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beIT Generation: a conversation with singer Mahmood about Italian music, fashion and success stories



beIT Generation: a conversation with singer Mahmood about Italian music, fashion and success stories

On 3 May 2022 the Embassy welcomed Mahmood, the stage name of singer-songwriter Alessandro Mahmoud, twice winner of the Sanremo Festival and Italy's representative at the 2022 Eurovision Song Contest in Turin. The event was part of the beIT nation-branding campaign and was attended by members of the Italian community and players in the London music scene. Ambassador Raffaele Trombetta presented Mahmood as an example of young Italian style, captivating and modern, incarnating the innovation of the contemporary Italian music scene and the identity of Italians born after 2000.

"Mahmood is a talent, a symbol of diversity, passion and Italian style. He is an artist who represents the Italian values that we have promoted in the beIT campaign," said the Ambassador.

The Ambassador's address was followed by a conversation between Mahmood and the journalist Antonio Zappulla, director of the Thomson Reuters Foundation. They discussed the concert in London the previous night, the singer's experience so far of his long-postponed European tour, during which he has performed for the first time to an audience of both Italians abroad and new international fans, and the prospect of returning to Eurovision.

At the end of the event Mahmood stayed behind to meet with journalists and fans who were attending.

The beIT campaign

beIT is an international communication initiative run jointly by the Italian Ministry of Foreign Affairs and the Italian Trade Agency. It has two main objectives: to raise awareness of Italy, its values, talents, skills and extraordinary potential, and to support the internationalisation of our productive system, amplifying and diversifying the range of foreign markets in which Italian SMEs operate.