RIO DE JANEIRO (Celebrity Access) – Warner Music Brazil has announced a series of changes aimed at increasing its presence across the country’s various domestic genres. The moves are a statement of intent as the company seeks to expand its presence in the world’s ninth-largest recorded music market.
Leila Oliveira, The president of Warner Music Brazil has made two strategic hires to strengthen her leadership team. Tatiana Cantinho will join as General Manager, and Marianne Francell Will be appointed as Marketing Director. They will begin work immediately and will be based at the company’s Rio de Janeiro headquarters.
Cantinho has more than 20 years of industry experience. She previously held regional roles at Sony Music before moving to leading independent label Som Livre and launching her own music company, Stamina Musical, in 2022.
Frensel previously worked for eight years at online dating giant Match Group, most recently as director of revenue and growth at New Verticals. The move is a return for Frensel, who served as manager of Warner Music Brazil International Records from 2011 to 2015.
At the same time, the company is restructuring its A&R and marketing departments to better serve the country’s major genres, focusing on sertanejo, forró, samba, funk and urban music. Marcos Kilzer, currently Director of A&R, will continue to lead the A&R team and work closely with Cantinho.
Thiago Abreu Will report directly to Oliveira and lead a new creative services team. The team will provide support to the marketing and A&R teams, while also working closely on special brand partnerships and live music projects.
The moves are the latest changes Oliveira has made since becoming Brazil’s first female record label head in 2022. Warner Music Space, the new company headquarters in Brazil. The space features a variety of creative areas including studios, lounges, workstations, acoustic performance stages and event areas.
Just last month, ADA Brazil and Warner Music Brazil announced their investment in Sua Música Group, which owns Brazil’s largest music platform and Sua Música digital publisher. This investment, in partnership with ADA Brazil and Warner Music Brazil and Sua Música, allows the two companies to work together to develop regional artists and songwriters. The deal reflects the close partnership between Warner Music Brazil and ADA, Warner Music Group’s independent distribution and recording services arm.
Cantinho said: “Warner Music Brazil is reinventing the role of record labels in a rapidly changing industry. We need to be more committed than ever when it comes to connecting artists with fans and supporting our talent to turn them into sustainable careers. Be flexible. Music can travel further and faster than ever, and we want to help artists from all backgrounds take center stage.
Frensel added: “I’m extremely excited to be returning to Warner Music at this critical time in its development. Leila has a vision for how a modern music company can evolve, with the importance of artist narrative at its core. I hope to leverage my experience to help us focus on A new type of team begins to support Brazil’s most dynamic talent.
Oliveira commented: “This is a pivotal moment for Warner Music Brazil. The arrival of Tatiana and Mariana strengthens my leadership team and together we will rewrite the rules on how the industry operates. Our new genre-specific teams mean We will be able to serve artists better than ever and help Brazilian talent of all types connect with fans here and around the world.
Alexander DukePresident of Warner Music Latin America concluded: “Expanding our presence in Brazil, the world’s ninth largest music market, is critical to the company’s growth as we elevate our regional strategy to move closer to our global leadership position. We have always had a strong presence in the country, but we know We need to do more to support its diverse music genres. Leila’s game-changing plan will allow us to focus on key genres in this huge music market and I am excited about the next chapter of Warner Music Brazil’s growth.
Warner Music Brazil is home to many artists including IZA, Pedro Sampaio, Ferrugem, MC Hariel, MC Ryan SP, Kayblack, MC IG, MC Don Juan, Azzy, Marvvila, Thiago Freitas, US Agroboy, João Bosco and Vinícius, and Clayton and Romario.
According to the latest IFPI data, Brazil is the ninth largest recorded music market in the world. Its valuation is US$573.6 million, a growth of 13.39% last year. The market is digitally driven, with 87.1% of industry revenue coming from streaming channels.
