the TrueFans AMP— Issue 119

“He could make you laugh and break your heart in the same verse. I learned more from his three-chord songs than from a lifetime of sermons.”
— Johnny Cash about Hank Williams

In This Issue... about 20 pages (about 29ish minutes to read) You'll Get... 

• Recommends— the TrueFans AMP™ Archives

• Your BIZ— To Tour or Not Tour? What’s Your Answer by the TrueFans AMP™ Team

• the Greatest Singer Songwriters of All Time— Hank Williams: Then and Now

in partnership with Rick Beato

• Feature Article— 8 Ways to Discover Your 'Why' by Heidi Scrimgeour from Psychologies

• PS from PS—  The Best Time to Tour Is When You Know Where and Why

Here’s the playlist

• Recommends— the TrueFans AMP™ Archives 

600+ Features & Recommendations.
118 Issues.  108 Issues of Posted.
2+ Years of Artist-First Gold.

If you’ve been with us a while, you know: every issue of the TrueFans AMP™ is built  for you— the working, dreaming, doing Music Artist. 

What you might not know is that every single feature, recommendation, profile, and  report we’ve published— more than two years’ worth, across 118 and 108 issues— lives online in one beautifully searchable place. 

It’s the TrueFans AMP™ Archives. 

You’ll find a link at the top of every AMP email— just tap “Read Online,” and when  that opens, look up at the navigation bar: Home | Archive | Tags | Authors | Upgrade. Tap Archive— and boom, you're in— you’ve got access to the entire collection. 

• 600+ pieces of insight, inspiration, and real-world guidance. 
• Every post that's been in the New Music Lives™ Facebook Group.
• Every Your BIZ, Recommends, and Greatest Songwriters of All Time feature.
• Every story, trend, and tool through the lens of TrueFans and the Artist-First  Revolution. 

We don’t know of another resource anywhere that gives Music Artists this much  focused, field-tested how to, why to and who to— all in one place— and all free. 

Use it like your own private Music Artist University. 

Search by Tags for topics like Touring, Marketing, Fan Connection, or Recording.

Browse by Authors to find your favorite voices and allies. 

Or just dive in anywhere— every issue holds something that can shift your mindset, spark a strategy, or light up your next move. 

The TrueFans AMP™ Archive isn’t nostalgia— it’s navigation. 

It shows where we’ve been, what we’ve learned, and how far this Artist-First  movement has come. 

Go there. Explore. Bookmark it. 

You’ll come away richer in knowledge, sharper in strategy, and more inspired than ever  to build your own Right Now Money and Fans Forever career. 

Tap “Read Online” at the top of this email, hit Archive, and start your deep dive.

• Your BIZ— To Tour or Not Tour? What’s Your Answer by the TrueFans AMP™  Team 

Touring used to be the rite of passage for every Music Artist 
Today, it’s a financial gamble few can afford. We’ve pulled the best insights from two industry veterans— Tony van Veen and Bobby Owsinski— to help you decide, with clear eyes and smart strategy, whether hitting the road still makes sense for  you. 

For generations, hitting the road was the dream. Touring meant you’d made it. But in  2025, that dream is colliding with a new, sobering reality. 

A recent Ditto Music survey of 1,500 independent artists found that 82 percent of  musicians can’t afford to tour— and 58 percent have turned down touring opportunities  for financial reasons. Even more eye-opening: nearly three-quarters (74.8%) of indie  artists have never toured at all. 

That’s where we are. The road is no longer the proving ground it once was. The big question today isn’t how to tour— it’s whether you even should. 

The New Touring Pyramid 
Music-business veteran Bobby Owsinski calls it a lopsided pyramid. 

At the top, a tiny fraction of superstars— Taylor Swift, Beyoncé, Ed Sheeran— each grossing a billion or more on their world tours. But beneath them, the 99.979 percent of working, emerging, and mid-level artists are staring at the other end of the ledger: red ink. 

Touring costs have exploded. 

• Fuel, food, and lodging prices have soared since the pandemic.
• Venue rent and insurance have jumped dramatically. 
• Fans are spending less at bars, slicing venue profit margins. 
• And there are fewer venues to begin with. Many small clubs that once anchored local scenes didn’t survive COVID, leaving a smaller pie that more artists are  fighting to share. 

