Elegua is the name of a powerful deity, or orisha, in the Santería religion. As the owner of roads and doors, he controls destiny and opens or closes the path to opportunity.
In "RUBICON", Peso Pluma sings, "Creo en mis santos y en el Elegua" (I believe in my saints and in Elegua), referencing his faith as a source of spiritual protection. This unique word adds a layer of cultural depth, connecting the song's themes of navigating a dangerous world to a rich Afro-Cuban spiritual tradition.
In "RUBICON", Mexican artist Peso Pluma leans straight into the swagger of modern corridos tumbados. He starts out blunt, brushing off critics who call him arrogant: "Dicen que soy mamón, también que soy culero / No les pongo atención" ("They say I'm arrogant, also that I'm an asshole / I don't pay attention to them"). Instead of caring about opinions, the narrator focuses on survival, street business, and stacking hundred-dollar bills, which he calls "puros Benjamines" ("pure Benjamins"). He keeps his circle tight, relying on spiritual protection like "collares que traigo en el pecho" ("necklaces I wear on my chest") and Elegua (a prominent deity in Santería) to ward off betrayal and envy.
Between checking phones for territory trouble and hauling heavy firepower like "piñas" (slang for hand grenades) and SCAR assault rifles, he finds time to chill out. You see him cruising the sand dunes in a Jeep Rubicon, relaxing by the beach with a gallo (a joint), and managing crypto. He remembers a fallen friend who passed away too soon—"Te adelantaste hermano" ("You went ahead, brother")—which keeps his mind strictly on moving forward. It is a sharp, confident snapshot of luxury, spiritual faith, and high-risk hustle where looking back simply is not an option.
Hassan Emilio Kabande Laija was born in Zapopan, Jalisco in 1999, grew up in Guadalajara, and taught himself guitar at fifteen off YouTube tutorials. As Peso Pluma he sings corridos tumbados: Sinaloan sierreño guitars underneath, the cadence and swagger of hip hop on top. His voice is a thin nasal rasp nobody would call pretty, and in 2023 it made him the fifth most-streamed artist on Spotify worldwide.
He arrived through features, "El Belicón" with Raúl Vega and then "AMG" and "PRC" with Natanael Cano, before "Ella Baila Sola" with Eslabón Armado reached No. 4 on the Billboard Hot 100 in 2023, the first regional Mexican song ever inside that top 10. Génesis won Best Música Mexicana Album at the 2024 Grammys, and the 24-track double album Éxodo followed with Cardi B, Quavo and Rich the Kid along for the urbano half. He runs his own label, Double P Records, and closed 2025 with Dinastía, a joint album with his cousin Tito Double P that went straight to No. 1 on Top Latin Albums and filled 30 US arenas in 2026, Madison Square Garden included.