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Primavera Sound 2013: the wait is almost over

Primavera Sound 2013: the wait is almost over

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 The 2013 edition of the Primavera Sound festival has already reached the starting line. The event, which takes place at the Parc del Forum from 22nd to 26th of May, aims to become the #bestfestivalever.Francesca Aliai Crispino

The hashtag launched by the organisers of the festival has set the bar for Primavera Sound 2013 very, very high. About 150,000 people attended last year´s edition. This year the three-day tickets were sold out weeks ago.

The ingredients for success are the same as usual: good music, big names (Nick Cave & The Bad Seeds, Blur, Phoenix …), and others less famous with a wide range of styles, from rock to rap, from indie to electronic dj sets.

A new main sponsor

What´s new? First of all, Heineken becomes the main sponsor of the event, reinforcing its placement as a music and lifestyle brand.

Heineken, supported by advertising agency Snoop and PR agency Actúa Comunicación, has produced a series of viral videos which have increased curiosity and buzz on social media during the last months.

The campaign, known as “Primavera Sound Foundation”, is a call to all modern hipsters who want to be part of a community. The videos, produced by Igloo Films, are set in a rehab centre for hipsters, as a reference to all those who do not understand or accept this ´underworld´, which is the main target of the festival.

 

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