Filtr Music Brazil kicks off Summer Campaign with major pagode and sertanejo stars, connecting brand, data and culture.
Music, data and curation at the heart of summer
The strength of Sony Music Entertainment Brazil Group underpins large-scale projects in the country’s music market. With integrated work across creative strategy, media and distribution, the group stands out in promoting artists and building high-impact campaigns.
Among these initiatives are Filtr Music playlists, which play a central role in discovery and audience engagement on digital platforms. Thus, they help boost careers and sustain listening over time.
In this context, Filtr Music Brazil, the group’s entertainment and music curation hub, is launching its Summer Campaign. The seasonal initiative focuses on brand building, using music as a tool for emotional and cultural connection.
Campaign combines curation, media and streaming data
The campaign brings together editorial curation, media planning and ongoing analysis of streaming consumption data. In this way, it delivers relevant playlists tailored to different contexts, moments and habits throughout the season.
One core pillar is the synergy between Sony Music Brazil and Som Livre, both part of Sony’s global group. The project unites major Brazilian artists in an original audiovisual production for the campaign’s TV commercials.
The cast includes Sorriso Maroto, Grupo Menos É Mais, Diego & Victor Hugo, Turma do Pagode, Tiee and Dilsinho. The strategy connects new releases and catalog tracks, guided by performance data.
The goal is to drive engagement and extend the lifecycle of music consumption. As a result, the campaign operates simultaneously as a branding initiative and a performance engine.
Pagode and sertanejo playlists lead the strategy
At the center of the plan are two of Filtr’s most important playlists: its pagode and sertanejo lists. Both rank in Spotify Brazil’s Top 50 most-listened-to playlists.
With taglines such as “There’s a pagode for every moment — and for every moment, there’s a Filtr playlist” and “Music Ministry advises: in summer, use Filtr”, the campaign will roll out in an integrated way. The media buy includes broadcast TV in prime time and pay TV.
The plan also features placements with key streaming partners and social media activations. Content is designed to encourage discovery, repeat listening and ongoing engagement with the playlists.
Executives highlight artistic strength and data-driven vision
According to Fernando Cabral, CEO of Sony Music Entertainment Brazil Group, the campaign reflects the strength of the company’s collective of artists. He emphasizes the ability to design projects that respect each artist’s identity while expanding cultural impact.
“Bringing together such relevant artists in one initiative reflects our team’s creative power and Sony Music Group’s ability to develop projects that respect each artist’s identity while expanding the reach and cultural impact of Brazilian music.”
Wilson Lannes, COO of the group, points out that this type of campaign had long been on the drawing board. The current moment brought the alignment needed between timing, repertoire, talents and partners.
“We had always imagined a campaign in this format, and now we have the opportunity to put it into practice with the consistency it demands. We managed to align timing, repertoire, talents and partners in an integrated execution, designed from the outset to gain scale, solidity and relevance throughout the entire summer.”
For Cristiane Simões, SVP and Label Head at Sony Music Brazil, the project embodies a marketing vision guided by data, curation and cultural relevance. The aim is to strengthen the Filtr brand and drive consistent music consumption.
“The Filtr Music Summer Campaign translates our view of marketing guided by data, curation and cultural relevance. It is designed to reinforce the Filtr brand, generate connection with audiences and boost music consumption consistently.”
Tatiana Cantinho, SVP and Label Head at Som Livre, underscores the strategic importance of the playlists involved. She highlights the label’s strong casting and its deep bond with Brazilian audiences.
“Som Livre brings the strength of its roster and its deep connection with Brazilian audiences to the Filtr Music Summer Campaign. Being at the center of this initiative, especially with the spotlight on pagode and sertanejo playlists — genres that dominate local consumption and passion — proves our vision of turning audience data into experiences that celebrate the country’s culture and strengthen bonds with music fans.”
Filtr Music consolidates its role in Brazil’s music ecosystem
Starting on 21 December, the Filtr Music Summer Campaign will run throughout the season as a combined branding and performance movement. The action reinforces Filtr Music Brazil as a data-driven curator brand with strong cultural presence.
By articulating artists, playlists, media and insights, the initiative strengthens Filtr’s strategic role in Brazil’s music, entertainment and marketing ecosystem. The brand positions itself as a key connector between artists, platforms and fans during summer.