Magazine Feature
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In the opening days of 2024, a pioneering new sound vibrated throughout the industry, capturing the top spot on Billboard’s Hot Latin Songs chart. The electrifying corridos track “La Diabla” (“She Devil”) was by newcomer Xavi, a relatively unknown 19-year-old Mexican American artist delivering an equally unknown sound.
The tumbados románticos single — which tells the tale of a bad boy’s romance with a bad girl — is crafted with the crisp strains of a requinto guitar — a signature instrument in regional Mexican music. But it’s Xavi’s combination of the rebellious corridos tumbados spirit with the tenderness of romance that sets him apart.
However, “La Diabla” almost never came to be. “I DM’ed him and he wouldn’t answer me,” recalls Interscope executive vp Nir Seroussi. He discovered Xavi in early 2021 thanks to the label’s A&R executive, Emerson Redd, who shared the soul-stirring guitar ballad “Te Quiero” with him. Intrigued by the artist’s raw emotion, Seroussi was determined to meet the young star — and his persistence paid off.
After two months, Xavi arrived at the Interscope offices in Miami, guitar in hand, and performed for nearly an hour. “It was love at first sight,” says Seroussi, who saw in Xavi not just a musician but an “old soul,” with a profound ability to connect. “He has all those qualities that differentiate a hobbyist from someone who could be a real artist, a career artist. It wasn’t about numbers. I fell in love with Xavi, the artist.” Seroussi signed him to a record deal later that year.
Raised in Phoenix and Sonora, Mexico, the artist born Joshua Xavier Gutiérrez says that his bicultural upbringing deeply influenced his own music, which blends Mexican corridos traditions with modern rhythms. “We are the first generation to move here, to give [ourselves] a better life,” Xavi says in Spanish.
Xavi photographed on January 11, 2024 in Los Angeles.
Daniel Prakopcyk
He drew early inspiration from his grandfather’s church singing — “when he sang, he did so with so much feeling, he sang with love for God” — as well as the emotive voices of Mexican crooners in bands like Camila and Sin Bandera. Still, the first song he learned to play on guitar was “Baby” by Justin Bieber. At just 12 years old, Xavi wrote his first original song; by 16, he started releasing his music to streaming platforms under Baga Music.
Around the same time, the corridos tumbados movement, led by Natanael Cano, had taken the internet by storm, paving the way for hit-makers like Peso Pluma, Fuerza Regida and Luis R Conriquez to break through. In parallel, the moving and melancholic melodies of sad sierreño emerged, led by a new cast of Mexican American Gen Z acts such as Ivan Cornejo, DannyLux and Yahritza y Su Esencia. Xavi navigates between the two with his own strain of tumbados románticos, a subgenre he coined as a musician raised on both sides of the U.S.-Mexico border. (His striking ruby, pearl and diamond necklace, a quintessential symbol of urbano culture, also symbolizes his fusion of eclectic sounds.)
However, his path to success was anything but smooth. A near-fatal car accident in 2021 that resulted in a cracked skull and an altered facial structure drastically changed his perspective. “It was a bad hit,” Xavi says, “but it changed my life.” Rather than deterring him, it inspired him: In the aftermath of the accident, videos of Xavi, bandaged and playing the guitar while recovering, began circulating on TikTok, fostering a deeper bond between fans and the rising artist.
In early 2022, after his recovery, Xavi channeled his experience into his music, emerging as a tumbados románticos pioneer. Within five months, he released a string of singles under Interscope, each marked by poetic lyrics and haunting acoustic riffs. These solo efforts, interspersed with a few collaborations with Los Primos del Este and Eduardo Soto, culminated in the release of his My Mom’s Playlist EP in May 2023. The seven-track set, an homage to his mother, featured renditions of beloved Latin songs like Maná’s “Rayando el Sol” and Luis Miguel’s “Ahora Te Puedes Marchar” reimagined in his sierreño style. “She’d always ask me to sing these songs she’d play while cleaning in the morning,” he recalls.
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Xavi’s manager, Raczon López, who came on board at the same time, then helped leverage his social presence and shape his biggest hits to date. At the end of December, Xavi debuted on the Billboard Hot 100 with not one but two entries: “La Diabla” and “La Víctima,” which have since reached peaks of No. 22 and No. 55, respectively. His global appeal is further evidenced by his presence on the Billboard Global 200 and Global Excl. U.S. charts, with “La Diabla” reaching the top five on both.
“If you notice, Xavi is a kid who is not on social media much, so there is this mystery in [his] career,” López says. “People are eager to hear what’s next.” He adds that what Xavi has already released is only a preview of his potential: “This kid sings pop, mariachi, R&B — I mean, everything fits him… People will gradually see the different facets of Xavi.”
Having recently signed with WME, Xavi is already preparing for an upcoming tour. But as Seroussi sees it, there’s no rush. He compares Xavi’s development to that of award-winning superstar (and labelmate) Billie Eilish, emphasizing personal growth alongside musical evolution.
