Aaliyah VIBE cover Aaliyah VIBE cover

Aaliyah's 2001 VIBE Cover Story: 'What Lies Beneath'

WHAT LIES BENEATH?

With a new album and the romantic lead in the upcoming Anne Rice-adapted flick Queen of the Damned, Aaliyah is ready for superstardom. But don’t think you can get too close to her. Hyun Kim tried and found out that some things are best left alone.

Illustration: Alvaro | Styling: Angela Arambulo

 

Aaliyah lives the perfect life. To hear her tell it, she wouldn’t change a thing. “This is what I always wanted,” she says of her career. “I breathe to perform, to entertain, I can’t imagine myself doing anything else. I’m just a really happy girl right now. I honestly love every aspect of this business. I really do. I feel very fulfilled and complete.” It’s true that a young woman with a burgeoning career in music and film might as well be ecstatic about her life. In fact, there’s nothing more annoying than hearing some spoiled star whine about the pitfalls of success. So, while Aaliyah’s comments are refreshing, you can’t help but wonder if things sound, well, too good to be true. She speaks like a veteran politician – well prepared and press savvy, like she’s reading from an unseen teleprompter. Of course, 22-year-old Aaliyah has been preparing for stardom since childhood. And now that she’s made it this far, it’s impossible to determine when she’s in performance mode, or just honestly being herself. A trained actress who is quickly becoming a hot property in Hollywood, Aaliyah has mastered the art of hiding herself from the public. It started back in the day, when she always rocked dark sunglasses. Because her eyes were rarely seen, a rumor quickly spread that she had a lazy or glass eye. She soon took to covering just her left eye with her long, straight, black hair. She hid again when, at 15, reports of her marriage to 25-year-old mentor and producer R. Kelly – the story broke in the December ‘94/January ’95 VIBE – scandalized the R&B world. If you bring up the marriage with her, she sort of changes the subject. And we’re left searching dying for a glimpse inside this intriguing, mysterious woman. *** It’s a bustling Thursday evening in May, and Aaliyah is lacing up her clunky bowling shoes at the AMF Chelsea Piers Lanes in New York City. She goes unnoticed by the rowdy, drunken group of Wall Street types in the next lane. Her tight, red sleeveless top and slightly faded blue jeans give more of a girl-riding-the-subway look than girl-on-MTV. She playfully tiptoes to the line and stomps her feet when her ball ends up in the gutter. But somehow you get the feeling that she isn’t particularly interested in rolling strikes either. She barely pays attention to her score, listed under the name Baby Girl. Aaliyah’s entourage – her stylist, makeup artist, and hairstylist – are more engaged than she is. The entire scene feels very staged, starring Aaliyah as the around-the-way superstar who’s kicking it with her peoples. “I like the simple things in life,” she insists. “When I have time, I stay home a lot, do things like this or play laser tag. I’ve always been a homebody.” It couldn’t have been scripted any better. Brooklyn-born, Detroit-raised Aaliyah Dana Haughton has been playing her roles well for as long as anyone can remember. All it took was a one-line speaking part as an orphan in her first grade’s production of Annie to convince Aaliyah that performing was her… From ages 8 to 9, she would sing Stevie Wonder and Whitney Houston songs at weddings around Michigan. A faithful watcher of Star Search, Aaliyah was dying to compete on the show. At 11 years old, she got her shot. She sang “My Funny Valentine,” lost, and cried. Ed McMahon, the host of Star Search, who introduced the world to Justin Timberlake, Destiny’s Child, Britney Spears, Christina Aguilera, and countless others, recalls Aaliyah’s performance. “There’s a thing that you see when somebody walks out on the stage,” he says. “I call it the fire. They got that inner fire, which has nothing to do with the schooling, nothing to do with the teacher, nothing to do with the parents. There is a desire in that person to please the audience. You see enough of it to recognize it. And that’s what I saw with Aaliyah.” It wasn’t long before she recovered from her Star Search loss and hit up the stage again. Her uncle, Barry Hankerson, was married to Gladys Knight when he took his then 11-year-old niece on stage to perform with the R&B legend for five nights at Bally’s Las Vegas casino. Knight would call Aaliyah out to perform “Home” and then duet with her on “Believe In Yourself.” Soon after, Hankerson introduced his niece to R. Kelly, whom he was managing. Kelly ended up writing and producing 15-year-old Aaliyah’s 1994 debut Age Ain’t Nothing But A Number. Her life as a shy schoolgirl from an upper-middle-class neighborhood was officially over. Not that she cared. Aaliyah is not one of those former child stars who complains of missing out on the innocence of adolescence. So what if she had a full-time bodyguard attending classes with her at Detroit High School for the Fine and Performing Arts? She was living her dream, right? Well, sort of. While she enjoys performing and being a celebrity, she doesn’t want the extra strings – like reporters probing her deepest fears and desires – that come with the package. She makes sure to give only the “Right” answers, because she wants to hold onto whatever is left of her private life. So she only alludes to her relationship with R. Kelly when she says, “Of course, everybody’s had hard times. I’ve had hard times. I don’t really think I will go into detail as to what it was. But when you go through something so painful, it just helps you become a stronger person.” When asked if she’s ever been in love, she says with a bright smile, “Private life! I don’t want to share that.” She’s like the Teflon diva, nothing ever sticks to her. After Kelly, rumors linked her romantically to Ginuwine, Jay-Z, and, most recently, the co-CEO of Roc-A-Fella Records, Damon Dash. In May, Aaliyah hosted a bash for Dash’s 30th birthday at a New York City club where they were spotted together; one person said they were “inseparable” – he even walked her to the bathroom. “I think rumors are hilarious,” she says. “I don’t pay any attention. It goes in one ear and out the other. When you’re in the business, you hang out with people, and people are like, ‘I wonder, are they seeing each other?’ I never dated Jay. I never dated Ginuwine. Damon and I are very good friends. I’ll keep it at that right now.” It’s hard to believe her when she’s wearing a small platinum and diamond Roc-A-Fella pendant on her neck. She claims that it’s hers and that it’s “just a little symbol of a record” and changes the subject, insisting that she’s briefly dated just two men in her whole life. Over the course of her career, the only thing Aaliyah has seemed willing to reveal about herself has been her highly touted body. Her slim frame has become a favorite from fashion figures to frat boys. “She made that hip hop look sexy for women wearing men’s clothes,” says Andy Hilfiger, who cast Aaliyah in the 1996 Tommy Jeans ad campaign also featuring Mark Ronson and Kidada Jones (daughter of VIBE founder Quincy Jones). The ads showed Aaliyah sporting men’s boxers under baggy jeans with a tight tube top. “It created a whole new look,” says Hilfiger. “It was sexy but classic.” By the time the sultry One in A Million hit in 1996, Aaliyah’s sound and look became a lot more mature and darker. Searching for a new style, Aaliyah’s mom suggested her daughter cover her left eye with her hair just like her mom’s favorite classic film actress Veronica Lake. It gave the 18-year-old an enigmatic touch. “She’s got an incredible sense of style, maybe the best of anybody I can think of,” says MTV’s Carson Daly. “She’s really cutting edge, always on step ahead of the curve. [The TRL audience] looks to Aaliyah to figure out what’s hot and what’s new.” She doesn’t have the best figure or best voice, but it’s the way she uses what she has that makes her so alluring. “When we dance together, it’s like synchronized swimming,” says Fatima, Aaliyah’s choreographer. “She is naturally sexy without effort.” Aaliyah’s singing voice, while not all that powerful, sounds like she’s whispering in your ear from the pillow next to yours, slowly seducing you over Timbaland’s simmering beats. “My mother always said that she feels like I always had sex appeal,” Aaliyah says. “Even when I was very young, when I would take pictures, there was something sexual about me. I do feel sexy for sure. I embrace it, and I’m comfortable with it. I enjoy it.” This confidence, her mastery of her assets, is what landed Aaliyah, who had no previous film experience, a costarring role with Jet Li in last year’s Romeo Must Die. Combining hip hop (the movie also featured DMX) and kung fu, Romeo had the perfect formula for box office success. But the critics tore up the highly remixes Shakespearean plot for both its simplicity and lack of any romantic chemistry between Li and Aaliyah. “This movie needs a screenplay,” critic Roger Ebert wrote.

