Rigo es Amor

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'Rigo es Amor' is a phrase popular in Mexico and other Latin American countries. It used when speaking of Rigo Tovar Mexican cumbia singer popular in the 1970's, 1980's and 1990's. The phrase first came into use at his concerts, in the mid 1970's, where it was screamed at him by his female fans, it was later used by males as well. "Rigo es Amor" literally means "Rigo is Love". This was attributed to the love songs he performed and the passion he poured into them. His music, voice and image were so endearing to so many that he became the living embodiment of love. It was routinely yelled out at his concerts and is still used when people speak of him. The phrase has become to Mexicans what the term Beatlemania is to the rest of the world, it is a popular cultural reference to the mania caused by Rigo Tovar at the height of his fame. It also gave him an Orpheus comparison/connection to the famous tragic, mythical figure who could charm anyone or anything with his music.

A movie, Rigo es Amor, was released in 1980 and used this term as the title, it further popularized it. In 2006 a tribute CD by several modern Mexican "rockeros" was released to coincide with his passing was also titled "Rigo es Amor". In Latin America, especially Mexico, the term is equivalent to Elvis Presley's moniker "The King of Rock and Roll", the Beatles "Fab Four", the Rolling Stones "The Greatest Rock and Roll Band in the World", and Guns N' Roses "Most Dangerous Band in the World".