PESO PLUMA

In 2021, Pluma published his second studio album Efectos Secundarios on 19 March, 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, would become his last single with El Cartel de los Ángeles before switching labels to Prajin Records under George Prajin. To mark this shift, the singer published the socio-political track "Sprial" on 25 November.

2022: Breakthrough

On 4 February 2022, Pluma teamed up with Raul Vega on the single "El Belicón", a corridoanthem 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. 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. The El Colectivo de Mujeres Activas Sinaloenses, A.C. (CMAS AC) publicly denounced the act, claiming how the performance went against the goal of the festivities to mark "the beginning of the end of drug culture in Culiacán". On the association's official Twitter account, they claimed accountability from municipal president Juan de Dios Gámez to apply sanctions on the singer "to guarantee non-repetition", attaching an excerpt of Article 254 of the Penal Code for the State of Sinaloa and indicating the application of up to two years in prison for the accusation. In defense, the city council declared that while it disapproved of the projection of the drug leader's image, the municipal authority was "in favor of the freedom of expression of all artists", also considering how the singer was a last-minute addition.

In retrospect of the incident, Pluma defended himself in a 2023 interview with Pepe Garza on YouTube: "They tried to smear me there, but [it's] nothing that cannot be fixed. I kept going forward with my career." He denied rumors of actual connections to the cartel, clarifying, "I am an artist, and we do nothing more than appear on stage and sing what we write." The incident gave attention to the rise of the genre narcocorrido, which comprises ballads dedicated to themes of marijuana and the illegal drug trade. "Siempre Pendientes" peaked at number 27 in Hot Latin Songs, 155 on the Global Excl. U.S., and number 174 on the Global 200, becoming Pluma's first global hit in the Billboard charts. The track was the artist's first entry in Mexico Songs, debuting at number 9 on the week dated 3 September and charting for 20 weeks. Pluma announced "El Gavilán" as his next single due on 21 October, working with Tony Aguirre and becoming his second collaboration with Conriquez. The song rose to number 41 in Hot Latin Songs by the end of the year. On 18 November, he released "Ando Enfocado" with Jaziel Aviles and Codiciado.

Natanael Cano and Gabito Ballesteros co-released "AMG" with the singer on 24 November, marking the highly-anticipated first collaboration of Cano and Pluma as forefront figures in the subgenre of corridos tumbados. Written by Tito about the path to success and named after the Mercedes-AMG G 63, a music video was uploaded on Cano's YouTube channel featuring the trio partying in the Mexican city nightlife, splicing in between footage of Mexican brass players. "AMG" debuted at number 25 on Mexico Songs on 17 December. The singer partnered with Alemán on "Delivery" on 9 December, setting an experimental shift in his sound with the prominence of hip-hop beats. On 30 December, Fuerza Regida released their album Pa Que Hablen, containing the track "Igualito a Mi Apá" with Pluma.

2023: Mainstream success

"AMG" climbed to number 10 in Mexico Songs on the chart dated 14 January 2023 as the singer's first top-ten hit. The song rose to number 3 in the following week after receiving placements on major playlists on Spotify, the premiere of the "Igualito a Mi Apá" music video directed by Miguel, and the announcement of a new collaboration between Pluma and Cano titled "PRC". With 5.8 million US streams, "AMG" debuted at number 92 in the Billboard Hot 100 chart ending on 4 February, marking as the singer's first Hot 100 entry. "AMG" ascended to number 10 on Hot Latin Songs and surged to number one on the Mexico Songs chart dated 25 February, becoming his first chart-topper. On 20 January, he began his nationwide tour for the year at the Camara Sonora in Guadalajara, Jalisco. He concluded the Mexican tour on 26 April to a sold-out audience at the Palenque ExpoGan in Hermosillo, Sonora.

Released on 23 January, "PRC" (short for polvo, ruedas y cristal) was written about the daily life of a gangster. The music video starred Cano and Pluma as dealers on the job, standing as the first music video uploaded directly on Pluma's official YouTube channel and gaining 10 million views in its first week of publication. Varied versions of the track's first line (Me levanto, un baño y luego me pongo a forjar) went viral on TikTok, along with a dance craze originally performed by Pluma in the music video, stirring controversy for being re-enacted by children and its implications. "PRC" served as Pluma's second Hot 100 hit on 18 February.

Pluma and Junior H co-released "El Azul" on 10 February, accompanied by a live performance video directed by Johnny Ragr. A war corrido about working for El Chapo using his infamous 701 moniker, the song made headlines after the line "Como el de aquellos botones" was censored by Spotify on late April for its allusion to the drug fentanyl. The song debuted at number 15 on 4 March in Mexico Songs. On 27 February, Argentine rapper Nicki Nicole remixed "Por Las Noches", providing a new verse and additional vocals and adding a female perspective to the sierreño. A music video directed by Pepe Garrido was previewed on 2 March, starring Pluma and Nicole in a local bar taking turns singing the serenade as a distraught man cries in the background. After creating speculations on Nicole's breakup with rapper Trueno with the line "Todo lo que yo te di y todo lo que me diste, fue para nada", the remix fueled the original version of the song's resurgence on the charts, appearing on the Hot 100 dated 25 March.

