Mad Cool Festival

What Mad Cool Festival does

Mad Cool Festival, operated by MAD COOL FESTIVAL S.L., is a privately held Spanish music festival company headquartered in Madrid (registered office at Calle Gran Vía 27) that produces an annual multi-day, multi-stage music festival held in the Madrid metropolitan area (Humanes de Madrid). Founded in 2015/2016, the 2026 edition (July 8-11) will mark its 10th anniversary, with editions held every year except 2020 and 2021 due to the COVID-19 pandemic. The festival's product portfolio centers on tiered attendance passes (4-Day Pass, One-Day Ticket, 4-Day VIP Pass, VIP 1 Day Ticket, and Santander SMusic exclusive passes) distributed through the proprietary Mad Cool Tickets platform (madcooltickets.com), supplemented by an on-site box office.

The company has built a supporting ecosystem of products and services around the core festival: MC Travel by Azulmarino offers bundled ticket-plus-hotel packages for international attendees; MC Area provides a premium VIP zone with privileged stage views and discounted catering; the Official MC App (iOS/Android) delivers set times, maps, and festival information; a Cashless Wristband system enables on-site top-up payments; MC Talent by Vibra Mahou runs an emerging-artist DJ competition; and the Lonely Mads Club (Telegram) maintains a year-round fan community. Underlying technology is operational rather than proprietary AI/ML — the cashless payment system (via IDAS Fest) and the mobile app are the principal technical components.

Mad Cool's business model combines six revenue streams: ticket sales (general and VIP tiers), VIP experience upgrades, merchandise, on-site food and beverage, travel package affiliate revenue (Azulmarino), and institutional/corporate sponsorship. Sponsorship is a particularly deep revenue pillar, anchored by institutional partners (Turismo Madrid, Ayuntamiento de Madrid) and commercial brands (Santander, Orange, Iberdrola, Coca-Cola, Red Bull, McDonald's, Vibra Mahou, with NME and Rock FM as media partners). The customer base is B2C and distributed across individual music festival attendees in 28 European countries (Spain plus 26 additional nations with wristband home delivery).

Name

Mad Cool Festival

Legal name

MAD COOL FESTIVAL SL

Website

https://madcoolfestival.es

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Mad Cool Festival is a privately held Spanish company operating an annual multi-day music festival in Madrid, serving international attendees across 28 European countries through tiered ticketing, VIP experiences, sponsorship, and an ecosystem of travel, cashless payment, and talent-development products.

Ownership category

akta.pro rank

Product category

Live Music Festival Events

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Music Festival Organizers & Promoters (MPAGAAAB)

akta.pro secondary industries

Merchandising & Onsite Retail (Concert Merch, Pop-ups) (MPAGAAAJ), Cultural & Community Festivals (Ticketed) (THAJAFAI)

Keywords

• Music festival events
• Live concert experiences
• Festival ticketing services
• VIP event packages
• Festival travel packages

Headquarters

HQ city

Humanes De Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Ticket Sales: Primary revenue stream from multi-day festival passes and single-day tickets. Includes general admission and VIP tiers. Wristband delivery included for Spanish and European purchasers.
2. VIP Experiences: Premium VIP passes offering exclusive entrance, VIP area access with main stage terrace views, relaxation zones, bars, catering at reduced prices, and welcome packs.
3. Merchandise: Festival merchandise including apparel and accessories sold through official channels.
4. Food and Beverage: On-site food trucks and beverage stands offering diverse culinary options to attendees.
5. Travel Packages: Partnership with Azulmarino for bundled ticket + hotel packages, creating additional revenue through travel services.
6. Sponsorship: Revenue from institutional sponsors (Tourismo Madrid, Madrid City), partners (Vibra Mahou, Santander, Orange, Iberdrola), sponsors (Coca-Cola, Red Bull, McDonald's), and media partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Mad Cool Festival is an annual multi-day music festival held in Madrid, Spain, that organizes live performances by international and national headliners across multiple stages. It sells tiered attendance passes (4-Day Pass, One-Day Ticket, 4-Day VIP Pass, VIP 1 Day Ticket, and Santander SMusic exclusive passes) through its own ticketing platform, complemented by on-site VIP zones, cashless wristband payments, food and beverage concessions, official merchandise, travel+hotel bundles via Azulmarino, and an emerging-artist DJ competition programme.

