For fans of Latin Mafia, discovering the band is less like finding a playlist and more like joining a community.
Once listeners stumble upon the sibling trio, they don’t want to let go. That devotion has turned the Monterrey-born brothers, Emilio, Mike, and Milton de la Rosa, into one one of Latin music’s rising acts recognized by publications like Billboard.
Their fan base is mostly made up of Latines who see their own identities reflected in the group’s experimental blend of genres.
The group made their Lollapalooza debut back in early August and less than a year after releasing their first album, Todos los días todo el día, they continue to capture audiences with music that blurs the lines between Latin trap, R&B, reggaeton, and indie pop.
But for many fans, Latin Mafia’s appeal goes beyond sound.
“We’re people who feel deeply, who dream, who live with emotions on the surface,” Emilio de la Rosa told the audience during their appearance at the Grammy Museum’s An Evening with Latin Mafia event in early August. “We want to reach people who feel the same way. Any emotion can be a tool to create something.”
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That openness resonates with listeners like Gustavo Calvillo, who first heard the band at Coachella in 2024. He still remembers the exact moment Latin Mafia’s collaboration Neo Roneo with Rusowski clicked for him.
“It was sunset, we were driving on the freeway, and my friend played me the song,” he recalled. “That moment is forever engraved in my heart. I started dressing more like them, I even wrote a school paper about how that memory shaped me. I’ll follow them wherever their journey goes.”
For Milton de la Rosa, the group’s musical journeys are filled with inspiration from life’s smallest details.
“I’ve found a lot of relief lately in things that never stop making me happy,” he said. “Like my comfort song, or eating a plate of oatmeal, or watching my favorite movie again. Even the sound of birds in the morning or the reflection of the moon on the sea—those fleeting things are my source of inspiration.”
The trio’s attention to the small things in life has resulted in deeply personal music that keeps fans like César and Arturo Villarreal returning. They’ve followed Latin Mafia since the group’s earliest shows in Monterrey, where, at one performance, the band threw MetroCards from their wallets into the crowd.
Arturo still carries his in his pocket.
“For us, they represent making music as a family,” César said. “We’re brothers too, and they inspire us to fuse our different perspectives. They connect across generations.”
For others, like Araiza Ávila, Latin Mafia’s songs serve as a soundtrack for self-expression. Her favorite track, Continuo Atardecer, feels like a mirror.
“It talks about putting on a short dress and feeling good in it—that’s me,” she said. “Every time I change and get ready, I play it. It’s empowering.”
From comfort foods to sunsets to metro cards that double as mementos, Latin Mafia has given fans more than just music, they’ve built a language of belonging. As the band experiments and evolves, listeners are eager to keep translating those emotions into their own lives.