The Festival, now in its 75th edition, has managed to adapt to change by rediscovering its core values and returning to success.
The Sanremo Music Festival, Italy’s most-watched musical event, is an institution that has spanned decades of history, adapting to cultural, technological, and social changes — even embracing innovative digital experiments such as Fantasanremo.
Just a few years ago, the event seemed to be struggling, losing appeal among younger generations and showing signs of fatigue. Yet over time, Sanremo managed to reinvent itself with a fresh and innovative vision, winning back audiences and reclaiming its place at the center of the media landscape.
But what allowed the Festival to rediscover its success — and, more importantly, what lessons can we take from its transformation?
The Courage to Renew
In the 1990s and early 2000s, Sanremo enjoyed a golden era. But as new technologies emerged and audience habits shifted, the festival seemed to lose its magnetic pull.
The rise of social media, streaming platforms, and new ways of experiencing music made Sanremo feel distant and out of touch — especially with younger audiences.
However, Sanremo never stopped evolving. With a clear strategic vision and an acute understanding of the media landscape, RAI decided to renew its approach to the event.
Under the artistic direction of Amadeus first and now Carlo Conti, the Festival has successfully integrated modern elements while preserving its rich tradition.
Change as an Opportunity
A concrete example of how Sanremo has adapted to the times lies in its use of social media.
For years, the Festival was linked primarily to television and radio, but the digital communication boom encouraged organizers to engage audiences directly through social platforms.
Instagram, Threads, X (formerly Twitter), and TikTok have become vital channels for Sanremo, generating record-breaking engagement levels unimaginable just a few years ago.
The decision to include young influencers and digital creators among the festival’s guests marked a true revolution — a crucial step toward connecting with Generation Z.
Thanks to these choices, Sanremo learned to speak the language of young people: fresh, dynamic, and immediate.
The Formula for Success: Balancing Tradition and Innovation
The secret to Sanremo’s recent success lies in its perfect balance between tradition and innovation.
The Festival has managed to preserve its core values — celebrating Italian music, highlighting great songs and emerging talents — while pushing toward new forms of entertainment.
From renewed stage design to modern jingles and updated musical arrangements, every element has been refreshed without betraying the event’s historical identity.
This evolution has made Sanremo a platform open to diversity and musical innovation.
New interactive tools, such as real-time voting and direct artist engagement during live broadcasts, have turned the Festival into a more participatory and dynamic experience.
The Role of Strategic Partnerships
Another key factor behind Sanremo’s comeback is how RAI has chosen and strengthened the right partnerships.
Each edition has been built through collaboration with sponsors and media partners who believed in the Festival’s vision and its ability to evolve.
Partnerships — especially with digital platforms — have become essential resources to reach modern audiences.
Just as in business, success today depends on building strategic networks, leveraging the right synergies, and collaborating with partners who share values of innovation and quality.
Change as a Path to Growth
The Sanremo Festival is a powerful example of how every change, when faced with strategic vision, can become an opportunity for growth.
The ability to adapt to new audience needs while staying true to one’s identity is a valuable lesson — one that we apply daily in our work supporting organizations and businesses.
At Atteggiamento Digitale, we believe that every challenge should be seen as a concrete opportunity for development.
Just as Sanremo reinvented itself, organizations too can face change with the right mindset and strategy, transforming moments of uncertainty into opportunities for ethical and sustainable growth.
Staying True to Your Values While Growing into the Future
Change does not mean giving up your founding values.
Companies that wish to evolve without losing their essence need a clear vision that combines innovation with fidelity to what makes them unique.
We support businesses on this journey by offering tailored strategic solutions designed for every growth stage — always keeping integrity and authenticity at the core.
If you too want to lead your company toward a future of concrete and sustainable results, while staying true to your values, we’re here to help you build a path of lasting and innovative growth.
