Can TikTok Bring Back This Forgotten Mexican Genre?

Photo illustration by Maria-Juliana Rojas. Photographs in illustration by Bill Denver/Telemundo/NBCUniversal/Getty Images; Leonardo Mejía Madero*; Victor Vega*; LIZ HAFALIA/The San Francisco Chronicle/Getty Images,2;TikTok/elbriankaoz, 2; Adobe Stock,2.Fede couldn’t figure out how to make his stand-up routines work on TikTok. Sometimes, he’d post silly storytime-style videos or he’d play with viral sounds, getting a couple thousand views. But nothing ever took off like he wished it would.

MONTEZ DE DURANGO consider themselves to be the creators of the genre. They tell the story of how Jose Luis Terrazas, then a label exec, had an epiphany in the year 2000: Why not combine the traditional drum-driven tamborazo from Zacatecas with technobanda to make a new sound? He called it “progressive tamborazo,” and it seemed to land.From there, other groups started forming around Chicago.

The genre slowly started to get fewer plays on the radio and reduced TV bookings, something Garza blames on both the departure of vocalist Alfredo Ramírez from Montez, following a legal dispute with his original bandmates, and later, theGomez, at the time, was one of the most promising voices in duranguense. It is believed that the singer was tortured and killed by cartel Los Caballeros Templarios for performing for the criminal organization’s rivals, Los Zetas.

“When Myspace came out, we wanted to have the coolest page so I remember I had to freaking code,” says Daniel, the group’s drummer. “When TikTok came around during Covid lockdowns, it was only natural… the creator juice started flowing.” “Back in the day when the genre was at the top, it was very difficult to gather such big names in a single event, because there was no need to,” Daniel says. But in 2022, for Durango Fest, Montez recruited Patrulla 81, the old-school group known for their cop-themed attire, the rockier Alacranes Musical, and the remaining members of K-Paz de la Sierra for the very first time. Over the next two years, the groups hosted 32 shows. They sold nearly 70,000 tickets across the U.S.

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