Regional Mexican acts contributed millions of dollars at L.A.’s venues post-pandemic

As a seasoned connoisseur of global music scenes, I’ve witnessed the rise and fall of countless genres over the years. Yet, the meteoric ascent of música Mexicana in Los Angeles has left me utterly captivated. The city, often hailed as a melting pot, has proven to be the perfect crucible for this genre’s explosive growth.

On the last evening of Grupo Firme’s 2021 run of seven sold-out shows at what was formerly known as Staples Center, lead singer Eduin Caz performed “En Tu Perra Vida” – or “In Your Dog Life” – by singing its chorus unaccompanied.

In the rear, all seven of them donned identical white jerseys inspired by the Dodgers, bearing the message “Thank you, L.A.” Once Caz had completed what he was doing, the rest of the group joined in. The audience erupted with cheers and applause.

Hallie Yavitch, senior vice president at Crypto.com Arena and its surrounding venues (Peacock Theater and L.A. Live), recollected that it felt like a festive gathering right onstage. It was an ideal method to reinitiate our concert series post-COVID, she added.

Following the easing of pandemic restrictions, Grupo Firme’s performances in Los Angeles were some of the initial concerts held there, symbolizing not just post-COVID relief but the ongoing growth of Mexican music within the United States and globally. Los Angeles has become a significant player in the genre’s ascension.

Initially, Yavitch planned to schedule three shows for Grupo Firme, but they sold out promptly and four additional concerts were arranged to satisfy the high demand. This Tijuana-based band attracted approximately 80,000 fans to the arena, generating a box office revenue of $7 million. Now, Grupo Firme holds the venue’s record for the most performances by a Latin act in one year, and they are just one show short of matching Adele’s record-breaking run during her “Adele Live 16” tour.

Following their triumphant performance at Staples Center in 2021, Grupo Firme maintained their momentum across the country and emerged as the fifth highest-earning tour of the year, amassing a total of $167.7 million, as reported by Pollstar in their industry publication.

2022 saw the genre of Latin music, encompassing reggaeton and salsa among others, surpass the $1 billion mark in earnings for the very first time, according to a report by the Recording Industry Association of America.

This year, a Luminate report revealed that regional Mexican music has become the most prominent Latin subgenre in the United States, and it’s played a significant role in fueling growth within the Latin music industry. Moreover, a Spotify report from 2023 demonstrates that streams of Mexican music have experienced an increase of over 440% globally over the past five years.

In Los Angeles, the regional market is significantly influenced by the Mexican genre, as it’s home to a large portion of Latinos. The Pew Research Center reveals that three-quarters of the total Latino population in this region are of Mexican descent, and nearly half of the city’s residents identify as Latino. Furthermore, according to a 2023 Luminate report, around 83% of regional Mexican music listeners in the U.S. are Latinos.

Ever since Grupo Firme made history with their unparalleled performances at Crypto.com and Peacock Theater, it’s been a blast witnessing other regional Mexican artists gracing those stages! Artists like Junior H, the king of corridos tumbados, Eslabon Armado, who brings a touch of sad sierreño rhythm, and the romantic balladeer Ivan Cornejo have all taken the spotlight. Interestingly enough, it seems that around 20% of the acts performing at these venues now belong to the Latin music genre, according to Yavitch’s estimates.

According to the executive, these artists not only contribute to the main event but also stimulate the nearby L.A. Live district by attracting crowds. Post-concert, spectators have the option to extend their evening at eateries and watering holes – establishments that Yavitch is promoting.

Ever since the resurgence of live entertainment, artists like Los Bukis, Peso Pluma, and Junior H (and many more) have viewed L.A. as a vital destination, according to Eddie Orjuela, a seasoned Latin music booker at Nederlander Concerts – a major live event promotion company. He also mentions that the surge in streaming has contributed to increased attendance, and venues have noted a rise in ticket purchases for Mexican music performances.

According to Orjuela’s report, both artists and their performance venues are experiencing increased earnings. Additionally, these venues gain income from various sources such as alcohol, food, merchandise sales, parking fees, and additional concert-related expenditures.

Orjuela stated, “The funds are available.” He explained that this situation essentially benefits everyone involved – the venue, the artist, the promoter, and even the manager.

The Latin Grammy-nominated band Los Bukis, spearheaded by returning co-founder Marco Antonio Solis, seized the opportunity of their post-pandemic return to L.A., becoming the first Latin act to sell out SoFi Stadium. According to Pollstar records, their shows at the stadium ranked third among all U.S. concerts in 2021, grossing over $13 million, second only to two sets by the Rolling Stones (at SoFi and Las Vegas’ Allegiant Stadium).

Adolfo Romero, the vice president responsible for event bookings and revenue generation at SoFi Stadium and YouTube Theater, didn’t find it unusual when Los Bukis performed.

In simpler terms, Romero stated that since their business aims to generate profits, they focused on finding crucial aspects of the business. He further explained that about a third of their bookings at the two venues are Latin acts. However, he stressed that the primary consideration in their decision-making process is whether or not it benefits the Los Angeles community.

Artists like cumbia band Los Ángeles Azules, ballad singer Ana Bárbara, and phenom Peso Pluma in the corridos tumbados genre have gained from its rapid expansion and performed at YouTube Theater, a venue seating 6,000 people next to SoFi. These concerts bring together a wide range of concertgoers across generations, as Romero explained.

Music promoters and event organizers like Orjuela are observing increased demand for Mexican music shows not just in Los Angeles, but also in areas such as the Inland Empire and Orange County. If performances are scheduled appropriately across these three regions, acts can potentially earn substantial income, according to Orjuela. Fuerza Regida serves as a notable example; the San Bernardino-based group played Ontario’s Toyota Arena – a venue seating 11,000 people – and managed to sell it out.

Similar musical groups like Los Tigres del Norte have previously performed in the Inland Empire area, and it’s expected that tickets for an upcoming Banda MS concert at the Toyota Arena in November will be available for purchase soon.

Orjuela stated that Los Angeles serves as a hub for blending regional Mexican music styles. He further mentioned that promoters nationwide often look to LA shows as a benchmark when deciding which acts to book. If an act performs well in LA, they have a higher likelihood of being successful in other markets.

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2024-09-19 18:33