Patagarri open the WMF Mainstage on June 24, 2026, with a stop on their European tour "L’ultima ruota del caravan," bringing their unmistakable blend of irreverence, irony, and clarity to life.
Access this concert with the Mainstage Ticket.
GET YOUR TICKET NOW
WMF Music Fest
WMF Musical Festival: three days of concerts, dj sets and live performances
NEW ARTISTS AND CONCERTS SOON ONLINE
JUNE 24 · 25 · 26, 2026 / BOLOGNAFIERE
DJ Sets
EVERY NIGHT
Contest
FOR EMERGING BANDS
Live show
ON THE MAINSTAGE
Concerts
EVERY DAY
Buskers
IN EXPO AREA
Performances
OF STREET ARTISTS
Where Music Meets the Future
The WMF Music Fest is far more than just a music festival: it is an immersive experience where live performance, innovation, technology, and culture converge into one extraordinary event.
Established in 2022, the Music Fest has grown into one of WMF's most anticipated highlights, bringing renowned national and international artists to the Mainstage and creating a unique intersection of sound, creativity, and future vision. This journey of continuous growth has evolved into an even richer format, seamlessly connecting music and innovation in a tangible way.
The WMF Music Fest unfolds through various moments designed to engage the audience, artists, and industry professionals: from Mainstage concerts featuring established acts and the Emerging Band Contest dedicated to new talent, to insightful Talks & Panels on the Future of Music Stage.
To complete the experience, the festival offers Meet & Greets with artists, along with a series of immersive activities, interactive formats, and city-wide side events dedicated to music and innovation, transforming the festival into a vibrant space where music and the future connect.
Join the Music Fest! Buy your Mainstage Ticket on offer!
This ticket grants access to all Mainstage concerts, talks, and every event dedicated to the Future of Music!
Media Partner
24 JUNE
Live performances
Opening Ceremony
Patagarri
Francesco Cavestri
June 24, 4:00 PM | Live Concert | Mainstage
Francesco Cavestri will perform on the Mainstage on June 24 with his musical-performative project "The Essence of Beauty", offering the public an experience that combines technological innovation with the artistic dimension.
Access this concert with the Mainstage Ticket.
25 JUNE
Live performances
N.A.I.P.
Lundini & I VazzaNikki
N.A.I.P.
June 25, h9:45 | Live Concert | Mainstage
On June 25th, N.A.I.P will be the protagonist on the WMF Mainstage, an artist who combines electronics, synths, loop stations, guitar and vocals in an experimental and strongly identitarian sound language, between singer-songwriter and contemporary electronics.
Access this concert with the Mainstage Ticket.
Lundini & I VazzaNikki
25 June, h16:00 | Live Concert | Mainstage
On June 25th, Valerio Lundini & VazzaNikki will bring their “SU…MMER WITH US” live to the Mainstage, a concentration of the best of the artistic production of Lundini and his historic musical group. A show that is both concert, theater, and cabaret, with unexpected sketches, jazz virtuosity, and unpredictable gags.
Access this concert with the Mainstage Ticket.
Mathew Knowles is the special guest at WMF 2026
The entrepreneur behind global icons like Beyoncé, Solange, and Destiny's Child
June 25, 10:40 AM // Mainstage
June 25, 10:40 AM // Mainstage
An internationally renowned entrepreneur, investor, and advisor, Knowles has built his career on innovation, culture, and global business. Alongside his corporate activities, he is recognized for contributing to the development of contemporary cultural icons, including Beyoncé, Solange, and Destiny's Child.
Its presence enriches the schedule of the WMF, a content ecosystem that explores 14 key areas of technological, economic and cultural transformation. From Entertainment & Cultural Industry to AI, from Digital Business & Media to Education & Work themes, Knowles will bring a strategic vision matured across the cultural industry, brand development, and international growth.
26 JUNE
Live performances
Dardust
Ditonellapiaga
Closing Ceremony
Dardust
26 June, h10:00 | Live Concert | Mainstage
On June 26, Dardust will bring a stop on his "Urban Impressionism" tour to the Mainstage: an artistic experience capable of combining music, architecture, and contemporary vision.
Access this concert with the Mainstage Ticket.
Ditonellapiaga
26 June, h18:30 | Live Concert | Mainstage
On June 26th, Ditonellapiaga will bring to the Mainstage all the energy and creativity that have established her as one of the most original and interesting voices on the contemporary Italian music scene.
Access this concert with the Mainstage Ticket.
Stages of WMF Music Fest
Startup & VC Plenary
The “Startup & VC Plenary” stage at WMF - We Make Future 2026 is the space where the concept of Build What Matters takes shape: a meeting ground for startups, SMEs, investors, and corporates from all over the world, united by the desire to generate real impact. Through panel discussions and continuous dialogue, the program explores the evolution of the innovation ecosystem, bridging global scenarios, local opportunities, and Italian success stories.Backend & Cloud
The stage dedicated to backend development and cloud infrastructure, sponsored by DEVPUNKS, where scalability, performance, and modern architectures take center stage.
Here you’ll find best practices, real-world use cases, and solutions to design robust, distributed systems ready for the future.
Sponsored by
Digital Marketing & Business Solutions
The stage dedicated to digital marketing strategies and business solutions, where innovation meets performance and growth.
Here you’ll discover tools, case studies, and insights to optimize campaigns, drive results, and scale your business effectively.
Machine Learning
The stage dedicated to Machine Learning, focusing on techniques, models, and practical applications in real-world projects.
Here you’ll explore expert insights and case studies to understand how to implement effective ML solutions.
Advertising
The stage dedicated to digital advertising, focusing on advanced tracking, complex funnels, and high-performing campaigns in key sectors such as healthcare.
Here you’ll explore real case studies and practical tools to optimize your advertising strategies and maximize results.
Start the Future
The stage dedicated to inspiring and guiding participants toward the future, focusing on innovation, leadership, and new opportunities.
Here you’ll discover vision, ideas, and insights to shape your path and anticipate the changes ahead.
Content Marketing
The stage dedicated to content marketing and digital storytelling, focusing on micro-content, communities, and using AI to tell authentic stories.
Here you’ll explore practical methods, case studies, and tools to create effective and engaging content even in fast-paced, complex contexts.
Startup Arena
The stage dedicated to founders who design innovative solutions to the major challenges of the future.Robotics & Physical AI
The stage dedicated to robotics and AI applied to the real world, focusing on hands-on projects and building intelligent robots.
Here you’ll explore demos, workshops, and real-world cases to see how AI can be applied to the physical world in innovative and engaging ways.
Social Media Strategies
The stage, powered by Social Media Strategies, dedicated to social media strategies in the age of the endless feed, where attention is the real competitive advantage.
Here you’ll discover practical insights, emerging trends, and tools to create effective and engaging content.
Part of
AI Marketing
The stage dedicated to using AI in marketing, focusing on continuous simulations, campaign optimization, and data-driven decision making.
Here you’ll explore practical examples and tools to transform marketing strategies, test concepts in real time, and enhance results.
AI Commerce
The stage dedicated to artificial intelligence applied to e-commerce, covering innovative strategies, personalization, and sales optimization.
Here you’ll explore case studies and practical tools to transform e-commerce with AI and maximize business results.
AI & Business Transformation
The stage dedicated to providing a vision of how Artificial Intelligence will shape the future of work, business processes, and society.
Here you’ll explore perspectives, insights, and real examples to understand how AI could transform the world ahead.
Sponsored by
Music & Art
The stage dedicated to the future of music and art, focusing on AI, creativity, and innovations in festivals and live performances.
Here you’ll explore AI tools for music, artist promotion, and event management, along with insights to discover new artistic expressions.
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Search & AI
The stage dedicated to the evolution of search in the AI era, where SEO, new answer engines, and digital visibility converge.
Here you’ll explore strategies, case studies, and tools to optimize your online presence across traditional search and AI-driven systems.
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Partner Events
Entrepreneurship
The stage dedicated to the future of entrepreneurship, focusing on trust, learning, and new business models in the AI era.
Here you’ll explore ideas, tools, and perspectives to innovate and lead change in the startup and business world.
Coding Frontend
The stage dedicated to frontend development, focusing on new AI-driven coding paradigms and autonomous workflows.
Here you’ll explore real examples and innovative tools to automate testing and optimize the development of modern interfaces.
Data & Analytics
The stage dedicated to data analysis and using AI to extract deep insights and predict future trends.
Here you’ll explore real case studies and practical tools to turn data into a competitive advantage and optimize business performance.
AI Solutions
The stage dedicated to advanced AI solutions, focusing on scalable, human-centric platforms for enterprise applications.
Here you’ll explore real examples, strategies, and tools to design and implement effective and sustainable AI solutions.
GovTech
The stage where power dynamics are redefined in the age of AI.
From new forms of democracy to geopolitical shifts, from the future of work to next-generation cities, this stage brings together institutions, policymakers, companies, and research leaders to explore how technology and AI are reshaping rules, processes, and decision-making models.
From AI in justice and security to innovation diplomacy, from agentic government to new urban and regional governance models: not just vision, but direction.
To understand who will lead change — and how.
Journalism
Lo stage dedicato al futuro del giornalismo, tra innovazione digitale, AI e nuovi format narrativi.
Qui troverai prospettive, casi studio e insight da giornalisti e creator per comprendere l’evoluzione del settore.
Management & Leadership
The stage dedicated to leadership and management in the AI era, focusing on strategies to lead teams and complex processes.
