BLOGJuly 27, 2017

'Friction' Author: Today’s Consumers Are ‘Walking Billboards’ for the Brands They Love

Companies need to focus on becoming “passion brands” instead of just flooding consumers with advertisements, co-author Jeff Rosenblum told Glenn Thursday on radio. The latest generation of consumers is comfortable with social media and loves to interact, so they are the best advocates for the brands they like.

In his book Friction: Passion Brands in the Age of Disruption, Rosenblum explored this phenomenon of “passion brands,” or companies and products that people love enough to share with everyone by tweeting, wearing a T-shirt and telling friends through word of mouth.

“They’re like walking billboards, and they’re actively proselytizing for brands,” Rosenblum said, describing this key type of consumer.

One of his favorite examples is the brand Yeti Coolers, which sells a particularly rugged type of cooler intended for camping, fishing and other outdoor trips. Instead of traditional ads, Yeti focuses on creating short videos about people going on incredible adventures. It’s more about image than anything else. Even if people don’t really need a cooler that can weather the elements, they’ll be drawn to the vision of adventure.

“They tell these stories about people who are going on bigger and bolder adventures than most people ever will,” Rosenblum said.

GLENN: The whole world is changing. And really in an exciting and dynamic way, if you understand that the bull crap of yesterday, which Washington hasn't figured out yet. The bull crap of yesterday, the lies of yesterday, and the systems that create friction and make your life complicated just don't work anymore. Nobody wants them. Don't prop them up. Get out of that and find passion. Passion brands and friction. We're going to talk about that with a guy who knows it quite well. Beginning right now.

Name of the book that I've been telling you about for weeks, and I'm thrilled to have Jeff Rosenbloom. He's one of the co-authors of the book "Friction" passion brands in the age of disruption. It is one of those books that you read, and you're, like, jeez. How could I not know that? How did I not think that? How is this all of a sudden -- it's one of those things that somebody invents something, and you're, like, of course. How come I didn't invent that?

I want you to know that Jeff is not here to sell books. I highly recommend you buy his book, but he's not taking any of the money from it. It's actually going to something called special spectators, which we hope to talk about a little bit later. He will also be with us on The Blaze TV for a special episode tonight at 5:00, so he's not here to make any money. He's here to change some lives, and you have dramatically impacted my thinking since I picked up your book, so it's great to have you here, Jeff.

JEFF: Thank you for having me. I appreciate it.

GLENN: So tell me. I guess we just need to start at, you know, the brands of the past and the brands now. Passion brands. What is it?

JEFF: , well, passion brands are the brands that absolutely dominate the competition; right? They don't have just customers. They have an army of evangelists. These are the folks that are at the bars, at the restaurants, at the dinner table, they sit around the campfire, grew up on their social media channels, they've got the T-shirts, they've got the hats, they're like walking billboards, and they're actively proselytizing for brands.

GLENN: So you talk about one passion brand that has really boggled my mind until I read your book, but I want to ask you some questions about it. And that is Yeti. Coolers. Great coolers.

JEFF: The best.

GLENN: But -- what is it? Four times the price of a good cooler?

JEFF: yeah.

GLENN: And I've often wondered. People who buy this, they become evangelists, and it's a cooler. And I wonder how much of that is because it truly is absolutely great and how much of that is to soothe the cognitive dissidents in their head of I just paid fours times as much and everybody who doesn't have one says "What the hell is wrong with you."

Does that play a role in that at all?

JEFF: Absolutely. To dial it back, and then we'll talk about Yeti. Passion brands are built by fighting friction. Friction is anything that gets in the way of what you want to accomplish in life. It's anything that gets in the way of your hopes, dreams, aspirations, on even your mundane day to day goals.

So when you think about Yeti, it's a cooler for outdoors. So by definition, if you're using it, you're going on some sort of outdoor adventure. So they fight friction in two ways. The first is this cooler is fundamentally better than any other cooler out there. It's literally certified Grizzly bear proof. Now, the chances of anyone actually needed that type of technology --- fairly negligable.

GLENN: Right. I would like a cooler that I can pick up and throw at the grizzly bear.

JEFF: That's the next product.

But it's nice to know if you're going on that adventure, that product that you're buying can go further and deeper and bigger on an adventure. But to your point, it's not just about the cooler, it's about the totality of the experience. And what they've done that I love is rather than relying on a bunch of interruptive ads, they've created these incredible videos. Each of these videos are about eight minutes long, and there are dozens of them. And they've been watched millions of times over. And what they do is they tell these stories about people who are going on bigger and bolder adventures than most people ever will. The world's greatest fly fisherman, the world's greatest ski guide, the world's greatest barbecue pit master who happens to be an 89-year-old woman named Tutsi. It's not, like, we're Yeti, and we make coolers. Yeti doesn't even appear in these videos. But what happens is they give us a vision. A bigger and bolder vision of ourselves. We all wake up in the morning wanting to be better we were than the day before. It's at the heart of the human experience. It's what drives capital I am. So these great videos help us envision that.

And, by the way, I've watched hours of them. Most people will watch a few of them. The typical interactive ad experience is 1.6 seconds. Compare that to an eight-minute video.

GLENN: I watched the fly fishing one. It's 22 minutes.

JEFF: Yeah.

GLENN: I watched it. Every second of it. And here's what I do. I hear from the guys because I'm not a sports guy. But I hear from the guys on sports every -- every Monday, I hear ugh, and I know they're on ESPN just trying to get the six-second clip, and they have to sit through the commercial. That's not 22 minutes. And it's just in the way of getting to their six seconds.

JEFF: Yeah. Prerolls. You know, the advertising industry, we keep making ads and the audience keeps running away.

Now, to be clear, this is not about the death of advertising. That false eulogy has been written before. We're just asking advertising to do too much. We can still do incredible things with advertising, but increasingly those traditional interruptive ads are being ignored and avoided.

GLENN: In fact, just removing the friction from your product will do more than any ad. If you make a truly great product, and you make it frictionless and not only -- I mean, let's go into the passion brands a little bit. Of finding that group of people -- and let me ask you. Do you need -- to really have an authentic brand, does that need to come from the founders that are, like, what you know? I wanted this. I know this is great, and I don't care if anybody buys it. Or does it come from a group of people who are just scanning the horizon and saying, yeah, these people over there. Let's come up with something for their -- does it matter?

JEFF: Well, I think it comes from both. But most passion brands that we see, and they can be big brands like Under Armour or big brands like Amazon or some of them are smaller startups, they tend to be run by the founders because they have a strong vision, and they don't want to waver from that vision. But it can be from large, established corporations.

One of the interesting things that we found is that really the key is to take all of your efforts and instead of first focusing it outward at messaging, focus it inward at your own behaviors. And a piece of research we found is what's called the power score. And they looked at 9 million different data points. They interviewed 20 self-made billionaires and CEOs and army generals. What they found is only 1 percent. Only 1 percent of leaders are great at what they call the power score, which is establishing your priorities, staffing effectively, and building internal communication cadence. So if you can have great leadership, then you can build a great passion brand. And ironically, you can create great ads. But you have to focus inward before outward.

