Alice Feltro, born in 1994 in Turin, specifically in Carmagnola, has a dynamic career in the music industry. After four and a half years as an Events Manager at Music Cities Events/Sound Diplomacy, she embarked on a freelance career focusing on projects such as Hidden Jams, which organizes events for various companies, and Breakdown Tours, a new initiative blending music and tourism. Alice is described as dynamic, curious, and always active. When she's not working, she's either attending concerts or traveling around in her camper van. She has successfully turned her work into a passion, finding in music a multitude of shades that have brought her great satisfaction through her projects. In this interview she provides insights into her enterprising spirit and is an example of how commitment can lead to achieving one's goals.
What do you do for a living?
I am an Event Manager, Project Manager, Production Assistant, and aspiring Tour Manager. Currently, I'm working with Vinokilo, organizing almost weekly events across various cities in Italy where people can buy vintage clothes and enjoy good music. Additionally, I'm spearheading the Hidden Jams project, which I founded in 2021 with the aim of bringing music outside of traditional performance spaces to promote emerging territories and artists. We've organized several events, including some near natural hot springs or in the middle of forests, introducing unexplored places and new musicians to citizens and tourists. I'm also collaborating with Doc Servizi and Time Warp Travel on Breakdown Tours, group trips that provide live music enthusiasts with many opportunities to travel, meet new people, and experience music in a new way. Our first trip will be to the Nova Rock Festival in Austria, and we can't wait! All these jobs, as different and distant as they may seem, share a common thread: music and an innovative approach to the events business. In my daily routine, you'll find me writing to potential partners, sponsors, and hosts, speaking with venue managers, coordinating with the rest of the team, writing an editorial plan but also moving speakers, cleaning tables, and sweeping the venue - all to achieve the desired outcome!
What do you like most about this job?
Over the years, I believe I've learned that I'm somewhat allergic to routine. This job, as exhausting as it may be, allows you to meet many people, experience different realities and places, and never get bored. There's nothing more beautiful than a tight-knit team giving each other a high-five at the end of an event.
When did your interest in the music industry begin and when did you realize that this passion could become your career?
I've had contact with music since I was a child, experiencing it as a spectator. Towards the end of my university studies, however, I found myself thinking about how to combine my knowledge and interests with my passion for music. The first step was an internship at Music Cities Events, which later turned into a full-fledged job and culminated in a role as Events Manager, where I organized events in different countries and continents. From there, I wanted to take the next step and immerse myself further in the music industry by launching Hidden Jams and cultivating various experiences in booking and production. I think my career will always be evolving and will touch many areas, but I know for sure that music will always be a key component.
Do you work in music because you're passionate about it or are you passionate about it because you work in it?
I would say both! I started this journey because of passion but it is fueled every day by the work I do and the experiences I am fortunate to live.
What were your studies?
After attending the Italian European scientific high school, I pursued a bachelor's degree in Languages for Mediation Sciences at the University of Turin where I studied English and Russian. Later, I moved to Bergamo to pursue a master's degree in Planning and Management of Tourism Systems where I presented a thesis on music tourism.
How did you make your way into the industry?
I want to emphasize that things in the music industry are often not what we think. For example, roles are not so defined, and often, those who handle booking also handle management and those who do concert production probably work in other types of events as well. There isn't just one door to enter this world, and the key often lies in people. My advice is to try to meet as many people as possible and find yourself in as many music-related situations as possible, of course, without stepping on anyone's toes.
Have you ever encountered any difficulties as a woman?
I've been told that women have nothing to do with music and my professionalism was initially doubted because I am a woman. Luckily, these have always been isolated cases and usually, I work well with both male colleagues and female colleagues who are luckily increasing. However, we still have a long way to go!
Who are your favorite artists and what are the songs that left a mark on you? Do you think they influenced you to work in this sector?
My heart belongs to punk rock and metal but I love many genres. If I had to mention some bands, I would definitely say While She Sleeps for their DIY approach and the very courageous choice to self-produce and manage many things, from merch to music videos. Rise Against, on the other hand, have always touched the right chords by addressing delicate topics very strongly. Their song Tragedy+Time helped me a lot in some difficult periods at work. As Tim sings in that song, despite the overwhelming odds, tomorrow came.
How would you describe the Italian music industry?
My work journey began with a foreign company and I landed in the Italian landscape a few years ago. I must say that there are many differences between abroad and Italy, primarily the scarcity of funds and the difficulty of access to them. With Hidden Jams we knocked on many doors and it's difficult to get them to open, even with a strong project that aims for sustainability. However, Italy is full of talent, whether they are artists or crew members, and I believe that over the years, we have been slowly approaching the standards of other countries.
Do you think being Italian influences your career in terms of opportunities and the size of the market?
I think so. Not so much being Italian itself but the choice to work in and with Italy. For better or for worse, it is a much smaller market and almost everyone knows each other. Also, the fact that it's a "secondary" market for many international bands impacts the type and quality of productions that pass through our country. Nevertheless, I am happy with my choice and I think there are many realities where people work well; you just have to find them.
What are your future projects?
Certainly, continue to grow as an event manager and gradually expand the productions and tours I have the opportunity to work on. I am also very happy with the projects I am following personally, including Hidden Jams and Breakdown Tours: I hope both can give me great satisfaction in the near future!
Do you have any suggestions for others who want to work in this industry in our country?
Dive in. Don't be afraid to find yourself in situations that are bigger than you because in the world of music there are no laws but rather soft skills to learn as you gain experience. Look around and try to understand which realities, artists, and clubs may need a hand; many careers in this sector have started that way.
Can you suggest an Italian song to our readers?
Oh Ma Oh Pa by La Rappresentante di Lista.