State Champ Radio Nortec Collective
Jorge Verdín, artistically known as Clorofila and a former member of Nortec Collective, died on Tuesday (April 16) in Pasadena, Calif. He was 56 years old.
His death was confirmed by Nacional Records Static Discos, two labels Verdín worked with, and his former group Nortec.
Born in Los Angeles and raised in Tijuana, Mexico, Verdín was one of the pioneers of the Tijuana group Nortec Collective, from its inception in the late ‘90s. The ensemble disbanded around 2008, with Verdín and his fellow members opting to pursue individual projects.
“Sad news. Gone is Jorge Verdín member of Nortec Collective Clorofila, we will remember him fondly,” tweeted Nortec Collective. “May he rest in peace. Key track: Olvídela Compa.”
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“RIP Jorge Verdín ‘Clorofila.’ One of the founders of the pioneering ‘Nortec Collective’ Padrinos [Godfathers] of electrónica music in Mexico and all of Latin America. The second artist I ever signed to Nacional Records 20 years ago. ‘Olvídela Compa’ was always one of my favorite Nortec songs. Respect!,” posted Nacional Records founder/CEO Tomas Cookman on social media.
“Rest in peace Jorge Verdín a/k/a #Clorofila #TremoloAudio #ColectivoNortec,” tweeted Ejival, founder of Static Discos, with the hashtag #ShineOnYouCrazyDiamond.
Cookman, who discovered the news this morning from another founding Nortec Member, offered Billboard Español a statement: “Nacional Records has been proud to be associated with Jorge Verdin (Clorofila). As a founding member of the Nortec Collective, he and the other members of Nortec were pioneers in electronica music in Mexico and Latin America and were ambassadors of their Tijuana roots around the world. Nortec was the second-ever signing to the label, and I still listen to his classic, ‘Olvidela Compa’ when the mood strikes.”
Comprised initially of Hiperboreal, Panoptica, Plankton Man, Terrestre, Bostich and Fussible (with the latter two maintaining the highest profile as a duo), Nortec achieved critical acclaim with releases such as Tijuana Sessions Vol. 1 (2001) and Tijuana Sessions, Vol. 3 (2005), the later was later released by Nacional Records. Vol. 3 earned them two Latin Grammy nominations, thrusting Nortec into the global spotlight.
In 2010, Clorofila debuted his solo career with Corridos Urbanos, an innovative mix of electronic and norteño (or norteño-techno) elements. This was years ahead of the global trend of corridos tumbados or corridos bélicos, a genre that marries traditional corridos elements with a street-savvy edge. Four years later, Verdín unveiled Ahorita Vengo, a grittier, industrial-infused album heavily reliant on analog sequencers and synthesizers.
Beyond his contributions as a musician and producer, Verdín expanded his creative reach into theater sound design and branding for corporations such as Honda, Kaiser Permanente, Los Angeles Magazine, Virgin Records and more, according to his LinkedIn.
His artistic collaborations spanned various projects, including producing remixes for artists such as Beck, Tremor, Matias Aguayo, Rigo Tovar and Radiokijada, both as a member of Nortec Collective and as a solo artist.
Cookman adds: “We were also fortunate enough to release one of his solo albums. The Latin Grammys recently recognizing the genre with its own category is yet another proof of the legacy of electronica music originating in Latin America and pioneers such as Verdín and his Nortec Collective bandmates. Be it as a musician, songwriter or graphic artist, Verdín led a life filled with a love for the arts … and synths.”
Nortec Collective Presents: Bostich + Fussible brought Baja California vibes to Lincoln Center’s David Rubenstein Atrium in New York City on Sunday night (July 23).
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Organized by the Baja California Institute of Culture and the state’s governor, Marina del Pilar Avila Olmeda, the two-hour show reminded audiences why the Tijuana duo is such an important electronic outfit, taking border culture to unimaginable heights.
“We are proud to have Baja Californians like Nortec who have been on the best stages in the world representing Baja California with their music, music that has undoubtedly made us dance in many corners of the planet,” Del Pilar told Billboard Español during the event. “Today we bring them to New York on this tour to promote our state, because Baja California is a magical place. We want to convey that music changes lives and has no borders.”
As part of an initiative to promote the beauty of Baja in a series of events highlighting Mexico’s gastronomy, wine, beer and handicrafts, Nortec’s music served as a point of reference for the originality that the region has to offer.
“We who are from Baja California are happy that [the government] is prompting these type of events,” said Fussible. “May they continue to bring more artists.”
The Nortec duo, which has a reputation performing at disparate events ranging from lavish international festivals to small dingy clubs, brought its unique fusion of Euro-style electronica with traditional norteña samples. They further enlivened the crowd with a full live band, consisting of an accordionist, a tuba and trumpet player, who got audiences to their feet.
Here are four reasons why Nortec will remain the enduring sound of border life and beyond.
Nortec made música norteña cool before it was trendy
Before the invention of trap corridos, sierreña music with an emo vibe, or the fusion of banda with rap (like Banda MS and Snoop), there was techno and norteño music, also known as Nortec. With a fascinating repertoire that highlighted more than two decades of intoxicating music, the duo proved their worth as pioneers of a genre that today deserves much more recognition.
Gemma Luz Sanchez
Nortec is symbolic of border culture
With stunning visuals depicting symbols of everyday border life — the vibrant folklore, the fence between the U.S. and Mexico adorned with art and crosses, playful images of stereotypes (like gun-toting ranchers) — the duo’s imagery is an integral aspect of the set. It also represents that hybrid culture in its sound, and what is associated with the region, such as banda music, norteño music, tambora, mixed with cultural exports like techno.
They continue to inspire new generations
Espectro Caudillo, an electronic music producer from Tijuana based in New York, doesn’t hold back when it comes to sharing how Nortec has influenced his work. “Nortec was always the benchmark for a successful electronic music project, because at one point Tijuana was the avant-garde city for electronic music in Mexico,” the producer tells Billboard Español. “The sound of Espectro Caudillo’s music is directly influenced by Nortec. Beyond setting the tone for a career, they are emblematic of a Tijuana generation of the 2000s.” The artist, formerly of Los Macuanos, will release his debut album La Liturgia del Tigre Blanco in October via Nacional Records.
The future of Nortec: Bostic + Fussible
This year the group celebrates 15 years of “Tijuana Sound Machine,” a song that put them on the international map and which continues to sound as vibrant as ever. Nortec is also keeping busy with plans to present new music in the upcoming months. “We’re going to do versions of Nortec but with a jazz context in the spirit of Herb Alpert & The Tijuana Brass,” says Bostich. “We’re going to present it in September in Ensenada, and bring something we haven’t done before.”
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