Rauw Alejandro is chasing happiness

Fresh from announcing the European leg of the supporting global tour – including a night at London’s O2 Arena – the Puerto Rican genre-defying star is every part the suave idol. Decked out in luxurious garments including a fur-collared coat while in his labels nondescript basement offices, his rise has been a decade in the making, resulting in the US leg selling out in 72 hours, and he’s wearing it all effortlessly. But most importantly, with his fifth album, Alejandro has fully realised his artistic identity, and the signs of superstardom are unmistakable. He’s even set to release a follow-up, Cosa Nuestra II, later this year.

While his career has skyrocketed, he remains grounded, still working with his high school friends, whom he considers family. "In our conversations every month, we reminisce a lot," he tells me. Often, these moments include watching old videos from their youth. "We always try to stay connected to our true selves," he explains. "Always learning and growing as an artist, as a human being, but staying rooted in where we come from."

Born Raúl Alejandro Ocasio Ruiz, the 32-year-old artist grew up in Puerto Rico, surrounded by music. His father, a guitarist, and his mother, a singer, introduced him to legends like Elvis Presley and Michael Jackson. After an injury ended his soccer ambitions, he turned to music, uploading Latin urban tracks and freestyles to SoundCloud. Over the past ten years – five of them (and counting) in the spotlight – he’s built a rock-solid foundation, winning numerous awards, including Latin and Billboard Grammys. His discography, from his 2020 debut Afrodisíaco to 2023’s Playa Saturno, spans pop, reggaeton, house, and other Latin-inspired sounds. Yet, like all ambitious artists, Alejandro has always sought to push boundaries.

Cosa Nuestra is his most fully realised project to date. With a gilded cover that features the playboy and a beauty in sepia toned portrait, emblematic of the romantic nature strewn throughout, it’s a passionate expunging of the last couple of years of Alejandro’s life, including a high-profile breakup with fellow star Rosalia.

Inspired by the 1969 salsa album of the same name by Willie Colón and Héctor Lavoe, it carries a distinct aesthetic theme: the migration of Puerto Ricans to New York, their cultural fusion, and the communities they built. The album’s title also nods to the local Italian term for 1970s mob crews, influencing Alejandro’s current garb. Sonically, it weaves together his signature urban beats with classical mariachi, straight-up pop, and guest appearances from Pharrell and fellow Puerto Rican superstar Bad Bunny – further signalling his ambitions to become a household name.

His tour plans match the ambition of his latest album. For the first time, he’ll perform with a full band, embracing a theatrical approach. "This new era is more organic – everything’s more alive," he says. "I'm bringing New York to the show, but with a Puerto Rican touch: the aesthetic – long coats, classic styles, Broadway, West Side Story vibes – a lot of dancing, and diverse music."

Since 2020, Alejandro has been on a near-yearly album cycle, on top of his earlier underground work. He attributes his relentless drive to something innate. "I think I was born with it," he laughs. "That hustle spirit. As a kid, I was always working, always hyperactive. I could sleep three hours and be fine." Even today, he embodies that mindset – he was in the studio until 7 AM, up for our mid morning interview, wearing his exhaustion begrudgingly well. But, its not for any superficial gains: “I'm not chasing nothing. I'm just living and enjoying every moment of my life.

"Every year, I keep learning, so I have more tools when I create. There are no limits – it's a whole world of possibilities," he says. "And the rest? The rest is the smoke, that little angel on my shoulder, that sixth sense. When I get goosebumps making a song, I know it's special. You're born with that. I don’t know how to explain it." He refers to himself as an ever-changing, versatile artist. “I'm not the same artist in the past year, I'm always bringing new stuff to the table, new proposals to the table. That keeps me going and going, I don't know when I'm gonna stop. Whenever I feel that I have not enough to offer, I guess,” he shrugs before blowing the idea away: “But I still have millions of ideas in my mind.”

For Alejandro, learning isn’t just essential for artists – it’s a lifelong necessity. "If you stop learning, what are you doing with your life? Knowledge is the only thing no one can take from you." These words feel like those of an artist on the cusp of something bigger.

Fresh from walking the runway for Yves Saint Laurent and Louis Vuitton at Paris Fashion Week, Alejandro wears success well. But while material and digital milestones – millions of streams and growing – continue to stack up, he remains unfazed. "Success is relative. I felt successful way back," he says. "I have more than I ever imagined. I keep that mentality of living simply, using my resources to be a better artist. I used to record in a closet. I still record in a closet. But now, I can also go to a top studio. But I learned a long time ago – it's not about that. It’s about what’s in your mind, your vision, your love for your art."

Reflecting on his journey, he takes satisfaction in his growth. "When I look back at everything I’ve done, it’s enough for my happiness. I do this because I love it, and then I share it with the world. If it makes me happy, I won’t have regrets when I’m old. Legacies are built like that – by doing things from the heart."

That personal philosophy seems central to his rise. Beneath the high fashion, the fame, and the relentless work ethic, there’s something personal, something deeply rooted in the love of his craft. "When I'm in the studio, just me, a piano, a computer, software – I disappear into that world. No problems, no distractions. It's a sacred space for me, and I respect that. I appreciate it. I'm grateful."

In that moment, stripped of all external validation, Alejandro makes it clear why this year matters: "This is my hobby. I’m literally working on my hobby right now – and that makes me really happy. I’m just chasing happiness."