Leading Mexican American, Los Angeles-based, Latin music label Rancho Humilde, is taking over SXSW® 2025 in Austin, Texas featuring a fireside chat with Founder & CEO Jimmy Humilde and what is set to be an electrifying live showcase with four trailblazing acts from the label.
The vision of Rancho Humilde will be featured in a fireside chat at SXSW 2025, spotlighting label founder and producer Jimmy Humilde. Moderated by Tomás Mier from leading music publication Rolling Stone, the conversation will dive into the explosive global growth of regional Mexican music, the history and expansion of Rancho Humilde and its leading acts, Jimmy’s revolutionary impact on the movement, and the next generation of talent. The session will also include an exclusive sneak peek of the trailer for CLIKA, recently announced on March 4th, a culturally defining feature film on the global impact and new era of Mexican American culture, produced by Humilde and directed by Michael Greene (LIVE, 2018). Set to release in theaters on August 15, 2025, by Columbia Pictures and Sony Music Vision, the film stars Rancho Humilde artist JayDee.
WHEN:
The Rise of Rancho Humilde Fireside Chat – March 12, 2025; 4PM – 5PM
Rancho Humilde Showcase – March 13, 2025; doors at 7PM, show at 8PM
WHERE:
The Rise of Rancho Humilde Fireside Chat – The Austin Convention Center, 500 E Cesar Chavez St, Austin, TX 78701
Rancho Humilde Showcase – Mala Vida, 708 E 6th St, Austin, TX 78701
The following night, Rancho Humilde will host a live showcase at SXSW, featuring performances by leading label artists including Oscar Maydon, Herencia De Patrones, Adrian L Santos, and DJ Malachin.
ABOUT JIMMY HUMILDE:
Visionary CEO and founder of Rancho Humilde Records, Jimmy Humilde has been instrumental in revolutionizing the regional Mexican music scene with the genre-defining corridos tumbados style. Born and raised in Los Angeles, Humilde launched Rancho Humilde in 2008 to provide a platform for emerging talent overlooked by major labels. Under his leadership, the label has propelled artists like Natanael Cano, Fuerza Regida, and Ovi to international fame, amassing millions of global streams and expanding Latin music’s crossover appeal.Known for his cultural authenticity and dedication to his artists, Humilde continues to champion independent talent and elevate regional Mexican music to new heights.
ABOUT RANCHO HUMILDE:
Rancho Humilde, founded by CEO Jimmy Humilde alongside co-founders JB and Roque in the dynamic streets of Compton, has emerged as a trailblazing force in Latin music. With over 60 acts under its banner, the label is dedicated to reshaping the Mexican music tradition. Coined as “corridos tumbados” or “trap corridos,” Rancho Humilde defies conventions, merging gritty narratives with contemporary rap influences. From historic chart debuts to its commitment to fostering a global movement, Rancho Humilde transcends boundaries and challenges cultural expectations. This label, driven by authenticity and a vision extending beyond music, is more than just a record label—it’s a cultural phenomenon, representing the vibrant pulse of Los Angeles and the evolving spirit of Latin music worldwide.
ABOUT SXSW
SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of tech, film and television, music, education, and culture. An essential destination for global professionals, the annual March event features sessions, music and comedy showcases, film and television screenings, exhibitions, and a variety of professional development and networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and individuals come together. SXSW 2025 will take place March 7–15 in Austin. Learn more at sxsw.com. To register for the event, please visit sxsw.com/attend.
