In recent years, an updated take on traditional Música Mexicana has emerged as one of the biggest genres across Latin America and the U.S. YouTube has played a pivotal role in this transformation, serving as a visually rich platform where artists can authentically express themselves, celebrate their culture, and connect with a new generation of fans and future hitmakers.
The impact is undeniable—among Mexico’s most-viewed artists, the top 50 categorized as Música Mexicana have amassed 80 billion views globally in the past 12 months. With this genre’s explosive growth, YouTube set out to honor its evolution and influence through a brand video that highlights its history, impact, and deep cultural roots.
To celebrate this movement, YouTube collaborated with @agushtopapa, one of the most influential podcast voices in the Música Mexicana space. Through their lens, the brand video explores how this genre has inspired musicians, creators, and fans alike—showcasing its rise, its cultural significance, and its presence on YouTube since the platform’s early days.
The execution focused on authenticity and community representation:
The YouTube brand video not only captured the essence of Música Mexicana’s rise but also celebrated the artists, creators, and fans who continue to shape its future. By blending cultural authenticity, creator-led storytelling, and a visually dynamic execution, the campaign reinforced YouTube’s role as the home for Música Mexicana’s past, present, and future.
