Orco: The Disruptor Shaking Up The Cumbia Scene
Orco is on a mission to redefine cumbia. The mastermind behind Wepa Records is breathing new life into a genre deeply rooted in Latin American culture. By blending traditional sounds with contemporary aesthetics, Orco is creating a unique sonic landscape that resonates with both old and new fans. From its inception, Wepa Records has been at the forefront of pushing the boundaries of cumbia, collaborating with a diverse range of artists and influencing the global music scene.
FEATURE INTERVIEW:
What inspired Orco to start WEPA RECORDS, and what unique vision does he bring to the contemporary cumbia scene?
La principal inspiración para crear Wepa fue sentir que en el mundo de la cumbia hay mucho por hacer a nivel estético, tanto sonoro como visual, y en este sentido creo poder aportar una visión que ayude a renovar y actualizar la escena.
The main inspiration behind creating Wepa was the sense that there’s still so much to explore and innovate in the world of cumbia, both in its sound and visual aesthetics. I believe I can bring a fresh perspective to help revitalize and modernize the scene.
How does WEPA RECORDS aim to revitalize cumbia while staying true to its roots?
Wepa Records busca renovar el paradigma de la cumbia llevándolo a un diálogo con la actualidad sin que esta pierda su esencia tradicional. Siempre es complicado definir cuál es la esencia de algo , pero creo que en este caso tiene que ver con una manera de hacer las cosas, lejos de lo académico y lo establecido, con la forma de tocar cada instrumento, la forma de cantar, de grabar y sobre todo las temáticas de las letras y el público al que se le habla, siempre al barrio siempre al pueblo.
Wepa Records aims to reshape the cumbia paradigm by bringing it into conversation with the present while preserving its traditional essence. Defining the essence of something is always challenging, but in this case, I believe it’s rooted in a unique way of doing things—stepping away from the academic and conventional. It’s about how each instrument is played, how the vocals are delivered, how the music is recorded, and, most importantly, the themes of the lyrics and the audience they speak to—always for the community, always for the people.
How does Orco envision the future of cumbia, and what role does Wepa Records play in shaping its trajectory?
Creo que la escena actual a nivel mundial está exigiendo música y sonidos con un poco mas de raíces y colores locales, la explosión del trapezoidal y el reguetón agotó los oídos, Pero por otro lado puso al mundo entero a mirar hacia Argentina y Latinoamérica por lo que creo que es el momento justo para mostrar este ritmo que tiene una tradición tan grande y ha sobrevivido durante tanto tiempo en estas tierras.
I believe the global music scene is increasingly craving sounds with deeper roots and local flavors. The explosion of trap and reggaeton has saturated listeners, but on the flip side, it has turned the world’s attention toward Argentina and Latin America. This creates the perfect moment to showcase a genre with such a rich tradition—one that has thrived for generations on these lands.
How does Orco’s experience in music video production influence the visual identity of Wepa Records artists?
La experiencia de orco es la materia prima y el motor de Wepa Records y la razón por la que los artistas confían y se suman a este proyecto que con menos de un año de vida ya logró llamar la atención de toda la escena y músicos con gran trayectoria.
Orco’s experience is the driving force and foundation of Wepa Records. It’s the reason why artists trust and join this project, which, in less than a year, has already captured the attention of the entire scene and musicians with significant careers.
How does Wepa Records engage with the broader cumbia community, both in Argentina and internationally?
Wepa Records nace del epicentro de la escena actual argentina, cercana al número uno de la movida desde hace más de 20 años Pablo Lescano, y de proyectos nuevos como Sin miedo, y con sus primeros lanzamientos logró llamar la atención de la comunidad cumbrera de México y EEUU logrando en muy poco tiempo hacer colaboraciones con reconocidos productores como El Dusty, Dj en pleno ascenso como Hello Tones de NY o marcas como Awake NY y Dr Martens.
Wepa Records was born at the epicenter of Argentina’s current music scene, with deep connections to key figures like Pablo Lescano—who has been at the forefront of the movement for over 20 years—and emerging projects such as Sin Miedo. With its initial releases, Wepa Records quickly captured the attention of the cumbia community in Mexico and the United States, achieving collaborations in record time with renowned producers like El Dusty, up-and-coming DJs such as Hello Tones from New York, and prominent brands like Awake NY and Dr. Martens.
How does Wepa Records push the boundaries of music video aesthetics and storytelling in the cumbia genre?
En Wepa Records, buscamos empujar los límites visuales y estéticos de la cumbia, un género que históricamente ha seguido parámetros clásicos y muy marcados. Nuestro enfoque es reimaginar estos estándares para darle un giro fresco y contemporáneo, manteniendo la esencia del género pero explorando nuevas narrativas y estéticas.
Por ejemplo, en nuestros videoclips, jugamos con un desarrollo más elaborado de los personajes, incluyendo a los extras, algo poco común en los videos tradicionales de cumbia. Además, integramos elementos innovadores tomados de otros géneros como el trap, pero siempre adaptándose al universo visual de la cumbia.
