How Italians are keeping priceless artefacts out of private hands

As the recession bites, state funding for Italy's museums and galleries has disappeared, and Italians are coming up with inventive forms of common ownership, to challenge power from the bottom up.

To the right of the grand staircase leading up to the circle at the Teatro Valle in Rome is a plaque that says the theatre hosted the premiere in 1921 of Luigi Pirandello’s Six Characters in Search of an Author. Now regarded as a modernist classic, the play shocked early audiences and was greeted with shouts of “Manicomio!” (“madhouse”) on its opening night. Today, the plaque is complemented by a more recent message, spelled out in pink stencilled lettering in English on the staircase: No Violence, No Homophobia, No Sexism, No Racism – repeated like a mantra as the steps stretch up into the darkness. “That’s from an event we did for Rome Pride,” says Valeria, my guide. “But we liked it so much, we decided to keep it.”

Built in 1727, and located up a narrow street halfway between the ancient Forum and the Pantheon, Teatro Valle is the oldest theatre in Rome. It has long been known for promoting innovative work – but now the building itself is home to a bold social experiment. In June 2011, after Rome’s city council threatened to close the theatre, actors and employees occupied it in protest. This was not an unusual step as such: as the eurozone crisis drags on, Italy’s cultural assets – referred to as petrolio italiano (“Italian crude oil”), because of their economic importance – have become a flashpoint for discontent. Art gallery and museum workers have been particularly restive as state funds have declined – and the Colosseum has become a focus for strikes.

But what began as a symbolic protest at Teatro Valle rapidly grew into something more. The occupation drew endorsements from some of Italy’s leading cultural figures, as well as thousands of messages of support from members of the public. Instead of leaving after three days as they had originally planned, the occupiers decided to stay and to keep the theatre running.

Valeria explains that they have tried to make the venue as welcoming as possible. “Older ladies come and bring us lunch, or newspapers,” she says. “People who would never dream of entering a squat come in. It’s created a centre of community in central Rome where there was none.”

Decisions are taken collectively: once a week, an open assembly is held in the theatre café, a room with tall glass windows that look on to the street, so that members of the public can see what’s happening and join in, if they want to. There, they discuss everything from the cleaning rota to the programming. “The point we are trying to make,” Valeria says, “is that there are things that cannot be managed by the public or the private. Some things cannot be privatised – schools, hospitals. But when the state cannot manage them properly, I the citizen should have the right to run it.”

August in Rome is usually a time of mass exodus, as city-dwellers escape the oppressive heat and head down south to the coast or up into the mountains of central Italy. At the start of the month, roads leading away from Rome are jammed and the emergency services work overtime to deal with traffic accidents. But, as a recent edition of Italian Vanity Fairmournfully reported, those days “no longer exist”.

Italy is mired in its longest postwar recession and has suffered eight consecutive quarters of negative GDP. Fewer people are going on holiday, and those who do go away take shorter stays in cheaper hotels. In the past year, apartment purchases fell by a quarter nationally. Four million fewer phone calls were made, and 3.4 billion fewer litres of petrol were used. Above all, the unemployment rate has soared to more than 12 per cent. Personal savings – or, for younger Italians, 42 per cent of whom are out of work, the option of returning to live in the family home – have provided a cushion of sorts in recent years. But as an Italian friend told me, “This year, for the first time, we’re starting to see the savings run out.”

Public anger has turned towards Italy’s political class, its image already tarnished by the scandals of the Silvio Berlusconi years. At the general election in February, discontent manifested itself in a huge vote for the populist, anti-establishment Five Star Movement, led by the stand-up comedian Beppe Grillo. A few months later, Rome’s mayor, Gianni Alemanno, was kicked out of office after five years in power.

To many, Alemanno represented everything that was wrong with Italy’s political culture. Having begun his political career in the neo-fascist Italian Social Movement, he was minister of agriculture under Berlusconi from 2001-2006. Fascist salutes from a crowd of young Roman skinheads greeted his election as mayor in 2008 and there was a flurry of alarmed international press coverage. But his reign was less dramatic, even though it gave a stimulus to the various far-right fringe groups active in the city.

