The coming together of Audi - a brand that's always keeping an eye on events about innovation, technology and challenges - and Club To Club - the main Italian festival in avant-garde music and new pop and among the most appreciated in Europe-, gives birth to an event that will transform the map of Italian summer festivals: VIVA! - Valle d’Itria International Music Festival.
From Tuesday 15th until Sunday 20th August, VIVA! will liven up some of the most evocative places in Valle d’Itria: the gorgeous Locorotondo, member of ‘Associazione dei Borghi più Belli d’Italia’ (an Association of the most beautiful towns of Italy), and the charming seaside town of Savelletri. The innovative formula of VIVA! consists in 6 nonstop days dedicated to music: starting from the morning, the historic centre of Locorotondo, with its intimate squares lined with immaculate white stone houses, will host a series of talks involving some of the main artists performing at the festival, as well as industry professionals and journalists. These talks will be curated by Carlo Pastore (who runs his show Babylon on Rai Radio 2, previously working at MTV Italy), will involve the festival’s media partners in a fresh discussion on the sound of the future.
The highlight of the night programme will be live shows by some of the most influential artists worldwide, in the unique setting of Arena Valle d’Itria – a location prepared for the occasion at the foot of Locorotondo: every night the Arena stage will host performances by three artists, chosen among stars and “next big things” in the international music scene.
The line-up includes some of the most important artists in avant-pop within the last twenty years. Among them, Nicolas Jaar, a leading player – for quality, versatility and output – of this decade’s electronic wave, with a unique mix of synthetic sounds, jazz, classical and psychedelia; Dj Shadow, universally recognized as a major figure in the development of experimental hip hop and author of a landmark album such as Endtroducing… (among the most important works of the 90s according to Rolling Stone and NME); the eclectic Norwegian musician and producer Todd Terje with his new long awaited live set; beatmaker, multi-instrumentalist and record producer Madlib; Italian-Tunisian rapper Ghali, a rising star of the Italian trap scene, with some of Italy’s biggest hits of the last two years (in 2016 his single Ninna Nanna became the most listened song on Spotify in Italy in one day only, with 200,000 plays); Welsh producer Kelly Lee Owens, with her hypnotic blend of dream pop and ambient techno; the extraordinary experimental attitude of Lorenzo Senni, the latest entry in the roster of prestigious British label Warp and currently among the most appreciated Italian musicians abroad; talented Apulian DJ/producer Fabrizio Martina, aka Jolly Mare, who conquered Europe with his reinterpretation of Italian disco.
These extremely talented artists lend themselves perfectly to represent the many facets of contemporary and its irreducibility to any classification: that’s why VIVA! is an ideal continuation of the relationship linking Turné and Club To Club with Audi, Official Partner of the event. It’s a relationship dedicated to avant-garde and creative contamination, which represents the perfect synthesis of the brand’s vision, and takes shape in Audi Q2, the new crossover/coupe from the brand with the four rings, impossible to categorize in any specific segment, thus the #untaggable car par excellence, who will make a fine show in the event’s exclusive locations.
Made with Turné, an event organisation company with strong Apulian roots, with the precious contribution of the City of Locorotondo, Regione Puglia, Puglia Promozione and Puglia Sounds, the festival will also work in synergy with an exceptional Content Partner: the European Institute of Design of Barcelona, in collaboration with whom VIVA! will implement an innovative video-mapping project that will transform the evocative skyline of the old circular village of Locorotondo into an incredible open-air work of art.