![]() That same year, Apple Music reported a 30% uptick in regional Mexican streams, and Spotify reported 1.8 billion annual streams of regional Mexican songs. According to a 2021 Chartmetric study, among the share of Top 100 artists on YouTube, regional Mexican music grew by 30% in 2020. The rise of Rancho Humilde is inextricable from the larger growth spurt happening in regional Mexican music. In recent years, albums by Cano, Fuerza Regida and Junior H have surpassed many legacy acts on the regional Mexican Billboard charts, tallying hundreds of millions of streams with their streetwise corridos. After prominent bands like Los Tigres del Norte or Los Tucanes de Tijuana mainstreamed corridos by spinning epic desert tales about real-life drug lords and smugglers - dubbed “narcocorridos” - the trap-infused corridos on Rancho Humilde connect more with young city dwellers. It’s a departure from regional Mexican music’s establishment, which favors analog interpretations of norteño, mariachi and banda sounds. “This genre came in and reshaped the Mexican sound.” ![]() “It’s like a new era of hip-hop,” says Humilde. The resulting blend is described as “corridos tumbados,” or “trap corridos.” The label champions artists whose heritage is not just reflected in corridos, the gritty Mexican folk ballads that narrate the inner lives of hustlers, immigrants or ordinary people trying to survive but also in the sounds and styles of their favorite rappers from the United States. “But you can’t take the hood out the homeboy.”Ĭo-founded in 2011 with his friends José “JB” Becerra and Roque “Rocky” Venegas, Rancho Humilde counts more than 80 acts who share one mission: to evolve the regional Mexican music tradition for a younger, more bicultural generation of fans. “You can take the homeboy out the hood,” says Humilde, flashing his Cartier watch. Humilde couldn’t help but appear in the video, gleefully manning the wheel of a teal lowrider. ![]() The cars feature prominently in the music video for “Feeling Good,” a 2020 collaboration between Rancho Humilde stars Natanael Cano and Ovi, Chicana rapper Snow Tha Product and Long Beach legend (and regional Mexican music superfan) Snoop Dogg. There, he keeps more than a dozen 1960s Chevy Impalas, freshly polished and painted in splashy reds, blues and greens. #COMPOSITOR DE CORRIDOS FULL#“They go crazy for the trampoline,” he says, waving a tattooed arm toward the backyard.ĭressed in casual blue jeans, a black T-shirt and a fitted cap that reads “Humilde,” he swans across the property, past the pool and toward a garage the size of a full mechanic shop. The house has even served as a luxe pandemic crash pad for some of the young artists - from Sonora to Miami to South Central L.A. During the pandemic, the mansion he shares with his wife and two children became the temporary headquarters for his homegrown independent label, which over the past couple of years has disrupted and conquered the highly competitive and often insular world of regional Mexican music. ![]()
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