Meet Fuerza Regida, Música Mexicana’s Hardest-Working Act

What a difference two years can make.

In March 2022, Fuerza Regida embarked on an unusual marketing campaign to promote an upcoming show at the Toyota Arena in Ontario, California. Despite topping Billboard’s U.S. Regional Mexican chart twice, with “Del Barrio Hasta Aqui” in 2019 and “Adicto” in 2020, the San Bernardino-based band found themselves with unsold tickets. Fueled by their determination, the members took to the streets. They performed for students at local high schools and even surprised shoppers at Ontario Mills mall.

The highlight, however, was their final stop in the middle of the westbound 10 Freeway, right in front of the Toyota Arena. A video clip posted on Fuerza Regida frontman Jesús Ortiz Paz’s TikTok account captured the band blocking all five lanes as they played a banda rendition of “El Muchacho Alegre.” The clip went viral, garnering millions of views and comments both criticizing and praising their bold move.

By the night of the concert, every ticket had been sold.

“Back then, we had to pull up early to promote because we weren’t selling out like that. Thank God we don’t have to do that anymore,” said Ortiz Paz, better known as J.O.P.

On a mid-July afternoon, the 27-year-old singer and his entourage were seated at a fast-casual Mediterranean restaurant in Culver City. The day was filled with interviews to promote “Pero No Te Enamores,” Fuerza Regida’s eighth studio album. After talking to The Times, J.O.P. recorded an episode of Apple Music’s “New Music Daily” with DJ Zane Lowe and later had an interview with DJ Bootleg Kev. In a few days, the band would continue a nationwide arena tour, which includes two shows at Inglewood’s Intuit Dome in November.

“We’re doing just English media today. We’ve never really done anything with that market before,” J.O.P. remarked.

The attention from English-language music press for an album recorded in Spanish underscores the rising popularity of música Mexicana in the U.S. This genre has been gaining mainstream traction, especially on platforms like Spotify and Apple Music. According to Luminate, Latin music was the fastest-growing genre in the U.S. in the first half of 2024. Many of its young stars, including Fuerza Regida, have built their audiences primarily on YouTube and TikTok.

“I feel like people in the U.S. identify with Fuerza Regida,” J.O.P. said. “All the no sabos, all the pochos, they understand our culture is different over here [rather] than over there.”

In Southern California, home to the largest Mexican American population in the country, música Mexicana’s dominance is clear. As of now, 14 of the 25 songs listed on Apple Music’s daily trending chart for Los Angeles belong to this genre, with six of them being Fuerza Regida songs.

The band started in 2015 by playing covers at parties and local venues in San Bernardino. Their concerts are known for being lively and boisterous. Fuerza Regida’s music ranges from the corrido tumbado “Radicamos en South Central” to the romantic cumbia “Bebe Dame” and the scornful rebuff “Tu Name.”

Fuerza Regida’s prolific output has contributed significantly to their success. In the past two years, they released four albums and one EP, all hitting the Billboard 200 top albums chart. “I was a businessman before I was an artist,” J.O.P. said, noting his entrepreneurial approach to the music industry. He founded the independent label Street Mob Records in 2019, signing promising artists like Calle 24 and Chino Pacas.

“My dad works in construction and he loves it. I’m the same way. I go into the office, put in 14-hour days, go home and I’m happy,” J.O.P. added.

“Pero No Te Enamores” is the band’s most ambitious project yet, blending electronic dance music with música Mexicana. The album includes collaborations with producers Gordo and Synthetic, as well as EDM heavyweights DJ Afrojack and Major Lazer.

“Jersey corridos, make sure you put that in there,” J.O.P. emphasized, describing the fusion of Jersey club, drill, house music, and corridos found on the album.

The hybrid sound is evident in tracks like “Bella” and “Secreto Victoria.” Some tracks, like “Nel,” even veer closer to reggaeton. Despite the experimental turn, fans embraced the new album. “Pero No Te Enamores” quickly shot to No. 1 on Apple Music’s all-genres list and debuted at No. 25 on the Billboard 200.

J.O.P. confirmed the band is already working on their next project, indicating they would return to their original corrido roots. On the day of the album’s release, Fuerza Regida organized two free listening parties in the Los Angeles area, thanking their core fan base. Hundreds showed up at a flash pop-up in Santa Monica and later at a Boyle Heights nightclub, both events featuring free drinks and mementos.

“We like to do something for the people that can’t really afford a ticket to our shows,” J.O.P. said. He added, “I’m tired but in a good way. We love it. I can’t see myself doing something else.” The following day, the band flew to Atlanta to continue their tour.

Source: Los Angeles Times