MIAMI (March 15, 2024) – The leader of the música Mexicana movement and GRAMMY award-winning international icon Peso Pluma drops his highly-anticipated first single of the year “RARI.” With his signature gritty vocals, this electrifying new release brings fans a new anthem that merges luxury, party energy and street style, reflecting Peso Pluma‘s unstoppable rise in the music world. “RARI” and the official music video are now available on all streaming platforms.
The track takes listeners on a cinematic journey into Peso‘s world: high-end cars, shining jewelry, and the thrill of living life to the fullest, even teasing Kenia Os in the cover art. With its smooth, traditional música Mexicana beats combined with modern rhythms, “RARI” captures the essence of a life well-lived, where success meets authenticity. From cruising in a Cadillac to speeding in a Ferrari, the song reminds listeners that success is earned by those who dare to dream big, further solidifying Peso Pluma‘s position as one of the most influential voices in contemporary music. Embracing the best of both worlds and evoking feelings of pride, confidence and celebration, “RARI” proves once again that his music isn’t just heard—it’s lived.
TO LISTEN CLICK HERE
TO WATCH THE MUSIC VIDEO CLICK HERE
In the visually striking music video for “RARI,” directed by Daniel Eguren, the themes of success, luxury and identity are brought to life through a captivating cinematic experience. Opening in a dimly lit hallway of a museum-like building with masked figures, the video follows Peso Pluma, also masked, symbolizing the tension between fame and authenticity. Alternating between sharp still shots—like a roulette wheel, sculptures, vigilant guards and close-ups of Kenia in different outfits, ranging from a chic white ensemble to a fierce leather look with a fur coat—Peso creates a dynamic visual narrative that captures the essence of opulence and allure. The bold imagery of cigarettes being lit, the contrast between white Ferraris, gritty urban elements and nature further illustrate the dichotomy between status and reality that define “RARI.” The video ends with the guards scattering away and a slow, seductive shot of Kenia in a field, turning to face the camera to add an air of mystery and desire that mirrors the song’s themes of living life on one’s own terms and embracing a luxurious, yet rebellious, lifestyle.
After bringing home the prestigious 2025 BMI Champion Award, and two 2025 Premio Lo Nuestro awards for Pop-Urban Song of the Year and Urban Song of the Year, Peso Pluma continues to redefine the global reach of música Mexicana. Fresh off collaborations including “Bandida” with Luis R Conriquez, “Alley Oop” alongside Duki and Nigo and a feature on “Morena” from Neton Vega’s latest album Mi Vida Mi Muerte, Peso Pluma now prepares for a groundbreaking appearance as the first non-hip-hop artist to headline at this weekend’s Rolling Loud festival, and is currently nominated for three the iHeart Radio Music including Regional Mexican Artist of the Year. Recently, the international icon tapped even further into his artistry with his exclusive short film last month, 14-14. Offering fans an intimate look at the making of his GRAMMY-nominated sophomore album ÉXODO and the personal moments that defined his journey, 14-14 is a testament to his dedication to his craft, his fans, and his culture, showcasing the power of music to unite people across the world. With additional upcoming performances at Besame Mucho Fest in Austin on April 5 and Sueños Festival in Chicago on May 24, Peso Pluma’s unwavering momentum continues to elevate his influence, cementing his place as a global icon in the world of música Mexicana.
