The Mexican-American Film & Television Festival & Awards (MAFTF) returns for its milestone fifth year with growing momentum, expanding its footprint as a vital platform for Chicano and Mexican-American storytellers.  The two day festival will take place from March 25 and 26, expanding into two locations, Harmony Gold Theater in Hollywood and Milagro Cinemas located in Norwalk.

Founded with a mission to showcase, promote, and celebrate Mexican-American/Chicano filmmakers, MAFTF has steadily positioned itself as both a cultural and industry touchpoint—spotlighting voices too often underrepresented in mainstream Hollywood while championing authentic storytelling across all formats.

The festival has grown exponentially since it began in 2022. The projects were selected from over 200 submissions which included a wide variety of  film, documentary, television, and emerging vertical formats—underscoring both the demand and the creative surge within the community.

“MAFTF 2026 Theme: “Our Stories Must Be Told To Defy Adversity”, reminds us of how by telling our stories we inform, help heal and resist the forces which are hurting our community,” said Dr. Jose Luis Ruiz President & Festival Director of MAFTF.

In addition to the screenings, MAFTF features panels discussion, workshops, and Fireside Chats. 

The following panel discussion will be held on Saturday from 11:00AM – 6:00PM.

– Funding, Marketing & Distribution Panel

-The World of Vertical & How To Make Money With Them

– Casting & Production for Ultra Low Budget SAG Film

– Fireside Chat with Actor/Director & Producer Enrique Castillo

Special Honors Spotlight Industry Excellence

The culmination of the festival is the highly anticipated closing night Illustrious Awards, a recognition of the best of the festival and, this year the recognition of five individuals whose contributions—both in front of and behind the camera—exemplify the depth and range of Latino talent shaping today’s entertainment landscape.

Honorees

Veteran actor, writer, and director Enrique Castillo will receive the Lifetime Achievement Award, honoring a decades-long career that spans theater, film, and television. Castillo’s performances in films such as El Norte, Nixon, My Family, and Déjà Vu among many others, have consistently brought nuance and dignity to Latino characters. He remains indelibly associated with his iconic role as Montana in Blood In Blood Out, as well as his work on the Showtime series Weeds.

Rising multi-hyphenate Annie Gonzalez will be honored with the Illustrious Award for Outstanding Achievement in Acting. A Chicana actress, singer, and producer, Gonzalez has built a dynamic career with standout roles in Gentefied, Flamin’ Hot, and her portrayal of Jenni Rivera in the biopic Jenni. Her television work—including Shameless, American Horror Story, and Vida—reflects her ongoing commitment to advancing Latinx representation on screen.

Also receiving recognition is Mishel Prada, receiving the Illustrious Award for Trailblazing Excellence in Acting. Prada is best known for her groundbreaking role as Emma Hernandez in Starz’s Vida, portrayed a queer/pansexual Latina character with complexity and authenticity. She has also appeared as Detective KD Silva in Peacock’s The Continental, further expanding her range across genres.

Acclaimed television director Felix Alcala will receive the Trailblazer in Directing Award. With credits including Lone Star and 9-1-1 among many, Alcalá has helmed episodes of some of television’s most prominent series, helping shape the visual and narrative language of contemporary TV.

Rounding out the honorees is respected entertainment journalist Naibe Reynoso, who will be presented with the Excellence in Journalism Award and 

A Growing Cultural Force

According to several studies, although Mexican-Americans make up more than 11% of the U.S. population, they are significantly underrepresented or completely ignored by Hollywood. The Mexican-American Film & Television Festival stands as a beacon for inclusive storytelling for these filmmakers by creating space for narratives that are culturally specific yet universally resonant.

In just five years, MAFTF has evolved from a grassroots platform recognized for its significant cultural event, championing a new generation of storytellers while honoring those who have paved the way. With record submissions and a powerful slate of honorees, this year’s festival signals not just growth—but impact.

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In a career-defining role as Jenni rivera, Annie Gonzalez stars in the VIx biopic Jenni, which makes its premiere at the Newport Beach Film Festival on October 21, 2024.  Gonzalez’ career has been on a fast track since a little over a year ago when she starred in her first female lead role in Eva Longoria’s directorial debut of Flamin’ Hot.  Now Gonzalez takes another career leap, in her first title role where she not only stars in the title role, she is also executive producing!  

