FavelaPlay aims to generate engagement and income for peripheral micro-influencers; the launch took place on Sunday (6)
The FavelaPlay project was officially presented and launched to influencers and partners last Sunday (6), in Rocinha, south of Rio de Janeiro. The platform will act as an antenna to amplify and engage content producers and favela micro-influencers. The idea is to connect these networks and these audiences, and make big brands able to advertise through this platform, generating revenue for those who make up the project network.
Maria Eduarda Ferreira, known on social media as Duda Ferreira, 21, has nearly 120,000 followers on her digital platforms and is thrilled to be part of this new project. “Those who live in the community find it more difficult to grow. It’s harder to get partnerships, “says the influencer.
The young woman is a resident of Rocinha and in her networks she talks about motherhood. “What caught my attention the most about FavelaPlay was how they will generate engagement, which is the main point of getting partnerships,” she says.
Silvia Catra talks about representation. She, who has more than 115,000 followers on Instagram alone, says it is essential to be involved in projects that seek to bring positive returns to the favela.
Silva brings her daily life to her networks and talks about everything, especially issues that she considers socially important, such as the feminist cause. “The role of influencers is this: to pierce the bubble in the production of content, showing our reality, showing our entrepreneurs”, she points out.
Born in the favela Faz Quem Quer, in the north of Rio, and living in the suburbs, she talks about her expectations with the FavelaPlay platform. “Anything that can generate opportunities is important. There is no better place than the favela to work and earn money. I have high expectations for this project ”.
Transmitter and amplifier platform
Alex Rodrigues, CEO of FavelaPlay, explains that the platform is like an antenna, a system for amplifying information. “Rodrigo Brandão was the one who created the technology. We have seen the difficulty in giving space to information, especially that coming from the favelas and the suburbs. This platform was created for communities. In a place like Rocinha, where we have over 170,000 residents, there are many micro-influencers, and so are their voices. The favela has a voice but people don’t hear it ”, he defends himself.
The director explains how the platform works. “People sign up, we look for sponsorships out there to use these networks for advertising. FavelaPlay accesses the networks only live, like a transmitting antenna, to reproduce the contents in a chain ”.
But not all registered users will play all content. Influencers will be able to choose which types of content and advertising will resonate. “If an influencer doesn’t like to talk about religion, for example, she can choose not to broadcast programs with that theme. It is also important to underline that the FavelaPlay platform only has the possibility to do the direct, it will not have access to any other tool or space of the registered profiles. And all within the privacy policies, ”says Rodrigues.
Rocinha will be the first favela to actually receive FavelaPlaym and will be the first use case for the platform. But the intention is to expand into all the favelas of Rio de Janeiro and Brazil and establish itself as a learning space for influencers.
“The favelas have a high economic turnover. In the last year, R $ 360 million has been moved. In the pandemic, 80% of local businesses did not close and continued to generate local income, making people survive this period. In the future, we want to provide equipment, studio, film, internet and workshops for influencers connected to the platform. It’s not the big influencers who are still here, but the intention is that they are, “she said.
Favelado also influences
Pipa Vieira is another favela influencer present at the event. “This space is very interesting for the democratization of technology in the favela. What we have today and how the favela compares and behaves is a political issue, “she says.
“If young people do not have access to education, the favela needs doors and opportunities. Through this project, we have the opportunity to connect these young people with access to education and technology. So that it is not just a project, but part of the process The young people of the favelas face different barriers to have support for their dreams Sometimes they don’t even have the Internet Every day that passes, through these experiences, above all, access, have Internet, know how to do it and reduce the seasonality, so that young people can support their dream ”, defends Vieira.
Fernandes Júnior is also an influencer, he is the son of Rocinha and acts as the local mobilizer of the project. The producer of the event talks about the importance of recognizing and rewarding people for what they do. “Being able to pay people with what they already do is essential. Making it work and replicating it in other communities … The digital world thrives on glamor, aesthetics, and this is reality, “he says.
“Having followers doesn’t mean being an influencer. Here it’s face to face. You have real influence. A favela influencer has no choice but to show who they are. I’ve always lived on art here, I know a lot of people, the economic impact is gigantic and the social one even bigger. We have to pay those who deserve it, let the currency go round ”, emphasizes Júnior.
The FavelaPlay project is expected to go live in the second half of December and there will be a general launch aimed at Rocinha. “As part of the activities there is also the production of programs aimed at the community, which talk about topics of interest, such as sanitation. It is a socio-cultural project. We are in the role of intermediary, because when the action comes from outside, there is resistance and we want the opposite, we want to bring security ”, says Alex Rodrigues.
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Source: Terra
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