Here you’ll explore real cases, insights, and tools to innovate, make effective decisions, and develop visionary leadership.
Content Creators
The stage dedicated to digital creators, YouTubers, and artists, where creativity and storytelling become practical tools to engage audiences. Part of the Social Media Strategies event and built with the support of industry agencies, this stage offers practical examples, personal experiences, and insights to grow as a content creator and build your community.Powered by
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EduTech
The stage dedicated to innovation in education, focusing on AI, cognitive mentoring, and lifelong learning.
Here you’ll explore practical examples and case studies to understand how technology can support and enhance human learning.
UX & UI
The stage dedicated to user experience and interface design, in partnership with Architecta, focusing on practical strategies to create intuitive and engaging digital products.
Here you’ll explore real examples, case studies, and expert tips to design top-level user experiences.
In partnership with
Space Economy
The stage dedicated to the space economy, focusing on innovations, opportunities, and technologies shaping the future of space.
Here you’ll explore insights from experts and industry mentors, and real-world cases to understand the dynamics of orbital and beyond-Earth economies.
In partnership with
Impact To Business
The stage dedicated to impact business models, which focuses on the inseparable link between profit and sustainability.
Here you will find outstanding case studies and strategies for implementing regenerative models, offering an in-depth overview of positive-impact growth opportunities.
Mainstage
The Mainstage is the heart of WMF - We Make Future. It is the festival’s primary stage, hosting a dynamic lineup of keynotes, panels, and roundtables focused on future trends, alongside live shows, entertainment, and exclusive product launches. It is a space for deep-seated reflections and interviews on innovative topics with high social impact.
As the symbolic gathering place for the WMF Community, the Mainstage brings together leading global players and experts to explore the frontiers of technology and society. Together, we chart the course toward a better, shared, inclusive, and sustainable future.
The program is currently under development and may be subject to changes and updates.
Tech For Business
The stage dedicated to technological innovation for business, focusing on tools and strategies to grow startups and companies.
Here you’ll explore talks by founders and CEOs, real-world cases, and practical insights to apply technology effectively and strategically.
Work & HR
The stage dedicated to the future of work, focusing on AI, new organizational models, and emerging skills.
Here you’ll explore insights, real-world cases, and strategies to prepare for professional changes and innovate the way we work.
Digital Strategy
The stage dedicated to innovative digital strategies, focusing on digital media, AI, and new adaptive growth models.
Here you’ll explore insights, case studies, and tools to plan effective campaigns and tackle the ever-evolving digital landscape.
Brand Strategy
The stage dedicated to brands and corporate strategy in the AI era, focusing on AI literacy, the ability to guide intelligent systems, and creating real competitive advantage.
Here you’ll explore practical insights, case studies, and tools to understand how AI can transform brand management and strategic communication.
Cybersecurity
The stage dedicated to cybersecurity, focusing on AI to optimize threat modeling and assist security architects in risk analysis.
Here you’ll explore case studies, tools, and strategies to protect complex systems and reduce cognitive load in managing cybersecurity.
Book Presentation
In this stage, visionary authors will present their books on digital and social innovation and the future of marketing. A unique opportunity to discover new ideas and perspectives through stimulating dialogues and in-depth discussions on cutting-edge topics.
The goal: to inspire reflection and personal growth by exploring the narratives that will shape the future.
Legal Tech
The stage dedicated to legal innovation, focusing on AI, algorithms, and digital systems applied to law and regulatory compliance.
Here you’ll explore case studies, best practices, and insights to understand how technologies are transforming the legal sector and supporting businesses and professionals.
Agentic AI
The stage dedicated to Agentic AI and Agentic Experience Architectures, focusing on context-aware, adaptive intelligent systems that go beyond single-task automation.
Here you’ll explore examples and concepts on structuring autonomous AI flows for complex, personalized user experiences.
Non-Profit
The stage dedicated to technology for the non-profit sector, focusing on digital tools, VR, and video games to enhance social impact and resilience.
Here you’ll explore practical examples and innovative projects to support education, inclusion, and social action through technology.
Fintech & Digital Assets
The stage dedicated to the future of finance and fintech, focusing on AI, payment innovations, and new business models.
Here you’ll explore insights and perspectives on how technology is transforming the financial sector and the emerging opportunities for companies and startups.
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Innovation Film Fest
The stage dedicated to innovative cinema and audiovisual content, focusing on digital storytelling, emerging technologies, and narratives exploring the future.
Here you’ll explore screenings, case studies, and discussions with directors and creatives to discover new forms of cinema and media.
Digital Health
The stage, in partnership with FONDAZIONE GIMBE, dedicated to digital innovation in healthcare, focusing on AI, molecular modeling, and tools to improve treatments and hospital processes.
Here you’ll explore expert talks, case studies, and innovative projects to see how technology is transforming health and medicine.
In partnership with
AI Tourism
The stage dedicated to Artificial Intelligence applied to tourism, focusing on experience personalization, data analysis, and service innovation.
Here you’ll explore case studies, tools, and strategies to transform the travel industry and enhance the traveler experience.
Social Advertising
The stage dedicated to social advertising, focusing on advanced performance measurement, experimentation, and creative optimization across major platforms.
Here you’ll explore real case studies, testing frameworks, and repeatable workflows to improve conversions, ROAS, and campaign impact.
Part of
Geopolitics
In an era of global shifts and evolving balances, the Geopolitics Stage provides a compass for navigating international dynamics. This space is dedicated to analyzing global scenarios, new power structures, and the challenges reshaping the boundaries of politics and economics. It is a vital meeting point for understanding the forces governing our present and anticipating the developments of an increasingly interconnected future.Powered by
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Made in Italy Futures
Within the WMF – We Make Future, Philip Morris International aims to promote a space for discussion to spark reflection on the future we are building for Made in Italy and for the SME system. A future that is not only about the economy, but also about the social resilience of local territories, the evolution of work and its relationship with artificial intelligence, generational transition, and the hidden innovation that thousands of companies produce every day without being able to communicate it. Under the patronage of Fondazione per l’innovazione COTEC, CNA Artigiani e Imprenditori d’Italia, and Confindustria Emilia-Romagna.
An event of
AI for Civil Engineering
Artificial intelligence has entered the world of construction and civil engineering not as a future promise, but as a transformation already underway: from structural design to material optimization, from computational BIM to infrastructure monitoring, all the way to reliability and safety assessment. This revolution, long foretold, now demands to be guided with competence, critical thinking, and vision. This stage brings together academia, the construction industry, and institutions for an afternoon to take stock of where we truly stand and where we are heading. The goal is not to celebrate technology, but to discuss honestly what AI can do today, what it cannot yet do, and the responsibilities—technical, regulatory, and ethical—that this transformation brings with it, while keeping the quality and safety of works at the center.Sponsored by
Tech & Digital Insights
The meeting point between technological evolution and strategic vision. This stage is designed to explore the digital tools and trends redefining the market, providing the instruments needed to drive change. Through the voices of entrepreneurs, founders, and managers, you will discover real-world case studies and operational insights to transform innovation into a concrete competitive advantage.An event of
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Workshop
Scopri le nostre sessioni verticali guidate dai migliori esperti del settore, progettate per offrirti competenze tecniche e strategiche da applicare subito nel tuo lavoro. Ti ricordiamo che le sessioni workshop sono attività a pagamento e non sono incluse nel biglietto standard dell'evento. Per partecipare è infatti necessario possedere già un ticket d'ingresso per il WMF 2026 e, in aggiunta, acquistare un ticket dedicato separato per ciascuna sessione scelta. L'intero ricavato della vendita dei singoli ticket workshop sarà devoluto in beneficenza.
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Session for 24 june
24 june
Mainstage
Co - Hosting
Veronica Maffei
Journalist
Cosmano Lombardo
Chairman
WMF - We Make Future Guglielmo Scilla
Content Creator
24 june
09:45
Mainstage
Live Concert!
I Patagarri
24 june
10:15 - 10:45
Mainstage
Opening Ceremony WMF 2026!
Surprise Guest
24 june
10:45 - 11:00
Mainstage
Welcome to WMF 2026!
Cosmano Lombardo
Chairman
WMF - We Make Future 24 june
11:00 - 11:05
Mainstage
Institutional Greetings
Adolfo Urso
Minister
Ministry of Enterprise and Made in Italy 24 june
11:05 - 11:25
Mainstage
Institutional Greetings
Lucia Borgonzoni
Undersecretary of State
Ministry of Culture Vincenzo Colla
Vice President with responsibility for Economic Development and Green Economy, Energy, Vocational Training, University and Research
Emilia-Romagna Region Matteo Lepore
Mayor
City of Bologna Claudio Melchiorri
Professor, Delegate for relations with companies and industrial research
University of Bologna Gianpiero Calzolari
President
BolognaFiere 24 june
11:25 - 11:30
Mainstage
AI and Digital Industry: The European Vision for the Future
Lucilla Sioli
Director for "Artificial Intelligence and Digital Industry"
Directorate-General CONNECT, European Commission 24 june
11:30 - 11:50
Start the Future
To Care, to Bear Witness, to Resist
During a humanitarian emergency, in contexts marked by conflict, hunger, and violence, words become an integral part of medical action. Denouncing injustice, bearing witness to survivors' stories, and celebrating their resilience is a form of care, especially in the many places far from the media spotlight. This is what the field staff of Doctors Without Borders (MSF) learn—a humanitarian organization that, for over 50 years, has combined medical action with the act of bearing witness. When silence is more terrifying than bombs or epidemics, words can become both healing and defense.