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Let Jacquees Tell It, He’s The Jodeci Of This R&B Game

Rodriquez Jacquees Broadnax doesn’t want to be the bad guy of R&B. He says this with a sinister, yet warm smile. With year-end debates taking over social circles, Jacquees wants all the flowers for his glowing debut, 4275. “I ain't never had a year like this, I got one of those careers and lives that keep going like this,” he says, as he raises his iced out wrist to draw his progression. “It keeps going up, my sh*t just keeps going up.”

At 24 years old, the singer knows a thing or two about the ever-changing genre. Nearly half of his life has been dedicated to music, specifically to quiet storm-like sounds that now take on new meaning in our adult love lives. He’s hibernated under the radar for some time with his 2014 debut EP 19 and released gentle falsettos and big name features with Chris Brown, Ty Dolla $ign and Trey Songz along the way.

But between his accolades, he’s been condemned for his favorable “Quemix” of Ella Mai’s “Trip” and now, his self-proclaimed status of “The King of R&B” for his generation.

"I just wanna let everybody know that I'm the king of R&B right now," Jacquees said in an Instagram post on Sunday (Dec. 9). "For this generation, I understand who done came and who done did that and that and that, but now it's my time. Jacquees, the king of R&B.”

R&B artists like J. Holiday and Pleasure P shared their two cents on the matter while the game’s most elite like Tank, Tyrese and Eric Bellinger dropping stacks of knowledge on the gift of consistency, respect, and talent. But Jacquees has these things and then some with legends like Jon B., Donell Jones and Jermaine Dupri in his corner. Despite quick reactions from his peers, Jacquees is confident in nature and proud of his space in the game.

“I think I'm the leader though, as far as males go, I think I'm the number one,” he tells VIBE, just days before his “King of R&B” comments went viral. “You're talking about R&B young dudes who understand who goin’ [at] it, [but] who are they going to put in the front? I believe everyone will say Jacquees.”

Jacquees’ music is just a branch of what R&B has evolved into. Over the years, artists like SZA, H.E.R., Daniel Caesar, The Internet, Miguel and many more have flipped the genre on its head by churning out music that not only speaks to the soul, but to their vocal abilities. Successful R&B records aren’t confined to rap guest verses and traditional instruments now take center stage. But Jacquees sits in an interesting space seeing as his style caters to a grey area of folks who just heard their first Monica album yesterday and now appreciate a good nayhoo like the rest of us.

With hopes to release his sophomore album in February 2019, Jacquees chats with VIBE about his confidence, making 7275 and why he’s the perfect leader for R&B today.

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What have you learned about yourself as a human and an artist in 2018?

Jac

quees: This was my biggest year. I made the most money I’ve ever made. I dropped my album and was able to take care of my family. I ain’t never had a year like this and I thank God for that. I got one of those careers and lives that keep going like this, (slowly raises a hand to the ceiling) It keeps going up, my sh*t just keeps going up.

I think I learned about my whole self in 2018. Being that it was my biggest year, I went through a lot of stuff personally, but I think the biggest thing for me was listening to other people but also trusting myself. I have a strong mind so more of listening to myself helped.

Do you think you're the good guy or the bad guy in R&B?

Who do you think I am?

I think you’re a sweetie.

I don’t wanna be the bad guy, I’m a good guy. I’m easy to deal with. I’m a sweetie, but ain’t sh*t sweet though. (Laughs)

You have a lot of ‘90s and 2000s influence in your music. Do you ever feel you might sound dated, or do you think you’re bringing new sounds into the genre?

I just think I'm bringing a whole new sound. When I was younger, someone told me if you switch up what you’re doing, someone else is going to do it and you’re going to be pissed off. Just stick with it. When I was 14, everyone was telling me I needed to make club records but I didn’t want to do it. I remember CEOs saying, “Just let Jacquees do that [what he wants,]” because it’s a clock.

