It was a great success for the super-exclusive party held by TV Sorrisi e Canzoni on Sunday 4 February. As per tradition, it kicked off the most eagerly awaited week in the world of Italian music and television, together with the artists and cast of the Sanremo Festival.

Celebrating with Sorrisi was a range of more than 400 guests for a great event of music, entertainment and emotions. This year, the event took place in a prestigious location: Villa Emma, inside Miramare The Palace Hotel, which will host Sorrisi for the entire week of Sanremo.

The guests necessarily included the singers competing at the Festival: Alessandra Amoroso, Alfa, Angelina Mango, Annalisa, Big Mama, bnkr44, Clara, Dargen D’Amico, Diodato, Emma, Fiorella Mannoia, Fred De Palma, Gazzelle, Geolier, Ghali, Il Tre, Il Volo, Irama, La Sad, Mahmood, Maninni, Mister Rain, Negramaro, Renga and Nek, Ricchi e Poveri, Rose Villain, Santi Francesi and The Kolors.

Together with director Aldo Vitali, special host Giulia Salemi — a much-loved social media influencer with a community of nearly 2 million Instagram followers — presented the schedule for the Sanremo week, from the breakfasts, with interviews with the artists Geolier, Annalisa, Alessandra Amoroso, Emma and Angelina Mango, up to the eagerly awaited Aperitivo event, which will see her chatting with guests and competing singers such as Clara, la Sad, The Kolors, Il volo and Negramaro.

A unique moment preceded the Party: the presentation of the Telegatto — the most beloved Italian award in entertainment — to Amadeus, now at his fifth consecutive — and successful — time presenting the Festival della Canzone Italiana and one of the undisputed stars of the event in recent years. The award was presented at Villa Emma upon the inauguration of the new location, where Amadeus and the director kicked off the exclusive party with a ribbon-cutting ceremony.

The Opening Party was full of emotions and featured an exclusive musical performance by Italian singer-songwriter Levante, followed by a DJ set organised by MTV Music Italia.

At the party, guests could also immerse themselves in the magic of 30 works created using artificial intelligence, each a masterpiece that visually interpreted the lyrics of the songs in the competition. This unique content anticipates other surprises by TV Sorrisi e Canzoni on its view of AI applied to lyrics and images, with the valuable collaboration of Eddy Anselmi, a pop music and custom historian, journalist, TV writer and radio host.

The evening was attended by client partners involved by Piemme: Caffè Motta, Divani&Divani by Natuzzi and Calligaris, INSTAX by Fujifilm, Koelliker Group – Mitsubishi, Profumiamo Profumiamo, Vitality’s and Witor’s. As the exclusive dealer of Sorrisi and Mondadori Media magazines, Piemme participated in developing their partnership projects, contributing to further enhancing the experience and impact of the exclusive TV Sorrisi e Canzoni party. Through its advertising expertise and ability to create strategic synergies, Piemme played a key role in enriching the event with targeted communication and marketing initiatives, thus amplifying the value of the brands and offering guests an even more engaging and memorable experience. A customised communication pathway was developed for each client, organised around storytelling and brand integration, to preside over the most popular and best-loved music event in Italy.

Click for the video and photos (credits: Alessandro Zambianchi and Iwan Palombi) at the Opening Party of TV Sorrisi e Canzoni at Sanremo.

Click here to see the presentation of Telegatto to Amadeus.

TV Sorrisi e Canzoni is the leading brand for TV and entertainment fans, reaching a total monthly audience of 2.6 billion readers (source: Audicom, Audipress system 2023/II), 3.1 million users (source: Audicom, November 2023) and over 1 million fans (source: social insights IG, FB, Twitter, YouTube) through a multi-channel system consisting of the magazine, website, social networks and events, and related products.