Jai Sterling Talks ‘Tanto,’ West Texas Pride, and 5 Nominations Ahead of Premios Tejano Mundial

West Texas standout Jai Sterling is riding a wave of momentum as he celebrates the release of his latest music video, “Tanto,” and a career-high five nominations at the 6th Annual Premios Tejano Mundial, set for Thursday, February 5, 2026, in San Antonio, Texas — proudly known as the Tejano Music Capital of the World.

The singer, songwriter, and producer from Big Spring, Texas, shared his excitement and creative journey during a candid interview on the Capturada podcast, hosted by fellow Tejano artist Sammy Torres. Sterling is tied for the most nominations this year alongside fellow West Texas artist Asalto, a milestone moment he described as both overwhelming and validating.

“There’s really no words that can ever truly express it,” Sterling said of the nominations. “When I first found out, I only knew about two. Then they just kept loading one by one. Every time I’d get a notification, I was like, ‘How many did I do?’”

Sterling later learned he was tied not only with Asalto but also with Tejano heavyweight Ricardo Castillón, a realization that hit him emotionally.

“It was a mixture of so many different feelings all at one time — confusion, excitement, like ‘What the hell am I doing here?’” he shared. “Just to be nominated and to be on a list with people I literally grew up listening to… that’s all that matters in my book. It says a lot about where I am and where I’m going.”

Five Nominations, West Texas Representation

Among Sterling’s five nominations are two nods for Collaboration of the Year, recognizing his genre-pushing partnerships on “Loco” with Elijah Ezequiel and “Cumbia Sensual” with Miguel Hernandez. He is also nominated for Songwriter of the Year, along with additional category honors that further cement his growing impact in the Tejano scene.

Sterling made it clear that the recognition carries deeper meaning beyond trophies — it represents long-overdue acknowledgment for his region.

“I’ve been saying it for about a year now — it’s time for West Texas to get some love,” he said. “West Texas is always the odd man out. To have West Texas just sweep everything… it’s crazy. I told y’all we could do it.”

“Tanto”: A Song About Music Itself

Sterling’s latest single and music video, “Tanto,” offers a more introspective side of the artist. He revealed that the song was born during a period of intense writer’s block, when creating music felt nearly impossible.

“I first started writing that back in 2021 or 2022,” he explained. “I was having a really hard time. One night I just sat down with my guitar and it started flowing out — one word, over and over again.”

While the song may sound romantic on the surface, Sterling clarified that “Tanto” isn’t about a person at all.

“It’s not about a person,” he said. “It’s about my relationship with music.”

A One-Man Creative Vision

In addition to writing and producing his music, Sterling also films, directs, and edits his own music videos, a passion rooted in his early dream of becoming a film director.

“Before music, I wanted to be a movie director,” he shared. “Movies paired with music always intrigued me.”

That hands-on approach extended all the way to the filming of “Tanto,” which includes scenes shot on an old bridge in Big Spring — with help from family.

“My mom actually held the camera for those shots,” Sterling laughed. “My dad helped with some angles, my girl helped too. It was a family effort.”

Looking Ahead: Album Five and More Music on the Way

Sterling also teased what’s next, confirming that his upcoming fifth album, Iconic, will arrive in October, completing a five-album creative arc that began with Round of Applause.

“I had no idea it was going to be five albums,” he said. “But Iconic wraps everything up perfectly — the playboy side, the softer lyrical side, all of it.”

Fans can also expect new collaborations, including a highly anticipated track with Jonathan Espinosa titled “El Amor de Mi Vida,” plus upcoming releases featuring Los Monarcas and a secret collaboration Sterling is keeping under wraps until the album drops.

As Premios Tejano Mundial night approaches, Sterling remains grounded — proud of the moment, proud of West Texas, and energized for what’s ahead.

“Even if I don’t come back with any awards,” he said, “just being nominated is everything.”

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