Bryan Martínez

Enter Bryan Martínez and cumbia bélica, an aspiring singer from Michoacan who began writing songs at 12 years of age, and a subgenre that takes the lyrical concerns of the tumbados and bélicos (i.e. the fascination with the narco world and a hedonistic lifestyle, plus some romantic material) but sets it to tropical rhythms, with a dash of urban and electronic elements -- all backed by the might of Virgin Music US Latin. After some tentative first singles, the formula paid off big in 2024 when "Minimi" exploded on social media. More singles followed throughout the year, many of these eventually collected on Martínez's first album, a 19-track sampler also titled Minimi, released in February 2025. Así Soy Yo, his second full-length, appeared later that November.