The Ultimate Latin Music Experience: Insights from Baja Beach Fest with Co-Founder Chris
Baja Beach Fest has become a cultural phenomenon that celebrates Latin music, vibrant beach life, and cross-border connection, transforming from a humble passion project into one of the world’s premier Latin music festivals. Founded by friends Chris and Aaron, the festival was born out of a desire to fill a void and honor the energy and spirit of Latin culture at Rosarito’s beautiful shores.
Over the years, Baja Beach Fest has grown exponentially, hosting global superstars like Bad Bunny, J Balvin, and Karol G, while cultivating a community that extends beyond music into local youth initiatives and environmental efforts. In this exclusive interview with Chris, one of the festival’s founders, he shares insights into the festival’s origins, evolution, and future plans, revealing how Baja Beach Fest continues to elevate Latin music, celebrate authentic culture, and create unforgettable moments for fans and artists alike.
Can you tell us how Baja Beach Fest first started and what inspired you to create a festival dedicated to Latin music and culture?
Baja Beach Fest started as a passion project between two friends who saw a massive gap in the festival space. Latin music was (and still is) dominating global charts, but there wasn’t a large-scale U.S. style festival dedicated to Reggaeton and Latin culture. We wanted to create something that celebrated our community not just the music, but the energy, the beach lifestyle, the cross-border connection. Rosarito felt like the perfect home: vibrant, authentic, and full of soul.
How has Baja Beach Fest evolved over the years in terms of size, talent lineup, and overall experience for attendees?
We went from a small 10,000-person beach party to one of the biggest Latin music festivals in the world. What started as an idea now hosts over 30,000 fans per day. The lineups have grown in parallel from early bookings like Bad Bunny and Karol G before their global explosions, to now hosting superstars like J Balvin, Maluma, and Peso Pluma. We’ve also evolved the full experience: better production, VIP experiences, beachfront activations, and a focus on safety and hospitality for both U.S. and Mexican fans.
How do you go about selecting the talent, and what factors influence your booking decisions?
We listen to the culture. Streaming data, yes, but more than that, we pay attention to what’s happening on the streets, on TikTok, at the clubs. We’re always asking: Who’s next? Who’s shifting the sound? We also look at fan engagement, touring potential, and how an artist fits into the overall Baja experience. Every artist we book needs to bring energy this isn’t a passive crowd.
What have been some of the most memorable moments or standout performances at Baja Beach Fest?
Bad Bunny’s first Baja performance in 2018 was one for the memory books .. you could feel something historic happening. Karol G headlining in 2021 with full production was another level. Seeing legends like Daddy Yankee bring his retirement tour to the beach was a moment Aaron and I will never forget . And the crowd… it always shows up with love.
Bad Bunny’s first Baja performance in 2018 was one for the memory books .. you could feel something historic happening. Karol G headlining in 2021 with full production was another level. Seeing legends like Daddy Yankee bring his retirement tour to the beach was a moment Aaron and I will never forget . And the crowd… it always shows up with love.
How do you see Baja Beach Fest contributing to the growth and visibility of Latin music internationally? Any plans for a satellite edition?
Baja Beach Fest has helped solidify Latin music’s presence in the festival circuit. Fans fly in from over 30 countries, it’s become a cultural annual gathering. We’ve definitely explored satellite editions, and successfully launched our sister USA brand SUENOS in collaboration with C3 presents in Grant Park Chicago. The key for us is to stay authentic and not dilute the Baja energy.
How does Baja Beach Fest foster a sense of community among attendees and local residents?
Rosarito is more than a venue it’s our partner and our home 365. We work closely with local businesses, hotels, and community leaders to ensure the festival is a positive force. Whether it’s jobs, infrastructure, or giving back through our work with La Familia, community is at the core of what we do. And fans feel it, they’re not just at a concert, they’re part of something bigger.
What are some of the biggest challenges you’ve faced, and how have you overcome them?
Navigating the pandemic was our toughest challenge. Balancing safety with the future of our business tested every part of our operation. We also deal with the complexities of cross-border logistics, local permitting, and creating a safe space our team and fans. The key has always been resilience and staying rooted in our “why.”
How do you balance and celebrate both U.S. Latinos and the beauty of Mexican culture?
It’s in our DNA ! Aaron’s from Baja California, but grew up in San Diego. I’m from the U.S, and grew up with a Latina step mom and family. Baja Beach Fest is the physical bridge between two cultures. We celebrate the vibrancy of Mexican hospitality with the energy of U.S. Latino fandom. The food, the visuals, the music it’s always a fusion, and we love that.
