Despite being a festival hosted in a state where 40% of its population is Latino, which is also one of the largest Latino populations in the country, Latino creators have historically faced challenges in securing visibility within SXSW’s official programming. The inclusion of Latin music and Latino filmmakers has been inconsistent, often sidelined in favor of more mainstream movies and events. In response to these gaps, independent Latino-led events have stepped up, often organized by Latinas, carving out spaces where Latino talent can thrive.
As SXSW 2025 nears its end, the landscape of Latino representation tells a complex story—one of both progress and continued struggle. This year’s lineup includes a stronger presence of Latino films and quite a few events showcasing Latino voices. Yet, these gains underscore the broader question of why Latinos still face an uphill battle in breaking into SXSW’s main stages and headliner events.
A Look at the Past: The Evolution of Latino Representation at SXSW
In its early years, SXSW primarily catered to mainstream English-language artists and filmmakers, leaving Latino creators with little space to showcase their work. While Austin has always been home to a rich Latino community, the festival didn’t initially reflect this reality in its programming. Latino musicians, filmmakers, and entrepreneurs often found themselves struggling for recognition in an industry that frequently overlooked their contributions, and still does.
Over time, SXSW has made minor strides toward inclusion by increasing Latino representation, primarily in its music shows and film festival movie selections. More Latino artists have been included in the music festival, and more Latino-led films and films featuring Latino talent have been selected for the festival lineup in recent years, showcasing a broader range of stories and perspectives. These projects are submitted by creators, requiring a $95 fee, and undergo the rigorous SXSW selection process to make it to the final lineup. Artists who want to be a part of the SXSW music showcase also must apply, pay a $75 fee, and undergo a selection process of their own.
While the improvements in Latino presence at SXSW are notable in the context of music and film, exclusion persists in every other aspect of the festival which is one reason Latinos began working to create their own spaces.
Colombian-American, Deldelp Medina, Principal of Medina & Associates, has experienced the challenges firsthand. After hearing from Latino and Black professionals, mostly women, who confided in her about feeling marginalized at SXSW and related private parties, Medina had questions. Mainly: Who gets to belong in these spaces? She took her questions to fellow women tech leaders, and the idea of Hustle House came to be. This was a groundbreaking, unofficial SXSW event she co-produced in 2018 that provided a platform for 48 Black and Brown tech workers to present their ideas and innovations.
Medina and her colleagues overcame significant hurdles in bringing Hustle House to life, including a lack of official SXSW sponsorship, funding, and venue. Eventually, they secured Huston-Tillotson University as a venue and gained the backing of sponsors like Backstage Capital, Azlo, and the Annenberg Foundation. It’s structural barriers like these that keep Latino experts from having more space at SXSW. Medina later took to her Medium blog to share her experience co-producing an unofficial SXSW event to provide insights to anyone looking to do the same.
Luz Media reached out to Medina for an interview via Zoom to discuss her past experience and her thoughts about Latino representation at SXSW as someone who has not only produced events but also attended SXSW regularly since 2014. “I’ve always been one of those people, and this is only my opinion, who are like ‘I don’t need a badge to legitimize my work,’ and I don’t necessarily need to work within the system. Having said that, there are some people that have been working within the system and I think that, to make change happen, you always have to have an inside-outside game,” Medina shared.
Deldelp Medina at Hustle House event - SXSW 2018 - via Medium - Photo by Michael Meadows.Deldelp Media via Medium - Photo by Michael Meadows.
“By the time I helped to co-produce the Hustle House, that had been the third event that I had done at SXSW, and the thing that I learned over time is that other people doing that sort of thing outside the system itself has now become the norm,” she continued. She recalled SXSW management being very clear with the team about their ability to organize an event, but it couldn’t be identified as part of the official programming; that would require buying a license and the cost would’ve made the event impossible. “That event happened, as many other events that are alternative or Latino-focused, because Latinos were willing to put in the work to do it themselves,” Medina stated.
