The Brazilian music industry is excited about the potential for streaming, social media and the young bands growing up with both, according to executives speaking at last week’s Rio Music Buzz conference.
Consultant Marcelo Castello Branco pointed out that Universal Brazil had its best first-half in 11 years with digital revenues accounting for more than half of its business, while Warner Music’s Sérgio Affonso hailed a new generation of digitally-native artists who “know what they have to do to leverage their careers” using social media.
He added that many of the young artists signed by his label in Brazil were discovered on YouTube: “The role of curator had been done by social media and streaming,” he said, suggesting that labels are also taking the opportunity to break out of the traditional ‘two singles then an album’ release plan. “Now we can release and test to see how things are doing.”
Publishers in Brazil also see growth ahead: “We are only just starting to get to know the digital consumer and work out what is in control and what is not in control,” said Aloysio Reis of Sony/ATV.