The Zapatistas are featured prominently in Rage Against the Machine's songs, in particular "People of the Sun", "Wind Below", "Zapata's Blood", and "War Within a Breath".
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The name for their start-up, "Odwalla", was taken from that of a character who guided "the people of the sun" out of the "gray haze" in the song-poem "Illistrum", a favorite of the founders, which was composed by Roscoe Mitchell and performed by the Art Ensemble of Chicago jazz group, of which Mitchell was a member.