The Mercat de Música Viva de Vic (MMVV) has concluded its 38th edition, reaching an attendance of 170,000 people, a figure that sets a new record and exceeds the organization's forecasts. This attendance volume represents an increase compared to the 120,000 visitors in 2024 and 156,000 in 2025, confirming a sustained growth trend.
Preliminary data from public surveys highlight the MMVV's ability to attract visitors from beyond its immediate area. Sixty percent of attendees come from outside the Osona region, while the remaining 40% are local residents. Furthermore, 20% of the audience experienced the festival for the first time this year, demonstrating its capacity to engage new demographics.
The weekend saw significant turnout, with 18,000 people on Friday and 27,000 on Saturday at the Plaça Major Estrella Damm. The concert by Ginestà was a highlight, drawing approximately 12,500 attendees according to the Guàrdia Urbana.
This public success reinforces the MMVV's model, fully integrated into the city of Vic. The programming spread across various venues, such as La Carpa and Catedral DICE, alongside the Plaça Major Estrella Damm for large concerts and L’Atlàntida as the professional activity hub, solidifies an effective structure for future editions.
The organization also positively assesses the artistic and conceptual proposal. The opening performance, "Una Lunghissima Ombra" by Andrea Laszlo De Simone, offered a reflection on the role of live music in the digital age, positioning the MMVV as a space for thought and debate within the sector.
The festival featured 72 artistic proposals, including 35 premieres of albums, live acts, tours, or projects. The professional program MMVV Pro Catalan Arts attracted 1,300 attendees, predominantly Catalans (80%), with 15% from the rest of Spain and 5% international from 24 countries.
A total of 5,600 tickets were sold, with concerts by artists such as Nacho Vegas, Rebe, Romàntic Dimoni, and Marina Herlop selling out.
The MMVV is made possible through the support of various public institutions, including the Ajuntament de Vic, the Generalitat de Catalunya (via ICEC), the Ministerio de Cultura (INAEM), and the Diputació de Barcelona. It also receives support from Acción Cultural Española (AC/E), AIE, UPBEAT, and the Fundació SGAE.
Private sponsorships from companies like Estrella Damm (main sponsor) and DICE (official ticketing platform), along with Vera, The Store Team, and Apple Music as the official streaming platform, are crucial for the event's realization.
