(Image via Google - I do not own the copyrights)
Anitta, Brazilian popstar, has risen in popularity within the US due to her hit “Envolver.” Undeniably, she has the gusto of an international popstar: talent, sex appeal, bubbly personality, and hits. She is a win in the music business. Her rise to international recognition took almost thirteen years, this includes her first hit in Brazil in 2012 with the song “Meiga e Abusada.” Now, why are we just hearing about her?
Anitta's career as a professional singer started by chance in 2010, when she was introduced to the funk carioca producer Renato Azevedo (known as Batutinha). Her music style flows from pop to Brazilain “funk.” She has characterized herself as the “Girl from Rio.” In the words of likely future collaborator Drake, (she) “Started from the bottom now we here.”
Why does this matter? As observed throughout the Latinx community, Brazil is often left on the outskirts. This is no one’s fault and I’m certainly not pointing any fingers, but there’s a clear separation between the Spanish and Portuguese Latinx community; I chop it up to language and cultural differences within their own colonizers. Yet, this difference have continued to follow us into this century and appear within music influence.
The international hit, “Envolver,” is umbrellaed under the popular Latinx music genre of “Raegaton.” This music genre is a Spanish speaking genre and therefore, not embedded into the culture of Brazil. The hit is genius; Anitta was able to open herself and her music into a completely new market. This allowed her to spread like wildfire. I’m supportive of cross-genre artists and collaboration in the name of furthering art, but I do find it fascinating that Anitta had to cross a language and cultural barrier in order to receive international success.
Notably, Anitta portrays herself differently within different marketplaces. On multiple occasions, Anitta has taken to Twitter to open up to her Brazilian followers and let them know that she will be playing a character when being interviewed in US marketplaces. During her time on Jimmy Fallon, Anitta toned up her sex appeal with the talk of sex in an open manner. “You go girl” has multiple implications with this instance. She is capitalizing on her market and opportunities, yet does this show an underlying statement?
My only hope that we continue to recognize Brazilian artists. We need find them in their own space and within their art. Granted there is nothing wrong with finding them in other spaces, but it’s important to meet them halfway as well. We might look back on Anitta as a grandmother of Brazilian Pop or Funk music. Less so that she established these unique and very different genres, and more so that she solidified their international popularity.
Here is Anitta's Instagram. https://www.instagram.com/anitta/ Show some love.
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