Experience
Makers.

Events and brand experience agency in Milan

Brand experiences through music, entertainment and community.

About

We believe music and entertainment are the most powerful languages for bringing people together.

We are Musa, a Milan-based brand experience agency. Our events and music branding work helps brands find a role in music and entertainment, from strategy to live activations and content with artists and creators.

2007 — Founded

Services

Original Format

We conceive and produce proprietary music and entertainment formats, live and digital, giving brands an ongoing platform for content, experiences and connection.

Community

We build communities around brands through shared music and entertainment interests, designing experiences and recurring occasions for people to meet and participate.

Brand activation, events and content connecting brands and people

Musa is a brand experience agency in Italy, based in Milan and founded in 2007. We support brand managers, marketing directors and communications teams with experiential marketing through music, entertainment and community. From corporate events and product launches to music branding, brand activation and creative communication with artists and creators, we start with the audience and the brief's objectives to shape an experience that fits the brand.

From the brief to the brand experience: our projects

Let's discuss your next brief

All Work

The Island × Fuze Tea

Fuze Tea / The Coca-Cola Company — 2026 — Original Format

Five years of The Island and one immersive destination where music, nature and wellbeing come together through world-class DJ sets, boat parties, sunrise yoga, guided meditation, kayaking and hot air balloon rides in the unique setting of Pantelleria, brought to life with Fuze Tea for the third consecutive year.

Mediterranean Journey by Calzedonia

Calzedonia — 2026 — Brand Experience

For the launch of the new summer capsule, Musa transformed Mallorca into a brand storytelling ecosystem: an immersive journey where sea, lifestyle and community merge into Calzedonia's summer universe.

Fanta Gaming House

Fanta — 2026 — Brand Experience

A dynamic and social event designed to bring together gaming enthusiasts and a young audience, blending entertainment, community and brand experience in an open and engaging environment. Fanta and Xbox joined forces to create an immersive experience in Milan's Gae Aulenti area.

Fred Perry Instore Events

Fred Perry — September 2026 — Community

In-store events in Milan and Turin transformed new store openings into meeting places for the community, drawing on key moments such as the ATP Finals, MBW and MFW. Immersive experiences combining aperitivo, music and the brand's culture brought together local communities and strategic partners such as 1664 Blanc.

The Island × Fuze Tea

Fuze Tea / The Coca-Cola Company — 2025 — Original Format

Fourth edition of Musa's original format: one island, over 80 experiences. A boutique festival where music, wellness and nature merge into a sensory ecosystem — Fuze Tea Hot Air Balloon, Catamaran, Beach Club, yoga, kayaking and much more in Pantelleria.

Altos Paloma Mi Amor

Altos Tequila — 2025 — Brand Experience

To celebrate Cinco de Mayo and Paloma Day, Musa transformed LUBNA in Milan and The Magick Bar in Rome into two contemporary Mexican houses — multisensory experiences with live music, premium mixology and immersive activations for 2,000 guests.

Mexico Es Mi Casa

Altos Tequila — 2025 — Branded Content

For Día de los Muertos, Altos Tequila invited 10 creators to Casa Altos in Arandas for 5 days of authentic immersion in Mexican culture: distillery, cuisine, markets, horse rides, and the tradition of Las Calaveras.

Malfy Mountain

Malfy Gin — 2025 — Original Format

First edition of an exclusive winter format: 1,000 guests in Champoluc in the Italian Alps for a high-altitude experiential festival celebrating adventure, sociality and style — all in the true Malfy Gin spirit.

SC Johnson Escape House

SC Johnson — 2025 — Brand Experience

For Fuori Salone 2025, Musa created SC Johnson's first Escape House on Via Novi in Milan: six rooms, six multisensory challenges, each solvable only with a brand product — from Glade to Mr Muscle, from Autan to Duck.

Punt e Mes Appuntamento YES

Punt e Mes / Fratelli Branca — 2025 — Brand Experience

During Milan Fashion Week 2025, Musa brought Punt e Mes to Moebius with an exclusive event to connect the brand — with its centuries-old, authentic DNA — to a new generation of aperitivo lovers.

