Paulo Rocha is a well-known figure in the São Paulo underground. Founder of the band Seychelles and drummer for Ludov , has always had a deep connection with music. At the age of seven he was already playing the piano, and in his early teens he discovered his passion for drums. At 16, he went to study in Los Angeles to finish high school and take drum lessons at the Percussion Institute of Technology. “It was an interesting experience, but a little frustrating. There I realized how outdated music education in Brazilian schools was. I was a good drummer in Brazil, I had studied a lot, but I didn't get to the feet of American students who studied music in high school ”.

After the band Seychelles, formed while still in college, Paulo started to play with Ludov, who in the 2000s had a busy schedule in the main houses of the alternative circuit of São Paulo. The period with the band coincided with a successful advertising career; Paulo went through agencies such as McCann-Erickson, Wunderman, RazorFish, Digitas, Publicis and Thompson. “I took part in meetings with the presidents of these big companies and spent the night at home, took a shower and went to play drums in the city's hells. It was a double life, I felt like a superhero, because during the day I was in a suit and at night I went into the phone booth and became a drummer ”, he says.

His connection with SIM São Paulo started long before it existed. Paulo studied marketing with Fabiana Batistela (director of SIM), longtime friend and manager of her first band, Seychelles. “When I arrived at SIM it was all bush! I have been attending the event since its first edition ”, he amuses himself.

A regular at SIM since the first editions, Paulo has had all kinds of relationships with the event and this year he faces a new challenge, of working as a manager of new businesses: “I have been at SIM as curious, as a speaker (presenting a lecture on how to turn data into strategies in the music market), as an advertiser and as a musician looking for contacts. I can say that I already did a little of everything at SIM, but as an employee it is my first year ”.

The possibility of working at SIM has been going on for two years, but as he had a good position in a company whose growth possibilities were great, he was even reluctant to accept the invitation to work on planning and selling digital opportunities to partners, sponsors and advertisers at YEA. “The biggest challenge for me and SIM 2020 is to be able to deliver an enriching experience to SIM participants in a virtual way and at the same time deliver value to partners, sponsors and advertisers,” he says.

The coronavirus pandemic and the restrictions it entails make the challenge even more complex. “Without a pandemic, SIM was already an essential event for artists who are not yet in the mainstream, for new artists, for those who are on the rise or who are independent. Now, with Pandemic, the adjectives to describe SIM are gone. Perhaps fundamental, or indispensable, or indispensable, urgent, vital. You reader can choose how to describe the importance of SIM in the current music scene ”, he says.

“I think that today our biggest challenge is to understand that we are one, even more with isolation, and even with cliché. We are one planet, humans are one species, we are breathing a single air, we are all susceptible to the same Covid and all this thinking that seeks to divide thoughts, people into races, into creeds, into sexual options only delays the inevitable. One day we will realize that if we don't unite we will all die. So I am one of those who think that the sooner we hammer this idea of union with tolerance to the different, the better for humanity ”, he concludes.

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