- yesterday
Grammy nominated singer-songwriter Natasha Bedingfield sits down with Forbes Talks to talk about her two-decade plus music career. Bedingfield talks about navigating a resurgence of her hits on platforms like TikTok to the evolving demands on artists in the digital age. She also delves into the importance of authenticity in branding and the creative process of songwriting.
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Category
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MusicTranscript
00:00Like I'm more competitive with myself than with anyone else. I'm not really competitive with
00:05other artists as such because I really do see them as sisters or brothers and that there's
00:10enough room for everyone. But with myself, the feeling that I have is what if I was given so
00:16much opportunity and I wasted it. Hi everyone, it's Alex York, an editor at Forbes, and I am
00:24here with Grammy nominee, music legend, Natasha Bedingfield. Thank you so much for joining me
00:28today. Thank you for having me. It's great to be here. I'm so excited to hear about all of your
00:34career so far and how you are continuing to evolve and grow from here on out. First, I want to know,
00:39how are you doing today? It's so fun to be here. This is such a legendary magazine and just to be
00:46here behind the scenes and see the building and everything. It's so cool. Thank you. We just did
00:51a TV this morning. We're on CBS and yeah, we're just kind of enjoying being in the city actually.
00:58Yeah, I was going to ask, you're on a bit of a press tour right now. You announced this morning
01:01that you're going on a North American tour. Can you tell me a little bit more about that? What
01:05are you preparing for right now? So I have an amazing band. We've been doing so many festivals
01:10and we actually have sung a lot of colleges this year and all the different kinds of things because
01:15there's been such a demand, particularly for one of my songs. And we were like, let's just,
01:21let's do a tour, you know, because there's something about doing your own headline show that's just
01:26something else. You really can kind of have a lot more, I guess, power over what you want to do.
01:35And it's going to be so fun. I'm so happy that it's been announced today. And I think we'll just
01:41keep adding more and more shows as the year goes on into next year. But the song like Unwritten has
01:48just done so well in the last two years, especially last year. And it's like the numbers on Spotify
01:56are crazy and have kept, kept going.
01:59What does it feel like to have something, have a resurgence like that? Because obviously when it
02:03first came out in 2004, you know, more than 20 years ago at this point, it was big then too.
02:08Yeah.
02:08And it really created a career for you. What does it feel like now to have it coming back?
02:14It's so amazing because for me, it does just feel like yesterday when I wrote it,
02:18weirdly enough, like time really does pass really quickly. But because I've been around so long and
02:24I've been singing so long, when I get on stage, it's like, I'm not like a deer in the headlights
02:29anymore. I'm like, I'm very comfortable and everyone knows the music and we're singing together.
02:36And so it's a wonderful love fest. It's just, and like recently I was in Norway and Sweden and,
02:43you know, some, some of these countries where people are much more polite, but for some reason,
02:47when I walk in, people are like, yay, release your inhibitions. And so that makes me really happy
02:53because that was my original intention for my music is that it will help people be released,
03:00help people feel, get, get what they need. It's like music has this amazing quality of way of
03:05opening you up, you know, and it just, that, that's the part that, that makes me really happy.
03:11It's just that people really are feeling like commenting that, like they're feeling their inner
03:15child is getting healed and things like that. I just love that.
03:18That's super cool. You mentioned there that now when you're on stage singing these songs,
03:22you feel much more comfortable. You can kind of, you know, let go and just like be in the moment.
03:25How long did it take you to get to that point in your career?
03:28So when you, you'll notice this with new artists, a lot of times, especially with me,
03:33when I was a new artist, I'm trying to keep you there. Like, I'm like,
03:37how do I make sure my audience believes in me and doesn't walk away or, you know, so you're kind
03:43of on your front foot. You're like almost falling off the stage. Like I always had my foot on the
03:48edge of the stage about to fall off. And my band was always nervous with my heels that I was going
03:52to fall off. And now I've noticed I'm much more on the back foot. I'm like, I'm planted and I'm,
03:58I'm enjoying myself because I know they're not, they're going to stay there. You know,
04:03I know that we're here together to experience something. And for me,
04:07the shows are much more about not how can I impress you? How can I make you believe in me?
