Tejano Event Producer Jim Luna Looks Back on 50 Years of Keeping La Onda Tejana Alive

For nearly five decades, Jim Luna has been doing what he does best: bringing people together through Tejano music, culture and live entertainment.

From promoting his first dance in his hometown of Angleton in 1979 to producing some of today’s biggest Tejano events across South Texas, the Tejano ROOTS Hall of Fame inductee has built a career around one simple philosophy—giving the people what they want.

🎙️ INTERVIEW AUDIO

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From Sneaking Out to Producing Dances

In 1979, Luna took his first major step into event promotion when he was just 21 years old.

While most promoters played it safe and scheduled dances for Saturday nights, Luna was already willing to do things differently.

“I was 21-years old and I brought Little Joe y La Familia on a Thursday night, which was unheard of in the 70’s! Everything was on Saturdays, you know?”

Luna’s connection to Tejano music began much earlier.

Growing up in a traditional Mexican-American home, his parents often listened to Tejano music on AM radio stations. As a teenager, Luna also embraced the rock-and-roll music of the 1970s, but Tejano music had already made an impression on him.

“When I was 13, I used to sneak out the window and go about half a mile, walking, with my friend to go watch whoever was playing for the quinceañera, or the dances. We’d go to the fairground. That was our place to go!”

As Luna got older, he became a regular at local dances. Eventually, friends encouraged him to produce his own bailes.

The rest, as they say, is history.

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Evolving With the Times

A lot has changed since those early Thursday-night dances in Angleton.

Technology has transformed the way promoters reach audiences. Luna remembers the days of handing out flyers and purchasing airtime on AM radio stations. Today, social media, websites and online radio have opened the door to audiences around the world.

“As time progressed and I found my niche, I have learned to evolve with the times. You have to! Ahora, you have the internet and all the social media platforms. We still do the traditional radio stations, but now we have internet outlets like Tejano Nation that help promote and put our music events out to the world. The sky is the limit now! You could be across the globe (and they) can hear what you’re doing!”

That global access to Tejano culture, Luna says, makes it even more important to continue producing concerts and festivals that expose younger generations to the music and heritage.

“We’re a small genre… pero, se mantiene! (Especially) if you do things for the right reasons and you keep it alive by word-of-mouth, by teaching your children what each generation is about, and what their future could be.”

For Luna, festivals are more than entertainment. They are opportunities for education and cultural preservation.

“That’s why I open these big festivals to everybody. It’s a huge classroom, what we do. You have to be sure that you educate the kids, man… While the adults are having a great time, so are they, and they’re learning what we do.”

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Quarter Moon Productions

Luna is the owner and operator of Quarter Moon Productions (QMP), which produces major Tejano events throughout the region.

Two upcoming events are especially important to him: Fiesta en la Playa and the Cultural State Gala honoring Rudy Treviño.

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Fiesta en la Playa Returns to Rockport

The 8th Annual Fiesta en la Playa is set for September 4–6, 2026, during Labor Day weekend at the Rockport Festival Grounds in Rockport, Texas.

Luna has partnered with Rockport Market Days to create what he says will be one of the biggest Tejano live events of the year.

The three-day celebration will feature a Mercado shopping area, mariachis, Lucha Libre wrestling, a Chihuahua race with $1,000 in prizes, a Chancla Throwing Contest with $1,000 in prizes and a Tamale-Eating Contest with $1,000 in prizes. Tickets available at QMP.eventmania.com.

The concert lineup includes:

• De Parranda featuring special guest Bobby Pulido
• La Fiebre
• David Marez
• Ram Herrera
• Ricky Naranjo y Los Gamblers
• Los Garcia Bros.
• The Official Emilio Navaira Tribute featuring Diego Navaira and Emilio III Navaira
• The Meza Band
• Los Enmascarados
• Selena Tribute featuring Gabriella Martinez
• DJ entertainment throughout the weekend

“This is the biggest cultural event of the year… We’re doing it up really big this year, Gracias a Dios!”

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Honoring Rudy Treviño

On October 31, 2026, Luna will produce another major cultural event: the Cultural State Gala honoring Rudy Treviño at the Holiday Inn Downtown in Corpus Christi, Texas.

Treviño will be honored with an award from the Texas Governor’s Office of Music, signed by Gov. Greg Abbott.

The gala will feature special appearances by Shelly Lares, La Fiebre, Sunny Sauceda, David Marez, Marisela Hernandez, Augustin Ramirez, Barbie Leo, Stefani Montiel, Gabe Zavala, Freddie Records and more.

La Fiebre is scheduled to perform at the dance beginning at 9:30 p.m. The event is open to the public, but seating is extremely limited. Tickets available at QMP.eventmania.com.

Treviño is well known throughout the Coastal Bend for his more than 20-year career with KIII News, 25 years hosting the Domingo Live Show on Sunday mornings and his syndicated Tejano Gold Countdown radio program.

For Luna, honoring Treviño is an opportunity to recognize someone who has spent decades championing Tejano music and its artists.

“He has, in one form or another, helped almost every Tejano artist and beyond, in their careers… Without Rudy, a whole bunch of people wouldn’t be where they’re at today.”

Luna continued:

“He’s taken the reins for so many years… When this came to my attention, I was honored to be able to produce this for Rudy. We’re going to present one of the BIGGEST SHOWS for Rudy! We have so many artists that are coming in.”

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La Fiebre Enters a New Chapter

Another project Luna is particularly proud of is La Fiebre, “The Pride of Pasadena.”

Luna works with the group and handles its booking as the band moves forward with a new lineup featuring both familiar faces and new members.

“We’re in our next chapter. We’ve brought in some musicians that were already with us, at one time, and brought in our new vocalist, Abel Talamantez.”

Luna highlighted Talamantez’s extensive musical background.

“He’s a Latin Grammy Winner. He started with Menudo, then went to MDO, he played with Los Super Reyes, Kumbia Kings, and now he’s with La Fiebre.”

The new lineup also includes Talamantez’s brother, Rey Talamantez, formerly of La Sombra, along with original La Fiebre member Rick Patino on trumpet.

“They’re hitting on all cylinders!”

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Keeping Tejano in Your Heart

After nearly 50 years in the business, Luna remains committed to bringing Tejano music and culture to audiences wherever people are willing to come together and celebrate.

He credits the fans, his staff and the artists who have supported Quarter Moon Productions throughout the years.

His message to the Tejano community is simple:

“Al publico, gracias por tantos años de apollo. I appreciate each and every one of you. Quarter Moon Productions, all my staff, La Fiebre. We’ll see you in a city near you.”

And, fittingly, Luna closes with the philosophy that has guided his career:

“Recuerden- Keep Tejano in your heart… y Dios Primero. Thank you!”

🎙️ MORE FROM THE INTERVIEW

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