Product overview

Mad Cool Festival is an annual multi-day music festival held in Madrid, Spain (celebrating its 10th anniversary in 2026). The core offering consists of tiered festival attendance passes — 4-Day Pass, One-Day Ticket, 4-Day VIP Pass, VIP 1 Day Ticket, and Santander SMUSIC-branded passes — all sold through the official Mad Cool Tickets platform. The festival ecosystem extends across several supporting products: MC Travel by Azulmarino (ticket-plus-hotel packages), MC Area (VIP zone with terrace access and discounted catering), the Official MC App (iOS/Android mobile app for schedules, maps, and cashless wristband top-up), the Cashless Wristband Top-Up System, MC Talent by Vibra Mahou (DJ competition programme), Lonely Mads Club (Telegram-based community), an Official Merchandising Store, a Food Court with food trucks, and an Official Spotify Playlist. The festival also maintains a Backstage Area Portal for artist services.

Differentiator

Problem solved

Functional benefit

Brands

• Mad Cool Travel: Official festival travel partner offering ticket + hotel packages operated by Azulmarino
• MC Area
• MC Talent
• MC DJ Talent

Products and services

• Mad Cool Festival 4-Day Pass Four consecutive days of festival access (July 8–11, 2026 edition) with home wristband delivery for Spanish and select European country residents. Sold to individual music fans seeking the full multi-day festival experience.
• Mad Cool Festival One-Day Ticket Single-day festival entry ticket with home wristband delivery for Spain and select European countries. Sold to attendees wanting access to one specific day of programming.
• Mad Cool Festival 4-Day VIP Pass Four-day VIP pass including all concerts, exclusive VIP entrance bypassing general queues, privileged main stage terrace view, relaxation zone with bars and reduced-price catering, welcome pack, and home wristband delivery for Spanish residents.
• Mad Cool Festival VIP 1 Day Ticket Single-day VIP ticket granting access to all concerts and VIP area activities for one festival day. Sold to premium experience seekers.
• Santander SMusic Festival Pass/Ticket Exclusive passes for Banco Santander España cardholders (maximum 2 per card, payment must be via Santander card), available in 4-day or single-day and general or VIP tiers, including fast-track festival entrance. Sold to Santander banking customers.
• MC Travel by Azulmarino Official travel partner service offering bundled festival ticket plus hotel packages for Mad Cool Festival attendees, including early-booking incentives and trip giveaways. For international and domestic attendees needing accommodation near the venue.
• MC Area (VIP Zone) On-site VIP experience zone offering privileged stage views, relaxation areas, and bars and catering at reduced prices, accessible to VIP pass holders within the festival grounds.
• Official MC App Official mobile application available on iOS App Store and Google Play providing set times, venue maps, news updates, festival information, and cashless wristband top-up functionality for festival attendees.
• Cashless Wristband Top-Up System Electronic wristband payment system allowing attendees to top up funds online or at the venue and make cashless purchases at food, beverage, and merchandise stands throughout the festival.
• MC Talent by Vibra Mahou (DJ Competition) DJ talent competition programme that selects emerging electronic music artists to perform at the festival, with prior winners including Yulie, Liens Très Dangereux, KSAL, and Color for the 2026 edition. Targets aspiring artists seeking festival exposure.
• Official Festival Merchandise Official festival-branded merchandise store selling apparel and accessories through the festival's official channels, for festival attendees and brand fans.
• On-Site Food Court On-site food truck village offering diverse culinary options from mobile kitchens for festival attendees during festival dates.
• Mad Cool Tickets Platform Primary online ticketing platform (madcooltickets.com) used for purchasing all festival ticket types including 4-day passes, one-day tickets, and VIP options for individual consumers.