When you do get the gig, the payouts are often smaller— or nonexistent. Venues  struggling to stay open offer door deals or “play for exposure” nights, and desperate  artists say yes just to stay visible. 

Van Veen puts it plainly: 

“With the exception of the top 1%— maybe the top 3%— there’s not a lot of profit in touring nowadays. Everyone thinks the other guy is making money, but there’s just not much to divide once expenses are paid.” 

The irony is painful: while global touring revenue is higher than ever, almost all of that  cash is flowing to the top 1%. For the rest, the road has become a financial sinkhole. 

The Hidden Costs No One Talks About 
It’s not just gas and hotels. It’s everything. 

Meals. Parking. Van maintenance. Gear repairs. Rehearsal space before you even leave.  Marketing, posters, digital ads. 

And that’s before you factor in the “life costs” of touring— lost income from day jobs,  rent due while you’re gone, or paying session players who can’t afford to take unpaid  time off. 

For most indie artists, touring now means dipping into savings. In fact, 75 percent of  indie musicians fund their careers out of personal pocketbooks. That’s not a strategy;  that’s survival mode. 

As one veteran blues artist told Hypebot, after 40 years and eight albums: 

“This will be the first year since 2006 we won’t be touring out of state. It’s  simply not feasible financially… There’s really no professional advantage  to spending weeks away from home anymore.” 

So… To Tour or Not Tour? 
If you’re feeling that same squeeze, you’re not alone. 

But don’t write off live performance entirely. Touring can still work— if you rethink it  from the ground up. 

Van Veen offers a practical blueprint that any indie artist can use right now: 

1. Start Local. 
Play close to home. Build roots before routes. Book yourself into restaurants, bars, beer gardens, farmer's markets— any space that welcomes live music. The gigs may be small, but the expenses are minimal: no hotel, minimal travel, and you’ll keep every dollar you make. 

2. Go Regional Next. 
Once you have a following, take short, targeted trips. Drive-up, drive-back gigs— Philly to New York, Austin to Dallas, Chicago to Milwaukee. Then expand to two- or three city weekend runs. These “micro-tours” keep your exposure growing and your costs  contained. 

3. Team Up. 
Touring with another act can cut expenses in half— gas, gear, sound engineer, even  merch tables. Split the costs, share the audience. Collaboration can be a multiplier. 

4. Sleep Smart. 
Hotels kill margins. Couch-surf when you can. Build relationships ahead of time  through local fans, social media, or networking groups. Fans love to help; kindness  compounds. 

5. Treat Merch Like Gold. 
Your merch table is your profit center. 

• A CD that costs $2 to make sells for $15: 80% profit. 
• A t-shirt printed for $5 sells for $25: 75–80% profit. 
• Vinyl pressed for $8 sells for $25: 60% profit. 

A few dozen sales can pay your gas, meals, or next recording session. Stock smart,  design great, and make it part of your show. 

The Skills You Still Gain on Stage 
While the economics are brutal, Owsinski warns that skipping the stage altogether has a hidden cost: 

“The real shame is that young artists no longer get the chance to hone their  skills in front of audiences the way previous generations did.” 

Those late nights in small rooms, learning how to hold attention, read a crowd, recover  from a mistake— that’s your graduate school. You can’t get that kind of education from  YouTube analytics or livestream views. 

So yes, touring may be a money loser short-term— but it can still be a growth  investment if you treat it as training, not just transaction. 

Rethink What Touring Means 
Maybe the better question isn’t Can I afford to tour? 

Maybe it’s What do I want touring to do for me? 

If your goal is connection— building real fans, real data, and real cash flow you can  reinvent touring in ways that make sense for this era: 

• Local residencies. One venue, one night a week, low stress, steady income.
• Pop-up shows. Partner with small businesses, breweries, or community events.
• Hybrid events. Combine your show with fan meetups or livestreamed sets.
• TrueFans Connect-style gigs. Let fans tip, scan, and connect instantly— owning  the relationship, not renting it from a platform. 

Remember: touring isn’t just about the miles you drive. It’s about the connections you  make and keep. 

a TrueFans Perspective: The New Touring Equation 
At the TrueFans AMP™, we believe in the Artist-First Revolution— and that means  making informed choices about when, how, and why to tour. 

If you go, go intentionally. 
Run the numbers. Budget the merch. Know your margins. 
And always link every show to fan growth— emails, texts, follows, and your direct  TrueFans Connect data. 

