LUX by Rosalía: a sonic masterclass in strategy

This post is designed to totally change the record this week. While John Lewis revived Where Love Lives – a 1990s anthem made for nostalgia – Rosalía released LUX, a record built for the future. One repeats what’s safe; the other redefines what’s possible. This is a story about creative repetition versus strategic reinvention – and what every brand or artist can learn from the difference.