Last updated & effective: November 1, 2024

This Privacy Policy describes our policies on the collection, use, and disclosure of your information in connection with your use of our websites, online and offline services, and emails (“Site” or “Sites”). Iyanu Live LLC (“Iyanu Live”) is a Maryland Limited Liability Company. Information collected on the Sites may be used as described below by Iyanu Live, our labels, agents, subsidiaries, trusted partners, and Iyanu Live affiliates acting on our behalf (collectively, “Iyanu Live Music”). When used herein, the terms “we”, “us” and “our” refer to Iyanu Live Music.  When this Privacy Policy uses the term “personal information,” unless defined otherwise we mean information that identifies or is reasonably capable of identifying or being associated with a particular individual, such as full name, street address, telephone number or email address.

We encourage you to review the entire Privacy Policy.

Collection of Personal Information

We may collect the following categories of personal information from you:

• Contact information, including name, email address, street or mailing address, and telephone or mobile phone number;
• Billing information, including billing address, order details and other commercial information;
• Demographic information, including age, date of birth, gender, interests, country and zip code;
• Unique online identifiers, including username and password, and your device’s Internet Protocol (IP) address;
• Preferences and other information, including product wish lists, order history and marketing & music preferences;
• Geolocation information, including your actual or approximate location (for example, from the IP address of your device or computer);
• Photos, videos and other content that you submit on our Sites, which may include metadata which can reveal information about the content, including but not limited to where and when images were taken;
• Audio, video or audio-visual recordings or photos (in as far as they may feature you) taken at events hosted by or on behalf of Iyanu Live Music;
• Internet and other electronic network activity; and
• Other information you provide to us in connection with a request (including without limitation information about your health relating to access or special requirements at events or productions hosted by or on behalf of Iyanu Live Music).

Use of Personal Information

We may use this information for the following business purposes:

• Send you requested updates and newsletters about our artists, podcast, type of music, or related special offers;
• Send you requested product or service information;
• Send a one-time email or e-card to your friends upon your request when you provide their email address;
• Fulfill your order;
• Send you an order confirmation;
• Respond to customer service requests, questions and concerns;
• Administer your account, including managing your preference center;
• Send you marketing communications and display online advertising;
• Administer promotions and sweepstakes you enter and notify you of the results;
• Improve our marketing and advertising efforts;
• Maintain and improve our Sites, content, products and services;
• Conduct research and analysis;
• Display or promote content and advertising based upon your location and/or interests;
• Provide location services such as “tagging” and “check-in”;
• Maintain the security and effective functioning of our Sites and your accounts;
• Fulfill our obligations and enforce our rights and remedies under a contract; and
• Address our compliance and legal obligations and exercise our legal rights.

We use cookies, web beacons and similar technologies to automatically collect internet and other electronic network activity, including information about your computer as you browse our Site(s) , as described in greater detail in the “Tracking Technologies” section below.   

When you provide us with personal information about your contacts, we will only use this information for the specific purpose for which it is provided. 

If you believe that one of your contacts has provided us with your personal information and you would like to request that it be removed from our database, please click here.

Other Sources of Information

We may receive information about you from other sources and may combine this data with information we already have about you, including:

• Artists: such as marketing data from a new or partnering artist that is integrated with information we already have about you to create a more tailored fan experience;
• Business Partners: such as contest providers and other promotional partners, sub-contractors in technical, payment and delivery services, advertising networks, analytics providers and others who enable sign-on functionality and social network integration;
• Publicly available databases;
• Other Applications: such as music/video streaming sites and social media platforms;
• Digital Service Providers: if you choose to use features on our Sites (such as pre-save campaigns) that connect to your online profiles or social media accounts, we may collect any information that you permit through your settings on those connected accounts; and
• Information you disclose publicly: our Sites and our artist, podcast and product pages on third party platforms may offer message boards, chat rooms, games, and other public areas (collectively, “Community Forums”) where you can engage in social networking, interact with others, as well as have the opportunity to submit photographs, writings, music, video, audio recordings, computer graphics, pictures, data, questions, comments, suggestions or other content (collectively, “User Submissions”).

This information helps us to update, expand and analyze our records, identify new customers and provide content and services that may be of interest to you.

