From Guadalajara, Jalisco, the city of mariachi, regional Mexican star Julión Álvarez, known as “El Rey de la Taquilla” (The King of the Box Office), unveiled his highly anticipated EP Ranchero de Corazón on Thursday (Sept. 24), his second album under his own record label, Copar Music.
The project celebrates mariachi music, marking a special turning point in his career and connecting even more deeply with something he had yet to accomplish. Featuring traditional mariachi arrangements and Álvarez’s unmistakable voice, the four-song EP offers a fresh and emotional take that departs from the norteño and banda styles he is known for.
“I’ve always enjoyed having mariachi at some of my performances, until finally, a few years ago, I put on the charro suit and asked my colleagues for advice on how to wear it properly,” Álvarez tells Billboard. “Mariachi is sacred to me, and now, with my family here and my daughters born in this city, this project holds an even more special meaning.”
Ranchero de Corazón was produced by Álvarez himself and features compositions by Alfonso de la Cruz Pecas, one of his closest collaborators over the past 16 years, as well as Hansen Flores and César Estrada Moreno.
“It took us some time to take the plunge, but we wanted to do it right, with a lot of respect,” says De la Cruz Pecas, the songwriter behind “Llévala a la luna” and the EP’s title track. “Now it will be the audience who determines the path and direction of the project,” he adds, hinting that more ranchera music could be on the way.
Throughout his career, Álvarez has achieved impressive milestones. In 2025, he made history as the first Latin artist to sell out three consecutive concerts at Los Angeles’ SoFi Stadium. That same year, he was featured on Billboard‘s list of The 75 Best Regional Mexican Music Artists, thanks to his 37 entries on Regional Mexican Airplay and five No. 1s on Regional Mexican Albums.
On Thursday night, at the Baruk Hotel de Autor GDL, Álvarez hosted members of the press at a private event where he officially introduced the artists signed to his record label. True to his style and with a warm, familiar vibe, he arrived dressed entirely in denim, wearing a button-down shirt, boots and a cowboy hat, full of happiness and ready to celebrate. Accompanied by his mother and other loved ones, he moved through the venue dancing, singing and personally greeting every guest, posing for photos with the waitstaff and mingling with those working at the various coffee and tequila bars on site. Like the “friend to everyone” and the life of the party, he invited others to dance, shared shots of tequila and without hesitation, got up to sing — even though he knew he needed to save his voice for upcoming commitments.
Álvarez has two monumental concerts scheduled at Estadio Jalisco on Sept. 25 and 26, where he will gather more than 48,000 people each night. The second show is part of his joint tour with his friend Alfredo Olivas, Prófugos del Anexo.
Listen to Ranchero de Corazón by Julión Álvarez below:
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