Syler Hand, Cross Platform Optimization Coordinator at Nickelodeon Oh, what a year-and-a-half it has been! From graduating from Pace University to starting my first full-time job at Nickelodeon in New York City as a Cross Platform Optimization Coordinator, life has felt surreal. I always knew I wanted to work in the media and entertainment industry, especially after interning on the Social Media and Digital teams at Food Network and TLC in college. But landing a full-time job? On the coattails of a pandemic? That’s where things can get tricky. But thanks to a plethora of connections that I made through FUTURE NOW, that process was a lot less challenging (and scary). If you have told me I would be working on slime-filled, kid-tacular Digital projects three years ago, I would have been highly doubtful. Pandemic-related hiring freezes and general uncertainty shook the industry. So, I knew getting a job was going to be even more difficult. When I heard about the FUTURE NOW conference in March 2020, I knew I had to apply. This seemed like a great way to put myself out there (virtually, mind you) to expand my network and knowledge. Throughout the conference, I had the opportunity to speak with so many talented industry experts from countless companies and organizations. I made wonderful connections with attendees and speakers alike. I left the conference feeling so hopeful and inspired that I decided to apply to the Mentoring Program. After receiving my acceptance letter (another pinch me moment), I spent 9 months building a genuine personal and professional relationship with a highly skilled industry expert. I learned and grew so much during my time with her, and she even played an instrumental role in helping me during my job search at the end of my senior year of college (thank you, Lisa!). A year later, I got to interview her on ‘stage’ eat the Conference about our time together. The main takeaway from these experiences? Network, network, network. People want to see you succeed, even in times that may seem hopeless. Thanks to FUTURE NOW and all of its incredible opportunities, I not only ended up in my favorite industry, but I work at a company that was a major part of my childhood.

Brendan Dewley, Production Assistant at Late Night with Seth Meyers My name is Brendan Dewley, and I’m a recent alum of the University of Michigan. I’ve been a Production Intern and Production Assistant at Late Night with Seth Meyers (NBCUniversal) since August 2022, where I will be through the end of January! I moved out to NYC to write and perform comedy last fall so working at Late Night has been a dream come true for me and I love working at 30 Rock. I applied to the late-night comedy internships every year at school, but this past year I connected with alumni at NBCU and asked for advice. I worked a remote internship early 2022, applied the night applications went live for the internship, and went through two rounds of interviews before I got the call from my recruiter telling me that I had gotten the gig! FUTURE NOW helped me learn how to take the initiative and follow up with people on LinkedIn and via email even after brief interactions like at the FUTURE NOW Media and Entertainment Conference. I still keep in touch with a few of the mentors I met through the program.

Claretta Bellamy, Digital Reporter at NBCBLK I currently work as a digital reporter under NBCBLK through the NBCU Academy Embed Program. While working under this two-year fellowship program, I’ve written stories about Black history, culture, entertainment, and health. I've also had the opportunity to travel to Selma, Alabama, and Buffalo, New York to report on-camera for NBC’s series about racial healing. I really enjoy working here because I’ve interviewed so many fascinating people making positive changes in their communities and have learned so much while speaking with experts about topics I care about. Applying to this program was one of the best decisions I’ve ever made for my early career. FUTURE NOW was a critical component to my success. Through the program, I really understood the importance of networking and had many opportunities to engage with others. FUTURE NOW also provided me with a valuable mentor, Raquelle Zuzarte, who really guided me when I was applying for jobs and keeping track of positions. FUTURE NOW was an important stepping stone that helped form me into the individual that I am now, and I am so thankful that the program exists.

