About
Primavera Sound is a globally renowned music festival celebrated for its diverse lineup sand cutting-edge curation. Since its founding in 2001 in Barcelona, the festival has grown into a cultural icon – setting the standard for live music experiences. While it has expanded to cities like Porto, São Paulo and Buenos Aires, Barcelona remains the flagship edition, drawing thousands of music fans from around the world every year. With a strong commitment to sustainability, inclusivity and innovation, the festival continues to redefine the live music experience on an international scale.
Challenge
Despite its global reputation, Primavera Sound Barcelona aimed to expand its reach and drive higher ticket sales, particularly in key international markets like the USA and United Kingdom. The festival sought to attract these new audiences while ensuring high ticket conversion rates by targeting high-propensity buyers. For its 2024 edition, Primavera Sound Barcelona needed a data-driven strategy to optimize acquisition costs, target the right audience and maximize attendance.
Solution
To help Primavera Sound Barcelona reach the right audience, we used FULLVENUE’s AI model to uncover high-intent fans and identify those most likely to buy tickets. By analyzing first-party data and past purchasing behavior, we outlined lookalike audiences and launched hyper-segmented campaigns across Google and Meta. This approach allowed us to connect with new audiences across the desired markets (USA and United Kingdom) while optimizing ticket sales and marketing efficiency resulting in a data-driven strategy that brings music fans to Primavera Sound while making every ad spend count.
Results
The collaboration between Primavera Sound and FULLVENUE delivered outstanding results for the 2024 Barcelona edition, expanding the festival’s reach and boosting ticket sales:
• 33% increase in the number of transactions
• 32% growth in average order value
• 63% improvement in ROAS
These results highlight the transformative power of AI-driven insights, amplifying Primavera Sound Barcelona’s ticket sales and expanding its global reach across key international markets.
