Alicia ZertucheSenior Music Fest & VISA Specialist, SXSW
Alicia Zertuche, a Rio Grande Valley native joined SXSW Music in 1997 as a music festival coordinator. She’s considered one of the leading advocates to bringing Spanish Rock, Pop, Alternative, and Hip Hop music to the Austin airwaves in the 90’s producing weekly specialty shows and live music events to later becoming the program director and operations director of the radio station group. She is the visionary behind SXAméricas programming, which expanded until 2016 involving Music, Film and Interactive. Each year, she shares the responsibility of selecting approximately 2,000 bands who will perform at SXSW from an estimated 8,000 acts that apply. Her expertise is in acts from Latin America, Spain, the Caribbean and US but she is also integral in gaining industry participation from Latin America and the Caribbean. She's collaborated in producing El Bicentenario de México, Lincoln Center Out of Doors Selena Tribute Show dedicated to the immigrant community, and often invited to speak on music industry panels in the US and throughout Latin America. SXSW will mark its 33rd annual event in March 2018.