Among the many novelties of the summer time on the Sammontana kids’s ice cream billboard, there’s a product impressed by an imaginary that isn’t that of cartoons: they’re the ice cream cookies of “I management you”, a few youtubers who make video challenges and video games watched by tens of millions of women and boys all through Italy. Paolo Malvaldi, Sammontana’s advertising supervisor, stated that “the selection fell on Me versus You as a result of they’re those which have probably the most consideration in the meanwhile.”
It isn’t the one firm that has had this instinct: currently the Yo contra Tú emblem and pictures will be discovered on folders, diaries and faculty circumstances, but in addition on toys, equipment, clothes, footwear, Easter eggs, candies, pasta dental. and perfumes. Briefly, even for many who till now have remained oblivious to their movies, books, films and songs, particularly for causes of age or as a result of they do not hang around with many kids, it has grow to be fairly troublesome to disregard them.
Me towards you might be Luigi Calagna often called Luì, thirty years outdated, and Sofia Scalia known as Sofì, twenty-five: in life they’re a pair, each had been born in Palermo and now reside in Milan. His first YouTube video, A Drawing Problem, got here out in October 2014, nearly a decade in the past, and now has over 5 million views. Immediately, his hottest video has nearly 47 million views and the channel’s subscribers exceed 6 million. He has two and a half million followers on TikTok and one million and a half on Instagram.
They known as the channel “Me vs. You” as a result of the concept was to largely put up movies of small challenges towards one another, a format that was additionally widespread amongst many different on-line content material creators. The channel later expanded to many different kinds of movies, however the identify remained the identical. In 2020, a 10-year-old woman interviewed by Christian household on why I preferred them a lot Me towards you, he replied: «They’re humorous, there are such a lot of jokes. They problem one another on foolish issues: slime problem, pancake, artwork problem, slime artwork problem, and so on. They accomplish that many foolish experiments, experiments that youngsters love with slime, baking soda, and so on. non-hazardous supplies discovered within the house.
Luì and Sofì have a really recited and grotesque manner of doing and talking, typical of cartoons and tv packages aimed toward younger kids. Regardless of this, the content material they put up may be very a lot associated to their actual life: they present their canines, journeys, holidays, birthday events. The video of the wedding proposal that Calagna made to Scalia final October has greater than 5 million views.
They tackle their viewers and followers as “trucho groups”: in an interview with vainness honest They defined that the reason being that «Me towards you turned a ‘mecontrote’ and somebody thought it was a ‘me-con-trout’. It occurred, then, that some dad and mom requested us what these trout had been and we thought it was so humorous that we determined to maintain it».
Me In opposition to You had a turning level in 2017, three years after the channel opened. Then, Luì and Sofì’s movies on YouTube turned well-known sufficient to be dropped at tv, on the Disney Channel sitcom. Like me Directed by Gianluca Leuzzi. The collection had stopped within the first season, however in 2019 the 2 had continued with a brand new kids’s present, disney Problem Present, this time as drivers. Each packages had been carefully linked to the characters of Luì and Sofì and their YouTube channel: within the sitcom the 2 performed themselves, whereas within the Disney Problem Present Group video games had been proven taken from a number of the “challenges” that had already been proven on-line.
– Learn additionally: The top of the “challenges” in social networks
2019 was additionally the 12 months of their first music, You solely reside as soon as circus. His channel already had 3.5 million subscribers and the music stated: He’s Luì she is Sofì, jugglers on the internet, between jokes and fireworks, it is Me towards You. Since 2018, Luì and Sofì have additionally grow to be the protagonists of many kids’s books revealed by Mondadori Electa. The newest, Play with Luì and Sofì, premiered on April 12 and was the best-selling kids’s and youth ebook for Could in Italy. Then extra songs got here in and out Could the primary musical tour Me management Te was introduced for subsequent November. It has raised some controversy, provided that the most cost effective ticket prices 46 euros, a value thought-about by many to be too excessive for a present devoted to kids, who should essentially be accompanied by no less than considered one of their dad and mom.
Essentially the most profitable merchandise of Me contro Te, each financially and subsequently, had been most likely the movies, additionally directed by Gianluca Leuzzi (the one with Like me) and distributed by Warner Bros. The primary, Mr. S’s RevengeIt got here out in 2020 and grossed 5.5 million euros within the first weekend alone, reaching 9.5 million in whole. The movie received the Spectator’s David, the award for the movie that introduced the most individuals to the cinema all year long: 805,000 in whole. Within the movie, Calagna and Scalia all the time play themselves, Luì and Sofì, two YouTubers who should recuperate the prize stolen from them by the evil Mr. S.
The second and third movies proceed the story with new adventures. The thriller of the haunted college it was launched on August 17, 2021 and grossed €800,000 on the primary day and €4 million the primary two weeks. The third, Misplaced in timeIt got here out on New Yr’s Day 2022, at a time when half of Italy was closed at house because of the peak of infections of the omicron variant of the coronavirus: it raised a complete of three.4 million euros.
Parallel to all of the editorial and leisure initiatives, I Management You They’ve constructed an empire primarily based on their official merchandising and licensing their picture to different firms. Like Sammontana, many others have not too long ago realized the financial potential of the Me vs You emblem, illustrations and pictures and pay to make use of them, making their merchandise extra engaging to kids. Italian vogue firm Liu Jo has made a shoe and clothes assortment with Me In opposition to You, Clementoni and Giochi Preziosi, every with a devoted toy line. However out there you’ll find all the things, even issues of lesser worth similar to child wipes, toothpaste and toothbrush, in some circumstances even counterfeit merchandise.
The newest steadiness obtainable for Me contro Te Srl is that of 2020, revealed in July of final 12 months: it exhibits a revenue of virtually 8.5 million euros. The earlier 12 months, 2019, closed with a revenue of three million and 250 thousand euros. The funds for 2021 isn’t but identified, however there are good causes to imagine that within the final 12 months and a half income have elevated much more, and lots. Additionally in 2020, the corporate had 5 staff.
Me In opposition to You was not “found” by a expertise company, as many influencers had been after they had been beginning to make massive numbers. And generally they don’t appear to have outsourced the administration of their actions, even supposing they’ve elevated dramatically in recent times. Details about how the corporate is organized isn’t simple to come back by, however it’s seemingly that it’s nonetheless primarily run by the 2 founders. An organization that collaborated with them outlined the construction of Me contro Te Srl as “slender and quite simple”. As well as, they don’t have a structured press workplace that responds to requests from journalists: the Mail tried to contact them in varied methods on social channels and on the generic electronic mail tackle on their website, however by no means acquired a response.