04:11It's not about that. It's how do I move you? How do, how do we as a crowd have an experience
04:17that's unforgettable and get swept away? Like my song, Pocketful of Sunshine, like how do I take
04:22you away, take you to somewhere? And that's my favorite part of a show is when I notice
04:26people, they're not just looking through their phones, that they just kind of forget
04:31themselves and they become one with the audience. And that's one of the things that the songwriters
04:36and I, cause we, I always co-write. Um, we think about like when you go to, for example,
04:42a soccer crowd, a football crowd, um, the audience, there's like a part, a part of that event where
04:48the audience become as one and they're just chanting and they're just swept up in it. And I feel like
04:53those, those are the best, uh, concerts as well. Yeah. I love that. And I, I totally understand you
04:58in the like phones being up so often when I'm like at a concert or at a museum and people are
05:03like experiencing it through the screen. I'm like, you guys, like, first of all, what are you going
05:07to do with that in the future? Like, let's live here for a minute. Let's see it with our own like
05:11senses and really, you know, be all in on this. So I can imagine too, as you're, you know, performing
05:16to that, the feedback is so different when people are really just living in the moment in it.
05:20Yeah. Your senses to experience everything. I think about it sometimes with cell phones that like
05:26the only thing that it can capture visual sound, it can't capture aroma. Yeah. You know, so sometimes
05:32in my shows, I like put incense and things, but sometimes when I'm out walking in a field and I
05:36see flowers and I'm like, Oh, this, you know, you smell the flowers and you smell the fir trees,
05:42you know, it's like your phone is not going to capture that. Yeah, definitely. What is a typical
05:47day on tour like for you? How are you like preparing for these shows? What mindset are you in? What does
05:51that look like? I just, uh, try to keep the stamina, um, up and, um, like I do a lot of
05:58yoga. I warm up my vocals. Um, my band is amazing. We do a lot of like, you know, sound checking
06:05and warming up. And, um, it's just very important for me that the vibes are good. And, um, uh,
06:12it's interesting because a lot of times people think, you know, like sports people, they have
06:15to, um, psych themselves up before a show, but singers, a lot of times we have to kind
06:21of be really calm. So I spend a lot of time being calm. Okay, cool. I do my own hair and
06:27makeup. It's one of the, one of the rituals for me. In terms of this career that you've
06:32had, I want to go back a little bit to when you were first starting out when you were 22
06:36years old is when the album I'd written came out, correct? What were you doing prior to the
06:41release of this? Did you expect it to change your life in this way or take me
06:45back to that moment? Creators, anyone who's a creative will probably relate, but you have
06:50this insatiable fire inside of like, I have something to say. I have something that I need
06:56to get out. And, um, for me that was through music and, um, it's, it's, it's a, it's a quite
07:05a strong drive. And so for me, it was, it was pretty, pretty incredible, um, to get a record
07:11deal. And I was the first artist on their, their, that part of that label. So like a
07:18lot to prove. Um, my brother was already famous. Um, he'd already had two hits all over the
07:24world, Daniel Bedingfield. And so I was the sister of a famous guy and he, he was, he's
07:30so talented and he was telling everyone else to listen to my music. So I was really like
07:35motivated to prove something. And I also had a lot of people telling me this kind of just
07:39to let you know, this is probably not going to work. You know, it doesn't, it's like
07:44probability wise, like you wouldn't really normally have two people in the family. You
07:48know, I don't know why people do that to try to protect you. It doesn't actually protect
07:53you. Um, um, but what it did is it kind of actually lit fire under me to kind of prove
07:59them wrong. Yeah. Did you feel a lot of pressure to do something big, especially watching your
08:04brother having had his success? Was there pressure or was it more excitement? What was the
08:08mindset? It was just that I know that that was his thing, but he's my older brother.
08:14And I was like, I'm so sorry, but it's also my thing. And, um, you know, I think ideally
08:20in a family, wouldn't it be great if everyone has their own thing, but in my family, every
08:25sibling is amazing at music and writing. And so I have a sister, Nicola Bedingfield, who's
08:30incredible and Josh Bedingfield and, um, I, I, and, uh, it's just, it's the family, it's
08:37something, it's a family gifting, you know? Um, so you just have to roll with it, like
08:42whatever your gifting is and just do, do the best that you can. I think the thing that
08:47I, that like the thing that I, uh, like I'm more competitive with myself than with anyone
08:54else. Um, I'm not really competitive with other artists and such, cause I really do
08:59see them as sisters or brothers and that there's enough room for everyone. But with
09:04myself, I, the feeling that I have is what if I was given so much opportunity and I wasted
09:10it? That, that's the thing that I, that kind of keeps me up or tortures me is like wasting
09:18something that was like a, something that was like a really lucky, you know?
