Rene Contreras (Viva Music Festival): Mentor


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Signing up to speak with Rene is highly recommended if you're interested in booking concerts, producing festivals, booking Latinx / Latin bands, and artist development.

Rene Contreras started working in the music industry at an early age, he began booking his first concerts in backyards. The music he first began to work with was metal, punk and hardcore. He one day started interning at a local venue in the city of Pomona, California called The Glass House. One of his first tasks was to pass out flyers and promote the concerts to local kids.

From there he began doing marketing for concerts, working and settling shows all while still booking at an independent / DIY level. In 2010 Rene and a couple of friends decided to start a music festival based in Pomona, CA .. they called it Viva! Pomona. The shows concentration was local musicians living in a suburb environment. When the second annual Viva! Pomona came a long they decided to incorporate musicians from Tijuana, Mexico whom sang in Spanish. From there on forward Viva! Pomona has become a place of opportunity for international bands to come and play with local and touring artist within the United States.

You can read Rene’s full bio on his speaker page.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]

Primary Entry: Music Badge, Platinum Badge, Artist Wristband
Event Type: Session
Level: Intermediate