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Glamorous cumbia (also known as 90's Cumbia or 90's Glamorous Cumbia) is a genre of cumbia that is not especially identified with the lower social classes. The sobriquet of "glamorous" was given to the form by Argentinian musician Hernán Vizia, of the Bigand's band Gauchos Pesados. The form emerged in Buenos Aires in the late 1990's and the early 2000's.
The themes explored in the lyrics of the songs are mostly romantic, the message is positive, and the attitude is glamorous and theatrical. The bands are dressed in Epoque swites of the 19th century, and they wear jewelry, sometimes becoming close to an image that can be described like a Liberace style. The music, brilliant for nature and very identified with 80's and dance instruments, differs significantly from the other styles of cumbia, with synthesizers and keyboards as main instruments, electronic sounds and percussions, and a musical score very charged with harmonies of voices, icy sounds like brightness, bells or pad-ens, and trumpets (sometimes electronically synthesized as well).
The most representative bands and singers of the 90's Glamorous Cumbia are Ráfaga, Potencia, La Rosa, Gilda, Antonio Ríos, Los Charros, Media Naranja, Gauchos Pesados (with the Vizia Brothers), Chakales and Amar Azul. Some traditional cumbia bands like Los Palmeras, Cali and Trulalá also made some songs into this style.
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