Jenni, is directed by Gigi Saul Guerrero (Bingo Hell) and is the life story about  “La Diva de la Banda” Jenni Rivera, the Mexican-American singer, songwriter, actress, producer, and entrepreneur who passed away in 2012. She was known for her work in the banda, mariachi, and norteño genres of regional Mexican music. Rivera was the most successful female artist in the male-dominated banda genre who also became a reality TV star (I Love Jenni), businesswoman, and activist. On a flight back home after a performance in Mexico, Rivera’s plane crashed.

The film will highlight Jenni Rivera’s resilience, her journey to stardom, and the personal battles that shaped her legacy. Gonzalez has expressed how deeply honored she feels to portray Rivera, calling her a “phenomenal survivor” who, despite facing adversity, never saw herself as a victim. She emphasized the importance of Rivera’s messages of feminism, civil rights, and empowerment, which resonate with women and Latinas everywhere.

The Rivera family has been actively involved in the film’s production. Jacqie Rivera, Jenni’s daughter and CEO of Jenni Rivera Enterprises, expressed excitement over the project, stating that her mother’s story will continue to inspire future generations. While it has been an emotional journey for the family to see their mother portrayed on screen by Gonzalez.

Although it has been more than a decade after her untimely death in 2012, Jenni Rivera’s fan base remains loyal.  Her life has also inspired her eldest daughter, Chiquis Rivera to pursue a career in banda music and continue the family legacy.   Chiquis has won two Latin Grammys for Best Banda Album for her 2020 album “Playlist”, being the first solo woman to win in this category. She also has a Latin Grammy for her album “Abeja Reina” in 2022. Her mother, Jenni would be proud.

Tickets for the screening of Jenni (you csn choose from Screening and After Party or just the Screening) at the Newport Beach Film Festival can be purchased HERE. For a discount courtesy of LATINAFest and the Newport Beach Film Festival use this code: Mexican2024

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The National Hispanic Media Coalition announced the line up for their upcoming 2024 Impact Awards Gala taking place on Friday, June 14, 2024 at the Beverly Wilshire Hotel in Beverly Hills, CA. For the second year in a row the evening will be hosted by actress, Artivista, and producer Annie Gonzalez (Jenni, Flamin’ Hot). Joining Gonzalez for the hosting duties at the annual celebration honors will be actress, writer and producer Mayan Lopez (Lopez vs. Lopez).  

As outspoken advocates for the Latine community, this year’s honorees are paving the way for Latine artists in the entertainment industry, which closely aligns with NHMC’s mission.  This year’s Impact Awardees are Uruguayan writer, director, and executive producer Fede Alvarez is being honored for his directorial work that’s brought us multiple hit horror and thriller films, including the Texas Chainsaw Massacre and his most recent film, Alien: Romulus releasing this coming August. NHMC Visionary Alliance Member and long-time supporter, Actor, Producer, Writer Harvey Guillén will be honored for his groundbreaking role in the FX series What We Do in the Shadows, and Mexican director, writer, and producer Issa López will be honored for her work as writer, director, and showrunner of Season 4 of HBO’s True Detective: Night Country. Actress, singer, and entrepreneur, Tatyana Ali, will receive her Impact Award for her advocacy and policy work in maternal health and reproductive justice.

The Los Angeles Football Club (LAFC) will be honored with the Community Impact Award for their commitment to multiculturalism and creating change for marginalized communities, while streaming giant Tubi will be honored for its diverse programming providing a platform for Latine series showcasing authentic representations of our Latine communities. 

“[Our] honorees embody where our community is headed and are pushing their industries forward simply by taking up space and using their platforms to uplift other Latine creatives.,” said Brenda Victoria Castillo, President & CEO of the NHMC. “NHMC is committed to ensuring that our community is recognized – not just at our gala, but in every space.” 

The annual Impact Awards Gala is a part of the NHMC’s overall mission to spotlight the importance of accurate, fair, and positive representation in media. Through the coveted Impact Awards, each year the NHMC honors individuals who are truly making an impact, shifting societal narratives, and setting an example for Latine communities.

