Grupo Asalto Unveils Ambitious Visual Album, Celebrates Premios Tejano Mundial Nominations

West Texas-based Grupo Asalto is doing things their own way—and fans are paying attention.

The band has officially rolled out a full visual album, releasing 10 individual music videos throughout the month of January on their YouTube channel. The project, titled Con Amor o Sin Amor Seguiremos, is set to receive a digital audio release on major streaming platforms by the end of February, giving listeners another way to experience the music after a month-long visual journey.

Asalto frontman and accordionist Jordan Rodriguez shared the full story behind the album and its unconventional release strategy during a recent interview with Tejano Nation Radio host Romeo, offering insight into the band’s creative vision, work ethic, and growing recognition within the Tejano and regional Mexican music scenes.

A title rooted in perseverance and positivity

Rodriguez explained that Con Amor o Sin Amor Seguiremos reflects both personal and professional lessons learned during Asalto’s five-year journey as a band.

“It’s hard to find love here in the industry, man,” Rodriguez said. “Everybody sees it more as a competition than what they do as a thing where we should support each other.”

The album’s title—translated as With Love or Without Love, We’ll Keep Going—captures that mindset.

“In life, we have to learn whether people are loving us or not loving us, we have to continue doing what we’re doing,” he said. “We’ve got to do it with positivity… regardless of who listens to us or who doesn’t, we’ve got to be grateful for the ones that do.”

The project also marks an important milestone, coinciding with Grupo Asalto’s fifth anniversary.

A full visual experience

Rather than dropping all 10 tracks at once on streaming platforms, Asalto chose to lead with visuals—one song, one video at a time.

“I wanted people to visualize this so they can get to know us,” Rodriguez explained. “We don’t hide nothing in our videos. You can see who we are.”

The band began releasing the videos on January 1, spacing them out over the course of the month to give each song time to breathe.

“We didn’t want to just say, ‘Boom—10 tracks on Apple Music,’” he said. “We wanted to give people a chance to soak a song in.”

The strategy worked. Every track has surpassed 1,500 views on YouTube, and Rodriguez says there hasn’t been a single song fans have rejected.

“People are like, ‘Y’all have everything on this album,’” he said. “Tejano, Norteño, country, cumbia—it’s all there.”

Honoring tradition while pushing boundaries

Musically, Con Amor o Sin Amor Seguiremos blends genres while staying rooted in tradition. Rodriguez said the album intentionally pays homage to classic influences—think Intocable and Solido-era sounds—while also embracing modern flavors heard in today’s regional Mexican and crossover acts.

“We want people to always feel right at home with us,” he said. “I want to be that band that gets on stage and can pretty much play you everything while paying respects to our traditions.”

The album is also entirely original, something Rodriguez emphasized proudly.

“For the fans that say, ‘Quit playing covers,’—we do have our own music,” he said. “If you look at our catalog, it’s original material.”

While Asalto’s cover of Intocable’s “Sueña” helped expand their audience, Rodriguez noted it ultimately leads listeners to discover the band’s original songs.

Shot in San Antonio, built by family

All 10 videos were filmed and produced by Julia and Mike Lopez of The Element, with the entire project shot in San Antonio under intense time constraints.

“We did all 10 videos within a day and a half,” Rodriguez revealed.

The band sacrificed time, comfort, and finances to make it happen—but says the family-like dynamic of their team made the process smoother. He credited Anthony Perez for production coordination and highlighted the involvement of Salomé Lopez, whose presence throughout the videos helps fans connect with the full lineup.

“We treat this as a family,” Rodriguez said. “We never leave each other behind.”

Major recognition at Premios Tejano Mundial

The release of the visual album coincides with a big awards week for the Asalto camp at the 6th Annual Premios Tejano Mundial, taking place this week in San Antonio, Texas.

Grupo Asalto is tied for the most nominations (five) alongside fellow West Texas artist Jai Sterling, while the broader Asalto camp earned seven nominations total, including:

• Group/Duo of the Year – Grupo Asalto
• Album of the Year – Más Fuerte Que Ayer
• Cumbia Song of the Year – “Te Quiero Amar”
• Norteño Song of the Year – “Casi Te Olvido”
• Male Vocal Performance of the Year – Jordan Rodriguez, “Casi Te Olvido”
• New Artist of the Year – Salomé Lopez
• Engineer of the Year – Anthony Perez

“That’s seven nominations for our camp alone,” Rodriguez said. “Whether we bring them home or not, that’s success. It shows the hard work and work ethic we put in.”

With a bold visual album already resonating with fans, a digital release on the horizon, and major industry recognition rolling in, Grupo Asalto is proving that—with love or without—it’s full speed ahead.

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