Italian advertising – Anteo Spazio Cinema http://anteospaziocinema.com/ Sat, 14 May 2022 11:16:44 +0000 en-US hourly 1 https://wordpress.org/?v=5.9.3 https://anteospaziocinema.com/wp-content/uploads/2021/05/cropped-icon-32x32.png Italian advertising – Anteo Spazio Cinema http://anteospaziocinema.com/ 32 32 Italian Mahmood and Blanco prepare for Eurovision Song Contest final – WWD https://anteospaziocinema.com/italian-mahmood-and-blanco-prepare-for-eurovision-song-contest-final-wwd/ Fri, 13 May 2022 22:02:27 +0000 https://anteospaziocinema.com/italian-mahmood-and-blanco-prepare-for-eurovision-song-contest-final-wwd/ MILAN — Seeing Italian singers Mahmood and Blanco on and off stage are two completely different experiences. The intensity they channel into singing their hit ‘Brividi’, the romantic ballad that had no competition for victory at the Sanremo music festival and which the duo will now take to the stage of the Eurovision Song Contest […]]]>

MILAN — Seeing Italian singers Mahmood and Blanco on and off stage are two completely different experiences.

The intensity they channel into singing their hit ‘Brividi’, the romantic ballad that had no competition for victory at the Sanremo music festival and which the duo will now take to the stage of the Eurovision Song Contest song in Turin, contrasts with the cheerful and fun attitude they have during press engagements.

“We are preparing to give the best of ourselves. A lot of people know we like to joke around, but when we’re on stage we’re completely focused on the music and creating the right harmony between us,” Mahmood said. “We’ve both sung ‘Brividi’ on our respective tours for the past few weeks, without each other, but when we sing it together the impact is so strong,” he added.

The artists met last summer at the studio of music producer Michelangelo – who will be on stage with them on the piano – and immediately clicked, deciding to collaborate right away. “We provoke each other, we joke a lot and sometimes we also argue. But we share great mutual respect and we are very happy to have faced this adventure together,” said Blanco, alias Riccardo Fabbriconi.

Mahmood and Blanco
Bogdan Chilldays Plakov / Courtesy Photo

The chemistry between the two singers helped make the song relevant to local audiences from the start. With a title translating to “Chills” in English, the ballad is about love with an emphasis on the fear and vulnerability of exposing one’s feelings to someone, with the lyrics intentionally remaining vague about the parties involved or the type of relationship described to better enable everyone to relate to the words. The universal message of the song, the harmonization of their voices, as well as the simple staging, made it a powerful trio that the artists hope will also resonate with international Eurovision audiences.

Although they represent different generations – Mahmood is a Millennial, Blanco a Gen Zer – and have different backgrounds, musical styles and personalities, the artists are both part of a new wave of local musical talent promoting an image fresher and more inclusive of Italy, also by offering different visions of masculinity.

This approach inevitably trickles down to their fashion choices, with Mahmood often opting for tailoring with an unexpected twist and Blanco showing off his tattooed chest through see-through shirts (when he’s not half-naked).

“Fashion is definitely a very important language, it’s a way of communicating that has great relevance…it gives me another way to express myself,” Mahmood said.

Valentino

Blanco in the Valentino advertising campaign.
Michael Bailey-Gates courtesy of Valentino

Although he enjoys experimenting with different brands – from Burberry to Prada – Blanco has been a loyal man to Valentino for a year, having been asked by the brand for the musical project Boiler Room in 2021 and wearing Valentino outfits on numerous occasions, including including at the Sanremo Music Festival. More recently, his charismatic and anarchic personality shone in Valentino’s “Portrait of a Generation” advertising campaign photographed in London and strategically released ahead of the Eurovision Song Contest. Meanwhile, Calvin Klein welcomes the entertainer on his first trip to New York by taking him to Joe’s Pizza, challenging him to jump in the fountain in Washington Square Park in jeans and run through Times Square in his underwear. designer clothes.

While the two singers wanted to keep the details of their Saturday performance a secret, when appearing at the semi-final of the competition earlier this week, Mahmood opted for power couture in a gray Prada coat, while Blanco wore a total white look from Valentino.

From left to right: host Alessandro Cattelan, Mahmood, Blanco and host Laura Pausini, wearing a Valentino Pink PP look on stage during the first semi-final.

From left to right: host Alessandro Cattelan, Mahmood, Blanco and host Laura Pausini, wearing a Valentino Pink PP look on stage during the first semi-final.
Sarah Louise Bennett/Courtesy EBU

Blanco stressed that the duo arrived in Turin “without too many expectations not to spoil this incredible experience” and are simply happy “to have the chance to sing our song in front of such a large and international audience and to represent our country. “.

Still, the pressure on their shoulders is great: to be the local entry after Måneskin – who will return as a special guest at the final, having won last year – is no easy task, as comparisons and expectations to match that level of success inevitably flooded social media. media and piled under the official “Brividi” video on YouTube which already has over 55 million views.

“Social networks are key tools for those who do our job, but it is just as important to be able to give them the right [importance] without being too influenced by the constant reviews received,” noted Blanco, who has 2.1 million followers on Instagram.

“We still feel the affection of everyone. We don’t particularly feel the pressure as we don’t approach this event as a competition but as an opportunity to put ourselves forward and get our song known to as many people as possible,” Mahmood echoed. He also praised Måneskin and the success they have had abroad, pointing out that “their victory played a very important role for all Italian artists who want to reach an increasingly international audience”.

Yet Mahmood has already witnessed the benefits of the European competition, taking part for the second time after winning the silver medal in 2019. Back then, he gained international popularity thanks to his hit “Soldi”, which talked about his upbringing. , scarred by his Egyptian father abandoning him as a child. The video of her performance of the song at Eurovision has reached 27 million views on YouTube, while the song’s official music video has been played 193 million times.

“I owe everything to this experience, it allowed me to open up to an international audience and to make my first European tour”, recalled Mahmood, defining “an honor” to represent Italy a second time in the competition.

“I want it to be like the first one. I want to have the same vibrations as Riccardo [Blanco] and approach everything with the same sense of discovery. This way I will enjoy it more, just like it happened in Sanremo,” he added.

When asked if he had any advice for debutante Blanco, Mahmood replied: “There is no advice, he is already good at what he does. I can just tell her to stay relaxed, I think the best way to experience this is with a total sense of freedom.

Mahmood and Blanco.

Mahmood and Blanco
Bogdan Chilldays Plakov / Courtesy Photo

Anticipation for the other contestants’ performances is also building, with the duo admitting “there are a lot of songs we like, but if we have to choose, we think Kalush Orchestra [from Ukraine] are very strong,” Mahmood said.

“Yesterday they came to meet us and we sang together,” Blanco continued, addressing a video the Ukrainian band shared on Instagram about the encounter. “It was very emotional, something we won’t forget either for all they represent at this historic moment.”

