Masters Of Magic

What Masters Of Magic does

Masters of Magic, founded in 2006 by Walter Rolfo in Turin, Italy, and operated under the legal entity Loop Media Network srl, is an Italian entertainment and live experience company specializing in magic-based spectacles, television program production, and corporate training. The company delivers custom-designed live shows for corporate communication, including branded gala formats (Infinity, Eclipse, The Prestige, Dreamagic, Unconventional Night), produces magic television programs for Italy's three major broadcasters (Rai, Mediaset, Sky) sustained over 10+ years, and runs a network of 1,350+ international artists, holding two Guinness World Records for the largest magic show (134 simultaneous performers) and largest magic event (5,000+ magicians).

The company's intellectual property centers on two proprietary methodologies: the Think Strange Philosophy, a problem-solving framework based on illusionistic lateral thinking developed by a team coordinated by psychiatrist Matteo Rampin, and Story Coaching, a training modality that uses emotional engagement to amplify content retention. These methodologies underpin the corporate training division, which includes Keynote Speaking, Team Building, and Mental Coaching Live shows for C-suite and corporate audiences. Technology-forward offerings include Magia 4.0, an iPad-integrated show format credited with over 1 billion online views, and Guerrilla Magik, a viral marketing service using illusionist installations.

Masters of Magic operates a project-based, custom-quoted revenue model across three interlocking divisions: Corporate Events and Communication (event production fees, artist booking, customization), TV Show Production (production contracts and broadcast rights), and Corporate Training and Coaching (keynote and program fees). Go-to-market is enterprise field sales, led personally by CEO Walter Rolfo, supplemented by earned media from TV exposure, press coverage in major Italian outlets, and large-scale public events (Congresso Magico di Saint-Vincent, Capodanno Magico, Magic Snow Festival) that double as marketing showcases. Customer base spans automotive, beverage, telecommunications, industrial, food, technology, and sports brands including BMW, Coca-Cola, Juventus, FIAT, HP, WIND, DNV-GL, and Philip Morris, with primary operating geographies in Italy and project-based reach into other European markets such as the United Kingdom.

Name

Masters Of Magic

Legal name

Loop Media Network srl

Website

https://mastersofmagic.tv

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Masters of Magic is an Italian live entertainment company that produces magic-based spectacles, TV programs, and corporate training, serving Italian broadcasters and enterprise clients across automotive, beverage, telecommunications, and consumer goods with a network of 1,350+ international artists.

Ownership category

akta.pro rank

Product category

Live Entertainment and Event Production Services

NAICS

Independent Artists, Writers, and Performers (71151), Other Performing Arts Companies (711190)

SIC

Services-Amusement & Recreation Services (7900), Services-Advertising Agencies (7311)

akta.pro primary industry

Circus, Magic & Variety Shows (THAJAFAH)

akta.pro secondary industries

Training, Workshops & Certification Events (MPAGAGAJ), Event Strategy & Experience Design (BPAFAGAA), Performers & Specialty Acts Booking (Magicians, Comedians, Circus, Variety) (HSACAHAB)

Keywords

• Live magic performances
• Corporate event entertainment
• Magic TV production
• Experiential corporate training
• Illusionist show formats

Headquarters

HQ city

Torino

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Corporate Events & Live Shows: Custom-designed live spectacles for corporate communication needs. Shows are tailored to client requirements where performers serve as communication signifiers. Revenue generated through event production fees, artist booking fees, and customization services.
2. TV Show Production: Ideation, production, and realization of television magic programs for major Italian broadcasters (Rai, Mediaset, Sky). Revenue comes from production contracts and broadcasting rights.
3. Corporate Training & Coaching: Experiential coaching and live training sessions using the Think Strange Philosophy and Story Coaching methodologies. Includes keynote speaking, team building, and mental coaching live shows for corporations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Masters of Magic designs, produces, and delivers live magic spectacles, television magic programs, and experiential corporate training/coaching services. Through its network of 1,350+ international artists, it creates custom branded events, product reveals, team-building experiences, and prime-time TV magic shows for major Italian broadcasters (Rai, Mediaset, Sky). Its proprietary Think Strange® Philosophy and Story Coaching methodologies underpin a training division that teaches lateral-thinking and emotional storytelling techniques to corporate clients including BMW, Coca-Cola, FIAT, Philip Morris, HP, and Goodyear.

