YouSaid · the spoken record

Suroosh Alvi

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50
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2017-09-04
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2017-09-04
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  1. “I mean, it takes me back to that time on the street where my buddy said to me, he said, maybe you'll make one copy of the magazine, or maybe it'll be huge. One day, and in my gut at that time, I felt like, oh, maybe this could be huge. I couldn't define it. I didn't know that this is how it was going to manifest itself and that we would employ 2,000 people and be valued at over $4 billion. But yeah, it's pretty amazing.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  2. “Exactly where we kind of embedded with him and released a photo where we didn't scrub the geo tag from it. So people, we basically exposed exactly where he was when he was on the run, which we obviously weren't trying to do. And everybody celebrated that mistake. Everybody being all of the competition in the other news organizations that vice, oh, they're trying to do this reporting and they're making rookie mistakes. So that was learning a lesson in public the hard way. But for the most part, I don't have a lot of regrets about the content that we make and have made because it's got us to this point today.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  3. “In a way, and I do think there's a lot that they teach in journalism school that we've tried to incorporate into the content we make to be accountable.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  4. “We ignore it for the most part. I think they're often wrong or they're basing it on one thing that we did way back in the day or whatever. But I do believe strongly in how we create our content and the importance of having a point of view and subjectivity. Yes, we didn't go to journalism school, but I think that there is a place for the type of content that we're making. We're winning Peabody Awards for all the people that are taking shots at us. I also think those accusations are coming from a place of where people are feeling threatened as well, while Al Jazeera America is shutting down and that kind of thing. But of course we have made content that isn't great, that isn't perfect. There are mistakes, but we're learning. We're going to school in public.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  5. “We refuse to die. Again, we're survivors, right? And we always found a way to do a deal, even when times were dark and it was hard. We found a way and we diversified at the right time. So we would have some other deal that would keep the lights on while the magazine is going through a downturn and we're having a hard time selling ads, go out and do a big deal. Keep us going for another eight months, you know, and then do a deal with private equity firm and get some money from there. But it is crazy that all those magazines are gone for the most part. And they were all so big. And we were like the stepchildren. And they disappeared.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  6. “But it was the first time we were telling stories in a different medium, and it was like a eight minute segment. We stuck on the StVD. That segment eventually ended up on the homepage of CNN, and they treated it as news.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  7. “I went to Pakistan. We traveled to this area three years ago when we wanted to visit a massive illegal arms market believed to be a source of weapons for the Taliban. We just kind of recreated what we'd done in the magazine”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  8. “We took a meeting with MTV and they said, if we gave you money to make a DVD, what would you do? And we said it would be like jackass meets 60 minutes. And that worked. We were speaking their language, you know, and so they gave us money to make a DVD. And so we said, okay, let's go make the travel. The Vice Guide to Travel DVD.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  9. “Stuff like that. But when occasionally we would have photo journalists that would come in who had been in Afghanistan or Jamaica and done something with like, you know, gangsters in Jamaica and we would run their photos. Like we tried, but we didn't have the resources. We didn't have a network. We weren't doing reporting in the traditional sense at all. It was a culture magazine that occasionally did some kind of newsy photojournalism. If it was gritty and raw. But in 2006, that was when everything changed for us when we picked up cameras.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  10. “Yeah, the magazine was hot. It was still doing well. Like from a cultural level, maybe not making a lot of money. It was profitable because it had to be. We weren't paying people much money and we weren't distributing millions and millions of copies, but it was getting out there and it was making an impact and getting some recognition.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  11. “We went back to doing things how we had originally done them, which is we can't have debt. We owed all this money to these Italian fashion companies who are manufacturing our clothes and Shane went and took meetings with all of them and figured out how to reduce the debt. So he's like, well, I know you want 200,000. I've got 20. Take it or leave it. Sue me or take the 20 grand. And that's how we worked our way out of that debt in that time. And we just went back to eating beans and rebuilding and doing things how we'd always done them before we. Took investment. And so that was a really valuable lesson in being able to buy the company back and have a second chance was huge.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  12. “For pennies on the dollar, Shane did a deal. And he was nice to us in a way. Even though he put us out of business, but he agreed to sell the company back to us. And we did a deal with him. I can't remember exactly how much, but we got a deal to buy the company back. So we got our equity back.