The New Normal
In 2019, Primavera Sound became the first major international festival to achieve a gender-balanced line-up. «The New Normal» was the name of the campaign that presented the project, making the festival a benchmark and an inspiration within the global industry.
In 2019, Primavera Sound became the first major international festival to achieve a gender-balanced line-up. «The New Normal» was the name of the campaign that presented the project, making the festival a reference and an inspiration within the global industry.
Since its launch in 2019, The New Normal has represented Primavera Sound’s fundamental commitment to transforming the music industry towards a more inclusive and diverse model. This initiative, which introduced the first gender-balanced line-up at a major music festival, marked the beginning of a new era for the festival, which has established itself as a global benchmark for equality and diversity. Parity on stage has ceased to be an exception and has become the norm, a standard that is maintained at every edition of Primavera Sound around the world.
The impact of The New Normal has transcended the scope of the festival, extending to the whole of the music industry. The aim has not only been to achieve equal gender representation in programming, but also to bring about a wider cultural transformation, adopting policies of inclusion and diversity that not only seek to balance opportunities on stage, but also to challenge traditional structures and stereotypes in the field of music production and management.
Throughout these years, Primavera Sound has maintained its commitment to equality, actively working to create spaces where everyone, regardless of their gender, sexual identity or way of life, can feel reflected and respected. This approach has guaranteed a safe environment free of discrimination, where all attendees can enjoy the musical experience without their safety or dignity being compromised.
Primavera Sound’s commitment to diversity and inclusion is not limited to the implementation of measures within the festival but aims to have an impact on wider society. The Primavera Sound experience aims to generate a deeper reflection on equality, using the power of music to challenge established norms and foster cultural change that influences communities outside the festival site.
With The New Normal, Primavera Sound aims to be a festival where music is not only listened to, but also becomes a vehicle for social change. A festival where all genres, identities and ways of life have their place, and where equality, inclusion and diversity are not only a goal, but an ongoing commitment to the future.
