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

They have many changed since Hassan Laija was just a high school student in central Texas. Now better known as Peso Pluma, the 24-year-old música mexicana superstar (and recent Rolling rock cover star) is a certified international phenomenon, with the power to make people queue since 4 am and wait in lines that wrap around several blocks just for the chance to see him Rolling rockThe second annual Future of Music SXSW showcase last night.

The peso may have been the main draw, but the night's lineup proved there was something for everyone. With DJ Gabby Got It rocking the crowd between sets, spinning Selena tracks alongside classic cumbia and reggaeton bops, the room was alive with the promise of Latin music.

Being the first headliner of the night can be a challenge, but rising Puerto Rican talent Pink Pablo proved he was up to the task. Taking to 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 drawn from a wide range of influences including indie rock and reggaeton. Taking his shirt off early in the set (one of his signature moves), he had the crowd put away their phones for “Veo Luces” and debuted a new song, “Horses in Heaven,” a softer, thoughtful track that had the audience rocking back and forth.

J Noa then came out swinging with “No Me Pueden Parar,” barely giving the room a chance to process what was happening before she let loose a series of fast-paced rhymes. It was a fitting start for the Dominican rapper, who just can't help himself. 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 first, by the time she got to “Spicy,” they were chanting it on repeat, going wild every time she finished a 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 delivers fiery tracks, such as “Qué Fue?”, that take aim at government corruption in the Dominican Republic. “There are people who are afraid to say it,” he told the crowd. “I'm not afraid. I'll say it. Period.”

The atmosphere changed when Mexican singer Kevin Kaarl took the stage with his guitar in hand. While Noah had roused the audience, Carl hypnotized them, holding them in high regard. With his frenzied guitar and occasional support from his banjo and trumpet players, the singer provided a nice change of pace and the audience was clearly along for the ride, taking in the dreamy mix of folk, rock and Norteño in songs like “me va a costar” and “Abrazado a Ti”. They ate up every last flourish of his guitar, swooned during serenades and screamed for every chorus, no matter how heartbreaking the lyrics might be.

Even before Young Miko set foot on stage, the crowd was already chanting her name. And within the first few songs, the crowd had turned into the Puerto Rican urbano star's personal backing choir, singing along to every word of her songs. “I love your energy!” Miko said to the crowd, beaming from the stage. Within minutes, Miko had turned the Moody Theater into a standout dance party with powerful songs like “Lisa” and “wiggy,” one of the singles from her upcoming debut album. Years ago, Miko made a name for herself through her clever collaborations, proving she could go toe-to-toe with some of the industry's up-and-coming talents and established superstars alike. Now, it is clear that she is the main attraction.

Miko left the stage with the crowd begging for one more song, but it didn't take him long to remember what was coming next. The room was buzzing with anticipation and Peso set the tone for his set before he even got going, queuing up Supergrupo Son Tepito's 'Cumbia de Marisol' to play before his entrance, moving the audience to the upper levels to stand in his feet and dance. Then everything went dark.

The screen began playing a hype reel directed by Kanye's “Black Skinhead” as Peso's band gathered on stage. Eventually Peso appeared wearing a black ski mask. That's the power of El Doble P. Even in a mask, he has completely taken over a room, with every 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, drawing comparisons from his manager to being a “Mexican Mick Jagger” in the spotlight. With his band behind him, it was almost cinematic, like he was the main character in an action movie with a live orchestra behind him.

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

How do you finish a set that keeps going up? Put on a laser show in the colors of the Mexican flag and go straight to 'Lady Gaga'. “As long as I'm alive, we're going to keep breaking records,” Peso said, closing in on the crowd as he said he doesn't care what the press says 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.)