Warner Music Brazil has introduced a series of measures aimed at strengthening its impact on a range of local music genres, the company announced today (29 August). These initiatives demonstrate a strong commitment to expanding the company's presence in the competitive music market.
“As we upgrade our regional reach to be closer to our global leadership position, expanding our presence in Brazil, the world's ninth largest music market, is vital to the company's growth.” Alejandro Duquepresident of Warner Music Latin America, said in a press release. “We've always had a strong presence in the country, but we know we need to do more to support its diverse musical genres.”
In an effort to support this vision, Leila Oliveirapresident of Warner Music Brazil, has strengthened its leadership team by appointing Tatiana Cantinho as general manager and Mariana Frensel as marketing manager. Both appointees have started their roles and will be based at the company's headquarters in Rio de Janeiro.
“Warner Music Brazil is reinventing the role of the record label in our rapidly changing industry. We need to be more nimble than ever when it comes to connecting artists with fans and creating a wave of support for our talent that can turn into a sustainable career,” said Cantinho. “Music can travel farther and faster than ever before and we want to help artists from diverse backgrounds take center stage.”
Cantinho brings over two decades of industry experience to her role. Her career includes regional positions at Sony Music and leadership at independent label Som Livre (since purchased by Sony), before establishing her own music label, Stamina Musical, in 2022.
Meanwhile, Frensel returns to Warner Music Brazil, where she previously served as director of international labels from 2011 to 2015. Her latest role comes after an eight-year stint at Match Group, where she most recently held the position of director of revenue and development for new verticals.
“I am very pleased to be returning to Warner Music at this important time in its growth,” said Frensel. “Leila has a vision of how a modern music company should evolve and the importance of artist narratives is at the heart of it. I want to put my experience to work as our new genre-focused teams get to work supporting Brazil's most vibrant talent.”
“This is a key moment for Warner Music Brazil,” said Oliveira. “The arrival of Tatiana and Mariana strengthens my leadership team and together we will rewrite the rules of how the industry works here. Our new genre-specific teams mean we'll be able to 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 urbano music. Mark Kilzer will continue to lead the A&R team as its director, working closely with Cantinho.
In addition, the newly formed Creative Services team, led by Thiago Abreu reporting directly to Oliveira, he will support both the marketing and A&R departments while being heavily involved with brand partnerships and live music projects.
These adjustments are among several major initiatives undertaken by Oliveira since becoming Brazil's first female label head in 2022. Just last month, after breaking ground on Warner Music Space's new headquarters in Rio's Barra da Tijuca, the Oliveira facilitated an investment with ADA Brazil in the Sua Música band, combining efforts to cultivate local talent.
According to the latest IFPI figures, Brazil ranks as the world's ninth largest recorded music market, valued at $573.6 million and up 13.39% last year, with “87.1% of industry revenue coming from streaming channels “, according to a press release.
Warner Music Brazil hosts 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.
