At LollaBR and in the daily run: initiative takes black entrepreneurship into the festival!

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In the tenth edition, Vivo’s initiative enhances the Black Presence at the festival and reinforces the importance of technology to facilitate the daily lives of the people who open doors. Publicity “If you want to go far, go together”, says an African proverb. The phrase represents a lot for those who already understand that the future is a collective run and, therefore, vibrates with each new door opened by a black person. In the wake of entrepreneurship, someone’s achievement not only inspires but also brings so many other talents together. And having someone to look up to is sowing possibilities for the future in the crowd that is in the daily rush. Those who chose to undertake in Brazil know better than anyone that this race is tough. For those who are black and live in the periphery, access to opportunities to show their talent depends on having formed collectives. They are stylists, designers, make-up artists, hairdressers, tattoo artists, music producers and many other professions who see in “walking together” a way to go further and further. That’s how Van Nobre had his work and talent recognized. The power of relationships Before becoming the businesswoman who today manages an entire business focused on creation, styling and public relations between black brands and artists, Van Nobre already walked a path whose main motto was relationships with people. Born in Americanopolis, in the extreme South Zone of São Paulo, Public Relations lived most of her life in Peruíbe, on the coast, but returned to the capital of São Paulo when she decided to study Communication. Daughter of a merchant father and a social worker mother, Nobre already had a communicative streak. “I’ve always liked people, interacting with people”, she comments, “and especially getting to know different worlds through them and connections”. Her interest in fashion and image started early in her childhood: “I wanted to dress differently, do things differently”, she declares. Looking at people and being seen was a goal – which was fulfilled when Nobre was invited to produce a party at a famous nightclub in Barra Funda, downtown São Paulo. She already frequented the space and met emerging artists from the scene, but that would be her first real production. “I didn’t even know how to do that, at the time there were no social networks to facilitate contact with people. I managed to make an impact on the public at this party through word of mouth and also through a note in the newspaper, in which I literally invited people”, she comments. And she was right. Over a thousand people attended her debut as a producer. Fashion and the black run Her first contact with fashion took place while she was working promoting parties, when an American street wear clothing brand started to support Van Nobre’s birthdays at the nightclub where she acted as PR. “It was at that moment that I thought: I need to work with this brand. I’m going to do Fashion,” she says. And so, creator began an unprecedented journey, in which public relations was the bridge between brands and artists, with editorial services and styling, even before these professions had a name and scope in the Brazilian market. But if Van Nobre got where she did, she didn’t go alone. The creator honors the opportunities she had along the way and keeps her main goal alive: making real connections. “I came from a peripheral zone where we didn’t even have the opportunity to dream. If I can, why can’t others? Currently, QG Nobre operates as a public relations, creation and collection company, with special incentives for black and peripheral artists, especially from the music scene, in addition to student projects with creative potential. Van Nobre’s company provides numerous services to brands and artists, including lending clothing from the collection to those emerging on the scene. “It’s an investment”, she says, “we help these talents and they help us to spread the word about our business”. Partnership with Vivo Recovering the space and feeding the chain itself is a priority for the creator. “Wherever I go, I take my tram”, comments Nobre on how he involves people in his partnerships with companies. Vivo, which sponsors Lollapalooza with the Presença Preta initiative, is one of the cases it is most proud of. In last year’s edition, Van Nobre was invited by Vivo to produce styling inspired by Afrofuturism – and, with that, was able to hire fifteen creative professionals, including make-up artists, tranc artists, DJs and production assistants. This year, the scope has increased. Having Nobre as talent curator, the initiative welcomes two large groups of black people to the Lolla Lounge, the festival’s VIP area: a group of entrepreneurs and another of creators. In addition to participating in the event, the groups will have their businesses and productions widely publicized by Vivo before and during Lollapalooza, which takes place between March 24th and 26th at the Interlagos Circuit, in São Paulo. About being at the forefront of this work, Nobre comments: “It’s the best thing that could happen right now. I always went to Lolla as a guest, but finally I can see myself represented by so many talented people”. At LollaBR 2023, Presença Preta is confirmed! The collective’s help can occur face-to-face, but it is virtual that it reaches a much larger scale. The use of technology makes it much easier for people to run. Whether it’s to promote your own work, to look for the materials you need, to guarantee payment for the service offered or to listen to the music that reminds you not to give up, the internet is closed to all collectives. And as far as Vivo is concerned, the appreciation of black culture will arrive with everything at one of the most anticipated festivals in the country. Lollapalooza will have a space to strengthen the run of several black brands in the universe of fashion, beauty, art and music. Sponsor of Lolla Lounge, Vivo takes the “Presença Preta” project to the place that offers a premium experience. Vivo’s invitations were aimed at the black crowd: a team of more than 50 digital influencers and black entrepreneurs was summoned to share the emotions that the festival will provide in its tenth edition. After all, if the future is a collective race, technology has a transforming role in building a more plural and inclusive society.

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