PRESS · MEDIA & PRESS KIT
For journalists, venues, and bookers.
Everything you need to write about, book, or feature Jason and Texas Gold Records.
Download what you need.
Standard intro paragraph for festival programs, articles, and venue listings.
DOWNLOAD .TXT →Short and long bios with key facts, formatted for print. Two pages.
DOWNLOAD .PDF →11 approved press photos — portraits, live shots, Guira King, and Unidos. Credit "Courtesy of Texas Gold Records."
DOWNLOAD .ZIP · 7.7 MB →Label logo for dark and light backgrounds, on-black, and square social version. PNG with usage notes.
DOWNLOAD .ZIP · 6.9 MB →Need something specific — a particular shot, a vector logo, or a quote for print? Email press@jasoncuellar.com.
Jason Cuellar.
Guitarist · DJ (Guira King) · Producer · Founder, Texas Gold Records
Jason Cuellar is a first-generation Mexican American guitarist, producer, DJ, and cultural organizer born and raised in Austin, Texas. He grew up between two musical worlds: the Texas sounds of Stevie Ray Vaughan and the Latin influences of Juanes, Santana, Selena, and cumbia. He picked up saxophone at 12 and guitar at 14, then cut his teeth in cumbia bands across Austin's music scene before expanding into songwriting, production, and DJing.
Since 2020 he has performed as Guira King, a name earned by carrying la güira, a metal percussion instrument, into clubs and bars across Austin and getting people dancing. His sets blend cumbia, regional Mexican, Tejano, Latin rock, and modern dance sounds.
In 2023 he founded Texas Gold Records, an Austin label that brings together recorded music, live events, festival concepts, and community initiatives rooted in Latin and Texas music. Its flagship series, Unidos Por La Música, draws 300-plus attendees per event with bilingual programming, fair artist pay, and family-friendly venues.
Jason is a two-time City of Austin music grantee (Live Music Fund, 2023; Elevate Grant, 2025) and an annual SXSW performer, with stages that include Hotel Vegas, The Far Out Lounge, Mexic-Arte Museum, and Zilker Hillside Theatre.
What people are saying.
Impact statements from collaborators, venues, and attendees — gathered in support of Jason's City of Austin grants.
"His professionalism is unmatched: he's never cancelled, always early, always prepared, and always willing to jump in wherever needed. Jason isn't just a participant in Austin's music scene; he's a contributor, a builder, and a quiet powerhouse who helps keep things moving."
"Jason approaches his work not only as a musician and organizer, but as a steward of Latino culture. He creates welcoming, vibrant spaces where culture, music, and community intersect, and his impact is felt well beyond any single performance."
"His passion for music, organizing, and providing a platform for Austin's multicultural music scene is palpable."
"Unidos Por La Música truly differentiated itself by showcasing a wide range of Latine music genres, all while pouring back into our community by highlighting local musicians and local vendors. The event fostered a strong sense of community that made us feel connected to our Latine roots."
On Google.
5.0 · 14 REVIEWS →“Jason is a master at all types of Latin music, especially Cumbia, Latin Pop, Reggaeton, and Regional Mexican tunes. He uses pro-level sound and lighting and is extremely professional to work with. He's excellent on the mic as well.”
“Jason is a killer DJ! He knows how to keep the party going full speed and he's an awesome guy too! We will definitely be hiring him again for our next event!”
“Jason is fantastic! He always makes my events even more spectacular and has the crowd moving! He's easy to work with and really knows how to set the tone for a great party or event!”
“We hosted a 10-year anniversary party and Jason did a fantastic job! His music complemented the vibe and everybody was dancing all night.”
“Jason is an amazing DJ. Never disappoints and always knows how to keep the environment popping!”
“One of the best in the business. We have worked with him at multiple events as a group and we truly think he is a professional.”
For interviews and features.
Direct press inquiries to press@jasoncuellar.com. For bookings and everything else, use the contact form.