‘The Sertanejos don’t need Globo’: behind the scenes of the absence of style idols at the Multishow Awards

Ana Castela, named Artist of the Year, canceled her performance “at the last minute”. Gustavo Mioto complained about the nominations: “Like this every year.” Only Simone Mendes and Michel Teló sang. Sertanejos designs his own award named after Marília Mendonça

The channel Multi-show He owns the most important award in Brazilian pop music today. The 2023 edition took place this Tuesday 7th and, for the first time, was also broadcast on TV Globo. Numerous artists were present and, among them awardedthey were Iza, Ludmilla AND João Gomes. The broadcast highlighted, from the beginning, the diversity of genres in Brazilian music.

Behind the scenes, however, an absence was felt: big country people, who believed they had been underrepresented in the main award categories, and stopped singing at the award or attending the party. The movement also included Ana Castela, nominated (but not awarded) Artist of the Year.

Artists of forró, pagode, funk, pop, axé, electronic and other styles mixed in the presentations and ceremony. The country greats, usually protagonists of their mega events, did not appear, with the exception of Simone Mendes and Michel Teló.

A professional who participated in the production told the Estadao which the singer, currently country’s biggest hit, deleted the day before. Alternatively, Michel Teló was transferred to perform with Simone Mendes, the only country singer who would sing at the Multishow Awards. “Teló painted at the last minute,” she says.

“There is a layer of pride among them (the country people), something like ‘we don’t need Globo’. So much so that there will be its own prize to demonstrate the self-sufficiency of the country people. They, as an industry , trying to show themselves independent of the need for Globo to be there with them as a catapult of success” says the professional, who preferred to remain anonymous.

But there is an effort on the part of Globo and Multishow to highlight the most popular musical style in Brazil. “There is a contradiction. Even though Multishow is not a channel that favors country music, in recent years there has been a tendency to connect with the genre. The Sertanejo Circuit, this year, broadcast six rodeos, with duets big and relevant country music, who boycotted the awards”.

Public complaint

Gustavo Mioto, Ana Castela’s boyfriend and another big name in country music today, also spoke indirectly about the topic, without mentioning the name of the award, when the nominated names were announced.

For the occasion he published a post on X, formerly Twitter, mentioning a collaboration with the singer Mari Fernandez, I like it as it is, and the time he presented the TVZ program on Multishow. “It’s useless, nothing changes there. Same thing every year,” she wrote in another post.

“That said, you know who I think should win it all by running and anything short of that is wrong again,” he continued in a third tweet. “At least that way.”

OR Estadao has contacted Gustavo Mioto and Multishow consultants to comment on the matter, but has not yet received a response. The space remains open.

“Ana didn’t come to the award for personal reasons, nothing to do with Gustavo. She is a fan of many of the artists who were present yesterday and if they won it it’s because they deserved it, because they were voted for. She was also there a representative for her if she wins,” the singer said Estadao.

I like it So, 40 days in first place and me presenting TVZ… that’s it.

— Gustavo Mioto (@GustavoPMioto) October 9, 2023

It doesn’t make sense… nothing changes there… same thing every year

— Gustavo Mioto (@GustavoPMioto) October 9, 2023

That said, you know who I think should win everything that’s going on and everything outside of that is wrong again… AT LEAST that

— Gustavo Mioto (@GustavoPMioto) October 9, 2023

Arm wrestling between giants

The case involves two “giants” of Brazilian pop culture. Multishow, part of Grupo Globo, broadcasts most major festivals and is a strong name in promoting artists or shaping opinion in the Brazilian cultural market. Country music, in turn, is the most listened to and popular genre in the country.

Globo, in recent times, has added more style and has started to invite more and more artists to participate in the network’s programs. Multishow, for example, broadcast the Festa do Peão de Barretos, one of the most important for country people.

Even so, the alleged lack of representation at the Multishow Awards has begun to spark relevant contemporary artist fans and influential profiles in the genre. The profile Versinho, formerly Verso Sertanejo, which has more than 1 million followers on X, for example, mentioned the case in publications made on Tuesday.

“If Ana Castela doesn’t win [a categoria] Artist of the year, you can close this award”, he wrote in one of them. The category, finally, awarded Iza. The profile then mentioned the Marília Mendonça Award, a ceremony focused exclusively on country music, which was awarded as an “alternative” to awards shows where artists were supposedly rendered invisible.

If Ana Castela doesn’t win “Artist of the Year” she could close this award

— Versinho (@VSertanejo) November 8, 2023

The award, scheduled for the 24th of last month, featuring 13 categories, including Male Solo Artist, Female Solo Artist, Male Duo, Female Duo and Hit of the Year, has been postponed. The new date has not yet been announced.

“Then yes, we would have people who follow and know country music,” Versinho pointed out. “The path is the same: to have an exclusive award for country music, since no one else values ​​country’s main genre.”

My hope this year was the “Premio Marília Mendonça” which was postponed.

Then we would have people who follow and know country music… That’s the way to go, to have an exclusive award for country music, since no one else values ​​the main genre of country.

— Versinho (@VSertanejo) November 8, 2023

“They don’t need Globo”

Italo Ribeiro, in front of Versinho’s profile, tells the story Estadao who believes that artists “don’t need Globo to be successful”, while assessing that the relationship between the broadcaster and artists will not suffer. “It ends up being a great media space,” she says.

For Marcus Bernardes, journalist at the helm of Blognejo, an Instagram profile dedicated to the topic, the reaction would actually have been generated by an alleged failure to recognize Ana Castela. Marcus, however, does not believe that the Marília Mendonça Prize will serve to replace the Multishow Prize nor that artists will stop appearing in Globo programmes.

“The farmers show indignation and everything, but in the end they continue with the same relationship,” he comments. “And Globo knows how much impact the Country segment generates. Proof of this is the number of rural soap operas on air or in production.”

For him, the Marília Mendonça Prize will really have the potential to “compare” with other ceremonies. “Maybe it will also open their eyes to a greater appreciation of country music. Unfortunately it has come to the point where we have to create an exclusive award,” he says.

Right reaction?

Marcus believes that it is right to make Ana Castela pay for the recognition, but he does not believe that the market takes full account of the visibility obtained. For example, he cites the singer Simone Mendes, awarded in the Hit and Country category with Country of the Year Hot mistakewhich, according to the creator of Blognejo, would not have major repercussions on pages of this kind.

“There is a frequent habit among rural people to complain about things that are usually considered anti-gender and to mobilize through social networks for this type of reaction and this is just one of them,” he comments. Marcus also mentions the singer Luísa Sonza who, despite her great relevance, was not recognized in any category.

The Multishow Award currently awards the most prestigious trophies in Brazilian pop music. It aired on Tuesday 7th and, for the first time, was also broadcast on TV Globo. Numerous artists were present and, among the winners, Iza, Ludmilla and João Gomes. The broadcast highlighted, from the beginning, the diversity of genres in Brazilian music.

*Intern under the supervision of Charlise de Morais

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.