By selling mixtapes and CDs straight out the trunk of his car, Houston rapper Pedro Herrera III rose to prominence in the Southwest and among Latin rap fans doubling as the Mexican/Chicano self-parodying alter ego Chingo Bling. Donning the stereotypical getup of a vaquero (Latino farmhand) -- cowboy ostrich boots and oversized belt buckles -- Chingo personifies his fun-filled, Spanglish lyrics and rap music jokes, sporting aliases like the Ghetto Vaquero and the Tamale Kingpin. Herrera's family emigrated from Valle Hermoso, Tamaulipas, Mexico, to Houston, TX, where Herrera was born. To keep him away from the city's turbulent city life, his parents sent him away to the prestigious Peddie School, a private boarding school in New Jersey, on a scholarship. He returned to Texas to attend Trinity University in San Antonio, majoring in marketing and business administration. While at Trinity, he first concocted the Chingo Bling persona as part of an on-air routine for his disc jockey gig at the KRTU student radio station.