GLENN: Some amazing things that I just didn't know, for instance, some stats in your book. Let me just run through a few of them. 90 percent of all of the data in the world has been collected in the last two years. That's astounding. 40 minutes in nature every week will lower AD/HD by 50 percent. Don't put your smartphone or your iPad next to your bed. Take that on.

JEFF: That is interesting because so many people loved it, and we weren't sure if that actually fits in the book. But what we tried to do with the book is look at industrial friction, organizational friction, and personal friction. And in that example, we found this great story about Keith Richards. The world's greatest guitar player or one of them. And one night, he's out doing the one thing in this world better than play guitar. He's partying like a Rockstar, and he passes out cold, and he wakes up the next day, and he has a song in his head. And his guitar is literally lying in bed lovingly with him. He grabs his guitar, rolls over, presses record on his tape recorder, lays down a few notes, passes out cold again. Wakes up a couple hours later, presses play, and he finds the guitar riff for satisfaction is waiting for him. Of course, then it's followed by the sound of him snoring. He's not even conscious enough to press stop on the recorder.

Paul McCartney had a similar experience. He woke one day, and he has a song scrambled eggs in his head. Can't stop. He's turning to all of his band mates and friends and be, like, what song have I ripped off here? And they're, like, dude, you didn't. It's your song, it's your original. And he went to John Lennon and turned it from scrambled eggs to yesterday.

Not quite as catchy when talking about breakfast; right? And it knowledge only happens to rock stars. The guy who figured out the periodic table of elements, the guy who figured out the double helix of DNA. All of this happened first thing in the morning when people woke up. And what happens in your brain, you've got something called alpha waves. It's the most powerful form of cognitive creativity that you have. This is where you can think of some big, bold, break through ideas. It's the same thing you get if you're in a hot shower, hot bath, you're in traffic for a while, your alpha waves start kicking in, and you ignore all of that crap in your head.

Now, the issue is 72 percent of us go to bed with their cell phone lying next to us. 50 percent of us, the very first thing that we do is we check it. One third of women before they even go to the bathroom, they check social media. The problem is when you do that, you completely shut off those alpha waves. You lose that opportunity to have that cognitive creativity.

GLENN: And why is that.

JEFF: Because it kicks in your fight or flight system, which is something we learned about in high school; right? It's when the blood flow changes. It used to be something that kept us from getting eaten by woolly mammoths, now it keeps us from getting run over by a car; right? Your subconscious takes over, you have different chemicals like adrenaline and cortisol in there. Your buddy on Facebook who just went on a better vacation than you'll ever go on. That's stressful; right? The server that's on fire, the contract that didn't get signed. Whatever it is on e-mail, that's all stress. So you're turning off that creativity, and you're creating stress.

Now, here's the interesting point. They used to think that your brain was your brain, and that's all you got. It turns out that there's a high degree of plasticity in your brain, which means it can change just like that cheap analogy that says your brain is like a muffle, you have to work it. It turns out it's true. You can actually change the size and shape of certain areas of your brain, and it happens very quickly. So when you go to your mobile device first thing in the morning, you turn off the creativity, you turn on the fight or flight. For the rest of the day, you're not going to be as creative.

So with a 90 million bits of information, 90 percent of the data that's been collected the past two years, everybody has unprecedented access to data and technology. Creativity is the ultimate competitive advantage, and you have to feed your creativity just like you have to work out your body at the gym.

GLENN: When we come back, I want you to talk about --

STU: All about the gym. You're talking to a good crew.

JEFF: That's why I went there.

GLENN: So you're speaking our language. When we come back, I want you to talk about monkeys and how this relates to monkeys and then back to us. In just a second.

GLENN: A game-changing book in your thinking is "Friction: Passion Brands in the Age of Disruption." There is so much friction in our lives from chaos, from just -- just from the news trying to understand the political -- it's all friction. And being able to reduce that and navigate through that is really hard. And I think people are getting really frustrated in some ways with life, and they're just tuning out. They're just stopping. And that's really because the media or politicians or party or whatever you're dealing with just are not changing. They're holding onto the old system.

JEFF: Yeah.

GLENN: And it doesn't work. I was blown away -- where did you get the monkey thing, and then explain the monkey thing.

JEFF: Yeah, it was interesting. When I was writing the book, we set up a research team, thousands of pages of research. I'm a numb nut. I barely graduated college; right? But I'm hanging out with my really smart friend, he's a Ph.D. at Stanford, a neuroscientist, and he's telling me about this study that they conduct all the time. And what happens is when you go to get your Ph.D., they often give you this experiment where they take an electric probe, and they put it into a monkey's brain to read what's going on inside that brain. And then what they do is play this loud, blaring, obnoxious sound in the monkey's ear. And what you see on the readout is not surprising. When you play that awful sound, you get a very strong and very negative reaction from the monkey's brain. So then they repeat the experiment. They play that loud, blaring, obnoxious sound. And what you find, again, is not surprising. They have a very strong and very negative reaction.

But what it was absolutely shocking to me is that if you repeat the experiment a few times over, and then you look at the readout, the reaction looks like the side of a cliff. The monkey's brain literally stops reacting to this awful sound because the monkey at a structural level knows that it needs to focus on other things in life. Food, water, shelter, fornication; right? If it continues to respond so strongly to that stimulus, it literally can't survive. It's called repetition suppression.

GLENN: So are we in -- before we go into this on the decisions that we make and every day. But are we seeing this -- is this one of the reasons why we are just tuning so many things out in Washington? We're tuning principles out. We're tuning all kinds of stuff out because we just can't do anything about it, and we keep hearing it shouted over and over and over again, and we focus on other things? Am I reading that right?

JEFF: That's exactly right. The human brain is exposed to 400 billion bits of information every second. We make 35,000 conscious decisions per day. We ran an experiment --

GLENN: That's 35,000 yes or no decisions.

JEFF: It could be more complicated than yes or no. These are outright conscious decisions per day. So brands, politicians, we're all trying to enter this stream. We expose people to 5,000 branded messages per day. The previous generation was only 2,000. Already, that was too much. So what we have to do is focus less on interruptions, and more on empowerment. Another way of looking at it is magnets over megaphones. We have to create content and experiences that are so powerful, people go out of their way to participate in them. And then, share them with others. And that's the secret ingredient to brands like Yeti.

GLENN: Patagonia you think is the pinnacle of a passion brand?

JEFF: Patagonia is one of them.

GLENN: Why?

JEFF: Well, I fell in love with this guys because, first of all, they recognize that there's friction in the category. And what they to is they focus all their efforts on fighting that friction. So the friction is this:

If you want to enjoy their outdoor gear and apparel, you need a healthy outdoors. And ironically when they create their products, it actually damages the outdoors; right? Create manufacturing by-products, your old jackets make garbage; right? So everything they do, they fight friction by empowering people.

