Air Action Vigorsol, a brand that symbolizes freshness and authenticity in the world of chewing gum, continues its support for young musical talents with a new phase of the “Air Action Vigorsol Fresh Studio” project, in collaboration with Spotify.
The artists were able to follow a training day with the exclusive participation of the multi-platinum producer Sixpm. The GOAT LAB, this is the name of the creative laboratory that focused on the selected young musicians — Assurditè, Martino, Yaraki, Thoè and Ste — with the aim of offering them an opportunity for growth and enrichment. In this second phase, the five Gen Z artists had the opportunity to follow lessons designed specifically to prepare for the challenges of the music world and bring out their uniqueness. The day developed with a rich program to deepen the talents' knowledge, always in the name of freshness!
The young artists were able to discuss important aspects of everyday life as artists with industry experts, such as how the creative process works for writing a song, how to form a perfect work team and the management of copyright. The lessons were held by the INRI/Metatron record label, thanks to the interventions of Pietro Camonchia -COO- and Cristiana Gizzarelli -Legal Manager-, who have already ignited the path of numerous important artists in the Italian music scene.
The most anticipated moment for the talents was the space for discussion with the famous multi-platinum producer Sixpm. The well-known record producer and musician shared with the talents valuable theoretical notions on how to best bring out their songs, each artist was able to benefit from work sessions with the international producer with important practical advice for their career. The selection of the partner and the definition of the “fresh” activities proposed in the Masterclass was handled by Air Action Vigorsol together with SBAM, the new creative agency of the brand.
THE RESEARCH: ITALIANS AND MUSIC, THE NEW HABITS OF GEN Z
Air Action Vigorsol Fresh Studio is a project dedicated to the talents of Generation Z, in line with the values of the brand, always close to the new generations and at their side to encourage them to reveal their "self" without fear of prejudices and stereotypes imposed by society. Music is, in fact, an important key to tell about yourself and express your authenticity.
Generation after generation, the bond with songs remains a stable point in our society, while behaviors, habits and preferences change. The recent research by AstraRicerche reveals some new developments in the relationship of the new generations with music: how the opportunities and ways of listening are evolving, how is the fruition today and therefore what are the new challenges for singers who approach the world of music today.
Article published on May 23, 2025 - 10:14 pm
