Jimmy Humilde, photographed at the Los Angeles Times in El Segundo on Nov. 13.
As a follower of Jimmy Humilde’s remarkable journey, I am deeply inspired by his determination and vision to redefine Mexican American success through music. Growing up as the son of Mexican immigrants in Venice and working at a taco truck during the day while promoting parties throughout Southern California by night, Humilde’s story is one of resilience and ambition.
Jimmy Humilde, the founder of Rancho Humilde, L.A.’s pioneering Mexican record label, is penning a fresh tale of Mexican American achievement. In this new narrative, Mexicans break free from the stereotyped roles of underdogs in our stories. Instead, we look towards inspiring examples like “Stand and Deliver” and “Selena.”
“I’ve had enough of all the noise and chaos,” I said from my mansion in Downey, a place where three years ago I stumbled upon an indoor shark tank and was given a tour of his impressive low-rider collection. “Our music label is doing well not because our artists are wallowing in poverty, but rather because they cherish what they have. Today, I’m proudly embracing my Mexican American heritage as a Chicano. Let’s celebrate!”
Before Humilde gained recognition as an independent music entrepreneur in Venice, he grew up there under the care of Mexican parents. During the day, he earned a living working at a taco stand. At night, however, he boosted his reputation by organizing parties across Southern California. Motivated by Death Row Records’ influence on West Coast hip-hop and the renowned Mexican ballad singer Chalino Sánchez, Humilde dedicated himself to managing and promoting emerging Mexican bands such as Hijos de Barrón and Komando Negro. Eventually, these bands left him to secure deals with wealthier record labels. “I had to establish my own business,” reflected Humilde, now 44 years old.
Founded informally in 2011 by Humilde and his companions, José “JB” Becerra and Roque “Rocky” Venegas, Rancho Humilde has gained popularity as the birthplace of a lively, widely embraced sound that uniquely represents Los Angeles: corridos tumbados, which fuse Mexican folk music with the gritty attitude of American gangster rap and trap.
After that, Natanael Cano, the first international star from Rancho Humilde, has attracted collaboration offers from Bad Bunny, Steve Aoki, and Snoop Dogg. Prior to his breakthrough in 2023, Peso Pluma, a rising chart-topper from Jalisco, pursued collaborations with Humilde’s artists to increase exposure. Fuerza Regida, Rancho Humilde’s renowned act, recently teamed up with Colombian pop legend Shakira in “El Jefe,” an intense corrido revenging her former partner, Gerard Piqué.
Some critics disapproved of Shakira’s use of Mexican ballads, viewing it as insincere exploitation. However, Humilde saw this as a promising development, welcoming the fusion of cultures in music.
“Humilde expressed eagerness: ‘I’m thrilled if someone else intends to use our sound for their success.’ We’re developing a unique identity – our language, attire, and music style – and finding it quite fascinating.”
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2024-07-18 20:56