By Ricardo Lezama 
In Univision’s usually Puerto Rico and Carribean culture focused event, there will be a high number of breakthrough Mexican Regional artists. Among them is slated to be Grupo Frontera. The Mexican regional music group was nominated in 10 categories for the 36th annual Premio Lo Nuestro ceremony.
To be certain, the awards show is going to still have the usual Latin themed music with overly feminine men and more trendy club music. However, the inclusion of Mexican regional music is likely a mechanism to maintain relevance for Univision, which is also partially owned by Mexican conservative broadcaster, Televisa.
Mexican Regional Music Explosion
In the past 12 months, the Mexican regional music scene and audience has expanded nearly 60 percent by some measures. Corporations, like Instagram, are looking to the genre as a way to restimulate demand for their services since the Mexican regional music genre leads to increased engagement amongst younger followers. The genre can help convert users and maintain cultural relevance for a platform long dominated by US English speaking content.
Grupo Firme Expands Collaborations
Like they did last year with Grupo Frontera, Grupo Firme also appears to be expanding their collaborations with popular Tik Tok focused artists, like Jose Torres. The new collaboration is titled ‘Alfombra Roja’ which has been trending on Tik Tok due to the mispronounciation of ‘Perfume de Gucci’ as ‘Perfume de Ducci’ by Torres. Either way, the streams are flowing through by the millions.
Grupo Firme is set to continue their touring in their ‘La Ultima Peda‘ Tour