Breaking Regional Mexican Music Rules

Junior H sits down with Billboard’s Co-Chief Content Officer, Leila Cobo, for the Superstar Q&A at SXSW 2026 to chat about  his chart-topping album ‘DEPR3$$ED MFKZ,’ his journey from recording music secretly in a closet to becoming the “godfather of the sad kids,” and revolutionizing regional Mexican music with vulnerability and emotion. He reflects on what it means to be a “sad boy,” how fans shaped his identity, and how Mexico’s corrido ban impacted his music, leading him to shelve multiple albums. He discusses launching Sad Boy Records, signing his first artist Gael Valenzuela, his upcoming Latin America tour with plans to expand to Europe, and breaking traditional machismo stereotypes.