Natanael and Amigos close out the Fest what can we expect on the last night?
It’s going to be a celebration of the new wave of Mexican regional and corridos. Natanael always brings raw, emotional energy, and with some surprise guests lined up, it’s going to be a perfect way to close the weekend . Expect historical show and 100% Baja.
People are buzzing that Bad Bunny might be coming… what do you know that we don’t?
Ha! We love the rumors.. they keep the energy high. All we’ll say is.. you never know who might pull up at Baja. Some of Baja’s most special moments are when artists jump on last minute. Just keep your phone ready and your eyes on the stage. Bunny on the other hand, will be in PR doing his incredible 30 date residency.
Ha! We love the rumors.. they keep the energy high. All we’ll say is.. you never know who might pull up at Baja. Some of Baja’s most special moments are when artists jump on last minute. Just keep your phone ready and your eyes on the stage. Bunny on the other hand, will be in PR doing his incredible 30 date residency.
You’ve helped break many artists who do you feel are the future stars?
Tito Double P, Beele, Omar Courtz, Young Miko, Elena Rose — there’s a new wave that blends swag, songwriting, and a true sense of identity. We look for artists who aren’t chasing trends, but building movements. That’s the future.
What song is on repeat in your Baja Beach Fest playlist?
Aaron: “Gata Only” – it’s a vibe.
Chris: “Sigo Chambeando” – it hits hard, it’s raw, and it’s on brand.
Chris: “Sigo Chambeando” – it hits hard, it’s raw, and it’s on brand.
Who are you most excited to watch this year?
Natanael Cano & Amigos is going to be a historical moment. . Don Omar always owns the stage. J Balvin is bringing something really special for his fans so be ready. And there’s a special energy around seeing someone like Los Tucanaes De Tijuana finally getting a big Baja moment. That’s why we do this.
How does Baja Beach Fest incorporate community impact into its core mission?
Through La Familia Presenta, we fund initiatives in Rosarito that support youth programs, music education, and beach cleanups. We believe festivals should do more than entertain, they should uplift the places that host them.
Through La Familia Presenta, we fund initiatives in Rosarito that support youth programs, music education, and beach cleanups. We believe festivals should do more than entertain, they should uplift the places that host them.
What sets Baja Beach Fest apart from other Latin music festivals?
It’s the setting, the scale, and the soul. There’s something magical about dancing on the beach, surrounded by palm trees, friends, and thousands of people who all love Latin music. Baja isn’t just a festival , it’s a movement.
It’s the setting, the scale, and the soul. There’s something magical about dancing on the beach, surrounded by palm trees, friends, and thousands of people who all love Latin music. Baja isn’t just a festival , it’s a movement.
How does touring and artist management influence your bookings and the vibe?
We understand what artists need, from sound-checks to hospitality, and we treat every artist like family. That care comes through in their performances. And it helps us take risks on new acts too, because we know what it takes to break them.
We understand what artists need, from sound-checks to hospitality, and we treat every artist like family. That care comes through in their performances. And it helps us take risks on new acts too, because we know what it takes to break them.
How do you leverage social and digital to enhance the experience?
We use Instagram and TikTok not just for marketing, but to tell stories behind the scenes, fan reactions, artist moments. Our content brings the Baja lifestyle to life year-round. It keeps fans connected even when the beach is quiet.
We use Instagram and TikTok not just for marketing, but to tell stories behind the scenes, fan reactions, artist moments. Our content brings the Baja lifestyle to life year-round. It keeps fans connected even when the beach is quiet.
What advice would you give to creatives wanting to build their own festival?
Start with the culture, not the clout. Build a real community before you build a stage. Be ready to sacrifice, because it’s not easy. But if you’re authentic and relentless, magic can happen.
Start with the culture, not the clout. Build a real community before you build a stage. Be ready to sacrifice, because it’s not easy. But if you’re authentic and relentless, magic can happen.
What’s your vision for the future of Baja Beach Fest and La Familia?
We want Baja to keep growing, but with intention. We want to keep discovering new artists, investing in culture, and building experiences that matter. La Familia will continue to expand into other projects and cities, but always rooted in purpose. Legacy wise? We want to be known as the team that helped elevate Latin music in a real, lasting way.
We want Baja to keep growing, but with intention. We want to keep discovering new artists, investing in culture, and building experiences that matter. La Familia will continue to expand into other projects and cities, but always rooted in purpose. Legacy wise? We want to be known as the team that helped elevate Latin music in a real, lasting way.
Editor-in-Chief: Prince Chenoa
Photos Courtesy of Baja Beach Fest
