“Cultural journalists have a certain sensitivity that journalists in other fields do not have.”
Each person sets the foundations for his or her own success. Ximena Duque and those around them, respect and effective communication are of utmost importance in their daily lives both as individuals and professionals.
Ximena Duque Barrerais a Colombian social communicator who has explored different paths throughout her career. Starting as Head of Press at Norma Publishingpassing through the Marketing Management in The Basement Bookstores And although everything seemed focused on books, a sudden turn came later in his life, but not before working as a publicist for transnational brands such as Endesa, SM Editions, Adidasand more.
In reality, this does not represent even the smallest percentage of everything she has offered in the workplace, however -after her arrival in Mexico- she began to shape her own project: The Vague Communications. A public relations, press, promotion, project linkage agency and more.
It's hard to be a foreigner. It's hard not to have the support you have in your country. I decided to become independent and create The Vague Communications”.
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13 years ago, this project took its first steps thanks to the efforts of Ximena and her husband who later named the agency with a small reference to their daughter Sasu. “The girl we all watched grow up. The Vague “We go wherever we go, we walk in the music,” he explains.
The agency's team is relatively small but they know how to work together, creating a relaxed atmosphere where everyone contributes something. Within their client base, projects such as Dr. Krapula, Alejandro and Maria Laura, Delta, San Pascualito Rey, Ilse Hendrix, Aleato name a few. However, the real challenge will always be independent projects.
“We do take on projects that we like. If we don’t like them, we have the freedom to say ‘we’re not going to make it’. Regardless of the genre, you have to like it, it has to have quality, it has to sound good, it has to have a work plan, that’s also very important for us, because I’m not going to bet on a band that’s going to fall apart; because in the end it’s my contacts who are making them have that openness. Working on a project or belonging to a band is working on it every day. They have to understand that many things are processes, especially when it’s independent, there are steps that shouldn’t be skipped. Believing in themselves, for example.”
It is in Colombia where The Vague Communications concentrates its offices and together with its partner, they carry out what they call “mirror communication”.
“Colombia and Mexico are anchor countries and the communication generated acts as a mirror for Latin America. We create cross-schedules with both countries. We do not only do press but also outreach to the community according to the axes that each of them manages.”
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Inside the agency, Ximena and her team work with artists and when asked what difficulties they face with each project, she answers that it has to do directly with communication and how it is received by journalists.
“Putting your art into words is very complex. From making a press release, to a presskit. Actually, these things are not something that an artist should know. Ideally, someone should help them because several mistakes can also be made. Not being prepared to present your product to the press. I don't just think it's about having the right pieces, but having respect for the work of journalists. That same respect is due to how you deliver your material. It's not an obligation of the journalist or the media to publish you because ultimately what you're doing is free pressyou're not paying to get it out. It seems to me that the free press than advertising itself, because in advertising you are paying to be taken out. In the free press You are managing to ensure that the journalist is interested in publishing you.”
In addition, he has worked with diverse entities such as the FIM Guadalajara, Vive Latino Festival, Picnic Festival in Costa Rica, Chilean Weyamong others.
Bringing people to these events is a responsibility because they are trusting you to go, so I try to look after them and take care of them in the most appropriate way because I greatly respect the work of journalists.”
☆ Tips ☆
If you are a musician or an agency and you don't know how to manage your project or a musical project, here are a couple of tips that will surely be very helpful.
☆ For musicians… “Work on your projects every day to know what strategies you are going to implement to be better. Contact the right people. Seek help from an agency. Surround yourself with a team that is consistent with you.”
☆ For agencies… “Work on projects that you like, that you are passionate about. I believe that things should go beyond money. If you like it, it will turn out well, it will flow. Work on projects that you really want to work on and that you trust in your judgment.”
