I would in part. I think there's a certain element of attraction to celebrity that our society is drawn to, which gets people in the door. Once they're in the door, you can start telling them about second-, third-, and fourth-tier artists and the kind of work that is evolving with them and the creative processes they are going through.
I think independent music is a really good example of how there was at one time in the late 1990s—or in the early 1990s—a bit of a rejection of celebrity in favour of second- and third-tier innovative music, which came from the independent field.
So I think it's a combination. I think it's a balance. You definitely need some celebrity on the educational side. It's no different from a Wayne Gretzky in hockey. It's what gets people's attention, and then as they delve deeper into it, they find other success stories further down the line.