In recent years, flamenco has become one of the most prominent symbols of regional identity in Andalusia, Spain. The Andalusian Government has embarked on an ambitious project aimed at developing flamenco within and beyond the region. In this article, I explore how flamenco is being ‘regionalised’ at the institutional level, framing this process within the context of identity politics in Spain. Moreover, I consider the ways in which this process has been received among some Andalusians. Focusing on ethnographic research conducted with members of the Platform for East Andalusia (a sub-regionalist movement that contests the concept of a unified Andalusia), I examine responses to the development of flamenco, and in doing so problematise a fixed correlation between flamenco and a single understanding of Andalusian-ness. By drawing upon theoretical perspectives in political geography, I reveal a fragmented reading of the relationship between flamenco and regional identity in Andalusia. This research adds to a growing body of literature concerned with music and regionalism in sub-national contexts.