I figured out how to get my records at the club without changing who I was. I remember making “B.E.D.” and finding my flow on my project 19, you know? That’s when I got my swag.

What does love look like to you right now?

I think about a family. I think about me, a girl, a kid or something, like a whole family. One day I’m going to have it. I’ll still be in the game but I’ll say, “Yeah, that’s my wife over there with our son and daughter.” I'm getting older, too. I’ve been in the game for 10 years for real, but I’ll be 25 next year and soon they’ll be a little Jacquees.

There are a lot of layers in today’s R&B, especially in the mainstream resurgence it’s had. In that, there aren’t as many young male black vocalists being pushed to the forefront. I want to know your thoughts on where you exist in the genre today.

I think there's a big wave coming back right now because even if R&B didn't die down they weren’t promoting it that heavy. Artists were making songs, they just weren’t being acknowledged on a mainstream level. I think the game is really putting R&B back on top. You know, you’ve got artists like me, Tory [Lanez], Ella Mai, H.E.R., so many people, you know what I’m saying? Of course, you had Chris [Brown], Trey [Songz], all of them but that’s when we were in school. It’s a new time, ain’t no big male R&B singers.

I think I'm the leader though, as far as males go, I think I'm the number one. You're talking about R&B young dudes who understand who goin’ [at] it, [but] who are they going to put in the front? I believe everyone will say Jacquees. They’re not rugged like me. You’ve got Jodeci and Boyz II Men. I’m Jodeci, they’re all Boyz II Men. I’m street, they’re not street like me. You can hear it in their voice. There’s a difference.

It’s no disrespect to nobody because they’re all my friends, but I still wanna be number one. If we’re playing the game and I lose, I’ll be mad as hell but I’m still a good person. I just want to win.

As you should. Everyone wants to make the best music they can–

But I ain’t no hater either. The game is like a sport. The game is like high school. I remember being at this year’s BET Awards and seeing certain singers and thinking, ‘Oh, they’re seniors.’ I knew I was a freshman, but I saw Meek and all of them thought, “He’s a senior.’ You know how it is when you walk through school in the first year. Then the second you’re like, “I’m the ni**a now.”

When I did the Soul Train Awards in November, I felt like a sophomore that everybody knew. They knew me from my freshman year, but this time I’m playing varsity.

You’ve said before you want to do this for a long time–

Yeah, I want to make music forever and it’s my choice. I want to make enough money for me to turn down shows because now, I have to take everything I get. I always tell artists, you got this much time to make this much money. Because after that, sh*t’s closed. I've seen it happen.

For me, I know I got longevity in this game because I'm an R&B singer and a lot of R&B singers have longevity if you take care of yourself, you know what I'm saying? Even rappers, you know what I'm saying? You keep that flow going, don't do no lame sh*t, you know you’re stick around.

How do you take care of yourself?

You gotta take care of your health. That's number one. Your mind and your health is your biggest thing. Keeping good people around you...stay in good spirits with me. I like to keep good people around me. I like people around me [who] make me laugh. Smile, I don't really like people around me that I got to be like, “What's going on?” I just like people who are themselves.

Stream 4275 below.

READ MORE: Tyrese, Usher And Others Reacts To Jacquees' Claim That He's The King Of R&B

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Music Sermon: The Groundbreaking Sprite and St. Ides Hip-Hop Campaigns

Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. We understand that hip-hop culture is essentially the root of everything cool and hip in culture, period, and it’s been commodified and appropriated within an inch of its life. But in the early ‘90s, the genre was far from Madison Avenue-friendly. Aside from the groundbreaking deal between Adidas and RUN DMC, brands didn’t yet see full value and impact of hip-hop…except in the food and beverage industry.

