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type="application/ld+json">{"@context":"http://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://www.smh.com.au/topic/social-media-621","name":"Social media"}}]}</script></div><h1 class="_1jo-A _1AsGk" data-testid="headline" itemProp="headline">‘I adore your head’: how flattery made Troy Hawke a social media star</h1><div class="_2aOXX"><p class="_3zAB3">The man who gained a global following by being nice to total strangers is about to make your day.</p><div class="_6i3so"><p><span class="_1lQQp">By </span><span class="_2tp9v"><span><span data-testid="byline">Richard Jinman</span></span></span></p><time class="_2_zR-" data-testid="datetime" dateTime="2024-10-22T10:30:00+11:00">October 22, 2024</time></div></div></div><div class="_35hE3" data-testid="lead-image"><figure class="_3yDuP wgCJ2 _1VtRf"><picture class=""><source media="(min-width: 1024px)" srcSet="https://static.ffx.io/images/$zoom_1.575%2C$multiply_1.0582%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/2f0f36f825b35ba88c21854b28b65ea14af0f990, https://static.ffx.io/images/$zoom_1.575%2C$multiply_2.1164%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/2f0f36f825b35ba88c21854b28b65ea14af0f990 2x" height="534" width="800"/><source media="(min-width: 768px)" srcSet="https://static.ffx.io/images/$zoom_1.575%2C$multiply_0.9206%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/2f0f36f825b35ba88c21854b28b65ea14af0f990, https://static.ffx.io/images/$zoom_1.575%2C$multiply_1.8413%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/2f0f36f825b35ba88c21854b28b65ea14af0f990 2x" height="464" width="696"/><img alt=" " src="https://static.ffx.io/images/$zoom_1.575%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/2f0f36f825b35ba88c21854b28b65ea14af0f990" height="390" width="584" srcSet="https://static.ffx.io/images/$zoom_1.575%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/2f0f36f825b35ba88c21854b28b65ea14af0f990, https://static.ffx.io/images/$zoom_1.575%2C$multiply_1.545%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/2f0f36f825b35ba88c21854b28b65ea14af0f990 2x"/></picture><figcaption class="_1gvGj"><p><cite class=""><span class="">Credit: </span>Troy Hawke</cite></p></figcaption></figure></div></header><div class="_3GK7Q"><div><div class="_1665V _169fS _2IOn6" data-testid="body-content"><div class="_1MKLG noPrint"><div class="_1sd7j"><div class="_3hbis hLTvJ _2XcOi"><button aria-checked="false" aria-describedby="saveTooltip" aria-label="Save article to read later" class="_31ZN0" role="switch" type="button"><svg aria-hidden="true" class="QMY9O _11R7m" focusable="false" height="1em" width="1em"><use xlink:href="#icon-save"></use></svg><span class="_3-fU6">Save</span></button><div aria-hidden="true" class="_1lwFz uXbxr" id="saveTooltip" role="tooltip"><button>Log in</button>,<!-- --> <a data-testid="login-register" href="https://smh.myfairfax.com.au/channel/zHE9EWDHf1XPuz3Phk0YIg/members/signups/new?callback_uri=">register</a> <!-- -->or <a href="https://subscribe.smh.com.au/?promote_channel=HI_HL_GNL">subscribe</a> <!-- -->to save articles for later.</div><div><div aria-hidden="true" class="_1lwFz WUf_a _1pHo1" id="onboardingTooltip" role="tooltip"><h3>Save articles for later</h3><p>Add articles to your saved list and come back to them any time.</p><button class="_2YSi8 _17BTN _3_hLE" data-ffx-event-action="cta click" data-ffx-event-category="save onboarding" data-ffx-event-label="got it - part 1" data-ffx-hittype="event">Got it</button></div></div></div><div class="_3hSOH _2Cn91"><div class="_2KkCz"><button class="_30X7v _2-NUy" data-ffx-event-action="cta click" data-ffx-event-category="component" data-ffx-event-label="font size normal" data-ffx-event-value="0" data-ffx-hittype="event">Normal text size</button><button class="_3Rq_0" data-ffx-event-action="cta click" data-ffx-event-category="component" data-ffx-event-label="font size large" data-ffx-event-value="0" data-ffx-hittype="event">Larger text size</button><button class="_3VkdU" data-ffx-event-action="cta click" data-ffx-event-category="component" data-ffx-event-label="font size extra large" data-ffx-event-value="0" data-ffx-hittype="event">Very large text size</button></div></div></div></div><div class="KUxeH _5JLqO"><div class="_1Ld7U" id="beyondwords-player"></div><div class="_3Fhwk" data-testid="showPlayerOverlay"></div></div><p>Imagine visiting your local supermarket. Let’s say you’re in search of bin liners or a tin of something-or-other. That’s when you see him, the suave man in the iridescent silk smoking jacket standing at the entrance to the store, hands clasped behind his back. As you get closer you notice his pencil-thin moustache, his cravat and the kind of two-tone leather shoes favoured by Hollywood stars in the 1930s. Why, you ask yourself, is Clark Gable loitering outside Coles?