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  13. “Yeah, and like we did a stock trade, you know, our shares for his company, which was called Normal Net. And they're like, you're worth $44 million now. So we went from being on welfare to theoretically being worth $40 million in a very short amount of time to it just all collapsing and being broke again. And all of a sudden we have these stores and we have debt. For the first time.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  14. “Yeah. So we went to his house and we're like, what's going on? And he said, it's over. The money's gone. I'm done. I can't put any more money into this. So all of a sudden we're like, what do we do? And so then we came back and that's when we moved to Brooklyn. We left his office. I unscrewed the mirrors out of the bathroom and took the plants and the desks and filing cabinets that we still have. I'm still using the same filing cabinet that I stole from that office on 27th Street. It all happened so quickly. And we sold more equity to Selwinski. So he ended up taking over control of the whole company at that point.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  15. “We found out that Richard was in Nantucket at his house, and so we rented a car and drove up there. We took the ferry over and called him from a payphone, and he picked us up and was very surprised that we were there. We hadn't had any contact with him for like a month or something like that. What was going on?”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  16. “Yeah. But we also sold a lot of other lines. All the lines that we were advertising in the magazine, we sold their clothes. We realized by doing it that we don't want to sell pants for a living, that we're better at making content. That's really what we want to do. But it served its purpose at the time.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  17. “Yeah, and he was kind of ahead of the curve. It was kind of like an Amazon kind of thing. And we came in and we actually executed his business plan.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  18. “He had this vision, so he had vice and then he had a magazine called Shift, which was like a spin meets wired kind of magazine for a slightly older crowd. And then he had another company called Halo 46, which was kind of a luxury goods high-end brand. And he wanted all three of these brands to diversify and become multi-channel brands that was going to be tied into a big e-commerce platform, and he was going to take it all public. And so that's what we did with the money. We built a fashion division, a film division, a TV division, a music division. And you should have a brick and mortar presence for your fashion division.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  19. “We always had aspirations to talk about the world and other things as well. And we had started building up a stable of writers that was international. But we had a ceiling, becoming national in Canada wasn't good enough for us. We aspired for more. And we thought, okay, we have to go. If we want to become bigger, we need to go to either New York or London or LA.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  20. “Yeah, we pulled it from the air and came up with this number, somehow justified that it was a million bucks. And he read it. It was all in one piece of paper. It said the price of ice. He read it. He said, that's a lot of money. And then he signed it. And they whisked us upstairs and they wrote us checks. And I think his advisors were like, this is such a bad idea. This shouldn't be happening. But again, no due diligence, no accounting, nothing. And his office was actually walking distance from our office and we went out. It was springtime in Montreal and we literally did somersaults in the grass when we left us up.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  21. “This could have only happened in Montreal. There was no due diligence that took place. It was literally one meeting with him at a restaurant that he loved, and so he bought it and moved it into the basement of his office. And he brought out a bottle of Jack Daniels and kind of foreshane to drink a bunch of it. And at the end of the meeting, said, I want to buy a PCU magazine, come back to me in a week and tell me how much and don't try and gouge me. And so we left his office and spent a week going like, how much do we value our company for?”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  22. “And then had his office contact us a few days later and said he wants to meet you guys. Who are you guys? He has no idea who you are, but apparently he's interested in buying you guys. So we met him and did a deal very quickly to sell 25% of the company to him.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  23. “So Shane and I had realized at that point that we needed some help if we wanted to grow the magazine. And we're like, who would invest in us? Like maybe Larry Flint would. But there was a guy in Montreal named Richard Salwinski who had a software company called Discrete Logic that he'd sold to Autodesk for several hundred billion dollars. And he was starting to buy media properties. And we had been interviewed by the French daily in Montreal called La Presse. And so we said in that interview in La Presse that he was interested in buying us. And he then read it.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  24. “We were bootstrapping it because we couldn't afford to have debt. We couldn't get a loan. So we just printed copies based on how much we were. Selling and advertising, and it's what we call this kind of punk rock capitalism. Just be really aggressive, be really ambitious, and you can't have debt. Those are the rules that we lived by until we took our investment for the first time.