WHAT IS NORMALITY TODAY? DOES DIVERSITY HAVE A PRIMARY ROLE? THE NEW NORMAL IS THE CLAIM FOR PRIMAVERA SOUND 2019 AND IS ABOUT THE IDEA ON WHICH THE UNIVERSE OF THE NINETEENTH EDITION OF THE FESTIVAL. FROM MAY 30TH TO JUNE 1ST 2019, THE PARC DEL FÒRUM OF BARCELONA WILL BE WITNESS TO AN EXCEPTIONAL EDITION, A TURNING POINT SAYS MARTA PALLARÈS OLIVARES, HEAD OF PR OF THE FESTIVAL THAT WE INTERVIEWED ON THE PHONE FEW WEEKS AGO ABOUT THIS TURNING POINT. “I THINK THAT THE INDUSTRY IS GOING INTO THE RIGHT DIRECTION, AS DIVERSITY IS IMPLICIT IN HOW PRIMAVERA IS ORGANIZED AS A COMPANY FOR EXAMPLE. AND WE LIKE TO SAY THAT WE ARE A 'FESTIVAL OF FESTIVALS', YOU CAN COME HERE AND FIND YOUR OWN ADVENTURE AND JUST FOLLOW IT.” WHICH WILL BE YOURS?
This is the edition in which everything changes. Solange, Tame Impala, Cardi B, J Balvin, Erykah Badu, Future, Janelle Monáe, Nas and Rosalía are the headliners of a line up in which for the first time there are as many female as there are male artists. The festival consolidates its reinvention by committing to urban music without forgetting any essential references. 50/50 gender ratio and pushing for diversity behind festivals. After the #MeToo movement in 2018 that gave a breakthrough to the debate on gender equality, Primavera Sound has decided to adapt to the renewed global cultural climate and to present itself to its public with a line-up formed for 50 percent by women, a which had never happened in the seventeen-year history of the event.
From Italy, we had a chat with some of the upcoming talents that will perform at the festival. HÅN, that comes from a small town by the Garda lake, says: “I think it’s one of the best editions in terms of lineup. I’m happy to see so many women on the bill because they make up a large part of my daily listenings: Christine and the queens, fka, sigrid and Clairo just to name a few. From the 2018 edition to that of this year the number of female talents has risen from 35% to almost 50%. What do you think about it? It is important that festivals of this caliber send a message: that is, that we should have a lineup that is equally divided not because of quotas, but because the artists present are artistically valid and culturally relevant, as obviously in this case. This must be normal.”
Primavera Sound 2019 starts next week, info here: https://www.primaverasound.com