On the occasion of the “Coca-Cola Music Fest – The Olympic Flame Journey”—the major free concert organized by Coca-Cola and Milano Cortina 2026 to celebrate the start of the Olympic Torch Relay—Fred by Frame managed the involvement of the artist Mahmood, one of the event’s headliners.

The concert, held at Rome’s Stadio dei Marmi, brought together some of the most prominent voices on the Italian music scene, including Mahmood, Noemi, The Kolors, Tananai, and Carl Brave. The evening celebrated the start of the Olympic torch’s journey across Italy, uniting music, sports, and Olympic values.

As part of the project, Fred by Frame was responsible for the scouting and procurement of Mahmood, contractual management, and the development of the social media editorial plan (PED) in collaboration with the media agency and the client.

Furthermore, the team handled the operational management of all activities related to the artist's participation. This included coordinating his performance at the “Coca-Cola Music Fest,” his duties as an official torchbearer, and his attendance at key events tied to the initiative, such as the appointments at Piazza Gae Aulenti in Milan and the Stadio dei Marmi in Rome.

This project confirms Fred by Frame’s leading role in the strategic and operational management of talent and celebrities within initiatives that bridge the worlds of music, sports, and major international events.