By Bel Hernandez Castillo & Andrea Nuñez

To understand what Chicano Hollywood “wants”, you first need to understand what a “Chicano” is.  

In 1970 award-winning journalist Ruben Salazar wrote the definitive article defining the word Chicano in his Los Angeles Times article titled:  “Who is a Chicano and What is it that Chicanos Want?

In his article Salazar wrote, “A Chicano is a Mexican-American with a non-Anglo image of himself. He resents being told Columbus “discovered” America when the Chicano’s ancestors, the Mayans and the Aztecs, founded highly sophisticated civilizations centuries before Spain financed the Italian explorer’s trip to the “New World.”

The passage captures why the term became associated by many Mexican-Americans  with cultural pride and self-determination.

However over the past five decades, the meaning of “Chicano” has evolved. Once embraced as a political identity rooted in the Chicano Movement, it later fell out of favor among some Mexican Americans, while others continued to wear it as a badge of cultural pride. Today, a new generation, and not just Mexican- Americans, are reclaiming the term in ways that emphasize identity, history, and empowerment.  

So what is Chicano Hollywood?

Johnny Murillo, founder of Chicano Hollywood, defines it as a platform “a community built to elevate, empower, and showcase Chicanos and Latino storytellers”. But the vision extends far beyond that simple definition.

That vision might be rooted in past efforts by several Latino organization, who throughout the years were founded for the same purpose.  Chicano Hollywood is part of a broader Latino entertainment ecosystem that has been nurtured over past decades by these organization.  Most notably Nosotros (Founded in 1970 by Ricardo Montalban), Hispanic Organization of Latin Actors (HOLA) (Founded in 1975);  LatinHeat LEMI Conference (Founded 1995); and NALIP (Founded in 1999) – among them.

What distinguishes Chicano Hollywood is its early focus on Mexican-American independent filmmakers—many who existed outside the Hollywood’s traditional power structure. However, Murillo’s vision went beyond its core base, growing to include all Latinos and making alliances with non-Latino entities and filmmakers. Chicano Hollywood created an infostructure from production to distribution.

“For too long, our stories have been underrepresented or misrepresented in mainstream media,” Murillo explains. adding, “Chicano Hollywood was created to change that — to build our own lane, our own economy, and our own global stage.”  

Murillo, who has been working in Hollywood for more than 15 years as an actor/line producer and screenwriter, began building Chicano Hollywood in 2021.  According to Murillo, the impetus for the Chicano Hollywood brand came from his lived experiences, as well of those of his peers in the Mexican-American community, attempting to pitch stories to the studios.

It is no secret that Chicanos/Latinos represent one of the largest minority groups in the United States. Their economic influence, is noted in the Latino Donor Collaborative studies — increasingly their economic, cultural and creative impact—is undeniable.

For decades, Chicano culture has been portrayed stereotypically in major Hollywood films (Walk Proud (1979), Spanglish (2004), without a balance of characters. It took Latino filmmakers like the following to make independent films that portrayed another side of the Latino experience.

Robert Rodriguez

• El Mariachi (1992)
• Desperado (1995)
• From Dusk Till Dawn (1996)
• Spy Kids (2001)

Gregory Nava

• El Norte (1983)
• Selena (1997)
• My Family (1995)

Luis Valdez

• Cisco Kid (1994)
• La Bamba (1987)

Eva Longoria

• La Guerra Civil (2022)
• Flamin’ Hot (2023)

Despite the box office success of these films, Latino-led films have generally received fewer large-scale studio investments than comparable projects centered on Black film projects, as the 2026 UCLA’s latest Hollywood Diversity Report notes.

So what does Chicano Hollywood want?

Murillo quickly understood that success in entertainment requires more than talent alone. It demands infrastructure, education, access, and ownership. In other words, it requires an ecosystem.

At its core, Chicano Hollywood focuses on three major pillars.