If you stay home, use that time to double down on online fan building, songwriting, and  new revenue streams. Touring is a tool, not a badge of honor. 

The smartest Music Artists today aren’t just asking “Can I tour?” 
They’re asking “Does touring move me closer to sustainable success?” 

Because in this new era, success isn’t measured in miles— it’s measured in fans. 

TrueFans Takeaway: 5 Questions to Ask Before You Tour 

1. What’s my goal— profit, promotion, or growth? 
2. Can I afford to lose money and still move forward? 
3. How will I capture and keep new fans at every stop? 
4. What can I sell on the road to cover costs? 
5. Is there a smarter way to achieve this same goal locally or digitally? Answer those honestly, and your answer to “To Tour or Not Tour?” will be clear. 

Sources: 
Adapted from Can Independent Artists Afford to Go on Tour? by Tony van Veen (Disc  Makers Blog, May 9 2025) and 82% of Musicians Can’t Afford to Tour by Bobby  Owsinski (Hypebot / Music 3.0, Feb 4 2025). 

About the Authors 

Tony van Veen is CEO of DIY Media Group, parent of Disc Makers and BookBaby. A  lifelong musician, he’s spent decades helping independent artists make and sell their  music. 

Bobby Owsinski is a producer, engineer, and author of 24 books on music production,  AI, and the modern music business. He writes the Music 3.0 blog and frequent Hypebot  columns. 

• The 100 Greatest Singer Songwriters of All Time— Hank Williams: Then & Now 

Editor’s Intro 
One hundred issues ago, we kicked off a new idea— to honor and learn from the  Greatest Singer Songwriters of All Time. That first profile was raw, heartfelt, and full of  promise— like a demo that hinted at the hit it could become. 

Now, a hundred issues later, we’re back where we started, only wiser, sharper, and more tuned to the Artist-First ear. 

So here’s a fun “Then & Now” look at the man who made country music cry, dance, and pray all at once. 

__________  

THEN— from the AMP Archives Issue 19 December 6, 2023 

• the 100 GREATEST SINGER SONGWRITERS of All Time 
We're adding a new feature to the AMP. Each week we'll profile one of the 100 Greatest Singer Songwriters of All Time from Rolling Stone's list published back in 2015. We'll  also publish our weekly selection in the NewMusicLives™ Group on Facebook, along  with one of the artist's most memorable tracks. 

HANK WILLIAMS 

“Candid. Passionate. Captivating. Hank Williams set the stage for the modern  country star. Williams sang brutally honest songs about his life in the  language of the everyman. His straightforward approach earned him a  following that has stayed loyal throughout the years.” 
— Rock and Roll Hall of Fame (1987) 

An American singer, Songwriter, and musician, Hank Williams is regarded as one of the most significant and influential American singers and songwriters of the 20th century,  he recorded 35 singles (five released posthumously) that reached the top 10 of the  Billboard Country & Western Best Sellers chart, including 11 that reached No. 1 (three  posthumously). 

Born and raised in Alabama, Williams was given guitar lessons by African-American  blues musician Rufus Payne in exchange for meals or money. Payne, along with Roy  Acuff and Ernest Tubb, had a major influence on Williams's later musical style. Williams began his music career in Montgomery in 1937, when producers at local radio station WSFA hired him to perform and host a 15-minute program. He formed the  Drifting Cowboys backup band, which was managed by his mother, and dropped out of  school to devote his time to his career. When several of his band members were drafted  during World War II, he had trouble with their replacements, and WSFA terminated his  contract because of his alcoholism. 

Williams married singer Audrey Sheppard, who was his manager for nearly a decade.  After recording "Never Again" and "Honky Tonkin'" with Sterling Records, he signed a  contract with MGM Records. In 1947, he released "Move It on Over", which became a  hit, and also joined the Louisiana Hayride radio program. One year later, he released a  cover of "Lovesick Blues", which carried him into the mainstream. After an initial rejection, Williams joined the Grand Ole Opry. He was unable to read or notate music to any significant degree. Among the hits he wrote were "Your Cheatin' Heart", "Hey,  Good Lookin'", and "I'm So Lonesome I Could Cry". 

