From Local Creativity to International Expansion: The Grupo Frontera Case Study | Billboard Latin Music Week 2026

On Monday, Grupo Frontera took the stage at the Faena Theater for the opening day of Billboard Latin Music Week. The group discussed its rapid rise and success as an independent artist during a panel titled "From Local Creativity to International Expansion: The Grupo Frontera Case Study." Members Adelaido "Payo" Solís III, Alberto "Beto" Acosta, and Juan Javier Cantú spoke about their journey and how they built partnerships to expand their business while preserving their unique creative vision.

The trio began their career playing at events like quinceañeras and weddings in McAllen, Texas. Their breakthrough came in 2022 when their cover of Morat's "No Se Va" gained massive popularity. This viral hit propelled them into the spotlight. "We grew up in the valley, we're very familiar with norteño music — it's something we have in common," Acosta explained. "When we started the group, there was a cumbia boom in McAllen, we wanted to focus the music on cumbia. When we recorded, we added fresher lyrics."

"We aren't creating a new genre; for us, playing a song that sounds more modern evokes nostalgia, while simultaneously giving you the feeling that you're hearing something more," Solís added. The group's music resonates with listeners, even those who don't understand the lyrics, because it evokes strong emotions and nostalgia.

During the discussion, the panel also addressed the launch of BorderTown Records, a new label Frontera established in partnership with The Orchard. The four-time finalists at the 2026 Billboard Latin Music Awards have received numerous nominations, including Artist of the Year (15 mentions for Peso Pluma), Top Latin Album of the Year (DINASTÍA with Tito Double P), and Regional Mexican Artist of the Year (Solo).

The event, hosted by Carmen Villalobos and Javier Poza, will air live on Oct. 22 on Telemundo and Peacock from the James L. Knight Center in Miami.