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Having a good name for a foundation is like having a good title for a film. You really want something that reflects the mission of the organization and is also memorable.

When I first started to form a non-profit, the best I could come up with was "The 1 Second Foundation". We began to form the non-profit, with the goal of providing oversite and support to our 5 Phase Plan to scale the idea up.

In hindsight, "The 1 Second Foundation" was a terrible name. What is a 1 Second 'Foundation'? It's hard enough to explain "The 1 Second Film" but at least that name is catchy and describes the piece. A "1 Second Foundation" is waaay to abstract- can you imagine a fundraiser to benefit 'The 1 Second Foundation.'

Von Dutch wanted me to pass along an invite to all our producers to an art opening/retrospective for Eddie Kramer's photos.

Eddie was the music producer/engineer behind the sound of artists ranging from the Beatles to Led Zeppelin to Jimi Hendrix. Eddie also photographed intimate moments in-between recording when the artists were listening back to their tracks for the first time. These moments will be on display Friday with Eddie on hand to sign prints and share stories.