regional Mexican
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Bad Bunny and Grupo Frontera will release a new song on Monday (April 17).
This marks the first collaboration between the two acts, and a new twist for Bad Bunny.
Although he’s a longtime fan of regional Mexican music, his new track with Grupo Frontera is only his second regional Mexican collab. Prior to this, he worked with Natanael Cano for a remix of “Soy el Diablo,” a corrido.
If Bad Bunny’s weekend preview on TikTok is any indication, this Grupo Frontera collab is a romantic cumbia.
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Based on Bad Bunny’s clip, the Spanish-language ballad’s lyrics translate to: “I have only 1% left, and I’ll use it to say I’m so sorry/ If they’ve seen me in the disco with someone else, it’s just wasting my time/ Baby, I can’t lie to you; That story that they saw me all happy, that’s not true/ Nothing makes me laugh anymore, only when I see the photos and videos I see of you.”
Although a title has not yet been confirmed at press time, the new song is slated to drop tomorrow. See a teaser from the Puerto Rican star via TikTok.
Luis R. Conriquez managed to do what few would have imagined: lead Nicky Jam to venture into regional Mexican music. The Mexican singer and the Puerto Rican urban star dropped their collaboration “Como el Viento” Friday (March 24), after recording it in Miami last month during the week of Premio Lo Nuestro.
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Written by Ángel Sandoval, Abbel and O’RLY, and released under Kartel Music, “Como el Viento” talks about being disappointed in a relationship and the attempt to overcome it. “But there I go like the wind/ I’m like a tornado picking up alcohol to overcome this fear/ Because you’re so pretty and I haven’t found the perfect substitute,” the stars sing in Spanish.
“I’ve always respected regional Mexican music. It’s not from my culture — in Puerto Rico you hear more salsa, merengue and Caribbean music, but I lived 10 years in Colombia, and over there you listen to it a lot. So they showed me this song and I thought it was the perfect one for me,” Jam exclusively tells Billboard Español.
“I used to listen a lot to Nicky Jam’s music,” Conriquez adds. “I remember a song that I particularly liked, ‘Dónde Están las Gatas’. Also, I saw the series about his life and I really liked knowing how everything was happening in his career, so meeting him in person when we made the video in Miami was awesome.”
During the shooting of the clip, both say they found similarities in their lives that created a chemistry between them. “He’s very authentic,” Jam says. “He comes from the barrio like me. … It felt like I was with a friend. We drank some tequilas and had a very good time”.
“It was very gratifying that he congratulated me on what I have achieved,” adds Conriquez. “We had a great time and you will see that in the video.”
This is Jam’s first team-up with a Mexican artist since 2016, when he recorded a cover of “De Pies a Cabeza” with the group Maná, but that was a pop song.
A believer in collabs, Conriquez has already teamed up with Grupo Frontera, Marca Registrada, Peso Pluma and Alfredo Olivas so far in 2023. And soon, he will be releasing others with Darey Castro and Fidel Rueda, two of his idols from regional Mexican.
He also hints that “Como el Viento” may not be his only effort with Jam — “very soon we could be doing another, more of the urban kind” — and reveals he is already working with other urban acts. “Collaborations are in the [making] with very important people like Farruko and El Alfa, to keep blending our regional Mexican with urban music,” he says.
Watch the music video for “Como el Viento” below:
The relevance and recent growth of regional Mexican music has become undeniable, and today, the genre holds a preponderant place within the industry. However, few women have been able to stand out and survive in a mostly male-dominated world.
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The problem is not only onstage, where few women — such as Lola Beltrán, Selena or Jenni Rivera — have made ‘her’story, but also at the level of programmers, entrepreneurs and executives. Fortunately, that reality seems to be improving, thanks in part to the changes that technology has brought to the industry, and the pioneering women who have helped to pave the way.
In celebration of Women’s History Month, five women who have made their way in regional Mexican, including executives, publicists, songwriters and singers, answer five questions about the industry and its future from Billboard.
María de Jesús Lizárraga (Doña Chuyita), CEO of LGA Entertainment
María de Jesús Lizárraga (Doña Chuyita)
Felipe Osuna
After the 1995 death of her husband Don Cruz Lizárraga, founder of Banda El Recodo, María de Jesús Lizárraga, known in the industry as “Doña Chuyita,” took the helm of the pioneering regional Mexican group. She created LGA Entertainment and boosted the achievements of her artists, taking them not only to the top of the charts but also to international stardom. The company run by Doña Chuyita employs around 200 people, and countless artists mention her and her bands (she also has Banda Los Recoditos) as an influence, and inspiration.
