Traversing the space of both football and music, Italian radio and media personality Carlo Pastore has a passion for both that forms the driving force in his life. With the launch of the new Juventus away shirt, inspired by Turin's electronic music scene — specifically the world-famous avant-pop music festival, C2C – it was the perfect opportunity to speak with the life-long Bianconeri fan.

Football and music, music and football: hard to say in what order they come for Carlo Pastore, with the two forming pillars of his identity. Music is his livelihood, but football – and specifically Juventus – is in his heart. The launch of the new Juventus away shirt for the 21/22 season saw a crossing of both of these worlds that seems tailor-made for Pastore – the shirt is inspired by C2C (formerly known as Club To Club), a festival that he is on the billing for – so he was a natural fit for the launch video, put together by adidas. Following his involvement, we spoke with him to get his view on both cultures, and the crossing of his two worlds. 

When did football first come into your life and tell us how  that relationship with Juventus started…

Football has always been my thing as a countryside kid. I was born and raised in Veruno, a small town in the province of Novara that borders Agrate Conturbia, in the Piemonte region. That is the town where Michel's grandparents and the Platini family lived. The Novara province is also where Juventus’ legend and former president Giampiero Boniperti was born and raised. The white and black always been the colours of my destiny as a football fan.

What would you say makes them different as a club to any other on the planet?

Hunger to win. An unprecedented legacy. The most important contribution in terms of players to the winning Italian national teams. Some kind of curse over the Champions League finals, something I dare to connect with the exoteric nature of Turin and the everlasting dynasty of Agnelli’s family. 

Being culturally switched on, engaged in creative and contemporary culture – how does it feel to have a connection to the club given what they stand for?

I remember reading about the good old days of the John Peel Stage in Glanstonbury. Live music was on and there was a football match happening at the same time – maybe England was playing? Can’t remember. The artists mentioned it on stage and the crowd started massively booing. Football was evil for a music fan back then. Things have now changed. Rappers wear football jerseys proudly nowadays and sportwear is one of the coolest things on the planet. This is the context in which I’m having the opportunity to live such a funny and emotional connection with Juventus and Club To Club. I’m in love with the [football] club, the [Club to Club] festival and the city [of Turin]. This is a romantic journey for me.

They’ve been forward thinking in their approach – the change of the club badge as an example – what do you like about that kind of headspace?

The idea of building a proper brand around a football team with a massive legacy is compelling. The development of the process put some surprises on the table. We are facing massive changes all over our economic system, so it’s no more about kick-the-ball-and-run as it used to be. It’s a global game that takes muscle to compete. Juventus proved to be brave and had no fear to dare, which is why I’m so keen and supportive on the process. Juve fans are often compared to soldiers, which I honestly don’t like as an image but… yes, there’s some truth there. Let’s play this game, but PLEASE do not forget that it’s for the fans and the people.

How does it reflect you? How big is your love for music in comparison with your love for Juventus?

Music was the first thing that I chose as an adult. It was my way out of childhood. At fifteen I decided it was time to become a man, do my thing, and since then music has been my autonomy zone. Juventus was there since my early days, it was like the colour of my skin. They’re both part of my identity shaping process, but I feel they live better apart.

You love a vintage jersey but have you got an appreciation for new ones too?

Italian journo Giorgio Terruzzi describes nostalgia as “the memory of falling in love first”. That’s it. I love vintage jersey because they tell about me as a kid, the excitement and vibe I was experiencing when first able to go to the Delle Alpi Stadium to watch a Serie A match. I recently bought a 1996 matchworn by Paolo Montero in the UCL match against Man Utd, unforgettable pick ! But I love new ones too, yes. There’s some madness about new styles every season, was fun to be able to witness the process from the inside this time.

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What about this season's away jersey – it’s clean yet considered – inspired by the creativity in Turin. You must have time and respect for that?

It’s a remarkable cultural operation and a brilliant marketing campaign. Juve and Club to Club did something unique. The launch video makes the best electronic music producers from Turin come together with Juve players Dybala and McKennie but also Romy and Koreless, two of the best UK artists of the last decade. Turin is on the map thanks to the work to connect scenes the Festival is doing. The manifesto I’m reading with Lil C from NTS quotes the Italian poetress Alda Merini, the Italian architect and designer Ettore Sottsass and our beloved Franco Battiato. “Torneremo ancora”. Mindblowing.

How does it feel to see your name on the back of a jersey?

Well, good innit? I really like it but I’m a bit concerned. It feels a bit out of place there. I play football and I know having your name in the back means you have to deserve it, you need skills (in my amatorial team we only have numbers…). I’d prefer having the official players name there: it’s their sweat and their talent that make me dream.

Can you tell us about breaking into a creative industry? What has your journey been like?

I started as a contributor for a music magazine. I was very young. I later become the editor in chief, then when in Milan at 20 I began my journey for Italian Mtv as a host. Few important tv experiences followed. At 24 I started working for the public broadcasting service as a radio host, I’d run my show Babylon for 10 years. That was a very important experience for me, I love the radio. Almost 17 years ago with my business partner Fiz I founded a festival called MI AMI – which means I love you but also stands for “important Music in Milan” – dedicated to support upcoming Italian artists. It grew up well and it’s now amongst the most important ones in Italy. I’m on the board of the Italia Music Lab foundation that aims to support and push new artists. Holidays, please!

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Where do you set your sights and your ambitions – what would you like to achieve over the next 12 months?

This COVID months were tough. We proved to be tough too. The worst is not over yet. We need to stay focused, believe in crazy new visionary ideas and get to develop them. I personally want to change gear and make a bigger impact on crazy important topics related to climate and society.

Live music – we need it in our lives again. All kinds of performance – how much are you looking forward to the return of that?

As a promoter I organized a few gigs with the current rules. Despite the massive amount of difficulties you have to fight against, and the uncertain economics, we’ve decided that Milan needed live music. So we did. I hope the situation gets better so we will be able to attend shows standing and not sitting. Otherwise it will be very complicated for us to keep on promoting live music.

Similarly, getting back to a game, experiencing all that, that football brings, all over again – what are you most looking forward to?

Honestly? Getting back on the pitch and playing football with my mates. I feel like I’m still a kid.

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Pick up the Juventus 21/22 away shirt at