text:  Scaling up is a well-established trend among festivals. Coachella has been holding double editions for years, and Lollapalooza, which started in Chicago, now has six franchises in Europe and Latin America. This helps build the brand and get good sponsors and investors, which bring economic stability to the risky business of festivals. At Primavera, company logos are everywhere. Each stage is named after a sponsor, be it a bank, a beer label, or a carmaker.