On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy

Scott Douglas Jacobsen
In-Sight Publishing, Fort Langley, British Columbia, Canada

Correspondence: Scott Douglas Jacobsen (Email: scott.jacobsen2025@gmail.com)

Received: September 26, 2024
Accepted: N/A
Published: March 8, 2025 

Abstract

Selena Quintanilla’s rise to fame was a product of both her immense talent and a confluence of factors that set the stage for her success. This interview with J.D. Mata explores the conditions that allowed Selena to transition from a young Tejano artist into a global icon. Mata highlights the role of Tejano music’s golden age, the influence of major record labels, and the unwavering support of key industry figures, including DJs, managers, and promoters. Additionally, the conversation examines how Selena’s crossover potential into American pop was cut short by her untimely death, solidifying her as a legendary figure. By contextualizing Selena’s trajectory, this discussion sheds light on the broader cultural and business mechanisms that shape musical legacies.

Keywords: American Dream, audience engagement, crossover potential, DJs in Tejano music, family support in music, legacy preservation, mainstream music industry, Mexican-American culture, music business infrastructure, Tejano music golden age, Tejano music pioneers, untimely artist deaths

Introduction

Selena Quintanilla’s success story is often framed as a singular event, but J.D. Mata offers a broader perspective—one that situates her within a larger movement in Tejano music and the music industry as a whole. Mata outlines a twofold process that led to her rise: first, the golden age of Tejano music, where major record labels invested in the genre, and second, her strategic positioning for a crossover into mainstream American pop music. Tejano music was already spreading beyond Texas, thanks to migrant workers who carried its rhythms across the U.S.and to influential DJs who played a crucial role in amplifying the sound. Figures like Mando San Roman, Rock and Roll James, and Johnny Canales championed Selena’s music, giving her the exposure necessary to build a devoted fan base. Mata also highlights Nano Ramirez, a visionary promoter who recognized Tejano music’s commercial potential and provided critical platforms for artists like Selena to perform.

Beyond industry support, Selena’s family dynamic played an essential role. Her father, Abraham Quintanilla, was both a mentor and manager, shaping her career with a level of discipline and strategy that ensured longevity. Her band, composed primarily of family members, functioned as a tight-knit unit, reinforcing the sense of authenticity and cohesion that made her music resonate deeply with audiences. Mata draws an interesting parallel between Selena’s trajectory and that of Gloria Estefan and the Miami Sound Machine—both artists sought to expand Latin music’s footprint in mainstream American pop. However, Selena’s journey was tragically cut short, and her posthumous fame became a phenomenon in itself. The biopic film, Netflix series, and ongoing industry support helped sustain her legacy, making her one of the most celebrated Latin artists of all time.

A key takeaway from Mata’s analysis is the importance of infrastructure in preserving an artist’s legacy. Selena was already signed to major labels, and her father worked relentlessly to keep her name alive after her passing. These factors, combined with her extraordinary talent and the cultural significance of Tejano music, ensured that she remains not just a historical figure but a contemporary cultural icon. Ultimately, Mata presents Selena as both a product of her era and a timeless force in music. Her story encapsulates the Mexican-American Dream, the struggles and triumphs of breaking into a difficult industry, and the enduring appeal of authenticity in music.

Main Text (Interview)