This year, in keeping with their mission to provide resources to help bring awareness to the power and contributions of Latino/a/x/e in all sectors of society, NHMC recently launched a new media guide and resource providing comprehensive education about Latine Communities tailored for entertainment industry professionals this year, ‘Seeing Beyond The Stereotypes: Telling Authentic Latino/a/x/e Stories.”

For more information on the NHMC Impact Awards, log on to: www.NHMC.org

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The National Association of Latino Independent Producers (NALIP), the nonprofit offering programming and resources for Latino content creators and filmmakers, will hold its End of Year Celebration at the Sunset Room in Hollywood on Friday, Dec. 15.

Hosted by the Lopez Vs. Lopez actor and alum of The Daily Show, Al Madrigal the celebration which will be attended by Annie Gonzalez and Jesse Garcia (Flamin’ Hot), Chelsea Rendon (Vida), Vadhir Derbez (De Viaje Con Los Derbez), Clayton Cardenas (The Mayans), Harvey Guillen (What We Do in the Shadows), Marco Pigossi (Gen V), Omar Chaparro (No Manches Frida) among others.

As NALIP prepares for its 25th Anniversary in 2024, this event will pay tribute to trailblazers actively shaping the narrative for the Latino community. The event will recognize not only individual Latino milestones but also acknowledge the impact of diversity and inclusion on the entertainment industry.

“For the past 25 years, NALIP has established itself as a beacon of empowerment and advocacy for Latino creatives in the film and media industry. This year, amidst challenges like strikes that temporarily dimmed our jubilation, we recognize not just the hurdles but also the triumphs that emerged in their wake,” said Diana Luna, Executive Director of NALIP. “This End of Year Celebration aims to honor the remarkable progress and resilience of our talented community, a narrative shaped by overcoming adversity and embracing the enduring spirit of achievement.”

“It’s a privilege to celebrate the remarkable achievements of Latino content creators and industry professionals who continue to inspire and shape our cultural landscape,” said Craig Robinson, Executive Vice President and Chief Diversity Officer at NBCUniversal. “We also take pride in supporting NALIP’s mission to empower and provide opportunities for talented individuals, ensuring a thriving community of diverse voices in the film industry for years to come.”

For more information in attendence visit NALIP.ORG

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By Roberto Leal

With the recent release of Flamin’ Hot, Eva Longoria, the talented actor, producer,
makes her directorial debut telling us an inspirational Horatio Alger-like story with a
decided Mexican twist of Richard Montañez, the humble janitor working for Frito-Lay
who developed the spicy seasoning for Flamin’ Hot Cheetos, America’s favorite snack
chip.

While the nuts-and-bolts facts surrounding the development of Flamin’ Hot Cheetos are
in dispute, Longoria doesn’t go into that aspect of the story but rather brings clear
focus the body and soul of this story which is Richard Montañez’s rags-to-riches, triumph over adversity buoyed by the strength of his Mexican heritage and close-knit family.

Jesse Garcia (The Avengers) gives an honest, sympathetic performance as Richard, a
young Mexican struggling to navigate and overcome the barriers of a troubled upbringing and systemic racism to realize his ambitions and dreams.

Annie Gonzalez (Gentefied, Vida) delivers an excellent performance as Judy, Richard’s wife who bolsters, encourages, scolds, and never loses faith in Richard. In many ways, Judy’s never faltering strength in this story is reminiscent of the tireless determination of the Mexican wives in the  Herbert J. Biberman directed feature The Salt of the Earth (1954) who were the driving force behind the copper miners strike in New Mexico.

Judy’s presence in the film reminds us that Mexican society is not necessarily a male dominated, macho one, but more often a matriarchal hierarchy ruled by: las madres, abuelas, tias, hermanas, and comadres. At least that was the reality in my family.

Longoria’s even-handed directing style is crisp and fast-paced. She allows the story to evolve and reveal itself at its own chosen speed. There are no slow parts in Flamin’ Hot. The story is punctuated and rounded out by the casting of veteran character actors: Dennis Haysbert, Tony Shouloub, and Pepe Serna.

Flamin’ Hot was recently screened at the White House as part of the administration’s advocacy efforts to strengthen DACA and immigration reform. Alicia Menendez, host of MSNBC’s American Voices asked Longoria why she made Flamin’ Hot: “It’s a love letter to the Mexican American community”, said Longoria.