Francesca Fiorini
Referente Medica
Medici Senza Frontiere 24 june
11:30 - 11:40
Mainstage
Nothing is Impossible: The Journey of an NBA Ring Legend
Marco Belinelli
European Basketball Legend and NBA Champion
24 june
11:40 - 11:50
Mainstage
AI, For Real
Roberto Morandi
Southern Europe AI Business Development Executive
Dell Technologies 24 june
11:50 - 12:10
Start the Future
Building Revenue Engines for Impact: from Mission to Measurable Growth
Mission-driven organizations rarely fail for a lack of vision. They fail for a lack of structure in growth. After more than 15 years between international corporates and non-profits, building teams that have generated millions of euros for environmental and social projects, I have learned that impact is not scaled with enthusiasm, but with architecture: clear objectives, defined roles, sales and fundraising systems, strategic partnerships, and results-oriented leadership. In this session, I will share the practical framework I use to transform mission into sustainable growth, without compromising identity and credibility. We will talk about revenue engines, corporate partnerships, team organization, and the main mistakes that block impact-driven entities when they try to grow. This is not a motivational talk. It is an operational method for those who truly want to scale.
Susanna Finardi
Head of Corporate Partnerships | Executive Growth Advisor
Oxfam 24 june
11:50 - 12:30
Music & Art
Enzo Mazza
CEO
FIMI - Federazione Industria Musica Italiana Matteo Fedeli
General Director
SIAE Federico Durante
Editor-in-Chief
Billboard Italia 24 june
11:50 - 12:10
Content Creators
Sexual health is not a trend: dissemination, taboos, and responsibility in new media
The objective of this talk is to provide critical tools for understanding how new media influence the narrative of the body, intimacy, and sexual health. Through a scientific and educational approach, the speech assists in recognizing the distinction between information, entertainment, and misinformation, promoting responsible communication capable of dismantling taboos without trivializing issues that have a tangible impact on individual and collective health. It contributes to the construction of a more conscious digital culture, wherein sexual health, education, and scientific information become instruments of individual empowerment and social impact.
Monica Calcagni
Surgeon | Gynecologist | Health Influencer
Studio Monica Calcagni 24 june
11:50 - 12:05
Mainstage
Enabling the Future of Innovation: From Research to Industry Impact
Alberto Sangiovanni Vincentelli
Professor of EECS
University of California, Berkeley 24 june
12:05 - 12:15
Mainstage
The Sleep of Reason in the Digital Age
Randa Ghazy
Journalist, Author & Media Specialist
24 june
12:15 - 12:30
Mainstage
Information and Journalism in the Digital Era
Enrico Mentana
Journalist & Director
La7 24 june
12:20 - 13:00
Start the Future
From artificial intelligence to hybrid intelligence: new ideas for better interaction with AI Technologies
We live alongside machines that write, suggest, diagnose, and make decisions with us. But the real question is not how intelligent these systems are: it is what we become when we learn to use them at their best. Focusing on how to design better hybrid intelligence encourages us to move beyond both enthusiasm and fear, and allows us to understand how to build more lucid and responsible collaborative relationships between people and the technologies they use to work, stay informed, and create value.
Federico Cabitza
Associated Professor & Co-Founder
Università Milano-Bicocca & RedOpen SRL 24 june
12:20 - 12:40
Content Creators
Transforming limitations into strength
As a child, I was told that my dreams were impossible. For years, I believed I was flawed, until I chose to transform every limitation into uniqueness. The most arduous journey was learning to love myself. Today, I am IroNadia: a bodybuilding champion and Knight of the Order of Merit of the Italian Republic. My story demonstrates that diversity is not a hindrance, but an immense strength. True limits exist only within the ideas of others; overcoming them is possible, for ourselves and for those seeking the courage to rise again.
Nadia Lauricella
Content Creator
@ironadia_301 24 june
12:30 - 12:35
Mainstage
Closing Session 1!
Day 1
24 june
12:40 - 13:00
Content Creators
We watch, but we don't judge
Beatrice will talk about her role as a non-judgmental content creator, sharing her experience and her empathetic approach to social media. The talk will also be enriched by her singing and performance talents.
Beatrice Rigillo
Comedian, Singer & Content Creator
24 june
12:40 - 13:20
Music & Art
The Politicization of Art: The Importance of Taking a Stand
Art has always played a role in society: it has reflected change, exposed abuses, and given a voice to those who had none. Today, choosing to take a stand is no longer optional—for many artists, it has become an integral part of their identity and creative vision.We see this in the United States, where Bruce Springsteen has become a voice of popular resistance against the policies of Trump and ICE. We see it in Italy, with Elisa at the forefront of climate action and Ghali bringing the Palestinian cause to stages that too often overlook it in mainstream discourse.The Patagarri fit into this tradition with a clear awareness: today, silence is already a choice.But what does it really mean to “politicize art”? Does it mean taking sides, or simply refusing to pretend that everything is fine? Where does an artist’s responsibility end and the risk of moralizing begin? And, above all, does the audience want to be challenged, or would it rather be comforted?An unfiltered discussion on one of the most sensitive and controversial issues in today’s cultural landscape.
I Patagarri
Sarah Parisio
Project Manager
Music Innovation Hub 24 june
14:20 - 14:40
Content Creators
How to steal a job from AI — The most useless talk of the day
“How to Steal a Job from AI” is probably the most useless talk of the day. Because let’s be honest: AI is taking our jobs. Period. So what am I even doing here? Talking to you—pointlessly—about how to “make a difference,” while we’re slowly being replaced by something that doesn’t sleep, doesn’t complain, and doesn’t ask for a raise. But since we’re here… let’s at least see how to lose our jobs with style and elegance.
Federico Vezza
CEO
Confumedia 24 june
14:20 - 14:40
Start the Future
Title coming soon!
Jakidale
Youtuber & Content Creator
24 june
14:30 - 14:50
Music & Art
Rockin’1000 and the Human Revolution
In a world that rewards individual protagonism, simplifies every experience, and increasingly shifts relationships into the digital sphere,Rockin’1000 has taken a different path.For more than ten years, thousands of people have voluntarily chosen to invest time, energy, and commitment to build something they could not achieve alone: performing in large stadiums in front of tens of thousands of spectators. People of different ages, backgrounds, professions, ideas, and beliefs who agree to set aside their egos in order to collaborate toward a common goal, united by a universal language: music.Through the experience of Rockin’1000, Fabio Zaffagnini explores forms of innovation that are often overlooked: social media as a tool rather than an end, collaboration instead of competition, the value generated by shared effort, the transformative power of real-world experiences, and the role of human relationships in a society that is becoming increasingly polarized and isolated.Because experiences can be digitized, simulated, and distributed, but human presence, belonging, and the transformation that arises from encounters between real people remain impossible to reproduce.
Fabio Zaffagnini
Founder
Rockin'1000 24 june
14:40 - 15:00
Content Creators
Generations Compared: From the 1990s to Gen Z Culture
A look at 1990s culture and Gen Z: nostalgia, evolving language, emerging trends, and cultural shifts that are reshaping how we communicate and consume entertainment.
Cult Pop
Educators & Content Creators
24 june
14:40 - 15:00
Start the Future
The synthetic truth: trust, deepfakes, and the future of information in the age of AI
Deepfakes are redefining the boundary between what is real and what is false. Through a study on users’ reactions to AI-generated content distributed by sources perceived as trustworthy, we will explore how trust is built in the age of synthetic media. Even when flagged, deepfakes are often misunderstood or ignored, amid polarized emotions and limited critical awareness. What happens to truth when everything can be generated?
Elvis Tusha
Senior AI Consultant & Divulgatore
Freelance 24 june
15:10 - 15:50
Start the Future
Who Tells the Truth? Media, Identity, and New Narratives in the Digital Age
Contemporary crises reach us through images, headlines, and often fragmented content, filtered by the logic of media and digital communication. In a context where information, propaganda, and public perception are constantly intertwined, it becomes crucial to question who shapes collective narratives and which stories remain invisible. Spanning social media, journalism, and new forms of communication, this interview reflects on the relationship between identity, memory, and representation, starting from an analysis of the books by Randa Ghazy and Pegah Moshir Pour.
Pegah Moshir Pour
Activist & Writer
Randa Ghazy
Journalist, Author & Media Specialist
24 june
15:10 - 15:30
Content Creators
From the stage to social media and back
Malita will talk about her journey between theatre and social media, marked by moments of crisis and change that led her to seek a more authentic path, closer to who she truly is.She will retrace the key stages that helped her develop greater self-awareness, which has become a central tool for interpreting the world and the reality around her.From this journey come the characters and theatrical pieces she brings to the stage.
Malita Choul
Actress, Singer & Content Creators
24 june
15:20 - 16:00
Music & Art
RoRock & Cinema (So Many Stories)
From the very first vibrations and the provocative gestures of rock ’n’ roll, the silver screen sought to give a face to a phenomenon so closely tied to younger generations that it represented a tremendous opportunity for filmmakers and producers—far more than a simple curiosity or diversion.The rise of the music video through MTV and the widespread adoption of home video marked a shift from collective viewing experiences to television and private consumption, challenging cinema’s central role in promoting popular music. Yet this transformation did not diminish the imaginative power of the big screen. Beginning in the 1990s, rock films increasingly turned their gaze toward the past, focusing on memory and storytelling, recounting a history that often seemed already complete even as it continued its relentless evolution. The vast production of biopics about iconic figures in rock music is not merely a reflection of a trend, but also of a need to reinterpret the past and a desire to build its mythology.The aim is to tell the story of rock through the feature films, soundtracks, concert films, and documentaries that have best represented it over the past seventy years, tracing its defining moments through the transmission of sensations and emotions conveyed by sound and image.As Hermann Hesse once said, “To study history means surrendering to chaos while at the same time preserving faith in order and reason.” History is always the result of selections, perspectives, paths, and approaches that justify particular choices. This is our story.