</p><p>At this point the rakish figure catches your eye and offers a devastating smile. “I adore your head,” he says in a posh English drawl. “Love it. It should be carved in marble.”</p><p>Meet Troy Hawke, a man who describes himself with little fear of contradiction as Britain’s “leading exponent of non-consensual customer service”. In videos posted on TikTok and Instagram, the sole member of an organisation he calls The Greeters Guild can be seen offering well-turned compliments to complete strangers at the entrance of stores and food outlets. “Captain two bags,” he purrs as a man carrying groceries in each hand passes him on the street. “Perfect weight distribution. You’re just gliding along.”</p><p>Hawke is the alter ego of Milo McCabe, a 48-year-old English comedian. He’s been developing the character for more than a decade and insists the dapper chap’s appearance and cheerful demeanour are the result of his upbringing. The way McCabe tells it, Hawke was homeschooled by his well-bred mother and didn’t step outside the family home until he was in his mid-30s. As a result, he’s at odds with his times; a deeply retro fellow who seeks a connection with strangers through compliments.</p><p>I met McCabe at a hotel bar in Edinburgh. He’d just performed the biggest gig of his career, a sold-out show in front of several thousand people at the city’s Playhouse. His latest show, which he is bringing to Australia in February, blends stand-up with a greatest hits selection of Hawke’s social media stunts projected on a giant screen.</p><p>Hawke is flamboyant – “camp-adjacent” is McCabe’s description – an intoxicating blend of David Niven’s studied charm and Basil Fawlty’s clenched-teeth hysteria. He has the enthusiasm of a labrador puppy and an interesting “superpower”, the ability to convert anyone’s name into a Scrabble score in the blink of an eye. For example, “Alex, you’re an 11. I’ll be honest, the ‘x’ is doing an awful lot of heavy lifting.”</p></div><div class="_1KKxV"><div class="container"><div class="adWrapper _2UMq- noPrint" data-testid="ad"><small class="_3ToRr">Advertisement</small><div class="" id="adspot-728x90_970x250-pos2-desktop"></div></div></div></div><div class="_1665V _169fS _2IOn6" data-testid="body-content"><p>The new show explains the origins of The Greeters Guild. Hawke tells his audience he was recruited as its first and only member by Jan Molby, a (real) Danish footballer who made his name as a midfielder at Liverpool FC in the ’80s. Molby first became aware of The Greeters Guild when Hawke’s catchphrase “What would Jan Molby do?” began trending online. The comedian and the footballer finally met in March 2023 when a mural of Molby and his catchphrase was unveiled near Anfield Stadium in Liverpool.</p><figure class="_3yDuP wgCJ2"><picture class=""><source media="(min-width: 1024px)" srcSet="https://static.ffx.io/images/$zoom_0.738%2C$multiply_1.0582%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/08cbb02089434f89e01ec2cd07cddf71cf633beb, https://static.ffx.io/images/$zoom_0.738%2C$multiply_2.1164%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/08cbb02089434f89e01ec2cd07cddf71cf633beb 2x" height="534" width="800"/><source media="(min-width: 768px)" srcSet="https://static.ffx.io/images/$zoom_0.738%2C$multiply_0.9206%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/08cbb02089434f89e01ec2cd07cddf71cf633beb, https://static.ffx.io/images/$zoom_0.738%2C$multiply_1.8413%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/08cbb02089434f89e01ec2cd07cddf71cf633beb 2x" height="464" width="696"/><img alt=" " src="https://static.ffx.io/images/$zoom_0.738%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/08cbb02089434f89e01ec2cd07cddf71cf633beb" height="390" width="584" srcSet="https://static.ffx.io/images/$zoom_0.738%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/08cbb02089434f89e01ec2cd07cddf71cf633beb, https://static.ffx.io/images/$zoom_0.738%2C$multiply_1.545%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/08cbb02089434f89e01ec2cd07cddf71cf633beb 2x"/></picture><figcaption class="_1gvGj"><p><cite class=""><span class="">Credit: </span>Steve Ullathorne</cite></p></figcaption></figure><p>Today, the off-duty comedian sports a black hoodie, shorts and a pair of sneakers. He’s 190cm tall and keeps in shape with regular visits to a boxing gym. There’s no trace of grey in his thick black hair. I take a leaf out of Hawke’s book and offer him a compliment.</p><div class="ymInT _3uJpn noPrint"><span class="_2wzgv D5idv _3lVFK"><span class="_29Qt8"></span><span class="_3qqDc">Loading</span></span></div><p>“Oh thanks man,” he says, rolling his eyes with discomfort. “I put it down to high levels of vanity. And the fact that for the past 20 years I haven’t had to have an adult job.”