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Production
Thinking of Hiring a Social Media Influencer? Check out SuperStock’s Advice on Avoiding the Landmines
SuperStock Posted On May 1, 2023


  • Why are brands spending more than $16 billion a year for social media personalities?
  • Who are Whindersson Nunes, Huda Kattan, Lele Pons and Dan Bilzerian, and why should you care?
  • Is “influence peddling” a good thing or bad thing?

Care to guess what teens around the world want to be when they grow up? Doctors? Lawyers? Rock stars? Nope. Many want to be social media influencers.

A July study by HigherVisibility of 1,000 Americans, aged 16-25, found that more than 40% of youths on the West Coast want to become social media influencers. In the rest of the country, the numbers are comparable: 33% of respondents in the Midwest, 36% in the South and 39% in the Northeast expressed the same preference. In Europe, people like Dua Lipa (87.7 million followers on IG) and Bella Hadid (57.9 million), along with the Top 15 Instagram Influencers wax eloquent on everything from travel to fashion, to the daily delight of millions of followers.

Social media Influencers are famous for being famous and they get paid handsomely for this. How to ride the wave of these influencers is on the minds of brand marketing teams and advertising agencies and there are few instructions for pulling this off.

What This Means For You — Similar to forging a promotional partnership with a professional athlete, launching and managing a social media influencer campaign can be the equivalent of herding cats. It takes a constantly evolving plan, and patience. Lots of patience.

If your brand wants to harness the buying power of what might be millions of ardent social media followers, follow us and READ ON.

*****

Influencer marketing is about human-first storytelling. And like any vibe shift, this trend will affect the content around us and the style of imagery we use in our marketing. Check out our SuperStock authentic gallery about people who believe they are the stars in their own stories, they live like influencers. Just what you need when resonating with your audience is your goal.

Check Out Our User Content Gallery

Influencer Guidelines to Follow

It’s easy to denigrate the relatively new social media influencer marketing as the “flavor of the month” strategy. Time will tell if this is accurate or woefully underestimated. However, an effective influencer campaign is much more complicated than having a cute spokesperson hawking luxury or tech merchandise on Instagram to other wannabe followers.

Guidelines are needed to make this marketing approach move the sales needle.

PR Daily offered an insightful analysis on influencer marketing. “When you’re looking to get your message out to the world, it’s often smart to enlist the support of an influencer who speaks to your audience. But staying on top of all the latest trends and figuring out the perfect influencers to help promote your product isn’t necessarily an easy task to pull off.”

The online publication queried Nicole Dye-Anderson, head of media relations at Wells Fargo, about how she handles media strategy and how she identifies and then gets the right influencers on board with her communications plan. She offered these tips for any brand contemplating a social media influencer campaign.

  • Find the right voice.

    Dye-Anderson says it’s all about figuring out the audience you want to reach and how to share your story with the proper influencers and the right demographic.

    Sounds simple, but it’s not. For example, “Is the potential influencer on-brand with their messaging when they are sharing information about a product, and just as importantly, are they on-brand with regard to their own voice? Also, you need to take a look at not only who these influencers are impacting, but who they’re being influenced by.”

  • Find the correct platform.

    What platform offers the best possibility of presenting the message? She notes, “Literacy around the correct platforms is necessary, as you might find the perfect person to distribute your message in all the fog of social media. In addition, she affirmed that while it’s great to have an influencer on board, you need to make sure it’s the correct sort of influencer for your organization.

  • Listen to the influencer.

    “It’s important to truly partner with an influencer and listen to them. You should let them tell you what they’re seeing out there and how it can help shape your message and distribution,” Dye-Anderson said. She went on to add that once you develop a relationship with an influencer, it can help lead to new ideas and ways to tell the story.”

  • Pay to play.

    Paying influencers is typically tied to the size of their following. “Nano” influencers (with 1000 – 10,000 followers): $10 – $100 per post. “Micro” influencers (10,000 – 50,000 followers): $100 – $500 per post. “Mid-tier” influencers (50,000 – 500,000 followers): $500 – $5,000 per post. “Macro” influencers (500,000 – 1,000,000 followers): $5000 – $10,000 per post.

  • Support the influencer with compelling images.

