Coachella is this weekend, FutureParty people. As a little something special, we curated the party grid for your festival experience. Check it out and let us know what you’ll be attending. We’ll see you there.

In other news… the eclipse economy is bright business, celebrity alcohol gets a fresh pour of brands, and Tesla ditches cheap EVs.

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The Future. Today’s total solar eclipse has become a major tourist attraction across the southern US, the Midwest, and New England, creating more economic activity than the shorter and less land-covering one in 2017. With the eclipse expected to generate more revenue for city economies than the Super Bowl or a even a sold-out Taylor Swift show, look for states to heavily market rare natural phenomena as must-see events.

Yellow brick road
The eclipse economy has been booming the past few days.

Texas, especially, is expecting a major windfall, with UT at San Antonio economic professor Bulent Temel claiming that it’ll be the most profitable event in the state’s history on a “minute-to-minute basis.”

Considering that most states won’t get another chance to watch a total eclipse until 2044 (Vermont won’t get one until 2106), there might be nothing as money-making or community-building as a once-in-a-generation event.

92.3% of you voted No in Friday’s poll: Are you going to Coachella?

“I’ll be driving by on my way to Vegas and the annual NAB Convention.”

“Went in 2018, and with Beyoncé, Eminem, and the Weeknd as headliners, I don’t think it can get much better.”

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The Future. A new crop of celebrities are entering the alcohol market with a variety of spirits, canned wines, and ready-to-drink cocktails — all with dreams of becoming the next Aviation Gin. With so many celebrity drinks to choose from, those that have staying power may be the ones that have strong demand even when their star’s popularity fades.

A-list alcohol
Actors, musicians, and digital creators are stocking the shelves with their own drinks.

Ironically, the surge in star-driven spirits comes as younger consumers are generally drinking less for a variety of reasons, including a focus on health, a lighter wallet, and a culture of growing teetotalism.

Just like with a movie, show, or album, celebrities need to find a way to cut through the noise and changing trends.

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A little Monday motivation.

Today we get into how there may be a new IMDb specifically made for content creators, how those very same content creators are moving away from video into writing, and Endeavor's announcement that they are going private.