Product overview

Masters of Magic is a magic and illusion entertainment company operating three main divisions: Events and Communication (live spectacle production), Training/Coaching (experiential coaching using the Think Strange Philosophy), and TV Shows (television program production). The company offers multiple show formats including The Prestige, Eclipse, Infinity, Magia 4.0, Close Up Theatre, Dreamagic, Street Magic, and specialized corporate events. Their training services include Keynote Speaking, Team Building, and Mental Coaching Live shows. They have produced major TV programs for Italian networks including Rai, Mediaset, and Sky, and organize the world's largest magic conventions including the Congresso Magico di Saint-Vincent and the Masters of Magic World Convention.

Differentiator

Problem solved

Functional benefit

Products and services

• Eventi e Comunicazione (Events and Communication) Custom-designed live magic spectacles produced for corporate clients to convey brand messaging, with international artists serving as emotional signifiers tied to brand values. Includes flagship formats such as Infinity, Eclipse, The Prestige, Magia 4.0, Dreamagic, Close Up Theatre, Unconventional Night, Street Magic, Samuel, and Guerrilla Marketing activations, tailored to client communication needs for product reveals, conventions, Christmas parties, and brand activations.
• Formazione (Training / Coaching) Experiential corporate training and coaching built on the Think Strange® Philosophy (illusionistic lateral thinking) and Story Coaching methodologies, delivering motivational and institutional content through theatrical performance moments. Offered to corporate leadership, HR, and learning & development teams.
• Keynote Speaking Speaking engagements led by Walter Rolfo applying cognitive mechanisms to alter limiting thought patterns and teach how to achieve the 'impossible,' delivered to corporate leadership and academic audiences.
• Team Building Corporate team-building experiences using magic and illusion principles to foster collaboration and stronger teams among corporate employees.
• Mental Coaching Live Show Hybrid live-show and corporate-training format ('Cambiare è Potere' / 'Change is Power') that delivers motivational and institutional content through theatrical performance moments designed to alter limiting thought patterns.
• TV Shows (Magic TV Production) Ideation, production, and realization of magic television programs for Italian broadcasters Rai, Mediaset, and Sky, including talent shows, world championship broadcasts, and docu-shows about magic. Programs include Masters of Magic 2008/2010/2011/2016, ARCANA, La Grande Magia The Illusionist, and Master of Illusion.
• The Prestige Dance show format featuring laser, lights, special effects, and a 75-meter LED wall, designed to engage 15,000 teenagers simultaneously with live DJ music and magical performances.
• Eclipse Italy's first Dinner Gala Show, combining illusionists, musicians, and acrobats with an exclusive seated dinner and central stage for close-up performances.
• Infinity Gran Gala of Magic flagship format featuring 8 internationally renowned artists performing over a 2-hour spectacle with innovative staging and special effects, used for corporate events such as the WIND convention at Emirates Stadium London.
• Magia 4.0 iPad-based magic show format that transforms tablets into interactive portals where objects appear from the device, fusing magic and technology. The format has generated over 1 billion online video views.
• Close Up Theatre Street magic transformed into a theatrical format where artists perform directly among guests, making spectators the protagonists of the experience.
• Guerrilla Marketing (Guerrilla Magik) Guerrilla marketing activations using illusionist techniques ('Guerrilla Magik') to 'hack' reality, create extreme installations that violate laws of physics, convey strong messages, and generate viral video content through social media.
• Unconventional Night Exclusive 3-hour corporate entertainment event with high-level artistic performances tailored to company values (e.g., MAW Unconventional Night).
• Dreamagic Stage show featuring 3 extraordinary talents presented through a customizable narrative thread, ideal for corporate conventions and events (e.g., Riva del Sole Dreamagic).
• Street Magic Street performance format featuring internationally renowned street magic artists performing in squares and public spaces for public audiences and corporate activations.
• Samuel Ventriloquist one-man show featuring Samuel Barletti, one of the world's leading exponents of the art of ventriloquism, available as a bookable act for events.
• Masters of Magic 2016 (World Championship) World Magic Championship broadcast on Canale 5 in 5 prime-time shows, hosted by Walter Rolfo and Gerry Scotti, reaching over 3 million viewers and becoming the most-watched Magic Talent Show ever.
• ARCANA First worldwide docu-show about Magic, created and hosted by Walter Rolfo, broadcast on Italian television.
• La Grande Magia 'The Illusionist' First Magic Talent Show in history, broadcast on Canale 5, with the winner receiving the chance to become a Las Vegas star.
• Master of Illusion Masters of Magic Awards broadcast on Canale 5, with a richer and more stunning show format showcasing top illusionists.
• Masters of Magic World Convention Most important magic convention in the world, held at UNESCO sites, reuniting over 1,500 professional magicians from 40+ nations.
• Congresso Magico di Saint-Vincent Most important Magic Festival in the world (now in its 16th edition), featuring 20,000 live spectators and 1,500 magicians, organized by Masters of Magic in Valle d'Aosta.