Years of back pain, alcoholism, and prescription drug abuse severely compromised  Williams's health. In 1952, he divorced Sheppard and married singer Billie Jean Horton.  He was dismissed by the Grand Ole Opry because of his unreliability and alcoholism.  On New Year's Day 1953, he suffered from heart failure and died suddenly at the age of  29 in Oak Hill, West Virginia. Despite his relatively brief career, he is one of the most  celebrated and influential musicians of the 20th century, especially in country music. 

Many artists have covered his songs and he has influenced Elvis Presley, Bob Dylan,  Johnny Cash, Chuck Berry, Jerry Lee Lewis, George Jones, George Strait, Charley  Pride, and The Rolling Stones, among others. Williams was inducted into the Country  Music Hall of Fame in 1961, the Songwriters Hall of Fame in 1970, and the Rock and Roll Hall of Fame in 1987. The Pulitzer Prize jury awarded him a posthumous special citation in 2010 for his "craftsmanship as a songwriter who expressed universal feelings with poignant simplicity and played a pivotal role in transforming country music into a major musical and cultural force in American life". 

Tap to listen to Hank Williams': Lost Highway 

To visit the 100 Greatest Singer Songwriters of All Time on the MusicThisDay.com  website, tap the link: https://www.musicthisday.com/lists/people/the-100-greatest songwriters-of-all-time 

__________  

NOW...  

• the Greatest Singer Songwriters of All Time: Hank William the Hillbilly  Shakespeare 

“If you want to know what the human heart sounds like when it’s breaking,  listen to Hank Williams.” 
— Bob Dylan 

Before there were country stars with stylists, stadium tours, and sponsorships, there was  a skinny kid from Alabama with a guitar, a bad back, and a bottomless well of feeling.  Hank Williams wrote pain, joy, loneliness, and longing so cleanly they sounded eternal.  His songs didn’t just chart— they carved the emotional vocabulary of American music. 

“Hank Williams is the root of it all. You trace country, rock, or soul, and  somewhere down that road you hit Hank.”  
— Emmylou Harris 

The Voice That Built a Genre 
Born in Mount Olive, Alabama in 1923, Hiram “Hank” Williams learned from street  bluesman Rufus “Tee Tot” Payne— blending Black Blues phrasing with white country  storytelling. That fusion became the DNA of honky-tonk. 

“He wrote the book— the rest of us are just footnotes.”  
— Kris Kristofferson 

By his early twenties, Hank was fronting The Drifting Cowboys, broadcasting on WSFA radio, and writing songs that made hard lives singable. Move It On Over (1947) cracked  the charts; Lovesick Blues, Your Cheatin’ Heart, Cold Cold Heart, I Saw the Light, Jambalaya, and I’m So Lonesome I Could Cry followed— eleven #1s, 35 Top 10s. 

“You got to have smelt a lot of mule manure before you can sing like a  hillbilly.” 
— Hank Williams 

It wasn’t polish; it was presence. 

The Cost of Feeling Everything 
Fame came fast, and so did the fall. Chronic pain, alcohol, and pills shadowed his  genius. His turbulent marriage to Audrey Sheppard fueled both heartbreak and hits. The  Grand Ole Opry fired him in 1952 for unreliability. 

On New Year’s Day 1953, en route to a show in Canton, Ohio, Hank died in the back  seat of his Cadillac. He was 29. The coroner wrote “heart failure.” America wrote  elegies. 

The Legacy That Wouldn’t Die 
Hank Williams didn’t invent country music— he simply defined it. Every singer who  ever turned heartache into melody owes him rent. His songs have been covered by Elvis  Presley, Ray Charles, Johnny Cash, George Jones, Norah Jones, Charley Pride, and The  Rolling Stones. 

“Every heartache I ever had, Hank already sang it.”  
— Willie Nelson 

In 2010, the Pulitzer Prize board honored him “for his craftsmanship as a songwriter  who expressed universal feelings with poignant simplicity.” Hank said:  

“If a song can’t be written in 20 minutes, it ain’t worth writing.”  He wrote fast— but he wrote forever. 

Why He Still Matters (Especially to You) 
If you’re a True Fan Music Artist— writing songs, gigging small rooms, building your  base one heart at a time— Hank Williams is your ancestor. He proved that raw honesty  travels farther than marketing ever will. 

