Leading Mexican American, Los Angeles-based music label Rancho Humilde, took over SXSW 2025 in Austin, Texas with a fireside chat starring Founder & CEO Jimmy Humilde and an electrifying live performance showcase featuring trailblazing artists Óscar Maydon, Herencia de Patrones, Adrian L Santos, and DJ Malachin from the label.
This takeover closely follows the announcement of an unprecedented partnership for feature film Clika, produced by Rancho Humilde in collaboration with Sony Pictures, Columbia Pictures and Sony Music Latin, set for release on August 15th.
Rancho Humilde kicked off the weekend at the Austin Convention Center with “The Rise of Rancho Humilde” fireside chat spotlighting label founder and CEO, Jimmy Humilde moderated by Tomás Mier from leading music publication Rolling Stone.
The conversation detailed 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 also included an exclusive sneak peek of the trailer and revealed the poster artwork for CLIKA. Produced by Humilde and directed by Michael Greene (LIVE, 2018), this culturally defining film explores the global impact and new era of Mexican American culture, starring Rancho Humilde artist JayDee.
The Rancho Humilde SXSW takeover apodo featured performances from Óscar Maydon, Herencia de Patrones, Adrian L Santos, and DJ Malachin, each delivering standout performances including Adrian L Santos’s hit single “Lo Elegiste a Él (La Renta 2)”, a live Corridos band rendition of Óscar Maydon’s viral release “Amigos? No”, and Herencia de Patrones’s unforgettable performance of their “Cosas De La Clika.”