Interviewer: Scott Douglas Jacobsen

Interviewee: J.D. Mata

Section 1: The Tejano Music Phenomenon and Its Golden Age

A seasoned Musician (Vocals, Guitar and Piano), Filmmaker, and Actor, J.D. Mata has composed 100 songs and performed 100 shows and venues throughout. He has been a regular at the legendary “Whisky a Go Go,” where he has wooed audiences with his original shamanistic musical performances. He has written and directed nerous feature films, web series, and music videos. J.D. has also appeared in various national T.V. commercials and shows. Memorable appearances are TRUE BLOOD (HBO) as Tio Luca, THE UPS Store National television commercial, and the lead in the Lil Wayne music video, HOW TO LOVE, with over 129 million views. As a MOHAWK MEDICINE MAN, J.D. also led the spiritual-based film KATERI, which won the prestigious “Capex Dei” award at the Vatican in Rome. J.D. co-starred, performed and wrote the music for the original world premiere play, AN ENEMY of the PUEBLO — by one of today’s preeminent Chicana writers, Josefina Lopez! This is J.D.’s third Fringe; last year, he wrote, directed and starred in the Fringe Encore Performance award-winning “A Night at the Chicano Rock Opera.” He is in season 2 of his NEW YouTube series, ROCK god! J.D. is a native of McAllen, Texas and resides in North Hollywood, California. Selena Quintanilla’s rise to fame was shaped by the golden age of Tejano music, industry support, and her extraordinary talent. This interview with J.D. Mata explores how major labels, influential DJs, and visionary promoters helped propel Selena from local performances to international stardom. Mata highlights her crossover ambitions, comparing her trajectory to Gloria Estefan’s, and examines how her tragic death cemented her legendary status. He also underscores the role of Abraham Quintanilla in preserving her legacy and how Tejano music remains relevant today, ensuring that Selena continues to inspire future generations of artists and fans worldwide.

Scott Douglas Jacobsen: It’s rare for someone to become famous early on due to musical talent. That’s unusual. It can happen at any age, but most people fail. For most, it only happens so early.

Selena, as far as I know, achieved success very early in what was then a non-mainstream musical genre, which she helped bring into the mainstream. So, what was your path to achieving that level of success? #NotMyIdea.

J.D. Mata: I love this because we have these discussions, and they come from my perspective. As an artist, my goal—whether as a filmmaker, musician, or actor—is to be authentic. If I stay true to myself when writing a scene or creating art, I want it to be something no one has ever seen. Often, when I’m authentic, it naturally comes out that way because there’s no one else like me.

It doesn’t matter whether people perceive my work as eccentric or crazy; it’s none of my business what others think of my art. I say this to preface our conversations because that’s the benchmark here—the jumping-off point. I’m sharing my insights with you in a way no one has done before, simply by being authentic. I’m not reiterating what’s already been put on the record but rather offering my genuine take on Selena, and that’s why I’m enjoying this so much. It also makes this series interesting—it’s almost like I’m a filmmaker creating a movie about Selena based on her real life and my perception. Does that make sense?

Section 2: Selena’s Early Years and Industry Breakthrough

Jacobsen: Yes. Now, back to the topic. How did Selena become so successful in an industry that wasn’t so big?

Mata: My take is that it was a twofold process. On one hand, as we’ve already discussed, the phenomenon of Tejano music occurred. It was inevitable. During that time, Tejano music was experiencing its golden age. It had just begun, and suddenly, major labels like EMI Latin and Capitol Records were signing Tejano artists, promoting them, and helping them achieve commercial success. Selena was part of this wave.

Why did this happen? Because Tejano’s music was fresh and new, it captured the imagination of Texas and beyond. It resonated with people across the U.S., especially those who danced to its rhythms. Many Tejano fans were Mexican Americans who migrated seasonally to work as farm labourers, picking crops like grapes, strawberries, and cotton. Even before Tejano music became a defined genre, artists performed at camps for these migrant workers nationwide. So, the seeds of Tejano music had already been sown across the U.S. Many migrants settled in Oregon, Washington, California, and Florida, where Tejano bands would later tour.

So, we had Tejano music come on board. It was a phenomenon. The big record labels recognized its potential and saw that it could generate significant revenue. Tejano artists were travelling all over the United States. Selena was part of this movement. Remember, as we mentioned, she and her family started their band when she was just a child.

From the time she could sing, around age 10, they were working hard. Eventually, they got signed by a major record label, likely in 1992 or 1993, during the golden age of Tejano music. It took her about ten years to become an “overnight success.” That was the birth of Selena’s stardom. This is part of what I mean by a twofold approach.

Selena rose to fame alongside other Tejano artists like Grupo Mazz and La Mafia. Anyone familiar with Tejano music will recognize these names. They were also giants in the genre, and Selena was a giant among them. However, Selena’s trajectory wasn’t to stay solely within Tejano music, even though she was and remains the Queen of Tejano.

