Puerto Rican music sensation Rauw Alejandro has dramatically shifted his artistic direction, moving from the cosmic themes of his "Saturno" and "Playa Saturno" albums to deeply explore his Caribbean roots. His latest project, "Cosa Nuestra: Capítulo 0," represents a homecoming that celebrates Afro-Boricua traditions through music, dance, and visual storytelling.
From Outer Space to Island Roots
The transformation began with the release of "Carita Linda," the lead single from "Capítulo 0." While fans anticipated another sensual pop hit, they received instead a profound homage to Loíza, a town renowned for its rich African heritage. The music video featured special appearances from visual artist Samuel Lind and vejigante mask artist Raúl Ayala, establishing Rauw's new commitment to honoring both place and people.
The album's listening party in Mayagüez revealed the full scope of this artistic evolution. As mega fans, influencers, and press gathered to hear the project hours before its global release, something magical occurred during the performance of "GuabanSexxx." Rain began to fall, creating an eerie connection to Taíno mythology where Guabancex represents the goddess of chaotic natural forces and hurricanes. It felt as if Rauw was truly invoking his ancestors, and they were responding.
Bomba as Cultural Foundation
At the heart of this transformation lies bomba music, represented through Rauw's collaboration with Rafael Cepeda Rivera, his bomba instructor and direct descendant of bomba patriarchs Don Rafael Cepeda and Doña Caridad Brenes. For the Cepeda family, this partnership represents more than just another celebrity collaboration—it's the continuation of an eight-generation legacy dedicated to preserving Puerto Rico's Afro-Boricua traditions.
"For us, bomba isn't just a rhythm or a dance, it's a way of life," Cepeda explains, emphasizing that the genre originated from enslaved Africans on sugar plantations along Puerto Rico's coastal towns, particularly Loíza. "It's a language of resistance, joy, and connection with our Afro-Caribbean roots."
Rauw's approach demonstrated genuine respect and curiosity. Cepeda recalls that from their first meeting, the artist showed no ego, only a sincere desire to understand the dialogue between drum and body that defines bomba.
Visual Storytelling Through Community Collaboration
The music video for "Besito en la Frente," filmed entirely on iPhone 17 Pro, represents a groundbreaking approach to cultural representation. The production team, led by director Martin Seipel and producer Rocío Taboada, assembled a 160-person crew and used 20 iPhones over three days to create what they describe as a "democratization" of creativity.
Stylist Emanuel Acosta and costume designer Patricia Rosado approached the project as cultural storytelling rather than typical music video styling. They collaborated with Puerto Rican designers, vintage shops, and artisans to source every element locally. Authentic bomba skirts were rented from cultural matriarchs Tata Cepeda and Maribella Burgos, whose handmade pieces have graced traditional dance spaces for decades.
"Each garment carries history," Acosta notes. "We wanted that energy on screen because fashion is language. It tells the world who we are and where we come from."
The team incorporated what Acosta described as "a subtle gitano air" in each dancer's look, representing the historical displacement of Puerto Ricans and the global journey of bomba traditions, which have even reached Japan.
Cultural Education and Global Impact
This project represents more than just an artistic experiment for Rauw Alejandro—it marks a personal evolution toward cultural maturity. While preparing "Cosa Nuestra," he and his team conducted extensive research at the Instituto de Cultura Puertorriqueña under the guidance of Dr. Carlos Ruiz Cortés and Dr. Hugo R. Viera Vargas.
Cepeda's ultimate hope for the project is educational: to teach those unfamiliar about Afro-Boricua culture with commitment, respect, and love. Seeing an artist of Rauw's stature use his platform to make bomba visible fills him with hope for cultural preservation.
"Puerto Rico doesn't just export music, we export culture, history, and spirit," Cepeda asserts. "If someone watches this video and asks, 'What is that sound?' then we've already won."
Through his deliberate choice to use accessible technology like smartphones, Rauw demonstrates that powerful storytelling depends not on resources but on intention. He's no longer chasing innovation for spectacle but using it to amplify identity, proving that Caribbean artists can create without limits while honoring their ancestral traditions.
