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Special edition!
Maybe the universe ruined your plans so that your plans wouldn't ruin you.
This Edition Is Extra Special
This is a particularly special edition for me—one of the ones I’m most excited to share with you. For the first time ever, Tanamesa is welcoming a guest writer, and not just any guest—someone truly special.
My dear friend Enzo recently completed a project nearly nine years in the making and officially launched his first book! I asked him to share a little about the story and what it was like to bring such an incredible project to life. My heart is bursting with pride.
You all know how much I love my friends, and at the end of the day, I truly believe our friends are the best parts of us. So, without further ado, let’s dive into this edition and let me introduce you to one of the best parts of me.
With love,
M.
THE MUSTS
World
let them eat cake

The Rising Unequality of the US
While most Americans pinch pennies at the grocery store, American’s wealthiest are splurging on everything from African safaris to designer handbags in Paris. The country’s top 10% of earners now represent about half of all consumer spending — up from 36% three decades ago. Moody’s Analytics’ Mark Zandi estimates that this concentration of purchasing power among top earners (households making $250K+ annually) now accounts for nearly one-third of GDP — making the US economy more dependent than ever on the whims of its wealthiest citizens.
I found this interesting and wanted to feature it in today's edition, because although it's more pronounced in the US, it's a movement that is happening elsewhere in the world - and one that shows a worrying trend for the coming years.
The affluent have increased their spending by 12% between Sept. 2023 and Sept. 2024, while working and middle-class households reduced spending during the same period.
Luxury purchases abroad by the wealthiest 5% jumped over 10% compared to the past year as brands moved away from huge price hikes that accounted for 80% of their 2019-2023 growth.
Rich taste, poor stability: As the economy increasingly relies on affluent consumers, it exposes itself to new vulnerabilities. This shift is evident as budget retailers such as Big Lots face bankruptcy and Family Dollar closes stores while luxury brands like LVMH flourish. Additionally, the wealth gap has widened as the top 20% of earners have seen their net worth surge by $35T since late 2019, while the bottom 80% gained just $14T combined. This bifurcated recovery could spell trouble if asset prices decline or consumer confidence wavers among the wealthy — potentially triggering a broader economic downturn that would affect all income levels.
Bonus: Nothing to do with it, but….. did you saw that Meta approved bonuses of up to 200% for executives while cutting share bonuses for employees? What a crazy coincidence…
What else in on
Canada: Mark Carney won the race to become the new leader of Canada's ruling Party succeeding Justin Trudeau. Mark studied at Harvard and Oxford before a 13-year stint at Goldman Sachs. Basically the human version of a patagonia vest. (Read)
Brazil: The government has put a Golden Visa program into practice, for foreigners who want to invest in the national real estate market. “Come to Brazil” but now for real. (Read)
Poland: Poland's prime minister calls on Europe to confront the “Russian threat”. According to the Prime Minister, the best way to dissuade Putin is not with appeals, but with EU’s own strength. (Read)
Israel: The country launched deadly airstrikes in Gaza. The ceasefire between Israel and Hamas appears to have collapsed as Israel carried out airstrikes in the Gaza Strip killing more than 300 people. (Read)
Hungary. Parliaments in Hungary have passed a law banning LGBTQ+ Pride events and marches in the country, as well as allowing local police to use software to identify participants through facial recognition. (Read)
Economy & Business
Vroom vroom

The growth that is transforming the way Formula 1 is consumed
Formula 1 is faster - and more diverse - than ever. With a growth of 50 million fans since 2021, the category has reached the mark of 750 million followers around the world.
Surprinsingly, those responsible for this boom are women and new markets such as the Middle East.
Changing lanes: Today, 41% of F1 fans are women, especially in the 16-24 age group. In countries like Saudi Arabia, the growth in the female audience was +11% compared to last year.
The expansion of the fan base is also reflected in business. F1 now accounts for 6.6% of total global sponsorship revenue, and the deals are more valuable: The average sponsorship value has jumped +56% since 2019, from US$2.87 million to US$5.08 million.
Accelerated content:
The impact of the media has been decisive. Netflix's Drive to Survive continues to attract new fans - 35% of those who watch the series say they've started following the races.
Now, the Ayrton Senna series, launched last year, is also moving the audience. With 53 million hours watched, it topped Netflix's global Top 10, contributing to the increase in fans.
The growth also has an impact on the profile of the brands investing in the sport. While the grid used to be dominated by automakers and traditional sponsors, today technology and financial services companies are vying for space. Brands such as LVMH, HP and Crypto.com have already entered the race.
What else is on:
Dealmaking has sprung: Alphabet is absorbing the cybersecurity startup Wiz for $32 billion in an all-cash deal intended to boost Google’s cloud business. This is Google’s largest acquisition yet and the year’s biggest deal so far. (Read)
Crisis in luxury? Auctions aren't feeling it. While the luxury market shrank by 2% in 2024 alone, luxury auctions are not being affected - Sotheby's announced its biggest auction in 30 years and Christie's had jewelry sales doubling and second-hand handbags up 40% in the last 5 years. (Read)
Content is the new black. Netflix has announced that it plans to spend more than $18 billion on content this year - up from $16 billion last year. Investment in new deals such as WWE wrestling, talk-shows and more sporting events are already pushing the figure up. (Read)
Guess who’s back, back again. Do you remember the Fyre Festival? The lavish music festival that was supposed to take place in the Caribbean, but failed so badly that it became a Netflix series and landed its producer in jail for fraud, is back. The new version of the festival is going for a whopping 2K for the initial ticket and almost a million for the largest category. I love humans. (Read)
Bonus: If you had Elon Musk's fortune, how would you spend it? On this website, you can try it out and get an idea of what you could buy with that kind of money.
Culture & Life
you should never, never doubt something that no one is sure of

