Warner Music Brazil has made numerous changes in an effort, as the company states, that is designed to “turbocharge” the company’s presence across a range of Brazil’s domestic genres, according to an official announcement.
Leila Oliveira, President of Warner Music Brazil, has made two strategic hires as part of the changes, which is highlighted by the addition of Tatiana Cantinho who is joining as General Manager and Mariana Frensel named as Director of Marketing.
Both started their roles immediately and are based in the company’s Rio de Janeiro headquarters.
It is a critical move for the company to make a bigger impact in Brazil, as Brazil is the world’s ninth-largest recorded music market. It is valued at USD $573.6 million and grew at 13.39% last year, according to the IFPI.
Cantinho has more than 20 years of industry experience and has held roles in Sony Music prior to Som Livre and the start of her own music company Stamina Musical.
Frensel joins the team following her tenure at online dating giant Match Group for the last eight years, most recently serving as Director of Revenue and Growth, New Verticals, and has also served as an International Label Manager for Warner Music Brazil.
Marcos Kilzer, A&R director, will continue to lead the team and work closely with Cantinho.
Thiago Abreu will head a new Creative Services team that will report to Leila Oliveira as part of a team that will will support the marketing and A&R teams while also working closely on special brand partnerships and live music projects.
“Warner Music Brazil is reinventing the role of the record company in our rapidly changing industry” Cantinho said in an official statement. “We need to be more nimble than ever when it comes to connecting artists with fans and building a wave of support for our talent that can be turned into a sustainable career. Music can travel further and faster than ever before and we want to help artists from different backgrounds take their place centre stage.”
“This is a key moment for Warner Music Brazil” Oliveira added. “The arrival of Tatiana and Mariana strengthens my leadership team and together we’ll rewrite the rules about how the industry operates here.
“Our new genre-specific teams mean that we’ll be able to superserve artists better than ever and help all types of Brazilian talent connect with fans here and around the world.”
“As we elevate our regional approach to be closer to our global leadership, expanding our presence in Brazil, the world’s ninth largest music market, is crucial to the company’s growth.
“We’ve always had a strong presence in the country, but we know we need to do more to support its diverse musical genres” Alejandro Duque, President, Warner Music Latin America, said. “Leila’s game changing plan will see us laser focused on key genres across this huge music market and I’m excited for the next chapter in Warner Music Brazil’s development.”