In Spain, festivals are becoming not only musical events but also platforms for new formats of presentations. The Brunch Electronik Festival in Barcelona demonstrated how gastronomy and music can be brought together to surprise even the most discerning guests. This approach is changing the perception of cultural events and setting new standards for the entire entertainment industry.
The organizers decided to forgo the usual press conferences and put on a real show for the guests. Instead of a standard lineup announcement, attendees found themselves at an unusual event featuring a tasting of signature desserts. Each dessert was linked to the name of an artist, adding extra intrigue and excitement. According to El Pais, the atmosphere felt like both a celebration and a game, with everyone eager to find out who would be the headliner.
A Sweet Intrigue
Guests were greeted with chocolate cocktails and desserts presented on a moving conveyor belt, similar to those found in Asian restaurants. Each dish hid the name of an artist, and the sweets themselves featured unique flavors and shapes. Among them were chocolate stones, candies with exotic fillings, and even ultraviolet treats. The culinary show was orchestrated by the renowned chef Jordi Roca, who appeared in the center of the room like the owner of his own chocolate factory.
Guests eagerly sampled the treats to discover which musicians would perform at the festival. At one point, the dessert conveyor unexpectedly stopped, drawing smiles and comparisons to electronic glitches—a fitting touch for an event dedicated to electronic music. After the tasting, a DJ set kicked off, immersing guests in the upcoming festival’s vibe.
New names and fresh approaches
This year’s lineup features guests such as Jeff Mills, Luciano, Kaytranada, and Cassius. They join previously announced acts Floating Points, Paul Kalkbrenner, Eric Prydz, and others. Organizers stress that the selection represents a commitment to diversity and quality, with the festival itself positioned as a local, open-air event held over the weekend.
According to El Pais, among the guests was Francois Jozic, who highlighted how Brunch Electronik differs from other Barcelona festivals. He noted the focus on comfort, a friendly atmosphere, and a local spirit, in contrast to the more experimental Sónar. Jozic also mentioned that the Sónar team has no plans to cut down on live performances, and tickets are more affordable this year.
Context and trends
In recent years, festivals in Spain have increasingly sought out new formats to capture the public’s attention. Organizers are experimenting with gastronomic concepts, interactive presentations, and unconventional venues. For example, last year several major music events in Madrid and Valencia surprised guests with unique tastings and art installations. This approach helps them stand out from competitors and create a unique experience for visitors.
The emergence of new names on festival lineups and lower ticket prices are becoming key trends throughout the industry. This approach broadens the audience and makes festivals more accessible to residents across various regions. In the coming months, other organizers are also expected to introduce creative solutions to maintain public interest and support the growth of cultural life in Spain.
