Faced with the paradigm shift brought about by the new generations, festivals face the challenge of reaching new audiences and building loyalty. A new generation that knows no boundaries between genres, a generation in which the underground and the niche are imposed against the mainstream market, an internet generation for whom diversity -in all its forms- is intrinsic. How do we approach contemporaneity in an organic way and safeguarding our own editorial vision? How do we make the festival grow and transform itself to the rhythm of society? In short, how do we build posters that reflect the musical and social present?