Rock en tu idioma was a publicity campaign -- resulting in a series of rock albums -- initiated by the BMG Ariola music label, which other labels later also joined, to promote and distribute the music of Mexican, Spanish and Argentine bands.
Between 1986 and 1991 the campaign was part of a musical movement in Latin America, and of the boom that arose from what became known as the Movida Madrileña.
The 15 años de Rock en tu idioma album distributed by BMG is a good example.
Rockotitlán was a venue where many of these groups played, located off the Insurgentes avenue (south) in Mexico City.
Bands like Maldita Vecindad, Fobia, Panteón Rococo, Los Amantes de Lola, Caifanes and others all played their early shows there.