Franco Dassisti
Professional Journalist & Film Critic
Daniele Follero
Music Journalist & Rock Historian
24 june
15:30 - 15:50
Content Creators
From Theater to Social Media: A Journey Through the Stage, TikTok, and Instagram
Ludovica will share her experience as a theater actress and explain how TikTok helped her gain newfound recognition, leading to her current presence and positioning on Instagram and within the social media landscape.
Ludovica Di Donato
Actress, Writer, Speaker & Content Creator
24 june
15:30 - 15:45
Mainstage
Soundscapes of Modern Life - Live Show
Aelion e Light Minded
24 june
15:45 - 16:10
Mainstage
Live Show!
Francesco Cavestri
pianist, composer and producer
24 june
16:00 - 16:40
Start the Future
You can’t say anything anymore... or can you? Language, stereotypes, and inclusion in media and advertising
A round table bringing together journalism, marketing, and entertainment to explore the role of language in shaping social perception. Through case studies and real-world examples, the panel addresses topics such as neurodivergence, gender stereotypes, body shaming, and racism in contemporary media and communication. Moving across news, advertising, and digital content, the session combines critical analysis, practical insights, and satire.
Marianna Tramontano
Consulente di Marketing Digitale & Comunicazione
Marketing On Demand Daniela Losini
Art Director & Gender Editor
Grazia Factory Valentina Ternullo
Giornalista & Senior Content Producer
Radio 24 Assane Diop
Content Creator & Comico di Zelig
24 june
16:00 - 16:20
Content Creators
The New Languages of Pop Comedy, Inside and Beyond Social Media
A conversation about what it means to create pop comedy today, between social media and new languages of entertainment. A discussion on the creative process behind comedy that moves between writing and improvisation, on the role of algorithms and communities, and on the boundary between lightness, responsibility, and irony in portraying contemporary reality.
Edoardo Zaggia
Comico, content creator, podcaster
Alberto Sacco
Autore, content creator, podcaster
24 june
16:10 - 16:15
Mainstage
Opening Session 2!
Day 1
24 june
16:10 - 16:50
Music & Art
The Sound of Streaming: The Common Thread Between Music, Media, and Major Productions
In the age of on-demand entertainment, music has increasingly become a strategic asset that defines the global success of content. In a rapidly evolving landscape, the role of the Music Executive is also changing fast, becoming a key figure capable of navigating between integration with record labels and the creation of true marketing ecosystems, where soundtracks and brand storytelling reinforce one another.
Through the analysis of some of the most iconic productions by giants such as Netflix and Amazon MGM Studios, it becomes possible to define the aesthetic shift currently underway: why do contemporary series have a “sound” so different from the cinema of the past?
Does the binge-watching trend affect composition and drive the rise of hybrid languages blending different genres? How can we prepare for a market in which Artificial Intelligence may handle “functional music,” leaving human composers with the task of creating emotional identity and iconic themes?
Rocco Centrella
Manager, Music Creative & Production
Netflix EMEA Federico Diliberto Paulsen
Manager Film & TV
Sony Music Publishing Samuele Valori
Journalist
Billboard Italia 24 june
16:15 - 16:25
Mainstage
Rockin’1000: When a Thousand People Become One Band – From a Wild Idea to a Global Movement
Fabio Zaffagnini
Founder
Rockin'1000 24 june
16:20 - 16:40
Content Creators
It's Art!
In my speech, I explore art created with AI, demonstrating how, within the horizon of contemporary art, value no longer resides in technique but in the idea. What truly matters is the one who imagines, not who or what executes. Thus, AI becomes a legitimate instrument of the creative act, an extension of human vision and an integral part of the artistic process.
Rey Sciutto
Content Creator & Art Historian
24 june
16:25 - 16:40
Mainstage
Pay, Save, Invest: Shaping the Digital Wallet of Tomorrow
Luca Carabetta
Country Manager Italy
Trade Republic Luigi Traldi
Head of Southern Europe
Klarna 24 june
16:40 - 16:50
Mainstage
GETEC - Shaping the energy transition
Arthur Gebhardt
Senior Manager Business Development & New Technologies
GETEC PARK.SWISS 24 june
16:50 - 17:00
Mainstage
The Future of AI Infrastructure: Bologna and the European AI Ecosystem
Francesco Ubertini
President
CINECA 24 june
16:50 - 17:10
Start the Future
The Pink Tax: The Price of "Tech for Her"
Why does a splash of rose gold often cost an extra 20%? From pastel laptops to "feminine" smartwatches, tech marketed to women frequently carries a steeper price tag without any boost in technical specs. How does the "Pink Tax" manifest in the digital age, and in what ways do superficial aesthetic shifts mask price gouging? What is the psychology behind gendered branding, and why should "shrinking and pinking" a gadget result in a premium? This session explores how we can demand equity in both hardware and the price tag.
Sana Afouaiz
Founder & CEO
Womenpreneur 24 june
17:00 - 17:20
Mainstage
The Future of Human Rights: Designing a New Global Conscience
Francesca Albanese
UN Human Rights Council Special Rapporteur
24 june
17:10 - 17:30
Start the Future
From HTML to AI: the evolution and strategy of a digital-native compan
A journey through the fundamental milestones of digital business, from the early days of the web to today’s challenges. Massimiliano Valente shares his entrepreneurial journey, analyzing how market dynamics have evolved and the strategies required to stay competitive in a constantly transforming ecosystem. A clear-eyed analysis of what it means to build a business today, balancing long-term vision with the speed of technological adaptation
Massimiliano Valente
CEO
BlazeMedia Mauro Lupi
Head of Consulting
Search On Media Group 24 june
17:20 - 17:40
Mainstage
Made in Italy Futures
Dario Costantini
President
CNA Vincenzo Colla
Vice President with responsibility for Economic Development and Green Economy, Energy, Vocational Training, University and Research.
Emilia-Romagna Region Davide Borghi
Mananger Partnerships & Academia
Tetra Pak Piergiorgio Marini
Senior Manager External Affairs
Philip Morris 24 june
17:40 - 17:50
Mainstage
Robotic Natives: Imagining a World Shared with Robots
Manuel Catalano
Head of the NuBots Research Unit and Coordinator of JOiiNT LAB
Istituto Italiano di Tecnologia 24 june
17:50 - 18:00
Mainstage
Building Albania's Innovation Gateway: The Durana Tech Park Vision
Florensa Haxhi Kovaci
CEO
Durana Tech Park 24 june
18:00 - 18:10
Mainstage
Stereotypes, Irony, and Other Serious Matters
Pierluca Mariti
Comedian
24 june
18:10 - 18:20
Mainstage
Legality in the Digital Era of Organized Crime
Giuseppe Lombardo
Deputy Public Prosecutor
Court of Reggio Calabria 24 june
18:20 - 18:40
Mainstage
The New Public Information Architecture: AI, Media, and Politics
Corrado Formigli
Journalist
La7 24 june
18:40 - 18:45
Mainstage
Closing Day 1!
Day 1
Session for 25 june
25 june
Mainstage
Co - Hosting
Cosmano Lombardo
Chairman
WMF - We Make Future Veronica Maffei
Journalist
Alicia Hanf
Head of Institutional Ecosystem Partnerships
LG NOVA - LG Electronics 25 june
09:45 - 10:05
Mainstage
Live Concert!
N.A.I.P - nessun artista in particolare
25 june
10:05 - 10:20
Mainstage
Opening session and welcome to WMF 2026!
Cosmano Lombardo
Chairman
WMF - We Make Future 25 june
10:20 - 10:25
Mainstage
Institutional Greetings
Francesco Paolo Sisto
Deputy Minister of Justice
Ministry of Justice 25 june
10:25 - 10:40
Mainstage
Institutional Greetings
Elena Mazzoni
Regional Minister for the Digital Agenda, Promotion of a Culture of Legality, Poverty Reduction, and the Solidarity Economy
Emilia-Romagna Region Dimitri Tartari
Director of Digital Agenda Policies
Emilia-Romagna Region Elisabetta Bracci
Manager
Service Innovation Clust-ER 25 june
10:40 - 10:50
Mainstage
Living the Future: The City of the Fourth Space
Maurizio Carta
Councillor for Urban and Strategic Territorial and Coastal Planning
Municipality of Palermo 25 june
10:50 - 11:05
Mainstage
Humanistic Capitalism: Enterprise, Sustainability, and the Creation of Human Value
Brunello Cucinelli
Executive Chairman & Creative Director
Brunello Cucinelli S.p.A. 25 june
11:05 - 11:20
Mainstage
Dual-Use Technologies and Strategic Sovereignty Across AI, Cybersecurity, and Capital Ecosystems
Federico Menna
Chief Executive Officer
28 Dgtl Ivan Cazzol
Partners Growth Lead
Zest Group Annamaria Nassisi
Manager Space Economy Observation and Navigation
Thales Alenia Space 25 june
11:10 - 11:30
Start the Future
Reclaiming Our Shared Humanity: Navigating Global Fragility Through Dialogue, Dignity, and Collective Responsibility
In an era where international law is increasingly undermined, multilateral trust is eroding, and power rivalries threaten global stability, the very fabric of our shared humanity is being tested. Dr. Siyabulela Mandela’s keynote explores how today’s fractured world can rediscover its moral compass by re-centering diplomacy on empathy, justice, and mutual respect. Drawing from the legacies of peacebuilding and the enduring wisdom that liberty and humanity are inseparable, this address calls for a renewed commitment to bridge divides between North and South, state and citizen, progress and principle. Through a lens of diplomacy, human rights, and humanitarian action, Dr. Mandela will illuminate how inclusive dialogue and collective responsibility can reshape the international system, not merely to manage crises, but to transform fragility into an opportunity for lasting peace, shared prosperity, and restored global trust.
