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A big meme that has become popular over the last 18 months or so is that the UK is toast and is now a crime ridden third-world hell hole.
Is that true? Things are bad but then sometimes I think people take it too far. In the last couple of months I have spoken to people who live or have colleagues / family in other parts of the world. Some ‘problems’ they have faced include:
- Shutting an entire office in one city because it was so unsafe / violent
- Weighing up whether or not to hire 24/7 personal private security
- Someone whose village was partially flattened in airstrikes
- Parents of someone who regularly end up with no running water or electricity
- Colleagues in one office who have been kidnapped
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So yea, maybe things aren’t so bad here? I see the UK more like a guy who has jumped off a skyscraper – we can all see where things are heading but we haven’t hit the ground yet, so we may as well enjoy the ride in the meantime. Or as De Gaulle purportedly told Malraux, “I have done what I can, but since we must witness the death of our civilization, let us observe, for it does not happen every day.”
Anyway, what matters for the media is less that this is happening and more people’s perception that it is. The more it becomes a meme, the more traction the story will get in the press.
With that in mind, I was interested to see a story last week, which gained a lot of traction in the UK press and across social media, that an Italian ‘millionaire’ called ‘Eddy Beef’ had moved to London, then decided to leave for (obviously) Dubai because of how violent and dangerous the city is.
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Lots of things about this story did not make sense. Firstly, there are not many ‘millionaires’ who go by a nom de guerre like ‘Eddy Beef’ and ask media outlets to insert their Instagram handle into articles about them.
To top that off, you can see that the story was distributed by a PR agency. Why would you hire a PR agency to say that the UK sucks and you’re moving to Dubai?
Then there was the whole aesthetic – jetskis, saying you love Dubai, claiming to be a millionaire. It all seemed very familiar. Then came the final part. Eddy Beef said he was wealthy because he runs a ‘digital investment platform.’
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Back when I started in this industry, this kind of stuff was really common but with a different angle.
IBs would rent supercars and private jets, take a bunch of pictures with them, then make up a story about how they became a millionaire from trading binary options or FX. You can see an old example of that here.
When I saw Eddy’s post, I immediately assumed that this was the same sort of thing. Fortunately it’s not very difficult to check
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When you go to Eddy Beef’s Instagram page, helpfully mentioned in the articles, you see that he has a ‘link in bio’. There is only one link and no other.
Now I am going to give you one guess as to which mobile phone messaging application that link takes you to. You know, the messaging application where, if someone asks to talk on there, you immediately have a sinking feeling? A sinking feeling similar in its sensation to what you experience when someone asks ‘do you accept USDT?’ or calls you ‘my friend’ at Forex Expo.
Of course it links to Telegram. And of course you have the standard ‘damn bro, looks like I just made €3,483, thanks so much Eddy Beef’ messages on there. What happens if you try to get access to these same amazing investment opportunities?
You have to sign up to broker X and deposit €1,000. Then the money making process can begin.
I always sound cynical but I actually think this is pretty clever PR from Beef. He hijacked an existing narrative, crafted a story around it, and managed to get some good PR on the back of it.
I am not entirely sure what the goal is because all the press coverage was in English and Beef’s content is all in Italian. Nonetheless, it would not be surprising if he got millions of impressions off the back of this. Plus he could potentially open an English account on the back of it.
So does he really hate the UK? Well, Eddy Beef registered a company here back in May and it’s still active. And does he live in Dubai? His Companies House listing says he is still living la dolce vita as a resident of Italy.
The result? Probably all the stuff in the article is a lie. But that’s just how the media sausage is made. As the saying goes, don’t hate the player, hate the game.
And if you’re wondering what broker he is partnering with, you’re out of luck. You know how the Italians operate and I don’t want to wake up with a horse’s head in my bed.
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