Latin music remains one of the most vital forces shaping Texas’ cultural identity. This year, SXSW made the latin a prominent genre set to take over the fest.
From Indigenous ritual and resistance to modern diasporic expression, these sounds continue to influence how the state moves, celebrates, and tells its stories. That legacy will be on full display at South by Southwest this March, as the festival hosts an expansive lineup of Latin artists from Texas, across the Americas and beyond.
Tejas. Once a proud part of Mexico inhabited by the Aztecs and their descendants. In Aztec times, the macehualcuicanimeh, or professional musicians, were respected parts of society, crucial in religion, war, and regular daily life. Even after the fall of Mesoamerican empires, Latinos have continued to hold music in a high cultural position, excelling at translating complex human emotion into dance, song, and sound to this day.
Despite changes throughout the centuries, the OGs are still in Texas, helping to color the sounds of the state and South By Southwest with fire and fervor. Not only will South By feature a plethora of Latin acts this March, but have attracted even more from across the Americas and overseas. Determined to keep you from missing out, Off Record has gone ahead and collected some of our favorites down below.
La Texana
The passion project of José Ramírez, La Texana is an alternative pop-punk effort that started in a bedroom laptop and a dream. Now, the artist has over 185k monthly listeners on Spotify and is growing in notoriety both in his home country of Mexico as well as the United States. His sound is the perfect combo of flowing, heavy, and crisp. A good intro is the bass-led guitar-varied “Siempre me cuesta regresar.”
Lu Got The Taste
Anyone who wants REAL bragging rights about being on to an artist truly on the come-up needs to check out Lu Got The Taste. The artist put out her first track in March of 2025, and she’s got time scheduled on a SXSW stage only one year later. She’s a rapper, but not ‘just a rapper,’ as the Latin flair and fresh creativity ensure music always has that little extra something. A good starting place for listeners would be her latest single, “Katana.”
Sonido Cachimbo
Sonido Cachimbo is a Mexican cumbia and Latin music act known for bridging traditional cumbia with contemporary Latin styles. Their catalog includes lively songs like “Morenita Caramelo.” Their sound mixes accordion-driven cumbia heritage with modern rhythms, perfect for dancing.
Pehuenche
Pehuenche is the solo project of Rafael Mesa Zamudio from Veracruz, Mexico, crafting music that blends Mexican pop with Latin American rhythms and rock/pop/folk influences. His music reflects a rich fusion of styles and includes standout tracks like “Agua Bendita.”
Lena Dardelet
French-Dominican singer, songwriter, and multi-instrumentalist Lena Dardelet blends Caribbean and Latin rhythms with modern pop and bachata influences. She performs in multiple languages and has released eclectic tracks and EPs such as Invierno y Verano and singles like “Y Qué” and “TEN CUIDAO.” Her music spans traditional folk roots to urban Latin vibes.
Esau Ortiz
Esau Ortiz is a Mexican-American rapper and songwriter gaining traction in the Latin urban and corridos scene. He’s known for energetic tracks blending hip hop and regional Mexican elements, vbest showcased in Tracks like “Triple Lavada.” His work shows versatility from rap to corridos and collaborations with artists like Los Dareyes De La Sierra and Luis R. Conriquez.
SXSW 2026 will be taking place from March 12th through March 18th. View SXSW Badge levels + prices + more information here.
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I am a multimedia journalist with a passion for guitar-based music – be that rock-n-roll, bachata, or anything in between. When not in a mosh pit, I can be found knitting, collecting CDs, thrifting, journaling, or attempting to incite chaos among feuding global powers. I hold a bachelors degree in Broadcast Journalism and a masters degree in Mass Communication from the University of Houston, making me twice the Coog you'll ever be 😉