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  25. “Freedom of the press was such a big deal. Like, we're so anti-censorship that even if you are viewed towards advertising, if you buy that page of advertising, you own that page. You can do whatever you want with it. And so we had these skateboard companies from Southern California that had like, you know, porn stars in their ads, nude porn stars in the ads. So the magazine all of a sudden has these crazy articles with lots of nudity advertising skateboard companies called serial killer skateboards or whatever you know so it was this whole weird little take on American culture that was coming from Montreal so we were sending this magazine to San Francisco Chicago LA New York and the Americans were eating it up”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  26. “We really wanted to again such an overused word guy, but it's a good one. Authenticity. How do you create real content? And we hadn't been to journalism school. So, the way to do that is to get as close to the source as possible. And if we were going to write an article about the prostitution community in Montreal, let's get the prostitutes to write that story and let's go out with pimps as they drive around and interview them. And so we created this really raw magazine. There were a lot of typos, but it was alive. I think the words kind of jumped off the page and it was kind of shocking stuff. And we were so...”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  27. “Exactly. That's a good question. We got a new loft, like not too far from the original office. I borrowed five grand from my parents, Gavin bored five grand from his parents in Shane, got $5,000 worth of computers from his dad. His dad worked in IT or something. So it was with that 10,000 Canadian that we start advice.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  28. “Some activities. I'm going to leave it at that. He was good at making money and he could. And so then it was me, Gavin, and Shane working in this office with the Haitians. And we were there for like three, four months. But it wasn't working out because we weren't getting paid the commissions on the ads that we were selling.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  29. “Yeah, exactly. But he had worked for Greenpeace before and he could actually sell. With Greenpeace, he raised a lot of money for them. And in Eastern Europe, he was involved with some activities where he was making lots of money. Oh, I see. And so he knew how to make money.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  30. “He was in a bar called the Biftech. Gavin and I had been driving around the city all day distributing the magazine that had just come out, and we'd finished our rounds and went to the bar to meet Shane, and he was in there. He'd been waiting for a couple hours for us. And by himself somehow managed to procure some psychedelics and was drunk. I was, of course, sober and tired. And I walk in, there's a drunk man on psychedelics who is like, oh, you're from Pakistan. You must love cricket and then was like pretending to bulls at me. And you're like, this guy.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  31. “So Shane and Gavin grew up together in Ottawa, and the first night we met, he was just like, he literally said, you're my new best friend.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  32. “One of my friends from college, he connected me to a bunch of different artists and also to different writers. And one of these writers was a guy named Gavin McKinnis, and he was funny and had a comic book called Pervert. And so I asked him to become my assistant editor. And I think I asked him to be my comic editor, whatever that means. So it was his job to find the different comic artists around town and put together a comics page.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  33. “Like underground music And I wrote this terrible editorial about the search for authenticity and the need for creating real content. But I stand by that editorial. I hope to go nobody ever finds that and publishes it again because it was awful, but the spirit of what we do today was there.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  34. “So it's a bilingual city. So there were four alt weeklies, already two French ones and two English ones. And then we came on the scene. And the English market is actually shrinking. There wasn't enough advertising to sustain those two, let alone a third one. It didn't make any economic sense, but I really believe that there was an audience there for what we were talking about.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  35. “And I had no idea what I was doing. But I knew a few people around town and started this kind of recruitment process of finding writers to write in the magazine. And I remember walking down the street completely freaked out with a friend of mine. And I was scared because I didn't know what I was doing. And he said, what have you got to lose? He said, maybe it'll be like one magazine that you make and you can go around and say, hey, I made this magazine and then you can apply for a job and get a job somewhere. Or maybe it'll be huge. And that conversation on the street, that was a huge moment for me because that gave me the kind of strength to continue on when I was overwhelmed and could barely tie my shoes straight coming out of a treatment center. That was a mess. And I owe him a lot because he didn't realize what he was doing at the time, but he gave me this kind of strength to keep marching forward.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  36. “So I went in for this meeting and he vouchs for me and said that he'd known me a long time that I was going to work really hard. I didn't have a lot of experience, but that he thought I could do this thing. And they said, okay, and they gave me a desk, a fax machine, a phone, and a computer. And I started this process of making a magazine. And Voice of Montreal is the name that I came up with at the time.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  37. “Yeah. And he barely knew you. He barely knew me. He'd worked there before, but he was like this heaven-sent angel who just was like put in my path. And it opens up a whole conversation about like, do I believe in God? Do I believe in a higher power? Do I believe in Allah? All this kind of stuff. For me, that whole story is like this proof of existence moment for me in my life. Something greater than me put me there and in this place where this guy just walked up to me and chose me to talk to me and happened to know a place that was looking for a guy to stark an English language.