Create & Cultivate isn’t your typical conference—and this past weekend made that loud and clear.
Over 2,000 attendees packed into downtown L.A. on Saturday and Sunday, July 19–20, for the two-day creator-focused festival. The event featured a buzzworthy mavn pop-up, complete with creators, panel talks, and unexpected guest appearances. But the moment Becky G showed up? She instantly stole the spotlight and became one of the weekend’s most talked-about stars.
Grammy-nominated singer Becky G, 28, lit up the Creator Compound at Create & Cultivate, sharing her journey of navigating the industry as a proud Latina. Dressed in a sleek beige pantsuit with a deep V blazer—no shirt underneath—and polished white heels, she brought both style and star power to the festival.
While Becky brought the surprise energy, creators like Tessa Brooks kept the crowd engaged. With over 30 million followers to her name, Brooks hit the stage to discuss her evolution from viral content creator to someone focused on long-term impact.
Adding even more to the lineup, The Challenge champ Tori Deal hosted a panel on authenticity and signed copies of her new children’s book, The Adventures of Bumble Pea and Koala Pear: The Search for Syrup.
Billed as a “Coachella for career women,” the festival unfolded across four themed stages—content, business, sports, and food—bringing together powerhouse names like Ciara, Ayesha Curry, Sophia Bush, Jhené Aiko, and Brittany Snow. Beyond the panels and conversations, there were flash tattoos, brow bars, and so many brand activations it could keep your feed buzzing for days.
“We brought it to life and the things that the audience wants,” said Create & Cultivate CEO Marina Middleton in an interview with KTLA. “They want music, they want fun, they want activation, they want to learn. And above all, they want to connect and network.”
Helping make those connections happen was the AI-powered “Connect Garden,” which matched attendees for networking based on their goals or who they were hoping to meet. “We wanted this festival, but also with like real tangible takeaway,” Middleton added.
By Sunday afternoon, the mavn pop-up had turned into the ultimate festival hotspot.
With collabs from brands like Zillow, Hendrick’s Gin, and Milagro Tequila, mavn kept the energy high—hosting over 50 influencers throughout the weekend and wrapping things up with a live performance by rising artist Diner.
Couldn’t make it? No worries—Create & Cultivate has already announced that the festival will be back in L.A. next year, set for September 19–20, 2026.
