Lollapalooza is gone, but some issues last all year. The low presence of black attendees at the event drew attention once again. Thus, the telephone and communication company Vivo decided to create the project “Presença Preta”, which elaborates a number of quotas for the event intended only for the black population.
The objective is to bring more diversity to the public and create a conversation of integration and recognition of this community in the cultural scene. To better understand how this idea works, Adnews decided to talk to Marina Daineze, director of Brand and Communication at Vivo.
DNEWS: Despite the variety of artists, do the quotas for blacks show that the audience for the event is still mostly white? How can this attitude by Vivo cause more awareness among those attending the event?
MARINA DAINEZE: In this year’s LollaBR, we decided to use our brand’s voice to discuss something expressive, we decided as sponsors to inspire more conversations about the black presence in entertainment spaces by taking affirmative action within this context. In this way, we allocate our entire ticket quota to black people, in an initiative that, in addition to promoting more inclusion in music and entertainment spaces, also reinforces our commitment to diversity and inclusion, in a discourse aligned with effective practices and actions, generating reflection and promoting social changes.
AD: How can the arrival of 5G and other communication technologies help bring about more inclusion for people of color?
MARINA: 5G opens up new possibilities as a whole. And at Vivo we believe in the power of social transformation that technology has and inclusion is an essential point in this process. We are an inclusive and diverse brand and we seek to present the new possibilities that 5G can bring with a human perspective, inspiring a possible future, combining the advancement of digitalization in the country and the possibility of bringing people closer to everything that matters.
AD: Does “Presença Preta” intend to continue in the next editions? Do you have any future expansion goals?
MARINA: “Presença Preta” is an initiative that gives continuity to Vivo’s projects aimed at giving visibility to black culture and addressing racial representation in society. In addition to it, the brand has already highlighted the racial discussion in other relevant projects, such as Telas Pretas, which promoted the largest digital exhibition of black artists in the country in Vivo stores; Fábulas da Conexão, with four short films that show stories that unite technology with elements inspired by fantastic realism and Brazilian narratives; Vivo nas Ideias, the first collaborative and digital reality show, broadcast via LinkedIn. With the objective of contributing to the inclusion and promotion of black culture, and promoting innovation, the project was born in partnership with Portland, a social impact agency enthusiastic about plurality known for developing projects that train and connect young talents to the creative market; 2nd season of Teatro Vivo em Casa, we had four thematic shows entirely focused on diversity and black culture; and also the sponsorship of the exhibition “Black Encyclopedias”, at the Pinacoteca.
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