Directing Grupo Frontera and Documenting Mexican Music’s Rise: Alejandra Hinojosa is the Latina Genius Behind the Camera
When it comes to breaking barriers in the music and film industry, Alejandra Hinojosa knows a thing or two about turning her vision into reality.
As a music video director and photographer, she’s been making waves, capturing the world’s attention with her powerful storytelling and undeniable passion.
However, for Alejandra, growing up in a border town meant navigating two cultures—each influencing her artistry in unique ways.
From humble beginnings to working on high-profile projects with Doja Cat, John Legend, and Grupo Frontera, Alejandra Hinojosa’s journey is a testament to what happens when talent meets opportunity.
How Alejandra Hinojosa Found Her Voice Through Art and Storytelling
Alejandra’s passion for the arts started early. “I’ve always been inspired by music, art, drawing, and many different art forms,” she told FIERCE. “I decided to focus on film because it was a way for me to navigate all those different things at the same time. When I was younger, I loved all those different areas. And I thought, if I do film, it’s all at once.”
With that realization, Alejandra Hinojosa embarked on a journey into filmmaking, where she could merge her love for various creative expressions into a cohesive art form.
But it wasn’t always smooth sailing. “It’s been hard being a filmmaker, Latina, Mexican,” she admitted. “But it’s always been my passion to be a good storyteller.”
Alejandra’s commitment to storytelling has led her to create impactful work that not only entertains but also provides visibility for her community. “I love telling stories, and I am very visual in general. So, I’ve always liked directing because it’s a way to express myself as an artist in that way.”
Growing Up on the Border: How Two Worlds Shaped Her Perspective
Alejandra’s upbringing in a border town meant she spent her days crossing into Texas for school and immersing herself in American and Mexican cultures. This unique experience has shaped her perspective and the way she tells stories.
“I love being from a border town because I had both worlds on the same day,” she explained. “When I was a teen, I remember I would change channels and watch music videos. I remember the difference between Mexican channels and MTV, and I just listened to different music in English and Spanish all the time. It really opened a lot of doors for me.”
Having the opportunity to grow up influenced by two distinct cultures gave Alejandra a broader lens through which she views and captures the world around her. “Being from the border town, I grew up listening to different genres, which is very special to have seen. I had both worlds, and the way it helped me tell stories was having both cultures, Mexican and American, and experiencing both worlds of different countries.”
Alejandra Hinojosa and the Importance of Championing Latino Representation Behind the Camera
Alejandra Hinojosa understands the power of representation and the impact it has on the stories being told. “It’s important to have Latino culture as representation as filmmakers because we have a lot of stories to tell. Right now, it is getting better, but it’s important for Latinos to express themselves as an artist and to be able to show themselves in expressing their creative freedom.”
She believes that every person deserves creative freedom, regardless of their ethnicity. Through her latest project, the two-part Amazon Music documentary GEN MEX: The Story of How Mexican Music Took Over the World, Alejandra showcases the richness of Mexican culture and music through a new generation of artists making their mark globally.
“‘GEN MEX’ demonstrates the representation of our culture on camera and behind the camera, and it makes me feel very proud,” she shared.
Creating “GEN MEX”: A Tribute to Mexican Music’s Global Influence
Alejandra Hinojosa’s newest project, GEN MEX, is a passion project that captures the rise of Mexican music on the world stage. The documentary details interviews with artists such as Natanael Cano, Banda MS, Xavi, and Los Tucanes de Tijuana. Furthermore, GEN MEX dives deep into how Mexican music has evolved and what it means for the future.
“What inspired me to do ‘GEN MEX’ with Amazon Music was that the new generation has a really good proposal in Mexican music worldwide,” Alejandra said. “It’s important for people to know what this new generation has for other people in Latin America. Right now, Mexican music is in a very good place, so showing this in a visual form was very important for me so people would understand what’s happening.”
The documentary highlights the new wave of talent and honors the rich cultural heritage that continues to inspire these artists. “I always wanted to work with Mexican people. This two-part documentary collaboration with Amazon Music has been my favorite because I am Mexican and had the opportunity to document Mexican artists.”
Alejandra Hinojosa is Definitely Making Her Mark with Big Names in the Industry
Throughout her career, Alejandra has worked with some of the biggest names in music, but there’s one project that stands out: working with Grupo Frontera.
“When I worked with Grupo Frontera, definitely. I couldn’t believe that being from a very small town in the border town, I was working in LA with another group of artists from that area. Seeing that they were also doing their own thing was very inspiring. We come from a town where the closest artists around us were Selena Quintanilla and Rigo Tobar, but they’re no longer here, so just being with them in the same place and working with them was very, very special to me.”
Alejandra’s work behind the camera continues to elevate Latino stories and voices in the entertainment industry. She’s determined to continue her path, inspiring future generations of Latinas and showing that anything is possible when you blend passion with purpose.
