Paulo Londra

Argentine rapper and singer Paulo Londra had already established himself as a genuine hip-hop figurehead by his late teens. His first video single, “Relax,” arrived in 2017 and accumulated more than 35 million views within half a year, securing him a recording deal; later YouTube releases, most notably “Nina Maldicion” with Lenny Tavarez, have since surpassed hundreds of millions of streams. Londra’s delivery—smooth, soulful, and measured—can accelerate to breakneck speed and decelerate again without losing clarity, while his lyrics remain romantic, uplifting, or sensuous over polished beats and sample-rich productions that emphasize catchy melodic hooks. That approachable style broadens the scope of Latin trap, and, much like his idol Eminem, the Cordoban native is also a veteran battle rapper capable of dismantling rivals onstage while maintaining an unbroken grin. He unveiled his first studio album, the number-one-charting Homerun, in 2019; after resolving contractual disputes with his label, he resurfaced in 2022 with the blockbuster single “Plan A,” drawn from his sophomore set Back to the Game.

Born in Cordoba in 1998, Londra first became captivated by hip-hop after his older sister brought home the Eminem vehicle 8 Mile. The Detroit MC’s hardships and onstage clashes inspired the teenager to envision himself as a lyrical prizefighter; at fourteen he began testing his skills in open-air cyphers and soon entered formal contests, including the renowned El Quinto Escalón tournament staged in Buenos Aires’ Parque Rivadavia within the Caballito district. Those fervent showings quickly drew tens of thousands and then hundreds of thousands of social-media followers. At eighteen he shifted focus to trap, absorbing its nuances by studying Bad Bunny, Farruko, Anuel AA, and Bryant Myers.

In January 2017, still nineteen, he posted “Relax” on YouTube; the track distinguished itself through his trademark fluid pacing and its absence of references to drinking, substances, aggression, or personal attacks. The song amassed ten million views in its opening month, and by August the follow-up “Me Tiene Mal” had eclipsed one hundred million. December’s “Condenado Para el Millon” topped 122 million. Throughout 2018 additional uploads appeared, among them the hit “Nina Maldicion” featuring Puerto Rican rapper Lenny Tavarez, which has now reached roughly 440 million views. J Balvin publicly endorsed him, Warner signed the artist, and he began sessions with Bad Bunny’s Miami-based production team. Demand for collaborations grew, yielding the chart-topping “Cuando Te Besé” with Becky G and “Te Amo” alongside Piso 21. He was slated to headline the Argentine leg of Lollapalooza until weather forced cancellation; while preparing his Warner debut, he became only the third Argentine act to appear on Billboard’s Social 50. Anchored by the platinum-certified singles “Adan y Eva” and “Tal Vez,” Homerun arrived in May 2019 and topped the Argentinian album chart. That same year he joined Ed Sheeran and U.K. rapper Dave on “Nothing on You” and linked with A Boogie wit da Hoodie for “Party.”

Disputes with his label led to a period of relative quiet, yet Londra reemerged decisively in 2022 with the chart-dominating “Plan A” and its Top Five successor “Chance.” A succession of further singles followed across the year, preceding the release of his second album, Back to the Game.