Spotlight On: Patricia Vonne, Latinapalooza Founder 

Parts of this interview originally aired on the “Austin Cultura” radio show, a partnership between Austin Vida and KUT 90.5 FM. You can listen to the show during the first Friday of the month or catch it online here. Interview has been edited for length and clarity.

What began as a daytime showcase at the Continental Club during South by Southwest has become an official showcase during the festival. Now, the all-female show featuring Latina performers representing diverse musical genres expands to a free showcase on May 26 at Lampkin Pavilion in Rosewood Park on North Pleasant Valley Road from noon-5 p.m.

Ahead of the showcase, featuring Bidi Bidi Banda, Llamativa, Mariachi Las Coronelas, The Tiarras and Patricia Vonne, we caught up with Vonne to learn more about her career, musical journey, Latinapalooza and uplifting the next generation. 

AUSTIN VIDA: I just love that you’re a multi-hyphenate talent, being a singer and actress, musician, filmmaker y mucho más. The common thread of all these creative pursuits has been your love of preserving cultura, uplifting, and your Latina heritage. Why is that so important to you? 

PATRICIA: I think it’s been important to me (because of) where I come from – San Antonio, Texas. I’m one of 10 children, my dad being from Rio Grande City, Texas, and my mom from El Paso. And they always encouraged music in the house. They always had mariachi. A mariachi trio would come over to our house for any celebration. So that was my first connection to my heritage through music that was in our living room. 

AUSTIN VIDA: What was it like to break into the industry when you moved to New York City? 

PATRICIA: I was there to pursue the arts, and I was auditioning for roles in commercials and dancing, and they would not let me walk through the doors as a Rodriguez. It was very difficult to get work as Patricia Rodriguez. They’d say she doesn’t fit or she doesn’t look Mexicana. I’m like, oh my gosh, and those are my people telling me that. 

I was, like, I got to do something. So I used my middle name, which is Vonne. And so it was through my music that…I scream my heritage out loud. 

AUSTIN VIDA: What inspired you to incorporate the castanets in your music? 

PATRICIA: Oh my goodness. The mix came from hearing castanets on a song by the Cruzados from East L.A.. They broke out right when Los Lobos broke out. My brothers shared their albums with me, and there were castanets on a song, and I was learning flamenco dance.

And I was like, five years old when I found the castanets. (My mother)  gave me my first lesson, and it always stuck with me. Our ancestors, she explained, come from Spain, but also Mexico when they came to San Luis Potosí and then when they crossed the border to El Paso. 

And so I always knew I wanted to incorporate castanets, but I was like, wow, this is the time. 

The Cruzados were a huge influence on me and before I made my first album, they scored my brother (Robert Rodriguez’s) films “Desperado,” “From Dusk Till Dawn,” “Machete.” And so they were our heroes because they were this badass, you know, chingón Mexican rock band from East L.A., but the lead singer was from my mom’s hometown of El Paso. That stuck with me. 

And then before my debut album, I was asked by Tito Larriva to join him on an eight-week tour of Europe as a member of Tito & Tarantula, and I had met him on the set of my brother’s film “Desperado” with Antonio Banderas and Salma Hayek. So I thought, oh my gosh, I haven’t even made my first album yet. And I’m asked by my big hero (to tour)! 

RELATED: LATINAPALOOZA ROCKS SXSW 2024

AUSTIN VIDA: Just like your heroes helped uplift your career, you’re  now doing the same for the next generation through Latinapalooza. How did that launch?

PATRICIA: This was our seventh year during South by Southwest – minus the COVID year – that we put it on. I had approached Steve Wertheimer at my favorite club in town, the Continental Club, and we were talking about during SXSW, the most important week for music and, of course, film and interactive. But for us musicians, you get lost in the shuffle. I was on my seventh album “Top of the Mountain,” and it was difficult to get a slot at SXSW. Sometimes the local artists get overlooked. And I was like, man, I’m on my seventh album and if I’m having this much trouble, what about the Latinitas who don’t even have a three-song demo. 

And it took me back to New York, like, oh my gosh. We need a hand up. So I basically approached my hero, Steve Wertheimer. I said, hey, what can we do? What do you suggest? And he goes, hey, how about we put an all Latina lineup together, but you take it, and I’ll give you this date for an unofficial day show during SXSW, you name it something, and we’ll just take it from there. 

It was such a success that we did it the next year and then the next year, and then people started saying, this is one of my favorite events of South By, because there’s no wristbands involved. There’s no badges involved. It’s for the people in the community. And such a feel good show. 

And for the past three years South by Southwest has made it an official showcase. 

AUSTIN VIDA: And now you’re expanding outside of South by Southwest?

PATRICIA: Yes. Last year, the City of Austin’s Cultural Arts division gave out grants. And, you know, doing South By no one gets paid. And I thought one of these days it’d be so nice to be able to pay these musicians instead of just passing the hat. 

I’m working on an upcoming album, but chose to submit Latinapalooza for the grant because of its cultural importance and mission to preserve the heritage. I was thrilled it was a chosen recipient. 

AUSTIN VIDA: What do you see for the future of Latinapalooza? 

PATRICIA: You know, San Diego University contacted me wanting to do one, and I was so excited. Maybe the college circuit would be amazing. We’ll see what happens. But I always say, hey, live in the present.