The Rise of Mexican Music Touring | Billboard Latin Music Week 2023 ...Middle East

The hottest genre on the charts is the hottest genre on the road. Fuerza Regida’s frontman JOP and Live Nation’s Hans Schafer and Jorge Garcia on how to book, market and sell out Mexican music shows. JOP:A lot of struggle. We started from the bottom. We started — I would do my own flyer parties. I’d hire the best groups in the city, then I would close. We would close. I’d hire my own band to close, we started like that, then we had our first hit. We started going into clubs. And then I went to like, from 20 to 50 and then from 50 to 100 and then you know, little by little, we went to a lot of clubs. Nothing the same, you

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