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  38. “He was in the meeting with me. The meeting ended, and he came up to me. He said, What are you doing? Like, are you working? I said, no, I'm not working. I can't even get a job volunteering anywhere. I tried to volunteer at this place and wouldn't let me. And out of the blue, he said, have you ever thought about writing? He didn't know me. I was like, actually, yeah. And he's like, well, I know a place. I'll take you there tomorrow. So he took me to this place, these Haitians in Montreal who had a bilingual magazine going called Image Interculturel and it was becoming French only and they wanted to start an English magazine and he vouched on my behalf. He just begged me.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  39. “No, I don't think so. I had no experience doing it. My only writing that I'd ever done was academic writing in university. And when I was going to these meetings in Montreal, someone came up to me and out of the blue, they started a conversation with me and they said, do you have a sponsor? I said no. And they said, well, I'll be your sponsor. It's just a random random.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  40. “I didn't even get that far. Something I felt like I wanted to talk about those things. Yes, music, culture. I felt like there was just a lot happening that wasn't being talked about when I picked up magazines, the depraved underground culture that I was obsessed with was not being covered properly in the alt weeklies.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  41. “Well, after I came out of the treatment center, I was so scared that I was going to relapse. And it was just like I was going to meetings, just going to NA meetings at the time. They say you should go to 90 meetings in 90 days when you first stop drinking or doing drugs. And I was going like two meetings a day. I got my own little apartment in Montreal and was on welfare. And I just rode on my bike from meeting to meeting all day, every day. And it was during that time that I actually started thinking about what I wanted to do with the rest of my life. And I had had this idea that I wanted to work for a magazine.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  42. “Speaking much. I was kind of, you know, kicking dope in my parents' house on a waiting list to get into a treatment center. Like life was not great at that point”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  43. “Again, my parents are conservative Muslim immigrants, but progressive as well, as far as Pakistani immigrants go. But they thought I had the occasional drink. They didn't know the extent of what was going on with me and when they found out, I think my mom wanted a bit of a depression. My brother wanted to kill me. My dad had a heart attack. I don't know if the heart attack was directly related, but I don't think it helped. It was bad. It was a really bad time. And so my mental state at the time was not good. I did go into a bit of a depression at that point. I had to go to rehab twice. You know, the first time it didn't stick. And, you know, like they found out that I was using again. And it's the only time in my life that my mom's ever hit me. And at that point, I remember that was my bottom. So it's like early 94 on a waiting list to get into a treatment center. No friends, I wasn't.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  44. “I couldn't sustain it anymore. I couldn't keep the web of lies going. It was this kind of double life I'd been leading. No one really knew. That I was a heroin addict.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  45. “Yeah, that's where I. When I finished McGill, it was also with a full-blown heroin habit. And so I spent a couple years afterwards kind of looking for a geographic cure, bouncing around, jumping from city to city. The problem's now with me, it's here, the city, this environment, it's just too decadent and blah, blah, blah. So I ran around, and no matter where I went, I kind of took it with me, ended up in Eastern Europe. And even there in a remote part of Slovakia was able to stay strung out for upwards of five years and ended up back in grad school at Toronto studying psychology and dropped out. And that's when I really was like, you know, descending in the tailspin, hitting bottom. And when I ended up back in Montreal, it was to go to rehab.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  46. “I was not a good student. I originally went into psychology. I got kicked out of that program, ended up getting a degree in philosophy. It was a tough slog. I'd come from a small private school in Minneapolis where I went to high school and going to McGill was just a different vibe. There's a lot of distractions in Montreal.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  47. “Well, the two fields that are most respected in Pakistan, at least when I was growing up, was medicine or engineering. So I think that, you know, in an ideal world, I would have been a doctor. With a BA, I'm the black sheep of the family. Everyone has multiple degrees.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  48. “I was born in Toronto. My parents emigrated from Pakistan a couple years before I was born. They are retired academics. My mom taught at McGill and my father at the University of Toronto, although my mom also taught at the University of Minnesota for a while. And so I ended up going to high school in the States. So I heard a lot of you have to work twice as hard as white people to get anywhere in this world grown up.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  49. “Anna Boleyn Dominguez is a Sarah activist, an organization who fights for animal rights in the Canary Islands. I am meeting her because she has arranged to meet Jose Luis Mart ⁇ n, the president of the Canary Islands Cock Fighting Federation”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT

  50. “I remember walking down the street completely freaked out with a friend of mine who also went to meetings and I was scared because I didn't know what I was doing and he said what have you got to lose? He said maybe it'll be like one magazine that you make and you can go around and say, hey, I made this magazine and then you can apply for a job and get a job somewhere or maybe it'll be huge.”

    2017-09-04 · How I Built This with Guy Raz · VICE: Suroosh Alvi (2017) · IDENTIFIED FROM THE TRANSCRIPT