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The street that leads to Luna Líquida Hotel Boutique, above the center of Puerto Vallarta, Mexico, is steep and cobbled, ending in a modest gate painted sky blue with the number 409 embedded in a yellow tile on the wall. It’s the kind of place you find only if you’re looking. And it’s exactly how Fher […]
Performing at Carnegie Hall is only a dream for most artists in the world. Soon Andrés Cepeda will be able to say that he has done it not once but twice — and in less than two years — when he returns to the iconic New York City venue on May 1.
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“I would have really liked it if my parents, who are no longer with me, had seen me get there,” the Colombian singer-songwriter tells Billboard Español. “They also dreamed of stages like that.”
The show is part of his upcoming Tengo Ganas Tour, a 19-date engagement in the U.S. that starts in Nashville on April 9 and includes cities like Chicago, Los Angeles, Miami and Washington, D.C., before concluding on May 4 in Charlotte, NC. Countryman singer Alejandro Santamaría is coming along with him. (For more information and tickets, visit andrescepeda.com.co)
Tengo Ganas follows his tour La Ruta Púrpura, which began in October 2022 precisely with that dreamy sold-out concert at the Carnegie Hall.
Cepeda, who won his fourth Latin Grammy in November (best traditional pop album, for Décimo Cuarto) and returned this week as a judge on La Voz Kids “Colombia,” began his career with Poligamia, a Latin rock-pop band which he founded with some friends during his teenage years, releasing several albums in the ’90s.
Since debuting as a solo artist with the set Sé Morir in 1999, he has recorded a dozen albums and released hits including “Tengo Ganas,” “Día Tras Día” and “Beso Usados.” And he’s been the only artist to fill the Movistar Arena in Bogotá, the largest stage in Colombia, for five consecutive days. On the Billboard charts, he has had two Latin Pop Airplay entries: “El Mensaje” in 2013 (No. 38), and “Magia” with Sebastián Yatra in 2018 (No. 37).
In an interview from Miami on Thursday morning (Jan. 11,) Cepeda spoke with Billboard Español about his upcoming tour, his creative process and his first album under Warner Music Mexico, which he will begin recording next month.
1. Most artists prefer to give interviews in the afternoon. It’s 9:30 am. Can we assume that you are a morning person, or was this circumstantial?
I’m used to starting early when we’re on promo, because we also do a lot of things in the afternoon. So to make the most out of our working day, we start early.
2. How do you usually wake up? Biological clock or alarm?
I set the alarm, but my biological clock usually wakes me up a few minutes early. You know, you kind of program yourself and wake up but, just in case, it’s better to set the alarm. And that alarm is music. For a couple of years now I have had a song that I love by The Beatles that has a beautiful personal meaning for me, “Here Comes the Sun.” Of course it doesn’t reflect much of today’s [rainy] weather [laughs]. But I like that song.
3. On April 9, you start your Tengo Ganas Tour in the U.S. How do you prepare for that?
Well, there is a stage of a lot of rehearsal, of a very strict curation of the songs, the arrangements, what is going to be presented, the staging, the narrative that accompanies the songs — because it is not just getting up and singing them, but being able to tell people a little about them and how one comes to make all this music and all these songs. So there is a part, let’s say, of writing and narrating that narrative — and then along the way, for me it is vital to have a good few hours of sleep and a good diet. It gives you the possibility of facing a series of consecutive dates that are still demanding.
4. What can you tell us about the show itself compared to the previous one?
The previous show was focused on the acoustic aspect of my career, with boleros and other Latin rhythms even flirting a little with jazz, in a format that was composed of acoustic piano, double bass, winds and guitar. This time I present the other side of the coin, so to speak, which has to do with my influence, which is pop and rock. Although they have in common the romantic nature of my stories and my music, they are two different sounds that have accompanied me throughout my career.
5. What will be Alejandro Santamaría’s role on the tour? Will you be sharing the stage or will he serve as an opening act?
Both. He is going to be the opening act at the shows, and he is also going to be invited in the section that I sing because we have recorded music together, so we will be singing a couple of the songs that we have done and he will be accompanying me throughout the journey of this tour.
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6. For many, the Carnegie Hall is just an unattainable dream. You already performed there in October 2022 with a sold-out show and you are returning on May 1. How did you get to play on this venue and what does it represent for you?
We were very fortunate to present our proposal to the Carnegie Hall curatorial committee two years ago. We explained what we wanted to do, we presented our resume, and they thought it was interesting and that it was worth having us there. And it went so well last year — it was sold-out and they liked it a lot — so they told us that if we wanted to come back the doors were open. For us it is a great honor. It is an iconic venue, a dream, a goal. I would have really liked it if my parents, who are no longer with me, had seen me get there, because they also dreamed of stages like that.
