when you’re an emerging artist, it’s an endorsement. Festivals like these invite discovery. Los Dells being the only fest of its kind in the Midwest is the perfect example of that. It’s not in a major market but they’re pulling fans from other cities around. It actually widens the reach that an artist would have typically.”
But not all momentum has to be lost, says Landau. During this time, he’s advising his clients to keep exercising their creative muscle. “There’s a huge opportunity for these festivals to develop a hyper local identity,” says Preciado, whose Our L.A. Voices festival moved online this year, producing more than 18 hours of content for a two-day livestream event with musical performances by Puerto Rican band Balún and L.A.-based DJs like Samurai Guru, Linafornia and Jansport J.
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