peso pluma

PESO PLUMA woke up one morning in April, still a little sleepy, and learned that “Ella Baila Sola” — the lovey-dovey sierreño collaboration he’d dropped with the Northern California band Eslabon Armado — was the biggest song in the world. The track shot up to the top of Spotify’s Global 100, making him the first musica Mexicana artist to chart that high. And then, just a few weeks later, he did it again, teaming up with the viral Argentine hitmaker Bizarrap for a freestyle that garnered 52 million views on YouTube in five days, and topped the same Spotify chart — proving that “Ella Baila Sola” was no fluke. “These accomplishments mean so much to me,” he says. “I’m so proud that I can wave the Mexican flag up high.”

Pluma, whose real name is Hassan Emilio Kabande Laija, is only 23. He was born in Guadalajara, Mexico, and moved to

San Antonio; eventually he started writing songs. “My background has influenced my music so much — it’s where I get my mix of sounds,” he says. His voice, known for its distinct rasp, led to a few early projects that turned heads with controversial lyrics in the narco-corrido tradition. His name references his small, feather-light stature, and his mullet has become his signature; it’s all part of a unique style that keeps attracting fans and other artists. This year, nine of his songs, including major collaborations with Becky G, Natanael Cano, and Fuerza

Regida leaped onto the Billboard Hot 100. “Boom! In a moment, he blew up,” Bad Bunny says. “When that happens, you’re like, ‘I told you he was coming hard!’ ”