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Woman's Dying Wish To See Art Exhibit Fulfilled By Dutch Charity

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A terminally ill woman was granted her last dying wish to see a Rembrandt exhibition at Amsterdam’s Rijksmuseum.

Stichting Ambulance Wens Nederland

A Dutch charity, Ambulance Wish Foundation, fulfilled a sick woman's last wish to see an exhibition by Rembrandt at Amsterdam's Rijksmuseum .

The unnamed woman suffers from motor neurone disease, also known as ALS, and was one of three terminally ill patients to be picked by the charity to be taken to the museum.

Ambulance Wish Foundation's Director, Kees Veldboer, told BuzzFeed News that going to see an art exhibition makes the patients forget about the pain for a while: "At that time, the patient forgets his/her illness a little bit and has a wonderful and unforgettable day," he said.

Stichting Ambulance Wens Nederland

Rijksmuseum kept the premises open after hours specially for the patients so they could avoid the crowds.

In a statement to BuzzFeed News, Rijksmuseum said it's fully behind Ambulance Wish Foundation's efforts: "We give our full support to this extraordinary initiative, and have great admiration for everyone concerned in these very special moments," it said.

The Ambulance Wish Foundation was set up by a former ambulance driver in 2007, with the sole purpose of trying to make patients' last dying wishes come true.


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16 Tree Stumps That Will Inspire Your DIY Awakening

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This is not a drill. Or a joke.

Introducing the newest, latest, greatest, coolest, everything-else-est home decor item: the tree stump.

Introducing the newest, latest, greatest, coolest, everything-else-est home decor item: the tree stump.

Kimberly Chau / Via theeverygirl.com

A stand-alone masterpiece, each stump is uniquely capable of making all your decorating dreams come true.

A stand-alone masterpiece, each stump is uniquely capable of making all your decorating dreams come true.

Again, this is not a joke.

Sarah Natsumi Moore / Via domainehome.com

Because what could possibly make a better table top than this?

Because what could possibly make a better table top than this?

David Tsay / Via stylebyemilyhenderson.com

And what else could bring back the ombre trend like this?

And what else could bring back the ombre trend like this?

Facebook: whimseybox / Via whimseybox.com


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The Story Behind The Viral Video Of The Skeletons Kissing Makes The Video Even Better

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Finally, a viral video that didn’t lie to us!

youtube.com

Earlier this week, The Ad Council released a YouTube video called "Love Has No Labels." It quickly went viral, and after three days just the YouTube version of the video had amassed over 26 million views. Upworthy uploaded the video to their own Facebook page and pulled in another 38 million views. It's safe to say the video went everywhere.

The viral video, though, is yet another in a long line of viral stunts meant to tug at heartstrings, raise awareness of some ambiguous social injustice, and maybe not-so-secretly promote a brand. Except, possibly for the first time, the team behind the video put the message — and more important, its subjects — first.

"Love Has No Labels" might be the first of this kind of video to actually get it right. It wasn't done by some teenage YouTube star as "social experiment." It wasn't created by some home-brewed digital marketing firm. It didn't secretly use actors. And if you wanted to learn what brands sponsored the video you would have to click through to the Ad Council's Love Has No Labels website and then scroll all the way to the bottom of the page.

The actual video, the one that has been probably viewed around 50 million times since Tuesday, is a stand-alone, feel-good video. And that's important.

youtube.com

Chris Northam and Eric Jannon are the masterminds behind "Love Have No Labels." The duo work as executive Creative Directors for R/GA, ad advertising agency based in New York. They told BuzzFeed News that when they were putting together the concept of the video they wanted it to be as real as viewers would want it to be.

"When you watch the thing you just want to truly believe the love," Jannon said in a thick French accent. "So it has to be true."

Northam, his Australian counterpart, echoed those same concerns. He said they hired a production company to find real sisters, real couples, and real friends. As for the audience you see in the video, Northam and Jannon admitted to dropping in a few casted audience members.

"Just to help invite an audience forward," Northam said. "We had hundreds of people coming past at any given moment. What you see on the screen was pretty arresting, so we had so many people filling up."

