On a mission to find the true essence of fan culture, a voyage to Madrid with Ballantine’s Scotch Whisky and COLORSxSTUDIOS to get up close and personal with Argentina’s rowdy rapscallions CA7RIEL & Paco Amoroso leaves Ben Tibbits with a rallying message. 

The way we consume music has reached a climactic dichotomy. We’re never closer to these artists, heroes, superstars – thanks to the wondrous haven (or bottomless pit) of social media. But at the same time, they’ve never felt further away. Unattainable and untouchable, through the fallacious propinquity of a phone screen. 

New global research from Ballantine’s Scotch Whisky – a survey of 9000 music fans across nine countries – suggests that authenticity is the paramount factor in connecting with an artist for a mesmerising nine out of ten participants. But finding such sincerity – especially at a live show, where one of the central objectives is feeling a connection to the artists that you love – is a mounting hurdle. 

The same research shows that a third of people feel that they can’t afford to attend concerts in the current climate. With rising ticketing costs and the dangers of the dynamic pricing model (just look at the turmoil that surrounded the Oasis tour), even seeing an artist perform is getting vastly more difficult, let alone feeling close to them. 

And if you’re lucky enough to go to a show, what are you met with? A wall of phone screens. A set-list that you already knew because previous shows on the tour have been paraded across the internet. Oftentimes, artists just feel like they are there for a paycheck. 

Some, though, are fighting back against the tidal wave of superficiality. In this case, a potent collaboration between dual mainstays from their respective industries. The aforementioned Ballantine’s – a cherished name within the Scotch industry that dates back as far as 1827 and obtains endless cultural currency. And COLORSxSTUDIOS, the globally-renowned performance platform who have hosted pretty much every acclaimed artist you could think of on their channel. 

The two titans have announced a major new partnership, built on connecting fans with the artists they love and delivering moments of real spontaneity. To launch this, who better than one of the most eccentric, impulsive and undeniable live acts on the planet right now – CA7RIEL & Paco Amoroso. The GRAMMY-winning Argentinian visionaries will headline a mini festival extravaganza in Madrid to celebrate the collaboration. And guess who’s attending? 

So.

The bank holiday weekend in late May resulted in record-breaking temperatures in the UK. The apropos reaction should really be uncontrollable panic about the impending doom that climate change is bringing at a quickening pace, and a call to arms in environmental activism. We Brits, though, instead bathed in its sun-drenched glory, drank for 72 hours straight, and complained that it is just simply too hot to do anything but sit in the park or a beer garden. 

I myself became embroiled immediately in summer’s hedonism, attending the Brockwell Park day festivals, Field Day and Cross The Tracks. And so a crack-of-dawn wake-up the following morning proves mighty difficult. Still, I drag myself out of East London’s familiarity and onto the (thankfully) air-conditioned Elizabeth Line. Heathrow greets me like an old friend, with its £3.50 bottles of water and the gentle buzz of global bustle.  

A swift flight to the Mediterranean allows acute nappage. Madrid, the historic Spanish capital, is a sight to behold. Although traffic is painfully heavy. I’m parched and hungry by the time we arrive at the delightful Vincci Capitol hotel for a quick bag drop. We’re then straight out to Pestana CR7 (co-owned by the man himself, who I’m sure can just about fit his ego within the several storied establishment) for some lunch, wine and introductions to the wider global press party. 

Next, we take a sweat-inducing stroll through Madrid’s balmy backstreets to Barco Listening Bar, a swanky, sophisticated spot ideal for drinking a few Ballantine’s and hearing one of the Ballantine’s team, Ethan, speak about the brand’s involvement in music, where they’ve been activating for over a decade. We’re told about the desire to bring real moments between moments and fans. 

We partake in a tasting session of several of Ballantine’s staple drinks, listening to different variations of the same song while doing so. After all, music and whisky share many similar characteristics – they’re wholly unique to who is consuming them, for one. We all partake differently. After plenty of tasting and getting to know some new friends, we walk back to the hotel for a quick refresher before heading to Casa Suecia for some tapas and cocktails on the terrace. 

We’re running a little behind, and so are soon ushered into taxis to tend to the evening’s main attraction. Held at La Casa Encendida, we’re here for a bit of local live music. After a DJ opener, we’re treated to a Flamenco performance of poise, purpose and sensuality. It’s gorgeous stuff. 

After a closing DJ set and a few more Ballantine’s on the rooftop, we’re escorted back to the hotel, where we wind down with a nightcap, and call it a night, eager to be fresh for tomorrow, the main attraction.

The following day begins with a tasty continental breakfast, a consistent chain of caffeination, and double speed inbox emptying. We meet for lunch at Picalagartos, which is utterly divine, especially the fish. Before there’s time for dessert, the journalists are hurried out to be picked up back at the hotel for a ride towards the venue tonight, Autocine, a drive-in cinema outside of the city centre with idiosyncratic surroundings. 

After a little waiting around in the sticky heat, things switch gears. I have a short amount of time to pick the mind of the duo we’re all here for. I’ve previously spoken to CA7RIEL & Paco Amoroso in a hotel spa during a rip-roaring adventure to the city of sin, Las Vegas, for the Latin Grammys. I spent most of the prior time with them laughing, so my expectations are sky high. 

