Satirical Milanese dance-pop trio Il Pagante ("The Payer") began life in 2010 as a fake Facebook profile devoted to poking fun at local youth culture and attitudes. The character of Johnny il Pagante, created by students Guglielmo Panzera and Alfredo Tomasi, soon took on a life of his own, with many people believing he was real and sharing his hedonistic exploits on social media. The growing popularity of the page convinced its creators to try something new.
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