Her path eventually led her from Tejano to the American pop market, which makes her story so interesting. I’ve never seen this angle fully explored, which is why this interview is so groundbreaking.

Selena’s record wasn’t just to dominate Tejano but to conquer it while preparing for a crossover. She was the Queen of Tejano music worldwide. I’m sorry, I was eating nuts earlier—I’ll stop now. Her ultimate goal was to break into the mainstream American market as Gloria Estefan did with the Miami Sound Machine. Selena was poised to become the next big crossover star, rubbing shoulders with Madonna and other icons in the American music industry.

But then, we all know what tragically happened. She was murdered, and that event, combined with her immense talent, solidified her legendary status as the Queen of Tejano. Her father’s grit, Abraham Quintanilla, played a significant role in preserving her legacy. It wasn’t driven by ambition or a thirst for fame but by his desire to ensure that Selena’s story and her dreams were honoured.

He knew that his daughter wanted to reach the next level, and he made it his mission to take her there, even after her death, by telling her story accurately and honestly. What ultimately catapulted Selena to the next level was a combination of her exceptional talent as a Tejano artist and the unfortunate tragedy of her death. The interest generated by her passing and the biopic film that followed introduced her to an even wider audience.

People saw her talent, success story, and how she embodied the American Dream—specifically, the Mexican-American Dream. Today, Tejano music is not as prominent as it once was, but Selena remains its ambassador. While people continue to be fascinated by Selena herself, they often overlook the brilliance of Tejano music, which is still beautiful and vibrant.

Another important factor contributing to her posthumous success was the existing infrastructure. Major record labels had signed her before her death, and that foundation allowed her legacy to reach new heights even after her passing. The infrastructure and her father’s dedication ensured that Selena’s story and music would continue to resonate with fans worldwide.

Section 3: The Power of Key Influencers: DJs and Promoters

Jacobsen: So, there was already a vehicle in place, through movies and other mediums, for her name and legacy to carry on. Another important point I’d like to explore here is giving credit to the DJs in Texas. Mando San Roman, for instance. He was an incredible DJ who recognized the greatness of Selena and played her music. At that time, DJs had more freedom in deciding whose music they would play. He was instrumental in promoting her. He doesn’t get enough credit for that.

Another phenomenal DJ was Rock and Roll James. He conducted some of the most iconic interviews with Selena. He had a show called Puro Tejano, and if you go to YouTube, you’ll find some wonderful clips of him and Selena. They had a great rapport, a real back-and-forth banter that connected Selena with the Tejano audience.

What about Johnny Canales?

Mata: Yes, Johnny Canales is another one I have to mention. He also played a key role. His show, The Johnny Canales Show, was essential in bringing Tejano artists, including Selena, to a broader audience. He generously showcased her talent, and that exposure was crucial to her career trajectory.

Mando San Roman, Rock and Roll James, and Johnny Canales were part of the bigger puzzle leading to her worldwide fame. There was a progression: point A, to B, to C, and so on. Point Z is where Selena stands today as an iconic figure recognized globally. But people must understand that you must start at point A to reach point Z.

Section 4: Selena’s Crossover Ambitions and Legacy

Jacobsen: It sounds like these DJs were not just promoters but artists themselves.

Mata: Mando San Roman and Rock and Roll James were singers and composers. They knew talent when they saw it, and they knew how to nurture it—big kudos to them for recognizing Selena’s potential early on. Unfortunately, Johnny Canales recently passed away—may he rest in peace—but his contribution to Selena’s career and Tejano music was enormous. He helped bring her to the masses.

Folks were able to see her talent. To build a house, you must build it on a solid foundation. The foundation for Selena’s trajectory was, first and foremost, her immense talent. Second, she had a father who was brilliant as a musician and a manager who deeply loved his daughter. She had a great band, too.

The band was tight—it was her family. The two members who weren’t family were treated like they were. It’s so important to have a united band, and hers was. This was all part of a house built on rock, not sand.

Then, she had key advocates like Mando San Roman, Rock and Roll James, and Johnny Canales. That was the genesis of Selena—the phenomenon we know now. That was the foundation that led to her success. So, that’s my answer to your question. Are there any more honourable mentions?