For most people, being in the room with their favorite artist only happens at a concert. But, for Parul Chokshi, it’s something that happens almost every day. She’s worked with some of the biggest names in music and most recently with rapper, Glorilla, whose song became viral on TikTok and earned her a record deal. FUTURE NOW Founder and CEO, Peggy Kim, spoke with Chokshi in a recent Leadership Talk about how she got her break in the music industry to eventually become the Senior Director of Talent Booking at Vevo. Chokshi’s passion for music started at a very young age, but she never dreamed that she could have a career in the music industry. Instead, she pursued another more viable dream of becoming a lawyer. “I really liked the idea of being able to argue something and being able to have something to back it up,” she said. She went to law school and eventually got a job at a law firm. But she discovered that “[It] wasn’t fulfilling me 100%.” While working at the law firm, Chokshi continued going to concerts and started networking with artist’s managers to see how she could get into the industry. She was strategic in her approach and discovered that the managers were often standing alone and willing to talk to her. “Usually, the artists that I would go to were at smaller shows, smaller venues. And they’re usually trying to do a meet-and-greet afterwards.” Chokshi's background in law helped her when networking with the artist’s managers. They took her more seriously. However, her legal experience didn’t exactly open the floodgates of opportunity. She knew she had to prove herself. “I was willing to start over,” she says “Unless I wanted to come in as an entertainment lawyer, I needed to learn a new industry. I can’t just assume that I can jump into being a manager somewhere.” Chokshi had a detailed approach and strategy to land a job in the industry. “What I did was made a list of all the music labels, all of the music companies, publicity companies, agencies—I made a list of all of them… I had over 100 contacts, and I would constantly call them,” she said. Her big break came from a person from Sony Music who remembered her and contacted her about an opportunity in music licensing for commercials and television shows. She jumped at the chance and as the saying goes—the rest is history. Chokshi’s story reflects that there’s no one way to break into the music or entertainment industry, but persistence and preparation are critical to success. She encourages emerging leaders to be active in the music scene by liking and following up-and-coming artists on social media. On the soft skills side, “I think… that interpersonal vibe and personality, and the fact that you connect and can click is really key.” A résumé reflects what someone can do but being conversational is a skill crucial in an industry where people are constantly connecting. For introverts, this might sound daunting. Chokshi admits that she can be an introvert at times, but that it’s important to put yourself out there and talk to people. Chokshi is passionate about helping the next gen break into the music industry. She says the industry is more open to younger applicants. “I think that the people in power have learned that the future of music is the youth,” she said. She encourages future leaders to show how they're staying informed and active in the music community. How are you finding out about new artists? Where do you discover new music? How do you show your passion for music? On a final note of the talk, Chokshi reflected on leadership and shared, “Recognize that you may not know everything. As a leader, you’re there for the team…[and] don’t feel as if you look less than if you admit that you make a mistake. You will never know everything, and there is something to learned from everybody.”

After two years of limited in-person screenings, the Toronto International Film Festival returned in full force in September. With the mask mandate lifted, the theaters were near full capacity and the clamorous crowds were reminiscent of pre-pandemic times. While the Festival has historically featured smaller, independent films, this year’s comeback was led by Hollywood studios, red carpet fashion, after parties, and celebrity entourages. Headlining on the red carpet was Taylor Swift, who arrived in a gold sequin dress for the showcase of her 10-minute film, “All Too Well: The Short Film.” Harry Styles created quite the buzz going all green in Gucci for the premiere of his upcoming gay period romance, “My Policeman.” Though the film received mixed reviews, Styles managed to stay in the media spotlight with the recent release of his other acting turn in the film “Don’t Worry Darling” and the co-star drama that surrounded its production. Multiple sources alleged on-set conflict between director Olivia Wilde and lead actress Florence Pugh. Pugh was initially dissatisfied with Wilde’s controversial decision to cast Shia LeBeouf as the lead actor, despite multiple abuse allegations against him. Tensions between Wilde and Pugh reportedly escalated when Wilde started a romantic relationship with the pop star she cast to replace LeBeouf, Harry Styles. While the rumors are mostly speculation, the social media frenzy aided film promotion, making “Don’t Worry Darling” the third highest-grossing movie of the month. One of the more positive highlights of the Festival included Brendan Fraser’s speech accepting the TIFF Tribute Award for his outstanding performance