🐴 Montana’s blessing and curse

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The big idea [Yellowstone actors]( The ‘Yellowstone’ housing crisis, explained “Leverage is knowing that if someone had all the money in the world, this is what they’d buy,” professes John Dutton, the Montana mega-rancher played by Kevin Costner in “Yellowstone.” Ain’t that the truth. As Paramount’s hit show has soared, so have Montana’s housing prices. And while not a direct cause and effect, Montana’s TV allure may well have heightened a dire crisis in America’s third [fastest-growing]( state. First, some context The season four finale of “Yellowstone” in January was the most-watched show on cable since “The Walking Dead” season three premiere in October 2017. It grabbed [~9.3m viewers](, a 81% jump over season three. - The success is reflected in Costner’s [payout](: $500k per episode in season one, $1.2m by season four. The show’s been such a draw to Peacock, which owns the streaming rights, that “Yellowstone churn” now [describes]( people who signed up for Peacock, watched it, then left. It’s kinda good for Montana One [study]( found season four’s production created 527 permanent local jobs and brought businesses $85.8m in new spending, excluding the Montana ad that is “Yellowstone” itself. - Likely boosted by pandemic trends, Montana’s economy [grew]( 6.7% in 2021, ranking seventh for largest growth rate in the US. But it’s also bad for Montana Locals are getting priced out as wealthy city folk move in: - The median price for a condo in Bozeman [was up]( 61% YoY in April. - Habitat for Humanity [called]( the situation a “housing crisis.” - CNBC [reported]( that locals are moving into vans and tents. It also detailed a cultural divide festering between locals and wealthy newcomers. This all reminds us of a “Yellowstone” scene where Kayce Dutton’s son asks him to explain what a “transplant” is, referring to the wealthy people moving into town. “It’s a person who moves to a place, and then they try to make that place just like the place they left,” he says. [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=The+%E2%80%98Yellowstone%E2%80%99+housing+crisis%2C+explained%0Ahttps%3A%2F%2Fthehustle.co%2F06082022-Yellowstone%3Futm_campaign%3DYellowstone%26utm_content%3D06082022-Yellowstone%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( SNIPPETS 😴 Smart mattress giveaway: Enter the sweepstakes for one of four extremely lavish [Pod Pros]( from Eight Sleep. You get one entry for each successful referral — just share your unique link down below. 4DWW: Over 3.3k workers across 70 UK companies [started piloting]( a four-day workweek program. The workers will receive 100% of their pay while working 80% of their typical week, but most promise to maintain 100% of their usual productivity. CNN is reportedly [reviewing]( its partisan talent in an effort to shift toward a more nonpartisan tone. The move comes days after new chief Chris Licht removed the “Breaking News” banner from CNN’s website to ensure the label is only used for truly urgent matters. Blockchain fun: Epic Games [announced]( its PC store will begin selling the company’s first blockchain game later this year. The game is called “Grit” and was made in partnership with Gala Games, a Web3 game publisher. Apple launched its own “buy now, pay later” competitor, [Apple Pay Later]( — a feature within Apple Pay that lets users split payments into four equal installments over six weeks. Kohl’s goals: The department store chain is in advanced talks to be [acquired]( by Franchise Group, Inc., a holding company that owns The Vitamin Shoppe and Pet Supplies Plus. The deal is expected to value Kohls at ~$9B. Royalty investing 101: Royalties are an attractive alternative revenue stream for steady, passive returns. Read our [Trends report]( to learn about obtaining royalties in entertainment, energy, and startups. --------------------------------------------------------------- Hey — enjoy getting quick updates on what you care about? Take [20 seconds]( to personalize your Snippets. Pick your preferences👇 and we’ll send you more of what you love. Boom. [Personalize my Email →]( Chart [expert witness pay chart]( Zachary Crockett The lucrative world of expert witnesses In the waning days of the defamation trial between Johnny Depp and Amber Heard, Dr. Shannon Curry was called to the stand. Curry, a California-based psychologist, had been