Business

Anitta’s grand strategy: from Brazilian star to global icon

Strongly entrepreneurial while able to market her authenticity, Anitta’s songs in English and Spanish aim to win her international renown – and she has much of Brazil backing her

Anitta performing at the Rock in Rio festival. Photo: Delmiro Junior/Shutterstock
Anitta performing at the Rock in Rio festival. Photo: Delmiro Junior/Shutterstock

“After the turn of the year, 00:15, it will be meee at Piscinão de Ramos! Let’s goooo,” so Anitta announced that she would perform at a popular artificial beach in the low-income suburbs of Rio de Janeiro at the end of 2012. 

This was in keeping with her shows at steakhouses and small clubs in the area. She had just begun her career in funk as “MC Larissa,” and many still called her by her given name, Larissa.

Cut to March 2022 and Anitta is the first Brazilian artist to ever appear in Spotify’s Global Top 10, one of the...

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