Social Networks/Online Communities

We enable you to create a profile for accessing blogs or online communities for sharing User Submissions. User Submissions on our Sites may be subject to separate terms & conditions made available prior to submission. To participate in certain Community Forums, you may be asked to select a username, screen name or member name and password; please do not use your real name or email address or the real name of another person when selecting a username (or screen name or member name).  Please note that we cannot control the actions of others with whom you may choose to share your pages and information.  Anything you post to a Community Forum is public, and others will have access to your User Submission(s) and may view, collect and use that information or share it with third parties. If you choose to voluntarily disclose User Submissions, the protections of this Privacy Policy will not cover such disclosure of information. We encourage you to think carefully before you post and to use caution before disclosing any personal information in Community Forums and other online communities.  We may use Community Forum activity and information provided in User Submissions for the purposes of internal analytics and targeted marketing.

We may also enable you to post content from some of our Sites to your profile on other social networks.  You can access these services from our Sites using Facebook Connect, Twitter, or other Open ID providers. These services will authenticate your identity and allow you to post and share certain personal or other information with that site.  Please be aware that the privacy policy of that site or service will apply to any content you provide them in these instances.  We do not allow these services to provide any personal information or content back to our Sites or your profile with us unless you agree. To request removal of your personal information from our blog or Community Forum, contact us here.  If we are unable to remove your personal information, we will respond to your request with the applicable reasons.

Widgets – Our Site(s) may include interactive mini-programs that provide specific services from another company (e.g., displaying digital news feeds, playing music, “liking” or sharing content, etc.), often referred to as widgets.  You may have the opportunity to submit personal information, such as your email address, for collection through a widget.  A widget may also use browser or Flash cookies and/or collect clickstream and usage data. Information collected by a widget is governed by the privacy policy of the company that created it.

Transactions

You may purchase artists’ music, subscribe to paid podcast content, or purchase merchandise from some of our Site(s) or our Artists’ or Podcasts’ Sites, in which case you may be directed to an externally hosted web page or site to complete your transaction.  These sites will be clearly identified and link to their own privacy policies so you know which company is collecting your personal information.  You should refer to those policies for any privacy-related concerns regarding your purchase or subscription.

Monitoring and Fraud Prevention

To help protect you and others, we monitor use of the Sites and we use the information we collect, including personal information, to identify fraudulent activities and transactions; prevent abuse of and investigate and/or seek prosecution for any potential threats to or misuse of the Sites; ensure compliance with the applicable terms of service and this Privacy Policy; investigate violations of or enforce these agreements; and otherwise to protect the rights and property of Iyanu Live Music, its partners and customers.  Monitoring may result in the collection, recording, and analysis of online activity or communications through the Sites, and you consent to this monitoring by using the Sites.  If you do not consent to these conditions, you must discontinue your use of the Sites.

Retention

We will retain your information for as long as your account is active and as needed to provide you services, or otherwise to fulfill the purpose(s) for which the information was collected.  We will use and retain your information as necessary to comply with our legal obligations, resolve disputes and enforce our agreements.

Information Sharing

We may provide your personal information to companies that help us with our business activities (e.g. shipping or processing an order, assisting us in Site operations, providing customer service, delivering email newsletters, etc.) or that assist us in improving our products, content, services or advertising.  These companies are authorized to use your personal information only as necessary to provide these services.

We may also share your personal information for the purposes described above:

• With other Iyanu Live Music affiliates, and other internal parties acting on our behalf;
• With representatives of our recording artists and their management, labels, podcasts, and other trusted partners;
• With independent artist or label clients (for example, a label distributing their music through an Iyanu Live Music-owned distribution platform) for marketing purposes when you request to join their mailing list via our Site(s);
• Suppliers and vendors who perform functions on our behalf, such as hosting or operating our Sites, sending e-mails, and carrying out data analysis;
• With partners in whose products or services we think you may have an interest, with your prior consent to do so;
• With former Iyanu Live Music recording artists or their representatives, who will be advised in advance that your further consent is required for continued use;
• As required by law, such as to comply with a subpoena or similar legal process;
• When we believe in good faith that disclosure is necessary to protect our rights, protect your safety or the safety of others, investigate fraud, or respond to a government request;
• In connection with a corporate change including a merger, acquisition, or sale of assets;
• To any other party with your prior consent or otherwise at your direction; and
• With applicable collection societies if you are an independent artist or label client, and direct us to do so.

