Flor de Toloache, an all-female mariachi band, has redefined traditional Mexican music, earning critical acclaim and collaborating with global artists.
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Request A ShowKia Motors America unveiled a new campaign for its 2019 Kia Forte featuring Latin Grammy award-winning, all-female mariachi band Flor De Toloache to celebrate Latina entrepreneurship.
Mariachi band Flor de Toloache takes over a New York subway car in the new campaign for Kate Spade's summer collection.
The women of Flor de Toloache have revitalized and repurposed a traditional style of music into a youthful, vibrant powerhouse of a sound, aligning with Jose Cuervo's brand narrative.
Flor de Toloache, an all-female mariachi band, originated in New York City in 2008, founded by Mireya I. Ramos and Shae Fiol. The group initially gained recognition performing in the New York City subway system, drawing attention from various media outlets including the New York Times. Their approach involves blending traditional mariachi with modern influences from genres like rock, pop, and R&B. The diverse cultural backgrounds of its members, hailing from Mexico, Colombia, the Dominican Republic, Cuba, Germany, Italy, Puerto Rico, and the United States, contribute to their unique sound and perspective within the mariachi genre. This blend of tradition and modernity has allowed them to attract new audiences and challenge established norms in mariachi music.
The ensemble released their first album, “Mariachi Flor de Toloache,” in 2014. A significant career progression occurred in 2016 when they toured with The Arcs, having previously contributed to their album, “Yours, Dreamily.” This collaboration increased their exposure and introduced their music to wider audiences. In 2017, Flor de Toloache made history by winning a Latin Grammy for “Best Ranchero/Mariachi Album” for their second studio album, “Las Caras Lindas,” becoming the first all-female ensemble to achieve this recognition. Their third studio album, “Indestructible,” released in 2019 and produced by Rafa Sardina, featured collaborations with notable artists such as John Legend, Miguel, Camilo Lara, and Alex Cuba, leading to a Grammy nomination for “Best Latin Rock, Urban or Alternative Album” in 2020. They have performed at significant venues and festivals, including Coachella and the ACL Festival, further solidifying their presence in the music industry.
Over the years, Flor de Toloache has illuminated stages across Europe and Asia, performing in countries like India and France. They have toured extensively in the U.S., supporting artists such as Dan Auerbach of The Black Keys with his project The Arcs, Cafe Tacvba, La Santa Cecilia, and Natalia Lafourcade. Their performances have garnered praise from publications like Rolling Stone, Billboard Magazine, The New Yorker, GQ Magazine, and The New York Times. Notably, they were featured in an NPR Tiny Desk Concert and appeared on the Late Show with Stephen Colbert and BBC 2’s Later with Jools Holland. Their dedication to evolving mariachi music while honoring its roots has continued to expand their international footprint and influence.
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