Moreno Mixtape 22. Six of the Best

So flipping the sides on the Moreno Mixtape this week ending on some summery guitars if there is such a thing.  Starting off with John Maus and Hey Moon.  A track from a couple of years ago and still the best thing he has done.  Next Up Porcelain Raft Reminds me of Mazzy Star, over the Cure’s Disintegration mixed with the Jesus and Mary Chain, their new album is good too.  Next up on this lazy A side is Rilo Kiley, with The Good That Won’t Come Out, a rousing vulnerability tale if ever I heard one.

For the B side We start off with Sailor & I, actually the only song from this year and it sounds bang up to date complete with angst and big orchestra.  Next up Yuck, a superb name, a superb label and a superb opening.  You know what you are going to get.  Teenage Fan Club and Pavement eat your heart out. The intensity of guitars is great. To finish it off an 11 minute 54 second song that keeps on giving.  Of Montreal with The Past is a Grotesque Animal. You’ve just got to go with this one; it starts in a very different place to where it ends.

How to create a successful Kickstarter project.

In 4 years $521m has been raised on 98k kickstarter projects. 40% have hit their funding target. In 2013 $200m has already been successfully funded. One of the largest success stories Ouya an Android games system has raised $8.6m.

Kickstarter is a  phenomenal crowd sourcing success story and business model, as it receives 5% of all pledges.  Successful kickstarter projects are where they connects a passionate audience with funds and a clear and simply defined goal. All with a well thought through marketing plan.

This was brought home to me as a life long Pixies fan, when another  fan Sean t Rayburn responsible for the Pixies website set up a project  to create a hardback book of archive photos “A Visual History”.  He aimed to raise $150,000 in a month. He has raised $234,000.

pixies kickstarter


You can click here to find out how he went about it, but simply put, hard work and  a well thought out marketing plan is essential:

Top Tips for  a  Successful Kickstarter project.

•What’s in it for the customer? – A thing of value for true fans

• Communicate your pricing – Packages available for all levels

• Build momentum – keep the campaign short and the momentum up
• Tap into the community – Use The Pixies mailing list
• Use multi-media and social. – Speaks for itself.
• Keep everyone involved and spreading the word –  great updates throughout
• Make it special – Get the lead singer to sign the first 1000 books taken up.

I asked him more about the approach and you can find his reply in this blog post.

There is also an excellent article by Laura Winger where she outlines some of the tricks of the trade  and benchmarks behind  a successful campaign, it’s well worth a read.

I’m just waiting for my signed copy  to turn up now.

Pixies A Visual History. Sean T Rayburn’s successful Kickstarter project.

Pixies A Visual History. Sean T Rayburn’s successful Kickstarter project.

As a massive Pixies fan as well as being fascinated with the power of the community.  I was keen to find out from Sean how he went about raising the cash so effectively to fund “A Visual History” a hardback archive photo book of the Pixies early days.  A $150k target was smashed in 4 weeks and $235k raised. Clearly a successful project, but for every one that reaches its target there are many that don’t. I was interested to find out the background and how important the endorsement of the lead singer was, or whether the community had a momentum of its own.  His reply is below.  For a full analysis of what makes a successful Kickstarter campaign click here.

Sean has been working in digital since the early days and built the original  Pixies website amongst other things.

Pixies a visual history kickstarter project

Here is his reply


Sean T. Rayburn says:

Hello Chris!

1. I’ve had the idea for a while, but it was really in 2011 when I started posting all these old photos to the Pixies’ Facebook page that it really crystallized.

2. I think the project would have reached its goal no matter what. The biggest challenge was just getting the word out there. The only marketing I did was with the Pixies email list and via social media with Facebook & Twitter updates. Having Black Francis involved certainly helped, but I think that just tipped over the group of people who were already thinking about purchasing.

3. It certainly helped that I had access to the email list, but I think even without that we still would have gotten funded. There was a core group of people who were very supportive, to the point that a few were even messaging me to say “how much do you need to make this happen?”

4. The packages were a complete shot-in-the-dark kind of thing. Actually that’s not 100% true. I did a lot of research on other Kickstarters to see what they offered. Ultimately though it came down to: as a fan, what would I want to see in different packages? What would make me put down money to support this at $200?” Everything I’ve done over the years, working with bands, producing albums, etc., I always look in the mirror and say “Would I pay for this?” If I would buy it, I am pretty sure there are a couple thousand other people out there who would as well. is where we will be posting tons of info in the coming weeks!