Born with the full name Alessandro Mahmoud in 1992, just like Måneskin, the singer also auditioned for “X-Factor Italia’s” but in 2012, and was eliminated after three episodes. He returned to the music scene by winning Sanremo’s “Giovani” category – dedicated to emerging talents – in 2018 before winning the main competition trophy of the same music festival in 2019 with “Soldi”. Since then, he has climbed the music charts thanks to his distinctive musical style blending hip-hop, pop and Arabic influences and his personal lyrics, as evidenced by the hits “Gioventù Bruciata”, “Rapide” and “Inuyasha”.

On the other hand, Blanco’s rise to fame was super fast. In just one year, the singer, born in 2003, has caused a sensation among the country’s younger generations thanks to his anarchic attitude and a series of hit hits released one after another, including “Notti in Bianco”, ” Paraocchi” and “Mi Fai Impazzire. But with the song “Blu Celeste” and his performance in Sanremo, he revealed a softer and more personal side that made him a favorite with teenagers and their mothers.

After Eurovision, the two artists will resume their respective tours, which recently saw Mahmood perform in London and the Bataclan and Blanco of Paris hit base in all major Italian cities.

SEE MORE :

The candidates for the Eurovision Song Contest to discover

Eurovision Song Contest: A celebration of diversity and extravagant fashion

Watch out for Måneskin in this year’s Eurovision Song Contest

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Tod’s says lockdowns in China won’t derail 2022 results https://anteospaziocinema.com/tods-says-lockdowns-in-china-wont-derail-2022-results/ Wed, 11 May 2022 17:46:00 +0000 https://anteospaziocinema.com/tods-says-lockdowns-in-china-wont-derail-2022-results/ Shoes of Italian luxury shoemaker Tod’s are displayed in the window of the company’s store in Zurich, Switzerland, April 25, 2019. REUTERS/Arnd Wiegmann Join now for FREE unlimited access to Reuters.com Register MILAN, May 11 (Reuters) – Italian luxury footwear maker Tod’s (TOD.MI) says analysts’ expectations for 2022 sales and profitability are achievable despite a […]]]>

Shoes of Italian luxury shoemaker Tod’s are displayed in the window of the company’s store in Zurich, Switzerland, April 25, 2019. REUTERS/Arnd Wiegmann

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MILAN, May 11 (Reuters) – Italian luxury footwear maker Tod’s (TOD.MI) says analysts’ expectations for 2022 sales and profitability are achievable despite a sharp slowdown in China due to widespread coronavirus restrictions. COVID-19, said its chief financial officer.

The company said 30% of its stores in China are closed and online deliveries have stopped because its distribution center is in Shanghai, where heavy restrictions have been in place since mid-March.

Chief Financial Officer Emilio Macellari said a 40% drop in second-quarter sales in the country – a key market for luxury groups – was a possibility, but it would depend on how long the curbs lasted.

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However, the group is confident that it will be able to meet analysts’ expectations for the year as a whole. He cited actions such as limiting or canceling advertising and marketing spending in affected areas and strong performance in Europe and the United States.

Analyst consensus is for 2022 revenue of around €970 million and an EBIT margin of 5%.

“Our expectations are in line with that consensus,” Macellari told analysts.

“All in all, the slowdown in China is of course visible but will not jeopardize the company’s performance over the year as a whole.”

The group’s sales rose 23% in the first quarter, extending a recovery that began last year and exceeding market expectations.

Revenue totaled €219.6 million ($231.68 million) during the period, driven by Europe and the Americas and slightly above 2019 levels, before the pandemic hit.

Analysts were expecting 212 million euros in turnover, according to a consensus quoted by the broker Equita.

Tod’s, famous for its Gommino loafers, launched a new strategy in late 2017 to redesign its brands and appeal to younger consumers, but the pandemic has hampered its efforts. Group sales rebounded nearly 40% last year, marking the first increase after five consecutive years of decline.

($1 = 0.9479 euros)

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Editing by Cynthia Osterman

Our standards: The Thomson Reuters Trust Principles.

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How difficult is the Giro d’Italia? https://anteospaziocinema.com/how-difficult-is-the-giro-ditalia/ Fri, 06 May 2022 11:00:57 +0000 https://anteospaziocinema.com/how-difficult-is-the-giro-ditalia/ The Giro d’Italia is one of the toughest races on the WorldTour calendar – but what toll does the season-opening Grand Tour impose on the riders? The EF Education-EasyPost team uses the WHOOP 4.0 tape to measure the physiological exertion, recovery and sleep of their riders throughout the season. Ahead of the start of the […]]]>

The Giro d’Italia is one of the toughest races on the WorldTour calendar – but what toll does the season-opening Grand Tour impose on the riders?

The EF Education-EasyPost team uses the WHOOP 4.0 tape to measure the physiological exertion, recovery and sleep of their riders throughout the season.

Ahead of the start of the 2022 Giro d’Italia, WHOOP used its data from last year’s race to dive deep into the demands of the Giro – and what it takes to compete in the Grand Tour of Italy.

monster strain

The WHOOP wearable device records 24/7 data on heart rate, heart rate variability, blood oxygenation, respiratory rate and skin temperature. This data is then used to calculate a “strain score” on a scale of zero to 21, as well as to monitor sleep and recovery.

“Strain is a measure of cardiovascular load — that is, how hard your heart is working,” says Jeremy Powers, a four-time U.S. national cyclocross champion and now coach for WHOOP.

“While this is obviously going to be affected by what you do on the bike – how hard you push, whether you climb or not – there are also other factors which have a subtle impact on this, including temperature, humidity, hydration levels and also how recovered you enter a stage.

WHOOP tracked the strain and recovery of EF Education-EasyPost riders throughout the 2021 Giro d’Italia.
SHOUT

Powers says the average stress score for the EF Education-EasyPost team during the 2021 Giro d’Italia was 18.0.

“There were days when guys were running monster strain scores of 20.5+, which for pro riders is an average feat,” he says. “The highest individual tense day in 2021 was May 20 [stage 13 from Ravenna to Verona] by Ruben Guerreiro with 20.7.

Taking an average tension score across the team, the ‘easiest’ race days of the 2021 Giro d’Italia came in stages one (15.4) and 21 (13.0) – both against -the individual watch.

The WHOOP 4.0 is a wearable wristband that monitors key fitness and health metrics 24/7.
SHOUT

While a race against the clock gives GC contenders a chance to climb the leaderboard – or solidify their position – for many riders it’s a chance to turn their legs around on a day. relatively easy. The short nature of time trials also means there are fewer opportunities to tire out.

On the other hand, three stages saw an average stress score of 20.6 – the team’s highest average score throughout the race. Stage six saw the first summit finish on a medium mountain stage, while stage nine represented the first true high mountain stage of the Giro 2021, and stage 14 ended in a brutal summit finish on the infamous Monte Zoncolan.

Unpredictable race

Hugh Carthy was part of the EF Education-EasyPost team at the 2021 Giro, finishing eighth overall.
SHOUT

While the profile of a particular stage plays a role in how much pressure it puts on a rider, how the stage is raced – and a team’s specific performance or tactics on any given day – is also a factor. important.

“A huge legend here is the unpredictable nature of the Giro d’Italia – you know it’s going to be tough but you just don’t know when,” says Powers.

