He goes by many aliases: “the Ghetto Vaquero,” “The Tamale Kingpin,” and “Hustler,” which he would take’s as a compliment. This Mexican rapper turns heads with his cowboy hat cocked to the side; strutting in his worn out boots while wearing huge mirrored sunglasses, hours after the sun has set. Before he charms you with his charismatic humor, he’ll dazzle you with the bling on his teeth. Playing homage to his roots, he proudly showsthe colors of the Mexican flag on his bottom teeth. At first glance, Chingo Bling might appear like a caricature, reviving stereotypes of Latinos. His manner of speaking, how he carries himself, can give the false impression that he’s some sort of hick. But this 25-year-old Houston native is a savvy businessman who started from nothing. He built his empire and is now sitting pretty, “flipping the bird” to the major labels who wouldn’t sign him early in his career. “I came into the game with my own style of dress, my own style of rap, bringing some picante to counter the bland,” he said proudly.

Chingo Bling began on a college radio show in San Antonio. His acerbic tongue and clever wit made him a star on campus. Not satisfied with simply being an artist, Chingo began Big Chile Enterprises in 2002 for the sole purpose of self-promotion. He sold his first single, “Duro en la Pintura,” from the trunk of his car to any independent store that would take it. It was produced on inexpensive equipment. And the stores could not keep it on their shelves. Pretty soon, word got around about this talented rapero with a comedic streak. Other artists wanted to work with him. Based on his second underground single, “El Mero Chignon,” he was asked to host the Texas Latin Hip Hop tour in seven cities.

Capitalizing on his steadily rising fame, he funded his own mini-tour in 2003 with friend and rapper the ”Smokin’ Nephew Baby Bash. Other Texas artists joined him. “The Money and Masa Tour” had its ups and downs. But overall, it was a huge success. The exposure raised his visibility to an astronomical level. His t-shirt line, “Air Chingo,” with its’ in your face lines like “Chingue su madre la migra” sold at a furious pace. Chingo is part of new breed of underground artists swiftly rising to mainstream status. These young artists understand that music is entertainment AND business. Chingo has successfully marketed, promoted and financed his ventures. He’s playing the music game by his own set of rules and he’s winning.

His website, www.chingobling.com, is another extension of his wild persona. After you experience his “national address,” given in the Oval Office, his prized rooster “Cleto” by his side, it’s hard to choose among the various goodies he offers. This writer proudly owns the current hot item, the Chingo Bling bobble head. It features the artist holding “Cleto” in one hand and carrying a suitcase of tamales in the other. For the guys who need more visuals, he provides his DVD series, “Manosas,” from La Migra Productions (www.manosa.net). Chingo guarantees it is hood tested, baler approved. Some fine looking honeys join “El Rey de Foreplay” as he presents videos from fellow Texans. He also has “What’s Really” a comedy he did with his partner in crime, Baby Bash aka Beesh. It’s a behind the scenes look at their racy adventures.

Rapper/actor/comedian/entrepreneur, Chingo Bling juggles all these roles effortlessly without dropping the ball. His sustained ingenuity, love for his people and passion for hip hop, expands outside the box. Chingo’s drive and ambition can only lead to longevity in a business that spits you out as quickly as it embraces you. He is the American dream, with his own unique corrido.