By Rafaela Piccin
SIM São Paulo is a catalyst for meetings; professionals from many market areas regularly attend the event, thereby expanding their horizons and connections. With this in mind, the series Humans of SIM brings stories of people who visit and enjoy SIM. This episode is about Paula Rivera, VP at INAMU (National Music Institute), in Argentina.
The huge diversity of elements of the cultures native to each latin American country makes it difficult to understand Latin American culture as a whole. On the other hand, the specifics of each region make information sharing and learning curves ever more urgent. Such is the case of Argentina and Brazil, two countries with a rich artistic and musical output, and with many common characteristics.
Instituto Nacional de la Música (INAMU), a not-for-profit organization supporting music, is one of SIM’s most fruitful partners. Founded in 2013 by independent musicians, it covers all regions and many genres, and it promotes actions in order to improve the production environment, the circulation and dissemination of artists across the nation. Paula Rivera is their current VP, with more than 15 years in Latin American music production and management.
She has attended SIM since its second edition in 2014, and she remembers that she found support for the circulation of Argentinean music here. “It gave me the opportunity to understand the Brazilian market from inside. Selling music in Spanish in Brazil is a real challenge, and SIM has been facilitating this dialogue, thereby establishing a precedent for the inclusion of Spanish-language music on Brazilian stages”. The following year, she returned to SIM as the artist YUSA, at the time managed by her agency PR Producciones. “It had a strong impact on our business. We improved our positioning in the Brazilian market, and we signed two contracts: one for the Virada Cultural of São Paulo and another one in the Bradesco Theater of Brasília”.
She’s a regular at music fairs, and she assisted in the establishment of some of them, such as FIMVEN (Venezuela), AM-PM (Cuba) and MIC-Altura (Bolívia). For her, such events have become the most important platform for connecting professionals in the music industry. “Being able to generate a stratospheric agenda of music fairs and music marketplaces in the year, actively taking part in projects and also being present and making yourself available, getting to know the work of your peers, understanding the sector and its permanent changes, that’s all compulsory work”, she comments.
Paula is one of the key women in charge of SatéliteLAT of Women in the Music Industry, a not-for-profit initiative created in late 2018 which aims to promote gender equality and female representation in the Latin American music market. “Each one of us in this ‘satellite’ has been an integral part of these industries for many years, and we experience different types of harassment and inequality in a male-dominated market. We intend to deconstruct behavior patterns that make the sector unequal in order to achieve a fairer and healthier future. The project seeks a cultural change, something which sounds rather ‘utopic’, but isn’t. It’s an urgent necessity and this is the perfect moment to forge ahead”.