</p><p>He pauses, then says: “I give compliments, but I’m British, so I can’t take a compliment.”</p><p>He’s vaping, and looks alarmed when I suggest I’ll mention it in this article. Perhaps it’s a vice he conceals from his daughters, Anais, 10, and Ava, eight; his wife, Lesley, is a writer and former BBC radio presenter. The family live in leafy Surrey and he takes them on tour whenever possible.</p></div><div class="_1KKxV"><div class="container"><div class="adWrapper _2UMq- noPrint" data-testid="ad"><small class="_3ToRr">Advertisement</small><div class="" id="adspot-728x90_970x250-pos3-desktop"></div></div></div></div><div class="_1665V _169fS _2IOn6" data-testid="body-content"><p>Stripped of Hawke’s peacock clobber and moustache, McCabe mostly goes unnoticed. Even in Edinburgh, where the Festival Fringe is in full swing, he passes through the crowded streets without interruption. “I love anonymity,” he says in a generic London accent (he grew up in Kingston upon Thames) that is anything but posh. “If I was easily recognised I think I’d be perpetually anxious. It’s nice to have that barrier, to be able to turn it on and off.”</p><p>That invisibility may not last, of course. Troy Hawke is hot … and not just in Edinburgh. More than 1.1 million followers devour the videos McCabe posts online and his live shows (including in Australia) are selling out.</p><figure class="_3yDuP _2-_jt"><picture class=""><source media="(min-width: 1024px)" srcSet="https://static.ffx.io/images/$width_620/t_resize_width/q_86%2Cf_auto/15b84af73826e37af2ce6c8b060417ad627c1294, https://static.ffx.io/images/$width_1240/t_resize_width/q_62%2Cf_auto/15b84af73826e37af2ce6c8b060417ad627c1294 2x" height="620" width="620"/><source media="(min-width: 768px)" srcSet="https://static.ffx.io/images/$width_516/t_resize_width/q_86%2Cf_auto/15b84af73826e37af2ce6c8b060417ad627c1294, https://static.ffx.io/images/$width_1032/t_resize_width/q_62%2Cf_auto/15b84af73826e37af2ce6c8b060417ad627c1294 2x" height="516" width="516"/><img alt="Troy Hawke greets a passer-by." loading="lazy" src="https://static.ffx.io/images/$width_584/t_resize_width/q_86%2Cf_auto/15b84af73826e37af2ce6c8b060417ad627c1294" height="584" width="584" srcSet="https://static.ffx.io/images/$width_584/t_resize_width/q_86%2Cf_auto/15b84af73826e37af2ce6c8b060417ad627c1294, https://static.ffx.io/images/$width_1168/t_resize_width/q_62%2Cf_auto/15b84af73826e37af2ce6c8b060417ad627c1294 2x"/></picture><figcaption class="_1gvGj"><p><span class="">Troy Hawke greets a passer-by.</span><cite class=""><span class="_1AtOE">Credit: </span>Courtesy Troy Hawke</cite></p></figcaption></figure><p>Success has not come easily. For the longest time, it seemed it might never come at all. McCabe was 27 when he performed his first stand-up gig and early characters like Nobbo Johnson, an Aussie Rules player turned art critic, displayed little of Hawke’s magnetic charm.</p><p>Did he ever consider throwing in the towel? “Well, there were bucketloads of existential dread,” he says. “I remember Googling one of my classmates [from university] and found out he was the No. 4 proctologist in the world. I thought, ‘great, I’m drawing a f---ing moustache on my face with an eyeliner pencil’.”</p><blockquote class="Zfkcv _34VZc" data-testid="pull-quote"><p>I’ve always heavily masked my entire life in every situation. That’s why characters like Troy are such a good fit for me.</p><cite>Milo McCabe</cite></blockquote><p>The idea of Troy greeting strangers evolved from a video he made in 2014. Posing as a staff member at a branch of British hardware store Wilko, he got his cousin to film him covertly in the hope he’d be escorted off the premises. Instead, he spent several hours tidying shelves and offering advice to customers. Finally, a manager spotted the imposter and asked him to leave.</p></div><div class="_1KKxV"><div class="container"><div class="adWrapper _2UMq- noPrint" data-testid="ad"><small class="_3ToRr">Advertisement</small><div class="" id="adspot-728x90_970x250-pos4-desktop"></div></div></div></div><div class="_1665V _169fS _2IOn6" data-testid="body-content"><p>Realising the footage of him greeting customers at Wilko’s front entrance was some of his best material, McCabe had an idea. What if he dressed as Troy Hawke and welcomed customers to other stores? He started with a department store in the town of Macclesfield and followed up with a DIY store in Sheffield, overcoming a “full-on panic attack” in the hours before the stunt. “My heart was in my mouth. I was so anxious. I’d never had that feeling before or since.”</p><p>His reward was clicks - lots of them. His social media following rocketed each time he pulled on the smoking jacket and stood next to a set of automatic doors. Nowadays, his popularity and online heft means he’s sought by big brands (Lego and Cartier, for example) who get him to greet people on their dime.