Sunday 20th August a live set from Dj Shadow and the incredible video-mapping by IED Barcelona on Locorotondo’s skyline marked the end of the first edition of VIVA! Festival.
Giving life to an innovative event featuring some of the most beloved acts of the international avant-pop scene, capable at the same time of keeping its roots in one of the most fascinating territories in Southern Italy, Valle d’Itria: this was the challenge of the first edition which, after a preview event on 28th July, from 15th to 20th August has taken over the splendid town of Locorotondo and its surroundings.The synergy between Turné and Club To Club and the support of prestigious brands, especially Audi – Official partner of VIVA! has made the Festival a success: 40,000 people have taken part in the event from all Italy and abroad taking part in 23 shows from over 30 artists from USA, Norway, Spain, Germany, France, UK, Italy and Chile.
A success that has been made possible by fundamental ingredients such as involvement of the territory with very diverse location, able to represent the area’s environmental and architectural beauties at its best: Masseria Eccellenza in Fasano, Masseria Papaperta in Castellana, Masseria Luco in Martina Franca, Docks 101 in Locorotondo and the new Arena Valle d’Itria, which features the extraordinary skyline of the old village in its background.
Among highlights of this first season, the sold-out show by Nicolas Jaar on Ferragosto, with over 4,000 people at Masseria Papaperta on the opening night, the first Boiler Room Valle d’Itria (with over 300.000 views from all over the world in the 72h after the live stream), explosive live sets by Jolly Mare and Todd Terje at Arena Valle d’Itria, Madlib’s set and obviously the amazing live show from Dj Shadow – with a mirror of live visuals onstage being projected over the typical Cummerse houses of Locorotondo.A success that goes beyond the wildest expectations, obtained thanks to the precious contribution of Regione Puglia, Puglia Promozione, Puglia Sounds and prestigious partners Valle d’Itria Top Quality Wines (group of wine cooperatives that represent the local excellency of wine production), Lavazza, Absolut, Nutella, Red Bull, Nastro Azzurro, Berwich, Sartoria Latorre, Mana, Wrangler.
The artistic direction team, featuring Ninni Laterza, Apulian, already manager and curator of many diverse musical events, and Sergio Ricciardone, Club To Club Director – together with Guido Savini: «This first edition has demonstrated that VIVA! represents already an established reality in the Apulian cultural scene and in all Southern Italy. The objective becomes to work starting from today to the 2018 edition, opening more to the international to give life to a trans-global, scattered event over Valle d’Itria.»