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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 Guzman and Jorge Espinosa They have decided to elevate 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 website and social networks in Spanish from the White House. However, these entrepreneurs use their digital platform, called The thinking junkto celebrate the literature and music produced in Spanish, betting on a reunion—in some—and discovery—in others—of the delight caused by art in this fertile language.

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

This Ecuadorian couple launched on April 23, 2023, within the framework of the Book Dayits platform that 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 times of the pandemic, as a result of that unsatisfied 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 Consul General of Ecuador in Los Angeles.

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

If they wanted to acquire 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 they took to Quito, the Ecuadorian capital; or ask for any friendship that could bring them from their homeland. The same thing happened to them if they wanted to buy an Argentine rock album, or a Brazilian or Chilean artist.

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

In their own words, they do not consider themselves experts; However, academic training and experience gives them knowledge and authority to speak about what they are doing.

Ecuadorian journalist Ivonne Guzmán shows some of the books that were for sale at the

For the last 31 years, Ivonne has practiced cultural journalism in her native country. She has been a reporter, editor and columnist at the newspaper The Commerce. He also has a master’s degree in research in history and is author of the book Social painting. Three women in the art world of the 1930samong other professional achievements.

On the other hand, Jorge is a musician and has a bachelor’s degree in fine arts with an emphasis in painting and printmaking, as well as 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, they visited record stores and bookstores in Southern California, they talked to different people, they asked them where they got their books and music. By receiving a grant they applied for, they enabled the platform that sells new and used books, as well as compact discs and vinyl records.

“This is a bit of facing what is there and seeing what works; We got records from Mercedes Sosa, Julio Jaramillo and Astor Piazzolla, as well as Aterciopelados from Colombia and Caifanes from Mexico. We emphasize 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 portal are those by Ecuadorian María Fernanda A

In literature, the bet is to have books like those written by the Ecuadorian 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 same lines, the public can suggest a book or an album; If the person is patient, 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 catalog. They themselves take the orders to the postal service.

“The nice thing is that we are bringing more indie, newer, smaller publishers; We have things that you can’t get easily and that Amazon doesn’t have either, that’s the difference,” Ivonne highlighted. These publishers are Ecuadorian, Spanish, Colombian and Argentine, which publish many of these books by unknown authors in the United States, but with wide recognition in Spain and Latin America.

Jorge Espinosa shows a book about the Argentine musician Fito Páez.

Despite the position recently adopted by the White House, Spanish is moving forward at a steady pace. 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 from the Cervantes Institute.

This interest in this language was noticeable at the last LéaLA book fair in Spanish, held in September 2024. These entrepreneurs sold almost half of their catalog, there they found many learners of Spanish and people who are competent or who are native speakers who seek 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 book 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,” said Jorge.

Contrary to what the new presidential administration is executing, Ivonne and Jorge are convinced that Spanish has a niche in the United States, and through the portal The thinking junk They can expose the sublime of Latin American art that is produced in literature and music using a language that has a universal presence.