Some of the other well-known corridos artists are Armado, Natanael Cano and Fuerza Regida, while some of the classics are Banda El Recodo, Banda MS, Banda El Limón, Valentín Elizalde, Los Tigres del Norte and Los Tucanes de Tijuana. So, the musical revival is here, with a twist, and it’s continuing to gain ground and popularity.
Why marketers should care
A recent study by Orci and Think Now explores the impact that corridos and Mexican regional music are having on pop culture. Speaking to both US Hispanics and non-US Hispanics, the study sought to understand just who is listening to this previously niche style of music and what they really think of it. Here are a few applicable insights and lessons for marketers about the cultural shift behind corridos music.
The storytelling resonates
Despite what some may think about the niche nature of Mexican regional music, the study showed that this genre is very popular among both U.S. Hispanics and non-U.S. Hispanics, driven in large part by the fusion of styles. In fact, more than half (59%) of non-U.S. Hispanics enjoy “mixing new styles,”which is very telling of how new genres like the aforementioned Bad Bunny-fueled reggaeton revolution came to life.
Another reason for the increased interest in this music? Storytelling. Despite the language barrier, nearly two-thirds (64%) of non-U.S. Hispanics stated that they can “identify with/relate to the emotions conveyed in the songs.” This speaks to the broader importance of storytelling as a way to not only connect with younger generations, but provide meaningful content for them as well.
This is a big cultural moment
Both U.S. Hispanics and non-U.S. Hispanics see corridos and Mexican music as having an important impact on culture now and in the future. In fact, four-out-of-five (80%) of non-U.S. Hispanics say it “has the potential to break down cultural barriers.” So much so that when asked if the musical genre was a positive influence on young generations, 71% of U.S. Hispanics said it was a very positive influence, a point echoed by an even higher percentage (89%) of non–U.S. Hispanics.
The brand ambassadors the next-gen is looking for
While young talent, particularly in the music industry, can sometimes feel risky for brand associations, this research shows that 76% of non-U.S. Hispanics think Mexican regional artists “provide good models and spokespersons for brands.” While every brand has to take into consideration its own safety and alignment concerns, the data suggests that this genre as a whole is seen positively by young consumers.
