Festival Focus: Primavera Sound, Spain

The European Festival Report (EFR) 2024, a packed annual summary of the biggest trends, happenings, and initiatives on the continent’s festival scene, was published in December.

In this excerpt from this indispensable guide, Primavera Sound’s head of press Marta Pallarès discusses the emerging headliner shortage, why Primavera puts focus on gender-balanced lineups, and the benefits around spotlighting diversity and accessibility.

How was this summer’s festival season for you?
Primavera Sound is always the first festival in the season. This year was particularly rewarding – we finally found the perfect format that we want for the festival in Barcelona. It was very stable, felt like a homecoming, and really embraced the city. Barcelona is our main headliner, in a way, and finding the right format for the festival to complement that is something we’re really proud of.

What challenges does the festival industry face? And how are you aiming to address them?
The biggest challenge ahead for festivals is the lack of headliners. Artists are leaning more towards stadium shows, where they have better control over production and merchandise. Of course, we need big names, but at Primavera, we also aim to create our own headliners by thinking outside the box. Especially since 2019, with our first-ever gender-balanced lineup, we made several artists a headliner even though some people questioned it.

But we believed in them, and it turned out to be the right choice. We rely on our instinct to craft a lineup that makes sense as a whole – it’s almost like being a trusted friend to our audience, someone who introduces them to new music they’ll love. It’s a way of keeping our lineup fresh and meaningful, despite the industry challenges.

“Diversity on stage brings diversity in the audience”

What trends do you think we will see play out in the next few years at festivals?
I think we’re going to see festivals that are more diverse, respectful, and sustainable. These issues are core values for the new generations. You simply can’t have a festival that doesn’t offer vegan food or that ends up covered in plastic cups – it doesn’t match today’s expectations. Artists are also increasingly using their platforms for activism, so festivals need to keep up.

For example, Massive Attack have been vocal about environmental issues, and artists have been central to recent political movements. While making sustainable festivals affordable is still a challenge, I think we’ll find a way forward as a society.

Can you share some of the DEI (diversity, equity, and inclusion) measures or initiatives you have in place at Primavera to ensure they are welcoming places for everyone?
Diversity on stage brings diversity in the audience – it’s that simple. We started with gender-balanced lineups, which had an immediate impact. From there, we developed the Nobody is Normal protocol, which promotes a safe experience at our festival. Nobody is Normal is more than an anti-harassment protocol; it’s about spreading inclusiveness.

We worked with specialists in gender violence, law, and mental health to create a protocol that doesn’t just react to incidents but sets a standard. It’s about encouraging everyone, including women, LGBTQ+ individuals, and non-conforming people, to express themselves freely and feel safe. We want everyone to know that this is how we do things here – everyone is welcome to be themselves.

“Festivals are special because they create space for discovery and the unexpected”

We also take accessibility seriously. We have special seating areas, accessible paths, and we welcome assistance dogs. For attendees who feel overwhelmed or have sensory sensitivities, we’ve created safe spaces where they can take a break. But we still want to do more, particularly for people with non-visible disabilities, which is something we’re working toward.

What role do festivals play in the cultural landscape?
Festivals bring people together in a way that few spaces do. Coming out of the pandemic, we’ve all realised just how much we longed for human connection. Festivals are special because they create space for discovery and the unexpected. You might come for a specific headliner but end up finding new artists you love or make unexpected connections with people. It’s not like going to a concert, where you know what to expect – it’s a whole world of surprise and spontaneity.

If you’ve never been to a festival, you might think it’s just too expensive, but when you get the chance to go, you realise it’s much more than a concert. It’s about community, music, and discovery. It’s a way to encourage openness and curiosity that I think benefits people, culturally and socially.

The third edition of the European Festival Report, from IQ and festival association Yourope, is available to read online for free.

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