How can a woman stand out in a world of mostly men?
First of all, by having lots of discipline to get the job done. Secondly, handling yourself with a lot of respect towards the people you deal with. In the music business, and in particular in the regional Mexican business, keeping and honoring your word is one of the most important things. Lastly, I believe that things should be done with infinite love.
Who was your biggest inspiration to get into regional Mexican?
My husband Don Cruz Lizárraga, of course. He shared with me this love for Banda El Recodo and that passionate way of working. Because he loved his work and his band, he was and continues to be my best example and our greatest inspiration.
What can be done so that more women achieve their dreams within regional Mexican?
I believe that more spaces for women have to be created in all areas of regional Mexican, not only on stage, but also in executive positions. Women are prepared to develop and excel in any area.
What has been your worst experience as a woman in regional Mexican?
Sometimes we weren’t paid what was agreed for a show, but in reality, they have always respected me.
And the best?
Getting Banda El Recodo to be a pioneer since the movement was called grupero. There was a time when we always set the tone in everything, which is an honor but also a commitment that we keep to this day.
Sara Eva Pérez, public relations specialist for Mexico and the U.S.
Sara Eva Pérez
Jorge Pena
A journalist by profession, Sara Eva Pérez has been forging her career as a public relations professional within the regional Mexican music industry in Mexico and the U.S. for three decades. Her foray as an executive with companies like Fonovisa Music, Univison Music and Universal Music led her to work with artists such as Los Tigres del Norte, Marco Antonio Solís, Banda El Recodo and Los Tucanes de Tijuana. Today, she is one of the most respected public relations professionals in the genre due to her mastery of both territories, and for seven years she has been responsible for the image and media liaison of Banda MS, the genre’s most successful group in recent years.
How can a woman stand out in a world of mostly men?
The first thing is to be authentic, the second is to have freshness in the music, to know where you want to go and have very clear objectives of what you want to do. Forget that you are a man or a woman, just do things well. The most important thing, which unfortunately happens to many singers, is that they fall into doing the same thing over. You have to make different proposals, and this applies to everyone in general, not only to women. When a proposal is fresh and different, there are many more opportunities to gain a place in this industry.
Who was your biggest inspiration to get into regional Mexican?
Definitely someone who must be recognized for her work in the genre is María de Jesús Lizárraga, Doña Chuyita. When I got to work with Banda El Recodo, I admired a woman with clear objectives who has managed to run a company that’s comprised mostly of men. Everyone respects her. She has a very important place in the industry and I think she’s an inspiration for any woman who works behind the scenes.
What can be done so that more women achieve their dreams within regional Mexican?
There’s something very important: you must be consistent with who you are and what you sing. You must have principles, you must respect the public. I say this because currently, and it is somewhat sad, there are singers in regional Mexican who go on stage to speak nonsense and use vulgar language and images because they think that’s a part of regional Mexican, and I totally disagree. You need to have a clean image. There’s Ángela Aguilar, who by making different music and being very focused on her objectives has managed to take a big step forward and is proof that women do have a place in regional.
What has been your worst experience as a woman in regional Mexican?
On one occasion, I had to face a group of businessmen because an artist did not show up to their event. At that time they didn’t respect me because I was a woman. However, I asserted myself and did things the way that had to be done, and that resulted in earning the respect not only from them, who are used to dealing with men, but also from their team and from the regional Mexican industry.
And the best?
I definitely think I’m living my best moment in regional Mexican right now. The experience I have gathered over the years has allowed me to work with the most important band today. It’s not because I work with them, but I think they have achieved what very few have, and by that I mean permanence. It’s very easy to get there, staying is what’s hard. I have learned many things that I didn’t know before, my horizons have broadened.
Alhe Romo, vocalist of the group Vilax
Alhe Romo
Pablo Regalado
In 2021, during the Latin Grammy Awards, Vilax, a regional Mexican band led by 24-year-old singer Alhe Romo, attracted attention thanks to a nomination for best Tejano album with their debut, Un Beso es Suficiente. It’s something that had not been seen since Alicia Villarreal debuted with Grupo Límite in the ’90s. Universal Music/Fonovisa recently signed the group from Torreón, Coahuila, which joins the movement that has empowered Grupo Frontera and unites music from northern Mexico and the southern United States.
