Amazon Launches Gen Mex: a New Platform Spotlighting Mexican Music (EXCLUSIVE)

variety.com:

Thania Garcia Amazon Music has officially launched its Gen Mex initiative to spotlight the growing regional Mexican genre’s evolving style and renewed popularity as it begins to reach global audiences.The regional Mexican category has historically been used as a catch-all term that spans banda, grupero, norteño and other folk formats — but as more artists begin to experiment with Mexican music in new ways, the market for it has exponentially expanded.“Música Mexicana has its own categories in not only the Latin Grammys but the mainstream Grammys, an entire radio industry built around it and is quickly outpacing reggaetón as the most-streamed genre of Spanish-language music,” Rocio Guerrero, global head of Latin at Amazon Music, tells Variety.  “At Amazon Music, música Mexicana listening has increased 140% YOY…This revolution is unstoppable and it will continue to reach new heights.”What Gen Mex aims to do, is provide a hub for the dynamic genre while “trying to find the right ways to honor its [tradition], but looking ahead and being a catalyst for its reinvention.”As a part of this catapult into the limelight, Gen Mex promises to include new Mexican music programming and editorial content in the form of Amazon Originals.

The first of which comes as a collaboration with Christian Nodal who stars in a short yet cinematic introductory video for Gen Mex.

Nodal delivers a heartfelt and prideful homage to Mexico, encapsulating the essence of the music and artists.“This one goes out to my heroes, the ones who taught me how to feel,” he starts.