We are continuing with the story of singer Anitta! If you arrived in this page first we indicated that you read part 1 by clicking here.

Persistence and Empowerment

In her first album, the singer had a team of professionals to manage her career, and so she acted only as an artist. However, she still felt dissatisfied and sad about the way things were going, she did not agree with the business model, with the strategies  positioning and especially with it consequences: much efforts with little quality.

Then, the young singer decided to take her own career reins, spoke with other businessmen and professionals in the area and made her decision: she called her brother, who was dissatisfied with the college, to help her in a new challenge, and then with only 21, she opened her company and began to manage her musical career.

While carrying out her official agenda, Anitta was studying in her spare time.

“While I was opening my company I was learning taxation, accounting … I had already had superficial lessons on all of this, but the bottom line was much more complicated, I was very good at the contract, law and such part, because I love that part, I did very well, but in the accounts, I was horrible, I hated it, but I hired a lot of people. Many people took advantage because they saw my name and charged thirty times more, nowadays, thanks God, I already the price of each thing … ”

In addition to giving herself totally to the challenge of following her dream and owning her own business, with little experience and knowledge, Anitta had also ingredients that are not mentioned as crucial to success: commitment, perseverance and improvisation.

Trying to create something new and different from what she had tried before with the company that was managing her career, the singer began to give the opportunity to people from other areas or with enough experience in the market, creating her own work method and taking care of all processes. The goal here was to create a team that could understand the singer needs and her audience and create a management way with “Anitta´s” identity.

And even with all their willpower, adversities continued to emerge, with several challenges to be solved, such as: team management, shows, audience and agenda.

The singer also pointed out that, in addition, another difficulty that consumed her was to give “scolding”, especially in older people or with market experience (at the time the businesswoman was only 22 two years old), but she found herself without alternatives to some situations and had to position herself to manage, praising and accompanying her team development.

To ensure more effective management and prepare for internal and external conflicts, the singer once again sought training, this time for people management.

Planning and strategy

With great dedication, Anitta began to reap the fruits of her work with national recognition, a goal that the singer confessed she only imagined to be over thirty. Always open to new possibilities and new challenges, Anitta began to chart her international career plan.

The singer got on a plane to Barcelona to find entrepreneurs who could help her sucess in Europe, but she noticed that they only listed rhythms and regional artists, while she wanted a wider view, which made Anitta leave the meeting rooms for more sectoral research.

During the interview for MIT the singer explained that she went to bars and concert halls, and even spoke to people on the street. A moment of many conversations notes and reflections. On the journey, Anitta found Reggaton, a Latin rhythm extremely consumed in Central America and Spain (rhythm that along with funk opened the doors of her international career).

At the end of this trip, the singer concluded that the three major digital markets are English-speaking, Spanish-speaking and Portuguese-speaking. Since it would be very difficult to enter the English-speaking market, Anitta set up a plan to launch herself in the Spanish market and, if her strategy worked, she could count on these two publics, it would have more numbers and its insertion in the English market would become more real .

Anitta went to the tactical plan and created her strategy to catch the attention of the international public, scheduling her appearance in the markets of interest at least three times:

1 – Released a Spanish song with J Balvin and asked that the Latin singer uploaded the videoclip on his Youtube channel (with thousands of followers and visualizations);

2 – Sang at the opening of the Rio Olympics, a world event, invited by Caetano Veloso and Gilberto Gil;

3 – A month before the opening of the Olympics, she released another Spanish song.

All of this so that she would position herself and be remembered in some way by the international public.

From there, the singer began to create new plans to enter the English music market, dividing her schedule between concerts in Brazil with meetings and more studies on customs and American songs.

Anitta met some entrepreneurs to understand what would be the best way to make this new challenge become reality, but once again the entrepreneurs did not understand the singer’s expectations and the goal she had in mind was to act in 3 markets at the same time.

With this impasse, it was clear the entrepreneurs lack of interest in working with the singer, and once again she put her plan in action and began to train her strategies to act as an international artist, an action that came true with the song release Paradinha. With international release, the single reached the best debut in Spotify Brazil with almost half a million hits, and also reached the 182nd position among the most played songs in the world, being the best placement of a Brazilian artist in the Spotify world ranking.

At the end of the interview, we conclude that the artist’s story is surprising. The way the singer has stood in the facing adversity, showing interest and seeking support to solve all the impasses during her journey, is a great lesson of persistence for all entrepreneurs.

Finally, the message was clear: to always believe in our dreams, to take advantage of the opportunities that life offers us and, above all, to believe in yourself.

Lucas Bizerra