1. Building a Creative Ecosystem for Chicano and Latino Talent

One of the organization’s primary goals is to provide career development and professional education for emerging storytellers, filmmakers, and creatives. Access to industry knowledge has historically been inequitable, and many talented voices simply never receive the tools or mentorship needed to navigate the entertainment industry.

Through the Chicano Hollywood Academy, aspiring creators can access courses such as How to Produce a Micro-Budget Film, How to Write a Contained Script, and the academy’s latest offering, How to Write a Vertical Series.

The company’s vision is ambitious—to establish creative hubs in 15 to 20 major cities and build a pipeline of in-house talent capable of becoming the next generation of writers, producers, directors, and entertainment professionals. The goal is not simply participation in the industry but ownership within it.

2. Creating Independent Media and Distribution Platforms

Another key aspect of Chicano Hollywood’s mission is the creation of multimedia platforms that allow creators to independently produce, distribute, and promote their work.

For many filmmakers and storytellers, gaining access to traditional media channels, distribution deals, or large promotional platforms remains a significant challenge. Chicano Hollywood understands that representation is not only about creating content; it is also about controlling where, how, and by whom those stories are shared.

In response, the organization launched ChicanoHollywood.tv, a streaming and media platform featuring original in-house productions ranging from drama to documentary. Some of its titles include The Calipso Show (2024), Dirt City (2021), and Ruben Gutierrez: My Story (2025), among others.

In publishing, Chicano Hollywood Magazine serves as an additional platform dedicated to showcasing original productions while highlighting influential Chicano and Latino voices across entertainment, business, and technology. The magazine has featured notable figures, such as Eva Longoria, Edward James Olmos, Emilio Rivera, and Oscar-nominated makeup artist Ken Diaz.

The organization’s long-term vision includes developing original content, building subscriber-based revenue, securing advertising partnerships, expanding merchandising opportunities, and increasing distribution channels. In many ways, Chicano Hollywood is working toward creating a self-sustaining entertainment network rooted in cultural ownership, creative independence, and community visibility.

3. Developing an Economic Engine for Latino Creatives and Entrepreneurs

Chicano Hollywood also recognizes that the entertainment industry is deeply driven by relationships, networking, and economic collaboration. For that reason, the organization seeks to create opportunities not only for artists but also for entrepreneurs, vendors, producers, and creative professionals working across the entertainment landscape.

Its first public initiatives was their Elevate Conference, where Chicano Hollywood brought together keynote speakers, industry panels, and entertainment-focused businesses to foster spaces for inspiration, collaboration, and professional growth. Over the past three years, the conference has featured notable voices such as Xolo Maridueña (Blue Beetle, Cobra Kai), producer and actress Lisa Vidal (The Division, Being Mary Jane), actress Maria Canals-Barrera (Wizards of Waverly Place, Camp Rock), actors Edward James Olmos (Blade Runner, Miami Vice, Zoot Suit), Luis Guzmán (Wednesday, Narcos), Enrique Castillo (Deja Vu, Blood In Blood Out, The Waltons) and others, helping establish the Chicano Hollywood as an important space for dialogue, visibility, and industry exchange. 

Last year, the organization also launched its first Chicano Hollywood Film Festival, showcasing films, documentaries, short films, and series that were created by Chicano and Latino filmmakers from across the country.

The momentum continues to grow. The next edition, the 2026 Chicano Hollywood Film Festival, is scheduled to take place from July 29 through August 2, 2026 at the The Union On Garey, further expanding the organization’s vision of creating a national platform for Chicano and Latino storytelling, collaboration, and cultural ownership.

This year over 100 features and short film will screened, workshops that include How To Self-Distribute Your Indie Film with Selina Ringal; Stuntman Fighting with Geo Perez and Joe Chacon and even a marketing activations — a Chess Match: Keanu Reeves vs Bianca Mitchell followed by a panel with Reeves and the filmmaking team, followed by a screening of their Mad Woman’s Game feature documentary. The five day festival will culminate on Augut 2nd with the awards ceremony. Tickets can be purchased HERE

This is only the beginning 

Organizations willing to articulate a long-term vision often inspire broader participation. By defining its ambitions publicly, Chicano Hollywood invites filmmakers, entrepreneurs, educators, and audiences to imagine themselves as part of a larger movement.

