Renata Gomes: "SIM has the role of getting us closer and connecting"

By: Izabela Delfiol


We continue the series #BehindTheSIM, which tells stories of the professionals involved with São Paulo's International Music Week. On its 13th chapter, we interview the Researcher and Marketing Specialist, Renata Gomes.  

Renata Gomes can't stay still for too long. Graduated in Publiciry and Marketing, she has an extent academic career in the communications area and years of professional acting in different roles of the music market. "I started supporting friend who were in bands. From carrying intruments to helping out the concerts' promotion, production, etc. Formally, I started acting in the area around 1999, in the musical instruments sector. I went through the main companies of the sector and worked with different consecrated brands developing all the strategic and management part of Marketing, Communications, PR and Artist Relations", tells the professional who is a member of SIM Advisory Board since 2018, besides being part of the event's comercial team and acting as a Researcher and Data Analyst for DATA SIM, SIM's research group and data management hub.

She explains her curiosity is one of the things that make her so restive, always researching and wanting to find new things out: "When the musical instruments segment started to stall with the new production dynamics and musical distribution, I was craving to understand what was going on and how I could connect what I was already doing with this new upcoming world. That's when I started to get closer with the fonographic segment, digital distribution, festivals, events, music conventions and startups".

That was even how SIM got into her life. "I attented once and fell in love with the environment, the possibilities of connection and, shameless, invited Fabiana Batistela to participate in a cross branding event (of fashion x music) that I was producing", she explains, joking about not fearing getting a "no"for an answer. She continues: "I bet on that and, for my own luck, Fabbie agreed. Since then we've been in touch, until the end of 2018 I had the opportunity to work with her and Dani Ribas on the new DATA SIM. The project demanded not only my curiosity and strategic thinking (from my Marketing and Management degree), but also a less deterministic and more humanist bias".

Renata had just finished her Master Degree and the proposition fit perfectly with her purposes insie the academy. That's where you find new methodologies to apply the data gathered through researches in your market activities and vice-versa. She highlighted the importance of the relationship between the academic field and the market: "Researching, for me, is fascinating... It opens up a huge horizon of discoveries that connect dots and bring new perspectives. It's a shame that not so many companies dedicate themselves to research on social, cultural and political dynamics that impact and influence the results of the economic sector".

On her DATA SIM experience, she emphasizes the parnership with NGO Women In Music Brasil, on the study about women's presence in the brazilian music market. "The NGO's mission is not only to seek partnership and support initiatives that bring more protagonism for women in the music market, but also how to do it in an intersectioal way," she explains, standing out that other barriers aside from gender have been keeping women out of the market. "SIM's environment collaborated a lot fo the positive outcomes of this experiece, afterall, besides being this big 'annual' meeting for the industry, SIM also has this important role of getting people together and connecting artists, professionals, entrepeneurs, brands and audiences", she completes.

A fan of technology, Renata doesn't stop getting impressed with the outspreads of technologic inovations of the music industry, pointing out how it's been easier to produce: "See the example of Billie Eilish and her brother producing a work that got 5 Grammys inside their bedrooms, of MC Fioti finding a sample of Bach's flute on the internet and producing a track that got 1 billion plays on YouTube".

As for the future of this relationship between music and inovation, she hopes that the tools get more accessible, enabling more people to put their music out into the world. "I don't know very well if the future of music is already here or if  everyday there are people writing new futures - let it be in home studios of young people with more access, or on the mobile phones that record and distribute the beats/rhymes/sounds and power of the outskirts", she finishes.

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