09:22I also heard that your dad was the one that really encouraged you to not, you know, pursue
09:28school and pursue music instead. How did you create that relationship with him? Did you
09:32always have that sort of, you know, support behind what you wanted to do in your passions?
09:37Cause you know, in, in my role at Forbes, I cover the Forbes 30, 30 list. And so many of
09:41these young people, you know, some of them are like, you know, my parents were entrepreneurs.
09:45They understood it. And another half of them are like, this was not at all what my parents
09:48thought I was going to be doing with my life. They wanted me to get this degree and go on
09:51this linear career path. And, you know, I think that those like pressures inevitably
09:55are going to come from your parents. So what was that relationship like with you guys?
09:59I'm really very fortunate in having parents that were extremely encouraging. And so, and
10:07I know how rare that is actually. I mean, I know every parent loves their kids, but everyone
10:11has different methods. For me, it was exactly what I needed to have parents who really believed
10:16in me. And, um, my dad was one of the ones who encouraged me to quit university. Um, I
10:23was doing psychology for, I just did it for a year. Um, but I was doing music at the same
10:28time. And it was really, um, it was just like, I was getting dizzy, like, cause I was trying
10:35to do too many things at once. And, um, um, I was doing my B dream, you know, oh, this
10:41is the, what do you call it when you, um, if this doesn't work out, I'll just be a psychologist,
10:46you know, like this is the plan B and I, my dad encouraged me to do plan A, which is for
10:53me felt so outrageous because it's kind of what everyone wants. And, um, yeah, I'm really
11:00grateful for that. Now that you are a mother, would you have the same approach or would you
11:06advise, you know, your kids to go down this path of pursuing music, pursuing fame? There's
11:11so much that comes with that. What is, what are your thoughts on that now? Um, I mean,
11:15my kid is quite young. Um, so I really hope that I'm, he's seven. I hope I'm the, um, I'm
11:22able to do exactly what he needs when, when he's at that stage of his life right now, I just
11:27focus on trying to give him a good foundation and, um, you know, for he will feel always
11:32supported. And speaking of young kids right now, a lot of your music has totally had a
11:38resurgence. Like we were talking about, especially with Gen Z on places like TikTok. How has that
11:43changed your approach to making music, sharing music, marketing, marketing yourself and just
11:49sharing your story? What has this like new generation meant for how you're approaching
11:53your own career? What I'm loving about the way that Gen Z is creative is that you have
11:59to be real and where I think there's been a fatigue with filters. And so the next generation
12:05is like, no, you just put a filter on that. I can see that. Like there, there's no BS.
12:10And, um, you know, um, imagine like spending years on, in school on zoom, like you're going
12:17to be used to seeing some double gens like, like, and I think that you can see when someone's
12:21overthinking things on the camera, the cameras picks up everything. So when you're kind of
12:25like using your camera as a mirror, like it's pretty obvious. And those are the things that
12:30when I first came out as an artist, you had to look perfect. There was definitely a kind
12:36of manufactured, like you had to check in with the team, but you couldn't post anything
12:41without, or they had to post it for you. And you couldn't really put any images up without,
12:45um, a label approving it. So like you would have a label come up to you and be like,
12:50did you know you look best from your left side? You know, so always keep your head like
12:54this when you're talking, you know, so, and the whole time that the, they're filming the
12:57music video, they're like chin down, chin down. Like you just get so much feedback about how
13:01you, how you have to look. And what I've noticed about Gen Z is, um, there's just a much more
13:08of an emphasis on authenticity, which I just love that. And that's much more in line with who
13:13I am as a writer. These words also you remixed last year, and that really blew up on TikTok.
13:21When you are thinking about remixing a song or bringing something from your portfolio back,
13:26does a distribution channel like TikTok change how you want to produce it? Because for something
13:31like these words, like that was a perfect song for a TikTok trend. Like it just went with the app.