Siyabulela Mandela
Founder
Mandela & Associates Consulting 25 june
11:20 - 11:30
Mainstage
A New Era in Financial Markets
Massimo Citoni
analyst
eToro 25 june
11:30 - 11:50
Mainstage
The Business of Global Success: Music, Brands and Leadership
Mathew Knowles
Founder & CEO, Strategic Consultant, Keynote Speaker, and Corporate Trainer
Music World Entertainment (MWE) 25 june
11:30 - 11:50
Start the Future
For us, by us: how no-code tools are empowering activism
I'll share how non-profit and grassroots organizers are using no-code tools to build powerful digital infrastructure for their movements. Drawing from my experience in digital organizing and no-code development, I'll show how these accessible technologies are revolutionizing activism by putting technical power directly in people’s hands. Through real-world examples and practical insights, I'll show how no-code solutions are helping build more sustainable and independent movements.
Alix Heuer
No-Code Strategist for Social Movements
Agence Rouge Le Fil 25 june
11:30 - 12:10
Content Creators
From the hit to the feed: music in the age of social media
The role of social media in building a music project: opportunities, limitations, and dynamics of diffusion across platforms and audiences.
Stefano Maiolica
Entrepreneur and Content Creator
Chimera Agency Martina Di Florio
Music Educator and Content Creator
Chimera Agency Piero Panebianco
Content Creator
Chimera Agency 25 june
11:50 - 12:10
Start the Future
They’re stealing your future: why people who work today are poorer than their parents (and how to reverse the trend)
Italy ranks 36th out of 39 OECD countries in financial literacy. AI promises to multiply productivity and incomes, but also to accelerate wealth inequality. In this talk, Marco Casario — entrepreneur and financial educator — uses data and real-world examples to show why those who don’t understand the numbers behind their own lives risk becoming the real losers of the digital revolution, and outlines the four essential financial skills every professional in the AI era must possess.
Marco Casario
Founder
Quantaste.com 25 june
11:50 - 12:10
Music & Art
Musical Choices in the Era of Algorithms: Understanding AI to Rediscover Listening Freedom
Today, 75% of streams are generated by just 1% of artists, in an era where over 100 million tracks are available. How do algorithms decide what we listen to? In this talk, we explore streaming platform recommendation systems—from collaborative filtering to knowledge graphs—and the phenomenon of "musical filter bubbles." We will examine how a new generation of transparent AI can give listeners back awareness and control over their own choices.
Michelangelo Guarise
CEO & Founder
CORRD / Volumio 25 june
11:50 - 12:00
Mainstage
Three Lessons from Two Decades Inside Google
Aprajita Jain
Chief Brand
Google 25 june
12:00 - 12:15
Mainstage
Technology and System: Integrating AI and Robotics into the Healthcare of the Future
Nino Cartabellotta
President
Fondazione Gimbe Giorgio Metta
Scientific Director
IIT Italian Institute of Technology 25 june
12:10 - 12:30
Music & Art
AI, rave e creatività: come l’algoritmo sta cambiando musica elettronica e festival
Michele Miconi
Founder
AIDEFINE | AI x Music & Entertainment 25 june
12:15 - 12:30
Mainstage
SANREMO MUSIC FESTIVAL: Behind the Scenes of Italy’s Super Bowl
Marco Tamiazzo
Brand Integration Director
Rai Pubblicità 25 june
12:20 - 12:40
Content Creators
Nobody really knows what they’re doing (and that’s normal)
Non-linear paths, instability, and comparison with traditional models: real experiences and the ability to reinvent oneself, without filters or idealized narratives.
Camilla Clemente
Entrepreneur and Content Creator
Chimera Agency Martina Guidotti
Model and Content Creator
Chimera Agency Nicole Giacobazzi
Image Consultant and Content Creator
Chimera Agency Stefano Maiolica
Entrepreneur and Content Creator
Chimera Agency 25 june
12:20 - 13:00
Start the Future
Superinnovation: What It Really Takes to Build the Future
We live in an age of hyperinnovation: algorithms, data, and artificial intelligence are redefining the economy, work, and society. However, technological progress alone is not enough to generate development and competitiveness. In this conversation, Gianmario Verona and Daniele Manca offer a reflection on what makes authentic innovation possible: culture, strategic vision, organization, and the ability to transform change into the future.
Gianmario Verona
Full Professor of Innovation Management
Bocconi University 25 june
12:30 - 12:40
Mainstage
The Digital Desk: The Social Anatomy of a Million-Classroom Community
Filippo Caccamo
Comedian & Content Creator
Chimera Agency 25 june
12:40 - 13:20
Music & Art
From Noise to Signal: How Music Is Reinventing the Relationship Between Artists, Fans, and Innovation
Three hundred million songs available. Streaming charts used as the measure of success. And yet music has never felt so disconnected. In the age of compulsive streaming, the industry has optimized reach while losing touch. Artists reach millions of people but no longer know how to speak to them: platforms collect the data and keep it to themselves. The model that promised democratic distribution has instead generated a monopoly. Streaming rankings are the most misleading economic indicator the music industry has ever invented. It is time to understand what real value actually means. In this panel, Billboard Italia and RDS bring to WMF 2026 both a diagnosis and a provocation: the shift from broadcasting to narrowcasting, from vanity metrics to value metrics, from Reach to Own to Belong. A conversation between publishing, radio, and innovation — three languages speaking the same language. Why will AI never be able to replace editorial curation? What do the data reveal that nobody has fully understood yet? Where does entrepreneurship move when a market transforms? Spotify has 750 million users but cannot tell us the name of a single fan. Someone should probably explain that to them — or perhaps it is already too late.
Carlo Durante
CEO
Billboard Italia Massimiliano Montefusco
CEO
RDS Cosmano Lombardo
CEO
Regia - Concept - Ideazione WMF, Founder e CEO Search On Media Group 25 june
12:40 - 12:45
Mainstage
Closing Session 1!
Day 2
25 june
12:40 - 13:00
Content Creators
Creativity is not inspiration: it is a system
How an idea is born and develops over time: from the creative phase to production, all the way to building continuity and method in the long term.
Edoardo Nave
Author and Content Creator
Chimera Agency Nik Contucci
Content Creator
Chimera Agency Stefano Maiolica
Entrepreneur and Content Creator
Chimera Agency 25 june
14:00 - 14:20
Start the Future
The communicators of the future and CC2035 Table Key skills
In a context shaped by rapid transformations—between AI, climate change, and shifting global balances—anticipating the future becomes a lever for making better decisions today. This talk presents the results of a research project conducted by Sapienza University of Rome in collaboration with A2A, which led to the publication of the book “The Communicators of the Future.” Through interviews with experts and the use of futures studies methods, the CC2035 Table was developed—a map of the key skills required of the new “architects of meaning” in marketing and communication in 2035
Alessio Di Leo
Assistant Professor
Sapienza Università di Roma 25 june
14:20 - 15:00
Content Creators
Making people laugh is serious thing.
Comedy as a structured language: writing, timing, audience engagement, and the development of content across multiple platforms.
Filippo Caccamo
Comedian & Content Creator
Chimera Agency Giada Parisi
Comedian and Content Creator
Chimera Agency Francesco Migliazza
Comedian and Content Creator
Chimera Agency Mario Caruso
Comedian and Content Creator
Chimera Agency Edoardo Righini
Comedian and Content Creator
Chimera Agency 25 june
14:20 - 14:40
Start the Future
More-than-Human Design: The Value of Design Thinking in the Age of Artificial Intelligence
Alessandro Masserdotti
Co-founder
Dotdotdot 25 june
14:30 - 15:10
Music & Art
Startups and Music: Capital Already Knows Where to Go, but We're Not Ready to Receive It
European music-tech startups do not lack ideas or talent. What they lack is a bridge. Between publicly funded incubation programs such as Creative Europe and the private market lies a gap that, year after year, drives Europe’s most promising entrepreneurs toward ecosystems that are more agile when it comes to funding.Yet the signals are clear. The industry is attracting attention and innovation: more than a thousand music-tech startups across twenty-four mapped categories, with total funding exceeding €4 billion. The market is already dynamic, and capital is already on the move.At the same time, the music industry is undergoing its most profound structural transformation since the birth of vinyl. Communities and superfans are becoming increasingly important; music rights are beginning to resemble bonds, while catalogs are being valued much like real estate assets.Music has quietly become a new asset class—but the European financial infrastructure needed to fully unlock and support its value has yet to emerge.This panel brings together builders, investors, and industry analysts who have mapped the landscape firsthand. It is a conversation about what is working, what is being lost along the way, and where new opportunities have begun to open.