7. Last November, you won your fourth Latin Grammy. Do these types of recognitions continue to surprise or excite you?
It’s not something you get used to. I thought at some point that it could be like that, but no. It is becoming more and more exciting because it is the sum of several prizes, so you receive them with great joy, great emotion, great expectation. I have to confess that the days before an award ceremony, and on the day of the award ceremony, my hands sweat, the anxiety is incredible. In some way you suffer a lot waiting to see what happens … and when you receive it you celebrate with great joy. Especially when it’s an award for an album, which honors the entire team.
8. Let’s talk a little about your songwriting process. Each song has its own story, but in general, what is the common denominator?
Perhaps the common denominator is that I always look for a space of disconnection, a lot of peace, a lot of silence, where I can isolate myself from the everyday life and the rest of the world. But it is always different in the sense that sometimes I write with others, sometimes the lyrics emerge first or sometimes the musical idea emerges first. Normally in my case, when I work alone, the musical idea comes first, and then I find the path to what I want to say.
9. What was the song that came out the fastest, the one that sort of wrote itself?
[Laughs.] Some of them write themselves and it is surprising, because you feel like they are moving your hand, yes. There is one song in particular that I love very much that I wrote in one pass, and when that happens it is something exceptional. It’s a song called “Ciertas Cosas.” Another one that came in a single pass, like an instant song, was “Sé Morir.” But there are others that you have to work on for a full day or several days, or you even start writing and let some days or weeks pass before returning to it to complete it.
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10. The most difficult or the one that took the longest to complete?
A song from my last album [Décimo Cuarto] that I sang and wrote with a Colombian artist that I love very much, Greeicy Rendón, [“Le Viene Bien”]. The entire process of writing, producing and making the video took two years. When we went into the studio to record it we were still making corrections and things.
When you write with someone else and you have the possibility of debating and somehow negotiating each of the verses, one would think that it’s a tedious process, but on the contrary, it is very pleasant to sit down and bid for what each one wants the song to say. Those discussions are fantastic.
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11. And does it happen to you in cases like those that you hear the published song later and still go, “Ugh, I should have used this other word”?
That happens and you have to learn to let go, because if you focus so much on making it perfect… And not just with the lyrics! With the music, it happens a lot that you are in the studio and you don’t get over that process and you want to fix it and re-record the piano and voice again because you want this part to be better. You start to go crazy. Sometimes you have to understand that the song is ready and let it go.
12. What achievement, song or album would you say marked a turning point in your career?
There’s a song [from 2014] that did that in my career, and put me in a different place mentally, in the creative process. It’s a song called “Día tras día.”
13. I am going to tell you a series of words and I want you to answer the first thing that comes to your mind. Poligamia.
The cradle! The hatchery, so to speak. The beginning of a career.
14. Bogota’s Movistar Arena.
Five absolutely unforgettable nights in my career and in my life. A week on a honeymoon with my own city.
15. Colombia.
The love of my life, with whom I have great romances but also strong arguments at times.
16. As an artist and as a judge for La Voz Kids, any message or advice for young people who aspire to have a career in music?
First, that it is very much worth it. And second, that it is worth it as long as you commit to it, take it very seriously, study and understand that it is a career. The more prepared you are, the more competitive and deeper you can become. Talent and vocation are just a small part of what is needed to achieve something in this profession; I think dedication, persistency, perseverance and preparation are an even bigger part than the other.
17. You’re going back to the studio to work on a new album in February. How many songs have you already written?
This album should have 10 songs and there are 14 written, so we’ll go into a selection process in which I plan to allow myself to have 12. But the initial project is 10.
18. How do you expect this album to be different from the previous ones?
On the artistic side, I think that each album has to reflect a different moment in life and also a maturity, because there has to be an evolution. And on the show business side, I think that working with a new team, which in this case is Warner Music, is going to bring very nice things and is going to project me even more. I have a lot of faith in the team that is helping me make this album and promote it.
19. Speaking of maturity, last summer you turned 50. What have you learned about yourself in this half century?
[Laughs.] That although I have acquired some maturity, one of the most beautiful things about that maturity is understanding that I am still a child facing my job and facing many aspects of the world, which, thank God, continue to amaze me. And I think maintaining that wonder, ironically, is a sign of maturity.
20. What is Andrés Cepeda still looking forward to?
To live. And to make music.
In mid-November, Juan Luis Guerra shared on his social media a sneak peek of a new project that has him very excited: An animated movie called Capitán Avispa. The film, scheduled to hit theaters in the United States and Latin America sometime in 2024, according to Guerra, will feature old and new songs by the Dominican music master.
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“In addition to the fact that I am going to write songs specifically for the character, you will hear everything from ‘Rosalía’ to ‘La Bilirrubina’,” Guerra told Billboard Español in a recent interview in New York, in which he revealed details of the movie for the first time. “He is a very beautiful character,” he added enthusiastically about Capitán Avispa (Captain Wasp in English). “He is a Latin hero, we could say, and everyone will like him.”
