Luca D. Majer
Coffee  Music  and Other Things  

(Musical preambule) 

Let me remember the Righeira Bros. (in the early 80's) singing "No Tengo Dinero" ("Got no dough"). Back then I thought the Italian duo from Turin was ironically out of touch with the reality of the soaring Eighties.

It turned out I was wrong:

1- indeed they were eeringly spot-on, singing about the drama implied by Reagan's creepy-crawling "competitive easing". Introduced under disguise (eg credit-cards boom) it turned hordes of over-spending, Vuitton-branded yuppies into yuffies and debt-donkeys. Just like Pinocchio story described a century before; 

and - most terrifyingly so:

2) when compared to economic experts Righeiras also proved much better at foretelling where all of that Ronnie-razzamatazz would lead us to: endemic economic crisis and its first salve - the "sub-prime crash" in Aug. 2007.

Although Righeira is usually associated with cheap muzak, I liked them a lot and do like them now: a) highly professional music b) refined art direction (see their videos - or shoes!) c) still fashionable thirty years after d) great economic acumen - worth a Nobel, if you ask me.

And - yes! - e) they can even be associated to coffee - not just because they are from Turin - hometurf of the Lavazza giant and Casa del Caffe'/ Vergnano.


No Tengo Dinero (Milano - 1983)


Tengo dinero (Milano - 2011)



Despite recessions & depressions, a growing number of Italian consumers line up to buy their coffee in tiny aluminium capsules at seventy Euro per kilo or more. These folks are the ultimate crowd, one "who's got dough" and is ready to pay super-premiums for convenience -  this article explains (in Italian).



Published on Comunicaffe' Oct. 10th 2012

© LM 10 - 10 - 2012