Mariachi was heavily involved in cultural promotion as a way to create a unified Mexican identity after the end of the Mexican Revolution. One of these efforts was the promotion of mariachi as an international symbol of Mexican identity, first with radio and sound recordings and later with films. Mexico built a nationwide radio broadcasting network in the 1920s such as XEB and XEW, which began broadcasting mariachi music as a media production, rather than as a music for social events. This music was already being modified in part due to the advent of sound recording. For example, most son jaliscense
Mariachi schools. In areas with large Mexican-American populations, mariachis are being hired for events outside this ethnic group as well. Outside of schools, the most important venue for the music in the United States is mariachi festivals with the longest running festivals in Tucson and Fresno. The Tucson International Mariachi Conference began in 1982. It originally was held in the downtown but in 2012 moved to the Casino Del Sol. It showcases over 500 elementary, middle, and high schools and college mariachi players. The Las Vegas International Mariachi Festival, established in 1991, is televised on Telemundo and PBS and has headlined