The song, released twelve years ago, is the most listened to in Italy thanks to the virality achieved on social media with content related to football: “Atletico Madrid contacted me to use it as a tribute to Torres. I don’t support a team, but for good stories, like Lecce in Serie A or the scudetto in Naples…”
There are songs that don’t end, they go around immensely and then return. But what’s happening to “Love Isn’t Enough” goes beyond simple nostalgia. Twelve years after its release, Emma’s song has become a digital case study: a “second life” that exploded among Instagram reels and TikTok videos, turning into the official anthem of the great farewells to football. The numbers speak for themselves: twelve million streams in a month and a forceful return to the top of the charts, driven by a generation of very young people who have rediscovered the determination of the Salento singer.
Emma, twelve years after its release, “Love is not enough for me” is the most listened to song in Italy thanks to social media, where it is used as the soundtrack for the farewell to the legends of sport. What effect did returning to the top with a song from 2013 have on you?
“It’s an incredible story. I’ve already gone viral on social media with other songs, but this time the Instagram and TikTok numbers have converted into real streaming: it means that very young people have discovered my music. I’m pleased because it’s a song that I care about a lot, one of those always present in my playlists. And then I’m happy that the world of football, where insults and hatred often dominate, has chosen a love song as the background.”
Did any of the protagonists of these videos write to you?
“Paulo Dybala wrote to me: he complimented me and told me that his Instagram home is invaded by videos of his plays with my song. It also happened with many teams like Palermo, Empoli and Sassuolo; I even got to Spain, where Atletico Madrid used the song to celebrate Fernando Torres.”
So let’s imagine that you are a “black belt” in social media…
“In reality I don’t have a social media manager and I do everything by myself. I personally reply to messages and read all the comments from my followers: if I find lack of respect or insults from my audience towards colleagues, I immediately block the authors. Many then, when they meet me live, apologize to me and then I unblock them. I like direct contact with fans, but I don’t tolerate hate speech which has now been cleared through customs”.
Have you ever suffered from a hater’s message?
“I’m an adult now. I have very broad shoulders. But even today, when I read certain messages, it happens that I feel bad. Especially for those who hate: those who gratuitously hurt another person are not happy with themselves. This is why I care that my followers have respect.”
Who do you like in the world of sport?
“I have a lot of respect for Sinner. He has the merit of having rekindled attention on tennis, a sport that I love. As a child my father always told me about Panatta’s “veronicas”; in addition to music he gave me a passion for the racket. I was recently at the Finals in Turin, where I saw Jannik beat Alcaraz”.
What struck you about that meeting?
“Mutual respect. They are humble champions who respect each other a lot. And then the dead silence of the public: there was a palpable tension. At the end of the match I left the stadium sweating, as if I had played.”
And do you have a favorite team in football?
“I follow him, but I’m not a die-hard club fan. I support good stories: I cheered like crazy for Lecce’s return to Serie A in 2019 and for Spalletti’s Napoli’s championship. I also followed the latter live: I’ll never forget it. Every single balcony had its own flag, the whole city was decorated with blue bows, the image of Maradona was everywhere.”
In September he will stop in Milan for your tour. You will play at the Hippodrome.
“Yes, I will play in the hippodromes of Rome and Milan: they are places that have a more big festival dimension, more rock’n’roll. I have always wanted to play there, for me it is a dream come true. Right on the Hippodrome of Milan my fans created a meme starring Allegri, which went around the web. He was also the protagonist of many videos with “Love is not enough for me” in the background and clearly if he would like to come to the Hippodrome of Milan, I will I will gladly invite.
What do you think of the new San Siro, however? Do you regret not being able to perform in the historic stadium anymore?
“San Siro has always been the goal of every singer, but I am of the opinion that changes are not necessarily negative. Music has very often had to adapt to places created for sport. I would like Milan to have a stadium designed and studied also for music, not just for football”.
Satisfaction has also arrived with the new single “Brutta Storia”. Will there be new music coming before the live shows?
“‘Brutta Storia’ is a song that I am very attached to, it is the first spark of the recording project that I am working on and on which I am investing all my energy. It will not be released until it is exactly how I want it. but certainly during the live performances there will be the great classics of my repertoire and also new music”.
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