Artist has already done work for brands such as iFood, Doritos, Youtube, Doralgina
Singer, voice actor, former member of Balão Mágico and the second most followed drag queen in the world on Instagram. Daniel Garcia, popularly known as Gloria Groove, has become a reference in the Brazilian music scene, with songs that range from pop, pagode, funk and even R&B.
Recently, the drag queen released her album entitled “Vermelho”, which brought the codename Lady Leste as a tribute to the place where the artist was born, in Vila Formosa, east of São Paulo.
In addition to the hits on the national charts, Gloria Groove recently took charge of Multishow’s TVZ program.
In the advertising world, Gloria Groove has already done campaigns for iFood, Doritos, Youtube, Doralgina, among others and, in March of this year, the singer became part of the team of ambassadors for Larios Gin, which also includes Mumuzinho, Duda Beat and Dj Samhara.
PROPMARK caught up with Gloria Groove to learn a little more about her relationship with brands and how she divides her time between stage and publicity.
Check the interview in full:
When and what was the first advertising campaign you did?
Like Daniel at 6 years old. I was already part of an agency and I even participated in some TV commercials. Like Gloria Groove, it took me at least five years of hard work to close my first paid advertising.
What do you consider when starting a partnership with a brand/company?
I find it important to understand the story and intent behind the brand name. It was my main lesson learned in that time while branding aligning my work with that of other big brands.
Do you participate in the creation of the campaign? Screenplay, production, etc.
Whenever possible, I get involved in the artistic process. I like to propose new scripts, make the text more to my face, define the specific look, assemble everything in the colors of the briefing… I believe that this is the filter that makes that campaign something exclusive.
You recently released the Lady East album. With the release of the album, how do you separate your time to be able to record the campaigns?
With the release of the new album, traveling with the new show, presenting my TVZ season and still going into the studio to record new ones… time is running out! Campaigns usually happen when we have two or more days available in the same week.
Do you have a brand you would like to campaign on? If yes, which one?
Yes! I dream of aligning myself with brands that I have some kind of affective memory of. I would love to do something with Oakley, Cyclone, Nike, Lacoste, BadCat, JBL… These are all brands that have been part of my life.
Of all the advertising work you’ve done, which one did you like the most?
I really enjoyed doing the iFood Carnival campaign in 2019, which had as a soundtrack a version of my song Coisa Boa called “Que Fome Boa”. That day was ‘loko’!
How do you see yourself as a brand?
I see myself as a multimedia multiartist. Gloria Groove is nothing more than the result of the research and references process of the artist Daniel Garcia in search of his best version.
