Shakira, the renowned artist from Barranquilla, has once again demonstrated her ability to connect with her audience and make a significant impact in her hometown. During the 2025 Barranquilla Carnival, the singer held two concerts on February 20 and 21 at the Estadio Metropolitano Roberto Meléndez. These events not only delighted her fans but also showcased a carefully planned marketing strategy.

Shakira’s decision to schedule her concerts during the Barranquilla Carnival was no coincidence. This festival is one of Colombia’s most important cultural events, attracting thousands of tourists and residents. By aligning her performances with the Carnival, Shakira capitalized on the influx of visitors and the festive atmosphere of the city, enhancing attendance at her concerts and strengthening her connection to local culture.

The high demand for tickets led the artist to announce a second concert date on February 21. This announcement necessitated the rescheduling of La Guacherna, a traditional nighttime parade originally set for that date. The Barranquilla Mayor’s Office decided to move La Guacherna to February 22, allowing both events to proceed without conflict and demonstrating effective collaboration between the artist and local authorities.

El Heraldo

Shakira’s concerts generated a significant economic impact in Barranquilla. It is estimated that these events contributed approximately 66.8 billion pesos to the local economy, benefiting sectors such as tourism, hospitality, and commerce. Additionally, international media coverage positioned Barranquilla as a prominent cultural and tourist destination, promoting the city beyond its borders.

El País

Ticket sales were managed through the Eticket.co platform, facilitating access for fans. Promotion of the concerts included announcements on social media, local and national media, generating anticipation and ensuring high attendance. Collaboration with local authorities and adaptation of traditional events demonstrated a flexible and success-oriented strategy.

Eticket

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If you want your brand to stand out and effectively integrate into cultural events and local traditions, don’t hesitate to contact us. At The Orange Lab, we are ready to help you develop marketing strategies that take your business to the next level.

References:

  • El Heraldo. (2024, October 17). Shakira confirms second concert in Barranquilla and La Guacherna is rescheduled. Retrieved from https://www.elheraldo.co/sociedad/2024/10/17/shakira-confirma-segundo-concierto-en-barranquilla-y-la-guacherna-se-reprograma/
  • El País. (2025, February 20). Barranquilla, Shakira’s hometown, prepares during carnival season to dance for the ‘she-wolf’s’ return. Retrieved from https://elpais.com/america-colombia/2025-02-20/barranquilla-la-casa-de-shakira-se-prepara-en-epoca-de-carnaval-para-bailar-por-el-regreso-de-la-loba.html
  • Eticket.co. (n.d.). SHAKIRA-LAS MUJERES YA NO LLORAN-WORLD TOUR BARRANQUILLA. Retrieved from https://www.eticket.co/masinformacion.aspx?idevento=15292
  • El País. (2025, February 21). Shakira returns home in her most carnival-like version: “Barranquilla, this is for you!”. Retrieved from https://elpais.com/america-colombia/2025-02-21/shakira-vuelve-a-casa-en-su-version-mas-carnavalesca-barranquilla-esto-es-para-ti.html