The Island × Fuze Tea

Fuze Tea / The Coca-Cola Company — 2024 — Original Format

Third edition of Musa's original format and Europe's first experiential festival for creative communities. Over 2,000 participants in Pantelleria in an immersive programme where brands, music, nature and people intersect in perfect harmony.

Mooney Future Night

Mooney — 2024 — Events

Mooney's company Christmas Party becomes an unforgettable experience. Musa conceived and produced Mooney Future Night at Fabrique in Milan: festival energy in a lunar and futuristic setting for the Mooners — the brand's team of innovators.

Canta Tu Karaoke Night

Giochi Preziosi / Canta Tu — 2024 — Brand Experience

During the week of the 2024 Sanremo Festival, Musa created the Canta Tu Karaoke Night at Casa Paola & Chiara — an exclusive karaoke evening that brought the brand to the heart of Italy's most-watched music event.

Trento Live Fest × Eurospin

Eurospin — 2024 — Brand Experience

Eurospin and Musa created an experiential mini market inside Trentino Music Arena: smart shopping at the heart of entertainment, transforming the concept of value into an experience never seen before.

Canta Tu Karaoke Celebration

Giochi Preziosi / Canta Tu — 2023 — Events

The first Canta Tu Karaoke Celebration: a vibrant party to celebrate the launch of the new Canta Tu Pro and inaugurate the first Italian Karaoke Day. A hybrid format that united live experience and digital reach, celebrating karaoke culture across generations.

Paola & Chiara for Bilboa

Bilboa — 2023 — Branded Content

MediaCom and Musa identified the perfect match between Bilboa and Paola & Chiara to promote sunscreen lines. The campaign rode the wave of the duo's comeback in an integrated operation of major cultural and commercial impact.

Eurospin Beach Life

Eurospin — 2023 — Branded Content

Musa developed a branded content campaign for the launch of Eurospin's summer capsule: self-irony, fun and summer vibes transform the beach into Italy's most accessible runway, featuring Francesco Facchinetti, The Pozzolis Family, Cecilia Cantarano and Mrs. Coriandoli.

The Island 2023

Plenitude / Eni — 2023 — Original Format

Second edition of Musa's original format in Pantelleria, June 1–4 2023. A boutique festival for independent and visionary people, with Plenitude's sustainability partnership: sailing trips, wind parties and outdoor activities among the Dammusi.

Dardust for Plenitude

Plenitude / Eni — 2023 — Branded Content

For The Blooming Symphony — the concert inspired by change created by TBWA\ITALIA for Plenitude at the 73rd Sanremo Festival — Musa involved Dardust to conduct an unprecedented orchestra of plants and flowers, in a harmonic embrace between music and nature.

The Island 2022

Plenitude / Eni — 2022 — Original Format

First edition of Musa's original format: a boutique festival in Pantelleria, June 2–5 2022, built to imagine a better future. Powered by clean energy thanks to the partnership with Plenitude, for independent and visionary people.

AGN Future Way Night

AGN Energia — 2022 — Events

For the rebranding from Autogas Nord to AGN Energia, Musa organised the Future Way Night with Fulminacci live and a dedicated mural — an event celebrating change and the energy of the future.

Le Coliche for Würth Modyf

Würth Modyf — 2022 — Branded Content

For the promotion of its workwear, Würth Modyf chose Le Coliche as testimonials. Musa handled creative strategy, video production and multi-channel distribution: comedic content that makes workwear desirable and culturally relevant.

Ghostage × Würth Modyf

Würth Modyf — 2022 — Branded Content

An emotional video titled Ghostage, produced by Except and created by Musa, shone a spotlight on Piazza Duomo in Milan to demand rights and protections for entertainment workers. A message of hope and change in deafening silence.

Learn from the Best

Confidential — 2022 — Brand Experience

A series of exclusive experiential events in extraordinary locations where business meets culture. Musa curated encounters with iconic figures in music, comedy, gastronomy and science — from Carlo Cracco to Levante, from Teatro Gerolamo to Villa Mondragone.

Duck Water Games

SC Johnson / Duck — 2022 — Brand Experience

Musa and Duck Fresh Discs launch the Duck Water Games: a vibrant and ironic pop-up activation built on the insight 'even the bathroom can be fun'. Themed games, colourful graphics, discount vouchers and content creation for Millennials and Gen Z.

