.iamcardib, sanbenito & more will heat up the BajaBeachFest this weekend.
in 2018, the two-day festival quickly sold out after its lineup was announced this uear, a testimate to the strength of what the pair call "musica urbana" or just "urbano" -- Spanish for urban music. Last year's Baja Beach Fest drew 15,000 attendees to the small beach town less than an hours drive across the border from San Diego.Billboard
Besides celebrating Latin music and culture, Baja Beach Fest pays homage to Rosarito and is part of a larger economic turnaround for Baja California, which has seen tourism numbers shrink in recent years following the 2009 recession and what Ampudia describes as "sensationalized media frenzy about cartel violence" as several organized crime groups fought for territory along the U.S. border.
About 25 friends show up that first and eventually Ampudia was bringing 20 buses per week from San Diego for shows and club nights at the resort. In 2016, Ampudia met Den Uijl and the pair booked rapper Lil John for a spring break show at Papas and Beer, the first show at the resort to sell out in advance.
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