Alicia Zertuche, is a Rio Grande Valley native that joined SXSW Music in 1997 as a music festival coordinator. She is considered one of the leading advocates that bring Spanish Rock, Pop, Alternative, and Hip Hop music to the Austin airwaves in the 90’s. They produced 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.