Universal Announces New, Family-Oriented L Festival With Enrique Iglesias, Juan Gabriel in L.A.

Theo Wargo/Getty Images for AEG Live
Enrique Iglesias performs at the Prudential Center on Sept. 12, 2014 in Newark, New Jersey.

Enrique Iglesias, Juan Gabriel, La Arrolladora Banda el Limón and Julión Alvarez are the first acts confirmed for L Festival in October. The two-day family fest, taking place October 24 and 25 at the Orange County Fair & Event Center, is being produced by Universal Music Latin Entertainment (UMLE) and will be the label’s first foray into the mass festival business in the U.S.

"It’s Universal’s venture into the festival business at a large scale," says Gustavo Lopez, UMLE’s evp and general manager, who partnered in the production with event/concert production company CMN, who are currently producing Juan Gabriel’s tour.

Although UMLE does put on shows, like the yearly, multi-act La invasion del corrido with Los Angeles radio station La Que Buena, "We’ve never done something like this with a multi-stage, multi-day event. We felt if we could get started with the right talent, it could go well."

L Festival will feature multiple stages, including a main stage, an international stage and an EDM tent, with over 25 artist performances over the two days of the event. In addition to music, the fest, geared toward families, will feature food from over 30 Latin restaurants and an art exhibit with 30-40 artists showcasing their work.

Capacity is 30,000 people per day, and early bird tickets will allow access for as low as $99 for admission to both days.

Confirmed sponsors to date include Bud Light, Pepsi and Verizon.

"We’re creating an experience where the brands are activating at a very high level," says Lopez, who is calling the project "the most exciting thing I’ve done since the launch of [Latin urban label] Machete. It’s a two-day hangout backed by great music."

Performers for L Festival will include pop, regional Mexican, urban, tropical and EDM acts. While many of them will come from UMLE’s roster (like those already announced), the fest is expected to feature acts from other labels as well.

The festival is part of UMLE’s ongoing efforts to expand its business into other realms. UMLE already has a successful management/booking arm, GTS, and earlier this year, the label launched an EDM label, Aftercluv, and Infinity, a management/booking firm based in Mexico with star Alejandro Fernandez.

In the festival realm, from July 20-27, Universal Music Spain will host its inaugural Universal Music Festival in Madrid with performances by Elton John and Caetano Veloso, among others.