J Balvin: Coachella was the beginning, and [headlining] Lollapalooza Chicago was confirmation. Playing there implies a very big level of responsibility because we are representing as Latinos; it’s not just J Balvin -- it’s a culture. It was scary, of course, but it was so successful. We won them over. So many artists wrote me: Will.i.am; Pharrell Williams; Scooter Braun, who wasn’t my manager at the time. Most of the artists who were [at Coachella] came to see me the second Saturday because they had heard so much about the show.
Bad Bunny: I was a fan of [Coachella] way, way before I was successful in music. I always wanted to go. So playing there was huge for me; plus, there were tons of people -- and it was a market completely different from my Latin market. But I felt the support very quickly because there were a lot of Latins in the crowd. I get very nervous before taking the stage, and Coachella was no different, but after I got feedback from the fans, I relaxed. I met a lot of cool people, but the only one I remember was Marshmello -- I met him without his mask.
Karol G: In Spain, [especially at Puro Latino Fest 2019], the energy is amazing. People display this immense respect for the artist -- and for Latin artists in particular -- and it’s a beautiful thing. My challenge in festivals is to make my show stand out from the others, so I talk with the audience -- I get offstage and speak with them, dance with them. Next year, I’m supposed to tour Europe alone. But in a way, I’m almost sorry, because the energy you feel in festivals is so magical and wonderful that I think a part of me will [miss that].”
This article originally appeared in the Dec. 21 issue of Billboard.