Jackson Free Press

Country-music fans wearing in cowboy boots, hats and tight jeans walked into the Mississippi Coliseum. The dim room did not dull the crowd's excitement. Restless Heart would play later. A Mississippi band, Crossin Dixon would open for the popular county act. Pete Castorena, promoter and showman, walked on stage and introduced the Mississippians. The crowd roared.

Castorena, 48, lives to promote Mississippi music. He grew up in south Texas and attended college there to study law enforcement and criminal justice. His family was into business and politics, and Castorena found himself promoting one or the other, but always helping the underdog. Now, he promotes musicians struggling to make it.

"If you have any knowledge of new and talented artists, send them my way," he says.

Castorena was surprised when he moved to Mississippi 10 years ago and began to learn more.

"People drive through Mississippi on I-20, and they only stop for gas because they have only heard negative things about what Mississippi has to offer," he says. "However, there are so many people that have history and roots here. Mississippi just has such a stigma that people don't look into us at all. They fail to realize that we are the birthplace of music with so much to offer."

To fight negative stereotypes of Mississippi and promote the state's musical talent, he decided a year ago to start taping "The Castorena Show." This is a new one-hour television show that is locally produced and began airing June 4. The show airs every Saturday at 1 p.m. on Jackson FOX affiliate WDBD-Channel 40.

Castorena and his crew of three cameramen and one director have taped episodes at the Alamo Theatre, Club Fire and the Mississippi Coliseum. Each show includes a collection of live performances and interviews with the bands and artists.

He promotes up-and-comers such as Steve Azar, a Delta artist who blends blues and country. He promoted Crossin Dixon, and when he found out the members' band idol was Restless Heart, he started working on getting Crossin Dixon to open for the better-known, national group.

While Restless Heart was in Jackson for the June concert, Castorena got to interview the members and even taped that week's televsion show at the concert. He has interviewed other big stars, including B.B. King when he played at Golden Moon Casino a few weeks ago. In the past year he's interviewed the pop country duo, The Bellamy Brothers, and Grammy-winning blues singer Dorothy Moore, who lives in Jackson.

Castorena intends to tape 52 shows this year and syndicate his show regionally, then nationally. Several sponsors are making the work possible, including Brown Bottling Co., Boots and More, several restaurants and radio stations. He said the Boots and More sponsorship comes from his nickname— the Mexican Redneck. He named himself that when he needed a simple, catchy email name his music clients could easily remember. He choose [email protected].

Castorena is already planning a large Cinco de Mayo concert in downtown Jackson in 2012. He's looking for other events, other clubs, other musicians to promote.

"Next year is going to be huge for me downtown," he says.