Elyse’s Wedding Album Design, Salt Lake Temple & Utah Capitol Building

The Salt Lake Temple is closing this month for a massive 4 year renovation. Plus this is the time of year when many people get engaged, so I thought a Salt Lake Temple wedding would be perfect for my blog right now.

I’ve had people ask about this album because I originally shared a few early favorites from this wedding on my blog, but not the entire wedding album. So here’s the entire album, in video form.

I love sharing entire albums because then people can see how wonderful things look from beginning to end. I don’t rely on “lucky” shots, but rather custom light every photograph to create an amazing set of images for the final album. To really see the story of these images and how it all flows in the album design, watch the video above.

And here are just some of the album page spreads that you see in the above video. As you can see, these two look like models. The portraits are romantic, fun, and flow together in a gorgeous album design.

I love creating these albums for my clients. If you’re engaged, let’s talk more because I’d love to create something like this for you too. My phone is 801-728-3317.

And until next time, America.

Joe McQueen Passes Away at 100 Years Old

Famous Utah sax player and friend to many of us, Joe McQueen has passed away at 100 years old. Many musicians of course know Joe here in Utah. But those who follow my blog may know him from these recognizable portraits I’d done of him a few years ago.

For his 100 year birthday, I’d recently helped his Baptist church congregation in putting together a book on his life. And they had me play sax at his birthday party too. For that event, I made up these two videos.

Here’s the video clip of performing at his birthday party in June.

Recently, my dad and I had dinner with Joe and some other friends of his from church. He was in great spirits and has kept a busy schedule gigging, even at 100. He was always blessed with health, talent, and was a friend to so many people. At his last birthday, it was inspiring to hear so many people talk about how their lives were changed by Joe.

I’m grateful for the time I had to get to know him. He inspired many people in many areas of life, and his friendship has led to other dear friends for which I’m grateful.

I know he’s playing his sax and feeling young and free in heaven.

Design Your Own Cox Christmas Cards + Print at Wholesale Cost Too

It’s Christmas and we all love sending out Christmas cards to our friends and family using updated portraits. Now you can design your own cards online using your Bry Cox retouched portraits, and get them at wholesale cost too.

Choose from lots of options, sizes, foil embossing, even creative envelopes. You can even order in quantities of 5 after the first 25 cards.

Everything is beautifully printed, and you can control the overall design and color scheme to match your style.

How to Get Your Cards Going?

First, let me know you’d like to order cards, and I’ll set you up with your own online store using the retouched images from your last photo shoot. I’ll then send you your own web link.

Click that link and your store will open up and look like this. You’ll see images from your shoot along the top, and below that, lots of designs to choose from. You can even sort the designs down by Card Type, Foil, Photo Count, and Shape.

Customize Front, Back, and Envelope

When you find a design you like, click it and customize it. In the customization mode, you’ll see 3 sections at the top of the screen: Front, Back, and Envelope. Make sure you go through all three sections and choose all the options you’d like for each, shown down the right side.

Drag your portrait into the card’s design, choose card colors, layouts, shapes, etc.

On the back of the card, you have more options too. In this example, we did the same photograph on the front and back, but with different layouts and text. We also choose a shape that makes this into a Christmas tree ornament.

Then on the envelope section you can choose blank or custom envelopes. There are lots of colors and designs here to make the envelope more fun to get.

Review and Check Out

When you like everything, review your choices, and check out. That’s it!

So if you’d like some beautiful new Christmas cards this year from your latest shoot, give me a call and I’ll get a store set up for you.

And until next time, America.

It’s my Birthday & Time for an Updated Portrait

After years of being a photographer, one of the biggest hurdles I’ve noticed for clients is that they stress about getting new portraits done. I understand that. Everyone has the same excuses to put off professional photos: I’m getting older, I don’t like how I look right now, I don’t have time, it feels vain, I’ll do it later, etc.

So to set the example, and for the mental exercise of doing it, I update my portrait each year. I use my use my birthday as the reminder and catalyst to create something new. I think it’s important to keep your portrait up to date, no matter what.

Many times a client will show me their website, and their business headshot is 5-10 years old. It looks dated, and nothing like them. And I speak and train photographers around the country as a PPA Master Photographer / Photographic Craftsman. Even amongst photographers, it’s not uncommon to see them using old headshots. So of all people, we as photographers should get and show updated portraits.

