The European Sports Market for Investors Using Ecosystem Strategy to Unlock Growth with Danny Menken

The European Sports Market for Investors Using Ecosystem Strategy to Unlock Growth with Danny Menken

In this episode of Berkida Podcast, host Massimo Marinelli [https://www.linkedin.com/in/massimo-marinelli-803274/] sits down with Danny Menken [https://www.linkedin.com/in/dannymenken/], Co-Founder & Managing Partner of Athvance Capital [https://www.linkedin.com/company/athvance-capital/], Co-Owner of Levels Fight League [https://www.linkedin.com/company/levels-fight-league/], Co-Founder of Exceed Boxing [https://www.linkedin.com/company/exceedboxing/], Co-Founder of ve2.ventures [https://www.linkedin.com/company/ve2ventures/], Co-Owner of Cascais SAD, [https://www.linkedin.com/company/csc-sad/] Co-Founder of MediaMorph [https://www.linkedin.com/company/mediamorph.ai/], and Co-Founder of Padelplay [https://www.linkedin.com/company/padelplay-ai/] to explore how sports investment is evolving beyond traditional ownership models. Danny shares insights from more than two decades in sports media, entertainment, and investment, discussing Europe’s growing opportunity for value creation in sport. The conversation explores Athvance Capital’s ecosystem-driven approach to building interconnected sports businesses, alongside fan engagement, AI, sports technology, emerging sports, and the future of health and performance innovation. Today, he focuses on building sports ecosystems that combine intellectual property, technology, and services to unlock long-term value across multiple sports verticals. Key Takeaways: * Why Europe represents one of the biggest opportunities for sports investment and value creation * How ecosystem investing combines sports IP, technology, and services to drive growth * Why traditional private equity models often fail to maximise value in sport * How Athvance Capital is building scalable ecosystems across football, padel, combat sports, and emerging sports * The role of AI and data in improving athlete performance and fan engagement * Why fan monetisation in Europe still lags behind the US and what could change * How media consumption and sports distribution are evolving in the digital era * The investment potential of sleep, recovery, and performance technology * Why ecosystem-based ownership models may define the future of sports investment * Danny's predictions for the next phase of growth in the global sports industry Key Timestamps: 00:00 - Why Danny launched Athvance Capital and the opportunity in European sports 05:08 - Building sports ecosystems through IP, technology, and services 07:35 - Inside Athvance Capital and its sports IP strategy 13:05 - The football ecosystem and multi-club ownership model 18:07 - The rapid growth of padel and opportunities in the sport 21:21 - How AI-powered technology is improving player performance and fan engagement 22:46 - Why combat sports represent a major investment opportunity 24:41 - Emerging sports and the success of King of the Court 26:46 - Changes in media consumption and sports distribution 29:18 - Sleep technology, recovery, and the future of athletic performance 33:06 - Danny’s bold prediction for the future of sport 33:39 - Why ecosystem-based investing will shape the next generation of sports businesses Connect with the Guest, Danny Menken: * Danny Menken’s LinkedIn: https://www.linkedin.com/in/dannymenken/ [https://www.linkedin.com/in/dannymenken/] * Athvance Capital LinkedIn: https://www.linkedin.com/company/athvance-capital/ [https://www.linkedin.com/company/athvance-capital/] * Athvance Capital Website: https://www.athvance.capital/ [https://www.athvance.capital/] * Levels Fight League LinkedIn: https://www.linkedin.com/company/levels-fight-league/ [https://www.linkedin.com/company/levels-fight-league/] * Levels Fight League Website: https://lflmma.com/ [https://lflmma.com/] * ExceedBoxing LinkedIn: https://www.linkedin.com/company/exceedboxing/ [https://www.linkedin.com/company/exceedboxing/] * Exceed Boxing Website: https://exceedboxing.com/ [https://exceedboxing.com/] * Sportworx LinkedIn: https://www.linkedin.com/company/sportworx/ [https://www.linkedin.com/company/sportworx/] * Sportworx Website: https://sportworx.nl/en/ [https://sportworx.nl/en/] * ve2.ventures LinkedIn: https://www.linkedin.com/company/ve2ventures/ [https://www.linkedin.com/company/ve2ventures/] * Ve2.ventures Website: https://www.ve2.ventures/ [http://www.ve2.ventures/] * Cascais SAD LinkedIn: https://www.linkedin.com/company/csc-sad/ [https://www.linkedin.com/company/csc-sad/] * Cascais SAD Website: https://wearecascais.com/ [https://wearecascais.com/] * MediaMorph LinkedIn: https://www.linkedin.com/company/mediamorph.ai/ [https://www.linkedin.com/company/mediamorph.ai/] * MediaMorph Website: https://www.mediamorph.ai/ [https://www.mediamorph.ai/] * Padelplay LinkedIn: https://www.linkedin.com/company/padelplay-ai/ [https://www.linkedin.com/company/padelplay-ai/] * Padelplay Website: https://www.padelplay.ai/?_abr=1&pb=0 [https://www.padelplay.ai/?_abr=1&pb=0] Connect with the Host, Massimo Marinelli: * LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/ [https://www.linkedin.com/in/massimo-marinelli-803274/] Follow Halford Media Advisory: * LinkedIn: https://www.linkedin.com/company/halford-media-advisory/ [https://www.linkedin.com/company/halford-media-advisory/] * Website: https://www.halfordmediaadvisory.com/ [https://www.halfordmediaadvisory.com/] More from Berkida Ventures: * Website: https://sites.google.com/view/berkida-ventures/ [https://sites.google.com/view/berkida-ventures/] * Substack: https://theberkidabrief.substack.com/ [https://theberkidabrief.substack.com/] * LinkedIn: https://www.linkedin.com/company/berkida-ventures/ [https://www.linkedin.com/company/berkida-ventures/] * Email: info@berkida-ventures.com [info@berkida-ventures.com] Follow the Podcast: * Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 [https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221] * Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448 [https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448]

