I was in Kenya when I read 'Catch-22,' and I associate this book that has nothing to do with Kenya - whenever I think of 'Catch-22,' I think of Nairobi.
There are some people, by the way, that associate a certain amount of visualization with the performance of music. Those are people that really are not centrally concerned only with music, the traditional things.
A major celebrity is a major brand, and major brands pick very critically what other brands they're going to associate with. So an A-list celebrity usually picks an A-list brand.