A Conversation in Boyle Heights

Growing up in Boyle Heights, a predominantly Hispanic neighborhood near Downtown Los Angeles, with deep connections to the Chicano movement, greatly influenced 3-time grammy winning vocalist and guitarist Raul Pacheco, and ultimately, his songwriting style and contributions to his activism-based band Ozomatli.
Through conversation and archival film footage from UCLA, Raul reflects on how the narrative depicted in the media was not the same as his day-to-day experience. Telling the story of community and historical beats is a complex key, and one worth sharing.
This project met and exceeded goals to increase awareness, engagement, and song streams for the band, while staying true to their overarching values, providing a look behind the scenes for existing fans, and giving prospective new fans a reason to lean in.