in Darren Aronofsky’s “The Whale.” Fraser tearfully thanked his fans for continuing to support him after his disappearance from the public eye. Fraser described his new movie as a “redemption story” about Charlie, a 600 lb. man and social outcast who brings out the good in others who can’t see it in themselves. “I am a firm believer that we need a little bit more of that in this world,” Fraser said. This recognition comes on the heels of his receiving a six-minute standing ovation at the Venice Film Festival. Fraser’s feel-good comeback with his strong performance in “The Whale” has made him a top candidate for an Oscar nomination.. Another film featured at TIFF that’s sure to command attention as the awards season ramps up is “The Fablemans,” which received the TIFF People’s Choice Award. Directed and co-produced by Steven Spielberg, “The Fabelmans” is a semi-autobiographical coming-of-age drama told through the fictional character of Sammy Fabelman, a young aspiring filmmaker. Spielberg has called the film his most personal and emotional yet. (It is scheduled for a limited theatrical release on November 11.) The first runner-up prize for the TIFF People’s Choice Award was given to “Women Talking.” The all-star ensemble cast includes Rooney Mara, Claire Foy, Jessie Buckley, Judith Ivey, Ben Wishaw, and Frances McDormand. Directed by Sarah Polley, the film is an adaptation of Miriam Toews’ novel about sexual abuse in a Mennonite society. Though media discussion around #MeToo has quieted, discussion of sexual assault in Hollywood and around the world has continued, and representation has become even more important. This year’s film lineup largely focused on films by women about women like “Emily,” directed by Frances O’Connor; “Saint Omer,” directed by Alice Diop; “The Eternal Daughter,” directed by Joanna Hogg; and others, reflecting increased representation of women in film, both on-screen and off. It will be interesting to see whether any of these films will breakthrough at the Academy Awards, which have historically been dominated by men. “Glass Onion: A Knives Out Mystery,” directed by Rian Johnson, took home the second runner-up prize for the People’s Choice Award. This murder mystery film distributed by Netflix is a follow-up to “Knives Out,” released in 2019, and the sequel has proven to be just as juicy as the first, dazzling audiences and critics alike. The first “Knives Out” was a box office smash, and while “Glass Onion” has a limited theatrical release before it comes out on Netflix, it’s likely to hit in a way that a movie like “Women Talking” might not. Will “Glass Onion” follow its predecessor’s Oscar nominations? With the year winding to a close, the frontrunners for Oscar glory are beginning to materialize, and TIFF gives attendees a sneak peak. This year’s festival was memorable for its stars and films, and their performance here may indicate their awards trajectory. While things may be bleak for Harry Styles on that front, there are plenty of other things to keep us occupied in the meantime. The 15-film Oscar shortlist will be announced on December 21, with the five final nominees to be announced on January 24, 2023.

Despite being a competitive piano player growing up, Christine Yoo never imagined a career in the arts, especially with her parents encouraging her to be a doctor or lawyer. All that changed, however, when some college friends asked her to help out on a short film. She had no experience, but she agreed and it changed her life. Yoo discovered a love for storytelling, and decided to transfer to the University of Southern California School of Cinematic Arts. Upon graduation, Yoo did not find her initial success in Hollywood, but in Korea when her thesis film at USC got into the Busan Film Festival. Yoo stayed in Korea and started teaching editing at the Korean National Film Academy and also worked for a production company. When she returned to the U.S., she did everything from editing to writing for “KoreAm,” a print magazine aimed at Korean Americans. “As a freelancer, I’m not really in a position to turn work down,” Yoo laughed. “I like to work as much as possible.” Eventually, Yoo was able to make her first feature film, Wedding Palace, a Romcom with an all-Asian cast. And she did it without Hollywood. “Hollywood, as we know, is not necessarily set up for people who look like me in positions of leadership,” said Yoo. “I had to create those opportunities and ultimately learn how to become an entrepreneur.” With one feature under her belt, more opportunities began to come Yoo’s way. She even became a showrunner for “The Story of God With Morgan Freeman” under Freeman’s production company. What exactly does a showrunner do? “It’s kind of a writer-producer-director type of role. You are helping to shape the story [and] find [the] story,” Yoo explained. As a showrunner for a nonfiction series, Yoo had to learn how to operate differently than she did on narrative sets. According to Yoo, things aren’t as set in stone because the script is more fluid, and thus “a lot of discovery happens in the field,” something she enjoys. The titles mean different things in the nonfiction world than they do in narrative filmmaking; the roles and responsibilities are different. “Being a director [on a nonfiction project] is about being a storyteller, not necessarily being organized,” she said. The organizational and operational responsibilities belong to production managers. “There’s a