Corporations are dropping hundreds of millions of dollars on a TV ad, and kids don't even watch TV. They're missing this demographic.

In older generations ... I don't think this is ever going to have mainstream appeal.

It's not really even looked at as violent or shooting, it's more about teamwork, like soccer or football.

We got there around 7:30 a.m., the kids got in the room around 9:30, did their warm-ups, recorded, and by 11 they were on their way to algebra, ... They were probably the most professional element of the entire album-making process.

When you get kids helping kids, it's really a heartwarming story.

They're great kids who worked hard to get to the next level. Statistically, they don't jump out at you. But they have great character and great work ethics.