The North American program created by NPR radio has arrived in Brazil and is already successful with a video by João Gomes. The attraction uncovers new names and puts renowned musicians to the test
In the last week you will surely have met the singer João Gomes singing in an office. It may seem unusual, but this is actually the trend that has influenced the market music around the world and promises to do the same in Brazil. The name of the “challenge” is Small deskcreated 17 years ago in the United States by National Public Radio (NPR), which initially focused on rock and folk names. Now, a Brazilian version has arrived on YouTube.
The original program has already received famous names in music, such as Punctureby the Police, Good AND The edgeof U2, Taylor Swift, Harry Styles AND Justin Timberlake. The attraction also catapulted musicians who were still “niche” in the industry, e.g Ca7riel & Paco Amoroso AND Doechii.
The proposal is simple, but not simplistic: guests need to “get by” in a small office, without major effects on the voice and with a more acoustic sound. It’s a sort of “test” of your musical quality. And the Tiny Desk ended up becoming one MTV Acoustics of the new generation.
To give you an idea, the Argentine duo Ca7riel & Paco Amoroso now bases their shows on the performance created in the program, which made them known to the world. According to Luminate data obtained from Fast companythe duo had a 4,700% increase in plays on streaming services after appearing on Tiny Desk. Their performance has already exceeded 43 million views on YouTube.
In Brazil, João Gomes participated in the debut program, broadcast last Tuesday, the 7th. The singer’s performance, which brought accordion, saxophone and percussion to the office, has already received more than 1.5 million views. This Tuesday the 14th the program announced the second attraction: the meeting of the trio Meta Meta and Negro Léo – the Brazilian version follows the foreign version’s tradition of keeping surprises until the premiere of each program.
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The commercial is very analogue (the artists appear in polaroid-style photos with text by the journalist and music researcher Lorena Calábria), but adapted to Instagram, and is always made at 9 in the morning. The new episode is available from 11am on the same day on YouTube. Brazil is the third country to get a version outside of the United States: South Korea and Japan already have Tiny Desks to call their own. It’s no coincidence: the country is the second most viewed country on YouTube.
Which Brazilians have been to the Tiny Desk?
Despite the arrival of Tiny Desk in Brazil, João Gomes was not the first Brazilian to sing in the office. The North American version has already received established names.
Last year, Milton Nascimento sang with Esperanza Spalding and has surpassed 1.6 million views. In 2018, Liniker sang in the office with the band Os Caramelows and reached 5.2 million views. In 2010, Your Jorge he had been there too: today his presentation has 5.1 million plays on YouTube.
How are Tiny Desk artists chosen?
Tiny Desk guests are always artists who demonstrate the ability to perform in a more “raw” way and without the large resources of a big show, for example. The quality of the sound and the relevance of the names are also taken into account. In Brazil, curation is done by Anonymous Content Brazil, Amabis and NPR’s Art Sieve.
What are the most viewed Tiny Desks?
With the success of the show, the original version of Tiny Desk began racking up impressive numbers. The most viewed performance in history is that of the singer Dua Liparecorded during the pandemic, which has accumulated more than 142 million plays.
Followed by rapper Mac Miller, with 138 million views, and singer Anderson .Paak and the group Free Nationals, with 118 million.
Where is Tiny Desk Brasil?
In Brazil, Tiny Desk is actually recorded in an office, just like in the United States, where the program is recorded at NPR headquarters. In this case the team uses Google’s headquarters in Sao Paulo. The shows are always live and have an audience on site.
When is it broadcast and how to watch Tiny Desk Brasil?
Tiny Desk Brasil publishes presentations every Tuesday official YouTube channel. The program already has two confirmed seasons, with five episodes each.
Source: Terra
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.
