✴︎ Meet Holly ✴︎

Holly Alvarado is a Mexican Southern California-based journalist covering music, culture and live events. Her work spans internationally acclaimed festivals, arena tours and award-winning artists, while remaining deeply rooted in the DIY communities and grassroots spaces where culture often begins. She is passionate about amplifying diverse voices and documenting the stories that bring people together.

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Currently the Festivals & Events Reporter for Southern California News Group, Alvarado's reporting has appeared in the Orange County Register, Los Angeles Daily News, San Gabriel Tribune, and affiliated publications reaching audiences across the region. She has also contributed to outlets including Pitchfork, Consequence of Sound, Live Nation, HipHopDX, A Rabbit's Foot, and Remezcla.

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Drawn to stories rooted in identity, belonging and human connection, she is particularly passionate about amplifying diverse voices and documenting the ways art and culture shape our shared experiences.

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When she's not reporting from a festival field, concert venue or community event, she's usually hosting women's circles, getting lost in a fantasy novel, catching a live show or exploring local mountain trails.