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Two Monkeys Leans Into Immersive Festivals to Stand Out in Saturated Spanish Market

Two Monkeys is leveraging multi-genre lineups alongside experiential touches to reinforce its core live-performance revenue as summer demand peaks.

Overview

  • Two Monkeys is marking its eleventh year of Metrópoli in Gijón while presenting Boombastic events in Madrid, the Canary Islands, Costa del Sol and Asturias this summer.
  • Metrópoli’s blend of indie, urban, electronic and other styles offers a distinct break from genre-specific macrofestivals.
  • Boombastic’s three-day format in Llanera delivers immersive experiences for roughly 40,000 attendees per day beyond traditional concert offerings.
  • Established festivals such as Benicassim and Sonorama remain rooted in Spanish culture even as new entrants contend with oversupply.
  • With declining record sales, live performances have become the primary revenue source for artists and serve as the strategic anchor for Two Monkeys’ portfolio.