Fuerza Regida Announces New Album With Pop Up Murals: “This Is The Album We've Invested The Most In”

Mexican music powerhouse Fuerza Regida has always delighted in pulling off unexpected stunts to promote its music and shows, from an impromptu concert on the 210 freeway near Los Angeles to a performance alongside street musicians on the Tijuana border.

Last April, when the band announced their current, 37-date arena tour – Pero No Te Enamores – the drumbeat began with the band wearing number 12 jerseys and a repeating logo of a heart with a line across it. on Fuerza's social media posts. On April 12 (see the link to the number now?) the band announced their tour and also unveiled a mural of the erased heart, painted on the black wall of a liquor store in San Bernardino, the city where frontman Jesús Ortiz Paz, more known as JOP, grew.

“It's a liquor store where my father goes to buy his beer,” says JOP. “I went and asked the owner and he said yes, como si nada”

Engagement on social media following the mural's unveiling was so high, JOP began toying with the idea of ​​expanding the idea for other major announcements.

Fast forward to today (July 16), when the band has unveiled 15 murals in six cities – Miami, Phoenix, Chicago, Los Angeles, New York and San Bernardino, of course – to announce their upcoming new album, also titled Pero No Te Enamores (which translates to But, don't fall in love). Like the original mural in San Bernardino, which has been retouched for the occasion, the murals feature a giant crossed out heart drawn inside a circle, similar to a traffic sign, with the album's July 25 release date and a parental warning on side, all on a black background.

“It's a no-go zone heart.” “The Loveless Zone,” laughs JOP, speaking to her Advertising sign on marketing strategy. “They'll see the murals and say, 'S–t, he's got an album and no love.'

That, he adds, is what the upcoming set is all about: “Don't fall in love. I mean, don't be comfortable where you are in life. If you have a job, don't fall in love with it. They want more. Don't fall for that drug you're addicted to, or whatever it is.”

While JOP wouldn't provide details about the album itself, he says it will be radically different from anything the group has done before. “It's not your typical Mexican album with guitar, tololoche. We are entering into something different, something new, something risky. That's why we took our time to really sell it, we invested money,” JOP says, noting that “this album we've invested the most money in — marketing it, producing it, producing it.”

This week's murals will go up alongside Spotify-backed billboards in Los Angeles and Mexico that will reveal a lyric snippet from one of the album's songs.

Interestingly, this is the first time Fuerza has tried her out-of-the-box stunts away from California. Prior to those efforts, the group — which made history by becoming the first Latin group to reach the top Advertising signTop Artists, Duo/Group Year-end Chart in 2023 — had stepped up their social media efforts, but never made on-site marketing efforts in other cities to promote their music. But in February, after the group released the EP Dolido Pero No Arrepentidomanaged to place seven songs in the top 10 of Apple's Latin Top Songs chart.

“I never imagined I would make it,” JOP said. “It was always one or two. When I saw seven up there, I was happy, but I was also like, “Oh, shit. I have to do something different.”

Beyond the murals, a “crazy album release party” is also in the works, along with “a lot of crazy s–t” that should kick Fuerza's stunt-meter into high gear.

“We really pushed this album to the max,” says JOP. “But what I really like about these murals is that we're putting them in mom and pop businesses that are owned by regular people. And once that's released, our fans will come and look and bring work to these people.”