“When I think about tonight’s movie, I think about courage. So many of you, your ancestors left behind all that they knew to start a new life in the United States,” President Biden said as he addressed a crowd of over 900 person there for the outdoor screening of the film for community, White House staff and press.

Flamin’ Hot is indeed a love letter to our community. But it is also a message to Hollywood we need to see more positive representations of Latinos in film, TV and theater and we have exceptionally talented storytellers, like Eva Longoria, to bring those “love letters” to American audiences and beyond.

Richard Montañez disrupted the food industry in the ‘90s by channeling his Mexican American heritage to help turn Flamin’ Hot Cheetos into a multibillion-dollar brand today and a cultural phenomenon,” Longoria said. “We are telling a story that celebrates the American entrepreneurial dream without sidestepping the fact that the dream isn’t available in the same way for everyone.”

Flamin’ Hot starring Jesse Garcia and Annie Gonzalez is currently streaming on Hulu and
Disney+.

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Sitting “al fresco” at the community screening of Eva Longoria’s directorial debut Flamin Hot (releasing June 9, 2023), at Los Ángeles cultural center La Plaza de Cultura Y Artes was such a beautiful experience! 

Over 1000 men, women, and children, mostly Latino audience seeing themselves reflected on screen.  It was an amazing thing to witness.  As I looked around at the audience I saw grown men watching the screen with wonder. The ladies hooting and hollering when the female character took charge, while the children watched and giggled along. I turned to look back and saw a wave community collectively feeling what representation on screen feels and looks like, as they watch a Latino-themed, all-Latino cast film directed by Longoria and produced by the man that saw its potential Devon Franklin (Miracles from Heaven). 

This inspiring true story of Richard Montañez (Jesse Garcia), a Frito Lay janitor who disrupted the food industry by channeling his Mexican heritage to turn Flamin’ Hot Cheetos from a snack into an iconic global pop culture phenomenon.  He along with his wife Judy (Annie Gonzalez) knew how our community loves to spice up any food with a little bit of “chile”.  He saw an opportunity and took it. Back in the early 1990’s Montañez convinced the big bosses at Frito-Lay they were missing out on making money with the growing Latino consumer market.  That caught their attention.   

So when the company’s marketing failed to attract the Latino community, Montañez rallied his co-worker and friends, and family to help promote the new Flamin’ Hot Cheetos product to the people he knew would love it. He took matters into his own hands creating a grassroots marketing campaign to prove that our community buys when we are marketed to with intention.

As a film-going community, we now have an opportunity to prove our VIEWING POWER.  We can choose to rally our friends and family to watch this film. 

Garcia and Gonzalez turn in outstanding performances as the lead of the film, and the supporting cast is a combination of established actors that include Emilio Rivera (Mayan MC), Tony Shalhoub (The Marvelous Mrs. Maisel), Pepe Serna (Art is Life, Scarface) and Dennis Haysbert (Lucifer).  Additionally, other cast members include Bobby Soto (The Tax Collector)  and the charismatic Brice Gonzalez (Lopez vs. Lopez).  At the end of the day, if we can really show that we support well-made films with talented Latino actors, there will definitely be more stories.  Maybe next time it will be your story.  

Just as Montañez did in real life, rallying his community to support Flamin Hot Cheetos, we as a film-going community, have an opportunity to rally our friends and family to watch this film on Hulu and/or Disney+ starting Jun 9.  We have an opportunity to watch and enjoy this film and show our LATINO VIEWING POWER…and have a good time doing it.

When “community” comes together it is an unforgettable experience. 

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By Xavier LeBlanc

The 2021 Latin Heat Rising Star Award recipient, Annie Gonzalez, is living up to that title as she has now officially been cast in the lead role of iconic Mexican-American singer Jenni Rivera in the aptly titled film Jenni. The film is being directed by fellow Mexican actress and filmmaker Gigi Saul Guerrero, who is currently signed to a first-look deal with Blumhouse Productions. Jenni is the first feature film to be authorized by Rivera’s estate, and is being produced by Mucho Mas Media and De Line Pictures.

This will be Gonzalez second lead role in a feature film and she is doing it up in a big way. She will not only star in the title bio-pic she will also executive produce for Greenlit At Vix. Filming began in Bogota, Colombia and will wrap up in Los Angeles and is set to premiere exclusively via ViX and in select movie theaters in the United States and Mexico later this year.

