Nuevos Ricos

There's some weird-ass music coming out the Nuevos Ricos (New Rich) label in Mexico City. Consider Maria Daniela y su Sonido Lasser and her cornball techno-pop, the demented Argentine Dick El Demasiado with his cumbias lunaticas, and Jessy Bulbo's schizophrenic noise-punk.

Latino hipsters from Los Angeles to New York are falling "in love" (it's an open relationship) with the artsy label's high-energy dance jams and shock-rock hijinx.

We swapped emails with Julian Lede of Titán and Silverio, who founded the label in 2003 with visual artists Carlos Amorales and Andre Pahl, and asked him: K ONDA?

Who rocks harder: Jessy Bulbo, Maria Daniela or Faca?

It depends on the situation. Dani for pop, Jessy for rock and Faca for MP3s. Every bird has its own nest.

You guys seem to promote a lo-fi aesthetic, but the actual sound of Nuevos Ricos is very hi-fi.

Nuevos Ricos music is very special. There's a lot of work behind the albums, made by artists that have many years of experience in the music and art scene. The Nuevos Ricos aesthetic might seem ironic and cheesy, but our subject matter and commentary is very serious.

Nuevos Ricos' sense of humor is very middle-class Mexico City. Do you think other people will get it?

Nuevos Ricos' humor is not a inside joke. Although, undeniably, it exists within a specific context. I'm sure that for the gringos it will be easy to understand, being that they are also part of the "nouveau riche" culture, aka "In Gold We Trust."

What's up with all those hipster Latino kids in L.A. dancing to your music in Hollywood clubs? How do you guys feel about that?

We love it. Maria Daniela is so fresh, she can go from Iztapalapa to Beverly Hills without a hitch. She just keeps going and going – music non-stop.

What's the difference between Nacos in Mexico and the U.S.?

Besides their skin color?

Imagine you go to Puerto Rico and play in front of a reggaetón crowd. How do you get the “perreo” started?

I love la gasolina – I would spray it on the crowd and light them on fire. They would get so turned on.

Jennifer Lopez or Shakira?

Jenny. I can't stand that midget, not even with Beyonce by her side.

How are Latino kids from the U.S. – who may not be exposed to modern Mexican culture – supposed to understand the Nuevos Ricos concept?

I don't know...no mames, mun2! Is this some kind of riddle?

Visit Nuevos Ricos on MySpace.