The influencer industry is betting on Barcelona. The Ídolo Awards, the main awards for the content creator economy in Spain, will celebrate their gala for the first time in the Catalan capital, which takes over from Madrid coinciding with the fifth edition of the event. Driven by content creator and businesswoman Aida Domènech, better known as Dulceida, the awards thus begin a new stage from Barcelona, hand in hand with Must Media Group.
The arrival of the Ídolo Awards in Barcelona comes at a time when the city is strengthening its position as a hub for creative and audiovisual industries. The gala, which will bring together the main names of the Spanish digital ecosystem next December 2, opens a new stage with the aim of continuing to promote the professionalization of the content creator sector.
The agreement continues the relationship initiated between Aida Domènech and Must Media Group with La Gran Cita, the 3Cat dating show presented by Dulceida and co-produced with Incís, the group's audiovisual production company. The program, which has already announced a second season, was a great success and achieved, in just three weeks, nearly a million views.
The relocation of the Ídolo Awards is relevant for the city not so much for the parade of celebrities who may walk the red carpet but because it comes at a time of expansion of the creator economy. In 2025 alone, the influencer marketing industry moved 245 million euros in Spain, 49% more than the previous year, according to IAB Spain and Primetag, consolidating itself as one of the fastest-growing segments of the new digital economy.
"Five years ago we committed to recognizing a profession that was transforming the way of communicating, creating, and connecting with people. Today content creators are part of contemporary culture and the Ídolo Awards have consolidated as the space that celebrates this talent," highlights Domènech. According to the founder of the awards, the arrival in Barcelona responds to the role the city has acquired as a driver of creativity: "It means doing it in a city that understands creativity as a motor of transformation and that shares with these awards an open view to the future."
The change of venue also coincides with the fifth anniversary of the Ídolo Awards, which since their creation in 2021 have become the main event for the content creator industry in Spain. What began as a pioneering recognition for influencers has evolved into a meeting point for creators, brands, platforms, agencies, and marketing and communication professionals; and into the model that other awards promoted by content creators have subsequently followed.
"We want to contribute, through the Ídolo Awards and the rest of the group's projects, to the development of Barcelona's creative, cultural, and audiovisual industry," says Adrià Barrio, general director of Must Media Group, the publishing company of The New Barcelona Post. "Our aim is to reinforce the city's role as one of the great hubs of the new creative economy."
In 2025 alone, the influencer marketing industry moved 245 million euros in Spain
The last edition of the Ídolo Awards, held in 2025 in Madrid, honored creators such as Carlota Marañón, Lola Lolita, Guitarricadelafuente, Sofía Surferss, Diego Doal, and Peldanyos, among others. Furthermore, for the first time since its inception, the gala opened its doors to the general public with ticket sales, a sign of the growing interest in an event that has transcended the sector to also become a phenomenon of popular following.
Now, the focus shifts to Barcelona. For now, the organization has only confirmed that the fifth edition will be held on December 2, while the location, nominees, and format of the gala will be announced in the coming months. It also remains to be seen whether the Ídolo Awards will maintain the public opening debuted last year or return to an exclusive format for guests.