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Amid a political climate that has seen Latino communities targeted by deportations and ICE raids and the polarizing effects of gentrification and poverty in Puerto Rico, Latin music artists such as Rauw Alejandro and Bad
Bunny have responded with a renewed sense of cultural pride and advocacy.
Both artists released their most personal albums within weeks of each other: Alejandro’s fifth studio album, “Cosa Nuestra,” came out in November 2024, and Bad Bunny’s “Debí Tirar Más Fotos” followed in January 2025 — and of course Bad Bunny followed with not only a sold-out residency in Puerto Rico followed by a world tour, but his multiple Emmy-winning Super Bowl halftime show.
Alejandro has followed as well, with 2025’s “Cosa Nuestra: Capítulo 0” and a two-night stand at New York’s Forest Hills Stadium this past weekend — making him the first Latin artist to headline the iconic venue, which over the years has hosted the Beatles, Bob Dylan, Frank Sinatra, the Rolling Stones, Jimi Hendrix and countless others. It’s all part of an effort to encourage Latinos to embrace their roots and identities with greater pride.
“I think that creates an impact on all Latinos to embrace their culture, to not be afraid of showing their real identity. You don’t have to hide from nobody,” Alejandro — born Raúl Alejandro Ocasio Ruiz — told Variety during rehearsals at Forest Hills Stadium on Friday. “I think that’s what ‘Cosa Nuestra’ and ‘Debí Tirar Más Fotos’ did. It’s always been with us in a way. Getting older and more mature as an artist, you keep evolving.”
His shows at the venue, titled “Red Bull Chapters With Rauw Alejandro,” made that pride even more explicit. The production was designed to educate audiences about and celebrate Puerto Rico and its diaspora, including those who call cities like New York home.
When Alejandro launched his “Cosa Nuestra” tour in 2025, it also marked a rebranding for the artist — one that redefines his identity beyond being a reggaeton star, a singer or dancer. The shows were the two-time Latin Grammy winner’s first of 2026, and the energy drink brand’s first concert of its kind.
The three-part show took fans through Alejandro’s musical evolution, tracing his path toward becoming the artist he once dreamed of being while paying homage to the influences that shaped him.
“Three chapters is very little to tell a whole story, but I think we came up with a nice idea: briefing a little bit and just focusing on giving a nice message to our fans,” he says. Through cultural symbolism, powerful speeches about Latino identity and meticulously crafted choreography, the 90-minute show unfolded in three chapters: Inspiration, Momentum and Legacy. Puerto Rican pride remained the show’s central theme, with graphics and stage designs depicting different parts of the island and New York City — two places that shaped his childhood.
“I think it’s really important that we create a whole movement putting Puerto Rico and our culture on the world stage,” Alejandro says. “I think there’s room for everybody to do it. There are people who did it before us, and this new generation deserves to connect again with their roots. New York and P.R. for me are really special. My father is from Brooklyn and Puerto Rican as well, from Canóvanas. My mom is from Carolina, so it’s home.”
While he performed, the visuals in Chapter 1 included the island’s beaches, colorful architecture and red, white and celestial-blue flag, the original colors it held before the island became U.S. Territory. The show began with a narration describing the formative elements of the artist’s life: where he lived, the people who surrounded him and the childhood experiences that influenced his musical taste and motivated him to pursue his dreams. He opened with his hit “Santa,” followed by a medley of “Dream Girl” and “Toda.” Next came “Déjame Entrar,” before he transitioned into his rendition of salsa pioneer Frankie Ruiz’s 1985 hit “Tú Con Él.”
To close the show’s first arc, Alejandro sang “Carita Linda” as skateboarders performed onstage wearing helmets and costumes inspired by Puerto Rico’s vejigantes, folkloric masked characters with multiple horns and exaggerated facial features who appear at carnivals and festivals throughout the island.
Chapter 2 portrayed Alejandro’s transition into life as a famous Latin music star navigating the pressures, routines and chameleon-like shifts of a successful career. The visuals evolved into the New York City skyline, which also appeared throughout the production, making it clear that he intended to create a visual love letter to the Puerto Rican diaspora. Songs from his 2021 album “Vice Versa” and his 2022 release “Playa Saturno” were performed, including “Todo de Ti,” “Baby Hello,” “Desenfocao’” and the remix of “Tiroteo.”
For Chapter 3, Alejandro honored the legendary artists who made reggaeton a global genre. The singer brought out music producer Tainy onstage as the evening’s first guest. He ran through a reggaeton canon that included music by Héctor el Father, Daddy Yankee, Arcángel, Tony Dize and Bad Bunny — artists who helped establish reggaeton as a global, chart-topping genre. Chencho Corleone, one-half of the reggaeton duo Plan B, then joined Alejandro for “El Efecto” and “Desesperados,” before the show closed with “Lokera” and “Punto 40.”
“I think this new generation deserves to connect again with the roots, and I think that’s the important thing, that we keep growing,” said Rauw. “These kids don’t know who the pioneers are, and I think it’s our responsibility to show them and educate them to see what’s up.”
