Bethlehem, Lehigh Valley, PA. September 15, 2026 — ArtsQuest has unveiled the official Musikfest 2027 poster, created by Lehigh Valley illustrator and graphic designer Kelly Sulca Hernandez. The artwork was revealed on Monday during the third annual Jeff Parks Founders Society celebration, which honors ArtsQuest founder Jeffrey Parks and recognizes the generous donors who support ArtsQuest’s mission and programs.
The Musikfest 2027 poster invites festivalgoers to do more than look—it encourages them to explore. Sulca Hernandez reimagines Bethlehem as a vibrant music city, with performers perched atop amplifiers, speakers and turntables, festivalgoers filling the streets, and hidden details waiting to be discovered. Inspired in part by seek-and-find illustrations and books, Sulca Hernandez said she “wanted the poster to feel interactive, inviting the viewer to search for hidden details, and to represent Musikfest using a fantastical, larger-than-life approach.”
Among the details hidden throughout the artwork is a familiar Musikfest icon: Artie the Owl. Sulca Hernandez also incorporated a collection of mysterious creatures throughout the crowd. Originally envisioned as people wearing mascot costumes, the creatures ultimately became something a little more whimsical. “It’s more fun to view them as creatures enjoying the festival alongside everyone else,” explained Sulca Hernandez.
A Lehigh Valley-based graphic designer, Sulca Hernandez has a background in digital illustration and creative work across media and corporate settings. One of her biggest challenges was finding the right balance between detail and clarity.
“The goal was to create something detailed with intentional Easter eggs, but not overwhelmingly busy. Community takes the spotlight in this project, and I wanted to use this opportunity to celebrate that,” Sulca Hernandez said. “I wanted to visually represent the fun memories I’ve experienced over the years and highlight some of the iconic landmarks.”
The 2027 Musikfest poster continues a long-standing tradition of original artwork created to capture the spirit of the nation’s largest free music festival. With its mix of music, architecture, community and hidden surprises, this year’s artwork offers festivalgoers a new way to see a familiar place—and encourages them to discover something new every time they look.
“Kelly’s poster captures what makes Musikfest so special—the way music, visual arts and community come together to transform Bethlehem,” said Lisa Harms, ArtsQuest Vice President of Visual Arts and Education. “Its imaginative details invite people to slow down, explore and discover something new, while celebrating the shared experiences and iconic places that make the festival feel like home.”
“I’m really grateful that the ArtsQuest team provided me with the creative freedom to interpret the poster in my own way,” said Sulca Hernandez. “There are many talented artists that have preceded me in this tradition, so it’s an honor to share this with them. The Musikfest poster is something I’ve always wanted to try my hand at and I’m thrilled to have been able to share my work with the Lehigh Valley community.”
About Musikfest
A total of 1,260,630 people attended Musikfest in 2026. The 11-day festival featured over 500 free performances across 16 stages located throughout both the north and south sides of Bethlehem. The 44th Musikfest is scheduled for August 6 – August 15, 2027. This year’s Musikfest 2027 poster artist is Kelly Sulca Hernandez. To see the poster and learn more about Hernandez’s vision for it, along with information about the festival, visit Musikfest – ArtsQuest.
About ArtsQuest
ArtsQuest’s mission is to provide access to exceptional artistic, cultural and educational experiences, using arts and culture as drivers of economic development in our urban communities. ArtsQuest supports this mission through performing and visual arts, film, arts education and outreach, youth programming and a wide range of cultural events, anchored by signature venues and initiatives including its flagship event, Musikfest; the ArtsQuest Creative Factory powered by PPL, a centerpiece for the Valley’s artistic communities; the ArtsQuest Center at SteelStacks; and the LVHN, part of Jefferson Health Turn & Grind Shop, an adaptive reuse project expanding space for programming, festivals, private events and nationally touring exhibits. ArtsQuest welcomes more than 2 million people annually, with nearly 40 percent of its programs free to attend, generating a regional economic impact of close to $193 million in 2025. ArtsQuest’s Re-Imagine That! Capital Campaign supports the continued growth of its mission to make the arts accessible for all.