PESO PLUMA'S FIRST BRAND DEAL: SONY'S "FOR THE MUSIC"

Sony Corp has selected Peso Pluma as the next ambassador for its "For the Music" campaign. The Prajin-repped phenom's first branding deal was announced the same week Peso Pluma unveiled the Exodo Tour, his 2024 North American arena trek.

Sony established the initiative to promote its audio products and services. “Since the launch of ‘For the Music,’ we've cultivated such amazing collaborations with artists that have brought their creative vision to fans in new and innovative ways,” said Jordy Freed, head of Sony's Personal Entertainment Business brand, business development, partner marketing & strategy. “We're thrilled to continue this work with Peso Pluma and support him as he takes his music to new levels.”

Olivia Rodrigo, SZA, Khalid, Tate McRae and Miguel are also "For the Music" partners.