Welcome to Creators on the Rise, the place—in partnership with world creator firm Jellysmack—we discover and profile breakout creators who’re within the midst of extraordinary development.
There are loads of good recipes on TikTookay. Heck, the platform just announced that a few of the meals its customers have provide you with is so good, it’s opening a meals supply service the place followers can order fashionable creations like corn ribs (with an unspecified portion of proceeds going again to the dishes’ authentic creators).
But there being “a lot” of fine recipes doesn’t imply that all recipes on TikTookay are good.
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And in the event you create a meals abomination involving pizza, pasta, or different Italian staples, be ready: The Pasta Protectors will search for you. They will discover you. And they may……make enjoyable of your meals on their quickly rising TikTok and YouTube accounts.
@lionfieldmusicOriginal video by @spypas ##lionfieldmusic ##italian ##pizza ##italy♬ Dorime (Ameno’s Hybrid Orchestra) – Peiroten
Under the Pasta Protector masks are Matteo and Emiliano, two lifelong greatest pals from the tiny city of Campoleone, Italy. While they’ve change into identified for his or her meals critiques, they really acquired their begin as creators within the music enterprise. Emiliano acquired into guitar when he was 14, and never lengthy after satisfied Matteo to select up a secondhand drum equipment and type a band. They’ve been enjoying music collectively ever since, and in 2020, formally debuted themselves because the two-man band Lionfield.
When they joined TikTookay and YouTube firstly of the COVID-19 pandemic, it was as a result of, underneath lockdown restrictions, Lionfield may now not carry out dwell reveals or go to studio periods. So Matteo and Emiliano figured they’d take their tunes on-line for some time. They began importing not less than one video per day, however regardless of this consistency, their content material didn’t actually take off.
That is, till they began speaking about meals.
Matteo and Emiliano’s first meals video was a clip correcting frequent mispronunciations of Italian dishes. To their shock, it instantly went viral–and instantly gave them a brand new path for his or her digital content material. They started pulling in and reacting to different creators’ movies documenting mortal sins in opposition to Italian meals: every little thing from pineapple on pizza to scorching canines stuffed inside manicotti to these objectively “ugh” movies the place individuals empty complete jars of sauce and luggage of cheese on kitchen counter tops and/or eating tables and/or flooring and smear them round for…enjoyable, we guess?
The Pasta Protector duo started importing their meals content material to YouTube Shorts usually in August 2021, and because of this, their channel jumped from round 300,000 views that month to 136 million in September, 309 million in October, and 313 million in November. Their subscriber depend has grown from round 1,000 to multiple million. Over on TikTookay, they’re now at 3.7 million followers.
Lots has modified for Lionfield over the previous few months (which we’ll allow them to inform you about in our Q&A), however one factor will all the time keep the identical: If you screw up Italian meals, Matteo and Emiliano will give you the cross.
Check out our chat with them under.
Tubefilter: We know you two are longtime greatest pals. Where are you each from? How did you meet?
Matteo and Emiliano: Ciao! We have been each born and raised in the identical little city not too removed from Rome in Italy, Campoleone. We met one another in elementary college and have become greatest pals immediately. We truly attended center college, highschool, and school collectively, being all the time desk mates. We mainly grew up collectively.
Tubefilter: How did every of you change into fascinated about music? Did you develop that curiosity collectively or individually? When did you type Lionfield?
M&E: Emiliano was the primary one to change into fascinated about music. He acquired his first guitar on the age of 14 and began taking non-public classes. A number of months after, he requested Matteo to place collectively a band and to change into the drummer of it. Matteo purchased a secondhand drum equipment and began enjoying with Emiliano–their favourite songs from Metallica, Guns ‘N Roses, Red Hot Chili Peppers, Green Day…
We saved enjoying collectively via the years with many bands in Italy and within the U.S. In January 2020, we formally put collectively the duo “Lionfield.”
Tubefilter: When and why did the 2 of you resolve to begin making movies? Which platform did you go to first—TikTookay, YouTube…? Why did you choose that platform?
M&E: We determined to begin posting movies proper initially of the pandemic. It was January 2020. As skilled musicians, we each couldn’t work both for dwell reveals or studio periods, so we determined to open a channel on TikTookay. TikTookay was the primary platform the place we uploaded our movies. Why? Because the entire world was speaking about it, so we determined to leap on it and create an area the place we may share our creativity and artwork with everybody.
