ESP / ENG

Arm

Experiences that last forever

With talent
comes impact
Integration
Experience
Content

71%

of

fans

say the brand feels more relevant when it is integrated with the artist

68%

of

fans

remember the brand that created a direct talent-led experience vs. 38% for static branding

1

Just

one piece of content

with an artist

can extend the festival sponsorship for 3-4 weeks on social media

Talent as a

brand value

accelerator

Talent-led actions are not a creative add-on. They are the element that turns a sponsorship into a platform for content and real connection.

+70%
Brand relevance
2-3x
Recall
+50%
Purchase intention
4-6x
Engagement
20-40%
Increase in sponsorship value

The formula

Digital products

• Media Plan
(Media focused on our First Party Data)

• Fan Engagement:
(User Generated Content + Trivia and Banners)

• Mailing Campaign

+

Talent-led actions

• Attractive talent-led dynamics.

• Logistics and production operated by OCESA

• Professional content produced by OCESA

=

Attractive add-on

01
02
03
Available add-ons
Hidden room experience
What is it?
A private and immersive experience inside the festival, designed to create exclusivity between the brand, the talent, and a select group of fans. The activation takes place inside a closed, brand-intervened space, accessed only by winners of a fan engagement activity.
How does it work?
• The event will take place in a controlled space produced by OCESA.
• The DJ Set will be an exclusive performance.
• The approximate duration of the set will be 60 to 40 min
Benefits for the brand
• The brand may share organic content generated at the event by guests or staff.
• Professional content produced by OCESA.
DJ Set Takeover
What is it?
A music activation where the brand takes over a space around the festival through an exclusive DJ or talent performance.
How does it work?
• The event will take place in a controlled space produced by OCESA.
• The DJ Set will be an exclusive performance.
• The approximate duration of the set will be 60 to 40 min
Benefits for the brand
• The brand may share organic content generated at the event by guests or staff.
• Professional content produced by OCESA.
Pre festival listening room
What is it?
A listening session produced by OCESA. The space works as a meeting point for fans, press, and cultural partners.
How does it work?
• Off-site event before the festival
• Curated listening session
• Access by invitation or controlled dynamic
• Possible surprise appearance by the talent, subject to availability
• Production coordinated by OCESA
Benefits for the brand
• Cultural positioning before the festival
• Affinity with key audiences
• Generation of organic and editorial content
• Anticipation and conversation before the event
Private Showcase
What is it?
An exclusive talent performance for a reduced audience, designed as a premium brand experience with a high-value and exclusive perception.
How does it work?
• Live talent performance at a venue or controlled space managed by OCESA.
• Limited capacity and exclusive access
• Operation, logistics, and general coordination handled by OCESA
Benefits for the brand
• Premium experience with high emotional value.
• Direct association with the talent in an exclusive environment
• High perception of exclusivity and hospitality
• Generation of unique content that cannot be replicated at the festival
• Direct relationship with key guests.
Las rapiditas
What are they?
Short, unannounced musical performances held outside the festival venue and dedicated to a specific person, group, or situation. They work as a special gesture from the talent, designed to surprise and create an intimate, meaningful moment.
How does it work?
• Short and surprise music set.
• Held at an external location outside the festival.
• Dedicated to a person, group, or previously defined story.
• Production coordinated by OCESA
Benefits for the brand
• Association with authentic and emotional gestures.
• Human and close storytelling.
• High potential for organic conversation.
• Emotionally charged content with strong recall
Available add-ons
Digital Meet & Greet
What is it?
Video calls enable personalized interaction between the talent and the brand’s fans in a digital format. This activation extends the festival experience beyond the physical space.
How does it work?
• Video calls with the talent at defined times.
• Exclusive access for fan engagement winners.
• Moderation and time control coordinated by OCESA
Benefits for the brand
• Association with exclusive talent access.
• Personalized experience with high perceived value.
• Natural content generated by participants
Artist Storytelling
What is it?
Short digital content starring the talent, designed to amplify the brand message organically within the festival context. Unlike a traditional ad, this format integrates into the talent’s natural narrative, creating closeness and credibility with their audience.
How does it work?
• Recording of 1 to 2 stories during the festival period.
• Publication from the talent’s social media accounts.
• Message previously aligned with the brand.
• Repost rights for the brand
Benefits for the brand
• Organic and credible amplification.
• Direct association with the talent.
• Digital presence within the festival ecosystem
Brand stunt
What is it?
A high-impact special intervention designed to break the festival routine and create an unexpected moment that concentrates attention, conversation, and recall.
How does it work?
• Unique action designed specifically for the brand and talent.
• One-time intervention at a strategic moment and place.
• Creative, operational, and timing coordination handled by OCESA.
• Brief, clear, and controlled execution
Benefits for the brand
• High impact with a single action.
• Immediate organic conversation.
• Association with an iconic festival moment.
• Positioning as a bold and relevant brand
Raw take
What is it?
Musical performances that move away from the massive stage. Ideal for reduced audiences and the generation of high-value content.
How does it work?
• Acoustic talent performance.
• Controlled space outside the festival.
• Audio and video recording.
• Production and coordination handled by OCESA
Benefits for the brand
• Premium and emotional content.
• Association with artistic authenticity.
• Reusable post-event asset.
• Differentiated experience compared with the massive show
Random places
What is it?
Surprise talent appearances in non-traditional locations, generating spontaneous moments that break audience expectations. These interventions stand out for their natural feel and high potential for organic conversation.
How does it work?
• Unannounced talent appearance.
• External or unconventional location.
• Short-duration activation.
• Production coordinated by OCESA
Benefits for the brand
• Real authenticity.
• Organic virality.
• Spontaneous conversation.
• Association with unexpected moments
Available add-ons
Beauty Sessions
What are they?
An interactive experience designed for selected fans to participate in a makeup session guided by a specialized brand. During the session, the talent makes a surprise appearance.
How does it work?
• Makeup session for fan engagement winners.
• Experience guided by the brand.
• Surprise talent appearance during the session.
• Brief and controlled interaction with attendees.
• Production and general coordination handled by OCESA.
Benefits for the brand
• Direct experience with the product.
• Emotional association with the talent.
• Authentic content generated from the experience.
• High recall driven by the surprise factor.
Artist Masterclasses
What are they?
Educational sessions led by talent, focused on sharing knowledge, creative processes, and industry experience. This format positions the brand as a driver of cultural and creative development.
How does it work?
• Talk or workshop-style session.
• Limited access.
• Interested and niche audience.
• Production coordinated by OCESA
Benefits for the brand
• Authority and credibility.
• Deep engagement.
• Association with knowledge and culture
Road to the stage
What is it?
A content format that documents the talent’s arrival at the festival aboard a sponsor brand vehicle. This journey creates an aspirational lifestyle narrative, organically integrating the brand into one of the artist’s most visible and relevant moments before their performance.
How does it work?
• Talent transfer in a brand vehicle to the venue.
• Content generation during the journey and arrival.
• Natural brand integration into the artist experience.
• Production and coordination handled by OCESA
Benefits for the brand
• High visibility at a key talent moment.
• Aspirational and lifestyle association.
• Organic, non-invasive integration.
• Generation of digital content with high engagement potential

Where can they be applied?