In fact, their premise was so arresting that they started getting audience members during a tech rehearsal the night before. Northam recalls that as they were putting the finishing touches on the technology that allowed their screen to simulate an X-ray, a couple walked by and started watching.

The couple you see doing sign language in the video decided to come back the next day and put their trip to Disney Land on hold so they could watch the real deal. "A male gay couple came past and started asking about the production and of course we told them all about it and they actually put their holiday on hold ," Northam said.


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John Mayer: "I'm A Recovered Ego Addict"

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Now you know.

This morning on TODAY Ronan Farrow spoke with John Mayer about his being an "ego addict."

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(His words, not ours.)

nbcnews.com

On "the moment where you first thought, this is not what I want to be known for?"

On "the moment where you first thought, this is not what I want to be known for?"

NBC / today.com

His response to the question "you don't consider yourself a womanizer?"

His response to the question "you don't consider yourself a womanizer?"

He continued, "No, absolutely not. But when you're crafty, and you're clever, and you go, 'well I'm just going to be as strange as they think I am.'"

NBC / today.com


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27 Devastating Struggles Every Gin Obsessive Has Experienced

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Pretending to consider a single, then getting the double you really wanted.

Whatever else people suggest you drink, you really would just rather have some gin.

Whatever else people suggest you drink, you really would just rather have some gin.

"What do you mean, I can't have gin at half 11 in the morning?"

squirtledogg.tumblr.com / Via giphy.com

It's always a struggle to keep your tiny cans of gin cold in the park at a BBQ.

It's always a struggle to keep your tiny cans of gin cold in the park at a BBQ.

And properly chilled gin & tonic is all that separates us from the animals.

BuzzFeed

You sort of feel that you should be very knowledgable about gin – but there are just so many!

Oh well, just have to try them all.

instagram.com


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Midwestern States Are Having Big Earthquakes Like Never Before

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A U.S. oil boom dumping wastewater into deep wells has triggered earthquakes in the heartland. Stopping the quakes means shutting down bad wells, experts say.

John Templon and Justine Zwiebel / BuzzFeed News

Jim Greff never thought he'd have to worry about earthquakes. He's the city manager of Prague, a farming town of 2,300 people in the middle of Oklahoma. For decades, earthquakes in the landlocked state were almost as rare as ocean views.

But thanks to a series of quakes apparently triggered by wastewater that the oil industry injects deep underground, Oklahoma has become the most seismically active of the U.S.'s lower 48 states.

So now Greff does worry about earthquakes. He's felt dozens in the last four years. "An earthquake sounds like a sonic boom," he told BuzzFeed News. "There's a noise and then a crumpling sound. You think something hit your house."

Oklahoma is not alone. A slew of unexpected earthquakes in the heartland — in Oklahoma, Texas, Kansas, and Arkansas, in particular — has triggered calls from state and federal scientists to quiet the rumbles, collateral damage from the U.S. boom in unconventional oil drilling.

The jump in quake numbers in Oklahoma is particularly stark. Between 1995 and 2004, it had just 14 earthquakes of magnitude 3 or higher, but over the next decade that number shot up to 860. Texas went from 21 to 74, Kansas 6 to 45, and Arkansas 9 to 70, according to U.S. Geological Survey numbers compiled by BuzzFeed News.

The good news is that man-made earthquakes are preventable, USGS seismic expert William Ellsworth told BuzzFeed News. If enough eyes are watching for early shakes, then wastewater well operators could shut down the high-pressure dumping that triggers big quakes.


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What The Law Really Says About Music Plagiarism

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How you think about music ≠ how the courts think about music.

Music is art, and art is for people — not lawyers. But musicians have long relied on the law to protect their creations. For nearly two centuries, courts in the United States have heard cases from songwriters seeking to defend their compositions from thieves, cheats, and liars of all stripes. It's a tradition that continues today — with recent disputes between Tom Petty and Sam Smith (settled amicably out of court) and the Marvin Gaye family and Robin Thicke, Pharrell Williams, T.I., et al (currently at trial) — putting the modern music industry on high alert.

