Contemporary art really isn't just about what you might see at an exhibition; it encompasses performance and music. So we decided, for us, ArtEdge means not just exhibition, it means bringing in other forms of art. And so for the first one, we brought in Patti Smith who, in her own right, is an amazing artist, photographer, aside from her singing and songwriting career. And so she was our first ArtEdge performance and it really positioned us to—from 40 on—to really have the MCA parties be a real experience. And I think that we really have a brand now and people have high expectations from ArtEdge.