Email and Newsletter Preferences

You may choose to stop receiving newsletters, updates, or marketing emails by following the unsubscribe instructions included in such emails. Some Sites also allow you to change your email preferences within your online profile or by contacting us here.

Interest-based Advertising

We partner with other companies to manage our advertisements.  We or our partners may use cookies or similar technologies to provide you with advertising based on your browsing activities and interests on our Sites and other sites, and across your different devices.  If you wish to opt out of interest-based advertising, please check your browser settings. 

Mobile Marketing

If you choose to join a mobile marketing list, please be aware that there are usually costs associated with receiving SMS (text) or MMS (multimedia) messages depending on your wireless carrier and plan.  You should check with your mobile carrier to determine what charges apply before signing up to receive our updates via your mobile phone.  If you would like to stop receiving messages from us or sent on our behalf on your mobile phone, please reply to the message with “STOP”.  You may also contact your wireless carrier for additional information on receiving or stopping mobile messages.

We may also send you push notifications from time to time in order to update you about any events or promotions that we may be running. If you no longer wish to receive these types of communications, you may turn them off at the device or application level, as applicable.  To ensure you receive proper notifications, we will need to collect certain information about your device such as operating system and user identification information.

Geolocation

If you have previously enabled your computer or mobile device to send us location information, you may be able to opt-out from further allowing us to access such information by changing the settings on your computer or mobile device or by uninstalling the application.

Tracking Technologies

We and our business partners use cookies and other technologies such as web beacons to keep track of your visits, preferences, and profile information. 

Cookies are text files containing small amounts of coded information that are downloaded to your device when you visit a website. Cookies are then sent back to the originating website on each future visit, or to another website that recognizes that cookie. Cookies are useful because they allow a website to recognize a user’s device. Cookies and similar technologies help us to improve our sites and to deliver a better and more personalized experience, for example, by storing information about how you use our sites and allowing us to recognize you when you return. You may refuse to accept cookies by changing the privacy settings on your internet browser but this can mean certain parts of our site may not work properly. We and our business partners may automatically or passively collect information as you browse our Site(s) such as connection information (including the domain name and Internet Service Provider), browser type and version, mobile device ID, cell phone carrier, operating system and device type, average time spent on our Site(s), pages viewed, traffic to and from the websites, information accessed, the IP address you use to connect to the Internet and related geographical information about your computer or mobile device, and advertising data and other standard weblog information. Such information is sometimes referred to as web analytics and/or clickstream data. 

“Web beacons” (also known as image tags, pixel tags, GIFS or web bugs) are small pieces of code used to collect advertising data, such as counting page views, promotion views or advertising responses. Web beacons or similar technologies may be used for various purposes, including, without limitation, to count visitors to the Sites, to monitor how users navigate the Sites, to count how many sent e-mails were actually opened or to determine whether content sent was actually viewed.

This information is used to make our Sites easier to use, improve our advertising and to provide you with a more personal and convenient experience.  For example, we may use this information to store some of your preferences or to provide you with tailored advertisements related to your specific interests on our Sites and other sites, and across your different devices.  Additionally, should you choose to enroll, we and our partners may use this information to allow you to participate in one of our fan rewards programs.  To learn more about the use of cookies in online advertising, including how to manage or delete them click here.

We and some of our partners use Flash cookies to store some of your preferences or personal information.  For more information on Flash cookies and how to manage privacy and storage settings click here.

In some of our email messages, we use “click-through URLs” or pixel tags to determine whether the email has been opened and to measure the effectiveness of our customer communications.  This data may also be used to gauge your interest in particular topics, so we can deliver a more relevant, personal and convenient user-experience.

One analytics provider with whom we may work is Google Analytics. Google Analytics uses cookies and similar technologies to collect and analyze information about use of the Properties and report on activities and trends. This service may also collect information regarding the use of other websites, apps, and online resources. You can learn about Google’s practices by going to http://google.com/policies/privacy/partners, and you can opt out of the service by downloading the Google Analytics opt-out browser add-on, available at https://tools.google.com/dlpage/gaoptout.

Managing your cookies & tracking technology preferences

To manage your cookie preferences on our Sites, please refer to the “Manage Cookies” link in the cookie banner of the applicable Site.