Moreno Mixtape 20. Six of the Best.

So on the Moreno Mixtape this week,  Public Service Broadcasting who I saw play at the Lexington a couple of weeks ago.  A brilliant mix of electro indie music and archive audio clips and film. Not only that,  but  the best name of a drummer I have ever heard;  Wrigglesworth.

Next a return to form for the Editors, it sounds like classic Editors which is no bad thing, but is sadly the standout track of the new album.

Finally on Side A, track back in time to 1973. Chicago born Terry Callier I hadn’t heard this before but it sounds great.

For Side B of the Mixtape we start with a beautiful sunny song by Camera Obscura and then Dangermouse and Norah Jones with Black.  It just sort of works.  To finish off the Mixtape for this week Tunng and Hustle.  It gets inside your head, in a good way.

Is freemium the silver bullet for the media industry, or an insult to your loyal customers?

In a conversation I had  with a  CEO of a media company recently. I was struck by the admission that they were still  experimenting with  numerous business models, with no clear idea as to which one was going to have the most impact.  I think the  media industry is still in search of the silver bullet, but in truth it will be a blended business model.

One business model that has gathered momentum over the last few years is  ” Freemium ” and indeed, within the newspaper industry, one of the best freemium examples is the New York Times which  seems to be  showing signs of success, although it is still too early to tell. There is an excellent analysis here and data from the end of 2012 suggested digital subs would generate $91m  according to Douglas Arthur, an analyst with Evercore Partners.  The paywall, by his estimate, will account for 12 percent of total subscription sales, which will top $768.3 million this year.

So why is Freemium successful, and why is it successful now?

In the old world, putting advertising to one side, with  less media rationed through a number of paid for channels, there  were  real content  revenues from high cost media products. Everyone paid the same. It didn’t at a granular level  take into account user engagement or experience, one would just measure whether total sales went up or down. – Some people would  love the products some people would “like it” and some people wouldn’t  get as much as they anticipated out of the services.

With freemium, you avoid that up-front barrier of forcing customers to pay for a product they may or may not want again  and in fact embrace the mass audience. You can then of course differentiate your pricing depending on whether they want more. The danger  is you penalise your  engaged, loyal customers by charging them more, because they will pay it.  A lot of organisations do.

Of course innovators challenge this:

Companies such as  put their existing customers at the heart of what they do.

Radiohead asked you how much you would pay for the album.

An  increasing number of crowd sourced ventures, allow you to  decide what to  commit up front –  how much something is worth.

My favourite is from the smart guys at Songkick.  With Detour if there is a band you want to come to town, you pledge an amount you are willing to pay and then rally around like-minded fans to join you in getting that band to play nearby.

Media organisations still have an opportunity to embrace their most loyal audiences and put them at the heart of what they do.  At The Guardian, we identified that there  were “Guardian advocates” who saw the brand as much more than a newspaper and valued the brand in a way  that meant they would pay for much more than the physical product. We looked at ways at providing value by association, opportunities for audiences to buy into the ethos of The Guardian and increase  their engagement. This consisted of the usual brand extensions such as  holidays, events and books and more innovative ideas such as  The Open Weekend .  The idea for increased engagement always started with the  loyal subscription base and most active contributors though.

For me this is the ideal, but still  not put into practice.  Provide real value to your most loyal customers, whilst ensuring your brand is “open to all”.  For media companies I still believe this will come from a variety of revenue channels and a blend of business models.


Moreno Mixtape 18. Six of the best

So on the Moreno Mixtape this week first up a great song from Bibio or Stephen Wilkinson from the black country not France. A great song with A tout A l’heure. Then The National, a little know song used in a puzzle game called Portal, introducing their incredible music to another generation, looking forward to seeing them at the Roundhouse this week.  To finish off the A-side this week a superb song from Nick Mulvey, definitely one to watch.

For the B side the wonderful Polica with their new song, absolutely captivating at Night+Day on Saturday. Then Get free by Major Lazer, producers of Santigold. You can hear that influence here. To finish off the mixtape this week Actress by Setting Sun, a summer mix of Pink Floyd, a bit of the Doors and something else, all brought up to date with a nice lazy beat.