Guido Caldiron, a prominent political journalist and the author of a recent book on the extreme right, says Alemanno initially won support by exploiting anxieties about immigration and Roma gypsies, but he had no answers to the much more pressing economic problems. “He really did very little – there isn’t a single public initiative he undertook worthy of mention, while there are many shadows that accumulated along the way.”

Caldiron is referring to corruption – one of Alemanno’s close associates was arrested in March on suspicion of taking bribes. And so many former members of right-wing extremist organisations were given official jobs that the press named the influx into the city’s administration “fascistopoli”.

Meanwhile, many public assets were sold off to private developers or otherwise left to decay. When in 2011 the government, under Berlusconi, closed the fund that administered Italy’s most important theatres and handed over control to local councils, there was good reason to fear for the future of Teatro Valle. Already, two historic cinemas had been sold. One is now a shopping mall for the luxury fashion brand Louis Vuitton; the other is slated to reopen as a casino.

Rome’s new mayor, the centre-left Ignazio Marino, has made encouraging noises about his commitment to culture in the city, but the immediate prospects do not look good. Nationally, politics has stalled. After the financial crisis forced Berlusconi from office in November 2011, Italy underwent a period of technocratic government, led by the economist Mario Monti, who imposed a programme of spending cuts and tax rises. This year’s elections, in which Grillo’s Five Star Movement came second, ultimately delivered a fragile governing coalition of centre left and centre right. Millions of Italians may have voted for change, but what they’ve got essentially is more of the same. Austerity continues apace and state funds for cultural projects keep on shrinking.

A few miles north of Teatro Valle, in a working-class suburb of Rome, I visited another occupied building. This one - now named Officine Zero, "Workshop Zero" - was a former train repair factory, sold to developers and then occupied by its workers with a little help from a student squat next door. On the afternoon I arrived, you could see how the place straddled the divide between two generations of the Italian left. In one of the workshops – surrounded by the dismembered carcasses of Trenitalia carriages – I saw a set of faded photos of the workers taking part in trade union demonstrations. Pride of place was given to a framed panoramic photograph of a huge rally in Rome in 1984: a sea of red flags, viewed from behind the head of a speaker on the platform.

In a tree-lined courtyard outside, some of those same employees seen in the photographs were sitting on plastic chairs in a circle, chatting quietly. The former train engineers have turned one corner of the factory into a recycling plant, and on the other side, office buildings have been converted into studio space by students, artists and writers. As Camilla, an Italian-language teacher involved in the project, explained to me, the recession has forced increasing numbers of young people into “freelance” employment, and working together like this is a way to overcome their isolation.

Italy has a long history of setting up squats and occupying social centres, but the financial crisis has helped them to flourish anew. In San Lorenzo, Rome’s university quarter, a sprawling network exists, little centres of community life. When I visited, one was hosting a swing dance class; another was providing study space for students shut out of university library buildings that now close early because of budget cuts. Shendi Veli, an activist with the long-running ESC Atelier social centre, explained to me that, “for many people, the only alternative to the crisis has been self-organisation”.

The occupation at Teatro Valle has tried to take this a step further. A few weeks after they first occupied the theatre, the activists invited the distinguished law professor Ugo Mattei to help them draw up documents that would give legal protection to their work – allowing them to continue running the theatre collectively. In 2007, Mattei had been a member of a commission of legal experts and jurists appointed by the government to make adjustments to Italian property law. They recommended a big change: to introduce a third category of property, neither public nor private, but “common”. When I contacted him by email, Mattei explained it was “based on access to and diffusion of power”; a challenge to the idea that the market knows best, .

His proposals, which he describes as “anticapitalist” but transcending conventional left-right divisions, allow groups of ordinary citizens to take over public services and cultural institutions to stop them falling into private hands. In 2010, for instance, Mattei masterminded the successful campaign for a No vote in a referendum on whether Italy should privatise its water supply.

With the help of Teatro Valle, this has become a growing movement. Activists have held meetings in cities around Italy at which participants are invited to discuss local problems that could be fixed with collective action. In Pisa, the people talked about factory closures. In L’Aquila, the mountain city partly destroyed by an earthquake in 2009, residents aired their frustration at the lack of progress in rebuilding – and the laws that ban them from doing it themselves.