</p><p>It would be easy to say comedy is in his blood. His father, Mike McCabe, is an Irish stand-up who won the British talent show <em>New Faces</em> and appeared on TV in the days when comedians smoked and told jokes about their mother-in-law. In his mid-teens Milo began accompanying Mike to gigs at working men’s clubs and holiday camps. He’d sell tapes of his dad’s routines and soak up the atmosphere: a heady cocktail of booze, smoke and bad language.</p><figure class="_3yDuP wgCJ2"><picture class=""><source media="(min-width: 1024px)" srcSet="https://static.ffx.io/images/$zoom_0.667%2C$multiply_1.0582%2C$ratio_1.5%2C$width_756%2C$x_267%2C$y_120/t_crop_custom/q_86%2Cf_auto/f26a6b4bd25466756aeec5aa8a7c5ff3f3d78edc, https://static.ffx.io/images/$zoom_0.667%2C$multiply_2.1164%2C$ratio_1.5%2C$width_756%2C$x_267%2C$y_120/t_crop_custom/q_62%2Cf_auto/f26a6b4bd25466756aeec5aa8a7c5ff3f3d78edc 2x" height="534" width="800"/><source media="(min-width: 768px)" srcSet="https://static.ffx.io/images/$zoom_0.667%2C$multiply_0.9206%2C$ratio_1.5%2C$width_756%2C$x_267%2C$y_120/t_crop_custom/q_86%2Cf_auto/f26a6b4bd25466756aeec5aa8a7c5ff3f3d78edc, https://static.ffx.io/images/$zoom_0.667%2C$multiply_1.8413%2C$ratio_1.5%2C$width_756%2C$x_267%2C$y_120/t_crop_custom/q_62%2Cf_auto/f26a6b4bd25466756aeec5aa8a7c5ff3f3d78edc 2x" height="464" width="696"/><img alt="Milo McCabe, aka Troy Hawke, with his father Mike, a fellow comedian." loading="lazy" src="https://static.ffx.io/images/$zoom_0.667%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_267%2C$y_120/t_crop_custom/q_86%2Cf_auto/f26a6b4bd25466756aeec5aa8a7c5ff3f3d78edc" height="390" width="584" srcSet="https://static.ffx.io/images/$zoom_0.667%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_267%2C$y_120/t_crop_custom/q_86%2Cf_auto/f26a6b4bd25466756aeec5aa8a7c5ff3f3d78edc, https://static.ffx.io/images/$zoom_0.667%2C$multiply_1.545%2C$ratio_1.5%2C$width_756%2C$x_267%2C$y_120/t_crop_custom/q_62%2Cf_auto/f26a6b4bd25466756aeec5aa8a7c5ff3f3d78edc 2x"/></picture><figcaption class="_1gvGj"><p><span class="">Milo McCabe, aka Troy Hawke, with his father Mike, a fellow comedian.</span><cite class=""><span class="_1AtOE">Credit: </span>Courtesy Milo McCabe</cite></p></figcaption></figure><p>The first comedian he ever saw was David Baddiel at The Bearcat Comedy Club in Twickenham. “He came on stage and someone heckled him,” recalls McCabe. “He said ‘f--- it, I don’t need to be here’ and stormed off stage. I was 14 at the time and my mind was blown. It was the confidence, the bravado.”</p><p>I ask him if his father – Mike is 77 and still performing – feels any jealousy as a result of his son’s success? “No. Not at all,” he says quickly. “He was very, very dubious when I started, but all he gives me now is love, support and pride.”</p><p>McCabe studied psychology at the University of Liverpool, where he acquired a passion for all things Scouse. After that, he enrolled in a four-year masters degree in a form of psychoanalytic theory called Transactional Analysis. He quit after his second year, unable to refuse the siren’s call of stand-up and the offer of playing drums in a band fronted by Tim Booth from the British indie titans James.</p></div><div class="_1KKxV"><div class="container"><div class="adWrapper _2UMq- noPrint" data-testid="ad"><small class="_3ToRr">Advertisement</small><div class="" id="adspot-728x90_970x250-pos5-desktop"></div></div></div></div><div class="_1665V _169fS _2IOn6" data-testid="body-content"><p>As a member of Tim Booth and the Individuals, McCabe spent eight months performing songs from the singer’s solo album at gigs including Glastonbury, T in the Park and V Festival. He rubbed shoulders with the likes of Amy Winehouse, The Killers and Stereophonics and “satisfied all of my drummer fantasies”.</p><p>There was, however, a downside to the rock ‘n’ roll lifestyle. “My brain atrophied, because we had a tour manager and all my responsibilities, all my decision-making, were taken away,” he says. “We went to Greece, where James are huge, and it took me two weeks to turn into a dickhead. We were at a party and I started dancing on a table. The tour manager said ‘you’re being a c---’. And I was! It was so quick. I wondered what I’d be like after six months.”</p><p>His career as a psychotherapist also ended prematurely, but the impact of his studies and the therapy he underwent as part of them is still apparent. His conversation is peppered with the language and tenets of psychotherapy and he clearly views his psyche as a work in progress. He’s an odd mixture of introvert and extrovert, a man who exudes confidence one minute (“I realised my inner critic was software I could delete from my system”) and self-doubt (“maybe at a certain point I’ll evolve to the point that I don’t need the validation of audiences to feel alright about myself”) the next.