Herbert Mota is CEO of entertainment marketing agency Kal911
Hebert Mota, CEO of entertainment marketing agency Kal911, has over 20 years of experience in the entertainment industry. He specializes in connecting brands, agencies and celebrities for advertising campaigns, including celebrity sponsorship deals, music productions and developing marketing campaigns using entertainment as a strategy.
In his curriculum, there are agencies of artists such as Tais Araújo and Jonathan Azevedo, of UFC athlete Anderson Silva, and concerts by singers Seu Jorge and North American Kirk Franklin, among many other works. He is the author of the book Movimento, Logo Existo, released in July 2019, and a speaker at companies, events and NGOs.
In 2020, he started a partnership as director of new business at the sports startup StadiumGO! Investment and negotiated the licensing of the Deus Ex Machina franchise and brand for Brazil. In this interview, he reveals how the entertainment market has been recovering in Brazil and talks about his most recent work.
Pandemic
A huge impact on our market. Entertainment without people is like going out to a restaurant and not having food. [risos]! It was difficult for everyone. I was in New York on March 8, 2020, in a meeting at Roc Nation (Jay-Z offices) talking about future projects and a day later everything was cancelled, postponed, everyone scared and my business suspended. Regarding recovery, I use the same idea about the needs of people, who want to be able to go out, meet, exchange, enjoy, cheer and live experiences. It’s what the whole world wants: living and being happy are acts of values that are even more important today, in the “new normal”, and entertainment is there to organize that.
agency
At the height of the pandemic, in 2020, speakers were what was most sought after by companies, with the ideas of lives and even to motivate people who needed support and good ideas of inspiration. But at the turn of 2021 my Kal911 phone did not stop [risos], as companies were looking for celebrities with credibility and real stories for their campaigns. So, although it was a year of a lot of suffering and pain, I confess that I had good results with my consulting. Today the market is extremely heated and with something I really like: controlled funds and coherent ideas and, with that, a healthy market with good campaigns.
Diversity
Black artists and models have indeed gained a lot of space in advertising campaigns. I, for example, maybe because I am of African descent, I am very sought after when the subject is: “I need black people to…” Then they call me, because they know that my network with some black celebrities is very cool, but I wish that not just a moment of “inclusion campaign” for brands, but a reality in Brazil, where we have the richest diversity in the world. Call me to hire cool people, whoever they are…
Sponsorship
Sponsorship is something I still see with great sadness. Unfortunately, we deal with two challenges: those who write the checks are always “friends of friends”, so if you come up with a cool project, but you don’t have a relationship in the high-ranking chairs, forget it, because your project won’t get the due date. support.
Mano Brown
He is my brother and Boogie Naipe – the group’s office under the direction of my partner Eliane Dias – is my home too. We are partners in several projects, we dream together, we fight together and we win together. We will have news soon never seen by the market, wait…
Franchise
In 2018, I went to Milan, where I was at the franchise headquarters of Deus Ex Machina, a prestigious global brand, and with that I negotiated the license to open their first store in Latin America in Brazil. I returned to Brazil and articulated the deal with three businessmen and investors and today it is a success. It opened in August 2020.
events
I was invited by the founders of StadiumGO!, an NFT platform focused on the sports market, to be a business and positioning articulator. We launched it in October 2020 at Gitex, in Dubai, and we have already invested BRL 5 million in seed investment. At Lu Make Up, a micropigmentation company led by Lu Rodrigues, I provided brand consultancy and today I am an advisor for new businesses. I’m producing a documentary about the history of the 90’s pagode, now in its final stages, and now I’m starting to negotiate with the platforms. Being on the move makes me exist without needing a selfie on Instagram. [risos].
Speeches
The most sought after topics for lectures today are: Business Developments, Racial and Gender Inclusion, High Performance and Innovation (internet of things).
