In Mexico City’s historic Plaza Garibaldi, known as the Mariachi Mecca, weekends typically buzz with mariachi groups competing to play in front of hundreds of local and tourists alike. However, in March 2020, COVID-19 restrictions left hundreds of mariachi musicians without work. Dozens stood along the main avenue, often stepping into traffic in hopes for even a single serenade.
As informal workers, mariachis—part of the nearly 60% of Mexicans in the informal economy—were especially vulnerable, with no access to government assistance. In response, Rubén photographed their struggles and launched
Salvemos al Mariachi, a platform developed with a local nonprofit. Using 360° video, he helped mariachis create personalized serenades ordered worldwide, with all earnings going directly to the musicians, enabling them to work with dignity during the pandemic's hardest months.
The artist also created immersive 360° short films, offering deeper insights into the mariachi's lives. Presented as an interactive gallery exhibition, visitors could photograph the displayed images, unlocking an immersive mobile experience that transported them to the heart of Mexico City, surrounded by mariachi music and culture.
The project was featured in major publications worldwide like
National Geographic,
VOGUE, and
The Guardian, enabling support for over 300 mariachi families.
Experience More Dive deeper into the heart of
A Song of Hope. Watch the videos, explore the interactive exhibition, and connect with the untold stories of Mexico’s mariachi musicians.
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