Mexico’s Global Live Music Scene: What Brands Need to Know

Russell Wallach (RW): Music and fandom are at the heart of Mexican culture and are gaining global prominence. Mexican artists like Peso Pluma, Natanael Cano, Fuerza Regida, and Eslabon Armado are touring globally with record-breaking sales and sold-out shows. What’s propelling the global platform for Mexican music, and why now?

Omar Lopez Escarpulli (OLE): A few years ago, you wouldn’t have found any regional Mexican music at the top of the global charts. Now, the genre is rocking them. The music’s got a fresh twist these days, mixing traditional vibes with more urban rhythms and big-name collabs, which are opening the door for more partnerships in the future. While the genre has been around for a while, its revamp is attracting many new fans. Overall the rise of regional Mexican music is kind of like what’s happened with Reggaetón over the last five years, which has grown in popularity due to artists like Bad Bunny, J Balvin and Daddy Yankee reimagining the genre. It’s all about evolving to catch the global audience’s ear.

RW: Attending Vive Latino with you a couple of years ago was incredible, and the passion and energy of the Mexican fandom left a lasting impression on me. OCESA organizes thousands of live events across Mexico every year, including massive annual festivals like EDC Mexico, Vive Latino, Corona Capital, and Coca-Cola Flow Fest, attracting millions. How would you describe the Mexican live music scene and fandom to someone who has never attended one of your festivals or concerts? What can we expect as Mexican music’s popularity grows, spreading its cultural influence?

OLE: Attending a music festival or concert in Mexico is an unforgettable experience, characterized by its vibrant atmosphere buzzing with the energy of passionate fans. Audiences are diverse and lively, enthusiastically engaging with a wide range of music genres from traditional Mexican styles to modern urban, pop, rock, and electronic. Our festivals are visually stunning, with elaborate stages and brand activations, and amazing food courts. The warmth and enthusiasm of Mexican fans create a unique, communal environment where the love for music and the joy of shared celebration are palpable.

With regional Mexican music becoming a fan favorite globally, we’ve launched Arre HSBC, the first-ever festival dedicated entirely to the genre. In its inaugural edition, the festival showcased a broad spectrum of acts, ranging from emerging talents like Peso Pluma, Natanael Cano, and Fuerza Regida to established heavyweights such as La Arrolladora Banda El Limón.

RW: Brand activity is thriving in Mexico’s live music scene, with industry giants like Coca-Cola and Corona grabbing the spotlight as headline partners for festivals. Tell us more about how brands engage fans at live music events in Mexico. What have been some of the most memorable partnerships from past years?

OLE: The thriving music festival scene in Mexico owes much of its success to the commitment of brands like Tecate, Corona, and Coca-Cola. Their partnerships have been instrumental not just in increasing the number and size of festivals across Mexico but also in enhancing the overall fan experience within these events.