Managing business transformation- my philosophy

I look back at the last 12 years within the media industry and  understand that all the organisations I have worked at have gone through major disruption. Change has been the only constant, and it is a  great leveler.

Business transformation is now the norm,  it is  those that react best who will succeed. Quite often it is difficult to know when you  have succeeded.  It’s about having confidence in what you know as well as what you don’t know.

A think tank in America, Pew Research  analysed industries in flux  and came up with 3 golden rules.

  1. Always consider your audience first
  2. When times change, change your business
  3. Build capabilities for a new world.

This resonates with  my marketing philosophy.

  1.  Build  a mutually beneficial relationship with your customers.
  2.  Adapt to their changing needs and work out how that effects your business not the other way round.
  3. Finally understand how new technologies can be used to improve the lives of customers as well as the bottom line.

Content is still content even if the distribution method changes.  It is storytelling, and at its best exceptional storytelling lives on. It’s just the tools and equipment that change.

I believe that so many companies don’t listen to their customers that if you really do take notice you will beat the competition. Pick your battles and look at which ones you can win.  We are learning all the time and in a period of experimentation, stick to what you believe in, and stay true to your values.

Moreno Mixtape 17. Six of the best

We start off the Moreno Mixtape with a band who needed no introduction at Finsbury Park, the music is tight, the singing sounds much better on record, but still amazing to be there. Following that a stand out track from Johnny Marr, who looked every bit the legend he is. Next up a superb song by the Band of Horses, soon to play Somerset House. I was introduced to this song, this week, been out for years but a joy to listen too. Thankyou.

For the B side, a change of pace as usual, a great single by Wildlife Control. I don’t know that much about them but this sets the tone nicely. To follow a beautiful reinvention by Gaz Coombs, a stunning track, showing us just how good Supergrass were, especially when they slowed down. To finish off, no mistaking the voice even if you don’t know the name. Steve Mason from the Beta Band. One of the underrated bands of our time.

Moreno Mixtape 16. Six of the best

So we flip things around this week on the Moreno Mixtape.  First up this week a song from what I now believe to be the best soundtrack of all time. Searching for Sugar Man.  An inspiring story which is best left as a surprise, so no link. But if you like this song from 33 years ago, well worth checking out. Don’t google it  just enjoy. Next the beautiful  voice of Olof Arnalds from Iceland. I had the pleasure of watching her perform in  St John Church, her music all the better for the setting.  To finish off this side a relaxed electronica tune from Connan Mockasin at least until halfway through.  Someone I saw at Fieldday but couldn’t fit on the last mixtape.  Strange, eiry  10 mins long but bloody good.

For the B side we keep the speed of the BPMs up  and add in the guitars.  Charlie Boyer and the Voyeurs currently doing a support role but soon to headline an indie festival tent I’m sure. Next up the Beach Fossils, great name and a great album, I discovered this off the excellent Cactus blog and like what I have heard so far. To finish Saintseneca, good for a sunny day and a warm pint of local scrumpy.  That sort of thing.

Moreno Mixtape 15. Six of the best

So a Fieldday   Moreno Mixtape this week.  Six of the best bands that stood out from Saturday, a  great day in Victoria Park, London . I’m sure these weren’t the six best of the whole day as there  were many more I would have liked to have seen. But you just can’t be in four places at once. First up a personal favourite and special guest Local Natives, with a fine track from Gorilla Manors, they genuinely looked relieved and pleased that so many people had turned up, a special moment.

Then my surprise “like” of the day Django Django. A  great show and some good  indie pop songs. By the thousands in the tents singing along to every one I’m late in the day  to this one . Then Stealing Sheep to finish off the A side. 3 ladies from Liverpool trying to fill a big stage. They held their own, seeing they were up early, this song shows you why.

For the B side we slow it down and start off with  Kurt Vile, what an understated talent,  J Mascis  would be proud.   Next up Dark Dark Dark . A truly wonderous song, maybe not suited to  a constant mumour of  Pear Cider fueled  chat,  but relax and enjoy in the comfort of your own world. To finish Four Tet.  To be fair,  I don’t think this was in the set list, it seemed to be his own stuff from what I heard, but in my humble opinion this shows him at his best . Last one turn the lights out.

What is the world worth ? Measuring Natural Capital.

As marketeers, one of the challenges we face every day is talking in a language that our customers understand, identify with and can react too.

