Article by Mariana Munis
On March 12, 2022, Anitta reached a major milestone in her career: the singer reached 60 million followers on Instagram and became the most popular Brazilian woman on the social network. Furthermore, the pop diva is listed as the second most followed woman in Latin America, behind only singer Shakira.
Taking advantage of this milestone in her career, the singer claimed that she will release her new international album (a priori would be called Girl from Riobut we still don’t know the name), generating a lot of curiosity and anxiety in their fans.
Anitta goes beyond a singer of funkfull of sensuality and swagger: after its consolidation in the Latin market, it has been adopting consistent strategies of internationalization for its brand in the United States, which have helped the singer to beat record after record.
I list here some management and internationalization lessons that we can learn from Anitta, to apply in our projects, career and company.
Lesson 1: Plan your positioning in a new market
As a first step towards entering the US market, the artist commented, in an interview with Maris Raffa, a Brazilian businesswoman who works with Brazilian brands and entrepreneurs in the US, that to start in a new market, it was necessary to reposition herself and act as if was starting from scratch: in her songs for the US market, the artist uses beats more focused on the pop, trap, reggaeton, and recently the pop rockwithout leaving the funk carioca aside.
However, her tone of voice is more serene, less mocking and the singer passes an image with greater lightness and, at the same time, sophistication. This also occurs, as the singer is more dedicated to her artistic side and handed over the management of her career to the American businessman Brandon Silverstein (who also takes care of Normani’s career), as she understood that she cannot open some doors on her own in the market. american.
Lesson 2: Create strategic partnerships
In this first phase of internationalization, Anitta established strategic alliances with large players to be able to spread its brand in the United States, being the first Brazilian to appear at the VMAs, through its partnership with Burger King, in addition to being present at the Met Gala.
He established his residence in Miami, as it is a strategic place for many brands that are starting to internationalize in the US market, as he is able to continue dialoguing very well with the Brazilians and Latinos who live there (Florida has many foreigners of Latin origin), being close to with Brazil, much more than if he lived elsewhere in the United States, in addition to being close to other important centers for the internationalization of his music (Los Angeles and New York).
Lesson 3: Understand about market trends
In the second phase of internationalization strategies, Anitta takes another step and launches her new hit Boys Don’t Cry: music produced by Burns, who had already delivered Rain on meby Lady Gaga and Ariana Grande, and a clip directed by Christian Breslauer, the same director of Industry Babydo Lil Nas XStreetsda Doja Cat, e Die for Youdo The Weeknd.
In addition to strategic alliances, the clip delivers everything, such as female empowerment, nostalgic influences from the 80s and movie classics such as “The Fifth Element”, “Harry Potter”, “Titanic”, Beetlejuice”, “Runaway Bride”, “Priscilla , the Queen of the Desert”, entering more easily in the imagination of North Americans, because, above all, music is a pop punk. And why did the artist adopt this rhythm? For since the emergence of Olivia Rodrigo, the pop rock returned to reign in the success charts, especially the American ones.
Lesson 4: Thinking of Lean Startup
An artist who is starting her career in popin unknown lands, needs to act as a startup: takes advantage of opportunities and releases hits, according to trends, prototyping, releasing and adjusting, quickly, so much so that the singer said in some interviews that, after going to the United States, she re-recorded several songs for her new album, because she understood that now had much better opportunities and needed to adapt more to the new audience.
Furthermore, the singer does not know what will be the name of her new album, which would be called Girl from Rioas things change very quickly (we’ll talk about the unexpected success of To involvewhich may change the release strategy).
Lesson 5: Leverage social media to tell good stories
On the last day of January, Anitta gave an interview to one of the talk shows most famous in the United States, TheTonightShow, by Jimmy Fallow, becoming a major milestone in his career. The strategy adopted there, to publicize its new single Boys don’t cry was to address funny subjects, which would generate hype to Americans: The singer claimed she was dating an NFL player, and as we know, America loves football. Result: Anitta was mentioned in many gossip portals, strategically managing to put her name in the tabloids, promoting her music.
How single Involver, released to the Latin market, the artist got her first solo entry in Spotify’s Global Top 100. The song entered the top 10 on the platform in several countries, being 9th in Peru, 6th in Bolivia and 10th in Ecuador.
The worldwide success of To involve came thanks to the choreography of the clip disseminated on Tiktok by the singer’s fans and people from all over the world are doing the challenge of the song (dancing the “choreô” of the song on the platform). The most surprising thing is that the song was not the great single by diva pop to release the new album, so much so that there was no great strategy to launch the hit of the singer to such success. It didn’t come from her and her team to spread the step of music in the app, as many artists do today. The choreography was so successful that it is being called “el paso de Anitta”.
One more lesson from Anitta here (lesson 6): work hard and always leave the doors of the imponderable open, at some point, recognition comes from where we least expect it.
However, every clip and choreography of To involve was thought of by the singer, unlike the clip of another song that the diva did not like, called Faking Lovea partnership with singer Saweetie, as Anitta did not actively participate in the choreography and visual elements of the clip, in addition to the various delays that occurred in the setbecause it was not the team I was used to working with.
Soon, Anitta gives us one more lesson(lesson 7): actively participate in the launch of your products and your company, because you know better than anyone how to captivate your audience.
We therefore eagerly await the singer’s next master moves and what are the next lessons she will teach us administrators.
Mariana Munis is a professor of Marketing and Consumer Behavior at Universidade Presbiteriana Mackenzie Campinas.
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