What does it take to become a Sanremo sensation? According to singer Mahmood, aka Alessandro Mahmoud, it’s all about personal growth and giving the audience something new.

Having won the Sanremo Music Festival twice – first in 2019 with his electrifying hit “Soldi” and again in 2022 with “Brividi” alongside Blanco – Mahmood knows what it takes to shine on one of Italy’s most revered stages. To watch his past performances and enjoy this year’s event live, head to RaiPlay.

Sanremo has become more than a stage for Mahmood, though. “People say I’ve changed the festival, but honestly, the festival changed me,” he says.

The competition has become a journey of self-discovery, giving Mahmood an outlet for his personal and artistic evolution. Here, he opens up about his experiences at Sanremo and offers advice for aspiring competitors.

For Mahmood, the uniqueness of Sanremo lies in its intensity. “Being on that stage teaches you a lot: it’s an adrenaline rush that really prepares you for anything,” he says.

As he’s refined his process over the years, Mahmood has learned how to handle the pressures of the event. “I’ve developed a sort of ritual now, working with top coaches; I record sessions in Voice Memos so I can refer back to them anytime,” he shares.

Reflecting on his experiences at Sanremo, the Eurovision Song Contest and the first leg of his Palazzetti Tour, which resumes in May, Mahmood notes that each event brings fresh lessons.

“Every stage leaves something new with you. Sanremo is especially impactful, because it’s such a high-profile event, and it has this magical connection with the Italian audience,” he says.

While Mahmood admits he isn’t always active on social media, he values the platforms as a way to share important moments with fans.

“For me, the real success comes after Sanremo, when you see how people connect with my music,” he says.

Social media isn’t just about visibility for Mahmood – he uses it to keep a diary of the most meaningful parts of his journey.

“When I post on TikTok or Instagram, I try to put all the emotion I felt in that moment into the caption that goes with the photos and videos,” he explains.

For those dreaming of gracing the Sanremo stage, Mahmood believes it takes more than just talent. Often, personal development is key to an artist’s success.

“I’m always focused on my own growth, and that’s what I take to the stage,” he says. For Mahmood, each performance is an opportunity to “go on stage and give something new, something I haven’t done before”.