So for my new portrait, I wanted to try something new this year. I decided to do everything the opposite of my last one. Normally I’m smiling in my images, so I instead I’m serious. Normally as people get older, I photograph them with softer light to hide wrinkles, so for this I did sharp specular light to highlight wrinkles, lines, and textures. Normally headshots are close up, and so this time it’s full length. And normally I do a clean white or fashion gray for headshots, so this time I used a dark, hand-painted, Oliphant-style background that I got in California from DBC Backdrops. Normally a headshot is bright and airy, this time it’d be darker tones and moody.

After setting up the equipment and metering the lighting, I shot a few options both standing and sitting using a hand-held remote to fire the camera. These were my favorites. The artistic side of me often has to live with something for a bit to see how I like it, and so far I am really liking these. They are completely different from my last ones.


And I have another self-portrait to reveal on my birthday. I wanted to do a fun image of me, riding my motorcycle by standing on it, while driving through an exposition, shooting a gun, and waving the American flag. It would be over-the-top enough to be funny and entertaining, but also artistic and well-done down to the tiniest details. I’d do it just like a commercial art piece for a client.

For commercial work, sometimes a shot is impossible to get. In those cases I’ll create illustrative composites – multiple images combined into one impossible-to-create image. These digital composites are surreal worlds that don’t really exist. It’s a complex process, but first the idea is mapped out, then a series of photographs are created of each piece matching lighting throughout, then those parts are painstakingly blended together into one final art piece.

I love how it turned out. It’s comical and fun, but the attention to detail (like the shadows, lighting, and blending) all look great, especially up close.

Portraits should be fun. The creation process should be enjoyable and memorable. If you get them as custom wall art that you see every day, then those portraits should make you happy when you see them. We shouldn’t put off getting portraits either. I’m a believer that we should have current portraits that we love, whether you’re single, married, have kids or not, you should have a portrait that represents this time of life in a beautiful, artistic, and uplifting way.

If you’d like a new headshot or even some new family portraits, it’s a great time to come in. The studio gives us a lot of artistic options, but there’s still some fall left to do something outdoors too. Give me a call at 801-728-3317.

And until next time, America.

Salt Flats Morning Shoot with Addie, the Bubble Trailer, and the Chop Stick Guys (part 3)

In parts one and two of this series, I talk about how my photographer friend from California, Suzette Allen and her husband are touring the United States in their Bubble Trailer to teach and train photographers. And I share the evening shoot we did when they came through Utah, and now I’m excited to share with you the fun early morning shoot we did the next morning here on the Utah Salt Flats.

The next morning, we got up for an early sunrise shoot. Suzette and her husband interviewed me as the sun was rising behind us. Here’s that video…

And here’s a selfie video showing the gorgeous sky.

But before the sun came up, we started shooting photographs and my beautiful friend Addie was our model. The early morning sky was deep blue with just a touch of pink on the horizon. Using my Profoto studio lights to both sculpt Addie and also capture the true colors in the distance, I started photographing with the blue sky as our background.




While we were doing our photoshoot, Suzette and the Chopstick Guys were off shooting video.

With just a few studio lights on location, we were able to create some beautiful images with vivid colors. I really loved this early morning light. As the sun started to peak over the horizon, the colors around us went from deep blue to soft pastels. These colors worked perfectly with Addie’s outfit.

As Suzette photographed Addie with her Bubble Trailer, the warm colors of the sun started to peak over the salty horizon and hit the clouds. The golden clouds and warm light was a magical time.

The rising sun brought a cool desert wind which I found exhilarating and fun creatively. And as you can see, we all were having a lot of fun in this beautiful and creative environment. Here’s Suzette rockin’ her Lumix camera, with her husband Jon having fun behind.

When Suzette had her images, I photographed Addie again, but this time using the sun as my main light. The wind and golden warm light were gorgeous. I love all these gorgeous colors together, and Addie did such a great job on this shoot. And she was a lot of fun too. We were laughing a lot.


I had to keep stopping to soak in the view around me. And that made me want to create some long panoramas as well. I loved how the warmth of the rising sun on east side of the horizon mixed with the deep blues of the other end.

I also created some panoramas showing my Nissan Rogue and Profoto studio flashes on the salty desert floor, because it looked like a commercial ad. (Hey Nissan and/or Profoto, if you need commercial photography work, check out BryCoxPro.com.)

