Rosalía is on display at the MNAC

Barcelona"Is there a woman lying on the stage?" asks one journalist, requesting confirmation from another. Yes, there is a woman among the tangle of white fabrics that occupies a good part of the Oval Room at the National Art Museum of Catalonia (MNAC). In fact, it's Rosalía. She's been lying there for a while, completely flat, with her back to the people entering the room. These are the people who were invited to the concert this Wednesday. listening party, an opportunity to hear firsthand LuxRosalía's new album, two days before its release. Well, not exactly a scoop after all eighteen songs from the album leaked online (including the three that, for now, will only be released on physical formats). Focu 'ranni, Jeanne and Robot girlfriendAll of this involved some 900 people, including fans and VIPs, who, before entering the MNAC, had to have their mobile phone cameras covered with stickers. "Please do not record or share any audio or video of this experience," was announced over the PA system. It was also announced that at some point, phones would receive a civil protection alert warning of heavy rain. Sure enough, it sounded at 9:47 p.m., about 25 minutes into the experience.

Rosalía changed her position to face the audience as soon as the first song started playing. Lux: Sex, violence and tiresA large white curtain, like Rosalía's dress, projected the song lyrics as the Oval Room went dark. An elegant play of lights on stage and the music, nothing more. The journalists sitting in the stands had a rather curious perspective: below, everyone sat in chairs looking at a giant altar bed. It seemed like a minimalist wedding one minute and an alternative funeral the next. Once the initial visual shock subsided and the atmosphere was assimilated... performance With Rosalía's minimal gestures, the audience's attention is entirely focused on the music. The album's first movement ends with a standing ovation after the dramatic aria of the ballad. My Christ, diamond prayerThe reaction places it among the most exciting songs on the album.

Among the audience captivated by listening to Lux Among those present are the mayor of Barcelona, ​​Jaume Collboni; the Spanish Minister of Culture, Ernest Urtasun; athletes such as martial arts fighter Ilia Topuria; television personalities such as Belén Esteban; actresses such as Carmen Machi and Rossy de Palma; musicians such as Rodrigo Cuevas, Julieta, Amaia, Álvaro Soler, Samantha Hudson, Amaral and Estopa; journalists such as Jordi Évole; comedians such as Berto Romero and actors such as Paco León, as well as the director of the Cruïlla festival, Jordi Herreruela; and former directors of Sónar, Sergio Caballero.

When the second movement of the disc began with BerghainThe stage lights dim and Rosalía sits down. It's an odd situation: she's the one observing the audience, as if checking that everyone is doing what's necessary—something as countercultural these days as listening to an album from beginning to end, with good sound quality that amplifies the impact of the masterpiece by the artist from Sant Esteve Sesrovires. Even stranger is what happens when the song begins. The jugularRosalía seems to move her lips, as if she wants to sing it. More applause follows. Jeanne and The rumba of forgiveness The involvement of the guests increases, as they stand up when Magnolias The experience comes to a close. Rosalía steps off the stage, walks through the audience (no one dares to touch her), and disappears from the Oval Room of the MNAC. It is the end of a promotional campaign that culminates in the release of Lux.

Bumpy Marketing

Doctors, the holy grail of marketing, analyzes the launch strategy for Rosalía's new album, which will be released this Friday but had already leaked on some social media platforms two days prior. Beyond the clues the artist scattered on Instagram and Substack, the first overtly promotional moment was an interview in the September issue ofShea fashion magazine. Afterwards, she chatted informally in Catalan with Mar Vallverdú. on the podcast Radio Chica from Radio Primavera SoundLater he announced the title, Luxand the publication date, November 7, with an eventful live stream on TikTok and Instagram that culminated in showing an advertisement at the Callao Theatre in Madrid(Now there's one in Barcelona too). After that guerrilla marketing stunt driving a car through the streets of Madrid, an interview followed. The 40s to announce that Rosalía would perform on November 7th in the Los 40 Awards gala which is held in Valencia.

Once the single was released Berghain and his thirst quenched fandom who was asking for some new songs, interviews came in with American, Mexican, French media... At the same time, he was organizing listening partiesThat is, gatherings to listen to the album first, before its release. Three of these parties featured Rosalía: the one in Mexico City on October 28, the one in New York on November 1, and the one on November 5 in Barcelona, ​​precisely the day the album leaked and was unloaded. the criticisms from Catalan and Spanish media.