We continue with the series #BehindTheSIM, which tells the story of the professionals involved in the São Paulo International Music Week. In the twenty-second chapter, we interviewed Dani Rodrigues, part of the SIM São Paulo Advisory Council.
“I usually say that music chose me,” says Dani Rodrigues right off the bat. She is in charge of Foco na Missão, which is an agency, music publisher, label, book publisher and company in the merchandising segment and responsible for the career of rapper Rashid. When she started attending the Rinha dos MCs in São Paulo, back in 2007, and fell in love with that atmosphere, Dani did not imagine that she would take on so many functions and get to know so many steps in the chain of creation and production in the music market.
“That was in 2007 and, a while later, I was already very close to Rashid, Emicida and Projota. I participated in Na Humilde Crew, collective that they formed around 2008, to work together and make their careers within music possible. At the end of the following year, without being sure what I was doing, I did the executive production (but I didn't know it was that, I was just helping him organize) for Rashid's first EP, Hora de Acordar, which was released in 2010 ” , remembers.
Two years later, Dani left her formal job to pursue a career in music. 2012 was busy for the production company, which participated in the “Os Três Temores” tour, with Rashid, Emicida and Projota, a project that he defines as his production faculty. “It was also the year that Rashid launched the mixtape Que Assim Seja, which really stuck his name in the rap market, so we became more professional and increased the team as needed, I learned everything stumbling as Rashid's career grew stride ”.
Foco na Missão was born and grew according to the needs of Rashid's career, which was expanding consistently, and Dani was adapting and evolving as a professional throughout this process. Nowadays, other people and companies collaborate with the agency, but everything passes through the watchful eye of the producer: “We wanted to do everything ourselves, but we were realizing the limitations. So today, for example, our publisher is managed by a major publisher, our label is licensed to a major label, we have a partner agency that does the digital planning and executes it together with the person who does it internally, etc. . Today I am the link between all these areas and I take care of the strategic and management part ”.
Attending SIM for a few years and an advisor since 2019, she reveals that the convention has followed her professional progress: “When I started attending, I was very inexperienced for the market that was presented to me there, just as I did not know the people who circulated. But time, experience, exchanges and everything else that happened in my daily life, added to what I saw and talked about at SIM, opened many little windows in my head of how much working with music involved a lot more things than I was doing until then ”. In addition to the meetings and debates promoted by the event, Dani highlights the power of SIM São Paulo as a training place for those who are starting in the market.
From the 1990s onwards, Brazilian rap has gained notoriety and has put its finger on several open wounds in our history. The genre reached radio stations, hit charts and the stages of the main music festivals in the country despite the obstacles imposed by systemic racism and social inequality. “I see it in a positive way and I think it has everything to continue expanding, the previous generation continues to work and being very relevant, the Rashid generation (which is where I work) helped and has been helping to pave this path more and more strong and organized, and the new generation is arriving even more structured, since they are arriving when all this is, in fact, a profitable market ”, observes the producer.
Thinking about this movement and also the advancement of feminist and LGBTQ + movements, the counselor sees a favorable transformation in the market but highlights the need for the changes to be more profound: “It is important that the market does not do this just to comply with the table, Bozoma Saint -John (head of Netflix marketing) said on a panel a phrase that exemplifies this well: 'Diversity is inviting to the party, inclusion is calling to dance'. It is not enough that there are women and / or black people and / or LGBTQI + people in these companies, they need to be present and have an active voice in decision making as well ”, she reinforces.
Long before the pandemic, Dani and Foco na Missão were already working on the virtual environment with creativity to promote Rashid's music. The strategy for launching the album Tão Real, which even featured an online series and was nominated for the SIM Award in the Innovation category, it is proof of that. “We are in the age of the internet and we need to be present in the imagination of people who are ready to listen to our music, after all, with or without a pandemic, more than 40 thousand songs are released every day,” she comments.
The suspension of live activities, however, turned the focus completely to the production of online content: “The fact that the rap show is basically voice and instrumental, helped us to perform the shows without breaking the basic health protocols . Parallel to this, Rashid was already chatting with fans on Instagram once a week, playing some sounds he likes to hear while talking to fans. So, when Fióti came to talk to us about the Lab Fantasma channel on Twitch, we don't think twice.”