Promoting Latin American art

The White House disdains Spanish, others elevate it to promote Latin American art
Ivonne Guzmán and Jorge Espinosa created Los Trastos de Pensar, a digital platform that offers alternative music and literature in the language of Gabriel García Márquez
LOS ANGELES — The use of Spanish is considered an act of rebellion and resistance in the United States. Now, more than ever, the language of Juan Rulfo, Gabriel García Márquez and Julio Cortázar will be a dissonant element, a language that the spouses Ivonne Guzmán and Jorge Espinosa have decided to elevate in their venture that promotes art through books and records.

On his first day as president, a few hours after his inauguration, Donald Trump closed the White House website and social media in Spanish. However, these entrepreneurs use their digital platform, called Los Trastos de Pensamiento, to celebrate the literature and music produced in Spanish, betting on a reunion —in some— and discovery —in others— of the delight that art causes in this fertile language.

“In general, it is about dignifying, showing the joy and beauty of this language,” Ivonne commented.

On the digital platform, Los Trastos de Pensamiento, these entrepreneurs offer alternative music and literature in the United States.
(Soudi Jiménez / Los Angeles Times in Spanish)

This Ecuadorian couple launched their platform on April 23, 2023, in the framework of Book Day, which now has a presence on Facebook and Instagram. In part, this digital initiative responds to their personal tastes, but along the way they have realized that there are more Latin people with the same preferences in literature and music.

The idea of creating this website arose during the pandemic, as a result of that unmet need that they have been dealing with since they both settled in the United States. Jorge arrived with residency in 2011, while Ivonne did so in 2018 when she assumed her position as Ecuadorian consul general in Los Angeles.

“We couldn’t find a lot of things that are easily accessible in other countries,” Jorge said.

If they wanted to buy a book by the Argentine writer Ariana Harwicz, the Ecuadorian Mónica Ojeda, or the Spanish Irene Vallejo, they had to buy it on a trip to Quito, the Ecuadorian capital; or ask a friend who could bring it to them from their homeland. The same thing happened to them if they wanted to buy an Argentine rock album, or one by Brazilian or Chilean artists.

“There weren’t any, it was impossible to get them, it was as if they didn’t exist,” he added.

In their own words, they don’t consider themselves experts; However, their academic training and experience give them the knowledge and authority to talk about what they are doing.

Ecuadorean journalist Ivonne Guzmán shows some of the books they put on sale at the LéaLA book fair, held in September 2024 in Los Angeles.
(Soudi Jiménez / Los Angeles Times in Spanish)

For the past 31 years, Ivonne has worked as a cultural journalist in her native country. She has been a reporter, editor and columnist for the newspaper El Comercio. She also has a master's degree in history research and is the author of the book La pintura social. Tres mujeres en el mundo del arte de los años 30, among other professional achievements.

On the other hand, Jorge is a musician and has a bachelor's degree in fine arts with an emphasis on painting and engraving, apart from a master's degree in education and is currently pursuing another master's degree in sound art.

To launch this venture, in 2022 they did a market study, went around record stores and bookstores in Southern California, talked to different people, asked them where they got their books and music. Upon receiving a grant they requested, they enabled the platform that sells new and used books, as well as CDs and vinyl records.

“This is a bit like facing what is there and seeing what works; we got records by Mercedes Sosa, Julio Jaramillo and Astor Piazzolla, as well as Aterciopelados from Colombia and Caifanes from Mexico. We give emphasis to artists from Ecuador, taking into account those who are outside the city of Quito,” Jorge explained.

Among the books they have for sale on their website are those by Ecuadorian authors María Fernanda Ampuero and Daniela Alcívar Bellolio, Argentinean author Leila Guerriero and Colombian author Pilar Quintana, among other authors.
(Soudi Jiménez / Los Angeles Times in Spanish)
In literature, the aim is to have books like those written by the Ecuadorians María Fernanda Ampuero and Daniela Alcívar Bellolio, the Argentine Leila Guerriero and the Colombian Pilar Quintana, to name a few examples. They are also interested in offering copies of graphic novels, essays, novels and short stories by prestigious authors.

Along these lines, the public can suggest a book or a CD; if the person has patience, these entrepreneurs can get it and send it to any city in the United States. At this time, delivery takes time because only the two of them select and renew their catalogue. They themselves take the orders to the postal service.

“The nice thing is that we are bringing in more indie, newer, smaller publishers; we have things that you cannot get easily and that Amazon does not have either, that is the difference,” Ivonne highlighted. These publishers are Ecuadorian, Spanish, Colombian and Argentine, which publish many of these books by authors unknown in the United States, but widely recognized in Spain and Latin America.

Jorge Espinosa shows a book about the Argentine musician Fito Páez.
(Soudi Jiménez / Los Angeles Times in Spanish)

Despite the position recently adopted by the White House, Spanish is advancing steadily. Currently more than 600 million people speak this language in the world. In the United States, 67.6% of the 63.7 million Latinos use Spanish at home, that is, more than 43 million people, according to the 2024 report of the Cervantes Institute.

This interest in this language was evident at the last Spanish book fair LéaLA, held in September 2024. These entrepreneurs sold almost half of their catalog, there they found many Spanish learners and people who are competent or who are native speakers looking for alternative literature and music.

For this reason, they are making an effort to participate in more cultural and literary events. They are also considering implementing online reading clubs, something that will strengthen that connection with readers who are looking for books like the ones they have on their website. “It is part of our great interest, to expand Spanish and sow curiosity and a taste for the language,” Jorge said.

Contrary to what the new presidential administration is doing, Ivonne and Jorge are convinced that Spanish has a niche in the United States, and through the portal Los trastos de pensar they can expose the sublime Latin American art that is produced in literature and music using a language that has a universal presence.
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