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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      "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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