We all know how difficult it is when talking about environmental issues  to achieve transformational change on either an international  or a personal level. Even if we are aware of the substantial cost to our resources and lives, 9 times out of 10 we don’t react. Since the Rio Earth Summit there has been growing momentum from the business community to value the economic worth of the world’s natural resources (our ‘natural capital’) and the financial impact that environmental changes have on business and society. This concept is called natural capital accounting.

 Natural capital accounting is a fast-emerging new way of thinking about how we place an economic value on the benefits we derive from our natural environment.

In late November there is an inaugural World Forum on Natural Capital taking place in  Edinburgh that looks to move this from theory  into action and is targeting the business community and governments.

So for example the impact of removal of  a rainforest to build a new production plant  is not just around the trade-off between environment and economic growth, or about the impact on global warming. It is  the long-term impact of the removal of those resources “assets”  on production, tourism, employment and so on. Devaluing the “capital” that underpins our eco-system.

In a Thailand Study it showed  Mangrove forests worth about $1000 dollars per hectare if exploited for wood. If left intact they’re value for Flood protection, carbon capture and breeding ground for fish is $21000 a hectare.

Here is  a good post by Tony Jupiter that illustrates  this in more detail.

It resonates on a personal and a professional level as it brings the debate  into something practical that businesses, accountants and finance ministers can identify with.  There is a tangible  impact on the balance sheet,  and speaks in their language.

If you cut down a forest for timber, GDP goes up but it says nothing about what is lost for future generations. The value of preserving forests to cut Green House emissions is estimated at $3.7Trillion

Building momentum since  the United Nations Earth Summit,  the  World Forum on Natural Capital will be the world’s first major global conference devoted to this concept. It aims to move the debate forward to action, in partnership with the private sector. I hope it succeeds.  It will,  but the  business community must  engage.

Moreno Mixtape 14. Six of the best.

So a heavier start to the Moreno Mixtape this week with the ridiculously young, and talented The Strypes with Blue Collar Jane.  The band are  15 and 16, yes I say it again 15 and 16.  Great bluesy feel to this, then onto something grungier  and even heavier with Drenge.  A couple of brothers from Sheffield.  Then to bring you out of the mosh pit back to the bar, it’s the perfectly listenable  Wolf Alice. Only a couple of songs out there, but ones to watch.

For  the B side, the guitars go away and the synths come out.  First up Recover by Chvrches.  I wasn’t convinced first listen but a real grower, then Sin Cos Tan with a remix of History and finally Dusk by Wilsen. What can I say I had never heard of this band until last week, but a nice way to end an evening. Their B side a cover of Grimes, Oblivion is equally excellent.

Moreno Mixtape 13. Six of the best

So first up on the Moreno Mixtape this week !!! which I still don’t quite understand how you are meant to pronounce or why. None the less a great song in the Daft Punk style, then Ghostpoet, with Meltdown.   This song features Woodpecker Wooliams who has another bizarre name but a voice that melts, we will hear more from her I’m sure.   Next up in a similar rich vein Sbtrkt, featuring Little Dragon.

To start the B side, my favourite song of the moment by The Savages, this captures practically everything I like about guitar music, so many influences that they don’t even need to be listed they are so clear. Just listen. Next up  NO, which sound like a soft National, but don’t let that put you off.  Discovered on the excellent  Breaking More Waves blog.  And finally a delicious song called Violent Silence by Beatrice Eli. Off her EP It’s Over, the theme of the E.P but don’t worry, this song will cheer you up.

10 easy steps to write a business case

In a recent project I have been working on, I’ve been looking at business cases for new brand extensions submitted by a number of teams.  There was probably 2 or 3 different  approaches used to describe the business plan and many missed out a couple of key elements. This is my ten point check list as to what needs to be included, but after reflecting on it I think Point 11 is probably the most important. I am not sure I’ve seen a business plan ever delivered according to the text-book, but you need to start somewhere.

  1. What is the opportunity?
  2. Who is the target market?
  3. What is the strategic value of the opportunity to the company?
  4. What makes this Unique?
  5. What is the potential return and profit?
  6. How long will it take to make the return?
  7. Why are we best placed to take advantage of this opportunity?
  8. What other opportunities will this impact?
  9. What are the implications if we don’t do this?
  10. What are the risks?
  11. What is the plan B?

