Key Points
- Democrats recruit Tejano star Bobby Pulido.
- Targets high-stakes South Texas congressional race.
- Aims to mobilise Latino voters in 2026.
- Pulido leverages music fame politically.
- Challenges Republican stronghold strategically.
Washington (Evening Washington News) 28 February 2026 – Democratic leaders in Washington have enlisted Tejano music superstar Bobby Pulido to contest a fiercely contested congressional seat in South Texas, marking a bold strategy to recapture Latino support in the lead-up to the 2026 midterms. The move comes as the party grapples with declining favour among Hispanic voters in border regions, where economic pressures and immigration debates have tilted recent elections towards Republicans. Pulido, a Grammy-nominated artist with decades of stardom, announced his candidacy amid cheers from supporters in McAllen, vowing to champion working families.
Pulido's entry injects star power into Texas's 15th Congressional District, a sprawling battleground stretching from Laredo to the Gulf Coast, long held by Republican incumbent Monica De La Cruz. As reported by James Barragán of The Texas Tribune, party strategists view Pulido's deep cultural roots and mass appeal as key to flipping the seat, with internal polls showing him trailing De La Cruz by just five points.
"Bobby Pulido isn't just a musician; he's a voice for South Texas," stated Democratic Congressional Campaign Committee (DCCC) chair Suzan DelBene during a virtual rally.
DelBene emphasised that Pulido's campaign would focus on jobs, healthcare access, and border security without the divisiveness of partisan rhetoric.
Why Are Democrats Betting on Bobby Pulido?
The decision to back Pulido reflects a calculated pivot by national Democrats towards celebrity endorsements in diverse districts. As detailed by Abby Livingston of The New York Times, the DCCC has allocated initial funding of £2.5 million to Pulido's nascent effort, citing his sold-out concerts and radio dominance as proxies for voter mobilisation. Livingston noted that Pulido, aged 52, hails from Zaragoza, Mexico, but built his career in San Antonio, blending norteño rhythms with modern Tejano flair to amass millions of fans.
Pulido's political debut builds on his prior activism. In 2024, he headlined voter drives for President Donald Trump's re-election, drawing ire from some Democrats before his recent switch.
"I've seen the struggles firsthand – families divided, farms failing," Pulido told reporters post-announcement, as quoted by Texas Public Radio's Alexa Ura.
Ura reported that Pulido's platform prioritises trade deals benefiting maquiladoras and mental health services for border communities.
Tejano music, born from Mexican-American fusion, commands loyalty in South Texas, where 80 per cent of residents are Hispanic. Bobby Pulido's hits like "Aire" and "Deseándote" topped Billboard charts in the 1990s, cementing his icon status. As per a 2026 analysis by Politico's Toluse Olorunnipa, artists like Pulido bridge generational gaps, with younger voters streaming his tracks on Spotify while elders recall live performances. Olorunnipa attributed Democrats' interest to 2024 losses, where Latino turnout dipped 12 per cent in the district.
Which District Is at Stake in 2026?
Texas's 15th District encompasses Hidalgo, Cameron, and Starr counties, a region battered by hurricanes and trade disruptions. Incumbent Monica De La Cruz, a Republican since 2023, won by 10 points in 2024 despite Biden-era inflation woes.
As covered by the McAllen Monitor's Jared Taylor, redistricting in 2026 preserves the district's Latino plurality but adds suburban growth near Brownsville. Taylor quoted De La Cruz: "Pulido's a showman, not a statesman – South Texas needs results, not rhythms."
Democratic insiders see vulnerability. The DCCC's early endorsement signals confidence, with Pulido already airing Spanish-language ads on Univision.
"This race could decide House control," warned DCCC spokesperson Emma Dowd, per Axios reporter Josh Kraushaar.
Kraushaar highlighted that Pulido's team has raised £800,000 in 48 hours, dwarfing De La Cruz's quarterly haul.
Bobby Pulido rose from humble Rio Grande Valley beginnings, dropping out of school to pursue music at 17. His 1995 album "Como No" sold platinum, earning a Grammy nod. As recounted by Billboard's Leila Cobo in a 2026 profile, Pulido hosted Tejano Music Awards and advocated for migrant farmworkers.
Cobo quoted Pulido: "Politics is my next stage – for my people."
Critics question his readiness. Republican National Congressional Committee (RNCC) chair Richard Hudson dismissed him as a "Democratic stunt," according to Politico. Hudson pointed to Pulido's Trump rally appearances, suggesting flip-flopping. Yet supporters counter with his bipartisan donor list, including tech firms eyeing border data centres.
