Latinitas - A Strong Voice for Latina Youth

Pachangafest Austin Founder Shares Inspiration

We had a little chat with Rich Garza, founder/creator of the premiere alternative Latin music fest that takes place in Latinitas' base-city Austin, TX.

What was the origin of Pachangafest? Where did the idea come from and what made you do it?

I have worked in on touring festivals going back 15 years.  These were in the general market but they put an emphasis a wide range of interesting programming to create a great experience.  When I started working in the Latino space I couldn't believe the depth of talent pool and the lack of events and opportunity for a new generation of exciting artists in Austin, Texas, across the US and Latin America.  The idea was package it all together to get people to pay attention.

What has been your favorite performance?

Man, that's a tough one.  Calle 13 2012.  Los Lobos and Celso Pina 2013.  Hacienda 2010.

What has been the most rewarding part or what you feel it’s greatest success?

Proving a great experience for our audience and promotional opportunities for the artists we work with.  Watching their careers grow and evolve is what drives us. 

Latino music gets categorized as “other” sometimes – where some huge artists like Julieta get relegated to Spanish only stations – do you see that changing?

Hard to say.  In a lot of ways I feel like the internet and other ways to consume music are making stations irrelevant.


You have daughters – is this going to be a family business – passed down?

I'd rather them take over their mom's PR agency instead of their dad's Festival 

Pachangafest takes place in Austin, TX on May 10th, 2014.  Get your tickets now!

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