SEAT is collaborating for the first time with Sónar, the international Music, Creativity and Technology festival, which is celebrating its 26th edition, to connect with Barcelona’s spirit of innovation and creativity. The brand becomes the innovation partner of Sónar and Sónar+D, and will launch the new Sónar+D MasterClasses by SEAT, one of the major novelties of this year’s edition, which will take place in the new Sónar+D Auditorium by SEAT venue.
Sónar+D is an international antidisciplinary congress which has been held since 2013 in Barcelona in the context of the Sónar festival. It brings together prominent artists, technologists, creative professionals, musicians, film-makers, designers, thinkers, scientists, entrepreneurs, makers and hackers, among other profiles, with a view to explore how creativity influences and modifies the present and assists in imagining a new future.
SEAT becomes Sónar and Sónar+D’s innovation partner.
SEAT global Marketing director Susanne Franz explained that “Sónar and Sónar+D are benchmark international events in the fields of creativity and innovation. This agreement consolidates SEAT’s commitment to doing things in a different way, putting tradition aside, with a backdrop such as Sónar which goes far beyond music.”
The novelty this year are the Sónar+D MasterClasses by SEAT, a new learning format designed to boost innovation and creativity on a national and international level. A total of 9, 90-minute masterclasses will be held on July 17, 18 and 19. The subject matter of the masterclasses will focus on the fundamental role of creativity in innovation processes, with sessions devoted to the collaboration between artists and artificial intelligence, machine learning, interaction with robots or the design of immersive and interactive environments, among others.
Sónar cofounder and codirector Ricard Robles pointed out that “the Sónar+D masterclasses is a project we have been working on for a long time and is the most significant novelty of this year’s edition. SEAT is the perfect technology partner to make it happen, as we share the vision of how creative talent is a key element in the challenges of innovation. We are thrilled to be developing this project together”.
The Sónar+D MasterClasses by SEAT will feature priority access for the professionals participating in Sónar+D and have a capacity for between 50 and 80 participants per event. However, there will be online access to the masterclasses beginning in September via the Sónar+D webpage.
Urban mobility that moves to the music
Year after year, SEAT confirms its commitment to music and street art through its parnerships with the world’s leading international festivals. This year, SEAT is collaborating again with the world’s leading urban festivals, such as Primavera Sound, where for the first time it is sponsoring 13 additional hip hop artists in the festival’s line-up; and with Lollapalooza in Paris and Berlin and the Wireless Festival in Frankfurt as well. These events are recognised as the ideal platforms for sharing passion for music and street art and SEAT’s youthful, optimistic spirit.