THE MUSTS

LVMH launches entertainment venture

It's all about marketing. Thinking of boosting sales of its products, luxury goods conglomerate LVMH is launching an entertainment venture.

• Called "22 Montaigne Entertainment", the idea is a reference to the group's headquarters in Paris, on Avenue Montaigne.

How will it work? The aim of the business is to collaborate with the main creators and distributors of entertainment to develop films, series and other productions linked to the their brands.

Just think of the success of feature films such as Saint Laurent, The Versace Brothers, Casa Gucci, Coco Before Chanel and even Nike's recent Air - which greatly increased the brand's sales.

The bigger picture: With 86% of people "taking steps to avoid ads on TV, streaming and online", it's a fact that traditional advertising isn't working as efficiently as it used to. On the other hand, studies prove that marketing strategies - incorporating products and services into entertainment and experiences - end up having a more positive reception.

Speaking of which... Last month saw the premiere of the series "The New Look", which reveals how Christian Dior, Coco Chanel and Cristóbal Balenciaga launched modern fashion amidst the horrors of the Second World War.

What else is on:

• Rolex sales exceeded 11 billion dollars in 2023 for the first time in history, marking 11% year-on-year growth and sole leadership in the segment.

• Spotify is launching a music video feature for Premium subscribers, trying to occupy some of the market which is almost entirely dominated by one platform.

• Linkedin made a rare disclosure and admitted that the premium subscription business generated revenues of $1.7 billion in 2023.

• Adidas posted its first annual loss in 30 years and warned that US sales are hurting. Some of the company’s struggles stem from its costly breakup with rapper Ye as it sells off the last of the Yeezy line.

Technology

black mirror enough?

You can now talk to people who have died on the computer

It's AI all the way. The idea is to make it possible for you to chat with someone who has already died or even leave a version of yourself for after you are gone.

• Realizing that users were creating bots with the personalities of departed loved ones, other companies have created AIs just for this purpose. In case you are curious:

1. Replika offers a "caring companion" to give advice in difficult times - via chat or video;

2. HereAfter AI interviews you by video to leave a version for your family when you die;

3. StoryFile collects family videos and uses AI to turn them into an "everlasting family album";

4. Seance AI lets you create a digital version of those who have passed on and Versona builds your profile for eternity.

Mourning is profit: The idea of “preventing" loss using technology is gaining more and more traction in the new segment called "grief tech".

Zoom out: Companies that exploit the fact that we don't live forever already make more than 10 million dollars a year - as is the case with StoryFile.

More tech:

• Bye-bye, asphalt. Almost 3,000 orders have been placed in the pre-order for the most modern flying car yet presented, which is due to be launched next year.

• I wanna be a billionare. Bitcoin Hits New High, Surpassing $72K after two-year and the rise is provoked by the blooming interest in spot Bitcoin ETFs.

• An entire team. The first software engineer in AI form can solve bugs, discover security flaws and even build an entire website from a simple text command. Click here to see an example.

Eternal Sunshine by Ariana Grande: Drawing inspiration from the 2004 Michel Gondry film Eternal Sunshine of the Spotless Mind — a romantic comedy in which people can elect to have unwanted memories erased as a form of therapy — Grande concerns herself with the residual feelings and tortured thoughts that linger long after a breakup. Refined and subtle, but with the right amount of bite, Eternal Sunshine feels like a clearing of the emotional decks.

Ariana is more of a full-albums artist now – possibly has been since at least Sweetener in 2018. And with this album she is taking even more control of the lyrics, production, vocals and everything that surrounds the era.

Her relatability is what makes listening to her music feel like catching up with an old friend, and with all the recent rumors about her love life, from the divorce to her involvement with a married man, I was honestly very curious to hear what she had to say. Fortunately, she didn't disappoint me.

Lastly, people do not give her enough credit for her craftsmanship and evolution throughout the albums. But while Taylor Swift’s last album can arguably sound like Jack Antonoff mixtape (not criticizing though) - Ariana is sounding more like Ariana - producing every song herself with the assistance of the heavyweight producer Max Martin, and telling her truth whether people wanted to hear her side or not.

Best songs: the boy is mine; bye; we can’t be friends, eternal sunshine; supernatural.

For those that like Robyn, Madison Beer, Mariah Carey, Sabrina Carpenter, Rihanna. (Rating 8/10)

• Mind-blowing. Mixing records of objects and people, these finalist photographs from the Sony competition left the intern awestruck.

• Boy bye. Miami makes a video to “break up” with spring break. Residents are telling tourists to come back only after they've grown up.

• Royal trouble. Since the Kate Middleton montage is the talk of the moment, here's a tool for swapping faces and bodies in photographs.

• I Cried During Yoga. Can Yoga 'Unlock' Your Emotions? Here's what wellness experts say about yoga and how it all connects.

• Smile for the insta. Check out this amazing article about the economics of family vlogging and the detrimental effects it can have on children, both financially and mentally.

Dear all,

I hope you’re all doing great and that you’ve found joy and inspiration in the latest edition. I received a job offer last week.

The position was from one of my dream companies— a company that I must have applied to over 30 times without ever getting a response. I completed all the stages, and for the last one, I dedicated an entire weekend to creating the best presentation I had ever done for a business case. "Is this a good moment? Congratulations, we want you in our team." 

BUT - accepting this position would mean accepting a significant cut to my salary — a decision that would not just alter my lifestyle but completely change how I live. It would mean moving to a cheaper place and maybe even finding a second job for the weekends… But the thing is: The younger Micael would have leapt without looking back. I have no doubt that I would have accepted and done whatever it took to make it work. But at that moment, I found myself hesitating at the edge of that leap. Was it fear? Was it comfort? Or perhaps, was it growth? 

• The truth finds you in a quiet moment, and we realize we’ve been living a palette that no longer fits.

After a turbulent weekend, and some fruitless negotiations, I decided to turn down the job offer. It was a tough choice, but it felt right for who I am now and where I want to go. My psychologist said, “It seems like you’re scared of not wanting what you always wanted.” That really made me think. Maybe the real challenge isn’t in changing but in accepting that change within ourselves.

Life shapes us. Our desires, our dreams, even our favorite colors are subject to the tides of change. It might be easier to accept the latter, but it takes a moment of profound honesty to confront these shifts and acknowledge that maybe the person we are today may not fit the dreams of yesterday.

So, I share this reflection with you, not just as a recounting of my past few weeks, but as an invitation to introspection. Look within and ask yourself: Do the dreams of your past still hold the keys to your fulfillment? Or have you outgrown them? 

There’s a profound courage in acknowledging that what once defined you - may no longer serve you.

With all my love,

Micael.

Subscribe to Tanamesa for your regular fix of content, entertainment, and my life. Our mission is bring everything you need to know about the most important things happening worldwide, with exclusive recommendations curated by the editor-in-chief.

Take it easy: It lands in your inbox only every second Thursday. And just like me, it is not only free but also kind of addictive.