Rawayana at Coachella: Why Brands No Longer Need to Be the Biggest to Make an Impact

When I saw Rawayana take the stage at Coachella, something shifted.

As a Venezuelan, it was deeply emotional. A reminder that our music, our culture, and our voice are reaching new stages—literally and metaphorically.

But as a brand strategist, the moment hit differently. It wasn’t just a performance. It was a masterclass in what it means to resonate with culture today. And it raised an important question that I believe more brands need to ask themselves:

If Rawayana can make waves at Coachella, why is your brand still waiting to feel “big enough” to show up?

Not Just a Band. A Case Study in Cultural Relevance.

Rawayana isn’t the typical Latin pop name we’ve come to expect in global spaces. They’re not reggaetón headliners. They’re a genre-bending, surf-rock, Caribbean-funk fusion from Venezuela. And yet, their performance wasn’t a side-stage moment—it was a cultural affirmation.

What does that tell us?

It tells us that resonance beats reach. That you don’t need to be mainstream to matter. That building deep, authentic connections with the right audience can take you further than trying to please everyone.

That’s a lesson many brands still haven’t absorbed.

The Shift from Mass Appeal to Meaningful Connection

For too long, branding has been about chasing visibility. Scale. Viral reach. But in 2025 and beyond, the most impactful brands are not necessarily the loudest—they’re the most in tune.

In tune with identity. With community. With values. With culture.

Rawayana didn’t get to Coachella by mimicking others. They got there by owning their story. By representing a side of Latinidad that’s often left out of brand decks and media playbooks. The kind of Latinidad that speaks Spanglish, listens to indie surf beats, and navigates layered, global identities.

In doing so, they created something brands spend millions trying to manufacture: authentic relevance.

Representation Is Not a Trend—It’s a Strategy

For brands wondering how to connect with Gen Z Latinos, or US Hispanic audiences in general, the first step isn’t hiring a diverse influencer for a campaign.

It’s rethinking the assumption that representation is a one-size-fits-all checkbox. It’s realizing that Gen Z Latinos are not a monolith. Some of us grew up dancing salsa in the kitchen. Others found themselves in punk scenes, art collectives, or YouTube rabbit holes of alt-Latin music at 2 a.m.

We don’t all show up the same way—but we all show up when we feel seen.

Brands that understand this—brands that take the time to dig deeper into cultural nuance—don’t just get attention. They earn trust.

You Don’t Need to Be a Headliner to Matter

There’s a common mindset that only “big” brands with “big” budgets and “big” teams can lead culture. But Rawayana at Coachella is living proof that’s not true.

If you’re building something meaningful, rooted in truth, and willing to connect deeply with your niche—you can move culture too.

At CROING, we believe that niche is powerful. That strategy rooted in identity and creativity can outperform scale. And that some of the most resonant, lasting brand stories begin not on a global stage—but in local experiences, bold ideas, and communities that care.

Final Thought

If your brand is still waiting for permission to be bold, this is it.

You don’t have to wait to be bigger. You don’t have to wait to be mainstream. You just have to start showing up—with relevance, with intention, and with cultural fluency.

Let’s stop asking “Are we big enough?” And start asking: Are we real enough?

Because the world doesn’t need more content. It needs content—and brands—that connect.

About the Author

Anggie Salazar is a Venezuelan brand strategist and partner at CROING, a creative agency building brands that connect through culture-first storytelling. She lives at the intersection of Latina pride, marketing innovation, and making sure no one’s identity is an afterthought.