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t’s early August, and Latin Mafia just stepped offstage at Lollapalooza. Even though they’re taking a break at a nearby dining hall, they’re absolutely buzzing with energy. It’s hard to turn that live-wire adrenaline off; they spent the entire set crowd-surfing over screaming fans and inciting mosh pits as they blasted out hyped-up songs from their genre-smashing album, Todos Los Días Todo el Día. The Mexican band, made up of the three de la Rosa brothers, is still feeling it all as they bounce ideas off one another and jump in to complete each other’s thoughts — living spitballs full of excitement.
“We’re a part of a generation that’s maybe not used to mosh pits and crowd-surfing at concerts, so for us, it’s about reviving those types of moments in our shows,” Emilio de la Rosa says. His twin, Milton, chimes in, “Our shows are very energetic to the point that they become physical. It’s like a concert in 4-D to the extent that you can touch us, and what we’re feeling is tangible.”
Emilio and Milton are both vocalists, and their older brother, Mike, serves as the band’s producer. They’ve become full-fledged stars who also embrace emotion in their songs. “We aren’t afraid to let ourselves feel everything,” Milton says.
That’s probably what makes their music feel so radical: It subverts genre and sound and instead, it’s shaped by what they’re going through. Todos Los Días Todo El Día, which dropped last October, reflected the brothers’ brushes with fame and the pressure, frustrations, and anxieties they were going through. That explosion of emotions erupts on the “Siento Que Merezco Más” where R&B, EDM, rock, and flamenco collide. The cathartic album came on the heels of their nomination for Best New Artist at last year’s Latin Grammys Awards. Rosalía, Karol G, Feid, and Rauw Alejandro, who enlisted them for “2:12 AM,” have also come out as fans of Latin Mafia. All of it is inspiring a new album, expected soon. “We’re in the process of experiencing new things and enjoying the ride to feel inspired for the next album,” Milton shares.
Growing up in Mexico City, Latin Mafia reflects a generation of musicians who got their start creating music on their laptops at home. During the pandemic, the brothers passed by time by sharing their song-making process on TikTok, which got them a sizable following. Without a label or an album, Latin Mafia soon sold out concerts in Mexico and performed at Coachella off the momentum of their viral hits like the reggaeton Mexa smash “Julietota” and the Humbe-assisted “Patadas de Ahogado.”
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Part of what draws fervent fans to Latin Mafia is a tight-knit emotional bond. They pair their wild, no-holds-barred shows with real, heartfelt release. The guys share their heaviest moments with fans. During a concert at Mexico City’s Palacio de los Deportes in July, they broke down in tears while revealing that their grandmother had just died. The guys paid tribute to her with “Tengo Mucho Ruido,” which includes a voice note from her. “She’ll be in our fans’ hearts because we included them,” Emilio says.
That bare honesty has made them unafraid to speak up for the Mexican community amid the Trump administration’s inhumane immigration policies. Following the president’s executive order to change the name of the Gulf of Mexico, the trio wore Patricio Campillo’s El Golfo de México shirts during a concert. “It’s necessary for those with a platform to raise their voices for the people that are being silenced. That was a form of protest for us.” At festivals, the band has made it a point to bring out a Mexican flag and wave it high.
Most important, the band wants to represent where they come from. “We want to put Mexico on top,” Mike says.
This story is part of our Nuevos Futuros series celebrating Latin music and Latin heritage. Read more here.
