Walking into Terminal 5 on Friday (March 8) located in Hell's Kitchen, New York, the atmosphere was immediately electric. The venue transformed into Bresh's living microcosm, dubbed the 'World's Most Beautiful Party', was adorned with giant pink flowers hanging from the balcony levels and equally stunning Japanese cherry blossom trees, heralding the imminent arrival of spring.
Navigating the sea of faces, illuminated by the glow of lighted garlands around their necks and the glow of the disco ball, the sense of community was palpable. The night flowed with the sounds of reggaetón, pop and rock en español, with hits from Bad Bunny, Lady Gaga and Soda Stereo.
From its New York debut at SOB's in 2021, growing from 500 to 1,500 attendees at Webster Hall last year, and now selling out Terminal 5 with 3,000 fans, Bresh has come a long way. Originating from an underground party in Buenos Aires in 2016, it has become a global force, marking its presence in 16 countries and over 141 cities in over 110 venues.
This remarkable journey is a testament to the vision and relentless effort of its founders, including DJ and graphic designer Alejandro “Bröder” Saporiti. Bresh has grown into a movement focused on “dreaming bigger” and “building community” through Latino culture. “Imagine how all great things start, a group of misfits with a dream and almost by accident,” says Bröder Billboard Español. However, Bresh's meticulously curated experience today is anything but accidental.
Celebrity appearances on Friday, from Lit Killah to Tuli Acosta and Paloma Mami, along with past guests such as Leonardo Messi and the World Cup champions, and artists such as Rosalía, Young Miko, Duki and Emilia, underline Bresh's appeal. Its inclusive atmosphere warmly welcomes everyone, blurring the lines between celebrity and common folk.
“We are all on the same level. Artists come down and are ordinary people,” adds Bröder. “The general public comes to the party and you're in the company of Rauw Alejandro or another big artist. We're all in the same place and that creates something beautiful.”
Bröder sheds light on how Bresh continues to capture and redefine the nightlife experience: “Through this deep respect and appreciation for the people who come with us, we've been able to create a community,” he explains. “Those who watch Bresh feel part of something bigger – a global community that brings them into contact with people from all corners of the world.”
Here are five suggestions from Bresh's experience.
A quantum leap in the night
From humble beginnings in 2016 in Buenos Aires, Bresh has carved a spectacular path, transforming from a gathering of friends to a global phenomenon. “The development of Bresh was a three-year catapult… a company run by young people,” reflects Bröder. The progression from intimate parties to conquering stages like Terminal 5 shows their tireless ambition: “We as a band will always dream of bigger things, to be able to reach new places, to be able to connect with more people, to be able to do shows of a larger size and taking it to a more global ground.”
Cultural relevance
Not only has Bresh grown in size, it has cultivated a deep cultural appeal, creating a space where “people who go to Bresh feel part of something bigger,” says Bröder. “Today, it's a global community.” In spaces often noted for their divisiveness, Bresh emerges as an inclusive sanctuary, rejecting conventional barriers that often alienate.
“Sometimes I feel like I'm succeeding [other] places and security says, “Yeah, give me your ID!” “I came to your place to enjoy it.” And then, they're like, “Are you on the list?!” “Whoa, stop it, crazy. I just wanted to come and have fun,” he describes. “It seems to me that we're at a time in society and culture where there's no longer room for that kind of separation.” This ethos translates into an experience where each participant finds “a sense of belonging and being able to create a sense of comfort”.
Stars among us
Bresh's influence has attracted celebrities and artists looking for freedom and authenticity, claims the co-founder: “Many artists have found in Bresh a place of union, a place where they can come and have fun,” he says. This phenomenon goes both ways, with artists not only enjoying the party but also connecting with the audience on a human level: “Artists come to our party to enjoy it, but of course they see the world, they see the excitement with which they drive and feel they want to share with them,” he adds.
“Bresh has become a place where you go to meet your colleagues, your peers, people in the industry, people who appreciate who you are. Whether it's Rosalía or someone from the new generation of Puerto Rico, [who attends]says Bröder. “I remember when Young Miko came to Bresh, when she was relatively unknown — but she felt part of it, and today she is one of the most impressive figures of the new wave of urbana music.”
Global expansion
With offices in major cities around the world – such as Madrid, Buenos Aires, Miami and Mexico – and more than 200 employees, Bresh is firmly rooted both locally and internationally. “We dream of a tour, a residency in Las Vegas…worldwide, continuing to deepen our reach everywhere,” emphasizes Bröder. This multifaceted approach ensures that no matter where it is held, Bresh carries with it a spark of diversity and global connection.
“This year we will be at Baja Beach Fest, as well as Tomorrowland for the first time for [the latter festival’s] 20 years”, he notes.
The Latin pulse
“To understand the Bresh phenomenon you have to understand it as a platform, as a place where young and Latin American talents [mingle],” he explains. “I don't like to put Bresh in the box of a Latin party, because I feel like it can be much more than that: It's a party with a Latin pulse. With what characterizes us Latinos — the hospitality, the dance, expression, fun, affection, touching, sexy and sensual. Many attendees understood this energy and made it their own.”
from our partners at https://www.billboard.com/music/latin/bresh-new-york-terminal-five-broder-latin-party-1235631877/
