Actuality
Of Lorenza Sebastiani – May 19, 2024
The diss track of the week is quite bizarre, on the one hand Fabio Rovazzi and on the other politics.
We’re doing well, some would say. Yet the thirty-year-old Milanese singer and YouTuber, since he promoted his new recording project “Maranza” via social media, which mocks the figure of the typical Milanese criminal without art or side, has unleashed the worst dialectical forces in the field. In practice, to promote a single, he staged the theft of his smartphone during an Instagram live broadcast, in which the city of Milan was a clear background, even if not mentioned directly. Calling that video a viral success is an understatement. In seven hours, as Rovazzi himself declared, the world exploded. And also (and above all) local politics.
On the one hand, on social media, those who have been shouting for months about an unlivable Milan have finally felt represented, on the other, those who judge anyone who (even just) mentions the concept of ‘unsafe Milan’ as exaggerated have felt damaged. And also offended.
Even the councilor Pierfrancesco Maran of the Democratic Party, clearly smelling of elections, tweeted: “What a great idea, Rovazzi! We Milanese could also have a fun idea about marketing and crime simulation. Also because too many ‘VIPs’ have been advertising themselves lately by simulating crimes here”.
Who? But which ones? Then what simulation? Mica Rovazzi filed a real complaint for a false robbery.
But here the doubt arises spontaneously, is the problem the insecurity of Milan, objective for those who spend more or less long periods there, or a singer who has invented an effective strategy to launch his own song? Is it better to condemn fake robberies or ignore real ones?
Meanwhile, Milan confirms its black spot in the 2023 Crime Index of Il Sole 24 Ore, with 6,991 crimes reported per 100 thousand inhabitants in 2022 and reports growing by 3.5% in the first half of 2023, compared to the same period last year.
The point is only one. If many believed that that video was true from the first to the last second, that is, that it is possible to easily film the theft of a mobile phone on the street, Milan’s image is probably already damaged in itself.
In short, beware of pretending that there is a problem with thefts or muggings in the Lombardy capital. And if there are beatings, real fights with VIPs as protagonists, we sweep them under the carpet.
In short, the publicity stunt of Rovazzi’s “false theft” sparked reactions even from the mayor of Milan Beppe Sala, who used harsh words referring to the singer and influencer. “It is arrogant behavior for the fact itself, but also for wanting to claim the thing, almost as if to say I received many compliments because I did something that was impressive from an advertising point of view”, explained the democratic mayor. And again: «If we want a society in which those who have a minimum of visibility can afford not to respect the rules and the other poor devils can, well – said the mayor – it’s not what I would like».
But wasn’t it the right-wing government that was guilty of not sufficiently valorizing culture and artists? How is it that a flash of genius is immediately accused of being a public danger and a dangerous defamatory vehicle?
However, in reference to the words of the mayor, Rovazzi felt like replying. «I’m sorry and also a little surprised, given that a few months ago Sala acted as an extra in the promo video for the launch of the new Club Dogo album (which was beautiful, by the way) in which Milan is represented as Gotham City (the crime city par excellence), but no councilor has threatened to sue him.” Finally, a joke about councilor Maran: «I would like to point out that Maran’s attack is not part of the marketing strategies despite the name of the councilor being very similar to the title of my new piece».
The influencer then said he was sorry for the exploitation of the story. And he felt the need to defend himself, making us clearly hear the sound of nails sliding on the mirror. «The comparison between the crime and Milan was made by the press and politicians. Perhaps it was a conditioned reflex because Milan is actually in a disastrous situation. It is certainly not an association that can be traced back to my live broadcast, in which Milan is never mentioned.”
He then added. “I found myself at the center of a media storm, attacked by politicians and journalists who first used me to make news and then felt betrayed.”
But then also the apologies. Perhaps excessive. “But since I don’t like playing the victim, I apologize for the inconvenience I have unintentionally caused.” The publicity stunt to sponsor his new album probably, says the artist himself, «got a bit out of hand. But believe me, Milan is as close to my heart as it is to you”, he added.
In any case, it is absurd that whenever someone broaches the topic of ‘Milan is unsafe’, one finds prominent deniers ready to reel off partial and misleading data.
Meanwhile, just one certainty above all: Rovazzi has hit the mark with his communication strategy. And from Tuesday 21 May an experimental podcast will also be released on all platforms: ‘2046’. A series of thirteen episodes released on a weekly basis in which together with radio speaker Marco Mazzoli, he will interview innovators, opinion leaders, artists and many others, who will tell their personal stories, their challenges and their visions for the future.
Who else will take it? Who will be the next person who doesn’t understand that social media should be read with wisdom and disenchantment?
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