For a long time, when people talked about the heart of Latin music in the United States, New York City's name immediately conjured images of salsa, merengue, bachata, and reggaetón. Think of the Fania All-Stars, Marc Anthony, Romeo Santos – these are the sounds and stars that defined the city's vibrant musical identity, largely shaped by its Puerto Rican and Dominican communities. Mexican music, particularly the diverse sounds of Regional Mexican like banda, corridos, and norteño, often felt like it was playing in the background, overshadowed by these dominant Caribbean rhythms.
But something is shifting. The narrative is changing, and New York City is steadily carving out its own significant space in the world of Regional Mexican music. It’s a movement, and it’s being fueled by a growing and proud Mexican diaspora, particularly those with roots in Puebla, a state south of Mexico City. Estimates suggest that between 60-80% of Mexican New Yorkers hail from Puebla, leading to the affectionate nickname “Puebla York.”
Paulina Montiel, co-founder of Migo Events, moved to NYC from the West Coast about seven years ago and was surprised by the sheer size of the Mexican community. “When I first came here, I didn’t even know there were that many Mexicans,” she recalls. “But there’s a big market – corridos shows that come here, they sell out or book two days, like Tito Double P who sold out Prudential Center two nights in a row [earlier this year].” This isn't just about attendance; it's about a cultural awakening.
This burgeoning scene isn't just about concerts. It's about preserving traditions and creating new ones. You see it in the resurgence of sonideros – those iconic Mexican soundsystem block parties where DJs spin cumbia – and in the vibrant lowrider culture. These elements, combined with a new generation of artists, are making New York a formidable player in the Regional Mexican landscape, standing shoulder-to-shoulder with established hubs like California and Texas.
One of the exciting voices emerging from this scene is HelloTones, who proudly calls himself El Hijo de Puebla York. Born in the Bronx to parents who migrated from Puebla, he’s developed a unique sound he calls “kumbias mezcladas.” It’s a fresh take on traditional sonidero rhythms, infused with hip-hop, electronic, and experimental beats. “Cumbia was always in the background for me growing up,” he explains. “It subliminally entered my brain… I feel like cumbia has always been subliminally in the minds of New Yorkers across the spectrum.” As a DJ, he found a way to connect these familiar rhythms with the hip-hop he grew up on, creating something that resonates with both long-time fans of cumbia and newcomers alike.
Last October, Brooklyn’s Viva Toro became a focal point for this cultural surge. The Mexican bar and restaurant hosted an unofficial afterparty for the Migo Fest, showcasing a mix of established Mexican-American talent from other states alongside rising New York stars. Among the standouts was Santy y Su Estilo Único, fronted by Santy himself, who sings and plays the tololoche. Their performance included “5 Condados,” a heartfelt corrido dedicated to NYC’s five boroughs and its Mexican diaspora. “There is a lot of Mexican culture here, whether it’s sonidera, regional, or traditional dances,” Santy shared. “That’s why we have the nickname Puebla York – there are a lot of Mexicans here, and most of them are from Puebla.”
While events have faced challenges, like the Migo Fest cancellation due to political climate and visa issues, the spirit of “Puebla York” remains undeterred. Montiel emphasizes the importance of this moment: “New York is a huge market that people forget about sometimes in Latin culture. It’s always Dominicans, Puerto Ricans, Bad Bunny, Maluma… Colombians out here are also very popular. It’s our time to shine.” The goal is clear: to reflect their roots, their pride, and their enduring presence. New York City is no longer just a backdrop; it’s a vibrant stage where the rich tapestry of Regional Mexican music is being woven anew, thread by proud thread.