    An influencer does not operate in a visual vacuum. Having compelling images and video that enhances the message and the messenger is important to break through the clutter of social media. Stock photography and video, such as that found at SuperStock, can enhance the presentation of any influencer. It is also designed to be more economic than shooting original footage.

Influencer Marketing in a Down Market

Depending on which “expert” is showing up on the 24/7 news cycle, a recession is either eminent or highly unlikely. This uncertainty has encouraged brands to become extremely cautious in the allocation of marketing and advertising dollars. This is another factor supporting influencer marketing.

According to Nick Cooke, co-founder of The Goat Agency, a leading global social influencer agency, “If you’re doing it right, your influencer strategy should be driving excellent conversion results (especially paid media through influencers). All the market insight of late points toward consumers engaging with human-first storytelling.

“Save your production costs by using ‘micro’ or ‘nano’ influencers (see above). It is worth experimenting with finding genuine customers and advocates who don’t have a social media following and harnessing their content creation skills.

“Finally, harness paid media through influencers. Many of you will be doing this already by boosting influencer posts, but most paid-media budgets are still running through brand channels. The real opportunity is a combination of both working simultaneously.”

The Rise of the “De-Influencer”

Sir Isaac Newton doesn’t get nearly enough publicity in marketing media! His “Third Law of Action and Reaction,” which holds that for every action (force) in nature there is an equal and opposite reaction, partially explains a new twist in the social media influencer category. Influencers are using their status among followers to point out some products and trends that may be exaggerated.

As news service Axios recently pointed out, “Millions around the world have built careers out of influencing — getting us to buy things. Now a new trend is on the rise: ‘de-influencing.’

“On TikTok and on Instagram, more and more influencers are using their platforms to tell fans what not to buy to push back against the growing pressure to spend more and more cash to hop on viral trends.

“Why does this matter? It’s a real threat to the $16 billion influencer marketing economy if the trend of rising above the influence spreads — and lasts.

“As a result, influencers — and others — are making viral videos listing trendy makeup products or shoes that aren’t worth the money, or what to cut when planning trips or weddings. The hashtag #deinfluencing has racked up more than 76 million views on TikTok.”

Thus, to enhance their “street cred,” some influencers are leading the charge toward de-influencing! (Forehead slap) This raises a cautionary flag for brands that are thinking of investing in this promotional channel.

A Digital Halo Effect

Paying someone famous – an athlete or entertainment icon – to say something positive about a product has a rich history in advertising and marketing. However, the popularity of the social media influencer is a new twist on this old concept, and it presents new challenges for its management.

With careful research about the personality and followers of the influencer and understanding the visitors to the social platform where she or he reigns supreme, brands and their agencies can reap the benefits of this digital halo effect.

 
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Photography  / Production
Can an Old Image Spark a New Idea? | The 1940s-60s B&W Devaney Collection Finds a Home in DFW
SuperStock Posted On December 13, 2022


The Devaney collection is an archive of over eighty thousand black & white images taken between the 1940s and the late 1960s.

 

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The images were the property of the A. Devaney Photography Agency in New York City and has since passed through a multitude of hands finally ending up in Dallas to be digitized once and for all by Media Magnet, a Dallas-based creative services company. In the past, a subset of the collection had been scanned with legacy technology. But with changes in technology, Media Magnet is digitizing all materials with a PhaseOne reprographic station, the first one commercially installed in Texas. It provides museum quality results that are stunning compared any previous method. The hope is that they can bring new life to these timeless pictures.

Superstock.com, our Dallas hometown stock agency, has the exclusive rights to license this content. The cool thing is that the majority of these images have not been seen in decades, enjoy them all now. Hopefully the images will spark some contemporary inspiration.

Visit SuperStock Devaney Collection

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Whatever You Call Her, Mum, Mere, Mom – Here Are 4 Ways Brands Can Stay on Her Good Side
SuperStock Posted On September 14, 2022


There have always been challenging times – world wars, depressions, pandemics – but families have survived, largely because of the blood, sweat and tears of mothers. If Mom is your customer, read this first. Now, sit up straight and eat your vegetables.

