Anitta is a huge star in her home country of Brazil. Her fifth album was due to come out in 2020 to coincide with a Coachella performance, but everything was shelved due to the pandemic. Versions Of Me eventually came out in April 2022 and was designed to be her crossover release. Marcela Moreira (VP of Marketing Services, Latin America at Warner Music Group) explains how Anitta was prioritised as a global star, why major collaborations with the likes of Cardi B and Justin Quiles were used to introduce her to whole new audiences, where tracks were worked for particular markets and regions, why TikTok was a huge platform for this album campaign (with clips and challenges going viral) and how this all combined to make her the first Brazilian artist to top Spotify’s global charts.