Receive!!! A meteoric success on the internet, Iran Santana Alves, the popular Glova de Pedreiro, is the portrait of what the advertising market and consumers have been absorbing the most today: digital influence. The trajectory of the 20-year-old boy who conquered the world of football today makes history with each new publication, reaching exponential numbers on today’s main platforms. But how much in revenue has Glova de Pedreiro done with so little time of fame?
An investigation carried out by the LeoDias column with a source from the influence marketing area who came to probe a quote in Luva’s media, showed very high numbers about its first impacts with major brands. The beginning was so promising, that even without exclusivity with any company, its first big billing was R$ 300 thousand. Want more?
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At the age of 20, Iran Ferreira, better known as Luva de Pedreiro, decided to make humorous videos on TikTok showing his skill in football. Shortly after, it went viral.Playback / Instagram
A resident of the small town of Tábua, in Bahia, Iran managed to innovate in networks using a touch of authenticity and simplicity. It didn’t take long and the young man became a phenomenon. Players of the Brazilian team like Neymar, Richarlison and even Cristiano Ronaldo’s son have already mentioned the Bahian in the networksPlayback / Instagram
To Esporte Espetacular, from TV Globo, the young man revealed a little about his difficult life. From a simple family, Iran has been helping, since the age of 7, with care at home while her father works on a farm. Weeding the land, taking care of the animals and taking care of the family’s simple residence was the life that Luva de Pedreiro learned to live.Playback / Instagram
Passionate about football, he decided to buy a glove in a construction material house, because he couldn’t afford to buy a professional one, to play with his colleagues. “I thought, you know what, I’m going to put my name like that so no one looks down on me. I solved the criticism that way”, said the boyreproduction
A short time later, the young man won the networks recording videos where he scores goals and celebrates in a funny way. The catchphrases “receive!”, “síi” and “thank you, my God” have stories. According to the young man, the first is to counter criticism: “When I score, I look at the camera and say it as an outburst.” said IranPlayback / Twitter
“Síí, I’m not going to lie, came from Cristiano Ronaldo, who I’m a big fan. The “thank God the Father” and “Father, Son and Holy Spirit” is because I have a lot of faith in God,” he added.Playback / Twitter
With the success, the young man accumulates more than 14 million followers on Instagram and more than 16.9 million on TikTok, a meteoric growth. Even so, Iran continues to maintain the model of success: a soccer ball, a dirt field in his city, a goal and the indispensable bricklayer’s glove.Playback / Instagram
By exploding on social media, Iran Ferreira achieved the fame that everyone dreams of, closed advertising contracts with major brands, such as Amazon, and was present at major events, such as the final of the European Club Championship in Paris, France. Reproduction / Instagram
On June 19, however, something supposedly changed. During a live on social media, Iran was irritated by the charges he has suffered about not moving home and the scenario where he records. Luva de Pedreiro even answered some followers who asked him during the chatPlayback / Instagram
“Thank God, Dad. I’m here for my followers. What my followers say to me there… Are you connected? I don’t drink, partner. I’m sane. Are you on? But I want to vent on this p… I’m sick of it already”, he commented, elated.Playback / Instagram
After Luva’s lines, fans even suggested that he would need help. For some, he’s become a world celebrity and wouldn’t be taking the pressure. Others imagine that Iran may have fallen out with the businessmanTwitter/Play
This is not even the first time that Iran’s career management team has become the target of public suspicion and criticism. In April, upon receiving the silver plate from YouTube, due to the mark of 100 thousand subscribers on the platform, Luva de Pedreiro saw its name lose space for the name of ASJ ConsultoriaPlayback / Twitter
Even though Iran’s YouTube channel was just called Glova de Pedreiro, the company owned by Allan Jesus, the businessman, requested customization on the sign with the additional name. In this way, when publishing the photo holding the gift, the young man was alerted by fans and personalities of the platform about what was happening.Playback / Instagram
This situation and the recent announcement of a pause in the recording of the videos sparked public alert. In the late afternoon of the following day, however, the young man appeared on the networks again showing a football match. Playback / Instagram
The explosion came shortly after, two months ago, when the young Bahian turned Amazon Prime Video’s consumer dream to publicizing the streaming service’s sporting events menu. The contract earned him no less than R$1 million.
Where did that money go?
What remains to be understood is how all this money was managed. Until last Sunday (19/6), the career of the talented tiktoker was under the umbrella of ASJ Consultoria, owned by businessman Allan Jesus. But relations, it seems, were extreme, and both Luva de Pedreiro and Allan Jesus, when sought after by the column, opted for silence.
Abusive contracts for young people from the periphery is a common case
This may not be the case with Iran, but this same source in the column, who draws from extensive experience in the field of influencers who project themselves from the periphery, guarantees that many times, due to lack of information, these young people end up hostage to quite abusive contracts. that prevent them from achieving greater goals.
“I’ve seen contracts where 80% belonged to the entrepreneur and only 20% went to the artist. Or even not having received any transfer from the entrepreneur, which unfortunately happens a lot too. Big brands, for those with knowledge in the field, sign a contract with payments for 90, 120 or even 180 days”, informs the professional, with more than 8 years in the market acting as consultancy and digital marketing.
Pepsi virtual store and pampering
Luva de Pedreiro still makes money with a virtual store on the internet, with almost 1 million followers and a verification seal, where it sells personalized products. This way of capitalizing on success has become his main source of independent income ever since. Loja do Luva was launched during the program Encontro (Globo), in one of the most expensive slots on TV in Brazil. The success was so great that even without a good staff, in the morning of the next day it was no longer possible to access the virtual store.
The Pedreiro Glove even won a hefty Pepsi to go to France and watch the final between Real Madrid and Liverpool in the Champions League. In a recent interview with the website Lance!, sports marketing specialist Bernardo Pontes said that young people are what the market is currently looking for.
“Many companies have stopped investing in traditional media vehicles to connect directly with their audience through influencers, in this case, sports. With my experience in the market, I see that you have an intelligent content construction, and not just a publication”, pointed out the partner of ALOB Sports.
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