RAUW ALEJANDRO TAKES OVER LOS ANGELES
- Joseph Hernandez Torrejon
- May 6
- 4 min read
Rauw Alejandro has taken the music industry by storm with the massive success of his latest studio album, Cosa Nuestra. The Puerto Rican artist scored the biggest streaming week on Spotify in 2024, racking up 87.7 million streams during its debut week, followed by the announcement of a world tour that sold out. Cosa Nuestra didn’t just deliver fresh hits for Latin music fans, it sparked a cultural wave across the globe. In a past interview with Apple Music 1, Rauw shared that the album was deeply inspired by mafia-style, New York City salsa legends like Willie Colón and Héctor Lavoe, representing Puerto Rican culture rooted in 1960s NYC. That influence is cemented through every detail: from album artwork and wardrobe to the mobster-aesthetic music videos. Songs like “Tú Con Él,” a cover of Frankie Ruiz’s classic, have gone viral, with fans posting dance videos and sharing their own Cosa Nuestra-inspired outfits. So when Rauw announced three nights in Los Angeles at the Intuit Dome, the city knew something special was coming.
Rauw Alejandro became the first Latin artist to sell out three consecutive nights at the Intuit Dome, and he gave fans much more than just a concert. The Cosa Nuestra world tour is a fully immersive experience, and I was lucky enough to not only attend but shoot the show. It felt more like a Broadway production infused with the raw energy of Puerto Rico and New York. The brand-new Inglewood stadium was packed, with lines wrapping around the venue—and the merch line was just as long. As you made your way to your seat, you could feel the vibe: fans fully committed to the Cosa Nuestra dress code. It was like stepping into a 1960s New York film—men in loafers and suits, women in elegant dresses and gloves. Even before the show started, salsa music played through the arena, creating a mood that had fans dancing before Rauw even hit the stage. The Puerto Rican salsa spirit was alive and active.
Then the lights cut out. Thousands of fans stood up, phones in the air, flashes glowing. The curtain lifted, revealing a 3D cinematic car chase on screen, with Rauw Alejandro narrating as he sped through the intense scene. The chase got faster and louder until he crashed, and just as the cars collided, the entire stadium went dark. Suddenly, a man rose from the center of the stage, pulled out a gun, and fired at the other driver. As the gunshots rang out, the party began. “Punto 40” exploded through the speakers, flames lit up the stage, and dancers flooded in. Rauw, rocking a fedora and long coat, embodied the Cosa Nuestra look. The production felt like live theater, complete with acting, choreography, and storytelling. He performed hits from Saturno, Vice Versa, and of course Cosa Nuestra, with each track staged like a scene from a film. There were moments to dance and moments to reflect, like when he sang “Amar de Nuevo” and “Ni Me Conozco.” Each act came with new stage designs and outfits. Rauw’s Cosa Nuestra in LA wasn’t just a show, it was a world-class experience. And doing it three sold-out nights in a row? That’s something no Latin artist has ever done before.
But Rauw’s takeover of LA didn’t stop at the Dome. That same weekend, he announced an exclusive collaboration with Complex Magazine, hosting a three-day pop-up on Fairfax. It featured exclusive merchandise only available in person, plus a fully themed Cosa Nuestra space where fans could take photos and immerse themselves in the world he built. Lines wrapped around the block as fans waited for their chance to grab the merch and step inside. The highlight? Rauw himself showed up to the shop on Saturday. With that night’s concert rescheduled due to the NBA playoffs, Rauw made it up to fans by pulling up in a classic Mustang, wearing a leather jacket and sunglasses, to sign autographs and greet everyone. The moment was unforgettable. Outside, fans screamed with excitement. Inside, the lucky few got to meet the man of the weekend. Complex has worked with artists before, but never has anyone turned their album into a real-life experience and showed up to celebrate with the fans in person.
PHOTOS PROVIDED BY COSA NUESTRA ARCHIVES
The weekend didn’t stop there. Rauw and his longtime collaborator DJ Colla Sensei hosted Cosa Nuestra after-parties every night following the shows. These weren’t just casual events, they were fully curated parties held at iconic LA venues like The Catwalk and The Bellwether in Downtown. Each night sold out, with fans showing up ready to keep the energy going. DJ Colla played all his hits with Rauw, alongside today’s biggest Latin tracks, turning the nights into unforgettable celebrations of music and culture.
PHOTOS PROVIDED BY COSA NUESTRA ARCHIVES
Rauw Alejandro’s takeover of Los Angeles will go down in the books, not just for the crowds he drew, but for how seamlessly the tour’s vision was executed. He and his team crafted an entire Cosa Nuestra experience that extended far beyond the concert stage. From fashion to music, live performance to fan engagement, they made sure everyone had a chance to be part of it, even if they didn’t make it inside the arena. This weekend proved that the connection between artist and fan is still alive and thriving. Live Nation Latino, Rauw Alejandro, and the Cosa Nuestra team created a powerful atmosphere in Los Angeles and let us all feel what it means to live, esta cosa nuestra. (This thing of ours.)
Written by: Joseph Hernandez Torrejon