The last rating online had Grupo Firme as the 424 th “biggest” band in the world. As a result their merchandise is less generic. Rather than selling the rights to merchandise off to one of the major touring band merch companies, Grupo Firme is choosing smaller, more local artists to design and make it.

Gutiérrez pays close attention to details, including Grupo Firme’s branded merchandise. These three-hour live shows require astonishing amounts of physical effort to maintain their level of on-stage exuberance. Because they go out and play massive stadium shows, the team has the luxury of paying fewer shows overall. Shows may be scheduled with a two-week period between locations. They are building more downtime between shows to allow the performers to rest. In part because of the leadership of Gutiérrez and in part because of the intrinsic quality of the rest of the team, Grupo Firme makes interesting choices. They interact like a family which is critical to taking a big show on the road. That goes across the board from executives behind the scenes all the way to the chef who handles their catering. It is in great part what drives this phenomenon. This human connection is what differentiates bands with a passing hit from those with a passionate following. There might be 70,000 in the house, but when you’re with the Gutiérrez family, even for just a moment or two, they make you feel like you’re the most important person they are with. There is a real charm in how this family interacts with the fans, VIP guests and influencers who attend Grupo Firme shows. Their son Julian is working with the family in many capacities, from management support and merchandising to including helping to translate the inevitable language issues as the band moves back and forth from Spanish to English language terratories. Isael’s wife Rosa Carmina comes to many of the shows. He involves his family in all elements of Grupo Firme. Gutiérrez is a family man now living in Los Angeles. Together they now own both the band and Music VIP Entertainment, the company they are building in support of Grupo Firme and other carefully selected acts. He partnered with Eduin Caz in February of 2017.

So, given we understand the performance elements of Grupo Firme, how did they come out of nowhere to filling stadiums? That is the result of the marketing brilliance of Isael Gutiérrez. Gutiérrez attributes much of the rapid success to having a modern and current show which celebrates the culture of Mexico and gives parents a way to show their children some of the elements of their culture.Įduin Caz, lead singer, and co-owner, Grupo Firme Music VIP Entertainment Instead, they sing contemporary songs about love and life which are energetic enough to move a crowd, performed in a way the whole family can go just as easily as a pair of millennials on a date. They don’t need to dance half naked or spew lyrics which are offensive to large segments of the population. That may be another factor in Grupo Firme’s massive success.

Aside from the oft repeated shot taking, the show itself is tame rather than sexualized. This exhibition of the breadth of Mexican music, performed as if it was all created in current times is both aspirational and inspirational. Parents bring children to see music which originates from the music they knew as children. Grupo Firme performs songs which are current, but which are based on Mexican cultural music.

Edwin grupo firme