{"id":520058,"date":"2025-07-11T14:13:02","date_gmt":"2025-07-11T12:13:02","guid":{"rendered":"https:\/\/highxtar.com\/?p=520058"},"modified":"2025-07-11T14:13:03","modified_gmt":"2025-07-11T12:13:03","slug":"carin-leon-we-need-to-return-to-personal-branding-i-dont-take-off-my-hat","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/carin-leon-we-need-to-return-to-personal-branding-i-dont-take-off-my-hat\/","title":{"rendered":"Car\u00edn Le\u00f3n: “We need to return to personal branding. I don’t take off my hat”"},"content":{"rendered":"\n

The first time Car\u00edn Le\u00f3n (Hermosillo, Mexico, 1989) brought his music to Madrid, in November 2024, he stepped on stage feeling uncertain: \u201cIt seemed impossible to me; they say the Madrid audience is demanding\u2014one of the hardest to win over\u2014but once you do, they\u2019re the most loyal.\u201d<\/strong><\/em> That \u201cadvance\u201d concert<\/em><\/strong>, as he likes to call it, saw the Mexican singer break the attendance record at the WiZink Center, which had previously been held by Metallica, drawing in 17,426 devoted fans.<\/p>\n\n\n\n

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\u00d3scar Armando D\u00edaz de Le\u00f3n doesn\u2019t let it go to his head. By now, he knows all too well that for every group of loyal fans, just as many critics are ready to fight it out on social media. \u201cI\u2019ve learned to embrace the haters,\u201d <\/em><\/strong>he says, now at peace with the wave of memes mocking the young singer who makes odd facial expressions, like a crooked mouth (which inspired the name of his previous album). Car\u00edn Le\u00f3n is clear that this, too, is part of who he is: \u201cIt\u2019s my brand, and it\u2019s not going to change just because people say so.\u201d That\u2019s how the singer has built a unique persona\u2014ranchero, yet contemporary\u2014somewhere between the nerdy kid who loved\u00a0Dragon Ball<\/em>\u00a0and the Mexican adult shaped by telenovelas; between Quique Gonz\u00e1lez (whom he honors in his cover of\u00a0Aunque t\u00fa no lo sepas<\/em>) and traditional\u00a0corridos<\/em>. Proud of his roots\u2026<\/p>\n\n\n\n

HIGHXTAR (H) \u2013<\/mark> <\/strong>Would it be fair to say you\u2019re the Mexican C. Tangana\u2014someone who brings tradition back and gives it a modern twist?<\/p>\n\n\n\n

CAR\u00cdN LE\u00d3N (C) \u2013<\/mark> Wow, C. Tangana is one of my biggest inspirations and one of the artists I admire most. I think Tangana is in a league of his own\u2014it would be way too bold [basado<\/em>] for me to compare myself to him. I just like being seen as a crazy guy who loves music and is proud of his roots. And someone who loves to connect, of course. I\u2019ve lived and listened through so many genres, so much music, so many artists\u2026 I try to pour a bit of all that into my own music, in a way that doesn\u2019t feel forced. And I\u2019m always in search of the roots\u2014I feel like there\u2019s a point zero from which all human music started, and I try to reach it. And I have a lot of fun doing it.<\/em><\/strong><\/p>\n\n\n\n

(H) \u2013<\/mark><\/strong> Your music reflects many recognizable roots\u2014from the norte\u00f1o style to the brass sounds of Oaxaca and Sinaloa. It all sounds distinctly Mexican, but what\u00a0is<\/em>\u00a0Mexican music?<\/p>\n\n\n\n

(C) \u2013<\/mark><\/strong> Trying to define what Mexican music is\u2014that\u2019s something even we\u2019re still figuring out. The richness is just immense\u2026 Imagine, every 200 kilometers there\u2019s a different way of expressing things. I try to connect it all, to link Mexican music with music from around the world\u2014to open the door to salsa, bachata, flamenco\u2026 Music is music, and I work with the sounds that are closest to me, the ones I know best\u2014my Mexican sounds.<\/em><\/strong><\/p>\n\n\n\n

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(H) \u2013<\/mark><\/strong> Speaking of blending styles, which collaborations have been the most enriching for you?<\/p>\n\n\n\n

(C) \u2013<\/mark><\/strong> This year, we\u2019ve fulfilled a lot of dreams. In fact, the collaboration we did with C. Tangana (Cambia!, on\u00a0El Madrile\u00f1o) was something that really told me, \u201chey, go for it.\u201d I think it was one of the sparks that gave me the courage to start making the kind of music\u00a0I\u00a0wanted to hear. The track we did with Alejandro Sanzo, or the one we just released with Cody Johnson\u2014one of my biggest influences in country music\u2014have been really special. And we\u2019re also working on something new with Teddy Swims.<\/em><\/strong><\/p>\n\n\n\n