Gorillas × Sanremo

Gorillas — 2022 — Branded Content

Musa created an innovative influencer marketing campaign connecting Gorillas to the vision of Sanremo week: for the talent involved, the app was the ideal solution for following the Festival without any hassle — wide assortment and record-time delivery.

Camihawke & Frank Matano for Twinings

Twinings — 2021 — Branded Content

Starting from the concept 'The pleasure of taking a break', Musa conceived and produced a series of branded content with Camihawke and Frank Matano for the launch of Twinings' new SuperGood line: effective, engaging and innovative communication.

Onstage Awards 2021

Würth Modyf Italia — 2021 — Branded Content

In 2021, with concerts still on hold due to Covid, Musa reinvented the Onstage Awards as a tribute to entertainment workers. The result: WE ARE, the greatest choral tribute to live music ever made, produced by Except with artistic direction by Pepsy Romanoff.

Eurospin × Valeria Angione

Eurospin — 2021 — Branded Content

Musa identified the perfect match between Eurospin's accessible appeal and Valeria Angione's ironic and authentic tone: bespoke product placement in the sold-out theatre tour 'Binario 29 e 3/4', with a sketch written specifically for the brand.

Dardust for SNAI

SNAI — 2020 — Strategic Consulting

Dardust, one of the most acclaimed Italian pianists internationally, performed an exclusive live set at SNAI San Siro Racecourse to celebrate its centenary. Introduced by Fabiola Casà from Radio 105, the event united original music and brand heritage in a unique way.

Tuborg Open Fest

Tuborg — 2019 — Events

The third edition of the international Tuborg Open project: the first festival entirely branded by Tuborg in Italy. Musa handled concept, production and brand experience in an unforgettable day at Ippodromo San Siro.

Fedez for Polaroid Eyewear

Polaroid Eyewear / Safilo — 2019 — Branded Content

Musa chose Fedez and his famous lookalike as digital ambassadors for the launch of Polaroid Eyewear's spring/summer collection: an exclusive hero video, two meet & greets and a social strategy built on the artist's and brand's official profiles.

Irama for Huawei

Huawei — 2018 — Brand Experience

Exclusive live performance by Irama for the Christmas lights switch-on at Shopping District City Life in Milan, in partnership with Huawei. Musa handled artistic concept, production, talent management and all event communications.

Levante for Tuborg

Tuborg — 2018 — Strategic Consulting

Musa involved Levante, Selton, Ex-Otago and other artists in the international Tuborg OPEN 2018 project: new versions of the song Stay Open by Diplo and MØ, and the production of the grand Tuborg OPEN — The Final Celebration at Fabrique in Milan.

Fred Perry Pop Up Store

Fred Perry — 2018 — Brand Experience

Musa curated the opening and inauguration of the Fred Perry pop-up store in Milan: an event that celebrated the brand's heritage and British musical subculture with selected guests and an exclusive DJ set.

Onstage Awards

RAI2 / RDS — 2017 — 2021 — Branded Content

An original multi-platform format to celebrate the best concert of the year in Italy — web, social, TV on RAI2, radio on RDS. Artists: Levante, Thegiornalisti, Gabbani, Negramaro, Michele Bravi. Brand partners: Coca-Cola, TIM, Tuborg, Huawei, Campari.

Fred Perry Subculture Live

Fred Perry — 2017 — Brand Experience

Musa brought the best of Italian and British musical subcultures to Italy's most iconic clubs: a series of exclusive events that embody Fred Perry's values — music, identity and authenticity.

iDays Festival 2017

Ticketmaster / Live Nation — 2017 — Events

Brand partnership management for Italy's biggest festival of 2017, featuring Radiohead, Green Day and Depeche Mode. Musa worked with LG, TIM, Pringles, Coca-Cola and BIC to create tailor-made activations at the heart of the music experience.

Colmar × Jack Savoretti

Colmar — 2017 — Brand Experience

Musa organised the exclusive launch event for the new Colmar Originals collection at Officine del Volo in Milan: Jack Savoretti in concert and Skin DJ set for an evening that redefined the way a fashion collection is presented.