For this year’s edition, even the first three days in Hungary are tough, with two uphill finishes presenting the potential to lose time before the race even reaches Italy.

There’s no respite once the race reaches its homeland either, with stage four culminating in a monstrous ascent to 1,892m on the slopes of Mount Etna.

Dotted among the mix of lumpy and relatively flat roads as the race winds its way up the Italian mainland are more big days like the 5,000m climb to the finish of stage nine at Blockhaus.

The weather can also be bad in Italy in May.

“It’s usually cold and it’s usually wet,” says Alex Howes, who rides for EF Education-EasyPost and raced the Giro in 2017. “You’re racing through the Dolomites in the spring.”

He says it’s harder to recover if the body is also battling the weather.

As always with the Giro, the last week of the 2022 edition was a real sting in the track, with the queen stage of 168 km on the penultimate day with the passes of San Pellegrino, Pordoi and Fedaia, for a total accumulated 4,490 m of elevation gain.

You can see the effort required as the race reaches its crescendo in the EF Education-EasyPost rider fatigue scores for the final days of the 2021 Giro, averaging 20.4 over the final two mountain stages.

Powers continued: “Despite the fact that the riders will be in such good shape, it’s such a grueling race that you can’t help but start to feel the effects throughout the Giro.

“It’s going to be more difficult for the riders to recover after particularly difficult stages towards the second half,” he added. “You’re also going to see that their maximum heart rate will start to drop.”

Howes agrees and says it’s typical for a runner’s maximum heart rate to drop about ten beats per minute at the end of a Grand Tour.

“You can’t do it up there anymore,” adds the 2019 US National Road Race Champion. “And the gap between some runners will be interesting as well. will be around 140 – it’s not related to their physical condition, it’s just their physiology.

Recovery is crucial

The WHOOP 4.0 tracks recovery and sleep, as well as fatigue.
SHOUT

Rest and recovery are crucial for any performance-oriented cyclist, especially during a race like the Giro d’Italia.

“On days when a rider is primed and ready to go, we would expect them to build up tension more slowly than when riding on a day when they were under-recovered, under-hydrated and riding in hot conditions. and wet,” says Powers.

The EF Education-EasyPost team measures recovery across the WHOOP 4.0 band, rated on a scale of 0-100%.

Recovery scores of 0-33% indicate poor recovery, 34%-66% indicate a reasonable level, while scores above 67% mean you’re ready for a day of peak performance.

“During the Giro, the average recovery for the EF cycling team was 53%, which was about right for a Grand Tour,” Powers explains. “These runners are in such good shape that they are able to post consistently high effort scores without being absolutely knocked out the next day.”

However, Powers says the highest average score (78%) still came towards the start of the race (stage three), with the lowest (30%) coming after stage 17 – another great day in the mountains. .

Sponsor and media commitments can also reduce recovery time, especially for well-placed riders and stage winners.

When a rest day arrives, however, most professional cyclists show impressive recovery ability, and heart rate variability (HRV) can help provide an indication of a cyclist’s willingness to perform. .

“Generally after a good day’s rest you would expect to see a pilot’s HRV bounce back towards its baseline, especially for seasoned pro pilots,” says Powers, who points to Lachlan Morton’s data from his epic Alt Tour in 2021.

“After the grueling three weeks [riding every stage of the race ahead of the peloton – including stage transfers] his HRV rebounded to baseline two days after he finished.

Variable sleep duration

The influence of Giro logistics is an unexpected factor that influences recovery and sleep.

With the 2022 Giro spanning all of Italy and the race starting in Hungary, there are likely to be lengthy transfers between stages. The opportunity for quality sleep can vary from day to day, Powers says.

“The only clear trend when it comes to rider sleep performance at Giro 2021 was that there was no clear trend,” he concludes.

“There were days when passengers had more than 9.5 hours of sleep, while other days with travel, transfers, etc., they didn’t have the luxury of time and only managed to about 5.5 hours of sleep.

“A number of runners were able to squeeze in naps, especially on rest days, which helped offset the sleep debt they were accumulating over the course of the race.”

Runners react differently

The Giro d’Italia 2022 begins with three stages in Hungary.
SHOUT

Ultimately, how each rider reacts to the exertion of a three-week Grand Tour is different, depending on their role on the team, their physiology and a wide range of external factors.

“Some of the drivers are Ferraris, which can be incredibly punchy when they need to be, while others are diesel trucks that can go easy for days on end,” says Powers.

“The WHOOP Stress Score is based on an individual’s heart rate data, which can be affected by a multitude of different things.

“It will very much depend on the rider and what they are capable of – whether they are trying too hard or riding into themselves. If they push harder than they are capable of, they are more likely to burn out faster, which is when you see their heart rate extremely high compared to what it normally would be.

“It’s the same story if they’re massively under-recovered before a stage. They just won’t be able to perform at their usual level.

Crashes and injuries also take a toll on the strain a cyclist can handle, as well as their recovery and sleep quality, which impacts performance.

And what about after the race? Well, for EF Education-EasyPost rider Howes, the end of a Grand Tour is a chance to reset – mentally and physically – before setting off again.

“For the first few days after that, you might wake up at the same time you normally would and think, ‘OK, let’s move here,’ but then you make coffee and sit down and melt into the couch,” says -he. . “And not only because of the physical effort, but also mentally. You don’t have time to disconnect during the race.

“In the weeks and months that follow this deep fatigue, where everything hurts and where you are tired all the time. On the other hand, you get on the bike and do the best numbers you’ve ever done. It’s a weird balance.

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ADVERTISEMENT: Infomercial — Wine Without Context… It’s Just Not the Same Thing https://anteospaziocinema.com/advertisement-infomercial-wine-without-context-its-just-not-the-same-thing/ Wed, 04 May 2022 08:03:45 +0000 https://anteospaziocinema.com/advertisement-infomercial-wine-without-context-its-just-not-the-same-thing/ We had a first-time customer in the store last week, and as always, we started our conversation by asking them what they liked to drink. Needless to recommend wines that are completely outside their viticultural sphere and it also gives us a reading of what their palate picks up and reacts to. After all, everyone’s […]]]>

We had a first-time customer in the store last week, and as always, we started our conversation by asking them what they liked to drink. Needless to recommend wines that are completely outside their viticultural sphere and it also gives us a reading of what their palate picks up and reacts to. After all, everyone’s palate is different. The really interesting part of this interaction was the new customer’s response. She replied, “Well, it depends on my mood, the weather, what I might eat, and who I’m with.” Exactly, we totally agree! Wine is simply a contextual drink, all of the factors cited by this customer and more affect not only what we might choose to drink, but also our perception of it.

Later that evening we had dinner with some very dear friends of ours. The couple who joined us for dinner are in ‘the business’, so to speak, having owned restaurants and still working in the food and drink industry for a bit. Since leaving their most recent company they have had weekends so close to the end of Friday nights together that we used to joke that Mary and I had to work Saturdays and I had to create a column to write . Our friend had a great suggestion considering we had just enjoyed two wonderful bottles of wine with them, he said, “Write about our wine experience tonight and how much better wine seemed to be enjoyed with good friends.” Once again, we totally agree!