GLENN: Okay. So when we come back, listen to the ad campaign that they came up with, and it's brilliant. Brilliant. Patagonia "Friction" is the name of the book. Jeff Rosenbloom joins us again in a few minutes. "Friction: Passion Brands in the Age of Disruption". Back in a minute.

[Break 10:31]

GLENN: I will tell you. If you really want to see the world in a different way, especially if you're an entrepreneur or a leader of any sort, you really want to see the future and whether what you're doing will survive or not. You need to read the book "Friction: Passion Brands in the Age of Disruption".

Jeff Rosenbloom is with us, and you were giving us the example of Patagonia. Patagonia making outdoor clothing, and they really are dedicated to, you know, save the planet and everything else, and so that's where their people are. And the friction that they had internally was, you know, all of the stuff that we make the chemicals and everything, the garbage, that's actually hurting. So how are we helping, exactly?

So talk about the campaign that they ran with a coat.

JEFF: Yeah, so you hit on a really important point. For their target audience, making the environment healthier is absolutely paramount.

GLENN: Paramount.

JEFF: Right. So the campaign that I love, I came across not when I was doing research, but we actually created this documentary called the naked brand. And we looked at one of their campaigns called the footprint chronicles where you know if you got the surfer board shorts, and you go surfing, and you come back on the beach, and they dry, like, 45 seconds later? Well, guess what? Mother nature didn't make those shorts. We made them. We manufactured them. They're manufacturing by-products, so you can actually follow the manufacturer of their products around the globe, see the supply chain, they're not saying look how great we are. They're literally talking about the damage they do. It's really counterintuitive. I find it fascinating, and I fell in love with the brand. And I wanted to buy this blue Patagonia jacket. I had a perfect vision of it in my mind's eye.

And I'm literally shopping on Black Friday. The number one shopping day of the year. Brands sell more on Black Friday, the day after Thanksgiving than in months combined. And I went to Patagonia.com and on the home page, like, they read my mind, I can't exaggerate this. There's the blue jacket that I wanted to buy. And then right next to it on the home page in a giant font, don't buy this jacket. What the heck is going on here? And then there's a button, like, direct response principles click on it. Learn more. So I click. And their point is this. Reduce, reuse, recycle. Reduce is number one. So if you want to buy that jacket, we're happy to sell it to you. But we're going to damage the environment from the manufacturing, from the garbage of your old jacket. Maybe, you don't need that jacket. Maybe you should buy less.

So I'm Jewish, I'm from New York, I felt guilty, I didn't buy the jacket. They lost the sale. But here's what they gained. They gained my unwavering loyalty. And they gained my evangelism. So here we are on your show talking about Patagonia. But more influential than me are the people who are truly influential. The guys; right? These are the guides leading hiking and biking and fly fishing and surfing adventures all around the world. And in definition, guides are influential, and they're covered head to tow in Patagonia gear because Patagonia is empathetic and empowers people about the one thing that is most important to those guides. And when you talk about evangelists, they are 12 times or more trusted than paid advertising ever will be.

PAT: Wow. And also, their competition is similar in that way; right? They try to reduce -- north face, they reduce friction for their customers as well.

JEFF: Yeah, it's a great point. Thanks for bringing it up because we can't just all jump on the environmental bandwagon. We can't jump on what other brands are doing.

PAT: That would look really disingenuous.

JEFF: Totally. People don't wake up in the morning and want to hug the trees and save the manatees; right? It works for some brands. North face took a different tact, which is if you want to enjoy outdoor sports and apparel, we're going to help you become a better athlete. So they created what they call the mountain series; right? And it's a bunch of instructional videos and information and articles and events that help people become better athletes. So I fell in love with this video series. It was from some of the best rock climbers and skiers, and they were shown very specific exercises to help me become a better skier. What's interesting is I don't think it worked all that well for them because they made less of those videos and became less prominent. But they stick to this platform. They're always empowering and always educating with different events and different information to help people become better athletes. You don't see the edge or you do see the ads and say, hey, we're north face, these are great products. But more importantly, they create content and experiences. So the ads are only part of that brand-building system. It's not the totality of it.

STU: You go through a lot of this stuff, obviously, in the book "Friction." And I have a friend who goes to Soul Cycle, which is a cycling spin class place.

JEFF: Bordering on a cult.

STU: The number one people say to her is shut up about Soul Sycle.

GLENN: It's like orange theory.

JEFFY: Yes.

GLENN: Orange theory is, like, okay. Stop with the bumper stickers. It's a gym, man. Let go.

STU: So the question I want to ask you is how do I get her to shut up about Soul Cycle? But separately -- because I look at their business model, and I see a huge friction point, which is they're charging people $31 to come in and ride a bike in their establishment for an hour.

JEFF: Yes.

STU: And, to me, that sounds completely insane. Yeti, they have more evangelists percentage-wise probably than any company I've ever seen. How do you cross over a huge friction point like that and bring your point along?

JEFF: Great point. Great brand. I should have included them in my book. I was scared to death to go in there. You guys selling salad? We'll do that.

GLENN: Salad? I like the part on Cadbury, for the love of god.

JEFF: Here's the interesting point that you just amongst is these passion brands, they don't get there by talking about discounts and promotions. And once brands go there, it becomes really addictive. They actually charge a premium price. Patagonia, Yeti, Soul Cycle, sweet green, all of this stuff is quite a bit more expensive than the competition.

GLENN: And it has to be worth it first. It has to be worth -- if you're buying a dozen eggs, you better get 14 and great farm fresh eggs if you're charging --

PAT: Or at least you're better than whatever else.

GLENN: Yeah, you've got to be. You have to be that first. There's none of this, you know, hey, Fred Flynn stone is saying, you know, that doctors say smoking is healthy. It has got to actually be accurate; right?

JEFF: There's a great poster I saw. No amount of advertising can get me to buy your crappy pizza; right? And the truth and the matter is it actually can. It can get you to buy that crappy pizza once. But it's not going to get loyalty and evangelism. So you're hitting on a key point with Yeti is that the product has to be better than the competition. It doesn't have to be two or three times better. But it has to be 10, 20, 30, 40 percent better.

But to your point, that relationship that people have with Soul Cycle is irrational; right?

STU: Yes. Yeah, I can confirm that. Yes.

JEFF: The reason it's irrational is that it's emotional. Most brands have a transactional relationship; right? They make a good product, they charge a fair price, they have some pretty good advertising, people comparison shop, and then they buy.

Soul Cycle and other brands have an emotional relationship where people pay more for the product. They ignore the competition. They buy all of that Soul Cycle and gear, and they turn themselves into walking billboards. And they do that, they create that irrational relationship through irrational behavior.

Think about that Patagonia example. Running a campaign that says don't buy this jacket, that's irrational.

GLENN: So Starbucks, really, was kind of a pioneer in this kind of area, weren't they? Where everybody was going to Dunkin' Donuts and getting your coffee at a normal price. And then all of a sudden here comes Starbucks charging money out the nose. But it became more than a coffee place.