How can a woman stand out in a world of mostly men?
Never cease to struggle, but above all, be aware that we must work for our dream, and we must do it with values. It is possible if you do it with great perseverance, with lots of passion and with the desire to do it well.
Who was your biggest inspiration to get into regional Mexican?
My greatest inspiration have always been great women and music legends like Selena, Rocío Dúrcal, Alicia Villarreal. When you learn their history, you realize how much they fought to have a place in the industry. Having the support of my family, especially my mother, has been very important; she is a great woman, too. The wave of emotions that comes to me when I’m on stage, getting to touch hearts with my voice, is something that inspires me to continue on this path that isn’t really easy, but a dream can be achieved if you fight and work for it.
What can be done so that more women achieve their dreams within regional Mexican?
Personally, I think that we need to get out of our heads that we have fewer opportunities for being women, because if you believe it, you can make it happen. Sadly, in many aspects of life, we must make ourselves strong alone and not let anything move us from the path in which we are always tracing with constant effort and, above all, self-esteem.
What has been your worst experience as a woman in regional Mexican?
I’ve had a brief career, and fortunately I have not had a bad experience that has marked me yet.
And the best?
In 2021, along with my colleagues from Vilax, we were nominated for the Latin Grammy for best Tejano album, and that year I was the only woman among the finalists. I hope life allows me to do it again.
Erika Vidrio, songwriter
Erika Vidrio
Ernesto Huerta
For 13 years, Erika Vidrio was a well-known broadcaster in the Los Angeles area. In 2018, she decided to focus on her music career, and today she is the most recorded female songwriter within regional Mexican. Now she has a Latin Grammy nomination, several BMI Awards and 350 songs recorded by artists such as Christian Nodal, Banda MS, Julión Álvarez and many more. “Fíjate Que Sí”, “Borracho De Amor”, “Quién Es Usted” and “40 y 21” are just some of the charting hits she has written.
Concerned about the inclusion and exposure of female composers in regional Mexican music, she created Las Compositoras, a space in networks and platforms, including a podcast, in which she shares her knowledge and provides tools for those who are just starting out in this profession.
How can a woman stand out in a world of mostly men?
The same way men excel, by working. I mean, not only working hard but also knowing how the music medium works, bonding, networking, so that you find opportunities; working from all points, not just creating beautiful songs locked in your house. To excel, you need to see well beyond that. In songwriting, equality between women and men is still unbalanced, but I think we are making progress, there are more and more female composers in regional.
Who was your biggest inspiration to get into regional Mexican?
I grew up with deep-rooted ranchero music: my grandparents played José Alfredo Jiménez, Vicente Fernández and Hermanos Záizar, so my influence comes from visceral ranchero music. As a teenager I got to see Selena, Alicia Villarreal with Grupo Límite, and I realized that women could also excel in the genre.
What can be done so that more women achieve their dreams within regional Mexican?
We must support each other and understand that there’s not only one space, that we can all excel in our own styles. We need a history; forget what they say, that a woman’s enemy is another woman. In regional Mexican in particular, I’ve had great female allies who have supported me. So let’s start by turning our backs on those archaic ideas that we are enemies. This way we can generate interest among people in the industry and get them to see women’s projects. It all starts with us.
What has been your worst experience as a woman in regional Mexican?
Certain humiliations, seeing my work discredited just for being a woman, not getting even the opportunity to show my song. Personally, the most difficult thing for me was gaining the respect, the credibility. The fact that at first they said that I didn’t write my own songs was very hard on me, mentally. I think it’s been one of the biggest obstacles I’ve had to overcome.
And the best?
Being able to make a living of what I’m passionate about. That’s a very nice feeling. I think it’s a blessing.
Diana Reyes, singer with 25 years of experience
Diana Reyes
Courtesy of DR Promotions
Diana Reyes is known as the Queen of the Pasito Duranguense. Born in Baja California Sur, the singer marked one of the most splendorous periods of the regional genre with that musical movement in which only she and Los Horóscopos de Durango had a place. For over two decades, she has ventured into ranchera and banda music, becoming a model for many women who enter the genre. Jenni Rivera considered her one of her inspirations, and together, they recorded the song “Ajustando Cuentas” before the Diva de la Banda died in a plane crash in 2012.