The Content Saturation, Attention War, and AI Threat Changing Media with Patrick Dimon

In this episode of Berkida Ventures Podcast, host Massimo Marinelli [https://www.linkedin.com/in/massimo-marinelli-803274/] speaks with Patrick Dimon [https://www.linkedin.com/in/patrickdimon/], the President of Front Office Sports Studios [https://studios.frontofficesports.com/], Owner of A Frame Productions & Former Senior Creative Producer at HBO Sports [https://www.linkedin.com/company/hbo/], and the growing intersection between sports, entertainment, and technology. Patrick shares insights from his extensive career across NBC Sports, HBO Sports, Netflix’s Full Swing, and now Front Office Sports, where he helps shape one of the leading sports business and culture media platforms today. The conversation explores the rise of athlete-driven storytelling, the growing influence of independent creators, and how platforms are competing for audience attention in an increasingly crowded media landscape. Patrick also discusses the explosion of sports documentaries, the impact of AI on content production, and how sports fans are consuming content differently across social, streaming, and long-form formats. The episode also touches on private equity’s growing role in sports, the evolution of fan engagement, and what the next five years could look like for sports media and entertainment. Key Takeaways: * Why sports fans increasingly care about the business and culture behind sports, not just live games. * The growing influence of creators and athlete-led content in shaping sports media. * How platforms like Netflix, YouTube, and social media are changing sports storytelling. * Why sports documentaries may be reaching a saturation point despite continued audience demand. * The opportunities and risks AI presents for sports content production and creative industries. * How fan engagement and direct interaction with athletes will continue evolving over the next decade. Noteworthy Quotes: * “People don’t just want the box score anymore. They want to know everything happening around the game.” – Patrick Dimon * “Our competition isn’t just other sports content. It’s every piece of entertainment fighting for attention.” – Patrick Dimon * “Drive to Survive proved that you don’t need to understand the sport to connect with the characters.” – Patrick Dimon * “I still believe great storytelling and great storytellers will always matter.” – Patrick Dimon * “AI is incredible, but I worry about what happens to the creative workforce.” – Patrick Dimon * “There’s no denying that creators today are competing for the same eyeballs as traditional broadcasters.” – Patrick Dimon Key Timestamps: 00:00 - Introduction to Patrick Dimon and Front Office Sports 01:40 - Patrick’s journey through NBC Sports, HBO, Netflix, and sports media 03:47 - The rise of sports business and culture storytelling 06:05 - Why fans care more about the business behind sports 08:50 - Competing for audience attention in the entertainment era 11:00 - Platforms and creators reshaping sports media consumption 13:13 - Independent creators vs traditional broadcasters 15:26 - Sports documentaries and the impact of Drive to Survive 18:23 - Is sports documentary content becoming oversaturated? 20:24 - Front Office Sports Studios’ content strategy and platforms 21:31 - AI’s growing role in sports content production 24:18 - Why trusted media brands may become even more valuable 25:45 - Private equity, capital, and cultural challenges in sports 27:37 - The evolution of Front Office Sports as a media platform 29:17 - Emerging opportunities across sports media and women’s sports 33:26 - Predictions for the future of sports media and fan engagement Connect with the Guest, Patrick Dimon: * Patrick Dimon LinkedIn: https://www.linkedin.com/in/patrickdimon/ [https://www.linkedin.com/in/patrickdimon/] * HBO LinkedIn: https://www.linkedin.com/company/hbo/ [https://www.linkedin.com/company/hbo/] * HBO Website: https://www.hbomax.com/pk/en [https://www.hbomax.com/pk/en] * Front Office Sports Studio Website: https://studios.frontofficesports.com/ [https://studios.frontofficesports.com/] * Front Office Sports X: https://x.com/FOS [https://x.com/FOS] Connect with the Host, Massimo Marinelli: * LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/ [https://www.linkedin.com/in/massimo-marinelli-803274/] Follow Halford Media Advisory: * LinkedIn: https://www.linkedin.com/company/halford-media-advisory/ [https://www.linkedin.com/company/halford-media-advisory/] * Website: https://www.halfordmediaadvisory.com/ [https://www.halfordmediaadvisory.com/] More from Berkida Ventures: * Website: https://sites.google.com/view/berkida-ventures/ [https://sites.google.com/view/berkida-ventures/] * Substack: https://theberkidabrief.substack.com/ [https://theberkidabrief.substack.com/] * LinkedIn: https://www.linkedin.com/company/berkida-ventures/ [https://www.linkedin.com/company/berkida-ventures/] * Email: info@berkida-ventures.com [info@berkida-ventures.com] Follow the Podcast: * Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 [https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221] * Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448 [https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448]