And of course with such a beautiful sunrise and mountain range, we had to do a quick selfie together, firing the camera with a remote in one hand.

And here we are having more fun, dancing in the wind and sunrise.

Then mixing in studio lights with the sunrise, I wanted to capture the golden sky behind Addie. I wanted to shoot into the sun, and for that I needed some serious lighting power. I love how these turned out!






With the cold wind finally making Addie cold, she went to warm up in the vehicle. And I took a moment to create a selfie showing my studio light and sunrise behind me.

Fall has now hit us here in Utah. It’s time to create some beautiful location photographs of your family and kids. If you’d like something in the fall leaves or on an exotic location like the Salt Flats, and you want that some awesome lighting that makes you pop in that location, give me a call at 801-728-3317. Let’s create some iconic and legacy portraits for the walls of your home.

Also, if you’re a photographer looking to up your game and get more training to really understand lighting better, check out my online and in-person courses at BryCoxWORKSHOPS.com.

Salt Flats Evening Shoot with Pamela, the Bubble Trailer, and the Chop Stick Guys (part 2)

In my previous entry I shared the first part of this shoot at the Utah Salt Flats. And continuing on, the sun was going down quickly and we were losing our light. As Suzette Allen and her husband prepped the Bubble Trailer and lighting for their next series of photographs, my model Pamela did a change of clothes while I set up a multiple-light look for a clean, commercial, studio look that would work with and accentuate the deep blue of twilight as things got darker.

These turned out to be a fun and wonderful series of images. I love the motion between the images and feel they’re best shared in sets of three to show action.

For these next couple of horizontal portraits, I let one of my lights show in the image. I loved the lighting angle, and I wanted to show the open vastness around us. Pulling back with the camera allows that long, empty, and open horizon to show. And the light I think it adds interest, telling the viewer that the lighting is controlled and specific.

I often see photographs posted from the Salt Flats by other photographers and the results are dull, muddy faces, washed out backgrounds, noisy grainy images, blurry faces, and shadows in the wrong places on the face. Why? Because most photographers don’t understand exactly how to custom light, where a light should be, and how lighting needs to continually move and be adjusted based on sculpting someone as they move. It requires knowledge and lots of mental work. But the results of doing so are powerful images like these – amazing portraits created in a normally impossible setting – long after the sun has gone down.

Pamela was so much fun. She had a lot of personality and I loved her choices in clothing. These photos with her hat made for a great set of images. I’ve had a hard time picking my top favorites.

Time was really flying and we were having a blast and didn’t want to stop shooting. So after Suzette had finished her shoot with the trailer (which can be seen here on her blog), it was completely dark. While her and the Chopstick Guys were packing up their gear and loading their vehicles, Pamela and I decided to shoot a bit longer. She had this awesome flowy outfit, and the evening desert wind was really howling.

So with a couple studio flashes on stands manually controlled, I used the wind to our favor and did one last series of images. I really like the dark blackness that surrounds us in these images. With blackness behind and the light illuminating the white salt floor, falling off, fading into the distance, it makes it feel like we’re shooting on a stage. And Pamela’s movements and expressions really make these images sing.

What an amazing shoot, and this is just Part 2. There’s Part 3 coming because the next morning we did a very early sunrise shoot with another beautiful friend of mine who came out to model for us.

Those portraits have a completely different look and feel because the sun was direct and coming in from a different angle, plus the color temperature was different too. As the sun rose, the color around us went from deep blue, to pink, to a warm golden color. The entire location glowed with the sunlight. Those images are incredible and I’m excited to share those soon.

In the meantime, if you’d like a cool photo shoot at an exotic location like the Salt Flats, give me a call at 801-728-3317. With my style of custom lighting, it can work wonderfully well for families, kids, even high school seniors.

Also, if you’re a photographer looking to up your game and get more training, check out my online and in-person courses at BryCoxWORKSHOPS.com.

Salt Flats Evening Shoot with Pamela, the Bubble Trailer, and the Chop Stick Guys (part 1)

This week my photographer friend from California, Suzette Allen kicked off her big nationwide tour in her Bubble Trailer. She’s a photographic trainer and we’ve known each other for years because we often speak at the events. She’s taking the next few months to tour the country in her trailer, visiting some of her favorite camera shops and photographer friends. Her first big stop was here in Utah. I drove out to meet her on the Salt Flats, along with the Chop Stick Guys, and I brought my beautiful friend Pamela to be our model.

