Create & Cultivate isn’t your average conference, and this weekend proved it.
Over 2,000 people pulled up to downtown L.A. on Saturday and Sunday, July 19–20, for the two-day creator-first festival, where creator platform mavn activated a pop-up stacked with influencers, fireside chats, live performances, and surprise appearances.
And when Becky G made her entrance? She instantly became one of the most talked-about guests.
The 28-year-old Grammy-nominated singer (whose real name is Rebecca Gomez) stepped into mavn before her Keynote for a quick interview to talk about navigating the industry as a proud Latina. She wore a sharp beige pantsuit with a deep V blazer—no shirt underneath—and crisp white heels.
While Gomez brought the surprise star power, creators like Tessa Brooks kept the momentum going. With over 30 million followers across platforms, she took the mavn stage to talk about pivoting from content into long-term impact.
The Challenge champ Tori Deal also showed up, hosting a panel on authenticity and signing copies of her new kids’ book called The Adventures of Bumble Pea and Koala Pear: The Search for Syrup.
The festival, dubbed a “Coachella for career women,” was built around four stages: content, business, sports, and food. Speakers included Ciara, Ayesha Curry, Codie Sanchez, Sophia Bush, Jhené Aiko, and Brittany Snow. There were flash tattoos, brow bars, and enough brand activations to make your feed scroll for days.
“We designed our mavn space to hold real conversations featuring creators and artists,” said mavn founder Olivia Ormos. “We spotlighted both emerging and established creators and artists, talking honestly about mental health, social media, and what it really takes to show up online.”
By Sunday afternoon, the mavn space had become a go-to hangout. With collabs from Zillow, Hendrick’s Gin, and Milagro Tequila, mavn hosted over 50 influencers and closed out the weekend with a live set from rising artist Diner.
If you missed it, don’t stress—Create & Cultivate already confirmed the festival will return to L.A. next year on September 19–20, 2026.
“We brought it to life and the things that the audience wants,” Create & Cultivate CEO Marina Middleton told KTLA. “They want music, they want fun, they want activation, they want to learn. And above all, they want to connect and network.”