In those cases, and in most disputes alleging copyright infringement of a musical composition, a few perennial questions arise: When can a person be said to own something like a chord progression or melody? And in a world where everyone is inspired by someone else, where is the line between plagiarism and influence? To help us answer these questions in plain english, we spoke to Paul Fakler, a veteran copyright lawyer with a specialty in music law, of the law firm Arent Fox.

What we learned underscores the gap between how casual music fans think about music, and how it's treated as a matter of law.

"Of all the kinds of law I've practiced over the years, copyright law is by far the most metaphysical," Fakler said. "It can get pretty freaky."

Jason Merritt / Getty Images

Music compositions*, like other forms of creative expression, are protected by copyright under the law.

Music compositions*, like other forms of creative expression, are protected by copyright under the law.

Under the Copyright Act of 1976, which took effect in 1978, anytime a person writes or records an original piece of music, a copyright automatically exists. Registration with the U.S. Copyright Office is optional, but does come with certain benefits in the event of an infringement dispute. Copyrighted elements of a musical composition can include melody, chord progression, rhythm, and lyrics — anything that reflects a "minimal spark" of creativity and originality.

"It really doesn't have to be a whole lot," said Fakler. "If a single chord progression were elaborate enough and unconventional enough, it could be protected."

One important instance where copyright doesn't apply is public domain. If a song was published prior to 1923, it is considered to be in the public domain and is not protected. Federal law says that creative works, including music compositions, enter the public domain after the life of the creator plus 70 years.

It's important to remember that copyright doesn't protect ideas, but rather creative expressions of ideas. Copyright is designed to prevent people from copying a creative work, or specific elements thereof, without permission.

*Since the 1971 Sound Recording Amendment to the Copyright Act of 1909, there has been a second copyright protection for sound recordings — that is to say, a performer's recorded interpretation of a musical composition — which is governed by its own set of rules and standards, particularly with regard to sampling. For the purposes of this article, however, we will focus primarily on original music compositions only.

Pictorial Parade / Getty Images

Disputes over music copyrights are very common, but often don't go to trial.

Disputes over music copyrights are very common, but often don't go to trial.

If you've ever listened to a song and thought it sounded a lot like another, older song, you probably weren't alone. It's a truism of popular music that everyone is influenced by their predecessors (and, often, contemporaries), and perceived similarities between songs often lead to disputes.

"In songwriting, you're always building on what came before you, and the line between influence and copying can be a murky one," said Fakler.

As was the case with Tom Petty and Sam Smith, in which the latter's "Stay With Me" was alleged to infringe on the former's "I Won't Back Down," most disputes are settled privately out of court. Fakler says that's because litigation is expensive, juries are unpredictable, and there are stigmas that can stick to both sides: The accused can get labeled as unoriginal or duplicitous, and the accuser can be viewed as greedy or belligerent.

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In the event of a trial, the person claiming infringement (the plaintiff) has to prove two things: "access" and "substantial similarity."

In the event of a trial, the person claiming infringement (the plaintiff) has to prove two things: "access" and "substantial similarity."

Copyright infringement is what's called a "strict liability tort," which means the defendant doesn't have to have intended to infringe to be found guilty. To prove guilt, the plaintiff must only demonstrate that the defendant had access to the allegedly infringed song, and that the two songs in question have substantial similarity.

Access is a question of whether the defendant ever actually heard, or could reasonably be presumed to have heard, the plaintiff's song at some point before creating the allegedly infringing song. Though not always easy to prove, courts often consider whether a relationship existed between the two parties and how well known the plaintiff's song is generally.

In the famous 1976 case Bright Tunes Music v. Harrisongs Music, the late Beatles member George Harrison was found to have infringed on The Chiffon's hit "He's So Fine" with his own solo song "My Sweet Lord" in part because The Chiffons song was so popular that there was little doubt whether Harrison had been exposed to it. The judge concluded that even though there was no evidence that "He's So Fine" had been on Harrison's radar, he had likely heard the song and internalized it "subconsciously."

In the case of Robin Thicke and "Blurred Lines," by contrast, there was never any question of access, since Thicke admitted on his own that his song was inspired by Marvin Gaye's "Got to Give It Up."