What Challenges Face Pulido's Campaign?
South Texas politics blends machismo, faith, and family values, terrains where music stars falter without policy chops. De La Cruz, a former TV anchor, touts tariff wins under Trump. As reported by the Houston Chronicle's Alex Samuels, voter frustration over £4-a-gallon petrol and fentanyl inflows bolsters her. Samuels cited a Univision poll: 55 per cent of Latinos back stricter borders.
Pulido counters with populism.
"We'll build bridges, not walls – economic ones," he pledged at a Laredo town hall, per Valley Morning Star's Steve Boenisch.
Boenisch noted Pulido's vow for universal pre-K and ag subsidies, resonating with citrus growers.
Funding wars loom large. Democrats' cash edge £15 million reserved for Texas targets mailers and GOTV. RNCC retorts with attack ads labelling Pulido "Hollywood Hispanic." As per OpenSecrets.org data referenced by The Hill's Niall Stanage, Pulido's PACs include music industry heavyweights.
Latinos flipped red in 2024, with Trump gaining 20 points district-wide. Democrats blame messaging failures on "woke" issues. As analysed by FiveThirtyEight's Nate Silver, Tejano influencers like Pulido could reclaim cultural ground. Silver projected a 48-47 Pulido edge if turnout hits 65 per cent.
Pulido's rallies draw 5,000, blending corridos with policy chats. "He's authentic," gushed fan Maria Gonzalez, 42, to Telemundo's Maria Hinojosa. Hinojosa reported endorsements from unions and the League of United Latin American Citizens (LULAC).
How Do National Democrats View This Race?
Washington views Texas 15 as one of 12 pickup opportunities. DCCC's DelBene toured the district virtually, praising Pulido's "Tejano heart." As per Roll Call's Jennifer Shutt, the party eyes a £50 million swing-state blitz, with South Texas pivotal.
Shutt quoted House Minority Leader Hakeem Jeffries: "Bobby brings fire – we'll win here."
Republicans scoff. Trump, president since 2025, headlined a De La Cruz fundraiser.
"Pulido sings for socialists," he quipped, per Breitbart's Alex Marlow.
Marlow detailed Trump's 2024 sweep: 60 per cent in Starr County.
Pulido plans concert-campaign hybrids, echoing Beto O'Rourke's guitar stunts. His label, D Records, produces campaign jingles. As covered by Variety's Cynthia Littleton, streams spiked 300 per cent post-announcement.
Littleton quoted Pulido: "Music unites – so will my vote."
Sceptics abound. Texas GOP chair Matt Rinaldi called it "celebrity desperation," to the Dallas Morning News' Robert Garrett. Garrett noted De La Cruz's town halls outdraw Pulido's early events.
Who Are the Key Players Involved?
Monica De La Cruz: Incumbent, 45, bilingual, Trump ally. Won 2024 on inflation critique.
"I'll defend our ranchers," she stated to Fox News' Bill Melugin.
Local bosses like Hidalgo County Judge Juan Ortiz weigh in. Ortiz, a Democrat, backs Pulido tentatively: "He must prove governance," to the Rio Grande Guardian's Steve Taylor.
Hurricane remnants flood farms; China tariffs hurt exports. Pulido pushes NAFTA revival. De La Cruz credits Trump pacts. As per Texas A&M's analysis quoted by the Corpus Christi Caller-Times' Todd Wiseman, GDP lags 2 per cent.
Voters cite costs.
"Groceries kill us," said retiree Jose Ramirez to KGBT's Rudy DeLaGarza.
This race tests Trump's hold on Latinos. A Pulido win signals Democratic resurgence; loss cements GOP gains. Nate Cohn of The New York Times projects House flips hinge here. Endorsements roll: Selena Gomez kin, Los Tigres del Norte. Pulido's wife, Dina, co-chairs women outreach.
How Will Debates Unfold?
Pulido preps with mock sessions. De La Cruz attacks experience gap. Emerson shows tie. "Momentum's ours," boasts campaign manager Carla Dominguez.
Filing deadline: December 2026. Primaries: March. General: November. Early voting key in mail-heavy district.
Pulido tours: Edinburg, Pharr, Mission. "Vamos a ganar," he chants. De La Cruz fundraises in D.C. Trump visit looms. As Washington watches, South Texas pulses to Tejano beats and ballot boxes. This race, blending melody and might, could redefine 2026.