Industry May 28, 2026
How Sueños Built Staying Power in a Shaky Latin Festival Market: ‘Our Commitment Is to Win the War, Not the Fight’
As the U.S. Latin festival market grows more volatile, founders Aaron Ampudia and Chris Den Uijl explain why their Chicago event has continued to expand.
Originally published by
Billboard
Despite the increasing volatility within the U.S. Latin festival market, the Chicago-based Sueños festival has achieved consistent expansion. Founders Aaron Ampudia and Chris Den Uijl attribute this growth to their long-term strategic approach.
They described their philosophy as a commitment to winning the overarching
They described their philosophy as a commitment to winning the overarching