The NFL and Donald Trump:
America’s Beast Mode Brands

“To become more than successful—to become invincible—a brand must occupy a position in the consumer’s soul.” Matt Gonzales explores two of modern America’s most unbreakable brands.

Star Wars

How to Not Watch Star Wars: A Guide for Grown-Ups

“Sorry to piss in the midi-chlorians, but Star Wars is cosmically overrated. More overrated than The Beatles. More overrated than Ronald Reagan, the Olympics, sarcasm, bike lanes, and living past 75.” Matt Gonzales taunts The Force.


Dear Peyton Manning: Save Yourself (And the Colts While You’re at It)

“I’m asking—no, begging—you to retire next year and become the next general manager of the Indianapolis Colts.” Matt Gonzales makes his case to Peyton Manning.

May 8, 2015
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Bill Simmons, Can We Be Your Rebound Hook-Up?

Today ESPN announced that it’s ending its 15-year relationship with pioneering sports blogger and Grantland founder Bill Simmons. It’s not wholly clear who initiated the break-up, although ESPN president John Skipper sounds less than pleased with the contract negotiations that precipitated the split. In any case, we’re not here to offer thoughtful analysis. We’re here to pick up ESPN’s…

November 20, 2014
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Just Like Ronnie Sang: A Music Snob’s Confession

“Ghastly skeletons—skeletons with names that should never be uttered aloud by a self-respecting, reasonably intelligent adult. Names like Breathe, Richard Marx, Mr. Big, But Seriously-era Phil Collins.” Matt Gonzales has a Tonic confession, and it’s a doozy.

November 19, 2014
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Ten Years Later: The Pacers-Pistons Brawl

“The TV screen replayed the scene again and again. Slowly, it began to sink in. This was bad for my Pacers. This was very, very bad.” Matt Gonzales relives his favorite team’s darkest day.

November 22, 2013
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Why I Hate, Hate, Hate the Grateful Dead

“I hated the Grateful Dead as a young man, and, all things considered, I still do. But the white-hot, wholly unreasonable hatred I harbored toward the band in my youth has mellowed and grown more nuanced in its maturity.” Matt Gonzales justifies his hate.

October 29, 2013
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Candy Says

“I was 20 years old and I was having a bad trip. For those who’ve never had one, I’m afraid that phrase woefully undersells the experience.” Why Matt Gonzales loves “Candy Says.”

October 1, 2013
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Fiction Writing, With Strings Attached

“This Friday, Mary Robinette Kowal will arrive in Indianapolis to do something you’ve almost certainly never seen before: She’ll teach writing techniques with puppetry.” Matt Gonzales talks with our special guest.

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