--- description: Find out how Peso Pluma is shaping the future and defining the next generation of leadership. title: 2023 TIME100 Next: Peso Pluma image: https://static.time.com/v3/assets/bltea6093859af6183b/blt8283674213d1c7d6/698a3fffe6e84a8a5f2b06d2/time100-next-peso-pluma-2023.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 --- Sep 13, 2023 # Peso Pluma by [Mariah Espada](/author/mariah-espada/) ## Mariah Espada Update your preferences in [Account Settings](/account/preferences/) Close  Peso Pluma Peso PlumaJohn Locher—AP Regional Mexican music—a genre that encompasses several subgenres native to rural Mexico—is going global, and singer-songwriter Peso Pluma is at the forefront of the sonic shift. In April, “Ella Baila Sola,” a collaboration between Peso Pluma and the group Eslabon Armado, made history when it became the first regional Mexican song to reach the [top 10 of the _Billboard_ Hot 100](https://www.billboard.com/artist/peso-pluma/ "undefined"). Now Peso Pluma, already the most-streamed artist in Mexico and the CEO of his own recently launched record label, is performing his June album _Génesis_ to sold-out shows in his first-ever U.S. tour. He feels gratified to have introduced his urban trap spin on corridos, or traditional Mexican ballads, to hundreds of millions of listeners in the U.S. and across the world. “Putting the flag, the sound and culture of Mexico up with me brings me great pride,” Peso Pluma, speaking Spanish, says. “No one can take that from me.” ```json [{"@context":"https://schema.org","@type":"Article","@id":"https://time.com/collections/time100-next-2023/6308470/peso-pluma/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/collections/time100-next-2023/6308470/peso-pluma/"},"headline":"Peso Pluma","datePublished":"2023-09-13T11:00:23.000Z","dateModified":"2026-03-03T00:18:56.574Z","description":"","url":"https://time.com/collections/time100-next-2023/6308470/peso-pluma/","keywords":["TIME 100 Next","sponsorshipblock","time100nextartists23"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt8283674213d1c7d6/698a3fffe6e84a8a5f2b06d2/time100-next-peso-pluma-2023.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Mariah Espada","jobTitle":null,"url":"https://time.com/author/mariah-espada/"}],"creator":"Mariah Espada","articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt8283674213d1c7d6/698a3fffe6e84a8a5f2b06d2/time100-next-peso-pluma-2023.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/collections/time100-next-2023/6308470/peso-pluma/","name":"Peso Pluma"}}]}] ```