Meet Fuerza Regida, the hardest-working act in música Mexicana
As a seasoned music enthusiast with decades of industry experience under my belt, I must say that I am truly impressed by Fuerza Regida’s audacious leap into the EDM world with “Pero No Te Enamores.” The fusion of Jersey corridos and dance beats is a bold move, and one that has paid off handsomely for the band.
What a difference two years can make.
In March of 2022, Fuerza Regida launched a surprise marketing campaign in Ontario, California, for an upcoming show at the Toyota Arena. This band from San Bernardino had previously topped the U.S. Regional Mexican chart with their albums “Del Barrio Hasta Aqui” (2019) and “Adicto” (2020). These albums, filled with trap corridos, combined traditional Mexican music instruments like requinto guitars and brass rhythm sections with Spanish lyrics about trapping, drug dealing, and hustling. Despite their success, there were still many unsold tickets remaining. Armed with a megaphone, their musical instruments, a camera crew, and a determination to sell every ticket for what would be a homecoming concert, Fuerza Regida surprised students at nearby high schools in Arroyo Valley and San Bernardino with impromptu performances. Later, they entertained unsuspecting shoppers at the Ontario Mills mall.
However, it was the unexpected performance by the band that generated the most excitement during this traveling event. This spontaneous gig occurred smack dab in the middle of the westbound 10 Freeway, directly opposite the Toyota Arena. Jesús Ortiz Paz, the lead singer of Fuerza Regida, shared a video on his TikTok account capturing the band’s caravan blocking all five lanes as they played a banda version of “El Muchacho Alegre,” a song made famous by Pedro Infante, the mariachi legend. This stunt quickly spread online, amassing millions of views and thousands of comments, with some criticizing Fuerza Regida for causing traffic jams while others lauded them for their creative thinking.
By the day of the concert, every ticket had been sold.
In the past, I had to arrive at a city well ahead of time for promotions since our shows weren’t selling out as quickly as they do now. It’s truly a blessing that we no longer need to endure such practices, all while munching on baby carrots and hummus. – J.O.P., your favorite movie critic.
It’s a mid-July afternoon and I’m sitting with the 27-year-old singer and his entourage of at least a dozen people at a fast-casual Mediterranean restaurant in downtown Culver City, an hourlong pit stop in a day crammed with interviews to promote “Pero No Te Enamores,” Fuerza Regida’s eighth studio album (released July 25 on Rancho Humilde Records and Street Mob Records). Before speaking with The Times, J.O.P. joined Apple Music DJ Zane Lowe to record an episode of the streamer’s “New Music Daily” radio show. After lunch, it was off to Burbank to be interviewed by DJ Bootleg Kev for his syndicated hip-hop program. In a few days, J.O.P. and the rest of the band — requinto guitarist Samuel Jaimez, guitarron player Khrystian Ramos, tubist José Garcia and tololoche player Moises Lopez — would fly out to Dallas to resume a nationwide arena tour that has sold out most dates and will culminate with two shows at Inglewood’s Intuit Dome in mid-November.
“Today we’re focusing solely on English media,” J.O.P. remarks, evidently pleased, as this is a new venture for us.”
It’s significant that English music publications have shown interest in “Pero No Te Enamores,” an album sung in Spanish, demonstrating the increasing popularity of Mexican music in the U.S., and Fuerza Regida’s contribution to its expansion. Originally thought of as a niche genre, música Mexicana has gained mainstream attention due to various artists who cultivated their fan bases on YouTube and TikTok before dominating streaming platforms. According to Luminate, a company that analyzes entertainment data, Latin music was the most rapidly growing genre in the U.S. during the first half of 2024, with platforms like Spotify and Apple Music, thanks primarily to música Mexicana. This subgenre isn’t just being imported; many of its rising stars and devoted fan bases are based in the United States.
“J.O.P. remarks that many Americans associate themselves with Fuerza Regida. He explains that those who may not be fully versed in the ways of their native land or those who have grown up in the U.S., understand that our culture here is distinct and separate from what it was back in the original homeland.”
Mexican music’s influence is particularly strong in Southern California, a region with the largest concentration of Mexican Americans. At present, a staggering 14 out of the 25 top songs on Apple Music’s daily trending chart for Los Angeles come from this genre. Notably, these tunes coexist with hits from popular figures like Sabrina Carpenter and Kendrick Lamar’s “Not Like Us.” Remarkably, six of these trending tracks are by Fuerza Regida.
The band, Fuerza Regida, kicked off in 2015, performing covers at parties and local spots in San Bernardino. Since then, the high-spirited events they host have never slowed down – their shows are well-known for being lively and alcohol-fueled. Fuerza Regida is skilled at creating catchy tunes that are best enjoyed at full volume, such as “Radicamos en South Central,” their debut hit from 2018, a hard-hitting corrido detailing the construction of a drug empire; “Bebe Dame,” a romantic cumbia recorded with Tex-Mex group Grupo Frontera in 2022; or “Tu Name,” a defiant response released this year about leaving someone behind and moving on by seeking solace in other relationships.