Medina also shared that the only times she has been a part of official SXSW programs was because another Latina had the internal connections to make it happen. “Any time that I’ve proposed a panel on my own, or done anything on my own, I’ve not gotten anywhere, which is fine. [...] It’s a privately owned company, they get to choose what they want on their stages, period. But I get to choose to have a response to that and create my own stage.”
When asked if she has seen any substantial improvement in Latino representation at SXSW through the years, Medina responded: “Not really, because we [Latinos] are always seen as a new wave. [...] As a population, we’re not seen as being here for more than one generation and/or as part of the cultural fabric of this country. We move culture, but we’re not seen as a group of people you have to engage with.” In her opinion, part of the problem Latinos have as a community is that people constantly talk about Latinos as power consumers, “But we never talk about how much do we own in this country; there’s no sense of what does ownership in this country look like for Latinos,” Medina stated.
She believes that having that conversation, changing from a consumerist role to an investing one, and Latinos investing in each other, is an essential part of making a change. “I wouldn’t be here without my community, without people who’ve been willing to put money into the projects that I’ve wanted to make happen. [...] And I have been supportive of other people and invested in other people too. That’s the other part of the coin: how do we make sure we’re also seeing ourselves as investors? [...] How do I make sure I’m also investing and not just consuming? What are the spaces and places that I have the opportunity to also be a part of the change?”
Medina’s core message is: “We need to ask for more money, we need to be bolder about the work that we’re doing. We come from cultures where it’s like ‘calladita te ves más bonita’ and that’s very ingrained in us, but no, no me veo bonita callada. I look cute when I’m loud, when I’m bragging. And that’s okay! It doesn’t divorce you from being in community.”
Minimal Latino Presence at SXSW and SXSW EDU 2025
Before the main festival kicks off, SXSW EDU, a component of SXSW, serves as a space for discussions on education, policy, and innovation. This year’s event, which ran from March 3-6 at the Austin Convention Center, featured over 300 sessions across 12 thematic tracks, including equity, technology integration, and the future of learning.
The Latino perspective had a space at “The Future of Journalism Innovation is Community Media,” featuring award-winning journalist Maritza Félix, founder of Conecta Arizona, Hanaa' Tameez, staff writer at Nieman Lab, Nico Rios, Chief Product Officer at Documented, and Amy Pyle, Editor in Chief of Civil Beat.
The panel focused on discussing the innovative practices required to adapt to a shifting social media landscape, the way people consume information, and the impact of AI. The panelists discussed how they’re building new technology platforms to create a better future for journalism. For example, Maritza Félix’s work, which includes Spanish-language reporting via WhatsApp, has been recognized for bridging gaps in traditional media coverage, making her insights invaluable.
These discussions are crucial in a time when Latinos remain severely underrepresented in media, education leadership, and technology sectors. By highlighting the economic and social impact of Latino communities, SXSW EDU provides a platform for advocacy and progress—though, like the main festival, there is still room for growth in fully integrating Latino perspectives.
At SXSW 2025, of the 62 sessions listed in its agenda, a search revealed 9 that had “Latino” central to the panel’s theme. In SXSW’s 2024 agenda, a search revealed that of 79 sessions held, only 5 had a Latino theme. The 2025 panel “Why Latine Stories & Characters Will Be Going Mainstream” focused on highlighting why increasing representation of Latine stories and culture, both on and off the screen, can add billions of dollars to the industry, and how this untapped market can be addressed.
The panel was inspired by a 2024 McKinsey study that found that Hollywood loses an estimated $12 billion to $18 billion annually by failing to cater to Latino audiences—a statistic that reflects broader industry trends where Latino stories are often underfunded, underpromoted, or simply overlooked.
The conversation was led by Adriana Martínez Barrón, head of Film and TV at Sage Works Productions, Doménica Castro, filmmaker and co-founder of 271 Films, Mexican Gareth Dunnet-Alcocer, screenwriter of “Blue Beetle,” and Nonny de la Peña, director of Narrative and Emerging Media at ASU.
