Tag: Norteño sax

‘La Tierra de Música Mexicana’: A Three-Day Celebration of the Genre’s Rich Cultural Heritage With Panels, Performances, and More

September 9, 2024

Across generations and borders, Música Mexicana continues to reach new fans. On Spotify, the genre has experienced unprecedented growth, with global streams up more than 440% since 2018. Several Música Mexicana subgenres are also on the rise as new waves of artists put their stamps on long-established musical traditions.

Last month, we celebrated “La Tierra de Música Mexicana” with a series of Spotify Singles showcasing three of today’s hottest subgenres: electro corridos, norteño sax, and sad sierreño. This week, we’re thrilled to bring the campaign to life for fans, artists, and industry leaders with a three-day affair in Los Angeles to celebrate all that falls under the Música Mexicana umbrella.

Over the first two days, the event will offer panels, masterclasses, and showcases tailored to emerging artists and industry professionals. On the third and final day, “La Tierra de Música Mexicana” will take over Avalon Hollywood with a packed lineup of performances from some of the genre’s most exciting artists.

Wednesday, September 11

We’ll kick things off with a Spotify for Artists masterclass focused on the tools and resources available to our creator community. Next, our Editorial team will host a Playlists, Curation, and Algorithms panel exploring our playlist ecosystem and how we represent Música Mexicana culture across Spotify. Our experts will then be available to answer specific questions during a “breakout tables” segment.

From there, our Songwriter and Publisher Partnerships team will explore the business side of Música Mexicana, with a focus on empowering and educating the new generation of songwriters and producers. Attendees will also be treated to a sit-down interview with Miguel Armenta, the songwriter behind “TQM” by Fuerza Regida, as we take a deep dive through the hit songs he’s helped create via his Written By playlist.

Night one will close out with our Mujeres en Música Mexicana panel and showcase featuring women artists and industry professionals from across the genre, including Chiquis, Erika Vidrio, and Designo Celestial.

Thursday, September 12

On day two, we’ll host a live show and Q&A with the hosts of the Agushto Papa podcast and special guests Oscar Ortiz and Alex Favela, who will delve into the trends and artistry shaping the genre.

Up next: presentations on strategic partnerships and music sales promotion. We’ll discuss how artists combine Spotify tools with their own marketing strategies to build successful album release cycles, followed by how to leverage tools like Showcase and Marquee to promote new music to your most likely listeners.

We’ll also hear from leading Música Mexicana experts on the evolution of the genre, as well as changes within the industry itself. Last but not least, the day will conclude with performances from Oscar Ortiz, Clave Especial, Octavio Cuadras, Adriana Ríos, and Adrian L Santos.

Friday, September 13

To close out “La Tierra de Música Mexicana,” Spotify is extending a special invite to our Música Mexicana Top Fans in Los Angeles for an evening of unmissable performances. Both established and emerging artists will take the stage, including Gabito Ballesteros, DannyLux, Oscar Maydon, Los Primos del Este, Alex Favela, Estevie, and Ivonne Galaz.

“Música Mexicana means so much to me because it truly changed my life,” says DannyLux. “From growing up listening to it with my family to being able to perform it onstage is something I’ll always be grateful for. I love how much people have embraced it in the past few years, and it’s cool to see it being mixed with different genres along the way. It’s a very collaborative genre and I think that’s why it lends itself to growth, because all the artists are willing to make magic together.”

Stream our Los Que Mandan playlist to hear the next generation of hitmakers, then head to our La Tierra de Música Mexicana hub to explore the genre in all its glory.

Take In the Many Flavors of Música Mexicana With Our Special Series of Spotify Singles

August 5, 2024

As one of the fastest-growing genres worldwide, Música Mexicana has emerged as an unstoppable cultural force in recent years. In fact, between 2018 and 2023, Música Mexicana streams on Spotify shot up by more than 440% globally, with artists like Peso Pluma, Natanael Cano, Fuerza Regida, and Grupo Frontera rising to the top of the charts. Younger fans are particularly captivated by the genre: Gen Z streams climbed nearly 60% over the last year.

And it’s not just a single sound that’s responsible for such a meteoric rise. The Música Mexicana umbrella encompasses a rich tapestry of styles and genres, including corridos, banda, norteño, sierreño, grupero, and mariachi. A number of Música Mexicana subgenres have experienced significant growth on Spotify, as new waves of artists put their stamp on long-established musical traditions.

To celebrate the diverse landscape of Mexican music, Spotify is launching “La Tierra de Música Mexicana,” a new campaign spotlighting three of today’s hottest subgenres: electro corridos, norteño sax, and sad sierreño. We’ll showcase these sounds with a series of Spotify Singles launching throughout the month of August, each representing a unique facet of Música Mexicana.

Electro corridos

Electro corridos are a modern take on corridos, a style of music steeped in history, tradition, and storytelling. This subgenre fuses the electronic sounds of dance and house music, as well as dembow and urban beats, with the lyrics and storytelling of a corrido.

Debuting August 7, the first of the three Spotify Singles is “LIV” by brothers Sebastian and Eugenio Esquivel and producer-DJ Deorro. The forthcoming release captures the essence of electro corridos, which have seen remarkable growth on Spotify in the past year. They’ve experienced a 644% rise in consumption in the U.S. and a 590% rise in consumption in Mexico.

Stream our Electro Corridos playlist to hear some of the best the genre has to offer.

Norteño sax

Up next, “Beso” by Los Primos del Este, which showcases the norteño sax sound, will drop on August 21. Norteño sax blends the traditions of northern Mexican music with the distinct melodies and sonic textures of the saxophone. On Spotify, consumption of norteño sax has grown by 39% in both the U.S. and Mexico over the past year.

Discover the genre’s hottest hits on our Norteño Sax playlist.

Sad sierreño

Last but not least, “Cielo Eterno,” the sad sierreño single by DannyLux and Jasiel Nuñez, will arrive on August 28. Sad sierreño is a Gen Z twist on sierreño, a style of Mexican folk music best known for nostalgic ballads performed with acoustic guitars. Infused with emotive and introspective songwriting, sad sierreño has seen a 48% increase in consumption in both the U.S. and Mexico over the past year on Spotify, with Gen Z accounting for more than 40% of the genre’s streams.

Dive into our Sad Sierreño playlist to hear tracks that’ll get you in your feels.

Spotify has been proud to support Música Mexicana’s rise into a global powerhouse. “La Tierra de Música Mexicana” follows last year’s “La Tierra del Corrido” campaign, which included a special showcase featuring performances from top artists like Chino Pacas and Esteban Gabriel. We also celebrated “La Tierra de Texas” earlier this year, bringing live Música Mexicana performances to the iconic Houston Rodeo.

Head over to our Música Mexicana hub to explore the genre in all its glory, with everything from new releases to classic favorites.