"Aaron really pushed it like, ‘Hey, this is something that our culture celebrates.’ It was the moment of the whole entire festival. "Having Banda MS come out with Becky G last year was really big," says Den Uijl. The festival's expanded genre roster now includes new corridos from Natanael Cano and Fuerza Regida, as well as reggaeton staples Ozuna, J Balvin and Sech. On Memorial weekend, Sueños kicks off in partnership with C3 Presents, the production empire behind Lollapalooza. Since Chicago has a massive Latin culture population, we wanted Latinos to have something to celebrate." And their gambit has paid off. "As the brand has grown, we are now bringing it to the United States. It was almost the perfect storm," Den Uijl says. "We birthed Baja Beach Fest because we wanted to create an inclusive event for Latinos, specifically young Mexican Americans on the West Coast, and that turned into this movement. With now-icons Bad Bunny and "Pepas" singer Farruko as headliners, BBF was billed as the "West Coast’s largest Latin trap and reggaeton music festival." By betting on established and upcoming música urbana stars, BBF managed to become a competitive player on the global festival market, doubling in attendance from 15,000 to 30,000 in its first two years and expanding to two weekends, à la Coachella. The pair tapped an open market, attracting prospective attendees from both sides of the border all the way up to Los Angeles. During that time, there were no sole reggaeton and Latin trap festivals in the region - the closest being 2018’s Latinx indie-heavy Tropicalia in Long Beach. That's never happened for Latinos."Įntrepreneurs Ampudia and Chris Den Uijl founded Baja Beach Fest in 2018 in Rosarito’s storied beach venue Papas and Beer, just 20 miles south of San Diego. "There's never been a Latin artist like what Bad Bunny is right now, crushing all the records in history of streaming, beating Drake and American artists. There's never been this big of a crossover," says Aaron Ampudia, co-creator of Sueños and Mexico’s Baja Beach Fest (BBF). New events include reggaeton-heavy fests like Chicago's Sueños and Más Flow, and the classic-line-up Bésame Mucho in Los Angeles - all revealing an unprecedented moment for Latin music. More Latin acts than ever performed at top-tier events like Coachella in 2022, a year that also debuted half a dozen exclusively Latin music festivals in the U.S. Albums Wikipedia:WikiProject Albums Template:WikiProject Albums Album articlesAs Latin music continues to make extraordinary inroads in the American mainstream - from breaking historic records on the global pop charts to setting new ones in streaming - the festival circuit has also seen a tremendous increase of Latin artists. If you would like to participate, visit the project page, where you can join the project and/or contribute to the discussion. This redirect is within the scope of WikiProject Albums, an attempt at building a useful resource on recordings from a variety of genres. This redirect does not require a rating on Wikipedia's content assessment scale. Latin music Wikipedia:WikiProject Latin music Template:WikiProject Latin music Latin music articles If you would like to participate, please visit the project page, where you can join the discussion and see a list of open tasks. This redirect is within the scope of WikiProject Latin music, a collaborative effort to improve the coverage of articles related to Latin music (music performed in Spanish, Portuguese and the languages of Ibero-America, see project scope for more details) on Wikipedia.
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