Collaborations

Pawkar Peguche 2024

An large group of members of an indigenous community walking down the street in traditional dress

Pawkar Raymi stands as one of the foremost Indigenous celebrations in the Otavalo region, celebrated in Kichwa communities from February to early March.

In the community of Peguche, Pawkar Raymi features cultural celebrations, sports competitions, and music concerts, attracting tens of thousands of attendees, including many who live abroad.

Recognised as Ecuador's intangible heritage by the National Ministry of Culture and Heritage and the National Institute of Cultural Heritage, it has been a vital expression of Indigenous Kichwa identity and culture for almost three decades.

A group of people at an open-air concert

Our collaboration with the 2024 organising committee facilitated funding for live broadcasts on social media of concerts featuring Andean musical genres, and the ‘mundialito’ indigenous football championship, aligning with our project's focus on digital engagement among young Indigenous Kichwa individuals with cultural content.

Highlights of Pawkar Peguche 2024 included the Noche Internacional (10 February 2024), featuring musical performances by Kichwa artists based in Ecuador, Bolivia, and Belgium, drawing approximately 16,500 in-person attendees and 55,000 online viewers, and the Runakay (11 February 2024), which opened with a ritual cleansing ceremony and required that attendees arrive in ethnic dress to enjoy the music of bands originating in Peguche.

Diana Burga

An interview with a man and woman in the street

Content creator Diana Burga (@dianiz_otavalo) began posting to social media platforms when she was 16. She found that her audience grew quickly, and she soon began to approach content creation with a view to cultivating that audience.

Today, Diana’s posts include promotions for local businesses in Otavalo, promotions of cultural events around the region, and candid glimpses of her everyday life.

In February 2024, field researcher Joe Quick accompanied Diana and her informal film team to interview attendees at the Runakay gala concert regarding the cultural significance of the event and the requirement that attendees arrive in their best indigenous attire. Among those Diana interviewed was David Maigua (@draimonsito), another research participant in our project.

  • All photos by Joe Quick.