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Coachella: The Community

Stories Of Us
Meet the local heroes who helped one of the biggest music festivals in the world embrace its Latino neighbors.
Show transcript
00:03
Have you been to Coachella?
00:05
No, I have not.
00:06
Have I been to Coachella?
00:07
I've never been, you know, when you're in your small town and
00:09
then people come in and it's a lot going on.
00:11
I avoid it.
00:26
So we're currently on the corner of six and buy in downtown
00:30
Coachella.
00:31
And uh what's up, brother?
00:33
I lived here all my life.
00:34
This is the area where a lot of us came when we were kids to come
00:38
get something to eat.
00:41
My name is Marco Rodriguez.
00:42
I'm a waiter.
00:43
I've been here 15 years.
00:45
You know, my parents are immigrants.
00:47
They came to this country and they settled here in the city
00:49
of India.
00:50
And um I spent the majority of my life here.
00:52
They say, oh, it's a lot of desert.
00:54
It's hot.
00:55
Living in Coachella.
00:56
You never get used to it.
00:57
The weather.
00:57
I'll tell you it's hot as I stand in my mouth.
01:00
Actually, it's very dusty when golden boys came together
01:08
to form the Coachella Festival.
01:11
Perhaps the relationship wasn't as strong as it could have
01:14
been and we really didn't see much as a city as a community coming
01:18
from the festival to the city of Coachella.
01:22
You know, on the west side of the valley, you will see less people
01:25
of color, more anglo folk, more affluency.
01:28
On the east side, you will see more people of color, mostly
01:31
Latinos that grow up here or live here and will work on the west
01:35
side for the hospitality industry and for the festivals.
01:40
This is an area that has struggled economically for many years
01:45
A lot of poverty here, you have farm workers that live here
01:48
You have service workers that live here.
01:50
The average family of four here earns around $24,000 a year
01:55
But what we need to do is a better job of ensuring that we bridge
01:59
the gap between class lines and between racial lines.
02:03
For the longest time, we've been wondering when will there
02:06
be a festival that Latino populations can enjoy as well?
02:11
And I think that Golden Boys and the leadership there is trying
02:14
to do that.
02:28
Uh My name is Renee Contreras and I'm one of the promoters for
02:31
the show.
02:32
Cello is a celebration within the community.
02:34
We wanted to create a space for the people in the Coachella
02:38
Valley to come and enjoy music.
02:40
I, I'm from the Coachella Valley.
02:41
I've been here for about 10 years now and I feel at home here
02:45
I actually live here.
02:46
I live across the street.
02:47
So no parking.
02:48
Thank God, we have the ability to share art, to share music
02:53
and to share our experiences as well.
02:55
Community members like myself are very to see something different
02:59
Something that's directly targeting Latinos.
03:01
Coachella Valley is predominantly Hispanic, being able
03:04
to see people who look like you on stage marks the difference
03:06
between Coachella.
03:07
When you go to Coachella Festival, it's a little different
03:10
people flying in from Australia like all over the country
03:14
Once someone in the music industry sees that you're a Latino
03:17
they segregate you in your own little corner and, and we feel
03:21
like with events like this, we can show that the newer generation
03:24
of Latinos, we're all a voice to be reckoned with.
03:41
Everyone knows about the Coachella fest, including our youth
03:44
You know, many of our kids don't have the resources to pay for
03:47
a ticket to go to the Coachella fest.
03:50
It's not a lot of people can just go spend three entire days
03:54
$500 at a music festival.
03:56
This is like super affordable, super down to earth as a local
04:02
It's pretty cool.
04:03
Yeah, he's excited.
04:06
He's going to be a star.
04:07
That's what I'm talking about.
04:29
It's pretty cool that we have a clash of generations at because
04:32
we have uh fans of Los Angeles who are in their forties, fifties
04:38
sixties and then fans of Cuco and who are 16, 25 a son or a daughter
04:45
could come to a concert with their, their father or their mother
04:48
I love bringing my parents with me.
04:50
Like I see young kids I see little Children.
04:53
I see older people.
04:54
As long as you love music and you enjoy it, I think, go for it
04:57
You know what I mean?
04:58
You're never told to go to anything.
05:00
Give it up for me right here.
05:05
You ready?
05:14
Yeah.
05:20
Hi.
05:20
My name is Danny Torres.
05:21
I'm Cesar Flores.
05:22
I'm James.
05:23
I play bass and we are and here it's definitely just centered
05:27
around Latin community.
05:28
We're highlighting that right here.
05:30
I don't know.
05:30
It's just like really cool man.
05:31
I loved it.
05:32
Like it was really funny before I, this is an area that's got
06:06
a lot of beauty and a lot of heart, a lot of hope.
06:09
There's a lot of good people.
06:13
If you're young and you wanna have fun.
06:15
This is the place, the place I love it here.
06:18
I wouldn't go anywhere else.
06:19
Yeah, we want our story to be told.
06:33
Come learn of our community, our culture, our music, our history
06:36
we're here to have fun.