At over 16,000 feet, Peru’s Rainbow Mountain is hard to reach — and its bright colors are hard to miss on social media.

After a community effort to build an access road and usher in tourists succeeded, fame has proven to be a blessing and a curse for the Indigenous community that sits beneath it.

On today’s Big Take podcast, Bloomberg’s Marcelo Rochabrun and Sarah Holder trace how the community turned Rainbow Mountain into a global tourism destination — and the money, violence and tragedy that followed.