new:brand:new
Massimo Coppola for OGR Talks

25 years after the first episode, MTV's cult program is back, live

Friday 7 March 2025, 9 PM
Binario 3 | OGR Torino

Free admission, reservations available from February 18, 11 AM

In the spring of 2000, at midnight, on MTV from a bright green and white studio a 20-year-old from Milan told his generation like no one had ever done. Massimo Coppola with brand:new, one of the last cult TV shows before the social era.

Now, 25 years later, Massimo brings that world back to the stage with new:brand:new, a live monologue, like an episode back then. Between original snippets, video clips, interviews and new moments written for the occasion, a reflection takes shape, between past and present, dealing with sentimental relationships, politics, music and society, remixed in a 2025 key.

“I like to call it an anti-reunion, at a time when everyone is reuniting” Massimo Coppola says. ”I dissociate myself from the me of that time. I dissociate myself from those 25 years. I didn't like them at all. We'll disassociate by looking at each other's faces though, which is definitely scarier after 25 years, but being scared together is always better than consoling ourselves alone.”

BRAND:NEW
Filmed by a single fixed camera, brand:new was the diary of a 20-year-old Milanese masquerading as a video clip broadcast. I:massimo coppola recounted almost live--either in the first person or over the phone--his sentimental and political upbringing, passion for soccer and music, studies in philosophy, friends and girlfriends, and hate-love for the Milan of the zero years launched into the vacuum of postpolitics and virtual economy, sushi, fashion, and Berlusconi-ism. Seen on the small TVs in the homes of out-of-school university students and in the small bedrooms of restless teenagers halfway across Italy, brand:new was the shared secret nocturnal of the generation that left to demonstrate against the G8 in Genoa and went crazy over Radiohead's Kid A, that experienced the shock of the Twin Towers and shopping at Ikea.

USEFUL INFO

• Access to the hall with reservation will be possible from 8.30 PM and is guaranteed until 9 PM, after this time the seat may be reassigned.


• Those with waitlist tickets will be able to join the queue in a dedicated lane. Holders of this type of ticket will be allowed access to the hall only if there are still seats available after the entry of the reserved people has ended. Access will be on a first-come, first-served basis.


• It will be possible to book for a maximum of two people. Upon completion of the form, the “You're almost there!” screen will appear. At this point, each of the two email addresses indicated will receive an email useful for confirming the reservation.


• The reservation will be valid if and only if it is confirmed and you will receive the QR code useful for access. Until each of the users has confirmed through the appropriate email, the place will remain free and bookable.


• If the confirmation is not done in time, the seat will be reassigned and the user will go to the waiting list. Therefore, it is recommended to finish the whole process as soon as possible in order not to lose the acquired place.