California-based regional Mexican music band Fuerza Regida made history this week with the debut of their new album, 111XPANTIA, at No. 2 on the Billboard 200. It’s the highest debut ever for a Mexican artist on the chart — and, had Bad Bunny not released the vinyl edition of his Debí Tirar Más Fotos the same week, 111XPANTIA would have debuted at No. 1, making the group only the third act in history to top the chart with an album in Spanish.
As it was, 111XPANTIA made double history, as it allowed two Spanish-language albums to place at Nos. 1 and No. 2 on the chart, also a first.
While the name Fuerza Regida may still not ring bells for many in the mainstream, the group has been making serious waves since they launched in 2018, led by singer, composer and businessman Jesus Ortiz Paz, better known as JOP.
Part of a new wave of homegrown talent that’s doing a more contemporary, urban-leaning version of regional Mexican music, or música mexicana, the quintet has positioned itself as bold disruptors, delighting in making music that defies convention, veering into genres like dance and trap. Fuerza are also known for their unusual marketing strategies, from an impromptu concert on the 210 freeway near Los Angeles to a performance alongside street musicians on the Tijuana border to pop up murals to promote their album, Pero No Te Enamores, last year.
Those kinds of actions have yielded fruit. Fuerza has won Top Duo/Group of the year at the Billboard Latin Music Awards for two consecutive years already (2023 and 2024) and has placed six albums, going back to 2023, on the Billboard 200. On the Billboard Top Latin Albums chart, they’ve placed an impressive 12 albums dating back to 2019, and including nine top 10s and one No. 1, 2023’s Pa’ Las Baby’s y Belikeada. On Hot Latin Songs, they boast two No. 1s and 12 Top 10s.
But the Billboard 200 debut is their most impressive achievement to date. Fuerza is signed to a joint venture on their own Street Mob Records with indie Rancho Humilde, and is distributed by Sony Music Latin. But behind their marketing is Jesús Amezcua (aka Moska), the group’s manager (and friend), who is also head of marketing and strategy for Street Mob Records. Although “we’re synced with Sony for data and distribution, all creative direction and frontline marketing is led by us at Street Mob,” Amezcua says. “That independence is what gives us our edge and velocity.”
For pushing Fuerza to make history on the Billboard 200, Amezcua is Billboard’s Executive of the Week.
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What exactly is your role with Fuerza Regida?
I manage and lead all strategic marketing, rollout execution and brand partnerships for Fuerza Regida. That covers everything from pre-release positioning and digital strategy to street-level activations, PR and long-term brand development. I work directly with JOP and the team to ensure every campaign feels authentic to the culture while breaking through in the mainstream.
The group has had many major releases, but never something of this magnitude. What made this one different?
This album was a perfect storm of timing, vision and intentionality. We knew the fans were ready for a bigger moment — and we built the campaign with that in mind from day one. What made the difference was the shift in scale: we elevated everything, from the sound to the visuals to the media approach. It was about crossing over without losing our identity.
One major turning point was this was Fuerza Regida’s first time ever releasing a physical album. Not only did we enter that market for the first time, we broke records, surpassing legendary acts like Selena and Maná for the most physical copies sold by a Mexican artist or any Latin duo or group. That milestone sent a loud message about the group’s growing cultural weight and the power of our fan base.
Was there one single action or moment that really moved the needle?
Yes — the pre-release digital campaign combined with JOP’s hands-on promotional push. We executed teaser drops, voice-of-the-streets-style content, and surprise fan moments that went viral, like a Paris Fashion Week performance, for example. Paired with a targeted mainstream media push, it became the perfect one-two punch.
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Fuerza Regida is known for bold marketing stunts. Last time it was murals. What was the centerpiece this time?
We focused on emotional proximity and regional pride. Surprise activations in key markets, custom merch drops and physical memorabilia made fans feel seen. We also planted narrative Easter eggs in visuals and lyrics to spark fan theories. It wasn’t about shock — it was about depth.
What was the goal with this album release?
To make a statement: Fuerza Regida isn’t just a top-tier música mexicana act — we’re a cultural force. Yes, we wanted the numbers, but we also wanted to redefine what this genre looks like on a global stage.
How important is it to debut at No. 2 on the Billboard 200, especially as an all-genre chart?
It’s monumental. The Billboard 200 rarely reflects regional Mexican music. To be in the top two, competing with global pop giants, proves this movement is no longer niche — it’s mainstream. It feels incredible to break records and debut as the highest-charting Mexican duo or group in Billboard 200 history. We were going up against legends — and held our ground.
What makes Fuerza Regida different from other groups in música mexicana?
They’re fearless. From raw lyrics to unfiltered visuals and fan engagement, they bring a punk-rock edge. That energy has built a ride-or-die fanbase. They’re not following the blueprint — they’re rewriting it.
JOP was everywhere during this release. How intentional was the promo run?
Very intentional. We built a full content and press calendar around JOP as a brand. National TV, local media, viral content — it was all high-volume, high-authenticity. He delivered across the board.
I see Street Mob is growing and staffing up. You recently hired Gustavo López as president, for example, and he comes with longstanding label experience.
Absolutely. This is a family effort. Our president, Gustavo López, is an industry legend who leads with integrity and vision. Our COO and Street Mob partner is Cristian Primera, aka Toro, along with Cindy Gaxiola, our head of commercial affairs. Last but not least is our CFO Luis Lopez, aka Walks. They are all relentless execution machines. Every win is a reflection of this powerhouse team. Fuerza Regida is just getting started. We’re here to shift culture, not just drop records.