That evening we had started with Brotte’s Côtes du Rhône Dry Rosé and with our meal we had a bottle of the super Tuscan Mongrana from one of our favorite wineries, Querciabella. The two wines that we know very well for having had them several times, in the case of the Querciabella it is the only wine that we have kept on our shelf for the entire 15 years that our shop has been open, yes, it is so good. But, in reference to that night last week, what made these wines so delicious, perhaps even better than we remembered?

We were in an Italian restaurant and in the case of Brotte’s first wine, it’s French so not an obvious choice given where we’re dining, but we know our guests love French wine. In the case of the Querciabella, while our friends love French wine, the husband is half Italian, so he also enjoys Italian wine.

It was a great evening catching up on family news for all of us. Talking about pets and plans about our homes, business, and all the things close friends discuss. As the evening progressed, the wine seemed to continually improve. Sure, part of it is we were drinking wine, but it was mostly the connection between good friends at a fun restaurant on a night when at least half of us didn’t have to work the next day. So the question is, what made these wines so delicious, maybe even better than we remembered? There is really only one explanation, the context!

For all wine drinkers, we encourage you to pay attention to this context of your wine. Some of the best ways to enhance your own enjoyment and that of others with any bottle of wine you choose to share are to pay attention to certain key elements.

If you’re choosing wine, it helps to know what your guests enjoy the most. Focus on wines from areas where you have traveled together, or wines from an area that you know your friends like very much. Weather is a big contextual part of wine, a cold, rainy day will usually lead us to a rich, full-bodied wine, while a warm summer afternoon steers us towards something lighter.

Perhaps most important for all of us as wine consumers is to enjoy the moments of relaxation over glasses of wine with those we are also closest to. On that special evening with old dear friends and loved ones, pay attention to how much better wine tastes and how new favorites can emerge for each of us simply because of context. When that happens, it’s pretty swollen.

• • •

George Balling is co-owner with his wife, Mary Lancaster, of Diner, a wine and gift shop in Coeur d’Alene by Costco. The diner has won the Best Wine Store in Northern Idaho twice, including for 2018.

George is also published in several other publications across the country. After working in wineries in California and judging numerous wine competitions, he moved to Coeur d’Alene with Mary over 10 years ago to open the boutique.

You can also follow us on Facebook at facebook.com/#!/dinnerpartyshop.

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Small Italian town in honor of small Celle https://anteospaziocinema.com/small-italian-town-in-honor-of-small-celle/ Sun, 01 May 2022 22:34:17 +0000 https://anteospaziocinema.com/small-italian-town-in-honor-of-small-celle/ Content of the article At just four months old, little Celle Melfi is already making a name for herself. Content of the article In fact, it was the name his parents, Josh Melfi and Marshneill Abraham, originally from Brantford, chose for him that would soon make the child an honorary citizen of Celle di San […]]]>

Content of the article

At just four months old, little Celle Melfi is already making a name for herself.

Content of the article

In fact, it was the name his parents, Josh Melfi and Marshneill Abraham, originally from Brantford, chose for him that would soon make the child an honorary citizen of Celle di San Vito, a town in the province of Foggia in the Puglia region of southern Italy.

With a population of less than 200 inhabitants, Celle di San Vito is by far the smallest municipality in Puglia.

Melfi’s grandfather, Leonardo Melfi, was born in Celle di San Vito in 1933. His grandmother, Lucia Patierno, was from the nearby town of Castellucio Valmaggoire,

“We went there in 2014 for a wedding,” Abraham explained. “Josh wanted to see where his grandparents were born. We kept hearing the name Celle (pronounced Chell-e in Italian). Maybe it was the good weather and the red wine, but I told Josh that if we ever had a baby, we should name her Celle.

Melfi, a project manager for an advertising agency, and Abraham, who works in public relations, got married in 2018. On December 21, 2021, their son was born and the couple went through with their plan, naming him Celle Ren Melfi.

“We wanted to do something to honor my grandparents, but something a little less conventional than naming him after his grandfather,” Melfi said.

That, they thought, was it.

But when news of this small act of tribute to Canada reached Palma Maria Giannini, mayor of Celle di San Vito, she was overjoyed.

“News as unexpected as it is curious and welcome,” she said in a post titled FoggiaToday. “Next December, on the occasion of her first birthday, we will award honorary citizenship to little Celle, an event that fills me with joy and pride.”

Content of the article

Melfi, Abraham and a dozen members of their family will travel to Celle di San Vito in August for a ceremony.

They call it a “Celle-a-bration”.

“With everything going on in the world, it’s a great feel-good story,” Abraham said. “We find this whole series of events so special because Celle di San Vito is where the story of the Melfi family begins and in a way that origin story now continues through birth. and the appointment of our son.”

Brantford has a strong connection with Celle di San Vito. Many of its inhabitants, including Melfi’s grandparents, emigrated to the area in the 1950s.

According to Wikipedia, unlike residents of many neighboring towns, residents of Celle di San Vito speak a rare dialect of the Franco-Provençal language, which has fewer than 1,400 known speakers. This dialect is still represented in Brantford, but it is disappearing. By 2012, the number of daily speakers had fallen to less than 50 spread over three generations.

Melfi and Abraham, who live in Hamilton, said they were “shocked and delighted” by the attention their baby has received. But they joke that they are now under pressure to name future children after other distant places.

“Maybe the Amalfi Coast, Barcelona or even Paris,” Abraham said.

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Story Headlines: Brass Rail Retires | Great headlines in history https://anteospaziocinema.com/story-headlines-brass-rail-retires-great-headlines-in-history/ Sat, 30 Apr 2022 10:00:00 +0000 https://anteospaziocinema.com/story-headlines-brass-rail-retires-great-headlines-in-history/ It was a damp April night with the rain falling in sheets. But inside the Brass Rail restaurant on Lehigh Street, crowds were enjoying themselves over a steak sandwich, with or without cheese, and traditional dishes. It wasn’t quite like the pre-Covid days where waitresses had to walk through crowds near the bar with trays […]]]>






It was a damp April night with the rain falling in sheets. But inside the Brass Rail restaurant on Lehigh Street, crowds were enjoying themselves over a steak sandwich, with or without cheese, and traditional dishes. It wasn’t quite like the pre-Covid days where waitresses had to walk through crowds near the bar with trays over their heads, and the restaurant had a full menu that offered full meals. If you wanted a cordon bleu, you could go elsewhere. “The Rail”, as it was commonly known, offered good comfort food at a reasonable price, friendly staff and a place to call home.

A 1981 Brass Rail TV advert

It opened 91 years ago when Prohibition was still the law of the land and three years later moviegoers turned up the Rialto to see Gable and Colbert in “It Happened One Night” and if Gable really didn’t wear an undershirt (he didn’t, and underwear sales plummeted nationwide). The Sorrentino family members, who have run it ever since, decided it was time to put the Brass Rail to bed. June 4 was chosen as the date. Judging by a recent visit, Brass Rail t-shirts were going fast.

Allentown’s Italian community was small but mighty in the 1930s, and young Philip Sorrentino was among the earliest entrepreneurs. In the later part of the 19th century, Italian immigrants, as was the case in many parts of the country, were not particularly welcome in the Lehigh Valley. Newspapers printed common ethnic slurs in their headlines, and when it was reported in the Daily Chronicle that it had found an Italian immigrant who spoke German from Pennsylvania, it was a front-page story.

According to his 1997 obituary, Philip Sorrentino was born in Allentown in 1917. His stepdaughter Penny Sorrentino, however, told the Morning Call in 2001 that he was born in Italy and came to America with his parents, Michael and Maria Sorrentino, in 1917. “He worked in a factory for a few years before starting his own business,” said Penny Sorrentino. Perhaps with the onset of the Great Depression the factory closed and this led Sorrentino to open his restaurant, known as Phil’s Lunch. He offered basic food, burgers and hot dogs. Supposedly, it was shortly after that around 1935 that spaghetti arrived. The largely conservative German crowds of Pennsylvania would have viewed this exotic foreign dish with caution, but embraced it enthusiastically after a while.

The Brass Rail got its name in 1937. Supposedly, a friend told Phil Sorrentino he needed something with more class and suggested the Brass Rail as a new name.







History Highlights The Brass Rail Retires

The origin of the signature steak sandwich is the story of a thousand fathers, and maybe a few mothers too. The Australians of the metropolis of Brotherly Love to the south claimed to be the initiators. A man named Rudy Pretletz was credited in the Morning Call with first introducing it to Rudy’s Hotel in Bethlehem in the 1930s. It has been claimed that Tom Lamonica of Phillipsburg suggested the idea. The newspaper says that it was in 1939 that the Philip Sorrentino brought the steak sandwich to the Brass Rail.

A 1981 Brass Rail Restaurant TV advertisement

Either way, the Brass Rail was the place that made the steak sandwich its informal signature meal. In 1946, the restaurant was selling an average of 500 steak sandwiches a day. A publication called Lehigh Valley News noted that “the rail” had a specially designed roll cutter that “allowed slicing rolls as fast as they can be filled on a machine”. He went on to note that 90 pounds of onions per day were used on average and the sauce was prepared in gallon containers. “A little gravy, a little meat and all the onions you can eat,” was the advertising jingle Penny Sorrentino remembers hearing when she was growing up at the Allentown Fair.

Throughout its time, the Brass Rail has cherished the role of a place where everyone is welcome. “Dad wanted a family place,” Penny Sorrentino noted. “People could go to the Brass Rail in a suit and tie or jeans and still feel comfortable.” In the 1950s, the Brass Rail was an institution at its location at 1137 Hamilton Street. For those who wanted take-out sandwiches, the window at the street entrance was open with cooks inside grilling burgers and steak sandwiches with a line that sometimes stretched around the block . Inside, the decor was attractive but not overly fancy. For those who lived nearby, a brief stroll for a plate of spaghetti on a cold, damp night was a great refuge.







The headlines of the story The Brass Rail

In 1961, the members of the Sorrentino family who now ran the restaurant with their father saw the growth of suburban Allentown and decided to expand. They bought the Three Roses restaurant on Lehigh Street and opened another Brass Rail. No effort was made to tamper with the menu. According to Penny Sorrentino, it was here in 1963 that 15-year-old Kenneth Link of Emmaus ate 7 steak sandwiches in a row. It is a record which, it is said, still stands today.

Eventually, the Brass Rail installed some footage from the past of the 1930s and 1940s. True to Phil Sorrentino’s wish, it showed people in dresses, jackets and ties. A smiling customer in his fedora and overcoat lifts a pitcher of beer. Perhaps it celebrates the end of Prohibition.







The headlines of the story The Brass Rail

In March, Mark Sorrentino, who runs the Brass Rail with his sister, Pam Ray, and who had been in the family business since peeling onions at the Brass Rail’s Allentown Fair outpost, announced the closing of the restaurant. Although he thought they could move to a new location, labor and construction costs don’t allow it at this time. Sorrentino told WFMZ the official closing date is June 4, but he’s leaving his options open. “I decided that I absolutely wanted to participate in the Allentown Fair,” he said.

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How this 24-year-old’s side hustle brought in over $32,000 in one month https://anteospaziocinema.com/how-this-24-year-olds-side-hustle-brought-in-over-32000-in-one-month/ Thu, 28 Apr 2022 13:35:54 +0000 https://anteospaziocinema.com/how-this-24-year-olds-side-hustle-brought-in-over-32000-in-one-month/ Drawing has always been a hobby for Elena Gatti, who started drawing animals when she was 5 years old. She certainly never intended to monetize this skill. Yet today the 24-year-old brings in five figures a month – on top of her income as an art director at a PR agency – designing products for […]]]>

Drawing has always been a hobby for Elena Gatti, who started drawing animals when she was 5 years old. She certainly never intended to monetize this skill.

Yet today the 24-year-old brings in five figures a month – on top of her income as an art director at a PR agency – designing products for musicians and bands like Harry Styles and Mt. .Joy. His Chicago-based side business, Fiorenza Art, brought in nearly $32,000 in sales in November 2021 alone, according to documents reviewed by CNBC Make It.

It all started on Instagram, where Gatti posted drawings to stay creative while studying advertising, art, and design at the University of Illinois at Urbana-Champaign. His art, influenced by vintage Italian advertisements, had a distinct and bold style. A few months and a handful of Instagram ads later, it caught the eye on the platform exploration page. The business was on.

Today, Gatti still posts his art on Instagram – but the real money for his side business comes from selling impressions on his website and securing lucrative client deals, some of which cash in at $10,000 each. .

A budding creative

When Gatti was 7 years old, she learned that she was dyslexic. Soon, art became more than just a creative outlet: she relied on drawing to gain confidence and make friends throughout elementary school.

“People could see me as I wanted to be seen through art,” she says.

Gatti’s art often combines poetry with colorful layers and exaggerated, vibrant animals.

Elena Gatti

After graduating from college in 2019, Gatti began an internship at Zeno, a global PR firm where she is now artistic director. In July, Fiorenza – Gatti’s middle name and a tribute to his Italian heritage – made its first sale.

It wasn’t until the Covid-19 pandemic hit that she decided to invest in “building” a brand. But after a few weeks of trying to strategically grow Fiorenza, investing in a handful of Instagram ads at around $50 each, her art was getting little to no attention.

So she made a commitment to herself: to draw only what makes her happy, rather than what others expect. In a few months, this authenticity paid off. Casetify, a Hong Kong-based company phone case brand, reached out and launched its first collection in February 2021.

Art in an algorithm

Gatti was rolling on a high. Designing a collection was a dream, she had a day job where she could work creatively, and her Instagram account had soared to around 30,000 users.

Then, in June 2021, something even more unlikely happened: a member of Styles’ team sent him a direct message on Instagram, asking him to help design products for his upcoming tour.

“They found my art on Instagram’s explore page and liked the style, especially my bunnies,” says Gatti. “They told me that if I was interested, that’s the direction they wanted to go. Everything happened very quickly.”

Gatti’s bunnies are a featured image from Harry Styles’ “Love on Tour” concerts.