Some web browsers offer a “Do Not Track” feature that signals to websites you visit that you do not want to have your online activity tracked. When you choose to turn on the “Do Not Track” settings in your browser, your browser will send a signal to websites, analytics providers, advertisement networks, plug-in providers, and other web service providers you encounter while browsing to stop tracking your activity. To find out more about “Do Not Track,” please visit www.allaboutdnt.com.

Global Privacy Control (“GPC”) is a technical specification in your browser settings that you can use to automatically inform websites of your privacy preferences about third party online tracking. To find out more about and to set up GPC, please visit https://globalprivacycontrol.org/#about.

Opting out of tracking or targeted advertising cookies doesn’t mean you won’t receive online advertising, just that the advertisements you see won’t be based on the website pages you’ve visited.

Security

We follow generally accepted industry standards to protect the personal information submitted to us, both during transmission and after receipt.  However, no method of transmission over the Internet or method of electronic storage is 100% secure and we cannot guarantee its absolute security.  If you have any questions about the security of your personal information, you can contact us by clicking here.

Location of Processing

Our Sites are operated in the United States.  If you are located in a jurisdiction outside of the United States, please be aware that the information we collect will be processed in the United States, a jurisdiction in which the privacy laws may not be as comprehensive as those in the country where you reside and/or are a citizen.

Personal Information Rights

Under applicable data protection laws, you may have certain rights in relation to your personal information, such as the right to know about how we process your personal information, to access your personal information and obtain a copy of it or a portable version of it, to correct or delete your personal information, and to opt out of certain types of processing or sharing of personal information where applicable.  Below, we provide information on how you may submit requests in relation to your personal information. Please also refer to the sections further below addressed to residents of California and Virginia for additional information.   

Upon request, we will provide you with information about whether we hold any of your personal information.

Our Sites may offer different methods for updating your personal information.  To review and update your personal information on artists, podcasts or other Iyanu Live Music-related marketing Sites, please log in to your profile/account on each Site where you have registered, or click on the ‘Manage Your Preferences’ link at the bottom of any marketing email we send you, and then update your newsletter subscriptions in the Iyanu Live Music preference center.  If the Site does not have a profile/account page, you may review and update your personal information by clicking here.

If you wish to cancel your account or request that we no longer use your information to provide you services, or make other requests in relation to your personal information, contact us by clicking here.

We will respond to your requests within a reasonable timeframe in accordance with applicable laws.

Additional Information

Links to Other Sites – Our Site(s) includes links to other sites whose privacy practices may differ from those of Iyanu Live Music.  If you submit personal information to any of those sites, your information is governed by their privacy policies.  We encourage you to carefully read the privacy policy of any site you visit.

Children – We do not knowingly collect or attempt to collect any personal information from children under the age of 13.  If you feel that we have unknowingly collected information from someone under the age of 13, please contact us immediately, and this information will be removed.

For more information on how to protect your children online:

Visit www.OnGuardOnline.gov for social networking safety tips for parents and youth.

Additional Information for California Residents

In addition to the information provided above regarding the categories, sources, uses, and sharing of personal information we collect, we are providing the following additional information to California residents consistent with applicable law, including without limitation the California Consumer Privacy Act as amended by the California Privacy Rights Act and any implementing regulations adopted thereunder (“CCPA”).  Terms (including defined capitalized terms) used in this California section of this Privacy Policy have the same meanings given in the CCPA unless otherwise defined. 

We collect the information described above in this Privacy Policy (including identifiers, commercial information, internet or other electronic network activity, and in certain circumstances Sensitive Personal Information such as account log-in / password, ethnicity, health information, financial account information,  social security, driver’s license, ID or passport number, or specific geolocation data) from fans and consumers (including job applicants), artists, podcast hosts and producers, business partners, clients, vendors, other applications (e.g., social networks), advertising networks and digital service providers.  The Personal Information we collect about you will depend upon how you use our Sites or otherwise interact with us. In addition to the categories of data described above, we may collect and/or use additional types of information and will do so after providing notice to you and obtaining your consent to the extent such notice and consent is required by the CCPA.

We may use this information for any of the business purposes described above.  We may also share this information with the following categories of third parties: Iyanu Live Music and affiliated companies, artists, podcast producers, independent artist and label clients, advertising networks, digital service providers and other business partners for such business purposes.