Reyes is the creator of Mujeres del Regional, a group of talented singers who have encountered more obstacles than opportunities and who together a first-class show, making their own way.
How can a woman stand out in a world of mostly men?
I believe that the best way to keep moving forward is by not losing track of what we want to achieve and not giving up, because unfortunately we have to continue working to demonstrate our capabilities.
Who was your biggest inspiration to get into regional Mexican?
Without a doubt, my taste for music began with my father; watching him sing encouraged me to sing, too. My inspiration to delve into this music were Mrs. Lola Beltrán, Chayito Valdez and Joan Sebastian.
What can be done so that more women can reach their dreams within regional Mexican?
The music industry is very difficult, even more for a woman, but this should not prevent us from doing what we like. We should not limit ourselves to making use of what we have been accustomed to for so many years, such as radio and television; today, we should take advantage of all the tools that technology offers, such as social media and platforms. In addition to not stopping working, it’s also very important to stick together, as men do.
What has been your worst experience as a woman in regional Mexican?
On one occasion, a businessman assaulted me physically and they had to take me to a hospital.
And the best?
I don’t think this is specifically because I am a woman, but my best experience has been achieving things I did not imagine, despite how difficult it is to reach success in this career. But I have dreamed of them and I have worked to achieve them, so it’s clear to me that even if I’m a woman, nothing is impossible.
After weeks of teasing fans on social media, Grupo Marca Registrada and Grupo Frontera have finally released their single “Di Que Si” (RB Music/Interscope Records), exclusively on Billboard below.
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Penned by Edgard Barrera, the upbeat Tejano song — backed by the captivating percussion and accordion melody — tells the story of a man who’s drinking his sorrows away, drunk-dialing an ex, and admitting they were in the wrong but now want to make the relationship work.
“Give me a minute to explain that I messed up/ I was wrong/ Forgive me, I won’t do it again/ Because I have many sleepless nights/ My bed stayed without your smell/ I miss you, I miss you, and you don’t do anything,” chant both Frontera’s Adelaido “Payo” Solis III and Registrada’s Fidel Castro.
“Edgar Barrera sent us the song first, saying that it was made for us,” Castro tells Billboard. “We had great chemistry with Frontera, and a nice friendship was born. Both groups are sure that this song is going to be a hit.”
The music video, filmed by Abel in Monterrey, Nuevo Leon, Mexico, shows all group members performing the song at a plaza, where tons of fans gathered to watch.
Both Marca Registrada and Frontera formed part of Billboard’s coveted “23 Latin and Spanish Artists to Watch in 2023” list. The former is a norteño-sierreño group that was founded in 2014 in Sinaloa and recently earned its first entries on Billboard’s Hot Latin Songs chart thanks to collaborations with Junior H (“El Rescate”) and Luis R. Conriquez (“Puro Campeón”). The latter is a McAllen, Texas-based cumbia & norteño group, whom with its viral hits “No Se Va,” “Que Vuelvas” with Carin León” and “Bebe Dame” with Fuerza Regida became the first Regional Mexican act to have three songs in the Billboard Hot 100 chart.
Watch the music video for “Di Que Si” below:
This year, Sergio Lizárraga’s Banda MS marks two decades in the music business, and it’s kicking off its celebrations with “Un Chingo de Tequila,” a song featuring Mario Domm — from Mexican pop group Camila — who was eager to test the waters of the Regional Mexican genre. Written by Domm, the track debuts Friday (February 3) at 5:00 pm ET.
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“About a year ago I wrote a song and I thought it was something very different from all I had done in my life and I asked myself who was the most important banda artist, and immediately I thought of Banda MS. It’s something new for me; I’m singing something different, new, but I feel comfortable doing it. I am happy to collaborate with Alan, with Walo, in short, with the whole team that has been incredible with me”, Domm says to Billboard Español.
In recent years, the band from Sinaloa, Mexico has recorded with pop artists like Yuridia and Carlos Rivera. According to Banda MS’s singer Oswaldo “Walo” Silvas, when it comes to collaborating, the main thing for him is to admire the other artist’s career, so that there is a connection.