“Nobody ever said more with fewer words.”  
— Bruce Springsteen 

He had no algorithm, no playlist pitch, no digital push. What he had was connection. Listeners felt he was singing to them, not at them. That’s the essence of Artist First. Half a century later, every time a Songwriter reaches for a guitar to confess something  too fragile to say out loud, Hank’s spirit pulls up a chair. 

Awards & Afterlife 

• Country Music Hall of Fame (1961) 
• Songwriters Hall of Fame (1970) 
• Rock and Roll Hall of Fame (1987) 
• Pulitzer Prize Special Citation (2010) 

Not bad for a man who couldn’t read music. 

Tap to Listen to: I’m So Lonesome I Could Cry 

a few more Tributes  

“The starting point of any kind of songwriting for me was Hank Williams.  He was the first poet I heard.”  
— Bob Dylan 

“Before Elvis, there was Hank Williams. He showed us what truth in a song sounds like.”  
— Keith Richards 

“Hank taught me that pain can be art if you tell the truth. He never hid the  hurt— and that’s why we still listen.” 
— Lucinda Williams

in partnership with Rick Beato

• Feature Article— 8 Ways to Discover Your 'Why' by Heidi Scrimgeour from  Psychologies 

In your journey as a Music Artist especially a Singer Songwriter, understanding the 'why' behind your creative business is not just beneficial— it's essential.  

This inner compass, your core reason for creating music, is a powerful source of  inspiration and direction. For artists navigating the complexities of the music industry,  knowing your 'why' offers more than just clarity; it becomes the driving force that fuels  your creativity and perseverance. 

Why is 'why' so important? 
Imagine your musical journey as a voyage across the vast ocean. Your 'why' is the  guiding star that keeps you on course through storms and calm seas alike. It's what  makes the difference between creating music that resonates deeply with your audience  and simply going through the motions. When you're clear about why you write,  compose, and perform, every note carries a piece of that purpose, making your music  more authentic and impactful. 

For independent Music Artists, the significance of this understanding is even more  pronounced. In an industry where external validation can be fleeting and fickle, your  'why' is the steadfast anchor that keeps you grounded. It helps you navigate through  challenges and stay true to your artistic vision, irrespective of current trends or  commercial pressures. This alignment with your inner purpose not only empowers you  artistically, but also opens doors to genuine connections with your audience, creating a  foundation for lasting success and fulfillment. 

As you dive into the article below, "8 Ways to Discover Your 'Why'," reflect on the  transformative power of this simple yet profound question. Embrace the journey of  uncovering your unique motivations and watch how this knowledge invigorates every  aspect of your music career, from songwriting to performance, from engagement with  your fans to the choices you make in your life and work. Explore together with writer  Heidi Scrimgeour how understanding your 'why' can illuminate your path, inspire your  creativity, and amplify the impact of your music. 

__________ 

8 Ways to Discover Your 'why' 
by Heidi Scrimgeour from Psychologies 

Let your passions and values signpost your sense of purpose, and be the catalyst for  lasting change.  

Have you ever tried to adopt a new habit by force of will, only to feel like a failure when you later accept that you haven’t followed through? It’s an all-too-familiar pattern to  me, and one that often follows a declaration of intention to create change in our lives.  It’s why costly gym memberships often go unused, and why so many New Year’s resolutions fade before January is even over. But a process commonly called ‘finding your why’ can reportedly help to turn resolutions into habits, and turn habits into life  transformation. 

‘Your why is your internal motivation, and it is tied to your values and your identity.’ 

‘Your why is basically the reason you do what you do— why you get up in the morning, why you work to earn money, why you keep trying when things look hopeless,’ explains psychologist Nova Cobban. 

With any goal, keep asking the question ‘why’ until you can go no further, advises  Georgie Shears. ‘This technique can help break through surface-level motivations and  get right to the heart of why you really want to achieve that goal’ 

Here are eight ways to discover exactly what it is that fuels you. 

1. Notice what you’re naturally good at 
Everyone has something they seem to be great at without even trying. Recognizing these things is a great guide to what you easily flow with. Not only will this give you a lovely confidence boost, but it will also guide you in a direction that could lead to really  fulfilling work and a meaningful life. 

2. Get Outside
Go for walks, runs, dog walks or bike rides. Moving our bodies in the calm and quiet  can be surprisingly revealing. Being out in nature helps you to shift stale, stagnant  energy and shed daily stressors, helping you to reconnect with your inner self and making it much easier to tap into your why. 

