Rosalía has smashed all records in 2025 with‘Lux‘, a monumental work inspired by feminine mysticism that consecrates her as the cultural phenomenon of the year, and confirms her marketing skills to turn each release into a global event that goes beyond music.
On October 27th, the Catalan singer shook up the music scene with ‘Berghain’, a preview of her new album, which left those who expected a natural continuation of the urban tone she used in ‘Motomami’ baffled.
Instead, Rosalía emerged singing opera, accompanied by the mastery of the London Symphony Orchestra and with the collaboration of Björk and Yves Tumor.
A universe of its own
With ‘Lux’ -light in Latin-, Rosalía has once again demonstrated that she conceives each project as a unique universe.
The album is not just an album, but a complete project that includes things like her attire -since the announcement of the album, the artist wears only garments reminiscent of a religious habit-, or the hair, which she wears bleached to simulate a crown.
Each of her appearances reinforces the mystical narrative that vertebrates the album. The ‘listening party’ held at the National Art Museum of Catalonia, in Barcelona, was conceived as a hypnotic religious ritual with more of a performance than an album presentation.
Apart from everything that surrounds ‘Lux’, the album also stands out for its content.
At a time when global pop is betting on immediacy, Rosalía has crafted a work that asks a lot of her listeners, as she herself has acknowledged. “The more we move into the dopamine era, the more I want the opposite,” she said in an interview with the New York Times.
Lux’ defies convention, sings in 14 languages, mixes operatic recitations with choral singing and there is more classical music than electronic beats. Its lyrics draw from sources as diverse as the lives of saints, mystical poets and visionary figures such as Hildegard of Bingen.
The numbers have responded to the Catalan’s artistic risk: ‘Lux’ reached number one on its debut on five different Billboard charts, and ‘Berghain’ has already surpassed 30 million views on YouTube.
And the critics have also passed their sentence: Rolling Stone, The New York Times and references such as Andrew Lloyd Webber have included ‘Lux’ among the best projects of the year, highlighting the bravery of the artist and her ability to break the mold in music.
But what has stood out the most is Rosalia’s ability to subvert the rules of traditional marketing and bring them to her narrative terrain.
Rosalía: Good music, better marketing
Lux’ has been preceded by a media campaign millimetrically orchestrated from her networks and supported by her millions of followers, full of symbols and winks. The artist has been leaving a trail of crumbs that, at the same time, has made the internet explode with theories and confabulations.
Over the course of months, the artist has been planting clues for her millions of followers. First came the score of ‘Berghain’, which she shared on her Substack platform profile and inspired hundreds of fans to interpret it on TikTok and YouTube, making the public a part of the album’s phenomenon.
Then came the mysterious call on Madrid’s Gran Vía, where she appeared in a white car, also dressed in white and wearing red shoes. The theories in networks exploded, was she emulating the pope?
That anxiety to interpret every gesture she makes even goes back to the campaign she did in September for Calvin Klein, where she was photographed next to a snake -which many now identify as a direct reference to the religious inspiration of ‘Lux’- or another image from that campaign in which the Catalan woman forms what looks like the letters of the word Lux in three different poses.
2026 promises to be a continuation of the cultural phenomenon of ‘Lux’. Rosalía, who created an innovative audiovisual proposal for ‘Motomami’ that combined image, music and dance, has announced a tour that will feature a stage inspired by the floor plan of a cathedral.
Expectations – as with everything that surrounds the artist – are at an all-time high, and Lux fever has caused tickets for the album tour – which will begin in Europe and end in America – to sell out in just a few hours. According to Agencia EFE, everything seems to indicate that the fever will continue around everything Rosalía touches.
Find out more at ‘QueOnnda.com’.
