Peso Pluma at Rolling Stone’s Future of Music Showcase Was the Hottest Ticket of SXSW 2024

A lot has changed since Hassan Laija was just a high schooler in central Texas. Now better known as Peso Pluma, the 24-year-old superstar of música Mexicana (and recent Rolling Stone cover star) is a certified international phenomenon, one with the power to get people to line up as early as 4 a.m. and wait in lines that wrap several city blocks just for the chance of seeing him last night at Rolling Stone’s second annual Future of Music SXSW showcase. 

Peso might’ve been the main draw, but the night’s lineup proved that there was something for everyone. With DJ Gabby Got It hyping up the crowd in between sets, spinning Selena tracks along with classic cumbia and reggaeton bops, the room was alive with the promise of Latin music. 

Being the first opener of the night can be a challenge, but rising Puerto Rican talent Pink Pablo proved he was up to the task. Bounding onto the stage, he quickly won over the crowd with his infectious enthusiasm, giving them a taste of the alt-urbano sound he’s become known for with songs that pulled from a wide range of influences, including indie rock and reggaeton. Taking off his shirt early on in the set (one of his signature moves), he got the audience to put up their phones for “Veo Luces,” and debuted a new song, “Horses in Heaven,” a mellower, thoughtful track that had the audience swaying back and forth.  

Next, J Noa came out swinging with “No Me Pueden Parar,” barely giving the room a chance to process what was happening before she let loose a string of rapid-fire rhymes. It was a fitting start for the Dominican rapper, who simply can’t be contained. It was her first time in Austin, and there’s no doubt she made an impression. If anyone in the audience didn’t know her name at the outset, by the time she got to “Spicy,” they were chanting it on repeat, going wild each time she finished a breakneck verse like they were watching a high-performance athlete score a goal. Part of what makes J Noa so captivating is her fearlessness. At just 17, she’s delivering fiery, take-no-prisoners tracks like “Qué Fue?,” aimed at government corruption in the Dominican Republic. “There are people who are scared to say it,” she told the crowd. “I’m not scared. I’ll say it. Period.”

The vibe took a turn when Mexican crooner Kevin Kaarl stepped onstage with his guitar in hand. While Noa had hyped up the audience, Kaarl hypnotized them, holding them in rapt attention. With his jangly guitar, and the occasional support from his backing banjo and trumpet players, the singer offered a nice change of pace, and the audience was clearly along for the ride, taking in the dreamy blend of folk, rock, and Norteño on songs like “me va a costar” and “Abrazado a Ti.” They ate up every final flourish of his guitar, swooned during the serenades, and whooped for each chorus, no matter how heartbreaking the lyrics might have been. 

Even before Young Miko set foot on the stage, the crowd was already chanting her name. And by the first few songs, the audience had turned into the Puerto Rican urbano star’s own personal backing choir, singing along to every word of her songs. “I love your energy!” Miko told the crowd, beaming from the stage. Within a few minutes, Miko had turned the Moody Theater into an all-out dance party, popping off with heavy-hitting songs like “Lisa” and “wiggy,” one of the singles off of her upcoming debut album. Years ago, Miko made a name for herself through her savvy collaborations, proving she could stand toe-to-toe with some of the industry’s rising talents and established superstars. Now, it’s clear that she’s the main attraction.

Miko left the stage with the crowd begging for one more song, but it didn’t take long for them to remember what was coming next. The room was humming with anticipation, and Peso set the tone for his set before he even walked on, queuing up Supergrupo Son Tepito’s “Cumbia de Marisol” to play before his entrance, moving the audience on the upper levels to get on their feet and dance. Then, everything went dark. 

The screen began to play a hype reel set to Kanye West’s “Black Skinhead,” as Peso’s band assembled onstage. Finally, Peso appeared, wearing a black ski mask. This is the power of El Doble P; even masked, he has completely taken over a room, with every single person waiting to hear his signature raspy voice. At full tilt, he ran around the stage, feeding off the energy in the crowd as he danced, making the comparisons from his manager that he’s a “Mexican Mick Jagger” come into focus. With his band behind him, it was almost cinematic, like he was the main character in an action film with a live orchestra behind him. 

“The Doble P is back, motherfuckers!” he told the crowd. Ripping off his mask, he promised the crowd one of the most memorable nights of their lives, and he delivered, tearing through hit after hit. Throughout the high-octane set, he rarely stood still, constantly bouncing across the stage, headbanging, and even getting into the pit and moving through the crowd as they went wild trying to get close to him. 

How do you end a set that’s been constantly ramping up? You put on a laser show with the colors of the Mexican flag, and head straight into “Lady Gaga.” “As long as I’m alive, we’re going to keep breaking records,” Peso said, winding up the crowd as he spoke about not caring what the press has to say about him. “Que vivan los corridos, que viva Mexico, y que siempre, por siempre de los siempres viva la puta Doble P!” 

(Full disclosure: In 2021, Rolling Stone’s parent company, P-MRC, acquired a 50 percent stake in the SXSW festival.)