Not just Måneskin. Also Kina, the Acerra producer I talked about last week, the only other Italian to have a track with 1 billion streams on Spotify. They use the English language, but there is more and more space globally for artists who prefer their own vocabulary. Pausini, Zucchero, Ramazzotti they have been touring abroad for years, but spaces have opened up for the new generations.
You see Mahmood, who has been playing 15 dates in recent weeks, almost all sold out in European clubs. I wasn’t surprised to meet compatriots living there at Paradiso in Amsterdam, a former converted church, or someone who organized a long weekend with the excuse of a concert. It was also predictable that there were Dutch kids who were passionate about our music because they have an Italian parent. It was less obvious to find fans with no connection to Italy waiting for Mahmood at the exit to say hello (or a selfie). They discovered this thanks toEurovision Song Contest, the two participations with «Soldi» and «Brividi» and the one as a guest last year. And now «Tuta Gold» garners 20 percent of listeners from abroad.
Good omen for Angelina Mango who is going to ESC this year. In 2023, our musical exports, according to FIMI data, had a +20% compared to last year (and +130% compared to pre-pandemic) and is worth 26 million euros.
The future of music seems to be even more polyglot. According to analyzes by Luminate, a platform specialized in collecting data from the entertainment sector, in the United States last year that Latin and World was the genre that grew the most and since 2021 the English language has lost 3.8% among the 10 thousand most streamed songs. It’s not just a musical trend. Films and series not in English are the category that has had the most debuts on streaming platforms in 2023: a wave of subtitles that started a few years ago with the Korean “Parasite” and “Squid Game” and which in recent weeks has been supported by «Shogun»the bilingual (Japanese and English) series set in feudal Japan.