Section 5: The Lasting Impact of Selena and Tejano Music

Jacobsen: That wraps up the session format, right?

Mata: Yes. We’ve covered some important stuff. There are a few more honourable mentions. It was like catching lightning in a bottle—a perfect storm. Everything had to align perfectly. And, of course, we also talked about the movie. There was conflict between her father and her husband, Chris Pérez, which generated a lot of intrigue and interest. She was married to her guitarist, and their love story—eloping and all—added depth to the narrative. Rumours and typical storylines emerged, with protagonists and antagonists, even after her death, like in any interesting story.

The conflict between her father and husband added further intrigue, making the story compelling. Another honourable mention is Netflix’s production of Selena: The Series. By doing that, they helped prolong her legacy, keeping her a worldwide phenomenon.

Before I wrap up, let me mention one more honourable mention: Nano Ramirez. I’m glad you reminded me to mention him. Nano Ramirez was a visionary in the Tejano music scene. Let me spell it out: N-A-N-O, Ramirez, R-A-M-I-R-E-Z. He deserves a ton of credit. He owned a convention center and had the vision to showcase Tejano artists, including Selena, at a time when South Texas was very conservative.

He just released a book, and I recommend anyone interested in Tejano music to look him up and read his story. He’s a historic figure. Not only did he showcase Tejano music, but he also brought rock bands like AC/DC to his venue in McAllen, Texas. He had a brilliant entrepreneurial mind, living the American Dream, and he, too, recognized Selena’s talent early on.

He would promote her at his venue, and people from all over the Rio Grande Valley would come to see her. So, major props to Nano Ramirez, another key figure in Selena’s story. A part of the house is built on rock, which is Selena’s story.

Mata: Excellent. Thanks so much.

Jacobsen: Thank you, bro.

Discussion

J.D. Mata’s interview provides a profound exploration of the cultural, artistic, and business dimensions of Tejano music. His reflections highlight how the genre is not just a style of music but a deeply embedded cultural expression shaped by historical influences and modern adaptations. Mata underscores the significance of authenticity, emphasizing the unique instrumentation and lyrical themes that define Tejano. His perspective as both a pioneer and performer offers an insider’s view of how the genre evolved from its early days, incorporating synthesizers and redefining traditional sounds.

Beyond the music itself, Mata’s discussion reveals the realities of the entertainment industry, illustrating the parallels between his experiences in Tejano music and his later work in acting and filmmaking. He articulates the importance of stage presence, audience engagement, and the business acumen necessary to sustain a career in music. His insights into financial planning, logistics, and leadership within a band demonstrate the complexities behind live performances and event planning—skills that translated seamlessly into his other creative endeavors.

A key theme throughout the conversation is the role of intuition in navigating the industry. Mata describes his ability to discern genuine opportunities from empty promises, a skill he honed during his time in the Tejano scene and later applied in Hollywood. His reflections on authenticity extend beyond music to evaluating people and projects, reinforcing the importance of integrity in an industry that often prioritizes image over substance.

The discussion also touches on the broader impact of Tejano music as a cultural force. Mata positions it within the larger narrative of American music history, recognizing its contributions to the diverse musical landscape of the United States. His acknowledgment of figures like Selena reinforces the idea that Tejano music transcends borders, influencing artists and audiences worldwide.

Ultimately, Mata’s journey serves as a testament to the enduring power of Tejano music. His experiences highlight the dedication required to shape and sustain a genre while adapting to new artistic landscapes. By blending tradition with innovation, Mata continues to champion Tejano’s legacy, ensuring its influence remains strong for future generations of musicians and storytellers.

Methods

The interview was scheduled and recorded—with explicit consent—for transcription, review, and curation. This process complied with applicable data protection laws, including the California Consumer Privacy Act (CCPA), Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA), and Europe’s General Data Protection Regulation (GDPR), i.e., recordings were stored securely, retained only as needed, and deleted upon request, as well in accordance with Federal Trade Commission (FTC) and Advertising Standards Canada guidelines.

Data Availability

No datasets were generated or analyzed during the current article. All interview content remains the intellectual property of the interviewer and interviewee.

