Bel Hernandez
From independent producer to Senior Vice-President and Head of Latinx Content at Confluential Films, Joel M. Gonzales is making the jump to “executive”, stepping into a new phase of producing content that makes room for stories of underrepresented filmmakers in Hollywood.
As the newest member of the team, Gonzales will work closely with Confluential Films’ founder Tommy Oliver, Executive Vice President Mel Jones, and Head of Development Jonny Paterson to find authentic, inclusive stories that share the human experience.
“Latinx content is a major priority for our company and having someone as talented as Joel at the helm will only supercharge our efforts to deliver authentic, entertaining, and moving content,” said Oliver on Gonzales joining the team.
Growing up in Watts, now known as South Central Los Angeles, Gonzalez remembers he originally wanted to be an actor. However, his priorities changed when he became a father and married shortly after graduating high school. When he was finally able to refocus on producing, he attended the Los Angeles City College Film Program while juggling two jobs to provide for his family. That’s when Gonzales realized that what he wanted to be was a producer.
For 12 years he has worked as an independent producer through his own production company Action Faith Media. His first film Followed Home, a horror film which he produced for $2,000 is still available as a digital download. “I knew it had a marketable appeal. I still collect a residual check every quarter for the film,” Gonzales recalls.
Joel is also a respected advocate for Latino diversity in the entertainment industry. For the last ten years has served as President of Nosotros, the oldest Latinx arts advocacy non-profit founded by the iconic Ricardo Montalbán in 1970.
As Gonzales embarks on his new position at Confluential Films, Latin Heat wanted to know how his life has shifted, what fuels him, and how his new role might benefit Latino independent filmmakers move their projects forward.
Once you realized producing was your calling, how did you break into the industry?
My first job in pursuing my career as a producer was at Summit Entertainment as an executive assistant to the business and legal affairs executive, Trellis Hann, who took me under her wing and showed me the ins and outs of international sales and distribution. During my time there, I participated in the sale and distribution of movies such as The Blair Witch Project, American Pie, and Momento. From there, I moved to E! Entertainment in their rights and clearances department, working on the earlier version of E! News. From E! News, I grew into a position with their international distribution department. Again taking full advantage of the access, learning the ins and outs of international distribution for television. Soon after, I began producing short films with fellow filmmakers. One of my most successful short films was The Becoming, a sci-fi thriller.
From that experience, I moved to Paley Center For Media in Beverly Hills as an associate programming director. While there, I participated in the famous Paley TV Fest and learned the ins and outs of nonprofits and fundraising. I was approached in 2009 to join the board of Nosotros in hopes that I could bring some of my experience to develop programs for Nosotros. Shortly after joining, I was asked to step in as president to help with the organization’s redeveloping.
Before I knew it, more people brought their unique skills in to help. That wonderful group included Fanny Veliz, Reko Moreno, Natalia Ochoa, J.M. Longoria, Mariana Anaya, Natasha Galano, truly dedicated young people wanting to belong to something that meant something. I spent most of my time rebuilding Nosotros and building my career as a producer, [producing] over 16 independent films and working for Sony Latin on some of their highest ranking and award-nominated music videos.
I mention all of the above to answer the simple question. My Education? Still, to date, I don’t have any formal college education. I took every job and every opportunity, and I leveraged it forward.
How did you connect with Confluential Films?
I was asked to produce a project that Confluential was partnering on with Mucho Mas Media. My good friend Javier Chapa recommended me.
During my short time there during pre-production, I got to know Tommy Oliver and Mel Jones very well. I made it a point to keep in touch with Tommy, as I was very impressed with what he was able to accomplish and the goals and mandate he set for Confluential Films.
During Sundance 2020, representing Nosotros, I reconnected with Tommy and his team at the Latinx House. I put the bug in Tommy’s ear about him having a Latinx division at Confluential Film, and that I would be happy to suggest writers, directors, and other filmmakers to him.
From time to time, Confluential Films would hire me to create a budget or work with them independently to some degree. In November, I was asked by Tommy to be the line producer on his next documentary for HBO. Again I took the opportunity to remind him of my suggestion. But unbeknownst to me, Tommy had other plans, he took me by surprise and asked if I would be willing to join Confluential Films as the head of that division. I gratefully accepted his offer, and here we are.
What is the mandate of your position as the SVP and Head of Latinx Content at Confluential Films?
One of the main things I humbly asked Tommy for in my position, was that I could have the ability to give opportunities to strong Latinx voices, which he agreed was important. My mandate is simple and is the one that Tommy has instilled in everyone at Confluential Films — to deliver authentic, entertaining, and moving content.
How does a filmmaker submit their work for consideration?
At Confluential Films, we all work together in the development process led by Tommy. I am personally taking submissions, from features, docs, to scripted and unscripted content from Latinx Filmmakers (or otherwise). I can be emailed directly, but all that I ask is that you come with your A-game and be prepared for honest feedback, and it has to have something to say in a unique and engaging way.
Is there a specific genre of films are you looking to produce?
We are open to every genre, film, television, scripted, unscripted, and documentaries. The main ingredient that the project must have something profound to say.
Do you believe Latino talent and creatives are finally being hired in parity with the African American entertainment community?
I can only speak from my own experience. I have often found that we, as Latinos, often put ourselves in a box. I do believe there is still a lot of work to be done. I see that a lot of the networks (sometimes reluctantly) create diversity programs but often still put the Latino experience as an afterthought. We do have to speak up and forcefully make sure our voices are heard. But the only way that we’re going to do that is by doing the work. Quality work that we can stand on.
Any final thoughts, advice you would like to share for Latinos in Hollywood?
If anything, I would reiterate that we will stop being stereotyped when we stop stereotyping ourselves. The Latino experience is not one layer. It’s a multitude of layers from the Mexican experience to the Puerto Rican experience to the Central American experience.
I’m just someone who stayed focused on his dream. Knowing that every bump in the road, every letdown, every disappointment, and yes, every occasional success has led me to where I am now. My journey is far from over. First and foremost, I put my faith in God, and I strive to be a blessing to all those I encounter. Be willing to share. Be willing to be humbled. Be willing to serve. Be willing to work hard for your dreams no matter what.
For more information on Joel M.Gonzales:
Twitter: @Joel_M_Gonzales
Instagram: @joel_m_gonzales
Facebook: @JoelMGonzales
Featured Photo: Joel Gonzales