Four iconic norteño legends — Eliseo Robles, Lalo Mora, Raul Hernández, and Rosendo Cantú — are on an exciting journey as they perform together as a supergroup for a spectacular tour named El Palomazo. This term, prevalent in Mexican slang, refers to an impromptu performance or jam session. Over the past six years, El Palomazo — initiated in Monterrey, Nuevo León, Mexico by the late regional Mexican music executive Servando Cano — has remarkably introduced these stars of música mexicana and pioneers of norteño music (all in their early or late 70s) to a vibrant new generation of fans. These fans are forging a modern connection with the music that has profoundly influenced their homes and cultural heritage.
“My dad dedicated countless years to norteño music; he had immense knowledge and a deep love for this genre,” shares Servando Cano Jr., the current president of SERCA Live, in an interview with Billboard. “When we first launched this initiative, we engaged in discussions about how audiences were craving something fresh and unique on stage, distinct concepts that would resonate with them. We envisioned a show that showcased just the greatest hits performed by the most iconic stars of norteño music. Over the years, El Palomazo has evolved, but our belief was strong that fans would embrace it because we created it from the perspective of true norteño music enthusiasts.”
Initially, the performances were exclusive to Mexico, where the four artists would take turns on stage. However, in 2023, the concept was successfully introduced in the U.S., transforming into the current format where all four artists perform simultaneously, belting out back-to-back hits alongside a dedicated norteño band. “We receive ongoing feedback from our fans on social media, and we genuinely listen to their suggestions,” Cano Jr. explains. “They expressed a desire to see all the artists perform together, eliminating the wait time for the next act to set up.” The setlist features timeless hits such as “No Hay Novedad,” “Aguanta Corazón,” and “Eslabón Por Eslabón,” songs that have resonated through generations. So far, the supergroup has released four albums to complement their Palomazo performances, distributed through the indie music label SERCA.
El Palomazo serves as a powerful testament to the enduring cultural significance of norteño and música mexicana in today’s society. While a new wave of regional Mexican music artists tends to be younger and has attracted a youthful audience, these four seasoned veterans exemplify the ongoing demand for this genre of music, transcending age barriers. In 2024, the tour accomplished an impressive run of 14 shows across the U.S., with 13 of those shows sold out. This year alone, nine performances have been executed, eight of which reached full capacity, with an additional 11 dates planned for later this year. Cano Jr. mentions that they are gearing up to announce new tour dates soon and are considering a move to larger venues across the U.S. to accommodate the growing fanbase.
“This music is deeply embedded in our identity,” Cano Jr. asserts with conviction. “Thanks to advancements in technology, we can analyze who is tuning into our music today, and it is evident that our audience has transformed over the years. Our data suggests that the demographic of 45 and older once comprised 80% of the listener base for regional music. Now, that 80% is primarily made up of individuals aged 15 to 34. This shift is logical and reflects what we have observed at our concerts. Previously, our audiences were predominantly older, but now it has evolved into a family-oriented affair. It’s a beautiful connection to one’s roots, heritage, and familial bonds.”
To strengthen the bond with this newly engaged younger audience, the artists have embraced TikTok as a pivotal tool for marketing their shows. Remarkably, this means that these seasoned performers in their 70s have also become TikTok sensations, showcasing their music and connecting with fans in innovative ways.
“All four artists bring their unique flair, which has significantly influenced our marketing approach,” Cano Jr. elaborates. “They are genuinely enthusiastic about everything unfolding around them, and they realized that this concept would resonate; however, I believe they didn’t predict the scale of its growth. Witnessing them achieve this at their age, performing on stages they had never graced before, is a truly inspiring sight.”
