In April 2018 ROSALÍA was a niche act with a complex album to release, in Spanish, based on flamenco roots. We dropped her unexpected hit “Malamente” in May and helped her instantly become an icon for tastemakers & younger generations -a very active fandom in Spain, especially on Instagram.

Our next challenge was releasing the album "El Mal Querer": 11 songs about love & jealousy with an experimental sound proposition.

How could we engage an audience that only consumes singles in listening to the whole album? Our main goal was to promote the listening of the complete album by engaging fans with the story within, generating buzz around the narrative and preventing it to be eclipsed by "Malamente" alone. Simultaneously we sought to position the artist as the greatest revelation of music in Spanish, both national and internationally, bringing her success abroad and gathering fans from all around the world.

Inspired on ROSALÍA’s artistic vision we co-created a visual identity and an innovative transmedia narrative that organically linked all release-phases. We re-imagined each song into transmedia storytelling chapters and narrative items: TAROT CARDS. Turning the hit “Malamente” into the 1st chapter of “El Mal Querer” and then every song release into a new Tarot card through both ROSALÍA’s Instagram and website. The cards helped the fandom understand the narrative of the story within the album. The Collector's Edition of the album included an exclusive physical "El Mal Querer" tarot deck.

Two great presentation events for the album topped our plan, positioning ROSALÍA as a global artist: a responsive oversize billboard blew heart-shaped clouds with every like on Instagram and a massive surprise show gathered 11K fans in the center of Madrid and was followed live on streaming by many others.

The album release was announced in phases. ROSALÍA would unveil personally the different details and uncover the Tarot cards corresponding to each song of the album. This turned her most loyal fans into her advocates.

With the second single ("Pienso en tu Mirá" Chapter 3) she unveiled the title of "El Mal Querer" and the chapter-structure behind it. In September she unveiled the "Master card" -the album cover and release date- in a billboard at Times Square. It became viral after she shared it on Instagram, creating buzz among fans and impacting massively on Spanish press.

Key partners would help us build the dimension of her stardom: with an interactive billboard and a massive surprise presentation show in Madrid, that set fire to social media.

We capitalized the incredible response of both fans and media to fuel the launch of the album internationally obtaining results unprecedented for any Spanish artist.

· May'18 - "Malamente" is dropped: ROSALÍA becomes an icon for younger generations & tastemakers.

·July'18 - "El Mal Querer" second single release "Pienso en tu Mirá" and Tarot chapter-structure unveiling on her Instagram and website.

September'18 - Cover and release date communication on Times Square & Instagram: announcing digital and physical pre-sale with a collector’s edition that includes a physical Tarot deck.

· October'18 - Third single release ("Di Mi Nombre") topped with an unprecedented surprise show, advertised only the day before. Colon Square in Madrid held more than 11.000 fans as many others followed through live streaming.

·2nd November - World Release of "El Mal Querer": an interactive billboard campaign in Madrid center, shared by ROSALÍA on Instagram. For every like on her Instagram Stories a heart-shaped cloud blew up to the sky.

"El Mal Querer" reached Triple #1 in Spain (Spotify / Apple music / iTunes ) beating all local Spotify records:

All 11 tracks entered the Top 50 for the first time ever.

Most streamed album in the first 24h and 1st week.

TOP10 US general latin album consumption.

#1 on Apple’s US Latin list.

TOP10 in all Latin American countries.

TOP20 in markets like UK, France or Italy.

"El Mal Querer" became one of the most praised albums in publications like The Guardian, Pitchfork (UK), Spiegel (GER), Rolling Stone (US) and made it to the most prestigious polls for album of the year.

Her Instagram audience grew by 470,8% in the second half of 2018. From 224.078 followers in June to 1.279.235 followers in December. Increasing 9,7k followers a day and maintaining the Engagement at 18% with 203.701 average likes per publication.