For brands that sell products to families, mothers can be the difference between profit and loss. Why? She controls the purse strings. Whether it’s for food, back-to-school expenses, healthcare, childcare, family vacations, recreation, or any of a thousand other categories, Mom is in charge. She’s also busy and, BTW, she does not suffer fools well.

For the brands that must convince Moms to make a purchase decision, marketing images and messages must be authentic and compelling.

Do you market products and services to families? Finding the right photographic images for advertising, social media, public relations, and other media is critical to success. Click here and see a small sample of SuperStock family-friendly images.

 

Read entire story here…


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SuperStock Tells Us How to Avoid the Pitfalls of Using Celebrity Images In Marketing
SuperStock Posted On July 18, 2022


Using celebrity images in marketing, advertising or social media campaigns is an excellent tactic to leverage their star power. However, there are regulations to consider.

With a recently released, red-hot biopic about “The King” being BOFFO at the box office, why are the Elvis impersonators in Las Vegas not celebrating this goldmine of publicity? Elvis, it appears, has left the building!

For any couple whose fervent hopes and dreams involved getting married at an Elvis-themed wedding chapel in Las Vegas, the wedding march has gone from “Viva Las Vegas” to “Heartbreak Hotel.” According to a story from Associated Press, “The licensing company that controls the name and image of ‘The King’ is ordering Sin City chapel operators to stop using Elvis in themed ceremonies, the Las Vegas Review-Journal reported. Authentic Brands Group sent cease-and-desist letters in early May to multiple chapels.”

“Clark County (Nevada) Clerk Lynn Goya, who led a marketing campaign promoting Las Vegas as a wedding destination, said the order for chapels to stop using Elvis couldn’t have come at a worse time for the sector. The city’s wedding industry generates $2 billion a year, and officials say Elvis-themed weddings represent a significant number of the ceremonies performed.”

But wait. Before you drop your peanut butter and banana sandwich, there might be a tiny glimmer of hope for those (likely inebriated) love birds in Vegas. Authentic Brands Group said it has strong relationships with Elvis tribute artists and fan festivals. There is “no intention to shut down chapels that offer Elvis packages in Las Vegas.”

In plain talk, it appears the estate of Elvis is seeking a greater share of the revenue generated by the wedding chapels who use impersonators. If this can be negotiated with the chapels, faux Elvis can begin singing “Love Me Tender” once again.

So, what’s going on here?

It involves another trip in the labyrinth of licensing and is therefore complicated.

*****

Digital images and video footage of celebrities like Elvis are notoriously fraught with challenges. SuperStock understands the terrain and can help you navigate this minefield. Start by looking at our celebrity gallery. Thank ya. Thank ya, very much.

“We’re caught in a trap
I can’t walk out
Because I love you too much, baby.”

Why Celebrities Have Suspicious Minds

When Elvis Presley sang “Suspicious Minds” or Marilyn Monroe cooed “Santa Baby” and “Happy Birthday, Mr. President,” we adored them. They were sexy, talented, (in the case of Marilyn) comedically brilliant and they became an important part of our boring little lives. Predictably, this notoriety made them rich and famous, but not necessarily happy.

Writer F. Scott Fitzgerald offered an apt description of celebrities in general and wealthy people in particular. “Let me tell you about the very rich. They are different from you and me. They possess and enjoy early, and it does something to them, makes them soft where we are hard, and cynical where we are trustful, in a way that, unless you were born rich (or famous), it is very difficult to understand.”

The heirs to these wildly successful celebrities have very strong feelings about their names, likenesses and what stories are acceptable about them once they pass away. They hire lawyers and licensing companies to protect what they perceive as the sanctity and, more importantly, the “ROI,” that images of these now deceased icons can generate in the marketplace.

For marketers who want to hitchhike on the star power of these celebrities, with advertising campaigns, social media and other promotional tactics, the landscape is littered with lawsuits.

Legal Hurdles

In the global economy in which most marketers must operate, celebrity stock images or video footage will likely be regulated in different ways, from one country to the next. That worked fine 30 or 40 years ago. Now? Not so much. There’s a reason the internet was first called “the world wide web.” Yep. On the internet, posts, ads, stories, gossip, and every other type of messaging is distributed worldwide.

