Riding the wave of artists like Vizinhos, Buba Espinho, and Bandidos do Cante, the Alentejo region is on the lips of Portuguese pop music and the world. Twelve years after Cante Alentejano was classified as Intangible Cultural Heritage of Humanity by UNESCO, new generations of artists inspired by it have reached the radio and the country's ears in an unprecedented way. In a Talkfest panel last Friday, the question was: 'Is Alentejo in fashion?' But the debate quickly turned into a clash of civilizations between two Alentejos. Recalling the song: 'you in yours and I in mine'.