Zowi continues touring behind his latest release, La Reina del Sur, issued by La Vendicion Records, the independent label started by Trapper Grenada Yung Beef. The Granada native, aged 30, grew up with a flamenco father and a poet mother. With a strong social following — 413,000 Instagram profiles and YouTube videos that reach into the millions — his collaboration with Catalan artist Alby on Sugar Mami has surpassed 14 million views. La Zowi builds his sound at the intersection of urban music, blending trap, reggaeton, and a bold, unapologetic swagger.
I can see people wondering if an umbrella is needed in the music industry.
Mistakes happen. Yet umbrellas are essential in this field too. The artist notes the need to protect oneself from a range of forces, including multinational corporations, often with a laugh at the idea.
Is the focus on impressing the artistic or the personal side?
He has not signed with any multinational company, and offers from such entities have not been compelling enough to push a decision. The plan remains to keep giving his all, to keep refining the craft, and to see what the future holds before taking a new step.
Could the new album La Reina del Sur pave the way for that next step?
Not yet. There is time to do things on his own terms, especially in the studio. After extensive touring and a string of music videos, the priority is making more music. There is still much to explore, and more hours in the studio beckon despite a busy schedule that includes tours and personal life.
What does the live show bring to audiences in terms of order and energy?
The performances feature four dancers and a highly choreographed one-hour set. It’s fast, fun, and intensely engaging. Fans often stay glued to the stage from start to finish. Visuals and choreography weave the songs into a cohesive experience. A longtime DJ, Mark Luva, handles the music and foundations while the artist delivers the vocals and presence that define the show.
How have influences from a flamenco-familya and a literary mother shaped the artist?
Music runs in the blood. Flamenco has always been a touchstone, even as tastes expand to other genres the father exposed him to. From a young age he watched musicians perform and grew up in environments filled with parties and performances. The path sometimes felt uncertain in adolescence, yet the pull toward music never faded. Trap and reggaeton have been constants, and there is a sense that one day a fusion with flamenco could emerge in a surprising way.
What distinguishes the new album from earlier work?
La Reina del Sur leans toward a more commercial yet still polished sound. The production and melodies show a clear maturation. In the past, the music vibe leaned more punk and spontaneous, with live shows that felt pure and raw. Now the production supports a more structured, market-ready sound, reflecting a deeper business context behind the art.
Listening to singles like La Nueve, there is a notable level of refinement without the need for the same financial backing as some major releases. The music remains accessible and radio-friendly, yet it retains the edge that defines the artist, even as it shifts toward a broader audience.
Influences from Mala Rodríguez remain meaningful and personal. The artist has followed her career since childhood, and those early experiences anchor the seriousness with which music is now approached. The journey from wholehearted beginnings to a defined calling is clear, and the decision to pursue music remains a deliberate, ongoing choice rather than a fleeting impulse.
How do the alter ego La Zowi and the persona Zoe Jeanneau Canto come together on stage?
Fans sense a difference, while newcomers might misread the creative cityscape. The mother who has known the artist all life understands the distinction: La Zowi is an on-stage alter ego, while Zoe is the person off stage. The lyrics originate from the performer, but the persona is crafted for performance, a stage character that diverges from home life in the morning light.
Did this era exist before social media?
Social networks play a central role in the career. The artist runs his profiles himself, using them to present a quick, engaging image to the audience. It is a fast, efficient way to reach people today. Losing access to a platform would be a hard blow, but the strategy hinges on sustaining a genuine, organic relationship with fans. The profile showcases work and serves as a space for self-expression, not merely a catalog of releases.