"Spanish singer Rosalia had a plan for Lux, her new album. Or rather than a plan, a scavenger hunt in which she left clues for fans to decipher what her next moves will be. But before this stunt, the singer had spent a month hinting at her new, more reflective and spiritual phase through enigmatic letters in which she shared her thoughts and inspirations."
"To share them, she selected a platform that is also unconventional: Substack. And Rosalia is not alone in doing so. Since its creation in 2017, this application halfway between a blog and a newsletter has been gaining users, both famous and anonymous, seeking a refuge in an internet that prioritizes calm over anxiety, and text over image. Initially, Substack was designed to provide writers and journalists a space where they could monetize their writing through letters or newsletters sent periodically to subscribers' emails."
Rosalia used a scavenger-hunt approach and enigmatic letters on Substack to tease her Lux album and signal a more reflective, spiritual phase. She published long, personal texts instead of brief social media posts and fast videos. Substack, created in 2017 as a hybrid blog-newsletter platform, allows writers and journalists to monetize periodic letters sent to subscribers' emails. The platform has attracted both professionals and nonprofessionals seeking a calmer, text-focused internet after X lost prominence for written conversation. Celebrities and anonymous creators have adopted Substack for serialized fiction, personal essays, and news-related content, expanding its use beyond traditional journalism.
Read at english.elpais.com
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