Rauw Alejandro Faces His Demons in ‘Ni Me Conozco’ Video

Rauw Alejandro is continuing his Cosa Nuestra era. On Tuesday, the Puerto Rican star released the cinematic and trippy video for “Ni Me Conozco,” in which the singer resolves some inner feelings about his actions following the end of a relationship.

The video opens with Alejandro in a gloomy setting, switching between clips of the musician driving a Lamborghini and riding a horse in a snowy field. Alejandro is captured playing a vinyl record in a Seventies scene before a dream sequence of the singer surrounded by women behind a red curtain, seemingly seducing him and his thoughts.

“And she says to me: ‘I have a friend who wants to get it on’/Why don’t I put it in both of them?” sings Alejandro. “If they want it, I’ll give it to them/Who am I kidding? This is to forget you.”

Across the song, Alejandro reflects on his missteps. The video jumps to a scene of Alejandro’s body falling into a dark abyss before he faces his truth in an alternate reality: a masked monster that’s been following him comes to attack him from behind. The visual ends with a pensive Alejandro, sitting in his sports car, as a clip of salsa legend Frankie Ruiz plays: “Life was way too tough on me/And that’s why I want to let everyone know that this time/I’m going all in… Going forward, no looking back.”

“Ni Me Conozco” was featured on 2024’s Cosa Nuestra, which was ranked by Rolling Stone as the tenth-best Latin album of the year. The video makes the track the seventh single following songs like “Khe?” with Romeo Santos and “Qué Pasaría” with Bad Bunny.” He’s set to go on his Cosa Nuestra world tour this year.