Jimmy Humilde, the founder and CEO of upstart regional Mexican label Rancho Humilde, started his label as the result of a series of popular “flyer” parties in Southern California.
Today, Rancho Humilde is leading the charge of a new generation of artists like Natanael Cano and Junior H, who gained traction via social media and streaming and who blend tradition with the avant garde, mixing Mexican guitars with rap and trap.
Humilde is this week’s featured executive on Billboard’s Latin Hitmaker Podcast.
Here are nuggets from his conversation, and a link to the full episode, available now on all platforms:
1. On the meaning of “corrido tumbao:” A corrido tumbao is a state of mind, a way of dressing, acting. When I first asked Nata [Natanael Cano] what tumbao was, he said: “I am tumbao.” Before, corridos were listened to by fans with cowboy hats and boots. Today, you’ll see 13, 14 year old kids in Jordans listening to corriods tumbaos.
2. On how he became a fan of corridos: I fell in love with corridos when I was 14 years old because of Chalino Sánchez. He was the first person to sing a different style of corrido; ha corrido from the streets. I say the “streets” because he interpreted the new Mexican narcoculture. And he was to first to mention American cities in his corridos. I remember he mentioned Pomona in one of his songs, and he captured my heart.
3. On how partner Rocky Venegas came on board: Rocky is our third partner. We were talking and I said, “All right bro, if you want to come in, you gotta come in with some money.” He’s like, how much? I said $1,000. It was his rent money. But he invested a thousand dollars and became a partner.
4. On representing Mexican culture: We never had someone really representing our Mexican American culture. It was Tex Mex, Chicano. Now, everyone can identify with our music.
Listen to the full episode here: