Music and dance as engines of change.
Between the 15th and 18th of August 1969, a festival took place in a small northern town in New York that would change everything. Remembered not only for its music, those legendary concerts by Jimi Hendrix, The Who, or Santana became the symbol of an entire generation seeking real, radical, and brave change. With peace and love as their banner, 400,000 souls gathered for three days in Ulster County, giving rise to a massive purifying experience that united them forever and transformed the world.
Despite all the talk and writing about that iconic festival, it’s impossible to understand the communion experienced by the attendees unless one was present. A similar thing occurs with the musical tour organised by IQOS. It’s challenging to describe the intense emotions experienced during their moving concerts, such as the one offered by Taburete last Tuesday at the Reina Sofía Museum. A performance that transcended more deeply musicality, urging action and a change of habits towards purer days, free from smoke, because one of IQOS’ goals— is a device that heats tobacco instead of burning it—is to become the primary choice for adult users who wish to continue their smoking habit. Additionally, when you use IQOS, there’s no combustion, so there’s no smell of cigarette, smoke or ash.
A musical tour that connects with thousands of nonconformists. «game changers»
“I write a song that won’t leave you indifferent,” chanted the hundreds of “game changers” — referring to the “rebels” who already use IQOS — gathered at the NuBel restaurant in the Thyssen museum, where they resonated with another acoustic concert committed to the cause. The night promised from the start especially when the opening acts made their entrance: a group of virtuoso violinists who captivated the audience with their awe-inspiring violin solos, foreshadowing another legendary night. Organised by IQOS and Bacana, it was another event that once again demonstrated the transformative power of music towards a common goal.
With each new artist joining this tour, IQOS reinforces its commitment to culture, creativity, and the pursuit of a better world. A musical journey that connects with thousands of “game changers” who, like those who attended the Taburete concert, enjoy great anthems while singing and dancing for a better world.
Just as the frontman of the Madrid-based band, Willy Barcenas, sings in “Cuando se Apaga la Luz”: “I write a song that won’t leave you indifferent,” and so too resonates the courageous initiative promoted by IQOS. As Willy adds in “Sirenas,” their most chanted song: “This is not over. It has not come to an end.” It is crucial to continue adding musicians to this tour who challenge the conventional and join the IQOS revolution, always with music and dance as engines of change, because “when you dance, frenzy.”
