• by Laurie Sullivan , Staff Writer @lauriesullivan, Yesterday

My granddaughter at age five would dance through the house singing the lyrics to Santana’s and Maná’s song "Corazón Espinado." The words are in Spanish, so she didn’t know they meant longing, pain and despair associated with the loss of a loved one, but she liked the beat, and the music inspired her to learn and embrace the family’s Hispanic heritage.

She belongs to Generation Alpha -- a long way from Gen Z, the generation targeted in the latest Dos Equis campaign. (I used the example of my granddaughter and her heritage to link the campaign with her love of Hispanic music, and I don’t condone drinking for minors.)

Some 92% of Hispanic music listeners say music connects them to their culture, and nearly eight in 10 say they are proud to see and listen to artists that represent them and their community, according to Dos Equis.

In 2023, there was a 56% increase in regional Mexican on-demand streaming, totaling 14.3 billion streams as of Aug. 24. Earlier data shows regional Mexican on-demand audio streams rose 29.9% — the biggest jump since 2016.

Then in 2024, 66 million listeners on Spotify discovered Mexican music for the first time, showing the massive scale of new audience acquisition globally. Total streams reached 5.6 billion since 2019 and continuing to grow.

Now, for the first time, two regional Mexican songs are in the top 5 of the Billboard Hot 100, marking a breakthrough for the genre. 

Dos Equis, the Mexican beer brand’s latest campaign, Ni Perdón, Ni Permiso,” launched in partnership with the Música Mexicana group Fuerza Regida. The campaign is a celebration of self-expression through music, art, and style, encouraging fans to take space and own it.

The campaign’s title is rooted in Hispanic tradition and translates to “neither forgiveness, nor permission.”

Dos Equis embraced this spirit through music by empowering a new generation to “own the stage” without compromise or validation.  

The campaign is anchored in deep appreciation for Mexican culture, and Dos Equis and Fuerza Regida have harnessed the power of music to amplify voices, celebrate individuality, and inspire fans to live authentically — without apology.

Fuerza Regida recently debuted at No. 1 on the Apple Music All-Genre and Latin Albums charts, while making Billboard history with a No. 2 debut on the Billboard 200 — before quickly rising to No. 1 on the Top Latin Albums chart a few days after.

Their popularity demonstrates a connection with fans who are deeply rooted in Mexican-American identity, perfectly reflecting the campaign's core message of authentic self-expression.

Starting on June 9, Dos Equis and Fuerza Regida invite fans to submit their vocal or instrumental tracks via social media for a chance to win an incredible experience: a trip to an exclusive Fuerza Regida performance and a signed vinyl featuring their bold musical creation alongside the band. 

Some 39% of Hispanic Gen Zs report feeling "an amplified affinity to their ancestral legacy," which is unique for a youth demographic to espouse. This strong connection to their heritage makes regional Mexican music particularly resonant as it provides a direct link to their cultural roots.

For young U.S. Hispanics, music is more than just entertainment -- it's a fundamental element in identity formation, cultural connection, and community building. Their higher engagement rates, streaming adoption, and emotional connection to music make it a uniquely powerful passion point that serves multiple psychological and social functions simultaneously.