While everyone was gearing up, I did a quick light-painting of Suzette’s beautiful Bubble Trailer.

The Salt Flats is a wide open area with no shade. The sun moves quickly and the light shifts dramatically. Sadly many photographers go there and rely on haphazard or natural light while using auto camera settings there. It’s all they know. They just end up with muddy faces and often washing out the background too. Instead, to really rock the location and the lighting there, all the details need to be controlled. These are the details that I teach and share with photographers in my training courses.

When you control the lighting and the technical details, you capture the deep tones of the background while sculpting the model with light, making her shine. From there you can be fully creative and let go, especially if you have a great location and model. And Pamela was a terrific model! She absolutely killed it! We had a lot of fun and have so many beautiful images to choose from. Here are some of my early favorites.

This outfit offered a pop of color on the cool tones of the background. The sun was setting, but the heavy clouds and distant storms were blocking a lot of the sky. So with some custom lighting, we get these deep colors in the sky and Pam and her outfit just pop.

She has a lot of personality and it really shows in these photographs. I really love all the images we created.

As the sun got lower, the wind really began to pick up. We used the wind to our advantage, and I love the movement that it created in her hair and outfit.

As it got darker, we did a change of outfits for more variety, and our model wore this flowy red dress. It was perfect for the wind and looked great with the trailer later. Her and I shot a lot of movement in this dress which I may post later, but here’s some of my favorite stand-out images in this dress.

Suzette is building a series of images of her trailer in different locations, and prepared a bunch of balloons for our model. Because she was switching back and forth between shooting video and photos, she was using continuous lighting. I saw some of her previews on her camera and I loved what I saw. Here are some behind the scene images of her working.

I really love the rain clouds as our backdrop to these photographs, and Pam really did a great job.

This is just Part 1. I’ll post more later because I continued to shoot Pam into the night with a couple more changes of clothes, even after sunset when it was pitch black. Plus the next morning we all got up extra early to shoot one more time on the Salt Flats at sunrise. I brought a different model for sunrise, and have lots of great images to share from that too. From both shoots, all the portraits are amazing, and I’m exited to share them with you.

If you’d like a cool photo shoot at an exotic location like the Salt Flats, give me a call at 801-728-3317. With the right lighting, it can work well for families, kids, even high school seniors.

And if you’re a photographer looking to up your game and get more training, check out my online and in-person courses at BryCoxWORKSHOPS.com.

And until next time, America.

High School Senior & Modeling Portraits of Ashton in Texas

I love photographing high school seniors because I’m able to be more creative. There’s a lot of variety that we can create in the studio in a short amount of time too. While in Texas, I photographed this beautiful model, Ashton. She was great and we got some killer images.

This shoot was part of a longer weeklong photographic workshop where I train photographers in Texas on lighting, expression, posing, and more. I’d demo specific concepts for a few moments and then let the other photographers shoot. So in these training/demo shoots, my actual shooting time is short – only segments of 5 minutes here and there. I set it up so that the photographers taking my course to try things for themselves with real models.

But when I combine all the concepts that I teach into any shoot, even short segments like this, I end up with powerful images with exquisite lighting, perfect exposure and color balance, that also incorporate real and genuine expressions. So yes, even in that short amount of time I have a lot of images to choose from, all great. Here are some of my top favorites.

In the image above, I created a custom art piece by mixing textures with some creative editing. Those techniques mixed with her expression makes for a very captivating portrait. Then below, I did some custom color toning for another unique image.

These were part of my first quick shoot with Ashton, were I photographed her on deep blue with a variety of lighting styles. Notice that we have a mix of poses and expressions while the lighting and technical details all remain perfect.

Then before she left, I did one more quick shoot of her in a new outfit and on my fashion grey background. These images were strong individually, but I also liked them in sets of three to show movement and personality.

I love training photographers to do better, teaching creativity mixed with solid techniques. Ashton was a great model and I love the images we got.

If you’re a high school senior, it’s a great time to do some cool photos for you. And here at my studio, I’ll typically do even bigger shoots than this for seniors. I love creating a variety with clothing changes, location options, plus over-the-top art pieces that really show your personality. Give me a call at 801-728-3317 and let’s set something up for you.

