The Mercat de Música Viva de Vic is much more than a festival: it is an essential meeting point for live music and one of the leading professional music markets in Southern Europe. Every September, for five days, the city of Vic becomes a major hub for discovery, booking, premieres and connection between artists, industry professionals and audiences. Since its creation in 1989, the MMVV has worked to foster the circulation of live music, support artistic booking and create meaningful opportunities for artists, programmers, festivals, venues, institutions and companies across the sector to meet, collaborate and generate new opportunities. The MMVV is a public project promoted by Ajuntament de Vic and the Generalitat de Catalunya, through the Institut Català de les Empreses Culturals (ICEC), and forms part of Catalonia’s key strategic cultural markets.

A unique model: professional market and festival

The MMVV has a singular nature that makes it unique: it combines the dimension of a professional market with that of a festival open to the public. On the one hand, MMVV Pro Catalan Arts brings together more than 1,200 accredited professionals from Catalonia, Spain and countries around the world. Programmers, festivals, concert venues, cultural institutions, managers, agencies, record labels, distributors, international fairs, media professionals and artists come together over three days in an environment designed to foster professional relationships and facilitate booking opportunities. Showcases, pitchings, speed meetings, networking sessions, professional talks, presentations and sector gatherings turn Vic into an intense working environment where programming decisions are made, new trends are identified and future collaborations are built. On the other hand, the MMVV Festival opens the doors of music to the wider public through an artistic programme that fills squares, theatres, churches and unique venues across Vic. For five days, audiences can discover new artists, enjoy established names from the music scene and experience a city transformed by music. This constant dialogue between industry and audience is one of the MMVV’s most distinctive features: artists perform not only in front of the professionals who may book them, but also before a real, engaged and diverse audience.

A platform for discovery and premieres

The MMVV is widely recognised as a platform for discovering talent and presenting new artistic proposals. Every year, a significant part of the programme is made up of premieres of albums, live shows, tours and artistic projects, making the MMVV one of the first major events of the music season. The programme seeks a balance between established and emerging artists, bringing together proposals from Catalonia, the rest of Spain and the international scene. The MMVV maintains an eclectic outlook and an openness to contemporary musical languages, exploring new formats and new ways of understanding live music. Catalan talent plays a central role within the project, but the MMVV also works to connect it with national and international circuits, creating opportunities for visibility, touring and export.

An international perspective

The MMVV has a strong international vocation. Over the years, it has established itself as a key meeting point for professionals from across Europe and the Global South, particularly within the fields of contemporary, roots and newly created music. Each edition includes international delegations, focus countries, working sessions and partnerships with fairs, festivals and professional networks from around the world. This international dimension helps create new touring circuits for artists and strengthens the presence of Catalan music in international contexts. The MMVV actively participates in European and international networks and collaborates with some of the leading professional events in the music sector.

Vic, a city of music

During the five days of the event, the city of Vic is transformed. Squares, cultural venues, streets and heritage spaces become stages where intimate performances, large-scale popular concerts and unique experiences coexist. The relationship with the city is essential to understanding the MMVV. The MMVV is not simply an event that takes place in Vic: it is a project that engages with the territory, its citizens and the city’s cultural identity. Music takes over the streets, fills the historic centre and creates a shared experience connecting very different audiences, from music professionals to the thousands of visitors who experience the MMVV every year.

A project driven by values

We work with a strong commitment to sustainability, equality, accessibility and innovation. The MMVV promotes actions to reduce environmental impact, encourages parity and diversity within the programme, works to remove physical and communication barriers and invests in digital tools that improve the experience for audiences and professionals alike. More than three decades after its creation, the MMVV continues to evolve with a clear purpose: to be a space where live music is imagined, shared, transformed and projected into the future.