“We don't ask for space, we take it.” JOP Explains Fuerza Regida’s Philosophy in This Video

“We don't ask for space, we take it,” says Fuerza Regida frontman and founder, Jesús Ortiz Paz, who goes by JOP. His declaration captures the ethos of his band's groundbreaking ‘Ni Perdón, Ni Permiso’ campaign with Dos Equis, which empowers Artists to Own the Stage and celebrates the power of unapologetic self-expression through music, art, and style.

No other group is doing it like Fuerza Regida. With backing from Samuel Jáimez, Khrystian Ramos, José “Pelón” García, and Moisés López, JOP has powered this regional Mexican band from San Bernardino, California, into rarefied territory.

Fuerza Regida’s boundary-shattering work includes mixing corridos with Jersey club, hip hop, techno, and reggaeton, selling out arenas and stadiums on their “Esto No Es Un Tour” run, and appearing at fashion week. Fuerza’s most recent album, 111xpantia, the group’s ninth, even made history, hitting no. 2 on Billboard’s all-genre 200 album chart. That makes it the highest charting Spanish-language album by a group ever. This is all new, for the group, sure, but also for the country, for the world, for the genre. How do they do it all? “We show up, style on point,” JOP says. Facts.

Learn more about Dos Equis and Fuerza Regida’s ‘Ni Perdón, Ni Permiso’ campaign in the video above. That includes an exclusive look at its Dos Equis x Fuerza Regida limited-edition merch collab. It features items made by Mexican-American designer Jose “IMAGiNE” Trasviña and fashion pieces designed by Bryan Escareño. The jacket, vest, and T-shirt from the Dos Equis x Fuerza Regida collection is up for auction now.

Enter here for a chance to bid on these custom Dos Equis x Fuerza Regida items.