What began as a vast idle display window inside an empty warehouse built to host artistic and cultural endeavors has grown into a living example of how culture and business can fuse. Beyond luck and timing, the project has attracted nearly 200,000 subscribers and more than 48 million YouTube visits, with a budget around half a million euros. Its ambition stretches toward a personal record label and a footprint in the United States and Latin America. Gallery Studio, linked to the White Horse audiovisual production outfit and, by extension, the Folch Studio communications agency, is intent on becoming an autonomous company that can turn these aspirations into real ventures. It’s a claim they’ve long hinted at: Gallery Studio as Spain’s first music venture of note.
And the journey begins again with an empty showcase. White Horse, the audiovisual arm of Folch, recently acquired a warehouse in Barcelona’s Poblenou district redesigned as a multi-purpose space — a cafe, a stage, and a hub for cultural sessions and events. The idea was simple: build a kind of open forum where music meets community and conversation.
“The aim was to deepen involvement with the music scene, because music is such a powerful channel of communication for any agency,” recalls Pol González, co-founder and creative director of Gallery Studio. “Typically the instinct would be to shoot music videos, but the market felt stuck. There were few opportunities to present an artist live in a storefront showcase with a fresh recording concept.”
They began with artists like Allizz, Amaia, and El Encuentro, followed by Paula Cendejas, Rojuu, and Morad. A chance encounter thrust them into a breakthrough moment that produced more than eight million sessions for a live format. In more than 40 videos, artists such as Rigoberta Bandini, Julieta Venegas, Luna Ki, Yung Beef, and ARON performed behind a street-facing storefront with a stark white recording room and only a microphone as the focal point. It made the essence crystal clear: the appeal lay in watching the artist perform, not in dazzling production. The question was whether this raw setup could scale without losing its magic.
“What matters is the authentic moment—the artist in action. We’re careful not to rely on flashy cameras for the sake of it; the setting itself has to carry the value,” González explains. “Right now the challenge is to address problems directly within our own framework.”
business plan
Alongside momentum in the creative space, the team moved toward formalizing Gallery Studio as a company. “Once the potential as a brand became obvious, the leap felt natural,” notes the creative director. “This is more than a format; it’s a platform with real life and revenue.”
What started as a project under White Horse gradually evolved into an independent business, especially after the success of Gallery Sessions and the popularity of The Room, a TikTok-centric format. The venture even began registering music companies to release its own catalog. The priority list isn’t just about profits; it’s about sustainability and creative control. Revenue streams exist: royalties flow from songs repurposed in new formats, with Gallery Studio taking a share of earnings. Partnerships with platforms like Amazon sponsor special sessions paired with artist interviews, and brands such as Adidas and Bershka have joined as sponsors.
“And finally—González adds—just as there is power to shape audience experiences, there is potential to guide brands as well. We know how to craft content, so we’re expanding into documentary formats and series that suit brand storytelling.” The studio’s growing reach is seen as a gateway to broader collaboration: a way to connect with more people while building a stable pipeline of creative talent for brands.
The growth plans are bold. The team considers partnerships and even venture funding to accelerate expansion, and discussions are underway for a U.S. and Latin American presence that would launch Gallery’s American edition. “This won’t be purely tied to White Horse,” González cautions. “This is the moment for Gallery Studio to establish its own identity, with White Horse pursuing its own path in due course.” The strategy emphasizes autonomy while maintaining productive collaboration as the project scales across borders. A clear path is sketched: build the independent brand first, then extend the White Horse framework—gradual, deliberate, and designed for lasting impact. The narrative is less about chasing fast fame and more about cementing a sustainable, creative business that can resonate in diverse markets. [Source: Gallery Studio, Folch Studio]