Rancho Humilde

Founded in 2011 by Jimmy Humilde, José “JB” Becerra, and Roque “Rocky” Venegas, Rancho Humilde is a record label boasting over 80 acts. The label’s mission is to “evolve the regional Mexican music tradition for a younger, more bicultural generation of fans.” Rancho Humilde champions artists who can speak to the Mexican experience in this country and who also embrace the sounds and styles of their favorite rappers from the United States. The resulting blend is described as “corridos tumbados,” or “trap corridos.” Rancho Humilde is continuing the rich legacy of cultural exchange between Mexican American and African American culture in California.