A company that wants to use an image of movie and television cowpokes, Roy Rogers and Dale Evans, will almost certainly have different licensing hurdles to clear in the U.S. than in the U.K. So, what happens if this is used in a TikTok post, seen by billions of people, everywhere on the planet?

Problems. That’s what.

Because of the multi-jurisdictional aspect of name and likeness licensing, special care must be taken to have every “I” dotted, and “T” crossed. This is where professionals skilled in understanding the various global requirements – such as SuperStock – can be invaluable.

Since photographic licensing laws vary from country to country, marketers must use extra caution when using celebrity images. According to an online post from Taylor Vinters LLP, a U.K. based intellectual property law firm, “The position in the United Kingdom is somewhat more complex. Under English law, if a celebrity opposes the use of their image for commercial purposes, they must choose from various causes of action, such as a claim for infringement of intellectual property rights, breach of confidentiality, advertising standards requirements or data protection.”

The British law firm highlights several scenarios that should be considered by marketers who want to use celebrity images and video on a worldwide medium.

“Even if you lawfully purchased an image of a celebrity from a photographer or website, or if the image is in the public domain (or “free for use”) you must first obtain the permission of the individual concerned. This is because the purchase of the image only addresses the issue of copyright. It does not necessarily protect you from legal action being taken on grounds of trademark infringement or ‘passing off’ in respect of how you use the celebrity’s image.

Trademark protection is considered the most practical way for a celebrity to earn money from the commercial use of their image and prevent others from making use of it without permission. A trademark is a mark, word, phrase, or label used to identify a product, service, or brand as being owned by a certain company or person. David and Victoria Beckham have registered trademarks for their names, as have Jay-Z and Beyoncé’s children, Blue Ivy, Sir, and Rumi. If you use a celebrity’s name without consent, you may be liable for trademark infringement, so it is advisable to check this.”

Of course, these insights should not be considered “legal advice.” When in doubt, marketers should seek counsel from an intellectual property attorney.

You Ain’t Nothin’ But a Hound Dog

When “biopic” motion pictures such “Ray,” where Jamie Foxx eerily channeled Ray Charles, “Bohemian Rhapsody” starring Rami Malek as Queen lead singer Freddie Mercury and the current smash, “Elvis” directed by Baz Luhrmann are released, the ticket-buying public rediscovered celebrities. This often leads to an increase in the use of stock images of these now deceased icons.

In the case of latest “Elvis” movie, news service Axios pointed out why this matters to consumers and therefore to marketers. “Baz Luhrmann’s Elvis Presley biopic opened above expectations and brought out large numbers of older moviegoers — an audience segment slow to return to theaters during the pandemic. About 60% of the audience was over the age of 35.

‘Elvis’ was a risky proposition: the music is dated,’ David A. Gross of Franchise Entertainment Research wrote in a newsletter. “But critics and audiences are responding. This is … a music, dance and sex appeal spectacular.”

How many social media posts will result from this hit movie? Thousands? Millions? They will all benefit from licensed images of the “real” Elvis to make them authentic.

What kind of promotional activities might be activated, using the images of the “real” King? Wedding chapels, anyone? What about television, print and social media news features about Elvis?

Using celebrity likenesses like those of Elvis, Marilyn Monroe, Muhammad Ali, Freddie Mercury, and thousands of others is tricky business, especially if the person has gone on to that great Vegas stage, upstairs. Be careful out there. Thank ya. Thank ya very much.

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Has the Party Started on NFTs and Brands Converging? SuperStock Breaks it Down
SuperStock Posted On May 10, 2022


By Art Young

Anyone who thinks singer/songwriter/actress and now novelist Dolly Parton is just a cute, little country girl from Locust Ridge, Tennessee has not been paying attention for the past few decades. Yes, that “aw shucks” demeanor is real, but this woman is no Barbie doll. She is an entertainment savant who knows a trend when she sees one. She proved this at the annual technology and music event in Austin, South By Southwest (SXSW) by dropping an NFT.

 

It was Parton’s first SXSW appearance, and according to Axios Austin, she “had her digital and physical fingerprints all over the event.”

