Cosquín Rock

The challenge

A festival born as a ritual in the hills of Córdoba, with 15 years of history recorded in many formats — VHS, Betacam, film, CDs, digital files, streams — and a great deal of potential still untapped. There was an opportunity: to capitalize on all that material and turn it into a powerful commercial tool for taking the brand international.

The decisions

1. Building the communications area from scratch, together with some teammates already on site — a small team that kept growing into an on-site content operation at Plaza de la Música, producing in real time at the pace of Córdoba's main media outlets.
2. Breaking the news before the traditional media did: the festival became a media outlet in its own right.
3. Getting ahead of crisis management: rain, rising rivers, cancellations and rescheduling — at a time of early social media and poor connectivity in the mountains. An app was developed, built around creating your own lineup, that made it possible to send push notifications in real time — for example, to ask people to leave the riverside campsite.
4. Tracking down, recovering and unifying 15 years of archive in every format — part of the history of Argentine rock, kept on tapes and in drawers: historic band reunions, Charly García, Andrés Calamaro, Molotov shooting a music video on a closing night — and preparing it for the documentary Cosquín Rock XV — El Rockumental, presented at BAFICI and released in cinemas.
5. Using that film, together with the post-2015 aftermovies, to show international markets what happened in the hills: the before and after of a festival that professionalized its entire team.