Meet Rob and Erica, the first generation Italo-Canadian brother-sister duo behind Musica Toronto, an ambitious project that wants to connect the Italian-Canadian youth to contemporary Italy through music. It all started in anonymity, an Instagram page as a social experiment to test the waters and find out what friends and family thought about modern Italian music, now they get shoutouts from artists across socials, and gift concert tickets to their followers for performances in Toronto – Capo Plaza, Sfera Ebbasta and Måneskin to name a few. Listen to how it all started, why music over calcio, and how they are normalizing a more comprehensive definition of Italian culture that is not solely linked to the past.

Listen to Rob and Erica’s experience