Marketing manager at the station, Luana Arajo talks about the expectations for this year’s MPB festival, which has a record of sponsors
After two years, the Novabrasil Festival returns to the big events scene in a very different way from the last time it was held. In 2022, the festival will take place for the first time on the next two days, Saturday and Sunday, at the Sambdromo do Anhembi, with a larger structure than in previous years, a lineup with the main names of MPB and an expectation of bringing together more than 20 thousand people around of ‘Brazilianness’, a concept on which the broadcaster has been betting.
A success with the public and also with sponsors, Novabrasil FM was also able to bring together some of the main brands in the market around this important event platform, such as TIM and Decolar, in addition to Po de Acar, whose partnership also involved the choice of the new music from Po .
“The Thathi Group has always believed in the potential of the Novabrasil brand project and the festival. This has made the event even bigger this year, with the first edition taking place in two days”, said Luana Arajo, Novabrasil’s marketing manager. FM
The Novabrasil Festival returns after two years and, from what I have been following, it is more aggressive, in the best sense of the word. What does the broadcaster intend with this event? How is he being looked at by the new administration?
The Festival began as a celebration of Novabrasil’s 10th anniversary, but over the course of 10 editions, it ended up gaining the proportion and weight of its own product, larger and unrelated to the anniversary. The purpose of the event is to celebrate Brazilian music in an accessible way, promoting a meeting of generations. We want to maintain the relevance of the event and MPB within the schedule of concerts in So Paulo and, above all, to be able to expand this experience of exchange between the public, music scene and advertising market to other Brazilian capitals. Thathi Group has always believed in the potential of the Novabrasil brand project and the festival. This made the event gain an even greater proportion this year, with the first edition held in two days and with the largest number of artists in the history of the event. Both the public and sponsors will have greater access and I dare say that it is also the best edition of the Festival.
In all, how many presentations will there be?
We will have 21 artists in this edition, with 12 in the main lineup and nine guests for special appearances. On Saturday, we will have Gilsons in the opening show featuring Liniker; Jorge Arago, representing samba; Adriana Calcanhoto with the participation of Rubel; Zeca Baleiro bringing together songs with Juliana Linhares and Vinicius Canturia; Baby do Brasil and Pepeu Gomes; Phantom Laboratory with Emicida, Fiti, Rael and Drik Barbosa, featuring the band Tuyo. On Sunday, the Novabrasil Festival brings Elba Ramalho; Nando Reis with the participation of the children’s band, Colomy; Frejat; Diogo Nogueira with the participation of Criolo; Vanessa da Mata with the participation of Marina Sena; and the opening show features the band Bala Deste with the participation of Duda Beat.
Who are the sponsors of this year’s festival? Was there an increase compared to the last one?
We even imagined that the break of more than two years between the last edition, held in 2019, and this one, could somehow compromise the commercial issue, since there was no way to maintain a constant relationship with the partners that had been working in the field. festival. However, in practice, the acceptance was incredibly positive and this year we won the support of ten new brands with a lot of synergy like the project and with Novabrasil, increasing the number of sponsors. Po de Acar will be with us (in a partnership that also involved the choice of the new music for Po, concluded in September), the construction company Patriani, Decolar, Laboratrios Femme, Ecad, TIM, Praya, Larios Gin and activations of the Polenghi and Nescaf.
How will these brands be present at the festival?
The Festival is a special moment of celebration of MPB by the brands as well, with different opportunities that go far beyond the traditional exhibition. For Po de Acar, for example, in addition to a series of activities, it will be a day to materialize the Nova Msica do Po project with the public, when the composers of the winning song will be invited to attend the event and enjoy the music sung by Flor Gil, Gilberto Gil’s granddaughter, on the teles of the event. TIM, Femme and Patriani will be present in the scenography and will also have relationship initiatives with guests. We partnered with Ecad to promote music-related actions, while Praya and Larios Gin will be the main brands in the Festival’s bars. Polenghi will carry out sampling activities, in addition to having an exclusive space at the event.
