How many LGBTQIA+ artists are in the top 10 most listened to songs on streaming apps? Is it possible to find talents of all musical styles in these lists? In order to give visibility to this reflection and support the representation of the LGBTQA+ community in Brazilian music, Mercado Livre presents the campaign Mais uma Voz.
In the action, the artist – who among other great accomplishments was the first drag queen to perform on stage at Coachella, one of the main music festivals in the world – will invite new LGBTQIA+ talent to sing with her during Pride month. For this, independent artists must access the campaign’s website and download a music pack with which it is possible to create new songs, true feats with Vittar. From there, just share and spread #maisumavoice to everyone.
According to Thais Souza Nicolau, branding director at Mercado Livre in Latin America:
“At Mercado Livre, we believe that diversity drives progress. As the most valuable brand in Latin America, with more than 80 million users, we assume our role with the responsibility of supporting plurality, amplifying the community’s message through the strength of our brand. We want new voices to occupy more spaces and join great talents in Brazilian music who are already looking to strengthen and represent the LGBTQIA + community. We believe that supporting this movement reinforces our purpose of leading progress for society.”
Singer Pabllo Vittar also commented on the inclusion in the song:
“My expectations are high. Mercado Livre is a brand that does an incredible job and I am very happy to see its presence in actions with the LGBTQIA+ community every year. When this proposal was made to me, I accepted right away, because I really believe that our voices together can make a lot of difference. I can’t wait to see so many talented people join me on this feat!”
To expand the diversity of talents and sounds, some feats created and shared on social networks will be released on the Mercado Livre networks, the idea is to show the richness of the different musical styles that are featured in Brazil, such as sertanejo, rap and pagode. Thais emphasizes:
“We believe that differences enrich us and drive us to improve daily, and, just as Mercado Livre arrives throughout Brazil, with this campaign, we want the variety of styles to occupy its spaces as well.”
For five years, the brand has been working in partnership with the ‘Association of the LGBT Pride Parade of São Paulo’ to contribute and amplify the voice of the community, bringing visibility to this daily journey of struggle, celebration and rights claims. Thais complete:
“This edition will be another opportunity for us to support and show how much we are committed to diversity by understanding that each letter of the acronym LGBTQIA+ has its complexity, importance and its struggle”
Created by GUT São Paulo, an independent global agency, the campaign will also feature activations on social networks with influencer marketing content.
Murilo Melo, ECD at Gut São Paulo, commented on the campaign:
“Over the past three years, we have created initiatives together that have communicated intentionally and truthfully with the community. There is already an open dialogue channel between this audience and the brand. For 2022, we are looking for ideas that, in addition to reinforcing support, can celebrate achievements.”
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