Moreno Mixtape 12. Six of the best.

May heralds the start of the summer festival warm up for live music as well as hopefully the weather. On the Moreno mixtape this week there are 5 bands I’m looking forward to seeing live in May and one I wish I was.

First Up, Balthazar, with the opener to Rats, I saw them support Local Natives earlier this year and it was one of those special nights where the support is just as good as the rest of the night, looking forward to the Borderline next week. Then the haunting voice of Tom Odell, already playing bigger and bigger venues . Next up  two of the headliners for Field Day this year. The psychedelic ramblings of Animal Collective and 9 whole minutes of Kurt Vile.  Testament to the track that you hardly even notice the length.  Next up  the stadium filling sound of Muse, soon to rock the Emirates. This is Muscle Museum from Showbiz released in 1991. Back in the days of minidiscs. Muse get a fair amount of grief, but you can’t knock their consistency, they were made for stadiums.

Finally, one band I still have to see live before the end of the year. This is the opener to Heaven,  I was introduced to this album  at the start of the year and it will always make me smile.  It’s great to discover bands that you feel you should have known for years and then enjoy.

Are customers of your brand prepared to give you time, money or data?

I was reflecting on a project I am running about the continuing  suspicion around the “dreaded opt in” box and data protection. How deep it still runs. Even though we are actually giving away a lot more personal data than we did ten years ago to Facebook, Twitter and Google etc. And we invest much more time in these sites.

My role within The Guardian was to manage all  of the content revenue as well as the marketing.
An absolutely critical part of the role was encouraging our readers to buy or read our products whether they were our papers, iPad or mobile apps and then buy the brand extensions (Holidays/ Masterclasses etc.)

My philosophy has always been to better understand the needs of the audience  and establish a mutually beneficial relationship. Giving customers the relevant communications, experience, products and services they want.

One of the best ways to set this foundation is to establish a dialogue and ask for feedback. The Guardian Open Weekend ran last year attracted 12,000 avid Guardian loyalists and was an excellent way of doing that.  I had often thought that what we needed to do was “Turn the  building inside out.”  The Guardian Open Weekend was a great way of bringing the “Open Philosophy” to life.

I had the opportunity at the event, to ask this question. Would Guardian readers be prepared to give us their time, money or data?  

Myself,  the Digital Development Editor and the Washington Bureau Chief  (Then Head of News) ran a session in the conference room. Out of a room of about 100, almost  everyone said that were prepared to give us their time, money and data to help the Guardian financially. When asked for a show of hands as to  whether they ticked that box that said “they would allow us to contact them via communications”, the figure decreased to single figures.

What does that say? The will is there but still not the way. Mistrust around communications and data runs deep.  As Marketers we have to work much harder to overcome this.

Moreno Mixtape 11. Six of the best.

A beautiful track to start this mixtape off  by The Staves,  three sisters from Watford. Then an upbeat Cat Power for a change with Manhattan. It suits her.  Next up a very different female voice but none the less superb.  “The Knife”  from 2005. It just shows how ahead of their time they were. Someone showed me their video the other day, I thought it was brilliant. Pass this on.

Onto the B side, we start off with the supergroup The Postal Service, touring soon,  then Dutch Uncles in the same vein.  To finish Mr James Blake.  A stunning track. I saw him play at SXSW a couple of years ago. This single sounds so much more assured.

Why has Sir Martin Sorrell and WPP faired so well when other agencies are failing?

At a recent FT conference, Sir Martin Sorrell stated that 34% of all of its revenues were now coming from digital. Well on its way to achieving its target it set of 40% over 5 years. In recently announce 1st quarter results it has seen its revenues increase yet again by 2.7%.

At the conference he referred to this being  “The Age of Google ” which will soon outstrip News Corp as its main beneficiary of WPP spend.  There is a good  Techcrunch article which gives more detail here.

The reason for Google’s strength, Sorrell said, was because there are “five legs to its stool”  Search, Video, Display, Social and Mobile.

That’s pretty straight forward, but  I was struck by the fact that a number of incumbant agencies are trying to establish their place in the world yet WPP continues to forge ahead. Even though we are all in possession of  the same data.

At the heart of it appears to be a simple strategy. Spread the risk , single mindedly follow one strategy and anticipate what the customer wants.  There is a separate challenge about creativity and innovation but the strategy is clear.

