Two dream locations, two beloved artists, and two surprise events that kicked off the summer: this is how the new season of glo for music began. glo for music is the experiential project by glo — a flagship brand of BAT Italia for heated stick devices* aimed at adult smokers — blending music and entertainment in a unique summer tour.

On Sunday, July 6, Tananai set Singita in Fregene ablaze with a surprise live performance, followed by a DJ set under the stars, perfectly in sync with the magic of the sunset. The following weekend, Sunday, July 13, Coma Cose took over the Arenile in Naples with an intense and engaging performance on an exhilarating stage, captivating the audience.

Orchestrating the artists’ participation was fred, the new unit of Frame by Frame dedicated to projects built around celebrities. Fred handled strategic selection and talent management, ensuring perfect alignment between the brand’s identity and the expressive language of the artists involved.

With glo™ for music, fred advances an evolved vision of branded entertainment, where the brand is no longer just a sponsor but a creative partner. The goal is to create authentic, engaging experiences capable of fostering real connections between artists, brands, and audiences.

*Tobacco or herb sticks containing Rooibos and nicotine, a substance that creates dependence