Estéreo Picnic Festival led the digital conversation about music in Colombia

Music festivals in Colombia have gained increasing prominence both in physical and digital settings. A report by the consulting firm LLYC, based on an analysis of more than 71,900 social media mentions between 2024 and 2025, identified the events that garnered the most public attention and how they impact the country's culture and economy.

See: Bogotá will host Latin America's largest air summit in 2025

“The Estéreo Picnic Festival consolidated its position as the most mentioned event, accumulating 15,300 mentions,” the report notes. The release of the event’s 2025 lineup, which included artists such as Olivia Rodrigo, Alanis Morissette, and Kings of Leon, generated a significant increase in conversation. A peak was recorded on September 3, 2024, with more than 3,100 mentions in a single day. According to LLYC , “the tone was mostly positive: 59% of non-neutral mentions reflected enthusiasm for the artists and the venue, although criticism also emerged regarding ticket prices and aspects of the experience.”

Rock al Parque took second place in terms of conversation volume, with 8,190 mentions. This free festival, organized by the Bogotá District Institute of the Arts, generated mixed opinions. "Although its historical importance and free nature were highlighted, the volume of criticism increased compared to previous editions, mainly due to logistical problems and the quality of the lineup." During its most recent edition, in November 2024, the prevailing tone was critical, demonstrating the growing public demands on publicly funded cultural offerings.

The Vallenato Festival garnered 7,130 mentions, driven by "tributes to icons of the genre" and debates about its evolution. The study highlights that "the conversation mixed nostalgia, cultural pride, and purist criticism of new musical fusions."

You may be interested in: The arrival of Colombians living abroad is falling, while the influx of foreigners is growing.

La Solar, a festival held in Medellín, generated 5,830 mentions. Among the most frequent topics were "the performance of artists such as Arcángel, Morat, and Khomha," as well as information related to road closures and airline promotions aimed at foreign attendees. LLYC reports that "the mentions are varied," and cover both the musical and logistical aspects of the event.

Salsa al Parque was mentioned 1,160 times. The event, also free and organized by the District, sparked an emotional conversation . "Users highlighted the cultural connection and the free nature of the event, although there were also calls to improve logistics and continue strengthening the artistic quality."

The Baum Festival presented a different dynamic. With 8,830 mentions, it even surpassed Rock al Parque, but the volume of attention was primarily due to a serious incident. In May 2024, a young attendee died during the event. “83% of the non-neutral mentions at that time were negative, calling for greater organizational responsibility and improved safety protocols,” the study documents.

Also see: US tourism feels the 'Trump effect': declines, boycotts, and fear among visitors

LLYC argues that "understanding these digital conversation dynamics is key to measuring the social impact of events, anticipating trends, designing more effective communication strategies, and authentically connecting with increasingly demanding audiences." In the Colombian context, festivals are perceived as spaces where entertainment, culture, social responsibility, and civic engagement converge.

The economic impact is also significant. La Solar, for example, generates up to 600 direct jobs and more than 1,800 indirect jobs. The Estéreo Picnic Festival, meanwhile, generated revenue from direct expenses equivalent to 154 billion pesos. These figures are in line with the overall contribution of the cultural sector to the national economy. According to DANE data, "in 2023, the cultural and creative industries contributed $40.6 trillion to the national GDP—2.87% of the total—and generated employment for more than 832,000 people, representing a 12.13% growth compared to the previous year."

Paula Galeano Balaguera

Portfolio Journalist