The first-ever Lift Off Festival in Chicago aims to take the multi-genre and multi-day Latin music event, into a culture-infused festival that will celebrate the Latinx flair that has taken off in the world, said co-producer of the festival Iván López.
Although the planning and production of the festival began about eight months ago, Lopez and the rest of the team had been flirting with the idea almost a decade ago, when Latin music was becoming more popular, he said. But it is now that the “the kids are ready for it.”
“They want to see their acts in a great production; the artists want to be together in showcasing all their different genres and collaborate with each other and influence each other,” López said.
Their vision is to bring a culturally rich festival that unifies different Latino generations, the general public in Chicago, and the artists. Their program will range from the top reggaeton star Maluma to various Mexican regional artists and Spanish pop bands.
“Look at what J Balvin is doing and Nicky Jam, who was at World Cup ceremony; I was in Russia, and you can see how the music transcends the language and you see the vibe that it brings together,” López said. “The energy that us, Latinos, bring to the table its something that more and more people need to enjoy, especially during this time, with the climate in this country.”
Unlike Ruido Fest, a multi-day Spanish alternative rock music festival in Chicago that took off in 2015, Lift Off aims to cater to a diverse younger crowd in the same setting where Pitchfork and North Coast Festival takes place.
López added that the team has been purposely secretive in terms of the production and details of the upcoming festival because “actions speak louder than words,” but Voice It sat down with the co-producer of the festival and got to asked him some questions.
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What is Lift Off Festival?
It is a Latin music festival inspired by the Ultras of the world, the paloozas, and Coachella. We want to bring this type of property to our community, to our backyard. My other partners are from other different cities, which is (why this is a) multi-national initiative and we’re starting here.
From a Latin music perspective, it’s a festival that has complete shows. It’ll be multi-genre, culturally focused on bringing fresh vibes, but also, the established vibes that have been driving this initiative forward.
It’s the North Coast for the Chicago kids from the Latin music perspective.
What makes it different from other Latino music festivals?
We want it to make it centralized. While it is a Latin festival, it’s welcoming for everyone who is a music enthusiast. I think our music has really transcended a lot of barriers; (Latino artists) are now doing tours in Europe and folks are gravitating to this music.
So that motivates us, we have more of a world-view. When you walk into those doors, you’re going to feel that Latin flair that we’re known for and that everyone enjoys.
What we really want to do is to showcase the industry that we’re most proud off, put them (Latino artists and music enthusiasts) with the level of production that they come to expect in any of the general market festivals.
Where does the name come from?
Latino music has lifted, it has been all over (the world) and influenced other artists.
The name is more of a mindset, and it’s a mindset that encompasses the idea that it doesn’t necessarily need to be a Spanish word for example. We envision this to be very acculturated. The way we’re thinking about it, (is) that our community continues to be multigenerational, (that it continues to influence) other genres.
How is it different from Ruido Fest?
Lift Off is skewed toward a younger crowd. I think with the Spanish rock, based on how that industry has gone about it, it might be skewed toward a little of an older (crowd). More like nostalgic bands, which I love by the way. I like what they do. We cheer them on, (but) this is from a different perspective, we applaud their effort.
How was the lineup put together?
(When) putting together the lineup, there are so many different variables that come into play. (It is based on the artists’) schedule, how they’re all over the world, venue availability and so forth.
What we wanted to do is put the right mix of the folks that basically right now are at the summit (but) also those up and coming.
(We want) folks to come and discover some (new) music, but also see their favorite artists for the first time in one place.
Who do you expect to be there?
The response has been great and folks have been supporting the vision, (and) the artists as well. (So) we expect a really good crowd. Because of the industry, there are a lot of walk-ups, but we’re emphasizing that capacity is capacity, so people should get their ticket while they can.
If you go, here are the details:
Lift Off will take place at Union Park, 1501 W Randolph St., on Aug. 11-12. The main entrance will be at Ashland Ave., on the West side of Union Park. Re-entry to the festival will not be permitted.
Doors open at 1 pm., and shows are expected to begin (rain or shine) from 1-1:30 pm.
Stages
There will be two stages. The main stage will be set up with a “massive production that is driven by technology.”
Saturday lineup
Maluma, CNCO, Luis Coronel, Leslie Grace, Bryant Myers, Omar Ruiz, Joss Favela, Pusho, Juhn El All Star, DJ Kass, El Dusty.
Sunday lineup
Reik, Lenin Ramirez, Adriel Favela, Sofia Reyes, Alex Sensation, Nio Garcia, Casper Magico, Justin Quiles, Jon Z, Malu Trevejo, Brytiago, Rauw Alejandro, Rafa Pabón, Lupita Infante, Yexian.
Food and Drinks
There will be various food vendors and drink options. The event will offer a cashless option. Click here for more details.
