ISSUE 013
IN SITU this week is the first of many from Mexico City, talking about whether a new perspective necessarily follows a new location.
IN SITU is a platform dedicated to the intersection between culture, brand strategy and music. Sometimes the focus will be on one strand more than another, but always sitting in that sweet spot.
ISSUE 013 AT A GLANCE
LONG READ Cultural observation opinion piece: Does perspective always change with the location?
VERBATIM Quote from cultural tastemaker: Luc Sucèss - Co-founder of Blaze Payments
SHORT READ Belief relating to strategy and/or insight: Core Belief #10: No one can afford to ignore culture
MUSIC CORNER Album recommendation: Bad Bunny - DeBÍ TiRAR MáS FOToS
LONG READ
DOES PERSPECTIVE ALWAYS CHANGE WITH THE LOCATION?
As of last week, I relocated to Mexico City until the end of March. Having visited a few times, it seemed like a no-brainer to escape the grey and dark London winter and set up shop here with sunny skies and endless tacos.
But beyond avoiding seasonal depression, I’m also hoping that a change in continent, language and culture will provide me with a new perspective. We get so comfortable in our own world and routines, it’s hard to shake that off with holidays or content from other corners of the world whilst physically in one place.
This is compounded by the fact that everything is globalised. We can virtually “be” somewhere else from our living room, the same formats of cafes and bars pop up in cities all over the world, and langauge can be bridged with tech. On the one hand, accessbility to global nuances and information is a gift, but on the other, it’s all getting mixed together in a very two dimensional way. We might think we understand a country 3000 miles away through our phones, but nothing compares to being there in person i.e. genuinely changing perspective with your own two feet.
So how much is this change in perspective possible once you do make the leap to a new country? In the relatively short time since my arrival, I can already identify a few variables which will be important to shift if I’m really going to make the most of this move.
LANGUAGE
As an English speaker, we are spoiled when travelling. Although there are many Mexico City residents who speak perfect English, and many more who speak it well enough to communicate alongside my stilted Spanish, there are also plenty who aren’t familiar. This is obviously my problem! I’ve already enrolled in Spanish lessons to improve my rusty palabras, and being surrounded by the language everyday is a natural accelerator. But I don’t just want to learn how to buy groceries, I want to learn the local colloquialisms and use them in a sentence! If I can’t chat to the locals, then can I truly get to know the city beyond expats and English?
LOCAL ESTABLISHMENTS & EVENTS
With a thriving expat & visitor scene, you could very easily eat and drink at English-friendly places, with English-speaking friends, and go to events more targeted at foreigners than locals. Honestly you would have a great time, and it would still feel like you’re far away from home.
However, that’s somewhat missing the point of being here. It’s important to observe and absorb those spots that not every European or American is going to, where the music is local, the language is most definitely Spanish, and the location is perhaps a little off the beaten track. With such a welcoming culture, it just takes some digging to find and no doubt the experience will be worth it.
WORK
Perhaps the hardest variable, depending on sector, is working with local people or businesses. It’s one thing making sure your free time is being well spent, but there’s nothing like working with locals to truly shift perspectives.
Language is the obvious barrier here, but perhaps it’s a local business with international clients, or a local freelancer to collaborate with. In whatever form it takes, infiltrating local working culture is the hardest but also the most rewarding strategy to make the most of being somewhere new.
With all that in mind, let’s see how I fare over the next few months! I’ll do my best to take my own advice, and of course will report back on how far I managed to truly change my perspective beyond the physical. And of course, if any of you find yourself in Mexico City over the coming months, drop me a line and I’ll see you IN SITU.
VERBATIM
HOW FAR HAVE YOUR PERSPECTIVES SHIFTED FROM MOVING CONTINENTS & CULTURES?
LUC SUCCÈS - CO-FOUNDER OF BLAZE PAYMENTS (CURRENT CDMX RESIDENT, PREVIOUSLY MEDELLIN & NYC)
“Moving to a new country is like unlocking a new level of a game, one that reshapes your perspective, challenges your comfort zone, and opens your heart to experiences you never imagined were possible."
SHORT READ
CORE BELIEF #10: NO ONE CAN AFFORD TO IGNORE CULTURE
More brands than you think need cultural relevance to thrive, it’s not just the ones at the leading edge. Culture impacts how all consumers behave, whether consciously or not. To understand culture is to simply better understand your audience.
By ignoring the cultural backdrop, brands are making themselves vulnerable to competitors who are taking it into account, or worse, being tone deaf and potentially cancelled (however long that lasts). Not many brands can escape the scourge of online backlash, especially if they’re not tapped into that world already and simply don’t understand the discourse.
MUSIC CORNER
BAD BUNNY - DeBÍ TiRAR MáS FOToS
Sticking with the Latin American theme, Bad Bunny recently released his 6th studio album. The Puerto Rican artist has masterfully combined traditional and contemporary styles to pay homage to his roots, while speaking to the future - and literally speaking in Spanish.
Working within the música urbana style, the album is packed full of tangible and symbolic references to Puerto Rico, including the 5th January release date, which marks the first uprising against Spanish rule in 1868. This is a love-letter to Bad Bunny’s home, using his globally renowned status to shine a spotlight on its rich culture and history. Alongside the album launch, he has announced a 21-night residency in Puerto Rico, with priority given to residents. It’s this kind of move that makes you want to support Bad Bunny, even if you don’t understand every word.
Don’t forget to follow IN SITU on Instagram @insitu.njd, and check out my website at nicolajdavies.com.