13:35It made sense for the types of content people were creating. Was that in the back of your mind,
13:39or did it just happen to be that way? What's amazing about TikTok is that it's happening.
13:44People can just create sounds or which sounds is a basically a remix of your song. Um, and it's
13:51kind of happening. And so it's beyond your control, but you just kind of have to go with it. And artists
13:57who stress out about that, and there are artists who feel like you're stealing my sound, but if you
14:03can go with it, if you can be creative with it, then it's a lot of fun. And so for me, because
14:09my view about songs is that they're living, breathing, evolving things. Like for me, when
14:14I, when I make a song, I don't feel like it's ever finished. Obviously with a song like unwritten,
14:20like I don't think I'm ever finished. I don't think a song is ever finished. I think that
14:23you can keep creating, you can keep creating new versions. I love how Taylor Swift did new
14:27versions of her songs. Um, so like a remix is like that. Um, yeah. And I actually, I'm very
14:34happy for my songs to become someone else's song for them to feel like, like it can go
14:41beyond me. What's been the biggest change in the music industry from when you started
14:45to now like as a, as a creative in it, but also like as a business in it as well. You
14:51know, we were talking about before so many of you guys artists, it is a business that
14:55you're building for yourself and for so many people around you. What's been the biggest
14:59change in how that business functions from, you know, 2004 to 2025? Every, every person
15:05in entertainment has to be able to wear a lot more hats. Um, I've noticed a lot of women
15:12particularly are doing a lot of things. So like people might be an amazing writer, but
15:17they're also filming, like even writers, book writers have to, have to now have amazing
15:23social media channels and probably be good at filming things and coming up with ideas and
15:29um, it's, it's much more challenging, um, but it's creative.
15:34Has your process to writing music changed over the time?
15:38I just feel like a good song is a good song. And I had some amazing mentors early on. Um,
15:45so, um, I, I've always loved double entendres. I've loved, I love double meanings. Um, and I,
15:53I love to kind of put in some like just odd words in there and things like that.
15:58Um, I think if anything, I'm, I overthink things less. I try to overthink things less because I've
16:06noticed the songs that I love, for example, like a band like Boniva, sometimes you don't even know
16:12what that song means. So I try to release myself from that a little bit because for me, the song
16:17meanings are so important because I'm a poet, you know, and I, I always think about, can someone
16:23understand this, but I've released myself a little bit from that.
16:27Is there a song in your catalog that you feel like people have misunderstood or have taken
16:31it into their own meaning? That was not the meaning that you had when you were writing it.
16:35Pocket full of sunshine. People often come up to me and ask me, is it about drugs?
16:39Oh, okay.
16:39Because I think that there's a, um, like, I think sunshine can mean something. And actually,
16:45actually it is about anything that you want it to be because it is about escapism and we all have
16:53different ways of escaping.
16:54Is there a song, cause obviously you've had some massive hits throughout the, you know,
16:59your entire career. Are there any songs that you feel like maybe you wish got their flowers a little
17:05bit more or where, you know, with, with anyone's catalog or anyone's work, sometimes when all eyes
17:10are drawn to one thing, something else is missed. Is there any song that you feel like you love that
17:15other people just don't talk about as much as these other hits that you have?
17:18I had a song called soulmate that I felt really, um, it was like one of those, the first moment for
17:25me where I'm like, I, this probably isn't a hit song, but I just love it. And I felt so, um, grateful to
17:31be in a point in my career where I could just release a song I love. Um, and it wasn't a radio
17:36hit, you know, but it, not in America, but it was in Germany and Norway. And recently I went to,
17:43um, to Oslo, Norway, and everyone was singing it. And that was a really cool feeling. I felt like,
17:49um, I found my soulmates, you know, because they got me. Um, I mean, that's the, that's the hardest
17:55part about what we do because you try to be as authentic as possible and not everyone gets you.
