“I heard it already at a wedding,” said Javier Nuño, partner at Indice, a company that has licensed songs from Peso Pluma and Cano for HBO. Once you make it onto wedding DJ playlists, “you’re within another spectrum,” he added.
At Peso Pluma’s concert in Mexico City, the crowd consisted mostly of teenagers wearing Air Jordan sneakers, loose sweatshirts, and outfits with Nike, Gucci, Fendi, and Burberry logos in styles, colors, and materials that Nike, Gucci, Fendi, and Burberry probably have never produced. Some even dared to sport Peso Pluma’s signature mullet.
Oliver Medrano, 35, said his 9-year-old daughter Sofia had asked to go. The two gave up their seats near the stage and instead watched the concert from the stands after the girl’s mother protested. “These corridos are said to be very bellicose,” Medrano stated. Sofia said she was hooked on “El belicón,” Peso Pluma’s song about a man who boasts about having sports cars, bazookas, and Kalashnikovs.
“At first, I was a little concerned about safety,” Medrano said. But halfway through the concert, he felt secure enough to ask the couple next to him to keep an eye on his daughter while he quickly went to the bathroom.
12-year-old Leonardo Manuel attended the concert wearing blue velvet pants with a Fendi logo in rhinestones, accompanied by his aunt, Elizabeth Rubí Cruz, who works in the jewelry business. He said there was a high demand for Cuban-style chains due to Peso Pluma’s influence. Customers “like how he dresses,” he said. Their favorite song? “Lady Gaga,” about a trafficker who dates influencers (“none of them post anything on Instagram”), with mentions of Cartier, pink cocaine, and Louis Vuitton.