Marketing and music, two terms that together strongly link us to Rock Content. However, this time we will explore these topics in styles and topics that go beyond the rock music and digital marketing we are used to.
Whatever your preference is when choosing a playlist to listen to, chances are you know who Anitta is.
The Brazilian singer began her national career with the rhythm of funk and is currently conquering the whole world, oscillating between pop and other styles. Proof of this is the title obtained in the Guinness Book as “first solo Latin artist to reach number one on Spotify» with success sung in Spanish Wrapreaching more than 6.3 million streams.
And for those who think their influence is limited to music platforms, they are wrong: Anitta recently joined Free Fire, a battle royale style action gameand it’s led to the release of a clip that even flirts with the metaverse.
It’s like that. In addition to beats and lyrics that attract more and more fans, Larissa Machado (birth name of Anitta) applies Marketing strategies that contribute to the success of her releases, in the same way that several companies adopt her in the corporate world, seeking to leverage results, even in the global context.
Anitta, a businesswoman
Speaking of the business world, the singer holds important positions in major Brazilian companies. At Nubank, he is part of the board of directors; at Ambev, she is the head of creativity and innovation for Beats, an alcoholic drink that hits dance floors and carnivals across Brazil, and recently became a partner of Farm of the futurewho created a famous vegetarian burger.
Anitta’s presence in corporate leadership positions not only brings a diverse and creative perspective to the business, but also packs a punch considering the singer’s power of influence.
David Vélez, founder of Nunank, in an interview with Veja magazine: [entrevista en portugués] “Anitta is fundamental in (Nubank’s) strategy, as she brings a completely different view to the board. She is a woman who, born and raised in a favela in Rio de Janeiro, truly represents the interests of our clients and brings them a vision that no other advisor could.”.
All this without counting the campaigns of other major brands that have included the participation of the “girl from Rio”, such as Cheetos, Burger King, Shein, Magalu and Claro. The presence of influencers has been one of the biggest marketing trends in recent years, according to a study published in the 2022 State of Marketing Trends Report
In addition to influencing strategies, Anitta recently joined Free Fire, a Battle Royale-style action game. With a predominantly young audience, the game exceeded the 150 million daily player mark in 2021. The partnership brought to the game two options for the singer character, in addition to the production of a music video with an exclusive song, with the participation of singer Luck Muzik.
The Troop clip, available on YouTube, has already accumulated more than 10 million views and has several references to the game.
The special effects and montages mix reality and the virtual world, which can be understood as references to the metaverse, a theme that has gained more and more strength in recent times. In addition, other characters already known in the world of Free Fire are also present in the recorded story.
Now, the singer joins other colleagues from the world of international music in the virtual environment, such as Justin Bieber and Alok, who already have their characters on the platform.
What can an Anitta clip teach us about digital marketing?
First of all, whatever her musical tastes, it must be recognized that the singer has experienced worldwide growth and a good part of this comes from her promotional strategies.
This visibility he has acquired has placed him in a prominent place and has made the eyes of major brands shine, especially those who have the budget to invest in large digital influencers, as we mentioned above.
According to the Hubspot report, in 2022, 88% of brands responding to the survey dedicated their budget to Influencer Marketing campaigns.
The main objective is usually to generate brand awareness, with investments between 50 and 500 thousand dollars per year. Anitta generates revenue through her image and reach across digital channels, while driving results for partner brands.
Anitta is her own brand. Hearing the singer’s name makes it easy to associate her with her audience, style, language and tastes.
The search for expansion and visibility, in addition to conquering new markets, is similar to the strategy of certain companies, especially when it comes to alliances. The artist has invested in producing songs with international artists and has now joined Free Fire, generating new possibilities.
The association with gambling, in light of co-marketing, is a two-way street. Co-marketing can be defined as the union of two companies to create or promote content. Among its main advantages are: greater reach, lower costs and market recognition.
In this case, Free Fire wins not only the produced content, but also the opportunity to attract new players from the singer’s audience.
Meanwhile, Anitta has one more launch, one more international partner, joins a new channel and has one more chance to expand her audience, both in Brazil and in other countries where the game is successful. .
It is important to mention the relationship between the target audience of the game and the artist. These are young people who are very present in the digital environment. This is an extremely important point when reviewing or analyzing an alliance and co-marketing proposal so that the results can be even more relevant to both parties.
Another important point is the reach available to both parties. The singer has over 65 million Instagram followers, while Free Fire hit the 150 million daily player mark in 2021.
The potential to reach more people around the world interested in Anitta’s work and new players from the character launch video is huge. Current fans of the singer might be curious about the experience of playing as “the Master” and joining the virtual world of Free Fire.
Last but not least, Anitta, a very visible personality, being in the digital context and games, brings this subject even closer to the female audience.
Issues such as diversity and inclusion have been raised within companies, including in marketing teams.
The participation of people from different groups in the creative and decision-making processes generates great possibilities for innovation. The results can be perceived by companies, their customers and other stakeholders, as is the case with the singer’s participation in the Nubank Directory.
Like many brands and even other singers, Anitta is an example of how alliances and a good brand expansion strategy can generate great results.
Today, the singer has huge international reach and is considered a major player in representing big brands, thanks to her commitment.
Choosing the right partners for the right campaign, for the right target audience, can be key to driving great results, whether in the world of music, digital games, or any other segment.
For this, it is enough to properly align the expectations, the target audience and to be creative when executing your Marketing plan.