18:00Not everyone is actually, uh, everyone has such a different experience. And one of,
18:05I said to my friends, it's like, um, my other songwriter friend, Jonas Myron, um, who I,
18:12we grew up writing songs together. And I, I said that what I just say in that situation is it's not
18:18for everyone, you know? So it's a good thing to remember. You don't, you can't be all things to
18:23everyone. Totally. Yeah. And as you now are, well, I guess I'll back up when you, you mentioned there,
18:29you knew that maybe it wasn't going to be the hit when you were writing it. Can you feel that when
18:34you were writing these songs, like with, especially in your early albums before you had seen it on the
18:40other side, sitting there in that room, can you tell that Unwritten is going to like change the
18:44music industry? I feel like a song wants to be written. It starts calling to you and it feels like
18:49a person and it's saying, please write me. So you, you kind of feel the song calling to you and you
18:55just kind of have to write it and you don't really know if it's just for you or if it's for other
19:00people. Sometimes the really real songs, like really turn people off. Um, I, I, like I write
19:06a lot of sad songs because I, I, like I wake up in the morning and I have to kind of fight. I'm not
19:11a morning person. So I have to fight through that kind of morning feeling. Um, and then I'm known for
19:17very positive songs. So I feel like people maybe expect to be like positivity for me. Um, I,
19:23I went to a premiere and I met Baz Luhrmann, the director. And, um, I was telling him like,
19:28I think people expect positive songs from me all the time. And he's like, well, then just,
19:32just like make the music positive, which is a kind of a cool idea. He's like, just make a disco album.
19:37Are you thinking about that now as you are writing more songs? I hear that as you are going on tour,
19:42you're going to be writing while you're on tour as well. How are you thinking about bringing those,
19:47you know, new ideals or things that you really want to focus on into this, you know,
19:50potential upcoming album? So I feel for me, songwriting is, you just put in a tenor up
19:57and you're listening to the gestalt. You're listening. What's the, what's, you really are
20:01listening with your heart and your spirit and it's very spiritual and, and you just, and you're
20:07reading the news and you're, so you just have to be, you're kind of like at the service
20:12of, of society. Cause that's your job is to kind of be the voice of what you're, what, what,
20:18what the voices are saying. So, um, I know that sounds really mystical, but that that's kind of
20:23the way I see it. And I don't know, that's, I'm kind of here and, and it keeps you humble to think
20:29of it like that. I talk about this a lot with people who are building businesses, whether that's
20:33like a product or a service and the line that you have to walk between building what you want to
20:38build versus what other people need from you. How do you find that line in terms of like creating
20:43these pieces? That's such a good question. Yeah. I mean, because it is a business, I think it's,
20:49it's that, that line that every business has to, has to, um, has to walk that way. How do I,
20:55how do I fulfill my purpose and how do I also, um, sort of like give people what they're hoping for
21:02or need? Um, it's just a line you have to kind of figure out. And, um, yeah, I, especially if you're
21:09a people pleaser, it feels great to please people. So it's, it's just, I think it's just
21:15being in tune and listening. Is there a trend in the music industry right now or something that you
21:20feel like a lot of fans are looking for from you that maybe is the same as before. Maybe it's
21:24something different based on what consumers are interested in today. Um, I, the, the thing that's
21:30the most challenging is there is a, a real, um, there is a real need for authenticity. And when
21:40I'm on social media, I really am enjoying that from people and I, it's challenging though, because
21:47you really have to accept yourself at what's an all. And, um, yeah, I mean, I guess that's, that's,
21:54that's why it's good. That's the good side of social media. Yeah.
21:58Do you ever feel pressure with social media being so inundated and, you know, all of our
22:02lives are now, like you said too, before it was a team that was telling you what to post
22:06or posting it for you. And now it's you, you know, on TikTok sharing what you want to share.
22:10Do you feel pressure to share more of yourself or to, you know, kind of find the balance of
22:14maybe not giving away the parts of your life that you don't want to while still remaining
22:19like relevant for people who are there and want to know what you're up to?
22:22I'm, I will always be a collaborator. I, I love collaborating. And I think the release comes from
22:27knowing you don't have to all do it all yourself. So I have, um, I have someone I work with, um,
22:33her name's Izzy and we, we edit stuff together and that's a lot of fun. It makes it a lot more fun
22:38and it takes, um, it takes any kind of pressure away too, because you kind of have to think like
22:43a kid. You just kind of have to have fun and, and not be so precious about it. And you just post
22:48stuff and like, just kind of release yourself from the outcome.
22:53Yeah, totally. Some other people who are doing really great with their social media,
22:56uh, like Will Smith, he, he totally catches that balance where it's, it's fun, you know,
23:02and sometimes it could be serious, but it's not like, uh, you know, you're not, he's not going
23:07to cry if he doesn't get as many views on one. Yeah. And that's the way kids are too, I think.