“When [Interscope CEO] John Janick signed Billie, she was 14. It took three years to develop her, not just as an artist, but as a person,” Seroussi says. “It’s about the experiences, the life lived that feeds into the maturity of songs and songwriting. That’s what we see in Xavi — a star who was always destined to shine.”
Xavi photographed on January 11, 2024 in Los Angeles.
Daniel Prakopcyk
This story will appear in the Jan. 27, 2024, issue of Billboard.
“I forgot to wear the knee pads,” Karol G says ruefully. “I’m going to have scrapes.” She beams. For a soaking wet pop star who has just been dragged through a shallow pool, Karol looks remarkably happy. Moments before, a group of writhing, shirtless male dancers had lifted Karol, dressed in a white bikini and transparent […]
Tate McRae was recently scrolling TikTok when an old interview she did at 16 came across the screen. “I was the most awkward person ever, and I was like, ‘There’s no chance that this is the same person,’ ” she says with a grimace. “You evolve so much, and not only am I seeing it, […]
Earlier this year — on a warm day in May, Asian American and Pacific Islander Heritage Month — a septet of young women fought nerves backstage at Forest Hills Stadium in Queens. Just over a year after its official debut, the group XG was in town for Head in the Clouds, a music festival celebrating […]
The first time Gracie Abrams met Aaron Dessner, at his famed Long Pond studio near Hudson, N.Y., the pair wrote over 10 songs. “We hit it off,” recalls Dessner, 47, of their first session in spring 2021. That’s a bit of an understatement, considering what followed: Dessner went on to produce and co-write Abrams’ acclaimed […]
“We all must make a choice — to be a hero or a villain.” The familiarity of Morgan Freeman’s commanding voice couldn’t calm down the fans — 80,000 of them, reportedly — standing around Coachella’s Sahara Tent. The perilous tone of his monologue, paired with producer Mike Dean’s sinister synths, stressed the festival’s need for […]
At Houston’s NRG Stadium on Aug. 29, Karol G invited a special guest to join her onstage: her international tour’s opening act, the Puerto Rican rapper Young Miko. Clad in a vibrant pink crop top and matching baggy pants, Young Miko took Karol by the hand as the two sang their collaborative hit, “Dispo,” moving […]
As the lights dimmed for Rauw Alejandro’s sold-out show at Miami’s FTX Arena in April 2022, Rosalía — wearing head-to-toe black, eyes hidden behind enormous shades — was quietly ushered to a second-row seat. For once, the spotlight was not on the stylish Spanish artist, but on her boyfriend: a compact, wiry dynamo who, for the next two hours, steamrolled relentlessly from hardcore reggaetón to ’90s-inspired dance bops, supported by a troupe of dancers performing dazzling choreography.
“What Raúl does — sing and dance in a show from beginning to end — no other Latin artist does that,” Rosalía whispered, her voice low but bursting with pride.
A year later, the moment still encapsulates the dynamic of perhaps the most fascinating couple in music right now. Rosalía and Puerto Rican reggaetón star Rauw, both 30, have been together for nearly four years. But even as their relationship and individual careers have flourished — he was No. 3 on Billboard’s 2022 year-end Top Latin Artist chart (behind only Bad Bunny among men), she No. 14 — they’ve rarely appeared in public or given interviews together, and have yet to perform or even collaborate together. Until now.
On March 24, the duo released RR, a three-track EP that is as public and passionate a declaration of love as it gets. On the trio of songs — “Beso,” “Promesa” and “Vampiros” — both artists manage to sound like themselves, while creating an entirely different, beautifully intertwined sonic mix of techno pop with urban beats that moves from dreamy romantic to ’90s dancefloor. At the end of the recently released “Beso” video, Rosalía tearfully displays a diamond ring — confirming the two are now engaged.
Read the full Billboard cover story here.
Image Credit: Kanya Iwana
On Rosalía: Ferragamo dress and shoes, AGMES earrings. On Rauw: Saint Laurent shirt, Ann Demeulemeester pants, Rick Owens shoes, Letra studio necklace and rings, Octi rings, Alan Crocetti earring and ring.
Image Credit: Kanya Iwana
Ludovic de Saint Sernin coat, Cruda Shoes.
Image Credit: Kanya Iwana
Okane coat, Phoebe Pendergast sunglasses, Marco Panconesi jewelry.
Image Credit: Kanya Iwana
On Rosalía: Gucci suit, shirt, tie, gloves and shoes. On Rauw: Gucci suit, shirt, tie, gloves and shoes, Maria Black jewelry.
Image Credit: Kanya Iwana
Fendi x Marc Jacobs corset, jacket, gloves and pants.
Image Credit: Kanya Iwana
Okane coat, Phoebe Pendergast sunglasses, Marco Panconesi jewelry.
Image Credit: Kanya Iwana
On Rosalía: Gucci suit, shirt, tie, gloves and shoes. On Rauw: Gucci suit, shirt, tie, gloves and shoes, Maria Black jewelry.
Image Credit: Kanya Iwana
On Rosalía: Ferragamo dress. On Rauw: Saint Laurent shirt, Ann Demeulemeester pants, Letra studio necklace and rings, Octi rings, Alan Crocetti earring and ring.
