and augusta saraiva, bloomberg's economics reporter who coined the term — and this is a good claim to fame — �*swiftonomics'. laura and augusta, thanks so much for coming on the media show. laura, if we just start with you, why did you start swift n otes ? there's so much coverage of taylor swift in the newspaper, especially at the start of the year in the run—up to the grammys and also when her boyfriend, the football player travis kelce was headed to the super bowl, that it made sense to have a sort of one—stop shop to contain it all and also sort of zoom out and do some slightly more sober analysis of her but also of the coverage itself because i do think she's of a scale where it's very easy for people to sort of lose their heads about it and sort of be wowed by scale as opposed to going, "what's actually going on here? "let's analyse it." and what is it like covering taylor swift? i mean, it's very varied. you know, you can write about anything from music industry things to, as we'll talk about swiftonomics, to her potential impact on the upcoming us election to, you know, gossipy things.