BY MICHELLE J. MILLS

Staff Writer

The legendary man often called the "King of the Brown Sound" is as humble as his more common name. Little Joe has been in the music industry for more than 40 years, helping to launch tejano music and bring Tex-Mex sounds to the world. He has more than 60 albums under his belt, with Grammy wins for "Dies y Seis De Septembre" in the Best Mexican-American Performance category in 1992 and for "Chicanisimo" in the Best Tejano Album category in 2006. He has also been in the films "Proposition 187, A Deadly Law" and "Down For The Barrio."

He is currently on tour again fronting Little Joe y La Familia with guitarist Tomas Cruz, bassist Jesus Gaitan, Jesse Lopez on drums and vocals, Sam Jones on congas and vocals, keyboardist Frank Cagical, trumpet players John Ontiveros and Gracie Acosta and saxophonist David Trevino. And yet, he remains a shy, sincere gentleman.

"I come from a big family of 13," Little Joe said. "I'm No. 7. My dad's side of the family, his brothers and sisters, were all musicians, played instruments and sang and all his compadres sang. So there was always music in my dad and mom's home. My dad wrote songs for his friends - they were corridas, ballads, some funny songs, some serious songs."

Growing up in a primarily African-American Texas town, Little Joe was also exposed to music spilling out of his neighborhood bars, sounds that weren't heard on the airwaves at a time when country music ruled. He was also listening in on his brothers' and sisters' grooves, which included swing, big band and jazz.

When Little Joe was 15, his father was incarcerated for drug possession. His older brothers and sisters were married or in the military, so he stepped in as the head of the household, turning to what he knew best to help support the family.

"I started playing for pay," he said. "It was just amazing what someone would pay me for doing what I liked, although I was a very, very shy kid and I still am a shy person. I try to hide it. I've just never really gotten over it completely, but Don Petrone and Don Julio and Jose Cuervo all help a little bit. What an excuse, huh? But I got paid for doing that and it was a lot better than picking cotton for a penny a pound," Little Joe said.

In 1953, Little Joe was playing in his cousin's band, David Coronado and the Latinaires, and in 1959, when Coronado left, Little Joe took the helm, renaming it Little Joe and the Latinaires, and adding in his brother Jesse Hernandez.

"My brother came into the band, played bass, and he was really the one that really encouraged me to follow music, to make a career of it," Little Joe said. "We were working in a factory where they manufactured pants and he quit his job. He said, `I'm not going to do both, I'm going to be a musician.' I couldn't let my little brother go on his own, he forced my hand to quit my job and go at it full time. And that old cliché, the rest is history."

Sadly, in 1964 Jesse was killed in an automobile accident. At his graveside, Little Joe vowed to follow their dream of a career in music and take it as far as possible. He started three independent labels, Buena Suerte Records (Spanish recordings), Good Luck Records (English recordings) and Leona Records and later signed with WEA International and Capitol EMI. In 1970 he also updated the Latinaires with a new name: La Familia.

For Little Joe, inspiration to write comes in many different ways. He will hear a melody in his head and find just the right story for a song.

"In most cases, some songs just happen real quick," he said. "When I was told I was a grandfather I was watching the news, 23 years ago. I always wanted to write a song for my dad and I got a real wonderful feeling. I went to the table in the kitchen and I wrote a song for my dad, `Always My Hero.' It came in less than an hour, I left it there and the next morning I checked it out. It was a song. I figure if they're real they'll be there the next day."

"I've come to realize that people either like you or they don't," Little Joe said. "Talent plays a big part in the artistry, but I think it's all about feeling. If people feel what you do, if you express your soul, which is what I think music is, and it connects with people."

He also believes in hard work, perserverance and sacrifice.

Necessity was what moved him to the stage.

"When my dad went to jail, I had to throw up behind the stage and then get up on stage and sing. When you make a dollar for a hundred pounds of cotton and you can make two dollars singing a couple of songs a night, it's necessity.

"Now it's not so much the money, it's that I have a pulpit from where I can address some issues that fortunately people allow me to speak my mind on, different issues that need to be spoken about," Little Joe.

Off stage, he enjoys cutting the grass and pulling weeds at his Temple, Texas, home. And he says he finds time for community work and causes, both political and charitable.

"I wish that I could devote more time working for children, I'm a sucker for that," he said. "I guess my favorite cause would be advocating education and there's such a need, so many causes."

Little Joe is currently working on a new album and has been reviewing two film scripts offered him. One is a comedy and the other focuses on current immigration issues and features an all-star Mexican cast. He will also be featured on an album that brings together a selection of artists from the Latin Grammy Awards. First up, though, is the concert in Montebello.

"I want to wish everybody well and invite them. On a personal note, I'm looking forward to being there and visiting with them. I'm looking forward to visiting with my fans and friends. I can't guarantee them a good seat, but I can guarantee them a good show," Little Joe said.

michelle.mills@sgvn.com

(626) 962-8811 Ext. 2128

LITTLE JOE Y LA FAMILIA

WITH CHICO

>When: 9 p.m. Sept. 7

>Where: The Quiet Cannon

901 N. Via San Clemente

Montebello

>Tickets: $25-$40

>Information: (323) 724-4500

www.littlejoeylafamilia.homestead.com., www.quietcannon.com and www.ticketalternative.com

>Note: Little Joe will also perform with Los Fabulocos 7:30 p.m. Saturday at the San Diego Sheraton Hotel and Marina, 1380 Harbor Island Drive, San Diego. $45. (877) 725-8849.

www.ticketalternative.com