Taking the Stage at Intersections Italia: How Brands and Musicians Can Co-Create Lasting Stories
Taking place in Milan, Intersections is an annual media and creativity event created from the union of the IAB Forum and IF! Italians Festival. It brings over 17,000 participants, 50 sponsors, and 300 speakers for two days of insightful keynotes and panels about topics in the communication, marketing, and media industries. This year, our Managing Director & Head of Post-Production, Andrea Proietti, took the stage with others from Havas for the panel “Beyond Sponsorship: When Artists and Brands Co-Create Experiences.”
Along with Mattia Giovanardi from Havas Play, Anna Scattolin from Havas Events Milan, Greta Scarselli from Outpump magazine, and singer Aimone Romizi, Andrea discussed how brands and musicians can collaborate to amplify content and add value. The conversation focused on the balance between art and brand strategy and the importance of musical communication for both brands and artists and the ways event communication has evolved.
In this shifting paradigm, the artist is no longer simply a face lent to a message but instead is a co-creator of experiences – an active part of a narrative that values authenticity in creative partnerships. Audiences are also a key part of co-creation as consumers increasingly become a more active part of the equation of experience.
Keep reading to discover Andrea’s main highlights from the talk.
Amplifying the experience
As attention becomes a primary currency for brands online, engaging audiences becomes a key challenge when it comes to building experiences that last beyond the lifetime of the event. Enhancing the connection between artist and brand offers continuity that keeps audiences’ attention, and that requires a content and production strategy that allows for long-lasting impact. We want to sustain conversations over time – both online and offline.
Expanding the role of social media
For many years now, social platforms have been absolutely essential to extend the reach of the event and turn it into an ongoing story by amplifying messages and engaging audiences. But real-time coverage is just the beginning – brands need a solid strategy that maintains active dialogue and enhances the event’s long-term impact, therefore supporting a better ROI.
Content at scale with the power of AI
A content at scale mindset is essential for brands to produce diverse, continuous content that is adapted to different formats and channels. It enhances content production strategies and helps messages reach wider audiences. AI plays a huge role in enabling smarter content planning, faster production, and better personalization.
Evolution of digital storytelling
The way events are communicated has evolved along with audience behavior, as audiences move towards valuing more authentic and active messaging. It’s no longer just about documentation – it’s about creating an integrated, participatory narrative, where every piece of content contributes to the overall story.
As Andrea and the panel highlighted, the intersection of brands, music, and creativity is no longer defined by one-off collaborations or traditional sponsorships – it’s about building lasting, authentic connections that resonate beyond the moment. By extending the life of events through smart content strategies, leveraging social media to fuel ongoing dialogue, and embracing an audience-first, AI-powered approach, brands and artists can co-create meaningful narratives that inspire and engage communities.
The future of digital storytelling lies in this balance – where creativity and strategy meet to turn every event into an evolving story that furthers the brand’s goals and ideals.
Want to know how our experts at POP can help you reach audiences and amplify experiences in ways that translate to real impact? Don’t hesitate to get in touch with us.
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