2021 - 2023
Bringing Caixabank’s music to Madrid
In 2021, we spotted a gap in the music scene—CaixaBank was deeply invested in music festivals across Spain, yet Madrid, the country’s cultural epicenter, lacked a festival under their name. Despite their strong presence in other cities, the capital remained an untapped opportunity.
Recognizing this, we developed a bold proposition: a festival that not only filled this void but also reinforced CaixaBank’s role as a key player in the Spanish music industry.
To create something truly unique for Madrid’s music scene, we launched Madrid Live Experience—a boutique festival at The Music Station, Estación Príncipe Pío.
From the start, the festival embraced an eclectic lineup, blending top artists across genres and uniting diverse audiences. It also featured an exclusive area for CaixaBank’s private banking clients, elevating their experience.
Year after year, it grew in scale and impact. By 2023, Madrid Live Experience had reached 360 million total audience, combining attendees and advertising impressions.
2023 edition
10 K
fans
120
top media hits
364 M
reach
711 M
earned media
📰
👥
💰
👀
Leading the vision, capturing the vibe
I had the incredible opportunity to bring Madrid Live Experience to life, leading its creative vision and communication strategy across all media. From shaping the festival’s identity to managing a team of talented creatives, I ensured every piece of communication captured the energy and spirit of the event.
Beyond the creative direction, I was also the official photographer for the first three editions, capturing the vibe from each show. Below, you’ll find the bold visual identity of the 2023 edition, along with some of my favorite shots from the festival.
Equipo:
Warner Music Spain
Newiscom
Fever