Increasingly, it's common to call famous singers to corporate parties

Recently, Elodie performed at the corporate party of the consulting firm Accenture, and videos from the evening – which also featured performances by Max Pezzali and The Kolors – circulated widely online. In these cases, the events are not open to the public but are designed exclusively for the employees of individual companies. For large corporations, organizing such parties is a way to gain attention and position themselves, emphasizing that they are "keeping up with the times" in terms of human resource management. Companies see these events as an opportunity to differentiate themselves from the competition and appear more appealing, leveraging the benefits for employees. Among large companies, it has become quite common to host parties of this magnitude – typically attended by thousands of people and requiring significant budgets. Last December, Måneskin, shortly after returning from their world tour, performed at Luxottica's corporate party, which reportedly spent around 800 thousand euros solely to organize the concert. This was accompanied by a dinner prepared by chef Davide Oldani from the D’O restaurant in Milan (2 Michelin stars). The event, held in the province of Belluno, Veneto, was attended by over 5,000 people – mostly workers. In the past, Luxottica's parties featured performances by Robbie Williams, Laura Pausini, or Biagio Antonacci. The trend of inviting famous singers to corporate parties is not new, but until recently, it didn't receive much attention; now, however, this practice seems to have become completely accepted, almost becoming a badge of honor for the companies themselves – especially when the party is particularly prestigious and successful. For example, Marco Mengoni performed at Pwc's consulting company party, while for the 20th anniversary celebration of the BIP company, Mika held a private concert at the Forum d’Assago. Reply invited the Pinguini tattici nucleari to their party, while Moncler hosted Annalisa. Consulting firm KPMG, on the other hand, brought in The Kolors. However, when videos of the concerts end up spreading on social networks, some users sometimes wonder if a financial bonus for employees would be more appreciated than such an event.

Why Private Concerts Benefit Artists

Until about ten years ago, participating in a private concert was a rather atypical activity for a famous singer. It was more common among artists considered to be in decline or "outdated," also because companies tended to capitalize on the nostalgia effect of their employees. Now, however, things are different. The relationship between singers and brands has changed significantly, and private concerts have found a place in the broader and more common activity of collaboration with companies – especially because the earnings are very advantageous. More generally, live events are the main source of income for artists, after the rise of streaming and the decline in record sales disrupted the industry. Private concerts, besides the economic aspect, offer several benefits: performing at a party is much less demanding than a traditional live performance, which requires more preparation and lasts longer. In the latter case, moreover, the audience consists mostly of paying attendees and the artist's fans, so the expectations regarding the performance are higher. As noted by The New Yorker, in the United States, too, the number of artists considering the possibility of performing at private events has greatly increased. Beyoncé, for example, a few years ago held an exclusive show at a new hotel in Dubai, earning over 20 million dollars, while the American magazine reports that rapper Flo Rida sang – for about half an hour – at the birthday party of a very wealthy person's child, for a "six-figure" fee.