Mexican president Claudia Sheinbaum is hoping to change the musical narrative…

The 62-year-old Mexican politician, scientist and academic, the 66th president of Mexico a and first woman to hold the office, is hoping to encourage young artists — especially those in the trending genre of corridos tumbados — to create songs that don’t glorify violence or drugs.

This week Sheinbaum announced México Canta, a binational contest aimed at shifting the focus of Mexican music to themes like “love, heartbreak and peace.” 

This is the first initiative launched by the Mexican government to use music as a way to counteract the glorification of violence and the fascination some young people have with joining criminal groups, drawn by the promise of a flashy, luxurious lifestyle — all happening amid the wave of violence affecting certain regions of the country.

“While the contest won’t solve this issue overnight, and we’re not neglecting the underlying causes — for that, there’s a whole national security program — we felt it was important to create creative spaces through culture for Mexican and Mexican-American youth who are passionate about music,” explains Claudia Curiel de Icaza, Mexico’s Secretary of Culture, to Billboard Español.

In her opinion, many young Mexicans see their dreams of breaking into the music industry crushed, because they don’t have instruments or professional recording equipment.

“Organized crime takes advantage of this situation and starts funding musicians,” says the official. “No one hires you if you don’t have a solid music production to stand out. This program aims to provide that professional support.”

The presidential initiative is backed by a segment of the country’s music industry, including major players like Virgin Music Group and Fonovisa/Universal, the Mexican Society of Authors and Composers (SACM), the Mexican Association of Producers of Phonograms and Videograms (AMPROFON), among others.

Registrations will be open at mexicocanta.gob.mx from April 28 to May 30.

The grand finale will take place on October 5 in the Mexican state of Durango.

Who can participate?
All young Mexican and Mexican-American performers between the ages of 18 and 34.

How can you participate?
With songs or performances in genres like mariachi, norteño, banda, corrido, tropical, duranguense, campirano, bolero, among others, as well as fusions with rap, rock, pop, and hip-hop. Participants can perform in indigenous languages, Spanish, or Spanglish, with original songs up to 3 minutes long.

In which cities will participants be selected?
In the U.S.: Chicago, Houston, and Los Angeles.
In Mexico: Tijuana, Mexico City, and Oaxaca. 

Where can the contest be followed?
On the Mexican government’s public channels and official social media platforms.

What are the prizes?
Regional winners will receive mentorship from a group of specialists.
For Best Song, the prize is a contract with a national, international, or independent record label.
The Best Performer will be awarded a record deal and the opportunity to record an album.
The winner of the Jury Prize will receive a record deal and the opportunity to record an EP (6 songs).