Mattia Lecchi
Program Manager
Immediate Accelerator Anna Zò
Head of Music Innovation Hub PRO
Music Innovation Hub Carlo Durante
CEO
Billboard Italia 25 june
15:10 - 15:50
Start the Future
AI and the Future of Scientific Discovery
Artificial intelligence is profoundly transforming the way science is conducted, accelerating discovery, expanding analytical capacity, and opening up new forms of interdisciplinary research.
This roundtable brings together forward-looking experts and young researchers from the fields of robotics, medicine, deep learning, economics, and fundamental physics to discuss how AI is redefining the production of scientific knowledge: from computational models to clinical research, all the way to frontier experiments in nuclear physics.
Olga Bogachek
Assistant Professor of Accounting
Free University of Bolzano Gianluca Mondillo
MD Pediatric Resident
Università L. Vanvitelli Napoli Tommaso Diotalevi
University Tenure-Track Researcher
INFN 25 june
15:10 - 15:30
Content Creators
The Influencer Profession in Italy: Taxes, Performance, and Earnings
40,000 active creators, yet only 2.5% have adopted the new ATECO code dedicated to influencers. The average turnover? Approximately €24,000 per year. These figures reveal a market that is still fragmented, where engagement, credibility, and performance are becoming more significant than follower counts. In this speech, we will present the results of the research conducted by Kolsquare and Fiscozen on the real state of the creator economy in Italy: how much creators and influencers earn today, the differences between nano, micro, and macro-creators, and how monetization logic is evolving. One key statistic stands out: only 3.1% of published content is sponsored. This highlights that today’s true value lies not just in reach, but in the ability to build trust and genuinely influence a community.
Greta Pelizzari
Marketing Manager
Kolsquare Elena Battistini
Commercialista Partner
Fiscozen 25 june
15:20 - 16:00
Music & Art
Who Is Shaping the Future of the Music Industry?
Music tech is not just a tool for distributing or promoting music; it is where new forms of discovery, value attribution, fan engagement, data access, and even cultural representation are shaped.If the future of music is being written by algorithms, platforms, and infrastructures, who gets to participate in their design? And alongside the minds developing new projects, where is investment capital actually being directed?Historically, oligopolistic structures and established supply-chain systems have tended to reproduce closed and exclusionary power dynamics. What are startups proposing to truly innovate beyond improving efficiency and supporting already established industry processes?A discussion on the people, technologies, and investment choices shaping the future of the music industry—and on whether innovation can genuinely create more open, diverse, and inclusive ecosystems.
Stella Tavella
Senior AI Engineer, Manager
Musixmatch Anna Zò
Head of Music Innovation Hub PRO
Music Innovation Hub 25 june
15:30 - 15:50
Content Creators
Dalla satira ai social
Un racconto sulle esperienze, le sfide e il valore di costruire oggi una presenza autentica a Propaganda Live, sia online che offline.
Alessio Marzilli
Comedian, Film Director & Content Creator
25 june
16:00 - 16:20
Content Creators
Characters that tell reality: from social media to the stage
Actor, voice actor, and content creator, Michele will talk about the creation and evolution of his most iconic characters: Llycia, La Badanji, La Nonna, Titti, Pippo, and Manuela, who have become the protagonists of his successful theater show “Stai Karma”. Through these comedic masks, he explores with irony the contradictions of everyday life and real-world experiences.
Michele Basile
Actor, Writer, Speaker & Content Creator
25 june
16:00 - 16:40
Mainstage
Live Show!
Valerio Lundini & I Vazzanikki
25 june
16:00 - 16:40
Start the Future
We Drive the Future: How Much of the Future Is Already in Today’s Car?
A talk dedicated to the near future of electric mobility, bringing together different perspectives and approaches from key industry players.The discussion will begin with an overview of the Italian market, examining current trends and future projections, before exploring Italians’ relationship with electric vehicles and the factors that can accelerate their adoption.The panel will also provide an opportunity to showcase solutions that are already available today and are set to become the standards of tomorrow, while giving participating brands the chance to share their insights and experiences directly.
25 june
16:10 - 16:50
Music & Art
The Essence of Human: A Conversation with a Musician in the Age of the AI Music Industry
After exploring the impact AI is having on the music industry—in terms of listening habits and audience behavior—the conversation shifts to a more fundamental question: how does an artistic career evolve within this new landscape?Rather than an abstract reflection on artificial intelligence, this dialogue examines what it means to become an artist today: finding a voice, releasing music, performing on stage, connecting with audiences, and engaging with technologies capable of producing, replicating, and distributing sound on an unprecedented scale.Together with our guests, we will discuss the value of mistakes, improvisation, touch, live presence, and the relationship with instruments such as the Steinway Spirio, where technology can amplify human expression without replacing it.The goal is not to pit humans against machines, but to understand how technology can be used without losing what makes music a profoundly human experience: intention, responsibility, connection, and imperfection.AI is changing the way we listen to music. But what does it mean to become an artist today? In an era where technologies can create, replicate, and distribute sound at an unprecedented scale, we will explore the value of what remains irreducibly human: error, intuition, presence, and relationships.An open dialogue between stage and algorithm, aimed at understanding how technology can enhance creativity without replacing it.
Francesco Cavestri
Jazz Pianist, Composer
Steinway Artist Enrico Mariani
Co-Founder & Managing Partner
Monx Legal Sarah Parisio
Project Manager
Music Innovation Hub 25 june
16:40 - 16:45
Mainstage
Opening Session 2!
Day 2
25 june
16:45 - 17:15
Mainstage
Gomorra 20 Years Later: The Rise of Cyber-Mafias
Roberto Saviano
Writer and journalist
25 june
16:50 - 17:10
Start the Future
Signals from the Dark Universe: How We Search for What We Cannot See
Elena Pinetti
Astroparticle Physics
Simons Foundation 25 june
17:10 - 17:50
Start the Future
Introduction to the Google Product Expert Program
Discover the Product Expert (PE) Program, Google’s global community of super users. Join more than 1,300 Product Experts, passionate individuals who dedicate their time to helping other users across Google Help Communities. PEs provide over one million answers every year. In return, you can gain exclusive benefits: direct connections with Googlers for feedback and updates, beta testing opportunities, branded merchandise, and the chance to participate in annual summits around the world.
Luca Bove
Founder, CEO, Local SEO Expert
Local strategy 25 june
17:15 - 17:35
Mainstage
The Next AI Infrastructure
Filippo Ghirelli
Executive Chairman
Sophrance, Infracorp 25 june
17:35 - 18:15
Mainstage
Startup Competition - The Final
The Final of the largest International Startup Competition
25 june
18:15 - 18:35
Mainstage
The 28th Regime: One Market for Innovation
Francesco Cerruti
General Director
Italian Tech Alliance Lorenzo Minio Paluello
Operations and International Affairs Manager
Roma Startup Tomáš Pospíšil
Chief Analyst
Czech Startup Association 25 june
18:35 - 18:45
Mainstage
Startup Competition Awards Ceremony
The Final of the largest International Startup Competition
25 june
18:45 - 18:50
Mainstage
Closing day 2!
Day 2
25 june
Start the Future
Program in progress!
New Speakers Coming Soon
Session for 26 june
26 june
Mainstage
Co - Hosting
Veronica Maffei
Journalist
Cosmano Lombardo
Chairman
WMF - We Make Future Gabriele Vagnato
Host, Comedian & Content Creator
26 june
10:00 - 10:40
Mainstage
Urban Impression Live Concert
Dardust
Producer & Artist
26 june
10:40 - 10:55
Mainstage
Opening session and welcome to WMF 2026!
Cosmano Lombardo
Chairman
WMF - We Make Future 26 june
10:55 - 11:05
Mainstage
Institutional Greetings
Anna Maria Bernini
Minister of University and Research
Ministry of University and Research 26 june
11:05 - 11:15
Mainstage
Institutional Greetings
Henna Virkkunen
Executive Vice-President for Tech Sovereignty, Security and Democracy
European Commission 26 june
11:10 - 11:30
Start the Future
AI: Scaling from (linguistic) models to (economic) markets
The real challenge for businesses in the future will be to shift from model training to market design, from focusing on the engineering and "agency" capabilities of the linguistic model itself to the organizational complexity of the "instituting" assembly that instantiates and enhances it. This shift from "models" to "markets," however, will require a cultural and strategic innovation effort, a radical shift in the paradigms of value co-creation between automation, amplification, and coordination.
Cosimo Accoto
Research Affiliate | Adjunct Professor | AI Advisor
MIT | UNIMORE | POLLICINO AIDVISORY 26 june
11:15 - 11:20
Mainstage
Calabria Region: Entrepreneurship and Innovation Support
Caterina Loddo
Head of Innovation & Startups
Region of Calabria 26 june
11:20 - 11:30
Mainstage
The rise of the agents in Earth Observation
Claudio Iacopino
Head of Φ-lab Explore Office
ESA 26 june
11:30 - 11:50
Start the Future
Future of Music and the Next Global Entertainment Ecosystem
Music is no longer just entertainment: it is technology, branding, community, and cultural influence. In this session, Mathew Knowles reflects on how the music industry is being reshaped by AI, digital communication, streaming platforms, and new audience behaviors. Through real-world experiences and strategic insights, the talk will explore how artists and companies can build global impact, create sustainable business models, and navigate the future of entertainment.