Wolstenholme / Getty Images


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25 Health And Safety Violations In Romantic Art, 1722-1896

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In the name of God will someone keep these nymphs under control?

Insufficient shark assessment.

Insufficient shark assessment.

John Singleton Copley, Watson and the Shark (1778) / Via en.wikipedia.org

Exposed nails on planks. Imbalanced load. Distracting genitals.

Exposed nails on planks. Imbalanced load. Distracting genitals.

Theodore Gericault, Raft of the Medusa, 1818-19 / Via commons.wikimedia.org

Lack of lifevest or reflective clothing.

Lack of lifevest or reflective clothing.

John Everett Millais, Ophelia (1851) / Via en.wikipedia.org

This pool of nymphs is over capacity.

This pool of nymphs is over capacity.

Please limit this pool of nymphs to five nymphs or less at a time.

John William Waterhouse, Hylas and the Nymphs, 1896 / Via en.wikipedia.org


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The "Oven Kid" And His Trombone-Playing Dad Are Back With Another Video

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This is what ovens were really made for.

Remember these guys? The father-and-son duo who banged out an amazing dance track using only a trombone and an oven?

youtube.com

They went really viral in October 2014... and now they're back! This time it's a banging cover of "Sandstorm" by Darude.

youtube.com

There is an excellent pose right at the end.

There is an excellent pose right at the end.

youtube.com / Patrick Smith / BuzzFeed

The pair are Russ and Toby Bauer, from Brisbane, Australia and the videos were uploaded by Russ's daughter (and Toby's sister) Jess to her Bauerbirds YouTube account.

The pair are Russ and Toby Bauer, from Brisbane, Australia and the videos were uploaded by Russ's daughter (and Toby's sister) Jess to her Bauerbirds YouTube account.

youtube.com


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"Natural" Sex Supplements Are Actually Spiked With Viagra

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In the past week, the Food and Drug Administration has uncovered at least 25 herbal supplements that contain the active ingredients in Viagra and other pharmaceutical drugs. The supplements endanger customers who have no idea what’s in the pills they’re popping, experts say.

Some of the sex-enhancing supplements the FDA found to contain active pharmaceutical compounds.

FDA/Jenny Chang for BuzzFeed News

Bodega customers, beware: Some of those herbal supplements claiming to be an all-natural ticket to a long-lasting hard-on are most likely pulling a fast one. It's not that they don't work — it's that they contain the active pharmaceutical compounds found in drugs like Viagra.

In the past week alone, the Food and Drug Administration has uncovered 25 supplements tainted with the active ingredients found in prescription erectile dysfunction drugs, such as Viagra and Cialis.

"We're not talking about trace amounts of this stuff," Pieter Cohen, an assistant professor of medicine at the Cambridge Health Alliance who specializes in the supplement industry, told BuzzFeed News. "FDA doesn't say how much they've found, but whenever we've taken a look at this, these dosages are really significant."

"They can contain dosages twice as high as Viagra itself," Cohen added.

Unlike prescription drugs, supplements can be sold without going through an FDA approval process to ensure they are safe or do what they claim. No one knows what ingredients these supplements actually contain until consumers complain about unexpected medical problems, at which point the FDA may conduct an investigation.

"The law is absurd. It's just saying, 'We encourage false advertising,'" Cohen said.

In the last decade, more than 500 of them have been found to be tainted with pharmaceutical compounds. One of the biggest categories of tainted supplements are those promising improved sexual performance.

This week's warnings from the FDA, for example, revealed that an array of supplements — with brand names such as Hard Wang, Night Man, Stiff Nights, and Vigra — all contain sildenafil citrate, the active ingredient in Viagra. Stiff Nights was implicated in the death of a Missouri man in 2012.

Many of these products are produced in factories — usually located in China — that also make counterfeit drugs. According to Albert Wertheimer, a professor at Temple University's School of Pharmacy who specializes in counterfeits, Viagra opened the door to what is now a huge illicit industry.

"We really only see the tip of the iceberg," Wertheimer told BuzzFeed News. "For every one counterfeit that's made public, there could be 50 or 100 others."

