New Tanqueray ambassador Xam topped the music charts earlier this year
2022 has been a good year for Geizon Carlos da Cruz Fernandes, or simply Xam. The 31-year-old rapper from Rio, who started the year with one of his songs at the top of the charts, was announced as the new ambassador for Tanqueray.
The artist’s song “Evil 3” made him reach audiences beyond the rap bubble. Currently, the song has more than 200 million streams on Spotify and #malvadao3 already has more than 769 million views on TikTok.
As an ambassador for the official Rock in Rio gin brand, the artist whose name is stamped on the festival’s lineup took place last weekend, in Cidade do Rock.
“Tanqueray is the official gin of the event, so I had an unmistakable experience of being at the festival at the invitation of the brand. It was awesome,” said Xam.
You can’t end the day without seeing our new ambassador, @xamaoficialenjoying the mixology and music experience at the Hotel Inconfusvel Tanqueray.
Enjoy in moderation. Do not share with anyone under the age of 18. pic.twitter.com/HNi3F6E0WQ
— Tanqueray Brasil (@TanquerayBr) September 6, 2022
In addition to the gin brand, the artist also has contracts with Fila, Budweiser and Volkswagen. Xam has also done advertising work for Targifor C, MercadoPago, Paco Rabanne, Dailus, Piraqu and presented MTV Miaw 2022 alongside Camila Queiroz.
how it all ate
Ever since I was a child, I’ve had a knack for rhyming. I started writing poetry and participating in literary contests. Then I went to battles and rhyming contests. But before that, I used my rhymes to win over customers at a store I worked for. I was a little shy to approach people and started to rhyme to attract customers. With that, I started selling a lot of product. I discovered this gift and went to participate in the rhyming contests. I won a few and started to gain prominence in the scene. I was part of some collectives until in 2018 I released my first solo album, Pecado Capital.
Turning point
I was embracing the opportunities and little by little I was realizing dreams and building my career. Launching my first album, Pecado Capital, was a moment of
turn. Recording Zodaco, my third album, with the participation of Marlia Mendona, Lusa Sonza and other artists, was another turning point. My first international tour, the success of Malvado that reached the top of the main streaming platforms. I can say that my career has many important moments that contributed to my becoming the rapper I am today.
the advertising
My first contact with advertising came from an opportunity with Casas Bahia where I created a new version of the brand’s music. It was a job that also had the participation of other artists, such as Preta Gil, Leo Santana, Ice Blue, MC Kekel and other personalities.
Xam e Tanqueray
Tanqueray works to find the perfect balance between the ingredients in its gin and deliver to consumers a product with an unmistakable flavor.
a drink with character. And I believe that my songs also have that characteristic. I always try to create sounds with boldness, creativity and authenticity. That is, Xam and Tanqueray a very successful feat.
first to
The first appointment with Tanqueray was this last Sunday (4th), at Rock in Rio, recording some content there. Tanqueray is the official gin of the event, so I had an unmistakable experience of being at the festival at the invitation of the brand. It was angry.
Xam and other brands
I maintain a very respectful and professional relationship with them. In fact, in the work I develop with brands, I always seek to create an opportunity to bring a little of my personality to build new narratives with brands and go beyond the traditional. In addition to Tanqueray, I currently have contracts with Fila, Budweiser and Volkswagen.
the rise of rap
The rise of rap is a worldwide trend and that’s really good! When Rock in Rio, one of the biggest festivals in the world, dedicates a day to rap, on one of the main stages of the event, a movement that contributes even more so that the rhythm becomes de-marginalized and shows that the rhythm is becoming increasingly more respected and consumed. This space makes people from all over the world aware of the work that is done by so many talented rappers in our country. Brazil is a hotbed of talent and we need more and more spaces for the public to get to know the work being done by these rappers.
Representativeness
With the rise of rap, there was also an increase in demand for brands. This very important move. I want to see more and more rappers being
ambassadors of major brands and having this recognized. This fundamental representation. We have many talented artists in our country and I also want to see these rappers doing campaigns and publicity actions.
Values
The purposes and values of brands need to be aligned with what I believe. Your messages need to genuinely bring diversity. The public knows when a story is not real. Therefore, I strongly believe in representation and co-creation to have a successful partnership.