“Mario Domm is definitely one of my favorite artists. I’m a fan of him and Camila — so when the opportunity to do this collaboration came about, we were very excited, being aware of the quality of what was going to be done,” says Silas. “When I heard the song, I was sure it would be a hit. I think people who are experiencing a heartbreak will relate perfectly, and I assure you it will be the song they’ll listen to on many a night of leisure and enjoyment. We’re grateful to Mario and to all who made this possible.”
“Un Chingo de Tequila” is a song about heartache that combines the bravío and very Mexican style of Banda MS with Domm’s and Camila’s romantic pop. Much tequila is added to these ingredients, and though liquor is no way to heal a broken heart, according to the song, at least it helps you not think about it. “A shot of tequila to forget/ Distance, time and someone else taking your place/ So that you never forget when you lied to me/ So that you regret what you have lost,” the lyrics go, in Spanish.
But this track is just the beginning of a year of celebrations, which will include new collabs with artists as varied as Ice Cube (check out the announcement on Instagram), as well as Christian Nodal and again, Yuridia. It also includes a 35-date tour, kicking off February 5 in León, Mexico and ending on December 2 in Fort Myers, Florida. On September 2, they will return to Madison Square Garden in New York, where they’ve previously sold out two shows — the only band from Sinaloa to achieve that. (Tickets are already on sale in Mexico and the U.S.)
Over the years, Banda MS has sold more than 30 million records. It currently has 14 million monthly listeners on Spotify and its YouTube videos have amassed more than 2 billion views. On the Billboard charts, it’s had dozens of entries, including 10 top 10s on Hot Latin Songs, 23 top 10s on Latin Airplay and 18 No. 1s on Regional Mexican Airplay. Its album Que Bendición made it to the Billboard 200 albums chart, debuting and peaking at No. 71 in February 2016. It also reached No. 1 on Top Latin Albums, where it led for three weeks.
Banda MS’ story is a shining example of how an empire can be built from scratch. Thus, after more than a decade of being a part of an international record label, the group chose to create its own. Established in 2016, Lizos Music is an award-winning company that has become a benchmark for the Regional Mexican genre and among independent labels.
Below, the CEO and leader of Banda MS, Sergio Lizárraga, talks to Billboard Español about their career and the plans for this year’s celebrations.
How do you summarize what has happened with Banda MS these last two decades?
The truth is I feel proud that most of us, who started in 2003, continue to be together and continue together well. Saying what needs to be said, respecting ourselves, improving ourselves, wanting to continue innovating and moving forward. Twenty years is a life; so many things have happened that we have to celebrate it in a big way, and nothing better than celebrating it with this tour we’re now about to start. But above all, being at the Mazatlán carnival this February 18 is the icing on the cake for us. In addition, we will return to Madison Square Garden in New York in September, and on September 15 we will also celebrate the national holidays in Las Vegas with our fellow Mexicans.
How did the approach to Mario Domm for “Un Chingo de Tequila” happen?
The way I like it — organically. We met one day and talked about doing a song together; time went by and we met again in Los Angeles, and that’s when we had a deal. He went to Mazatlán and there we finished putting together the song that we’re sure both audiences will like.
Lizos Music has shown that success in the Regional Mexican genre can be achieved by being independent.
We can say that it was our job to team up and move ahead, but in this world no one is totally independent; there are many people around who have been a part of what has happened. We have worked very well as a label and as artists. This includes order and discipline, but above all, overcoming problems that arise.
How have you adapted to the new trends in music?
You have to always be aware of what’s going on, what is new — but above all you must be open to everything. That’s what we have done and it has worked. The proof is in collabs like [our song with] Snoop Dogg. Another duet with Ice Cube will happen very soon, one that will pleasantly surprise the public — and we can announce exclusively that we still have another duet with Yuridia, and a second one with Christian Nodal pending.
Banda MS ‘Un Chingo de Tequila’
Courtesy Photo
After being the lead vocalist of norteño act Grupo Arranke for four years, Carin León is certain that going solo in 2018 was the best thing to happen in his career. “There’s a time to make those kinds of decisions,” he says. “I made it when I felt capable. I felt that I could dominate a stage. I felt that I could compose, produce [and] make my product by myself … And I didn’t have to deal with people who didn’t have the same vision as me.”