It's likely that many of the same producers cranking out fake Viagra are also selling an array of dietary supplements, which carry less risk of legal consequences because they typically fly under the FDA's radar.

"They are often distinctly linked. The same folks who are manufacturing prescription medicines are manufacturing these over-the-counter supplements," Neil Campbell, senior manager for global security at Pfizer, the drug company that produces Viagra, told BuzzFeed News. "Whatever makes money, they'll manufacture."

Pfizer has a vested interest in rooting out fake versions of Viagra, which raked in nearly $1.7 billion for the company last year.

In a 2013 study, Pfizer scientists tested 58 "herbal" and "all natural" supplements collected from convenience stores and gas stations in Atlanta and Baltimore. Of those, 81% contained the active ingredients found in Viagra and Cialis, or contained synthetic analogs that have never been tested in humans. The cost of the supplements ranged from $2.99 to $17.99, whereas Viagra is around $22 per pill.

The FDA declined to comment on whether the recent string of busts was part of a single shipment found to contain many of the tainted supplements, or whether it's part of an expanded ongoing effort to crack down on the industry as a whole. But in general, Cohen said, drug-spiked sex-enhancing supplements seem to be on the rise.

Cohen and Wertheimer argue that stopping the problem will require an overhaul of federal regulations. Campbell also stressed the importance of increased cooperation between the FDA, law enforcement, and the various pharmaceutical companies producing the drugs.

But Cohen also supports a more provocative move: To curb demand for supplements and counterfeits, increase the supply of the real thing.

"Make Viagra an over-the-counter medication," Cohen said. "If you were told what to watch out for, what not to combine it with, if you had Viagra on sale at all drugstores, things would be much safer. It's our moral and social resistance to that that's stopping it. That and, Pfizer wants to make more money."

A spokesperson for Pfizer said Viagra should not be prescribed without consulting a health care professional.


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23 Delicious Meals You Can Make With One Pan

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One pan, no panic.

Tomato, Basil and Onion Pasta

Tomato, Basil and Onion Pasta

Making a romantic Italian dinner for your bae has never been so easy. Find out how here.

Abigail Wang / Via pitt.spoonuniversity.com

Mixed Vegetable Tofu Stir-Fry

Mixed Vegetable Tofu Stir-Fry

This simple, fresh dish will make you wanna wok n' roll all night. Get it here.

Danny Schuleman / Via nu.spoonuniversity.com

Thai-Style Vegetable Curry

Thai-Style Vegetable Curry

If you're looking to spice up your life, this recipe is here to help you do it.

Rae Steinbach / Via spoonuniversity.com

Cumin Rice and Beans

Cumin Rice and Beans

Skip the Chipotle burrito bowl trek and try this spicier homemade option instead. Recipe here.

Antonia Drummond / Via washu.spoonuniversity.com


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Mars May Have Held More Water Than The Arctic Ocean, NASA Says

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But where did all that liquid go?

NASA/Goddard Space Flight Center / Via nasa.gov

There has been evidence that Mars had a rich topography of precipitation, but new research suggests that the Red Planet may have had even more water than our very own Arctic Ocean.

Scientists estimate that about 4.5 billion years ago, Mars had enough water to cover its whole surface, a new study published in Science magazine suggests.

Based on Mars' face today, the prime locale for the ancient ocean is the depressed land of its Northern Plains, where it would have covered 20% of the planet.

NASA Goddard / Via youtube.com


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The Entire Story Of Purim, As Told By Cat GIFs

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The festive Jewish holiday of Purim begins the evening of this Wednesday March 4th. The entire story of Purim, retold in the universal language of the web: the cat GIF.

Meet King Ahasuerus.

Meet King Ahasuerus.

Three years after ascending the Persian throne, when he celebrated by throwing a grand 180-day-long party.

alxbngala.tumblr.com / Via giphy.com

His wife Vashti made a party of her own.

His wife Vashti made a party of her own.

media.giphy.com

Ahasuerus called Vashti to join him at his party.

Ahasuerus called Vashti to join him at his party.

He wanted to show them all her beauty to all the men.

alxbngala.tumblr.com / Via giphy.com

But Vashti was like...

But Vashti was like...

Vashti refused his request.

