Q’s With Itzel González On The Women-Led Hera HSBC & How OCESA Is Continuing To Make History In The World Of Festivals

No matter the host country, one thing that unites nearly all festivals is the lack of female representation — especially when it comes to headliners. The inaugural Hera HSBC made history in August as the first major festival to be held in Mexico with an all-female lineup.

Itzel González, event manager at Mexican concert promoter OCESA, caught up with Pollstar to talk about the festival market in Mexico and the significance of Hera.

Held Aug. 24 at Mexico City’s Autodromo Hermanos Rodriguez, Hera featured a mix of Latinx and international artists including Camila Cabello, Danna Paola, Demi Lovato, Daniela Spalla, Evanescence, Kesha, Maria Becerra, Tash Sultana, Ximena Sariñana, Bomba Estéreo and more.

OCESA (which was acquired by Live Nation in 2021) ranked No. 3 on Pollstar’s Q3 Worldwide Top 100 Promoters Chart with 6,369,301 tickets sold and a gross of $490,143,423.90. The company operates 11 venues in Mexico including the recently renovated Estadio GNP Seguros and is the promoter behind 20 festivals including Corona Capital and Vive Latino.

Pollstar: What inspired you to work in the music industry?
Itzel González: During the first 20 years of my life, there were not many live concerts in Mexico, as it was an industry that was just starting to develop. It wasn’t until I reached adulthood and attended the first music festival in Mexico City, Vive Latino, that I discovered the profound impact a band can have on stage. I realized the cultural, social, political, and emotional significance that they embody. It was at that festival that my dream of pursuing a career in the music industry began.

Can you talk about your current role as Event Manager?
In my role as an Event Manager, I act as a promoter … responsible for booking bands for concerts or festivals. Once the event is confirmed, I closely work with the production team to coordinate all the show details, oversee budgets, manage marketing campaigns for ticket sales, and essentially coordinate all the teams to ensure the shows or festivals take place.

During your nearly 20 years at OCESA, how have you seen the live industry and festival market in Mexico change?
Mexico has changed a lot in the past 20 years, and music often mirrors society. The music industry in Mexico has been impacted by these changes, and I think we now have one of the most vibrant, competitive, and strongest music scenes in the world.
OCESA has had the privilege of making history in the world of festivals. It all began with Vive Latino. We had to educate the people, but we also had to learn how to organize festivals. In the early years, the crowd was quite rowdy. They were younger and would often destroy things.

For over 10 years, we only had one festival in Mexico: Vive Latino. Around 2010, we introduced the first Corona Capital, followed by Tecate Pa’l Norte in Monterrey in the North. Mexican people have a great fondness for festivals. Each city has its own unique characteristics. Monterrey, for instance, can host festivals with a wide range of genres. In Mexico City, people lean towards a specific genre. Similarly, Guadalajara also has its own preferences. The fans of each festival are truly distinct.

Let’s talk about the Hera HSBC music festival, which made its debut in August, featuring an all-female lineup. Can you talk about the significance of the festival, especially when the music industry is still dominated by artists who are men?
I have been involved in numerous projects over the years, and my experience has shown me two important things. Firstly, it is essential to continually strive to bridge any gaps. OCESA is a company that consistently pushes boundaries to create positive impacts not only in music but also in society. This festival, with its significant musical influence, is likely to inspire similar events in other parts of the world, becoming a regular occurrence.
Secondly, we are making progress towards gender equity in various aspects of this industry. This advancement is not limited to what occurred on stage at Hera but also encompasses activities backstage, in the media, and even among the audience. Something has occurred that is propelling us forward.

I understand that the festival also featured a lot of women working behind the scenes.
Many women work not only at Hera but also on various projects of OCESA. They work in roles such as designers, producers, logistics coordinators, lawyers, community managers, press heads, audio engineers, and experience specialists. We are fortunate to have many highly professional women who are leaders in their fields.

How did you approach booking the lineup as far as the type of genres represented, etc?
We tried to select music that would represent women who have been leaders in the industry for many years, as well as new singers who are featured on the billboards. In the end, we had a great mix of rock, pop, regional Mexicano, metal, indigenous music, reggaeton. … We realized that these genres can align with the celebration of female talent.

What was the response like to the festival? How did ticket sales go?
We had 40,000 attendees at the festival, which was an excellent turnout for a first edition.
What were some highlights for you from the festival? Any favorite performances?
All the shows at the Hera Festival were unique, with each artist delivering a special and dedicated performance. In addition to the shows, there was La Marketa, a bazaar where entrepreneurial women showcased their products, and a small stage for new bands. There was also Inspira: Talks, featuring powerful women from various musical, social, and economic fields who delivered inspiring presentations for the festival attendees.

Mexico just elected Claudia Sheinbaum to become the first female president in the country’s history, with her term starting Oct. 1. At the same time, femicide has been a major issue in Mexico for many years. Do you think that with your new president and Heras festival, we’re seeing a shift in society?
I believe that society is actively working towards change. It’s very exciting that Mexico has a female president, as well as a festival with a 100% female lineup. This progress is being reflected in other industries and social groups as well. Mexican society and women work tirelessly every day to gain visibility, security, and validation. It’s something we all need to continue doing to keep moving forward.

Will Hera be back in 2025?
We hope so! Please stay updated on our latest news by following our social media channels.