We recently hosted the first edition of our “Brand Experiential Sessions”, a new professional event series created to foster learning, inspiration, and networking opportunities for brands and industry professionals.
Under the theme Music is at the center of everything, and brands know it, we brought together professionals from the entertainment, marketing, events, and communications industries to reflect on the strategic role music currently plays in building emotional connections, cultural relevance, and brand value.
During the session, we explored how music has become one of the most powerful cultural and emotional territories for brands, allowing them to connect with audiences far beyond traditional communication formats. Whether through everyday consumption habits or live experiences such as concerts and festivals, music continues to establish itself as a key driver of engagement, affinity, and community building.
To discuss this evolution, we welcomed Pedro Couto, Co-founder and Cultural Strategist at Arrebata – Music & Entertainment, and Pedro López Antepara, Head of Hospitality VIP & Events at Atlético de Madrid, who shared their perspectives on the evolution of live music, the growth of festival culture, and the transformation of experiential venues.
During the event, we also introduced Pop-Out by Bematrix, a modular system designed to create high-impact temporary spaces for premium indoor and outdoor activations. A versatile and efficient solution for pop-up stores, hospitality areas, and brand activations that helps optimize logistics, reduce production times and costs, while maintaining high architectural design standards.
With this first edition of “Brand Experiential Sessions,” we reinforced our commitment to creating spaces for reflection and dialogue around new ways brands connect with audiences, placing culture, music, and experiences at the center of today’s communication strategies.
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