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How El Palomazo Tour Introduced Norteño Legends to a New Generation of Música Mexicana Fans: ‘This Music Is in Our Blood’
The El Palomazo tour, which features legendary norteño acts Eliseo Robles, Lalo Mora, Raúl Hernández and Rosendo Cantú, has been revolutionizing the way música mexicana is consumed by introducing these icons to a new generation of fans. The four artists from their early 70s, have come together as a supergroup to take the stage simultaneously and perform back-to-back hits with a norteño band.
Initially, the tour took place only in Mexico but has now expanded to the United States. This concept was inspired by El Palomazo, which translates to an impromptu performance or jam session in Mexican slang. Servando Cano Jr., the president of SERCA Live, recalls how his father, the late regional Mexican executive Servando Cano, envisioned a show that was unlike anything else on stage. “When we launched it, we were having a conversation about how people wanted to see something different on stage,” he explains.
The tour has seen remarkable success with over 80% of its shows being sold out, including all 14 performances in the U.S. alone. In an effort to connect with the new fanbase, the artists have started using TikTok to market their shows.
Source: www.billboard.com
