Rosalía’s Lux (2025): A Transmedia Analysis of the Album Launch and Post-digital Music Marketing

Abstract

This paper focuses on the post-digital, transmedia marketing campaign surrounding Rosalía’s 2025 album Lux. It examines how a succession of communicative actions —from urban and digital teasers to listening parties and media appearances— built a coherent brand identity that went beyond the music itself. The aims are to identify the main strategies for visibility and community building, to explore the interplay between visual design, symbolic narrative and audience participation, and to assess the public reception of the release. A qualitative, interpretive methodology is employed, framed as an instrumental case study, using a corpus that includes visual materials, live events, social-media posts and journalistic articles. Key findings include the deployment of religious iconography on the visual identity of Rosalia’s Lux project, the release of the single “Berghain” with high-profile collaborators, listening parties in Mexico City, New York and Barcelona, the management of an album leak prior to the official launch, and the performance of “Reliquia” at the Los40 Music Awards. The conclusions affirm that the campaign represents a paradigmatic example of contemporary music marketing, successfully combining tradition and modernity, exclusivity and participation, and consolidating Rosalía’s status as a global cultural figure.