To help launch his solo career, the regional Mexican artist born Óscar Armando Díaz de León Huez signed to Tamarindo Rekordsz, the independent label owned by his manager, Javier “El Tamarindo” González. He found quick success, scoring his first entry on Billboard‘s Regional Mexican Airplay chart in 2019 with “Me La Aventé” and since collecting eight top 10 hits, two of which reached No. 1 (“El Tóxico” with Grupo Firme in 2021 and “Ojos Cerrados” featuring Banda MS in March).
Starting next year, León will expand his independence with the launch of his own label, through which he will sign and develop new talent — primarily from his hometown of Hermosillo, Mexico. He also plans to release a new studio album (his first under his own label), where he will experiment with other genres such as vallenato, bachata and bluegrass, but with, as he says, “a lot of soul.”
“The moment you have the freedom to make the music that you like, it gives you a very strong power called ‘sincerity,’ ” adds León. “When your essence is really there and you are not satisfying the needs of the industry and you are the owner of your image, people feel it and connect with it.”
Most of your Billboard hits are collaborations. As an independent regional Mexican artist, why is this beneficial?
I’ve always noticed it in the urban market, but in our genre, a lot of artists are territorial with their work. After I began collaborating, I realized that I can progress a lot and I could solidify my audience. It’s not so much that collaborations have benefited me, but it’s simply the model of the music that is being used now.
As you’ve gained momentum, why did you remain independent?
I was never open or closed to the possibility [of signing a major-label deal]. I think things began to happen in my solo career, and I don’t know why, but no record company paid attention to what I was doing at the time. Then I began to see that the path could be achieved independently. I personally think that being independent is the best thing that can happen to any artist because it means developing your art in the freest way possible and not depending on many things.
What is key for indie artists when building a team?
It’s letting the artist develop, taking care of them to a certain point and always trying to polish and exploit the best things about them. In the end, there are many people who can influence the final product but might not really trust or love it the way that you do. Make sure that the interests are not only for business or numbers but that there is also chemistry for making art. Everyone on your team has to like how the music and the product are being made and feel proud of it.
What’s your advice for emerging indie artists?
Learn from the opportunities that life gives you, and pay attention to what the music industry is lacking. I feel that looking within, you’ll realize what type of music fans want to listen to. But truthfully, be sincere with your music. Learn how to express yourself and discover what makes you different. Regardless, after any good deal or promo plan, I believe that when you make good music, there is no human power that can prevent something from working.
This story will appear in the Nov. 5, 2022, issue of Billboard.
In May, regional Mexican act Grupo Frontera performed at Houston nightclub El Rodeo Disco to approximately 300 people. Three months later, in August, the act returned, and this time, much to the surprise of 19-year-old vocalist and bajo quinto player Adelaido “Payo” Solis III, the crowd had increased to 3,000. “I had to take off my in-ear to listen to everyone sing with us,” he remembers. “This was a dream come true.”
The experience would have been unfathomable a year ago, when Grupo Frontera was a local band from the Texas border town McAllen, creating music merely as a hobby. After recruiting Solis, fresh out of high school, into its now six-man ensemble — also comprised of Juan Javier Cantú, 29 (vocalist and accordionist), Julian Peña Jr., 26 (percussionist and animator), Alberto “Beto” Acosta, 30 (bajo quinto), Carlos Guerrero, 28 (drums), and Carlos Zamora, 32 (bass) — the group officially launched this March with an independently released debut EP that contained four cover songs, including Diego Verdaguer’s “La Ladrona.” “When choosing our covers, we decided to focus on timeless pop songs,” says Peña.
But it was a one-off released just one month later — their norteño rendition of “No Se Va,” a 2019 single by Colombian folk-pop group Morat — that catapulted them to fame. “We practiced that song just 16 hours before recording it,” says Peña. “Payo began singing it, then I added rhythms with the congas, and then Beto followed with the bajo quinto, and we all stared at each other thinking, ‘Wow, this sounds cool.’ We practiced it three times on a Wednesday, and the next day we recorded it live in one take.”
Following its release on April 28, its music video gained steam on YouTube on the heels of the EP, though at first the band still “didn’t understand why” it was performing so well, says Peña. “Then we went on TikTok.” Its engagement has sustained momentum on the platform, ultimately exploding due to a video from September that shows a suave man named Elmer and his dance partner, Erika, moving in rhythm to the song in Chihuahua, Mexico. The clip, which has now amassed more than 12 million views, “gave the song the push it needed to get to another level,” says Peña.