Multi national focus to spread risk

If they were Europe focused then they would have been in a hard place but they have spread their risks globally. In a recent conversation I had  with a longstanding WPP executive it was apparent that they  appreciate that the big money comes from multi-national companies. Of course there is disruption at a local level, but by focusing on the “big steam liner” companies they continue to go where the money is.

Strong Acquisition strategy

A key part of success has ben the strong sometimes aggressive acquisition strategy.  In the past he has  mounted hostile takeovers of some of the world’s largest advertising-related companies, including the  (£356m) takeover of JWT and the (£519m) acquisition of Ogilvy & Mather.  Most recently they have  invested in AKQA for  a reported £350m.

As they buy up more and more agencies it gets harder to follow this strategy efficiently though.

Relentless focus on the customer – anticipating market changes.

In conversations with a senior exec it was clear that they were worried a few years ago that the digital agencies were going to drive the direction for marketing agencies but  actually it is about brand relationships and starting with a  creative idea that continues to lead the agenda.

Sorrell  is 100% convinced where the future is going for media and advertising.  Digital.  He has  set a more aggressive target to get there than a number of their rivals and appears to be relentlessly following this what ever the cost.  Commenting on the AKQA investment in The Guardian Sir Martin Sorrell  said.

“I wouldn’t make any pretence that this was cheap,” he said. “Nothing good comes cheap, nothing good comes easy.


Moreno Mixtape 10. Six of the best.

So unashamedly a Record Store Day version of the Mixtape this week.

There was a buzz as everyone came out in the sun to get nostalgic, or to pick up something rare, or to be recommended something that they should hear at their favorite record shop.

You have to trace it back to where it all started.  The first single my stepbrother put on and said to me “You’ve got to hear this” She Sells Sanctuary by The Cult.

Next up an album so full of feedback but underneath it some beautiful songs, it’s the Jesus and Mary Chain. There was something about playing this on a dodgy record deck that allowed you to understand, even if your parents didn’t. Then as any good record shop did long before Amazon or Last FM, a recommendation.  “ If you like JAMC you will like this” The distorted brilliance of The Velvet Underground.

For the Moreno MixtapB-side it could only really start with The Smiths, the question was which one?  I saved to buy album after album until I had the whole of the back catalogue, spending hours in the record shop until I could afford them.  Next up the only record I have properly worn out by playing one track over and over again. Vapour Trail.  To end it had to be a 12” the white label version of Creep given to me by the manager at a gig in the early days of Radiohead in the Chelmsford YMCA.  We paid £1.60 for that ticket.

And that’s the great thing about Record Store Day; it’s all about the stories.

Happy 10th Birthday to Scarlet Mist

I first came across Scarlet Mist when I was working at Emap, managing a ticketing website.  We were introducing, on behalf of Glastonbury  the registration system, incredibly controversial at the time and I was managing all of the cross promotion and marketing on behalf of Emap.  Scarlet Mist which was set up to help swap tickets to Glastonbury festival.

It hasn’t changed much since those days as the ethos is still the same and very simple. It’s an ethical ticket exchange where it will put buyers and sellers together to trade tickets at face value.  Touts and extortionate handling fees are not tolerated.

10 years later, it has a deeply passionate community, who when you meet them to swap or buy a ticket , love Scarlet Mist and feel like they are in an exclusive club

I’ve not had the pleasure of meeting him but I believe Richard Marks the founder  is a  doctor working at the Royal Free.  A veteran Festival goer who obviously believes in what he is doing and has resisted plans to commercialise the Mist.

According to his blog the site  now has over 16,000 members and receives over 100,000 visits a year.  The last band I got to see via the Mist was Alabama Shakes, the only place to get a ticket in London and I tried very hard.

There is a  lot of great talk about “collaborative consumption” and rightly so. Creating communities and sharing resources, sometimes for profit, sometimes not. AirBnB is the most succesful example.  Setting up an exchange in 2003 was way ahead of its time.

There  is something very pure about running this as a non for profit venture along ethical lines.  It  builds emotional attachment and loyalty.  I hope it can continue as it is, although I believe it has reached a stage where the loyal community feel strongly enough to pay for the service if need be.

Here’s to the next ten years, the possibilities for Scarlet Mist are endless, but the simplicity makes it what it is.