Bobby Pulido, the Grammy-winning Tejano musician, is not your typical congressional candidate. On a recent evening, he performed at two birthday parties in Texas’s 15th Congressional District, a heavily Hispanic border region that swung hard toward Donald Trump’s Republicans in recent years. At one event, a quinceañera for 15-year-old Hailey Hernandez, Pulido crooned his 1995 hit “Desvelado,” then handed the birthday girl a pink cap reading “Make Quinceañeras Great Again.” As he left, he reminded the crowd he was running for Congress.
Pulido is part of a Democratic strategy to win back voters who once supported the party but have drifted rightward, particularly in border communities where economic anxiety and cultural identity often collide. “People here do not consider themselves poor. They consider themselves broke,” he says, capturing a sentiment that resonates in a region where many families work multiple jobs but still struggle.
The district has become a battleground as Democrats try to regain ground lost in 2024. Pulido, who turned 53 this month, believes his local celebrity and roots give him an edge. “They know me. They’ve seen me at their family gatherings. That trust matters,” he says.
But the path is narrow. Many voters express frustration with national Democrats on issues like immigration and the economy. “I’m not a Republican, but I’m not a Democrat either,” said Juan Hernandez, Hailey’s father, who danced along as Pulido sang. “I just want someone who shows up.”
Pulido’s campaign is built on showing up — at quinceañeras, barbecues, and small-town festivals. His music, a blend of Tejano and pop, provides a familiar soundtrack for a district where family and tradition are paramount. Whether that will translate into votes in the midterms remains to be seen, but for a party struggling to reconnect with working-class Hispanics, Pulido offers a melody of hope.