“No Se Va” debuted on Billboard‘s Hot Latin Songs chart in September and has since climbed to No. 4. Meanwhile, the track became only the fifth regional Mexican song in Hot 100 history, reaching a No. 57 high after entering the all-genre songs chart in early October. “Honestly, I think it was the seasoning that we put with the congas,” Cantú says of its runaway success. “It doesn’t sound like your typical norteño song; in fact, it sounds like something fresh with that reggaetón vibe.”
Despite Grupo Frontera’s success with its cover version, Morat’s original “No Se Va” has yet to appear on any Billboard charts (though the band did reach the Billboard Global Excl. U.S. chart in June with “Paris,” a collaboration with Argentine rapper Duki). While Grupo Frontera has not had any communication yet with Morat, Cantú insists the act deserves all the credit. “We wanted to pay tribute to a group that many of us admire,” he continues.
Amid all of its recent success, Grupo Frontera has added indie record label VHR Music founder Victor Ruiz as its manager. Ruiz — also the vocalist of Grupo Zaaz and manager of a handful of other Texas-based groups — additionally serves as the band’s booking agent and has already secured various performances in Texas, Arizona, North Carolina, New York, California, Florida and Mexico. Plus, he’s worked with the group to help boost its visibility, insisting on the importance of vlogging for each member. “I want them to get to the point that everyone can identify who’s who in the group,” he says. “People love seeing the intimacy of an artist, how they prepare for their shows and how they are behind the scenes.”
But beyond touring and vlogging, Grupo Frontera wants to keep testing its success as an independent act — even after multiple record labels have made generous offers, according to Ruiz. Adds Cantú: “I’m not saying that we won’t ever sign with a label but for now, we’re very happy this way. We want to see how far we can get as indie artists.”
Todd Spoth
The band plans to flood the space with new material, starting with a recent song titled “Vete.” Grupo Frontera aims to release at least five more original tracks before the end of 2022, with some help from reigning Latin Grammy producer of the year winner — and fellow McAllen native — Edgar Barrera. “I’m worried that they’ll become a one-hit wonder, and that’s why I tell them they need to release music constantly because if not, the momentum fades away,” Ruiz says.
“You’d think we’ve been playing together for 10 years, but we’ve only been out for eight months,” Cantú adds. “I still can’t believe everything that’s happening to us.”
A version of this story will appear in the Nov. 5, 2022, issue of Billboard.
Interscope Records has announced a partnership with RB Music, the regional Mexican indie label that’s home to Grupo Marca Registrada.
According to both companies, the alliance is an effort to “power” both the catalog and new music of the norteño-sierreño group that hails from Sinaloa. The first release under the venture is Marca’s new single “Puro Campeón,” a collab with corridos singer-songwriter Luis R. Conríquez that released on Friday (Oct. 14).
“From afar, I’ve admired what Ricardo Bobadilla and the entire RB Music team have done over the past few years,” says Nir Seroussi, executive vp at Interscope Records. “Their impact with Grupo Marca Registrada is game-changing. They catalyzed the group’s evolution from a local favorite to an international contender. Together, we have the collective and combined platform to launch Grupo Marca Registrada into the stratosphere.”
With more than 8 million monthly listeners on Spotify, three entries on Billboard’s Hot Latin Songs chart this year (“Si Fuera Facil,” “Solo Me Dejaste” and “El Rescate” with Junior H), Grupo Marca Registrada has carved a lane for itself in regional Mexican collaborating with artists such as Grupo Firme and Gerardo Ortiz.
RB Music CEO/founder Ricardo Bobadilla added, “Music to me is a family business. When we were introduced to Nir and his team there was an instant family-like connection with their knowledge of our business and focus on quality, artistic creativity, and integrity. At RB Music, we have always done things our own way and on our own terms. But I knew I wanted to partner with Nir, as he approaches music with an independent spirit that we at RB Music identify with. In the end, I believe Interscope understands where we want to go and is willing to invest significant time and resources to get us there.”
The partnership between Interscope and RB is the latest example of major labels teaming up with indie regional Mexican labels companies. Most recently, Sony Music Latin teamed up with Rancho Humilde to support Fuerza Régida. Meanwhile, Warner Music Latina signed DannyLux via a partnership with the indie VPS Music.