Rancho Humilde Takes Mexican-American Music to Hollywood Screen

Rancho Humilde, the Los Angeles-based record label that reshaped Mexican-American music over the past decade, is making its move into Hollywood filmmaking. The label has partnered with Sony Pictures and Sony Music Latin to release 'Clika,' a feature film set to arrive in theaters on August 15, 2025, through Columbia Pictures.

The film marks the first major feature production from Jimmy Humilde, the CEO of Rancho Humilde, and represents a broader expansion beyond the music industry. Directed by Michael Greene, 'Clika' follows an aspiring musician named Chito, played by Jay Dee, who is determined to make it big after a video of his performance goes viral. The story takes a darker turn as Chito pushes to establish himself in the new wave of Mexican-American music, only to find himself caught in increasingly dangerous circumstances.

Background

Rancho Humilde was formally established in 2011 by Jimmy Humilde, José 'JB' Becerra, and Roque 'Rocky' Venegas. The label was built on a mission to evolve regional Mexican music for a younger, more bicultural generation. Rather than sticking strictly to traditional corridos—the gritty Mexican folk ballads that tell stories of hustlers, immigrants, and ordinary people—Rancho Humilde blended those sounds with trap and hip-hop influences from the United States.

This fusion became known as 'corridos tumbados,' or 'trap corridos,' and it proved enormously popular. The label became home to major acts including Fuerza Regida and international star Natanael Cano. It has also collaborated with artists like Bad Bunny, Snoop Dogg, and Steve Aoki, helping to establish a cultural movement that extended beyond music into fashion, language, and lifestyle.

Humilde has spoken about the label's broader cultural ambitions. He told The Los Angeles Times that the company is about building more than just music.

"We are building a culture — the way we talk, the way we dress, the way we sing — and it's cool." – Jimmy Humilde

Key Details

'Clika' brings together a cast that includes Herencia de Patrones frontman Jay Dee in the lead role, alongside established actor Eric Roberts and rapper OhGeesy. The film also features Cristian Gutierrez, Laura Lopez, Nana Ponceleon, and Uziel Pantoja. Jay Dee's group, Herencia de Patrones, released its debut album 'Pa Las Vibras' under the Rancho Humilde label in 2019.

The production team includes Sean McBride, who has worked on projects like 'Eli Roth Presents: The Legion of Exorcists,' and Dave 'Foots' Footman, who was involved in the production of 'X-Men.' Michael Greene, the director, previously helmed the film 'Live' in 2018.

Humilde serves as an executive producer and writer on the film, alongside his business partners Roque Venegas and Jose Becerra. The story was developed by Greene, Sean McBride, Ski-ter Jones, and Humilde himself.

The Broader Significance

For Humilde and Rancho Humilde, the film represents a significant step forward in expanding the label's influence beyond music. The collaboration with Sony Pictures and Columbia Pictures signals major studio backing for a project centered on Mexican-American creators and storytelling.

Sanford Panitch, President of Sony Pictures Motion Picture Group, praised Humilde's vision in a statement about the project.

"Jimmy is a visionary producer whose major approach has reshaped the sound of Mexican music. Now, his significant contributions in the world of music open the door for new voices, new kinds of stories, and new movie stars." – Sanford Panitch

Alex Gallardo, President of Sony Music US Latin, echoed similar sentiments, describing Humilde as someone who has revolutionized Mexican culture.

What This Means

The release of 'Clika' comes at a moment when Mexican-American music and culture have gained significant mainstream attention. The success of artists like Bad Bunny and the broader popularity of Latin music have opened doors that were previously harder to access for creators in this space.

Humilde has been explicit about what this moment represents for him and others like him. He said the film paves the way for a new era of opportunity and representation for Mexican-American creators in Hollywood. According to Humilde, the label and its creators have been working in the background for years, and now they are stepping into the spotlight.

The film's storyline—about an aspiring musician fighting to preserve his family's legacy while navigating the dangers of rapid success—reflects real tensions within the music industry and the broader Mexican-American experience. It is a narrative that speaks to ambition, tradition, and the difficult choices people make in pursuit of their dreams.

For the entertainment industry, the partnership between Rancho Humilde and major studios like Sony Pictures suggests that Mexican-American stories and creators are now seen as commercially viable at the highest levels of Hollywood. Whether 'Clika' succeeds at the box office will likely influence how many more projects like this get greenlit in the coming years. The film arrives at a time when representation in Hollywood remains an ongoing conversation, and projects like this one have the potential to shape what kinds of stories get told and who gets to tell them.