Cultura to Watch at SXSW 2023

We’re highlighting all things Latino at the South by Southwest Conference and Festivals from film to music and speakers. Check out the free events as well.

South by Southwest, a celebration of all things film, music, television, and more runs March 10-19. We believe that diverse música, arte y comunidad help make this international festival special.

SXSW offers a chance to dig deeper into your own cultural roots or expand your horizons. As Austin gets a global spotlight during SXSW, it’s only fitting that cultura, too, shines brightly.

Be sure to follow Austin Vida on social media and check out for more festival coverage. In the meantime, here’s some highlights we’re looking forward to so far:


Do you like Flamin’ Hot Cheetos? “ Flamin’ Hot,” directed by Eva Longoria, tells the story of Richard Montañez and the creation of a staple snack around the world.

Plus, Austin’s own Julio Quintana directs “ The Long Game,” the story of Mexican-American teens who create their own golf team in the 1950s when they aren’t allowed to play because of their skin color.

Don’t miss “ Going Varsity in Mariachi,” co-directed by Alejandra Vasquez and Sam Osborn, which follows two teenage captains from Edinburg North High School and their coach Abel Acuña on their journey to the state championships.

Make sure to catch “ Sister & Sister, ” directed by Kattia G. Zuniga, a tale of sisterhood as two sisters embark on a journey in search of their father.

Keep an eye out for “ You Were My First Boyfriend,” directed by Cecilia Aldarondo, which takes us back to Aldarondo’s adolescence through the lens of fantasy.


SXSW also features speakers such as Parkland survivor/activist Sam Fuentes and Uvalde school shooting survivor Jazmin Cazares who will join more activists during the session “ The Kids Are (Not) Alright: Gun Violence Terrorizing Youth of America,” to address youth trauma, activism, and justice.

Mark your SXSW schedule for an in-depth conversation with trailblazing actor and comedian John Leguizamo, who will preview his upcoming series “Leguizamo Does America.” The series celebrates the influence and contributions of U.S. Latinos.

Plus, chef and humanitarian José Andrés will share about the power that each person has to uplift others in the session “The Stories We Tell Can Change the World.”

Make sure to catch comedian Cheech Marin in a discussion about Chicano art and how community collaboration helped in the launch of the Cheech Marin Center for Chicano Art & Culture of Riverside Art Museum.

Don’t miss Eva Longoria, named by Variety Magazine as one of the directors to watch in 2023. Learn about her feature film directorial debut and upcoming projects, including the highly-anticipated CNN original docuseries “Eva Longoria: Searching For Mexico,” a six-part series that follows Longoria as she travels across Mexico exploring the country’s cuisine.


We’re shining a light on Latin music including Sara Curruchich, Guatemala’s first indigenous singer/songwriter to sing in both Kaqchikel & Spanish. Plus, Puerto Rican star and SXSW alumna iLe, returns to the fest.

Don’t miss the popular Latinapalooza showcase starting at 8:30 p.m on March 17 at Cooper’s BBQ. And head to the Continental Club on March 16 for a free daytime Latinapalooza showcase from noon-5 p.m.


This year, the Latin Music Coalition Austin with EQ Austin present the free evening showcase “LatinATX” Community Concert starting at 7 p.m. on March 18 at the Sheraton BackYARD. Featured performers include Latin Grammy nominated Destiny Navaira, Latin pop rising artist Shiela, and indie-cumbia-pop band Como Las Movies.

SXSW also marks a time when Austinites get to share our beloved local Latin bands with the world including Colombian funk outfit Superfónicos and bilingual groove masters Cecilia and the Broken Hearts.

We’ve also partnered with Latinitas Magazine to bring you more coverage of the global and U.S. based Latino musicians at the fest. Check it out here.

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