GUIDELINES MANUAL by Anna Carera

BORN FOR GUIDELINES MANUAL

Guidelines Manual IED Milano | 2020 Anna Carera

BORN FOR Born for. Itâ&#x20AC;&#x2122;s a new magazine that was born for entertainment, a magazine with the aim of changing topic at every issue, to see all the facets and different points of view with a pop style, where frames and graphics play a primary role. A bimonthly magazine, which involves a younger and dynamic audience.

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Myss Keta: «I am trash, vulgar and I talk about drugs. So?”

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Raised on cereal and Sfera Ebbasta, the rapper born on YouTube (in 2013) comes out on April 20 with her first real studio album, «A life in capslock». We met her. “Take it. There are pastries, remnants of water. Some coffee”. Sitting at the other end of the table, with a black mask covering her face, Myss Keta extends a hand lacquered in red. “Nice to meet you, Myss,” says the rapper born on the web , suggesting that “Keta”, the legacy of her legendary existence of uses and abuses that have become music, may be an unlikely surname. How old is this angel of the night, with platinum hair and dark glasses, it is difficult to say.

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by CLAUDIA CASIRAGHI 11

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ill-concealed suspicion. Before starting the interview he puts his hands forward: «I notice that he is looking at the tattoo on my temple. It is the symbol of the dollar, alongside that of the euro. It’s my logo. I’ve always had the money in mind, “he explains.

Does it pass well economically? “I’m on my way to becoming a millionaire.”Is this the success you are most proud of? “No. It is going from being mocked by industry insiders to making a record like Rockstar, which became platinum after a week. And my way of saying: Did you see what the fuck I did? If someone asks who brought the trap to Italy, the name will always be mine alone ».

Difficult childhood, bad grades at school, odd jobs. Then Sfera Ebbasta discovered music and “something came alive”. Now that his records are in the charts and the tour sold out, he has a message for those who used to laugh at him in the past. And one for one of his idols. Northern suburbs of Milan, Cinisello Balsamo. “Sbirri look down from above, polaroid photos,” I always smile, bye “, yes, but make your cocks”, sang Sfera Ebbasta three years ago in his Ciny, dedicated to these places (with a proud refrain: “C with the hand is where we come from, Ciny, Ciny »). Here the most controversial rapper of the moment - Gionata Boschetti, born in Sesto San Giovanni 25 years ago - grew up here. Instagram calls itself the “TRAP KING”. In recent years he has collected twenty gold and ten platinum records (and the number

is growing), the first Italian artist to end up in the global chart of the world’s most listened to Spotify, with the songs Rockstar and Cupido. On April 7, his Rockstar Tour starts, almost all sold out, in the clubs. Our appointment is in the Settimo Milanese area, in the studio of Charlie Charles (Paolo Monachetti), 23, central producer in the Italian rap scene of the moment and founder, with Sfera, of the Billion Headz Music Group label. It would not be said that the most famous Italian trap hits were born there, including the double platinum album Rockstar. Sfera arrives on a dark-glazed SUV, with a group of friends that might seem like a traphouse gang from a nineties Chicago. When he gets out of the car, a bunch of kids circle him, trying to get his attention. He jokes with everyone, asks questions, greets. Then he enters the studio, gives me his hand with

What does trapping for you represent? “What I dreamed of, after a thousand sacrifices. I used to come here from Charlie, to record and sleep for days on the couch. Still register here. He and I control everything, any step that concerns our business. Sometimes we spend a few nights at the playstation, but we almost always talk about work ». Two unusual twenties. Do you remember when everything was born? «At the age of 13 I went out with a company of guys very different from me. I was the only one who wore baggy jeans, the others were dressed

“very tight”. I was already with the American rappers, I dressed like 50 Cent. Then I met friends who liked graffiti, we went to steal packages of shoddy cans. I wanted to write my name everywhere.

Meaning? “Wherever I was I always had a canister in my backpack or a marker in my pocket. I wrote my name on the walls, on the school desks, on all the papers that passed through my hands. I felt the need to mark the territory. At school I went very badly, in the first grade they rejected me because I didn’t even have enough. I didn’t feel like fucking and the profs knew I wouldn’t do shit even if they failed me six more times. I tried not to break the balls, and they respected him. At the time I didn’t care about anything. When I listened to rap, only in that moment, something inside me woke up “. How did you approach music? «In the first senior, a guy made me feel like a rapper I didn’t know. I asked who he was, and he replied: it’s me, bro, I recorded in my bedroom. And there I realized that I could do it too. I stopped going to school at 15 and a half. I was a hotel manager. I never regretted it, but I had to start working immediately. The money at home, for my mother and me, was never enough ».

