VEM 2024, the Villena music festival, is underway and will fill the town with joy, variety, and chords on June 14–15. The announcement came from the City Councilor for Culture, the director of KAKV, and the director of the Chapí Theatre, confirming a weekend that promises energy, color, and a deep celebration of Villena’s cultural life.
VEM stands for Villena Es Música, a weekend where streets pulse with melodies. This edition is shaping up to be a record-breaker, with around 1,900 musicians and 101 activities concentrated into 27 hours of performances. It eclipses last year’s 89 activities, turning the city into a vibrant stage where generations—from school groups to senior ensembles—share the spotlight. The city encourages everyone to take part in this project, which doubles as a strong cultural bet for Villena.
Under the banner Sentimos la Música, the festival features synchronized concerts and auditions across multiple venues and spaces, showcasing a diverse range of musical styles. The events begin at 7:00 p.m. on Friday, June 14, and conclude at 11:00 p.m. on Saturday, June 15, 2024, presenting a weekend of immersive sound and communal performance.
There was a note of excitement about how Moros y Cristianos celebrations in nearby Elda would affect participation. Instead of a drop, organizers report increased engagement, with extra stages and a rearranged schedule to ensure every group can participate and enjoy a memorable weekend of music and culture.
This year introduces a new stage for the city’s string groups from the conservatory, and some rock performances have been reorganized. VEM Rock will take place in Plaza de las Malvas on Friday afternoon and evening, while Plaza de Toros will host 12 DJs across two stages—one large grand setup in the ring and a smaller arrangement in the cantina. A notable novelty is a concert featuring 500 children from local schools, who have been rehearsing for months; the Saturday 9:15 a.m. performance will be followed by a percussion finale known as the grandadera, a collective rhythm celebration.
According to Paco Flor, director of the Chapí Theatre, seven municipal departments coordinate the festival and 37 partner companies contribute with a shared cultural vision. Their ongoing collaboration is seen as a meaningful return to the community, thanks to the festival’s cultural impact and the sense of shared ownership among participants and sponsors alike.
Impacto económico
Regarding the festival’s economic impact on the city, analysts estimate a 25–30 percent increase in local commerce and hospitality sales during the event period, as visitors and participants contribute to a bustling economy.
Once again, VEM includes a charitable component. This edition will donate all proceeds from hat and fan sales to AMIF, which is celebrating its 25th anniversary, reinforcing the festival’s community-minded spirit.
The core goal of this music celebration is to demonstrate Villena’s talent and vitality. VEM is a communal affair with many local musicians stepping onto stages and into plazas, reflecting the city’s musical heartbeat and the involvement of neighboring towns in some instances.