How Chicago Built a Rising Latin Music Festival Scene From the Grassroots Up

After starting Baja Beach Fest in Rosarito, Mexico in 2018, which captured the ever-growing reggaeton scene with a lineup that included headliners like Bad Bunny, Yandel and Farruko,“Chicago was the target,” says Ampudia over the phone from his home in San Diego. The Midwest city is now home to Sueños, which he and Den Uijl launched in 2022 with a lineup that leaned urban with some regional Mexican in the mix.

“Small scale festivals are the kind of festivals that really drive a bigger picture. When you have enough of those showcasing diversity of sounds, the brands that are part of big festivals see that there’s a thirst in the community for something even bigger and it plants the seeds to grow from the block parties to public parks to Grant Park.”

“Of course, it worries you,” says Ampudia about the risk of launching a Latin festival in Chicago. “But we knew that the Latino culture across the U.S. was underserved of a festival that they could call their own. And there was nothing really that we saw that was in Chicago. That’s where it clicked for us. We need to come out and do it the best way possible, the biggest possible, with the best partners and that’s why we partnered with C3 .

Source: Entertainment Trends (entertainmenttrends.net)

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