Once “old-fashioned,” now global: the Rosalía effect
In 2018, a Spanish artist named Rosalía released Malamente, a track that blended traditional flamenco elements with modern urban beats. The song, with its haunting vocals, rhythmic handclaps, and hypnotic production, quickly became a sensation. Suddenly, a genre that had long been considered outdated by mainstream audiences was capturing the attention of a new generation.
Rosalía did not simply revive flamenco, she transformed it. She incorporated elements of hip-hop, electronic music, and reggaeton to create something entirely new.
Her innovative approach reintroduced one of Spain’s most historic musical traditions to the global stage. However, her reinvention of flamenco has sparked debate. “Rosalía has undeniably brought flamenco back into mainstream music, but the question remains: at what cost? While she modernised the genre, some argue that she has distanced it from its authentic roots,” says Leon Nuñez, a master’s student in flamenco studies at Complutense University of Madrid.
Rosalía did not simply revive flamenco, she transformed it. She incorporated elements of hip-hop, electronic music, and reggaeton to create something entirely new. Her innovative approach reintroduced one of Spain’s most historic musical traditions to the global stage. However, her reinvention of flamenco has sparked debate. “Rosalía has undeniably brought flamenco back into mainstream music, but the question remains: at what cost? While she modernised the genre, some argue that she has distanced it from its authentic roots,” says Leon Nuñez, a master’s student in flamenco studies at Complutense University of Madrid.
Flamenco: a brief overview
Flamenco is a deeply expressive musical tradition that originated in Andalusia, Spain, and shaped by Romani, Moorish, and Spanish influences.
It consists of three essential elements:
- The cante jondo, or deep song, is a vocal style known for its intense emotional depth, often conveying themes of sorrow and longing.
- Palmas, or rhythmic handclaps, serve as an essential form of percussion, creating complex and dynamic rhythms.
- Finally, baile, or dance, is a visually striking and expressive component of flamenco, characterised by intricate footwork, dramatic gestures, and powerful movements that reflect the emotional intensity of the music.
For decades, flamenco was a dominant force in Spanish music. However, by the 2000s, it had largely faded from mainstream popularity as it was perceived as too traditional, and niche, for modern audiences. That was until Rosalía reintroduced it in a way that made it feel both innovative and relevant.
The Rosalía reinvention: from flamenco student to global star
Before becoming a global pop star, Rosalía was a dedicated flamenco student. Born in Catalonia, she became fascinated with the genre as a teenager and pursued formal training at the Catalonia College of Music—one of Spain’s most prestigious institutions for flamenco. Under the guidance of renowned instructor José Miguel “El Chiqui” Vizcaya, she spent years studying the complex rhythms, vocal techniques, and emotional depth required to master the art form.
Unlike many mainstream artists who incorporate flamenco elements superficially, Rosalía immersed herself in the tradition with deep respect and technical mastery. Her album “El Mal Querer” (2018) was originally conceived as her final thesis project. The album reinterpreted a 13th-century Spanish novel, incorporating themes of love, control, and female empowerment, while blending flamenco’s traditional sounds with cutting-edge production.
When El Mal Querer was released, it was more than just an album—it was a cultural moment. Rosalía combined flamenco’s soulful melodies with electronic textures, Auto-Tuned harmonies and reggaeton beats. Songs like “Di Mi Nombre” and “Bagdad” retained flamenco’s signature vocal delivery, but their modern production made them accessible to contemporary audiences. The album won multiple Latin Grammys, proving that flamenco-infused music could achieve both critical and commercial success.
Beyond the music itself, Rosalía also reintroduced flamenco’s aesthetic elements into pop culture. She incorporated flamenco-inspired fashion—from dramatic ruffled outfits to long, red nails reminiscent of traditional dancers. She revived classic flamenco gestures in her performances, making them instantly recognisable to a global audience.
Flamenco goes viral: Rosalía’s influence
Rosalía’s fusion of flamenco and contemporary styles did more than elevate her own career—it reshaped Spanish pop music. Songs like “Malamente” topped the Spanish charts, an achievement almost unheard of for a flamenco-influenced track. She collaborated with international superstars such as J Balvin (Con Altura) and The Weeknd (La Fama), expanding flamenco’s reach beyond Spain.
Her influence can be seen in the rise of Spanish artists who have begun incorporating flamenco into their own work. C. Tangana’s “Tú Me Dejaste de Querer” blends flamenco with urban beats, while María José Llergo has been more purist, yet still modern, in her approach. Even mainstream pop artists have begun adopting flamenco aesthetics—a testament to Rosalía’s impact.
Moreover, younger generations, who may have once dismissed flamenco as outdated, have begun engaging with the genre, even if primarily through its hybridised forms. “Before Rosalía, many young Spaniards associated flamenco with their grandparents’ generation,” says Nuñez. “Now, they see it as something cool and relevant again.”
But is it really flamenco?
Despite her success, Rosalía’s reinvention of flamenco has not been without controversy. Traditionalists argue that her music is not authentic flamenco, but rather a commercialised fusion that strays too far from its roots. Critics point out that, while she has popularised elements of the genre, traditional flamenco artists, such as Niño de Elche and Israel Fernández, still struggle to achieve widespread recognition compared to mainstream Latin pop acts.
Additionally, some question whether a Catalan artist should be the face of flamenco—a genre deeply tied to Andalusian and Romani culture. Discussions about cultural appropriation have emerged, with some arguing that Rosalía profits from a musical tradition that is not historically her own.
However, whether you agree with these criticisms or not, there is no denying that Rosalía deeply immersed herself in the culture long before achieving fame. She did not merely adopt flamenco as an aesthetic choice, she dedicated years to studying and mastering its intricacies. “People can argue about whether her music is ‘real’ flamenco, but they cannot say she did not do the work,” Nuñez adds. “She studied with some of the best teachers in Spain and committed herself to understanding the genre before blending it with other styles.”
The future of flamenco in Spanish pop
As Rosalía continues to evolve musically, the question remains: is flamenco’s mainstream revival sustainable, or is this simply a passing trend? While her fusion style has made flamenco more accessible to a wider audience, it remains uncertain whether the renewed interest will extend to traditional flamenco in its purest form.
Regardless, Rosalía’s impact is undeniable. “Flamenco has always been evolving,” Nuñez explains. “It has absorbed influences from different cultures over the centuries. What Rosalía is doing is just another stage in that evolution.” Whether one views her as a visionary or a disruptor, she has ensured that flamenco is once again part of the global conversation. That, in and of itself, is a cultural shift—one that has breathed new life into a centuries-old tradition.