And if you’re a photographer looking for more training like this, check out my online courses or in-person workshops at BryCoxWORKSHOPS.com.

And until next time, America.

Wil’s High School Senior Portrait Order

It’s back to school and time for High School Senior Portraits. We can be super creative and pull out all the stops with seniors, creating variety and personality in photographs that look like magazine ads. Seniors love the creativity and parents love how their child’s personality is captured at this milestone and time of life. 

I’m excited to share with you Wil’s senior photographs because they really show his personality in a creative way. It’s delivery day and here’s a video showing his order and products ready for delivery.

Here’s a close up some some of those images shown in the video, starting with this pool collage of Wil as a swimmer. As Captain of the swim team, we really wanted to show off this particular accomplishment and time in life. So I created this collage using the same techniques I use on high-end commercial shoots and ads. The result is a sharp and cool image of water splashing around Wil as he stands by a pool.

I love going overboard like this for seniors and creating epic art pieces for their home that they can look back on with nostalgia for many years to come.

And here’s his 9-up wall collage design. These are a great way to show various sides to your personality.

Here are some of the pages from his album, starting with some portraits in his suit, representing his upcoming LDS mission.

And here’s some portraits in casual clothing using various backgrounds to accentuate the colors and mood.

 

 

Near the end of the album we have some workout portraits that show the Captain on his sleeve. We used different backgrounds including the empty street.

 

 

You really have to see how cool these albums and wall collages are in person. Give me a call if you’d like to meet in person and talk about options for senior photography. And if you’re a 2020 senior, now’s the time to get in for your portrait session. We’ve got some warm weather and options for inside and outside portraits before the late summer rush. Give me a call at 801-728-3317 and let’s create some really cool photographs of you that capture your personality with variety.

And until next time, America.

Some Early Favorite Portraits from Elyse’s Wedding at the Salt Lake Temple and Utah Capitol Building

Elyse and Michael’s wedding portraits are all so gorgeous!! Their album design is finished and currently in Italy getting book bound, but I know many people are excited to see their images. So here are some early favorites of mine that I’d like to share from their day.

These two look so happy together and the weather was beautiful. It was a little stormy which meant we had some dramatic skies and amazing clouds. Even the sky in this reflection is deep and dramatic.

We have a variety of images around the temple, and in each of them you can see the romance and excitement in these two. I love this first one where you can see the entire temple.

Then this one where they are up close to the temple, and looking at each other excitedly.

We have lots of beautiful and romantic kisses from the day too.

And more and more images of them being excited and loving together.

Their reception followed at the Utah State Capitol Building. Before the party started we did some portraits utilizing the deep sky and setting sun. This worked out great in the album to introduce the arrival at their new location.

This dip at sunset is to die for. All the leading lines in the image, even from the clouds, point to these two.

Then inside we did a few bridals of Elyse alone. This was one of my favorites of her. The beautiful studio lighting mixed with the warm tones of the room are inviting, and she looks stunning. Plus all these details and lighting add drama and depth to her dress and the entire background.

I’m very excited for this couple and wish them a wonderful new life together. And I can’t wait to deliver the finished book-bound Italian album when it’s done.

If you’re getting married, I’d love to create some amazingly gorgeous images for you too. Everything is custom and there are a lot of things we can do, but here are a few links for some early info…

  • My main portfolio website: BryCox.com
  • My mini site for wedding info
  • Lots of real wedding samples (no fake brides) here on my blog
  • And of course because of the custom nature of what I create, it’s best to give me a call at 801-728-3317 so we can talk more about what you’d like.

And until next time, America.

Modeling and Senior Portraits of Summer in Texas

I had a great time getting to know Summer and photographing her as she modeled for me. I was demonstrating lighting and client interaction while teaching a weeklong photographic workshop in Texas. She was a beautiful girl and a lot of fun to hang out with, and as you can see, we got a lot of beautiful images in a short amount of time.

I start with teaching a primary focus on perfect exposures, perfect color balance, and exquisite lighting that sculpts and flatters the model. From there as a photographer we must interact and connect with the model in order to get real and wonderful expressions instead of the typical fake smiles that are all too common.

