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Argentinian music sensation Paulo Londra has inked a deal with WME for worldwide representation, the company tells Billboard.
Since exploding onto the scene in 2019, the 25-year-old singer/rapper has been a dominant force in the Latin American music scene and is widely considered one of the pioneers of Argentina’s burgeoning trap movement.
Born Paulo Ezequiel Londra, he began his musical journey as a battle rapper in Buenos Aires’ El Quinto Escalón. Soon after, he released popular singles like “Relax” and “Condenado para el Millón” in 2017.
However, it was his 2019 debut album, Homerun, that catapulted Londra to international recognition. The album debuted and peaked at No. 12 on Billboard’s Top Latin Albums chart and at No. 10 on Latin Rhythm Albums, with its hit single, “Adan y Eva,” landing in Spotify’s Global Top 10. Its music video currently boasts over 1.2 billion views on YouTube.
In 2022, the Córdoba-born artist released his second album, Back to the Game, under Warner Music Latina. It debuted at No. 1 on the Billboard Argentina Hot 100 chart and boasts collaborations with artists such as Ed Sheeran, Travis Barker, Timbaland, Feid and Duki.
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Adding another feather to his cap, Londra performed the official Latin remix for “The World is Yours To Take,” a song off the 2022 FIFA World Cup soundtrack, alongside Lil Baby and Tears for Free.
Most recently, Londra signed with indie powerhouse label Dale Play Records — home to producer Bizarrap, rapper Duki and urban/pop act Nicki Nicole — and is currently working on new music.
Additionally, plans are underway for Londra to embark on a global tour. He continues to be managed by Ignacio Amato and Cruz Pereyra Lucena from Buena Productora.
After two weeks of sharing social media snippets of rehearsals, vocal coaching, training and bits of her daily life, Emilia kicked off the first of 10 sold-out dates at the Movistar Arena in Buenos Aires on Saturday (April 6) as part of her .mp3 tour.
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Dressed in pink, Emilia took the stage performing “Exclusive.mp3,” inviting fans to engage in a great night that included special guests, an elevated catwalk that allowed her to cross the entire arena to reach a secondary stage, three screens, four costume changes, 12 dancers and fireworks.
The set design followed the aesthetic line of her album .mp3, with pink and violet dominating the color scheme, and it was full of details that harked back to her teen years in the 2000s — with stuffed animals, microphones and even a desk to simulate her bedroom.
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Below are some highlights.
Women Open the Show
In a first for Argentina, an artist partnered with a platform to select all-female opening acts. In this case Emilia worked with Spotify EQUAL to choose five artists to open her concerts, strengthening her commitment to developing acts. Connie Isla was picked for the first two dates, and she will be followed by Yami Safdie, Clara Cava, Mora Navarro and Malena Villa.
One of 10 Sold-Out Dates
The concert was produced and promoted by Fenix Entertainment, and it is worth recalling that when tickets went on sale in December 2023, 10 dates sold out for the same venue, Buenos Aires’ Movistar Arena, in just 10 hours. Given the on-sale success, two more dates were added at the Vélez Sarsfield Stadium for Oct. 12 and 13. In Argentina, the tour will also go to different provinces, including Córdoba, Mendoza and Salta.
Getting Intimate With Fans
At one point during the concert, Emilia, while walking from one stage to another, took the opportunity to speak earnestly to the audience about her connection with women in the industry and her concerns over social media bullying. “I’m trying to find my own voice. I love seeing how those present identify with my music just as I identify with a lot of female artists that inspire me and that I love. But it also makes me so angry when they compare us. It’s exhausting,” she said, referring to constant social media comparisons with other female Argentine artists. “Too much is demanded of us standing here on stage. Enough comparing us. Rather, join with us,” said Emilia.
Duki and Other Guests
While Emilia performed at boyfriend Duki’s concert last year, this time he came to Emilia’s stage to perform “Como Si No Importara” together. It was an intimate moment in which she gave him a kiss and thanked him for “a healthy love.” Also present later were Tiago PZK and Nicki Nicole for “Una Foto” and Callejero Fino for “En La Intimidad.” Emilia also performed “Rápido Lento” with Tiago PZK, and ensemble track “Los Del Espacio” with FMK, Duki and Tiago PZK.
