For the international contemporary live music industry

Gold medal Claudio Trotta

World News
November 12, 2020

The country’s most prominent independent promoter of international artistes, Claudio Trotta of Barley Arts Promotion, has been presented with the Ambrogino d’Oro medal by the Municipality of Milan, his home city.

The award is in recognition of his extensive efforts to ensure that concert tickets are bought by ordinary fans and not by ticket touts.

Trotta, who promotes artistes including Queen & Adam Lambert, Paul Weller and The Black Crows, received one of 15 gold medals awarded annually by the city.

The judges described him as “a David against Goliath . . . fighting the corporations which now dominate the music market,” highlighting both his regular campaigns in the media and with the judiciary to halt this form of reselling.

As for the state of the industry, Trotta believes that while stadium shows may not be viable until 2023, events in 2,000- to 3,000-capacity venues could return in the spring..

“We face another year of very limited work,” Trotta tells Audience. “Even if a vaccine is ready, there are nearly eight billion people in the world and how fast can we get the majority vaccinated?”

He feels an industry reshaped by the pandemic should concentrate on bringing work to local production technicians and emerging artistes and promoters.

“In spring and summer 2021 we should be able to do multiple events, smaller capacity but, like jazz and musicals, two shows a day, and I don’t see why rock can’t do what other styles of music do,” he says. “It is important to rethink the way artistes tour, perhaps with smaller productions and using local gear.

“Our main goal should be to give everyone the chance to work, for the economy and for the spirit of live music.”

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