lot more opportunities [in nonfiction] for people who are just starting out in the industry to get their foot in the door,” Yoo said. Still, personal tenacity is critical. Yoo admitted that “the situation for female directors is pretty bleak…no matter what, you kind of have to create your own opportunities.” And, Yoo has developed the muscle for it. She also has good storytelling instincts. A friend shared a GQ article, “Inside the San Quentin Marathon” about inmates finding hope and second chances by training for the prison marathon. Yoo was intrigued and emailed the coach and set up a time to talk. She quickly learned that she wasn’t the only one with the idea to make a film out of this story—Condé Nast was also interested. “It confirmed my belief that this was a great story I found,” Yoo joked. When pitching the coach, Yoo emphasized her more personal approach to the story. She posited that Condé Nast is a big company and wouldn’t give the level of attention to the story that she would. The subject was also personal to Yoo as she had a friend who was serving time. “I wanted to tell this story,” she said. The coach gave Yoo the story, and she was soon on her own journey to becoming a first-time documentary filmmaker. Initially, she planned to make a narrative film, but as she spent more and more time at the prison, she decided that “people really need to hear this story from the people who experienced it, not me.” Her film titled 26.2 to Life (trailer) focuses on three men convicted of murder and their quest to run this marathon. “I wanted to organically bring out other issues, like mandatory sentencing, what is it like to be a father or a husband from prison, what happens to a family when you are locked up for long periods of time,” Yoo explained. With a no cell phone rule in the prison, “you get into intimate discussions very quickly,” Yoo said. “The first contact showed me how much I had dehumanized people who are behind bars [due to] the usual media portrayals that we get.” Since filming, Yoo has become a regular volunteer at the media center in the prison, where inmates are able to access film equipment and make stories. In a very impressive feat, 26.2 to Life recently had its world premiere at the DOC NYC film festival. It is moments like this that inspire Yoo to keep pursuing film even during the tough times. “It’s about finding stories that you love… [with people who] will lift your soul up,” she said. “[This is] a story I’ve been carrying now for five years,” and soon the rest of the world will be able to experience it, too. “26.2 to Life” is available to screen virtually at this link until Sunday, November 27.

According to Sowon Sawyer, VP of Program Planning for Kids & Family Content at Warner Bros. Discovery, you never know what type of show is going to connect with younger audiences. It’s hard, she says, to predict “what [stories are] going to hit in two to three years,” the time it usually takes for an animated project to air after it’s been green-lit by a network and goes into production. Sawyer recently spoke at a FUTURE NOW Leadership Talk, and shared that facing uncertainty is something that she’s had to do throughout her career. She majored in German Language and Literature at Wellesley College and had no particular designs on pursuing a career in media. “I really didn’t know what the possibilities were, to be honest,” she confessed, explaining that as a first-generation Asian-American woman she had no obvious role models working in the industry. After a summer interning at a small animation studio, Sawyer decided to follow that path forward, working initially in sales at a production company before networking her way into a dual role at Nickelodeon in program strategy and acquisitions, which she found more interesting. Eventually, she transitioned over to the programming team, staying at Nickelodeon for eleven years before working at AMC Networks and her current position at Warner Bros. Discovery. Another key part of Sawyer’s career has been the work she’s done around diversity, equity, and inclusion. At AMC Networks, she was the Founding Chair of DEI. She started organizing efforts within the company after she noticed the lack of support for employees of color, saying that “they didn’t have a place to get together, to talk about common shared experiences, and I wanted to have that for myself.” Building nine Employee Resource Groups and a reverse executive mentorship program at AMC helped to change the internal conversations within the company, something Sawyer is particularly proud of. Now, as she looks ahead, Sawyer acknowledges the challenges of the unknown, in particular the recent merger of Warner Media and Discovery. “Things are happening very, very quickly, ” she noted, in particular highlighting the shifting priorities of the new company. Yet, Sawyer emphasized optimism and focus on the job at hand as key to moving through tough transitions such as this one. “Once all of this is done, and all the dust has settled, what people will remember about you is how you handled yourself in that crisis.” Such thinking has been helpful to her throughout her career. Speaking to the audience of students and recent graduates, Sawyer recalled advice that she once got from a mentor about uncertainty: “Whatever you do…keep your eyes open, keep learning, and aim for ultimately where you want to end up, and head in that direction.” Words to live by, especially in an ever-evolving industry….