Mathew Knowles
Founder & CEO, Strategic Consultant, Keynote Speaker, and Corporate Trainer
Music World Entertainment (MWE) 26 june
11:30 - 11:40
Mainstage
When Earth Speaks, Satellites Listen: Local Events with Global Echoes
Veronica La Regina
Space Mentor
26 june
11:40 - 11:50
Mainstage
Musical Stand Up Comedy
Karma B
Drag Artists
26 june
11:50 - 12:10
Start the Future
The companies that will thrive are those that have understood what AI cannot do — and have chosen to invest there
AI is amplifying the capabilities of every organization. But what serves as an accelerator today will become a standard tomorrow. When every company has access to the same technological power, the only advantage that remains is the ability to resonate—with customers, employees, partners, and communities. It is something that cannot be codified, replicated, or purchased.That capability will not be a business tool. It will be the business itself.Building it requires rethinking who creates value within an organization, how that value is created, and what it takes to become a true source of it. This talk explores exactly how.
Sara Lodi
Senior Business Strategist, Head of Strategic Marketing & Change Management
Dinova 26 june
11:50 - 12:30
Music & Art
Music-Driven Cities: The City Model Between Culture and Infrastructure
There is a new way of thinking about cities, and it starts with culture. Not culture as an ornament or a budget item to be cut in times of crisis, but culture as strategic infrastructure: an asset capable of attracting talent, fostering collective identity, and competing in global markets.The most visionary administrations understood this before others, transforming major music events, public spaces, and youth creativity into drivers of urban development. But how replicable is this model? What political, economic, and cultural conditions make it possible—or impossible? And above all, in a country where culture is still too often relegated to the realm of entertainment, what does it take for a city to move beyond managing its creative scene and begin actively building it?A discussion grounded in real-world experiences, exploring how Italian cities can play a leading role in the creative economy.
Tommaso Sacchi
Councillor for Culture
City of Milan Daniele Del Pozzo
Assessore alla Cultura
Comune di Bologna Silvia Danielli
Co-Editor-in-Chief
Billboard Italia 26 june
11:50 - 12:00
Mainstage
Beyond AI: Creativity, Intuition, and Judgment
Matteo Mille
Chief Sales Enablement & Operations
Microsoft Italia 26 june
11:50 - 12:10
Content Creators
Conscious protagonists? The protection of minors in the era of family influencers
In view of a potential law regulating child influencers, we wish to initiate a reflection. We have analyzed over 1,300 pieces of content from family influencers to measure how their children are exposed, in which contexts, and what differentiates organic content from advertisements. The result is a rather alarming picture, both in quantitative and qualitative terms (particularly regarding privacy protection and potential psychological implications).
Olimpia Peroni
Content creator & Storyteller
Flavia Brevi
Communications Campaigns and Events Manager
Terre des Hommes 26 june
12:00 - 12:05
Mainstage
Europe’s Strategy for Deep Tech and Innovation Leadership
Michiel Scheffer
President of the Board
European Innovation Council | European Commission 26 june
12:05 - 12:15
Mainstage
Technological Sovereignty and Public Innovation: Data, Territories, and Development
Francesca Bria
President
ART-ER 26 june
12:15 - 12:35
Mainstage
Physical AI: The Next Work Revolution
Daniele Pucci
CEO
Generative Bionics Bryan Madden
Global Head of Developer, Sovereign AI & Physical AI Marketing
AMD Claudio Cisilino
EVP Operations, Corporate Strategy and Innovation
Fincantieri 26 june
12:20 - 13:00
Start the Future
In Praise of (Ab)normality
"You are not normal" is a phrase that almost everyone has heard at least once in their life, and certainly not as a compliment. But is it always true that it’s better to be "normal"? Above all, what does "normal" actually mean, and why is this adjective often used as a sort of club to marginalize those who don't fit certain models?
Vera Gheno
Sociolinguist
26 june
12:20 - 12:40
Content Creators
Imperfect sustainability
In my speech, I share my personal journey toward a more conscious sustainability—one that began long before I started discussing it on social media. Drawing on my experience as a content creator, I explore the complexities of communicating these themes online today without falling into extremism, guilt, or unrealistic models of perfection. "Imperfect Sustainability" reflects on how small, concrete, daily changes can impact not only our habits but also the way we view the world, consume, choose, and build awareness. Because sustainability is not just about the environment; it is about developing a more critical, ethical, and responsible outlook on the reality that surrounds us.
Camilla Agazzone
Art director, Digital Strategist & Content Creator
26 june
12:35 - 12:45
Mainstage
Stories in Motion: Hacking the Impossible and Building Community
Jakidale
Youtuber & Content Creator
26 june
12:40 - 13:00
Content Creators
Finding your voice through content creation
Too introverted for extroverts, too extroverted for introverts, always searching for a space to truly be oneself. This panel is born from that identity limbo, transformed into a space of authentic expression through content creation—where sharing your story becomes a way to belong, to represent, and to build community.
Mariana Da Rocha
Content Creator
26 june
12:40 - 13:20
Music & Art
Members Only: The New Experiential Formats That Are in High Demand
A venue, a date, a lineup… but no ticketing platform. A joke, or a stroke of genius?Live events with exclusive and innovative formats have been widely discussed for years. From the global case of the Fyre Festival—which sold fantasies that never materialized and ended in a global scandal—to local cases such as festivals like Beyond Fears, which have made invite-only access and a sense of belonging their core identity and business model. Two opposite stories, one shared starting point: the idea that experience is worth more than the show itself.Successful examples such as Soho House, the exclusive private members’ club for artists and creatives founded in 1995, have paved the way for the community-based model. What is the secret ingredient?It is no longer about designing the most inclusive and participatory format, but rather about finding the one that reflects who you are, engaging you and your circle within a true community. What makes these formats special, and what distinguishes them from simple luxury? What is the added value of the “community event”? And what does the cultural and social elitism of these events actually represent?
Camilla Rodriguez
Event Manager
Soho House Marco Masiero
Co-founder
Beyond Fears Giovanni Pontorno
Head of Partnership
Billboard 26 june
12:45 - 13:00
Mainstage
Algorithms and the Standardization of Beauty
Giulia Lamarca
Psychologist, corporate trainer, and content creator
26 june
13:00 - 13:05
Mainstage
Sky-High Clash: the 1st European Drone Soccer Championship
Drone Soccer
26 june
13:05 - 13:10
Mainstage
Closing Session 1!
Day 3
26 june
14:00 - 14:20
Start the Future
Being a Social Media Manager in the Age of AI — Strategies, Tactics, and Tools
Personal branding, generative AI, advertising campaigns, client management, quotations, contracts, and much more: the work of a Social Media Manager is complex, multifaceted, and constantly evolving. This book will guide you through the path needed to truly master the profession, while keeping in mind the mantra that accompanies every serious professional: engage to convert.Anyone who wants to become an SMM — or who already works in the field but wants to stop being mistaken for a simple “page manager” — must first understand what distinguishes real Social Media Marketing from randomly posting content. In an industry where anyone can call themselves an expert after a €9.99 course, standing out means something very specific: analyzing, planning, measuring, and optimizing. And doing so by intelligently integrating AI, which is not a shortcut but a value multiplier for those who know how to use it.
Veronica Gentili
Social Media Expert
Glisco Marketing Maurizio Vedovati
Publisher & Moderator
Hoepli Editore 26 june
14:20 - 14:40
Content Creators
Inside the Algorithm - The Illusion of Neutrality
An interview. A sleeping pill. A seatbelt. What if, behind their apparent objectivity, lay hidden choices, exclusions, and worldviews? This interactive talk takes the audience inside the algorithm and beyond, revealing a common thread: science and technology reflect society. What we call 'objectivity' is the result of historical and cultural choices—subtle, yet inevitable. The future isn't just in the code. It is in our hands.
Gaia Contu
Science & Philosophy Communicator & PhD Student
Scuola Superiore Sant’Anna di Pisa 26 june
14:20 - 14:40
Start the Future
Why AI for Product Teams Needs to Be Multiplayer
AI has transformed what one person can do. But building great products has never been a solo sport. In this talk, Dave Ross explores how product teams are adapting — moving from fragmented AI usage to collaborative, agent-powered workflows. Using real examples from Miro, he’ll show how teams are rethinking how they work, build, and learn together. And why, despite all the change, the fundamentals still win: strong culture, good judgement, and the environments that help teams learn faster — from hackathons to Fail Nights, and the informal moments where the best ideas often emerge
Dave Ross
Chief Evangelist
Miro 26 june
14:20 - 14:40
Start the Future
Human in the Loop - Moral Imagination in the Age of Artificial Intelligence
What happens when the human in me sees the human in you?In this deeply personal keynote, Alicia Hanf shares lessons from Afghanistan, the rescue of Afghan girls during the fall of Kabul, and her work at the intersection of technology, healthcare, and human connection.At a time when artificial intelligence is rapidly transforming society, and many people are carrying a profound sense of collective grief, Alicia explores moral imagination, the ability to imagine the humanity of someone whose life is different from our own. stories of war, belonging, storytelling, and hope, she challenges audiences to think beyond technology and toward the human values that shape it.This keynote is a call to remain curious in the face of certainty, connected in the face of division, and human in the face of extraordinary technological change.Because humanity is what we’re protecting.And the future will be shaped by our willingness to keep it in the loop.
