State Champ Radio Peso Pluma
The concert that Peso Pluma had scheduled for Oct. 14 in Tijuana, Mexico, has been canceled, Prajin Music announced Wednesday (Sept. 20) on social media — days after the artist was threatened in a series of banners that appeared in the border city. “Our goal is to protect the fans and the team. For the safety […]
08/25/2023
The Mexican music star showcased his hitmaking prowess on Thursday night.
08/25/2023
Peso Pluma opens up about reaching No. 1 with his tracks ‘Ella Baila Sola’ with Eslabon Armado and ‘BZRP: Music Sessions Vol. 55’ with Bizarrap, how his life has changed since his recent success, achieving his dream, and more! Billie Eilish has released her ‘Barbie’ movie soundtrack ballad “What Was I Made For?” Jimmie Allen […]
Peso Pluma opens up about reaching No. 1 with his tracks “Ella Baila Sola” with Eslabon Armado and “BZRP: Music Sessions Vol. 55” with Bizarrap, how his life has changed since his recent success, achieving his dream and more. Peso Pluma:It was a dream to me. I’m very happy to be up there, but I […]
While superstar musicians from Puerto Rico, Colombia and across the Americas have raised the profile — and bottom line — of Latin music in recent years, 2023 is turning out to be a breakout year for a particular kind of Latin music.
Regional Mexican music consumption in the United States jumped 42.1% year to date through May 25, according to Luminate. The genre — comprised of banda, corridos, norteño, sierreño, mariachi and more subgenres — had 5.81 million equivalent album units [EAUs] in the first 21 weeks of 2023 compared to 4.09 million EAUs in the prior-year period. EAUs combine album sales in addition to track sales and streams converted into album units.
That outpaces gains in the Latin genre overall (+23.1%), as well as country (+21.7%), dance/electronic (+15.5%), rock (+12.4%) and pop (+10.3%), as well as the overall market (+13.4%). Only K-pop — up 49.4% year to date as Korean music companies partner with U.S. labels to further penetrate the U.S. market — has performed better than regional Mexican.
The numbers are on track with Mexican music’s exponential and global growth — which Billboard has been reporting on — over the past few years. The legacy genre, which has been around for more than a century and a half, has experienced a newfound popularity, ushered in by a new generation of Mexican and Mexican-American artists who have subtly fused core traditional sounds with urbano/hip-hop styles appealing to a younger, digitally connected audience — mostly notably Eslabon Armado, Peso Pluma and Grupo Frontera.
About 99% of regional Mexican consumption comes from streaming. Through May 25, on-demand audio streaming from services such as Spotify and Apple Music accounted for about 90% of consumption of regional Mexican music. The remaining streaming consumption came from video streaming platforms such as YouTube and programmed streams from Pandora and other non-interactive radio services. Physical sales are not important for the genre — some artists are digital only — accounting for about 1% of total consumption.
Collaborations have driven success for regional Mexican artists, with Elsabon Armado and Pluma’s hit single, “Ella Baila Sola,” and Grupo Frontera’s collab with Bad Bunny both reaching the top 5 of the Billboard Hot 100 in May. Both songs are currently part of a handful of regional Mexican songs that are surging on the Billboard Global 200 chart, where representation of the genre went from notably absent to now comprising nearly 10% of the entire ranking. Sixteen regional Mexican songs have debuted on the Hot 100 as of June 2; the chart dated May 6 set a record, with 14 positions occupied by regional Mexican tracks and another held down by a remix of Latin urban artist Ynvg Lvcas’s “La Bebe” featuring Pluma.
Latin music has soared in recent years with the help of artists such as Puerto Rico’s Bad Bunny and Colombia’s Karol G. In 2022, Latin music consumption grew 28.2% and was the No. 5 genre in the U.S. behind R&B/hip hop, rock, pop and country. Bad Bunny alone accounted for 6.7% of Latin consumption in 2022 when his album Un Verano Sin Ti finished the year as the top album in the United States and put 24 tracks into the Hot 100 chart.
Regional Mexican represented 18.2% of Latin consumption in 2022, about the same as the prior two years (19% and 18.7%). But through May 25, a handful of standout successes helped regional Mexican increase its share of Latin consumption to 20.1%.
