Los reyes del Palique X Primavera Sound para Amazon Music
Turning festival culture into participatory social entertainment
For Primavera Sound 2024, Morning Coffee partnered with Amazon Music to develop a creator-led social campaign designed to position Amazon Music as a cultural destination for podcasts and entertainment beyond music streaming.
The campaign revolved around Los Reyes del Palique, one of Spain’s most conversational and socially native podcasts, transforming the festival experience into a participatory content universe spanning social media, podcasting, creator collaborations and street-level audience interaction.
Rather than simply documenting Primavera Sound, the project aimed to capture the energy, humor and collective anticipation surrounding the festival before audiences even arrived onsite.
THE CHALLENGE
Amazon Music’s objective was to reinforce its positioning as the home of podcasts for younger audiences while driving awareness and traffic toward exclusive podcast content connected to Primavera Sound.
The challenge was to create a campaign capable of:
- Extending Primavera Sound’s cultural relevance beyond the festival grounds.
- Making podcast content feel native to TikTok and Instagram.
- Building entertainment-first branded content that didn’t feel like advertising.
- Creating a scalable creator format that could evolve before, during and after the event.
At the same time, the campaign needed to appeal organically to Millennial and Gen Z audiences deeply immersed in internet culture, fandoms and creator-driven entertainment ecosystems.
THE APPROACH
Morning Coffee developed a multi-platform social storytelling campaign built around the DNA of Los Reyes del Palique: spontaneous humor, conversational dynamics and culturally aware audience interaction.
The central creative concept, “Road to Primavera Sound”, followed the hosts through Madrid aboard a branded Tuk Tuk, interviewing strangers and music fans about festival culture, lineups, outfits, survival tips, fandoms and dream performances.
The format blended:
- Vox pop interviews
- Improvised comedy
- Creator-led hosting
- Festival culture commentary
- Audience participation
- Podcast amplification
Instead of relying on polished festival advertising, the campaign embraced low-fi social-native aesthetics, handheld filming and spontaneous interactions to create content that felt closer to TikTok entertainment than traditional brand communication.
The campaign ecosystem extended further through:
- Collaborative Reels and TikToks with podcast hosts and creators.
- Episodic social storytelling before and after the festival.
- Cross-platform amplification between Amazon Music and creator channels.
- A custom Primavera Sound-inspired studio setup visually connected to the onsite Amazon Music Social Content Studio.
This interconnected approach allowed the campaign to live simultaneously as:
- Festival hype content
- Podcast promotion
- Creator entertainment
- Community-driven social conversation
THE RESULTS
The campaign became one of Amazon Music Spain’s strongest creator-driven content activations during Primavera Sound 2024.
The collaboration with Los Reyes del Palique and creator Tamara García delivered:
- 848.6K TikTok views
- 8.6% engagement rate on TikTok
- 457.8K views with a 5.6% engagement rate across additional creator content.
Across Instagram, Primavera Sound podcast content generated:
- 295.3K impressions
- 4.5K engagements
- An average of 30.8K impressions and 797 engagements per post, significantly outperforming platform benchmarks.
The campaign also became a key internal case study validating the effectiveness of:
- Creator-led festival storytelling.
- Audience participation formats.
- Conversational podcast content adapted for social media.
- Social-first entertainment formats that don’t resemble advertising.
THE IMPACT
Los Reyes del Palique x Primavera Sound demonstrated how festivals can become cultural content ecosystems rather than isolated live events.
Instead of limiting the audience experience to attendees onsite, the campaign expanded Primavera Sound into an ongoing digital conversation powered by creators, fandoms and participatory storytelling.
The project reinforced Amazon Music’s positioning as a platform deeply connected to creator culture and showcased Morning Coffee’s ability to merge social entertainment, podcast culture and experiential storytelling into scalable branded content ecosystems.