After several years of ignoring the commission’s proposals, the Italian Senate has just reopened discussions about whether to adopt formally the principle of “common” property. “We don’t need the state,” Mattei told me. “We need people organised from the bottom up, and that is why power is so scared of us.”

To Valeria, the experiment at Teatro Valle points to a new way of doing politics. “People think that participation means ‘give my opinion’,” she told me. “But we have a strong belief that politics is made with bodies.” We were sitting on the main stage as we talked. Actors had just been rehearsing there, and through the lights I could just make out the rows of empty red velvet seats, overlooked by ornate baroque balconies. Valeria continued: “When people from other towns ask, ‘How can I help Teatro Valle?’, we say, ‘Occupy a theatre in your own town.’”

That's a wrap: Italians are creating forms of common ownership and challenging power from the bottom up. Photograph: Stefano De Luigi/VII.

Daniel Trilling is the Editor of New Humanist magazine. He was formerly an Assistant Editor at the New Statesman.

This article first appeared in the 09 September 2013 issue of the New Statesman, Britain alone

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The age of self: the strange story of how YouTubers saved publishing

When 21-year-old Alfie Deyes released his first book, it was No 1 on the Sunday Times bestseller list for 11 weeks. Who are the YouTubers – and why are their books so successful?

It’s a sunny Saturday May morning in Cardiff city centre, and shoppers are throwing confused glances at a large, cordoned-off queue outside WHSmith attended by a hulking cluster of guards. The queue is here for an author signing – a common enough sight at high-street bookshops – but the barriers and the bouncers are all new. “Even Charlotte Church didn’t have security,” the shop manager tells me. The queue is waiting for Caspar Lee.

The general population divides into two categories: those who have never heard of Caspar Lee and those who think he is one of the biggest stars in the UK. Lee, a 22-year-old British-born South African, is a YouTube star. Vlogging, or video blogging, first took off around 2005 – also the year that YouTube was founded. By July 2006 it was the fifth most popular site on the internet. A huge amount of content is uploaded every day, but Lee and his friends are the site’s celebrities. At the time of writing, he has 6.7 million subscribers on his main account – and his videos have notched up 633 million views.

His clips centre on pranks, chats with other YouTubers and records of his daily life. One series showed his trip to Paris with a girlfriend: we saw him singing in the shower and her drawing on his face with make-up. It all feels very up close and personal, until you start to wonder just who is holding the camera as the pair skip up the Eiffel Tower together, holding hands.

Until recently, Lee shared a flat with another YouTube star, Joe Sugg (the 25-year-old brother of the YouTube megastar Zoella). The pair’s influence is so great that the established media has had to take notice: BBC Worldwide recorded the travel documentary Joe and Caspar Hit the Road in 2015.

Inside YouTuber world, Lee is almost unimaginably famous. In October 2015 he recorded an interview with Léa Seydoux and Monica Bellucci, the two most recent Bond girls, titled “KISSING MY NEW GIRLFRIENDS”. He thinks, in short, that an implied insight into his love life will get more clicks than the names of two of the world’s biggest actresses. He is probably right. The video has over 1.9 million views.

***

To understand that queue outside WH Smith, we need to go back to 2014, when Blink, a small British publishing house, decided to bring out a book with a vlogger named Alfie Deyes.

The Blink editors knew they were taking a risk: Deyes, then 21, was virtually unknown outside YouTube. Not only that – his book was, quite literally, pointless. Based on his vlog of the same name, The Pointless Book featured mostly blank pages on which readers could complete a task. “Do a finger selfie,” reads one, suggesting that you draw round your own fingers. Another page wants you to “draw your pet”.

At best, it was a playful take on his channel. At worst, it was a middle finger to the whole publishing industry.

“No one had published a book with a big-name YouTuber before,” says Karen Browning, head of Blink’s public relations. “We knew Alfie had huge platforms and a big teenage fan base, but we didn’t know if that would translate into an audience.”

Blink did a big PR push. At first, the press wasn’t interested but then, as the sales figures rolled in, it began to take notice. Metro called Deyes “the most famous celebrity you’ve never heard of” and the Telegraph demanded: “Who on Earth is Alfie Deyes?” Blink decided to hold a signing at Waterstones Piccadilly days after the book was published, predicting a crowd of about 500, and handed out wristbands accordingly.