There\u2019s a very important album coming soon where I collaborate with… I think we can say it now, right? We\u2019re making a fusion album of flamenco and regional Mexican music, with artists like Ni\u00f1a Pastori, El Cigala, Canelita\u2026 It\u2019s wild. And it\u2019s all coming together with the help of some great producer friends\u2014my compa Edu, my compa Jimbo. A lot of exciting things are happening, fulfilling dreams and taking the music in new directions.<\/em><\/strong><\/p>\n\n\n\n

(H) \u2013<\/mark><\/strong> Music has no borders, nor does it have an age. But for older listeners, there\u2019s something that might go unnoticed by younger ones: when you listen to an album from start to finish\u2014which is a very \u2018boomer\u2019 thing\u2014you realize that Car\u00edn isn\u2019t always doing so well; first, he\u2019s super in love, then broken, then back on top again\u2026<\/p>\n\n\n\n

(C) \u2013<\/mark><\/strong> Wow, I guess I really am a Russian roulette of emotions\u2014sorry, a roller coaster [laughs]. I\u2019m either up, down, in a bad mood, or in a good mood. I think all artists have a bit of madness to keep things interesting. Besides, it\u2019s normal for me to be working on four or five albums at the same time. So, there are so many songs that later I have to choose: what do I want to show on\u00a0Boca Chueca<\/em>, or what do I want to show on\u00a0Palabra de Todos<\/em>, because each album has its own concept, a background that\u2019s more than just songs and music. For example,\u00a0Palabra de Todos<\/em>\u00a0was an album focused directly on the lyrics, directly on the word. And in\u00a0Boca Chueca<\/em>, I wanted to invite people to embrace the things they get criticized for\u2014embrace your demons and say, yes, I have all these flaws, but they\u2019re also part of me.<\/em><\/strong><\/p>\n\n\n\n

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\u201cI\u2019ve learned to embrace the hater<\/strong>\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n

(H) \u2013<\/mark><\/strong> Up and down, but also something that Mexican music has in common: lyrics as torn as a teenager\u2019s heart; to die of love or to die of heartbreak\u2014but to die nonetheless.<\/p>\n\n\n\n

(C) \u2013<\/mark><\/strong> We\u2019re very dramatic. We grow up watching novelas our whole lives, with all that drama, which we love. I think that\u2019s part of the signature, right? It\u2019s not just Mexican music that\u2019s soaked in this, but South American music too\u2014it\u2019s our way of writing and telling stories. Take vallenato, for example, with those heartbreakingly bitter lyrics, straight from the heart.<\/em><\/strong><\/p>\n\n\n\n

The lyrics of your songs have a literary quality and often tell a story that isn\u2019t revealed until the end.<\/em><\/strong><\/p>\n\n\n\n

I really like the cleverness in the lyrics of our genre, and the ease with which they become popular and accessible, but at the same time they tell something real. Many of the songs have a lot of poetry too; nowadays, they still keep that cleverness, that ability to say more with less. That\u2019s what I focus on a lot: making poetry show itself in a very simple way, and being a bridge to reach more complex ideas as well. And as time goes on, we strip away a little bit of that side of Car\u00edn. The next step is in the second part of\u00a0Boca Chueca, which we\u2019ll release at the end of September, and which shows a less na\u00efve, more developed side of Car\u00edn\u2019s music.<\/em><\/strong><\/p>\n\n\n\n

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(H) \u2013<\/mark><\/strong> Is it difficult to convince the audience of these changes in direction? How have you handled your growth as an artist\u2014from the praise during your discovery period to the first criticisms?<\/p>\n\n\n\n

(C) \u2013<\/mark><\/strong> At the beginning, I think any artist seeks attention. After that, I went a long time without receiving any criticism\u2014only positive comments. But obviously, not everyone is going to like what you do. And when criticism comes, there\u2019s a digestion period, especially with hate. Today I understand that criticism says more about the person giving it than the one being criticized. You realize there are many people throwing hate your way, but you don\u2019t know what their life is like.<\/em><\/strong><\/p>\n\n\n\n

I was heavily hated for the way I sing, because I twist my mouth a lot, and memes were made about it and everything. So I said, okay, but that\u2019s my brand, that\u2019s who I am, and that will never change. And I learned to embrace the hater. When there\u2019s criticism, it also means I\u2019m doing things right, and I understood that artists need to make people a little uncomfortable in order to grow. In a way, I like provoking some questioning in people\u2014I feel like nobody questions anything nowadays, everyone just accepts things as they are; and I try to give them things that sometimes annoy them a bit.<\/em><\/strong><\/p>\n\n\n\n

(H) \u2013<\/mark><\/strong> And how did those meme haters\u2014who mocked your facial expressions\u2014receive\u00a0Boca Chueca<\/em>?<\/p>\n\n\n\n

