«Taranto is no longer just Ilva. And ours is not a festival, but a conference on music.” This was stated by Cesare Veronico, artistic coordinator of Medimex and Puglia Sounds, with whom we spoke in depth about the event, revealing its curiosities and intentions.
The theme of this XIV edition is artificial intelligence. How was it addressed?
«Obviously it must be applied to the music sector. We developed it in multiple initiatives, workshops and meetings. It will also be the subject of the exhibition on John Lennon who, perhaps despite himself, has become the icon of the application of AI to music (“Now and Then” is the Beatles single released in 2023, with Lennon’s voice, thanks to ‘TO THE). And then there is the mapping on the walls of the Aragonese Castle of Taranto.”
What are your thoughts on AI applied to music?
«Given certain rules, I believe it can be an additional tool on a creative level for artists».
Medimex, however, is not just concerts
“No. Ours is not just a festival, it is also a conference on music. The parts that concern the concerts are only 2 of the 75 that compose it. It is an event in which there is inevitably a lot of music, but also a lot of in-depth analysis.”
What does it mean for the festival that bands like The Smile or Pulp have chosen to be there?
«You said it right, Smile chose Medimex. We have been chasing them for years, but a favorable situation has been created, as happened with Nick Cave. They play in Greece, then they want to finish in Rome, and they had to choose another stop in Italy. It makes us very proud. Before them came people like Iggy Pop, Patti Smith, Liam Gallagher of Oasis. The fame of Medimex has objectively become international.”
And what is the response?
«For the Pulp concert, for example, we sold tickets from the United States, Australia, Canada, Ecuador, Argentina and Turkey. They are coming from all over the world for a band that is underrated in Italy.”
Medimex often offers a genre that is still a niche in Italy, ironically…
“Yes. In fact, Pulp, who have come to Italy once in 20 years, will be the real surprise of the summer.”
At the same time there are young people. How important is this showcase for them?
«I don’t lose the pleasure of communicating it to them directly because, when you tell someone that they have to play before their idols, you give them an emotion that is wonderful to perceive. For them it is a unique opportunity to make themselves known. Also because the press that follows Medimex is national.”
Who will we see?
«This year there will be two women leading the bands that open the evenings, Melga and Guatemala, led by a frontwoman. And 50% of those who will play in the showcases are also women. A very strong presence, which is not due to a choice of genre, but to the quality they express.”
There will also be industry experts, from Luca De Gennaro to Gino Castaldo
“Yes. With a half-joking joke, to replace Ernesto Assante, to whom the festival is dedicated, we had to call several because he was someone who didn’t hold back and who was fundamental to the history of the event.”
After years in which Medimex changed locations, why did you decide to stay in Taranto?
«Because together with other realities, such as the 1st of May in Taranto, it has had an important role in creating initiatives in the field of culture and entertainment, a reality that can create a clean economy».
Is there a forecast on attendance expected this year?
«The pre-sales are going very well, but we are not able to imagine. Also because from Rome onwards we take it easy even when purchasing the ticket. Many decide the same day.”
Do you remember your first festival as coordinator?
«And who can forget… It was 2017 in Bari, the year of Iggy Pop and the Bowie exhibition».
In conclusion, what is the mission of Medimex?
«We had several objectives that made up the basic strategy, namely to represent a virtuous example that could broaden the scene within the city of Taranto. Now we have a different dimension from “simply the city of Ilva”. We are on the right path to enhance a city that is objectively beautiful.”