And as you can see from this shoot, Summer’s personality made all of this easy. We had a great time and created a lot of beautiful images with genuine and captivating expressions, despite our actual shooting time being very short. Because I’m training and getting other photographers to shoot and practice these concepts, it means I only step in and photograph models like Summer in small chucks of 5 minute intervals here and there. But even with small 5 minute intervals, you can see that we’ve got a lot of beautiful images of her. Here are some of my favorite images.

Starting on a fashion gray background to go along with her black outfit, and as if she was a high school senior in my studio, I shot quickly for variety of styles, expression, and poses. You can see that we have smiles, but also thoughtful and serious images. We have close ups, mid-length, and full-length. We have a lot of variety in a lot of ways, and all of these are very beautiful of her. These would make a wonderful album or even a great series of images in a wall collage.

To demonstrate location lighting, I took her to the end of the hotel’s bar in her beautiful gown, and balanced auxiliary lighting with the bar lights to create a warm mood.

Later in a new outfit, I created these portraits of her on my deep blue background, again shooting for variety. And again, all looking beautiful.

And before sending her home, we ended the shoot with a quick selfie together.

And a few days later I had a night demo and again was able to photograph Summer. That demo was 30 minutes long, and with talking, setting a groundwork of what I’d be doing, and showing how to light with minimal equipment anywhere, we only shot for a few minutes. But even still, we got some beautiful images. And here is one of my favorites from that quick shoot.

This was a really fun shoot and I’m grateful for Summer coming and modeling for me. She was a joy to be around and I’m excited by the images we created.

If you’d like some great portraits done of you, give me a call at 801-728-3317.

And if you’re a photographer looking for more training like this, check out my online courses or in-person workshops at BryCoxWORKSHOPS.com.

And until next time, America.

Early Favorite Photographs from a Guest Ranch in Washington

Yesterday was Utah’s Pioneer Day, the day the pioneers and settlers first arrived in Utah. When I was a kid, everyone I knew would wear their cowboy hats on Pioneer Day and go to the local parade to celebrate. So in deciding what fun shoot to feature on my blog today, I thought of these cool images from a recent job at a guest ranch at the top of Washington State. The ranch is called K Diamond K, and the event was a birthday weekend for Kirk with his group of friends. He had me up to shoot some photos and video of their adventure. Here are just a few of my early favorites.

After arriving and getting my gear unloaded, I saw these guys coming back from the barn. This first photo was a great way to start off the weekend.

Kathy owns and runs the place and I created this quick portrait of her the last night I was there, using some custom lighting and the twilight sky as our backdrop.

It rained every day we were there, more though the first few days. I did this selfie with my wet camera and lens and really love the dramatic sky from the storm.

This place is wonderful. It’s a working ranch, and guests are free to get outside and help each day, or just relax at the ranch house. These guys of course were all for helping and getting as much riding in as possible. The ranch needed to bring in some cattle to process (brand, castrate, and vaccinate), and that meant riding out through the canyons to find them.


This wasn’t a “nose-to-tail” horse ride where the horses are trained to take the same route every day for city slickers despite what the riders do. This involved teamwork, and what I’d consider a more expert style riding involving going up and down steep inclines on your own.

We had a number of defiant cows and overall difficult circumstances in rounding up the cattle, and the ranch hands wanted to give up on the second day. But instead this group of guys stuck it out, overcame the various problems, and ended up bringing in an unbelievable amount of cows. It was an amazing moment.

And throughout the weekend, we continually had beautiful country around us, with amazing and dramatic weather.

I ended one of the rides with some individual portraits of each guy using some custom lighting. I won’t share them all, but here’s some to show how they look.

I was really liking how these were looking so I of course got in one too.
I had a great horse named Wyatt, which I thought was a perfectly appropriate name for a horse. And these stormy skies were amazing every day. They added a lot of drama to each photograph.

The K Diamond K Ranch is a beautiful place. Here is Kirk and some friends fishing on one of the last days.

And here’s a drone selfie with everyone on the bridge to close out.

This was a great group of guys and I am grateful for my chance to meet them and hang out with them for the weekend. It made for a wonderful adventure. I’ve still got a lot to do on the video, but working on this project continually brings back a lot of great memories.

If you’ve got an event that needs to be captured and documented, give me a call at 801-728-3317. I’d love to create something wonderful for you.

And until next time, America.