warungku Contributing Editor Isabelia Herrera’s column covers the most captivating songs, trends, and scenes coming out of Latin America and its diaspora.
On any given summer weekend in Brooklyn, you can roll up to a barbecue in Prospect Park and catch the magic of corridos up-close. On a dusty stretch of grass in the park’s southeast corner, families and friends celebrate birthdays, graduations, and good times with a slab of meat sizzling on the grill and a massive speaker on a plastic folding table blasting Peso Pluma. You can hear the 24-year-old’s voice at these daytime hangs, at the club, or, if you’re like me, at the after-parties where your friend insists on ending the night with drunken karaoke at 3 a.m. In 2023, the artist born Hassan Emilio Kabande Laija is everywhere, collecting billions of streams and spreading traditional Mexican sounds across the U.S. like never before.
Pluma is just one face in a much larger movement. Loosely assembled under the imprecise catchall term “regional Mexican,” artists like Fuerza Regida, Grupo Frontera, Eslabon Armado, Natanael Cano, and Yahritza y Su Esencia have been storming the charts. Decades after the category of regional Mexican emerged as a radio format in the middle of the 20th century, Pluma and Eslabon Armado’s “Ella baila sola” became the first regional Mexican Top 10 hit on Billboard’s all-genre Hot 100 in April; earlier this month, Pluma boasted 14 concurrent appearances on the same chart. While the subgenres that exist within the regional Mexican category—sierreño, corrido, norteño, banda, grupero, Duranguense, and others—have existed for decades (some for centuries), they have rarely appeared on the overall U.S. pop rankings.
And corridos tumbados, which have become the driving force of this commercial takeover, don’t sound like anything else on the charts either: Artists from both sides of the border are breaking through by combining the unabashed stunting of mainstream hip-hop and reggaeton with the rugged, sentimental sounds of traditional Mexican music. Instead of obvious pop hooks, you’ll hear trumpets, tubas, or a 12-string guitar, occasionally accompanied by trap snare rolls, a glossy dembow riddim, or a flurry of 808s. Rather than capitulating to the mainstream, they’re making the mainstream come to them.
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