Starlite founder Sandra García-Sanjuán will host the Premios Juventud music awards in Marbella on September 3 as the festival celebrates its 15th anniversary. The ceremony marks the first time that the Spanish-language music celebration has been held in Spain.
Organisers confirmed that the Marbella event, produced by TelevisaUnivision, will feature live performances by Manuel Carrasco, Camilo, Yandel, Wisin, Quevedo, and Ana Mena. The evening will also include additional unannounced guest appearances.
Musicians Farruko, Juan Magán, and Rous will premiere Marbella Nights, an anthem composed specifically for the September 3 show. The special production follows a summer concert season at Starlite Marbella that featured headline appearances by Rosario and Lenny Kravitz.
García-Sanjuán, who was born in Tenerife in 1972, created Starlite 15 years ago in Marbella, a coastal resort town located on the Costa del Sol in southern Spain. Over a decade and a half, the event has developed into a major international entertainment venue and summer cultural attraction.
Premios Juventud and Artist Lineup
García-Sanjuán said performing artists almost always surprise her for the better. She described Starlite as a quarry where emerging musicians are nurtured before returning to perform after reaching global stardom.
She explained that while organisers initially called artists to secure bookings, performers now contact her team directly to ask for inclusion on the lineup, creating a waiting list that exceeds the venue's booking capacity.
Discussing artist reputations, García-Sanjuán noted that performers with reputations for being difficult are often simply demanding about their professional work. She added that offstage, artists act normally by talking about their children, laughing, and sharing personal concerns.
Recalling specific performances, García-Sanjuán noted that rock singer Lenny Kravitz stepped off the main stage during his show this summer to perform directly from the spectator boxes. She added that because many performers are personal friends, she preserves their privacy regarding backstage anecdotes.
García-Sanjuán also remembered a phone call from French singer Charles Aznavour when he was 94 years old. After breaking his hip prior to a scheduled Starlite appearance, Aznavour asked organisers to reschedule his concert for the following year rather than cancel, though he died before he could perform on stage.
She highlighted Spanish singer María Jiménez, who returned to the stage at Starlite after a break of more than 20 years in what became the final concert of her life. In another edition of the festival, both Julio Iglesias and his son Enrique Iglesias performed during the same season.
García-Sanjuán said unrepeatable moments occur every night at the event, ranging from unique fan encounters to marriage proposals on stage.
Business Model and International Growth
Looking ahead to future business plans, García-Sanjuán explained that her model for Starlite is Disney, pointing to a corporate framework where every component is connected. She stated that her goal has shifted from staging individual concerts to building a major international experience brand.
The company is consolidating Madrid as its permanent, year-round operational hub while maintaining Marbella as its flagship summer location. García-Sanjuán added that she no longer views Starlite strictly as a festival but as a universe, with plans underway to expand outside Spain.
Describing the past 15 years as intense and emotional, García-Sanjuán stated that the principal challenge was growing without losing the soul of the event. She explained that a defining turning point occurred when management realized they did not need to be the largest operator, but rather focused on being unrepeatable and competing against themselves.
Entrepreneurship and Leadership in Spain
Addressing the business environment in Spain, García-Sanjuán stated that being an entrepreneur requires learning to live with constant uncertainty. She argued that waiting for perfect conditions prevents business creation, adding that she has invested in Spain throughout her career because of its talent and potential.
García-Sanjuán noted that observers outside Spain look at the nation with genuine admiration for its climate, gastronomy, culture, talent, and lifestyle. She stressed that Spanish companies must communicate their narrative more effectively and compete without hesitation against major international destinations.
Commenting on the composition of her team, which includes numerous women in senior leadership positions, García-Sanjuán expressed admiration for female leaders who risk capital and open new paths. However, she clarified that her hiring decisions are not based on gender, stating that she selects the most qualified individuals for every position.
