Kevin Bronson on September 11th, 2014

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Mariachi El Bronx proved long ago they are no gimmick, despite what you might surmise from the outline – i.e., five guys from a hardcore punk band go on a south-of-the-border tangent, grow their ranks, get charro suits, become worldwide phenoms live. Their Mexican folk music comes with a big heart and broad imagination, and especially on their forthcoming third album as MEB, faithfully updated for the times. The band – Bronx guys Matt Caughthran, Joby J. Ford, Jorma Vik, Brad Magers and Ken Horne, along with Vincent Hidalgo, Ray Suen and Keith Douglas – reconnected for this album with producer John Avila (Oingo Bongo), who co-helmed MEB’s first two albums in 2009 and ’11. Guests include DJ Bonebrake (X) on “Nothing’s Changed” and harp virtuoso Willie Acuña (Mariachi Sol de Mexico) on “Raise the Dead.” At FYF Fest last month, Mariachi El Bronx debuted “Wildfires,” which sounded like a radio-ready single to us, but today they unveiled “New Beat,” a song described by Caughthran as a “voodoo spell” at KCRW, where it debuted. With its blaring horns and big chorus, “New Beat” is simply a great pop song in another musical language – and with a surprising sonic twist two minutes in.

||| Stream: “New Beat”

||| Live: Mariachi El Bronx play Nov. 5 at the El Rey Theatre. They’re also playing the Growlers’ Beach Goth Fest on Oct. 25 at the Observatory in O.C.

||| Previously: At FYF Fest.