Rock, hip-hop and Latin pop are just some of the music genres people can find at the Los Angeles County Fair concerts.
Finding musical acts that appeal to different age groups, cultures and musical tastes is difficult, admits Dale Coleman, who books the artists. Trying to please the R&B and Latin-jams lovers, the oldies and country aficionados, the hip-hop and rock enthusiasts, is no easy feat, said the chief revenue officer and vice president of sales.
In the more than 10 years that War has performed at the fair, the audience has always been “multicultural,” said Lonnie Jordan, the band’s vocalist and keyboardist. “I see, out in the audience, the parents who were loyal to us back in the early days, back in the early ’70s.” They’re much older now, he’s observed, when he sees them on the bleachers with their children and grandchildren enjoying classic hits like “Why Can’t We Be Friends,” “Spill the Wine” and “Cisco Kid.
Part of Lucas Rivera’s job within the association is to know popular music. “The work I do is specific,” said the senior vice president of programming. “My job is keeping my finger on the pulse of what’s hot and trending” and being mindful of who is listening to what.Delphina Russell is one of them.
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