Before the spotlight found him, the young songwriter from La Paz had already learned how a hit moves. Now he is bending corridos, rap and reggaetón around a voice built for all three.
A neighborhood cover band found its first crowd on YouTube. A decade later, its guitars, tuba and stubborn sense of possibility helped put Spanish-language albums in Billboard’s top two at the same time.

Peso Pluma (Hassan Emilio Kabande Laija) is the 25-year-old Mexican singer-songwriter from Zapopan, Jalisco who turned corridos tumbados - the fusion of traditional Mexican corridos with trap beats and hip-hop swagger - into a global phenomenon. In under five years, he broke a 64-year Billboard Hot 100 record, won a Grammy, became Mexico's most-streamed Spotify artist of all time, and built Double P Records into an independent powerhouse. His albums Génesis and Éxodo redefined what regional Mexican music could mean on a world stage.