Jaguariúna: a festival across generations

A long-running festival carries several kinds of memory. At the thirty-sixth Jaguariúna Rodeo Festival in September 2025, the musical programme connected contemporary sertanejo with the arena competitions that form part of its identity.

Jorge & Mateus, marking twenty years of their own career, appeared alongside Luan Santana and Wesley Safadão. The announced following weekend extended the programme to Bruno & Marrone, Ana Castela and Kacey Musgraves, among other artists.

Ranch sorting, team penning and cutiano supplied another rhythm within the event. The performances on stage were therefore one part of a gathering whose traditions also live in the arena.

The combination explains why a regional festival can speak across generations. Familiar rituals give people reasons to return, while changing musical choices introduce another audience. Continuity is built through that exchange, not through keeping every edition identical.