Jimmy Humilde, founder of L.A.’s trailblazing regional Mexican record label Rancho Humilde, is writing a new narrative about Mexican American success — and it starts with Mexicans no longer being embattled underdogs in the stories we tell about them.
(Think “Stand and Deliver” and “Selena.”) “I’m trying to get away from all that,” said Humilde, calling from his mansion in Downey — where three years ago, I happened upon his indoor shark tank and got a tour of his extensive low-rider collection. “There’s a reason why our label’s music has been hitting.
Our artists are not out here like, ‘We’re poor and we don’t have anything.’ It’s more like, ‘What we have, we appreciate it. ’ There is no better moment than today to say, ‘I’m Mexican American, I’m a Chicano.
’ Now let’s get it!” Long before Humilde became a buzzy independent music mogul, he was raised in Venice by Mexican parents. Working at a taco truck by day, by night he raised his profile as a party promoter throughout Southern California. Inspired by West Coast hip-hop stronghold Death Row Records, as well as the famed corrido singer Chalino Sánchez, Humilde began booking and developing Mexican bands such as Hijos de Barrón and Komando Negro — who eventually ditched him to sign deals with more resourced record labels.
“I had to start my own thing,” said Humilde, now 44. Established formally in 2011 by Humilde and his friends, José “JB” Becerra and Roque “.
