Warner Music Brasil has introduced a series of measures aimed at increasing its impact on various local music genres, such as sertanejo, forró, samba, funk and urban music. These initiatives demonstrate a strong commitment to expanding the company’s presence in the competitive music market.
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“As we elevate our regional focus to be closer to our global leadership, expanding our presence in Brazil, the ninth largest music market in the world, is crucial to the company’s growth,” he said. Alexander Dukepresident of Warner Music Latin America, in a press release. “We have always had a strong presence in the country, but we know that we need to do more to support its diverse musical genres.”
To support this vision, Leila Oliveirapresident of Warner Music Brazil, has strengthened its management team with the appointment of Tatiana Cantinho as general manager and Mariana Frensel as marketing director. Both have begun their duties at the company’s headquarters in Rio de Janeiro.
“Warner Music Brasil is reinventing the role of the record company in our rapidly evolving industry. We need to be more agile than ever in connecting artists with fans and building a wave of support for our talent that can become a sustainable career,” says Cantinho. “Music can travel further and faster than ever before, and we want to help artists from diverse backgrounds take their place at center stage.”
Cantinho brings over two decades of industry experience. His career includes regional roles at Sony Music and leadership at independent label Som Livre, before founding his own music company, Stamina Musical, in 2022.
Meanwhile, Frensel returns to Warner Music Brazil, where she served as international label director from 2011 to 2015. Her new role follows eight years at Match Group, where she was most recently director of revenue and growth for new vertical markets.
“I am thrilled to be returning to Warner Music at this key moment in its development,” says Frensel. “Leila has a vision for how a modern music company should evolve and the importance of artist narratives is at the heart of it. I look forward to bringing my experience to bear as our new genre-focused teams get to work supporting Brazil’s most vibrant talents.”
Oliveira comments: “This is a pivotal moment for Warner Music Brazil. Tatiana and Mariana’s arrival strengthens my leadership team and together we will rewrite the rules of how the industry works here. Our new genre-specific teams mean we will be able to super-serve artists better than ever and help all types of Brazilian talent connect with fans here and around the world.”
At the same time, Warner Music Brazil is restructuring its A&R and marketing departments to better focus on key Brazilian genres such as sertanejo, forró, samba, funk and urban music. Marcos Kilzer will continue to lead the A&R team as its director, working closely with Cantinho.
In addition, the newly created Creative Services team, led by Thiago Abreuunder Oliveira, will support the marketing and A&R departments, while actively participating in partnerships with brands and live music projects.
These adjustments are part of several significant initiatives undertaken by Oliveira since becoming the first woman to head a record label in Brazil in 2022. Last month, following the establishment of the new Warner Music Space headquarters in Barra da Tijuca, Rio de Janeiro, Oliveira facilitated an investment with ADA Brasil in the Sua Música group, joining forces to foster regional talent.
According to the latest IFPI figures, Brazil is the world’s ninth-largest recorded music market, worth $573.6 million and growing by 13.39% last year, with “87.1% of industry revenues coming from streaming channels,” according to the press release.
Warner Music Brazil represents artists such as IZA, Pedro Sampaio, Ferrugem, MC Hariel, MC Ryan SP, Kayblack, MC IG, MC Don Juan, Azzy, Marvvila, Thiago Freitas, US Agroboy, João Bosco & Vinícius, and Clayton & Romario.
