Mexico City, Mexico · latin · alt-pop

LATIN MAFIA

1 upcoming festival

Three self-producing brothers from Mexico City — quivering falsettos over glitchy reggaetón and electro-pop, one of Mexico's fastest word-of-mouth rises.

LATIN MAFIA is a Mexican group built around the de la Rosa brothers: twins Milton and Emilio, who sing, and their older brother Mike, who produces. During the COVID-19 pandemic they began posting videos on TikTok, sitting in their childhood bedroom performing as though to a large audience, a routine that slowly drew a following and led to their first singles.

Their music sits between genres rather than inside one: reggaetón and Latin trap rhythms are pulled apart and rebuilt with distorted synths, ambient textures and sudden shifts in tempo, with vocals that move from near-whispered singing into falsetto and back. The brothers cite varied reference points individually, among them Tyler the Creator, Rosalía, Rauw Alejandro and Flume.

The lyrics are in Spanish and tend toward the confessional, dealing with anxiety, family and romantic wreckage in fairly direct language. "Patadas de Ahogado" was the track that carried them beyond Mexico, and the attention it drew came mostly through streaming and social platforms rather than radio.

Songs including "Julieta," "Sal Rosa," "Flores" and "No Digas Nada" have each passed two million views on YouTube. By May 2022 the brothers had sold more than 11,000 tickets in minutes for a show at Mexico City's Olympic Velodrome. They signed with Rimas Entertainment in July 2024 and released their debut album, Todos los días todo el día, that October.

Live, the three brothers perform together, keeping the loose, homemade quality of the recordings intact. Their album earned Latin Grammy nominations for Best Alternative Music Album and Best Alternative Song, and "Siento Que Merezco Más" won Best Latin Fusion Pop Song at the Lo Nuestro Awards.

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