CRM & Copywriter - Primavera Sound

About Primavera Sound

Primavera Sound is a Barcelona-based music promotion company that has, since its modest beginnings, developed a strong commitment to music so that spectators from different generations can enjoy the experience of live music to the full.

My Role

Campaign execution and general support with the marketing automation platform to deliver contents before, during and after the festival, and support to the CRM area on all the projects from Primavera Sound (Rockdelux, Radio Primavera Sound, Tours, etc).

My tasks

1. Email Campaigns and Newsletters management: create compelling newsletters that interests and informs subscribers about new events organised by Primavera Sound. I managed email campaigns end-to-end, including designing templates, segmenting audiences, scheduling sends, and analyzing campaign effectiveness. Tool: Braze.com
2. UX Writing and Push notifications management: copywriting push notifications to be sent before, during and after each festival in different languages (ES, CAT, ENG) through Primavera Sound App, and Access Ticket App.
3. Building segments + studying the audience: build segments for campaigns. Study the audience for each concert and find similar artists or genres that could be of interest to the audience.
4. My Primavera" Loyalty Programme: formulating and executing an ideal strategy and copywriting for members to understand and be attracted to join the programme. Managing emails and notifications, designing and updating the website, coming uup with Prize ideas and ways to keep members engaged.
5. Come up with article ideas to share on Primavera Sound website and newsletter. Examples: Primavera Routes: Animal Side, Reunions, Urban. In English, Spanish and Catalan.
6. Update Spotify and Create YouTube playlists.
   1. YouTube Playlists made by me (for newsletter content): Local artists, Collaborations and Remixes
   2. Spotify: Primavera tours
7. UX writing - Cards (notifications) on Primavera Sound website. Copywriting, execution, scheduling, analysis.
8. Campaign Analysis - Analyse which campaigns worked better than others and create reports.
9. Crisis management - an entire day of festival was cancelled and we had to prepare and send emails and notifications for all the buyers. (Copywriting, set up and scheduling)



Come up with cool ideas for the monthly newsletters. For example: Artists that performed in Primavera 2023 that have collaborated before, local artists performing in the festival, tiny desk edition from Primavera artists, recommended tours, etc.



Emails sent during Primavera Sound 2023 to attendees:

Primavera Sound Madrid Planner

Primavera Sound Madrid Planner

Plan your day and don't miss your favourite artists!





Primavera Sound BCN Journal

Primavera Sound BCN Journal







Cards and Push notifications sent during the festivals:



Card about daily Planner

Sent after the festival

Thank you email after festivals to attendees