Mattia Settimelli

23/05/2026

Out May 29th

20/05/2026

Turning 50 is strange.

When you’re young, you think life is about becoming someone.
At some point you realize it’s more about remembering who you were before the world told you what mattered.

You stop chasing every room.
Every validation.
Every performance.

You become more selective with energy.
More protective of peace.
More interested in truth than image.

And honestly?

That feels younger than my twenties ever did.

24/04/2026

Pre-save my new track with MXS+ on your favorite platform here:

Listen to Without You

17/04/2026

The countdown for my new release with MXS+ has started...
Pre-listen here

A tech-house fresh sound.

19/03/2026

We grew up with one idea of what a father should be.
Strong, silent, always in control.

But the fathers I respect today are different.

They show up even when they’re tired.
They listen without needing to fix everything.
They stay, even when leaving would be easier.

Being a father is not about authority.
It’s about presence.

And presence is rare.

If you had that, you were lucky.
If you are that, you’re doing more than you think.

Happy Father’s Day.

12/03/2026

Marketing as you know it is dead!

Marketing was built for humans.

Commerce is increasingly decided by machines.

Pause for a second and think about that.

Most of the internet is already consumed by AI before it reaches us.

AI reads emails first.
AI crawls websites first.
AI summarizes content before we see it.

And increasingly, AI will make the decision itself.

We set the goal.
The system evaluates the options.

Your next customer may not be a person.

It may be an AI agent with a task, a budget, and zero brand loyalty.

For the last 30 years, every marketing playbook assumed the same thing:

A human would make the decision.

SEO.
Paid ads.
Funnels.
Cold outreach.
Content marketing.

All designed to influence a person.

That assumption is quietly collapsing.

When decisions move from humans to systems, persuasion loses power.

Infrastructure becomes the new leverage.

In an AI-mediated economy, four channels survive.

1. Institutional procurement

Large organizations and governments increasingly buy through approved vendor systems.

If you are inside the system, you win.
If you are outside it, you are invisible.

2. Product truth

AI will increasingly evaluate products directly.

Signing up.
Running tests.
Comparing outcomes across competitors.

In that world, the best product for a specific use case wins.

Not the loudest one.

3. Identity purchases

Humans still buy identity.

Mac vs PC.
Notion vs alternatives.
Tools recommended by founders they trust.

People don’t just choose products.

They signal belonging.

4. Paid placement inside AI systems

Think Google Ads, but inside AI agents.

Brands will pay to appear inside model recommendations.

Invisible to users.
Extremely valuable to platforms.

For founders, the implications are simple.

Two defensible strategies remain.

Build the best product for a narrow problem.

When AI evaluates tools directly, real performance matters.

Not marketing narratives.

And:

Build a human signal around your work.

Identity still drives human decisions.

People buy founders they trust.

The deeper shift is economic.

For decades, knowledge created advantage.

AI collapses the scarcity of knowledge.

When knowledge becomes abundant, value moves elsewhere.

Curiosity → Knowledge → Curation → Judgment

AI expands the middle.

Value shifts to the edges.

The ability to frame the problem.
The ability to filter options.
The ability to decide under uncertainty.

The next generation of companies will not compete on information.

They will compete on systems that curate and decide.

The real battleground is no longer marketing.

It is infrastructure.

If AI agents increasingly choose products for us, what does “marketing” even mean anymore?

04/02/2026

“I fast not to lose weight, but to regain presence. Hunger teaches discipline.”

31/12/2025

End of year posts usually talk about wins.
This one is about survival, recalibration, and quiet progress.

I didn’t optimize for speed.
I optimized for sustainability.
For creative honesty.
For a life I can actually repeat.

If this year stripped something away from you,
maybe it was never meant to stay.

Onward. Slower. Better.

17/12/2025

Occasional moments in time…
Life is made of moments, glimpses, sparks…smiles…

05/12/2025

THE PART OF YOU YOU KEEP BREAKING
And why you need to stop.

You don’t burn out because you work hard.
You burn out because you keep abandoning yourself in the process.
Every time you ignore the signal, you widen the fracture.

Slow down before your body forces you.
Rest before you collapse.
Protect the part of you that creates.
Nothing grows from a cracked foundation.

There’s a version of you that’s been holding everything together with duct tape — ambition, deadlines, identity, expectations.
And we call it “drive.”
But sometimes drive is just self-neglect dressed as discipline.

The truth is simple:
You can’t build a meaningful life on a foundation you keep breaking.
The work will wait.
Your body won’t.

This isn’t softness.
It’s strategy.