The promotion of Italian music abroad turns digital. On italiana.esteri.it, “Futura: Italian music around the world” is now globally available. An archive of the video concerts made between 2020 and 2021 by many Italian artists, recorded for the most important international showcase festivals in the world.
“Futura” is the new project created to support online the Italian music scene abroad despite the strange times we are living in. The project is the result of the collaboration between the Ministry of Foreign Affairs and International Cooperation (MAECI) and the Italia Music Lab foundation. It is a rich video-music archive that covers a wide range of music genres, sounds, and shades of the contemporary Italian music scene. Above all, “Futura” shows that the Italian music scene is more vivid and buzzing than ever, able to broaden its horizons and experiment like it never happened before.
Artists and showcase festivals featured on “Futura: Italian music around the world”
“Futura” contains the video performances by Italian artists who over the last two years have played during the digital editions of many showcase festivals around the world: M¥SS KETA at Eurosonic (Netherlands), Joan Thiele at The Great Escape (UK), Melancholia and ELASI at Lucfest (Taiwan), Ginevra Nervi and Emmanuelle at Primavera Pro (Spain), Kharfi at IMX (China) and many more.
Italia Music Export, the office created to support Italian music abroad – launched by SIAE in 2017 and now part of Italia Music Lab foundation – and the Ministry’s support covered the expenses for the recording of the concerts and the “digital stages” in each festival. The goal was to allow Italian artists to perform in relevant international showcase festivals during the entire pandemic period. Also, it permitted them to continue to promote their music abroad even without the possibility of travelling.
Thanks to the project “Futura”, all these performances now create a music archive available exclusively on italiana (italiana.esteri.it). This is the Ministry of Foreign Affairs’ website, created to promote the Italian language, culture, and creativity around the world.
Initiatives such as “Futura” show that the music world does not intend to stop. Even in such difficult times, during which the consequences of the pandemic continue to affect everyone, and especially this industry, music still evolves. Moreover, “Futura” is proof that contemporary Italian music is more active than ever. It wants to be heard all over the world.
Starting from today, every month a new Italian video-concert will be uploaded on the italiana platform. The first video concerts available are Joan Thiele, Lucifour M, New Candys, and Qlowski‘s at The Great Escape 2021, the renowned English festival that every year attracts fans and professionals from all over the world. Watch here all the videos!