</p><p>He frequently talks about “masking”, a term psychotherapists use to describe the way some people consciously or unconsciously hide parts of themselves to fit in. “I’ve always heavily masked my entire life in every situation,” he says at one point. “That’s why characters like Troy are such a good fit for me. They’re a mask.”</p><figure class="_3yDuP wgCJ2"><picture class=""><source media="(min-width: 1024px)" srcSet="https://static.ffx.io/images/$zoom_0.378%2C$multiply_1.0582%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_16/t_crop_custom/q_86%2Cf_auto/cd52e1caadb3b4fcf71480cb0137e7a142552322, https://static.ffx.io/images/$zoom_0.378%2C$multiply_2.1164%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_16/t_crop_custom/q_62%2Cf_auto/cd52e1caadb3b4fcf71480cb0137e7a142552322 2x" height="534" width="800"/><source media="(min-width: 768px)" srcSet="https://static.ffx.io/images/$zoom_0.378%2C$multiply_0.9206%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_16/t_crop_custom/q_86%2Cf_auto/cd52e1caadb3b4fcf71480cb0137e7a142552322, https://static.ffx.io/images/$zoom_0.378%2C$multiply_1.8413%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_16/t_crop_custom/q_62%2Cf_auto/cd52e1caadb3b4fcf71480cb0137e7a142552322 2x" height="464" width="696"/><img alt="Troy Hawke on stage in 2019: “Maybe I’ll evolve to the point that I don’t need the validation of audiences to feel alright about myself.”" loading="lazy" src="https://static.ffx.io/images/$zoom_0.378%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_16/t_crop_custom/q_86%2Cf_auto/cd52e1caadb3b4fcf71480cb0137e7a142552322" height="390" width="584" srcSet="https://static.ffx.io/images/$zoom_0.378%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_16/t_crop_custom/q_86%2Cf_auto/cd52e1caadb3b4fcf71480cb0137e7a142552322, https://static.ffx.io/images/$zoom_0.378%2C$multiply_1.545%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_16/t_crop_custom/q_62%2Cf_auto/cd52e1caadb3b4fcf71480cb0137e7a142552322 2x"/></picture><figcaption class="_1gvGj"><p><span class="">Troy Hawke on stage in 2019: “Maybe I’ll evolve to the point that I don’t need the validation of audiences to feel alright about myself.”</span><cite class=""><span class="_1AtOE">Credit: </span>Getty Images</cite></p></figcaption></figure><p>He also reveals he was diagnosed with Level 1 autism last year. Also known as “high-functioning” autism, the condition causes some people to struggle with social interactions and communication. “It [the diagnosis] contextualised quite a few things,” he says with a shrug. “If they’d said ‘you’re neurotypical’, I’d have said, ’Oh, I’m just a bellend then.”</p><p>Not surprisingly, the rollercoaster life of a stand-up comedian has taken its toll. In the early days, when he was still performing as Milo McCabe or a character called Philberto, a Portuguese reality TV show winner who wanted to make it on the UK comedy circuit, he was left bruised and bloodied by a bad gig.</p></div><div class="_1KKxV"><div class="container"><div class="adWrapper _2UMq- noPrint" data-testid="ad"><small class="_3ToRr">Advertisement</small><div class="" id="adspot-728x90_970x250-pos6-desktop"></div></div></div></div><div class="_1665V _169fS _2IOn6" data-testid="body-content"><p>“If I ‘died’ it would ruin my whole weekend,” he recalls. “The self-loathing was incredible. I got booed off stage at The Comedy Store in London and I was about to take a taxi home when I thought ‘No, you don’t deserve a cab after that’. I made myself take a three-hour ride on a night bus so I could sit there and hate myself for longer.”</p><p>It was the good gigs that kept him going. “The buzz was incredible. Over the years I’ve honed my craft and found every conceivable means I can use to make sure the outcome is positive. I’m constantly thinking about tweaks, improvements and how to make things better.”</p><p>Nowadays, he’s reaping the rewards of all that hard work. Does he think he’ll ever part ways with his most successful character? “I don’t know,” he says. “I really don’t. At the moment I’m just digging what’s going on.”</p><p>“Well done! In the moment and loving it,” as Troy Hawke might say.</p><p><strong>Troy Hawke performs at Melbourne’s Comedy Theatre, Feb 6-7, Sydney’s Enmore Theatre, Feb 8; and Brisbane Powerhouse, Feb 11-12; livenation.com.au</strong></p></div></div></div><div></div><div class="_22FRK _3jghV"><section class="aKWhn noPrint" id="endOfArticle"><div class="dLGbc"><div class="hLTvJ _2XcOi"><button aria-checked="false" aria-describedby="saveTooltip" aria-label="Save article to read later" class="_31ZN0" role="switch" type="button"><svg aria-hidden="true" class="QMY9O _11R7m" focusable="false" height="1em" width="1em"><use xlink:href="#icon-save"></use></svg><span class="_3-fU6">Save</span></button><div aria-hidden="true" class="_1lwFz uXbxr" id="saveTooltip" role="tooltip"><button>Log in</button>,<!