Madrid was alive in July as Mad Cool Music Festival’s seventh edition once again welcomed fans from every corner of the globe, delivering world class music, culinary and guest experiences.
Mad Cool has established itself as an internationally renowned music event in the truest sense of the word.
They continually find ways to cultivate exquisite lineups, tweak infrastructure and elevate the fan experience and 2024 was no exception, and Atwood Magazine was fortunate enough to be in attendance once again.
2024 WAS A YEAR OF CHANGE
Mad Cool took a very careful inventory of items they felt they wanted to change and address in year two at the Villaverde location to enhance the fan experience. Things like an enhanced transport plan with extended metro hours until 4am and more metro stops made a massive difference for guests.
Additionally, the festival’s decision to reduce capacity from 70k to 58k truly gave the festival grounds an undeniable sense of exclusivity. You never felt closed in or jammed up in foot traffic and it made a huge difference in navigating from stage to stage.
DEDICATED CARING PLAN
Not a new installation for 2024, but a welcome return is Mad Cool’s unique Welfare Space area. This is a dedicated area for fans to go if they might be dealing with sensitive topics like assaults of any kind, substance submission, general anxiety or theft.
Often, patrons may not always feel comfortable speaking to an authoritative figure like festival security or police for fear of persecution, (prosecution) or judgment, so this proves a wonderful alternative, with qualified social workers on staff.
The biggest testament to the installation’s effectiveness was that it was usually somewhat quiet, which just shows what a welcoming, safe, inclusive environment the festival garners.
DAY 1 HIGHLIGHTS
Getting off to a fast start is paramount for a festival. Day one needs to set the tone for the four day gauntlet and the Wednesday lineup was perfectly cast for just that.
Sophie Allison, who goes by the stage moniker Soccer Mommy, was tasked with tearing off the proverbial band aid and did so admirably, enticing crowds with her own brand of singer/songwriter rock prowess. Next, Mad Cool vets Nothing But Thieves followed suit, continuing their upward trajectory by playing fan favs off their 2023 juggernaut album Dead Club City.
But the real launchpad for the weekend on Wednesday was the always peerless Dua Lipa with her electrifying dance troupe, intricate (but somehow flawless) production and daisy chain of hits that kept the crowd enamored from beginning to end.
The Smashing Pumpkins rounded out the evening and showed once again why they’ll always be among the ’90s alt rock kingpins.
DAY 2 HIGHLIGHTS
I always try to come away from a festival with a new, meaningful connection to an artist, and Michael Kiwanuka was that artist on Thursday. With soulful lyrics and a knack for melody that soothes and reassures, he actually laid a cooling presence over the crowd in the sweltering heat.
Mondo Diao was another personal discovery this year and will be a mainstay on my own workout and driving fast playlists. There is a sort of playful bravado in their sound and fans were visibly amped for them.
Enigmatic frontman Kelvin Swaby of the British alt rockers The Heavy engaged fans and begged the question “How You Like Me Now?” to fans and they responded with resounding affirmation in a really fun set in the afternoon heat.
Pearl Jam played host on the Mad Cool Stage to what appeared to be the deepest and most invested crowd of the weekend to place the crown jewel on an amazing Thursday. After thirty-plus years, this iteration of Pearl Jam has such a loving embrace of their catalog and it’s very reassuring for us aging rockers.
DAY 3 HIGHLIGHTS
I’m of the opinion that Mad Cool 2024 really found its wheelhouse on Friday. It had these wonderfully-charismatic components that all came together harmoniously and honestly it felt like a whirlwind that went by too quickly.
Once again, the ’90s were well-represented and shone brightly as stars of that era like Rage Against The Machine alum Tom Morello and The Breeders fortified themselves as stalwarts in the alt rock genre.
Morello, touring in support of his new album “Soldier In The Army Of Love”, was also joined on stage by his 13 year old son Roman, not-so-surprisingly is an absolute guitar prodigy, just like his pop.
Not to be outdone by the veteran ’90s presence, early millennium rockers Sum 41 took fans on an absolute carousel ride of hits like “Fat Lip” and “In Too Deep,” complete with spirited pyrotechnics.
One thing that stood out to me personally on Friday was how it has been so pleasurable watching 2024 headliners Maneskin evolve through the years. I first saw them on a severely-undersized stage at Coachella 2022 and since then, their production has gone to full blown headliner caliber.
DAY 4 HIGHLIGHTS
I always start the last day of a festival with that same feeling of melancholy that we all get. You’re bummed that it’s over, but you have to fight it so you can enjoy the last day. Saturday’s artists made it all too easy to forget we were nearing the end.
Seeing Arlo Parks is always fun, and this set was no exception. Her sets give this amazing sense of whimsy and she just exudes profound joy.
In the same vein of the 2000’s splendor that Sum 41 brought the day before, Avril Lavigne wowed fans with an absolute onslaught of hits, confetti, and singalongs.
The Gaslight Anthem came out swinging as the sun set on day four with their signature hit “45” bringing that Jersey swagger we were all waiting for.
SUMMARY
For American festivalgoers, if you have given even the smallest consideration to hitting an international fest, I can’t recommend Mad Cool enough. With historic lineups, exotic culinary choices, incredible branded installations and more all wrapped up in Spain’s capital, this festival has it ALL.
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© Michael Greco
© Michael Greco
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