JEFF: Yeah, well, it went from transactional. I like Dunkin' Donuts. I'm from the northeast. But it's transactional. You're in, you're out, you move on. Howard Schultz was, like, wait a second. Let's make this experiential. Let's look at what's going on in Europe. Let's sell them the cup of coffee and then give them a place to hang out. And then all of a sudden almost like Soul Cycle, it's almost coltish in the language that they're using, and they're becoming part of a tribe and tribes are extraordinarily powerful. We don't just want customers. If you want to be a passion brand, you have to build a tribe.

GLENN: So is that do you know where Y they use things like venti? They change the language to make it even more of a badge to be a part of this tribe. Is that what's going on?

JEFF: That's exactly right; right? And I don't know, like, I'm not that gifted creatively to figure those types of things out. But, yeah, Howard or somebody on his team figured out long ago let's create that badge. Let's create those shortcuts.

GLENN: The name of the book is friction. I can't recommend it highly enough. I've never done this with any book before. I insisted everybody on the staff read this book, so we're responsible for about 249 companies being sold.

JEFF: Thank you very much.

GLENN: And everybody has read it. I also for the first time I've never done this. We're asking all of our Dallas employees to come down to the studio floor today. There's about 90 here just in this building. They're coming to listen to you at 5:00 for the show at 5:00 today TheBlaze.com, and I just want you to talk about how to find the customer, how to reduce friction, how to -- I mean, I'm convinced -- everything in your book, I've known instinctively. And if I boil it down, I always thought that capitalism was the greatest charity brand ever, if it's done right. And meaning if I love a group of people, I'll say how can I serve them? How can I make their life better, easier? And by serving them, what they need in a really easy way, I could become rich. It is capitalism. It's not charity. It's capitalism. And that's really kind of the thing. If you know who your target is, you know who you're serving, and you actually love them, listen to them, and help make their life easier, that's it, isn't it?

JEFF: It's interesting you bring it up because I'm leaving this very blue region of New York City, and I'm entering this red region of Texas. And I'm looking out the window of this wonderful, amazing, beautiful country of ours. And I was thinking about the fact that we just can't seem to agree very much lately. And then I realize, wait a second. There is one thing that we can all agree upon. Which is corporations have incredible power. And they should use that power to improve people's lives one small step at a time. And this is not for altruistic reasons, this is not for idealistic reasons because that is not sustainable. It's because when brands improve people's lives, they get rewarded. Not just by shifting customers or, say, prospects to customers, but by shifting customers into evangelists, and that's what fighting friction is all about.

GLENN: Unless you go to the Harvard school of business, and you are assigned both wealth of nations and moral sentiments, which is imperative that you read both Adam Smith books, you're not going to get this. This is a new really kind of Adam Smith look at how capitalism should work, "Friction" passion brands. We will you on The Blaze TV today at 5:00.

JEFF: Thank you.

GLENN: I want to talk really quick before you go. The proceeds as we're telling people to buy your book. The proceeds are not going to you. Where are the proceeds going?

JEFF: From July 15th to August 15th, all of the proceeds, not Amazon, not the publisher. I can't control those guys. Goes to special spectators.

GLENN: Which is what?

JEFF: Takes kids with life-threatening illnesses, and takes them to exclusive college sports experiences. So they'll get on the field at, like, Alabama, and they'll get into the locker room, they'll meet the coaches, and there's all different games going around the country. And what they found with these, because I'm on the board of make a wish, and we saw it there also. It's not just about giving these guys a moment of happiness, but it's also part of a healing process; right? It literally heals kids when they're fighting these diseases to actually have a moment of happiness in their life.

GLENN: Thank you very much, Jeff. We'll talk to you later this afternoon.

JEFF: Thank you.

GLENN: By the way, if you have any questions, go ahead and tweet them, and I'll have the staff look at them this afternoon before we go on the air. You can just tweet them @glennbeck, and we'll try to get your questions in as well.

RADIO

Biden FLOODED the Government With DEI, But Trump Has ONE Way to Win

With just weeks left in office, President Biden (or whoever’s actually calling the shots) has decided to hire 1,200 DEI officials. Is this part of a plot to undermine Donald Trump’s plans and make it harder for him to rid the government of woke Deep State bureaucrats? Glenn and fellow BlazeTV host ‪@lizwheeler‬ discuss how other Democrats have recently proposed things like this, including a UK-style “shadow cabinet” that would oppose Trump. Liz also gives her advice to Trump on how to deal with these new DEI officials, who will be paid hundreds of thousands of taxpayer dollars to focus on things like “health equity” …

Transcript

Below is a rush transcript that may contain errors

GLENN: Okay. Where were we, Liz?

LIZ: The Biden administration. Although, not Biden. Because he can't tell the difference between a nickel and a dime, trying to sabotage the Trump administration.

GLENN: Yeah. So the latest on this is now Biden is hiring 1200. Biden is not doing it.

But he's hiring 1200 DEI officials, and putting them just under the appointed official. So there will be 1200.

Some of these people make almost $400,000 a year. $400,000 a year! That's your tax dollar!

Will you -- in your -- in your life, your average person, I don't know if you'll ever even -- if you'll ever even pay $400,000 in taxes?

So you could be working your whole life, for that one hire.

And he's hired 1200 of them.

And all he's trying to do is make sure the DEI positions just can't get cut.

I've got news for you.

Donald Trump is going to cut those positions.

He's going to. And it's going to get ugly.

I mean, the ACLU was all over this, saying, oh, we've got plans. We're going to -- we're going to -- this is obscene.

This is absolutely obscene. What the Democrats are trying to do. By thwarting the president.

And honestly, thwarting the will of the American people. Remember the speech that was given by I don't know, some boob from -- well, one of the Carolinas.

I don't want to besmirch the other one for electing a boob. But he was -- he was giving a speech in the well of the Senate. And he said, we need a shadow government. What?

Hold it. You mean a Deep State. Because we already have one of those. And he said. This is a quote.

One of the most obscene things I've ever heard from an elected representative. We failed to make our case. That our policies are better.

Now, in my world, growing up in America, the next sentence is: We need to sit down and talk and find out why we're out of step, with the American people.

His was, but we know we're right. So we need a shadow government, to make sure we put our policies in, anyway.

There's nothing more un-American than that.

By the way, Ted Cruz also said, he thinks there's criminal charges that could be lodged against Biden and his administration for the selling of the steel and the walls for the border.

I think so too. I think so too. He'll probably end up blanketing or pardoning everybody that has either lived by a Biden. Or a Democrat.

Worked for the administration. Everybody will get a pardon at the end.

Honestly, it's like, hey. Everybody, Oprah is here.

Look under your seats.

Because you've got a pardon. You've got a pardon. And you've got a pardon.

Ugh!

Now...

PAT: The Department of Health and Human Services on November 15th. This is posted immediately after President Trump has been reelected.

They advertised for the following position. A deputy assistant secretary for Minority Health. With a salary of up to 221 thousand dollars. This is the goal of this position.

Or this is the purpose of this position.

To, quote, promote health equity.

To promote health equity.

