Primavera Pro: Where Uruguayan Music Meets the World

Uruguayan music once again showcased its international potential at Primavera Pro 2026, one of the global music industry's leading networking and business events. With support from the National Directorate of Culture (DNC) and Uruguay XXI, a national delegation took part in the professional market of the renowned Primavera Sound festival, held in Barcelona from June 3 to 7.

The delegation included Elisa Algorta (Gurises), Matías Pizzolanti (Bisiesto), Soledad Moreira and Lía Pérez (Quienes Son Productora), Cristian Calace (Florencia Núñez), and Laura López (PianoPiano), who participated in a packed agenda of meetings, networking sessions, and exchanges with industry professionals from around the world.

Each year, Primavera Pro brings together representatives from record labels, agencies, festivals, music publishers, digital platforms, management companies, and institutional delegations. Through conferences, business meetings, networking opportunities, and showcase performances, it has established itself as one of the music industry's most important international marketplaces.

Speaking from Barcelona, Uruguay XXI Deputy Executive Director Martín Mercado highlighted the collaborative effort behind the country's participation.

"This mission is the result of several months of collaboration between Uruguay XXI and the National Directorate of Culture, with the goal of supporting our producers and promoting Uruguayan culture abroad," he said.

Alicia Cano, coordinator of the DNC's Department of International Relations and Cooperation, noted that the partnership enabled the institutions to accompany a delegation of Uruguayan producers, managers, and artists participating in both Primavera Pro and the Primavera Sound festival, strengthening their opportunities to connect with international markets and industry stakeholders.

Mercado added that the delegation successfully held meetings and networking sessions with key international players.

"We hope that in the coming months these conversations will translate into new opportunities, partnerships, and projects for Uruguayan artists and companies," he said.

New Opportunities for Uruguayan Music

Delegation members agreed on the importance of events such as Primavera Pro for expanding professional networks, identifying business opportunities, and strengthening the presence of Uruguayan artists in international markets.

Representing Quienes Son Productora—responsible for the development and distribution of projects including Milongas Extremas, Miel, Agus Mor, and Rueda de Candombe, among others—Soledad Moreira and Lía Pérez emphasized the role these platforms play in the growth and professionalization of the sector.

"We have a thriving music industry, with artists and projects that have become part of our national identity and possess genuine international potential," said Pérez.

Similarly, Elisa Algorta, director of Gurises—an agency representing artists such as Juan Campodónico, Blua, Davus, Niña Lobo, and Ojosfinos—described Primavera Pro as a key platform for building international relationships and generating new opportunities.

Matías Pizzolanti, representative of the label and production company Bisiesto, which works with artists including Sofía Álvez, Ninguna Higuera, Camila Ferrari, Patuco López, and Camila Sapin, said that participating in the event helped advance internationalization efforts already underway in Latin America and Spain.

Cristian Calace, manager of Florencia Núñez, highlighted the importance of these markets for identifying strategic partners.

"In Florencia's case, we aim to further develop her career in Spain and create new opportunities for international growth," he said.

Laura López, representing PianoPiano and leading management and booking for projects such as Abuela Coca, Dos Tres Cinco, Agarrate Catalina, Agus Giovio, and Club de la Cumbia, particularly valued the professional networking opportunities offered by the event and underscored the delegation's commitment to promoting Uruguay's cultural identity abroad.

A Music Scene Gaining Global Recognition

Uruguay's participation in Primavera Pro reflects the growing international visibility of a music scene recognized for the quality of its compositions, the depth of its lyrics, and the diversity of its artistic expressions.

With distinctive genres such as candombe, murga, tango, and folklore, combined with a strong spirit of experimentation that embraces rock, electronic music, hip hop, and tropical music, Uruguay has developed a unique musical identity within the region.

The delegation's participation formed part of the Conecta program, an initiative of the National Directorate of Culture aimed at promoting the internationalization of Uruguayan music through support for participation in strategic international markets. The program is led by the National Institute of Music (INMUS) and the Department of International Relations and Cooperation, with Uruguay XXI serving as a strategic partner as part of broader public policies to promote the country's creative and cultural industries abroad.

In this context, participation in events such as Primavera Pro helps increase the visibility of Uruguayan artists, broaden access to international markets, and strengthen the sector's integration into the global music industry.