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Turismo MadridcoreGTM or Marketing PartnerInstitutional sponsor providing tourism promotion and support for the festival as part of Madrid's tourism and cultural initiatives.
• Madrid City (Ayuntamiento)coreGTM or Marketing PartnerInstitutional sponsor representing the city of Madrid, supporting the festival as a major cultural and tourism event.
• Vibra MahoucoreGTM or Marketing PartnerMain partner and sponsor of the MC Talent program, supporting emerging artist discovery initiatives including the Mad Cool DJ Talent competition.
• IngresseminorChannel Partner/ Reseller/ DistributorTicketing platform partner for distribution of festival tickets.
• Santander España (Banco Santander)coreGTM or Marketing PartnerExclusive banking partner offering Santander SMusic passes with fast-track access to the festival for cardholders. Maximum 2 tickets per card with payment required via Santander card.
• OrangeminorGTM or Marketing PartnerTelecommunications partner providing connectivity and promotional support for the festival.
• IberdrolaminorGTM or Marketing PartnerEnergy company partner supporting the festival with sustainable energy initiatives.
• Coca-ColaminorGTM or Marketing PartnerBeverage sponsor providing refreshment options throughout the festival venue.
• Red BullminorGTM or Marketing PartnerEnergy drink sponsor supporting the festival experience.
• AzulmarinocoreChannel Partner/ Reseller/ DistributorOfficial travel partner providing bundled ticket + hotel packages for Mad Cool Festival attendees. Manages MC Travel service.
• GLSminorOthersOfficial logistics provider for festival operations and delivery services.
• NMEminorGTM or Marketing PartnerMedia partner providing music journalism and editorial coverage for the festival.
• Rock FMminorGTM or Marketing PartnerRadio media partner providing broadcast coverage and promotion for the festival.
• McDonald'sminorGTM or Marketing PartnerFood service sponsor providing dining options within the festival venue.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Reading and Leeds Festivals: Twin-site UK rock/pop multi-day festival. Directly comparable multi-day, multi-stage attendee-driven format and headliner economics to Mad Cool.
• Primavera Sound: Annual multi-genre music festival held in Barcelona, Spain. The closest direct competitor to Mad Cool given overlapping Spanish market, similar multi-day format, and comparable international headliner economics.
• Tomorrowland: Major multi-day electronic/dance music festival held annually in Boom, Belgium. Comparable scale, multi-stage format, international attendee mix, and tiered ticket/VIP monetization similar to Mad Cool.
• Sonar Festival: Annual music and creativity festival held in Barcelona, Spain. Direct Spanish market peer with overlapping artist pools, though more electronic/forward-leaning than Mad Cool.

Broad incumbents

• Coachella: Iconic annual multi-genre music festival in California, USA. A broader incumbent in the multi-day international festival category with similar lineup structure and sponsor-driven monetization model.
• Lollapalooza: Major multi-day music festival with global editions. Comparable multi-stage programming and sponsor-driven monetization model, operating as a broader incumbent across geographies.
• Glastonbury Festival: Iconic UK multi-day music festival. Comparable in scale, multi-genre programming, and European festival audience, though a broader historical incumbent with significant brand recognition.

Regional players

• EXIT Festival: Annual multi-day music festival held in Novi Sad, Serbia. Regional peer in CEE Europe with comparable multi-genre programming and international attendee mix.
• Roskilde Festival: Major annual multi-day music festival held in Roskilde, Denmark. Comparable scale and pan-European attendee mix with a similar multi-stage outdoor format to Mad Cool.
• Sziget Festival: Annual multi-day music festival held in Budapest, Hungary. Comparable as a pan-European multi-day festival serving international audiences with similar lineup and ticket structure to Mad Cool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/madcoolfestival
• YouTubeyoutube.com/c/MadCoolFestivalOfficial
• Facebookfacebook.com/madcoolfestival
• Instagraminstagram.com/madcoolfestival
• TikToktiktok.com/@madcoolfestival

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mad Cool Festival