The Premios Billboard de la Música Latina aired live on Telemundo and streamed on Peacock from the James L. Knight Center in Miami, with Carmen Villalobos and Javier Poza hosting. According to Telemundo's official winners release, Fuerza Regida won Hot Latin Song of the Year, Streaming Song of the Year, Global 200 Latin Song of the Year and Regional Mexican Song of the Year, all for "Marlboro Rojo." The group also won three artist awards in the duo or group categories (Hot Latin Songs, Top Latin Albums and Regional Mexican) and received the Billboard Vanguard Award.
Peso Pluma was named Regional Mexican Artist of the Year, Solo. With Tito Double P, he won Top Latin Album of the Year and Top Regional Mexican Album of the Year for DINASTÍA, and the two shared Hot Latin Song of the Year, Vocal Event, for "daño."
The night also honored Cristian Castro (Lifetime Achievement), Rubén Blades (Icon Award) and Rosalía (Hall of Fame), and included a tribute to Juan Gabriel marking ten years since his death. KAROL G won the new Fan Favorite Artist award, chosen by public vote.
Fuerza Regida is a Mexican American group from the Inland Empire, and their music speaks to a generation raised between two cultures. This year, a group from San Bernardino beat every other act at Latin music's biggest industry awards in the US, and the news ran across Mexican outlets the next morning.
Regional Mexican music took the top group award, the top solo artist award and the top album. For artists coming up in LA, the Valley or the IE, it shows that you don't have to pick between Mexico and the US to reach both audiences.
Billboard reported that regional Mexican music led this year's finalist list. During Latin Music Week, Fuerza Regida also sat for a Q&A with Mexican national team goalkeeper Memo Ochoa, a sign of how far the genre now reaches outside music. We covered the business side of this movement when Jimmy Humilde talked through Rancho Humilde's role in launching corridos artists on All Facts! (read it here).
We'll be watching how "Marlboro Rojo" holds on the charts and what Fuerza Regida does with the momentum going into 2027. For more stories from artists who live between Mexico and the US, browse the Cult Media blog.
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