Beverage companies centering campaigns for the urban demo around black music was nothing new; Coca-Cola had ads featuring artists such as New Edition and Anita Baker singing their hearts out for the cola in the ‘80s, and Schlitz Malt Liquor had a legendary – and hilarious - run of spots featuring The Commodores, The Four Tops, Teddy Pendergrass and more through the ‘70s and early ‘80s. However, in the early ‘90s two brands put their entire business on hip-hop’s back, by not only building their brands but spring-boarding the recognition of the music and artists as a marketing and advertising tool: Sprite soda and St. Ides malt liquor.

In the ‘80s, Sprite was languishing behind competitor 7Up when parent company Coca-Cola decided to focus on the youth market, and the quickly growing hip-hop culture was part of the strategy. African-American ad agency Burrell Communications tagged hip-hop acts for a series of spots that began a long-standing marriage between the brand and the culture, starting with Kurtis Blow in 1986. It was one of the first national TV ads to feature a rapper.

KURTIS BLOW - 1986

In 1990, the brand kicked off the “I Like the Sprite in You” campaign, using rap acts that matched the soft drink’s bubbly energy, starting with Heavy D & the Boyz before partnering with Kid ’n Play the following year. The ads featured the artists clad in lemon-lime fare, rhymin’ about lymon.

HEAVY D - 1990 KID’N PLAY – 1991

With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. Edgy. Also, this was catchy as hell.

KRIS KROSS - 1993

Then in 1994, a young brand manager from Clark Atlanta University named Darryl Cobbin had an idea for a new direction: Gen X was about authenticity and independence of thought, not following the hype. Sprite ditched the pop-friendly crossover acts and identified more “authentic” rap artists – lyricists with street and cultural cred – to rep the brand. “Lymon” was also out of the window, as they moved away from marketing taste and towards marketing attitude. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile “Where You At?” campaign.)

Gone were the bright yellow and green sets, because while the new slogan said, “Image is nothing,” it was all about image. Bright and shiny was traded for dark and gritty. Now we were in the studio; a fly on the wall for freestyle sessions. In the first spot of the series with Grand Puba and Large Professor, Puba closes with “First thing’s first, obey your thirst.” It’s legend even within Coca-Cola that Puba ad-libbed the phrase that then became the brand’s tagline that remains to this day.

GRAND PUBA & LARGE PROFESSOR - 1994 PETE ROCK & CL SMOOTH – 1994 A TRIBE CALLED QUEST – 1994

The “Obey Your Thirst” spots also took us the street corner, the club, and inside the ring when Sprite resurrected the legendary KRS One vs. MC Shan battle.

KRS ONE & MC SHAN - 1996 NAS & AZ – 1997 THE LOST BOYS – 1997

By the late ‘90s Sprite had spent roughly $70M on the “Obey Your Thirst” campaign, tripled sales, and commanded a majority market share of the citrus category (which also included 7Up, Sierra Mist, and Mountain Dew).

Sprite had also succeeded in becoming an official and established part of the culture. They were family. The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns.

KOBE BRYANT, TIM DUNCAN & MISSY ELLIOTT – 1998

Near the end of the decade, Sprite explored the overlap between hip-hop culture, comics and martial arts with a series of posse spots based on Voltron (representing all hip-hop regions) and the 5 Deadly Venoms (with all female emcees).

VOLTRON SERIES - 1998 5 DEADLY VENOMS SERIES – 1999

Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. We’ve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BET’s hip-hop cyphers. They revitalized the “Obey Your Thirst” campaign with Drake in 2010 and paid homage to the greatest lyricists in rap with the “Obey Your Verse” campaign featuring iconic rappers and cans with classic lyrics in 2015.

SPRITE "Obey Your Verse - Cooler" (starring Rakim) from SHOUT IT OUT LOUD MUSIC on Vimeo.

St. Ides’ run with hip-hop doesn’t have the same happy ending as Sprite’s. The brand’s usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits.

For St. Ides, hip-hop was the brand campaign. It’s how they built their business. The brand was introduced in 1987 and their rap campaigns launched in 1988. The malt liquor 40 oz., with significantly higher alcohol content than beer at around a $2 price point, was already a staple in lower-income neighborhoods and hip-hop culture. The “Crooked I” capitalized on that.

Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. Pooh lined up a veritable who’s who of additional West Coast rappers over the years, including Geto Boys, Cypress Hill, Warren G, Snoop and Tupac; plus the thorough-est from the East, including Eric B and Rakim, Wu-Tang Clan, Biggie and EPMD.

EPMD & ICE CUBE - 1991 GETO BOYS & ICE CUBE – 1992 ERIC B & RAKIM - 1992

Unlike Sprite’s campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow.

ICE CUBE – 1993 MC EIHT – 1994 NOTORIOUS B.I.G. – 1995

Complex even named Wu-Tang’s St. Ides spot “Shaolin Brew” as one of the collective’s 100 best songs! (But at least it’s ranked near the bottom; #97.)

WU-TANG CLAN - 1995

In fact, in 1994, the brand did turn the hottest of the joints into an album, with the St. Ides promotional mixtape dropping at your neighborhood liquor store. It featured full-length songs about getting twisted off the malt liquor from Ice Cube, Wu-Tang Clan, Scarface, MC Eiht, Snoop Doggy Dogg, and Nate Dogg.

The Snoop and Nate track is low key a jam, still. Homegirl in the background starting at the 10-second mark is a whole mood.

This blatant marketing of malt liquor directly to black and brown youth wasn’t going to go unchecked indefinitely. It was all irresponsible, even while being genius for the demo. In 1991, the Wall Street Journal listed the St. Ides ad campaign among one of the worst of the year, which probably didn’t matter at the time since WSJ readers weren’t St. Ides’ base.

In 1991, Public Enemy released Apocalypse ’91: The Empire Strikes Back. The album featured “100 Bottle Bags,” a direct criticism against malt liquor companies marketing specifically to urban communities “…but they don’t sell that sh*t in the white neighborhoods.” Shortly after the release, St. Ides found itself in Chuck D’s crosshairs, and he fired the first in a series of big shots against the brand, marking the beginning of the end of their love affair with hip-hop. An 80-second radio spot featuring Cube used a sample of Chuck’s voice without his permission. The ad had already aired over 500 times on rap radio shows when Chuck sued St. Ides parent company McKenzie River for five million dollars (they settled out of court).

Then, St. Ides and McKenzie River fell under legal scrutiny from the New York State Attorney General in 1992 for using verbiage like Cube’s lyric “Get your girl in the mood quicker, make your jimmy thicker…St. Ides.” to suggest the malt liquor increased sexual prowess. Can you imagine the think pieces if that spot ran today?

They were later in hot water with the New York AG’s office again, along with the Bureau of Alcohol, Firearms and Tobacco (the ATF) for advertising perceived to the be targeted towards minors, with complaints that it glamorized gang affiliation and promoted sex. After having production completely shut down for a short while and getting hit with heavy fines, St. Ides tried to clean up its act, adding “drink responsibly” messaging into the spots.

By ’96 the run was over. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Alizé and Hennessy, anyone?

The relationship between hip-hop and alcohol never ended, of course, but has continued to evolve to match the evolution of the lifestyle. We don’t go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). We’re toasting to the good life with premium brands, some of which are now owned by the artists.

We can look back now with the wizened, woke eyes of maturity and possibly scrutinize our artists selling out at the expense of the community, but for the young and burgeoning hip-hop culture, both the St. Ides campaigns and the Sprite campaigns opened the door for the power and commodification of hip-hop and consumer brands. For better or for worse.

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J.Cole, Teyana Taylor And Other Snubs Of The 2019 Grammy Nominations

It's that time of year again when inner circles and strangers on the Internet debate who's up for a gramophone.

On Friday (Dec. 7), the nominees for 2019's Grammy Awards (Feb. 10) were announced to a span of hot takes, early but informed predictions, and a wall of confusion as to why certain artists were overlooked. While some entertainers excitedly received the good news (Cardi B discovered her nods while leaving a courthouse), others were left scratching their heads.

Here's a look at why those who were snubbed by the Recording Academy deserved to be nominated.

READ MORE: Drake, Kendrick Lamar, And Cardi B Lead 2019 Grammys Nominations

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