Fabiane Pereira: “Our market needs to learn listening more”

By Izabela Delfiol


We continue the series #BehindTheSIM, which tells stories of the professionals involved with São Paulo's International Music Week. In its fifteenth chapter, we interview Fabi Pereira, journalist ahead of the channel Papo de Música, hostess of FARO MPB and Palco Brasil, columnist at Veja Rio and member of SIM's Advisory Board.

In order for new music and lost treasures to get to more listeners, the role of the press in its different formats is fundamental. Helping to disseminate a production so rich and diverse, connecting the audience with new artists, is a challenge and if someone can talk about this important relationship is Fabiane Pereira. The journalist presents the programs FARO MPB at Mood FM and Palco Brasil, at the Portuguese radio Marginal, is at the front of the YouTube channel Papo de Música, signs the column at Veja Rio and is a member of SIM's Advisory Board for three years now.

Fabiane started working with music while still in college, with an internship at Sony Music's press department. Afterward, she took her voice to the radio. "As I graduated, in 2004, I started to work at the radio station MPB FM and I stayed there for 13 years. It was at MPB FM that I became a music journalist because I interviewed artists on a daily basis. During this time, I met practically every big name of the Brazilian music scene and saw many other artists begin to rise and that, today, are established in the scene", she tells.

Attendee of SIM São Paulo since its second edition, the member of the Advisory Board describes the convention as a bonding agent of the Brazilian music market and tells that "to be a part of the Board is an interesting experience because it allows me to understand a little more of how this enormous market works, in which I only contribute to a segment, communication."

Fabiane believes that SIM plays an important role in the relationship between artists and press: "I think it's extremely important that communication professionals (journalists mainly) inserted in the music market understand that they are a fundamental part of this ecosystem. SIM tries to bring this relationship closer in an interesting way, promoting pocket shows, spaces for dialogues, debating panels. I think our market needs to learn listening more and the event is a golden opportunity for it".

Papo de Música, the journalist's YouTube channel focused on interviews with artists of different music genres, offers a new look towards contemporary music but, according to her, there are many difficulties when trying to produce this type of content. "For me, the big challenge is getting closer to brands producing the same type of content. I have the impression that most brands are worried exclusively with numbers and not the content's quality and that complicates our survival", she explains.

Fabiane also comments on the differences she noticed between the Brazilian and Portuguese markets during the years she took her Master's Degree: "There are significative differences between the National and International market. I lived in Portugal for two years while taking classes for my Master's Degree and I followed up close the subsidies given by public and private companies to the digital content producers, event producers and artists. Besides a better understanding of the content consumption and its revenues coming from the audience”.

Facing the pandemics and the changes enforced to the music and entertainment market all around the world, the journalist believes that processes that were already developing are being accelerated. "Many people (mainly citizens from big cities around the world) were stopping from leaving the house so much and, therefore, consuming more online content. This search for online content is an opportunity amidst the crisis. Of course, who already had that as a business has a leverage, but still it is very hard to get revenue since the brands don't have a lot of budget exclusively directed towads the digital", she comments.

For er, the adjustment to the "new normal" will take time: "I don't believe that the live music market as we knew (thousands of people watching a concert in a closed space) will come back this year. The period until we get back to it will be long and all of us from the music ecosystem will have to adapt".

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