• Red Carpet involved Mahmood and Noemi for two surprise live performances in Fregene and Naples for glo for music.

A new format to bring celebrities to perform by surprise in exclusive locations, to the amazement of the audience present and the enthusiasm of the fans. With this concept Red Carpet, a company of the Iervolino Group & Lady Bacardi Entertainment, brought Mahmood and Noemi to perform in Fregene, in the province of Rome, and Naples.

The Secret Shows, devised and developed by Red Carpet, offer unique and unexpected performances, involving major artists. In the setting of the Post – Aperitif Club in Naples, Noemi, one of the best-loved voices on the Italian music scene, surprised the public with a secret show signed glo for music on 11 July.

The second Secret Show saw Mahmood perform a surprise live performance at the Singita Miracle Beach in Fregene, in the province of Rome, on 21 July. Mahmood, one of the eclectic and recognisable voices of Italian music, entertained the public with an unexpected show, accompanied by his band, in one of the most evocative locations on the Latium coast.

Red Carpet, glo’s partner for the third year, played a leading role in the project, taking care of the development and production of the social content, as well as the engagement and management of the talents involved.

The events are part of the musical events promoted by ‘glo for music’, an initiative with which glo, BAT Italia’s flagship brand for stick warmers for adult smokers, confirms its role in the active promotion of art and creativity in all its forms and declinations.

‘With the Secret Shows we have developed an innovative format that provides unique experiences with great artists in beautiful selected locations’, commented Ellida Bronzetti, CEO and Founder of Red Carpet. ‘The collaboration with glo allows us to create engaging content by taking full advantage of our strengths: privileged access to high-value celebrities and the ability to produce content that celebrates universal themes such as music, an art capable of guaranteeing a strong emotional connection with the audience while ensuring wide visibility and commercial success’.