You’ll be able to now not ignore Me in opposition to you

Among the many novelties of the summer time on the Sammontana ice cream billboard for kids, there’s a product impressed by an imaginary that’s not that of cartoons: it’s the ice cream cookies from “Me contro Te”, a number of youtubers who make video of challenges and video games seen by thousands and thousands of ladies and boys throughout Italy. Paolo Malvaldi, advertising supervisor of Sammontana, mentioned that “the selection has fallen on me in opposition to you as a result of they’re those who’ve probably the most consideration in the meanwhile”.

It isn’t the one firm with this instinct: recently, the Me in opposition to You emblem and pictures will be discovered on folders, diaries and college suitcases, but additionally on toys, equipment, clothes, footwear, Easter eggs, candies, toothpastes and perfumes . Briefly, even for individuals who have remained alien to their movies, books, films and songs till now – primarily due to their age or as a result of they do not hang around with many youngsters – it has develop into fairly troublesome to disregard them.

I to you am Luigi Calagna often called Luì, thirty years outdated, and Sofia Scalia referred to as Sofì, twenty-five: in life they’re a pair, they have been each born in Palermo and now reside in Milan. Their first YouTube video, A Drawing Problem, was launched in October 2014, practically a decade in the past, and now has over 5 million views. At the moment, their hottest video has practically 47 million views and channel subscribers are over 6 million. They’ve two and a half million followers on TikTok and one and a half million on Instagram.

They named the channel “Me In opposition to You” as a result of the thought was to primarily publish movies of small challenges in opposition to one another, a format that was additionally widespread amongst many different on-line content material creators. The channel then expanded to many different forms of movies, however the identify stayed the identical. In 2020, a 10-year-old woman was interviewed by christian household on why Me in opposition to You favored them a lot, he replied: “They’re humorous, there are such a lot of jokes. They problem one another in loopy issues: slime problem, pancake, artwork problem, slime artwork problem and so on. They achieve this many loopy experiments, experiments that children love with slime, baking soda and so on. innocent supplies present in the home”.

Luì and Sofì have a extremely recited and grotesque method and speech, typical of cartoons and tv applications aimed toward babies. Regardless of this, the content material they publish is intently intertwined with their actual lives: they present their canines, journey, holidays, birthday events. The video of the wedding proposal that Calagna made to Scalia final October has been seen greater than 5 million instances.

They handle their viewers and followers as “trout groups”: in an interview with Self-importance Honest they defined that the reason being that “I turned a ‘mecontrote’ to you and somebody thought it was a ‘me-with-trout’. It occurred then that some mother and father requested us what these trout have been and it appeared so humorous that we determined to maintain it ».

Me In opposition to You had a turning level in 2017, three years after opening the channel. Then the movies of Luì and Sofì on YouTube had develop into well-known sufficient to be televised, within the Disney Channel sitcom. Like me directed by Gianluca Leuzzi. The collection had stopped with the primary season, however in 2019 the 2 had continued with a brand new program for kids, disney problem present, this time as conductors. Each applications have been intently 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 workforce video games have been proven from a few of the “challenges” that they had already proven on-line.

– Learn additionally: The top of the “challenges” on social networks

2019 was additionally the yr of their first concern, life is a circus† Their channel already had 3.5 million subscribers and the track mentioned: He’s Luì, she is Sofì, jugglers on the net, between jokes and fireworks, we’re me in opposition to you. Since 2018, Luì and Sofì have additionally develop into the protagonists of many youngsters’s books printed by Mondadori Electa. The latest, Play with Luì and Sofì, was launched on April 12 and was the best-selling e book for teenagers of Might in Italy. Extra songs then got here out and the primary Me contro Te musical tour was introduced in Might for subsequent November. Some controversy has arisen, as the most affordable ticket prices 46 euros, a worth thought-about by many to be too excessive for a present devoted to youngsters, who should essentially be accompanied by no less than one mum or dad.

In all probability probably the most profitable merchandise of Me contro Te, each economically and later, have been the movies, additionally directed by Gianluca Leuzzi (who Like me) and distributed by Warner Bros. The primary, The Revenge of Mr. s, was launched in 2020 and introduced in €5 and a half million within the first weekend alone, for a complete of €9 and a half million. The movie gained the Spectator’s David, the award for the movie that attracted extra folks to the cinema all yr spherical: 805,000 in complete. Within the movie, Calagna and Scalia all the time play themselves, Luì and Sofì, two YouTubers who should get well 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 Enchanted Faculty was launched on August 17, 2021 and introduced in €800,000 on its first day and €4 million in its first two weeks. The third, Misplaced in timewas launched on New 12 months’s Day 2022, at a time when half of Italy was closed at house because of the peak of infections from the ommicron variant of the corona virus: it raised a complete of three.4 million euros.

In parallel with all publishing and leisure initiatives, Me contro Te has constructed an empire based mostly on their official merchandising and licensing of their picture to different corporations. Like Sammontana, many others of late have realized the financial potential of the Me vs You emblem, paintings, and pictures and are paying to make use of them, making their merchandise extra interesting to children. Italian trend firm Liu Jo has created a set of footwear and garments with Me in opposition to You, Clementoni and Giochi Preziosi every have a line of particular toys. However in the marketplace you’ll discover all the things, even issues of much less worth reminiscent of moist wipes, toothpaste and toothbrush, in some circumstances even counterfeit merchandise.

The final out there stability sheet of Me contro Te Srl is that of 2020, printed in July final yr: it reveals a revenue of just about 8 and a half million euros. The earlier yr, 2019, ended with a revenue of three million and 250 thousand euros. The funds for 2021 has not but been introduced, however there are good causes to consider that earnings have elevated additional and considerably over the previous yr and a half. Additionally in 2020 the corporate had 5 workers.

Me In opposition to You was not “found” by a expertise company, as occurred to many influencers after they began getting large numbers. And generally, they do not appear to outsource the administration of their operations, even though they’ve grown enormously in recent times. It isn’t straightforward to get details about the way in which the corporate is organized, however most likely it’s nonetheless primarily run by the 2 founders. An organization working with them outlined the construction of Me contro Te Srl “lean and quite simple”. Moreover, they don’t have a structured information company that responds to requests from journalists: the After he tried numerous methods to contact them by way of social channels and thru the generic e-mail handle on their website, however by no means obtained a response.

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