23:12Do you have any predictions for how the future of the music industry is going to shape up with
23:16things like TikTok or AI coming into play? What are you preparing for? What do you expect?
23:20My prediction is because AI is actually making pretty good pop songs now. Um, I think my
23:27prediction is that human music has to get much more real. Um, there's also, I'm one of my good
23:34friends, uh, Imogen Heap. She is encouraging artists to own your own AI voice, which I think
23:41is a really good idea because there's a lot of people right now who are trying to kind of,
23:45um, probably rip artists off by just using it in the same way they did with photos. It's like using
23:51bits, Frankenbites of all the things that are out there. So I think everyone who's creative should
23:56look into that. Just check out, um, Imogen Heap's, uh, pages and stuff and see, uh, it's definitely
24:03worth getting involved in that. But I think, I think creativity is abounding and we're never going
24:08to, uh, you can never take over from that. And, but, but the thing that makes it human is it's
24:12imperfect. So you're going to have less, my prediction, hopefully, is you're going to have
24:16less auto-tune. You're going to have less structure, more imperfections, more things like
24:21Dochi, Dochi, where it's real, honest, gritty. Um, and, and, or even Billie Eilish, where the songs,
24:29they don't follow a traditional, um, shape as much. Are there any, maybe those are two examples,
24:35but are there any other up and comers right now that you feel like you're, you know, looking at
24:38as someone who is really the future of the music industry today? Um, I really love McGee. Um, um,
24:46I, I mean, there's so much good music out there right now. Um, I've really been diving deep in and
24:51I love my friends who, um, who, who, who like play that stuff to me. I was, there's a, there's a writer
24:55who I've been working with called, um, Brett Height, who's from a band called Friendship and
25:00he like plays me all this new stuff and I'm like so grateful. But, but what I'm noticing is it's
25:05just, there's just so much diversity in the music and, um, we're all, we're all ready for that and
25:11used to that now. So. And what's next for you? I know you're, like we mentioned, you're on tour,
25:16you're going to be writing some more songs. What are you really most excited about as you continue to,
25:21you know, chart your own unwritten path? Thank you. I love the way you brought it
25:25circled back. I, um, I'm just excited about the possibilities and, um, I don't think I'll ever
25:33get sick of singing the old songs, which is, um, because it's just such a joy that everyone's
25:38singing with me, but I'm excited about the new music. I'm excited about doing tours, like my own
25:44headline tours, which is coming up and available today, which is so lovely that I get to talk to
25:49today on that. Uh, I also really want to do some great collabs. Uh, I'd love to, um, I'd love to
25:55work with SZA, um, Dochi, um, Eminem. Like I, I've got my like dream list. And I think the thing that
26:03I, I feel that I could encourage people is that we're in a time where really anything can happen.
26:09You know, you can have me or Sophie Ellisbecks and my friend who's 44 and has five kids and she
26:14suddenly has a song out in America for the first time singing on, you know, I just sing on the radio
26:21out here and, um, like anything can happen. So I hope that people will be encouraged to just kind
26:27of lift away the barriers of what these things, these limitations. So if anything, I can keep
26:32encouraging people to do that and including myself. My last question for you, because no one else can
26:38feel it for you. What does the rain feel like on your skin, Natasha? Okay. I really apologize to
26:44people who live in cold countries because that song, like there's a few posts that people have
26:49done. We're like Natasha Bendingfield, this is really cold. Um, but I come from England and New
26:55Zealand, which where both those countries rain all the time. And so those, I realized that those
27:01countries, people just end up just like, you have to do your life no matter what, even if it's raining,
27:06you get out there and you stay outside and you have to make it not a big deal and you have to
27:10choose to enjoy your life. So I'm grateful to come from that kind of culture. Um, actually it was, uh,
27:18yesterday it was rain, a rainstorm where I live, um, in upstate New York and we were in the pool and it
27:24was raining on us. And those are the moments that I'm talking about, like where it's sunny and rainy at
27:29the same time. And you, these unforgettable memories that you don't, you don't forget those. They,
27:34they, you have to be out in them and, um, it would be easy to stay inside and just be on your screen.
27:40I love that. Well, thank you so much for joining me today.
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