Latin Rock, Inc. came about from a book release event in 2004 for a book called "Voices of Latin Rock". This book that was written to chronicle the rise of Latin Rock in the late 60's to present day in the Mission District of San Francisco similar to Detroit and the Motown Sound. From the book we were able to begin a recognizing Latin Rock groups in the bay area and began to showcase them at clubs like Club Fox, Slim's, Great American Music Hall, and many others to put Latin Rock on the map again. With Carlos Santana as the top of the food chain in Latin Rock, we have been able to keep this genre alive and looking for the next Santana.
