Universal Music Latin Entertainment has announced the inaugural L Festival – Feria Cultural Latinoamericana, which will be held Oct. 24 and 25 at the Orange County Fair & Event Center.
Presented by Universal Music Latin Entertainment in partnership with Cárdenas Marketing Network, the festival will showcase Latin music, food and art, with a lineup that includes Latin pop stars Juan Gabriel and Enrique Iglesias, reggaeton duo Zion y Lennox and the L.A.-based hip-hop group Far East Movement.
The festival aims to bring together multiple generations of Latin music fans by looking across the stylistic spectrum, including Mexican norteño singer Julión Álvarez, eclectic L.A. group La Santa Cecilia and electronic acts like Spanish house DJ Juan Magan.
"It's great to have spaces like this for Latino or Mexican acts to showcase themselves," said La Marisoul, lead singer of La Santa Cecilia. "We're bicultural ... and we just like to express this love for all kinds of music through our music."
The L Festival also will offer a variety of cuisines from Latin restaurants around Los Angeles and host an art exhibition of 30 to 50 local artists.
Gustavo Lopez, executive vice president and general manager of Universal Music Latin Entertainment, said the lack of family-oriented Latin music festivals inspired him to create the event.
"It's something that I wanted to change," Lopez said. "If I did, not only would the event be more successful, but also hopefully my kids will grow up really having as much passion for Latin music as I do."
Based in Chicago, Cárdenas Marketing Network is the largest producer of Latin music events in the United States, according to a 2014 report from Pollstar. Tony Castenada, director of touring and operations, said CMN Events' main goal is to cater to a broad audience by organizing 25 artists across four stages representing the many countries that make up Latin America.
"It's going to be a big impact for the community, because now they're going to feel that they're represented in a way they want in a festival," Castenada said. "Now we're part of the culture."
Tickets go on sale Wednesday at www.lfestival.com. Two-day passes start at $99, with VIP upgrades available. Admission is free for children younger than 6 and half-price for children 7 to 10 with a paying adult.