By Asca Akiyama and Anna Harrison Awards season has kicked into gear with recent film festivals like TIFF, Telluride, and most recently, the Venice Film Festival, and buzz about certain Oscar hopefuls has grown louder and louder. Venice especially showcased strong films, not to mention meme-able moments. The Golden Lion for Best Film went to “All the Beauty and the Bloodshed,” a documentary from Laura Poitras about photographer and activist Nan Goldin, signaling that it might follow in the footsteps of last year’s “Flee” and score a rare double nomination at the Academy Awards for Best Picture and Best Documentary. However, the Best Picture race is shaping up to be much stronger than last year’s, especially with the premieres of “Tár” and “The Banshees of Inisherin” at Venice. “Tár,” starring Cate Blanchett as the titular Lydia Tár, a renowned composer, marks director Todd Field’s first film since 2006, and has been earning rapturous reviews, especially for Cate Blanchett, who may be poised to seize her third Oscar statuette. “The Banshees of Inisherin” reunites director and writer Martin McDonagh with stars Brendan Gleeson and Colin Farrell—they had previously collaborated in 2008’s “In Bruges,” which was Oscar-nominated for Best Original Screenplay. Farrell and Gleeson have become favorites if not to win, then to at least get Best Actor and Best Supporting Actor nominations, respectively. Both men are respected thespians with nary an Oscar nomination to their name, something that could soon change. And don’t count out Luca Gaudagnino’s “Bones and All,” where he once again partners with Timothée Chalamet (who caused quite a stir on the red carpet with his red silk jumpsuit). This is their follow up collaboration after “Call Me by Your Name,” though it was co-star Taylor Russell who won the Marcello Mastroianni Award for Best Young Actor at Venice. Brendan Fraser also gave a standout performance in Darren Aronofsky’s “The Whale.” Fraser had largely disappeared from the public eye after enduring multiple surgeries from stunt injuries and being sexually assaulted by Philip Berk, the former head of the Hollywood Foreign Press Association. He has returned with a tour de force performance, and it was heartwarming to see him so touched by the long standing ovation he received. Venice tends to award more diverse films than the Academy—international films like “Saint Omer” and “No Bears” won the Grand Jury Prize and Special Jury Prize, respectively. However, it seems unlikely to receive any Oscar love outside of a possible Best International Feature nomination. Venice provides these non-blockbuster, non-MCU films a platform that seems harder and harder to come by these days as theatrical exhibitions have been taken over by franchises, reboots, and spinoffs. Films like “Tár,” “The Banshees of Inisherin,” and “Bones and All” are meant to be seen on the big screen, but since they don’t fit into the mold of today’s most popular films, they must rely heavily on word of mouth and buzz coming out of festivals like Venice. These festivals don’t exist merely for the red-carpet photos (though those are fun) or for celebrities to congratulate themselves—they are essential to the health of the film industry.

Last month, Founder and CEO of FUTURE NOW, Peggy Kim, sat down with the Media and Entertainment Business Development Leader for Global Accounts at Amazon Web Services (AWS), Jamie Duemo—though Duemo shortened the title to “Worldwide Strategy Leader,” much easier to digest. In her role, she focuses on broadcast, streaming, and direct-to-consumer media at AWS, which was founded in 2006 initially to support Amazon’s internal technology needs, but has since become one of the largest hyperscale global cloud providers with revenues exceeding $62 billion in 2021. When Duemo started her career in media, the cloud market did not exist, but she was bound to catch the technology wave. The seeds of Duemo’s career journey were planted when she received a radio cassette player for Christmas as a child. She fell in love with radio and would create and record her own ‘broadcasts.’ But, when she went to college at the University of Florida, she found a new love--television. “The equipment was cooler, the studios were a lot cooler,” she explained. Duemo decided to study telecommunications, specializing in television production, and took part in productions for local sports and news shows as the master control operator, putting in graphics, closed captions, and monitoring feeds during the live programs. Her first job after graduation was as a master control operator for Cartoon Network, though she would branch out into other things like baseball as well. “It was fun, especially when we did live events,” Duemo said, but it was definitely a stressful job.