NEW YORK, NY (February 7, 2024) - SCENES, the acclaimed music discovery docu-series, is making a triumphant return in 2024. This season, SCENES: Música Mexicana, presented by Toyota dives into the heart of one of the fastest-growing music genres, the youth-led acoustic scene Regional Mexican Music (RMX). Spotlighting the Mexican artists and communities that have erupted on SoundCloud and continue to shape the cultural landscape, thriving creators Ivan Cornejo, DannyLux, Conexión Divina, Xavi, and Jasiel Nuñez take center stage in revealing the captivating stories behind the explosion of RMX on SoundCloud.
Using proprietary data, including early charting metrics, notable and sustained chart presence, creator-fan relationships + interactions, and more, we’re tracking the artists that have contributed to the explosion of RMX, a scene that’s seen nearly three times as many plays since 2019.
“This partnership is a testament to SoundCloud and Toyota's shared vision of empowering artists whose passion for their community and determination to push boundaries are leading them to new heights,” states US Brand Partnerships Director at SoundCloud, Andrea Ropp. “We're especially thrilled to elevate Mexican American artists who are proud of their culture and are deeply impacting communities worldwide.”
Through interviews and music from innovative artists Ivan Cornejo, DannyLux, Conexión Divina, Xavi, and Jasiel Nuñez, SCENES explores the cultural evolution occurring within the SoundCloud community.
“The creation of this first Latino-focused docu-series with SoundCloud aligns organically with Toyota’s commitment to supporting emerging artists and championing music discovery,” shares Alex Chau, Brand Media Manager, Integrated Marketing Operations for Toyota Motor North America. “These artists are taking the genre to new heights, elevating Latino culture and their community through their sounds. We’re excited to share this with fans and proud to join SoundCloud on this musical journey.”
Delving into SoundCloud’s unique relationship between creators and fans, community and fan building, and more that has contributed to the personal experiences and journeys of the Mexican artists at the epicenter of the RMX genre, Música Mexicana highlights the explosive growth of Mexican music genres on SoundCloud from the very artists leading the charge:
Ivan took over the 2022 Billboard Latin Music Awards winning “Debut Artist of The Year” and “Regional Mexican Album Of The Year”, which he also won in 2023. Most notably, Cornejo’s US tour last year sold over 150,000 tickets and wrapped with a sold out show at Toyota Arena in Ontario, CA. Further cementing his status as one of music’s most promising new generation of stars Cornejo, kicked off 2024 as one of the cover story artists for Billboard’s Genre Now Issue and will perform at the Houston Rodeo on March 3rd, to a sold-out crowd of 65,000 fans.
Following the release of his breakout album "Las Dos Caras Del Amor" in January 2021, he hit No. 1 on Billboard‘s Latin Songwriters chart thanks to “Jugaste Y Sufrí,” his collab with Eslabon Armado, this momentum earned him a nod as one of Billboard's 2022 Latin Artists to Watch. DannyLux saw his streams increase over 7x in the next year. The young rising star is captivating listeners with his addictingly hypnotic “Alternative-Sierreño” style that has revolutionized the sound of Regional Mexican music.
Conexion Divina is an all-female group based in Los Angeles, California. All three girls were born in the US and raised by Mexican parents. They grew up listening to corridos, romanticas, música mexicana and have become some of the first women to play in the genre. “We write our music based on situations that happen to us and we don’t only write for a certain audience. The music is for everyone, both females and guys. We can all relate to getting heartbroken or feeling angry, we all go through similar situations” - Liz (Singer).”
19-year-old singer/songwriter Xavi arrives with a refreshing sound that reflects the different cultures in which he grew up — including R&B, pop, and urban, all blended with música Mexicana sounds. Xavi kicked off 2024 with a massive notch on his belt with the breakout single “La Diabla.” He is the first Mexican American artist to reach #1 on the Spotify global chart as a solo artist. Alongside the U.S. chart positioning, Xavi has been heralded by publications like Rolling Stone, Billboard, NPR, and more as an important artist to watch in 2024. At work on a debut album, Xavi is here to showcase excellence in storytelling and a magnetic performance style to continue pushing the corridos genre forward.
Jasiel Nuñez *music feature*
The first artist to be signed to Peso Pluma’s label Double P Records, Jasiel Nuñez is the latest newcomer to the corridos tumbados movement. Jasiel found inspiration in Ariel Camacho, creating hits like Rosa Pastel and Lagunas on Peso Pluma’s album Génesis, which debuted at number 3 on the US Billboard 200, including number 1 on the Top Latin Albums and Regional Mexican Albums in 2023.
SoundCloud empowers artists and fans to connect and share through music. Founded in 2007, SoundCloud is an artist-first platform empowering artists to build and grow their careers by providing them with the most progressive tools, services, and resources. With over 375 million tracks from 40 million artists, the future of music is SoundCloud.
Toyota (NYSE:TM), creator of the Prius hybrid and the Mirai fuel cell vehicle, is committed to building vehicles for the way people live through our Toyota and Lexus brands, and directly employs more than 63,000 people in North America (more than 49,000 in the U.S.).
Over the past 65 years, Toyota has assembled nearly 45 million cars and trucks in North America at the company’s 13 manufacturing plants. By 2025, the company’s 14 th plant in North Carolina will begin to manufacture automotive batteries for electrified vehicles.
Through our more than 1,800 North American dealerships (nearly 1,500 in the U.S.), Toyota sold more than 2.4 million cars and trucks (more than 2.1 million in the U.S.) in 2022, of which, nearly one quarter were electrified vehicles (full battery, hybrid, plug-in hybrid and fuel cell).
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