What happened this Monday in Callao seemed to have all the ingredients of a historic night. Rosalía, after days of enigmatic messages on social networks, promised a special appearance and a live performance that ignited expectations. The result: a crowded square, an artist driving her car in the middle of Gran Vía… and only one new word: LUX.
Callao becomes a showcase, but without the spectacle.
It all started with a TikTok Live at 20:45. From a house in Paseo de los Melancólicos, the artist was seen in a white robe, eating tortilla de patatas, getting ready in front of the mirror and with a playlist that alternated Camarón, Vivaldi and Guitarricadelafuente. The naturalness with which she appeared only fueled the mystery: was a musical announcement coming? A spontaneous concert? The premiere of a song?
But what ended up happening was a slow-motion parade. Rosalía drove to Callao in her car, greeting fans and accompanied by a crew that recorded every moment. Upon arrival, an image that many had already seen ahead of time in Times Square was projected on the screens of the Callao Cinemas: her face covered by a veil, golden lips and the word LUX. The title of her fourth album.
There were no new songs. No trailer, no music video. The most relevant news had already leaked hours before on social networks: the album will be released on November 7.
Between mysticism and viral promotion
The release of LUX has been weeks in the making between religious references, images in the Prado Museum and scores published in her newsletter. The aesthetic of this new stage, deeply white, ascetic and with spiritual symbolism, points to a more introspective and orchestral album. Recorded with the London Symphony Orchestra and featuring collaborations with Björk, Estrella Morente and Yahritza, LUX promises to be ambitious.
But the announcement in Callao, far from being a coup, left a taste of little.
What was left, however, was a powerful image: Rosalía running across a crowded Gran Vía, surrounded by fans and with hardly any security.