The internet has also enabled artists to reach a wider audience and connect with fans directly. Many cumbia artists have used social media platforms, such as YouTube, Facebook, and Instagram, to share their music, engage with fans, and promote their work.

Cumbia music is often performed during festivals and celebrations, such as the Feria de las Flores in Medellín, Colombia. The genre has also been a source of inspiration for artists, writers, and filmmakers, who have used cumbia music as a theme or backdrop for their work.