Need Pastel Built a Streaming Room at a Festival and it Broke the Internet

How the LA agency created something entirely new at Baja Beach Fest 2025

Need Pastel had an idea that hadn’t been tried before at festivals. At Baja Beach Fest 2025—the massive reggaeton and Latin music festival that took place August 8-10, 2025 in Rosarito Beach, Mexico—the LA-based creative agency created the festival’s first-ever integrated live streaming experience.

Working alongside The Exclusive Agency, Need Pastel didn’t just set up cameras. They built something entirely different: a custom streaming space where real moments could happen in real time.

The streamers who made it work

Need Pastel partnered with Willito and Lonche de Huevito—two streamers with serious Latin followings. Willito has built an audience of nearly 400,000 followers on Twitch, becoming one of the platform’s rising stars in the “Just Chatting” category. His natural ability to keep conversations flowing made him perfect for this kind of live experiment.

The festival built out a custom streaming space in the back—a dedicated hub where artists could drop by for exclusive live collaborations. Not scheduled appearances. Spontaneous moments.

When major artists showed up

The lineup that came through was significant: Los Tucanes de Tijuana, Cris MJ, Yeri Mua, Arcangel, Myke Towers and more. These aren’t emerging artists—they’re established names that move culture. Los Tucanes have been legends in regional Mexican music for decades. Cris MJ is the Chilean star whose “Gata Only” has been dominating playlists. Arcangel is a reggaeton veteran with massive reach.

What made it work was the access. The streamers gave fans a completely different perspective on the festival experience. Backstage moments. Crowd energy. The surprises that usually only happen for people actually there.

The numbers that followed

The content generated over 100 million views across TikTok and social media. Clips from the streams spread organically, giving Baja Beach Fest a digital presence that extended far beyond the beach in Mexico.

Need Pastel created something different from traditional festival streaming. Most approaches feel like watching television. This felt more like being there—unfiltered and immediate.

What Need Pastel actually built

This represents a shift in how festivals can think about their reach. Need Pastel, based in Los Angeles, has been building something specific in the creative space. The agency has worked with major names like Peso Pluma and Bad Bunny. Their mission centers on developing innovative content and design that leaves a cultural impact and delivers results.

The Baja Beach Fest streaming experience delivered on both. The festival’s social reach expanded significantly beyond traditional coverage. The execution generated over 100 million views and industry attention.

What they figured out is something worth noting: festivals aren’t just live events anymore. They’re content opportunities. And when you give people authentic access—not through polished highlight reels but through real-time, unfiltered streaming—they respond.

Need Pastel just went ahead and did it.