“I’m Loving Every Minute!” Anitta Interviewed

The Brazilian artist is taking her funk sound global...

Ahead of her sold-out show at O2 Kentish Town Forum in London, Brazilian icon Anitta talks to CLASH about Favela parties, performing with Madonna on Copacabana Beach and the negative impact of social media on the industry. 

When global superstar Anitta performed in London in 2018, she headlined a memorable sold-out show at the Royal Albert Hall. It was a concert that reflected the rise of Latin Pop and Funk carioca across the West, which would soon become mainstream in the US and UK. 

Since then, Anitta has continued her rapid trajectory as she has become a global ambassador for Brazilian culture.

Anitta returns to London as part of her first world tour in support of her ‘Funk Generation’ album. The ‘Baile Funk Experience’ took place at O2 Kentish Town Forum, which is a small venue for such a big name in the industry. 

This was an intentional choice to perform at intimate venues all over the world as Anitta wanted to recreate the energy of Baile Funk parties, known for dancing and celebration. 

The audience was transported to Anitta’s hometown of Rio De Janeiro for an incredible two hours of relentless energy, good vibes and celebration of Brazilian culture. 

How is the World Tour going so far, bringing the sounds of Brazil across the globe?

It’s been amazing because we’ve been able to bring the energy of my country to the concerts. People are really feeling like they are in my country and that is important because that was the intention. We are doing small venues so it can feel like a Brazilian party and people can feel the energy and feel closer to me. We wanted to bring the vibe of a Baile Funk to these places. 

Does it feel strange performing in these small venues after previously performing at huge venues across the world?

Yes! In the beginning, I didn’t want to but my manager convinced me. I thought it’d feel weird but after I did the first show it was everything I wanted! The fans were super close and they sang all the songs. It’s so different from anything I’ve done and it’s so special.

These intimate venues must bring a unique energy?

 This album is very energetic so everyone comes with the energy of, ‘Let’s Sweat!’ and ‘Let’s Dance!’

What are your memories of Funk parties in Brazil?

The Brazilian Funk Parties are different because people don’t go to drink or talk, they go to dance. That’s the one purpose and that’s it. I feel like we are bringing that vibe here.

You said in a previous interview that traveling and performing is physically exhausting… How have you found this during your world tour?

I don’t love the idea of touring. If it was just the concert itself, I would love that. If I could be at home with my dogs then when it’s time for the show I can teleport, that’d be great! The airport situations and hotels get us too tired.  

Why did you decide to make “Funk Generation” your first tour?

I love this album so much and I have real fun onstage. It’s not music I made to try and get on the charts, it’s music I did that I was proud of myself, knowing I was having a good time. I’m loving every minute of the tour.

How have you adapted this tour and your performance for these intimate venues?

We have adapted the show to be more intimate so that people feel like they are in the communities – Favela parties are in the streets.  We wanted to bring a show that made people feel like they were in Brazil for two hours. It’s simple but you will see, we dance so much. It feels so big because of the energy we bring. 

You recently performed with Madonna on Copacabana Beach, that was a huge moment for Brazilian culture!

For Madonna, it was so iconic for her career and the fact that she remembered me and invited me to be part of it was really special and I love her. She is responsible for our freedom, me as a woman and also the LGBTQ+ community. She broke so much prejudice and has been fighting for us for so many years. 

From one icon to another, you’ll be supporting Kylie Minogue at her BST at Hyde Park headline show… Did you talk to her about this?

It was her invite and her idea, I felt so special! All my friends and my fans from Brazil are like, “Wow, this is so crazy!” She’s a big deal and I’m so happy.

How much has TikTok and social media helped with the rise of Baile Funk and Brazilian culture globally?

It’s good that these platforms help us reach different audiences all over the world. I just think that we should also have new ways to find new music. 

What do you mean by that?

The algorithms lock us in our own bubbles and it doesn’t allow us to get to know new stuff that we aren’t familiar with yet. It just shows us more of what we already like. I think for the culture, that’s a negative side.

I think it’s positive that we can share our work and music with so many people. But something should change and it should show us different stuff. 

In time, with so many years of getting used to only seeing what you like, we are probably going to get less open to different people, cultures and tastes. It’s a little dangerous. The algorithm should show us something that we’ve never imagined that we could watch.

How do you combat this? Do you purposely search for different things to widen your horizons?

Yes, I try to train my algorithms to show me a little bit of everything. When I notice that it’s showing me too much of the same shit then I let them know I like a little bit of everything so I can open my brain and my mind.

How does this affect artists creatively?

If we are locked in with the same things [then] we are not going to have inspiration to do new stuff. When you create something new it’s hard because the algorithm isn’t going to show it to everybody.

As an artist, there is a pressure from everybody, fans, teams and [that which we place] on ourselves to reach these goals and numbers that we are used to. But, the algorithm is doing the opposite and reducing the bubble.

We should not reduce our creativity on what the results are going to be. We should have fun, do what we are going to do and not think about that.

Words: Adam Davidson
Photography: Chloe Newman

Follow Clash

Buy Clash Magazine