El Diamante Shines Bright: Alberto Cuevas Debuts “Macumba”
Under the lights of Casino Life Marina, Puerto Vallarta’s own Alberto Cuevas—better known as El Diamante—will take the stage Nov. 1 with something rarely seen in the world of mariachi: a proudly queer charro blending tradition, storytelling, and self-love.
The evening marks the debut of Macumba, a new show and music video that reimagines a Spanish classic through a modern lens. Directed by Juan Carlos and Juan Pablo Hernández, the video was filmed entirely in Puerto Vallarta and follows a man who discovers love with another man under the playful guidance of three drag queen “fairy godmothers.” Cuevas describes it as “a celebration of who I am — as a charro, as a Mexican artist, and as a gay man who believes our culture is big enough to hold all of us.”
Mariachi: A Living Tradition
Mariachi is more than music; it is a symbol of Mexican identity and pride. Originating in the western regions of Mexico in the 18th century, mariachi blends folk melodies with elaborate instrumentation, featuring violins, trumpets, guitars, vihuelas, and the deep, resonant guitarrón. Traditionally performed at festivals, weddings, and public celebrations, mariachi has long been associated with the iconic charro — the Mexican cowboy figure representing honor, courage, and cultural pride.
Within this world, innovation has historically been rare. Bold expressions of identity, especially related to sexuality, have often been absent from mariachi performances. That makes Cuevas’ work particularly groundbreaking. By embracing his identity openly while honoring the charro tradition, he challenges the boundaries of what mariachi can represent in contemporary Mexico.
A Life in Music
Born and raised in Puerto Vallarta, Cuevas grew up surrounded by music. His mother was a ranchera singer, his father a bolero vocalist, and together they passed on a love of traditional Mexican sounds that would define his career. Cuevas even spent three years in a monastery considering religious life before fully coming to terms with his sexuality, a period that profoundly shaped his artistry and personal mission.
Over the years, Cuevas has performed at Vallarta Pride, Divas de la Banda, and on Guadalajara television alongside artists like Victor Chidan. In 2020, he appeared on La Voz México (The Voice of Mexico), and by 2023 he became a finalist in La Voz de Zapopan. His singles “Te Amaré” and “Ataúd” showcase his rich, expressive voice and his signature style — the elegance of a traditional charro infused with a modern spirit.
Cuevas’ journey has not been without challenges. As an openly gay performer in a genre steeped in machismo, he has navigated skepticism, criticism, and the occasional controversy. Yet he has also received overwhelming support from fans, family, and fellow artists who recognize the courage in blending tradition with inclusivity. “Tradition doesn’t mean repeating the past exactly as it was,” he says. “It means taking what our parents and grandparents gave us and making it speak to us today. My dream is that someone in the crowd who feels different, who maybe doesn’t see themselves in the mariachi world, will see me and think, ‘There’s a place for me too.’”
Puerto Vallarta: A Safe Harbor for LGBTQ+ Life
Puerto Vallarta has long been considered a safe haven for LGBTQ+ life in Mexico. The city’s Zona Romántica, with its cobblestone streets, vibrant nightlife, and welcoming community, has fostered a thriving queer culture for decades. From Pride parades to drag shows, the city provides spaces where diversity is celebrated openly, making it an ideal backdrop for Cuevas’ latest project.
Here, being openly gay is not just tolerated — it is woven into the fabric of daily life. LGBTQ+ artists, performers, and entrepreneurs thrive, finding audiences eager to embrace new ideas while honoring tradition. Cuevas’ Macumba reflects this environment: a show that fuses the proud heritage of mariachi with the creative, unapologetic spirit of modern queer culture.
Blending Heritage and Innovation
The Nov. 1 performance brings together a remarkable lineup. Mariachi Nuevo Continental will provide a rich traditional sound, complemented by singer Estephania Joya, Ballet Folklórico Grandeza Mexicana, and a contemporary dance troupe choreographed by Nelson Daniel Guaimaro. Actor and producer Edgar Sánchez directs the production, ensuring a seamless blend of music, theater, and movement that celebrates both heritage and innovation.
Cuevas’ wardrobe tells a story as well. The charro suit, historically associated with hyper-masculine ideals, becomes a canvas for self-expression in his hands. Small details, like the earring he wears, act as subtle symbols of inclusion and love, quietly signaling that Mexican tradition is expansive enough to embrace all identities.
Beyond the Stage
Beyond performing, Cuevas runs Mendoza Productions, a company that organizes shows, provides artists, sound systems, and event production services across Mexico. Through his work behind the scenes, he continues to champion authentic Mexican artistry and provides platforms for other artists to share their talents. Whether on stage or behind the scenes, Cuevas is committed to creating spaces where culture, music, and identity can coexist harmoniously.
For Cuevas, mariachi is not just music; it’s a bridge between generations, communities, and identities. He hopes audiences leave the show with more than entertainment — with a sense of belonging and possibility.
Show Details
General admission tickets are 500 pesos, and limited VIP tickets are 1,200 pesos, including a commemorative Macumba T-shirt, two drinks, snacks, front-row seating, and a backstage meet-and-greet. Showtime is 8 p.m. at Casino Life Marina in the Deck 12 building. Reservations via WhatsApp: +52 322-189-3151.