Ambition invites collaboration, and movements grow when communities see themselves reflected in them. Chicano Hollywood possesses many of the elements necessary to become one of the leading independent Chicano and Latino entertainment networks in the United States, namely education, infrastructure, distribution, community, and perhaps most importantly, a commitment to telling stories authentically.

Earlier generations relied almost exclusively on access to Hollywood’s gatekeepers, today’s creators are increasingly building their own educational institutions, media platforms, festivals, distribution channels, and business networks.

Representation is not just about being seen. It is about people having the power to tell their own stories, in their own voice, with their own faces.

Andrea Nuñez-Gamboa Co-wrote this article

The post What is Chicano Hollywood and What Does Chicano Hollywood want? first appeared on .

By Bel Hernandez Castillo

Nosotros and NBCUniversal are signaling a decisive shift in how Latino talent is developed and presented for the industry. With Season 5 of Ya Tú Sabes, the long-running incubator has fully transitioned from a traditional showcase model into a cinematic short-form pipeline—culminating in the crowning of The Comedian as this year’s top winner and positioning the program as a serious launchpad for writers and actors ready for film and television.

What began in 2020 as a challenge from NBCUniversal Launch to rethink the traditional actor showcase has evolved into a fully realized creative pipeline. Initially launched as the Ya Tú Sabes Monologue Slam, the program emphasized original writing and live performance. Over time, it expanded into fully produced stand-alone scenes selected through a competitive process, under a new name, Ya Tú Sabes Monologue Shorts.

Nosotros and NBCUniversal have marked that evolution and raised the bar once again with the explosive fifth season of Ya Tú Sabes, unveiling a bold new evolution of the long-running Latino talent incubator—one that trades the traditional stage showcase for cinematic pieces designed to reflect the professional readiness of Latino talent when given meaningful resources and production value.

“In a year shaped by a difficult national climate for Latinos, support for arts programs like this was far from guaranteed,” said Joel M. Gonzales, President of Nosotros. “We’re deeply grateful to NBCUniversal and the NBC Launch program for standing with us when sponsorships were tight. What Season 5 represents is how much this program has grown over the past five years—and how Latino artists continue to create opportunity, break through, and tell our own stories on our own terms.”

Emerging as Season 5’s creative breakthrough and top winner with judges and audiences alike, is The Comedian, written by stand-up comic José Maestas and powerfully performed by actor Richard Eick. This piece amplifies the Ya Tú Sabes’ core mission: spotlighting Latino writers and actors through original work rooted in universal themes—while steadily expanding the scale and seriousness of the platform.

A sharply observed and emotionally layered piece, The Comedian draws directly from Maestas’ personal experience to explore the duality of life on and off the stage—the persona versus the person. Its resonance was immediate, quickly becoming one of the most talked-about monologue shorts of the season for its depth, honesty, and cinematic execution.

“Across a lineup of powerful shorts, one of the strongest examples was the winner, The Comedian,” said Gonazlez, adding “The writing and performance stood out immediately and reflect the level of depth and readiness that exists in our community when the opportunity is real.”

The Ya Tu Sabes Monolouge Shorts premiered live at the Ricardo Montalbán Theatre this past December, streaming simultaneously on the Nosotros YouTube channel, with Audience Choice voting closing on December 31 declaring writer Cristal González Ávila and actor Mariana Belén as the  Audience Choice winners for Ropa Sucia.

Industry-Level Execution

Season 5’s six monologue shorts were led creatively by Hector Felix, who served as director, editor, and cinematographer, establishing a cohesive visual language across the entire showcase. The project was produced by Gonzales and co-produced by Nosotros Creative Director Juan Munevar, with creative collaboration from Joaquin F. Palma, writer/director of the program’s first three seasons—bridging the initiative’s roots with its cinematic future.

