A musical competition aimed at emerging bands to celebrate Italian Rock & Roll exactly 60 years after its birth when – on May 18, 1957 – the first Rock & Roll dance festival took place at the Palazzo del Ghiaccio in Milan. "Milano Sound Factory", this is the name of the format which will take place from 28 May to 14 July, will allow 20 selected emerging musical groups to reinterpret the greatest rock songs of the XNUMXs by performing in symbolic places in Milan, starting from that Via Gluck celebrated by Adriano Celentano, who was one of the protagonists of the evening at Palazzo del Ghiaccio in Milan.
The initiative supported by Pirelli and the Pirelli Foundation and organized by various local entities with the sponsorship of the Lombardy Region and the Municipality 2 of the Municipality of Milan was presented during a press conference attended by Milly Moratti, president of the ChiAmaMilano Association, Marco Tronchetti Provera, executive vice president and CEO of Pirelli, Roberto Maroni, president of the Lombardy Region, Antonio Calabrò, director of the Pirelli Foundation. For the artists there were Ricki Gianco and Gino Santercole.
The performances of the bands will be voted by the public through the social channels of "Milano Sound Factory". Based on the most voted, a jury made up of Italian Rock legends such as Miky del Prete, Dario Baldan Bembo, Vince Tempera and Michele Bovi, will choose the groups that will participate in the next phase of the competition.
With the aim of reviving the magical years of Rock & Roll's expansion, a series of initiatives are planned for the city which will symbolically kick off on May 28 with the "opening" of the door at Via Gluck 14 - where Adriano Celentano was born - within which an exhibition will be set up on the changes in the suburbs of Milan and above all on the former industrial areas north of the city, with vintage photographs and materials that will also be provided thanks to the contribution of the rich archive of the Pirelli Foundation.
Always an interpreter of modernity and social and custom changes, the Pirelli group and its Foundation wanted to support "Milano Sound Factory" to celebrate a musical movement that has represented a real cultural phenomenon, becoming the music par excellence of the economic boom of the country which since then has seen Milan among the protagonist cities. And the via Gluck sung by Adriano Celentano, an exceptional testimonial for Pirelli in a famous commercial for Sapsa mattresses, became the symbol of a Milan undergoing rapid transformation.
Pirelli's roots sink right into that area. It was, in fact, 1872 when the first plant of the group was born in Via Ponte Seveso, a few hundred meters away: the first step in the success story of a company destined to quickly become an international group that has always maintained strong Milanese roots.