What job did you do? “The pizza holder, they gave me 15 euros a night. I spent five on cigarettes and ten on smoking. For me it was enough to be average happy. I worked two hours a night. The rest of the day I did nothing, I was always around. I woke up at 11am and at 11.30am I was already away. I was often bored, but in the meantime I was writing a number of texts on a base number and I was not recording them ». Then? «Then I worked as an electrician for a year and a half, at 16-17 years. I was late, or I left early, because I didn’t want to. I felt I had a bigger road ahead “. It cannot be said that self-esteem is lacking. «It is my salvation, it has always helped me. Even when only fifty people came to hear me. I remember when we went to play in Lugano two years ago, there were very few people, but next to the console he had taken the Gué Pequeno table, he had come to hear us. At the end of the show I went to greet him. And he asks me: choose a girl and go to me. He has always been one step ahead of the others “. A rock star attitude. Do they still exist in Italy, in your opinion? «For me the only one was Vasco Rossi. Now he has a certain age, he no longer has that former rocker appeal. He did what he had to do

“Tourists’’ is the demonstration that trashy TV will never die From the wooden den of the “Re del Po” to the shocking “apericesso” with the wine of series B, the DMax program is the triumph of the differently beautiful. The only cure for those tired of travel copy-paste of the tourist guides By Ray Banhoff In a well-known documentary about the life of the artist, we discover the typical day of Nick Cave. Wake up early and down in the studio to write songs and play. Then moments of reading and study. In the evening, however, it is the same: on the sofa watching TV. Seeing him I was surprised and relieved at the same time. I had always been ashamed of that uneducated habit of spending the evening, but if Nick Cave did it I felt legitimized. Also because on TV, I love watching the darkest things, from trash to programs on buried people at home, passing through those looking for treasures on the desert

island and then bargaining with the junk dealers, up to the debates on local TV. In fact, last night I was glued to the armchair in the torrid heat, to drain the whole episode of Tourists for DMax with Alessandro Mannucci and Wikipedro, a program on tourism that is ugly but otherwise beautiful. What does it mean? Have you ever had that horrendous feeling of being on vacation on the other side of the world with your Lonely Planet and reaching the place so acclaimed on driving? A restaurant, an isolated room, a wood ... It looks so exotic, so beautiful, then you turn away distracted by a noise and

Alessandro Mannucci and Wikipedro in the “Savana Padana’ episode of ‘Turisti”

you hear that they are speaking in your language. Visually localize the Italian and a moment later his Lonely Planet. Same thing for each destination of your trip that should be unique and instead the same as all the others. Because tourism is a form of mass consumerism in which we all become a little flock. Unless you do downshifting , to follow the itinerary of the UNESCO Heritage sites, a brilliant honor coined in the program. The places are so crazy or insane that no tourist would ever go there, and for that reason they have an added value. In the first episode, the two found themselves draining an

“apericesso”, that is, being forced to sit on a toilet while the waitress pours into her throat from a funnel of the series b marc. At the table, the risotto was cooked in the cement mixer and then served by the waitresses with the scoop to give the lime. Then there was an epic passage on the banks of the Po, in the lair of a gentleman who lives with a single light bulb (who hates to turn on) in a hut of woods and skulls and calls himself the King of the Po. Randomly. And down to a luxury motel with themed rooms for erotic nights, lap dance and sex in front of the mirror up to a local wrestler gym in the

Crema area, where the healthiest one is totally crazy. The scenic ending: a fake cruise ship in a Lombard village, built by an entrepreneur who wanted to give a different touch to the city. All while laughing without even realizing it, in the face of those who say that the TV is dead. TV is not dead, it is changing. With digital terrestrial the taps have opened and the channels multiplied, perhaps we are witnessing a sort of new creative boom as in the 80s. They end up conducting formats, those that are strong online, such as Wikipedro, a Florentine and web star flanked by Mannucci. Those who watch TV know him as the author

“All the streeta brings to Romagna”

of numerous programs and last year he made the correspondent in Rai for Luca and Paolo, but it was a role that diminished him, in which he did not shine, continually pressed by the two Genoese. One evening Costantino Della Gherardesca rebuked the comedians. Last year, I spent the summer to see Mannucci’s instagram stories, for which he had created a format: Italy in Misurina d’uomo . Emanuele Misurina is the sound engineer with whom he works, the classic boy from the north who doesn’t speak a word or say senseless things. With Mannucci at his side, he was making us laugh.

