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The Sounds of LatinidadImmigrants Making Music and Creating Culture in a Southern City$
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Samuel K. Byrd

Print publication date: 2015

Print ISBN-13: 9781479859405

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9781479859405.001.0001

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The Festival

The Festival

Marketing Latinidad

(p.189) 8 The Festival
The Sounds of Latinidad

Samuel K. Byrd

NYU Press

This chapter analyzes the significance of the Latino cultural festival in relation to the production of southern latinidad, while also examining how festivals are essential to the process through which Charlotte's Latina/o musicians forge global connections with visiting musicians and promoters. It provides a behind-the-scenes look at how Latino festivals are organized as well as the relationship between organizers and corporate sponsors, and it explains how these global connections allow musicians to “jump scales” and create opportunities for their bands to tour or to advance other creative projects such as filmmaking. This chapter also critically examines how festivals at times produce a distorted and inaccurate picture of latinidad, while paying close attention to the structural and organizational limitations that influence this presentation. In addition, festivals contribute to a broader process of the commercialization and marketing of Latino identity, in what might be termed, “Latin Music, Inc.”

Keywords:   Latino cultural festival, latinidad, global connections, commercialization, Latino identity

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