Almudena Heredero on How to Put on a Great Festival
Almudena Heredero is a powerhouse in the Spanish music industry, having pioneered spaces for women within it for over a decade. This year, she sits comfortably at the helm of one of Spain’s largest festivals as the Director of Primavera Sound Madrid. Speaking with deputy editor Gina Tonic, the pair discuss the importance of representation in programming, gender inequality and putting on a good show!
How did you come to be involved with Primavera Sound festival?
It was more than a decade ago, after many years working in the music industry I decided to start my own company, Ulalume. And Primavera Sound approached me to develop the first edition of Primavera Pro in Barcelona, the meeting for professionals of the music industry organised by the festival. We did it and I led Primavera Pro for the following ten years, up until last summer, when I was appointed as Director of Primavera Sound Madrid. And here we are!
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I love that Primavera Sound consciously ensures its lineup is inclusive, especially with the split in regard to female acts - is it at all difficult to keep this up when putting the festival together?
Every year’s lineup is challenging for many reasons. Not only gender-balance but also diversity and a representation of plenty of music styles are very important to us. The lineup of Primavera Sound festival wants to be a reflection of what’s happening at that very moment in music, and that takes a lot of effort. Of course since 2019 when we achieved the first gender-equal lineup for the festival it has become a commitment for every year, and it is as important for us as any of the other issues that we try to represent with our lineups. At the same time, we found out that the only barrier to achieve gender-balanced lineup is will: if you commit to it, it’s perfectly doable. You just have to look at the current state of music to have proof of that!
What makes for a good festival?
I guess absolutely every attendee could have a different answer for this, because there are thousand of possible festivals inside every Primavera Sound, but we definitely want to create a fun and safe environment where everyone feels welcomed and comfortable. On the music side, we always say that every day of the festival should have at least these four shows for everyone: an artist you were longing to see (like a headliner or a reunion show), your favourite new band or a recent discovery, a band that is lots of fun act and a challenging one that gets out of your comfort zone.
What are the best and worst parts of organising a festival?
The best part is getting to share our love for music with so many people from around the world, gathering all these artists and professionals and involving them with the city that hosts the festival. The worst thing is that it’s a lot of work for many months that goes by so quickly in just a few days! But this is what makes it so special too, of course.
“Festivals need to bring value to the cities that are hosting them, and the cities need to return this and transmit their vibe to the festival to make it unique; it’s a two-way street!”
Who are your favourites of the acts performing this year?
I have to say Pet Shop Boys, one of my favourite bands of all time! And I’m so happy because they are playing twice in Barcelona and twice in Madrid: they will play the opening days in both cities and a very special club show in both places also. But of course out of more than 200 artists there are many acts I’m very eager to see, from Rosalía to Sudan Archives, Alvvays, Caroline Polachek or Laurie Anderson.
You said hosting Primavera Sound in Madrid is a natural next step for the festival - do you think it’s important for music festivals to explore different venues and cities as they grow?
Absolutely. That is why we also launched the Latin American editions of the festival last year too. As I said, a core value for Primavera is to get the city involved and make it a part of the festival, and that is why, for example, we have already started a series of concerts in municipal markets of Madrid, we will programme a stage for one day during the city’s festivities in May, and we will hosting dozens of club shows in Madrid during the festival week. Festivals need to bring value to the cities that are hosting them, and the cities need to return this and transmit their vibe to the festival to make it unique; it’s a two-way street!
You have been the vice-president of the Association of Women in the Music Industry (MIM) since 2019, can you tell me more about how you got the role and what it means to you?
I have been involved very closely with the association since its foundation, which I believe was very positive for women’s visibility in the Spanish music industry. So when the process opened for the new board of the association, I was certain it was important not only to support the goals of the Association from a personal side but also to get involved actively and share my own tools, experience and resources for the achievement of these goals. It is a true honor to have been chosen as Vice-president by part of this group of women (and men) that is also a big network support in our professional day-to-day.
You also have a female led company with Ulalume, why is prioritising women in these industries so important?
Gender equality in cultural industry can’t just be present on the festival lineups and stages. It is very important that this balance also spreads on all levels: on stage but also backstage, in the teams of workers and across all departments. This achievement in the professional side of the industry, in all positions and levels, is what will make a true difference in our world.
Words: Gina Tonic