(C) \u2013<\/mark><\/strong> I think it killed those criticisms. But there will always be something\u2014there will always be a new topic, a new criticism. The key is to always be present in a genuine and honest way. This was also an important moment for my career: being on the Jimmy Fallon show when that happened, for example, was a big boost for our genre and for me. And then I release\u00a0Boca Chueca<\/em>\u00a0and it wins so many awards: Best Regional Album of the Year, the Latin Grammy…<\/em><\/strong><\/p>\n\n\n\n

The best way to shut people up is by doing things. That\u2019s why I always stay quiet but active.<\/em><\/strong><\/p>\n\n\n\n

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Nowadays, artists go through ten thousand changes just to appear at an awards show. They lose their style, and the stylist wins. We need to return to personal branding\u2014everyone remembers Elvis with his suit. I don\u2019t take off my hat<\/strong>.<\/p>\n<\/blockquote>\n\n\n\n

(H) \u2013<\/mark><\/strong> And social media? Keeping up with it can take more time than working.<\/p>\n\n\n\n

(C) \u2013<\/mark><\/strong> Yes, there was a time when I deleted my Instagram and all that because it takes up so much time. We start forgetting about the real world and live a lot of things on social media that mess with your head, with your ears; and after a while, you think and realize that even the ideas you have aren\u2019t really yours\u2014they belong to other people.<\/em><\/strong><\/p>\n\n\n\n

That\u2019s when I decided to let go and get back to basics. To the people around you, to question your own ideas, to rethink things. And now I don\u2019t spend 20 minutes in the bathroom with my phone\u2014I\u2019m no longer wasting time. Now I use social media in a more conscious and deliberate way. So I have my moments, and I use it, but more consciously, more thoughtfully.<\/em><\/strong><\/p>\n\n\n\n

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(H) \u2013<\/mark><\/strong> Speaking of being genuine and personal, you also have a very distinctive style when it comes to dressing\u2014like a cowboy or ranchero.<\/p>\n\n\n\n

(C) \u2013<\/mark><\/strong> This started with my album\u00a0In\u00e9dito, which was one of my first attempts to take Mexican music toward what I liked\u2014rock and pop influences. The clothes came hand in hand with the music. Still a bit afraid, we included a ballad on that album; but I told myself, \u201cLet\u2019s not get punished at dinner,\u201d so I added it as a bonus track. Later, it became the best song on the album, and that\u2019s when I started to realize I could be myself and make a living from this.<\/em><\/strong><\/p>\n\n\n\n

I also began to show myself as I really am through my clothes. I realized how important it is to have a brand, to return to a graphic identity. We all remember Elvis Presley with his suit, or Michael Jackson. And I don\u2019t take off my hat. I think this has been lost a lot nowadays: today, the clothes are the protagonists, not the artist. We see artists changing outfits ten thousand times for an awards show. But it\u2019s not so memorable\u2014style gets lost and the stylist wins.<\/em><\/strong><\/p>\n\n\n\n

My way of dressing is what makes me feel comfortable and expresses the most about me: ranchero with a touch of rock. I like that people identify it with Car\u00edn as well. It\u2019s not something I do intentionally\u2014for example, the crooked hat\u2014I wear it like that because I like it, because I can\u2019t stand wearing a cap for more than three minutes due to my anxiety. But one day, I let the hat fall like that and I liked it, and I embraced it even more when I saw it also became a reason for criticism, about whether it\u2019s crooked or straight\u2026 For me, it was like, okay, if you\u2019re making people uncomfortable, you get attention.<\/em><\/strong><\/p>\n\n\n\n

(H) \u2013<\/mark><\/strong> Who are your style icons or inspirations in ranchero fashion design?<\/p>\n\n\n\n

(C) \u2013<\/mark><\/strong> Today in Mexico, I\u2019m a big fan of Campillo. I like how he brings Mexican fashion tradition into the mainstream. More than Mexican brands, lately I\u2019ve also been wearing a lot of American clothes\u2014from brands that are really working this Mexican shirt style. We see Mexican influence entering many sectors, and in clothing, there\u2019s a strong Mexican trend as well.<\/em><\/strong><\/p>\n\n\n\n

But I\u2019ve also gone to shows wearing Walmart t-shirts, which are the most comfortable [laughs].<\/em><\/strong><\/p>\n\n\n\n

Discover the rest of the interview in issue 2 of HIGHXTAR.<\/strong><\/p>\n\n\n

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We talk with the main driving force behind the renewal of regional Mexican music, Carin Le\u00f3n, the star of our second print issue.<\/p>\n","protected":false},"author":1,"featured_media":520054,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[601],"tags":[],"class_list":["post-520058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-en"],"acf":[],"yoast_head":"\nCar\u00edn Le\u00f3n: "We need to return to personal branding. 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