
El Alto is a working class metropolis in the highlands of western Bolivia - a young, thrumming city, grown up on the fringes of the country's capital La Paz, mostly indigenous, built at a staggering 13,620 feet above sea level.
It is also the only place in the world to find cholita wrestling. Every Sunday, female wrestlers, called cholitas - slang for women of indigenous descent - arrive at El Alto's Multifunctional Center to battle in layered skirts, colorful shawls, and pumps, as their bowler hats balance delicately atop their braids.
It started as a gimmick, created by a promoter hoping to draw more attention to Bolivia's professional wrestling scene. But in recent years, it has become more: It has become a way for some indigenous women, who face heightened inequality in El Alto, to define themselves on new terms.
That's what drew Luisa Gerstein to El Alto in 2013, the same year her indie rock band Landshapes released their first album, Rambutan. Hailing from the U.K., Gerstein had seen pictures of the cholita wrestlers in a photo exhibition. She was taken aback by such a powerful image of the cholitas, standing tall in the ring or twisting an opponent through the air. They have quite strict parameters of what's expected of them and they get to tear that apart, which is exciting,
Gerstein said.
Ian Pons Jewell's crew shot the video under tricky conditions inside the El Alto Multifunctional Center. | Ian Pons Jewell
Gerstein reached out to director Ian Pons Jewell to work on shooting a video for In Limbo, a single off the Rambutan album, in Bolivia - a seemingly natural choice for a song that, with its rumbling beat and resonating guitars, emulates the scenery of the altiplano, craggy and crystal clear. In January, Gerstein flew to Bolivia and Pons Jewell met her there a week later. There, they hammered out a story together: A young wrestlers walk from her home in El Alto to a local gym, where she trains for a climactic showdown at the Multifunctional Center.
Mirian Mamani, the wrestler featured in the video, also served as hairdresser. | Ian Pons Jewell
Pons Jewell already had a reputation for making music videos with powerful narratives, adding in subtle religious or political imagery and varying degrees of surrealism. But In Limbo took him a bit outside his comfort zone, he admits.
It was the first time I filmed a video without it being completely controlled and planned, Pons Jewell remembers. Usually there would be a script and a shot list and everything would be kind of planned. But this was kind of new to me.
In fact, there was no telling whether the music video would come together at all. After meeting up with Gerstein in El Alto, Pons Jewell started from scratch - through word of mouth, he was able to locate a digital camera. A producer he met through the owner of the apartment they rented helped get the necessary permits in order. They worked with a few members of the wrestling organization, who Gerstein had met the week before, to find a wrestler with whom they could work closely for the video.
They were connected with a young wrestler named Mirian Lidia Mamani. Gerstein was struck by the fact that unlike most of the wrestlers, Mamani seemed close to Gerstein in age. She stood out to Pons Jewell, too.
We wanted her from the beginning, Pons Jewell remembers. We saw her and just thought she was so beautiful, and had such an incredible face.
Gerstein and Mamani captured arena-side by Pons Jewell. | Ian Pons Jewell
For someone who has never acted before, Mamani tells so much of the story with her face, betraying a stoicism that barely conceals her apprehension. In the video, she passes through a colorful market, and a parade full of horns, cymbals, and women dancing in skirts and bowlers. For a moment, Mamani locks her eyes with a tourist - Gerstein, who receives some kind of shamanic blessing as Mamani looks on.
Partially, Pons Jewell says, Gerstein's character in the video represents the gulf between the locals in El Alto and La Paz and the tourists and backpackers so prevalent in the cities.
After passing Gerstein, Mamani's character enters a gym where she watches other wrestlers train, cracking her knuckles when one of the wrestlers throws a taunt her way. Later, the camera takes viewers inside the Multifunctional Center, a warehouse-like building, packed with spectators on bleachers. The camera surveys the crowd's anxious faces, then turns to a closeup of Mamani peering out from backstage.
In one particularly stunning moment, the camera rotates around the spectacularly attired wrestlers, some of them cholitas, some of them male wrestlers dressed in luchador masks or demonic face paint.
Mamani enters to an apprehensive crowd and faces down a clown in shaggy yellow pants - a wrestler who happened to be Mamanis real-life boyfriend. The camera crew, with one chance to get the shots right and none of the help they'd have in a traditional studio environment, circled the ring. The video ends with Mamanis triumph, after knocking out the clown with a well-timed punch.
