AW LAB is looking for the new Italian musical talent

On April 18th, AW LAB announced the start of its new contest PLAY WITH MUSIC, designed to find the next Italian musical phenomenon. Contestants will perform in front of an audience in AW LAB stores in Milan, Naples, Madrid, and Barcelona with the participation of four exceptional ambassadors, Colla Zio, Yung Snapp, Cora Novoa, and Kyne, who will perform live alongside the up-and-coming artists and conduct the four stages in the Italian and Spanish stores. Two winners will then be selected who will be able to take their music to the stage of two of Europe's most important festivals: the Sequoie Music Park in Bologna, whose line-up this year includes MR.RAIN, Tananai, James Bay, and Articolo 31; and the Cruilla Festival in Barcelona, which will instead feature, among others, Alt-J and Moderat.

The Play With Music project was created by AW LAB in collaboration with iconic brands such as adidas, Puma, Reebok, Converse, and New Era - pillars of the sneaker and streetwear world. To enter the contest, applicants must upload their own video clip by May 5 on the AW LAB website. The call-to-action will also be offered by Spotify, which is the official media partner of PLAY WITH MUSIC. The first performance, in Milan, is set for May 18 while in Naples on May 25. This will be followed by dates in Barcelona and Madrid on June 6 and June 8, respectively.