The open-air Verona Arena will host the events in September at a reduced capacity.
Live music will return to Italy, at least for a week in September, when the city of Verona hosts the Seat Music Awards as well as performances for the country’s health workers.
Dubbed “Da Verona accendiamo la musica” (“From Verona let’s turn the music on”), the event will involve more than 70 Italian artists and 350 musicians and technicians as well as a live audience, the size of which will depend on the COVID-19-related governmental mandates in September.
“After a meeting with the mayor of the city, we hope to reach 3,200 spectators. Verona Arena usually holds 11,000,” said Francesco Negroni, responsible for marketing and promotion at the arena.
The plan is to have the live audience at the awards, which take place Sept. 2 and 5. After the awards ceremony closes, from 7 p.m., the arena will open its doors to the country’s health workers, who’ll be treated to “the best of the current Italian music scene,” according to the announcement.
The public will be able to buy tickets for a livestream for this event, which is dubbed “Heroes – The Future Begins Now.” Tickets will be priced at €10.90 ($12.41).
The proceeds will go to a COVID-19 relief fund.
There’ll be a program for the audience all week, including thematic meetings and workshops, bridging the gap between the awards show and “Heroes.”
The project has brought the country’s promoters together. CTS Eventim-owned Friends & Partners and Vivo Concerti as well as Live Nation are involved in the production of “Da Verona accendiamo la musica.”
It’s a collaboration with Arena di Verona and its CEO, Gianmarco Mazzi; R&P Legal; and Librerie Feltrinelli, with contributions from booking agencies Vertigo and Magellano.
The live stream of “Heroes” will be produced by Futurissima in collaboration with Wyth and A-Live.
Negroni did not reveal artists who will be performing during the week but said, “The awards will have very important artists, especially those who made Italian music history. ‘Heroes’ is focused on younger artists but very important ones, especially those who are on top at Spotify and other streaming platforms.”