In 2008, Ralph Buttino closed his Montreal photography studio and entered the world of freelance photography. It meant more hustle to secure gigs. But it also meant more flexibility.
“I had more time on my hands. I wanted to do something fun. So I organized a show with a few local comics at Café Victoria’s in St-Leonard,” Buttino recalls.
By the time he was promoting his third show, he had outgrown the café setting. Buttino soon moved his comedy shows to a nearby Italian reception hall. With each show, demand kept increasing and the venues kept getting bigger.
2025 marks the 15th anniversary of Buttino’s VMG Entertainment.
“It really started as something fun to do in my spare time. I never expected that I would be doing shows at Place des Arts, at Place Bell, in the U.S.,” he continues.
VMG Entertainment is probably best known for its Italian Bad Boyz of Comedy series. Buttino gambled on a unique concept: a roster of three up-and-coming standup comics of Italian origin in an Italian reception hall. Buffet dinner first, then the entertainment. Target audience: the Italian community of Montreal. It worked.
Through word of mouth, a loyal fanbase and a growing social media following, Buttino accomplished what most event organizers can only dream of: nonstop sold-out shows.
What audiences appreciated then – and still do now – is Buttino’s approachability. Before moving his tickets sales to online platforms, Buttino would meet with ticket buyers in person. He was also accessible when things didn’t go as planned.
“In 2010 we had two Italian Bad Boyz of Comedy shows at Buffet Amiens. Vincent Pastore, who played Big Pussy on The Sopranos, was announced as the host. We got lots of hype in the media. We sold over 800 tickets. Then a few days before the show, Pastore cancelled. I called every ticket buyer to tell them that the show was still happening, but without Pastore, and that I would offer a refund if they wanted. Only eight people cancelled,” Buttino recalls.
On top of that, Buttino greeted every person at the door to apologize again, and to offer a $10 refund on ticket prices.
Buttino also has a knack for finding talent just before they make it big.
In 2012, the third instalment of Italian Bad Boyz featured Joe Cacchione, Freddy Proia… and headliner Sebastian Maniscalco. Maniscalco was starting to create a buzz on the standup comedy circuit, and Buttino was sure that his take on growing up with a strict Sicilian father would resonate with Italian-Montreal audiences. This would be Maniscalco’s first headline show in Canada. Later that year, Maniscalco released his break out comedy special, What’s Wrong with People? Today, he’s one of the top comics in the U.S. and sells out shows at Madison Square Garden… and at the Bell Centre.
Buttino’s foray into music would come a couple of years later when he was approached by an Italian-American music promoter who was having a difficult time finding an audience for a Gigi D’Alessio show in Montreal. Buttino took the helm a few months before the concert. His dedicated audience base followed him. The concert was a success. There was no looking back after that.
Today, photography is Buttino’s second job. 2024 was Buttino’s biggest year; fourteen shows in twelve months with the likes of Joe Avati, the Esteriore Brothers and Uccio DeSantis, just to name a few.
In a social media post thanking his followers and audiences for a successful 2024, Buttino promised to “continue uniting Montreal’s Italian community through the power of music and laughter.”
Upcoming VMG Entertainment shows include La Notte di Rossetto e Caffè with Sal DaVinci and Arisa at the iconic Rialto Theatre on March 22 and the return of singer-songwriter Pupo on November 7.
“I want to bring Bad Boyz back. Afterall, it’s what made my name in the Italian community. It will be the same concept, a dinner show in a big space. I’m currently scouting for talent and venues. But I think we’ll see another Italian Bad Boyz of Comedy in 2025,” Buttino muses.
“As a promoter, I take care of everything. Planning, negotiations, logistics, promotion, putting out fires, even entertaining the talent while they are in town. If I have to sweep the floors, I do it. That’s the job. Everything and anything to make the show a success,” he continues.
“I’d love to go even bigger. But it’s always a risk. We’ll see.”
To learn more about upcoming shows from VMG Entertainment, please visit vmgentertainment.com.
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