Latines are doing amazing things — they always have.
However, it has not been until recent times that our talent, our art, our music, and our work have been widely recognized in various parts of the world and on different platforms.
The Regional Mexican banda Grupo Firme is the perfect example of success and recognition for the Latine community as they’ve achieved yet another milestone. The music group will be performing in the halftime show during a National Football League (NFL) game in Mexico City that will take place on Monday, November 21.
The announcement was made only a few weeks after the band broke the attendance record at CDMX’s Zócalo on Sunday, September 25, 2022.
While the San Francisco 49ers face the Arizona Cardinals, sports enthusiasts — and banda fans — will get the chance to relax and enjoy a mini-concert from those responsible for regional music hits like “Ya Superame,” “Pa’ Todo El Año,” and “En Tu Perra Vida.”
The NFL is betting on Latine Music Artists to increase its fanbase
This could be a strategic move to work their way into the Latine market considering their Hispanic Heritage Month initiative that fell short. Their attempt at being inclusive and progressive by reworking their logo to include an “Ñ” was a far cry from what the Latine community expects in terms of proper representation. Hopefully, they took that as a learning opportunity.
Fast forward to a couple of months later and they are trying to make nice with the Latine community again.
It’s noteworthy that this is not the first time that the NFL collaborates with Latine celebrities — let’s remember the Super Bowl Halftime Show where J. Lo and Shakira performed as they were also joined by J Balvin and Bad Bunny in 2020.
This 2022, the league embraced Latinidad and announced J Balvin for the NFL Kickoff Concert, which took place on September 8.
Additionally, after releasing its “Por La Cultura” initiative during Hispanic Heritage Month, the football giant unveiled the launch of a mixtape focused on Latine artists this past Friday, November 11.
Por La Cultura. pic.twitter.com/pFoGGASAWt
— NFL (@NFL) September 15, 2022
“The Por La Cultura Mixtape: Volume 1 is one of many league efforts to connect more deeply with Latino fans, especially through music which is consistently shown to be a leading passion point for this community,” said Javier Farfan, Cultural Strategist at the NFL, in a press release.
The mixtape will be available on November 18 and includes music from Yandel, El Alfa, Anthony Ramos, Snow Tha Product, and Trueno, among others.
“This collaboration truly showcases a variety of musical styles and versatile artists coming together to create a fusion of sounds, all in the name of Latino culture,” added Marissa Solis, NFL SVP Global Brand and Consumer Marketing.
Seems like the NFL is trying to broaden its audience and give space to the talent of nuestra gente. Let’s see how it turns out – and if it’s genuine. All of us will be watching.
As for now, let’s all celebrate this huge win for Grupo Firme!