Primavera Pro 2025 Unveils Full Program

Primavera Pro, scheduled to go down June 4-8, at the Centre de Cultura Contemporània de Barcelona (CCCB), unveils its full program, with more leading professionals from the global music industry joining the talks and panels.

The sessions will address topics including “digital evolution, content creation today, the future of licensing and artist independence,” according to the latest press release from the conference, which continues, “in addition, new business models and innovative strategies to meet the challenges of the sector will be discussed.”

See: Primavera Pro Spain Announces Speakers

Touring will be a big topic at the Primavera Pro conference. From Japan to Latin America, speakers will discuss how to enter and stand out in international markets. Fernando Grediaga (Hybe Latin America) and Marta Salicrú (Radio Primavera Sound) analyse the arrival of K-Pop, and its methodology in the Latin market. Takayuki Suzuki (MusicTech Japan) will discuss the keys to expand in Japan and other Asian countries, to understand their channels, audiences and local alliances.

New ideas for career development adapted to the realities of emerging artists will be addressed as well, in light of the traditional record label system no longer prioritizing this task as it once used to.

In the fourth edition of the Digital Licensing and Sync Sessions, Liz Pelly, author of “Mood Machine”, will address the crucial role streaming platforms and playlists play in the creation of hits. From her research on the implications of algorithms and the practices of these platforms, Pelly invites the audience to question the impact of these practices on artists and their connection with audiences.

Striking a similar chord, Andrew Mishko (artist and label manager) and Arina Logacheva (Ohlogy) will talk about authenticity in an environment in which stories and relationships are strategically designed, but where fans are still looking for genuine connections.

Will Page (author/economist) and Hanna Kahlert (MIDiA Research) will join forces to explore the changing value of music: why do people still connect with music, how is that relationship changing, and whether the streaming model is enough.

The future, including AI and new structures, will be addressed, as well. Kamil Latorre (Warner Chappell Music), Clara Rodríguez (Telefónica), and Lucius Klobucnik (Aston Law School), for instance, will talk about the challenges posed by AI for copyright and digital licensing. How are works generated by artificial intelligence protected? What role do publishers play in this new scenario?

Lucy Sharratt (Warp Records), Dom Farley (Beggars Music) and Silvia Grassi (City Slang) will talk about how independent labels are positioning themselves in a market saturated by AI-generated content. Meanwhile, Jordi Tello (Sony Music Publishing Spain & Portugal) will address how the rise of short-format videos is directly affecting composition and the inevitable question of whether digital immediacy conditions creativity.

Primavera Pro also hosts a series of sessions that invite the audience “to rethink the contemporary music ecosystem,” from queer visibility to job security, politics, algorithmic equality and more.

Like every year, the Primavera Pro program goes far beyond the conference. As part of Primavera a la Ciutat, the entertainment program offered around the main festival, Primavera Sound, the CCCB will host a selection of concerts open to the public. True to its flair for detecting emerging talent, Primavera Pro will present artists who are ready to conquer markets beyond their home country.

There will also be workshops focused on how to survive an international tour, how to manage data as an artist, and how to deal with sexual violence in the professional field of music, along with networking spaces, pitches, and speed meetings, which are ideal for meeting new professionals and discovering projects.

The main conference takes place from Wednesday June 4 to Friday June 6 at the CCCB. There will be Primavera Pro themed networking and enjoyment spaces in the Parc del Fòrum during the main festival until June 8. Organizers inform that there is only a small number of tickets still available.

Primavera Pro has the support of institutional partners such as the Catalan Institute of Cultural Enterprises (ICEC), the Centre of Contemporary Culture of Barcelona (CCCB), Fundación SGAE, Sociedad de Artistas AIE and Acción Cultural Española (AC/E) via its Programme for the Internalisation of Spanish Culture (PICE), which are helping to consolidate Barcelona as a global reference point for music for a week.

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