The Sounds of Myrtle Beach: Latino Music and Artists

The vibrant heartbeat of Myrtle Beach isn't just found in the waves or along the bustling boardwalks—it pulses through the speakers of local radios, in family-owned restaurants, and at weekend festivals. It’s the sound of trumpets, guitars, accordions, and voices that tell stories of love, life, and culture. It’s the rhythm of a growing community: the Latinos of Myrtle Beach.

For decades, Myrtle Beach has been known as a tourist hotspot, but in recent years, the area's cultural fabric has transformed. With the growth of the Hispanic population across South Carolina, the Grand Strand has become a new home for families, workers, entrepreneurs, and artists who bring with them a rich musical heritage. That’s where Radio El Gallo 102.3 FM steps in—serving as both a voice and a stage for the community.

Regional Mexican Music and Its Popularity

Regional Mexican music, encompassing genres such as Banda, Norteño, Mariachi, and Ranchera, has long been the soundtrack of tradition and celebration for Latino families. In Myrtle Beach and surrounding areas, this genre has taken on new life, uniting listeners of all ages.

At the core of this popularity is the music’s emotional range—it can make people dance, cry, reminisce, or feel connected to home. From classics by legends to fresh hits from rising stars, the regional Mexican genre continues to resonate deeply. The steady rise in listenership on stations like Radio El Gallo 102.3 FM is proof that these sounds are more than entertainment—they’re cultural anchors.

For the Latinos of Myrtle Beach, music offers a way to stay connected to their roots while adapting to new surroundings. Whether it’s a truck driver tuning in on a long haul or a mother playing El Gallo in her kitchen as she prepares dinner, the music fills the spaces of everyday life with warmth and familiarity.

Local Talent and Cultural Expression

Beyond broadcasting the biggest regional hits, Myrtle Beach is home to its own growing pool of Latino musical talent. Local artists, inspired by the traditions they grew up with, are mixing old-school sounds with modern beats. These musicians aren’t just performing—they’re preserving culture while giving it new shape.

Community events, talent showcases, and local radio features offer platforms for these artists to shine. Radio El Gallo frequently highlights local performers, giving them airtime and connecting them with broader audiences. This isn’t just about exposure; it’s about identity. When a local singer hears their track on El Gallo, it’s a moment of validation—not just for them, but for the entire community behind them.

Cultural expression through music also extends to dancers, DJs, and event hosts. Myrtle Beach is steadily building a reputation for not just being a vacation destination but a city where Latino creativity flourishes.

Radio El Gallo’s Music Rotation and Contests

As the leading Spanish-language station in Myrtle Beach, Radio El Gallo 102.3 FM curates a dynamic and culturally relevant music rotation that reflects the preferences of its diverse Latino audience. Whether it’s the latest Banda hit, a Ranchera classic, or a new urban Latin crossover, the playlist keeps listeners engaged and entertained.

What sets El Gallo apart isn’t just its programming—it’s how the station interacts with its audience. Frequent contests, ticket giveaways, and interactive segments keep the energy high. Listeners feel like part of a family, not just passive recipients of content.

Contests like “La Canción del Día” or “Tu Voz en El Gallo” have become local favorites, inviting listeners to participate in call-ins, online votes, and social media shoutouts. These campaigns don’t just boost ratings—they foster a sense of belonging and pride among the station’s followers.

Listeners know that tuning in isn’t just about hearing great music—it’s about being part of something bigger. It’s about community.

Community Events Featuring Live Music

One of the most powerful ways Radio El Gallo connects with the Latinos of Myrtle Beach is through live events. From family festivals and food fairs to holiday celebrations and concerts, these gatherings bring people together in celebration of shared culture and music.

The station plays a central role in promoting, hosting, and sometimes broadcasting live from these events. These aren’t just entertainment gatherings—they’re cultural celebrations. They serve as reminders of home for many attendees and offer opportunities for newer generations to learn about their heritage in an engaging, joyful way.

Live music performances often feature both national acts and local talent. Whether it's an outdoor Banda concert or a community fair with a live DJ spinning Latin hits, the atmosphere is electric. These events also provide visibility for local businesses looking to connect with Hispanic customers—an opportunity that Radio El Gallo helps facilitate through its advertising and promotional services.

For families, these events are more than just an afternoon out—they're a chance to celebrate their identity. For businesses, they’re a gateway into a vibrant and growing market. For the city of Myrtle Beach, they’re a sign of cultural enrichment and economic opportunity.

Conclusion

In every verse and chorus, in every beat and brass section, there’s a story being told. For the Latinos of Myrtle Beach, music is a celebration of who they are and where they come from. It’s also a bridge to where they’re going.

Radio El Gallo 102.3 FM isn’t just a radio station—it’s a cultural hub, a gathering place, and a platform for voices that deserve to be heard. It plays the music that resonates with a growing community, one that contributes significantly to the social and economic life of the region.

As the Hispanic population continues to rise in South Carolina, so too does the importance of media outlets that truly reflect the experiences, values, and dreams of the community. In the Grand Strand, Radio El Gallo leads that movement.

The sounds of Myrtle Beach are evolving, shaped by the rhythms, languages, and stories of its people. And in this growing symphony, Latino music and artists are playing lead. Through live events, local talent showcases, engaging programming, and unwavering community focus, Radio El Gallo is turning up the volume on identity, inclusion, and pride.