Elena Gatti

Styles’ team showcased their work on sweatshirts, tote bags, beanies and more. Gatti’s design of twisted bunnies superimposed on checkerboards became a featured image on Styles’ tour, which kicked off in September 2021 and garnered more than 700,000 fans, according to Billboard Music. A few weeks later, John Mayer — apparently a Styles fan — wore the bunnies t-shirt to his own concert at Chicago’s Wrigley Field.

Gatti says it took about eight weeks for people to realize she was responsible for the art, inspired by her childhood pet. The corresponding sales surge led to its hustle’s best month yet: in November 2021, Fiorenza brought in $31,800 through a combination of new customer deals and online sales.

Organize a fulfilling career

Since November, sales have stabilized, but the side hustle remains relatively lucrative. Fiorenza has brought in around $15,000 in web sales so far in 2022, selling art, clothing, bags and even blankets.

And Gatti’s popularity in the industry continues to grow. In December 2021, she designed merchandise — featuring bears and blue leopards — for Mt. Joy, her favorite band. She did not contact them. Rather, the band found their work on Instagram.

“Instagram’s power over artists and creatives is unreal,” says Gatti, adding that she’s since become friends with the group’s members. “You don’t really realize until you’re in space how this can spread like wildfire.”

By February 2022, Gatti had sold his thousandth print and reached 100,000 followers on Instagram. Still, after just two and a half years in her business, she says she has a lot to learn.

“It’s trial and error learning,” says Gatti. “Sometimes I find a supplier or printer that I like to make a sweatshirt. I’ll bite the bullet and spend thousands of dollars on merchandising, and they won’t come out exactly the way I want them to. Those tough business decisions remain. scare.”

Gatti says she’s had to learn to negotiate with clients, sometimes turning down deals with brands if she feels an offer doesn’t reflect the value of her work. She also sometimes feels creatively behind, and the only solution she has found so far is to commit to drawing something every day. After finishing her day job at 5 p.m., she says, she draws until 9 or 10 p.m. at night.

But the hard work has paid off: Fiorenza is profitable, says Gatti. And while she hopes it will one day become her full-time job, she has no plans to quit her day job. After all, she says, being an art director in a big city was her dream in high school and college.

“If I can wake up and draw, it’s a great day, because I know I’m doing something that satisfies me,” says Gatti. “In your mid-twenties you’re still trying to figure out the next step, your goal, and doing something I love has taken the pressure off of needing answers. So far, I’m happy to do it a day at a time.”

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Why the development of the NFT market will soon be the key to the advertising and marketing industry https://anteospaziocinema.com/why-the-development-of-the-nft-market-will-soon-be-the-key-to-the-advertising-and-marketing-industry/ Sun, 24 Apr 2022 11:44:03 +0000 https://anteospaziocinema.com/why-the-development-of-the-nft-market-will-soon-be-the-key-to-the-advertising-and-marketing-industry/ By Gayatri Jhaveri Patel We are witnessing the rapid rise of a new phenomenon in the digital world: non-fungible tokens, or as we call them “NFTs”. The market is growing in all areas, from culture to fashion, including luxury, cosmetics, cooking and real estate. Consumers and investors are increasingly interested in blockchain-related technology. These digital […]]]>

By Gayatri Jhaveri Patel

We are witnessing the rapid rise of a new phenomenon in the digital world: non-fungible tokens, or as we call them “NFTs”. The market is growing in all areas, from culture to fashion, including luxury, cosmetics, cooking and real estate. Consumers and investors are increasingly interested in blockchain-related technology. These digital tokens are shaking up the codes and forcing large companies to rethink their marketing and communication strategies.

NFTs are based on the same blockchain technology that runs cryptocurrencies, and they essentially represent ownership of unique digital assets such as images, GIFs, videos, music, etc. These attract investors, art collectors, gamers and technology enthusiasts from around the world as an attractive asset class, which gives them exclusive rights of ownership held by one person at any given time, easily negotiable on online market places, therefore extremely liquid, although extremely risk averse.

Brands are turning to digital art to expand their offerings and want to continually learn, explore and understand the latest technologies, trends and market opportunities. Commercializing digital art through the sale of a unique property in the form of NFTs is a successful approach that allows brands to diversify their revenue streams and attract a new segment of consumers who believe in collecting properties. exclusive. It is also a new method to initiate and establish a special relationship between the brand and the consumer and actively engage their community to build on this relationship.

The bulk of NFTs are used to commodify digital art productions, and they’re great for gaining ownership of works like digital art, audio files, and video games. And here’s the best part – anything can be sold with an underlying NFT. So whether you are an artist looking to sell your art, a buyer looking to purchase art for personal use, or a collector interested in collecting exclusive artwork, NFTs have applications on the horizon!

In terms of digital art, some of the top-selling NFTs belong to digital artists like Pak, Mad Dog Jones, Beeple, Ferocious, XCopy, 3LAU, and Trevor Jones, among others.

The fact that each job has a unique serial number backed by blockchain technology and that all NFTs are protected against tampering is the strongest marketing feature of NFTs. Artists sell some or all of their unique digital creations online while earning certain revenue on each transaction that the NFT changes ownership while ensuring there is no replication/duplication. It fundamentally revolutionized the way artists and creators were rewarded for creating. It also simultaneously assures buyers and collectors that they own a unique and enduring work of art while making their collections accessible to a wider audience, attracting new audiences who would not otherwise invest in conventional art.

Fashion and luxury

Major luxury fashion houses are shaking up the status quo and reinventing fashion in the WEB3.0 era. Major brands have invested in NFTs in a quest for continuous creativity and innovation. NFTs in fashion and luxury can take many forms, including digital doubles, rare digital assets for the metaverse, and even a new range of digital collections.

NFTs offer the fashion and luxury industries a way to prevent counterfeits while still delivering great products. The landscape is changing so rapidly that the real use cases are still being discovered as we speak.

Gucci, the Italian fashion house, released a virtual replica of its Virtual25 sneakers in March 2020. Nike followed suit just over a year later, auctioning off entirely fictional shoes. Dolce and Gabbana recently offered an NFT line of nine garments and jewelry, worth 6.6 million euros.

Why are NFTs so powerful?

Rarity in the digital world

Not surprisingly, NFTs have been extremely attractive. Consumers are captivated by the prospect of owning symbolic, one-of-a-kind digital artifacts with commercial value. They become the proud owners of an authentic work or object that cannot be reproduced or falsified. Investors are attracted to them because of their collectability, uniqueness, and secure properties.

For some, NFTs are powerful investment tools while for others it is a speculative instrument. With thousands of unique digital artworks available for sale online, it takes a lot of research and knowledge to find the right NFT that can earn you a ton of money. This helps to understand why the NFT industry continues to grow in all areas.

A whole new customer experience

NFTs are a cutting-edge technical advancement that allows companies to reinvent themselves and provide a better customer experience. The NFT phenomenon allows marketers to offer their consumers a distinct digital experience while offering them more exclusive services.

