SAN IGNACIO CERRO GORDO, JALISCO, MEXICO – In the mountain region of Jalisco, resources are very limited. While many other towns and municipalities get their local news from TV stations or radio, here in this community it is very different.
Jose Nieves Arámbula Gutiérrez, best known as “Nieves,” drives a red Ford Fusion with speakers, cruising through town to announce what is happening from sports to publicity.
He has been announcing for over 25 years. Nieves got inspired by a man who would do announcements without any type of equipment, just a “speaker” made from paper that he would use to speak into a street corner.
“I would look at him and say, I want to be an announcer when I grow up too, and that’s where my intuition of wanting to be an announcer came from,” Nieves said.
As Nieves, which in English means “snow,” got older, his dream of becoming an announcer came to life. He started with his car and bought speakers and put them on top of his car.
Nieves would pre-record with a microphone, and save it on a CD. Then he would play the track while driving through town.
“From there, people began to hire me for publicity, like businesses, sporting events, and when things got stolen,” Nieves said.
Karen Paulina Campos Orozco, a business owner, remembers seeing Nieves starting his business. She said that Nieves would go throughout the town, offering his service.
“Nieves is a comedian,” Campos said. “Whenever he announces he puts music related to what he is talking about, which makes it very funny and pleasing to hear.”
For example, if he is talking about chickens, he would look for the song that is titled, “Mueveme el pollo” (move me the chicken), a funny melody. Then after the song would finish, he would start his announcement to catch people’s attention.
Nieves is not only an announcer, but he has many skills. He is also the janitor of a middle school in the municipality, and the overnight security guard at the preparatory school of UDG, in San Ignacio Cerro Gordo.
One of his favorite hobbies is filming. Nieves has made over five movies and short films in his free time. All the movies have taken place in this town.
Maria Guadalupe Vargas Salcido, a stay-at-home mother, said she witnessed seeing his famous movies at “En el cine Fuentes,” the community’s movie theater.
“Nieves is a very talented person; his movies were all comedic. I remember going with my boyfriend at the time, and the whole room was just filled with laughs,” Vargas said.
Vargas also said that she would have loved to see him on TV. She says he has the talent and skills to do it.
“Even when he announces it is very entertaining.” Vargas said.
Campos also recalls the time when her purse got lost. She said, “You know instead of calling the police, I called Nieves, and within nine hours he had found my purse.”
Nieves found Campos’ purse by driving around the town, and announcing it was lost. Eventually someone would return it to its owner.
After a few years, Nieves had become well known in the town. He started investing in his equipment and started to charge people.
His prices vary depending on the amount of time they hire him for, and the type of announcement it is.
Nieves now announces for the town every month or as needed. He also works with the town board members for special events.
As people begin to need his service, he begins to have work. It could be from promoting a business, to a special sale that a business owner has to offer.
He works from the evening till 9 p.m.
“That way the elderly can get their sleep in and won’t complain to me later,” Nieves said jokingly.