Latin Artist On the Rise: Meet Paulo Londra

Jesus Heano
Paulo Londra

Eminem was his inspiration, freestyle battles were his training.

Meet Paulo Londra, this week's Latin Artist on the Rise.

Shaping the sensibilities of his generation with a progressive lyrical approach, the 19-year old from Cordoba, Argentina got inspired to rap by watching Eminem’s 8 Mile film. The urge to interpret his lyrics outside of a recording studio led him to improvise and rap in Argentinean plazas with friends, gradually creating a local buzz. Leaving his comfort zone and freestyling in squares helped with his shyness, and launched a competitive period spanning around 5 years. 

His professional career kicked off with “Relax,” a song he uploaded a little more than a year ago to digital platforms. With innocuous lyrics that differ from the usual themes in urban music, he is leaving a streak with songs where his reality and the truth of others are the subject matter, attempting to never offend anyone while making certain situations more digestible. 

Name: Paulo Londra

Age: 19

Major Accomplishment: Debuted on Billboard’s Hot Latin Songs chart thanks to his collaboration “Cuando Te Besé” alongside Becky G. 

A Song He Recommends: “Rocas” by Chilean Stailok featuring Portavoz and Gran Rah. "Stailok speaks about his truth," Londra tells Billboard. "He raps about what he wants, regardless of what the public asks him. I don’t remember the exact minute in the song, but I remember this phrase which so resonates within: ‘They call me Titan not because I crush but because I crush reality.'"

What’s Next: “I do not think much about the future. I always improvise as I did in the squares, but my immediate goal is to release my first studio album, Homerun.” (The album is slated for a December 2018-January 2019 release.)