Coachella 2022 Unveils Lineup for Diverse Audiences | Way of life

Since its inception in 1999, the Coachella Valley Music and Arts Festival has propelled musicians to stardom, influenced fashion and pop culture, become a celebrity playground, and ultimately established itself as a global tastemaker. in a crowded festival area.

This year, with stars Harry Styles and Billie Eilish topping the festival’s famous poster in big, bold print, it’s impossible to ignore that the festival’s closely-watched lineup shines a spotlight on second-line Latino artists every day. of the poster. Look deeper and it’s not just the top-billing Latin artists at Coachella that make this year’s lineup eclectic, but more than 20 artists reflecting the diversity of genre-influenced cultures across Latin America.

Although their music spans the entire sonic spectrum, from banda and reggaeton to rap, pop, rock and beyond, these bands are all united by their backgrounds, amplifying the fact that Latin music is great music. audience.

After a two-year hiatus due to COVID-19, the sold-out festival returns April 15-17 and April 22-24 at the Empire Polo Club in Indio, CA. Stars such as Brazilian Anitta, Mexican Grupo Firme and Banda MS and Colombian Karol G will perform in front of not only 125,000 people – and their phones and social media accounts – who are expected to attend each weekend, but also in the world via a live stream on YouTube.

“Latinos are some of the most diverse music listeners out there, and the fact that so many different types of Latin music are included in the programming indicates that Latinos are a huge population,” said Rolling Stone editor Tomas Mier. “It’s not just them who are featured. They lead these queues. Hearing Spanish being spoken and sung at an event like this is very exciting.

Global call

Coachella has been a global affair showcasing a variety of genres since its inception, with Spanish-speaking artists on the bill since its first year in 1999 when Venezuelan band Los Amigos Invisibles performed.

Coachella has gained large audiences not only in California, but also in Mexico as it has grown, and in 2008 Paul Tollett, head of Coachella promoter Goldenvoice, announced the festival’s lineup at a conference of press in Mexico City. Among the artists featured that year were Cafe Tacvba and Austin TV from Mexico as well as Bonde do Role from Brazil.

As Coachella continued to book Latin performers here and there, things started to change in 2017 after Tollett tapped the Pomona-based promoter and Viva! the founder of the festival, René Contreras, to book the concept that would become the Sonora Tent. The seventh stage of the festival debuted with a lineup of several Latin bands representing rock, punk, garage rock and various other sounds.

Bands the year Sonora debuted included the now-defunct East LA band Thee Commons, a bilingual group that mixed cumbia and rock with punk and psychedelia, rockers such as Las Ligas Menores, Los Blenders and the tropical sounds of Quitapenas from Inland Empire, which at some point inspired the crowd to launch a conga line.

Contreras had proven himself as a taste maker by creating and managing Viva! Pomona, a festival focused on uplifting artists from various marginalized and diverse communities that has become an unofficial pipeline for emerging artists en route to Coachella. Contreras also helped organize the Chella Celebrando a La Comunidad event and recently announced the Viva! LA Music Festival.

“I’m grateful to be able to push the culture forward with my friends and with Goldenvoice,” Contreras said in a phone interview, noting he was honored to be part of the team.

A growing market

For those who follow the music industry, it’s a no-brainer for a festival of taste like Coachella to include several Latin artists in the lineup.

Russ Crupnick, managing partner of MusicWatch, a market research firm that focuses on the music industry, said people who buy music aren’t as rigid about sticking to certain styles as they are about the past, because “they are exposed to so many different genres. ”

“We’ve noticed there’s been a massive increase in the amount of music being recorded in the Latin genre,” he said.

Crupnick attributes some of the genre’s popularity to streaming and social media, since people everywhere can access all kinds of music, which means it’s not just Latin music fans who are listening. According to MusicWatch, 41% of Latin music fans in the United States are not affiliated with Hispanic ethnicity.

The Latin artists of Coachella 2022 have a considerable influence on social networks. Karol G’s follower count on TikTok is 32.9 million and 50.9 million on Instagram. Anitta, whose #EnvolverChallenge or #AnittaChallenge is one of the latest viral challenges on TikTok, has 17.4 million TikTok followers and 61.3 million Instagram followers.

Coachella organizers are mindful of Latino artists who capture fans with diverse musical tastes that intersect with the appeal of major headliners.

“A lot of Gen Zers have a different taste to what we listen to and Night One is a perfect example of that,” Mier said. “I know so many kids who are really excited to see Grupo Firme and then Harry Styles later in the evening.”

A bigger stage

As Sonora becomes part of the festival, more and more Latin artists are getting high-profile sets on Coachella’s biggest stage. In 2018, Coachella booked Los Angeles Azules and they had fans — even Justin Bieber — rocking their hips to the beat of cumbia on the same stage where Beyonce would perform a day later. Los Tucanes de Tijuana featured Nortenos, Chilean singer Mon Laferte swayed the crowd with her melodies while Bad Bunny from Puerto Rico and J Balvin from Colombia showed that a perreo dance party can break out anywhere and on the same programming as Childish Gambino, Ariana Grande and Tame Impala..

“We’ve obviously had an increase in the number of Latino artists performing at the festival over the past few years and it’s clear how big of a stir they’ve been,” Mier said. “It makes sense that it is expanded.”

Angel Chavez, a Coachella Valley resident who started attending the festival in 2009 and uploads videos about the event to YouTube, said the 2022 lineup was noticeably different in genre and performers this year.

“I was shocked to see this new lineup and the number of Latin artists on it,” Chavez said. “You have artists like Banda MS, Grupo Firme, Cuco and artists from South America like Karol G, Nicki Nicole and Anitta. It’s starting to feel like they’re all represented.

Among the artists headlined for 2022 is Los Angeles-based Chicano soul band Batman, who first performed in 2015 and again in 2017.

Chicano Batman frontman Bardo Martinez said in a recent phone interview that it was exciting and inspiring to see a variety of Latino music at Coachella, among other cultures, on display. Martinez said he and the band members are also a mix of different backgrounds from El Salvador, Mexico and Colombia, which reflects this year’s lineup.

“Latino is a diaspora of many different cultures in Latin America,” Martinez said. I think the new generation reflects that. I think a lot of artists have fresh new music and cool sounds that anyone can tap into and groove to, regardless of their cultural background.

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