PK talks about his early career, the moment of his turning point in the music scene and how his relationship with brands
If you followed the music scene in 2019, you certainly know Pedro Henrique Bendia, but maybe not by that name. Known nationally as PK, the rapper reached the top of the music platforms with the hit “Quando a Vontade Bater”, in 2019.
The singer who accumulates almost three million monthly listeners on Spotify and more than 340 million plays on his five biggest hits is launching his music label called “Dreamhou$e” along with the release of his new single “No Rouba Minha Vibe” , in partnership with producer Portugal No Beat, DJ Matt D and Menor MC.
The song will be available on all audio platforms at midnight this Friday (26th) and the clip will be released on YouTube at noon.
With his voice reaching more and more places, PK’s face soon began to be the stamp of campaigns for several brands, such as Beck’s, Mercado Livre, Engov, Ame, Lacoste, PlayStation and others.
Along with the singer-songwriter’s career, rap is increasingly on the rise in the Brazilian music scene and, currently, in addition to being increasingly present at national music festivals, such as Lollapaloza and Rock in Rio, the presence of rappers in advertising has also increased.
“Today, rap is in high demand because it is a genre that, in addition to the numbers, carries a lot of attitude, with many ramifications and aspects that allow communication with different brands and companies”, said PK about the increase in the search for rappers by companies in last years.
For you, what was your “turning point” moment? When did you realize you were known elsewhere than in the rap bubble?
Definitely with “When the Will Hits”. The song reached number one on digital platforms and was a watershed in my career because it took me to other numbers and other places.
What was the first brand that came to you? It can be either for an advertisement or for a clip.
Nike strengthened me in the battle of the courts, before the explosion as an artist, Rexpeita too. Afterwards, we have already made numerous brands such as Engov, Ame, Lacoste, PlayStation and many others.
How is your relationship with brands?
There is usually an impressive exchange with mixtures of our identities that end up working very well when the brand understands the language and gives me the freedom to create, the partnership becomes organic and communication with the fans becomes more fluid, which helps to leverage the partnership and become a case.
In recent years, rap has become increasingly known and, consequently, consumed. How do you see this movement and what was the moment when you realized it was happening?
Rap has been a promise for a long time and is now becoming a reality thanks to the digital world that has facilitated the entry of independent artists into the circuit and the distribution of music. In the pandemic, rap has certainly become one of the sounds dear to Brazilian youth and today occupies the tops of digital platforms.
And what about brands? Did you feel a greater demand from brands after this rise?
Today, rap is in high demand as it is a genre that, in addition to the numbers, carries a lot of attitude, with many ramifications and aspects that allow communication with different brands and companies.
What do you consider when closing a partnership with a brand/company?
In addition to the business, I observe the quality of the brand/company, the service they provide to the public and the combination with my identity.
How is your relationship with brands?
almost like a wedding. One needs to get to know the other, be interested in the characteristics and gradually develop the partnership so that it becomes solid and lasting.
Do you have a brand you would like to campaign for? If yes, which one?
CupNudles! I haven’t had the opportunity yet, but before the pandemic she helped me a lot in the service on board the planes. Because I didn’t like to fly, time passed faster eating.
Of all the advertising work you’ve done, which one did you like the most?
One of the ones I liked the most was Mercado Livre because it was a campaign for my favorite team, Flamengo.
How do you see yourself as a brand?
That stupid question! Ah, an authentic brand that speaks to many audiences.