Quantifiable outcome

• 1 billion+ online video views for Magia 4.0 show
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered notable.

• Dance and LovenotableStrategic or Co-development PartnerCollaboration on The Prestige show production - a dance live/musical event format combining dance music, laser effects, and magical performances with DJs and 15,000 audience members at Oval Lingotto Torino
• Alessandro MarrazzonotableStrategic or Co-development PartnerDirector for major corporate events including MAW Unconventional Night and WIND Infinity show at Emirates Stadium London. Ongoing creative partnership for event direction

Scale indicators7 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• GES (Global Experience Specialists): Global provider of live event experiences, including corporate events, exhibits, and brand activations for major brands. Comparable enterprise customer base and corporate-event delivery, but without a proprietary magic content IP.
• Cirque du Soleil: Global leader in large-scale live entertainment with proprietary show formats, resident productions, and corporate/special-event work. Overlaps on the 'proprietary live spectacle format' thesis but operates at much larger scale across broader show categories (acrobatic, musical, theatrical), not magic.
• Feld Entertainment: Produces and tours large live family-entertainment properties (e.g., Disney on Ice, Monster Jam, Marvel Live). Comparable as a touring live-entertainment producer that also serves corporate and venue clients, but specializes in IP-driven arena shows rather than magic.
• IMG (Endeavor): Global events and experiential marketing group producing corporate experiences, brand activations, and large public events. Comparable in serving Fortune 500 brand-experience budgets, but operates as a broad agency rather than a magic-content owner.

Direct peers

• David Copperfield (Copperfield Entertainment): Operates a long-running Las Vegas magic residency plus global touring and branded entertainment. Comparable as a magic IP owner with a flagship live show format and ancillary media/business extensions.
• Blue Man Group: Iconic live entertainment brand producing proprietary, format-driven theatrical shows for both public ticketed audiences and corporate events. Comparable as a creator of branded, repeatable live spectacle IP with a mix of consumer and B2B distribution.
• Penn & Teller: Long-running magic duo with a Las Vegas residency, television programming, and live touring. Comparable in combining ongoing TV production with a flagship live show format and a brand built around named illusionists.
• The Illusionists: Produces large-scale touring magic shows and Broadway-style illusionist productions aimed at mass live audiences and corporate buyers. Most directly comparable in offering (premium magic entertainment formats) and go-to-market (touring + corporate).
• Champions of Magic: UK-based magic ensemble producing touring live shows and corporate entertainment with a roster of international illusionists. Closely comparable business model combining live shows, artist rosters, and corporate bookings.

Others

• MKG (MKG Experience): Independent experiential marketing agency producing brand experiences and live events for major consumer brands. Comparable as a supplier to the same blue-chip marketing buyers, but positioned as a generalist creative agency rather than a content-IP owner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Masters Of Magic