After the cancellation of its opening day, the music festival known as Vive Latino eventually kicked off its music festivities to thousands in attendance. Held in Mexico City over this past weekend, the 14th installment of the festival entertained a reported 50,000 music fans who flocked to the six stage set-up to see some of the world’s finest performers.
Unfortunately, the first day of the festival—March 15th—was cancelled by organizers when Blur and Morrissey could not perform due to health issues. Despite the day delay, fans gathered around stages to watch as American rock band Yeah Yeah Yeahs, England rock band Underworld, and Mexico’s own Porter took the stage to perform for their admirers.
Back in its early installment, the festival was a one day event but now has grown to a weekend extravaganza and has become one of the largest privately sponsored festivals in Latin America. Fans venture to Foro Sol, where the festival is held, and can select any one of the six stages to listen to any of the Latino artists. Aside from listening to live music, attendees can partake in film screenings, art exhibits, and merchandise tents set-up throughout the festival ground.
With Vive Latino being one of the hottest events in Latino America, the festival’s director has big plans to bring the festival stateside due to the country housing millions of Latinos who would enjoy the festival too.
“We’re thinking of trying to do something with Vive Latino in the U.S. at some points,” said Jordi Puig, the festival director, “It’s something that we’ve been talking about for some time and it’s a logical step.”
And with big sponsors backing Vive Latino, Puig’s ambition could come true. Vive Latino’s major sponsors range from Coca-Cola to Blackberry, and Indio Beer who do not have a visible role in the festival but also a supportive one. Soda company Coca-Cola’s Mexican headquarters supports Vive Latino by live-streaming the event to fans throughout Mexico which reaches nearly one million viewers.
“The idea is to make Vive Latino accessible to those who can’t physically be here,” says Ernesto Almada, Coca-Cola Mexico’s interactive marketing manager. “We started off much smaller three years ago and now this has grown tremendously.”
And Vive Latino may continue to grow if—and when—it hits stateside. With its success this year, next year should be enjoyable as well.