Julión Álvarez is putting mariachi at the center of his latest release. The regional Mexican star unveiled the four-song EP Ranchero de Corazón on Thursday, Sept. 24, marking his second album under his own record label, Copar Music.

Known as “El Rey de la Taquilla” (The King of the Box Office), Álvarez recorded the project as a celebration of mariachi music. Built around traditional arrangements and his distinctive vocal style, the EP represents a shift from the norteño and banda sounds for which he is known.

The release also carries a personal connection to Guadalajara, Jalisco, described as the city of mariachi. Álvarez said he had previously incorporated mariachi into some of his live performances before eventually embracing the tradition more fully.

“I’ve always enjoyed having mariachi at some of my performances, until finally, a few years ago, I put on the charro suit and asked my colleagues for advice on how to wear it properly,” he said. “Mariachi is sacred to me, and now, with my family here and my daughters born in this city, this project holds an even more special meaning.”

A Carefully Crafted Mariachi Project

Álvarez produced Ranchero de Corazón himself, working with songwriters Alfonso de la Cruz Pecas, Hansen Flores and César Estrada Moreno. De la Cruz Pecas, one of the singer’s closest collaborators over the past 16 years, wrote “Llévala a la luna” and the EP’s title track.

According to De la Cruz Pecas, the team did not want to approach the mariachi-focused material casually.

“It took us some time to take the plunge, but we wanted to do it right, with a lot of respect,” the songwriter said. “Now it will be the audience who determines the path and direction of the project.”

His comments leave open the possibility of more ranchera music, although no additional release has been confirmed. For now, the audience response to Ranchero de Corazón will help shape where the project goes next.

The EP arrives during a major period in Álvarez’s career. In 2025, he became the first Latin artist to sell out three consecutive concerts at Los Angeles’ SoFi Stadium. That same year, he was included among “The 75 Best Regional Mexican Music Artists,” with his 37 entries on Regional Mexican Airplay and five No. 1 titles on Regional Mexican Albums cited as part of the recognition.

A Copar Music Celebration

On Thursday night, Álvarez also hosted members of the press at a private gathering at the Baruk Hotel de Autor GDL, where he formally introduced the artists signed to Copar Music.

Dressed entirely in denim, including a button-down shirt, along with boots and a cowboy hat, the singer attended the celebration with his mother and other loved ones. He danced, sang and greeted guests throughout the venue, while also stopping for photos with waitstaff and speaking with people working at the event’s coffee and tequila bars.

Álvarez invited guests to dance, shared tequila shots and took the microphone to sing despite needing to preserve his voice for his upcoming engagements. The evening connected the arrival of his mariachi project with a broader showcase for the roster he is building under his independent label.

What Happens Next?

Álvarez is scheduled to perform two concerts at Estadio Jalisco on Sept. 25 and 26, with more than 48,000 people set to attend each night. The Sept. 26 performance is part of Prófugos del Anexo, his joint tour with his friend Alfredo Olivas.

Beyond those concerts, the future of Álvarez’s ranchera recordings remains dependent on how listeners receive the new EP. With Ranchero de Corazón, he has now made the mariachi tradition a complete recorded statement rather than simply an element of selected live appearances—and has done so with the respect he says the music demands.