The video marked something of a triumph for Pons Jewell, too. He stayed in Bolivia when the crew wrapped filming, and soon was hired to direct the video for Naughty Boy's La La La. That video, also shot in Bolivia, found a massive audience, earning more than 750 million views to date and giving Pons Jewell a breakout.
The Landshapes video also helped him develop what has become another of his trademarks - shooting videos in locales far outside the context of the original music, complicating the music's meaning and deepening its resonance. (See also Pons Jewell's video for L.A. producer Valentino Khan's Deep Down Low, shot in a Tokyo restaurant.)
Luisa Gerstein of Landshapes. | Ian Pons Jewell
Of course, the video for
Most recent headlines
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
19/04/2025
SDVI, the leading platform provider for cloud-native media supply chains, today announced that the company earned multiple awards at the 2025 NAB Show, with two...
19/04/2025
Ateliere Creative Technologies, a leading GenAI media software solutions company, today announced that Dan Goman has stepped down as CEO and David Bortis, Ateli...
19/04/2025
As Director of Media and Aerial Production at Terrible Herbst Motorsports, Bryan Moore is setting new standards in off-road racing media coverage thanks to his ...
19/04/2025
A next-generation collaboration device that redefines connectivity for meeting environments
Lightware, an industry-leading manufacturer of signal management so...
19/04/2025
Calrec is today announcing that its True Control 2.0 is a Remote Production winner in the 2025 NAB Show Product of the Year Awards. This official awards program...
19/04/2025
Appear, a global leader in live production technology, proudly announces it has been recognised alongside NBCUniversal with the prestigious NAB Show Delivery Pr...
19/04/2025
Deity Microphones, a leader in innovative audio equipment, is proud to announce the expected release of our Ultra-Wide Band IFB to the market. The THEOS DIFB wi...
19/04/2025
A world renowned broadcaster and long-standing LiveU customer has successfully completed a series of live connectivity tests using LiveU's revolutionary, aw...
19/04/2025
BitFire (bitfire.tv), a longtime leader in live video transport, today announced dual NAB Show award wins at the 2025 NAB Show in Las Vegas. The company's M...
19/04/2025
BitFire (bitfire.tv), a longtime leader in live video transport, today announced three major award wins at the 2025 NAB Show, April 5-9, in Las Vegas. The compa...
19/04/2025
AI video discovery company Moments Lab and Satisfaction Group, a leading independent unscripted television production company, are proud to announce a unique st...
19/04/2025
As the media industry navigates the triple challenge of AI-driven production, distributed teams, and skyrocketing content demand, DigitalGlue s creative.space h...
19/04/2025
Network technology startup Miri Technologies Inc. capped off its tremendously successful NAB Show debut by winning two prestigious industry awards for its cutti...
19/04/2025
CINCINNATI Scripp's Nuvyyo USA has concluded a deal with Warner Bros. Discovery to bring 45 FAST channels to Nuvyyo's Tablo TV device....
19/04/2025
In a ruling that could have broader implications on the legality of regulatory agencies levying fines through administrative proceedings, the 5th U.S. Circuit C...
19/04/2025
WASHINGTON Federal Communications Commission chair Brendan Carr has blasted Comcast over MSNBC's coverage of the deportation of Kilmar Abrego Garcia in a so...
19/04/2025
Berklee NYC and NYC Media Launch Season 3 of Inside Power Station @BerkleeNYC This season features faculty member Arun Pandian as the new host and interviews ...
18/04/2025
Director Andrew Ahn, alongside actors Youn Yuh-jung and Joan Chen, takes a photo of the audience after the premiere of his film The Wedding Banquet at Eccles ...
18/04/2025
In a ruling that could have a major impact on the digital advertising market, a federal judge has ruled that Google has monopolized some types of advertising te...
18/04/2025
Broadcast and cable TV news outlets saw strong social media growth in March, according to new data from the social video analytics company Tubular Labs ....
18/04/2025
Berklee Student Yukai Yang Named 2025 Yamaha Young Performing Artist The drummer secured a spot among the elite winners in this years competition.
By
Maddie...
18/04/2025
Boston Conservatory Alums Bring Real Women Have Curves to Broadway The Latin American immigrant community takes center stage in a new musical featuring Tatian...