This year’s highly noted celebrity ambassador judges underscored the program’s industry credibility, include Julian Works (The Long Game, Jimmy), actor/producer Nicholas Gonzalez (La Brea, The Good Doctor), producer/director Ben DeJesus (Leguizamo Does America), actor/director Jon Huertas (This Is Us), and Larry Laboe, Executive Director of NewFilmmakers LA. They were joined by NBCUniversal executives and a broad cross-section of casting directors, agents, managers, publicists, and industry professionals.

What’s Next?

Looking ahead, the Season 5 monologue shorts—led by The Comedian and Ropa Sucia—will be submitted as stand-alone short films to film festivals, extending their life well beyond the showcase and expanding visibility for the participating writers and actors across the festival and industry landscape.

Winners will receive cash prizes and sponsored access to key industry leaders, including NBCUniversal executives, casting directors, agencies, and senior writers and producers—solidifying Ya Tú Sabes not just as a showcase, but as a tangible bridge to career advancement.

With Season 5, Nosotros and NBCUniversal have made a clear statement: when Latino artists are given space, resources, and respect, the results are not just promising—they’re cinematic.

The post EXCLUSIVE: Nosotros and NBCUniversal Crown Season 5 ‘Ya Tú Sabes’ Winner as Program Goes Fully Cinematic first appeared on .

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

The post A Life Well Traveled Leads to the Executive Suite first appeared on .

Nosotros invites you to our upcoming panel “IMPACT TOGETHER: Insight from Black Storytellers on How to Take Control of the Latinx Narrative”, a pivotal event for the LatinX community and we want to invite you to be part of the change that the media needs to see. Now more than ever it is time to see ourselves and our community in the authenticity of who we truly are, not in the stereotypical way we have been portrayed through media. 

When: February 24, 2020
Where: Ricardo Montalban Rooftop
1615 Vine St. , Los Angeles, CA 90028
Time:  7-10 PM

In this panel, Nosotros hosts an in-depth conversation with prominent Black Producers to ask and learn how we as LatinX storytellers can do the same once and for all. Hear from esteemed producers Mel Jones (Dear White People), James Lopez (The Photograph starring Issa Rae), and Tommy Oliver (Founder of Confluential Films) on ways they have been able to surpass these challenges. 

Click R.S.V.P to the event “IMPACT TOGETHER: Insight from Black storytellers on how to take control of the Latinx narrative.”

The post Nosotros Rooftop Panel: Impact Together first appeared on .

Latin Heat Special Ticket Giveaway to the 49th Annual Nosotros Golden Eagle

Claim your balcony and mezzanine Comp Tickets by CLICKING HERE

Nosotros, the non-profit organization the produces the Golden Eagle Awards has a few tickets available to the star-studded evening that is the 49th Golden Eagle Awards, which happens tomorrow Thursday 9/19. Show starts at 8 pm.

Join host Ferrrnando with 3 Rs for the 49th Annual NOSOTROS Golden Eagle Awards tomorrow, Thursday, September 19, 2019, at 7:30 pm in Hollywood. Honorees include Edward James Olmos and Ozzie Areu, founder of Areu Studios – the first Latino Owned and Operated Film Studio located in Atlanta, NBCUniversal Talent Infusion Programs, Actresses Adriana Barraza Melissa Barrera and Ivonne Coll. Latina Leader Honorees: Maestra Blanca Araceli Soto, Jandiz Cardoso, and the late Margarita Martinez. Musical Performances by Multi-Grammy Award Artist include KC Porter, Ozomatli and TeCheetah Lopez Artist Page

We’ll end the night with a rooftop party for VIP Ticket holders featuring drinks, food and TeCheetah with her 10 team salsa band! Visit https://www.themontalban.com/golden-eaglefor more information.

The post Latin Heat Reader Ticket Giveaway To The 45th Golden Eagle Awards first appeared on .