“Strong and brave, he never lies!” the insect declares in the teaser that Guerra published last month on his Instagram account, without identifying the voice behind the courageous and sweet character.
“The main voice of the Captain is done by my dear [Luis] Fonsi,” Guerra told Billboard Español in the interview recorded for Billboard News, adding that “Joy [Huerta, from Jesse & Joy] does the voice of Honey Bee, who is Capitán Avispa’s companion.” He also excitedly announced that they both sing a “beautiful song together — they are the most beautiful voices you can ever hear.”
Helmed by his son Jean Gabriel Guerra (who has directed many of his father’s music videos) along with animation director Jonathan Meléndez, Capitán Avispa was created by Juan Luis, who has recruited other friends and colleagues to give life to the different characters: Juanes provides the voice of Sargento Picadura, he revealed, and the Colombian rocker’s wife, actress Karen Martínez (also known as Chechi) plays Jimena. Additionally, Dominican actor José Guillermo Cortinez provides the voice of a character named Jacques Puasón, and Dominican actress Amelia Vega — Miss Universe 2003, as well as Guerra’s niece — voices Bolivia.
A four-time-Grammy and 24-time-Latin Grammy winner, Guerra has had a fruitful four-decade career, in which he’s placed dozens of songs and albums on the Billboard charts — from “Ojala Que Llueve Café,” his first entry on Hot Latin Songs, which reached No. 21 in Nov. 1989, and his iconic Bachata Rosa, which topped the Tropical Albums chart for 12 weeks in 1991; to “Mambo 23,” which reached No. 1 on the Tropical Airplay just last week (Nov. 25).
The latter song is part of his most recent production with his group 4.40, Radio Güira, a six-track EP full of humor, love and poetry, over mambo, bachata and merengue rhythms, very much in the style of Juan Luis Guerra. Each of the songs is presented as if it’s being played on the radio, with supposed calls from listeners and even a special cooking recipe.
“We wanted to put a smile on the faces of people who listened to Radio Güira,” Guerra said. “It was part of what Radio Güira is, bringing joy, bringing a message of peace, of love.”
Watch more of the interview above in the Billboard News video.
Billboard cover star Manuel Turizo shares his greatest influences across several different Latin genres: pop, reggaeton, regional Mexican, bachata and merengue; the stories behind his biggest hits and collaborations, and more!
Manuel Turizo:Hey there, this is Manuel Turizo …
… and this is the Different Tones of of Manuel Turizo.
I wasn’t a good sportsman or a smart kid or a good student in my classes at school, but I was good at music, so I gave it a try.
My goal, when creating music, is mainly to enjoy it, to challenge myself all the time. I’d say I feelcomfortable making music of any genre, and that’s something that also depends on the song.
You could make a reggaeton and say, “Hey, I love this,” or the next day you could make, I don’t know, a disco beat song, and say, “Wow, I’m loving this,” or other I don’t know … maybe just with a piano, and you like that as well.
I think that people are understanding a bit more the identity of Manuel Turizo. The fact that many years have passed already, I had the opportunity to show them that I made urban music, I made reggae, ballads, I made bachata, merengue, northern cumbia, I made reggaeton … so, OK, “This is what Manuel likes, and that’s Manuel’s identity.” Manuel’s identity isn’t just a genre.
My first approach to pop music, I’d say it was with Sin Banderas with Fonsi, with Alex Ubago. I remember that by the time we released “Una Lady Como Tú,” there was controversy, an argument over what sound it was, like, if that was pop, but it had a dembow, so, what was it?
Watch the full video above!
Powerhouse producer and musician Emilio Estefan was the very first person to ever receive the Billboard Latin Lifetime Achievement Award in 1994. For a short period of time (1995-1998), the award’s name was changed to El Premio Billboard and was awarded to Tito Puente, José Feliciano, Herb Alpert and Ralph Mercado. In 1999, it returned […]
While J Balvin still hasn’t shared the name of his upcoming album, he notes that he had decided on the title before he recorded a note. “My albums have always started with their names,” the Colombian star says. “That way, we let ourselves be guided by the vibe.” In the past, he has mostly used one-word titles: Jose (2021), Colores (2020), Oasis (2019), Vibras (2018) and Energía (2017).
He says that the mood of his latest, arriving this fall, was sheer joy. Recorded at RAK Studios and Abbey Road during a monthlong stay in London, Balvin’s first full-length album in nearly two years features a variety of producers, including Tainy, Mura Masa, Michaël Brun, Hear This Music/DJ Luian, Mambo Kingz and Súbelo NEO. The project also boasts “precisely” curated collaborations, including tracks with Stormzy and Anuel AA.
“I like to explore other cultures and genres,” he says. “But as far as my DNA and my essence, I represent Medellín, Colombia.”
