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New Mexico Tourism + City of Albuquerque

REFRAMING ALBUQUERQUE'S NARRATIVE

From crime scenes to creative stages, the television series Bands of Enchantment redefines Albuquerque on a global scale.

CHALLENGE

Albuquerque’s identity in popular media has long been shaped by crime-driven narratives from Breaking Bad and Better Call Saul, eclipsing its dynamic arts scene, cultural richness, and status as a global film and television hub. Despite its deep creative roots, the city struggled to be recognized as a destination for music, tourism, and investment. Downtown Albuquerque, in particular, needed a cultural catalyst to attract visitors and drive economic growth.

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SOLUTION

We partnered with the New Mexico Tourism Department and the City of Albuquerque to create Bands of Enchantment - a groundbreaking, brand-integrated television series designed to showcase the city’s vibrant creative community while doubling as a powerful tourism driver. By pairing electrifying music performances with Albuquerque’s stunning landscapes and cultural landmarks, the series redefines the city’s image on a global stage. Filmed in iconic locations like the historic KiMo Theatre, Bands of Enchantment weaves New Mexico’s artistic soul into every episode, featuring both international and local talent. Now in its fifth season, the Emmy-award winning series streams worldwide on TUBI, Prime Video, The Roku Channel, and PBS - bringing Albuquerque’s creative energy to millions.

IMPACT

With New Mexico welcoming a record-breaking 40 million visitors in 2024, Bands of Enchantment has capitalized on the state's tourism momentum, redefining Albuquerque’s narrative and fueling downtown revitalization efforts. By shifting perceptions and amplifying the city’s cultural influence, this initiative has transformed Albuquerque from a backdrop for fictional crime into a real-world stage for global artistry.

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