Fiesta Fresh Market in Delaware hosts live acoustic concerts featuring local and Latin artists inside the grocery store
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Co-owner Jose Aguilar started the series in 2025, inspired by NPR's Tiny Desk and his music industry background
Performances shared on social media have gone viral, with one featured band gaining attention from Atlantic Records
Your new favorite artists might be next to the produce aisle, literally.
Fiesta Fresh Market in New Castle, Delaware, not only sells groceries, but it also amplifies local artists through its latest concert series.
Jose Aguilar, the co-owner of the store, was inspired to start the series thanks to NPR's Tiny Desk, specifically after Aguilar watchedDanny Lux'sperformance in 2023 to celebrate Hispanic Heritage Month alongside a selection of Latin artists.
Aguilar, whose record label,VPS Music, has worked with Lux in the past, was in attendance at the taping. Soon after, he decided to combine his music industry background to market the store, which he opened in 2024.
"It was really cool how it was like a fairly simple setup. It's all acoustic and it brought the office together," Aguilar toldTODAY.com."When we opened up the grocery store, we were looking for ways to market it, and with me already kind of being in the music scene, it was fairly easy to get bands to come in and do us the favor of playing at the store."
In 2025, Aguilar started posting the performances on Fiesta Fresh Market's social media channels, and after a while, people started coming around to the idea.
"Before, when the performances first started, it was almost like people were annoyed that we were doing it, but now, as we've had some bigger acts stop by, people get excited and they'll start asking when the next one is, which is really nice," he toldTODAY.com.
Aguilar shared that they already had all the equipment, so setting everything up was very easy.
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"My family has been in both the music and the grocery store business since forever," he explained. "So it's cool to combine them in this way."
The series has taken off on bothTikTokand YouTube, with videos garnering hundreds of thousands of views.
"On social media, we've seen that people engage with it really well, and it's translating from social media to actual streaming," Aguilar told the outlet.
Aguilar also toldCBS Philadelphiathat the main "idea is to highlight independent artists" — and they have done just that.
One Mexican American band that was featured in the series, Ilusión, was even contacted by Atlantic Records and invited to their offices in New York.
"It gives us a platform to portray what we really are," one member of Ilusión told CBS. "I think there are a lot of misconceptions about who we are; we're just humans."
Fans of the series and the grocery store can follow them on social media to see updated concert announcements and lineups.
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