Mexican singer Emjay, whose artistic name is María José de la Torre, has entered a new musical stage with her project Pop Pesado. The project aims to consolidate her proposal in pop while highlighting the role of women in a genre that she says places heavy demands on female performers.
The 27-year-old artist is nominated in the new female generation category at the Premios Juventud. She views the nomination as a sign of her career's growth ahead of the ceremony scheduled for September 3 in Marbella, Spain.
Speaking to news agency EFE, Emjay said entering the pop genre was very tough because listeners, fans, and critics demand too much from women. However, she said female pop performers are present for a reason and called them the most disciplined artists across all music genres.
Career origins and industry recognition
Born in Guadalajara, Emjay started her career as a trap and hip-hop singer before releasing her debut album, Las morras tamién hacen TR444P, in 2023. Over the past year, she gained international attention through her award nomination and mentions by Rolling Stone and Billboard as an emerging voice to follow.
While regional Mexican music and corridos tumbados dominate much of the Mexican music scene, Emjay noted that those styles are led mostly by men whom she described as male pop stars. She said she feels proud that her work is being recognized within Mexican pop.
She pointed to Belinda, Danna, and Kenia Os as key female role models who have established themselves in Mexican pop music.
Unfiltered sound and upcoming tour
Emjay is preparing a new studio album under the Pop Pesado title, which does not yet have an official release date. Fans can already listen to an advance single called Moreno fantasy, and her accompanying concert tour will launch on November 5 at the Palacio de los Deportes pavilion in Mexico City.
Emjay defines her musical style as sincere pop that rejects perfection, combining pop with trap, rock, and ballad elements. She said she is far from perfect, enjoying partying and freedom rather than fitting the polished image of earlier pop generations.
She explained that her songs reflect her daily life as an ordinary person, covering personal experiences such as heartbreak and emotional ups and downs.
Emjay said her Premios Juventud nomination proves that her years of hard work are being taken seriously, adding that she feels ready for whatever comes next in her career.
