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As cold and snowy weather becomes more frequent, Cruzito recently unveiled the perfect remedy: La Voix du Barrio, his first project where French is at the forefront.
A veteran of the international Latin scene, the master of reggaeton has surrounded himself with 13 big names from here — including Rymz and Imposs — to transport us to where it is hot and where everything becomes possible.
Stepping outside his comfort zone, the Quebecer of Honduran origin had only one goal: to offer a resolutely multicultural Latin fusion, deeply Montreal at its core. And it must be said, he has more than succeeded. The result is a sweet, cohesive, vibrant project that unites his roots and his local identity in a single breath. Without a doubt, Cruzito has the recipe for a hit, regardless of the language.
PAN M 360 spoke with him to learn more about his creative process between Latino, pop, rap, R&B and Afrobeat, his motivations behind La Voix du Barrio, the place of Latin music in Quebec and the projects that await him.
PAN M 360: One week after the release of La Voix du Barrio, how are you feeling and how are you experiencing the first reactions from the public?
CRUZITO : Listen, so far so good, I’m really happy with the response so far. I’ve received a lot of positive feedback on social media, from all walks of life and different communities. Even after 20 years in the business, I still consider myself an emerging artist because this is my first entirely French-language project. I usually cater mainly to a Latino and Spanish-speaking audience. Now, I’m discovering a new openness from people, who seem surprised—but in a positive way—by this side of me. It really touches me. The project is still very new, so I’m eager to see how it will evolve in the coming weeks and months.
PAN M 360: What motivated you to break out of your routine and attempt an artistic approach like this?
CRUZITO : I’ve always been a huge fan of French-language music. I’ve lived in Quebec for a long time, and for me, it was natural to want to fuse my two cultures. Yes, I’m Latino and very attached to my roots, but I also grew up here. Quebec welcomed me, my friends speak French, I watch French TV… The idea had been on my mind for a long time, but I didn’t want to disappoint my Latino audience. In the end, it was a significant, but necessary, challenge to show Quebec who I truly am as an artist.
PAN M 360: How would you describe the sonic identity of this record?
CRUZITO : It’s definitely a Latin fusion, because I always want to showcase our culture. But I also often talk about the Montreal Sound, an identity that comes from the mix of influences and the journeys of local artists. It creates an authentic sound, unique to Montreal, and that’s exactly what I wanted to highlight. It’s a blend of my roots and what I experience here. The title “La Voix du Barrio” reflects that: it’s Latin, Francophone, and very Montreal.
PAN M 360: The contrast between the release in the middle of winter and the warmth emanating from the album is striking. Was this intentional?
CRUZITO : Yes, absolutely. I’ve often wanted to release my projects in the summer, because that’s when everyone goes out, parties, and dances. But this time, I wanted to bring some light during a period when many experience a certain seasonal gloom. The idea was to offer something to warm up the cold evenings. And despite the winter release, I fully intend to keep the album shining next summer.
PAN M 360: What was the first piece created for this adventure, the one that made you want to push La Voix du Barrio further?
CRUZITO : It’s funny, because the first song was entirely in Spanish, very commercial and very Latin. Then my manager suggested I do a French version and invite a local artist. We contacted several people, and Adamo—who’s a friend—immediately jumped on board. That was really the spark for the project. From that collaboration, I started to imagine a larger work, with several local artists. That’s when, about a year and a half or two years ago, everything started.
PAN M 360: There are thirteen collaborators on your project. What did this diversity bring you creatively?
CRUZITO : Often, artists work within the same circle and hesitate to share the spotlight. For me, as a Latino immigrant, it was important to show that I’m here to collaborate and be an ally. I wanted it to be a collective project. And since this is my first creation in French, I wanted to surround myself with local talent to achieve the result I was looking for. The feedback on the collaborations has been really positive, and that makes me proud.
PAN M 360: If you had to choose only one collaboration from all those in the project, which one would you highlight, and why?
CRUZITO : I would say the opening track, LA VOZ. It sets the tone for everything people are going to hear. I created it with Gabriella Olivo, a Mexican-Quebecois artist who was recently nominated for an ADISQ award. I have a lot of faith in her. It was important to me that the first track be in Spanish, to pay tribute to our mixed heritage. I have a great affection for this song.
PAN M 360: Since 2020, you have been managing Joy Ride Latino, the Latin division of Joy Ride Records. What is your role and what are your ambitions?
CRUZITO : I help the label find promising artists and support them in their development. I’m also a project manager for various projects. For now, we don’t have many artists, but we hope to sign one or two soon. We’re working with Mariana Gueza, a Mexican artist who lives here. Joy Ride Latino is really about showcasing local Spanish-speaking talent. There’s so much potential in Montreal, but we don’t always have the resources. Our mission is to change that.
PAN M 360: How do you perceive the current state of the Latino scene in Quebec?
CRUZITO : I’m pleased with the progress. Five years ago, a festival like Fuego Fuego probably wouldn’t have been possible here. Now, we see Latin artists filling the Bell Centre or performing at festivals. The Latin music scene is exploding internationally, and we’re feeling it. In Quebec, we’re a little behind, but support is growing. We have to keep working, keep knocking on doors. Projects like mine help put our artists in the spotlight. I’m convinced that Quebec will catch up with other major North American cities.
PAN M 360: What’s next for you?
CRUZITO : I would like to continue in this direction and create other projects of the same kind. I’m eager to see how the work will fare at festivals, and I hope to receive support from programmers and presenters. I want to perform more live and raise my profile. I’m keeping my fingers crossed that I’ll play more concerts in Quebec and continue to showcase my art.
Photo Credit: Le gars des archives
