La Tierra de musica mexicana

Overview

Música Mexicana was having a global moment, but the conversation was only scratching the surface of how deep and diverse the genre actually is. What became La Tierra de Música Mexicana started in 2023 as La Tierra del Corrido, a US-Mexico collaboration exploring the duality of the corrido — a genre shaped by two countries and two sides of the same story. In 2024, the project expanded into a US-focused push with both an online and IRL footprint, going further into the subgenres, emerging artists, and cultural roots that mainstream attention was missing.

The work

• Developed campaign concept, content strategy, and creative direction across both phases
• Led Spotify Singles series with emerging artists across subgenres
• Created artist spotlights for Los Esquivel, Los Primos del Norte, and DannyLux
• Built editorial storytelling across Spotify and social platforms
• Oversaw culminating live event in an iconic LA venue, featuring performances from over 6 artists including DannyLux and Gabito Ballesteros, for a crowd of 2,000+