How Smart Guest Sourcing Helped Where We Land Launch Strong

Sisters Claudia and Luciana set out to create Where We Land with a clear vision and an ambitious goal. They wanted a space where all immigrant stories could be shared — no matter where someone came from. With plenty of experience, they knew that living between two cultures isn’t simple. It’s messy, beautiful, and way more layered than most people realize.

They wanted Where We Land to feel like that, too. Full of heartfelt stories, real laughs (maybe a tear or two), and honest conversations.

To make it happen, they teamed up with Lower Street, a production partner who could help them launch strong, source an outstanding range of guests, and grow. Together, we delivered. We locked in standout guest bookings and set up a cross-promotion that helped them get in front of new audiences right from the start.

Today, Where We Land stands out as an inspiring and welcoming gathering place for immigrants from all walks of life to share, reflect, and celebrate their journeys.

The Background

When Claudia and Luciana moved back to the U.S. from Peru as adults, they felt something was missing. There was no space where all immigrant stories could be shared.

"We didn't really see a lot of podcasts that were grouping all immigrants in the US under one banner. We saw a lot of podcasts that were focused on a specific diaspora... but there wasn't one that was explicitly catering to everyone across the board."

Claudia Valdiviezo, Host of Where We Land

Immigration meant more than just crossing a border into a new home. It’s about building a new identity between cultures. And it’s messy, ever-evolving, and raw. They dreamed of a show where immigrants from everywhere could connect over shared experiences and honest stories.

"Our objective was to expand the meaning of the word 'immigrant.' We wanted to show immigrants from all different parts of the world, different points in life, different reasons for coming here."

Luciana Valdiviezo, Host of Where We Land

Even though it was a personal project, rather than a brand endeavor, they knew they didn’t want a DIY podcast. They wanted the kind of show they loved to listen to themselves. And a great show would set the foundation for a future community.

"We really wanted to make a high-quality product from the start. We were confident in the content that we would bring, but we needed to make sure that we were going to sound great, so people would want to listen."

Luciana Valdiviezo, Host of Where We Land

Claudia and Luciana explored several agencies for a production partner, but ultimately chose Lower Street for our proven track record and our tailored approach.

"A lot of the other options on the list felt like these big conglomerates just shelling out packaged ideas. We liked that Lower Street had a boutique feel — like we'd get a little more care, a little more attention."

Claudia Valdiviezo, Host of Where We Land

Together, we set out to bring Where We Land to life.

The Making of Where We Land

Claudia and Luciana came to Lower Street with a great vision — and they knew exactly where they needed backup. Where We Land was a strong concept, but they wanted help building a solid technical foundation. They needed to source great guests, deliver a polished listening experience to attract and retain audiences, launch with momentum, and grow strategically.

From day one, we kept things hands-on and collaborative. We helped shape the bones of the show — refining the episode structure, tossing around title ideas, and giving feedback that turned their big vision into something real and ready.

"You have the idea in your head, but you don't know what it's going to look like. Our producer, Wanyee, was great at listening to all our thoughts and then saying, 'Okay, here’s what I think you mean.' She really helped land it."

Claudia Valdiviezo, Host of Where We Land

Guest booking was a major focus. Claudia and Luciana knew that if they stuck to their own networks, the roster would lean heavily Latin Americans. But the goal was to branch out of a niche diaspora and reach a range of immigrants. 

They challenged us to help widen the lens. Different countries, different industries, different journeys. And we delivered. Our team lined up a powerful mix of voices, including big early wins like Michelle MiJung Kim — bestselling author, Awaken founder, and global equity speaker — and Abdi Iftin, an award-winning journalist and refugee advocate whose story has been featured on NPR and in The New York Times.

Throughout the production process, we stayed by their side. Our producer was there live, signaling timing, keeping the conversations tight, and coaching in real time.

"The little nudges along the way made such a difference. From our first recording to now, the confidence has grown so much."

Luciana Valdiviezo, Host of Where We Land

When we started, Claudia and Luciana were already great storytellers. But week by week, with a little coaching and real-time support, they grew into seasoned hosts — bringing curiosity, humor, and heart to every conversation.

"From the first recording to now, the difference is huge. We feel so much more confident on the mic."

Luciana Valdiviezo, Host of Where We Land

By the time the first season wrapped, Where We Land was a powerful show already building the community they had hoped for.

The Outcome

One of the biggest wins for Where We Land was the great lineup of guests we were able to book together. From the start, Claudia and Luciana really wanted to highlight a diverse mix of immigrant voices. They were also hoping to lock down someone from the entertainment world too.

We were able to bring in heavy hitters like Michelle MiJung Kim and Abdi Iftin, plus three entertainers — a comedian, a musician, and an actor. On top of that, we were able to overdeliver on numbers. The original contract promised eight guests. We booked ten.

"The type of people we've been able to meet... it would have taken us months and months to build that network ourselves."

Luciana Valdiviezo, Host of Where We Land

Another big win for Where We Land’s growth was cross-promotion, particularly with 7Gen, a brand aligned with Where We Land’s mission. Lower Street’s Audience Development team facilitated the collaboration, handled the back-and-forth, and made sure the episode was a win for everyone involved. This tactic is set up to give Where We Land a strong boost by reaching new listeners on a second podcast feed — a smart, early play for long-term growth.

"The cross-promotion process was so smooth because Lower Street handled everything. It helped us reach new people without the stress."

Claudia Valdiviezo, Host of Where We Land

In just a few months, Where We Land went from an idea to a polished, dynamic show — one that’s already making an impact with listeners and immigrants all over. Now, Claudia and Luciana are keeping that momentum going. They’re growing their community, expanding to video podcasting on YouTube, and continuing to bring these stories to even more people.