigarettes and they marketed it to them and it's like yo, like this is bigger than us, like the way people are studying human behaviors just to get you to consume certain things, consume something.
Speaker 2:Yeah, it's really OD.
Speaker 1:It's OD, right, it's OD, and if you're not aware of it, you're just a product for real. Yeah, choose a side. Yeah, choose a side. Let's lighten the mood. Let's lighten the mood a little more bad. My fault for all of that. So, as a publicist, do you need a publicist? Like, does it work like that Because you've got a brand?
Speaker 2:too. I do, but I'm not. That's like probably my biggest downfall. I don't push my brand like I should. I don't do any marketing, no branding. I've never done marketing. Actually, all my clients have been referrals, so like that's fine, but nah, I don't think I would need a publicist.
Speaker 1:I try to stay away from the spotlight and show that, okay, yeah, more like the behind the scenes, like I don't really need that.
Speaker 2:Yeah, Like some of them do. Some publicists are like lit as fuck. But that's like a red flag to me, Like why do you want to be more lit than your clients? You know what I mean. Why?
Speaker 1:is that a red flag? Because it's like Because they need their own motion too.
Speaker 2:So they know, I know, yeah, but like I'd rather pop shit by having like 10 stupid fiasse clients you know what I mean. And like I'm just lit and I have mediocre clients.
Speaker 1:Okay, so you think they'd put in more energy into themselves?
Speaker 2:than their work.
Speaker 1:Yeah, okay, makes sense, makes sense. How did it feel like even being recognized? Because I read that article Fox 5, that's big. How does that feel? Yeah?
Speaker 2:Crazy. Sometimes I still feel like a little girl in Tampa Okay.
Speaker 2:But shit's cool, it's really cool. It's like you know how they say like when you find something that you love to do, like it'll like fill your soul. Almost Like when I do what I do, I like I feel like I'm moving with the purpose for real, like I'm able to pour into people's lives and dreams, like you were saying earlier, like whether it's an artist, an influencer, someone who owns a company just helping them grow and shit like that. So it kind of you know I'm moving with purpose, did you like?
Speaker 1:picture this for yourself. Fuck. No, Yo like fag.
Speaker 2:Oh no, no, I was outside. I was outside. I was bad when I was young, for sure. So the transition has been crazy. I went home like maybe two weeks ago, three weeks ago, and I saw some of my friends and they were just like bro, what the fuck Like.
Speaker 1:It's like a whole new person. Yeah. Yeah, that's good, like the evolution. You had to go through that to get here.
Speaker 2:Yeah, for sure.
Speaker 1:It's beautiful. Is there like anything you want to touch on specifically? Why did you start your podcast? Why did I start my podcast? Oh yikes, I have to get into that. I started in 2020.
Speaker 1:I was really depressed, very anxious, Like a lot of people. Yeah, it was a very dark time. I had my whole future ahead of me and then everything just shut down. And then I had to really reevaluate everything. And then it was just a way of me to express myself without feeling judged, Because I was just doing solo episodes for a while, just talking into the mic. And I used to do this thing where I would go on photo booth on my laptop and just record on some video journal kind of timing and talk to the camera. But eventually I'm like I'm going to just do this, but I'm going to do it just audio Because I didn't feel comfortable on camera. So I'm like I'm going to just do audio. And then I was getting a lot of good feedback and it was easy for me to be vulnerable with just my voice. But then eventually I'm like, let me make this legit. And then I made it legit and then two years later, it's going to be three years in November. Clire, I'm here, episode 72. Damn yeah.
Speaker 2:Keep your eyes. It takes a lot of courage to just do it.
Speaker 1:Yeah it does it does it does Because I really be exposing myself for real. If you listen from the beginning you're going to know me like everything, everything about me. It's a journal, basically video journal, but yeah, it's just my outlet and therapy for real. But that's the beauty of it. I feel like everybody should do stuff like they love, not just to get an outcome from it, just because they generally enjoy doing it. They don't look for the outcome.
Speaker 2:The outcome yeah, yeah, you got to love the journey.
Speaker 1:Exactly, exactly. And then you get to meet cute people too along the way, you know.
Speaker 2:Aligned with you and stuff.
Speaker 1:But yeah, that's how you really find your people is by putting yourself out there and just doing it, because once you start after, it's like I already started.
Speaker 2:Yeah can't go back. Yeah, that's how I feel now. That's how I feel now Atlanta.
Speaker 1:You like Atlanta?
Speaker 2:Yeah, yeah, atlanta or New. York. Don't make me do it on camera. I had a crazy experience yesterday in New York, so I just really like. Atlanta what, what happened?
Speaker 1:What happened? Sheesh, that's it. Don't say the crackheads got you, they everywhere.
