Latin GRAMMY-winning and GRAMMY-nominated Colombian singer-songwriter Camilo has long been a fan of Spain – from its people and food to its music scene and cultural influence. Following his meteoric rise to fame during the pandemic and first tour in 2021, Camilo set out on his first international arena tour, allowing him to reach even more fans in more countries than ever before. One place he longed to return to, time and time again, was the beautiful country of Spain.
Knowing his passion for the country as well as Camilo’s desire to reach his fans in the most unique and impactful ways possible, the teams at Sony Music Latin-Iberia worked to find the perfect stage (pun intended) for him to accomplish just that. With limited venue capacities across the country and a finite amount of time to put a show together, as he was already halfway through his tour, we reached out to our friends at the Comunidad de Madrid (Community of Madrid) for help.
In honor of “la semana de la Hispanidad,” Spain’s own national heritage week, Madrid’s tourism board was looking to highlight the idea that “¡Todos los acentos caben en Madrid!” (“All accents are welcome in Madrid!”) and who better to present this concept than an incredible artist who not only speaks but sings in an accent different from the local Madrileños.
As our partners agreed that Camilo was a synergistic fit, the next step was to identify a location worthy of this momentous occasion. Working hand-in-hand with the Community of Madrid, Sony Music’s expertise led them to pinpoint Puerta de Alcalá. This historic landmark, built as a gateway to the heart of Madrid, proved to fit the bill with enough space around its vicinity to accommodate a stage… and a massive crowd of fans.
Sony Music also partnered with national airline and hotel brands who joined in to offer accomodations as well as amplification via their own social and out-of-home platforms to reach their respective audiences. Additionally, our Digital Business team negotiated a deal with our long-term partners at YouTube to ensure fans across the globe could enjoy the show by singing and dancing along at home via a livestream of the event.
Prior to the event, Camilo shared his excitement on his social networks: "I woke up incredibly thrilled about what I am going to experience today. We’re putting on a free concert at Puerta de Alcalá! God’s plans for me are greater than my own. Much love.” On October 9th 2022, Camilo stood before the Puerta de Alcalá - and 80,000 fans - to play his biggest hits as well as new releases from his latest album, “De Adentro Pa Afuera.” The concert, lasting just over 90 minutes, included surprise guests Evaluna Montaner, with whom Camilo performed his hits “Por Primera Vez” and “Índigo,” as well as Pablo Alborán for “El Mismo Aire.” As Alborán, a Spanish singer-songwriter and fellow GRAMMY nominee, hit the stage, fans could feel how the power of music supercedes any geographic borders, reinforcing the message behind #Hispanidad2022.
This historic event drew a record crowd unlike the city had ever seen and contributed in reaching more than 1.1M views on TikTok alone, generated by organic audience content leveraging the official hashtag.