In a groundbreaking initiative that blends education, culture, and music preservation, Texas A&M University-Kingsville (TAMUK) is launching a new institute dedicated to archiving and celebrating Tejano and other Texas-based music genres. Led by Rudy Treviño—Professor of Practice at TAMUK, longtime host of Domingo Live, and Tejano Gold Countdown—the effort aims to digitize, restore, and preserve historic audio and video recordings for future generations.

“What we’re doing here at Texas A&M is just amazing,” Treviño told Tejano Nation Radio host Romeo in an exclusive interview. “We’re preserving our Tejano culture—but not just Tejano. We’re also including Texas country and other Texas genres that have left their mark on our sound.”

A State-of-the-Art Archive Takes Shape

Since starting at TAMUK in January, Treviño has worked nonstop, transforming a suite of campus offices into what he describes as “transfer stations” for digitizing vintage analog media.

“We’re taking old reel-to-reel videos and downloading them, color correcting them, and making them look great,” he explained. “These aren’t home movies—we’re talking about shows from way back, like Domingo Peña and Panorama Latino, that haven’t been seen in decades.”

Treviño revealed that TAMUK is also acquiring archives from legendary labels such as Falcón Records. “We’re working with Freddie Records, and they’re considering donating their archives,” he said. “We’ll hold those materials in perpetuity.”

Uncovering the Gold in Falcon Records

Among the most exciting developments is the acquisition of the Fanfarria Falcón television series, produced by Falcon Records founder Arnoldo Ramírez and broadcast in more than 200 cities, including Chicago and Los Angeles.

“Unlike the Domingo Peña show, which wasn’t well cataloged, Fanfarria Falcón kept everything,” said Treviño. “They saved it, labeled it, cataloged it—and now, we as a university are acquiring that entire library.”

These archives contain rare performances by foundational Tejano acts, including Los Alegres de Terán, Carlos Guzmán, Los Fabulosos Cuatro, and even the original Los Dinos. “It’s kind of a treasure trove,” Treviño said.

He also shared an incredible story about Falcon Records donating hand-drawn album artwork to Texas A&I (now TAMUK) back in the 1960s. “Now, here we are in 2025, and we can marry those covers with the original recordings,” he added. “It’s mind-blowing.”

Beyond Tejano: Honoring All of Texas Music

While Tejano music is at the heart of the project, Treviño is passionate about honoring all Texas musicians. “We’re going to be honoring folks from Texas Country, Red Dirt, and other genres,” he said. “We’re not trying to compete with anyone. We’re doing something that’s a first of its kind.”

This comprehensive archive will eventually form the foundation of a museum open to the public. “Once the institute is completed, the dream is to create a museum where everyone can enjoy and learn about our cultural music,” Treviño said. “Not just Tejano, but Texas music.”

A Place of Study and Legacy

The institute will also serve as an educational resource for students. “They’re going to learn about the music, the history, and the preservation of it,” Treviño noted. “We’re creating a curriculum where people—whether full-time students or lifelong learners—can experience Texas music history firsthand.”

That includes recently digitized content from the Domingo Live show, like performances by Los Dos Gilbertos, Janie C. Ramirez and Cactus Country, and Tierra Tejana. “The quality is incredible—it looks like it was recorded yesterday,” said Treviño.

A Shared Responsibility to Preserve Culture

“This is going to take every one of us who loves Texas music to make it happen,” Treviño emphasized. “If we don’t preserve these artists—many of whom are gone—it’s as if they never existed. That’s heartbreaking.”

Treviño pointed to legends like Eloy Bernal and Carlos Landin, who toured extensively but are often forgotten. “These people packed the ballrooms. They followed migrant families across the country. That’s how our culture spread to places like Central California.”

A Personal Story Becomes a Public Mission

Treviño’s commitment is deeply personal. He’s currently writing a memoir titled American Tejano: From the Barrio to the Bandstand, which is slated for release in October.

Advertisement

“It’s a story from one kid’s perspective—growing up in the barrio and meeting artists like Paulino Bernal, Jimmy Edward, Tony de la Rosa, Esteban Jordan, Laura Canales, and Abraham Quintanilla,” he said. “These weren’t Frank Sinatra or Dean Martin, but to me, they were bigger than life.”

The book, produced with support from TAMUK and its Mexican American Studies faculty, aims to document stories that have long gone untold. “We all have our reasons for loving Tejano. This is about who we are,” Treviño said.

Celina Martinez