Golokera prema-dhana, this hari-nama-sankirtana, chanting of Hare Krsna mantra, this sound vibration, it is not material. Suppose if I would have advised my disciples that "You chant 'Mr. John, Mr. John, Mr. John,' " this movement would not have spread. [laughter] How long one can chant this "Mr. John, Mr. John"? Therefore it is the proof, that all over the world we have got about hundred centers. Everywhere, hundred, two hundred, three hundred disciples are there. They're chanting, dancing, with Hare Krsna mantra. Why? Because it is not material sound vibration. This is the proof. Don't think that Hare Krsna chanting and chanting the name of Mr. John is the same. No. This is the proof. You can go on chanting twenty-four hours, still you will not feel tired. This is the golokera… This is the proof, that this hari-nama-sankirtana, golokera prema-dhana, it is the property for loving. It is the thing which will lead you how to love God, prema-dhana. You will gradually develop your propensity to love Krsna.

From Srila Prabhupada's lecture on Srimad-Bhagavatam 1.15.27 — March 6, 1975, New York