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South by Southwest (SXSW), which started out in 1987 as small indie music and film festival in Austin, Tex., has become one of the music industry’s premiere events.
It is now a 10-day music, film and technology extravaganza that features some the country’s most popular musical groups coming together to perform on one of the biggest stages.
Among the talents headlining the festival: Kanye West, Jay Z and Lady Gaga. But here are some Latino talent that will be performing tonight and will be among the 2,000 acts vying for attention at the festival.
1. Eric White, Hip Hop, Austin, TX
Making his SXSW debut, Eric White is an emerging hip-hop artist out of Austin. He launched his solo career in January 2012 and has rapidly made his presence known in his hometown’s hip-hop scene, opening for artists like Lil Flip, Lil Keke, Kendrick Lamar, Immortal Technique, and Slum Village.
His music speaks on religion, social climate, equal rights, mental health, politics, love and emotions.
2. Álvaro Díaz, Rapper, Puerto Rico
Álvaro Díaz, a 23-year-old rapper from San Juan, Puerto Rico, was influenced by early 90s and 2000s East Coast hip hop as well as Salsa and the Afro-Cuban movement. His ability for word-play, delivery and distinctive punch lines have made him one of the most hyped up artists in the local Puertoriccan hip hop scene.
3. Grupo Fantasma, Latin Rock, Austin, TX
Grupo Fantasma is a band that originated in Austin, Texas in 2000. They continually contribute to the Latin genre and have been praised as one of the most important independent acts of its kind. In 2011 they won a Grammy for their self-produced album and put on fantastic live-shows that captivate audiences at festivals and major venues worldwide.
4. Madi Diaz, Pop, Lancaster, Penn.
Madi Diaz’s music is described as high energy and upbeat. It captivates many by tapping into youthful sentiments to express happiness and strength. The pop singer is finishing up her EP which will be out later in the summer.
5. J Fernandez, Avant/Experimental, Chicago
J Fernandez creates mixtures of familiar tunes through self-conscious and reflective crafting. His music is ominous with warm tones and pushes the boundaries of what is expected. He began in his bedroom studio in Chicago and went live in 2012 with his music and has been gaining fans since then.