Mexican artist Peso Pluma has triumphed as YouTube’s most viewed artist of 2023, outshining industry giants such as Taylor Swift, Drake, and Bad Bunny. With a global viewership exceeding 8.5 billion, Pluma’s success cements his status as a rising star in the music industry.
The 24-year-old sensation, born Hassan Emilio Kabande Laija in Jalisco, grew up in Guadalajara with dreams of becoming a soccer star. However, fate had different plans, leading him to discover his passion for music. Starting as a self-taught guitarist at the age of 15 through online tutorials, Pluma initially aspired to become a rapper, fueled by his love for hip-hop and reggaeton.
However, Pluma’s distinctive voice, characterized by a unique blend of gravelly and nasal tones, led him to pivot towards the traditional country music of his Mexican roots. Embracing norteñas, corridos, and cumbia, he joined a new wave of Mexican Gen Zers putting their own contemporary spin on these traditional genres.
Pluma’s breakthrough hit, “Ella Baila Sola,” a collaboration with California-based band EslabĂłn Armado, claimed the third spot on YouTube’s U.S. Top 10 songs of the year. The track’s journey began with viral success on TikTok and culminated in making history as the first regional Mexican song to secure a spot in the Billboard Hot 100’s Top 10 throughout its 65-year history.
Expressing gratitude for his unprecedented success, Peso Pluma stated in an interview with the Hollywood Reporter, “I feel humble and grateful that my music has made it to the top spot on YouTube.”
This year marked Pluma’s ascent to international stardom, with numerous wins and nominations, including Songwriter of the Year at the Billboard Latin Music Awards. His third album, GĂ©nesis, is now a strong contender for the Best MĂșsica Mexicana Album at the upcoming Grammy Awards in February.
