BIO · THE FULL STORY
First-generation Mexican American guitarist, producer, DJ, and cultural organizer from Austin — founder of Texas Gold Records and the Unidos Por La Música series.
Read more ↓Jason grew up between two musical worlds — the Texas sounds of Stevie Ray Vaughan and the Hispanic influences of Juanes, Santana, Selena, and cumbia.
He began playing saxophone at 12 and picked up guitar at 14, performing in cumbia bands throughout Austin's diverse music scene before expanding into songwriting, production, and DJing.
Jason works as a guitarist, producer, and DJ. In 2020 he began DJing as “Guira King” — a name earned by carrying La Güira, a metal percussive instrument, into clubs and bars across Austin and getting people dancing to his cumbia rhythms. His sets blend Latin rhythms, cumbia, regional Mexican, Tejano, rock, and modern dance sounds.
Saxophone at 12, guitar at 14. Rooted in cumbia, Tejano, and Texas rock.
Performs as Guira King — cumbia, regional Mexican, Tejano, rock, and dance.
Event production, artist development, and cultural programming.
As founder of Texas Gold Records, Jason has grown his work beyond performance into event production, artist development, and cultural programming. He is a two-time City of Austin arts and music grantee — the Live Music Fund in 2023 and the Elevate Grant in 2025 — producing projects that spotlight Austin's Latino musicians, creatives, vendors, and cultural workers. His mission stays constant: connect people through music, preserve the sounds that shaped him, and create new opportunities for the next generation of Latino artists.
His flagship Unidos Por La Música series celebrates Latino music and culture while building real opportunities for local artists — live bands, DJs, visual artists, food vendors, photographers, and community partners on one bill. Jason also performs during SXSW each year, on stages across Austin:
Press kit, high-res photos, and booking inquiries — reach out directly.