Eslabon Armado is the leading regional Mexican act thus far in 2023. The four-piece group from California’s central valley accounted for about 8% of regional Mexican consumption through May 25 and boasted the second-highest consumption of any Latin artist behind Bad Bunny. That’s translated into chart success, including reaching No. 4 on the Hot 100 with “Ella Baile Sola” and reaching No. 6 on the Billboard 200 albums chart with Desvelado on DEL Records. The second- and third-leading regional Mexican artists, Ivan Cornejo and Junior H, both rank amongst the 11 most popular Latin artists in terms of EAUs — behind Colombian superstar Shakira and ahead of American-born Puerto Rican rapper Eladio Carrion.
This year, the top regional Mexican albums are dominated by artists, not compilations. Sony Music Latin’s Fuerza Regida has both the top album, Pa Que Hablan, and the No. 4 album, Sigan Hablando. Last year’s top albums, Modo Despecho and Cantina Mega Mix, rank at No. 6 and No. 7, respectively. In the same period in 2022, nine of the top 10 regional Mexican albums were compilations such as Universal Music Group’s Modo Despecho, Cantina Mega Mix and Cumbias de Microbusera. Corta Venas by DEL Records’ Eslabon Armado was the lone artist album in last year’s top 25 regional Mexican albums.
Collaborations have added to regional Mexican artists’ success in 2023. Eslabon Armado’s share of the subgenre increases from about 8% to 9.6% when collaborations with Cornejo, Junior H, Grupo Frontera, Fuerza Regida and Luis R. Conriquez are counted. Fuerza Regida’s standalone recordings and collaborations with Grupo Frontera, Natanael Cano, Peso Pluma, Juanpa Salazar, Marca Registrada, Cornejo, Becky G and others in the top 200 regional Mexican artists give the group a 9.2% share of regional Mexican consumption.
Megan Thee Stallion was seen out with soccer player Romelu Lukaku amid breakup rumors with Pardi. Saweetie & YG seemingly confirm their relationship. Both Peso Pluma and Bizarrap have been sharing teasers of their upcoming collab on their socials. We followed TOMORROW X TOGETHER as they prepared for night 1 of their shows at UBS […]
A medley of sounds erupts as soon as the doors of the Spotify studio swing open. All at once, trumpets climb up and down scales, guitars are tuned before being fervidly strummed, and a tololoche player’s fingers dance across the strings of an upright bass like tiny bolts of lightning, making it impossible to look away. All the while, the group of men responsible crack jokes in Spanish, an air of excitement swirling through the dimly-lit room before the Spotify RADAR shoot kicks off.
Explore
Explore
See latest videos, charts and news
See latest videos, charts and news
At the center of this eclectic flurry of instruments lives regional Mexican music. At the center of today’s regional Mexican music, lives Peso Pluma.
For many, the 23-year-old phenom appeared de la nada. “Ella Baila Sola,” Eslabon Armado’s smash hit with Peso Pluma, was as explosive a collaboration in the Spanish-language music space as the Hot 100-topping “Boy’s a Liar Pt. 2” was for the English market. Like drill princess Ice Spice, Peso Pluma became the de facto face of a movement overnight, much to his own surprise.
“I knew this was gonna happen, but I didn’t know at what level and what speed,” he says today. “I knew I was gonna do good in Mexico and the Spanish-speaking countries, but this went worldwide [so fast]. I’m thankful for that.”
For his early fans, Peso Pluma has been creating earworm collaborative anthems for a handful of years, through early hits like “El Belicón” alongside Raúl Vega – which went viral on social media and brought in 10 million views on YouTube in a single month – and projects including his debut set, Ah y Qué?
To date, “Ella Baila Sola” has secured a number of firsts, most notably becoming the first regional Mexican song to reach the top 10 of the Hot 100 chart — peaking at No. 5 – and the first to top Billboard‘s Streaming Songs chart in its 10-year history.
Peso Pluma and Eslabon Armado also broke a number of Spotify records, becoming the all-time most-streamed música mexicana track in one day globally and the most streamed Latin track in the U.S in one single day last month.
“Música mexicana is no longer regional – it’s global,” says Spotify head of U.S. Latin artist partnerships Eddie Santiago, noting the genre’s growth of 431% over the last five years. “It’s been incredible supporting Peso Pluma’s meteoric rise, and look forward to this next phase of his career.”
The Spotify RADAR program – dedicated to spotlighting and supporting emerging artists at all stages of their development – has provided a platform for artists across the globe, including The Kid LAROI, Zach Bryan, Doechii, Quevedo, PinkPatheress, and over 500 others since its start in in 2020.
While the effect of “Ella Baila Sola” has led to unprecedented global attention on the regional Mexican space, it’s important to note that the regional Mexican genre isn’t exactly a genre. Encompassing an array of unmistakably Mexican styles of music, including norteño, corridos, banda, rancheras, mariachi and more, regional Mexican serves as an overarching umbrella term for a set of genres that had never before been afforded nuance on a mainstream level.