NFTs are becoming the new playground for brands, and the marketing trend to watch! With such development, and the important role that technology will play in the metaverse (according to PwC, virtual and augmented reality could boost the global economy by 1.4 trillion pounds by 2030), NFTs are becoming the marketing trend. to monitor !

We now have NFTs to verify ownership of digital assets in the virtual realm, just as we have laws to protect ownership of goods. The Ethereum network is used by the majority of NFTs. They are the 21st century version of the gold rush. New NFTs will be introduced as people become more knowledgeable, leading to increased competition. NFT marketing will be needed in the near future to drive sales of NFT collectibles, and organizations specializing in NFT marketing will provide services to build communities and drive sales.

The author is founder and director of The G Story. The opinions expressed are staff.

Also read: EU law targets big tech companies for hate speech and misinformation

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Ready for a big move after graduation? Here’s what you need to do https://anteospaziocinema.com/ready-for-a-big-move-after-graduation-heres-what-you-need-to-do/ Fri, 22 Apr 2022 17:58:08 +0000 https://anteospaziocinema.com/ready-for-a-big-move-after-graduation-heres-what-you-need-to-do/ Manuel Crugliano moved from Italy to New York to pursue a master’s degree in marketing. Source: Eleonora Di Zanni I was working as a materials scientist in one of the most important research institutes in Italy, when I realized that I was not happy. There was a pivotal moment when I realized I had to […]]]>

Manuel Crugliano moved from Italy to New York to pursue a master’s degree in marketing.

Source: Eleonora Di Zanni

I was working as a materials scientist in one of the most important research institutes in Italy, when I realized that I was not happy. There was a pivotal moment when I realized I had to completely change my life.

I think a lot of people can relate to that – feeling stuck in something you’re not passionate about anymore. But the next question is, what do you do?

Of course, you can just stop and take the time to figure it out. But most of us can’t afford it. So a great next step is to start getting involved in different organizations or hobbies – start figuring out where you’re headed.

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I got involved in the Tender To Nave Italia Foundation, a non-profit organization that fights against prejudices about disabilities and social difficulties through educational programs on board. Something they call adventure therapy. I started supporting their business by building a digital presence, creating an effective communication plan and managing their social media.

I liked it! Building this marketing strategy sparked a new passion in me. That’s why I decided what I wanted to do was pursue digital marketing in New York, where everyone says dreams can come true.

So how do you make a dream come true? It boils down to three words: Make a plan.

Step 1: Find what you want.

Find out how you can get that digital marketing job. Do you need a degree? If so, where are the best places to do it? Are these places ideal to better expose you to the marketing environment?

After some research, it became clear to me that New York City is probably the best place in the world to do marketing and advertising.

Step 2: Research where you are going.

I was moving to New York, one of the most expensive cities in the world! It’s not something you should do without a lot of research and planning – or you could end up in a lot of financial trouble.

I needed to know how much the airfare is, how much is the average rent, how expensive it is to live there compared to where I was living now.

When you not only change cities but also move to a different country, with a different currency, you have to be very careful and do a very well structured research in order to have all the information you need and create a plan accurate business.

At the beginning of my research, I used online resources to get an idea of ​​the costs, but later I decided to improve the reliability of my calculations regarding rent, cost of living, transport, etc. ., by measuring the average of the values ​​I found online.

Step 3: Determine how you will pay for it.

Once you know what you want and what you need to get it, you need to figure out: Can I afford it? How much money will I need? Will I be able to pay for my studies and my life on my own, or do I need a loan from a bank?

I made a spreadsheet, tracking all of this. I am including here a screenshot of a spreadsheet similar to the one I used for my plan. I have included in my spreadsheet the most important items that could be useful to anyone who wants to plan a big change in their life: the amount of the bank loan, plus the amount of my tuition, living expenses, l health insurance, rent, transportation and other expenses would be.

I would suggest starting by populating the spreadsheet with the expected values ​​and correcting it over time once you get more accurate numbers. Also, I would suggest increasing all values ​​by 10-15%, so you always have a backup in case the unexpected happens. For example, if you think you can afford a room for $1,300/month, you might consider a monthly budget for your rent of $1,500.

Step 4. Set a schedule.

If you are coming back, like me, for a higher degree, you need to be as precise as possible with your timing because time literally means money when you don’t have a job! So, be specific, get all the information you can from the school, and connect with your alumni from your school to learn from their experience. They can tell you what their expenses have been, what unexpected expenses have arisen, etc.

In my case, I contacted an Italian e-commerce professional who pursued the same master’s degree in New York that I was interested in, to confirm if my timeline was correct.

Step 5: Set a budget for your new life in the new city – and stick to it.

Once you have an almost finalized budget plan in your spreadsheet, checked the reliability of your numbers from multiple sources, and are sure you can afford all the expenses, you need to force yourself to stick to it. to your plan, no matter what.

Once you have a plan, you’ll find that it gives you a lot of confidence even if you’re doing completely new things. And one day you’ll realize – hey, I do!

To plan my life change, I used several resources, and I share some of them here:

the StreetEasy app and the website was extremely helpful in getting an idea of ​​how much rent is in different areas of the city.

Subway apps like MTA can be extremely useful for testing commuting time and avoiding living somewhere too far from your university.

I’ve also used more generic websites like Expatistan.comwhere you can find detailed information on food prices, as well as internet connections and electricity.

Finally, I suggest always checking if the neighborhood you are interested in is considered a safe place by simply Googling it and reading different articles about it. Sometimes it’s worth paying a little extra but feeling safe when you get home at late hours.

College Money 101″ is a guide written by students to help the class of 2022 learn about the big money problems they will face in life – from student loans to budgeting and getting their first apartment – ​​and make smart financial decisions. And, even if you’re still in school, you can start using this guide now so you can be financially savvy when you graduate and start your adult life on a great financial path. Manuel Crugliano is a Spring 2022 intern at NBC News with the Digital Research Team. He is pursuing a Masters in Social Media and Mobile Marketing at Pace University. The guide is edited by Cindy Perman.

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Disclosure: NBCUniversal and Comcast Ventures are investors in Tassels.

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Helbiz earns its name with punishing 2021 results – TechCrunch https://anteospaziocinema.com/helbiz-earns-its-name-with-punishing-2021-results-techcrunch/ Thu, 21 Apr 2022 21:35:19 +0000 https://anteospaziocinema.com/helbiz-earns-its-name-with-punishing-2021-results-techcrunch/ When Helbiz chose her name, did she know that her business would end up resembling her nickname so well? It’s an easy move to make, but one that seems fitting after reading Helbiz’s fourth quarter and full year 2021 earnings report, which was released through the second quarter of 2022. Some say companies go public […]]]>

When Helbiz chose her name, did she know that her business would end up resembling her nickname so well? It’s an easy move to make, but one that seems fitting after reading Helbiz’s fourth quarter and full year 2021 earnings report, which was released through the second quarter of 2022.

Some say companies go public too soon or too late. Helbiz’s debut on the public market was perhaps too early. The startup was the first shared micromobility operator to go public through SPAC in August 2021, a deal that included a PIPE of $26.5 million and net proceeds of approximately $24.5 million. When the company first announced its intention to go public, it expected $80 million in cash. (Many SPAC combinations in recent quarters have seen the expected cash proceeds dwindle before the deal officially closes.)

