Rauw Alejandro's 'Cosa Nuestra' will arrive this fall. The Latin music star tells Billboard about the new character he created for the album.
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
“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 is approaching his new music with a new agency 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 , Alejandro’s longtime associate Matías Solari and business manager/attorney José Juan Torres.
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.
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