-- --> <a data-testid="login-register" href="https://smh.myfairfax.com.au/channel/zHE9EWDHf1XPuz3Phk0YIg/members/signups/new?callback_uri=">register</a> <!-- -->or <a 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Let\\u2019s say you\\u2019re in search of bin liners or a tin of something-or-other. That\\u2019s when you see him, the suave man in the iridescent silk smoking jacket standing at the entrance to the store, hands clasped behind his back. As you get closer you notice his pencil-thin moustache, his cravat and the kind of two-tone leather shoes favoured by Hollywood stars in the 1930s. Why, you ask yourself, is Clark Gable loitering outside Coles?</p><p>At this point the rakish figure catches your eye and offers a devastating smile. \\u201CI adore your head,\\u201D he says in a posh English drawl. \\u201CLove it. It should be carved in marble.\\u201D</p><p>Meet Troy Hawke, a man who describes himself with little fear of contradiction as Britain\\u2019s \\u201Cleading exponent of non-consensual customer service\\u201D. In videos posted on TikTok and Instagram, the sole member of an organisation he calls The Greeters Guild can be seen offering well-turned compliments to complete strangers at the entrance of stores and food outlets. \\u201CCaptain two bags,\\u201D he purrs as a man carrying groceries in each hand passes him on the street. \\u201CPerfect weight distribution. You\\u2019re just gliding along.\\u201D</p><x-placeholder id=\\\"c52ddba2ba452468361d0a6ae7d30a576fb7d337\\\"></x-placeholder><p>Hawke is the alter ego of Milo McCabe, a 48-year-old English comedian. He\\u2019s been developing the character for more than a decade and insists the dapper chap\\u2019s appearance and cheerful demeanour are the result of his upbringing. The way McCabe tells it, Hawke was homeschooled by his well-bred mother and didn\\u2019t step outside the family home until he was in his mid-30s. As a result, he\\u2019s at odds with his times; a deeply retro fellow who seeks a connection with strangers through compliments.</p><p>I met McCabe at a hotel bar in Edinburgh. He\\u2019d just performed the biggest gig of his career, a sold-out show in front of several thousand people at the city\\u2019s Playhouse. His latest show, which he is bringing to Australia in February, blends stand-up with a greatest hits selection of Hawke\\u2019s social media stunts projected on a giant screen.</p><p>Hawke is flamboyant \\u2013 \\u201Ccamp-adjacent\\u201D is McCabe\\u2019s description \\u2013 an intoxicating blend of David Niven\\u2019s studied charm and Basil Fawlty\\u2019s clenched-teeth hysteria. He has the enthusiasm of a labrador puppy and an interesting \\u201Csuperpower\\u201D, the ability to convert anyone\\u2019s name into a Scrabble score in the blink of an eye. For example, \\u201CAlex, you\\u2019re an 11. I\\u2019ll be honest, the \\u2018x\\u2019 is doing an awful lot of heavy lifting.\\u201D</p><p>The new show explains the origins of The Greeters Guild. Hawke tells his audience he was recruited as its first and only member by Jan Molby, a (real) Danish footballer who made his name as a midfielder at Liverpool FC in the \\u201980s. Molby first became aware of The Greeters Guild when Hawke\\u2019s catchphrase \\u201CWhat would Jan Molby do?\\u201D began trending online. The comedian and the footballer finally met in March 2023 when a mural of Molby and his catchphrase was unveiled near Anfield Stadium in Liverpool.</p><x-placeholder id=\\\"06df8405a6713e7aafd824b0909ec5ef5a33a4e5\\\"></x-placeholder><p>Today, the off-duty comedian sports a black hoodie, shorts and a pair of sneakers. He\\u2019s 190cm tall and keeps in shape with regular visits to a boxing gym. There\\u2019s no trace of grey in his thick black hair. I take a leaf out of Hawke\\u2019s book and offer him a compliment.</p><x-placeholder id=\\\"f1b7d1764d92e5c223691b7144dd8290f0eb4dd3\\\"></x-placeholder><p>\\u201COh thanks man,\\u201D he says, rolling his eyes with discomfort. \\u201CI put it down to high levels of vanity. And the fact that for the past 20 years I haven\\u2019t had to have an adult job.\\u201D</p><p>He pauses, then says: \\u201CI give compliments, but I\\u2019m British, so I can\\u2019t take a compliment.\\u201D</p><p>He\\u2019s vaping, and looks alarmed when I suggest I\\u2019ll mention it in this article. Perhaps it\\u2019s a vice he conceals from his daughters, Anais, 10, and Ava, eight; his wife, Lesley, is a writer and former BBC radio presenter. The family live in leafy Surrey and he takes them on tour whenever possible.