Victor and Leo, Naldo, DJ Ivis: How artists try to win back fans after cases of aggression

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Duo announced their return, without mentioning the crime for which Victor Chaves was convicted. Expert explains strategies for singers trying to get back into action after problems with the law. Victor and Leo, Naldo and DJ Ivis Disclosure In February 2017, one of the most famous country duos became news, not because of another hit among the most listened to in the country, but because of a serious police case: Victor Chaves, from the duo Victor and Leo was accused of attacking his then wife, Poliana, who was pregnant. A video, which was decisive in the investigation of the case, showed the singer knocking Poliana to the ground and being violent with her, in the elevator of the building where the couple lived. He was convicted in the first instance in 2020. It seemed like the end for Victor and Leo. They were unable to continue their careers, amid the repercussions of the story. But, in 2023, six years after the episode became public, they are back for a major tour, with shows in stadiums across Brazil. g1 heard from a marketing specialist about this and other stories, to understand how artists involved in criminal cases manage to get back into action: what strategies they use to win back their fans. Listen to the podcast above Deboche In 2008, while much of the country music was successful with songs about sex, drinking and ostentation, the brothers Victor and Leo became a phenomenon singing about God, simple houses, peaceful love and butterflies. Victor was not the main singer of the duo, but he was the thinking head: he composed the vast majority of hits released throughout his career. The duo Victor and Leo in a surprise performance at Villa Country, in São Paulo Rubens Cerqueira / Disclosure Since the emblematic album “Borboletas” (2008), there were eight other works until 2018, when the two announced their break for an indefinite period, after the case of aggression. A year earlier, Poliana Bagatini, Victor’s wife at the time, had gone to a police station in Belo Horizonte to make a complaint against her husband. Pregnant, she said she was attacked, thrown to the ground and kicked several times by the singer. Afterwards, she was prevented from leaving the building by a security guard and her sister-in-law. Victor, who always denied the attack, became a defendant in the case. In 2019, in the midst of the process, he posted a video in which he simulates an interview with himself and appears laughing at the complaint. Victor Chaves in a video in which he appears laughing at his conviction for assault Reproduction/Youtube For Jennifer de Paula, marketing director, specialized in career management and brand positioning, the recording was a strategic disaster. “It was a bad communication, using debauchery right after the case”, she analyzes. “When you’re walking down the street, someone bumps into you and then apologizes, that goes away. But, if in the same situation, the person doesn’t apologize and still makes fun of what happened, the impact is much greater.” Victor was sentenced by the Minas Gerais Court to 18 days in open prison. He appealed the sentence and the case remains ongoing. g1 contacted Poliana Bagatini, the singer’s ex-wife, but received no response. Justice condemns singer Victor Chaves Love of brothers Victor and Leo’s return to the stage was announced in September 2023. The reunion tour will begin in March 2024 and should have 30 dates in total. All in spaces with capacity for a lot of people. The first performance, for example, will be at the Morumbi Stadium, in São Paulo, with capacity for up to 60 thousand people, depending on the format of the show. g1 found that ticket sales for the tour have exceeded the organization’s expectations. In the early hours of September 23rd, the duo played a surprise show at Villa Country, a well-known space among country music fans in São Paulo. The appearance of the united duo once again, after five years, was celebrated by those who were there. So far, neither Victor nor Leo have spoken about the episode of aggression, amid publicity about their return. In a promotional video for the new tour, the two rely on a family-promoting strategy to try to win back the public. The advertising sends a message that the love of one brother for the other was the main driver of the reunion. Victor and Leo publish a teaser about the duo’s return Reproduction/Instagram “If he started applying a recovery strategy now, it would work better than him simply returning to the stage as if nothing had happened, as he is doing”, says Jennifer. “There’s no point in putting yourself in a box and thinking that the public will forget and will welcome you in the same way they welcomed you before”, he concludes. She explains that a good brand repositioning strategy, after cases like Victor’s, is made up of at least five elements. They are: Recognition of the problem: “This communication immediately after the case cannot be delayed.” Learning and change: “It’s important to show that you actually learned from your mistake.” Strategic collaborations: “Something that comforts the public in a gentle way, to regain people’s trust.” Continuous monitoring: “For marketing professionals, it is important to study the customer’s personality, to carry out prevention work and know how to act when a problem occurs.” Time: “Victor should have bet on consistency, to be able to recover the public.” The ghost appearances of DJ Ivis Another recent protagonist of a criminal story, DJ Ivis was what could be called a phenomenon: hitmaker of the stomp, he scored “Volta bebe, volta neném”, with DJ Guuga; “Esquema preferred”, with Tarcísio from Acordeon; and another countless hits on the Brazilian charts. In 2021, Pamella Holanda, Ivis’s wife at the time, published a series of videos on social media in which she appears being attacked by him. One of the images shows Pamella trying to catch her daughter baby in the stroller, while she is attacked by her husband. DJ Ivis is booed during a show in São Paulo Ivis was arrested in July of that year. He also lost his record deal with Sony, was fired from his production company, Som Livre suspended the distribution of his releases, partnerships were canceled and he had songs deleted from audio platforms. On social media, he appeared crying, in a video apology. “I see myself alone today, trying to be strong, but there is no strength anymore . I’m here to say, for each one of you, for you who are a mother, for you who are a daughter, for you who are a father, I made a mistake, I admit my mistake.” It was a success from a strategic point of view, in the opinion of specialist. “He was punished, they closed the doors to him and then he recognized his mistake and started a very objective communication with the public, meaning that he was using his own music as a supposed therapy.” DJ Ivis was arrested for three months and, upon leaving, he tried to resume his career. He participated in the recording of the Barões da Pisadinha DVD, had music on Wesley Safadão’s DVD and produced a track recorded by Gusttavo Lima in 2022. “Fala Mal de Mim” ended up on list of the ten most listened to on Spotify in Brazil. But he did everything with great discretion. If before Ivis’ name appeared on the promotional images of songs and shows, now the scenario is different: he became a kind of ghost participation. Naldo was Forgiven? On the other hand, among artists who managed to reposition their brands after an attack, Naldo’s case is the one that draws the most attention in recent years. Naldo Benny apologizes to Ellen Cardoso, aka Strawberry Shortcake, after assault and arrest. He was convicted in 2018 of attacking his wife, Ellen Cardoso, known as Strawberry Shortcake Woman. At the time, she reported the singer for punching, slapping, pulling her hair and hitting her with a bottle. Naldo was sentenced to four months in detention for threatening and causing bodily harm, but the sentence was reversed for other actions, such as participating in a reflective group for men. The court also granted Ellen a series of protective measures. The artist would have to, for example, maintain a distance of 100 meters from the woman, and could not have contact with her. But, in March 2018, the case took a turn: the two ended up reconciling. In interviews, Ellen said that she loved her husband and decided to forgive him despite public judgment. Naldo Benny and Ellen Cardoso, the Strawberry Shortcake Woman, at MC Gui’s birthday in May 2016 Celso Tavares/G1 Five years later, Naldo is experiencing a kind of new peak, with the song “Love Love” (partnership with Melody) on the playlist. most listened to in Brazil. On the internet, the singer’s name is almost always related to the song or memes that play with amazing stories told by him. There is almost no talk about the criminal case. For Jennifer, Ellen’s positioning was essential for the singer to get back on his feet. “He lost fans, followers, people who boosted his career, but he rebuilt everything over time, bringing the public back. And she was a very important key to making that happen.”

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