Emilia’s Parents Were in Attendance
Emotions ran high late in the show when Emilia could not hold back tears while performing “Guerrero.mp3,” a song dedicated to her father while he was sick. Fans in the crowd could see her father, visibly excited, sitting in the front row next to her mother. “I want to thank my dad for being my greatest inspiration and for being my example of courage. I love you,” the singer said.
Paulo Londra has signed a new recording deal with Argentine indie Dale Play Records, Billboard has learned. The new deal will have Londra releasing new music under Dale Play, a label that has specialized in young, urban leaning artists from Argentina and whose roster includes producer Bizarrap, rapper Duki and urban/pop act Nicki Nicole, who all have scored major global hits. As with all Dale Play signings, Londra will be distributed via Sony’s The Orchard.
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Londra, 25, was one of the core pioneers of Argentina’s burgeoning urban and trap movement when he exploded onto the scene in 2019 with his debut album, Homerun. Signed to indie Big Ligas and distributed by Warner, Londra, with a sweet, distinctive voice and look that contrasted with his freestyle rhymes, was an immediate sensation whose music was able to cross over from Argentina to the world. Homerun debuted and peaked at No. 12 on Billboard’s Top Latin Albums and at No. 10 on Latin Rhythm albums.
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After this quick success, however, Londra entered into a lengthy, multi-million dollar dispute with Big Ligas partners Cristian (Kristo) Salazar and renown producer and artist Daniel Oviedo (Ovy on the Drums). Big Ligas alleged breach of contract while Londra filed his own suit accusing Salazar and Oviedo of fraud and negligent representation.
The dispute was finally settled nearly two years later in a Miami courtroom, but until then, Londra didn’t release new music. Terms of the settlement were not disclosed, but both parties issued a statement at the time saying they had “resolved their differences.”
Londra then signed directly with Warner Music Latina in March of 2022 and released his second album, an EP titled Back to the Game, which features collaborations with Ed Sheeran, Travis Barker, Timbaland, Feid and Duki. A first single, “Plan A,” debuted at No. 1 on Billboard Argentina’s Hot 100 chart.
The rapper and singer has been working on new music and is set to release new material in 2024 under Dale Play. He continues to be managed by Buena.
Mesita, Nicki Nicole, Emilia and Tiago PZK‘s “Una Foto” adds a fourth week at No. 1 on the Billboard Argentina Hot 100 chart as the team-up rules the Feb. 10-dated list. It’s the longest reign for Nicki Nicole since “Entre Nosotros,” also with Tiago PZK, LIT Killah and Maria Becerra, ruled for 16 weeks between […]
Luck Ra and BM’s “La Morocha” rebounds to No. 1, from No. 2, on the Billboard Argentina Hot 100 chart (dated Jan. 6). The collab adds an eighth week at the apex, after it led the tally for seven weeks, a tie for the longest-leading song, along with four other titles, in 2023. As “La […]
“I’m a Hitboy, I’m a Hitboy/ I’m ready to be a millionaire/ No matter how hard they try they can’t stop us.” The chorus to Duki’s hit 2019 Khea collab (aptly titled “Hitboy”) is quintessential trap braggadocio, the kind of discourse he features in dozens of songs, where he routinely talks about haters, money, women, coming from nothing and taking care of his own.
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It may be familiar rhetoric in the U.S. trap world, but in Argentina — which for decades was the land of rock en español, birthing a global Argentine rock explosion — Duki’s message was initially looked down upon as a weird, subpar oddity.
Turns out it was the future.
Duki performs at Buenos Aires River Stadium on Dec. 3, 2023.
DALE PLAY @livedaleplay/GUIDO ADLER @adlerguido
Today, at 27 years old, Duki is the clear leader of Argentina’s exploding rap and trap movement, espousing a philosophy of aspiration and collaboration that has struck a major chord with a young fanbase.
