Interscope Records is expanding into Brazil with two deals: the signing of hip-hop artist BK and a joint venture with urban label Supernova Entertainment. The moves come as major labels have concentrated on the Brazilian market in recent years.
Two New Deals#
The label announced the agreements on Friday, Nov. 6.
- Artist signing: BK’s signing coincides with the 10th anniversary of his debut album, Castelos & Ruinas.
- First Interscope release: a remix of that album, with new production and new collaborations.
- Joint venture: covers Supernova Entertainment’s catalog and includes a partnership for new signings.
Jose Cedeño, Interscope Capitol Miami executive vice president and general manager, said in a statement: “We have shown through our successful track record over the past few years that wherever they come from, artists are attracted to the kind of global artist development platform we can provide at Interscope. Having BK as our first artist signing and Supernova as our first label deal, illustrate how serious our mission is to empower Brazilian artists to become global superstars.”
Brazil’s Growing Market#
In March, the International Federation of the Phonographic Industry (IFPI) reported that Brazil’s music market grew 14.1% year over year, compared with 6.4% growth for the industry overall. That growth moved Brazil past Canada to become the eighth-largest music market in the world.
The increase reflects investment in the country and rising subscription streaming and consumption overall.
Industry Perspectives#
John Janick, chairman and CEO of Interscope Capitol, said in a statement: “Brazilian music and culture are having an extraordinary impact around the world right now. We see an opportunity to leverage our legacy and current success in urban music for important Brazilian artists like BK and labels like Supernova Entertainment. We are excited to expand the resources and opportunities for Brazilian artists to move culture on a global level.”
Victoria Oakley, IFPI’s CEO, expanded on the market’s potential in an interview this week. “I think we’re seeing the music economy emerge at the same time as we’re seeing the Brazilian economy emerge,” Oakley said. “It’s also a place of phenomenal talent, and their export story is much more successful so far, principally across their own region. But I think given that most of the music is in Portuguese and not in Spanish, so the obvious sellable market isn’t there in quite the same way, they’ve done a phenomenal job with their export story and they are on the increase. They too have a government that I think, from early on, places culture as an important part of the education system, and I think that is quite an important first step that we often don’t see the benefits of until much later.”
Interscope’s urban music co-presidents, Laura Carter and Ramon Alvarez-Smikle, said in a statement: “BK’s authenticity and distinctly Brazilian voice have made him one of the defining figures in Brazilian hip-hop. His music reflects the depth, originality and cultural influence of hip-hop both in Brazil and globally. Our partnership with Supernova continues Interscope’s tradition of working with visionary labels that are deeply connected to their artists and culture, and we’re excited to deepen our commitment to hip-hop in Brazil together.”