Speaker 2:Yo in a way. No, I like Atlanta because the culture is just there. You know what I mean. I thought it was going to be hard to make friends, but I got really good friends. They came up here with me. That's beautiful yeah so it's cool having people with the same drive as you that support you and stuff like that. And yeah, Atlanta's fine New York, where people are mean I'm not fucking with you, no facts Like what, yeah, are you from here, unfortunately.
Speaker 1:Well, it's a blessing and a curse. Yeah. Yeah, I'm born and raised right in Brooklyn New. York. I went there yesterday. Huh, I went to Brooklyn. Oh, you went to Brooklyn. Yeah, it's great food. It's one stop away on a J. Yeah, which part?
Speaker 2:I don't know, I had good food though. What you mean.
Speaker 1:You don't know what's the name of the restaurant Flatbush? Oh, you went to Yikes. That's why you had a bad experience?
Speaker 2:No, my bad experience was here in the city, right, yes, Is it that bad on a scale of 1 to 10?
Speaker 1:Like 10.
Speaker 2:Damn, it was that bad. I'm trying to forget about it. Yes, last night I got so lit so I could just not even think about that shit. That bad Bro. I got chased by a J Like crazy. Yeah, by a what? Oh wait, y'all don't say that A what, a J, a, j, a, J. What do y'all call?
Speaker 1:crackheads. Oh, I knew it was a crackhead. I knew it. Yeah, I knew it was a crackhead story. All right, you got the full experience then, like, you got the full experience.
Speaker 2:Ain't no way, bro. I got to come to Florida. We don't have no J's.
Speaker 1:No, chase is crazy. I would have been so scared Like a cornered, like, yeah, I want to move down South because New York is just too much for me. You should think about it. You got to like, yeah, I want to go to Houston.
Speaker 2:OK, that's the second time I heard that the past few days.
Speaker 1:Really yeah, you got to go there. You know, anything about Houston?
Speaker 2:No, no, I don't know shit about Texas.
Speaker 1:I want to learn Texas. I want to learn shit about Texas, because New York is mad, like you said, like hostile, like I'm tired of this. It's too much sometimes, like for my mental health, like. I need to leave ASAP. Yeah, it's very draining. Every day it feels like a mental warfare.
Speaker 2:Yeah yeah, that's not good. I know Sometimes you need some serenity and peace.
Speaker 1:Yeah, like I don't want to hear when my neighbor sneezes Like I'm tired of it, Damn for real. Yeah, you hear that, of course, everything's on top of each other. Even if you're paying the biggest buck, everything is on top of each other.
Speaker 2:The biggest buck I'm going to start saying that that was me.
Speaker 1:Yeah, I need some front lawns, like I need a pool, like something. Move to Florida Florida's fine Florida. I want Houston, though. Ok, yeah, houston's fine. I feel like that love there is different. I heard the food is good. Yeah, and the food is good Now cool Niggas are fine. Yeah, yeah, that's the number one on my list, texas me. I'm very, very sad. Yeah, what made you even go to Atlanta?
Speaker 2:Someone just told me to J Rich shout out to J Rich, bro that it could change my life. He hit me. He was just like well, no, I hit him on Twitter and I was like he's Offset's engineer, okay, right. So I was just like hey, can you please give me some advice for music? And then we hopped on a call one day. He took my call, which was fire, and then he was like you should come to Atlanta. So I just went up there, oh wow, and then I just started driving back and forth because I'll be in the studio and shit like that. And then, right after the pandemic, I went up there for a concert, for an, okay, surf, and I just stayed and never went home.
Speaker 1:Yeah, that's cool. Like you have no hesitation about nothing.
Speaker 2:Yeah, my fear meter is off. That is crazy. I gotta fix that.
Speaker 1:I just be doing it Not as good, like you're moving in faith, like you really know, like for sure you have a lot of belief in yourself. That's the good yeah.
Speaker 2:A lot of people have something's gotta give Wow.
Speaker 1:Yeah, I'm still a little hesitant, but sometimes I just be. You gotta just trust yourself.
Speaker 3:But I sent through it you know my insecurities and shit.
Speaker 1:Yeah, but yeah.
Speaker 2:For sure, this was fine.
Speaker 1:Yeah, I liked this episode. Yeah, it was my number matter the mind over there baby. All right, so I feel like this is a good spot to wrap it up at. Yeah, any last words, any words of inspiration for the youth out there. It's like oh, I want to get into public relations. I want to be like angel.
Speaker 2:Drop out of school? Oh, get on YouTube. Trust yourself, trust God, go up, don't look back.
Speaker 1:Okay, she said, she said what she said and that's that. So thank you for listening to the end of another episode. I appreciate you Shout out to you, you real, you loyal, I appreciate you Really made it to the end Like wow, that's amazing. Make sure you tap in with angel Link in the description below. And yeah, thank you so much for joining me, thanks for having me. Yeah for sure, this is fine Telephone to telephone, to telephone mother. This mind over matter baby.