Imagine the combined popularity of Elvis and Madonna, then add the staying power of The Beatles. That’s Vicente Fernandez, the Mexican crooner who is knocking at 70’s door, but doing it with vigor and immense popularity.

These days, it’s darn near impossible to walk down a street without hearing his latest smash hit, “Estos Celos” (This Jealousy), a long lament of lost love that he belts out with subtle strength. (Video here.)

The song is a favorite at the jukebox at the ice cream shop next to my school. It is a popular hit with the bands you can hire at the local lakeside Sunday picnic spot, Camécuaro. And at the pirated music stand in Zamora’s central market, you’re likely to hear it as well. The guys at one of the market’s butcher shops enjoy slicing up pigs and cows to Vicente’s greatest hits. You’re not likely to attend a wedding, graduation or birthday without hearing him.

Vicente - who like Madonna and Elvis often goes by a single name - spans the generations. Those in their 20s are happy to blast “Estos Celos.” Even my class of teenage boys had good things to say about him, though he seems to be especially popular with the other gender.

But those youngins can also talk about the latest songs with their ancient relatives. Those in their golden years remember Vicente fondly, especially for a raft of movies he turned out in the 1960s and 1970s. He is one cultural figure that everyone knows and nearly everyone can agree on. And even if they don’t, there’s always Fernandez son Alejandro to fall back on. He’s more handsome anyway, according to the secretary at my school.

Estos Celos (words) is a sad song which Fernandez manages to turn even more sad with a drawn out near scream of “Ay, ay amor. Ay, ay que dolor” (Oh, oh, love. Oh, oh, what pain.). Those accustomed to American love songs will be surprised with how direct he is. (”Today I die to think that I am not going to be the one you love.”)

But the popularity of Estos Celos, and his other recent hit, “Para Siempre” (video), isn’t all based on tradition. They are well-crafted songs, backed up by a voice that has obviously been taken care of. (One need only listen to Bob Dylan’s most recent album to learn that this is not easily done.)

Fernadez will celebrate his 70th birthday in 2010, but it’s easy to see him packing ‘em in at concerts for many years to come. And without a doubt, his songs will ring out from the ice cream store jukebox long after that.