How to Build a New Sport That Gets Millions of Views Without Advertising with Paul Rigault

In this episode of the podcast, host Massimo Marinelli [https://www.linkedin.com/in/massimo-marinelli-803274/] speaks with Paul Rigault [https://www.linkedin.com/in/paul-rigault-49a6b6302/], the Chief Executive Officer at DØDS Diving League [https://www.linkedin.com/company/dodsdivingleague/]. Originating in Norway, the league blends traditional diving with freestyle tricks, creating a unique and high-energy sport. Paul shares how the sport grew from a grassroots movement into a global league with an athlete-first approach and a focus on engaging Gen Z audiences through social media. Paul also discusses the league's competition formats, including individual and team-based events. With partnerships like ESPN and millions of views through athlete-driven content, DØDS Diving is positioning itself for future growth. The conversation covers the league’s ambitions, including the goal of becoming an Olympic sport by 2032 and expanding through collegiate tours. Key Takeaways: * DØDS Diving is redefining freestyle diving with a focus on athletes and social media, reaching millions of viewers. * The league’s grassroots origins have grown into a global platform, expanding from Norway to the US and beyond. * A shift from individual competitions to team-based formats has added excitement and drama. * Social media and athlete-driven content are key to the league’s success, with over 20 million views per event. * The league’s future goals include establishing collegiate tours and targeting Olympic inclusion by 2032. Noteworthy Quotes: * "We’re doing the same to aquatic sports as snowboarding did to skiing in the '90s." – Paul Rigault * "Athletes are at the heart of everything we do. This is athlete-first, athlete-driven." – Paul Rigault * "The dream is to have DØDS Diving in the Olympics in 2032." – Paul Rigault * "Our competition isn’t other sports; our competition is attention." – Paul Rigault Key Timestamps: 00:00 - Introduction to Paul Rigault and DØDS® Diving League 02:02 - What is DØDS Diving? The sport’s origins and evolution. 07:13 - Athlete-first approach and the importance of social media in the sport’s growth. 08:57 - Introduction of team-based competitions. 10:55 - Media distribution strategies and athlete-driven content. 17:51 - Plans for collegiate tours and Olympic aspirations. 20:36 - DØDS® Diving League business model and revenue generation. 27:39 - Final Thoughts Connect with the Guest, Paul Rigault: * Paul Rigault LinkedIn: https://www.linkedin.com/in/paul-rigault-49a6b6302/ [https://www.linkedin.com/in/paul-rigault-49a6b6302/] * DØDS Diving League LinkedIn: https://www.linkedin.com/company/dodsdivingleague/ [https://www.linkedin.com/company/dodsdivingleague/] * DØDS Diving League Website: https://dodsdivingleague.com/ [https://dodsdivingleague.com/] * DØDS Diving League Instagram: https://www.instagram.com/dodsdivingleague/ [https://www.instagram.com/dodsdivingleague/] Connect with the Host, Massimo Marinelli: * LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/ [https://www.linkedin.com/in/massimo-marinelli-803274/] * Instagram: https://www.instagram.com/mass.marinelli [https://www.instagram.com/mass.marinelli] Follow Halford Media Advisory: * LinkedIn: https://www.linkedin.com/company/halford-media-advisory/ [https://www.linkedin.com/company/halford-media-advisory/] * Website: https://www.halfordmediaadvisory.com/ [https://www.halfordmediaadvisory.com/] More from Berkida Ventures: * Website: https://sites.google.com/view/berkida-ventures/ [https://sites.google.com/view/berkida-ventures/] * Substack: https://theberkidabrief.substack.com/ [https://theberkidabrief.substack.com/] * LinkedIn: https://www.linkedin.com/company/berkida-ventures/ [https://www.linkedin.com/company/berkida-ventures/] * Email: info@berkida-ventures.com [info@berkida-ventures.com] Follow the Podcast: * Apple Podcast: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 [https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221] * Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448 [https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448]

