Primavera Sound 2013: the wait is almost over
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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.
