Mexico Amplified: How Música Mexicana is Reshaping Global Music

Event ID: PP1150232

Sat, Mar 14, 2026 | 3:00 PM - 4:00 PM

Venue: Capitol Ballroom FGH (Downright Austin)

View on Official SXSW

Summary

Over the past few years, the Mexican music scene has undergone a powerful transformation—from a local ecosystem to a global force. This conversation explores how genres are crossing borders, why Spanish and Regional Mexicano have gained global prominence, and how Mexican festivals are attracting international artists and audiences. It will also examine the rise of music-driven tourism and Mexico’s growing influence as a global reference point for music, culture, and live entertainment.

Contributors

Raw Event JSON

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      "speaker_type": "Speaker",
      "details": "Gualy Vargas from Monterrey, México is a communicator, storyteller, and creative director with more than a decade of experience shaping brand experiences at the intersection of culture, music, and live events. Her work focuses on developing meaningful partnerships between brands and audiences through festivals, concerts, and large-scale experiential activations deep rooted in the love for live music.\rThroughout her career, Gualy has worked behind the scenes of major music festivals, tours, and cultural events, helping brands move beyond traditional sponsorships into authentic cultural participation. She specializes in translating brand strategy into experiences that feel native to music communities—whether through stage programming, artist collaborations, fan engagement, or immersive event environments.\rShe currently focuses on developing innovative live experiences and brand partnerships across music, entertainment, and lifestyle spaces.\rAt SXSW, she joins the conversation as a moderator bringing the perspective of someone who has spent years working behind the scenes of festivals and concerts, helping shape the evolving relationship between brands, artists, and fans.\r",
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      "details": "Said Amaya is a Mexican music executive and founder of Los Guitarrazos, a cultural phenomenon redefining how Música Mexicana is experienced live. Born in Chihuahua and shaped by years in A&R and the music industry, he created Los Guitarrazos as a collaborative space where emerging and established artists share the stage in an open, community-driven format. His work has helped spotlight the new wave of Mexican music and foster a scene that connects artists, audiences, and global attention.\r",
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      "name": "Noel Seoane",
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      "details": "Noel Seoane is a Mexican concert and festival promoter with over 20 years of experience in the Latin music industry. At OCESA, she is part of the leadership teams behind ARRE, Resuena Dos Equis, Dale Mixx, and Coca-Cola Flow Fest—festivals that represent the rising wave of Música Mexicana and Latin urban genres. Her background includes work in record labels, indie venues, counterculture media, and experiential marketing.\rShe has also played a key role in shaping the current boom of Mexico’s music scene and in turning local audiences into global conversations. From genre crossovers to Spanish-language headliners and the rise of music-driven tourism in Mexico, her work offers insight into how the country is becoming a new center of gravity for Latin and global talent alike.",
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      "speaker_type": "Speaker",
      "details": "Macarena González has over six years of experience coordinating Live Acts for concerts and music festivals at Apodaca Group. She loves turning ideas into real, unforgettable moments, working on 300+ shows a year and more than 10 festivals across Mexico. Her work focuses on bringing together different music genres, helping position Mexico and its cities as top entertainment destinations. She also enjoys building strong relationships with artists, agents, and business affairs teams, while keeping internal processes and paperwork to ensure seamless execution at every level.\r\r",
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