AI Is Replacing Traditional Media for Executives Losing to Creators with Mary Ann Halford

In this episode of Berkida Ventures Podcast, host Massimo Marinelli [https://www.linkedin.com/in/massimo-marinelli-803274/] speaks with Mary Ann Halford [https://www.linkedin.com/in/maryannhalford/], a Founder and Managing Principal at Halford Media Advisory [https://www.linkedin.com/company/105807409/], Strategic Advisor at mediaforgrowth (MFG) [https://www.linkedin.com/company/mediaforgrowth/] & Board Member at Cineverse [https://www.linkedin.com/company/cinedigm/]. The conversation explores the changing landscape of broadcasting, the future of AI in production and distribution, and the ongoing mergers and acquisitions in the entertainment sector, including the Paramount and Warner Brothers deal. Mary Ann shares her insights on the evolving role of AI, the increasing importance of consolidation in the media industry, and how sports broadcasting is being redefined through technology. The discussion also touches on the growing influence of AI on creativity, sports broadcasting, and the broader media ecosystem. Key Takeaways: * The ongoing challenges and opportunities surrounding the Paramount-Warner Brothers merger and regulatory hurdles * The critical role of AI in production: how it’s shaping the creative process and distribution channels * Why consolidation in the media industry is inevitable, especially with tech giants entering the space * AI’s impact on sports broadcasting and the future of personalised viewing experiences * The significance of sports content in the broader entertainment ecosystem * The future of broadcasting: What traditional media companies must do to keep up with rapid tech advancements Noteworthy Quotes: * “AI is both a challenge and a massive opportunity. It’s going to change the economics of certain roles.” – Mary Ann Halford * “The best businesses today know how to harness fandom. They understand their audience and super-serve them.” – Mary Ann Halford * “In the world of AI, the human element will always be needed for judgment, especially in recruitment and hiring decisions.” – Mary Ann Halford * “The future of media will be shaped by personalisation. It’s not just about watching a game; it’s about choosing the experience you want.” – Mary Ann Halford * “AI can streamline processes, but it can’t replace the nuanced decisions made by humans.” – Mary Ann Halford * “You can’t ignore the power of AI in driving production costs down, but it’s important to maintain human connection in the creative process.” – Mary Ann Halford Key Timestamps: 00:00 - Introduction to Mary Ann Halford and her expertise in entertainment and media 02:23 - The Paramount-Warner Brothers merger and its challenges 07:34 - The role of AI in broadcasting and its impact on production and distribution 11:16 - The growing trend of consolidation in the media industry 13:47 - AI in the creator economy and its role in shaping the future of content creation 20:37 - The importance of customer discovery in the early stages of a startup 21:30 - Reflections on the role of AI in the creative side of the entertainment industry 25:11 - The future of AI in media and its potential to disrupt traditional business models 27:06 - Mary Ann’s perspective on how companies can stay competitive in an increasingly AI-driven world Connect with the Guest, Mary Ann Halford: * LinkedIn Mary Ann Halford: https://www.linkedin.com/in/maryannhalford/ [https://www.linkedin.com/in/maryannhalford/] * X: https://x.com/MaryAnnHalford [https://x.com/MaryAnnHalford] * mediaforgrowth (MFG) LinkedIn: https://www.linkedin.com/company/mediaforgrowth/ [https://www.linkedin.com/company/mediaforgrowth/] * mediaforgrowth (MFG) Website: https://www.mediaforgrowth.co/ [https://www.mediaforgrowth.co/] * Cineverse LinkedIn: https://www.linkedin.com/company/cinedigm/ [https://www.linkedin.com/company/cinedigm/] * Cineverse Website: https://www.cineverse.com/ [https://www.cineverse.com/] Show’s Mentioned By Mary Ann Halford: * Website: https://www.c21media.net/news/jiohotstars-ai-made-indian-mythological-microdrama-receives-mixed-response-online/ [https://www.c21media.net/news/jiohotstars-ai-made-indian-mythological-microdrama-receives-mixed-response-online/] * LinkedIn: https://www.linkedin.com/posts/chaharnishant11_ai-innovation-indianculture [https://www.linkedin.com/posts/chaharnishant11_ai-innovation-indianculture] Connect with the Host, Massimo Marinelli: * LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/ [https://www.linkedin.com/in/massimo-marinelli-803274/] Follow Halford Media Advisory: * LinkedIn: https://www.linkedin.com/company/halford-media-advisory/ [https://www.linkedin.com/company/halford-media-advisory/] * Website: https://www.halfordmediaadvisory.com/ [https://www.halfordmediaadvisory.com/] More from Berkida Ventures: * Website: https://sites.google.com/view/berkida-ventures/ [https://sites.google.com/view/berkida-ventures/] * Substack: https://theberkidabrief.substack.com/ [https://theberkidabrief.substack.com/] * LinkedIn: https://www.linkedin.com/company/berkida-ventures/ [https://www.linkedin.com/company/berkida-ventures/] * Email: info@berkida-ventures.com [info@berkida-ventures.com] Follow the Podcast: * Apple Podcast: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 [https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221] * Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448 [https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448]