References

(No external academic sources were cited for this interview.)

Journal & Article Details

• Publisher: In-Sight Publishing
• Publisher Founding: March 1, 2014
• Web Domain: http://www.in-sightpublishing.com
• Location: Fort Langley, Township of Langley, British Columbia, Canada
• Journal: In-Sight: Interviews
• Journal Founding: August 2, 2012
• Frequency: Four Times Per Year
• Review Status: Non-Peer-Reviewed
• Access: Electronic/Digital & Open Access
• Fees: None (Free)
• Volume Numbering: 13
• Issue Numbering: 2
• Section: E
• Theme Type: Idea
• Theme Premise: “Outliers and Outsiders”
• Theme Part: 33
• Formal Sub-Theme: Tejano Music
• Individual Publication Date: March 8, 2025
• Issue Publication Date: April 1, 2025
• Author(s): Scott Douglas Jacobsen
• Word Count: 2,134
• Image Credits: J.D. Mata
• ISSN (International Standard Serial Number): 2369-6885

Acknowledgements

The author acknowledges Randy Economy for his time, expertise, and valuable contributions. His thoughtful insights and detailed explanations have greatly enhanced the quality and depth of this work, providing a solid foundation for the discussion presented herein.

Author Contributions

S.D.J. conceived the subject matter, conducted the interview, transcribed and edited the conversation, and prepared the manuscript.

Competing Interests

The author declares no competing interests.

License & Copyright

In-Sight Publishing by Scott Douglas Jacobsen is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
© Scott Douglas Jacobsen and In-Sight Publishing 2012–Present.

Unauthorized use or duplication of material without express permission from Scott Douglas Jacobsen is strictly prohibited. Excerpts and links must use full credit to Scott Douglas Jacobsen and In-Sight Publishing with direction to the original content.

Supplementary Information

Below are various citation formats for On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy.

1. American Medical Association (AMA 11th Edition)
   Jacobsen S. On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy. March 2025;13(2). http://www.in-sightpublishing.com/tejano-music-7
2. American Psychological Association (APA 7th Edition)
   Jacobsen, S. (2025, March 8). On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy. In-Sight Publishing. 13(2).
3. Brazilian National Standards (ABNT)
   JACOBSEN, S. On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy. In-Sight: Interviews, Fort Langley, v. 13, n. 2, 2025.
4. Chicago/Turabian, Author-Date (17th Edition)
   Jacobsen, Scott. 2025. “On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy.” In-Sight: Interviews 13 (2). http://www.in-sightpublishing.com/tejano-music-7.
5. Chicago/Turabian, Notes & Bibliography (17th Edition)
   Jacobsen, S. “On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy.” In-Sight: Interviews 13, no. 2 (March 2025). http://www.in-sightpublishing.com/tejano-music-7.
6. Harvard
   Jacobsen, S. (2025) ‘On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy’, In-Sight: Interviews, 13(2). http://www.in-sightpublishing.com/tejano-music-7.
7. Harvard (Australian)
   Jacobsen, S 2025, ‘On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy’, In-Sight: Interviews, vol. 13, no. 2, http://www.in-sightpublishing.com/tejano-music-7.
8. Modern Language Association (MLA, 9th Edition)
   Jacobsen, Scott. “On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy.” In-Sight: Interviews, vol. 13, no. 2, 2025, http://www.in-sightpublishing.com/tejano-music-7.
9. Vancouver/ICMJE
   Jacobsen S. On Tejano Music 7: Selena Quintanilla’s Rise: Tejano Music, Industry Support, and Cultural Legacy [Internet]. 2025 Mar;13(2). Available from: http://www.in-sightpublishing.com/tejano-music-7

Note on Formatting

This document follows an adapted Nature research-article format tailored for an interview. Traditional sections such as Methods, Results, and Discussion are replaced with clearly defined parts: Abstract, Keywords, Introduction, Main Text (Interview), and a concluding Discussion, along with supplementary sections detailing Data Availability, References, and Author Contributions. This structure maintains scholarly rigor while effectively accommodating narrative content.