Viva! Pomona has grown from a local gathering of music fans from all over Los Angeles to an international testing grounds for festival favorite bands like Cuco, Bane’s World, Shannon and the Clams, Thee Oh Sees, Fuzz (Ty Segall, Charles Moothart, Roland Cosio/Chad Ubovich), Slow Hollows, Iceage and more. In part due to Viva! founder and owner Rene Contreras’ stunningly popular Sonora Stage at Coachella, the festival marks the hippest and hottest up and coming Californian bands in the game. Celebrating its 7th year, the annual festival has already caused quite a stir in DIY and festival communities with bands and fans from all over all over hoping, guessing, pleading and clamoring to be booked or involved in some way.
The festival highlights local and DIY communities’ art, merch, music and mentalities with beautiful instillations, murals, and artists. In addition, Rene always makes it his impassioned goal to bring Hispanic and Latin bands over the boarder, or introduce underrepresented bands to a shifting demographic of greater Los Angeles.
With festivals like Viva, CHELLA, and the Sonora Stage at Coachella, fans finally get to see their favorites represented accurately, and Rene continues to expand his empire of influence. It’s a win-win, and locals couldn’t be happier.