The Sport Will Collapse Without Better Governance and Smarter Investment with Michael Broughton

In this episode of Berkida Ventures Podcast, host Massimo Marinelli [https://www.linkedin.com/in/massimo-marinelli-803274/] speaks with Michael Broughton [https://www.linkedin.com/in/michaelcbroughton/], Co-Founder & Partner at Sports Investment Partners [https://www.linkedin.com/company/sports-investment-partners/], former Senior Advisor at FIFA, Advisor to Recast, APEX, Krause House DAO, and Founding Member of Mercury 13, and an experienced investor and advisor across the global sports industry. The conversation explores the structural disconnect between governance and operations in sport, how investors should think about financial realities, and why infrastructure and women’s sports are emerging as key areas of opportunity. Michael also shares insights on ownership models, institutional capital entering the space, and the long-term structural shifts that could reshape the sports ecosystem. Key Takeaways: * Governance in sports functions more like a political system than a traditional business structure * Investors often misunderstand fan dynamics and the true financial drivers of sports organisations * Stadium infrastructure and surrounding real estate are becoming central to value creation * Women’s sports present high-growth, startup-like opportunities but require different KPIs * Institutional capital is reshaping sports, but rising debt and the cost of capital pose risks Noteworthy Quotes: * “Governance in sport is effectively a political organisation seeking re-election.” * “The fan is not the primary stakeholder at the governance level.” * “If you deliver success on the pitch, fans will forgive almost everything.” * “Women’s football is the same game, but a different product.” * “Every empire falls, the question is which one, and when.” Key Timestamps: 00:00 - Introduction and Michael Broughton’s background 02:24 - Governance vs. day-to-day operations in sport 05:35 - The Super League and control of competitions 07:15 - Investor misconceptions in sports 11:34 - Player unions and financial sustainability 12:53 - Ownership models and governance approaches 15:57 - Stadium infrastructure and real estate strategy 21:00 - Investment case for women’s sports 26:45 - Sports as an asset class and institutional capital 31:09 - Future risks, bankruptcies, and structural shifts 33:18 - New formats, esports, and evolving fan behaviour 34:47 - Closing thoughts Connect with the Guest, Michael Broughton: * Michael Broughton LinkedIn: https://www.linkedin.com/in/michaelcbroughton/ [https://www.linkedin.com/in/michaelcbroughton/] * Sports Investment Partners LinkedIn: https://www.linkedin.com/company/sports-investment-partners/ [https://www.linkedin.com/company/sports-investment-partners/] Connect with the Host, Massimo Marinelli: * LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/ [https://www.linkedin.com/in/massimo-marinelli-803274/] Follow Halford Media Advisory: * LinkedIn: https://www.linkedin.com/company/halford-media-advisory/ [https://www.linkedin.com/company/halford-media-advisory/] * Website: https://www.halfordmediaadvisory.com/ [https://www.halfordmediaadvisory.com/] More from Berkida Ventures: * Website: https://sites.google.com/view/berkida-ventures/ [https://sites.google.com/view/berkida-ventures/] * Substack: https://theberkidabrief.substack.com/ [https://theberkidabrief.substack.com/] * LinkedIn: https://www.linkedin.com/company/berkida-ventures/ [https://www.linkedin.com/company/berkida-ventures/] * Email: info@berkida-ventures.com [info@berkida-ventures.com] Follow the Podcast: * Apple Podcast: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 [https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221] * Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448 [https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448]