Marta Pallarès Joins Sound Diplomacy as Head of Events

Sound Diplomacy is delighted to welcome Marta Pallarès as Head of Events.

Marta joins us from Barcelona with an international track record spanning communications, cultural leadership and strategic development within the global music sector. Her career includes senior leadership at Primavera Sound, where she led international communications, served as official spokesperson, and helped shape global narratives around equity, sustainability and responsible growth.

Her work has consistently operated at the intersection of culture, strategy and global positioning — building platforms that connect audiences, policymakers and industry leaders across borders. She currently serves on the board of YOUROPE, representing 131 festivals across 31 countries, contributing to sector-wide collaboration and advocacy at a European level.

At Sound Diplomacy, Marta will lead the strategic delivery of our international events portfolio, overseeing convenings that bring together global leaders across music, government, tourism and economic development. Her appointment strengthens our commitment to designing events that do more than gather delegates — they catalyse partnerships, shape policy discussions and advance music-led solutions across city planning, investment strategy and sustainable tourism.

As our global work continues to expand, Marta’s leadership will play a central role in ensuring our events remain spaces for rigorous dialogue, practical exchange and long-term impact.

We are thrilled to welcome her to the team!