During the two days she was attending the digital confab, Parton was a busy woman. “Before performing songs from her new collection at a concert at ACL Live she started the evening with a conversation between her and James Patterson, the hugely popular writer who co-authored Parton’s book, Run, Rose, Run and its accompanying album.

“Her appearance was live streamed on the blockchain along with an NFT drop. Parton launched ‘Dollyverse’ and released Dolly NFT collectibles, including limited-edition NFTs of her latest album and Dolly-inspired NFT artwork for purchase during the festival.”

No, Dolly is NOT just another country girl, who’s just trying to get by in this mean ‘ol world! She is one of the most recognizable brands on the planet and her savvy marketing mind knows that brands and NFTs are converging.

*****

Have you seen the new SuperStock MediaMagnet NFTs? How about a sneak peek? Click here to check out our gallery.

*****

 

NFTs = Digital Collectibles

Not since VIP and MVP were introduced to the vernacular has a three-letter acronym like “NFT” become so recognizable to the masses. This has occurred despite (or perhaps because) most people don’t know what this acronym means. For the record, the three letters represent “non-fungible tokens.”

Well, that clears it up.

Marketing and advertising trade publication MediaPost offered the most simple explanation for the NFTs:

“Non-fungible” means it’s unique and can’t be replaced. NFTs are often likened to baseball cards, since if you trade one for another, you lose your initial NFT and gain a new one.

 

What do NFTs have to do with the blockchain? The pub notes that “Most NFTs are part of the Ethereum blockchain. Unlike Ethereum, NFTs store extra information that makes them work differently.”

This, of course, begs the obvious question: What do people do with NFTs?

They collect them and trade them. According to a thread on Quora, some people HODL (hold on for dear life) to NFTs for projects they believe will have long-term value. The model right now appears to be a patron supporting artists. This trend has occurred because people are spending more time in digital worlds. “When customers gravitated toward malls, brands followed. When customers gravitated toward e-commerce, brands followed,” Dr. Dustin York, associate professor at Maryville University, told Forbes. “And when customers are now gravitating toward Web 3.0, digitally native brands are following, giving even more legitimacy to NFTs.”

 

This model works well with sports and entertainment and is reminiscent of a hobby that was very popular in the 50s and 60s – trading card collecting. These cards featured photos of “heroes” and facts about them on little pieces of cardboard. Back then, any little guy with some change in his pocket could hit the drug store, shell out his meager capital and hope to snag Mickey Mantle’s rookie card. The fantasy involved getting RICH, RICH, RICH! Maybe even rich enough to buy a new bike or a new home for the family.

These trading cards were tiny little billboards for the players and performers and their teams, movies or TV shows. Trading cards are still sold to collectors today, although in less quantities than they were in earlier times, and there is no doubt that NFTs will be a part of this product category.

Trading cards are both collectible AND a direct marketing tactic for players/performers. This helps to explain why brands and NFTs are converging. On one level, NFTs are a promotion tool that is cleverly disguised as something of (potentially) great value. And the fewer of these digital images there are, the more potential value they hold.

The late Glenn Frey could have been writing about NFTs when he wrote the song “Smuggler’s Blues”

It’s the lure of easy money

It’s got a very strong appeal

How NFTs and Brands Are Converging

 

For those social influencers like Dolly, Jimmy Fallon (51 million Twitter followers), Eminem (22.5 million followers), and Serena Williams (10.7 million followers) and hundreds of other celebrities, who themselves are valuable brands, the path to NFT wealth starts with maintaining control of their likenesses, especially on social media like Twitter. According to this article “brands, influencers, and NFTs are converging. The process has begun, with Facebook rebranding as Meta, hoping to take the lead in the digital frontier. Instagram is monitoring existing and emerging NFT marketplaces, including OpenSea and Coinbase. Twitter is verifying the authenticity of NFTs, providing checkmarks based on ownership.

“Currently, supply and demand control the markets, trading based on volatility. But as the market gets more saturated, this will change. The next phase of NFTs will focus on utility, rewarding its owners with VIP experiences, product discounts, and a community that drives engagement.”

It’s easy to envision front row seats at football games, tennis matches, concerts and any other entertainment event tied to limited edition NFTs. Further, this can spill over to the sponsors of these events, celebrities involved and their organizations with product engagement opportunities. Smart marketers will find a way (and they are unlimited) to seamlessly harness this tool to promote sales and brand awareness.