In addition to the sources and categories of third parties mentioned above, we also may share this information with law enforcement and professional service companies for the limited purposes of addressing our compliance and legal obligations and exercising our legal rights.

California Consumer Rights

Subject to certain exceptions, California residents have the following rights:

• Access and portability.  Upon a verifiable request, California residents can request information regarding what personal information we collect, use, or disclose, and other information about our data practices, including the right to request we provide you with the categories and/or specific pieces of personal information we have collected about you, and the categories of sources of such personal information and the categories of external recipients to which such personal information is disclosed (but not the individual sources or recipients);
  • Please note, the CCPA’s right to obtain copies does not grant a right to the whole of any document that contains personal information about you, but only to copies of “specific pieces” of such personal information; 
  • In order to provide specific pieces of information about you, we may require a signed declaration under penalty of perjury that you are the consumer whose personal information is the subject of the request.
• Deletion.  Request deletion of the personal information we maintain about you;
  • Please note that as part of the verification process, once you submit a request to delete, we may follow up and require you to confirm that you want your information deleted.
• Correction. Request correction of inaccurate personal information we maintain about you; and
• “Do Not Sell or Share My Personal information”. You may request to opt out of the “sale” or the “sharing” of your personal information to third parties for cross-contextual behavioral advertising (i.e. targeted advertising), whether or not for monetary or other valuable consideration.

Do Not Sell or Share My Personal Information

We do not sell your personal information to third parties for money or other valuable consideration.  However, Iyanu Live Music engages in online advertising practices (and certain analytics or similar activities) whereby we share personal information with other companies and service providers in compliance with the law in order to deliver more meaningful ads and other communications to consumers, and for other similar reasons provided in this Privacy Policy. These practices may be considered a “share” for cross-context behavioral advertising as defined in the CCPA.

California residents have the right to opt out of this information “sharing” (as defined in the CCPA).  If you wish to exercise this right, please complete the form here.  To the extent that you elect to designate an authorized agent to make a request on your behalf, they must select “An Authorized Representative” on the form.  We will not share the personal information of California minors who are under the age of 16 with third parties for commercial purposes without affirmative consent, which can be provided at the point of data collection.

To disable sharing through cookies set by third parties that may be considered “sharing” under the CCPA, please refer to the “Manage Cookies” link in the cookie banner of the applicable Site.

In addition, the Digital Advertising Alliance also offers tools for California consumers to send requests under the CCPA to opt out of the sharing of personal information by some or all of the participating companies.  For more information, visit: https://www.privacyrights.info/.

Right to Limit the Use and Disclosure of Sensitive Personal Information

Under the CCPA Regulations, a business must only provide the Right to Limit the Use and Disclosure of Sensitive Personal Information when such use does not fall within the list of exceptions outlined in CCPA § 7027, subsection (l). Iyanu Live Music’s use and disclosure of Sensitive Personal Information falls within this list of exceptions, and we therefore do not offer such opt-out rights at this time.

Exercising other California Consumer Rights

If you are a California resident and wish to exercise any of these rights, please: (a) contact us here with the specific nature of your request, referencing “Your California Privacy Rights”.  When submitting your request, you must affirm that you are a California resident or an authorized representative for a California resident, and provide enough information for us to verify you are the person about whom we collected personal information or their authorized representative. All requests should be properly labelled and contain all the necessary information so that we can understand, evaluate and respond to the request. 

Authorized agents must be registered with the California Secretary of State, and the consumer must designate the authorized agent by providing the authorized agent with a valid power of attorney or written permission to act for the consumer.  We will follow up with authorized agents to request this documentation.  Such written permission must state the agent’s full legal name, the full legal name of the applicable consumer, and a clear description of the permission granted. Alternatively, an authorized agent may submit a copy of a power of attorney under Probate Code sections 4000-4465. The consumer’s identity, in addition to the authorized agent’s identity, will need to be independently verified for us to be able to fulfill your request. We may also ask the consumer to directly confirm with us that they provided the agent permission to submit the request.  If we cannot verify your identity to a sufficient level of certainty or we do not receive adequate proof that you are authorized to act on the consumer’s behalf, we may deny the request.