London Nightlife
Coming out of the pandemic, Balvin and his team looked around at a world mired in negativity. “The vibe wasn’t right for inspiration,” Balvin says. “We decided, from within ourselves, to focus on giving happiness to our listeners and change the vibe from negative to positive.” A key element was London’s vibrant club scene, which became a living, breathing experiment to discover and test beats. Balvin and his team hit two or three clubs every weekend to take inspiration from dancefloors and observe what fans were connecting with. And, on occasion, he would even play demos. “We wanted to see fan reaction,” he says, “and it was amazing.”
Usher
Though Balvin has known the veteran hit-maker for years, their first collaboration was the result of a chance encounter during Paris Fashion Week in July. “When I saw him, I had that flashback to the songs that defined my childhood,” recalls Balvin, who, on the spot, asked Usher if he could sample his 2004 smash “Yeah!” in a new track that wasn’t even done yet — and whose title he hasn’t yet divulged. “He said of course, but then I thought, ‘It’d be great to actually do something with him.’ Recording the track and filming the video with someone so legendary fills me with nostalgia and gratitude. I think this song will have huge global impact.”
Work-Life Balance
Balvin and girlfriend Valentina Ferrer welcomed son Río in June 2021. “Having my son has changed my perspective, but my competitive spirit, that drive to improve as an artist and a person, is part of my day to day,” says Balvin, who often takes Río on his global travels. Daily workouts, he says, are also key — as is maintaining mental health, a topic he has been outspoken about. In that regard, his new album is a way to actively put positivity to work: “It’s not just talking about mental health, but actually applying the concept,” he says. “This album is a mood that will make people happy just by listening to it. I’m contributing by raising serotonin levels.”
This story will appear in the Aug. 26, 2023, issue of Billboard.
Regional Mexican music — an umbrella term given to the broad range of subgenres with folk roots that include banda, mariachi, norteño and corridos — has long been absent from the main categories of the Latin Grammy Awards. Though regional Mexican has its own field with five categories, a living regional Mexican artist hasn’t taken home the trophy for album, record or song of the year in the 23-year history of the Latin Grammys. (Juan Gabriel won posthumously in 2016 for Los Dúo, Vol. 2.)
The absence reflects an unspoken stigma: Regional Mexican is considered unsophisticated music for the masses and, therefore, unworthy of a win in the Big Four categories. Only one act associated with the genre — Monterrey, Mexico, DJ collective 3BallMTY — has won a Big Four award (best new artist), and that was over a decade ago in 2012.
But now, with a 42.1% increase in consumption of regional Mexican music year over year, according to Luminate, the genre’s crossover may be impossible to ignore. The growth started in May 2021, when Gera MX and Christian Nodal’s collaboration “Botella Tras Botella” became the first regional Mexican song to enter the Billboard Hot 100 in its 63-year history. Two years later, regional Mexican is the dominant Latin genre on the Hot 100: For the week ending June 25, 13 of the 17 Spanish-language tracks on the chart fell under the regional Mexican umbrella as acts like Grupo Firme and Fuerza Regida sell out arena tours alongside veterans like Pepe Aguilar. Also in June, Génesis, the new album from ascendant superstar Peso Pluma, debuted at No. 3 on the Billboard 200.
“Regional Mexican is no longer seen as the ugly duckling,” says Maria Inés Sánchez, head of marketing at AfinArte Records and a vocal advocate of the genre, on its potential presence at the Latin Grammys. “This will definitely be the year — and it’s just the beginning.”
Following are 10 regional Mexican acts that have a chance at a main-category nomination.
Yahritza y Su Esencia
The Washington state family band is fronted by Yahritza, whose glorious voice floats over the guitars of her brothers Mando and Jairo. Nominated last year for best new artist, the trio stands a chance in the song and record of the year categories this year, with a new Columbia Records deal and a poignant single, “Frágil,” featuring Grupo Frontera.
Carín León
León’s velvety voice, melodic approach and outside-the-box collaborations with C. Tangana and Matisse make him better known in pop and alternative than other regional Mexican acts. His new album, Colmillo de Leche, arrived in May just ahead of the eligibility cutoff, making him a top candidate for an album of the year nod.
Eslabon Armado
Last year, the Mexican American group known for its romantic sierreños was shut out of the Latin Grammys, even though the band’s 2022 album, Nostalgia, became the first top 10 regional Mexican title ever on the Billboard 200. This year, the act returned with a vengeance: Its runaway smash, “Ella Baila Sola” with Peso Pluma (a No. 4 hit on the Hot 100), should be a contender for both song and record of the year.
Edén Muñoz
The former Calibre 50 frontman has emerged as a formidable solo artist who collected his fourth consecutive SESAC Latina songwriter of the year award in June and is also making waves as a producer. (Credits include Ángela Aguilar’s “Qué Agonía.”) His first solo album, Consejos Gratis, arrived in October and could be a contender.
