Maluma began his musical career in 2010, recording singles. After "Farandulera" became a local radio hit, Sony Music and its subsidiary label Sony Music Colombia, decided to sign the singer to record his first studio album. The label then launched the next single, "Loco," which was inspired by "rampant and uncontrolled love."
In 2012, Maluma signed an exclusive contract with Sony Music Colombia. That same year, he released his first studio album, entitled "Magia." The video for the single, "Obsesión," was filmed at the Antioquia Department Railway Station and featured Colombian model Lina Posada, who had previously appeared in the music video for the song "Taboo" (2011) by Don Omar. So far the video has more than 150 million views on YouTube. Other singles released from the album include "Miss Independent" and "Pasarla Bien," which reached the Top 3 of Colombia's chart National Report and became the first Top 5 performer on that list. Maluma was also nominated for a 2012 SHOCK Award as "Best New Artist."