Alicia Hanf
Head of Ecosystem and Capital Partnerships
LG NOVA 26 june
14:30 - 15:10
Music & Art
Beyond the Stage: Designing the Impossible Between Special Effects and User Experience
What turns a simple concert into a memorable event? Beyond the music, there is a complex architecture of invisible technologies, hospitality logistics, and visual storytelling that defines the “show to remember.” We will explore how the stage has become an immersive ecosystem where light, augmented reality, and physical effects merge to eliminate the distance between artist and audience, without forgetting the importance of “Customer Experience,” because the excellence of a show is also measured by the quality of the experience and the well-being of the community.Industry leaders reveal the behind-the-scenes of international productions and the new standards of live entertainment.
Luigi Onesti
Managing Director
Allumee Italia Gaianè Kevorkian
Project Manager
KeepOn Sarah Parisio
Project Manager
Music Innovation Hub 26 june
14:40 - 15:00
Content Creators
“It was just a comment.” The Real-World and Legal Consequences of Online Hate
With his direct communication style, Andrea Perticaroli brings to the WMF stage a topic that concerns anyone who uses social media: are we truly free to write anything online?Drawing on real cases and rulings by the Italian Supreme Court (Corte di Cassazione), the panel explores the legal implications of comments, insults, and content published on the web, showing how digital responsibility is now a fundamental component of online citizenship.An encounter between law, communication, and internet culture to understand what can be said, what cannot be said, and why.
Andrea Perticaroli
Content Creator
26 june
15:10 - 15:50
Content Creators
BEHIND THE SCREEN, BEYOND THE RESULT: The Human Face of Sport in the Digital Era
Who really influences the way we experience sport today?Traditional media? Athletes? Clubs? Or creators?From behind-the-scenes derby storytelling to fitness communities filling events like Hyrox, and global brands adopting new languages to speak to Gen Z, sports storytelling is undergoing a radical transformation.Federico Felletti, Martina Grado, and Ilaria Limelli will bring three different yet complementary perspectives on stage to explore the role of creators in shaping new sports communities, the value of authenticity in the age of algorithms, and the opportunities emerging for brands, organizations, and communication professionals.Because today, the real achievement is not just winning a match—it is creating meaningful connections.
Federico Felletti
Content Creator
Martina Grado
Creator, Personal Trainer e Hyrox Athlete
Ilaria Limelli
Content Creator
26 june
15:10 - 15:50
Start the Future
Who am AI? How Artificial Intelligence is redefining the Creative Director's role
Guido Callegari
Senior Art Director & AI Specialist
Michele Cireddu
Creative & Innovation Lead
Leo Italia Flavia Russo
Local Ambassador & Creative Director
Emilia Romagna ADCI Manuel Alvaro
Senior Creative & Trainer
26 june
15:20 - 16:00
Music & Art
K-pop: The Model That Has Rewritten the Rules
K-pop is not a music genre; it is a system. An ecosystem built around a relationship between artist and fan that has no precedent in the history of contemporary music: the concept of the superfan finds its most complete expression in K-pop, shaped by collecting culture, shared rituals, dedicated platforms, and a level of loyalty that turns every release into a collective event. It is no coincidence that Korean major labels have always relied heavily on social platforms—above all the purpose-built platform Weverse—and that fans themselves experience it through X: spaces where fans and idols communicate directly, in real time, on a global scale. But K-pop does not exist only online: it has become one of the most powerful tools of cultural soft power in the decade, with idols now acting as the perfect brand ambassadors for fashion, luxury, and lifestyle, and with Korean dramas further amplifying this influence far beyond Asia. But is the K-pop model exportable? If so, what is needed for it to work outside Korea—and what, instead, is fundamentally untranslatable?
Diego Moriondo
Co-Founder
Pressato Linda Quero
Singer-Songwriter
aka Shorelle Samuele Valori
Journalist
Billboard Italia 26 june
16:00 - 16:20
Content Creators
Beyond the Arena: ‘May the Algorithm Be Ever in Your Favor!’ — Cinema, Theater, and the Creator Economy Through The Hunger Games”
Giulia Calvani
Film Creator & Writer
Luca Buttiglieri
Creator & Performer
26 june
16:15 - 16:25
Mainstage
Emerging Bands Contest Final - Live Show
Surprise Guest
26 june
16:25 - 16:30
Mainstage
Opening Session 2!
Day 3
26 june
16:30 - 16:45
Mainstage
The Italian Dream: costruire una visione per il futuro dell'Italia
Alec Ross
Distinguished Adjunct Professor
Bologna Business School 26 june
16:45 - 17:05
Mainstage
Organized Crime, Technology, and the New Frontiers of Crime
Nicola Gratteri
Public Prosecutor
Court of Naples 26 june
16:50 - 17:30
Start the Future
AI and strategic infrastructures: from experimentation to large-scale adoption across finance, public services, and public administration
Artificial Intelligence is rapidly evolving from an experimental field into a strategic driver of national competitiveness. In Italy, the real leap in scale depends on critical infrastructures, financial services, public administration, and large public platforms. This panel brings together firsthand experiences from highly complex environments, including public services, digital banking, strategic investments, and cross-industry implementations. The goal is to examine what is truly required to bring AI into large-scale production, including within public-sector contexts. From data management to governance, and from the role of public institutions to private enterprises, the discussion will highlight the conditions needed to transform AI into a structural driver of the country’s economic and industrial development. A practical discussion featuring those already building AI at a national scale, including adoption models within public administration. The panel compares four key perspectives from the Italian AI ecosystem.
Cosimo Birtolo
Head of Artificial Intelligence Hub
Poste Italiane S.p.A. Annalisa Ceccarelli
Head of Competence Center IA e Digital Tech
CDP Fabio Fumarola
Head of AI
FinecoBank 26 june
17:05 - 17:25
Mainstage
Language and Storytelling in the Age of AI
Stefano Massini
Author & Playwright
26 june
17:25 - 17:30
Mainstage
Faceless Identity: Exploring Authenticity in the Age of Illusory Freedom
Matteo Succi
Visual Artist
Svccy 26 june
17:30 - 17:45
Mainstage
THE FUTURE OF HUMAN READINESS: Why the Most Important Technology We’ll Ever Develop Is Ourselves
Malik Jackson
Founder and CEO
The Care League Alicia Hanf
Head of Institutional Ecosystem Partnerships
LG NOVA - LG Electronics 26 june
17:45 - 17:55
Mainstage
Innovation & Design in the Digital Era
Chris Bangle
Managing Director & Former Design Lead
Chris Bangle Associates & BMW 26 june
17:55 - 18:10
Mainstage
AI e lavoro: tra trasformazione e nuove sfide sociali
Pierpaolo Bombardieri
General Secretary
UIL Cosmano Lombardo
Chairman
WMF - We Make Future 26 june
18:10 - 18:25
Mainstage
The Future of Workers Rights
Christian Daniel Smalls
Founder and former president of the Amazon Labor Union
Randa Ghazy
Journalist, Author & Media Specialist
26 june
18:25 - 18:40
Mainstage
Why YouTube? Why now? Behind Camihawke's new channel: format, community, and a new phase in his creative journey.
Camihawke
Content Creator
26 june
18:40 - 18:50
Mainstage
Beyond the Algorithm: The Evolution of Digital Creativity
Awed
comedian, actor & content creator
26 june
18:50 - 18:55
Mainstage
Closing Ceremony WMF 2026!
Day 3
26 june
19:00
Mainstage
Live Concert - Ditonellapiaga
Ditonellapiaga
26 june
Start the Future
Program in progress!
New Speakers Coming Soon
26 june
Mainstage
Program in progress!
New Speakers Coming Soon
Artistic Direction
Join the Music Fest Concerts
Get access to all Music Fest Live Concerts with the Mainstage Ticket,
available in both 3-Day and 1-Day options for single-day access.
THIS TICKET GRANTS ACCESS TO:
Mainstage
Opening Ceremony
Concerts & Music Fest
Startup Competition Finals
Expo Floor
Business Matching
Future Show
Sports & Gaming
21 Open Stages
WMF Platform
Who should choose this ticket?
For those who want access to all events, speeches, entertainment, and concerts on the Mainstage for all three days of the festival. It is also perfect for anyone wanting to access the Expo Floor, the Future Show, and the Open Stages.
THIS TICKET GRANTS ACCESS TO:
Mainstage
Opening Ceremony
Concerts & Music Fest
Startup Competition Finals
Expo Floor
Business Matching
Future Show
Sports & Gaming
7 Open Stages
WMF Platform
Who should choose this ticket?
For those who want access, for just one day, to all events, speeches, entertainment, and concerts on the Mainstage for all three days of the festival. It is also perfect for anyone wanting to access the Expo Floor, the Future Show, and the Open Stages.
WMF | Music Fest
Past Editions Artists
Elio
GAIA
Manuel Agnelli
Irama
Big Mama
Dardust
Sarah Toscano
La Rappresentante di Lista
Dargen D'Amico
Boomdabash
Fatoumata Diawara
Colapesce Dimartino
SARAFINE
Samuel Romano (Subsonica)
N.A.I.P.
Frankie hi-nrg-mc
Roy Paci
Lo Stato Sociale
Giuseppe "Azel" Cuna
Domenico Peronace
Modena City Ramblers
QueenMania
Psycodrummers
JJ Vianello e gli Intoccabili
Banda Giovanile John Lennon
The Silent Beat
Alessio Bertallot
Lucariello
