Introducing Rauw Alejandro’s New Alter Ego in His Latest Album ‘Cosa Nuestra’
When Rauw Alejandro took the stage at the Governors Ball music festival in New York this past June, he sported a burnt yellow and beige pinstripe suit paired with skinny pants, an ensemble that evoked the vibrant energy of 1970s New York. This stylistic choice wasn’t just a fashion statement; it was a preview of the themes and influences that will be central to his upcoming studio album, ‘Cosa Nuestra’, set to be released under Sony Music US Latin.
Alejandro‘s connection to New York runs deep. His father hails from Brooklyn, and Alejandro has a strong familial and cultural bond with the city, particularly with its rich Puerto Rican heritage. Reflecting on his creative process from Rosarito Beach, Mexico, where he headlined the Baja Beach Fest in August, Alejandro shares, “It’s a little inspired by the ’70s, the Fania All-Stars, all that. It’s a whole character, and I call it a ‘character’ because I see it as an overall concept. Music goes hand in hand with the visuals, the videos, the photos.”
Alejandro’s vision for ‘Cosa Nuestra’ extends beyond just the music; it is a fully immersive experience that encompasses visual aesthetics as well. This holistic approach is not new for Alejandro, who has consistently reinvented his style and sound across his career. His six albums, all of which have secured spots in the top 10 on Billboard’s Top Latin Albums chart, highlight his versatility as an artist. His 2021 album ‘Vice Versa‘ saw him experiment with a disco-infused sound, particularly evident in the hit single “Todo de Ti,” which helped the album debut at No. 17 on the Billboard 200. His latest work, 2023’s ‘Playa Saturno’, continued this trend of artistic evolution.
The upcoming album, ‘Cosa Nuestra’, draws inspiration from the iconic 1969 Fania All-Stars salsa album by Willie Colón, with Héctor Lavoe on vocals. The title itself is a nod to the influential genre-defining work, signifying Alejandro’s deep respect for Latin music history while also hinting at the innovative blend of genres that listeners can expect. The album features tracks like “Touching the Sky” and “Déjame Entrar,” both of which seamlessly fuse elements of funk, disco, and R&B. The latter track is complemented by a visually striking video, which includes a cameo by actor Adrien Brody, further showcasing Alejandro’s commitment to the visual components of his artistry.
Alejandro has collaborated with a range of producers on this project, including long-time collaborators like Mag, Tainy, and Mr. NaisGai. In a nod to the album’s salsa roots, he also worked with veteran salsa producers such as Nino Segarra, ensuring that the album pays homage to its inspirations while pushing the boundaries of contemporary Latin music.
As Alejandro gears up for the late-fall release of ‘Cosa Nuestra’, he’s also preparing for a series of high-profile performances. In September, he will take the stage at the Global Citizen Festival in New York, followed by two arena shows in Japan in October as part of Coke STUDIO Live 2024, where he will perform alongside artists like NewJeans and Rita Ora.
Alejandro’s approach to his career is evolving alongside his music. He recently partnered with United Talent Agency (UTA) for representation and, rather than enlisting a traditional management team, he’s opted for a collaborative approach. His core team includes veteran manager Jorge “Pepo” Ferradas, who also manages Camilo and Rels B and has a decade of experience working with Shakira, as well as Alejandro’s long-time associate Matías Solari and business manager/attorney José Juan Torres. Together, they form a “collective, a family, where we all bring ideas to the table,” as Alejandro puts it.
With ‘Cosa Nuestra’, Alejandro is set to continue his trajectory as one of Latin music’s most dynamic and forward-thinking artists, blending his heritage with a contemporary sound that resonates across generations.
