JASON CUELLAR — SHORT BIO (approx. 200 words)

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.

Press: press@jasoncuellar.com · jasoncuellar.com