Rosalía performed a free macro-concert on a floating platform on the Guadalquivir River in Sevilla on Saturday, May 9 [1].
The event serves as a high-profile marketing effort for Netflix to promote the global premiere of the second season of the series "Berlín," also referred to as "Berlín y la dama del armiño."
Organized under the title "La Jarana en el Guadalquivir," the performance featured the singer alongside a symphonic ensemble. Sources differ on the specific group, identifying it as either the Orquesta Filarmónica de Sevilla or the Real Orquesta Sinfónica de la ciudad.
The performance began at 10:30 p.m. [3]. Despite the scale of the floating stage, the singer performed only one song [2].
Weather conditions posed a challenge for the outdoor event. Forecasts from AEMET indicated that precipitation was expected and that temperatures would drop on the day of the concert [1].
The production utilized the river as a natural amphitheater, drawing crowds to the banks of the Guadalquivir to witness the intersection of pop music and classical orchestration. The collaboration between a global streaming giant and a Catalan star underscores the strategic use of live, immersive experiences to drive viewership for digital content.
“Rosalía performed a free macro-concert on a floating platform on the Guadalquivir River.”
This event demonstrates a growing trend of 'experience marketing,' where streaming platforms move beyond digital ads to create large-scale physical spectacles. By blending local cultural landmarks like the Guadalquivir River with international stars and classical music, Netflix is attempting to create a viral cultural moment to boost the premiere of its series.
