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Puerto Vallarta native debuts new show, video, Nov. 1, at Casino Life Marina
Dressed in the traditional traje de charro but carrying a message rarely seen in the world of mariachi, singer Alberto Cuevas, known as El Diamante (“the Diamond”), is stepping into new territory with his latest project.
Cuevas will premiere a musical production and video for “Macumba” on Nov. 1 at Casino Life Marina, a show he says blends the pride of Mexican tradition with the courage of living openly as a gay man.
“This isn’t just a concert or a video release,” Cuevas said. “It’s 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.”
Reinterpreting a Classic
The centerpiece of the evening is Cuevas’ new video for “Macumba,” directed by Juan Carlos and Juan Pablo Hernández. Shot entirely in Puerto Vallarta, it reimagines a popular Spanish song about rivalry and forbidden love.
In the original, a woman uses spells and magic to steal another woman’s lover. Cuevas’ version turns the plot on its head. His video follows a man who falls under the playful enchantment of three drag queen “fairy godmothers” and discovers love with another man.
“I wanted to honor the song’s passion but also tell a story that reflects my reality and the reality of so many others,” Cuevas said. “For me, ‘Macumba’ is about magic — but it’s the magic of self-acceptance and finding love where maybe you were told it wasn’t allowed.”
The production also includes a special appearance by Guadalajara legend Roberto Espejo in his beloved character, “La Gorda Espejo.” His presence, Cuevas said, is a bridge between eras of Mexican entertainment.
“Roberto has entertained audiences for decades,” Cuevas said. “Having him as part of this project shows that drag, comedy and music have always been part of our culture. We’re not inventing something new — we’re reclaiming it.”
A Gay Charro’s Journey
Cuevas, who grew up in Puerto Vallarta, has built a career singing mariachi and regional Mexican music while embracing a public identity as a gay charro. His journey, he said, has been filled with both resistance and support.
Raised in a musical household, Cuevas inherited his love of performance from his parents — his mother a ranchera singer, his father a bolero vocalist. He also spent three years in a monastery, considering religious life, before coming to terms with his sexuality.
“That was a very hard time for me,” he recalled. “I wanted to be close to God, but I also knew I was gay. For a while, I thought those things couldn’t exist together. Music became the way I learned they could.”
Cuevas came out to his mother at 18, a conversation that at first strained their bond. Over time, she became one of his fiercest supporters and today is an outspoken ally of LGBTQ+ people.
“She’s the one who reminds me that my voice has a purpose,” he said.
Cuevas has since performed at Pride festivals throughout Mexico, appeared in the finals of “La Voz de Zapopan” and released singles such as “Te Amaré.” His style — traditional charro with a modern twist — has attracted attention in both local and national media.
Blending Tradition and Innovation
The Nov. 1 show at Casino Life Marina, in Puerto Vallarta’s Deck 12 building, is designed as both spectacle and statement. Actor and producer Edgar Sánchez leads the production, bringing together mariachi, dance and theater.
The lineup includes Mariachi Nuevo Continental, singer Estephania Joya, Ballet Folklórico Grandeza Mexicana and a contemporary dance troupe choreographed by Nelson Daniel Guaimaro. Cuevas said the mix represents the show’s balance of heritage and reinvention.
“I respect tradition deeply,” Cuevas said. “But tradition doesn’t mean repeating the past exactly as it was. For me, it means taking what our parents and grandparents gave us and making it speak to us today.”
Cuevas added that even his wardrobe carries symbolic meaning. The earring he wears — controversial among some traditionalists — is, to him, a quiet rebellion and a declaration of love.
“It’s a small thing, but for me, it says: yes, two charros can love each other,” he said.
Tickets and Details
General admission tickets are 500 pesos, with limited VIP tickets at 1,200 pesos. VIP packages include a commemorative “Macumba” T-shirt, two drinks, snacks, front-row seating and a backstage meet and greet with the performers.
Tickets for the 8 p.m. show can be reserved via WhatsApp at +52 322-189-3151.
Cuevas said he hopes audiences leave with more than entertainment.
“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,’” he said.
Macumba Lyrics
She is beautiful like a star
Ella es bella igual que una estrella
And it turns men into wax
Y a los hombres los vuelve de cera
She has set her sights on the man I love
Ha puesto su mirada en el hombre que amo
(On the man I love)
(En el hombre que amo)
Nothing will stop her from winning it
Nada la detendrá por ganarlo
Macumba, macumba
Macumba, macumba
You won’t catch it
Tú no lo atraparás
My love is stronger than your talisman
Mi amor es más fuerte que tu talismán
Macumba, macumba
Macumba, macumba
This time it won’t work
Esta vez no valdrá
Your magic and your spell
Tu magia y tu hechizo
He is mom’s
Él es de mamá
Oh, macumba
Oh, macumba
She lives on forbidden loves
Ella vive de amores prohibidos
Because he says they are more fun
Porque dice son más divertidos
But he who never sees
Pero el que nunca ve
You look and don’t touch
Se mira y no se toca
(You look at it and don’t touch it)
(Se mira y no se toca)
Painted with kisses from my mouth
Pintado con besos de mi boca
Macumba, macumba
Macumba, macumba
You won’t catch it
Tú no lo atraparás
My love is stronger than your talisman
Mi amor es más fuerte que tu talismán
Macumba, macumba
Macumba, macumba
This time it won’t work
Esta vez no valdrá
Your magic and your spell
Tu magia y tu hechizo
He is mom’s
Él es de mamá
Oh, macumba
Oh, macumba
(Macumba, macumba, macumba)
(Macumba, macumba, macumba)
She haunts the high spheres
Ella ronda las altas esferas
With its soap opera air
Con sus aires de telenovela
If you don’t know my love,
Si no sabes mi amor,
They wax your charms
Te enceran sus encantos
(They wax your charms)
(Te enceran sus encantos)
Because he loves me and I love him so much
Porque él me ama y yo lo amo tanto
Macumba, macumba
Macumba, macumba
You won’t catch it
Tú no lo atraparás
My love is stronger than your talisman
Mi amor es más fuerte que tu talismán
Macumba, macumba
Macumba, macumba
This time it won’t work
Esta vez no valdrá
Your magic and your spell
Tu magia y tu hechizo
He is mom’s
Él es de mamá
Oh, macumba
Oh, macumba
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