Grupo Frontera
The sextet from the border town of McAllen, Texas, got its start late last year covering pop songs to its Mexican cumbia beat, but with the help of a mentor in songwriter-producer Edgar Barrera, the band has quickly evolved. Hit singles with Bad Bunny (“un x100to”) and Carín León (“Que Vuelvas”) should give the act a shot at both song and record of the year, as well as best new artist.
Ángela Aguilar
The 19-year-old daughter of ranchera icon Pepe Aguilar lost best new artist to Karol G in 2018, but that hasn’t stopped her from bringing traditional Mexican music to the masses. In the five years since, she has become a fixture of the Latin Grammys telecast, while also touring alongside her famous father and releasing major collaborations with artists like Steve Aoki and Fito Páez. “Qué Agonía,” her successful duet with Yuridia, could get a nod for song or record of the year.
Fuerza Regida
The quintet from San Bernardino, Calif., is known for bold music that straddles Mexican and U.S. sensibilities, mixing tuba and guitars with delicious crunch. Although the act’s in-your-face sound and cheeky lyrics may not suit all voters, Fuerza Regida has a finger on the pulse of the streets — don’t discount the group for album of the year with its back-to-back releases Pa Que Hablen and Sigan Hablando.
Peso Pluma
The 24-year-old from Guadalajara, Mexico, is the genre’s current golden boy, debuting just one year ago and already charting 11 tracks on the Hot 100 and 20 on Hot Latin Songs. A disruptor who collaborates both within and outside the genre, Peso Pluma could take home best new artist.
Natanael Cano
Since bursting onto the scene three years ago, the 22-year-old has been considered by many to be the originator of the current corridos tumbao movement — and yet he has not received a single Latin Grammy nod. While his new album, Nata Montana, released in June, didn’t make the deadline, a trio of singles on the Hot 100 do: “PRC” (with Peso Pluma) and “Pacas de Billetes” and “AMG” (with Peso Pluma and Gabito Ballesteros).
Christian Nodal
Widely seen as a successor to the grand ranchera tradition of Alejandro and Vicente Fernández, Nodal may be the most versatile regional Mexican singer today. Although he has already won Latin Grammys in the regional Mexican field, newfound awareness (including a single with Romeo Santos, “Me Extraño”) may boost his chances at main category nods.
This story will appear in the July 15, 2023, issue of Billboard.
Fuerza Regida talks about how regional Mexican music has exploded and taken over the Billboard charts, collaborating with other big regional Mexican acts like Grupo Frontera, Peso Pluma, Natanael Cano, their tour and more.
Jesús “JOP” Oritz Paz:¿Quién es Fuerza Regida? ¿Cómo describirías a Fuerza Regida? We would describe Fuerza Regida as unique, crazy, spontaneous. Fuerza Regida.
I used to cut hair, one of my clients say “hey, I got this band right there looking for bass player.” So I was just going to be the bass player in the band. Came in, I played the bass all practice, and then they asked me, “Do you sing? Sing a little bit.”
I sing a song, and they’re like, “Hey, you want to be the singer?” I’m like, “Yeah, we’re a group.” That’s how we met. Then later on, we had met him but he was like 14, we just be like, “Hey, what’s up little guy.”
Just cashing out. We had a hit song in San Bernardino, “Uno Personal.” It was a cover. It was not a hit but it was like a hit because they were like, “Who the hell are these Fat Boys?” You know, just singing, you know? But from there is history.
Doing some type of music that my culture did and like being famous for it was like one of my dreams. Cuando llegó la música mexicana a Los Angeles ya estaba ahí, todos con el mismo flow. Todos con la tejana, todos con un pintado, todos con boots, para nosotros en solo música. For us is just music, so we love it … My dad listens to this, we come on home you listen to and it’s just that’s what’s special about it. Nothing else. Nothing so special. Like, where’s difference just a certain music we grew up with and we love it.
Watch the full cover profile above.
On a bright, sunny day in May in the rural Santa Clarita Valley, a 45-minute drive north of Los Angeles, the quintet known as Fuerza Regida and its clan roll up in three luxury cars: a 2023 black Cadillac Escalade SUV, a graphite off-roader Lamborghini Urus and a white Chevrolet Corvette. As the band members made their way to the shaded area, sporting brands like Rhude and Dior along with custom-fitted Dodger caps, their necks and wrists sparkled, dripping in diamonds.
Given their style, one could easily label the members of Fuerza Regida as rappers. But the group from San Bernardino, Calif., is a trailblazer of the burgeoning música mexicana (or regional Mexican, as the music is also known) movement that has taken over the Billboard charts since the beginning of the year.
Born and raised in the United States, the members of Fuerza Regida — frontman and lead songwriter Jesús Ortiz Paz (known as JOP), lead guitarist Samuel Jaimez, second guitarist Khrystian Ramos, tuba player José García and tololoche player Moisés López — have become one of the main drivers of a homegrown music that celebrates Northern Mexican roots with a trap bravado. “We’re all American, so we like to dress with American swag. Whatever we sang about, it wasn’t the regular ranch stuff. It was about what’s going on in the hood, what’s going on in California, what’s going on in these different [U.S.] states. Then it just started growing,” JOP tells Billboard Español.
