Aware that issues related to racial diversity are not a seasonal strategy, Mynd, an influencer marketing and entertainment agency, expands the Potências! project, which started as an award in 2021, to new fronts of action throughout 2023.
Among the initiatives led by the publicist and artistic director of the company, Julio Beltrão, are: New Powers!exclusive school for black content creators; Bank of Powers!a system of black talent from the most diverse areas, ranging from communication and audiovisual production to influencer marketing; Platform Powers!, space with different content and discussions about the black community; and Consulting Powers!which will help companies understand the subject and hire professionals throughout Brazil.
In addition, Beltrão continues to lead the Squad Powers!which is composed of black and peripheral influencers of great reach, relevance and engagement, and from Powers Award!, which praises black personalities who stood out throughout the year. With the expansion of the project, Mynd reinforces its DNA of diversity and brings more impact and visibility to Brazilian black people, which, according to a study carried out by Instituto Locomotiva, in partnership with Instituto Feira Preta and with the support of Itaú, moves more of 1.7 trillion reais annually.
Julio Beltrão, artistic director of Mynd, points out:
“We are still on the path to transform influencer marketing into a more inclusive market. Due to a series of factors, ranging from brand invitations to platform algorithm deliveries – which are generally confusing to understand -, people consume fewer black creators. So, all of our initiatives will help bring greater visibility to professionals and help companies understand this empowerment process.”
In recent years, the consumption of products and services for black people has been increasing with the emergence of projects such as Quintal Dos Prettos, Numanice, Tardezinha, Afropunk and Batekoo. Thinking about it, the Platform Powers!, through social networks, open TV and streaming, will cover the main events and happenings in the community. The project will have a squad of presenters and entertainment profiles that will bring from Rap to MPB, from Lollapalooza to Afropunk and from geek to Carnival.
already the New Powers! comes as an immersive experience for that black creator who is starting or wants to become a professional. “It will be a kind of exclusive school for black content creators. Here we will have a series of actions such as workshops, networking programs and personalized training to enhance new names in the market. We already have a team of coaches who understand the subject and brands that are willing to sponsor these influencers”, explains Beltrão.
Aligned with the values of the company, which, since 2017, has had more than 50% black employees, Mynd also brings the Bank of Powers!, a registration platform for black professionals from different cities in Brazil, who work in activities ranging from the most technical to the most artistic, and which will be offered to brands; Besides the Consulting Powers!which will have the mission of helping the most diverse companies in expanding their staff to obtain a greater understanding of the importance of inclusion.
According to Fátima Pissarra, CEO of Mynd, this attitude reinforces the company’s pioneering spirit in this inclusion movement. “For more than five years, we have been putting into practice the mission of giving more voice and space to the black community in Brazil on a daily basis. Thinking about initiatives that impact the entire chain, we want to make a difference from hiring black professionals in companies, so that the projects designed bring more representation, to supporting creators who still suffer from resistance from brands to hire them. With hard work and persistence, we managed to make Mynd a diverse company in practice. Now we are here to join efforts and bring this differential to even more institutions”, she explains.
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