Peso Pluma

In celebration of the city's 491st anniversary, an image of El Chapo was projected on screen for the entirety of his performance, attaining backlash from the audiences, organizers, the city council, and netizens for allegations of promoting drug trafficking.

Hassan Emilio Kabande Laija (born 15 June 1999), known professionally as Peso Pluma, is a Mexican singer.

Learning to play the guitar during his early teens, he developed his craft by writing songs inspired by regional Mexican music.

Hassan Emilio Kabande Laija was born on 15 June 1999, in the municipality of Zapopan, Jalisco, Mexico.

The relatives of his mother were residents of Badiraguato, Sinaloa.

Both parents were born in Mexico; his father has Lebanese ancestry and was born in Chiapas.

Growing up in Guadalajara, he began playing the guitar at age 15 by watching videos on YouTube.

Pluma started writing songs in a diary, admitting to being ridiculed by peers.

Describing his initial approach to songwriting, he explained how writing became his therapy: "That’s where I’d write how I was feeling, then I realized some stuff would rhyme. I kept practicing and became better with time."

After achieving moderate success with his first two studio albums, Ah y Qué? (2020) and Efectos Secundarios (2021), Pluma released "El Belicón" in 2022 with Raul Vega, selling 480,000 units and being certified 8× Platinum Latin certification by the RIAA.

He followed up his success with the extended play Sembrando and the 5× Platinum Latin-certified controversial duet "Siempre Pendientes" with Luis R. Conriquez entering the Billboard Global 200.

His collaborations with Natanael Cano, "AMG" (alongside Gabito Ballesteros) and "PRC", became massive hits in the Latin music community after their use on TikTok, both charting on the Billboard Hot 100.

In April, Pluma and Eslabon Armado made history with "Ella Baila Sola", being the first regional Mexican song to reach the top 10 of the Billboard Hot 100, eventually peaking at number four.

The commercial growth of the song boosted the popularity of the singer worldwide, simultaneously placing eight songs on the Hot 100 in the week of 29 April 2023, becoming the Mexican act with the most Spanish-language entries in the US.

At the end of 2023, the song was revealed by Spotify to be the 5th most streamed song worldwide.

His third studio album, Génesis (2023), won the Grammy Award for Best Música Mexicana Album (including Tejano).

Having a distinct musical style dominated by corridos tumbados (Sinaloa-style sierreño corridos with elements of latin urban music; specifically latin hip hop and reggaeton), Pluma is considered to be a major contributor to the revival of corridos.

With his crossover appeal, Pluma is the most streamed artist of all time in Mexico.

After years of writing music together, Pluma worked with his cousin, fellow singer and songwriter, Roberto "Tito" Laija Garcia, also known as Tito Double P, on releasing two live albums, Disco en Vivo on 21 February 2020 and Disco en Vivo, Vol. 2 on 4 July.

Published by the independent label El Cartel de los Ángeles, the collections consisted of recordings of his performances around Jalisco.

A month later, he released his debut studio album, Ah y Qué?, on 20 April, featuring twelve songs and collaborations with El Choforo, Lalo Reyes, and Jorge Morales El Jilguero.

Pluma published his live recording with Decreto Real of "Relajado Voy" to streaming platforms on 7 October as his first single release.

He followed up with the singles "Mil Historias" with Hector Rubio on 13 November and "El Petter" with Decreto Real on 4 December before deciding to work on a new body of work.

Pluma published his second studio album, Efectos Secundarios, on 19 March 2021, preceded by the singles "Con Dinero Baila el Perro" and "Lo Que Me Das", a music video for the latter, as well as songs with previous collaborators El Choforo and Hector Rubio.

Focusing on building his sound, Pluma issued the single "Por Las Noches" on 11 June, a slowed-down sierreño track about an unintended breakup.

Pluma's "Todo Es Playa", a song about smoking marijuana, was his last single with El Cartel de los Ángeles before he switched labels to Prajin Records under George Prajin.

To mark this shift, the singer published the socio-political track "Spiral" on 25 November.

On 4 February 2022, Pluma teamed up with Raul Vega on the single "El Belicón", a corrido anthem on the local narcoculture.

Working on-hand with the song's production, Pluma and Vega played the roles of members of a drug cartel for the song's music video directed by Barush, instantly going viral among locals.

The track gained momentum after its usage in TikTok and Instagram, with its music video racking 10 million views on YouTube in one month and gaining a lot of playlisting on Spotify.

In April, "El Belicón" debuted at number 50 on Billboard Hot Latin Songs, peaking at number 46 two weeks after and becoming Pluma's first entry on the charts.

Pluma released Sembrando, an extended play containing "Signal" with five new songs, on 20 April in celebration of his fans and the recreational holiday.

A six-part thematic and fictional story, the singer explained how the EP was recorded simultaneously, with themes "specifically for that day (420)".

Upon its release, the EP was credited on solidifying the singer's contribution on the rise of corridos tumbados, a fusion of regional Mexican elements with trap music.

He teamed up with Tornillos and Polo Gonzales on the song "Sentosa" for the Latin American esports division of Garena Free Fire.

On 3 June, the singer published "30 Tiros", an acoustic corrido about his success story, along with an accompanying music video directed by Barush surrounded by women and luxuries.

The singer collaborated with Luis R. Conriquez on the song "Siempre Pendientes" released on 15 August.

The track immediately attracted controversy among news outlets for glorifying labor for drug lord Joaquín "El Chapo" Guzmán, containing the lyrics "JGL, traigo en las cachas orgullosamente" and "Cuido la plaza del señor Guzmán".

A music video directed by Cesar Acosta starring Pluma and Conriquez holding rifles in the desert supported by a large crew was uploaded to YouTube upon its release, receiving 2 million views in its first 24 hours and being removed from the platform three days later due to public outrage.

On 1 October, Pluma sang the song live onstage at the 8 Music Fest in Culiacán, serving as a replacement act for Junior H after his sudden cancelation from the event.