Count me in! Primavera Sound
Barcelona, Spain
Music
“Count me in!” is all about sharing stories that highlight diversity, equality, inclusion, accessibility, and belonging in the seat of art festivals. In this series you will hear their stories, and see how we can all make a difference by standing up for each other.
Interview with Marta Pallarès from Primavera Sound
Since its inception in 2001, Primavera Sound has grown to become Spain's largest music festival, celebrated for its forward-thinking lineup and stunning location by the Mediterranean Sea. Every year, the festival attracts 75,000 attendees per day over three vibrant days at the Parc del Fòrum. But Primavera Sound is more than just a music festival; it is a platform for change and innovation. Marta, Head of Institutional and Corporate Relations, shares insights into the festival’s pioneering efforts in diversity, equity, inclusion, and accessibility (DEIA), setting a benchmark for the global festival community.
Could you describe Primavera Sound?
Primavera Sound is the biggest music festival in Spain since 2001. We have been delivering forward-thinking lineups, now hosted at Parc del Fòrum by the Mediterranean Sea, drawing 75,000 attendees per day over three days.
What is Primavera Sound’s relationship with diversity, equity, inclusion, accessibility, and belonging?
Primavera Sound made history in 2019 by becoming the first major music festival to achieve a gender-balanced lineup. This groundbreaking step aligned with the United Nations Sustainable Development Goal of gender equality. While initially met with skepticism and criticism, including accusations of promoting a "work agenda" the festival’s efforts were ultimately embraced. The wave of love was way bigger than the trolling we faced, highlighting how the festival received messages from LGBTQ+ attendees and young women who felt safe and included for the first time at a music festival.
The gender balance initiative was not a one-off. We pledged to continue delivering as many female artists as male on stage, reflecting the festival’s dedication to reflecting the music they believe in and the communities they serve. This commitment extends beyond the stage to the hiring practices and safety measures for festival staff and attendees.
Could you explain more about the tools or toolkits used to promote gender balance and inclusivity?
Primavera Sound’s success in achieving a 50/50 lineup is rooted in its booking philosophy: If something looks too pale, too male, then it’s too stale. The festival’s booking team prioritises inclusivity, ensuring the lineup mirrors the diversity of today’s music scene.
Beyond the artistic realm, the festival has implemented proactive measures to ensure safety and inclusivity. In collaboration with Associació Genera, Barcelona-based sexual rights experts, and a team of lawyers, doctors, and academics, Primavera Sound developed an anti-sexual harassment protocol called “Nobody is Normal.” The protocol challenges the concept of "normality," emphasising that everyone deserves respect and safety. Through visible campaigns, information stalls, and banners, the festival makes it clear: harassment will not be tolerated.
Do you have any inspiring stories or anecdotes related to these initiatives?
Primavera Sound’s journey has not only fostered change within its own walls but also inspired others. In 2019, the festival’s inclusive lineup featured artists like Rosalia, Solange, and Janelle Monáe, showcasing Black women and queer women as headliners. The result? A sold-out Saturday featuring diverse acts such as James Blake, J Balvin, and Rosalia.
For the 2024 edition, Primavera Sound made history again with three female headliners: Charli XCX, Sabrina Carpenter, and Chappell Roan. It was the fastest and biggest sell-out in the festival’s history, proving that diversity is not only socially impactful but also beneficial for business. Diversity is good for your company, good for the artistic community, good for your audience, and good for your business.
Is there anything you would like to add or emphasise?
I have a sticker that is still hanging on my fridge that I got from the awareness team at Reeperbahn Festival and it's a very simple one. It's a very simple design and it's a circle. And it says: "it's a process, it's a process, it's a process."
If you want to start all of a sudden having a 50/50 split in your line up and you don't have any women yet, if you've never catered to queer communities and now all of a sudden you want to have like the biggest activations on site, you're going to be overwhelmed. It’s a process.
And the more you know, the more aware you are of the things that you are not doing yet. So I think that having someone as an example, but not someone that might overwhelm you, it's always a good idea.
Just take a look around that, because it is indeed a process.
Interview done by Paula Gozalvez.
