West Texas artist Jai Sterling is entering a new chapter with the release of his fifth studio album, ICONIC, a 10-track project that brings together Spanish and English while showcasing the 25-year-old’s evolution as a singer, songwriter, producer, engineer and multi-instrumentalist.
Born Jace Alexander Hernandez, Sterling has earned recognition as “The Prince of West Texas Music” and has established himself as one of the top emerging independent artists from Big Spring, Texas, making an impact on the Tejano music scene.
The new album arrives following a run of growing recognition for Sterling, who operates his independent production house, Sterling Sound Media. His music draws from his West Texas roots while incorporating a modern approach to Tejano and música mexicana.
Sterling has accumulated more than 149,000 Spotify streams and more than 15,500 followers across digital platforms, while also becoming the first independent artist and producer from Big Spring to win a major accredited music award and achieve chart-topping success.
For Sterling, however, the milestones still haven’t completely sunk in.
“I think, in all honesty, it’s very surreal for me,” Sterling tells Tejano Nation. “I wake up every day and I kind of go look at the analytics for everything as I do naturally. But sometimes I’m like, ‘Oh, wow, I still can’t believe it.’ It feels like a fever dream.”
‘ICONIC’ Completes a Five-Album Journey
The concept for ICONIC began much like Sterling’s previous projects: with the artist determining where he wanted his music to go next.
“I think in all honesty, it kind of starts as every other album does for me,” Sterling explained. “It’s just a moment where you’re sitting down and you’re kind of thinking like, ‘Hey, you know what, what direction do I want to go in? Where would I like to go?’”
Sterling said he doesn’t typically begin an album without having a larger idea behind it. With ICONIC, he wanted to bring together the journey he had started several years ago.
“Even though it’s not telling a direct storyline, thematically, we wanted to look for something to wrap up the journey that we started a couple of years ago,” he said.
The album began to take shape with its opening track, “Loco,” which Sterling described as the starting point for the project’s identity.
“Iconic came really, really quickly with the first track being ‘Loco,’” Sterling said. “From that point on, I was like, ‘OK, this track, it’s starting the idea of something.’”
Although the final album contains 10 songs, Sterling revealed that he recorded approximately 16 demos during the creative process. The project’s identity ultimately emerged as he worked through those recordings.
“It was 10 final tracks, but it has 16 demos, I believe,” he said. “And through all of those 16 tracks, the thought and the identity of Iconic actually formed right in there after we had finished everything.”
Breaking the Language Barrier
One of the defining characteristics of ICONIC is its movement between Spanish and English.
Sterling designed the album to reflect a musical progression that moves from Spanish to Spanglish and ultimately into English. Rather than viewing those languages as separate musical identities, he wanted to demonstrate how they could coexist within the same project.
“I had a lot of people tell me that it’s not really possible,” Sterling said. “You can’t really add both cultures, you can’t add two languages to one album. It’s going to be like the album’s looking for an identity. It’s going to have an identity crisis.”
Sterling took a different approach.
“I was like, ‘No, you know, music doesn’t have these barriers,’” he said.
That philosophy became one of the central themes behind the album.
“The biggest thing throughout the entire run—I mean, I found that answer late in it—but that was thematically the whole identity of the album, was going from Spanish to English and mixing those two worlds together and then having people tell me that it wasn’t possible,” Sterling explained.
The result is a project that moves across languages and musical perspectives while remaining connected to Sterling’s identity as a West Texas artist.
“Yeah, that’s what we’re trying to go for,” Sterling said when asked about breaking barriers.
A Solo Creative Vision
Every song on ICONIC features original material composed, arranged and produced by Sterling, making the album a significant showcase of his abilities beyond performing.
The project does feature guest vocal appearances from Elijah Ezequiel, Los Monarcas De Pete Y Mario Diaz, Jonathan Espinoza and Montaih, but the overall creative direction remains firmly rooted in Sterling’s own vision.
