Partnerships between Artists and Brands: A Case Study in the Brazilian Music Market

This case study is based on events that took place in 2020. The data was obtained through interviews with the parties involved in this initiative, which include two companies: the Rede D'Or Group and Musickeria, as well as three Brazilian artists, namely Nando Reis, Ana Vilela, and Gabriel Moura. It describes a partnership between artists and a commercial brand that resulted in the "Laços" campaign, a branded entertainment project paying tribute to healthcare professionals who were working on the front lines against COVID-19 at that time. The campaign was carried out through the release of a song of the same name on radio and streaming platforms, along with a music video on digital platforms.