Casa UMusic Play unites young brands in new edition

Space brought together several names from the trap/urban music scene last week, in São Paulo (SP)

After a successful first season, held between the 11th and 15th of July 2022, which brought together 75 names from the new crop of the urban scene, the UMusic Play House, project by Universal Music and Virgin Music Brazil, which aims to bring together composers, music producers and artists, won its second season in São Paulo (SP) last week, from April 25th to 28th.

This time, Casa UMusic Play was installed in the 2050 studios (Virgin Music Brasil label), a space of more than 1,000 m² in Morumbi, to receive the dream team of the trap and urban music scene. Since the last 25th, the main artists and labels of Universal Music Brasil and Virgin Music Brasil have gathered at the event, which received names such as Budah, Pk Freestyle, Bianca, MC DuBlack, Vk Mac, Pedro Lotto, Wey, Gustah, Caio Passos, Nagalli, Carol Biazin, WD, Nanno, HITMAKER, MC Tio Phil, ZAAC, MC Du Black, Edi Rock, Vulgo FK, Yunk Vino, Ice Blue, Hyperanhas, among others. Those were days of pure beat.

For this year’s action, Universal Music Brasil and Virgin Music Brasil prepared a special theme for guest artists, who made new versions of songs from Universal Music’s extensive catalogue.

It was in this scenario that Casa UMusic Play received the support of two great brands that talk to the young public. Converse promoted a breathtaking activation among the guests, and Tiger was the official pure malt beer of this edition of the project.

Since 1908, Converse, one of the most beloved and consumed sneaker brands in the world, has been setting trends and generating style among men, women and children. she invaded the mansion and invited artists, producers and music professionals to shoot a basketball hoop. With more than 200 sneakers available, guests who did well in the game took home a sneaker from the modern CX line, which has several models for all tastes and profiles.

Tiger, the more traditional pure malt, which was born in Singapore, took over UMusic Play’s bar. As they say that courage is an ingredient that only tigers have, we follow this line, innovating and provoking the music market with the meeting and on-time production of urban music by the biggest names in the scene.

previous edition

The first edition of Casa UMusic Play was a real success and brought together several names from the new generation of the urban scene, a growing movement that has been dominating playlists and events in Brazil. The meeting received, in all, 30 producers and 45 young pop, trap, funk, drill and even piseiro artists, promoting exchange and creation of songs between new and veterans. Always attuned to trends and news, Universal Music Brasil and Virgin Music Brasil moved on to the second edition of the project, which has the strong and clear objective of being a space for transformation, representation and inclusion through music.

In recent years, the trap scene has been increasingly prominent in national music. Emerged in the United States, this musical style that mixes elements of hip-hop, electronics and R&B has been conquering an ever-growing audience in Brazil and is today one of the main drivers and catalysts for the renewal of Brazilian music, opening a democratic space for the emergence of new talent.

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