ICONIC Tracklist
- Loco (feat. Elijah Ezequiel)
- Gracias (feat. Los Monarcas De Pete Y Mario Diaz)
- Tanto
- Es Tan Dificil Olvidarte
- El Amor De Mi Vida (feat. Jonathan Espinoza)
- Ay Mamita
- Somethin’ Bout Tequila
- Over Me
- Say So (feat. Montaih)
- Lost In Time
The album follows a deliberate five-project arc that Sterling says has helped him discover the direction he wants to pursue moving forward.
Award Recognition Continues to Grow
Sterling’s release of ICONIC comes during a period of increased industry recognition.
He was named Songwriter of the Year at Premios Tejano Mundial 2026, after previously receiving five nominations at the 6th Annual Premios Tejano Mundial Awards in San Antonio.
The album’s pre-release singles, “Loco” and “Somethin’ Bout Tequila,” also received national award nominations, while all 10 songs from ICONIC have reached Top 10 countdown status, according to Sterling’s team.
Sterling also recently earned a spot on the Tejano Music Awards industry voting list alongside Miguel Hernandez for “Cumbia Sensual.”
Sterling recalled discovering that he had been included on the industry voting list.
“Yeah, that’s another one that I woke up to,” Sterling said.
He explained that he had been exhausted following a particularly demanding week and didn’t initially understand why people were congratulating him.
“I wake up to a bunch of congratulations. Congratulations. I’m like, ‘Congratulations for what? I’m so confused,’” Sterling recalled.
After checking Facebook, he discovered the news.
“I see that we’re in the industry voting for the TTMA,” he said. “So I’m like, ‘Oh, so this is what everybody was talking about.’”
When Torres pointed out that it was another one of those moments when Sterling had to wonder whether it had really happened, Sterling laughed.
“Yes,” he said. “Because I had to text Miguel. Miguel was like, ‘Yeah, congratulations, bro.’ I’m like, ‘See, there you go again, not telling me what it’s for.’”
From Big Spring to an International Audience
Sterling’s musical journey began at an early age playing instruments since he was approximately five years old, possibly even younger.
That early musical foundation has developed into a career that now encompasses performing, songwriting, production and engineering.
In addition to his independent catalog, Sterling has collaborated on projects with artists including AJ Castillo and Miguel Hernandez, continuing to expand his presence within the Texas music community.
His next major step will take him outside the United States, as he prepares for his first showcase in Monterrey, Mexico, in November.
‘ICONIC’ Sets the Stage for What Comes Next
While ICONIC closes one chapter, Sterling says it has already opened the door to his next project.
The artist revealed that the fifth album completes a five-album journey and helped him determine where he wants to take his music next.
“Iconic was the wrap up of this five album journey that I’ve been on,” Sterling said. “And I definitely found my direction of where I wanted to go next.”
Sterling is already looking toward a new album expected next year, promising an evolution in both production and songwriting.
“With the next one, it’s definitely a level up in terms of production and a level up in songwriting,” he said. “It’s something that you guys are not ready to hear from me yet.”
He isn’t revealing too much just yet, but he believes ICONIC helped make the next project possible.
“ICONIC basically paved the way for this album to be born,” Sterling said. “This next one for next year—and it’s definitely going to be a treat.”
Beyond his own albums, Sterling has an extensive slate of collaborations planned through 2027 with artists including Tweet Juarez, Miguel Hernandez, Sammy Torres, Asalto, Anthony Patterson, Valencio, Triillbert, TPC Jraco, Heather Jolene Alcantar, Daniel Fantasma, Eli B, Kamila Y Bella Divas, and Rick Balderrama.
For an artist who has spent his career building his sound independently from Big Spring, ICONIC represents both a conclusion and a beginning: the completion of a five-album musical journey and a foundation for whatever comes next.
“Music doesn’t have these barriers,” Sterling said.
With ICONIC, Jai Sterling is putting that idea into practice.
ICONIC is available on Spotify, Apple Music, YouTube Music, Amazon Music and Deezer.
Booking & Management
Mari Chofi
Managing Director, Sterling Promotions
Email: jaisterlingproductions@gmail.com
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