This year’s Westway Lab keynote interview will see newly appointed Primavera Sound Madrid director, Almudena Heredero, sitting down with IQ Magazine editor Gordon Masson to talk about her life and career, as well as some of her ambitions for the event and her tireless campaigning to bring more women into the music Business.

As the vice president of the Association of Women in the Music Industry (MIM), Heredero’s career path has been impressive to date. She has directed Primavera Pro, the international meeting of the music sector at Primavera Sound festival, for 12 years, while for the past nine years, she has also coordinated Spain’s official participation in the Prague Quadrennial of Performance Design. Heredero has been the assistant artistic director of the Madrid International Jazz Festival, JAZZMADRID, since 2014, and oversees the production management of the Conference on Social Inclusion and Education in the Performing Arts organized by INAEM and Madrid is Fashion, an initiative of the Association of Fashion Creators of Spain. And as if that does not keep her busy enough, she is also a guest lecturer at the Universities Carlos III (Madrid), Universidad Complutense / Fundación Santillana (Madrid), Blanquerna - Universitat Ramon Llull (Barcelona), and Universidad de Valencia.

During the Westway Lab keynote, Masson will find out what drives Heredero’s passion for music, as well as document the story of how she established her name in what has historically been a male-dominated industry, and how she has set about ripping up the rule book to inspire other women to pursue careers in the music business.