Jenni will center on Rivera’s rise as a Spanish singer who successfully crossed over to U.S. and global audiences, as well as her work as a women’s rights activist. Rivera’s unprecedented, groundbreaking career as a female entertainer within an industry formerly dominated by men, made her one of the best-selling regional Mexican artists of all time. Rivera earned 15 gold and platinum selling records, top-drawing international tours and in 2012 she was named one of the top 25 most powerful women by People en Español. 

Gonzalez is a talented young Latina actress who first began her career as a child with appearances on shows such as ABC’s Without a Trace, and has rapidly established an impressive resume for herself in recent years. This includes her most notable breakout role on the 2020 Netflix series Gentefied, in which she played the character of Lidia Solis. The show’s themes revolved around gentrification, family and dreams of three Mexican-American cousins in the East L.A. As a Mexican-American woman herself, Gonzalez identifies as being proudly Chicana. 

Most recently, Gonzalez wrapped production on her starring role in the upcoming Searchlight Pictures film Flamin’ Hot as Judy Montañez, the wife of Flamin’ Hot Cheetos’ inventor Richard Montañez. The film, which also stars Jesse Garcia as the inventor, is being directed by the multi-talented Eva Longoria, who was recently signaled out by Variety as one of 20 Directors To Watch in 2023. Gonzalez previously credited Longoria and others for opening up doors for Chicanos in Hollywood, and is now primed to do so herself after landing such a coveted role in Jenni. 

Gonzalez’ work on Gentefied may have uniquely prepared her to take on the role of a legend like Rivera. In the past, Gonzalez described her role of Lidia Solis as “a woman anyone can relate to, who feels pain, has weaknesses, shows vulnerabilities, who has gone through so much and done a lot.” Her upcoming role as Rivera is likely to reflect many of those very same characteristics, and it shows that Gonzalez is very well suited to embody the fascinating traits that made Rivera a beloved figure around the world. 

Jenni is set to premiere on TelevisaUnivision’s premium streaming tier VIX+ and in select theaters throughout the U.S. and Mexico. A release date has not been announced yet for the highly anticipated biopic. Augusto Rovegno, the senior VP of acquisitions and SVOD programming at TelevisaUnivision was previously quoted as saying “This original film will celebrate her (Rivera’s) life and share how she inspired women and young generations in general to overcome obstacles and live their best lives.”

Gonzalez has always seen herself as a performer, and at an amazingly mere 7 years of age, imagined herself as an actress one day receiving prestigious Oscar and Tony Awards. She has openly expressed her desire to “demonstrate the full range of my acting chops”, and thanks to this groundbreaking new role she may very well be on her way to accomplishing all of this and more. The future is indeed bright for this gifted Chicana actress, and viewers everywhere are undoubtedly in for quite the treat when Gonzalez graces screens as the cultural and music icon that is Rivera. 

She is repped by Innovative Artists and Silver Lining Entertainment

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Gonzalez was surrounded by many cast members of the film and TV projects she has worked on this year, as well as her family and close friends.

The event was hosted by NEFT Vodka at their headquarters in the city of El Segundo, California. The intimate, exclusive event had a feeling of familia. Special invited guests of seasoned talent who have literally paved the way for the next generation included actors Marlene Forte (Superstore, Star Trek), Enrique Castillo (In Other Words, Blood In Blood Out, DejaVu), Patricia Rae (All Rise) and Seidy Lopez (Selena: The Series, Mi Vida Loca), Art Bonilla (Gentefied) and Emmy Award-nominated writer-producer Nancy De Los Santos (Answer to My Prayers, Selena, Mi Familia).

The young cadre of Latino actors in Hollywood was in full force, a sign that Latinos are a new creative force on the big and small screens. Among the new stars that attended to celebrate Gonzalez were Julio Macias (Selena: The Series on My Block), Joseph Julian Soria (The Flight Attendant, Gentefied), Chelsea Rendon (Maya and the Three, Vida), Julissa Calderon (With Love, Gentefied), Jacqueline Grace Lopez (East Los High), Armida Lopez (Boss Level), Karina Noelle Castillo (NCIS, S.W.A.T.), Suanny Serpas (Eye for an Eye) Momo Rodriguez (Mayans MC) and Jesse Garcia (Flamin’ Hot, Narcos Mexico).

