LATIN MAFIA

What started as a casual COVID-19 lockdown diversion among three Monterrey brothers soon turned serious after their earliest social-media clips drew an unexpectedly warm response. The De La Rosa siblings—producer Mike and vocalists Emilio and Milton—decided to chase a professional path in music. From 2020 to 2023 the independent group dropped singles such as “Ciudad de las Luces,” “Julieta,” “Sal Rosa,” and “No Digas Nada,” which racked up millions of streams through a mix of pop, trap, R&B, and reggaeton while also packing sizable Mexico City venues. Their 2024 signing to the major Rimas Entertainment label set the stage for a wider breakthrough, anchored by the debut album Todos Los Días Todo El Día, their first Latin Grammy nomination, team-ups with Jesse Baez and Tyler, the Creator, and appearances at Coachella plus major Latin American festivals.