WOAH × Coca-Cola

The Coca-Cola Company — 2017 — Branded Content

Musa curated for Coca-Cola the launch strategy of the WOAH platform — the brand music magazine — involving influencers and music talent, becoming title sponsor of the Onstage Awards 2017.

Fedez for MAC

MAC Cosmetics — 2017 — Branded Content

A viral video published on Fedez's Instagram profiles in which the artist appears without tattoos thanks to the covering effect of the new MAC foundation — content that generated millions of views and repositioned the brand in Italian pop culture.

Postepay Sound

Postepay / Poste Italiane — 2017 — Brand Experience

Musa created for Postepay a musical branded content ecosystem: editorial content on the brand's social page and live streaming of the most anticipated concerts of the Italian summer, featuring Thegiornalisti, Gazzelle and Levante.

BIC Tipp-Ex × Rovazzi & Michele Bravi

BIC / Tipp-Ex — 2017 — Branded Content

Social and editorial strategy based on music influencers for Tipp-Ex's teen audience. Musa developed the #mistakehappens concept with Rovazzi and Michele Bravi — artists who ironically shared their own 'mistake' with positivity and authenticity.

Sàgapo × Levante

Sàgapo Gioielli — 2017 — Strategic Consulting

Musa selected and managed Levante as testimonial for S'Agapõ's major advertising campaign, coordinating the entire communication strategy, the collection launch and all talent-related activities.

Venus #NoFilterTour

Venus / Gillette — 2018 — Branded Content

Musa developed for Venus a communication strategy based on Italian female artists to convey the brand's values: authenticity, body positivity and freedom of expression. A project that anticipated the 'no filter' culture in beauty communication.

Your next project starts here.

Are you a brand manager or marketing director looking for an events or music branding agency? Tell us about the brand, audience, objectives and timing: we start with the brief to develop brand experiences, activations and content through music, entertainment and community.

Or write to us directly: info@musagency.it

Via Carlo Poerio 39, 20129 Milano, Italia
Prepare your brief by email

The link opens your email app: review your brief and send it to info@musagency.it.

Questions about Musa and brand experiences

What does an experiential marketing agency do?

Experiential marketing connects people with a brand through experiences, not just messages. A brand experience agency connects the audience, concept and activities: events, retail activations, music and content should serve the brief's objectives. Musa's portfolio shows how these approaches take shape in real projects.

How does community marketing connect to brand experience?

Community marketing starts with the interests, culture and shared occasions that connect an audience. A brand experience needs a credible role in that context. The Fred Perry in-store events in Musa's portfolio show the relationship between retail, music and culture; a new project's community and type of relationship are defined in the brief.

How do you choose an agency for Gen Z communication?

Assess the fit between the audience, creative approach, community and brand's role, not just a creator's follower count. Gen Z is not a uniform audience: interests and contexts should guide formats and channels. Fanta Gaming House is an example in Musa's portfolio of an experience involving gaming, community and a young audience; a new project's objectives and audience should be defined in the brief.

Does Musa plan events for brands and companies?

Yes. As an events and music branding agency, Musa supports brand managers, marketing directors and communications teams in designing events and brand experiences. Here you can explore services and projects when choosing a partner for a product launch, retail activation or an experience with music and community.

What kind of agency is Musa?

Musa is a brand experience agency based in Milan, founded in 2007. It designs brand experiences through music, entertainment and community, from strategy to live activations and content with artists and creators.

What services does Musa offer brands?

Musa offers music branding, events and brand activation, branded content, original formats and community projects. Work starts with the company's brief: audience, objectives, context, timing and indicative budget guide the proposal.

What is a brand experience?

A brand experience is the experience people have in relation to a brand. It can take the form of an event, a retail activation or a content project. Musa develops these experiences through music, entertainment and interests shared by communities.

Which projects illustrate Musa's approach?

In Musa's portfolio, Fanta Gaming House illustrates a gaming and community activation; the Fred Perry in-store events show the relationship between retail, music and culture. The case studies describe the brand, context and activities of each project.

How do you prepare a brief for Musa?

Include the brand or company, audience, objectives, timing, location and indicative budget. Add context and useful links, identifying any details still to be defined. You can contact Musa at info@musagency.it.