The Rise of Mexican Music Touring | Billboard Latin Music Week 2023

The hottest genre on the charts is the hottest genre on the road. Fuerza Regida’s frontman JOP and Live Nation’s Hans Schafer and Jorge Garcia on how to book, market and sell out Mexican music shows.

JOP:
A lot of struggle. We started from the bottom. We started — I would do my own flyer parties. I’d hire the best groups in the city, then I would close. We would close. I’d hire my own band to close, we started like that, then we had our first hit. We started going into clubs. And then I went to like, from 20 to 50 and then from 50 to 100 and then you know, little by little, we went to a lot of clubs. Nothing the same, you know, the people get extra drunk. That’s where “Otra Peda” came from, you know, at the club it’s a little more crazy, but, um, then we just jumped into the next step. And thank God, it went well for us. Little by little, we are completing our goals and we’re filling stadiums and arenas, thank God!

Griselda Flores:
Well, Jorge, Hans, Jesús Ortiz Paz, frontman of Fuerza Regida, thank you so much for being here with us. I’m so excited.

JOP:
Good morning!

Griselda Flores:
Welcome to Latin Music Week and thank you everyone for being here. Before we get into the conversation, I want to see if we could play some footage from the massive ‘Otra Peda’ tour of Fuerza Regida.

Watch the full video above!