“The worst enemy of a Mexican is another Mexican. There’s not as many duets now. You know why? Because in regional, they’re all enemies.”— JOP, leader of Fuerza Regida and businessman
It grew so much that it outpaced any other genre. On the Billboard Hot 100 dated July 1, 17 Spanish-language songs appear on the chart, and 13 of them are música mexicana. In May 2021, Gera MX and Christian Nodal made history with “Botella Tras Botella,” becoming the first regional Mexican title to enter the all-genre list. Before 2021, only three regional Mexican acts had appeared on the Hot 100 since 1958, but they were classified as Latin pop in the charts. This year, however, consumption of música mexicana has skyrocketed: As of May 25, its popularity jumped by 42.1% in the United States, topping all genres but K-pop, according to Luminate.
As for Fuerza Regida, the group earned its first entry on the Hot 100 in January with “Bebe Dame” alongside Grupo Frontera, a swaggering romantic cumbia jam with a grupera persuasion that peaked at No. 25. Since then, the group has placed three other tracks on the all-genre chart: “Ch y La Pizza” with Natanael Cano, “Igualito a Mi Apá” with Peso Pluma, and the band’s penultimate solo single, “TQM.”
José Garcia, Moisés López, Jésus Ortiz Paz, Khrystian Ramos and Samuel Jaimez of Fuerza Regida photographed on May 23, 2023 at Tranquility Canyon Ranch in Santa Clarita, Calif.
Martha Galvan
And while Fuerza Regida’s music falls under “regional Mexican” or “música mexicana” — an umbrella term that covers Mexican music genres from accordion-based norteñas and brass-powered banda to corridos, cumbia, mariachi and sierreño — the band takes things a bit further by mixing in a hip-hop mentality and swagger into its norteño sensibility.
“Fuerza Regida are transgressors in the música mexicana space, who really show us how the new generation of Mexican Americans in the U.S. have their own language, they know how to use it, how to reach fans. I feel that today they’re the voice of the people,” says Carlos Quintero, senior manager for artist relations and marketing at Sony Music.
Today, the rugged desert scenery of our Santa Clarita location and the band’s high-end urban gear, bling and luxe cars all collide neatly to highlight the rustic borderland sound with a trap twist that Fuerza Regida has been brewing to global hype.
Como En Familia
Gathered around the snack table, the members of Fuerza Regida are messing around like rowdy cousins at a family carne asada function. They, along with Ángel Ureta and Diego Millan of Calle 24 — two artists that JOP signed to his label, Street Mob Records — place bets on what is clearly an exhilarating game of dice. “Boom! It happens, foo, it happens,” exclaims López, as he and García split a wad of $10 bills for their winning round. “That was a beautiful hand, bro,” says Jaimez.
The name Fuerza Regida (pronounced REH-hee-dah, with the emphasis on the “e”) denotes, for its members, a dominant or ruling force, although the word “régida” does not exist in the dictionary of the Real Academia Española and “regida” without the accent means “governed.” But in the band members’ street language, it makes perfect sense.
Jesús Ortiz Paz of Fuerza Regida photographed on May 23, 2023 at Tranquility Canyon Ranch in Santa Clarita, Calif.
Martha Galvan
The group tends to speak primarily in English, with smatterings of Spanish. “La neta [or “the truth,” in Mexican slang], I didn’t learn English or Spanish. I got bad vocabulary,” says JOP. “Me too,” adds López. “We all do,” echoes García. “Yeah, man, I’m not good at that. I probably have like third grade level,” JOP jokes.
JOP navigates not just as a wildly entertaining and spontaneous frontman but also like a boss. He is assertive yet jokes around and doesn’t hold back when speaking his mind. “I wanted to be famous for whatever: a boxer or an actor. But I was like, ‘No, I’m going to go through the singing stuff, because I’ve been doing it since I was little with my dad,’ ” says JOP, who doesn’t shy away from making shockingly bold and controversial statements.
“The worst enemy of a Mexican is another Mexican,” he says bluntly. “There’s not as many duets now. You know why? Because in regional, they’re all enemies. I’m trying to tell everybody, ‘Hey, let’s get united,’ like we did a year back [when] the genre wasn’t popping like that,” he says. “The five, six that are on top [of the charts] don’t want to duet. Now that we got here, everyone’s like, ‘I’m cool, I’m cool,’ ” he says. While the Hot 100 is loaded with música mexicana collaborations, the skyrocketing money at stake has sparked more competition and caution among artists when selecting their collaborators, he alludes.
