Through digital content analysis and ethnographic inquiry, the data revealed that racially marginalized francophone music artists express fluid and hybrid identities constructed by multilingualism, geographic mobility, and their musical influences. I collected field notes, photos, videos, and audio recordings, and captured 1083 Facebook posts from the events and the artists who performed there. Between July and November 2019, I carried out field visits to five Canadian festivals that focus on diversity and multiculturalism. The study applies a digital ethnography (DE) methodology (Pink, 2012, 2013, Postill, 2008, 2010a, 2010b, 2011) to investigate the promotional activities festivals and marginalized music artists conduct as they negotiate existing power imbalances, cultural hegemony, and language hierarchies. However, these events sometimes reproduce existing societal conditions that position racially marginalized people as the “Other”. This study highlights some of Canada’s diversity-focused festivals, which are founded on the principles of multiculturalism and support the national narrative of a welcoming nation. This has created a more inclusive space for marginalized artists and communities in which political discourse and anti-discrimination movements have become the focus (Getz, 2010 Duffy & Mair, 2021 Quinn, 2005 Li, Moore & Smythe, 2018 Wilson, Arshed, Shaw & Pret, 2016 Bekenshtein, 2020 Fernandez, 2006). Since the 1950s, a new wave of music festivals has emerged in North America in response to the systematic exclusion and cultural gatekeeping cultural organizations have historically conducted. The fact that the band has finished its activities but occasionally returns for concerts reinforces the fans’ passion through the nostalgic effect, and it invigorates the consumption of associated products and services. It was found that the fans consider themselves to be romantic and reflective, and they identify with the band’s lyrics however, they do not have an exacerbated need to show their status as a fan because, over the years, they have managed to associate themselves with their own fan status.

Individuals aged between 25 and 45 were interviewed who, in their youth, had bonded with the band, developing and maintaining their appreciation for the band until the present day.

Subsequently, the relationship of the fans with the band Los Hermanos and the consumption patterns for related products and services were analyzed. First, bibliographic materials such as interviews, song lyrics, products, information from the official website, and fan posts on social media pages were analyzed.

A qualitative approach was used in a case study. The objective of this work was to characterize and describe the dimensions of the identity of fans of the Brazilian band Los Hermanos and its influence on consumption and on the extension of the self.

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