Bruno Mendizábal: How did you go from being a cult poet in San Felipe to becoming a TikTok star?

The video has just six seconds. Nothing more. The sky is clear, some trees in the background, and Radiohead’s “No Surprises” plays. The protagonist, chin on his fist like a Vallejo pose, reads one of his poems: “The perfect song lasts three minutes. / I, who am not perfect, how long will I last?” The result: almost half a million views on TikTok.

She is neither a young star nor a fashion influencer. He is a 63-year-old man named Bruno Mendizábal, a cult poet for those who have followed his work; elusive and withdrawn personality, usually averse to media exposure. That is why it is surprising that the author of books such as “San Felipe Blues” and “All these years” is now an active user of the Chinese social video network, where he already has 283,000 followers (Until the end of this note, because they continue to increase).

How did Mendizábal come to venture onto that platform where humor, dance and gym bodies predominate? Just about six months ago, after recovering from a health problem and gradually emerging from the confinement imposed by the COVID-19. He began without showing his face, just reading some of his poems with the image of his books. But then he decided to show his face in the content he published and the takeoff was exponential, to his own surprise.

Certainly, the poet is not alone in this renewed facet. Behind the viral success is the hand of his nephew Eduardo Álvarez Mendizábal, an information technology specialist who convinced his uncle that they could try their luck in the social network with the most organic growth of the moment. “To create a brand you have to look for a ‘branding’. ’”, affirms Álvarez on the “brand Mendizábal”. “He has always been associated with ‘San Felipe Blues’ or the residential San Felipe”, he adds in reference to the neighborhood where the author has lived for years and to which his work usually alludes.

Almost as a test, they began by publishing a few videos that did not have much impact, but they continued with the certainty that the key to success in TikTok it was in the regularity and constancy. One day Bruno, and then one of his, the one with the perfect song, and that was one of the milestones of his account. The number of views skyrocketed.

This is how they found the ideal balance to have a greater scope: on the one hand, to maintain the identity of his poetry, which deals with themes such as loneliness and melancholy; on the other, to offer what his followers are mostly looking for, which are romantic verses and of a very brief simplicity. A combination that is not so alien to Mendizábal Delgado, as he pointed out in his book “All these years”:. And what shorter and fleeting than a post in TikTok.

Poetry is a mystery, but the metrics (of TikTok) do not lie: of the almost 300,000 followers of Mendizábal, the proportion between men and women is the same, but more or less 70% are adolescents between 13 and 18 years old. In addition, and this data is striking, 50% are Mexican. They are followed by 20% Peruvians, and then some Colombians, Argentines, Chileans, Ecuadorians, etc.

“Bruno is in the in Latin America”, explains his nephew Eduardo. The first three places are occupied by very young girls. In general, it is a fairly fresh, positive and united community: there are no ‘trolls’, fights or insults, but rather a camaraderie generated by the fondness for poetry.

“Young people write to you and suggest that you read something they have written”, bill Bruno Mendizábal on another of the keys to its popularity in the network. “They are small poems and I read them so that they feel satisfied with what they do. What they are looking for is for someone like me to promote them, give them a boost “. That is why each of his videos ends with an invitation to his followers to leave their verses in the comments. A dynamic that has worked perfectly for him.

The ‘tiktoker’ activity has also served as an incentive for Mendizábal write at a better pace than before. “With the pandemic I have been more withdrawn than ever, not only in San Felipe, but in my own home”, says the poet. “And the boys from TikTok they ask me for more poems, usually short and romantic. So I try to think of other women, for example. I think it’s like an actor who gets a role, it’s an impostation. But at the same time I challenge myself, because poems about love are the most difficult ”, Add.

His nephew also attests to his renewed productivity: “Since we have already exhausted almost all the poems in his books, I told him that he had to write more. And so he has begun to find a very interesting course, which mixes romanticism and his own melancholic style. Technically it has become a job. Sometimes he says to me ‘how many poems do you need?’ and sits down to write, something that did not happen before “.

The rest of the work is his performance in front of the camera, which is not less laborious. for at least a thumbs up when closing each video. And he also innovates with some shots walking through San Felipe or others indoors but with special lighting and adequate music. A production effort that pays you back.

What’s next after the unusual success at the TikTok? In addition to continuing to strengthen this young community of poetry lovers, Mendizábal is thinking of publishing a new book with his recent writings. (“Pandemic Time” is the tentative title) and perhaps develop a workshop as a way to monetize its popularity. Although he recognizes himself as a non-academic author, he is excited about generating a more direct connection with his new readers.

Because deep down, this virtual adventure is perfectly consistent with his own work: one that is always close and sincere, far from the supposed art created only by the chosen or enlightened. “As Lautréamont said – Mendizábal cites as a corollary -, The poetry must be done by everybody”.

• You can follow Bruno Mendizábal on TikTok in his account @ bruno.mendizabal.poeta