Rose Villain's Gentle Revolution: Meet Italy's leading artist with a vision for the future

It doesn't take long to realize that Rose Villain is an artist who really cares about what she's talking about. Most of all, she wants to know who is in front of her – whether it's 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 fair amount of irony. That doesn't hurt, especially when you're dealing with topics that can turn out to be platitude traps.

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

Rose Villain has never stopped speaking out on the issues 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 program's 17 goals are all fundamental, but do you think there's one you're most attached to?

I am very sensitive to the issue of environmental sustainability. This is why years ago I decided to become a vegan. I started from a health related need, due to my family history as well. I had read Michael Greger's book How not to die, which explains in a simple and clear way the effects of meat farming on our environment. Then I started watching documentaries that showed in an even more shocking way the cruelty we subject animals to. 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 concerned. But in the beginning I was much more aggressive when I talked about these issues.

And now?

I have found that you achieve much more when you explain things calmly and subtly. In terms of gender equality, for example, if women attack, then men will retreat. Sometimes in the past I would get so angry that I would cry. Now I realize I have a duty to speak my mind. I try to be well informed first and then get the message across.

People ask you the classic question “why vegan – wasn't he vegetarian enough?”

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

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

Billie Eilish makes 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 join green festivals but the problem is the travel. For my part, I try to prefer the train to the plane whenever possible.

Coldplay are also trying to reduce their carbon footprint while touring. You will open their shows in Rome in July.

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

They like to meet openings when they can. What would you ask Chris Martin?

I would immediately ask him for a presentation! Just kidding… I would like to ask him what is the key to staying an artist for so long, how has he maintained his audience. In other words, the secret of their artistic immortality.

Returning to the original question, is the issue of environmental sustainability the one that interests you most among the goals of the 2030 Agenda?

You know what the fundamental goal is that I think sums up all the others? Watch out for others. If we were all less self-centered, it would be a better world. A few things are needed: kindness, attention and training. In school they should also teach how to treat women, nutrition and above all respect for others.

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

Yes. We have to thank the American rappers, who have clarified a free narrative, even about sex, expressing themselves as they want. This trend also reaches Italy. Take Elodie for example, who during the tour danced like she was on a disco cube. She was criticized but she 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 much more united now.

Have you seen any abuse?

Sure. One form of pressure I can't stand is dressing sexy. It literally drives me crazy. I saw it in America too. I remember the CEOs who beat me when I was only 20 years old. We must learn to say a firm no. But many things have improved since #MeToo, thankfully.

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

Absolutely pop star! My legend was (and is) Madonna, who is certainly multi-faceted. And The Weeknd is the biggest pop star of our time, in my opinion.

Is there a genre you will focus on?

I love rock. But I think I have a lot of variety in my albums, especially in Radio Sakura, where there is bachata, punk, country and electronica. I don't want to choose just one genre for a concept album. I want to do what I like.

AI-generated nude photos of you have been released online. Does progress sometimes scare you?

AI is definitely important. It could help solve many problems or discover new treatments for diseases that are now incurable. But it must be regulated in a very strict and precise manner. I'm also afraid that they might use my voice to make 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 completely inhospitable, with an out of control climate. I would like to have children, so that I can tell them exactly: “You must fight to save the planet.” But Gen Z is very aware, I really trust them.