Last week, Barcelona’s Primavera Sound - one of Europe’s premiere summer festivals - unveiled the line-up for its 2025 edition, making the announcement a full month earlier than they did the year prior. That’s just one example, but during a time when the live music sector is opening struggling, festival announcements seem to be happening sooner than ever before, with some tickets being put on sale 9 or 10 before the actual event. Why is this happening? Will it work? And how will affect the actual in-person festival experience. Those questions are at the heart of my latest First Floor essay, and the paywall is down for the next 24 hours.