Rose Villain’s Gentle Revolution: Meet Italy’s Chart-Topping Artist With a Vision for the Future

It doesn’t take long to understand that Rose Villain is an artist who is truly interested in what she talks about. Above all, she wants to know who is in front of her – be it her make-up artist, a member of her team, her press office or the bartender. She is a passionate artist who takes care of her music down to the smallest detail and is also a girl with empathy and a good dose of irony. That doesn’t hurt, especially when dealing with topics that can turn out to be traps of banality.

The 35-year-old Rosa Luini from Milan is enjoying a big turning point in her career thanks to her participation in the 2024 Sanremo Festival, her presence in the Netflix talent show Nuova Scena as a judge and the release of her new album, Radio Sakura, which includes the single “Come un Tuono” feat. Guè, currently at No. 1 on Italy’s singles chart.

Rose Villain has never stopped expressing her opinion on the topics of environmental sustainability and gender inequality. Having lived and studied in the United States — where she likes to return whenever she can — has also contributed to her vision of the world.

The new issue of Billboard Italy is dedicated to the UN’s 2030 Agenda for Sustainable Development. The 17 goals of the program are all fundamental, but do you think there is one that you are most attached to?

I am very sensitive to the topic of environmental sustainability. This is why years ago I decided to become vegan. I started from a need related to health, also due to my family history. I had read Michael Greger’s book How Not to Die, which explains in a simple and clear way the impact of meat farming on our environment. Then I started watching documentaries that showed in an even more shocking way the cruelty to which we subject animals. I feel like my life has really improved since becoming vegan, because I feel like I’m doing something for others every day. I notice that when we have dinner with friends, we now talk a lot about the environment, because everyone is worried. But at the beginning I was much more aggressive when I spoke out about these issues.

And now?

I understood that you achieve much more when you explain things calmly and delicately. When it comes to gender equality, for example, if we women attack, then men will retreat. Sometimes in the past I got so angry that I even cried. Now I realize that I have a duty to speak my mind. I try first to inform myself well and then pass the message on.

Do people ask you the classic question “why vegan — wasn’t being vegetarian enough?”

It’s totally different, because even the milk or egg industries pollute as much as the meat industry. The only thing that changes is the killing practice. But it is also absurd cruelty to remove the calf from the cows to have their milk, after they have been made pregnant specifically for that. However, I consider myself an imperfect vegan. I try to do my best, but if I’m on tour and if there’s no alternative, I also eat a croissant with butter. However, vegan food will be the diet of the future. That’s for sure.

Would you like to do more for the environmental sustainability of music and concerts?

Billie Eilish is making vinyl from recycled plastic. I would like to follow her example, also because she is a great inspiration: she is very young and vegan. For tours, I try to participate in green festivals, but the problem is travel. For my part, I try to prefer the train to the plane, whenever possible.

Coldplay also try to reduce their carbon footprint while touring. You will be opening their shows in Rome in July.

Songs like “Fix You” and “Yellow” were part of my youth, like that of many other people. Who hasn’t listened to them after a breakup? Having been chosen by them to open their concerts still seems incredible to me. I also like the fact that for this tour they always chose women as opening acts.

They like to meet the opening acts when they can. What would you ask Chris Martin?

I would ask him for a featuring right away! I’m joking… I would like to ask him what the key is to remain an artist for so long, how he has retained his audience. In other words, the secret of their artistic immortality.

Going back to the initial question, is the issue of environmental sustainability the one that is closest to your heart among the goals of the 2030 Agenda?

You know what the fundamental goal is that I believe summarizes all the others? Attention for others. If we were all less self-centered, it would be a better world. Few things are needed: kindness, attention, and education. At school they should also teach how to treat women, nutrition and above all respect for others.

You have been fighting for years on the topic of gender inequality. Do you see improvements in the music industry?

Yes. We must thank the American rappers, who have cleared a free narrative, even about sex, expressing themselves as they want. This trend is also arriving in Italy. Let’s take for example Elodie, who during the tour danced as if she were on a cube in the disco. She was criticized but probably didn’t care. Annalisa, same thing. I think there is nothing more beautiful than a woman who feels free to behave as she wants. In my opinion we women are now much more united.

Have you witnessed any abuse?

Sure. A form of pressure that I can’t stand is having to dress sexy. It literally drives me crazy. I also saw it in America. I remember the CEOs who hit on me when I was only 20 years old. We need to learn to say a firm no. But many things have improved since #MeToo, fortunately.

As a child, did you dream of becoming more of a pop star or rapper?

Absolutely a pop star! My myth was (and is) Madonna, who is definitely multifaceted. And The Weeknd is the greatest pop star of our time, in my opinion.

Is there a genre you would focus on?

I love rock. But I think I range a lot in my albums, especially in Radio Sakura, where there are bachata, punk, country and electronica. I don’t want to choose a single genre for a concept album. I want to do everything I like.

Nude pictures of you created with artificial intelligence have circulated on the internet. Does progress sometimes scare you?

A.I. is certainly important. It could help solve many problems or discover new cures for diseases that are now incurable. But it must be regulated in a very strict and precise manner. I also fear that they might use my voice to create videos where they make me say horrible things.

If you had children one day, what would you fear for them?

That they live in a country at war and totally inhospitable, with an out-of-control climate. I would like to have children, precisely to tell them: “You must fight to save the planet.” But Gen Z is very aware, I really trust them.

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