A collaboration with Colombian producer Ovy on the Drums titled "El Hechizo" was published on 9 March to rave reviews, together with a music video directed by Cristian Aguilar. Pluma's concert stop in León, Guanajuato on 11 March was postponed to 30 March after the organizers of his concert encountered issues with the logistics and local permit. The mishap created buzz for possibly being controlled by the authorities considering the singer's activism on narcoculture and his immense appeal among the city with the highest number of adolescents in Mexico living in poverty.

"Ella Baila Sola", a track performed by Pluma with the American Hispanic group Eslabon Armado as the lead single from their sixth studio album Desvelado, was officially released to streaming services on 16 March after initially premiering on TikTok. Written by the group's lead vocalist Pedro Tovar as a sierreño about friends spotting a beautiful girl on the dance floor, Tovar previewed the song to Pluma at an airport via a phone call. On 17 March, Pluma hopped on a remix for the 2021 Latin reggaeton single "La Bebé" by Mexican singer-songwriter Yng Lvcas, citing about wanting a sonic shift from his previous releases. Aiming to collaborate with a fellow Mexican artist, Lvcas recorded the song with the singer at Querétaro, releasing its music video on 23 March.

On 28 March, following its first full week of tracking, "Ella Baila Sola" debuted at number 1 on both Latin Streaming Songs and Mexico Songs for the week ending on 1 April, becoming both artists' first number-one single on the latter. The song also debuted at number 2 on Hot Latin Songs, number 10 on Streaming Songs, and number 26 on the Hot 100, acquiring 16 million official streams in the US during its first week. In the same period, the "La Bebé" remix charted at number 77 on the Hot 100 with 6.8 million streams in the United States. With "AMG", "PRC", and "Por Las Noches" concurrently charting with the arrivals of "Ella Baila Sola" and "La Bebé", Pluma recorded the most Hot 100 Spanish-language entries for any Mexican artist. In celebration of his success, the singer announced the Doble P Tour across 17 cities in the United States, including a one-off show in 8 April in Toyota Arena, Ontario, California. The US leg of the tour would start on 20 July in YouTube Theater, Inglewood, California and wrap on 20 October in Honda Center, Anaheim, California. The Arizona stops of the tour sold out within 30 minutes of pre-sale.

Mexican-American singer Becky G recruited Pluma for the single "Chanel" on 30 March as the first single for her upcoming regional Mexican album. The collaboration, co-written by the duo with Tito and Grammy-winning producer Edgar Barrera, narrated the story of a failed relationship. Coinciding with the release of "Chanel", Pluma received updated Latin certifications from the Recording Industry Association of America, with "El Belicón" declared as 8× Platinum having 480,000 units sold, "Siempre Pendientes" as 5× Platinum with 300,000 units, and "PRC" as 4× Platinum with 240,000 sold. The music video for "Chanel" directed by Ricky Alvarez featuring its performers crooning in various minimalistic outdoor settings was published on 6 April.

Colombian rapper Blessd partnered with the artist for the song "Las Morras" on 4 April, simultaneously premiering with a music video on Pluma's channel. The singer reunited with former collaborators Junior H and Ballesteros in "El Tsurito" on 7 April, showcasing a live performance of the song to YouTube in sync with its launch in music platforms. Coinciding with the release of "El Tsurito", the visual film for "Ella Baila Sola" was also uploaded to YouTube showing a house party inspired by The Great Gatsby (2013). For the chart ending on 8 April, the "La Bebé" remix replaced "Ella Baila Sola" from number one in Mexico Songs, followed by four other singles by the singer occupying the top ten, making Pluma the first Mexican act to achieve the feats. "La Bebé" also vaulted 43 spots to number 34 in the Hot 100, becoming his second top 40 single. On 13 April, "Ella Baila Sola" was certified 4× Platinum with 240,000 units recorded from the Latin American market.

Becky G brought Pluma onstage during her set in Coachella 2023 on 14 April for surprise performances of "Chanel" and "PRC". Seeing a rise in streams, "Ella Baila Sola" reached number one on the daily chart of Spotify Top 50 - Global on 15 April, dethroning "Flowers" by Miley Cyrus. During the same period, the singer monopolized the top 6 of the Mexico Songs chart and placed 5 songs in the top ten of Hot Latin Songs chart, with "Ella Baila Sola" in the lead for both. On 17 April, Billboard announced that with their jump from 17-10, Pluma and Armado made history with "Ella Baila Sola" as the first regional Mexican top-ten song in the 64-year history of the Billboard Hot 100. "El Azul" entered the chart at number 87, extending his record to sixth simultaneous Hot 100 entries.

