Such partnerships as that of Rosalía and her sister Pili Vila are rare in Spain’s music industry. The new album LUX became not only a musical experiment, but also a visual breakthrough where every detail is meticulously crafted. Behind the scenes, it was Pili who played a much greater role in creating the videos and shaping the album’s overall style than many would have expected.
While Rosalía focused on the music, Pili took charge of the visual concept. She not only coordinated the shoots, but developed an entire vision that brought together music, imagery, and atmosphere. Thanks to her perspective, the music videos for La Perla and Berghain became an integral part of the album’s story, not just an accompaniment.
Creative process
Work on LUX began with long discussions between the sisters. Pili didn’t stick to standard solutions—she sought new ways to express Rosalía’s unique sound. The videos featured unexpected locations, dynamic scenes, and symbolism reflecting the artist’s inner world. Each frame was carefully composed to reinforce the album’s core idea.
Pili Vila served not only as creative director, but also as the driving force behind the project. She coordinated designers, artists, and cinematographers, ensuring that every visual element was balanced and true to their vision. This approach enabled them to create a cohesive style that fans instantly recognize.
The role of the creative director
The role of creative director in music projects often goes unnoticed, yet it’s this person who shapes how an artist and their work are perceived. Pili Vila took charge of all visual decisions, from choosing color palettes to selecting costumes. She made strategic choices that influenced not just the style of music videos, but also the overall mood of the album.
In her work, Pili didn’t simply follow fashion trends—she set her own rules. She aimed for every element to have meaning and complement the music itself. As a result, LUX became more than just a collection of songs; it turned into a true art project, where visuals and sound blended into a single entity.
Impact on Rosalía
Working with her sister became a source of new ideas and creative reevaluation for Rosalía. Pili was never afraid to offer criticism or suggest alternative approaches, which helped the artist view her music from a fresh perspective. After one of these discussions, Rosalía decided to change her songwriting process and fully develop her ideas—a shift that’s noticeable in the tracks of her new album.
Pili also became the first to listen to new tracks and played an active role in choosing singles. Her opinion proved decisive in selecting the song that would become LUX’s signature track. This approach helped create an album where every detail is carefully considered, leaving no listener indifferent.
Behind the Scenes of the Music Videos
The filming of the LUX music videos was marked by a constant search for innovation and experimentation. Pili personally oversaw every stage, from writing the script to the final edit. She paid attention not only to close-ups, but also to the smallest details that shape the overall impression of the video. Thanks to this, the videos turned out deep and multilayered, not just simple illustrations for the songs.
The visual solutions proposed by Pili revealed new facets of Rosalía’s personality. On screen, the singer appears in unexpected images, and the storylines of the videos emphasize the album’s main themes. This approach made LUX one of the most talked-about music projects of the year.
In case you didn’t know, Pili Vila is Rosalía’s younger sister and a professional creative director who has been working with Spain’s leading artists for several years. Her collaboration with Rosalía began long before LUX was released, but it was this album that truly challenged her and gave her the opportunity to fully shine. Pili is known for her unconventional approach to visual art and her talent for creating memorable images that become part of contemporary Spain’s cultural code.
