Marcela d’Arrochella, partner and CSO of the Sua Música app, talks about the company’s plans and recalls cases on the platform, such as those of Natura and Xiaomi
With an average of 8 million active users per month, the Sua Música app was born at a time when it was not even possible to imagine that, one day, music would come out of CDs. In fact, the history of the application goes through the distribution of promotional CDs, a very strong culture, especially in the Northeast.
“Artists took to the streets distributing CDs for free for the public to see their work. So, initially, what we did was to help both those who wanted to listen and those who wanted to promote their music, creating a website that made it possible for the user to make recordings available for free. concerts and forró CDs”, said Marcela d’Arrochella, partner and CSO of Sua Música.
From then until today, however, the business has evolved and the site has become an app whose audience is mostly made up of adults between 18 and 34 years old. “Despite the wide variety of audiences, the enormous affinity with musical genres and passion for Northeastern culture is common to all. Styles such as forró, arrocha and piseiro are absolute successes among this audience”, he said.
Regarding brands, the platform has cases with brands that mainly intend to strengthen relationships with the public in the region. “Starting with media and going to a production of proprietary content, such as: creating and producing music and/or videos that will be used in the client’s campaign, developing brand activations in our events and products”.
Evolution
In the first years of the site, Sua Música was already recognized by forró fans as a reference where to listen to good music. Since then, there have been many evolutions, but certainly the main achievements were in technology and audience growth, which allowed us to consolidate as the largest music app in the northeast since 2017. In 2019, we created a new business front aimed at the B2B audience. Sua Música Digital, a music distributor for other platforms and Sua Música Records, which manages independent Northeastern artists. Last year we took another step in this evolution with the inauguration of Sua Música Space, the largest music production hub in the northeast. There we record songs, video clips and special content for brands.
Public
The app’s audience is quite broad. We have on our platform, young adults from 18 to 34 years old, representing approximately 60% of our audience. And then the profile of 35 to 44 years. Despite the wide variety of audiences, the enormous affinity with musical genres and passion for Northeastern culture is common to all. Styles such as forró, arrocha and piseiro are absolute successes among this audience, which reaches not only the states belonging to the region, but also permeates the national market, extending and especially to the states of São Paulo and Minas Gerais.
Brands on the platform
We offer solutions for brands that want to connect with the Northeastern public with local flavor in different ways. Starting with media and going to a production of proprietary content, such as: creating and producing music and/or videos that will be used in the client’s campaign, developing brand activations in our events and products. And yet, in some cases, we perform the role of consultants, helping partner companies to choose the best influencer, the best language and/or the best format to carry out their campaigns. So, in general, our mission is to help our partners connect with the Northeast in an authentic, genuine and relevant way.
Advertising
Advertising has always led our revenue alone, not least because we are a free music platform and our main form of monetization is through media. In the last two years, with the opening of the B2B front of services for artists, this representation is more divided.
Cases
I believe that three cases that we can highlight are: Natura, Xiaomi and Banco do Nordeste. In the case of Natura, we collaborated 360° in the campaign to launch the fragrance Luna Confiante in the northeast, in October 2021. We brought a lot of local flavor by nominating two northeastern artists, Paulinha Abelha and Mari Antunes, who best connected with the concept of campaign . We created and produced a special series of content for social networks and ending with a chat between the two directly from SM’s IG. With Xiaomi, we were part of the strategy to open the brand’s first store in the northeast, specifically in the capital of Bahia.
After analysis by our BI team, we selected the most popular artist from Salvador on our platform, Thiago Aquino, and created an exclusive song. In addition, the hit won a clip and choreography, which were released on the profiles of the artist, the dancers and Música ele. And the artist was also present at the newly opened store for a meet & greet action. Generating a fully customized 360º advertising to achieve the brand’s objective, also counting on playlist and advertising media within the platform. With Banco do Nordeste, we mapped a great icon of Brazilian music, highly aligned with the brand, and produced a jingle and an exclusive video clip.
In 2018, the campaign had Léo Santana as ambassador, who was already a recognized name in the Bahian pagode, and in 2019 with Jonas Esticado, who was rising in the forró scene. Both activated this partnership on their social networks for millions of followers, which further expanded the project’s results and the company’s return.
Expansion
In fact, the company already operates in other regions. We have an office in São Paulo and another in Fortaleza, but our focus is on northeastern music in all its plurality. Sua Música works to amplify the culture of the northeast, discover new talents and bring tools for the music of the region to reach more and more people.
growth expectation
Last year the company recorded a growth of 45% in total revenue. Our goal for this year is to surpass that number and also work on expanding artistic activities. We want to expand our user base and we are fully focused on increasing our casting at Records, to further expand the Northeastern music scene across the country.
B2C
Our company has two different performance fronts, one aimed at the B2C audience, such as our Sua Música streaming application, which is a content platform aimed at the final consumer. And the second, this most recent, focuses on services for the B2B audience, such as Sua Música Records, which is a 360 production company for independent artists, and Sua Música Digital, which is a digital distributor.
Future
We believe in an extremely prosperous company with great potential for expansion both to the national scenario and to other markets in Latin America. The national music scene has always been very rich and with the rapid growth of streaming, 32% in the last year, we see high flights for Sua Música.