I’m not disappointed. From the opening handshake, they compliment my sunnies (Phoebe Philo, uncharacteristically suave), and jump straight into conversation. They flew in yesterday from Argentina, dealing well with the jet lag. “We feel like it’s eight in the morning,” Paco quips with a grin. 

The daring disruptors released FREE SPIRITS, their latest and best album to date, in mid-March. The work is a sprawling, sensational symphony of influences that features a wildly eclectic supporting cast that ranges from Fred again.. to Sting, Anderson.Paak to Jack Black. 

“We spent a lot of time touring around the world, trying to learn some English,” Paco says, reflecting on the period creating the record, going on to explain the choice of title. “It feels like a game of wordplay,” he continues. “It’s a bit mysterious about what the album is doing.” 

“Describe the record as a colour, an emotion and a meal?” I ask them – a favourite question of mine.

“The colour is blue valentines, like a deep sea blue,” Paco theories. 

“The food is Milanese,” CARIEL chips in, typically charismatic and dominant. “Which is an Argentinian dish which is a meat scallop with breadcrumbs and then a potato puree.”

And the emotion? 

“Bipolarity,” they agree. Adds up. 

I tell them how ecstatic I am for their headline performance later. It’s my first time seeing them live; what should I expect? “There is a great connection with the band,” Paco defines. “It’s been a few months since we released these new songs [from the new album]. Last year, we had reached a level where everything was already super automatic, and it felt great. But adding these new tracks makes you feel refreshed. You have to work on the new; the old ones feel special.”

“The truth is, it refreshes us a lot having released this new album because it’s a new challenge for us,” CA7RIEL takes over. “What we used to have closing in the concert is now in the middle. What is key [to a live show] is to be willing to feel like doing it.”

Talk turns to the reason we’re all here – the collaboration between COLORSxSTUDIOS and Ballantine’s that has allowed tonight to happen. The Grammy winners, at an apex in their careers so far, must have a plethora of brand alignment opportunities thrown at them all the time. So why this partnership? “It feels good to return to Spain and Madrid before our big arena show in September,” Paco answers. “It’s a perfect way to get the fans closer and give it a first sample, a first try of this FREE SPIRITS album in an authentic way.”

My time is coming to a close. But time for one more question. What’s next? Bar a global tour, more music and collaborations (they’ve recently worked with pop legend Robyn to rework “Blow My Mind”, a track from her new record). “Land in the moon,” CA7RIEL says triumphantly through broken English, without even a second thought. 

I dap the boys goodbye and grab a drink and a seat to cool down. After some socialising, I’m face-to-face with the Argentine twosome again as they come to the backstage area for a special fan event, which sees them take to the decks, signing t-shirts and mixing cocktails. I grab a sandwich and take in some of the evening’s support acts, the standout of which is Lua De Santana. Then, we load up on a Ballantine’s, find a viewing platform and get ready for the main event. 

A live show from CA7RIEL and Paco Amoroso is many things. Sometimes bizarre – with their coordinated dance moves, unexpected facial expressions and oddly endearing relationship. Other times, hilarious – they’ll make you burst out laughing mid-set, whether intentionally or not, is unclear. It’s groove-laden – with luscious instrumental backdrops that centre around rhythm that is fundamentally Latin while expansively universal. Piano licks and brainwashing guitar riffage from CA7RIEL. And it’s utterly infectious – a razor-sharp and perfectly choreographed opus that builds and drops, transitions through phases with effortless ease, guiding you into their open arms. 

They play all the classics. The crowd is at their mercy, chanting every word back. They rarely need to say anything. This bond is beyond speech. The whole room is at one. 

Around two-thirds of the way into the show, standing in the VIP section at the back of the room fails to suffice. I sneak off into the crowd of what appears to be a couple of thousand, dipping and diving between dancing Spaniards until I reach a mere few rows from the stage, finding some new acquaintances to enjoy proceedings alongside. 

The encore. The smooth sing-along ballads, funky hooks and bright stage lighting descend into an ocean of calculated chaos. I’m caught in the waves, riding high, clinging on for dear life, and loving every second of it. By the time of “Beto’s Horns”, their collaboration with Ezra Collective and Fred again.. (whose redemption arc needs to be studied, what a run he is on), rings out in the room; it’s a fight for survival. Mosh pits open, CA7RIEL comes flying in, and I’m right up there with him, arms flailing around, jumping to the beat, beaming with unadulterated joy.

The applause that waves goodbye to the duo is blistering. I’m covered in sweat, screaming with the rest of the spectators. I’m blown away. One of the best shows I’ve seen in a long time. Probably the best live act I’ve seen this year. Sorry, Dove Ellis.

After the thrill of the climax, I’m exhausted. I make it to the after-party but only feel half-conscious, too caught up in the immediate past. 

The next morning, a flight home, a chance to reflect. 

In many ways, it feels like the tides of pop culture and media are turning. People are sick of the facade of social media, the feigning of reality, the billionaires telling us how to think and feel through their algorithmic autocracy. 

But no. We want to feel close to those we admire, we want to believe in something real and authentic.

There’s a long way to go. But nights like the one I spent with CA7RIEL & Paco Amoroso, and COLORSxSTUDIOS and Ballantine’s, show that there is still a way to feel away from phone screens. There’s still significance in the relationship between those performing on the stage and those watching them do so. 

Live music breathes. Culture sings. And we will fight on.

Find out more about the collaboration here.

Words – Ben Tibbits