It starts with the name: Pedro Mafama. It seems to suggest a modern hero from the historic neighborhoods of Lisbon.

Next comes a positioning exercise, rooted in a reflection on what it means to be Lisbon-born and Portuguese in an open, contemporary way, blending fado and folklore with Arabic, Romani, and African musical influences.

There’s also a focus on developing a unique aesthetic that integrates album design and video production, featuring names like André Caniços, Dave Tutti, José Torres, or Bro Cinema. Nothing is left to chance.

And, finally, a clear and bold purpose emerges: to promote cultural and racial integration through music—a stance that has already attracted the usual backlash on social media.

Born in 1992 to a family of visual artists, Pedro Simões, also known as Pedro Mafama, is now one of the most promising names in Portuguese music.

Alongside his own project, this former student of the School of Arts and Design in Caldas da Rainha has contributed to repositioning artists like Ana Moura. The music video for her song “Andorinhas” takes on an alarming relevance when we consider recent protests in southern France and question issues of identity and integration—or the lack thereof.

The creation of brands within the artistic world is not a new phenomenon. From the Beatles to Lady Gaga’s ‘little monsters,’ there are countless success stories, increasingly relevant in a context where bands and musicians sell, in addition to concerts, a sense of community for fans in digital spaces and the metaverse. While in sports our greatest athletes still lag behind industry best practices, music seems more advanced in this area. Nationally, Xutos e Pontapés, and internationally, Buraka Som Sistema, stand as references in the field.

Pedro Mafama brings purpose to the core of his brand-building, aligning with today’s best practices. These factors, combined with his talent, have helped him stand out in a sector where many artists and bands struggle desperately for differentiation. His brilliant moments include filming a music video on O Preço Certo (The Price is Right) and his adventures as a TVDE (ride-share) driver on the streets of Lisbon, transporting fans back and forth through social media interactions.

Brand-building is a critical tool for players in any industry. The sooner they recognize this, the closer they’ll be to realizing their full potential. Pedro Mafama has understood this perfectly. This summer will be his. Olarilalé.

https://youtu.be/wJZm7WPctK8