What happened next can be read in baffled news and police reports. Conservative estimates indicate that at least 4,000 fans descended on the store for the signing. Half an hour before it was due to start (YouTube fans are, it seems, nothing if not prompt), police helicopters and horses had to intervene and the shop was closed. Westminster City Council allegedly advised Waterstones not to hold any more signings until it could control them properly. “It was unprecedented,” Browning says. “They had never seen crowds of this size for anyone before. Including David Beckham.”

The book was No 1 on the Sunday Times bestseller list for 11 weeks and Deyes was featured in Debrett’s list of the 500 most influential British people in 2015. PointlessBlog now has 5.4 million subscribers. To date, the book has sold 300,000 copies and its sequels, The Pointless Book 2 and The Pointless Scrapbook, have sold 160,000 and 60,000 respectively. To put that in context, Marlon James’s A Brief History of Seven Killings, winner of last year’s Man Booker Prize, had sold 12,237 copies by the time he won.

Within days of Deyes’s signing, heads in the publishing world snapped towards YouTube. Isabel Prodger was working in publicity at Simon & Schuster at the time. “We had a book coming out by Grace [Helbig, a US YouTube star] and it wasn’t really on the radar at all – we were just distributing it,” she tells me. “There was no publicity campaign, no marketing. It was pretty much Amazon-only.” After the Deyes events, Helbig’s book, Grace’s Guide: the Art of Pretending to Be a Grown-Up, began to sell well, despite having no UK publicity.

Prodger’s job became YouTuber-focused: in the summer of 2015 she held events all over Britain for YouTubers, including Connor Franta, Tyler Oakley, Louise Pentland (YouTube name Sprinkleofglitter)and Miranda Sings. Today, publishers and bookshops alike are operating what many describe to me as a “slick operation”. Tickets are sold online and the location, which is kept secret (though when an event is marketed by WHSmith for certain cities it’s not hugely difficult to guess where it will be), is texted to visitors a week before the event. Security is high – for the fans’ protection.

Publicists such as Prodger and Browning measure signings in hundreds and hours – Oakley did 1,000 in three and a half hours. “It all depends on the length of their signature,” Prodger says.

Deep in the bowels of WHSmith in Cardiff, I sit down with Lee in the makeshift green room to discuss his book, Caspar Lee. It’s a memoir written by his mother, Emily Riordan Lee, with annotations, presented in a font resembling handwriting, by him. It covers 21 years out of his 22, from a photo of him as a baby – “Oh my God, Mom” – to his recent trip down the red carpet with Joe Sugg to promote their BBC documentary.

Lee is tall, with a neat haircut and the high cheekbones and piercing eyes his fans downstairs are whispering about. He is also far more serious than you would expect, given that he makes videos with titles such as “CARA DELEVINGNE SHOWS ME HER UNDERPANTS” and “ROOMMATE SHOWER PRANK”.

Why has he waited so long to do a book, until practically everyone was doing them? By my count, at least ten big or medium-name YouTubers will have released books between August and October 2016, and many are on their second or third. “I think I’m the last one to do it of the YouTubers I’m close with,” he says – by which he means the likes of Zoella, Deyes and Oli White, whose Generation Next young adult novel about an aspiring YouTuber appeared around the same time as Caspar Lee.

Lee says that he was approached by publishers before but wasn’t inspired until he thought of writing a book with his mum, a former journalist.

“I didn’t really want to write a book,” he says slowly, as if worried that he’ll say the wrong thing, “but then I realised I could spend more time with her while making the book. It’s really nice to have someone good at writing to do it, who knows my story.”

Lee has a busy schedule of signings – another one today and then to the Hay Festival; he will be the first YouTuber to appear there. (Katya Shipster, a publicist for Penguin, later tells me that the audience was full of dedicated Lee fans: “It felt pretty great to be bringing in a new generation of literary festivalgoers.”)

