NEW CASTLE, Del. — Surrounded by discounted bananas priced at 79 cents and vibrant displays of fresh produce, the bilingual alternative pop group Luna Luna delivered an intimate performance to a gathered crowd at a Latino market in northern Delaware.
This unique concert was part of the monthly Mercadito sessions hosted by Fiesta Fresh Market, a family-operated business located in New Castle within the Philadelphia metropolitan region. Despite being far removed from major music industry centers known for providing artistic opportunities and exposure, this unconventional venue has quickly attracted an international audience for the store that opened just two years ago. Emerging musical acts now travel significant distances to perform here, while tens of thousands of viewers watch online.
According to Jose Luis Aguilar Garcia, one of the store’s owners, the concert series aims to showcase the enduring spirit of joy and creativity within Latino communities during a period when media coverage of these communities often focuses solely on immigration enforcement actions.
Jose Luis Aguilar Garcia has spent most of his career working in both the food and music industries.
Originally from Mexico, Garcia spent his childhood in an apartment located next to what would later become the site of Fiesta Fresh Market. Starting as a teenager, Garcia gained experience working at farmers markets and grocery establishments, while also operating a photography and videography business that specialized in producing regional Mexican musical styles including mariachi, corridos tumbados and banda.
“We handled numerous quinceañeras, wedding celebrations, and similar events. Music always represented something I pursued as a passion project, but particularly here in Delaware, there’s virtually no industry infrastructure for that,” Garcia explained.
During 2023, one of Garcia’s label artists — DannyLux — received an invitation to appear on NPR’s Tiny Desk Concert, an intimate music showcase recorded within the radio network’s busy Washington, D.C., headquarters and later shared with millions of YouTube subscribers. This experience helped Garcia understand the unique attraction of an unconventional, acoustic performance setting.
Using profits generated from producing DannyLux’s recordings, Garcia launched the store in 2024 alongside his sister and father. He eventually applied his Tiny Desk Concert experience to the retail space, combining two previously separate areas of his professional life.
Initially, Garcia believed the performances would help drive customer traffic, though convincing local musicians to perform in such an unusual setting proved challenging, Garcia noted.
However, the concept gradually gained popularity. By April, all performers in one show had discovered the small market through social media before being invited to appear.
Although the concerts originally featured primarily Spanish-language music produced through Garcia’s record label, the Mercadito sessions now present diverse artists representing various musical styles.
“I discovered it fascinating that regardless of which artist was performing, audiences would come together to listen,” Garcia observed.
Luna Luna, a group that has received coverage from publications including Billboard and Rolling Stone, performed as one of three bands during the late April event. This appearance marked a dramatic departure from other venues on their extensive United States tour.
Colorful piñatas suspended from the ceiling provided a backdrop as the group performed — creating an atmosphere completely different from the traditional stages and lighting systems that typically accompany Luna Luna’s mesmerizing, indie-pop songs. The performance took place under standard grocery store fluorescent lighting, while shoppers continued their regular shopping activities as Luna Luna sang in both Spanish and English.
For lead vocalist Kavvi Gonzalez, along with many fans of the rapidly expanding series, the unconventional performance space holds special appeal by triggering feelings of nostalgia.
“I grew up visiting markets like this one, so having the opportunity to perform in one feels incredible,” said Gonzalez, who was born in Colombia before relocating to Texas at age 6.
According to Gonzalez, the appeal lies in finding unexpected beauty within ordinary experiences.
“Watching people continue their normal shopping routines while we perform creates something special. It merges everyday life with musical expression,” Gonzalez explained.
