Selena, Tejano, and the Cycle of Music: 30 Years After Her Astrodome Performance
How Selena’s Legacy, Industry Shifts, and the Rise and Fall of Tejano Offer Lessons for Creatives and Entrepreneurs
I grew up on Tejano music. It was the soundtrack to family gatherings, long road trips, and Saturday afternoons when the smell of fajitas and onions filled the air. If you were in Texas in the ‘90s, you couldn’t escape it—and you didn’t want to. The genre was everywhere, pulsing through the speakers of cars and backyard parties, a cultural force that connected generations.
This week marks the 30th anniversary of Selena’s last major concert at the Houston Astrodome. February 26, 1995. If you were lucky enough to be there, you remember the energy, the magic of that night. I was in the crowd, soaking in every second of her performance, not knowing that just a few weeks later, I’d see her again for the last time—this time at a tiny club in Bryan, Texas, in front of maybe 50 people. That contrast still sticks with me. Selena had already reached a level of fame few could dream of, but she was still out there, performing like every show was her biggest.
Shortly after that Bryan performance, she was tragically murdered. The news was shocking, heartbreaking, and felt deeply personal for so many of us who had grown up with her music. Her passing is often seen as the moment Tejano music began to decline. Some say it was the beginning of the end for the genre. But was it really? Or was it part of a bigger cycle that plays out in all music genres? Let’s take a look at what really happened.
The Rise, Peak, and Oversaturation of Tejano
Tejano music had been a staple in South Texas for generations, but by the late ‘80s and early ‘90s, it was experiencing an explosion in popularity. Artists like Selena, La Mafia, and Mazz were breaking out of regional markets and onto national stages. Record labels took notice, and big money followed. Radio stations dedicated more airtime to Tejano hits, and major labels began signing Tejano artists left and right, hoping to cash in on the boom.
However, as with any genre that experiences rapid commercialization, oversaturation became a problem. The market was flooded with artists who were signed to replicate the success of top performers. Rather than fostering innovation, the industry prioritized mass production of copycats with similar sounds, leading to stagnation and a loss of originality. This phenomenon has happened before—disco in the late ‘70s, 80s hard rock/hair bands, grunge in the ‘90s, and even EDM in the 2010s. The more saturated a market becomes, the harder it is for unique voices to break through.
Typically, a genre’s mainstream cycle lasts about 5 to 10 years before audiences seek something fresh, and industry forces shift their focus to the next big trend. Tejano followed this familiar trajectory, reaching its peak in the early-to-mid ‘90s before beginning its decline as major labels and radio stations moved on to new sounds. At the same time, key industry shifts were already in motion. Radio deregulation in 1996 led to a consolidation of stations, making it difficult for smaller labels and independent artists to maintain radio presence. The increasing influence of corporate-driven decision-making meant that Tejano music was no longer a priority. Major labels and radio executives eventually shifted their focus to new sounds, leaving Tejano behind.
Selena’s Vision and Reinvention
Selena was always ahead of the curve, constantly reinventing herself before major shifts in Tejano music. She started out performing ranchera-style songs, deeply rooted in tradition, before evolving her sound to embrace cumbia. This transition helped popularize cumbia during Tejano’s peak, making it more accessible to mainstream audiences. Her ability to adapt and innovate allowed her to remain at the forefront of the genre.
As the industry began changing again, Selena recognized the importance of expanding beyond Tejano. She was in the process of recording her first English-language album, aiming to cross over into mainstream pop. She also collaborated with acts like the Barrio Boyzz, blending Tejano with R&B and pop influences to appeal to a wider audience. She wasn’t just reacting to trends—she was creating them, positioning herself for longevity beyond Tejano’s commercial peak.
Emilio Navaira had a similar realization. At the height of his Tejano fame, he attempted a country crossover, seeing potential in a broader audience. However, he soon realized that being at the top of Tejano was more rewarding than being an upstart in country music. This balancing act between cultural roots and commercial ambition was something many Tejano artists grappled with during this period.
The Internet and the Rise of Norteño
As the late ‘90s turned into the 2000s, another major disruptor emerged—the internet. Digital music distribution took away the stranglehold that labels had on distribution, cutting off another revenue stream. And when radio and record executives decided Norteño was the next big thing, they moved on, leaving Tejano artists behind.
It wasn’t personal. It was business. But it was a painful shift for those who had built their lives around the music.
The cycle played out the same way it has for so many genres. What was once on top was no longer the industry’s priority. But that doesn’t mean it was ever truly gone.
The Takeaways for Creatives and Entrepreneurs
Tejano’s rise and fall offers a crucial lesson for creatives and entrepreneurs: industries evolve, trends shift, and what’s popular today might not be tomorrow. The key to longevity is adaptability.
Selena saw this and was already positioning herself beyond Tejano. She was innovating, looking ahead, and diversifying her approach. Similarly, entrepreneurs and creatives should always be looking forward—expanding their skill sets, exploring new markets, and not becoming too comfortable in one niche.
Another key takeaway is authenticity. While following trends might bring short-term success, staying true to your craft and unique voice is what creates lasting impact. Selena didn’t conform to the industry; she redefined it. That’s the kind of mindset that builds legacies.
Finally, recognize that success is cyclical. Every industry has peaks and valleys. The ones who thrive are those who adapt, innovate, and stay connected to their community, even when the industry shifts.
Tejano Lives On
Tejano music never disappeared. It just went back to where it started—rooted in the local culture of South Texas. The big labels may have moved on, but the people never did. Today, Tejano lives in the dance halls, the backyard BBQs, and the independent radio stations still spinning the classics. There are also many online streaming radio stations, like Tejano 561 Radio, Tejano to the Bone and Bnet Radio, keeping the genre alive for listeners worldwide.
And of course, in South Texas, a few independent terrestrial radio stations still support and play Tejano, ensuring that the music continues to thrive in its home region. The music of Selena and the hits from that golden era continue to resonate. Songs like "Bidi Bidi Bom Bom", "Amor Prohibido", and "Como La Flor" remain timeless, played at celebrations, family gatherings, and on dedicated Tejano stations. Her legacy ensures that the sound of Tejano’s peak era will never truly fade.
It may never be as commercially massive as it was in the ‘90s, but that doesn’t mean it’s any less meaningful. In fact, it might be more authentic now than ever.
So, as we remember Selena and her incredible legacy, let’s also celebrate the music she helped bring to the world. Because just like every great moment in music and life—EVERY day is a celebration!
Astro Joe Garcia
Donde Quiera Que Estes - Barrio Boyzz featuring Selena
Selena’s collaboration with the Barrio Boyzz on “Donde Quiera Que Estés” was a glimpse into her ability to transcend genres and appeal to a wider audience. The song blended Tejano with Latin pop and R&B influences, marking a step toward the crossover she was already envisioning. At a time when Tejano was beginning to feel the effects of oversaturation, Selena was looking ahead, experimenting with new sounds and reaching bilingual and international audiences. This collaboration was more than just a hit song—it was proof of her adaptability, a quality that all creatives and entrepreneurs can learn from. Just as industries shift and trends fade, those who remain relevant are the ones willing to evolve, innovate, and find new ways to connect with their audience, just as Selena was doing before her untimely passing.