Sometimes the art of communication comes naturally, expressed through hands and song. Omar Manca has a stunning voice, reaching thousands of followers while he works cheese. He sings to promote his Nulvi-based business, the Monte Entosu farm, a case of explosive marketing, as evidenced by the numbers of his many online followers.
"Don't be mean to me, I'm a cheesemaker, not a singer," he insists in one of his many videos, where he showcases his authentic talent amidst cheeses, rennet, and ricotta. A prodigious voice that carries far, he sings famous Elvis Presley songs while working the cheese with his hands—the perfect ingredients for a truly great product. Music conveys a message that goes beyond simple corporate communication, making the sponsorship direct and natural, far removed from the usual celebrity endorsements, a far more problematic role that risks being perceived as too artificial for both the company and the artist.
The videos garner widespread acclaim and positive comments. After all, music has enormous power, capable of reaching places beyond borders in moments.