× Apart from their talent for creating catchy party hits, Fuerza Regida’s achievements can be traced back to their high output of music. Over the last two years alone, they have produced four albums and one EP, each managing to enter the Billboard 200 top albums chart across all genres. When not in the studio, the group has been touring extensively, performing nearly 100 shows during this period.
Before becoming an artist, J.O.P., who manages the creative aspects of Fuerza Regida, had a background in business. This entrepreneurial mindset carries over to his involvement in the music industry, as evidenced by the Street Mob Records logo around his neck. Instead of limiting himself to being a musician, he established the independent record label in 2019. Since then, he’s added Calle 24 and Chino Pacas, two rising stars in música Mexicana, to his roster.
“My father has spent 35 years in construction and takes pleasure in his job. Despite being able to retire, he continues working because he finds it fulfilling. Similarly, I work long hours at the office and still feel content.”
As a die-hard cinema enthusiast, I’d express it this way: “Pero No Te Enamores” stands as Fuerza Regida’s grandest venture yet, a challenge to the adaptability of Mexican music. Throughout its rich tapestry, Mexican tunes have consistently absorbed and melded with other genres – the accordion, a key element in conjunto and norteño, was initially introduced in the late 19th century from Czech and German immigrants via polkas; cumbia hailed from Colombia in the 1940s. Now, with their latest release, Fuerza Regida is blending electronic dance music into the equation.
“In the album, J.O.P refers to the blend of Jersey club, drill, house music, and corridos as ‘Jersey corridos,'” or simply, “The fusion of Jersey club, drill, house music, and corridos in this album is being named ‘Jersey corridos’ by J.O.P.”
Initially, Fuerza Regida experimented in the realm of Electronic Dance Music (EDM) last year with “Harley Quinn,” a lively collaboration with DJ Marshmello featuring prominent horns; this single from the album “Pa’ Las Baby’s y Belikeada” reached No. 40 on Billboard’s Hot 100. However, with their new track “Pero No Te Enamores,” they take a bold plunge, going all in. To create this 15-track album, Fuerza Regida collaborated with top producers like Gordo (known for his work on Drake’s 2022 album “Honestly, Never Mind”) and Synthetic (responsible for Lil Uzi Vert’s 2023 single “Just Wanna Rock”), as well as EDM powerhouses DJ Afrojack and Major Lazer.
The distinctive mix of sounds in Jersey corridos is particularly noticeable on tracks such as “Bella” and “Secreto Victoria,” which skillfully combine guitar melodies with dance-friendly rhythms. Occasionally, Fuerza Regida strays entirely from the traditional Mexicana sound, with their lead single, “Nel,” leaning more towards reggaeton music.
× “J.O.P. describes the album as capturing that summery, EDM feel, while still maintaining the language of Fuerza. Essentially, it’s a very ‘Fuerza-fied’ album. In the song ‘Pero No Te Enamores’, he expresses this from the point of view of someone who’s enjoying being wealthy, famous, and single too much – a theme that often appears in their music.”
Despite some fans expressing discontent with the innovative direction of the album, that unhappiness didn’t translate into poor chart performance. In fact, within a day of its launch, “Pero No Te Enamores” soared to the top spot on Apple Music’s overall charts. A week later, it made its debut at number 25 on the Billboard 200.
Despite the success of the record, J.O.P. says the band is not done with corridos.
As a die-hard fan of Jersey club, when we chose to create a dance album, it was only natural for us to follow that beat. I’m not one to experiment with various music genres throughout my career. This album was the direction I wanted to take, and now, I’m looking forward to returning to my roots. However, there’s already another album in the pipeline, a hint of what’s coming next from me.
J.O.P. continues to self-manage when it comes to publicizing Fuerza Regida’s music. On the day of the launch of “Pero No Te Enamores,” the band leader and his team organized two free listening events in the Los Angeles area as a gesture of gratitude towards their dedicated fan base. During the afternoon, they hosted a flash pop-up at a beachside mansion in Santa Monica which was announced on the band’s Instagram account. Later that night, the event was moved to Don Quixote nightclub in Boyle Heights, where it was sponsored by Spotify and offered free drinks and tote bags with the album’s logo. These events were a way for J.O.P. to express his appreciation towards their core fans.
“He shared with me that they enjoy offering something for those who can’t typically afford their concert tickets, acknowledging the need to perform for income and livelihood. However, they always strive to give back to their fans,” he said during a quick interview an hour after the Boyle Heights event concluded. The night was late, and we were standing in the driveway of the Mulholland Drive mansion he rented as a resting spot following his busy day of city hopping.
He expresses, “I’m exhausted, yet pleasantly so; we adore it. I can hardly imagine doing anything else,” as he prepares to thank me for my time and retreat indoors. The next day, they were scheduled to jet off to Atlanta to carry on with the tour.
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2024-08-29 05:32