Ahasuerus ordered Vashti's execution.

Via popsugar.com


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24 Questions Every Southerner Has For The North

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What part of “y’all” don’t you understand?

First things first: why do you say “on line” when you clearly mean “in line”???????

First things first: why do you say “on line” when you clearly mean “in line”???????

You are getting IN A LINE. You are standing in the shape of a line. You are not logging onto AOL.

Carl Court / Getty Images

What do you have against sweet tea?

What do you have against sweet tea?

Do you hate your taste buds?

Connie Ma / Via Flickr: ironypoisoning

en.wikipedia.org


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Decapitated Animals Keep Showing Up In Sacramento And No One Knows Why

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Mutilated chickens, cows, rabbits and lambs have been found throughout the California capital city in the last three months. Investigators don’t know if they’re looking at a spurt of animal sacrifices, or a copy-cat seeking attention.

BuzzFeed News

With no hint of where the decapitated animals are coming from, city officials say there's no telling when they'll stop either.

Beginning late last year with the grisly discovery of a cow's head in Reichmuth Park, another cow's head was located just days later a few miles away at Garcia Bend Park.

Headless chickens were then spotted in Old City Cemetery. Maintenance workers who found them were baffled, but discarded the animals and continued their work, Gina Knepp, head of the city's Animal Care Services told BuzzFeed News.

But more decapitated animals would be found, and the gruesome discoveries would come more often, unnerving residents, stumping officials and raising speculation of who is behind it.

"Even if it's an animal sacrifice as a religious practice, though it may be legal, it's still required that it's done in a humane way," Knepp said.

“We’re hoping we don’t get anything today,” Knepp said after animals were found on three consecutive days this week. “I can’t keep up with my workload.”

“We’re hoping we don’t get anything today,” Knepp said after animals were found on three consecutive days this week. “I can’t keep up with my workload.”

Sacramento Animal Care Services

Soon, the animals began to garner the attention of local newscasts and speculation of what might be behind it all.

"At this point we're expecting someone will give us some sort of tip that leads to an arrest or an explanation at least," Knepp said. "It could be Afro-Caribbean religious practices, or it could be someone is just insane."

Though Santeria, the practice of animal sacrifice, is not known to be prevalent in the city or Northern California, Knepp said officials are considering it as a possibility.

On March 2, several decapitated chickens were found with bloodied dollar bills and cornmeal cake. The following day, a decapitated rabbit and chickens were found with tea lights.

The feet of the chickens were sliced off, and stuffed in the birds' chest cavity.

With the number of incidents increasing, and details of the finds fueling bewilderment, much of the speculation has centered around possible animal sacrifices.

Miguel De La Torre, a professor of theology, social ethics and latino studies at Iliff School of Theology in Denver, said the incidents don't appear like known religious practices.


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17 Celebrity Instagrams You Need To See This Week

"House Of Cards" Season 3 Gave Us 15 Sides Of Claire Underwood

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Claire Underwood (Robin Wright), all day, every day. WARNING: THIS POST IS FILLED WITH SPOILERS!

Angry Claire

Angry Claire

In House of Cards Season 3, Claire wants to begin her political career by being named U.N. ambassador. But she gets riled during her confirmation hearing.

Netflix

Netflix

Netflix


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What’s The Best Kind Of Potato?

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The great spud debate.

Leighton-anthony Miller / Getty Images

"Chips are great in all their varieties, from shit to fancy."
"Yeah, they're like the Martin Freeman of potatoes: loveable, goes with anything, makes you feel good about yourself. The everyman potato."
"Big, fat, vinegar-soaked chippy chips are the best though."
"Why is it so hard to find a decent chippy in London?"
"You know, it's very confusing for Irish people in England because we call a chippy 'the chipper'."
"What about the scraps you get in the chippy?"
"*bits."
"Amazing in a sandwich."
"Ooh yeah, they'd give real texture to a chip buttie."
"Tee hee hee, 'buttie'."
"Bits/scraps mean fish shop chips, which are clearly the finest chips available."
"Deep-fat-fried. None of this oven chip malarkey."
"Oven chips are manky. The end."