</p><p>Stripped of Hawke\\u2019s peacock clobber and moustache, McCabe mostly goes unnoticed. Even in Edinburgh, where the Festival Fringe is in full swing, he passes through the crowded streets without interruption. \\u201CI love anonymity,\\u201D he says in a generic London accent (he grew up in Kingston upon Thames) that is anything but posh. \\u201CIf I was easily recognised I think I\\u2019d be perpetually anxious. It\\u2019s nice to have that barrier, to be able to turn it on and off.\\u201D</p><p>That invisibility may not last, of course. Troy Hawke is hot \\u2026 and not just in Edinburgh. More than 1.1 million followers devour the videos McCabe posts online and his live shows (including in Australia) are selling out.</p><x-placeholder id=\\\"f66c208443e882d1a542d513668ce94755854b63\\\"></x-placeholder><p>Success has not come easily. For the longest time, it seemed it might never come at all. McCabe was 27 when he performed his first stand-up gig and early characters like Nobbo Johnson, an Aussie Rules player turned art critic, displayed little of Hawke\\u2019s magnetic charm.</p><p>Did he ever consider throwing in the towel? \\u201CWell, there were bucketloads of existential dread,\\u201D he says. \\u201CI remember Googling one of my classmates [from university] and found out he was the No. 4 proctologist in the world. I thought, \\u2018great, I\\u2019m drawing a f---ing moustache on my face with an eyeliner pencil\\u2019.\\u201D</p><x-placeholder id=\\\"60605a003f9d561a94b2bd07d3ae93dfb5ad940a\\\"></x-placeholder><p>The idea of Troy greeting strangers evolved from a video he made in 2014. Posing as a staff member at a branch of British hardware store Wilko, he got his cousin to film him covertly in the hope he\\u2019d be escorted off the premises. Instead, he spent several hours tidying shelves and offering advice to customers. Finally, a manager spotted the imposter and asked him to leave.</p><p>Realising the footage of him greeting customers at Wilko\\u2019s front entrance was some of his best material, McCabe had an idea. What if he dressed as Troy Hawke and welcomed customers to other stores? He started with a department store in the town of Macclesfield and followed up with a DIY store in Sheffield, overcoming a \\u201Cfull-on panic attack\\u201D in the hours before the stunt. \\u201CMy heart was in my mouth. I was so anxious. I\\u2019d never had that feeling before or since.\\u201D</p><p>His reward was clicks - lots of them. His social media following rocketed each time he pulled on the smoking jacket and stood next to a set of automatic doors. Nowadays, his popularity and online heft means he\\u2019s sought by big brands (Lego and Cartier, for example) who get him to greet people on their dime.</p><p>It would be easy to say comedy is in his blood. His father, Mike McCabe, is an Irish stand-up who won the British talent show <em>New Faces</em> and appeared on TV in the days when comedians smoked and told jokes about their mother-in-law. In his mid-teens Milo began accompanying Mike to gigs at working men\\u2019s clubs and holiday camps. He\\u2019d sell tapes of his dad\\u2019s routines and soak up the atmosphere: a heady cocktail of booze, smoke and bad language.</p><x-placeholder id=\\\"58bc31fe4147206c3ba7d256c2b51c265512c728\\\"></x-placeholder><p>The first comedian he ever saw was David Baddiel at The Bearcat Comedy Club in Twickenham. \\u201CHe came on stage and someone heckled him,\\u201D recalls McCabe. \\u201CHe said \\u2018f--- it, I don\\u2019t need to be here\\u2019 and stormed off stage. I was 14 at the time and my mind was blown. It was the confidence, the bravado.\\u201D</p><p>I ask him if his father \\u2013 Mike is 77 and still performing \\u2013 feels any jealousy as a result of his son\\u2019s success? \\u201CNo. Not at all,\\u201D he says quickly. \\u201CHe was very, very dubious when I started, but all he gives me now is love, support and pride.\\u201D</p><p>McCabe studied psychology at the University of Liverpool, where he acquired a passion for all things Scouse. After that, he enrolled in a four-year masters degree in a form of psychoanalytic theory called Transactional Analysis. He quit after his second year, unable to refuse the siren\\u2019s call of stand-up and the offer of playing drums in a band fronted by Tim Booth from the British indie titans James.</p><p>As a member of Tim Booth and the Individuals, McCabe spent eight months performing songs from the singer\\u2019s solo album at gigs including Glastonbury, T in the Park and V Festival. He rubbed shoulders with the likes of Amy Winehouse, The Killers and Stereophonics and \\u201Csatisfied all of my drummer fantasies\\u201D.