3. Recall times of joy 
Think back to some of your most joyful memories. What were you doing? Why was it so joyful? These are the activities and experiences that obviously resonate with your  inner self, and they can really help point you toward your why. 

4. Visualise success 
Imagine a future where you feel successful and content. What are you doing? Who are  you with? What impact are you making? These visions are an incredibly reliable guide  to your deeper goals and aspirations. 

5. Define your values 
Get clear on what’s most important to you in life. Whether it’s honesty, creativity, or  connection, understanding your values is a big step in aligning your life with your  personal truth, anchoring to your why. 

6. Consider your legacy 
Think about the mark you want to leave on the world. How do you want to be  remembered? This will provide a clear view of what truly matters to you. 

7. Ask big questions 
Take the time for some honest soul-searching. What would you do if you weren’t  afraid of the ‘what ifs’? What would you do if money, time, or any other resources were  no obstacle? 

8. Reflect on pivotal life moments 
Really look into any pivotal points in your life. What choices did you make, and why?  Understanding your past decisions during times of change can be really informative. __________  

About Heidi Scrimgeour 
Heidi Scrimgeour is a UK-based journalist and features writer whose work appears in  Psychologies, The Guardian, The Telegraph, The Independent, Marie Claire, and other  major outlets. She specializes in writing about psychology, relationships, lifestyle, and personal growth— translating complex emotional and social topics into relatable, real world stories. A former editor and long-time contributor to Psychologies, Heidi’s work explores how people live, love, and thrive in a fast-changing world. Sign up to Psychologies weekly newsletter here:  

https://www.psychologies.co.uk/newsletter-signup/ 

• PS from PS— The Best Time to Tour Is When You Know Where and Why

Touring isn’t dead— blind touring is. 
The artists who win on the road today aren’t the ones playing the most shows; they’re  the ones playing the right ones. 

At TrueFans AMP™, we believe the best time to tour is when three things align: you know where your fans are, you know why you’re touring, and you have a plan to  make every mile count— financially and relationally. 

“The road no longer rewards guesswork. It rewards data, strategy, and  timing.” 

Touring Without a Plan Is Just a Road Trip 
If your audience isn’t there, your “tour” becomes an expensive adventure. Smart artists start from fan location, not fantasy. 

Before you print posters or rent a van, ask: 

• Where are your listeners streaming from? (Spotify for Artists, Apple Music for  Artists) 
• Where are donations and engagement coming from? (TrueFans Connect shows  you instantly.) 
• Where can you actually fill a room— even a small one? 

“The goal isn’t to play everywhere. It’s to play where it counts.” 

Link Every Tour to a Release 
Touring without a product to promote is like fishing without bait. 
The most profitable tours are synced to something tangible— a single, an EP, or an  album that gives every live moment purpose. 

Every ticket sold, every fan scanned, every donation made through TrueFans Connect can fuel your next release: 

• Build buzz locally before launch. 
• Sell exclusive merch or pre-orders at shows. 
• Capture fan data for post-tour marketing. 

“In 2025, the tour isn’t the destination— it’s the engine.” 

Minimize Costs, Maximize Return 
Touring is tough— but winnable. The smartest artists today are operationally lean and  digitally smart: 

• Geo-target your route. 
• Bundle shows around key events. 
• Partner with venues that share marketing costs. 
• Use TrueFans Connect at every show for instant fan support. 

Every night should build Revenue and Relationships, not just miles. 

Tour With Intention— Not Obligation 
The real question isn’t Should I tour? 

It’s Will touring move my career forward right now? 

Sometimes the best move is a six-city micro-tour. 
Sometimes it’s a hometown residency. 
Sometimes it’s staying home to grow your digital base until demand pulls you out  naturally. 

Touring is no longer a rite of passage— it’s a strategic phase of your business. 

In the End 
Before you hit the road, ask: 

“Do I know where my fans are— and do I have a reason to go meet them  now?” 

When the answer is yes, that’s when it’s time to tour. 
Not because it’s tradition— because it’s strategy. 

Until we speak again 

Thanks for reading. Give us your feedback.

And PLEASE, if you've got any Singer Songwriter friends, pass the AMP on, because... It’s Time... for a Change. Big Time. Past Time...