Image Credit: Kanya Iwana
On Rauw: Ludovic de Saint Sernin scarf and pants. On Rosalía: Ludovic de Saint Sernin coat.
Styling by Chloe & Chenelle. Rosalía: Hair by Natalia Bratin. Makeup by Juliana Gonzalez at Creative Management. Alejandro: Grooming by Millie Morales.
The show was going so well. An hour into the set from Kx5 — the electronic music supergroup of genre leaders Kaskade and deadmau5 — it was, as intended, a dazzling feat of light, sound, video and the emotional punch of those elements combined. Then the power went out, and Los Angeles Memorial Coliseum — and the 46,000 fans assembled there on that drizzly night in December — were thrust into silent darkness.
From the front of the house, deadmau5’s longtime manager, Dean Wilson, sprinted backstage — where, he says, he found “everybody running around like headless chickens, screaming, ‘Generator’s on fire!’ ”
The generator was not supposed to be on fire. However, it had turned itself off due to overheating and was emanating smoke. Its programming had then instructed three backup generators to also shut down to avoid igniting the 17,000 gallons of diesel fuel inside. Frantic staffers worked to salvage what had been billed as a landmark live performance — one that cost “almost seven figures to design and over seven figures to execute,” says Kaskade’s manager, Ryan Henderson.
Success seemed unlikely. “When you have a major failure like that, normally something then doesn’t work,” Wilson says. “Something’s not rebooted properly. Some configuration can’t restart because it has crashed so badly.” But when deadmau5 hit the button that would, in theory, restart the show, restart it did. The performance, co-produced by Live Nation affiliate and powerhouse electronic music promoter Insomniac Events alongside both artists’ teams, set a record for the biggest ticketed global headliner dance event of 2022.
Read Kx5’s full Billboard cover story here. Kx5, presented by Carnival, will perform at Billboard Presents The Stage at SXSW, on March 18. Penske Media Corp. is the largest shareholder of SXSW; its brands are official media partners of SXSW.
Image Credit: Austin Hargrave
Givenchy sweater.
Image Credit: Austin Hargrave
On Kaskade: Dior jacket, Oscar & Frank eyewear. On deadmau5: Amiri jacket
Image Credit: Austin Hargrave
On Kaskade: Dior jacket and sneakers, Mouty pants, Oscar & Frank eyewear. On deadmau5: Amiri jacket, pants, and sneakers.
Image Credit: Austin Hargrave
Amiri jacket.
Image Credit: Austin Hargrave
On Kaskade: Louis Vuitton jacket. On deadmau5: Amiri jacket.
Grooming by Christina Guerra. On-Site Production by Kayla Landrum.
A leaked album was the best thing that ever happened to Feid.
In September 2022, the Colombian singer-songwriter was headlining three consecutive sold-out hometown dates at Plaza de Toros La Macarena — Medellín’s famed bullfighting ring and concert venue — where he performed for more than 30,000 people over the course of the three shows. He was due for some much-needed rest the following Monday. But that never happened.
Instead, the artist born Salomón Villada Hoyos, 30, who also goes by the nickname Ferxxo, received an agitated call from his manager, Luis Villamizar, with the news that his album, Feliz Cumpleaños Ferxxo — scheduled for a December release — had, without their knowledge, arrived much earlier, in the form of a 39-minute voice note first leaked as a link on the internet.
“All my spirits dropped,” he recalls today, still sounding disappointed. “It was incomplete. It was a mess, and I felt rage — but that feeling lasted about half an hour. After that, I talked to my mom to see how we could take advantage of the situation and thankfully, we reacted quickly.”
With help from his team, producers and record label, Universal Music Latino (UML), he took matters into his own hands, working relentlessly for 24 hours to release an album that wasn’t even mixed or mastered yet. Because all 15 tracks had been leaked, Feid changed the title to Feliz Cumpleaños Ferxxo Te Pirateamos El Álbum (Happy Birthday Feid We Leaked the Album) and had his sister, who’s also his longtime graphic designer, create new cover art that acknowledged how the songs had ultimately spread: Though Universal quickly took down the initial leaked link, the audio had already been shared to DropBox and then sent wide through a chain of WhatsApp conversations. (Six of the 15 tracks had already been released as singles at the time of the leak.)
Read the full Billboard cover story here. Feid, presented by Samsung Galaxy, will perform at Billboard Presents The Stage at SXSW on March 17.
Penske Media Corp. is the largest shareholder of SXSW; its brands are official media partners of SXSW.
Image Credit: Devin Christopher
Feid photographed on January 12, 2023 at Proper Studio in Miami.
Image Credit: Devin Christopher
Feid photographed on January 12, 2023 at Proper Studio in Miami.
Image Credit: Devin Christopher
Feid photographed on January 12, 2023 at Proper Studio in Miami.
Image Credit: Devin Christopher
Feid photographed on January 12, 2023 at Proper Studio in Miami.
Image Credit: Devin Christopher
Feid photographed on January 12, 2023 at Proper Studio in Miami.