This summer, Baja Beach Fest did something very different compared to past years. Thanks to a special partnership between Need Pastel, a creative marketing agency, and The Exclusive Agency, a public relations firm, the festival launched its first-ever live streaming experience. A custom streaming space was built for Willito (Twitch Streamer) and Lonche (Kick Streamer), allowing them the opportunity to have top-tier artists like Los Tucanes de Tijuana, Cris MJ, Yeri Mua, Arcángel, Grupo Firme, plus more come on stream and interact with their chats.

Rare appearance by Cris MJ as he comes on stream for the very first time.

While this served as a strong platform for artists to showcase their personalities and promote new music, the bigger win was for fans. Viewers got to experience the festival in real time as Willito and Lonche filmed special backstage meetups, high-energy crowd moments, and rare appearances from artists like Cris MJ, who is almost never seen on live streams.

Examples of moments from the festival shared across TikTok.

Since this all took place on stream, both serious and funny moments were clipped and shared across TikTok and other social media platforms, generating millions of views and thousands of shares. This not only established a strong digital presence for Baja Beach Fest, but it also boosted promo for the performing artists and drove high levels of fan engagement.

It’s clear that we will continue to see music festivals and live streaming collide, as there is so much potential for global reach and virality. So expect future festivals to continue to push this experience even further.