Other guests included Emmy Award-winning actor Terrence Terrell (Giants), NEFT Vodka’s Director of Business Development Enrique Velez, Brenda Herrera of The Herrera Agency, Gabriel Gonzalez of Grammy-winning band Quetzal, and Dr. Jose Luiz Ruiz, president of the Mexican-American Cultural Education Foundation, entertainment photographer Eddie Sakaki and Ruben Cardiel of the Raza Golf Club Association.

Featured Photo: Annie Gonzalez receives the Latin Heat Rising Star Award (Photo: Cesar Arredondo/Latin Heat)

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The National Association of Hispanic Publications recently named Bel Hernandez Publisher of the Year for her demonstrated excellence in publishing and service to the Latino community in the entertainment industry through her Latin Heat Entertainment, an online trade publication. The recognition couldn’t be more timely as it coincides with Latin Heat’s 30th anniversary.

In celebration of its three decades of service, Latin Heat has launched the Latin Heat Rising Star Award honoring a talent who is stepping into the spotlight in a major way. The award’s first recipient is actress Annie Gonzalez, a proud Chicana artist from East Los Angeles. Her breakout role came in Netflix’s Gentefied, which led to a starring role in Eva Longoria’s directorial feature film debut Flamin’ Hot.  Furthermore, Gonzalez recently landed another starring role, George Lopez’s Once Upon a Time in Aztlan for Amazon Prime Video. The budding actress is currently seen in in season two of Gentefied, which debuted in November.

Both Hernandez’s NAHP Published of the Year and Gonzalez’s Latin Heat Rising Star awards will be presented at an industry event Wed., Dec. 17 in Los Angeles County.

Credited with expanding the coverage of Latinos in Hollywood, Hernandez, dubbed as “The Godmother of Latino Hollywood” by MovieMaker Magazine, has received many recognitions and forged many alliances throughout the years, most notably with her mentor and former publisher of The Hollywood Reporter to promote the “crossover” coverage of Latinos. She was recently named to Credentials Committee of the Hollywood Foreign Press Association, the producer the Golden Globe Awards.

“Looking back, I reflect on where we were back then as a creative community, it was the independent Latino directors creating the opportunities for Latinos–Gregory Nava with Selena and El Norte), Robert Rodriguez with El Mariachi and Desperado), Miguel Arteta with Star Maps), Edward James Olmos with Stand and Deliver and American Me, and others”, Hernandez reflected. “Fast forward 30 years and now there is a cadre of Latino creatives who continue to cast authentically and create the future stars of Hollywood who happen to be Latino”.

NAHP’s founding president Kirk Whisler will present the Publisher of the Year Award to Hernandez at Wednesday’s invitation-only industry event. Gentefied’s Gonzalez will also be presented with the Latin Heat Rising Star Award.

The celebrity red carpet event is sponsored by Neft Vodka and will benefit Brighter Future Charity, a non-profit organization devoted to enriching and empowering the lives of youth, adults and families within the autism community.

Herdandez is also CEO of Latin Heat Media, a multi-media company whose mission is to create content by Latinos and about Latinos for universal audiences. The parent company of this website, Latin Heat. LHM also produces TheTRENDTalk Show and LATINAFest, a festival that celebrates all things Latina.

In addition to running her own media company, Hernandez is also involved in various community causes. She serves on the advisory boards for Farmworker Justice and the Mexican American Cultural Education Foundation. Hernandez has been recognized for her journalist endeavors with an ALMA Award and a Mujeres Destacadas Award from La Opinión Newspaper. Additionally, she has been honored by the Hispanic Public Relations Association, Latina Style Magazine, Hispanic Lifestyle, National Hispanic Health Foundation, National Hispanic Media Coalition, the City of Los Angeles and Women in Theater Festival.

Featured Photo: Bel Hernandez (Credit: Latin Heat Media) 

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When she was in first grade, Annie Gonzalez would often stare into space in class. That got both her teacher and mother concerned. 

Asked what was the matter, the 7-year-old replied she imagined herself as an actress one day getting on a stage to pick up her Oscar and Tony awards. “I have wanted to be a performer since I was a little girl,” says Gonzalez. “I never saw myself doing anything else.”

