Cervantes in rap

The International Festival of Classical Theater of Almagro and the ‘Festival Internacional Cervantino de Guanajuato’ organized simultaneously, in Spain and Mexico, the contest ‘Cervantes in rap’. A contest with more than 300 rappers and lovers of urban culture using Cervantes rhymes and characters. This initiative serve to incorporate this rhymes into their everyday life, serving as an alternative communication channel with a different audience.

The semi-final rappers (3 from Spain and 3 Mexicans) had the opportunity to compete in two freestyle finals that took place in Ciudad Real, within the framework of the 39^th edition of the International Classical Theater Festival of Almagro and the 44^th edition of ‘Festival Internacional Cervantino de Guanajuato’.

‘Cervantes in rap’ managed, through music, to approach Cervantes figure and work to a younger audience. Thanks to their idols rappers, the young people attended cultural activities in La Casa Encendida in Madrid and in the Plaza Mayor of Ciudad Real.

The link between the activity with important representatives and media of the musical field (such as Arkano, Tosko, Frank T, VodafoneYu and Urban Roosters) provided a greater impact of the contest on young people through media and social networks, achieving more than 8 million impressions of the hashtag #cervantesenrap, and almost one million Twitter followers. With the celebration of the Mexican final in October 2016, the same brand reached another 500.000 Twitter accounts.