“Per Aspera and Austria”

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usage in America around the 1700s, year he was accused of whitewashand referred to white citizens without ing Latinx culture, dancehall, and then completed the culturalof approthose whoisrefused to display The make-up artist Rebekkamoney; Theenart among the most innovative this the etiquette of the dominant race. It priation triptych when he dreaded 2020 in terms of perfect excess, it was the undisputed protagonist of the stands in opposition to the American his hair. Dream and the ideaglitter, of perfectibiliirt, the bandana, the shit-eating grin. They past summer. The fluorescent color, the the bright colors and a mix of ty through hard and consistent work. While this isn’t the first time white authenticating aesthetic of White Trash. textures fully represent herWhile style. Americans are supposed to hit artists have been challenged for the open road in search of the dream, profiting from a minority culture the White Trash sit stationary in a trailer, there is a very long history of that refusing to improve, denying self-help they’re now being questioned for it Justin Bieber has always been a reand self-care; instead leading an exis- more than ever. Let’s consider Jusliable indicator of emerging trends. tin Timberlake, for instance. Once tence based on scars that cannot heal. His hairstyle in particular has forecast he was the good boy with the rathe aesthetics and attitudes 20.451 likes of boys Monna Lisetta Girls Just Wanna Have Fun men hair; now he’s the despicable Its aesthetic is hyper-visual, with Haacross the world. In 2009 floppy surf#girls ##girlspower #us #realfriend #friday #funday white man who makes more bank waiian shirts and pink flamingos and er fringes hid foreheads; a245couple of View all comments bellies that crash into each other like than the black men who have seryears later the tussles were shorn in bumper cars. Whites have been de- viced his career while he’s given favour of a military-style cut. scribed as the “invisible race”, but them nothing in return.It’s a necthe White Trash make their adversity essary re-evaluation, but the white This year, Bieber’s taking cues from artists themselves refuse to reckon remarkably apparent. 19 Post Malone and his codified grub- 18 with their actions. Post Malone’s biness. In a recent Instagram post, refusal is especially reminiscent of he poses next to Malone in a clearly “Let’s consider Justin Timberwhite rappers of the 90s who felt All crazy about shirt, oversize inspired Hawaiian with@ITMAYSMEMES unkempt lake. Once he was the good themselves racially excluded when is thea IG profile that places iconic hairIt and Joe Dirt moustache. Diplo pieces in a giant version: coats, down jackets, boy with the ramen hair; now they tried to make a career in a commented that hebylooked “The blazers, sported celebslike of the caliber of Kim Kardashian, Rihanna and Anna Wintour. By Tom Geor black man’s business crying victim. he’s the despicable white man trap Mathew McConaughey” [sic]. Sponsored

one’s white trash aesthetic ?

Why do we stan trash music?

2 DAYS AGO

who makes more bank than the

78 Being grossed-out lies close to the black men who have serviced feeling of being turned on, and Biehis career.” 2019 was expected ber, with the help of Post Malone, is to be the year for gay anthems. While toeing the line betweenas-yet-unfulfilled the two. While promises were made by Rihanna and Gaga for new music and a hotly anticipated collaboration definitely feel like there’s a strugsome may call this a refusal to Ariana, submit Lana and Miley divided“Iopinions, between what being a white rapper,” said Post was not expected to be invaded to masculine beauty standards, what’s was for the UK chartsgle Malone in an by three drag queens, iconically known as The Frock De- interview with GQ last really happening is something much stroyers, sitting in the iTunes chart above pop He icons like his objections when he year. raised more cunning. The Hawaiian shirt, the Selena Gomez and Lizzo. was accused of being a “culture vulbandana, the shit-eating grin -- they 32 ture”, and felt it unjust when Charlaall fall under the authenticating aesmagne Tha God asked him what he thetic of White Trash. was doing to support the Black Lives 61 60 Matter movement (a fair comment 48 ‘White Trash’ has history as a stigmaconsidering Malone’s appropriation tising phrase. It came into common of rap and black culture at large). Bieber’s been similarly challenged. Last

And that’s just classic White Trash. Elvis Presley, one of the its forebears, stole rock and roll from the likes of Chuck Berry and Sister Rosetta Tharpe, then made it white. Today, through the same aesthetic, Post Malone and Justin Bieber are attempting to whitetrashwash rap, 33