Looks like outer erector spinae muscles, possibly lower lats but where your arrow is seems too low.
The pain is all localized to the outside? not in towards the spine? If so that's good news - be sure that when deadlifting you aren't allowing this portion of the back to bend forward, always aim to keep arched back/straight.
Also your kidney is right where you have the arrow so if you happen to piss blood, go see your dr. sooner - otherwise it's just the muscle, but wanted to mention this just in case



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