Her mother encouraged little Annie to hit the books and pursue her dreams. Three years later, the little brown girl landed her first acting gig, playing a Guatemalan immigrant in the ABC police procedural drama television series Without a Trace. “I had to get a haircut for the role,” she recalls. 

That was the beginning of a long road in search of roles for the actress who identifies as a Chicana, an American woman who’s proud of her Mexican descent. She was one of the original dancers on Jamm X Kids for the former WB Television Network and went on to other small roles in movies like Mitú’s Beauty School and 20th Century Fox’s Spies in Disguise and series like Showtime’s Shameless and Starz’s award-winning Vida. 

Those minor parts are of big importance for Gonzalez. “I’d say every single project has amalgamated the actress I am now,” she states.

Then came Gentefied, the Netflix series that gave Gonzalez her breakout role. Premiered right before the beginning of the pandemic in February of 2020, the show is about gentrification, family and dreams of a better life centered on three Mexican-American cousins in the East L.A. community of Boyle Heights. She has the role of Lidia Solis, the pregnant and highly educated girlfriend of Erik Morales, one of the central characters played by J.J. Soria. Gentefied is executive produced by America Ferrera (Superstore, The Sisterhood of the Traveling Pants) and created by Marvin Lemus and Linda Yvette Chavez.

“Playing Lidia has opened me up and matured me so much as an actress,” she says. “She is a woman anyone can relate to, who feels pain, has weaknesses, shows vulnerabilities, who has gone through so much and done a lot.” In Gentefied’s second season, which returned in early November, Gonzalez’s character becomes a mother, moves to Palo Alto and starts a new job at Stanford University. “I feel Lidia thinks she has to carry the world on her shoulders,” says the actress. “But she’s human and, like any human, she makes mistakes.”

The multilayered Lidia raised Gonzalez’s profile and may have helped her secure a starring role in the upcoming film Flamin’ Hot from Searchlight Pictures, which marks the directorial debut of actress Eva Longoria of Desperate Housewives fame. The biopic tells the story of Ricardo Montañez, the Latino who reportedly created the popular snack Flamin’ Hot Cheetos and who is played by actor Jesse Garcia. Gonzalez’s role is Judy Montañez, the wife of the Cheetos’ inventor. Shot this past summer in New Mexico, the film’s release date is yet to be announced.

Gonzalez credits Longoria and other renowned actresses for opening up doors for new generations of Chicanos and Latinos in showbusiness. “I wouldn’t have been able to do my work without the predecessors paving the way for us, people like Eva Longoria, America Ferrera, Linda Yvette Chavez and Rita Moreno,” Gonzalez states. “They all have shown us that beautiful brown girls can make it in Hollywood.”

One can expect to see more of Gonzalez in the near future. In addition to Flamin’ Hot, she’s been cast in Once Upon in Aztlan, a drama starring and exec produced by George Lopez that the comedian is currently developing for Amazon Prime Video. Gonzales also appears in The Edge of Her Mind Anthology: Her Movies Vol 1, an upcoming collection of independent drama shorts focused on women’s mental health. The Chicana stars in the short Cafe Abundance playing a woman who breaks down in the middle of a hip restaurant.

All those accomplishments earned Gonzalez to be the inaugural recipient of Latin Heat’s Rising Star Award this month. “It is no surprise Annie has booked three major roles in a span of just a little over two years,” says Bel Hernandez, the founder, and publisher of this trade publication that covers Latinos in Hollywood. “She is talented, authentic, and smart, qualities that make for a rising star.” Adds Hernandez, “In 30 years Latin Heat has covered many rising talents like Jennifer Lopez, Jay Hernandez and Salma Hayek on their journey to stardom. We feel Annie is on the same trajectory, and are honored to award her the Latin Heat Rising Star Award”.

Gonzalez has big hopes for her career in 2022 and the coming years. “I’d love to be able to do another two features and star in a comedy,” she says. “I want to demonstrate the full range of my acting chops. Also, I have a lot of stories to tell.”

Apparently, some fantasies of 7-year-old Annie, the first-grader from East Los Angeles, have been coming true. Maybe the major awards she dreamt off could arrive soon, as well. 

Featured Photo: Annie Gonzalez (Photo: Juan Veloz)

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