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Inside Di and Gi’s new La Prima Estate festival

Italy’s D’Alessandro e Galli (Di and Gi) is targeting a younger demographic with its new 10,000-cap Tuscany festival La Prima Estate, according to organisers.

The six-day festival will debut in Bussola Domani Park in Lido Di Camaiore, Versilia from 21-26 June, with headline acts including Duran Duran, The National and Bonobo.

Di and Gi, which also runs the region’s established, month-long Lucca Summer Festival, is billing La Prima Estate – which translates to “the first summer” – as “the ultimate festival holiday destination”, combining live shows with a series of unique experiences drawing on the beauty and culture of the local area. Activities will include art, wine and culinary experiences, as well as mindfulness and sports.

“We have an unbelievably beautiful venue, a brand new park, just 50 metres from the beach. It’s the perfect place for a festival,” promoter Enrico D’Alessandro tells IQ. “We’re going to have six consecutive nights, with four artists on stage every night. But we’re also going to sell packages that include not only a hotel, but also a beach cabana, and we’re going to plan activities all day for the audience. This place is a natural paradise, so you can do cooking events with major chefs on the beach, cycle events with professionals, meet and greets and yoga at dawn.

“We want to give the full package to the audience. The event itself is no longer enough, we have to provide a full vacation experience and this festival will be all about that.”

“For audiences today, just attending a conference is no longer enough”

With other artists on the bill including Courtney Barnett, Easy Life, Jungle, Mura Masa and Beabadoobee, with more to be announced this month, D’Alessandro says the musical direction is along similar lines to Primavera Sound and Sonar.

“We’re looking for a younger audience, although not so young,” he says. “The park is huge, but it is going to be split between a concert area and a big food and beverage and leisure area because we want to create a very relaxed atmosphere,” he says. “We want people to enjoy the full experience – that’s what we think the future of live music will be and that’s what we think the offering of live events should include.”

The festival will take over the whole town of Lido Di Camaiore and will be topped off by aftershow parties at nightclubs, hosted by the Apollo Club from Milan, each night.

“Our impression as promoters of live music is that for audiences today, just attending a concert is no longer enough,” adds Di and Gi CEO Mimmo D’Alessandro. “La Prima Estate wants to build on this desire, accelerated by the post-pandemic euphoria to fully enjoy free time, and combine an evening of live music with a series of experiences related to sport, the sea, food and other incredible activities during the rest of the festival goers’ stay. A new concept of a festival for which we consider Versilia and Tuscany to be the ideal place.”

 


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