Junior H Opens Up About Vulnerability and His 'Sad Boy' Image at SXSW

Junior H discusses his chart-topping success, the 'sad boy' persona, and future projects in a Q&A at Billboard House during SXSW.

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After achieving remarkable success with his album, DEPR</3$$ED MFKZ, marking his fifth No. 1 on the Regional Mexican Albums chart, Junior H participated in the Billboard House @ SXSW on Saturday, March 14th.

The discussion, moderated by Billboard’s co-chief content officer Leila Cobo, took place at Mohawk Austin during the South by Southwest festival, preceding his headline performance at the Moody Amphitheater for THE STAGE x SXSW, presented by Billboard.

Junior H embraced a relaxed style, sporting a striped red-and-white long-sleeve shirt with white sneakers, embodying his signature “sad boy” aesthetic. He explained, “A ‘$ad Boy’ is practically the meaning behind all the music we’ve shared. It doesn’t mean I’m sad all the time, but that’s how my fans identified me… That’s how they made me, how they labeled me. You could say I’m the godfather of sad kids.”

This melancholic yet authentic identity has resonated with fans across borders, establishing Junior H as a prominent voice in contemporary Mexican music. He shared how his musical journey began in his childhood closet, where he secretly recorded music, unknown to his busy parents.

“I worked, went to school, was busy all day, and still managed to save up some money to buy my first guitar, which I learned to play through YouTube. There are no excuses […] If you don’t put yourself out there, if you don’t do it, nothing will happen. You have to make it happen.”

Since those early days, Junior H’s music has evolved into a deeply personal form of expression. He revealed that many of his songs serve as an emotional “diary,” reflecting his own experiences, love, heartbreak, and the stories of those closest to him. “I write and sing for myself. They are events that have happened in my life, my friends’ lives, anecdotes.”

The artist has emerged as a significant voice in conversations surrounding vulnerability and masculinity within modern Mexican music, challenging the traditional “macho” stereotype often associated with the genre. When Cobo inquired about the impact of his songs, Junior H spoke candidly about the messages he receives from his followers.

“I feel like my fans have a strong connection with me. They open up, they share personal stories with me. There are a lot of people who need support. But the beautiful thing is seeing them embrace these kinds of feelings. There’s nothing wrong with feeling. Just because you’re a man, there’s nothing wrong with crying, you know. We all feel, we’re not made of plastic.”

Beyond his “$ad boy” persona, Junior H revealed a surprising passion: Disney. “I’m always watching Disney, I’m a Disney fan. My favorite character is Mike Wazowski,” he shared. “A lot of people think I’m emo… but if they knew how I am with my close friends, I’m very cheerful.”

While leading $ad Boy Records and supporting Gael Valenzuela’s career, Junior H remains focused on his own artistry. With a substantial catalog of unreleased music, including corridos currently restricted in Mexico, he views his career as adaptable and fluid. He also hinted at upcoming releases, including a potential solo album, collaborations, or even a cover project. “I have so much music saved […] about two albums, they’re practically aging, but I’m also working on new things. Very interesting new projects are coming.”

In addition to the panel discussions, Billboard House hosted daily performances throughout the weekend, featuring artists such as Karina Galicia, EddyJae, Mosmo, Oscar Ortiz, Lena Dardelet, Sofish, BrunoOG, and Hermanos Espinoza. DJ Cortez provided the daytime ambiance for the space.

Read Billboard’s recent cover story on Junior H here, and watch the full conversation between Junior H and Leila Cobo at the Billboard House @ SXSW in the video above.

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Listen to Junior H on Foxsoundi. Click here to listen!

Junior H Opens Up About Vulnerability and His 'Sad Boy' Image at SXSW

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