I’m often asked how I got to where I am now, working with Indigenous people around the world in the performing arts (traditional AND contemporary) and festival development. I grew up in Albuquerque, New Mexico, a state with an American Indian population of about 10%, one of the highest percentages in the US. I knew Indian people growing up, went to school with them, worked with them.
By the time I was 12, I knew I wanted to study about American Indians past and present–I wanted to be an archeologist. I wanted to be an archeologist so much that when I was in college at the University of New Mexico and had to choose a minor (my major was anthropology, of course!), I couldn’t think of anything that interested me nearly as much as anthropology and American Indian studies, so I chose English as my minor, figuring I would have a head start, since I already spoke the language.
Then I went to graduate school at the University of Arizona, again in anthropology. The focus of the department was on the totality of the human experience so I studied all of the traditional four fields of anthropology–archeology, cultural anthropology, physical anthropology and linguistics. I focused on the archeology of the Southwest and Mexico but gained valuable experience in classes in other aspects of anthropology (a special thanks to Keith Basso in that regard) and in work projects (a shout out to Bill Rathje and the Tucson Garbage Project!).
And PhD in hand in 1977, off I went. I taught at several colleges and universities as an archeologist and anthropologist, usually teaching courses in the all the basic fields and introduction to American Indian studies. I was on my way to tenure, a tweed jacket, and ivy–all the traditional accouterments of the professoriate.
And then two things happened which started me on the road to where I am now. In 1984-85, I served as a Senior Fulbright Professor at the Johan Wolfgang Goethe University in Frankfurt in what was then West Germany, at the Institut für Historische Ethnologie. It was the year that changed my life. My teaching area was American Indians, and I lectured all over Europe and Israel on a broad range of American Indian and archeological topics. In a sense, I saw the demand side of the equation of my future, and had a wonderful year.
Then in 1987-88, I was a professor in the Cultural Studies Department at the Institute of American Indian Arts in Santa Fe (www.iaia.edu), the only American Indian-controlled institution of education in the arts in the United States. I was amazed by the breadth of its offerings and the talent of its students–here I saw what could be termed the supply side of the equation of my future.
In all of these academic wanderings (at one point, I moved six times in nine years), I didn’t get tenure. I faced a choice–I could be an adjunct gypsy academic, teaching a course here and a course there, no hope of a future, living on my knees. Or I could move on. So about 1994, I decided to plunge full-time into what I had been doing on a small scale for a few years. It took a while to figure out what to call it but I finally settled on the term, international cultural marketing. I didn’t want to just tour powwow groups, although I had sung with the Red Thunder Singers at UNM as an undergraduate and still the enjoy the music very much. I wanted to show the world the incredible depth and breadth of what American Indians were actually doing.
I decided early on that my work would be based on two principles. One was a business principle, which I called “one-stop shopping”–whatever a venue would want, I would either know who did it or could quickly find out. The second principle was more of a philosophical one. I wasn’t Indian and never pretended to be one–I was happy being what I am. In my business, Native people would choose the message, whether that message was a traditional Navajo music group, a Navajo language writer, or an Australian Aboriginal rock band–and I’ve worked with all of these. My job would NOT be to tinker with the message, adding a feather here, a feather there. My job would be to CRANK UP THE VOLUME!
And that’s what I’ve been doing ever since, whether getting a Navajo writer published in Ireland in Navajo, English and Irish, touring a dance group from Zuni Pueblo to Mongolia, touring Mariachi Imperial to Armenia, and most recently, bringing Indigenous theater companies from Canada, the US, Australia and New Zealand onstage in London.
In retrospect, there was one other key turn in the road to where I am now–the Chinle Valley Singers. But I’ll tell you about that in the next post.
Click on any picture to see a larger version:

Mariachi Imperial and Susan Bridenstine (Public Affairs Officer, US Embassy, Armenia) on the steps of the Armenia Marriott Hotel

Mariachi Imperial on the steps of the town hall, Dzoraget, Armenia

Mariachi music at Susan’s home

Judy Gonzales at Susan Bridenstine’s home

A Mariachi conga line in Yerevan