Jugadores and the Rise
of Cumbia Flow
11/14/11 - LatinRapper.com
Representing two major cities in the Deep South, a duo of
Latin rappers are leading the movement to popularize Cumbia
Flow, the latest subgenre of urban Latin music. Baton Rouge,
rapper Joe Mexican, along with Houston-born Chicano artist
Jaime Mines, have teamed up as "Jugadores" in an effort to
create a bold new sound for Hispanic audiences.
Cumbia Flow represents a fusion of traditional Cumbia
sounds, and Down South rap music.
Performed in English and Spanish
both, the genre combines Cumbia rhythms and instrumentation
with the bass lines and drum snares typical to Louisiana rap
beats. Although other music artists such as Calle 13 have
previously experimented with Cumbia fusions, the Jugadores
consider their sound more suited to Latin music's roots.
"We're trying to create music that Cumbia was always meant to
be, which was dance music," Joe Mexican clarified to
In 2006, Baton Rouge by way of Mexico City rapper Joe Mexican
had been actively promoting his latest song, Sueño Callejero.
Texas rapper Jaime Mines caught wind of the track through
Myspace, and quickly suggested that the two artists work
together. Not only did the duo share a Mexican background, but
they also discovered a mutual desire to infuse their native
country's culture into their music.
Mines and Joe Mexican realized that despite Houston's booming
Hispanic population, the majority of Latino H-Town rappers
weren't incorporating Mexican sounds into their music. The
term Cumbia Flow itself did not originate with the duo, yet
Mines found that the name was a perfect fit for his musical
concept, and thus a new genre was born.
The Jugadores first realized the potential of Cumbia Flow
several years ago while performing at a Texas awards show for
Latin rap music artists. "There were Reggaeton artists, there
were Latin artists performing rap in English," stated Joe
Mexican, describing the lineup of performers that preceded he
an Mines. "We came on stage and shut the whole place down,
everyone was amazed at this new sound we were bringing." From
that point on, the two artists have been on a campaign to
promote their personal twist on the combination of genres.
Jaime Mines and Joe Mexican both have a firm belief that
Cumbia Flow will one day attract the attention of Spanish
television channels such as Univision and MTV Tres, although
they may not be the actual artists to break the glass ceiling.
Joe Mexican has pointed out that other Hispanic music artists
have taken an interest in the genre, which can only benefit
their concept over time. The Baton Rouge rapper, who has also
earned a name for himself as a Hip Hop video director,
believes that the right combination of talent and luck will
gain some artist mainstream appeal with the music.
Until Cumbia Flow gains worldwide attention, the Jugadores are
hard at work promoting their style of music. Between
performing shows at a variety of events in Louisiana and
Texas, the two artists have been working on a self-titled
album slated for release in 2012. Jaime Mines has also
released mixtapes in order to gauge public response to their
fusion of genres, and the response has been increasingly
Reggaeton music, once considered little more than a musical
fad, has managed to maintain its appeal over time. The
Jugadores see Cumbia Flow as one day achieving the same
success as Reggaeton, and continue to work hard at promoting
the musical concept that is quickly gaining popularity in
clubs and on the radio.
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Joe Mexican on Myspace: