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.