What does that mean?

It means racial criminalization in health care.

It means, if you are seeking, I don't know.

Think about during the pandemic. When there was limited resources. Limited beds in the emergency room.

Limited amounts of drugs and therapeutics, that people could access, in order to treat COVID when it's at its worse.

Well, now you will be screened based on the color of your skin.

That's what health equity is. Health equity is a word used to disguise the reality, that it's just -- it's socialism.

It's discrimination.

It requires, a government official to look at you, and make a decision about whether or not you are going to have access to health care that you might need, based on what you look like.

Not based on the severity of your illness. Not based on your ability to pay. Not based on your request for care. But based on the color of your skin. That's not only wrong and immoral and completely absurd, that a bureaucratic in that position would make over $221,000. That's evil. The left likes to pretend, that you're a racist. Or I'm a racist. Just for voting for Donald Trump. This is evil racism. This is the kind of stuff that we eradicated from our country.

And Biden is trying to plant the Trump administration. With these evil little minions before he leaves.

GLENN: I mean, why are we -- why are we surprised?

How many anti-slavery amendments do we have, to the Constitution.

I mean, it's amazing to me. With very few exception, after ten, most of these seem to be like, oh.

Yeah. Okay.

You're so stupid, you don't understand.

Slaves need to be free. Okay.

Then the next amendment is like, okay. All right.

Let me limp up to explain this once more.

That means, they're Americans, and can vote!

How many amendments are -- are just one after another, especially on slavery.

And, by the way, who was it that didn't understand that slaves should be freed? The Democratic Party.

It -- I swear to you, these amendments are just, God, we didn't think you would be this stupid.

It's already covered!

But let's lay it out clearly, for you.

You cannot discriminate by color! By race! By religion.

We thought that had already been covered, but apparently, not.

LIZ: What I would do if I were the Trump transition team. This is obviously a deliberate effort by the Biden administration. Because within the first ten days after the election, 33 of these jobs were posted on government websites.

So this was -- they were like, okay. Trump is coming in. Let's start ceding the deep state with these races. What I would do if I were Trump transition is I would say, we take racial equality, very seriously. We take civil rights very seriously.

In the administration, of the 47th president of the United States, and anybody who engages, especially a government official who engages in racial discrimination will be prosecuted. And prevent these people from even accepting these jobs. Because they will be threatened with legal action if they do.

GLENN: You can make a legal case. A solid, legal case, that that is exactly right. And that's what should be done.

They would be doing that to us, if we were -- if we were discriminating on race. If we were like, you know what, we're only going to hire white people.

We would go to jail.

Oh, you know what. We're just going to shuffle the deck here.

We're going to look at everybody.

But we lean towards white people.

Did you have Wheaties for breakfast?

If you had Wheaties as a childhood, you're in a different category. Okay?

I mean, we would go to jail. We would be shut down.

It's the same thing.

But don't expect the Democrats to get it.

Did you see the new -- or the DNC chair front runner?

The one they're thinking should be the head of the DNC?

He said, the problem with the election is, the convention should have featured pro-Hamas activists.

LIZ: I totally agree. That absolutely should have --
GLENN: At least they would have been honest.
LIZ: Think about how many Democrat voters, and really prominent people too.

I'm talking about Joe Rogan. I'm talking about Elon Musk. I'm talking about RFK Jr. These were fairly hard-core Democrats, who not only converted to being like, okay. We'll tolerate a Republican. Because it's not Joe Biden.

It's not Kamala Harris.

These people are the biggest supporters of President Trump right now, because of that kind of garbage. So DNC, if you are going to be radical, please be honest and tell us.

Thank you. It's just ushering new Republican voters right into our arms.

GLENN: I respect you, more than I respect people like Mike Johnson.

Mike Johnson doesn't tell me what -- he doesn't tell me what he really is.

What he really believes.

He tells me what I want to hear. I don't believe it. Then he's elected. Then he gets in.

And then he rapes you.

You know, I have much more respect for -- for people who are like, yeah. I'm pro-Hamas.

And you should elect me.

Well, I don't think I'm going to do it.

But thank you for telling me who you really are.

LIZ: Yeah. Great. Let's take all of the Democrat members of Congress. And let's Jamaal Bowman them, let's Cori Bush them.

Because as soon as they were honest about being pro-Hamas, voters were like, actually, we're good.

GLENN: Yep. Yep.

By the way, Hochul has come out. And she has now tried to stir up support to end the electoral college.

Because no offense, Wyoming, according to her words, New York voted for Kamala Harris.

You know, it is so dishonest. And this would -- this would have no space, if -- if we were actually teaching you students, what the electoral college is for.

You want to talk about fairness. Here's fairness: Should New York City dictate what all of New York does?

No!

They have representation. Of all the small towns.

All the farming towns.

Everything else.

New York City, should not be the one that tells everyone else, exactly how to live!

I think there should be electoral colleges in states now.

Because the cities are just devouring, all of the communities outside of those mega cities.

The electoral college is to make sure, that New York, California, and let me say, Texas, doesn't run over all of the other states!

And force how they're living in those cities, and those big states. In Wyoming!

Or Idaho!

Or Alabama!

Yeah. I don't have to live like you do in New York City.

I don't want to live like you do in New York City.

And we have completely different values than you do.

We should have a say, and an even, equal seat at the table.

That's why we have the electoral college. And we have the popular vote.

So you can see. And it's usually pretty close.

This time, however, Hochul, you lost the popular vote!

So you don't really have a case here, on the electoral college.

But you don't have a case.

If you're an American, you don't have a case on the electoral college anyway.

LIZ: Wait a second. Have we war gamed the scenario that you just proposed.

If there was an electoral college on the state level in California or on the state level in New York, what would the -- have we actually looked at a map here. If anybody has done this. Tag me on social media.

Because I am fascinated by this idea. I've not thought of this before. But I -- would we actually swing those states Republicans, if there was a state level?

STU: I bet we would. I bet we would.

You know, every time. Look at Wyoming.

Jackson Hole now controls Wyoming. Just controls it.

Who is -- who is so close to controlling Texas?

All the big cities.

You know, you don't have a chance. When these cities grow so large, they tip everything.

That's why we have an electoral college.

And it didn't used to be this way.

But our cities are becoming mega cities.

Almost states in and among themselves.

You -- you have to balance. Otherwise, the farmer and everybody else, that makes your life possible, in a city, gets screwed.

GLENN: And also think about cheating for a second. If you have a popular vote across the whole country, versus an electoral college system, it's a lot easier to impact the outcome of the entire presidential election because you can have one county somewhere with corrupt election officials.

And if they cheat by 10,000 votes, that could change the outcome of the election.

But if you're an electoral college, it doesn't necessarily.

