The downtown I remember, the downtown we can create By Gregory Ball Downtown is the heart of the city. There is a photograph that still circulates across Boston social media of three young men, including Hip-Hop pioneer Rusty Pendleton, standing downtown with a boombox and dressed in the unmistakable uniform of the 1980s Hip-Hop generation. It captures the downtown I remember: the first place I went to connect with my peers and one of my earliest encounters with a third space. Every Saturday as a middle and high schooler, I would take my allowance downtown, buy records atStrawberries, pick up comic books, and grab a plate from 68 Chinese. If my pockets allowed, I would sneak in a movie, too. Like generations of teenagers before and after me, I was participating in community before I even had the language to describe it. Third spaces give people somewhere to gather outside of home and work, places where relationships are formed, culture is shared, and community takes shape. Downtown Boston was that place for me. It was where young people could spend a Saturday, encounter new music and ideas, see themselves reflected in the city, and simply be together. Creating those kinds of spaces still matters today. That same power to turn a public space into a place of connection is at the heart of José Massó’s work. José Massó has spent more than five decades proving that music can do more than move bodies. It can connect generations, preserve memory, build community, and turn a public space into a palace where people create true connection. During a recent conversation on Embrace’s Good Trouble podcast, Mr. Massó discussed that enduring legacy and how it inspired the next chapter of Embrace Massó “¡Con Salsa!” as a free block party that brings the sound, spirit, and soul of Boston’s Afro-Latino community into the heart of Downtown Crossing. The move to downtown for this year’s event is more than a change of scenery. As Embrace Boston establishes a permanent home in downtown Boston, the event is our chance (thanks to our partnership with our good friends at Downtown Business Alliance) to host a “housewarming party” in our new neighborhood. It also offers a vision for what revitalization can look like when culture leads the way.
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José Massó addresses the crowd at Embrace Massó “¡Con Salsa!” International Music Festival in 2025. (Photo: Embrace/Soul Solid Visual)
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A thriving downtown should not only be measured by new buildings, office occupancy, or commercial activity. It should also be measured by who feels welcome, who is represented, and whether the city’s public spaces create real opportunities for people to connect. Music, food, dance, and joy are not extras in that equation. They are part of how strangers become neighbors and a district becomes a community. On NBC10 Boston’s Hub Today, Mr. Massó and Embrace President and CEO Imari Paris Jeffries, Ph.D., offered a preview of the block party that will fill Downtown Crossing with rhythm, movement, and community this Saturday from 3 to 7 p.m. It is a block party, a homecoming, and a declaration: our cultures do not belong at the margins of the city. They belong downtown, out loud, and at the center of Boston’s future. So join us on Summer Street in Downtown Crossing this Saturday. Put on your dancing shoes for DJ Armando the Truth and El Gran Combo de Puerto Rico, the legendary orchestra that has carried Puerto Rican culture across borders and generations for more than six decades. Have a few drinks with us at the beer garden. And most importantly, bring your joyful spirit. Because downtown has always been a place where Boston comes together. For me, it was where I first discovered music, culture, and community with my peers. On Saturday, we have an opportunity to create that same sense of connection for another generation, and to remind ourselves what a downtown can be when people have a place to gather, celebrate, and create memories together.
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