The Head of TED pulls a Willy Wonka
You could be the next owner of everyone’s favorite technology, entertainment, and design conference. After running the show for a quarter-century, TED curator Chris Anderson is “issuing an open invitation to anyone who believes they might have the resources and the ideas to oversee TED for its next 25 years (and beyond!) to step forward” he announced this week.
Qualifications: You must have 1) a creative vision for TED’s future, including how to leverage new tech like AI. 2) a commitment to keeping TED nonpartisan and free to watch, and to continue to license via TEDx. 3) Enough funding to make it all happen: “The willingness to commit significant capital for the long term will be an important deciding factor” Anderson noted.
The new TEDitor-in-chief will take control of all franchise operations. That will mean overseeing:
TED’s self-titled business arm and the nonprofit that owns it, the TED Foundation, which has ~$25 million in reserve funds. Anderson is currently its sole director.
TED’s annual flagship conference, which typically sells out its 1,500-seat custom theater in Vancouver. Most tickets to this year’s event—headlined by Sam Altman—cost $12,500, Wired reported.
Billions of views and millions of paid subscribers across TED’s social media, newsletters, podcasts, and educational platform.
Well-endowed universities, Big Tech companies, and philanthropies are expected to apply. Anderson will make the final decision. Imagine if this trend caught on?
What else is on:
People are reading less and less. After studies showing that 40% of Britons have not read a book in the past year, Americans are reading fewer books per year than ever before, now for the first time in history, the number of non-readers - people who haven't read any books in the last three months - was higher than the number of readers in Brazil. One of the main reasons given by almost half of people (46%) is that they don't read for lack of time. In addition, the number of people who like to read in their free time has fallen by 4 p.p. in the last decade, from 24% to 20%.
Mayhem. As expected, Lady Gaga's new album storms to a No. 1 debut on the Billboard albums chart, displacing Kendrick Lamar from the top spot. (Read)
Pink Floyd. The group agreed to sell its recorded music rights and name and image to Sony Music for approximately $400 million. (Read)
ENZO’S RECOMMENDATION
Books
decline is inevitable, but decadence is a choice

Sagittarius Youth by Enzo Bertoni: This novel is about our generation, about the transition into adulthood. It jumps from glistening parties, sunny days at the beach and falling in love to existentialism, abuse of substance, and arguments. It questions what it feels to be young in our current decadent world, permeating economic, political and social upheavals.
The process of becoming an adult is a very complex one, we need to shed many layers of ideas that were passed to us and that we assumed were ours. And for me, it was a long process of self-reflection, of doubt, of confusion, which I have imbued into this novel. Not only my thoughts are there, but many of the dilemmas shared to me by close friends and family.
The story follows a group of young friends from the upper classes of São Paulo in their last year of university and then later their first year of work. I wanted to create a world in which the reader could really immerse themselves. While reading the novel, you can feel as if you’re living in this Brazilian metropolis, going to the clubs there, chilling at the characters’ gardens, travelling with them to the seaside.
This is just the first part of the book (the second will likely be released later this month) and it’s only available in Portuguese at the moment. You can buy it on Amazon, even outside of Brazil.
It feels weird to self-promote 😋 . (Rating: you tell me please)
WHAT ABOUT ME?
Enzo
Surprise, surprise!
It feels very weird to be taking over this section and even more so to be talking about my book that I self-published a few weeks ago.
Writing has been an integral part of my life for a very long time, but one that I’ve kept mostly private. So, naturally, for most people, this book came as a total surprise (I won’t lie, seeing you guys reaction was the funniest thing).
Since I was a child, putting ideas onto paper was a way of making sense of the world around and inside me. I’d write short stories (most left unfinished) to explore my feelings or to hold on to moments that I thought were meaningful. My writings were never intended to be published, they were merely a hobby.
It all changed when I began crafting this novel. I was 16, trying to cope with living by myself in a new city and this novel was born as a way to escape into a different reality. But, this story was unlike my other ones, it had more depth, it touched on some universal emotions and had (at least, in my opinion) some valuable ideas. Hence, I decided that I wanted other people to read it.
And that’s when a fun pastime turned into a chore. When writing for myself, for my own pleasure, I can simply gloss over information, have the plot be unclear, and never finish a chapter. After all, I’m the only one who’s going to read it. However, when you write for others, all changes.
There’s a study called the Pottery Class Paradox, in which they divide two groups in a pottery class. For a whole semester, one is supposed to craft a single perfect vase, while the other is supposed to produce the largest possible number of vases. In the end, the latter group ended up producing the most innovative and beautiful vases, because unlike the former, by producing a lot, they were able to learn from their mistakes.
That was my approach, writing as much as I could to perfect this skill. Mentally, it takes a toll on you. It took me years to find my voice as a writer, one that both feels like myself but that can also be enjoyed by others. This exercise led to a lot of self-reflection, trial and error and over 1,500 pages of drafts.
And then, I began the editing and revision processes, which are very time-consuming tasks. I reread this book so many times to make sure all was neat, that at some point I thought to myself:
either I end this novel or it will end me.
Despite these complaints, I kept writing, not only because I believed in this story, but because in the end this work brought me so much gratification. It taught me so much about the world around and, especially, inside me. And now that’s done, it fills me with joy to see it come to life and be enjoyed by other people, who can now make it theirs.
So, if you have an idea, a project, but you’re stuck trying to figure out the best way to do it, just start doing it, gradually, step by step, you’ll find your voice and be able to finish it.
With love,
Enzo.

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