Sony Corporation of America’s personal entertainment business division today announced a partnership between global breakout star Peso Pluma and Sony’s audio brand campaign, “For The Music.” The collaboration marks Pluma’s first brand partnership.

The agreement further strengthens what is sure to be a record year for the 24-year-old Mexican artist, who just announced a 54-date Exodo arena tour and is set to headline Coachella, Baja Beach Festival, Chicago’s Sueños Festival and New York’s Gov Ball festival. Peso said in a statement to Billboard that he was “excited for the opportunity to collaborate with Sony” and sees the “For The Music” campaign as a chance to open “pathways for Latin Music” markets and audiences around the world. Sony established the audio brand campaign “For The Music” for its premier consumer and professional audio products and services including its noise cancelling headphones, premium noise canceling earbuds, wireless speakers and pro audio hardware.

With “For The Music,” Sony is “affirming itself as the premier audio brand connecting music creators and consumers, aiming to create authentic music experiences and transcend emotion for fans through its personal electronic products,” a press release announcing the deal explains.

“Since the launch of ‘For The Music,’ we have cultivated such amazing collaborations with artists on products and experiences that have brought their creative vision to fans in new and innovative ways,” says Jordy Freed, head of brand, business development, partner marketing & strategy, personal entertainment business in Sony Corporation of America. “We are thrilled to continue this work with Peso Pluma and support him as he takes his music to new levels.”

Less than one year ago, Plumas was selected as Billboard’s March 2023 Latin Artist on the Rise, setting an agenda to globalize the decades-old música mexicana genre. Since then, he’s landed over 20 songs on the Billboard Hot 100, including his blockbuster collab with Eslabon Armado “Ella Baila Sola,” and his album Génesis, which made history when it debuted and peaked at No. 3 on the Billboard 200, the highest ranking for a Mexican music album on the chart.

Most recently, Sony has partnered with Olivia Rodrigo, Miguel, SZA, Khalid, Tate McRae, and other artists. More here.