RADIO

3 INFURIATING Reasons to REJECT the New Spending Bill

Republican leadership in the House of Representatives is trying to push through a “continuing resolution” bill right before Christmas. But this CR bill has grown so bloated that it’s practically an omnibus, which Speaker Mike Johnson promised he wouldn’t back. Yet here we are again … Glenn and fellow BlazeTV host‪@lizwheeler‬ review 3 of the worst things included in this bill – but just ONE of them should be enough to make every TRUE conservative in Congress vote AGAINST it. First, it includes a 1-year renewal of the Global Engagement Center, which is a State Department sub-agency that has become “the nexus of the censorship-industrial complex” against Americans. Then, there’s an expansion of the “Pandemic and All Hazards Preparedness and Response Act”, which would give the government the power to conduct gain-of-function research in the case of a national emergency. And lastly, it holds hurricane relief hostage. "Does that sound like you’re negotiating with honest people?" Glenn says. Maybe we should just let the government shutdown happen. Turn it off and back on again.

Transcript

Below is a rush transcript that may contain errors

GLENN: So Liz Wheeler is joining me. The Liz Wheeler show. You can watch it on YouTube or on Blaze TV.

She is fabulous. And really, really smart. And actually, a conservative. I know, because early this morning, we talked about the spending bill from Mike Johnson.

It -- what part of that do you like the most, Liz?

LIZ: I like the fact that in order to print all of those pages, we had to have American workers chopping down some trees. Which helps our industry.

There is nothing else positive about this bill.

Here what I would say to Republicans in the United States Congress. Who are there, of course. To represent us.

You don't have to post on X, telling us that you spent the whole night reading this.

Don't even bother. There is one thing in this bill that should an immediate disqualifier. You don't have to read another word after you realize that included, in this 1,547-page monstrosity, there is a one-year renewal of what's called the global engagement center. It's such -- it's such a vanilla sounding name, isn't it?

GLENN: Oh, yeah, and it's not! It is not. We talked about the global engagement center on this program, over and over again.

But I'll bet you most people, even in this audience. I'll bet, don't know how dangerous that is.

And the Republicans are giving it another year's worth of funding. What to do!

LIZ: It's unacceptable. It's unacceptable. The global engagement center is a subagency of the state department. And the purpose or the stated purpose, it was conceived in 2014, 2015, 2016. That's when it kind of came into being.

Was to combat disinformation. It's a narrative setting body. It's supposed to be a fact-checking organization for hostile foreign adversaries.

That's what they told us! Which is funny, Glenn. Because right at the time that they were saying, that they -- that they conceived of this global engagement centered to combat foreign disinformation. Not here in America, they said, just abroad.

Suddenly, everything that you and I say, has been labeled as, oh, that sounds an awful lot like Russian propaganda.

That sounds an awful lot like, you know, someone being a patsy for a foreign government.

And suddenly this global government agency was aimed at us.

It is the nexus of the censorship industrial complex. Which has obviously been used against President Trump.

But think of the Hunter Biden laptop story being censor odd Facebook and on Twitter of old. This global engagement center is behind that.

And the fact that any Republican in the United States Congress could look at this bill, see a one-year renewal for the global engagement center and think, oh, I should read the rest of this bill.

Mind-blown.

GLENN: You need to say no to this bill.

LIZ: Yeah.

GLENN: You need to call your House of Representatives and say, no, no, no.

That's not what we just voted for. No.

And we will primary every single one, that votes yes.

What are they going to do? They are going to shut the government down? First of all, they will not shut the welfare system down. They're not going to shut the military down.

No. Nothing that is critical, is going to be shut down. They should shut the government off.

With everything that we have learned and known. What good are they going to be up to, while we're all thinking about Christmas and New Year's?

Shut it off!

You know what, here's -- here's where I start with DOGE.

This is my beginning place.

Hey. Can you give me a list of everybody who raised their hand and said they were an essential employee for the government.

And has been showing up to work, all through the pandemic.

And beyond. Okay? Good. Give me that list.

Everyone else, you're nonessential, by your own definition, or your boss' definition, you're fired.

That's what it should be. You're not in an essential worker?

Than what the hell are you doing? What are you doing?

Why do we need you?

This government is so bloated. It is so rife with corruption. The best thing -- here -- I've said this for years.

Can we try unplugging it. And plugging it back in?

Reset to factory settings.

If we have these non-stop continuing resolutions. You know what that means?

It means, there is no budget.

LIZ: Right.

GLENN: They're not discussing the budget. They're not saying where you're going to spend -- none of that -- none of that happens.

They just keep saying, you know the budget we had?

I believe in 2008, was the last one we passed. Do you know, Liz?

LIZ: No. It's also a betrayal, by the way.

When you talk about the budget process, it's a betrayal on the part of Speaker Johnson.

Because he specifically promised not to do this. This happens every year. We get to Christmas.

Congress knows that we're busy, taking care of our families, enjoying the holiday.

And going to church.

And they try to cram all this poison through.

Speaker Johnson, you promised not to do this. You're betraying, not only your constituents.

But the entire American public. Give us one good reason, why we should not have a vote to vacate your chair?

Why should we not do that to you? Because you have betrayed everything you've promised.

GLENN: We will probably hear that from Chip Roy in about an hour. And Thomas Massie is just blood shooting from his eyes today.

This is everything Thomas Massie said would happen. Everything we have seen over and over again.

And I want to go back to the budget.

We haven't had a passed budget, since 2008.

What's happened to our deficit since 2008?

Why is it, your family has to live on a budget? Because if you got to the end of the year and went, you know what, I don't have money for taxes.

Oh, well.

I'll just get some from the Federal Reserve.

And I'll write them an IOU.

That wouldn't happen.

That only happens in the Biden family.

Okay. Doesn't happen to you.

You have to have a budget. Your company has to have a budget.

Here's the world's largest corporation, if you will.

Employs more people than any other thing in the entire world. The history of the world!

And we don't have a budget?

How is that possible?

LIZ: Modern monetary theory.

GLENN: Yep!

LIZ: From the Obama administration.

It's the chicken -- I mean, it's coming home to roost. This is what we said would happen. If you stop. If you stop acting like your money has value.

And instead, you just printed at will, you don't have to have any -- government officials.

Congress members, specifically, don't have to have any accountability to their voters.

Because they never have to answer for the question that voters would pose to them and say, well, you passed this bill, and you're spending my money in order to fund whatever your project is. Justify that to me.

But if the Congress members aren't appropriating money, via taxes. They're just printing it. There's no accountability. It is a blank check, for their pet projects.

GLENN: You keep asking, as an individual American.

Because I know, this is the way I feel. What -- where is -- where is Joe Biden finding -- oh, I will send another $900 million to Ukraine.

A week later. I'm going to send another $500 million. Where is the debate on that?

Because if that had to go through Congress, we wouldn't be approving all of those.

He's pulling from all kinds of different budgets. He's just pooling the money. Pull from here. Pull from here. Pull from here. And he's giving it, without any debate. No congressional approval. No budget ramifications.

No one is even saying anything about it. No one is saying, the president is out of control.

They're not even saying, he can't control his bladder or his bowels, anymore.

Let alone, control himself with spending.

And live within the definition of the presidency.

LIZ: Well, here's the thing. Here's the thing. It's a hostage situation happening right now.

