Ridiculous x British Embassy at Corona Capital
A collaboration to bring together the best of British with Mexico’s finest.
Corona Capital is one of Latin America’s most influential music festivals, attracting a young, highly engaged audience and global industry attention. Ridiculous Biz partnered with the British Embassy and OCESA to design and deliver a UK music industry trade mission that would:
Strengthen UK–Mexico cultural and industry relationships
Increase visibility for UK talent and professionals on an international stage
Create meaningful, human connections between artists, delegates, and industry leaders
The Activation
At the heart of the collaboration was a bespoke UK cultural activation: the iconic red phone booth installation.
Positioned within the festival site, the activation became:
A high-visibility meeting point for the UK delegation
A recognisable symbol of UK culture within a global festival environment
A natural hub for conversation, networking, and curiosity from festivalgoers and industry alike
Despite the logistical complexity of delivering an activation at scale, the installation consistently attracted footfall and engagement throughout the weekend. With additional lead time, the activation presents strong potential to expand further in future editions.
Delegate & Partner Experience
Hospitality and access were central to the success of the mission. Delegates, partners, and embassy representatives were embedded directly into the festival experience — creating opportunities for informal networking, shared moments, and genuine cultural exchange beyond traditional conference settings.
One standout moment perfectly captured the spirit of the project: the British Ambassador described attending Corona Capital and meeting one of her favourite artists as a “dream come true”. Seeing senior diplomatic representation fully immersed in the live music environment underscored the power of festivals as spaces for authentic relationship-building and cultural diplomacy.
Outcomes & Impact
Elevated visibility for UK music and cultural presence at a major international festival
Strengthened relationships between UK and Mexican music industry stakeholders
A proven framework for combining trade, culture, and live music into one cohesive experience
Strong foundations laid for future UK–Mexico collaborations at scale
Looking Ahead
The success of the Corona Capital 2025 trade mission demonstrated the value of relationship-led international engagement within the music industry. Ridiculous Biz, the British Embassy, and OCESA are now exploring how this partnership can evolve in future years, building on the momentum, insight, and trust established through this collaboration.