South by Southwest, or as its commonly known by, SXSW, has become one of the premier annual festivals that brings the most popular and up-and-coming artists in music, film, and the digital world together to showcase the latest and greatest in their respective fields. At this year’s festival, SXSW is launching South by Américas (SX Américas), a section of the event that they hope will appeal to Latinos, the fastest growing demographic in the U.S.
“It’s purpose is not only to connect to a demographic that has long felt left out of the festivities, but to highlight what has already been going on in the community — a healthy and growing understanding and use of all things film, digital, and music,” said SXSW SXAméricas producer Alicia Zertuche.
SXAméricas will focus on the Latino culture with different events highlighting products and figures that appeal and are well-known to the Latino public. One of the major highlights at this year’s event will be a conversation between two giant Latino Directors Diego Luna and Robert Rodriguez. In addition to other topics, Luna will be showcasing his latest film “Cesar Chavez,” while Rodriguez will be speaking about his newest work “From Dusk Till Dawn: The Series,” which airs on El Rey Network.
“This is a call to action. We researched and read our surveys, both good and bad. This is the first year and we’re pretty nervous about it. Everyone is excited about it and they love the name,” added Zertuche.
The festival plans to continue SXAméricas for years to come and further the outreach to the Latino community, but this year’s success will determine the overall influence and size for future SXAméricas. SXAméricas kick’s everything off tonight with their Opening Night Party in Austin, Texas.
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