By Rafaela Piccin
Professionals from various market areas attend SIM Sao Paulo. The series Humans of SIM brings to you the stories of people that leverage the best of SIM in order to expand their horizons. This episode is about singer, composer, instrumentalist, producer, communicator and founder of SÊLA Camila Garófalo.
The subject of this #HumansOfSIM is the woman in charge of an initiative born and developed inside SIM Sao Paulo: SÊLA, a platform created by women for women in the music industry, conceived by Camila Garófalo. SÊLA is a clever wordplay in Portuguese roughly meaning both “being her” and “female label”. She’s one of these women who works hard at the coalface, at present, juggling her time between being an artist (with the project GALI), a cultural producer, a writer, a presenter and whatever life throws her way.
The relation between SÊLA and SIM is very inspiring. She tells us that she was in the 2016 edition of the event, as part of the panel entitled New Projects and Festivals of 2017, and that in the final minutes, Fabiana Batistela asked whether anyone has anything to add. “At that moment I raised my hand and talked about SÊLA. The project was just a week old, and I had to tell everything and place it in a spot that did not exist yet. Marcelo Costa from Scream and Yell was covering the event for the SIM website, and reported it the following day in an article, describing SÊLA as a product that was born there. That was vital for the next steps, because it was born with the credibility attached to SIM”, she says. “I was at the right place at the right time, you know”, she comments about the serendipities of life.
As soon as the project was born, many women from various places within the music industry embraced it, aggregating experiences, voices and strengths. Just a couple of months after SIM, in February 2017, the first edition of the SÊLA Festival took place in the O Breve, O Lourdes and the Centro Cultural São Paulo, with a debate about what it means being a female in music. It included performances by artists such as Tiê, Tássia Reis, As Bahias, a Cozinha Mineira, LaBaq and Camila herself, plus guest DJs such as Luana Hansen and Juli Baldi.
The partnership between SIM and SÊLA expanded into the following year. “During SIM 2017, we created a new format: the first SÊLA Exhibit, which was very important because we managed to get on stage rising artists such as Letrux, Luedji Luna, Luiza Lian, Nina Oliveira, Bia Ferreira… Afterwards, the SÊLA Exhibit toured Florianópolis, Curitiba, Belo Horizonte, Brasília and Goiânia”, she tells.
“While everyone was doing an evening of labels, we did an exhibit. The Festival was born at SIM, and so was the Exhibit. The following year, in 2018, we did the SÊLA Compilation, with songs by women and produced by women. The audition for the Compilation took place at the Vulva House, also as part of the SIM Program. That’s why I see SIM Sao Paulo as a place for experimenting with formats”, she comments.
Those who follow the trajectory of SÊLA recognise the importance of the initiative, which has brought together and catapulted women and their music careers. “We gain a lot of strength from this union. I tend to say that SÊLA does not sell music, but instead innovation inside music. And it’s thanks to SIM that we obtained such support and credibility”.