SXSW 2012

Vetusta Morla is a Spanish rock band formed in the late 90s, with the aim of going beyond the stereotypes of that genre. They work adding sounds and rhythms that come from outside the rock tradition, but keeping the core, not falling into world music. Their live shows are forceful and intense. Their lyrics prefer image suggestion to unequivocal messages and invite the listener to paryicipate actively. These are the artistic cornerstones of their music. Both contribute to a feeling of belonging that grows in their listeners: that he or she is also part of that creation and is directly involved in the musical experience (which, of course, actually happens). Vetusta Morla are also unconventional about the way they present themselves and manage their work. Their two albums to date, "Un Dia en el Mundo" (2008) and "Mapas" (2011) have been both released by Pequeño Salto Mortal. It's a label they created to offer themselves a secondary road to bypass the usual channels of the recording industry. That's how they managed to avoid an apparent paralysis of the Spanish showbiz industry, that rejected their demos several times. Their journey from absolute anonymity to be one of the most recognizable bands in the independent scene in Spain, without help from any record company, has become an inspiring system failure in the music business. They are both musicians and label owners, but always have in mind music as a goal in itself and not as a tool to achieve something else. This perspective in which art always comes first plus honesty and teamwork are the key ideas of Vetusta Morla's idiosyncrasy. The project is an emotional adventure, rather than a form of business. This perspective, paradoxically (but perhaps not so oddly), has led them to the top of the charts, to win several of the most prestigious awards in Spain and to a "sold-out" tour in their country and others like Mexico and Argentina. Vetusta Morla try to put Internet on their side, making a direct use of social networks and carrying out actions designed to use to their advantage the so called pros and cons of technology. Projects such as an application for Facebook called “Explorador de Mapas (Maps Explorer)” or a website with free and full-length streaming of their albums, which received thousands of visits the first day of release. www.vetustamorla.com