Back at WHSmith, the queue snakes right through the travel section. A mother barks at her pre-teen daughter, “Camera ready! Are we camera-ready?” A brother and sister, one nine, one 11, say they love Lee’s videos but would never watch them together. “Oh, we’re definitely each getting our own copy of the book,” the girl adds. Who is more excited to be here? “Me!” both shout at the same time. But why bother buying a physical book when Lee’s vlogs are there to watch, for free, any time? A shy 14-year-old explains: “This feels different – it looks really cool and funny. I’m going to read the whole thing this weekend.”

The noise mounts as the clock ticks closer to midday.

***

YouTuber books are a difficult genre to define. Lee rejects the definition altogether. “It’s important for people to understand that YouTube is just a platform, like TV is, and everyone makes completely different types of content on it.”

Indeed, the books come in disparate forms. Yet although one interviewee after another tells me that the grouping is a bugbear for authors and publishers alike, there is no doubt that it works as a marketing technique. Near Lee’s table at WHSmith is a special “YouTuber” book display, featuring everything from cookbooks to novels.

When we say “YouTuber”, especially in the UK, we don’t mean local schoolboys uploading skateboarding tricks. We mean an elite cadre of high-profile stars at the top of a complex UK YouTuber food chain. Most of these figures make personality-led videos. The women often talk personal life, make-up and shopping; the men veer towards interviews or pranks. A common trope is interviewing other YouTubers using a “tag”, or list of rote questions that has been circulating in the community, which might include “When was your last holiday?” or “How did you meet your best friend?”.

Somehow, the YouTubers manage to make even these dull questions interesting. They most resemble reality stars or presenters, in that they all have specific skills but are keen to emphasise that they are just like their viewers, and are really only there to chat. A common refrain in Zoella’s make-up videos is: “Remember, I’m not a proper make-up artist – these are just the techniques I use!” They are a new form of celebrity and they glimmer with that particularly irresistible quality: they all know each other. Zoella and Deyes are a couple. They share a £1.5m house in Brighton.

Philip Jones, the editor of the Bookseller, says the YouTubers’ books fill the vacuum left by celebrity biographies. “Until 2008, celebrity publishing was a big plank in most publishers’ armoury – massive sales generated over Christmas, with A-, B- or even C-list celebrities dominating the charts and underpinning a lot of the publishers’ work for the rest of the year. But that really sank without a trace from 2007-2008 onwards. Since then, publishers have been looking for the new celebrity publishing, and this is it. It came along at exactly the right time.”

Some are snobby about YouTuber books (a Guardian piece about a box set of Deyes’s first two books called them “the worst thing you’re likely to see in a tin this Christmas”), but Jones insists that the phenomenon has been a saviour for an industry that was struggling; the books are a key factor in the upturn of physical sales from 2015 onwards. YouTuber books, with their big, colourful images and hardback covers, most certainly fall into the printed-books category. Print’s overall resurgence encourages bookshops to invest, Jones says. “I think it was an important affirmation that the book is ­probably going to survive. The next reading generation, buying their YouTuber books, clearly want books. It has given everyone a lot more confidence in what they’re doing.”

Although they may have plugged the hole left by old-style celebrities, YouTube stars generally seem more invested in the overall process than their predecessors. As Briony Gowlett, a senior editor at the publisher Hodder & Stoughton, explains: “Because YouTubers are creative people, they know what they want – they’ve grown up on a platform where the restrictions are very few.”

These are young celebrities in direct control of every part of their personal “brand” and they are not about to let go. Which is wise, because digital-savvy audiences can sniff out inauthenticity, as Zoella (arguably the UK’s biggest non-gaming YouTuber, with 11.1 million subscribers) and her publishing team learned to their cost.

Zoella was the first YouTuber to catch the attention of the press, thanks in part to lucrative deals with brands taking advantage of her huge online following. But her breakthrough also brought backlash: a 2014 piece in the Independent – which argued that an “irritatingly Disneyfied” make-up vlogger was not the ideal role model for young girls – went viral, both because her fans hated it and because it resonated with many parents befuddled by her appeal.

Breakthrough also meant a book deal, and Zoella produced a young adult novel about a socially awkward blogger, Girl Online. The children’s author Siobhan Curham was credited as an “editorial consultant”. There followed accusations that the book had been ghostwritten but was not marked as such. A spokesperson for Random House told the Sunday Times: “To be factually accurate, you would need to say Zoe Sugg did not write the book Girl Online on her own.” Zoella tweeted: “Of course I was going to have help . . . everyone needs help when they try something new.”