Joe Biden can't tell the difference between a nickel and a dime. He's not in control of what's going on. I think you know that.

GLENN: You think?

Hang on. Hang on. Hang on.

You think, or you know?

LIZ: We know. Imagine a situation. Holding up a nickel and a dime. Joe, can you tell the difference?

I don't think so. Maybe he would be like, vote for ice cream, please.

GLENN: Yeah. And also, he's not the president. He's not making these decisions.

If he is -- this is the Wilson administration!

They are -- Wilson had a stroke. He was completely incapable of running anything the last year in office.

His wife was shoving the orders underneath his hand.

Putting her hand on top of his. And then signing his name. That's what's happening here. That's what's happening. There's -- he might be able to sign his own name. But I can guarantee you, he didn't -- he didn't approve 9,000 people. Who did?

Who approved all of those pardons? Who did?

Not him. Not him.

LIZ: We're going to look at those, the signature later. When someone gets a chance to scrutinize it, and we're going to find that it's signed by Corn Pop.

All right. Let me tell you something else that's in this bill.

GLENN: Okay.

LIZ: There's an expansion of the pandemic and all hazards, preparedness with and be response act.

GLENN: Oh.

LIZ: This act. Problematic from the name itself, perhaps.

We can anticipate what's in it.

It allows the government to declare a national emergency.

You know, in the case of another COVID-19-like virus.

Enforce vaccines on us. Vaccine passports on us.

Masking. All the COVID tyranny.

This expands it, and actually gives the government power to do it.

Again, there's a lot wrong with this bill.

If this isn't a deal breaker.

Why even call yourself a Republican?

GLENN: And I do want to remind you, this is a Republican bill. This is not the Democrats -- this is the House. This is the House's bill.

It only gets worse when it goes over to the Senate.

And they're putting it -- what additional powers on -- on declaring a national emergency does our president and government need?

Haven't they --

LIZ: Well, according to this bill, it would give them additional power to conduct gain of function research, of course, just defensively.

GLENN: Wait. Wait. Wait.

I'm sorry. I've got so much blood in my eyes right now. What did you just say?

LIZ: The pandemic and all hazards, preparedness and response act, if expanded, would give the government, in the case of the president declared an emergency, if there is another COVID-19. It would give them the power to conduct gain-of-function research.

GLENN: I -- I -- I wish this wasn't FCC regulated radio. I can't think of anything that's not obscene to say after that.

GLENN: You don't usually, like at this point, Christmas music will cheer me up.

But as a dad, I'm practically vomiting blood. My daughter is on the stage at the Grand Ole Opry. I was on the airplane, and just going true my music. And I started listening to Patsy Cline. I loved Patsy Cline. And I'm like, oh, my gosh, she's going to be standing on the same stage that Patsy Cline sang these songs from.

And that's happening tonight.

So tomorrow, I will be much more relaxed. And less scattered than I am today.

But that happens tonight. By the way, name of her album is Home for Christmas. You can there it wherever you get your music.

And thank you so much. Tonight, she's on with for King & Country.

She's doing a couple of songs before they come out. And for King & Country, if you've never seen them in concert. You need to see them.

They are fantastic!

Okay. So Chip Roy, just read something from Chip Roy. He said, we get this negotiated crap, and we're forced to eat this crap switch.

Why? Because freaking Christmas is right around the corner. It's the same dang thing every year.

Legislate by crisis! Legislate by calendar! Not legislate, because it's the right thing to do. I love Chip Roy.

I do. I do.

LIZ: He's my favorite member.

GLENN: Is he? I think he's mine too. Massie is pretty great.

LIZ: He is.

He predicted this, by the way, I think it was from -- it was early in September, Massey said, I will tell you exactly what the Republicans are going to do. This is before we even knew who was going to control the House. He predicted this to a T.

GLENN: Yeah. They always do this. They always do this.

And we always give in. Because they scare us.

Stop being scared by what the government is saying!

You should be afraid of the government, on what they're not telling you.

What they're doing behind the scenes.

When they say shut down the government, you really think our missiles won't fly if North Korea, you know, pushes the button.

Do you really think we can't scramble our jets.

Do you really think, that our budget -- that this little game that we play, every time people are going to starve?

No!

It's not going to happen. This -- what happens every single time, is they scare people. And they're like, well, we can't shut down the government.

We can't shut down -- yes, we can.

You will be surprised at how much we can take care of by ourself. How sweet ass your life becomes, when the government ain't showing up!

They're holding the -- the hurricane relief hostage in this bill.

Now, does that sound like you're negotiating with honest people?

With good people?

With people that actually care about you?

They're holding hurricane relief hostage?

Hmm. Congress, don't -- do not bitch at me.

Do not bitch at me.

Oh, we can't even read -- you don't have to.

Reject this bill. There's -- there's -- we just gave you three things in the bill.

You should be like, oh, well, that's ridiculous.

By the way, very few mentions of the border in this.

Okay?

Call your Congressmen.

Hey, we're not around the tree yet.

Tube this bill!

RADIO

“for King + Country” REVEALS Mission Behind “A Drummer Boy Christmas LIVE" Tour & Movie

Christian band ‪@ForKingAndCountry‬ is now synonymous with the Christmas song "Little Drummer Boy." But it's hard to bring their incredible Christmas concert experience to everyone in America - let alone the world - when the Christmas season is so short. So this year, they've decided to create a virtual tour, called "A Drummer Boy Christmas LIVE | The Cinematic Concert Experience". Brothers Joel and Luke Smallbone join Glenn Beck to explain how the idea came about, how they pulled it off, and why Joel's wife described it to him as "better than your actual live show." Plus, they share the story of how they once worked for Glenn many years ago ...

"A Drummer Boy Christmas LIVE" is in select theaters through December 19th and is also available on DVD at https://www.ForKingAndCountry.com/

Transcript

Below is a rush transcript that may contain errors

GLENN: Luke and Joel Smallbone, brothers, from the Smallbone family are with me by now.

Guys, how are you?

VOICE: Well, well, well, from the bowels of an arena in Kansas City, a month or so ago, to -- to your show today, and I want to give a spoiler to the listeners, but to the Grand Ole Opry in a couple of weeks.

GLENN: Yeah. I know. That's crazy. That's crazy.

I can't thank you guys enough for that.

It's nuts. Do you have any -- well, we'll get into it some other time on the air. Or off the air.

Tell me about the -- the film, that you guys have, out in -- in -- what do they call it?

It's not --

VOICE: Yeah, it's actually -- well, first of all, thanks for having us, and loved our time together.

GLENN: Yeah.

VOICE: It's in 1600 theaters across America. So here's the back story, Glenn. We love Christmas. We love Christmas.

It actually will become a hallmark of Luke and my band, for King & Country, particularly this song, the Little Drummer Boy.

We did sort of a very obvious version of it, with Bing Crosby or Frank Sinatra never thought of. And that is, we put loaded drums on a song, about a boy playing a drum.

