There were some good articles and tributes posted yesterday for Ruben Cubillos, Tejano Music advocate, graphic/visual artist, and performer, who passed away over the weekend. I never got to meet him, but I knew and appreciated his work. We also became FB friends and I partook of some of the intense and productive conversations he would start on the state of the Tejano Music genre.
If you’ve ever bought a Selena tee, poster, album, or anything with her logo, you owe it to Ruben Cubillos. Ruben put Tejano music imagery on the map, developing concepts and images for Tejano music album covers when the big record companies were finally investing in the genre in the early 90s. Bands like Mazz, David Lee Garza y Los Musicales, and Selena enjoyed his top-notch and creative concepts, which added much value to their albums.
Along with his professional PR career and his career as a vocalist with the legendary Latin Breed, he was also an advocate. Always willing to offer up some advice to up and coming musicians, he never candy coated it. He was quite honest, especially when it came to how a band should develop their image. Especially during the forced break during the pandemic. But he was also an advocate.
Ruben was one of the leaders of those demanding the HoustonRodeo bring back Tejano music acts after it decided to concentrate on regional Mexican and banda acts. Beyond this, the protests were also about pay parity for Latino acts, equity in distribution of scholarships given from the thousands of dollars made from sold out concerts, and more diversity in rodeo committees. Well, Tejano is still missing from the line-ups, the undocumented are still passed over for scholarship money, even though that’s who attends the banda music concerts, but the message was sent to the rodeo people and Ruben was one of the chief advocates. All the rodeo people did was whine that anyone would complain.
Anyway, Ruben was one of the good ones in an industry that has historically been taken advantage of by corporatism, whether it came from Miami-owned radio stations, LA-based record companies, or corporations who used it to make a buck. When the profits slowed, the genre was cut-off and left to die. But much was learned and the music and culture continues. And Ruben is one of the reasons it continues.