Luca V charts his journey from Biella to 5 million streams, defining Italy’s new wave of indie-pop with authenticity and independent strategy.
-- A Self-Made Story in Sound
Luca V, born Luca Mercandino in Turin and raised in the northern Italian town of Biella, has emerged as a defining voice in the modern Italian music scene. Known for his signature blend of pop, indie, and singer-songwriter sensibilities, the artist has accumulated over 5 million streams across digital platforms—without the backing of a major label.
His journey reflects more than musical ambition; it’s a narrative of self-reinvention, digital savvy, and emotional resonance. Having first stepped into the music world under the alias “Lucido,” Luca V officially rebranded in 2020, marking a creative and personal shift that aligned more closely with his evolving artistry. This redefinition was not only a name change but a public commitment to creative autonomy and innovation in a saturated industry.
From Toy Guitar to Digital Strategy
Luca V’s musical path began as early as age four, strumming a toy guitar, and was further shaped through his education at Amedeo Avogadro Scientific High School in Biella. While many artists follow the traditional industry roadmap, Luca V took a detour by embracing independence as a deliberate choice rather than a fallback. His decision to walk away from a record label that no longer aligned with his values was pivotal in establishing his creative direction.
“I’ve never waited for opportunities to come my way—I created them myself,” Luca V shared. "My story is about being real, staying curious, and making music that matters."
Embracing the dual identity of artist and strategist, he spearheaded his own digital campaigns and took control of every stage of his music production and release. This hands-on approach allowed him to resonate with an audience that increasingly values transparency, storytelling, and innovation.
A Sound that Crosses Boundaries
Luca V’s sonic identity merges the lyric-driven traditions of Italian “cantautorato” with the textured appeal of modern pop and indie. Drawing inspiration from artists such as Tiziano Ferro, Dargen D’Amico, PSICOLOGI, and Ariete, his work sits at the crossroads of mainstream accessibility and poetic introspection. The resulting sound is both polished and personal—crafted to connect across generations of listeners.
His 2023 single AMORE FUOCO E CHEROSENE marked a significant milestone. Without major label support, the track earned placement on Spotify’s official Top 50 Italia and Alta Rotazione playlists, an achievement that underscored his ability to compete in a market typically dominated by industry-backed acts.
Turning Points and Lessons Learned
While Luca V’s trajectory includes successes, it has also featured moments of creative and professional recalibration. The removal of early singles served not as a setback, but as an inflection point in refining both his sound and his public identity. These decisions, often difficult, reinforced a central theme in his career—growth through self-awareness.
He has also pursued ambitious conceptual projects, including La Capitaneria di Porto, a 25-track album that showcases his narrative versatility, and AMORMALIE, which explores dualities in human emotion and identity. These efforts further emphasize his refusal to be confined by genre or conventional expectations.
Crafting with Intention
One of the distinguishing features of Luca V’s work is his attention to the craft of songwriting. Guided by vocal coach Moreno Delsignore, he evolved from instinctive writing into a more intentional lyricist, applying techniques like assonance and slogan-style phrasing. This blend of emotional depth and technical precision is evident in each of his releases, creating tracks that are both sonically appealing and lyrically impactful.
“I blend personal storytelling with form. Every word matters,” Luca V said. "It’s not just about what I feel—it’s about how to say it in a way that makes people feel something, too."
Independence as a Statement
In an industry where external validation often drives success, Luca V’s approach redefines the blueprint for aspiring artists. His ability to manage creative direction, execute viral marketing strategies, and stay deeply involved in fan engagement makes him a multi-dimensional figure in Italy’s evolving music landscape. He operates with the mindset of both an artist and an entrepreneur, leveraging each role to amplify the other.
This strategic self-management is not merely functional—it’s a core element of his identity. His success challenges assumptions about what it takes to build a lasting presence in music today. Rather than chasing trends or waiting for traditional recognition, Luca V has built a platform rooted in consistency, resilience, and emotional clarity.
Looking Ahead
With more releases on the horizon and a growing international fanbase, Luca V continues to expand his reach while staying grounded in the values that shaped his journey. As independent music gains more traction globally, his story serves as a case study in what’s possible when talent meets intention.
He is not only redefining what it means to be an artist in the digital age but doing so on his own terms—one carefully crafted song at a time.
For more information and to follow his latest releases, visit https://lucav.com.
About Luca V
Luca V is an Italian singer and songwriter born in Turin in 1995 and raised in Biella. Beginning his musical path at a young age, he pursued a professional career marked by independence, reinvention, and a hybrid sound that blends pop, indie, and Italy’s singer-songwriter tradition. With over 5 million streams, editorial playlist placements, and acclaimed conceptual projects, Luca V continues to shape his narrative as one of Italy’s most distinct contemporary voices in music.
Media Contact
Luca Mercandino
Musician, Luca V
Email: management@lucav.com
Website: https://lucav.com
Facebook: luca.v.mrc
YouTube: YouTube
Instagram: Instagram
Contact Info:
Name: Luca Mercandino
Email: Send Email
Organization: Luca V
Website: https://lucav.com/
Release ID: 89156555
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