JULY ARTIST SPOTLIGHT: TITO DOUBLE P

For years, Tito Double P was a name whispered in studios and liner notes. Known primarily as the cousin of regional Mexican superstar Peso Pluma and the writer behind some of his biggest hits, Tito’s presence in the industry was always felt — just never seen. In 2023, that all changed. Now, with a string of chart-topping singles, viral performances, and a signature sound that blends street realism with melodic hooks, Tito Double P isn’t just making noise — he’s leading a movement.

Before the world knew his name, Jesus Roberto Laija Garcia was already shaping the sound of the genre. Tito Double P began his journey writing songs informally for friends, blending street narratives with melodic hooks that reflected both personal experience and cultural authenticity. What started as a creative outlet soon became something more when he penned El Belicón, a song that stood out for its intensity, lyrical precision, and atmospheric production. Recognizing the potential in the track, Tito shared El Belicón with his cousin, Hassan (Peso Pluma), who was then still working to establish himself as an artist in a rapidly evolving genre. The song's impact was immediate. El Belicón resonated across audiences in Mexico and the U.S., becoming a viral hit and a defining moment in Peso Pluma’s early career. The success of El Belicón marked a turning point. Encouraged by the reception, Tito Double P went on to share four more songs with his cousin: AMG, PRC, El Gavilán, and Siempre Pendiente. Each track contributed to building the sonic identity that Peso Pluma would become known for — a fusion of traditional corrido storytelling with contemporary rhythms and urban edge.These songs not only solidified Peso Pluma’s presence in the genre but also helped expand the reach of regional Mexican music to new, younger audiences. Behind the scenes, Tito Double P emerged as a key creative force, shaping narratives that spoke to a generation navigating identity, struggle, and ambition. Industry insiders recognized the potency of the pen behind the hits, but Tito preferred to remain in the background — that is, until a song he’d written while casually experimenting with a dembow beat in the studio unexpectedly leaked.

His transition from songwriter to recording artist marked a major turning point not just in his career, but in the genre itself. “Dembow Bélico” first gained traction through snippets and leaks shared on platforms like TikTok and Instagram. Its infectious beat, unique blend of genres, and Tito’s distinct delivery caught fire quickly, with users creating thousands of videos and edits — pushing the song into algorithm-driven virality. The overwhelming response ultimately pressured Tito to officially release the track. The song stood out for its bold fusion of dembow, a genre rooted in Caribbean rhythm and reggaetón lineage, with the aggressive storytelling and instrumentation of corridos bélicos. This hybrid sound not only demonstrated Tito’s versatility as a songwriter and producer but also positioned him as an innovator within regional Mexican music. By tapping into the dembow sound, Tito connected with a wider audience beyond traditional corrido fans. “Dembow Bélico” drew listeners from the urbano and Latin trap scenes, attracting younger, more globally-minded audiences. It bridged regional and urban Latin genres in a way that few artists had attempted at the time. Following its release, the single rapidly accumulated millions of streams across platforms like Spotify, Apple Music, and YouTube. It charted in multiple Latin American countries and broke into global viral playlists, cementing Tito Double P’s presence not just as a writer, but as a solo act with his own sound and momentum.

From there, the trajectory was fast and furious. His debut album, INCOMODO, served both as a reflection of Tito's creative identity and as a challenge to the conventions of regional Mexican music. The title itself is symbolic — a nod to his refusal to fit neatly into genre boxes or industry expectations, and to the fact that he never intended to become a singer in the first place. The album merges the hard-edged storytelling of corridos bélicos with elements of trap, dembow, and urbano, showcasing the full spectrum of sounds Tito helped pioneer behind the scenes. It dives deep into themes of loyalty, loss, ambition, and redemption, without ever compromising authenticity. He’s unafraid to rap over an acoustic guitar or deliver verses that read like diary entries, raw, reflective, and unfiltered. Collaborations with major figures in the regional-urban space — from Natanael Cano to Luis R Conriquez — further solidified his presence and credibility. While many artists chase trends, Tito helps set them. His ability to fuse traditional instrumentation with street-level narratives has created a sound that feels both innovative and deeply rooted. He built that sound from the ground up, songs pulsing with lived experience, street smarts, and a poet’s soul. Each release added to his momentum, revealing new dimensions of his artistry and reaffirming his place as one of the most original voices in the genre today.

Now headlining his own tours and appearing on major festival lineups, Tito Double P’s ascent isn’t just a hot streak, it’s a takeover. When he first began performing, Tito was far from the polished presence fans see today. In fact, his now-signature head-shaking dance move started as an instinctive response to stage nerves, a way to channel his anxiety when he first stepped into the spotlight. Over time, what began as a simple, unconscious gesture evolved into a defining part of his performance identity. Today, that move is a hallmark of his live shows, energizing crowds and setting the vibe wherever he performs. Alongside his distinctive fashion sense (think a sleek black polo, Cartier glasses, and a Labubu attached to his hip) Tito commands the stage with a presence that’s impossible to ignore. His unique dance moves have become a fan favorite, eagerly anticipated at every show. What was once an uncertain stage presence has transformed into something magnetic: a blend of swagger, sincerity, and spontaneity that perfectly reflects his journey from the background to center stage. At every performance, whether a pop-up show in Guadalajara or a sold-out venue in L.A., Tito brings the same energy — grounded, authentic, and electrifying. His rise represents a shift in the genre: one where raw talent, authenticity, and storytelling take precedence over image or industry connections. Tito Double P’s journey from the shadows to the spotlight is proof that when the music is real, the world listens. He might’ve started in the background, but now he’s a force all his own and he’s just getting started.

Written by: Ana Oquendo

Photographed by: Steven Esperanza