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Forty years on from Roberto De Luca's start in the music biz, IQ discovers the LN Italy president's passion for creating live events is as strong as ever
By Gordon Masson on 28 Aug 2019
Like so many of his peers, Roberto De Luca’s path to the upper echelons of the live music business has not been the result of some carefully plotted plan, but rather a set of fortunate circumstances.
In 1976, Roberto launched one of Italy’s first commercial radio stations – Punto Radio 96 – but, like so many fledgling enterprises, he found it tricky to balance the books.
“I was doing the programming as well as selling advertising but the station was not making money, so I decided to do some live shows to try to pay some of the bills,” he recalls. “At the start, I was acting as a local promoter for Italian artists, but in 1980 I did a show with my first international artist, Carmel. And then I started working with the likes of Gianni Togni and Sergio Caputo, who I also managed, so my career in music started pretty quickly.”
His upbringing also involved music, although teenage rebellion hinted that sport was more compelling than performing. “I was playing classical piano from the age of about ten to 14, in my hometown, Novaro, but I was more into football,” explains the Juventus fan. “I remember having a ‘four-hands’ concert when I was to perform alongside a girl, and my mother warned me not to play football before the concert. I obviously ignored her and ended up playing the concert with stitches in my head.”
“I was playing classical piano from the age of about ten to 14, in my hometown, but I was more into football”
Other teenage musical memories aren’t quite so painful. “In 1970, I went on holiday with friends to Holland. We’d driven to Amsterdam in a blue Fiat 500 and were sleeping in a two- man tent in a campsite near a speedway track. In fact, we drove there via the Nürburgring and took the car around the track – the steam was pouring out of the car when we finished.
“But we went to see The Who and there are two things I remember about it: there was a man dressed all in white on stage – that was Pete Townsend; and the second thing was that there was a girl two rows in front of me who was completely naked.”
Stethoscopes to stages
That lesson in anatomy wasn’t to be his last. “I studied to be a doctor. My exam results were pretty good and I was looking to go into the research side of things.”
As a result, his move toward rock and roll, and the founding of Punto Radio, were brave steps. “It was a difficult conversation to have with my parents,” he says. “They were always very nice and very easy with me but they had basically given me three choices for a career: doctor, lawyer or engineer.
“My dad was a bus driver and my mother worked for the city council, but they wanted me to do something that would let me have a better lifestyle. So I think I disappointed them a bit… My father thought I was a car dealer because every time I visited them I was driving a different car.”
“There are so many wonderful individuals in this business, and you can always learn new things from them”
Landing himself a job working for established promoter Franco Mamone, De Luca was determined to maximise his entrepreneurial skills and grab a piece of the action. “The first company I was involved in owning was Prima Spectaculo. I had a 25% stake and Franco owned the rest: then, we had a similar relationship at InTalent.”
That pact with Mamone wasn’t to last, however, leading De Luca to launch Bonne Chance in 1985, putting him in direct competition with his former business partner. “I quickly found out that Bonne Chance wasn’t such a good name for the music business, so I changed it to Milano Concerti and I started working with lots of promising international acts at the start of their careers – people like Depeche Mode and Peter Gabriel, as well as artists like Bob Dylan, Van Morrison and Jovanotti, and the company just started to get bigger and bigger.”
Asked about mentors who helped him learn the ropes, De Luca points to “people I admired, like Miles Copeland with the Police, Ed Bicknell, Paul McGuinness, Ron Delsener and Bill Graham. I’d look at what they did and how they did it and try to do something similar. But I also learned a lot from other promoters like Thomas Johansson, Leon Ramakers and Marek Lieberberg.”
In terms of agents, he cites Pete Nash, Chris Dalston, Steve Hedges, Dave Chumbley, Barry Dickins, Rod MacSween and Martin Hopewell. “They were really good to me in the early days, as was Andy Woolliscroft, while Mike Greek and Emma Banks have always been amazing. And nowadays people like Michael Rapino, Arthur Fogel and Guy Oseary are interesting to follow, while I have learned a lot from Jonathan Kessler and I’m very good friends with David Levy.
“Roberto De Luca is one of the people who made the Italian business a little more predictable”
“There are so many wonderful individuals in this business, and you can always learn new things from them. Jon Ollier really impresses me, as do James Whitting, Adele Slater and Geoff Meall at Coda.”
Changing the Italian landscape
Talking to De Luca’s long-term business associates, the one accolade they all bestow upon him is his key role in transforming Italy into a bona fide touring market.
ILMC’s Martin Hopewell is typical. “Along with Claudio Trotta, Roberto De Luca is one of the people who made the Italian business a little more predictable,” says Hopewell. “It was the Wild West before Roberto and his peers helped to stabilise the market.”
ITB’s Rod MacSween agrees. “Italy has not always been the easiest market but Roberto and his great team make it a regular pleasure to play there,” he says, while Live Nation colleague, Arthur Fogel, notes, “Roberto has brought the highest level of organisation and professionalism to Italy. I have always relied on him for his expertise, great execution and without a doubt his sense of calm. He and his team are first rate.”
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