PEOPLE WORTH KNOWING
Hassan Emilio Kabande Laija — known worldwide as Peso Pluma — was born on June 15, 1999, in Zapopan, Jalisco, Mexico, and has become the most important figure in Mexican music in a generation. A regional Mexican artist who single-handedly transformed corridos tumbados from a niche regional genre into a global phenomenon, Peso Pluma achieved in three years what most artists never achieve in a lifetime. His rise is a testament to authenticity, relentless output, and an innate understanding of where tradition and modernity collide.
After releasing several independent projects, Peso Pluma broke through in 2022 with "El Belicon," a collaboration that went viral across Latin America. His 2023 album Génesis was the turning point — debuting at No. 3 on the Billboard 200, making him the highest-charting regional Mexican artist in chart history and the first to reach the top 10. The album spawned "Bzrp Music Sessions, Vol. 55" with Bizarrap, which broke YouTube records with 50 million views in 24 hours. His duet with Bad Bunny, "Un x100to," reached No. 1 on the Hot 100 — a historic first for a regional Mexican song — spending 10 consecutive weeks at the top.
Peso Pluma's collaborations read like a who's who of the hottest names in Latin music: Becky G, Eslabon Armado, Natanael Cano, and Nicki Nicole have all featured on his projects. His signature double-bun hairstyle, custom boots, and unapologetic embrace of corrido aesthetics have made him a style icon for a new generation of fans. He headlined Coachella in 2024 — the first regional Mexican artist to do so — and his performance trended globally, introducing his sound to millions of new listeners.
In 2025, Peso Pluma released Éxodo, a sprawling album that charted in over 40 countries and debuted at No. 1 on the Latin Billboard chart, incorporating hip-hop, trap, and cumbia alongside the corridos tumbados that made him famous. A North American and European arena tour followed, selling out in minutes. Hassan Emilio Kabande Laija is rewriting the rules of what Latin music can be, how far it can travel, and who it can reach — and the world is just beginning to catch up with what Mexico already knew.
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