Philip Morris International and Maestro Andrea Bocelli present “Believe. Further”

Philip Morris International (PMI) and Maestro Andrea Bocelli have launched “Believe. Further”, a multi-year platform designed to spark a broader conversation about progress and positive change.

Unveiled at the Torre dell’Arsenale in Venice, a landmark where heritage meets forward momentum, the platform brings together two voices united by a shared belief in progress.

At its heart is a simple question: What happens when the world has already decided what you are? “Believe. Further” starts there, challenging perceptions and inviting society to look again at what progress can mean.

At a time where science and technology allow better choices, it brings together two voices that, independently and in parallel, are undergoing a change in motion. 

Where belief meets transformation

For Maestro Bocelli, belief has shaped an extraordinary journey—from the early stages of his career to some of the world’s most prestigious venues. His path has been defined by conviction, perseverance, and the courage to move beyond what others thought possible.

PMI’s own evolution follows a similar arc, driven by early choices, sustained commitment, and the discipline to deliver change over time. Today, that transformation is evident in key figures, with smoke-free products now accounting for 43 percent of our total global net revenues and reaching consumers in 108 markets worldwide.*

“We committed to transform our business, replacing cigarettes with better alternatives because it was the right thing to do and because we could. There was no Plan B,” said Massimo Andolina, President Europe Region, Philip Morris International.

“Today, we launch our partnership with Andrea Bocelli in Venice, the city of bridges, to raise awareness of what technology and innovation can make possible and showing that this progress is already real.”

“I have always believed in the importance of staying true to one’s values and embracing each step of the journey, learning along the way,” said Maestro Bocelli. 

Designed to engage cultural, institutional, and business audiences across Europe, “Believe. Further” will evolve over time, expanding its reach as the conversation around progress continues. It reflects a shared approach toward the future—and a shared belief that progress matters and is the only direction worth choosing.

A career shaped by conviction

Maestro Andrea Bocelli is among the world’s most celebrated tenors, renowned for a distinctive voice that transcends artistic ranges, genres, cultures, and generations.

Born in Lajatico, Tuscany, Maestro Bocelli has built a career unlike any other, bridging opera and popular music with rare distinction. Over four decades, he has sold more than 90 million records and generated over 16 billion streams, placing him among the most listened-to classical artists in recorded history. His story is one of choice, discipline, and an enduring commitment to his craft.

Before dedicating himself fully to music, he studied law at the University of Pisa and qualified as an attorney. He later followed his deeper calling, training under the great tenor Franco Corelli and, note by note, shaping one of the most distinctive voices of his generation.

His influence extends far beyond the concert hall. Maestro Bocelli has performed at the coronation of King Charles III, sung before the President of Italy to mark the 75th anniversary of the Italian Constitution, and brought his music to audiences across five continents. His performance at the opening ceremony of the 2026 Winter Olympics in Milan and the 2026 FIFA World Cup in Mexico City placed him once again at the heart of global culture.

In 2011, Maestro Bocelli and his family established the Andrea Bocelli Foundation, which works to empower people and communities facing poverty, illness, and social exclusion. Its mission reflects a belief at the center of his life and work: That we can achieve much alone, but far more together.

It is this conviction—that art carries responsibility, that beauty has a duty, and that progress is measured not only in records sold but in lives touched—that makes Maestro Bocelli a natural and defining voice for this initiative.

* As of Q1 2026