If you walk into Fiesta Fresh Market in New Castle, Delaware, you might be treated to more than fresh produce and ingredients typical of a mercadito, or a boutique Mexican grocery store. A band might play you your own personal concert, right there in the aisles.

Jose Aguilar, who co-owns the store with his sister and father, books and organizes these concerts. It all started because he has a record label, VPS Music, and worked with artist named Danny Lux.

Back in 2023, for Hispanic Heritage Month, NPR’s Tiny Desk celebrated with an “El Tiny” takeover, featuring a selection of Latin artists, including Danny Lux. Aguilar was in attendance, and that’s where the seed of an idea was planted.

“It was really cool how it was like a fairly simple setup. It’s all acoustic and it brought the office together,” Aguilar tells TODAY.com. “When we opened up the grocery store, we were looking for ways to market it, and me already kind of being in the music scene, it was fairly easy to get bands to come in and do us the favor of playing at the store.”

The store has been open since 2024, but since early 2025, Aguilar has posted performances from singer-songwriters and bands on Fiesta Fresh Market’s TikTok, YouTube and other social media channels.

“Before, when the performances first started, it was almost like people were annoyed that we were doing it, but now, as we’ve had some bigger acts stop by, people get excited and they’ll start asking when the next one is, which is really nice,” he says, though shopping does tend to slow a bit during the concerts.

Aguilar says his family already had all the equipment to put on and record live shows, so it was kind of a no-brainer.

“My family has been in both the music and the grocery store business since forever,” he says. “So it’s cool to combine them in this way.”

The market music mogul has seen more attention coming to both of his businesses as a result. Both his customer base and comments section, it seems, are passing the vibe check.

“Tiny Tienda,” one TikTok user nicknamed the series.

“Who ever came up wit this idea deserves the world fr,” wrote another. “so cool.”

“On social media, we’ve seen that people engage with it really well, and it’s translating from social media to actual streaming,” Aguilar says, adding that one Mexican American band that performed in January, Ilusión, has gotten more than just streams.

“Through this, they got contacted recently by Atlantic Records and got invited to their offices in New York, which is pretty cool,” he says.

Jesus Manuel Beltran Mendez, Ilusión’s lead singer, appreciates the attention their performance — surrounded by bananas and bags of Takis — has gotten.

“I think it has done amazing work for us, especially now,” he tells TODAY.com, adding that it’s not just record-deal attention; they’re getting gigs, too. Thanks to Aguilar’s series, Ilusión will be performing at South by Southwest in Austin, Texas this year.

“It’s just something so different that it really does make an impact, like, compared to other people promoting their music,” Beltran Mendez says.

Aguilar says upcoming band performances include New York’s Whirlpool, a Mexican American band; a local Delaware band called Community Chapstick; and another from Philadelphia they’ve yet to announce that will be a first for the concert series.

“That one’s going to be interesting because it’s traditionally been just regional Mexican music, and this one’s more all-around alternative music in English,” he says.