This Party Has Started

 

If your brand is waiting for an invitation to leverage the power of NFTs to expand its reach, you may be late to the party. There are many brands – large and small – that are already on the move. According to this international analysis, here are 10 worldwide brands that are actively pursuing NFT promotions:

  • Adidas
  • Lamborghini
  • Coca-Cola
  • Nike
  • Louis Vuitton
  • Samsung
  • Pepsi
  • McDonalds
  • Burger King
  • Ray-Ban

Click here to get the details on their NFT activations.

 

NFTs and Community Building

These digital tokens are also a part of community building. According to a news release from the company, Hyundai Motors is entering the “community-based,” Non-Fungible Token market, including a website and channels on Discord and Twitter.

Hyundai will issue 30 limited NFTs celebrating the release of a short film that reveals its collaboration with “Meta Kongz,” the NFT brand.

CONNECTED STRUCTURE OF LINES AND SPHERES

The Hyundai NFT community will provide its users with the Hyundai brand experience in the metaverse by sharing NFTs depicting its mobility solutions. The Hyundai NFT Discord and Twitter channels opened on April 15, 2022, and the official NFT website opened in May.

The company also announced that it is joining sibling company Kia America, which launched its own NFT initiative early this year. It was linked to its “Robo Dog” Super Bowl TV spot and a partnership with the Petfinder Foundation. The Kia effort has already raised more than $70,000 for the foundation.

In addition, a 10% royalty is written into the smart contract on the blockchain, so whenever a “Robo Dog” NFT across the series is resold on a participating secondary market, the Petfinder Foundation will again benefit and receive funding for additional pet adoptions.

Little Known Artist Now an NFT Millionaire

MONEY FALLING FROM BRIEFCASE OF RUNNING BUSINESSMAN

Artists are also getting some NFT love, especially if they are blockchain-savvy. Just ask Austin artist Tyler Hobbs. He is the brains behind the viral sensation Fidenza.

According to this article, “Hobbs, a computer scientist-turned-generative artist, created his now-viral art collection entirely from raw lines of code. ‘Take your stereotypical hacker scene in a movie where they’re typing words into a black console,’ he says. ‘That’s basically what I’m looking at and working with.’

“Since hitting the blockchain—the giant decentralized digital ledger where transactions are stored—in June 2021, Fidenza has caused a storm among NFTs. It’s since made more than $177 million in secondary sales, turning Hobbs into a crypto multi-millionaire.”

Click on the article to get the fascinating details of randomized digital art that nobody painted, and everybody seems to want.

This Is Just the Beginning

Brand marketers and the advertising, social media and public relations teams that support them have only just begun to realize the enormous potential for NFTs to drive brand awareness and sales. This is clearly a vibe shift and it will continue to evolve exponentially.

Of course, interesting or unique digital images are driving this trend but never underestimate the power of the metaverse and social media such as Twitter, Instagram and TikTok to supply eyeballs and jack-up the endorphins of potential buyers.

Developing NFT promotions that engage collectors demands great creative. Stock photos and video can help save expenses in this effort. We understand NFTs and are ready to help. Hit us up for great images like these.

Click here to check out our collection of NFTs from the iconic photography of LA based, KCRW resident photographer, Larry Hirshowitz.

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SuperStock | Unique Stock Photography and Footage | Run by Creatives FOR Creatives
SuperStock Posted On July 28, 2021


SuperStock, founded in 1972, recently established a new home and management team right here in Dallas. One of the oldest, continually run stock agencies in North American, we’re proud to house 21 million still and video assets.

Our library consists of a very unique vintage and fine art collection while complementing our contemporary, authentic, lifestyle, travel and nature content.  SuperStock offers free research and a dedicated team to help with all your licensing needs.

You Think of It, We’ll Find It

AND research your project for FREE.


Fine Art


Architecture


Extreme Sports


Telehealth


Travel


Bodies in Action


Vintage

Incredible footage and so much more…

Plus, we have a plan that fits any budget.

Starting at $25 month,
in image packs or extended license options.

 



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