Since joining public markets, Helbiz seems to be discovering itself. What started as a shared micromobility company offering a combination of e-scooters, e-bikes and e-mopeds in Italy is now starting to look like the business equivalent of an amorphous blob.

On Wednesday, Helbiz announced a partnership with Aon Mobility Solutions’ long-term electric car rental service, Flee, which will allow users in select Italian markets to access Flee’s service through the Helbiz app.

In Q3 2021, Helbiz began to diversify in increasingly weird ways. The company said it has started taking pre-orders for the Helbiz One, a retail e-scooter. Then it launched its first “ghost kitchen” in Milan, from which customers can order food from a set menu to be delivered via Helbiz scooters by “butlers”.

During the same quarter, the company launched Helbiz Live, a sports streaming platform that currently broadcasts Italian Serie B soccer, NCAA soccer and basketball, and MLB games.

You might be wondering what Helbiz is? But wait, there’s more.

Helbiz also apparently runs an on-app advertising business that geographically targets runners with ads for local businesses, though its latest earnings report says next to nothing about that particular effort.

To make matters even stranger, crypto got involved. Last year, CEO Salvatore Palella was sued by a group of investors who claimed they were defrauded by buying the HelbizCoin cryptocurrency, which was announced in 2018 as a way to allow users to rent vehicles. In a lawsuit that is still active, plaintiffs allege Helbiz kept the money and killed the crypto in a “pump and dump” scheme.

How does this infernal enterprise show up on the balance sheet? Let’s dig into the finances.

A hell of a business

Helbiz reported revenue of $12.8 million in 2021, which the company says is up 190% from $4.4 million in 2020. Encouraging? Think again ! These revenues are priced at a net loss of $72 million. Its operating losses were $59.1 million, which Helbiz attributes in part to the costs of launching its delivery and media businesses, as well as significant investments in products, technology and marketing infrastructure.

In reality, a good chunk, $24.4 million, came from general and administrative expenses, including but not limited to a cheeky $2.97 million for Palella’s total compensation. That employee compensation alone was worth almost a quarter of Helbiz’s total revenue in 2021. And more than half of that compensation was an executive bonus — a bonus for what, we still wonder.

“2021 compensation was heavily impacted by IPO and new business start-up bonuses,” a Helbiz spokesperson told TechCrunch. “We have a strong corporate governance structure, with board committees overseeing and approving all relevant corporate activities, including compensation. Our CEO is the majority owner of Helbiz; its financial success is completely aligned with that of other shareholders and depends on the financial success of the company. He is fully committed, as evidenced by his recent purchase of 900,000 Class A shares and 850,000 warrants in the company, which increased his exposure.

In case you don’t have the balance sheet in front of you, it also means that Helbiz spent more on the CEO’s salary than on R&D, which only cost the company $2.8 million in 2021.

Spending a lot of money on business isn’t necessarily a problem if the company has collateral, but Helbiz appears to be nearly cash-strapped, with around $21 million at year-end and liabilities. of $61.47 million. Additionally, with an average consumption of around $5 million per month, Helbiz likely has very limited cash reserves, given that we are reviewing its fourth quarter and 2021 performance in April 2022, i.e. say in the second quarter of the year.

Maybe that’s why the advice part of the company’s call was a bit light. Pretty much all Helbiz CFO Giulio Profumo offered in terms of the outlook for 2022 was a funny “we expect solid revenue growth in 2022”.

Helbiz executives did not answer any questions during the earnings call.

Unanswered questions

A serious question: Is Helbiz’s corporate philosophy based on the proven method of throwing wet spaghetti against the wall to see what sticks? And what sticks will magically help the company raise more capital?

Let’s take a look at the varied flavors of Helbiz and see if we can figure out which path the company is charting for itself, or if it’s completely adrift.

Despite its extensive business efforts, Helbiz’s revenue came mostly from its mobility segment, which brought in $9.9 million, or 77% of total revenue. Helbiz Live apparently earned an additional $2.8 million, which roughly accounted for the remainder of 2021’s revenue. According to Apptopia data, Helbiz Live was downloaded around 144,000 times, with 91.3% of downloads coming of Italy.

While the Helbiz Mobility app and the Helbiz Live app are currently still separate, during the earnings call, Palella expressed nothing but positivity and enthusiasm for turning the Helbiz app into something of a “super app” that offers several services to enable a “modern urban lifestyle”. .”

“We can do so much more, from advertising to financial services,” the executive said during the presentation.

We’ll ignore the mention of adding “financial services” to the app for now because, frankly, it’s getting hard to keep up with Helbiz’s business gymnastics. The company is currently trying to sell its €40 per month Helbiz Unlimited subscriptions, which include full access to Helbiz Live on all platforms, unlimited travel with Helbiz Mobility and, in at least one market, free delivery of food orders. . Helbiz said subscriptions grew by 246% last year. From what, the company did not say.

Helbiz said it intended to expand its still unprofitable kitchen vertical across Europe and the United States, starting in Rome with ITA Airways, but also gave no further guidance. on this subject. Maybe it’s because it’s too steep of a hill to climb. After all, as we’ve already established, it looks like Helbiz is running out of money. Without enough cash to grow, who knows if Helbiz Kitchen will ever turn a profit?

Oddly enough, Helbiz spends money on long-term branded games despite its somewhat dodgy financial situation. Stating that it has “reached an agreement with Miami FC to sponsor four United Soccer League championship seasons”, the company says it is on the hook for $525,000 this year and $650,000 in 2023 .

The final piece of the dodgy puzzle is the retail scooter. When Helbiz first announced plans to hit retail in Q3 2021, Palella boasted a growing list of pre-orders. The company did not provide any updates on this in its last earnings call, such as when customers might expect to receive their Helbiz scooters or if the company is even manufacturing them. Some who know the space well say rocking a retail vehicle is nothing more than a publicity stunt. Helbiz did not respond to requests for comment.

When TechCrunch asked for more information, Helbiz said it was still finalizing details and production will begin “soon” as the company aims to make its scooter available by the end of the year. ‘year.

“We hope to avoid the supply chain issues that other companies face, but we cannot guarantee it,” a spokesperson told TechCrunch.

¯_(ツ)_/¯

There’s a lot going on here, and it’s unclear if Helbiz actually has a cohesive strategy to grow their business holistically. Along with its questionable results for 2021, the company has seen some recent issues emerge, namely a “payroll update” that caused Helbiz US employees to be paid late.

One area that could potentially increase its revenue at a much lower cost than sports sponsorships and ghost kitchens is its advertising business. Again, little revenue has been generated from this line of business, but there is scope to expand beyond in-app and docking ads and in-vehicle advertising, as well as advertising while streaming Helbiz Live, the company told TechCrunch.

“Our CEO and the company’s belief is that advertising is a key part of making micromobility profitable while allowing prices to stay stable or drop so that offers become more accessible to everyone. That’s why we’ve dedicated a whole team just to ad tech,” a Helbiz spokesperson told TechCrunch.

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