On December 3 and 4, that generation came out in masse to see Duki perform at Buenos Aires’ fabled River Stadium, where he sold over 140,000 tickets across both nights — becoming the first urban artist ever to sell out Argentina’s biggest stadium, not once, but twice.
The import of the moment was not lost on either Duki (real name Mauro Ezequiel Lombardo), or the more than a dozen guest artists — all young Argentines — who came on as guests, including his girlfriend, pop star Emilia Mernes, Nicki Nicole, Khea and global DJ Bizarrap, all Duki proteges who repeatedly referred to him as the leader of Argentina’s urban movement.
It goes beyond just numbers, though. With not just his music, but also his philosophy of life and his motivational demeanor, Duki has been able to harness the attention of a generation that previously didn’t have a voice or a role model, much like reggaetón did in Puerto Rico. The difference is, Duki’s approach is multi-generational and multi-genre: His shows had children and families in attendance, in addition to his core audience of both males and females between the ages of 15 and 25.
The appeal was best voiced by rapper YSY A, part of Duki’s former trap trio Modo Diablo, who came back together for a couple of songs on Saturday night.
“Thank you for being the biggest representative in the country for these kids who have dreams, who want to live bigger, and you’re their greatest point of reference,” said YSY A in a particularly emotional moment. “You’re the biggest representative for dreamers, and the first in our generation to fill the biggest stadium in Argentina.”
Duki started his career doing rap battles in the streets, “when no one believed in this s–t,” he said in one of many spoken interludes during the show, in which he exhorted fans to believe in themselves and work hard to achieve their dreams. In his early days, he caught the attention of Fede Lauria, the founder and owner of Dale Play, a major Argentine concert promoter. Lauria saw enough potential in Duki and the artists around him that in 2020 he launched Dale Play Records precisely as an incubator for that talent. Today, Dale Play’s roster includes global stars Bizarrap and Nicki Nicole.
But it all started with Duki — who is intent on supporting other emerging Argentine talent, much like Puerto Rico and Colombia’s urban scene did in their beginnings.
The difference, however, is the message and the music. Duki’s show was surprisingly musical for an urban performance: He plays roughly half of his set backed by a live rock band that offers great counterpoint to his raps. The set design is stunning and otherworldly, and instrumental interludes were composed by Oscar winner Gustavo Santaolalla. All vocals, including various instances of three-part harmony, were live. In that regard, Duki’s style does give a nod to his country’s tradition of rock and elevated music.
The second major differentiator is the messge. Duki doesn’t see he himself just as an artist but as a messenger of hope and goodness. Throughout the show, he interrupted songs midway to make sure people in the pit were safe or could be escorted out if they seemed in distress. And he also spoke frequently about hope and dreams — and always, about the future of a generation for which he feels personally responsible.
“Thank you for living up to my code of values,” he said at one point. “I know you respect me, and that’s why I assume fame in the way I do. If I’m here performing tonight, it’s because of you.”
Up next for Duki is playing Madrid’s Bernabéu stadium this summer, with a 65,000 seat capacity. It will be the first time an Argentine urban act has sold out the venue.
Leila Cobo is Billboard’s Chief Content officer for Latin/Español and the author of Decoding Despacito: A History Of Latin Music’s Greatest Hits.
Luck Ra’s “La Morocha,” featuring BM, adds a fourth week at No. 1 on the Billboard Argentina Hot 100 chart (dated Oct. 14). The team-up ties with Bizarrap & Shakira’s Bzrp Music Sessions, Vol. 53 for the fifth-most weeks at the summit in 2023. Let’s look at the leaderboard:
Weeks at No. 1, Title, ArtistsSeven, “Los del Espacio” LIT killah, Maria Becerra, FMK, Rusherking, Duki, Emilia, Tiago PZK & Big OneSeven, “En La Intimidad,” Emilia, Big One, Callejero FinoSix, “Lala,” Myke TowersFive, “Un Finde: Big One CROSSOVER #2,” Ke Personajes, Big One, FMKFour, “Bzrp Music Sessions, Vol. 53,” Bizarrap & ShakiraFour, “La Morocha,” Luck Ra, featuring BM
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Emilia’s “GTA.Mp3” pushes up the tally, jumping 7-2, while Los Angeles Azules and Maria Becerra’s “El Amor de Mi Vida” dips 3-2. Meanwhile, Grupo Frontera and Ke Personajes’ “Ojitos Rojos” rises to its new No. 4 peak, and Big One, Ulises Bueno and Rusherking’s “Mentiras I Crossover #3”, enters the top 5, as it lifts 8-5.
