ROSALÍA is signaling a bold new chapter. After sharing handwritten notes for a new song titled “Berghain” and posting the phrase “LUX = LOVE”, the artist has begun leaving unmistakable clues about what’s next. New artwork featuring the Spotify logo has surfaced across cities like New York and Madrid, priming fans for digital surprises and IRL reveals.
What defines the start of the ‘LUX’ era?
‘LUX’ is more than a title—it's a creative framework. From the “LUX = LOVE” post to trademark filings, ROSALÍA is laying out a cohesive concept that blends sound, story, and striking visuals.
How is OOH being used to build anticipation?
Spotify-branded artwork and fresh key visuals have appeared in NYC and Madrid, syncing city-scale OOH moments with digital speculation. The strategy creates physical proof points that fuel social conversation and fan theories—before a single official date is revealed.
What else points to an imminent rollout?
Reports indicate ROSALÍA is actively filming new video material—likely a music video or visual assets for the album campaign. Combined with city teasers and trademark activity, it’s clear that ‘LUX’ will be as visual as it is musical.
Why does this matter for pop—and for OOH?
Like high-impact OOH, star-led teasers drive frequency, visibility, and talkability. By merging place-based media (NYC, Madrid) with platform-native buzz (Spotify, socials), the ‘LUX’ rollout creates a feedback loop that builds demand ahead of release.
FAQs about this campaign
What is ROSALÍA’s ‘LUX’?
‘LUX’ is the name of ROSALÍA’s upcoming era, referenced in her “LUX = LOVE” post and confirmed via trademark filings.
How is ‘LUX’ being teased in cities?
Spotify-branded visuals and new artwork have appeared in New York and Madrid, aligning physical OOH with digital buzz.
What does “LUX = LOVE” mean?
It’s a conceptual clue from ROSALÍA’s recent post, likely framing the creative direction of the new phase.
Is there a release date?
No official date yet. Teasers, city OOH, and video shoots suggest new music and visuals are imminent.
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