Lollapalooza: Vivo will showcase black entrepreneurs at the festival to fight against racism

The operator wants to promote “Black Money” within the musical event through a new campaign that will star the singer L7nnon

A I live decided to use the VIP area Lollapaloozaone of the main music festivals in the country, to publicize the work of about 100 black entrepreneurs from all over Brazil and thus promote “Black Money”, or “black money” (in free translation), as a way to fight structural racism in the village. The company had previously invited only people of color to participate in the festival in the last edition.

Marina Daineze, director of branding and communication at Vivo Brasil, says that, after the success of the last edition, the company has decided to expand the project. Now, influencers, producers, hair stylists, makeup artists, tattoo artists, directors, stylists, designers, among other Black professionals, will be the focus of the company’s conversation during the event. “What we want is to move this ecosystem and give these black entrepreneurs more visibility during the festival,” he says.

In the evaluation of Viviane Moreira, of Zeka Educação Digital, with the new stage of “Presença Preta”, the telephone operator shows the importance of thinking about racial actions not only on commemorative dates, but in the middle of medium and long term, which shows the company’s commitment to racial issues. “Vivo is proof that it is possible to stop, listen to the community and build actions that truly connect with the public,” she says.

https://www.youtube.com/watch?v=GwkybZC9-To

“The future is a collective race”

In 2022, as sponsor of the Lolla Lounge – the VIP area of ​​the festival – Vivo earmarked 100% of its ticket share to exclusively invite black collaborators and influencers to the music event. At the time, the company used the platform to advertise its 5G internet service in Brazil, with the theme of Afrofuturism. Repeating the action of the previous year, Vivo will again dedicate part of its revenue to invite black employees, collaborators and influencers to the country.

If last year the telephone operator’s agenda was the fight against elitism in musical events, in 2023 the focus will be on promoting the shadow economy, bringing the artists of the “line up” to the Music Festival, the public in audience and black entrepreneurs. “There’s an African proverb that says: if you want to go far, you go together. When one of us arrives on stage, a whole troop arrives with him,” says rapper L7nnon, Vivo’s new ambassador at the music festival.

Another important point of the new phase of the project is continuity in relation to the fifth generation mobile internet in Brazil, with a focus on artificial intelligence.

To advertise the 2023 edition, the VML&R advertising agency created the motto “The future is a collective race” and used virtual intelligence to produce black scenarios and characters that reflect the country’s black population.

Marina, from Vivo, says the initiative is an attempt by the company to “educate” the technology to prevent these tools from reproducing racist discourse often seen in this type of project. “We want to influence AI to create Black references for the future. It’s not just a momentary campaign, it’s our long-term platform. Because for the brand to be relevant and connect with customers, they first need to identify and see in our campaigns,” he points out.

The material produced by the artificial intelligence applications will be used by Vivo in the activations of social networks and also in the media away from home, in street furniture, as well as being featured in the company’s television campaigns.

Source: Terra

Earl

Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.