Alicia Zertuche

Ruido Fest & Wonderlandia

VP of Booking (Ruido Fest) & Wonderlandia (CEO)


Alicia Zertuche is a music industry veteran based in Austin, Texas, CEO of Wonderlandia (booking agency), VP of Booking for Ruido Fest and associate producer for the HBO Max series “Habla”. She is considered one of the leading advocates for industry participation in Latin America, Spain, Caribbean, USA and a visionary for SXAméricas. She joined the SXSW Music programming team in 1997-2020. She shared responsibility for selecting 2000 bands and producing the 10-day event in over 140 venues (per day). As an independent producer, she has collaborated on El Bicentenario de Mexico, Lincoln Center Out of Doors Selena Tribute Show, Voto Latino, Rock the Vote, The Lincoln Project, SummerStage NYC Amazon Series, San Antonio’s Dia de Los Muertos, The National LatinX AIDS Conference. In 2020, she was recognized as Amazon’s “Wonder Women of Music (2020) and selected by Pandora as one of The Most Outstanding Women in the Industry (2020).