From Peru to
a global Xiaomi campaign.

In 2022, a song created with fans around the world became part of a global Xiaomi campaign. At the centre of the project was Peruvian producer and DJ Mauro Ferdinand, whom I managed through VLM Management.

From fans to collaborators

Xiaomi invited musicians from its international community to contribute to Music Together, an initiative within its Better Together platform. Mauro was selected from hundreds of participants to produce and compose “We Are Together.”

He developed the song’s melodic foundation, worked with instrumental, vocal and lyrical contributions from fans, and completed the mix and master. Xiaomi received hundreds of video submissions from 15 countries, bringing different voices into one shared project.

The work behind the partnership

As Mauro’s manager, my role included coordinating artist strategy, contracts, communications, local production, musicians, promotional materials and release planning. It meant connecting people and teams across Peru and China, Xiaomi, and Sony Music/The Orchard.

A global campaign rooted in Peru

“We Are Together” became the official song of Xiaomi Fan Festival 2022, marking the company’s twelfth global anniversary. Its music video was filmed in the Sarapampa desert south of Lima, with Peruvian musicians and direction from China. The song was released internationally on more than 50 digital platforms.

The project later took on a local voice through “Estamos Juntos,” a Spanish-and-Quechua version featuring Renata Flores and Noah Rodsick. It was presented at the first Xiaomi Fan Meeting in Peru.

Three lessons I took from the experience

• Invite the community into the creative process. Fans can contribute ideas and talent, not only receive the final campaign.
• Give global ideas local meaning. Adapting a project to a region’s language and culture can create a more personal connection.
• See artist management as a bridge. Creative work, production, business, communication and international coordination all need to move together.

This project showed how an independent Peruvian artist’s work could connect a global brand with the people who form its community.

The original LinkedIn post

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