This week’s Greatest Gainer goes to Spaniard Iñigo Quintero’s “Si No Estás” which rallies up 69 ranks, from No. 85 to No. 16.
Enrique Iglesias and Maria Becerra’s first partnership, “Así Es La Vida,” takes the Hot Shot Debut of the week, at No. 34.
Elsewhere, Bizarrap and Milo J each add a new career entry as “Bzrp Music Sessions Vol 57” bows at No. 35. With the new recruit, BIzarrap adds his 49th chart visit and enters a tie with J Balvin for the third-most entry on the tally, trailing only Bad Bunny’s 60 total appearances and Duki’s 56.
Further, singer-songwriter Jere Klein adds his second Billboard Argentina Hot 100 entry with “Ando” at No. 41.
Four other songs debut this week, starting with Trueno’s “Ohh Baby” at No. 75. Jung Kook and Jack Harlow’s “3D” follows at No. 79. Plus, Doble P, Lauty Gram and Gusty dj’s “Me Escapé” joins at No. 86. Lastly, Lauty Gram adds another entry through “Linda” (Remix),” his collab with Marka Akme, Migrantes, Peipper and DJ Tao join at No. 91.
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Luck Ra and BM’s “La Morocha” adds a second week at No. 1 on the Billboard Argentina Hot 100 chart (dated Sept. 30). The song bests Luck Ra’s previous one-week champ, “Ya No Vuelvas,” featuring La K’onga and Ke Personajes, in February. LIT Killah, Tiago Pzk, Maria Becerra, Duki, Emilia, Rusherking, Big One and Fmk’s […]
Luck Ra secures his second No. 1 on the Billboard Argentina Hot 100 chart as “La Morocha,” featuring BM, ascends 3-1 to lead the Sept. 23-dated ranking. The song ejects Myke Towers’ “Lala” from the summit, with a 2-1 dip, after six weeks in charge.
Luck Ra previously landed in the penthouse for one week through “Ya No Vuelvas,” featuring La K’Onga and Ke Personajes (chart dated Feb. 18). BM, meanwhile, dominated for three weeks with “M.A. (Mejores Amigos),” with Callejero Fino, La Joaqui and Lola Indigo, in April.
BM also pushes 5-3 with “Ni Una Ni Dos” for his second top 10 song on the current chart.
This week’s Hot Shot Debut goes to Emilia’s “GTA.Mp3,” at No. 11. With the new recruit, the Argentinian achieves her 24th entry, the fifth-most among all women. Here’s the recap of the female acts with the most entries on Billboard Argentina Hot 100:
43, Maria Becerra33, Karol G30, Nicki Nicole30, Tini24, Emilia
Rappers YSY A and Bhavi add three new career entries each, all belonging to their latest joint album, Tu Duo Favorito. “Flechazo En El Centro” with Milo J, leads the debuts at No. 41. Meanwhile, Chilean rapper DrefQuila scores his first entry through the three-way collab “Tuuuyo” at No. 79, while “Sonido del Año” with Duki, bows at No. 81.
Elsewhere, Mesita captures his fourth entry with “Una Foto” at No. 71.
Further, Ke Personajes score the Greatest Gainer honors as “Entre Beso y Beso” climbs 14 places, from No. 92 to No 78.
Lastly, Diego Torres returns to the chart with “Mejor Que Ayer” at No. 93.
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Myke Towers claims a third week atop the Billboard Argentina Hot 100 chart as “Lala” crowns the Aug. 26-dated ranking. The song matches his three week-champ “La Jeepeta,” with Nio García, Anuel AA, Brray and Juanka, while “Bandido,” with Juhn, remains his longest-charting title to date, with seven weeks at the summit in 2021. Maria […]
