How Luis Alfonso Soared in From the Mountains to Become a Regional Colombian Breakthrough Star

Música popular Colombiana made its debut at the 2024 Billboard Latin Music Awards, with a show-opening performance by Luis Alfonso. It was a historic moment for the fast-growing genre that fuses Regional Mexican music and the string music known as carrilera in Colombia.

“The achievement and magnitude of how important this was for the Colombian popular genre is indescribable,” Alfonso tells Billboard. “For me, having been at such an important space is a feeling of gratitude to all the beautiful people who make this possible. Thank you Billboard for giving me the confidence, the opportunity, and being able to show the world our music, culture, and essence.”

During the opening set, the artist hailing from Popayán, Colombia performed a medley of his hit “Tequila Con Cerveza,” originally recorded with urban star Blessd, followed by current viral hit “Chismofilia.” Prior to performing at the awards ceremony, Alfonso also spoke about música popular Colombiana at a panel during Billboard Latin Music Week that also featured country-mates Paola Jara, Yeison Jiménez and Pipe Bueno.

But long before making waves at Latin music’s biggest event, Alfonso made a name for himself in the Regional Colombian genre with a subgenre he created known as “contentoso,” where he laces feel-good and fun melodies with música popular. 

His best representation, up to now, is his viral track “Chismofilia,” which earned his first Billboard entry on the Latin Pop Airplay chart this year. 

“We were going to do something that people can identify with. What are we missing in our lives? An envious person, a gossiper,” he explains. “Every person in life has a gossiper who is paying attention to what you are doing. I thought, I am going to make an important song in the market, and thanks to the envious people, we are trending every day. ‘Chismofilia’ is love of gossip.” 

Alfonso’s love for music derives from his grandfather, a man he describes as humble and who had great knowledge of Mexican culture and its music. He credits Regional Mexican legends such as Pedro Infante, Jorge Negrete, Antonio Aguilar, and Vicente Fernandez as some of his first inspirations. 

His biggest influences, however, are his compatriots Jhonny Rivera and Arelys Henao. The former because of his humility and transparency, and the latter because of her advice as a mother figure—both which he admires for their long-lasting and inspirational careers in música popular Colombiana. 

In 2020, Alfonso inked a deal with La Industria Inc., after being discovered at a birthday party by the cousin of Juan Diego Medina (CEO of La Industria). Since, he’s unleashed three live albums and his debut studio album Contentoso in 2024. 

At the heart of his flourishing success, Alfonso takes heartfelt pride in being a “montañero” (mountaineer). 

“It’s everything. It’s the glue that unites all my passions,” he notes. “Being a mountaineer is a person who loves the countryside, the town, horses, animals, eating rice with egg, writing poems. I think that is all that my music means, because the music I make is music for the bars and for the town.”

Below, learn more about Billboard’s Latin Artist on the Rise for October:

Name: Luis Alfonso

Age: 30

Recommended Song: “Chismofilia”

Major Accomplishment: Performing for the first time at Coliseo Medplus in Bogotá on Oct. 26, where he sang to more than 15,000 fans. “It’s a pride, a dream come true, and a goal in life that inspires all my colleagues,” he notes. “It was a turning point in my personal and professional life. It was the key that opened the door to take a step towards other horizons. When I opened my ticketing sale, we had three months until the date to achieve the sold-out date, but we did it in the first month. I still can’t take in the huge achievement we made. I’m still on a cloud of happiness.”

What’s Next?: Luis Alfonso promises upcoming collaborations, albums and a tour in Europe, but above all, “many beautiful things and music for ‘berracos.’” (Berracos is slang in Colombia for someone who is determined and hardworking).