I am a music journalist from Barcelona with a masters degree in cultural journalism, who has developed a career beyond media outlets to dive into the music business.

Back to Barcelona after some years in Mexico City, and following two editions leading the Primavera Sound festival live stream in collaboration with Red Bull TV, I got in charge of the international comms strategy for the event, handling the relationships with media outlets and coordinating its international PR agencies. In 2023, I became its head of press and PR: a position where I continue handling the daily relationship with media partners, while building new strategies for the festival and coordinating its press team in everything related to press releases, audiovisual rights, credentials and press production.

I am the company’s official spokesperson for initiatives such as the event's pioneering commitment to gender balanced lineups, its innovative protocol against sexual harassment and the corporate social responsibility actions, specially the ones involving sustainability and environmental projects. I share them through panels and keynote speeches at the main conferences in the music business (Eurosonic Norderslaag Groningen, Reeperbahn Festival Hamburg, ILMC London, European Festival Conference, Talkfest Lisbon, MaMA Paris amongst others), or hearings for official bodies and European agencies (UK Parliament, Parlament de Catalunya).

Since 2019, I also coordinate the partnership within the festival and the United Nations Sustainable Development Goals campaign.

Finally, I am also a member of the board of YOUROPE, the European Festival Association founded in 1998, which represents today 122 festivals and associated members from 30 European countries.

I am honoured that the Iberian Festival Awards recognized my work in 2024 with the Excellence Award (Personality).