Old Wild West turns up the volume this summer: the new edition of “Music Star” launches alongside prestigious partnerships with Radio Italia and Live Nation

Summer 2026 is set to come alive with music at Old Wild West. The brand, part of the Cigierre group, is kicking off a season dedicated to major live events with the return of the “Music Star” contest, the renewal of its collaboration with Radio Italia, and a new prestigious partnership with Live Nation. Once again, music and food come together to create engaging experiences designed to be enjoyed and shared.

The return of “Music Star”: emerging talents take the stage

Among the most anticipated highlights is the return of “Music Star”, the music competition created by Old Wild West, now in its second edition, with the goal of discovering, supporting and promoting emerging talent. The contest invites young artists and creators to submit original songs and will offer the winner not only the opportunity to professionally record their track, but also to perform live at Porta Nuova Music Fest, taking place in Milan from September 19 to 21.

For this new edition, Old Wild West has chosen to collaborate with Openstage, a platform bringing together a community of more than 16,000 emerging artists.

The third year alongside Radio Italia Live – Il Concerto: Milan and Palermo

For the third consecutive year, the partnership with Radio Italia continues through Radio Italia Live – Il Concerto, which will take place in Milan on May 15 and in Palermo on June 28.

Alongside its presence at the event, Old Wild West will once again launch the limited-edition burger “Radio Italia Live – Il Panino”, available exclusively for a limited time at the restaurant in Piazza Duomo in Milan.

The Milan concert will also provide an opportunity to hear live the winning song from the previous edition of Music Star, performed by its creator Morìs (Maurizio Di Cesare), who will take the stage in Piazza Duomo on May 15 during the event’s pre-show.

From iconic festivals to the most anticipated concerts: a summer alongside Live Nation

Old Wild West’s connection with live music will continue throughout summer 2026 thanks to its new collaboration with Live Nation, which will see the brand featured at Opel Firenze Rocks at Visarno Arena, I-Days Milano Coca-Cola, and numerous other live concerts from June through September.

For the occasion, Old Wild West will be present at major live events with dedicated areas where visitors will be able to enjoy selected products, while also launching a special contest across its restaurants to give away exclusive PIT tickets.

“We are ready to kick off a season dedicated to music and major live events, with Old Wild West set to be one of the protagonists of the Italian summer,” said Stefano Taboga, Chief Sales & Marketing Officer of Cigierre. “With the second edition of Music Star and our collaboration with Openstage, we want to give a voice to emerging talent, while our presence at iconic events such as Opel Firenze Rocks, I-Days Milano Coca-Cola and Radio Italia Live – Il Concerto allows us to connect with a diverse and passionate audience. Our goal is always to create memorable moments for our customers, and we will bring the conviviality and carefree spirit that have always been part of our DNA to the world of live music, combining the authentic taste of the West with the energy of music.”

Through these initiatives, Old Wild West further strengthens its connection with the world of music, confirming its position as a brand capable of transforming every experience into an authentic, engaging and shareable moment.

For further information: Spencer & Lewis for Cigierre.

Old Wild West is the original Burger & Steak House and the leading brand of its kind in Italy, founded in 2002. Renowned for its unmistakable Western atmosphere, the brand offers a unique and immersive experience that goes beyond food. Its culinary offering stands out for the exceptional quality of its ingredients, particularly its meat, whose production and selection processes are carefully managed directly. Operating both directly and through franchising, Old Wild West is the flagship brand of Cigierre – Compagnia Generale Ristorazione Spa, a company founded in 1995 in Udine with the goal of creating, testing and managing innovative restaurant concepts. Today, 30 years after its foundation, Cigierre is Italy’s leading casual dining group and a market leader in the development and management of themed restaurant concepts. In addition to Old Wild West, the company owns the brands America Graffiti, Wiener Haus, Pizzikotto, Shi’s and Smashie. With more than 360 restaurants across Italy and abroad, Cigierre restaurants welcomed and served over 30 million customers in 2025 alone.