Growing up on artists like Ariel Camacho, Peso Pluma, born Hassan Laija, developed his love for música mexicana as a kid spending his early years growing up in Guadalajara, Jalisco, Mexico. Later, the influence of hip-hop and reggaeton also found their way into the songs he’d write. Today, he painstakingly stitches together 19th century Mexican sounds with modern genres, bringing both to the Spotify stage ahead of his upcoming debut album, and a single that he’s been teasing on social media.
After his performance, Peso Pluma sat down to talk with Billboard about what the Spotify look means to him, his recent wins on U.S. platforms, his Doble P Tour and his hopes for the future.
What does it mean to you to be selected as Spotify’s RADAR artist?
It’s pretty big to me because I’m the first Mexican artist to do this. I’m so proud and very thankful. It’s big for the country, the genre and the industry in general. We’re doing pretty good and we’re going to keep working to share our music.
Have you had fans from countries that surprise you?
I have a lot of fans all over the world, but the most surprising was one time I was shopping and a Chinese family came [up to me]. I never thought they’d listen to corridos in China.
What are the genres that have influenced you?
When I was a teenager, I listened to a lot of hip-hop, rap, and reggaetón. Rap culture just got into me, and I think I’m picking a little bit from every genre in the corridos I do and that’s why people like it, because it has a lot of different cultures in it. Reggaetón is the most iconic genre in my life. Since I was a kid, I liked it a lot. Daddy Yankee, Don Omar, Tego Calderon.
I like Bad Bunny a lot, I listen to him all day, every day. I listen to my friend Natanael Cano, 21 Savage, Shoreline Mafia. Feid, Anuel, Karol G. I listen to everything.
What’s a genre you like that people might be surprised you listen to?
Reggae. I like Bob Marley.
You recently played Coachella, how did that come about?
I got invited by Becky G — shoutout to Becky. She’s been too kind to me in my career, and done a lot for me. And she knows she has a friend [in me]. They got in touch like a week before, I was so excited and pretty shocked. It was so good, [the crowd] accepted us. People did scream a lot, it was a surprise for them.
What is the biggest challenge you’ve faced along your path so far?
The biggest thing I’m dealing with right now is not being with my family. Being on tour non-stop. That’s what people don’t see. They think I’m a working machine, but I’m not. But it’s part of what I like to do — it’s part of my character.
How do you deal with those moments?
When I feel like that, I just talk to my mom and my family and that keeps me motivated. They’re pretty proud of me and thankful.
You also did Jimmy Fallon recently, how was that?
It was awesome for me and my whole group. It was a new thing for us because it was our first time on TV and it was Jimmy Fallon. I think it went well, everyone watched it and wanted to see me perform, and I’m just thankful for Jimmy for inviting me to the show.
You recently broke a record along with Eslabon Armado, becoming the first regional Mexican song to top Billboard’s streaming songs chart.
That’s pretty amazing. But that doesn’t mean anything, because tomorrow I could be gone. We don’t know. I’m just gonna keep working to get where I wanna get. There’s a long way to go.
You’ve had a lot of big collaborative moments — what’s the role of collaborations in your journey?
Collaborations have been so important in my career. I’m just thankful to too many artists who have been supporting my project, ideas and thinking and what we have to do for the genre. My album is coming too and I have a lot of solo songs coming, and that’s what people want to hear, so that’s what I’m giving them on this album.
You’re heading out on tour soon, but so much has changed since your tickets went on sale. Are you looking for bigger venues?
Yes. Everything changed and I’m looking forward to what’s gonna happen. And my team is looking for venues. I’m sure I’m gonna do good if I do small or big venues. The tour sold out the first day, like 95 percent [of tickets] in two hours. We’re pretty excited.
Looking ahead, what’s something you hope to accomplish in your career?
I just wanna go to the Grammys and win something, you know? There’s too many things I wanna accomplish. I want to have my album be welcomed by the people, I want it to have the same streams as singles do. I’m showing another part of la doble p to people.
I know this is far in advance, but as someone who grew up between Texas and Mexico, where do you see yourself settling down when it’s all said and done?
I don’t know. I mean, Peter Parker is from NYC and I’m in L.A. right now. Guadalajara will always be my home. That’s where my family is, and Sinaloa too. But I feel pretty good here in L.A. And if life says, “Go to Miami in a year,” I’ll go to Miami.
-
Pages
