When we started Cultura Dura almost two years ago, we had one goal: to highlight the new wave of DIY projects that were changing up how the Latin Urban game sounds, looks and feels. The internet was leading to a new era in Urban music; a breakdown of the stark divisions between mainstream US rap, hip-hop en español, and reggaeton, and an erosion of the boundary between the mainstream and the underground. The end result – music that sounds like now, made by bi-cultural kids who grew up on the internet – quickly grew from underground parties and makeshift studios into a multinational movement of fresh new artists.
Last month, Remezcla and Mtn Dew partnered to bring Cultura Dura to Deep Ellum in Dallas with a massive block party showcasing these new urban sounds.
Featuring Paul Wall, Dustin Cavazos, Bombón, Play N Skillz, and Doeman, the show brought the neighborhood and the city together to celebrate the new wave of music percolating throughout the region. Food trucks were abundant, the Mtn Dew was ever-flowing, and the rhymes were sick.
Here’s how it went down.