Live Video: Jovanotti at SXSW

Live Video, SXSW
03/28/2013
Jim Beckmann
photo by Dave Lichterman (view set)

When Lorenzo Cherubini began his career in the late 80's, the stage name Jovanotti (derived from giovanotto, meaning "young man") refered to his youth, but now, decades later, the name that increasingly became synonymous with commercial success in his native Italy is being renewed through his rebirth in America. While the Italian superstar no doubt has a built-in fanbase among Italian-Americans, he's reaching broader audiences than ever with his recent collaborations with Michael Franti and Amadou & Mariam, as well as a 2012 retrospective released by ATO Records. He's even taken up residence in NYC, the birthplace of many of his hip hop, rap and funk influences, like Run DMC, The Beastie Boys, Afrika Bambaataa, Grandmaster Flash, and many others. But what continues to make Jovanotti seem fresh to American listeners is the Italian and even worldly sensibility he maintains throughout his music. As you'll see in his performance during our SXSW broadcast earlier this month from Mellow Johnny’s Bike Shop in Austin, Lorenzo Cherubini can charm the pants off all audiences, whether he's conversing in Italian or leading the crowd in an old-school ("let me hear you say 'ho-ooo'") call-and-response.

Full Performance:

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