Before 2021, if a person from St. Albert wanted to attend a Latin festival, it meant boarding a plane to Spain, Mexico or South America.
Finally, that has changed. Latin music is now one of the most consumed and streamed globally, and Latin festivals are popping up across North America.
This coming August the St. Albert Latin Cultural Association is hosting its 5th annual Latin Music Festival at Lions Park on Aug. 16. Catering to a virtually untapped audience, it promises to embrace the diversity of Spanish language music.
Since the festival is a free event, the association is hosting Latin Night on Saturday, April 5 at St. Albert United Church as a fundraiser. Any monies raised will pay for the summer festival's artist fees, stage equipment and supplies.
“I’m really passionate about keeping the Latin Festival alive,” said Jorge Vargas, SALCA founder and festival director.
Even if one’s primary language is not Spanish dominant, it’s relatively easy to enjoy the Latino flavours. The festival’s success is rooted in bringing long-time fans and newcomers together to listen and dance to the music’s sensuous sounds.
Los Rebeldes (The Rebels), founded by Vargas, is an eight-piece band and one of the fundraiser’s long-time allies. It gets its groove playing Latin blues and Carlos Santana’s memorable hits. Newly appointed lead singer Allison Bran Zelaya drives the cross-generational experience.
“Allison was always so quiet. When we asked if she was interested, she agreed. She has a beautiful voice,” Vargas said.
Also on tap is Colombian performer Diana Diaz, lead singer for Orquesta Son Romero, a 12-piece band. She arrived in Edmonton 10 months ago searching for new opportunities to showcase her talent.
“We were so impressed with her. Salsa is her forte and Diana will perform as a solo act. When performing she sings, dances, plays bongos and percussion. She’s the full package.”
A key partner to Latino music is contemporary social dance – tango, merengue, mambo, samba, rumba and bachata. Cuban dance instructor Orlando Martinez returns to give guests a crash course in new dance moves.
“He’s an incredible dance instructor. He is very well known at Fiesta Cubana Dance School. We invited him last year to our summer festival at Lions Park and he was a hit. He had everyone in the park doing what he wanted. He’s such a great instructor and we are lucky to have him.”
DJ Kris King adds an electronic dimension elevating the Latin dance scene to new levels.
Latin Night runs April 5 from 6 p.m. to 10 p.m. at St. Albert United Church, 20 Green Gove Drive. Tickets are $25 through Eventbrite. Door $35. Children under 12 are $10.
