Have you been to Coachella?
Have I been to Coachella?
I've never been, you know, when you're in your small town and
then people come in and it's a lot going on.
So we're currently on the corner of six and buy in downtown
And uh what's up, brother?
I lived here all my life.
This is the area where a lot of us came when we were kids to come
get something to eat.
My name is Marco Rodriguez.
I've been here 15 years.
You know, my parents are immigrants.
They came to this country and they settled here in the city
And um I spent the majority of my life here.
They say, oh, it's a lot of desert.
Living in Coachella.
You never get used to it.
I'll tell you it's hot as I stand in my mouth.
Actually, it's very dusty when golden boys came together
to form the Coachella Festival.
Perhaps the relationship wasn't as strong as it could have
been and we really didn't see much as a city as a community coming
from the festival to the city of Coachella.
You know, on the west side of the valley, you will see less people
of color, more anglo folk, more affluency.
On the east side, you will see more people of color, mostly
Latinos that grow up here or live here and will work on the west
side for the hospitality industry and for the festivals.
This is an area that has struggled economically for many years
A lot of poverty here, you have farm workers that live here
You have service workers that live here.
The average family of four here earns around $24,000 a year
But what we need to do is a better job of ensuring that we bridge
the gap between class lines and between racial lines.
For the longest time, we've been wondering when will there
be a festival that Latino populations can enjoy as well?
And I think that Golden Boys and the leadership there is trying
Uh My name is Renee Contreras and I'm one of the promoters for
Cello is a celebration within the community.
We wanted to create a space for the people in the Coachella
Valley to come and enjoy music.
I, I'm from the Coachella Valley.
I've been here for about 10 years now and I feel at home here
I actually live here.
I live across the street.
Thank God, we have the ability to share art, to share music
and to share our experiences as well.
Community members like myself are very to see something different
Something that's directly targeting Latinos.
Coachella Valley is predominantly Hispanic, being able
to see people who look like you on stage marks the difference
When you go to Coachella Festival, it's a little different
people flying in from Australia like all over the country
Once someone in the music industry sees that you're a Latino
they segregate you in your own little corner and, and we feel
like with events like this, we can show that the newer generation
of Latinos, we're all a voice to be reckoned with.
Everyone knows about the Coachella fest, including our youth
You know, many of our kids don't have the resources to pay for
a ticket to go to the Coachella fest.
It's not a lot of people can just go spend three entire days
$500 at a music festival.
This is like super affordable, super down to earth as a local
He's going to be a star.
That's what I'm talking about.
It's pretty cool that we have a clash of generations at because
we have uh fans of Los Angeles who are in their forties, fifties
sixties and then fans of Cuco and who are 16, 25 a son or a daughter
could come to a concert with their, their father or their mother
I love bringing my parents with me.
Like I see young kids I see little Children.
As long as you love music and you enjoy it, I think, go for it
You know what I mean?
You're never told to go to anything.
Give it up for me right here.
My name is Danny Torres.
I play bass and we are and here it's definitely just centered
around Latin community.
We're highlighting that right here.
It's just like really cool man.
Like it was really funny before I, this is an area that's got
a lot of beauty and a lot of heart, a lot of hope.
There's a lot of good people.
If you're young and you wanna have fun.
This is the place, the place I love it here.
I wouldn't go anywhere else.
Yeah, we want our story to be told.
Come learn of our community, our culture, our music, our history
we're here to have fun.