Tubefilter: You’re now on a number of platforms—TikTookay, YouTube, and also you go dwell on Twitch each evening. Why is it essential to have so many avenues to share your music and content material?
M&E: Having extra platforms the place we are able to publish our music and content material permits us to get in contact with extra individuals day-after-day. The every day livestreams on Twitch are a enjoyable option to spend time and keep related with our group.
Tubefilter: So quite a lot of your on-line presence is constructed round being comedy-oriented “pasta protectors.” How did you begin making movies about days within the lives of two Italians? Did you discover an viewers for it fairly rapidly?
M&E: We didn’t plan to make such content material initially. In reality, our earlier movies have been extra music-oriented. One day, after 4 months that we have been posting movies every day, we made a video on TikTookay about “the right way to pronounce Italian meals accurately” and it went viral. After that day, we saved posting content material about Italy and Italian tradition, gaining quite a lot of views and followers. At that time, it was clear to us what sort of content material to make.
Tubefilter: Your YouTube channel has lately seen an enormous enhance in variety of views and subscribers. Do you realize if there was one particular video that took off, or did numbers go up throughout a bunch of movies concurrently?
M&E: Our channel on YouTube began gaining views and subscribers all of sudden after some time we have been posting Short. We consider it wasn’t a single video that took off, however as a substitute all our Shorts abruptly began performing very nicely.
@lionfieldmusicWhy, inform me why 😭@Kamilla ##lionfieldmusic ##comedy ##pizza ##italian♬ That’s Amore – Dean Martin
Tubefilter: Have you seen any traits in your movies that are inclined to get well-liked? Or are their matters a bit random?
M&E: We don’t assume we now have ever began traits, however we all know our viewers actually appreciated our collection of video “Get the cross” and meals wars with different international locations.
Tubefilter: As we talked about earlier than, you handle making content material on a number of platforms, plus you usually produce music. That should result in some very busy days! What does the common day appear to be for you by way of time spent producing content material, time spent making music, and simply taking time to breathe?
M&E: Since we put collectively Lionfield, we devoted our lives to the mission. As of at the moment, we work full-time as content material creators, songwriters, and streamers, and our days are very busy! We meet day-after-day of the week with the one exceptions for holidays like Christmas and Easter.
Since individuals from our group come from all world wide, we now have mornings free and work from 2 p.m. till 2 a.m. In these 12 hours, we now have time to make one to 2 brief movies, interact with the group on all our socials, reply feedback, scout new video concepts, rehearse, write new music, report, and produce music, and livestream. It’s a really busy schedule, however we love our work and our group!
Tubefilter: Do you assume you’d have uploaded content material to YouTube with out YouTube Shorts? Or was Shorts your primary motive for selecting to begin making content material on YouTube? What function has Shorts performed within the development of your channel?
M&E: We uploaded some longer movies on YouTube within the earlier days of Lionfield, however we noticed good outcomes solely once we began posting Shorts movies persistently. So sure, Shorts have been the important thing to the success of our channel on YouTube.
However, now that we now have virtually a million subscribers, we now have begun posting longer movies as nicely.
Tubefilter: How do the 2 of you cut up duties in your social media channels and for music? Is one among you extra into doing PR, is one among you extra into video modifying…?
M&E: We administrate our social media channels collectively in addition to making music and content-making. Emiliano is the primary songwriter and the producer and video editor of all our movies, whereas Matteo is extra into public relations.
Tubefilter: Has your latest engagement uptick modified something for you professionally? Do you will have any new plans or objectives in your content material profession?
M&E: Beside seeing our group develop, we work just about in the identical approach and we now have similar enthusiasm as earlier than.
We are undoubtedly planning to make extra lengthy movies on YouTube whereas we maintain going with all our different actions associated to the Lionfield universe.
Tubefilter: What’s subsequent within the quick future for you and your channel? Where do you see your self in 5 years?
M&E: It’s onerous to say the place we see ourselves in 5 years. We dwell this journey daily. Our primary precedence is and will probably be to maintain making content material, music, and livestreaming whereas having enjoyable with our group.
Thank you a lot for interviewing us. We warmly say “ciao” to all Tubefilter readers and pasta lovers.
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