The IFF Keynote: Primavera Sound

Thursday 26 September

11:30 – 12:30

Venue: Novotel London Bridge

Created in Barcelona in 2001… and shared with the whole world.

Primavera Sound is one of the biggest success stories of the modern festival business.

From one site to multiple editions on three continents, the brand is known internationally for its music-first booking philosophy and commitment to diversity and libertarian values.

With 130,000 fans visiting the Barcelona site this summer alone, the story of Primavera Sound’s growth, and the challenges faced along the way, is a fascinating one.

This year’s IFF Keynote sees co-director Alfonso Lanza, head of press and institutional relations Marta Pallarès and head of booking Fra Soler sit down to discuss the history, identity and development of one of the leading lights in Europe’s festival scene.

Co-director Primavera Sound

A graduate in Business Studies with a specialization in Marketing from the University of Deusto, Alfonso Lanza worked for over 20 years as a brand consultant for sport & cultural events. He joined Primavera Sound in 2012 as co-director, initially in charge of all the communications and sponsorship activity of the independent Spanish promoting company. Alfonso is now responsible for the overall strategy and dynamics of the festival and the universe of projects surrounding it.

Head of Press & Institutional Relations

Marta Pallarès is a music journalist from Barcelona with a masters degree in cultural journalism, who has developed a career beyond media to dive into music business. After coordinating the Primavera Sound festival livestream and managing the international comms for the event, she became Head of Press and Institutional Relations in 2023. Marta is also a member of the board of YOUROPE and won the Excellence Award (personality) in the Iberian Festivals Awards 2024.

Head of booking

Although fans of less obvious electronic music will know and admire him as DJ Fra for his reputation as a resident DJ at Nitsa @ Apolo based in Barcelona and his sessions all over the world, Fra Soler has been the head of booking at Primavera Sound since the very first minute. More than two decades of building the fine curatorship of the festival has earned him unrivalled recognition in the live music industry.