18/04/2025
WASHINGTON The FCC's call for public comments and suggestions on outdated regulations that it should be eliminated, has prompted a slew of fillings from bro...
18/04/2025
In a ruling that could have a major impact on the digital advertising market, a federal judge has ruled that Google has monopolized some types of advertising te...
18/04/2025
PEARL RIVER, N.Y. Global media solutions company Active Media Services (AMS) has formed a new relationship with VideoAmp, a measurement company for linear TV, c...
18/04/2025
Netflix reported generally positive results for first-quarter 2025, with revenue up 13% year-over-year to $10.543 billion and operating income growing by 27% to...
18/04/2025
NHL Playoffs 2025: TNT Sports Hits the Road for Onsite Productions With Mobile U...
18/04/2025
EVSs S bastien Verlaine on U.S. Expansion, Next-Generation Products Beyond replay, offerings also target asset management and media infrastructure By Ken Kersc...
18/04/2025
ESPN Unleashes 4DREPLAY as NCAA Women's Gymnastics Championships Hit ABC Men's championships to follow Saturday night on ESPN2 By Brandon Costa, Direct...
18/04/2025
Visualizing Victory: The Latest in AR, XR, and Virtual Production in Live Sports This panel discussion featured leaders from ESPN, CBS Sports, Warner Bros. Disc...
18/04/2025
NHL Playoffs 2025: With 16 Games in First Six Days, ESPN Deploys Variety of Remo...
17/04/2025
Emilie Blichfeldt attends the 2025 Sundance Film Festival premiere of The Ugly ...
17/04/2025
R-GPS gives warfighters a decisive battlefield advantage by punching through adv...
17/04/2025
This year's NAB Show in Las Vegas marked a noticeable shift in the priorities of media and broadcast organisations. Gone are the days of chasing flashy, or ...
17/04/2025
class=attachment-thumbnail size-thumbnail f-align-center alt= decoding=async data-lazy-srcset=https://www.antonbauer.com/wp-content/uploads/2024/12/Amy-Daniel-1...
17/04/2025
SAN JOSE, Calif. Roku and Adobe have announced that they are collaborating on a real time data platform made possible by a a new integration of the Roku Data C...
17/04/2025
NEW YORK Internet advertising revenues demonstrated strong growth in 2024, increasing 14.9% year-over-year to $258.6 billion, according to the IAB Internet Adv...
17/04/2025
SDVI Earns Both Product and Project of the Year Awards at 2025 NAB Show
Brie Clayton April 17, 2025
0 Comments
Left to right, Geoff Stedman, CMO, SDVI...
17/04/2025
Singapore Polytechnic Readies Aspiring AV Professionals for Live IP Productions ...
17/04/2025
Calrec Wins 2025 NAB Show Product of the Year Award for True Control 2.0
Brie Clayton April 17, 2025
0 Comments
Image: The Calrec True Control 2.o on ...
17/04/2025
In Return to Berklee, Lucius Looks Back and Moves Forward From mood boards to live demos, the alumni band gave students an exclusive look at the process behin...
17/04/2025
DirecTV's free streaming service MyFree DirecTV has just added another eight channels from NBCUniversal....
17/04/2025
LOS ANGELES The virtual production company GameChanger has announced that it is expanding its global footprint by bringing its virtual production technology to ...
17/04/2025
DENVER The International Broadcaster Coalition Against Piracy (IBCAP) has announced that it has developed a proprietary, automated software-based system to iden...
17/04/2025
Pixalate's new CTV Device Market Share report for Q1 2025 shows that Roku has the highest open programmatic CTV device market share in the United States, wi...
17/04/2025
Edward J. Lewis III Named Senior Vice President of Institutional Advancement Lewis has more than 20 years of industry experience, leading fundraising initiati...
17/04/2025
The Curling Group Puts On Inaugural Curling All-Star Game in Nashville The location in Music City is intended to broaden the sport's appeal By Dan Daley, ...
17/04/2025
April 17th, 2025 Press Materials Available Here
Tribeca Festival 2025 Announces TV & NOW Lineup
World Premieres and Exclusive Cast Panels with Apple TV '...
17/04/2025
SVG Sit-Down: Cisco's Bryan Bedford on Providing End-to-End Support for Clie...