“Anyone who’s ever worked master control has the same nightmare where in your dream, you can’t get to your switcher to go into a commercial break…. Therapy! Make sure you negotiate therapy when you sign up for that role,” she joked. After five years at Cartoon Network, Duemo moved to Discovery Communications as QA Manager and Technical Project Manager, and then, a few years later, onto one of Discovery’s vendors as a technical director. She has steadily advanced in technical solutions roles, working at many companies over the course of her career and never staying in one place too long. She didn’t plan to pursue a career in technology and didn’t have formal training as an engineer or coder. But each open door led her to where she is today, a global leader at the intersection of tech and media, and she wouldn’t have it any other way. “Give it a try, figure it out, and you usually will” has always been her philosophy, and it has served her well. She would love to see more future leaders pursuing careers in media and tech. “One of the challenges is that when people hear ‘media and entertainment’ they only think of the creative side,” Duemo lamented. “There are so many other roles that are there, which is why I’ve had so many roles…there’s sales, program management, project management, marketing, event management, software engineering, web designer, graphic designers…these are definitely hot roles that are paying twice as much as the conventional roles of being a producer, being a writer.” Even if it may seem daunting to pivot to technology, skills are transferrable. Duemo shared that if one has managed a team in any way, one can become a project manager, and from that, one can apply those skills to another technology-oriented job, and so on. Plus, there are many bootcamps out there to learn technological skills, and organizations like Women in Tech and Girls Who Code provide free courses. For Duemo, it was a lot of reading manuals and punching buttons at two in the morning. But, she encouraged the audience to read, Google, and directly reach out to those with knowledge in order to determine the area that best resonates with them—whether it be software development, architecture, or software architecture, and go from there. “Just start asking questions… People are inherently phenomenal at sharing knowledge,” Duemo said. “You’re never going to make a wrong mistake. Knowledge is knowledge is knowledge.” Not only has Duemo taken a hands-on approach to her education in tech, she also does the same with the teams she leads, always making sure that she can also perform the tasks she asks of her employees. “When a leader can do it,” she explained, “it’s immediate trust… Not only can I do the work with them, I’m also there to invest in them so they can move on to something beyond that.” Duemo loves to learn new things, both about technology and leadership. She cites Gimlet Media’s StartUp as one of her favorite podcasts and Ben Horowitz’s What You Do Is Who You Are: How to Create Your Business as a book full of sage advice. Most of all, however, Duemo emphasizes the importance of failure, and of owning up to and learning from your mistakes. Some of these lessons have come from outside of work. Duemo is an avid athlete. She has competed in multiple marathons, Ironman triathlons, and even ultramarathons. “It’s the challenge of it. It’s the fact that you got to the end of something,” she explains. Even though an Ironman triathlon—or learning how to code—may seem impossible, “you just start with a step, and then the next one, and the next one.” Standing still, whether professionally or personally, can be deadly. “Inaction is one of the worst things we do as humans,” Duemo said. “At the minimum, just start.” Failure is only a steppingstone.

By Cole Friedman LinkedIn is the premiere social media site for networking and career development, as recruiters regularly advertise positions and engage prospective employees on there, so it’s imperative to sign up sooner rather than later. Here are a few quick tips from the experts on how to best utilize the platform! 1. Create a strong profile Into web design? Love video editing? Show off your skills to let potential employers and co-workers know what you’re about. While your profile must include a clean, professional photo and your detailed work experience, it should also paint a picture of your interests and talents. Post regularly about what you’re doing to stay active and stay seen. 2. Follow the organizations you love Companies regularly use LinkedIn to advertise jobs and internships, often only for a brief moment. Stay ahead of the game by subscribing and regularly checking the pages of the workplaces you’re interested in so when the time comes to act, you’re ready. 3. Join alumni and affinity groups Individuals will often use groups on LinkedIn to post under-the-radar job postings or opportunities. See what spaces already exist for you to join based on your interests, identities, or affiliations (make sure you join the FUTURE NOW Leaders Network!). 4. Research the roles you want Once you’ve begun thinking about the spaces you’re interested in, start looking at the roster of employees under specific organizations or companies. What title do you know the least about? Google it and see what comes up before reaching out directly to a person. 5. Reach out! Professionals love talking to students, so don’t worry so much about the prospect of reaching out as much as who you should reach out to. Be purposeful in your connection requests – if you’re interested in learning more about social media marketing, find a professional (a) in that role and (b) at a company you’re interested in When you decide to reach out, simply ask for a short phone call sometime to learn more about their career. Keeping it vague now allows for flexibility later. And always thank them for their time regardless of whether you speak or not! SOURCES: How To Use LinkedIn - The New York Times Whether you’re looking for a new role or just trying to expand your professional network, here’s how to use the website’s services to your full advantage.