Toni Horrach: "Mallorcan is much more than saying 'but' at the end of sentences and eating bread with oil"

PalmaToni Horrach is a historian and has a master's degree in Ethics and Democracy, but he has made a career on social networks with Cas Horrach, a project that analyzes Mallorcan identity through humor, parody, spontaneity, and with the accent of his native Campanet as a banner. He has accumulated more than 35,000 followers on Instagram and more than 15,000 on TikTok. In this interview, he talks about his beginnings, the conditions under which content creators work, and his view on current affairs.

How did your adventure as a content creator begin?

— About five years ago. First I started watching videos on YouTube and then we launched a podcast until we got tired of it. I was off for a while and then, on the recommendation of my cousins, I started making videos on TikTok and Instagram. Now we have just started a new podcast with Lluc Aparisio called Sa Requilla Produccions.

At what point did you see that there was a community behind it?

— Already on YouTube we saw that there was a certain community, even if it didn't reach as many people. We had quite a bit of success at the beginning, but the truth is that, after the break, I had to reinvent myself.

What do you think people of your generation look for on social media that they don't find in traditional media?

— Authenticity. That topics are discussed outside of stereotypes and that it's not all so basic. Mallorcan is much more than saying 'but' at the end of sentences and eating bread with oil. And if stereotypes are discussed, let them be more precise, more insolent if necessary.

Has there been any video or topic that has particularly surprised you due to the impact or reaction it generated? What has been your most viral content?

— Everything that is trends becomes more viral. Many times we follow them and adapt them to our own style.

Many people see social media as a superficial space or full of misinformation. What would you tell them?

— Both on social media, television, and other media, there are people with many interests. For example, in the media there are great fortunes behind it, and ultimately, everywhere there are interests and manipulation.

How do algorithms condition the content you end up creating?

— I try to do what I like. And even when I do a trend, I try to make sure I like it too.

Can you make a living today creating content from the Balearic Islands or is it still very complicated?

— Professionalization is complicated. You can earn some income from it, but it's difficult to live solely on that. In my case, thanks to participating in the program I Know More Than You on IB3, it has gone well for me to do television. Now I also collaborate with production companies and we are getting by.

What is the relationship between content creators and mental health? Is there pressure to constantly publish or maintain numbers?

— I am not too worried about the pressure to publish. Sometimes there are videos that don't work, but, as a general rule, my audience is very active and both comments and likes.

How do you manage the haters?

— I like to play with the quarrel between villages and I don't care much as long as they say some nonsense. If someone goes too far, block them and move on.

Many times your humor is acidic and even politically incorrect, like what you might hear in a conversation between friends at a bar. Are you afraid of being canceled?

— I am not afraid of cancellation, even though they have tried without success. On the first podcast I was more acidic. And even if there are people with very thin skin, I laugh at everyone and at myself first. That's why I'm not worried that a few people don't like my humor.

When do you know you've been more successful: when people laugh or when people get angry?

— More when they laugh. If they get angry, I don't care, because there are videos that are meant to be a bit provocative. For example, I have one about a guy from rural Mallorca who goes to live in Marratxí and becomes a quillo, and many quillos found it funny. I want us all to laugh, but the idea is to provoke a little and for you to feel identified.

Have you crossed a line where you say: "I shouldn't have said that"?

— Lately not. Perhaps at the beginning I did it more. The problem is that, if a person didn't find something silly amusing, they cause a fuss that's out of place and you say: "That's enough." These people don't want to reflect; they want to create tension, pat themselves on the back, and act morally superior.

If you had to create a portrait of Mallorca in 2026 with a single character from your videos, whom would you choose and why?

— In Mallorca in 2026, nothing is more current than a tourist. There are them everywhere, all year round, and more and more. They are very dysfunctional, and look, they function very well in their countries afterwards, but here... maybe it's because they get more intoxicated.

Many people say you look like Neville Longbottom. What movie character do you think you really look like?

— Right now nothing comes to mind. There is no actor who would sell me like this all of a sudden.

And what about Neville?

— So what do you want me to tell you... (laughs).

Now I will ask you two real questions that have been asked in beauty pageants: If you could enact a new law, what would it be and why?

— It would make it so only residents could buy homes.

And the other: They announce the destruction of the world and you must choose one man and one woman to preserve the species.

— Lady Gaga and Bradley Cooper.