Luck Ra was working at a shoe store in a mall when he gave himself an ultimatum: “I released a song that was going to be the last song I’d ever release,” he tells Billboard. “It was going to be the last straw. After that, the chances of being an artist were slim.”

The Argentine artist placed all bets and invested about $5,000 Argentine pesos in a great production and music video that resulted in his 2018 trap song “No Quiero Más.” “I was always realistic, and what was going to be the last song ended up being the beginning of everything,” he says. “That’s where I started giving my first performances.”

For almost five years, the artist born Juan Facundo Almenara Ordóñez dabbled between urban and rock music before discovering a traditional genre that he adopted and made his own: Cuarteto, a

See Full Page