The Power of Independent Latino Events at SXSW
As it happens every year, independent Latino-led events popped up at SXSW 2025 as vital platforms for showcasing Latino talent—providing artists, entrepreneurs, and filmmakers with the visibility they might not get otherwise.
One highly visible independent event was House of Chingonas, a two-day celebration organized by The Latina Foundation, founded and led by Bessy Martinez, and the foundation’s local chapter, Austin Latinas Unidas. Hosted at the Mira Mira Venue, the event featured Latina-led brand activations, networking opportunities, and powerful discussions centered on Latina entrepreneurship and culture. The event, which kicked off during International Women’s Day weekend, highlighted the growing demand for spaces that elevate Latina voices.
Bessy Martinez at the House of Chingonas event, 2025.Bessy Martinez
Luz Media reached out to Bessy Martinez via email to discuss the birth of House of Chingonas. “In 2023, I had the opportunity to attend SXSW with a sponsored badge from another organization. It was an incredible experience—I learned so much, made great connections, and soaked in the energy of the festival. But something stood out to me. There weren’t many spaces dedicated to Latinas,” Martinez shared.
“Most of the events that truly reflected Latino history, culture, and impact were happening off the official programming, and even then, they weren’t widely known. I found myself asking, Where are we in these conversations? And as I’ve always done in my community-building journey, I leaned into my philosophy: ‘If you can’t find it, you create it.’ That’s how House of Chingonas was born,” she stated.
In 2025, Martinez reports some of the same accessibility issues Medina dealt with in 2018. “[...] While the value of SXSW is undeniable, the reality is that the price point makes it inaccessible for many in our community. We know that cost shouldn’t be a barrier to access, visibility, or opportunity, which is why we root our programming in being free or low-cost and accessible to the community. As we say in our motto, we meet our Latina community where they are—and that includes meeting them where they are financially.”
When Luz Media asked about the importance of events like House of Chingonas, Martinez stated: “Visibility matters. Representation is power, and when we don’t see ourselves in spaces like SXSW, it sends a message that our contributions aren’t valued—which couldn’t be further from the truth. Events like House of Chingonas give us the opportunity to rewrite that narrative. They create a platform where Latinas are centered, celebrated, and empowered to show up fully as themselves. Whether it’s through panels, networking, or cultural showcases, these spaces remind us that we belong in every industry, every conversation, and every room. And most importantly, they remind the world of that too.”
Martinez believes that inclusion at events like SXSW isn’t just about having Latinos at a few panels, but rather about “intentional investment in Latino voices and businesses.” In her opinion, improving Latino representation at SXSW would require more funded opportunities, partnerships with Latino organizations, better representation across industries, not just entertainment, and a commitment to long-term change.
“This [House of Chingonas] wasn’t just an event. It was a statement. Latinas are not waiting for an invitation. We are not asking for permission. We are creating our own spaces, telling our own stories, and making sure we are part of the conversations shaping tech, media, entrepreneurship, and culture. And we’re just getting started,” Martinez concluded.
Why Independent Events Like These Matter
The significance of these Latino-led independent SXSW events ensures that a broader spectrum of Latino talent has spaces to showcase their work on their own terms, not just in film, TV, and music. They also create vital networking opportunities, helping Latino creatives connect with industry professionals and audiences who are eager to engage with their stories and what they have to offer, all while fostering a sense of community.
For Latinos attending SXSW, these spaces are cultural touchpoints where they can see themselves reflected in meaningful ways, and have a valuable experience. The success of Latino-led events and the increasing presence of Latino talent in the festival lineup shows that there is both an audience and a demand. However, real progress requires not only inclusion, but also promotion, and a fundamental, broader shift in how Latinos are valued and perceived. It remains to be seen if SXSW leadership will finally embrace this in the face of unprecedented Latino growth.
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Bessy Martinez at the House of Chingonas event, 2025.Bessy Martinez
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