When Rauw Alejandro performed at the Governors Ball music festival in New York in June, he wore a burnt yellow and beige pinstripe suit with skinny pants, reminiscent of 1970s hipster New York — and previewing what to expect from his next studio album, due out on Sony Music US Latin.
“My dad is from Brooklyn and I have lots of family in New York, and obviously, there’s a lot of Puerto Rican culture there,” Alejandro says, speaking from Rosarito Beach, Mexico, where he headlined the Baja Beach Fest in August. “It’s a little inspired in 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, whose six albums have all reached the top 10 on Billboard’s Top Latin Albums chart, is no stranger to chameleonic shows of artistry. His aesthetic has changed from album to album, notably with 2021’s Vice Versa (which debuted at No. 17 on the Billboard 200), along with its disco-tinged hit single “Todo de Ti,” plus his most recent album, 2023’s Playa Saturno.
The upcoming Cosa Nuestra — a title inspired by the genre-defining 1969 Fania All-Stars salsa album by Willie Colón with Héctor Lavoe on vocals — includes the already-released “Touching the Sky” and “Déjame Entrar,” slick blends of funk, disco and R&B. (The latter track is bolstered by a video featuring a cameo by actor Adrien Brody). Producers include Alejandro stalwarts like Mag, Tainy and Mr. NaisGai, as well as veteran salsa producers like Nino Segarra.
Alejandro is approaching his new music with a new agency (UTA) and, instead of new management, is working with “a collective, a family, where we all bring ideas to the table,” he says. The core group consists of veteran manager Jorge “Pepo” Ferradas (who also manages Camilo and Rels B and spent a decade with Shakira), Alejandro’s longtime associate Matías Solari and business manager/attorney José Juan Torres. Ahead of Cosa Nuestra’s late-fall release, Alejandro will perform at the Global Citizen Festival in New York in September and at two arenas in Japan in October as part of Coke STUDIO Live 2024 alongside NewJeans and Rita Ora.
You spoke about creating a character for this album. Who is he?
I give them nicknames. This is Raúl, Raúl Alejandro, which has more of a telenovela vibe. It’s a bit more like Raúl Alejandro and His Orquestra, which is more serious. My dad’s name is Raúl, so everyone calls me Raulito. I was Raulito on Saturno, a younger character, more active in the street, in the neighborhood. But now I’m Raúl, a more adult guy living in New York and re-creating the era when Puerto Ricans immigrated to the city. My grandmother came in the 1930s, 1940s when there was a big economic depression in Puerto Rico. Many genres — hip-hop, jazz, salsa — came from that time. I love to really study the world I’m going into and try to live it in the present with my touch.
How did you decide on the direction of Cosa Nuestra?
I like to visualize my plans long term. I’ll sit in my house, read a book, smoke a joint with a little cafecito, look at the sky and try to make a mental map of what’s coming up. I don’t like to repeat projects, so planning helps me achieve that. Saturno is an album inspired by the ’90s with more uptempo, electronic music, so don’t expect my next project to be more of the same. Obviously, my essence comes from R&B, and that can fit in any kind of rhythm. It’s not just about the music, but the eras overall.
Your album title is inspired by a classic salsa album. Will there be salsa on yours?
Salsa is not my essence, but it’s something that’s in my blood and in my culture, and it’s something I love. I come from urban music, but I can do other genres. The Colón-Lavoe Cosa Nuestra had the elegance and the musicality and the instruments, which you will hear on this album. It’s the first time I use my band and live music on almost an entire project. I usually write with my keyboard and my computer, but on this project I’m going to the roots.
You had a hit with “Santa” alongside Jamaican producer Rvssian and Nigerian singer Ayra Starr. Are you planning any Afrobeats or African-inspired music on this album?
Afro is mixed in everything because for me, African music is the mothership. We inherited so much African music in Puerto Rico; our cultural mix is so rich and flavorful, and African music is in our blood. I’ve worked a lot with Rvssian, he’s a good friend, and all our collabs are Afrobeats and dancehall mixed with reggaetón. But everything comes from Africa. I’d love to tour Africa.
Dance has been front and center in the music videos for this album’s singles. What inspired that?
I’ve been studying my ancestors and all the richness of Puerto Rico, so there’s a lot of typical dance and dance that the world may not know. I’ve already used those elements, but I haven’t explained them. Those movements are inspired by something cultural … They’re inspired in salsa, in bomba, in plena, in dances from my island, obviously mixed with jazz, contemporary dance and hip-hop. It’s another aspect of my career.
This story appears in the Aug. 24, 2024, issue of Billboard.