And, I mean, all the TSA agents will come to me. And be like, we -- they would be like, you're part of King & Country. They would be like, you're the drummer boy, right? You know you've made it when an American TSA agent calls it. And but the trouble is, when we do these Christmas tours. You know, it's so short.

So we only did ten or 12 tours every year. So we end that when we announce it. Three-quarters of America and the rest of the world are all just really upset about it, because we can't get to them.

And so this was our attempt, you know, in a holiday, that I feel like we need to be reminded of these great hallmarks of what it means to be human joy and love and peace.

And the redemption that comes through God. We needed to be reminded of this.

So we put a film. We put it in a Toyota center, last year. And captured a cinematic experience for the whole family of our live show.

And my wife literally, Glenn. Turned to me. And he she was like, Joel, I think this is better than your actual live show.

So I was encouraged and insulted all at the same time.

GLENN: Right. I have to tell you, who is -- who is the artistic director of -- of the show?

VOICE: Well, this is Luke here. Well, this is one of the privileges of being able to do work. And I have brothers from the same mother. From the same father. And I have a privilege of working together. Is actually being able to, you know, being able to create these things together.

Our brother Daniel is actually the show designer.

We obviously, we work on this altogether.

So when it comes down to the set lists.

The visuals. The technology.

Yeah. We're involved with all of it.

Because we've actually done this since we were very young boys.

Rebecca saint James. We went on the road with her.

I think I was a lighting director at 14 or 15.

Joel was --

VOICE: That's a nice summary.

VOICE: So, you know, you throw this all together, and you create these shows.

And that's one of the things I love about what we get to do. We get to do it together.

GLENN: I have to tell you, it was -- it was awesome. It's one of the best shows I've seen. You know, I haven't seen the Christmas one, yet. I've heard, you know, the music.

I haven't seen the actual show.

But the -- the -- your music and the staging was -- I mean, I sat there with my wife.

And we were with a bunch of friends.

And I said, this is incredible!

And if you aren't a Christian, you would walk in here, and you would have really not necessarily any idea, if you hadn't really listened to the lyrics.

But you would feel what you're feeling. And it just is such a great experience.

VOICE: That's kind, man. Look, in our interpretation at least, the idea of being a Christian, of being a Jesus follower. It's an invitation, right?

And it's also a pretty enormous claim, that we are in touch with the creator of the universe.

That we're in touch with the creator of creativity. The creator of art. The creator of Sistine chapels. And so on.

And so often, in the modern context, our art feels like second fiddle to pop culture. And yet, you know this, as bit of a historian yourself.

Throughout history, the religious arts have led the way. And so, man, we take it so seriously.

Not for the sake of ego.

You know, at least -- not for the sake of -- not for the sake of self-aggrandizing. But for the sake of people looking at this and going, my goodness.

What a great God, that they must be in touch with, to put on, and to be inspired to do these types of things.

GLENN: So have you guys been tempted at all, to, you know. In the old days.

When you would go to a Christian concert, they would kind of preach at you. And, you know, try to convert.

And what I loved about it, is it was all there. But it was not in your face. It wasn't -- you weren't -- you weren't overtly saying, hey, come to Christ.

And so you -- nobody was. Nobody could possibly be offended. It was just such a great way to present the message.

And have people go, what makes them different. Have you been tempted to do -- be more obvious?

VOICE: Be more obvious. That's an interesting way of putting it. Look, I'm a big, well, I try to be a big historian.

And st. Francis at the CC, was the guy many, many years ago. He had a quote that as a young boy, really affected me.

And he says, preach the gospel. And if necessary, use word.

GLENN: Uh-huh.

VOICE: And look, I think that that statement should poke at a lot of us, as Christians.

Because our lives should be so unbelievably joyful.

Our work should be unbelievable good.

That sometimes, yeah. Sometimes words are required.

But I think that most of the time, they're not.

It's the presence that you bring, that oftentimes, people are left talking about.

So I think for us, man. We tried to take that -- take that statement literally.

You know, hopefully, you feel it.

GLENN: You do. You do.

VOICE: And you kind of know what's going on. That's our hope.

GLENN: So when I saw you in Kansas City.

I had forgotten that we -- I mean, I -- I know the name small bone, obviously.

I know your brother. He worked -- on one of my early book tours.

I've seen your movie of your family and everything else.

But I had forgotten that at one point, you two worked for me. You did a -- I have -- and you reminded me of that. And I'm like, what?

VOICE: What did you do, Luke? You were --

VOICE: Yeah. No. I'm a film director as well.

And I guess somehow we were working together, Glenn, because your team or somebody said, hey, why don't we do a day in the life of Glenn Beck?

And so we started at your house. And we like filmed you walking out. And then we filmed you, as you went to work that day.

But the funny part was, I was there to be like the sound and the audio guy. And before you came out of the door.

The loud mic, that was meant to go on to you. I dropped.

And literally broke it.

And so the rest of the day, I mean, for those of you who are listening. You see those guys are holding those massive mics above people's heads.

You get good audio.

Usually, that's the backup mic.

Well, that day, I made a mistake. So I am having to chase Glenn around all day with this massive mic.

Because I had broken the loud mic. So yes. We worked together, many, many years ago.

It's a small wall, but a crazy story.

GLENN: A crazy story, to look at where you are now. I mean, you're massive worldwide.

Congratulations.

VOICE: Thanks, man. You know this better than anyone. It's a team sport, right? This whole idea of being human. We're never meant to be an individual concept. We were meant to do this together.

And I think that's what King & Country represents, what these live shows represent.

It's collaboration. It's compromise.

It's, you know, creatively putting our minds together. And that's what the Christmas Live, you know, it really represents.

Is we took the same film crew from our movie, unsung heroes. It was released. Basically our parents' story. Our dad in the film, which I dubbed as a very expensive therapy session.

But we put the same -- we put them in that to capture this -- so what I love about this, this concert film.

And what we've gotten to do live, but also what we're getting to do cinematically now.

Is that we're getting to invite people, not only in America. But this film is going up to Canada.

It's going across to the UK. We're playing a few shows at the UK.

It's going down to Australia. It's going to New Zealand

This is the beauty. We know this with radio. Radio?

We're talking right now. There are thousands and thousands of people listening to this.

This is when art and technology come together. You're able to do something really cool.

GLENN: So we're talking to for King & Country. Their Drummer Boy Christmas live, will be available in select theaters, December 5th.

What day is it? Is that today? That's yesterday.

VOICE: Right now. Right now.

GLENN: Wow, through the 19th.

And if you've never seen them, I cannot explain how good they are.

They are really, really great. You want to get into the Christmas mood. I can guarantee, a good time. How do you get tickets?

VOICE: I think if you -- still, we can go to the local theater.

Phantom of -- kind of got all of the theaters. You know, I think if you use the ZIP code.

It would be able to direct you to the place, to kind of go see -- at your local theater.

GLENN: Great. For King&Country.com.

And you can follow them on Twitter. Four. The number four. King & Country.

God bless you, guys, we'll see you soon.
Thank you. Goodbye.

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