Almudena Heredero has been involved in the cultural sector for over 20 years. After getting her degree in Criminology, she soon focused her professional career on another of her passions: music. For over a decade, she was in charge of Primavera Pro – the conference organized by Primavera Sound for music industry professionals. In 2022, she took on the challenge of directing the first edition of Primavera Sound Madrid. Heredero is also involved in events such as the Madrid International Jazz Festival Jazzmadrid -where she is deputy artistic director-, the Madrid es Moda initiative of the Association of Fashion Creators of Spain, the Conference on Social Inclusion and Education in the Performing Arts and Music -where she oversees production- or the Spanish pavilion at the Quadrennial of Scenography and Scenic Space in Prague -where she has coordinated Spain’s participation since 2015-. She is currently president of the Association of Women in the Music Industry.