</p><p>There was, however, a downside to the rock \\u2018n\\u2019 roll lifestyle. \\u201CMy brain atrophied, because we had a tour manager and all my responsibilities, all my decision-making, were taken away,\\u201D he says. \\u201CWe went to Greece, where James are huge, and it took me two weeks to turn into a dickhead. We were at a party and I started dancing on a table. The tour manager said \\u2018you\\u2019re being a c---\\u2019. And I was! It was so quick. I wondered what I\\u2019d be like after six months.\\u201D</p><p>His career as a psychotherapist also ended prematurely, but the impact of his studies and the therapy he underwent as part of them is still apparent. His conversation is peppered with the language and tenets of psychotherapy and he clearly views his psyche as a work in progress. He\\u2019s an odd mixture of introvert and extrovert, a man who exudes confidence one minute (\\u201CI realised my inner critic was software I could delete from my system\\u201D) and self-doubt (\\u201Cmaybe at a certain point I\\u2019ll evolve to the point that I don\\u2019t need the validation of audiences to feel alright about myself\\u201D) the next.</p><p>He frequently talks about \\u201Cmasking\\u201D, a term psychotherapists use to describe the way some people consciously or unconsciously hide parts of themselves to fit in. \\u201CI\\u2019ve always heavily masked my entire life in every situation,\\u201D he says at one point. \\u201CThat\\u2019s why characters like Troy are such a good fit for me. They\\u2019re a mask.\\u201D</p><x-placeholder id=\\\"b84ffd5ba92073eb071f8917da46221e7a5fb10b\\\"></x-placeholder><p>He also reveals he was diagnosed with Level 1 autism last year. Also known as \\u201Chigh-functioning\\u201D autism, the condition causes some people to struggle with social interactions and communication. \\u201CIt [the diagnosis] contextualised quite a few things,\\u201D he says with a shrug. \\u201CIf they\\u2019d said \\u2018you\\u2019re neurotypical\\u2019, I\\u2019d have said, \\u2019Oh, I\\u2019m just a bellend then.\\u201D</p><p>Not surprisingly, the rollercoaster life of a stand-up comedian has taken its toll. In the early days, when he was still performing as Milo McCabe or a character called Philberto, a Portuguese reality TV show winner who wanted to make it on the UK comedy circuit, he was left bruised and bloodied by a bad gig.</p><p>\\u201CIf I \\u2018died\\u2019 it would ruin my whole weekend,\\u201D he recalls. \\u201CThe self-loathing was incredible. I got booed off stage at The Comedy Store in London and I was about to take a taxi home when I thought \\u2018No, you don\\u2019t deserve a cab after that\\u2019. I made myself take a three-hour ride on a night bus so I could sit there and hate myself for longer.\\u201D</p><p>It was the good gigs that kept him going. \\u201CThe buzz was incredible. Over the years I\\u2019ve honed my craft and found every conceivable means I can use to make sure the outcome is positive. I\\u2019m constantly thinking about tweaks, improvements and how to make things better.\\u201D</p><p>Nowadays, he\\u2019s reaping the rewards of all that hard work. Does he think he\\u2019ll ever part ways with his most successful character? \\u201CI don\\u2019t know,\\u201D he says. \\u201CI really don\\u2019t. At the moment I\\u2019m just digging what\\u2019s going on.\\u201D</p><p>\\u201CWell done! In the moment and loving it,\\u201D as Troy Hawke might say.</p><p><strong>Troy Hawke performs at Melbourne\\u2019s Comedy Theatre, Feb 6-7, Sydney\\u2019s Enmore Theatre, Feb 8; and Brisbane Powerhouse, Feb 11-12; livenation.com.au</strong></p>\",\"bodyPlaceholders\":{\"06df8405a6713e7aafd824b0909ec5ef5a33a4e5\":{\"data\":{\"altText\":\"\",\"animated\":false,\"aspect\":1.5,\"autoCrop\":false,\"caption\":\" \",\"credit\":\"Steve Ullathorne\",\"cropWidth\":756,\"fileName\":\"08cbb02089434f89e01ec2cd07cddf71cf633beb\",\"id\":\"08cbb02089434f89e01ec2cd07cddf71cf633beb\",\"mimeType\":\"image/jpeg\",\"offsetX\":0,\"offsetY\":0,\"originalHeight\":null,\"originalWidth\":null,\"source\":\"Supplied\",\"zoom\":0.738},\"type\":\"image\"},\"58bc31fe4147206c3ba7d256c2b51c265512c728\":{\"data\":{\"altText\":\"\",\"animated\":false,\"aspect\":1.5,\"autoCrop\":false,\"caption\":\"Milo McCabe, aka Troy Hawke, with his father\\u00A0Mike, a fellow comedian.\",\"credit\":\"Courtesy Milo McCabe\",\"cropWidth\":756,\"fileName\":\"f26a6b4bd25466756aeec5aa8a7c5ff3f3d78edc\",\"id\":\"f26a6b4bd25466756aeec5aa8a7c5ff3f3d78edc\",\"mimeType\":\"image/jpeg\",\"offsetX\":267,\"offsetY\":120,\"originalHeight\":null,\"originalWidth\":null,\"source\":\"Supplied\",\"zoom\":0.667},\"type\":\"image\"},\"60605a003f9d561a94b2bd07d3ae93dfb5ad940a\":{\"data\":{\"markup\":\"<p>I\\u2019ve always heavily masked my entire life in every situation. 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