On Tejano Music 7: Selena Becoming Famous Early

Author(s): Scott Douglas Jacobsen

Publication (Outlet/Website): The Good Men Project

Publication Date (yyyy/mm/dd): 2024/11/08

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. 

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?

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.

Jacobsen: 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.

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.

Mata: What about Johnny Canales?

Jacobsen: 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.

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

Jacobsen: Exactly. 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.

Jacobsen: 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?

Mata: That wraps up the session format, right?

Jacobsen: Yes. We’ve covered some important stuff. Stand by, I need to blow my nose—beep boop—excuse me.

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.

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