Monica De La Cruz

PHARR, Texas (AP) — Latin Grammy winner Bobby Pulido's music fills the air well before he walks into an adult day care center to round up support for his congressional campaign, his voice crooning in Spanish from a speaker in the corner.

A few of the people playing cards and bantering playfully at the South Texas center ask about the man in cowboy boots, dark jeans, leather jacket and an ivory cowboy hat as the Democrat makes his entrance, but most barely notice. Then the music fades, and Pulido takes a microphone.

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Celebrity ‘opens the door’

Inside My Morning Star Adult Day Care, where Pulido spoke on a recent day, his music returned as he made rounds from table to table, shaking hands and making small talk in English or Spanish, depending on how he was greeted.

“I'll ask the sky to not make me suffer anymore,” Pulido's voice is heard over an accordion and rhythmic percussion, narrating a story of heartbreak and longing. The 1997 song, “Le Pediré,” is among the hits of his three-decade career.

Pulido won Latin Grammy Awards for Best Tejano Album in 2022 and 2025 and was nominated this year for an American Grammy.

He is steeped in the culture of Tejano music, which blends Mexican folk styles with European dance music brought here by Czech, German and Polish settlers. It is deeply rooted in this narrow region of Central and South Texas, where many can trace their lineage to the Republic of Texas before it joined the United States.

Pulido’s father, Roberto Pulido, was a pioneer of the genre, which has receded in popularity since its heyday in the 1990s, when Selena broke through as a mainstream pop artist.

More than just celebrity, Bobby Pulido's deep history in the genre gives him credibility with people in the area, said Cathy Ragland, an ethnomusicology professor at University of North Texas, who studies U.S.-Mexico border music.

“He is a homegrown guy in the border, and that gets you a lot of mileage,” she said.

Celebrity is an asset when running for office, Pulido said later, sitting on a bench outside the adult day care center. But it is no guarantee of success.

“I’m not going to lie, it opens the door. It doesn’t seal the deal,” Pulido said.

“I don’t think people vote for you because you’re famous. They’ll listen to you because you’re famous, and then they’re going to decide if they want to vote for you or not.”