When it comes to Rauw Alejandro and his music, the singer has a genuine curiosity that pushes him to constantly experiment and evolve as an artist.
The Puerto Rican singer —whose given name is Raúl Alejandro Ocasio Ruiz — is a musical chameleon, one whose exploratory mindset has resulted in a wide range of trap, reggaeton, synth-pop, R&B and electronic music.
Case in point: The first single from his forthcoming fifth studio album. “Touching the Sky,” released in May, is a pop-disco dance track that introduces fans to his new era. And one of the first times fans will get to experience this new chapter is when the 31-year-old performs July 12 as part of TODAY's Citi Concert Series on the 30 Rock plaza.
“I’m really, really excited for this performance. I remember I used to (watch) a lot of artists when I was kid doing the TODAY show. For me, it’s really, really special,” he tells TODAY.com. “I have a lot of family also in New York, and there are a lot of Puerto Ricans living in the city, so it feels like a second home for me.”
Teasing his upcoming mini concert, he says fans can expect a “summer vibe — fun, a lot of dancing, energy.”
“I have a surprise for my fans,” he adds, before confirming that he will perform “Touching the Sky” with a live band. But the rest he is keeping a secret.
“(Performing with a live band) is something I haven’t done in a long time, and it gives another feel to the music. Live instruments, everything feels real and in the moment. I think it’s going to be a special one.”
The many eras of Rauw Alejandro
From his early days on SoundCloud — creating music and releasing his first mixtape “Punto de Equilibrio” in 2016 — Alejandro has always embraced the unknown.
Born into a musical family with guitarist father Raúl Ocasio and singer mother María Nelly Ruiz, Alejandro's childhood was filled with music ranging from Elvis Presley, James Brown and Michael Jackson, as well as Daddy Yankee and Wisin y Yandel. His first passion was soccer, playing the sport since the age of 7 with hopes of going pro. However, at the age of 21, he left the sport behind after suffering an injury, turning to his other hobby, music, for comfort.
Rising during the new generation of reggaetoneros like Bad Bunny, Anuel AA, Myke Towers and more, Alejandro brought something to the genre that no one else did: dance.
Paired with a willingness diversify his music, Alejandro's slick moves, choreographed performances and music videos put him in a category of his own.
Other artists took note throughout his meteoric rise, including Selena Gomez, Shakira, Pharrell Williams and Nile Rodgers, who have all collaborated with Alejandro. Last year, he also released an EP, “RR,” with singer and then-girlfriend Rosalía.
For the past two years, the Latin Grammy winner has been one of the Billboard charts' Top 10 Latin Artists of the year, placing No. 3 in 2022.
He says that with each album, he aims to bring life to a new character that represents the music he's creating.
“I always try to reflect the sounds in how I look and how I present myself,” he explains.
Where his 2020 debut album “Afrodisíaco” appealed to reggaeton and Latin trap listeners, 2021’s “Vice Versa” took an electro-pop, house turn with more funk. “Todo de Ti,” the second single from that album, became one of the top songs of that summer, reaching No. 2 on the Hot Latin Songs Billboard chart.
Next came the album “Saturno,” a return to reggaeton mixed with intergalactic sounds, set to 80s-inspired high dance tempos. He surprised fans with a follow-up album almost eight months later titled “Playa Saturno." The project showcased his smooth vocals crooning against party anthems and heartbreak tunes — fitting, as several weeks after the album dropped, he and Rosalía announced they had called off their engagement.
Now, with one look at his Instagram and the “Touching the Sky” music video, and fans have guessed that Alejandro's latest chapter will feature more of a vintage, 1950s New York style. The singer will only tease a bit more about what to expect to TODAY.
“This new era, it’s a little bit more classic,” Alejandro says, describing it as “‘West Side Story’ — more Broadway.”
As for how that will translate into his next album — and when it will be released — he remains mysterious. “It’s not ready yet, but I hope soon,” he says. “These songs (are) too good to be inside the studio.”
He does, however, credit New York City for inspiring what's in the works.
“I’m a big fan of visual content, like movies. I’ve been going to libraries to just find different inspirations. I’ve been hanging out a lot in the city,” Alejandro says of his never-ending to innovate. “The city has so much to offer artists, and I’m just here learning and trying new stuff.”
“This new era, it’s a little bit more classic, a little bit 'West Side Story,’ more Broadway.”
Alejandro, who has been working on the album since August of 2023, says he likes to take his time in the creative process. “Nowadays people, they want music every Friday,” he says. “I think every artist should take his time and just enjoy everything that he’s doing at the moment... it takes time to go to the next level.”
Despite the wait, he boasts with a slight chuckle: “I think it’s gonna be fire. But something that’s for sure ... it’s the opposite of what I did (before). I don’t like to repeat projects.”
With that also comes an excitement for the looks and putting a twist on his own style. Fashion, he says, is incorporated into his creative process when dreaming up the “character” of each of his projects.
“What outfits is this character going to have? What’s his accessories, what’s the vibe?” he says. “That creation is really fun, and I think I’m always going to put mi granito de arena.”
From Puerto Rico to 30 Rock
Raised in Canóvanas and Carolina, Puerto Rico, Alejandro says he keeps the island close to both his heart and his art. He proudly represented his homeland at the 2024 Met Gala when his bespoke Ludovic de Saint Sernin-created Swarovski crystal mesh top displayed the “flor de maga,” Puerto Rico's national flower.
“Home is everywhere right now. But my home is in PR. I miss PR. I’ve been in New York working on these projects, also Europe,” he says, adding he likes to imagine himself on the “playita” with a “cervecita.”
His homeland is also close by thanks to the group of “brothers” he surrounds himself with; his working team are all from Puerto Rico and people he’s known since high school.
“We take the island with us, so I always feel like I’m close to home because I think home is the people that you love,” he says.
Maintaining those friendships is vital for Alejandro’s well being. “Imagine just being at the office — a whole year, a whole life — just working, and your family is far away,” he explains. “But working in an office with your people, it’s more fun. We have our (inside jokes), memories we share, it helps you be grounded.”
He adds in Spanish: “You’re constantly reminded of who you are because you have people around you that remind you of where you came from.”
Alejandro’s mom also works with him, so they spend time together amid the artist’s busy schedule. To unwind, every year he takes a family trip for a couple weeks.
“It’s my moment to just disconnect and enjoy every success and the hard work,” he says. “It’s a really nice feeling. To be able to provide for your family, it was one of my goals in my life.”
Entering a new decade may be daunting for some, but for Alejandro he takes the years as life lessons to help him grow.
“The 30s are the new 20s, so I feel like I’m still in my 20s. I’ve always been an old soul with a young spirit,” he says, noting his love for classical music, jazz, bossa nova and salsa. “You grow up, you learn what makes you a better person, a better artist. Toda la experiencia que he recibido a los 20 años, la estoy aplicando ahora.”
But one thing he knows from his years in the industry is that it’s a great time for the future of Latin music.
“Nosotros tenemos ese sazón. We got the sauce. I think it’s always going to be fire. Latin artists have so much to offer the new generations coming up,” he says.
Then he adds with a laugh: “I’m still doing music, so it’s going to be fine, it’s going to be OK. I’m still working, I’m not retired, so there’s always gonna be dope music.”