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After a miraculous conversation transition from Wilson discussing the physical abuse he endured from his father, Wilson introduced “Smart Girls” as “It’s a white rap song, that’s all I can say for it … we figured we could do our own brand of rap.”

They hijacked Moose Wala's fame and converted it into their own brand of notoriety - a notoriety that became a powerful tool for extortion.

But in recent months with his “This Is Gavin Newsom” podcast and its long list of Democratic bête noire guests, the governor has worked to publicly differentiate his own brand from that of his bedraggled party, one controversial interview at a time.

This was a movement looking to reshape the whole European project with its own brand of conservativism, jettisoning the old EU liberalism.

Noel McNamara, Bordeaux's attack coach, says Bielle-Biarrey has brought his own brand of small-town hustle with him though, leaning on the skills he relied on as an under-sized teenage fly-half.