Rauw Alejandro: Photos From the Cosa Nuestra World Tour

On a late-spring night, Downtown Miami was a place out of time. Thousands of people gathered dressed to the nines, the women rocking sequined gowns and kitten heels, the men wearing tailored suits and polished dress shoes. Their attire fused Puerto Rican culture and Mafia fantasy and seemed beamed in from decades ago — but the crowd entering Miami’s Kaseya Center on this warm evening wasn’t there for an act of yesteryear, but rather one of the hottest arena artists on the planet.

“It was a whole vibe,” Rauw Alejandro says over Zoom months later, now off the road and back home in Puerto Rico. “It felt like we went back to the past and you can feel that energy. It’s not mandatory, but if you dress up, you’ll have more fun because you’re immersed in the story. You’re literally traveling to that time and age.”

Like many arena and stadium stars today, the 32-year-old reggaetón star encouraged audiences to follow a special dress code for his show. His Cosa Nuestra tour this year channeled the elegance and glamour of a certain 1970s New York, along with the Cosa Nostra that ruled it. For the shows, he constructed an alter ego: Don Raúl, a suave Nuyorican hipster living in the Big Apple.

Rauw Alejandro will appear in conversation during Billboard’s Live Music Summit, held Nov. 3 in Los Angeles. For tickets and more information, click here.

Read Rauw Alejandro’s full Billboard cover story interview, part of the 2025 Touring Issue, here.