Zoella’s debut sold 78,109 copies in its first week, making her the UK’s fastest-selling debut novelist ever. She didn’t hold meet-and-greets like her brother, boyfriend or friends: she has spoken about her problems with anxiety and hundreds of signings would have been too much for her. Girl Online, whether ghostwritten or not, is surprisingly moving. The protagonist writes in her first post: “This can be our very own corner of the internet, where we can talk about what it is truly like to be a teenage girl – without having to pretend to be something we’re not.”

Zoella has become an important figure in breaking the taboo around mental health. She tries – with questionable success – to ensure that her make-up videos promote a message about being creative with your appearance, rather than “fixing” your faults or simply appealing to a crush.

For sequels, she has written alone, though she holds weekly meetings with her publisher. And she has launched the Zoella Book Club with WHSmith, which presents a curated list of young adult books she has “selected” herself. (I requested more information about the ­process from WHSmith, but it remained tight-lipped.) In June, her recommended books drove a sales surge on Amazon – sales of The Potion Diaries by Amy Alward went up by 11,000 per cent.

***

Tanya Burr is on her way. The staff of WHSmith at the Bluewater shopping centre in Stone, Kent, are buzzing around a giant poster with her name on it and worrying about the table. “It’s ugly,” one of them says, pushing £20 into her colleague’s hand. “Go and buy a tablecloth.”

At the ticketed signing for Tanya Bakes, Burr’s new cookbook, the queue has been sent up the escalators to the mezzanine floor of the shopping centre, and faces peer down, stretching as far as you can see. Burr is not quite as big a star as Deyes, Zoella or Lee: she has only 3.6 million subscribers.Her UK book tour hasn’t quite sold out, but has still made waves – the Liverpool Echo did a liveblog of her signing. When it was published at the end of June, Tanya Bakes moved straight to No 1 in the non-fiction charts. It hit the top spot on Amazon, thanks to pre-orders, even before it was published.

A hush falls over the store – “She’s coming!” – and in walks Burr, wearing jeans, Converse trainers, a stripy T-shirt, impeccable make-up (she’s best known for her beauty tutorials) and a choker. She smiles sweetly and then sits down at the table. “Take away the tablecloth,” she says, her smile dropping. “It slips around when I’m signing.”

One by one they come, most of them too scared to say a word but eager to take their selfie. (Prodger says most fans far prefer a selfie to a chat.) The more outgoing ones immediately hold up their phones to take a reaction video: “We just met Tanya!”

This engaged young audience is just as exciting for publishers. Trade insiders compare the titles favourably with ­colouring books, the other chart-topping genre of 2015-16. Prodger says that during her long summer of signings, she saw “incredibly well-dressed, stunning 17-year-old girls” at signings who would say, “Oh, I’ve never been in a bookshop before.”

“It’s not seen by everyone as a totally positive phenomenon in publishing,” she remarks – “nothing ever is – and some people just don’t understand it. But that’s one thing that’s undeniably good about it.” As the author Neil Gaiman said at a lecture in London in 2013, “There are no bad authors for children. You don’t discourage children from reading because you think they’re reading the wrong thing. Well-meaning adults can easily destroy a child’s love of reading.”

Later, I sit with Caspar Lee, in a shop that will owe no small sliver of its profits over the next year to a book filled with his face and faux-handwriting, and ask him about his own relationship with books.

“Writing a book feels like a huge responsibility. It’s so overwhelming.” He looks towards the stairs with confusion and trepidation. “When I walked into the bookshop earlier, I just looked around and realised . . . how many types of literature there are.”

Downstairs, a side door opens, an alarm accidentally rings out and Lee, his mum and his sister step on to the shopfloor. “He’s REAL!” yelps a teenage girl to her friend. A hundred iPhone cameras click as the trio make their way to the signing table. The rumble of the crowd rises to a roar.

Barbara Speed is comment editor at the i, and was technology and digital culture writer at the New Statesman, and a staff writer at CityMetric.

This article first appeared in the 22 September 2016 issue of the New Statesman, The New Times