The five San Bernardino natives met through “destiny,” in their words, and word-of-mouth at JOP’s old gig. “I used to cut hair, and one of my clients said, ‘Hey, I know this band that’s looking for a bass player,’ ” he recalls. “I came in and I played the bass during practice. Then they asked me, ‘Hey, do you sing?’ I sang them a song, and they were like, ‘Hey, you want to be the singer?’ I’m like, ‘Yeah, we’re a group!’ ” That was six years ago.
With JOP’s raw, passionate vocals, Jaimez’s fiery requinto riffs, Ramos’ driving rhythmic guitar and García’s whirling yet powerful melodies on tuba, the first iteration of Fuerza Regida was born. In 2021, López, who’s about six years younger than the others (who are all either 26 or 27), joined the troupe on the tololoche (a kind of Mexican contrabass).
The first-generation Mexican Americans loved regional Mexican music from a young age, although they were shy to admit it back then. “You had to only listen to it at home,” JOP admits. “Now, it’s the opposite. It’s taking over. Now, it’s bigger than rap.”
José Garcia of Fuerza Regida photographed on May 23, 2023 at Tranquility Canyon Ranch in Santa Clarita, Calif.
Martha Galvan
The Power Of Mexican
Mexican music has always been hugely popular in Mexico and the United States thanks to the large stateside Mexican American community that consumed the sounds and looks from home. Regional Mexican artists not only performed genres like banda and norteño but dressed the part with cowboy hats, boots and matching uniforms. But in the past decade, regional Mexican artists lost ground to a new Latin urban movement that took over the charts.
In that climate, Fuerza Regida didn’t debut strong but instead steadily built momentum as its sound, and moxie, evolved. “We were the group that was the suckiest in town,” JOP recalls with a chuckle. “Although we sucked with the instruments, we had a unique style.” In 2018, Fuerza Regida released its first local hit — “Uno Personal,” a Chayín Rubino cover — and things began “popping off,” as the members say. That year, they also released their live debut, En Vivo Puros Corridos.
During this time, a phenomenon on both sides of the U.S.-Mexico border began to occur. Música mexicana equipped with a trap beat began to cross-pollinate and dominate streaming services. In 2018, corridos tumbados pioneer Natanael Cano from Hermosillo in Sonora, Mexico, and California group Herencia de Patrones began out-streaming some of the most notable players in pop and hip-hop.
Fuerza Regida also began making noise with its riveting corridos track “Radicamos En South Central” (2018), which was soon released by Rancho Humilde Records — the label that has been spearheading the música mexicana movement to unfathomable heights. “It really opened the doors for us,” JOP told Billboard in 2020. “Thanks to that song, Ramon Ruiz from Legado 7 discovered us and we got signed to two labels: his, Lumbre Music, and Rancho Humilde.”
Another turning point for the wider visibility of the movement was the group’s studio album Del Barrio Hasta Aquí (2019), which emerged as one of the leading trap corridos releases. On the cover, the then-four-piece appears to be crossing a street in front of a Santa Fe, N.M., pawn shop, like the cover of The Beatles’ Abbey Road. Sonically, the group took the rancheras out of Mexico and gave them a street-style, bicultural spin with a rags-to-riches lyrical approach, while still fondly reflecting on its neighborhood hustle. The album wound up appearing on several year-end critics’ lists.
Khrystian Ramos of Fuerza Regida photographed on May 23, 2023 at Tranquility Canyon Ranch in Santa Clarita, Calif.
Martha Galvan
It’s a sound that’s attracting both U.S. and Mexican fan bases. In the month of June, Fuerza Regida clocked 343 million views on its YouTube channel. And in one year’s time, the group has accumulated a staggering 2.9 billion streams on the platform, with Mexico responsible for 1.6 billion views and the United States 872 million. Guatemala, Colombia and Honduras follow. The band’s top two streaming markets by city in the last 12 months are Mexico City, at 219 million, and Los Angeles, with 91.7 million. Following them are Mexican cities Guadalajara (65.4 million), Monterrey (61.7 million) and Tijuana (52 million), Dallas (49.7 million) and Guatemala City (47.4 million).
On Spotify’s most-streamed list, Fuerza Regida is No. 196, as of June 22, gathering 24.2 million monthly listeners, with most from Mexico: Mexico City has 3.7 million listeners, followed by millions more in Guadalajara, Monterrey, Zapopan and Puebla.
Last year, the band signed a bigger deal with Sony Music Latin through Rancho Humilde, whose founder, Jimmy Humilde, “transmits the emotion he has for the music and the genre,” says Quintero. “From the first song I heard by them in 2019 up until now, I’ve always thought they’re artists with the street cred and language that makes them very current in Mexican music.”
But the group is looking to go beyond that. “We’re actually trying to manifest [a collaboration] with Karol G,” says JOP. “We got that song ready for her whenever she wants to hop on. We would love to expand our relationship with other genres and make this bigger than what it is now.”
