Inside Música Popular, Colombia’s Fast-Growing Craze

This summer, singer-songwriter Yeison Jimenez achieved his lifelong dream of selling out the coveted Movistar Arena in Bogotá, Colombia — not once, but three times, with more than 40,000 collective fans attending the shows. The feat was not only historic for Jimenez, but for any música popular (regional Colombian) artist. “No one in the genre has been able to [sell out] a solo arena throughout Colombia,” he says.

Música popular — which fuses ranchera and the string music known as carrilera in Colombia — was born more than five decades ago in the country’s coffee region, which has four departments: Caldas (where Jimenez was born), Quindío, Risaralda and Tolima. Initially known as música de carrilera or música de cantina, its inspiration derived from regional Mexican music and first gained traction in small towns and local bars with the help of genre pioneers including Darío Gómez, Luis Alberto Posada and El Charrito Negro.

As Jimenez tells it, música popular traces back to Gómez in particular. The former notes that when the latter arrived at radio stations with the newborn fusion in the ’70s, they told him he was crazy.

“This is not like vallenato, which is something authentically ours — we did not invent this,” música popular singer Pipe Bueno says. “We are a subgenre that comes from Mexico but with our essence and our flavor. The fact that we are Colombian gives it a different color.”

Lyrically, a regional Colombian song will often focus on despecho (heartbreak) or rejoicing in good times. Sonically, the arrangements can mirror the instrumentation of mariachi and ranchera music, such as trumpets, violins and the guitarrón (six-string acoustic bass), blended with the accordion, commonly used in vallenato.

As part of the new wave, Bueno and Jimenez — alongside artists including Paola Jara, Luis Alfonso, Jessi Uribe and Arelys Henao — have not only given the genre a modern twist but also propelled it to an international scale. Jimenez first reached Billboard’s Latin Airplay and Regional Mexican Airplay charts with “Tu Amante” in 2021, and he’s now touring nightclubs and theaters across the United States. Bueno, who entered the Latin Digital Song Sales and Latin Rhythm Airplay charts with his 2014 song “La Invitación” (featuring Maluma), has since collaborated with Grupo Firme and inked a deal with Warner Music Latina earlier this year.

“We are an aspirational genre,” Bueno says. “We have been at the top of the streaming charts alongside Peso Pluma. We are filling arenas. It wasn’t like this [when I started my career].”

“When we came into the game, we wanted to make music that would reach other countries and, above all, other generations,” Jimenez adds. “On one hand, there’s a lot of admiration. On the other hand, we are criticized a bit… I don’t pigeonhole myself because we are in another era.”

This story appears in the Sept. 28, 2024, issue of Billboard.