DESMADRE is a new media venture producing authentic and high value content for a fast-growing bi-cultural Latino audience. Based in Silicon Valley, we apply the latest in technology to capture sight, sound and motion and bring it directly to the phones, computers, TVs and movie screens of our audience.

FOUNDER & CEO Jesus Beltran was good at math growing up but preferred watching movies. He has a Mechanical Engineering degree from Stanford and experience as a design consultant for tech giants like Google and Apple, where he holds over ten design patents.

Jesus’s film and video work has been programmed at Sundance, SXSW, and over 30 festivals worldwide. His feature-length script, “Americano”, was selected for the Sundance Labs with producer Amy Lo.

His parents hail from the states of Guerrero and Morelos in Mexico and came to the U.S. in 1972, just like the legendary tamale kingpin Felipe Fernando Fernandez.

FOUNDING ARTIST Pedro Herrera III, aka Chingo Bling, was born and raised in Houston, TX to parents from Tamaulipas, Mexico. After creating the Chingo Bling persona while earning a marketing degree at Trinity University, he started selling mixtapes straight to his fans and self released multiple albums - gaining regional prominence and national notoriety that culminated in a bidding war with major record labels. His album "They Can't Deport Us All" (Asylum/Warner) debuted at #11 on the rap charts and became a flash point for the U.S. immigration debate.

Chingo has further expanded his fan base as an actor, comedian and personality using the only tried and true method he knows - straight hustling. His videos on YouTube total over 20 million views and his aggregate social media following is over 700,000 followers. His involvement with DESMADRE.COM as a Founding Artist further cements his commitment to creating art independently with a true connection to his fans and his finger on the pulse of emerging digital markets. 

FOUNDER & ARTISTIC DIRECTOR Samuel “Tlaloc” Martinez is our top-secret weapon. Inspired by Aztec mythology and soft pornography, Sammy is an accomplished photographer, musician and jaguar breeder. He studied English at Bates College but shifted into the visual arts soon after leaving Maine.

A self taught filmmaker, actor & social media junkie, Sammy's talents lie in telling a story and getting it to an audience with whatever tools he has at his disposal. His loose but authentic style represents a new generation of storytellers that typify the Desmadre filmmaking ethos.

Cosmological law brought his Mexican parents to the U.S. in the mid-1980′s – just in time to pollute his head with all the pop garbage cable TV had to offer.

FOUNDER & MANAGING PARTNER Amy Lo has produced everything from Hollywood 3D movies to Nicaraguan documentaries to maxi pad “branded entertainment”.

She’s negotiated innovative sponsorship deals and engaged audiences across different platforms including mobile phone content, live events, fan videos, and a 24-hour takeover of the YouTube.com homepage (she asked nicely and they said yes).

Producer credits include Sony's BATTLE OF THE YEAR, released on 2,000 screens in the U.S. and 70 countries worldwide; PLANET B-BOY, the highest-grossing documentary of the year licensed by MTV; and ON A CLEAR DAY, which opened the Sundance Film Festival and was distributed by Focus Features.

Amy has a dual degree from Stanford and habla Español, so no digas ningunas pendejadas around her thinking she won’t get it.

STRATEGY & BUSINESS DEVELOPMENT Jesus Torres has produced music albums, managed Grammy nominated acts, and cofounded a music tech startup.  He’s worked for Hewlett Packard, Sony Latin, Universal Music, and Atlantic Records.

Armed with a degree in Electrical Engineering from Stanford, he helps craft innovative brand partnerships and multi-platform marketing and distribution campaigns that bridge the gap between traditional and emerging markets.

His parents hail from the state of Jalisco in Mexico.

HEAD OF PRODUCTION JP Jeanne hails from the sweltering sands of the Hopi Reservation. JP is our Head Native in Charge (HNIC), overseeing all things spiritual — vision quests, sweat lodges, fasts, cleanses, amarres, endulzamientos, etc.

Armed with an English degree from Stanford and an unhealthy fascination with film, he’s helped write and produce numerous short films, docs, and commercial videos both locally and abroad. In addition, he has over ten years of experience documenting and developing accessible and easy to use web technology, and managing teams both large and small.

SOCIAL MEDIA STRATEGIST Isabel Ann Castro grew up in San Antonio, Texas among the nopales and hoodrats. She’s always had a creative imagination, a positive outlook, and  a “let’s do cool shit” attitude. She got a degree from Texas State in Communication Design but likes to utilize her voice as an ambicultural millennial on social media to tweet shit to Republicans and describe the quality of her breakfast tacos. She’s good at illustrating, networking, and being poor.

Her papa immigrated from the beautiful state of Jalisco in 1982 and got away from the border as quickly as possible, meeting her mother in Washington D.C. where she was kicking ass & working for NCLR. He impressed her with his sick dancing and cooking skills, they got married and moved back to Texas - U.S. citizenship and menudo all around!