When Billboard Español spoke to Fuerza Regida in May, the band was fresh off releasing its latest hit, “TQM.” The song debuted at No. 35 on the Hot 100 and No. 19 on the Billboard Global 200. The group was also in between tour stops on its Mexico trek, preparing to embark on its first arena tour in the United States. The Otra Peda Tour (or “Another Drunken Tour” in Mexican slang) begins July 7 and has already sold out multiple stops including the band’s first two shows, in Dallas at the Dos Equis Pavilion and in Los Angeles at BMO Stadium.
“[The fans] all need to be lit,” JOP says excitedly. “If they’re not lit, I got to get them lit — and make sure they’re all singing each song. If they’re not singing it, I got to figure it out and change that. They go to turn up, not to be bored,” he says, before adding with a smirk: “I love drinking too much on tour.”
Moisés López of Fuerza Regida photographed on May 23, 2023 at Tranquility Canyon Ranch in Santa Clarita, Calif.
Martha Galvan
Through it all, JOP has made big efforts to support up-and-coming talent, which he mentors under his label, Street Mob Records, founded in 2018 in partnership with Rancho Humilde. This year, Street Mob signed a distribution deal with Cinq Music, which will be working label artists including Chino Pacas, Calle 24 and Ángel Tumbado.
“Regional Mexican is one of the hottest and fastest[-growing] genres in the world right now, so to have that relationship with someone like Jesús means a lot to us,” says Cinq Music president Barry Daffurn. “From the time we first started working in regional Mexican music and the first time I sat down with Jimmy of Rancho Humilde, our goal was to bring this music global. The vision at that point was not to make it regional Mexican music, but more música mexicana, expanding it outside that network, to all the countries outside of [Latin America].”
The multiple deals are very much in line with how Jimmy Humilde works. “He’s like a mini me,” he says of JOP. “He listens to me a lot, and he’s a firecracker. He works very, very, very hard. We work together, we plan everything together.”
Samuel Jaimez of Fuerza Regida photographed on May 23, 2023 at Tranquility Canyon Ranch in Santa Clarita, Calif.
Martha Galvan
JOP’s artist Chino Pacas recently entered the Hot 100 with his groundbreaking song “El Gordo Trae El Mando,” a testament to the label’s support and JOP’s business acumen.
“I started my label a year after my career,” he says, “because I’ve always liked…”
“Business,” García chimes in.
“…Money,” JOP adds. “Hard work beats talent, always. A little bit of luck, a little bit of talent, and hard work. I consider myself an artist, but I got to work a little harder because I’m [also] an entrepreneur. I’m a businessman. I got my whole company. I’m doing these big deals with my artists. I’m probably going to make more money with my label than I ever did with my career, with Fuerza Regida, but that’s fine because I enjoy being an artist.”
“[JOP] is an entrepreneur, and now he has his own label,” Quintero says. “But independent of anything else, he’s on TikTok, on Reels, on the YouTube charts, everywhere, always sharing his music. I think that’s the big key to success for this new generation of música mexicana, and he’s a big leader in that.”
There’s even a YouTube clip of the band visiting the Tijuana border crossing and performing in the line of cars awaiting entry like músicos callejeros, or buskers. That’s where they met one of JOP’s latest signees, Chuy Montana. “We went to the line because we wanted to experience how it felt to play for the cars,” JOP says. “[Montana] used to work there about a month ago. Now he’s in concert with us.”
Samuel Jaimez, Moisés López, Jesús Ortiz Paz, Khrystian Ramos and José Garcia of Fuerza Regida photographed on May 23, 2023 at Tranquility Canyon Ranch in Santa Clarita, Calif.
Martha Galvan
In December, Fuerza Regida ambitiously released two full-length albums a few days apart, Pa Que Hablen and Sigan Hablando. The band supported the releases with publicity stunts like performing on the rooftop of a supermarket in San Bernardino. “Thousands” showed up, according to Quintero. “They really are the voice of the people when it comes to música mexicana today,” he says.
And increasingly, the group is becoming the voice of the people beyond Mexican and Mexican American audiences.
“Artists like Natanael Cano, Fuerza Regida and [others] are writing about things that are different from the stories in Mexico or about drug cartels [like traditional corridos or narcocorridos],” says Krystina DeLuna, Latin music programmer at Apple Music. “[JOP] is very proudly Mexican American, but he has always had that global mindset, [so] their approach to música mexicana is innovative. Whether they do a more traditional-leaning song or take risks and push boundaries, their essence always comes through and connects.”
Being Mexican American, JOP says, means that “you hit the gold pot. It’s the best.”
“I wouldn’t want to be Mexican. I wouldn’t want to be American,” he says. “I’m perfect.”
On a bright, sunny day in May in the rural Santa Clarita Valley, a 45-minute drive north of Los Angeles, the quintet known as Fuerza Regida and its clan roll up in three luxury cars: a 2023 black Cadillac Escalade SUV, a graphite off-roader Lamborghini Urus and a white Chevrolet Corvette. As the band members made their way […]