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Peso Pluma, born Hassan Emilio Kabande Laija, has established himself as a Grammy-winning global music star, spearheading the resurgence of corridos by blending traditional Mexican ballads with contemporary Latin urban genres.
Peso Pluma partnered with Sony for its “For The Music” audio campaign, which was the Mexican breakout star's first major brand deal.
Peso Pluma's team-ups with PRIME Hydration opened new doors for him.
The Mexican singer-songwriter teamed up with other artists as a representative of YSL Beauty's latest campaign for the MYSLF Le Parfum, celebrating modern masculinity.
Peso Pluma offered fans an intimate look at his pastimes as part of his new partnership with Corona.
Downtown Music Publishing provides global administration and sync placement to Pluma's Double P Records, as well as administering his own works.
Peso Pluma teamed up with Tornillos and Polo Gonzales on the song "Sentosa" for the Latin American esports division of Garena Free Fire.
Peso Pluma released "Peligro" in promotion of the 2023 video game Call of Duty: Modern Warfare III.
Hassan Emilio Kabande Laija, known professionally as Peso Pluma, was born on June 15, 1999, in Zapopan, Jalisco, Mexico. In his teenage years, he developed an interest in songwriting, using it as a way to express his emotions. He started playing guitar at around fifteen or sixteen, learning through YouTube videos. His early career included collaborations with his cousin, Roberto “Tito” Laija Garcia (Tito Double P), and the release of two live albums in 2020. His debut studio album, “Ah y Qué?”, featuring twelve songs, was released in April 2020. This was followed by his second studio album, “Efectos Secundarios,” in March 2021. A turning point came with the single “Por Las Noches” in June 2021, and later “El Belicón” with Raúl Vega in 2022, which gained significant traction on platforms like TikTok and Instagram, marking his first entry on Billboard Hot Latin Songs.
Peso Pluma’s career progressed rapidly with landmark collaborations and chart successes. In 2023, his collaborations “AMG” and “PRC” with Natanael Cano and Gabito Ballesteros went viral and charted on the US Billboard Hot 100. His duet with Eslabón Armado, “Ella Baila Sola,” made history in April 2023 as the first regional Mexican song to reach the top 10 of the Hot 100, peaking at number 4. This achievement also saw him record eight simultaneous entries on the chart, a record for a Mexican artist. He launched his independent record label, Double P Records, in April 2023, signing artists like Tito, Vega, and Jasiel Nuñez. In the same year, his third studio album, “Génesis,” became the highest-charting Mexican music album in Billboard history and earned him his first Grammy Award for Best Música Mexicana Album. He concluded 2023 as the most-viewed artist globally on YouTube, accumulating 8.5 billion views.
In 2024, Peso Pluma released “Éxodo,” a twenty-four-track double album that further explored his distinctive sound, reaching number 5 on the Billboard 200. He continued to collaborate with diverse artists including Kali Uchis, Christian Nodal, and Chencho Corleone. His influence extended to fashion, becoming the first Mexican ambassador for the Council of Fashion Designers of America (CFDA) for New York Fashion Week in 2025. His ability to fuse traditional corridos with contemporary genres has solidified his position as a prominent figure in the music industry, driving the global resurgence of Mexican music.
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