Marco Mengoni's music video shot at Palazzo Madama in Turin

A new partnership between Google Arts & Culture, YouTube Music, and Sony Music has brought the trend of filming music videos in museums to Italy. Marco Mengoni's single 'Hola' was recorded live on November 25, 2018, at Palazzo Madama in Turin, a Baroque palace housing the Museo Civico d'Arte Antica. The video was produced by La Blogothèque, a French creative team known for revolutionizing music videos with artists like Justin Timberlake, Alicia Keys, Phoenix, and Bon Iver. The collaboration aims to merge music with cultural heritage, using the museum's grand halls not merely as a backdrop but as integral to the narrative. The project was initiated by Google Arts & Culture, which contacted the Fondazione Torino Musei, the institution managing Palazzo Madama. Carlotta Margarone, Innovation and Communication Manager of the foundation, stated that the partnership also includes YouTube Music, a platform seeking to connect fans and artists through unique content. Elisabetta Rattalino, Secretary General of Fondazione Torino Musei, emphasized that opening historic spaces to innovative experiences and forming quality partnerships are key to their strategic development. The video is available on the official channels of the partners and the Fondazione Torino Musei.