Harnessing Content Strategy to Elevate Indigenous Voices

Traveling the world to discover new roots music artists has been a great learning experience that goes beyond music. These lessons have been incredibly useful to me, and interestingly, I have applied them in recent content strategy projects I have worked on for Fortune 500 companies.

The first significant lesson has been to utilize criteria beyond what might be covered in a class on content strategy. For example, when undertaking a project in a geographical context outside of our area of expertise, it becomes essential to grasp the cultural identity of the location. This entails acquainting ourselves with its ways of life, traditions, languages, religions, and all symbols that foster a sense of belonging.?

Recognizing the importance of each of these elements is crucial for the success of these projects and these skills have proven instrumental in navigating the complexities of diverse cultural contexts. They've also prepared me for my involvement in major content strategy projects for some of the world's leading brands.

As a musician and content strategist, I have connected the knowledge that each of these careers has given me and applied strategy to our music documentary projects — always committed to making visible the artists in the music scenes where we work.

The importance of cultural identity in Content Strategy

A few years ago, I embarked on a journey to Peru with the purpose of producing an album and a documentary showcasing roots music from there. My goal was to create something authentic, with original songs that would narrate the stories of that region. During my research into the cultural identity of various towns in Peru, I came across a case that deeply moved me and became the inspiration for one of our songs.

The song, "Luchadora del Ande," meaning "Fighter of the Andes" in English, tells the harrowing tale of nearly 300,000 Peruvian women, predominantly indigenous and Quechua-speaking, who were forcibly subjected to sterilization by the Peruvian government in the 1990s, disguised as a "family planning program." Tragically, many of these women lost their lives, while the survivors continue to tirelessly advocate for justice.

Fundamental questions:

• What actions could I, as a musician and content strategist, take to bring visibility to this story and help them for justice?
• How could we amplify the voices of indigenous women who, even after 30 years, continue to seek justice??
• How could we effectively convey this tragic story through music?

These were just a few of the questions that weighed heavily on my mind. I felt like we had some responsibility to tell the story, which remains largely unknown outside of Peru.

That's when I decided to actively engage with the case, and this became my plan of action.

The objective: To raise awareness about the plight of the surviving women, who were victims of forced sterilizations during that time and are still seeking justice. Through the power of music, combat the marginalization and discrimination faced by many indigenous people.

The methodology: Before producing anything, I needed to research the cultural identity of the place where the events took place. I felt a strong need to directly connect with the people involved. It was one thing to have my own perception of what had happened, but it was a completely different experience to listen to the story told by one of the survivors. That's how I met Victoria Vigo. Victoria brought forth the first legal case of a survivor against the Peruvian government. She shared her story with me, and it deeply impacted me.

The majority of the victims were Quechua-speaking women from the Peruvian Andes, illiterate and from low socioeconomic backgrounds.

With that context in mind, together with Peruvian singer and activist Araceli Poma, we decided to compose a song that pays tribute to the victims who did not survive and to those women still seeking justice. This heartfelt song also had to have a music video that would help us share the story with the world.

Knowing how essential it would be to involve the community you are representing, we added the voice of Victoria Vigo to our song "Luchadora del Ande." And that, simply put, was the most impactful and important aspect of the research and production.

The production: Once the lyrics were written and the musical composition was completed, it was time to produce the music video. To be consistent, we had to film in one of the locations where the case had occurred, so the production took place in Cusco, Peru.?

We hired a local production team and indigenous actresses for the making of "Luchadora del Ande" and began the process of filming.

We collaborated closely with our local team to ensure that the final product was well received by the Peruvian community, and above all, we wanted the true protagonists of the story to feel that their experience and fight for justice were reflected through our musical work.

Conclusion: Personally engaging in this project has highlighted the vital importance of cultivating empathy and cultural sensitivity towards the community of survivors. It became evident to me that these qualities were crucial to our ability to create the video and effectively convey their story.

Through cultural proximity, in-depth research into the stories of this marginalized community, and acquiring a foundational understanding of Quechua, we felt that we could take an initial step to advocate for their pursuit of justice.

Doing this work generated significant international news coverage, as expected, and it also caught the attention of the press in Peru. Furthermore, the album — which included "Luchadora del Ande" — was nominated for the 2022 Latin Grammys, marking the first time in the history of the academy that a musical project including the indigenous Quechua language received a nomination.

What did I learn from this entire experience in my career as a Content Strategist?

As content strategists, our role extends beyond creating deliverables. Clients hire us to advocate for them and guide them towards the best possible solutions.

Here are three valuable best practices and tips inspired by my cross-cultural music and content strategy projects that can empower content strategists to make a meaningful impact on their projects and with their clients.

Be a champion for those voices that don't get heard as often. It's an approach, mindset, and skill set that as content strategists we must embrace in order to effectively champion the content strategy craft and amplify the voices of content owners with significant challenges. We should be creating inclusive spaces for their participation.

Cultivate empathy, patience and consideration for your client. Our unique skills and perspectives enable us to understand the challenges and difficulties a brand or organization may have as a result of a dysfunctional content ecosystem. Use this empathy to bring a fresh and unique perspective that allows clients to understand there are solutions to their frustrations.

Find allies and nurture relationships. The work content strategists at organizations is only as good as the relationships we are able to build. We must foster alliance with various people at all levels of the organization so we can be their advocates. In turn this will help us understand what's working and how to fix it.

Definitely, traveling the world to discover new roots music artists not only opened my heart but have allowed me to see another angle of my career as a content strategist. The work has inspired me to view the world of strategy in a more humane way and I'm grateful.

Watch the 'Luchadora del Andes' full video clip here:

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