In respect of Californian residents’ rights of access and portability, deletion and correction, we will take reasonable steps to verify your identity based upon the information you provide, and you may be asked to provide additional proof of identification so that we can verify your identity and validate the request.  If we cannot verify your identity to a sufficient level of certainty to respond to your request, we will let you know promptly and explain why we cannot verify your identity.  Pursuant to the CCPA, we will not require you to verify your identity, beyond asking for the information necessary to complete your request, when you exercise your rights to opt out of the sharing of your personal information or to limit the use & disclosure of Sensitive Personal Information (if the same becomes applicable).

Submitting a request under the CCPA does not require you to create an account with us, and we will only use any additional information you provide as part of your request to verify your identity.  Please note that you are limited by law in the number of requests you may submit per year.  We will not discriminate against you by offering you different pricing or products, or by providing you with a different level or quality of products, based solely upon you exercising your rights under the CCPA.  

Retention

We will retain your information for as long as your account is active and as needed to provide you services, or otherwise to fulfil the purpose(s) for which your information was collected.  We will use and retain your information as necessary to comply with our legal obligations, resolve disputes and enforce our agreements.

California “Shine the Light”

If you are a California resident, California Civil Code Section 1798.83 provides you the right to receive: (a) information identifying any third party(ies) to whom we may have disclosed, within the preceding calendar year, your personal information for that third party’s direct marketing purposes; and (b) a description of the categories of personal information disclosed.  To obtain such information free of charge, please write to us at the address below, or submit your request here. We will respond to these requests within thirty (30) days.  Requests that come to us by other means may result in a delayed response.

Additional Information for Virginia Residents

We set forth above in this Privacy Policy the categories of personal data (as defined under Virginia law) we process, the purpose for processing personal data, the categories of personal data shared, and the categories of third parties with whom personal data is shared.

If you are a Virginia consumer (as defined under Virginia law) and would like to exercise your rights pursuant to the Virginia Consumer Data Protection Act and any implementing regulations adopted thereunder (“VCDPA”), to submit a request please complete this form or call the following toll-free number: 1-833-380-0676.

Virginia Consumers have the following rights, all subject to the meanings and exceptions set forth in the VCDPA:

1. Access. The right to confirm whether we are processing your Personal Data and request to access such data;
2. Correct. The right to request that we correct inaccurate Personal Data we hold about you;
3. Delete. The right to request that we delete the Personal Data provided by you or obtained about you;
4. Portability. The right to obtain a copy of the Personal Data previously provided by you to us and, to the extent feasible, in a readily usable format to allow data portability;
5. Opt-out out of:
6. Targeted Advertising. The right to opt out of the processing of your Personal Data for the purposes of targeted advertising;
7. Iyanu Live Music engages in online advertising practices (and certain analytics or similar activities) that may be considered “targeted advertising” under the VCDPA. 
8. To disable sharing through cookies set by third parties that may be considered targeted advertising under the VCDPA, please refer to the “Manage Cookies” link in the cookie banner of the applicable Site;
9. Sale.  The right to opt out of the processing of your personal data for the purposes of a sale as defined under the VCDPA;
   • Iyanu Live Music does not sell Personal Data to third parties for monetary compensation or other valuable consideration, and therefore we do not offer such opt-out right at this time;
10. Profiling. The right to opt out of the processing of your personal data for the purposes of profiling as defined under the VCDPA.
    • Iyanu Live Music does not undertake profiling activities resulting in a legal or similarly significant effect on the individual, and therefore we do not offer such opt-out right at this time.

VCDPA Appeals

Pursuant to the VCDPA, if, for any reason, you would like to appeal our decision relating to your request, you have the right to submit an appeal and can do so by completing this form or call the following toll-free number: 1-833-380-0676. Please include your full name, the basis for your appeal, and any additional information to consider.

Questions About This Privacy Policy

If you have questions or concerns regarding this Privacy Policy, you should first contact Iyanu Live Music. You can contact us about this Privacy Policy by writing to us:

ATTN: Iyanu Live Music Privacy Office

Iyanu Live LLC 

2506 Brooke Grove Road

Bowie, MD, 20721

Or you can click here to submit feedback online.

Changes To This Policy

By using our Site(s), you agree to the terms of this Privacy Policy.  We may amend this Privacy Policy at any time and, as such, we encourage you to periodically review this page for the latest information on our privacy practices.  If we make a material change to this Privacy Policy, we will email users who have provided an email address or post a notice on our Site(s) before the change becomes effective.