José Juan Olvera Gudiño Professor-researcher at the ciesas-Northeast. Sociologist, PhD in Communication and Cultural Studies from Tecnológico de Monterrey. Member of the National System of Researchers, level 1. His current areas of research revolve around the economy and sociology of culture, particularly popular music. She has directed the project "Procesos regionales de construcción de la cultura en el noreste de México y sur de Texas: Los casos del hip hop y la música norteña", funded by conacyt. She has published Economies of rap in northeastern Mexico. Entrepreneurship and resistance around popular music. (2018, Mexico, Casa Chata), and coordinated. Economies of northern music (Mexico, Casa Chata, currently in press).