Caimacanul / Getty Images

"Nans love boiled potatoes."
"They like to have them reliably present on every plate because who'd want a meal without a simple potato?"
"The only thing to do with boiled potatoes is let them cool, slice them up, then fry them. Eat them with a fried egg and beans."
"That's the kind of reason nans like to have a few boiled, just in case."
"I'm a nan at heart."


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After People Tried To Body-Shame This Guy Dancing At A Concert Something Amazing Happened

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Thousands of people are trying to invite this guy to a dance party. UPDATE: Pharrell, Moby, and Andrew WK have all said they want to perform at Dancing Guy’s party.

Last month, a user on the anonymous message board 4chan posted this creepshot of a guy dancing at what appears to be a concert.

Last month, a user on the anonymous message board 4chan posted this creepshot of a guy dancing at what appears to be a concert.

4chan / Via i.imgur.com


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This Year’s SXSW Will Be A Staging Ground For Location Technology

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How iBeacons could change the way you interact IRL.

SXWS Go

2015 might be the year that geolocation gets more accurate. If it does, it will be because of the Austin, Texas, festival South By Southwest. SXSW is going all-in on iBeacons — low-powered bluetooth emitters that have been, until now, a fringe technology, but that many believe are the next step in location services.

These tools communicate with your phone based on the physical space you're in — essentially, they can tell when you've arrived at a particular location, and send you site-specific messages. (Despite their prefix, iBeacons are not made by Apple, but rather are built by third-party manufacturers to Apple-defined specifications and branded as "Made for iPhone/iPad".) Right now, the most common use for them is in retail: Major League Baseball and select NBA stadiums are currently using iBeacons to funnel fans to their merchandise stores — think a message saying, "Come in and buy something and we'll give you a free hat" getting pushed to your phone as you walk by the storefront. But other companies are beginning to experiment with iBeacons, too: Facebook recently announced it would begin planting them across New York City, albeit solely for Facebook-related reasons, like directing you to the Facebook page of the store you're in, and seeing which friends of yours have checked in there before.

But South by Southwest is going to be the first really large-scale window into what a beacon-filled future will look like. SXSW will deploy 1,000 iBeacons (up from 40 last year) across 265 venues in Austin. "They're going to be everywhere," said Scott Wilcox, director of technology for the festival.

The company spearheading this adoption is Eventbase. They make apps for events, usually for high-end festivals or conferences, like the Cannes Film Festival. For SXSW, Eventbase created an app for attendees to download iPhone and Android and interact with at the festival. They also will be providing all of the iBeacons to be used at SXSW (although the beacons will be manufactured by a third company, Gimbal), and are counting on the sheer number of beacons to have a significant impact on the experience.

Gimbal

In the past year there have been smaller activations and test cases, but nothing on the scale SXSW is attempting. "I've always strived to include the latest tech into South By Southwest, and mobile has a ton of advantages; we're focusing a lot on bringing those technologies to bear," said Wilcox. By putting the devices everywhere you can think of, SXSW is both attempting to make the festival experience as streamlined as possible, and also providing a glimpse into what a world populated with iBeacons in every public space might look like.

Most of the ways SXSW and Eventbase are using the beacons will be useful. Every shuttle stop at SXSW is going to have an iBeacon installed. When you get there, a push notification will arrive telling you how far away the next shuttle is. That's the ideal use case, and the simplest: offering you information your phone knows you need, without you having to ask it. It's Google Now, made even more specific by integrating it extremely granularly into the real world.

SXSW and Eventbase have already found other convenient uses for iBeacons: Imagine your phone noticing you're in the check-in line at an event, and expediting the badge registration process. Or pushing information about a speaker or musical artist when you walk into a SXSW venue.

However, what SXSW and SXSW Go app creator Eventbase are extremely excited about — and where things differ from previous implementations — is the human element. SXSW wants to harness iBeacons to enable networking opportunities based on highly accurate location technology, and automatically connect festival attendees with each other. First up is the opportunity to join real-time discussions of the session you're attending. The SXSW Go app will attempt to connect you to other people in the room with you. It does this based on who's close, and who has listed similar interests in their profile on the app.


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