Nuestra propuesta también incluye una mirada más lúdica y fantasiosa, incorporando detalles únicos como el protagonismo de bailarines masculinos, no sólo chicas, y elementos que rompen con las convenciones propias del género y lo llevan hacia nuevas direcciones artísticas.
The goal of Wepa Records is to give our projects a strong visual and artistic identity, with a creative direction that may not be as prevalent in the world of cumbia. We want cumbia to engage with sounds firmly rooted in 2024 while fostering new connections that bridge the best of the past with modern innovations, establishing a cultural link between Colombia, Mexico, and Argentina.
At Wepa Records, we aim to push the visual and aesthetic boundaries of cumbia, a genre
that’s traditionally followed very clear and classic parameters. Our approach is to reimagine
these standards, giving it a fresh and contemporary twist while its soul & essence remain
intact.
For example, our music videos feature unique details like male dancers taking the
spotlight, not just women, and elements that break with genre conventions, pushing the art in
fresh new directions. We go all in at developing characters including extras, which is pretty
uncommon in typical cumbia videos.
We also bring in innovative elements from other genres, like trap, but we always make sure to adapt them to the cumbia visual universe. Our vibe also adds a more playful and fantastical perspective in some cases such as another of our main artists Kun, El Príncipe del Acordeón and his 4-part saga Ël tren de la Cumbia”.
Wepa Records is aiming for a distinct visual identity for its artists. Given Di Mario’s ability to capture timeless moments and his appreciation for capturing people outside the norm, how might his photographic style translate to the world of contemporary cumbia? Could his approach challenge traditional visual aesthetics associated with the genre?
Di Mario es el fotógrafo ideal para esta visión de Wepa ya que tiene una mirada exótica y disruptiva que puede correr los límites estéticos del género pero su interés siempre estuvo en lo popular.
Di Mario is the perfect photographer for Wepa’s vision. His exotic and disruptive perspective pushes the aesthetic boundaries of the genre while remaining deeply rooted in popular culture.
What message do these videos wish to convey?
La idea es apelar a la nostalgia y a una estetica y moda que esta volviendo, de la mano de jovenes que eran niños en la primera década de este milenio y que se criaron con la explosión de internet y las primeras redes sociales, 2010 es el nuevo negro.
The idea is to tap into nostalgia and embrace an aesthetic and fashion style making a comeback, driven by young people who were kids during the early 2000s. They grew up with the explosion of the internet and the dawn of social media. 2010 is the new black.
How do you express and utilize fashion in your work? Are there any brands or designers that inspire or are compatible with your aesthetic?
La moda siempre está en mis trabajos de una forma descontracturada, y tratando que no se note demasiado siempre mezclando tendencias con cosas que se vean reales. Los diseñadores y estilos que me gustan e inspiran son las deportivas clásicas, y algunos diseñadores como Wily Chavarria, Marcas como Paisa boys.
Fashion is always present in my work in a laid-back way, aiming for it to feel effortless. I like to blend trends with elements that feel authentic and real. The designers and styles that inspire me include classic sportswear, designers like Willy Chavarria, and brands such as Paisa Boys.
What is the story behind the videos?
Mc Caco, uno de los artistas principales de Wepa Records, tuvo su explosión entre el 2008 y 2009, esa fue una época de transición entre formatos, el CD ya había muerto y las plataformas de streaming aún no existían. Fue una época de consumo exclusivo a través de descarga, con programas como Ares, Emule, etc, y en Argentina esas descargas se hacían casi 100% en los cyber. Entonces, cuando tuvimos que hacer el relanzamiento de este artista, lo primero que se me vino a la cabeza fue recrear esa hermosa época con esa moda tan particular, que 15 años después está volviendo, como toda moda circular aggiornada a la época. Hoy (Diciembre 19) estrenamos los primeros dos tracks en el Canal de YouTube de Mc Caco y en plataformas digitales. “Si voy al bajo soy yo” (Pre-save) & “El grandote”(Pre-save).
One of Wepa Records main artists, Mc Caco, had his breakout moment between 2008 and 2009, a transitional era between formats: CDs were practically obsolete, and streaming platforms had yet to emerge. It was a time of exclusive consumption through downloads on platforms like Ares and eMule. In Argentina, most of these downloads happened almost entirely at internet cafés (cybers). When it came the time to relaunch this artist, the first thing that came to mind was to recreate that unique and vibrant era, with its distinct fashion that, 15 years later, is making a comeback—like all trends, reimagined and updated for the times. On December 19, 2024, WEPA RECORDS releases Mc Caco’s first two tracks on his YouTube channel and digital platforms. “Si voy al bajo soy yo” (Pre-save) & “El grandote”(Pre-save).
TEAM CREDITS:
Editor-in-Chief: Prince Chenoa
Feature Editor: Taylor Winter Wilson (@taylorwinter)
Writer: Frida Garcia D’Adda (@fridadda_)
Photographers: Gustavo Di Mario (@achadimario), Luxy Olmos
Director: Orco Videos
Wardrobe Stylist: Paul Nicolino (@paulnicolino)
Wardrobe Stylist Assistants: Julián Sánchez, Roma Boy
Makeup Artist & Hair Stylist: Abril Lawes
