Latin Rock, Inc. was founded by Dr. Bernardo D. Gonzalez III (a.k.a. “Dr. Rock”) in 2007 and since then he has been a driving force in a series of events supporting the Latin Rock genre in the San Francisco Bay Area and Northern California . In 2008, Mayor Gavin Newsom awarded Dr Rock with a Certificate of Honor, from the City Of San Francisco proclaiming July 3rd as Dr. Bernardo Gonzalez Day.

Latin Rock was born in the 1960's, in San Francisco 's Mission District, most notably by Santana, Malo, Sapo, Azteca and others, the sound soon swept the nation and the world. The 2004 book "Voices of Latin Rock” – “The People and Events That Created This Sound" written by Jim McCarthy and Ron Sansoe, captures the essence and history of this time.

Latin Rock, Inc. is committed to promoting and preserving all of the music and culture associated with Latin Rock on a continuing basis in all of its different forms, from the past, to the present.

Major Artists have appeared at LRI sponsored events throughout the Bay Area and Northern California, featuring performances by Carlos Santana , Malo with Jorge Santana , El Chicano , Azteca, Richard Bean & Sapo, War, Joe Bataan Tierra, Pete and Sheila Escovedo , Los Lobos, Greg Rolie Band, Michael Schreive's Spellbinder, Booker T, Salvador Santana , Karl Perrazo & Avance, Lydia Pense & Cold Blood , and Tony Lindsay.

Local Artists and Bands are also featured at LRI events; such as Blanca, Bingtones, Caravanserai , Carmen Milagro, En Vivo, Kool Katz, Lava La Ventana , Latin Affect, Los Cochinos , Manzo, Mestizo, Mystique, Miles Schon Puro Bandido, Ruckatan, Safari, Sisters Morales, Tribal Blues Band, Zanzibar and Zebop.

Most notably, LRI is involved with producing and promoting the annual Voices of Latin Rock Benefit for Autism, and San Francisco 's Carnaval.

Check our Calendar Tab for scheduled events.