“There were a lot of places that I didn’t want to perform because of gentrification,” says DJ and musician Vales Madre.
Madre was born to Mexican immigrants who live in the Lower West Side of the Pilsen neighborhood in Chicago, Illinois. It is an area known for its large Latino community and vibrant Hispanic culture.
The area is also home to the Sonido music festivals, organized by the National Museum of Mexican Art. Madre performed at the 2024 Sonido Fest in late August.
“It was an automatic yes,” says Madre. “I grew up in the area around the museum, so I knew it would be a huge honor to be a part of this year’s festival lineup.” She played an electric opening set, interweaving samples and ricocheting beats.
JAMIE LOPEZ O., NATIONAL MUSEUM OF MEXICAN ART“Our mission is to create a platform that celebrates these artists, showcasing their talents and offering Chicago audiences a unique experience…”
Sonido festivals have brought local and international Latine artists together since 2021. It’s one of the few events of its type in the area.
“Our mission is to create a platform that celebrates these artists, showcasing their talents and offering Chicago audiences a unique experience…,” says Jaime Lopez O., the museum’s performing arts and digital production manager.
This year’s day-long festival took place in the museum’s parking lot. Artists played “indie, alternative, electronic, and contemporary music” on a large temporary stage.
Local vendors sold a variety of cuisines, artisan goods and homemade bakery items. One vendor sold prints of popular animated characters drawn as traditional Mexican imagery.
Building Support for Artists
“I feel very supported in Chicago and at this festival,” says Natalia Díaz Salas—a singer-songwriter who makes music as Arroba Nat. They are from Zacatecas and Mexico City, Mexico.
Salas’s performance was an intimate change of pace, aided by melancholic guitar and producer Roberto Valadez playing subtle synth, keys, and drums.
Salas and Valadez flew to Chicago to perform their 40-minute set. “Artists are more appreciated here in the United States—we get a fee, we get catering, we get accommodations … We get a lot of attention and kindness.”
Other notable headliners included Los Angeles-based ARIEL, “indie heartthrob” Victor Internet, and locals Southside Bandits Inc.— a Latin-fusion rock ensemble led by vocalist Amparito Martinez.
“In previous years when I was involved with a different scene of Mexican music, there was a lot of push back from other artists, especially being a woman,” recounts Martinez, who was born in Chicago and describes herself as “Mexican through and through.”
“I want to see more people [like me] in my community,” Martinez adds. “I want to see more of Rosalba Valdez, more of DJ MO MAMI, or more of Erendira Izguerra, as well as other femme performers.” The three are Chicago musicians and ensembles; and Valdez hosted Sonido Fest.
With Chappell Roan and Sabrina Carpenter getting top spots at prominent festivals, Martinez hopes to see more of these opportunities taken up by artists from her background.
“We’re all amazing women that definitely deserve the space. And I hope to see more of that at festivals…,” says Martinez. “I’d definitely be cheering them on from the crowd.”