hired by Depp’s legal team to offer her opinion on Heard’s alleged personality disorders. But during cross-examination, Heard’s attorney, Elaine Bredehoft, had a different line of questioning for the doctor: “You are being paid by Mr. Depp’s legal team to be here, correct?” “Correct.” “How much have you charged so far? “I actually don’t know.” “Over $100k? “I don’t do my own books.” “Over $200k?” “I don’t know.” “Over $300k?” The exchange provided a rare glimpse into the economic underbelly of the expert witness industry, about which little is known to the general public. To learn more about this gainful microeconomy, The Hustle spoke to expert witnesses, legal consulting firms, and attorneys. [Read the full story →]( Free Resource The latest SEO and keyword research tools You should actually be thankful SEO isn’t fun or sexy. It’s a big reason why simple adjustments to the writing on your web pages can boost visibility the way they do — because far too many businesses aren’t up on these accessible strategies. In this seven-minute video, you’ll learn [the seven steps to proper SEO keyword research]( to improve your search engine ranking and drive organic traffic. Featured in this keen SEO video tutorial: - An eloquent breakdown of SEO and keywords - Brainstorming and vetting the best topics - Using Google Ads’ Keyword Planner tool - Finding what’s trending for your competitors - Why ranking for broader long-tail keywords is killer - And more tips for small-to-mid-sized businesses Watch the informational demonstration to gain some nifty new skills. [How to find the right words →]( Bell of the Future [Taco Bell]( Welcome to the Taco Bell of the future Taco Bell just opened its first “Defy,” the fast-food chain’s latest concept, in Brooklyn Park, Minnesota. It’s two stories high with four drive-thru lanes: two are for customers picking up mobile orders, and one is for delivery drivers, [per]( Business Insider. The last is for those traditionalists who don’t want to order ahead. Here’s how it works: - Drivers check in at kiosks with QR codes - Or order from staff via video if they didn’t place a mobile order - When the food is ready, it’s dropped down to customers via dumbwaiter-style elevators. Hence, the name “Defy” — it’s “gravity-defying.” Okay, Taco Bell. The food elevators are proprietary, and were developed by consultancy Vertical Works to reduce service time. Taco Bell is already the [fastest]( — though not the most accurate — US drive-thru with an average time of 286 seconds. Defy promises to deliver orders in two minutes or less. Taco Bell likes to experiment In the past, the brand has done a lot for its loyal fans, and we don’t just mean bringing back the Mexican Pizza. - In 2019, it opened a temporary resort in Palm Springs, California, called [The Bell](, replete with Taco Bell-themed manicures. - Taco Bell weddings are available at its Cantina in Las Vegas. A 30-minute ceremony [includes]( the use of a sauce packet bouquet. As for Defy, Taco Bell is already looking to retrofit other locations, [per]( Food & Wine. [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=Welcome+to+the+Taco+Bell+of+the+future%0Ahttps%3A%2F%2Fthehustle.co%2F06082022-Taco-Bell%3Futm_campaign%3DYellowstone%26utm_content%3D06082022-Taco-Bell%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( AROUND THE WEB 🏈 On this day: In 1966, the NFL [announced]( a merger with the American Football League (AFL). The first AFL-NFL World Championship Game was held seven months later — AKA Super Bowl I. 🖌️ That’s interesting: Centuries of artists have used this Spanish cave as a canvas, dating as far back as [58k years]( ago. 🍔 How to: You may be a grill master, but [here’s how]( to master the plant-based burger at your next cookout. 👑 Cure boredom: [Sort the Court]( is a cute game about building your kingdom, one yes-or-no question at a time. 👂Aww: And now, [ferret ASMR](. Meme [Yellowstone meme] Accurate. (Source: [imgflip.com]() Giveaway [prizes]( Win An Eight Sleep Pod Pro Want to win a [Pod Pro]( mattress in the size of your choosing (up to $3,700 value)? It’s simple to enter: one referral = one entry. Step 1: Copy your personal referral link below. Step 2: Share it with as many folks as you can. If your mailman isn’t getting The Hustle, that’s a problem. Step 3: Find out if you’re 1 of the 4 winners after June 13th! Wishing you luck. 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