In partnership with Prajin, Pluma launched his own independent record label named Double P Records on 20 April, signing artists Tito, Vega, and Jasiel Nuñez upon its public announcement. Aiming to propel the careers of its signees inside and outside of Mexico, he stressed that his label's goal relied on "making union, being grateful, and being humble". Serving as its chief executive officer and head of A&R, the singer released the track "Rosa Pastel" featuring Nuñez as his first single under the label to mark its foundation. A music video directed by John Rodriguez was published to YouTube starring the duo roaming around Amsterdam, Netherlands as they trade verses about their roots and influences. At the 2023 Latin American Music Awards in Las Vegas, Nevada, Pluma joined Becky G onstage to sing "Chanel", signaling his first American televised performance.

On the weekly chart of Spotify Global dated 20 April, the singer became the first Mexican act to attain number one with "Ella Baila Sola". According to Billboard on 24 April, "Ella Baila Sola" climbed 10-5 on the Hot 100 chart, eclipsing its previous record and emerging as the first regional Mexican top-five hit in the chart’s history. "Chanel" and "Igualito a Mi Apá" debuted at number 88 and number 90 respectively, increasing his record to eight concurrent Hot 100 entries in a single week. During the timeframe, "Ella Baila Sola" also rose to number one in the Global 200, the first leader in the chart for any Mexican song. To promote the song, Pluma was invited to perform at The Tonight Show Starring Jimmy Fallon on 29 April as the first regional Mexican performance ever on the show. The event was met with polarizing responses; while fans and Mexican audiences commended the rare achievement as the representation of regional Mexican music to a wider scope, critics questioned the absence of Eslabon Armado from the monumental feat and the possible romanticization of narcoculture. Activist Bryan LeBarón panned the guesting, declaring: "It should be a warning sign that this type of music is in the first places in the world; it speaks of a culture of crime rooted in the people that is even considered aspirational." Tovar ranted to social media about not receiving an invitation from the program and lack of credit from Pluma on-air, claiming "the song is 100 percent mine." In response, Pluma spoke out about the conflict while performing at San Jose Convention Center, California, exclaiming: "I'm going to tell you one thing, me and my compa Pedro and my compas from Eslabón talk. Gossip will always be there, but give credit where credit is due, and that is Pedro who wrote the song. Shout out to everyone who made it possible, and [for it to] keep breaking records, viejo." On 1 May, "Ella Baila Sola" peaked at number 4 in the Hot 100. "AMG" became 7× Platinum with 420,000 units tracked by the RIAA as "El Azul" received 2× Platinum status.

Puerto Rican rapper Eladio Carrión collaborated with Pluma for the song "77" on 5 May. A track about living a luxurious life with an abundance of work, the music video was directed by Jose Ovi Jimenez and released on 9 May. According to a report of El Gordo y La Flaca on 12 May, the singer bought a 174-m² apartment costing Mex$14,400,000 (US$ 800,000) at the Andares area of Puerta de Hierro, Guadalajara as his official residence. On 13 May, Puerto Rican rapper Anuel AA teased on social media about an upcoming collaboration with Pluma, posting a photo with the singer guesting at the Inglewood stop of his Legends Never Die Tour to his Instagram account.

Pluma released the solo track "Bye" on 26 May along with a music video directed by Edgar Nito. On 31 May, Argentine producer Bizarrap featured the singer on the fusion track "Bzrp Music Sessions, Vol. 55".

Artistry

The singer recalled, "I've always listened to reggaeton, hip-hop, and rap, but I realized that my voice was made to sing corridos because I would hear them played around family all the time. My voice shined differently there than in any other genre."

Pluma considered the late young Mexican singers Ariel Camacho and Valentín Elizalde as his primary influences for his sound, interpreting their songs at an early age. An avid listener of hip-hop music, he enlisted Canadian rapper Drake as his favorite artist, citing him as a reflection of growing up across borders. He has also referenced the Weeknd, 21 Savage, Post Malone, Suicideboys, and Shoreline Mafia as musical influences.

After becoming the top streamed artist in Mexico, several media outlets have compared the success of the singer with Puerto Rican artist Bad Bunny. In spite of this, Pluma has repeatedly acknowledged Bunny as a musical inspiration, conversing privately with the rapper while waiting for the set of Rosalía during Coachella 2023: "There are really only good things to say about him, and I have a lot of admiration and respect for him." Bunny posted to his Instagram Stories a video of himself and Kendall Jenner singing along to "AMG", officially debunking the rumored conflict publicly.

Discography

• Ah y Qué? (2020)
• Efectos Secundarios (2021)
• Génesis (2023)

Tours

Headlining tour

• Doble P Tour (2023)

Awards and nominations

References