Criolo Was Here

Criolo performing at Nublu, December 7, 2011

Within hours of stepping off an international flight last week, Brazilian rapper/singer, Criolo, dropped a new music video whose name was trending on Twitter in Brazil in no time. As I write this, he is performing in front of a packed house at one of São Paulo's most acclaimed venues. The show sold out in 30 minutes. And he's booked for three more shows before the year's end. Such is the day-to-day of Brazil's 2011 New Artist of the Year... except when he's performing in New York. 

I found out about Criolo's New York debut five days before the show in a cryptic tweet by the artist. After some searching, I uncovered more details. On the Nublu Jazz Festival flyer, in tiny lettering, was "Criolo," crowded on a page with the names and showtimes of some 100 other artists. I felt like I had just unearthed a treasure. 

At Nublu's unassuming club on Avenue C, Criolo serenaded and agitated a mostly Brazilian crowd already familiar with his music and excited to see a national star perform in such an intimate setting. 

Criolo's music is similar to that of other acclaimed Brazilian rappers in that it mixes many styles of music: axê, reggae, funk, samba, hip hop and more. What sets Criolo apart from contemporaries, like Emicida and Marcelo D2, is his singing voice. Where other rappers need to collaborate with trained singers, Criolo has it covered. He is free to experiment with his own voice instead of depending on the repertoire of another vocal artist. 

Criolo brings an intensity to performing I've never seen before. On stage, he seems to channel all the sadness and suffering many of his lyrics describe. During "Não Existe Amor em SP" (There is no love in São Paulo), he stood still, his head cocked to one side, his eyes focused in the distance. I wanted to know what he was seeing. Criolo was standing on the stage before me, but his spirit was elsewhere, only loosely attached to the man with the microphone. 
Não Existe Amor em SP by criolo_oficial

Other times, Criolo's movements were agitated, his face contorting with thoughts of the often unpleasant reality of life in São Paulo, the muscles in his neck bulging as he belted out the notes. Criolo is a vessel for stories of neglect and injustice he knows intimately from a career as a counselor to kids living in the street. 

Still, he maintains a positive outlook. After the show, I had the chance to chat briefly with him about his New York debut. We had to move away from the stage, so I could better hear his quiet speaking voice. 

He told me that at age 35, this was his first trip outside Brazil, his first invitation to perform in the United States, and that it was all very exciting for him. He'd never foreseen this happening in this life time. It had been a far off dream, if that. He's celebrated so many milestones in the last year- winning three titles at the Video Music Brasil awards, performing in cities across Brazil, and traveling abraod. None of it had sunk in yet.

I almost asked if he needed me to pinch him to convince him it was all really happening. But it is. I overheard talk of invitations to play in London and performances at the Olympics (2012 or 2016, I'm not sure).

I asked Criolo about his album, Nó na Orelha, which he is distributing freely. "So many people helped me to get to this point for free. I couldn't have done it without them. I wanted to give back and share result with as many people as possible," he explained.

Fame can get to one's head, but as long as Criolo continues to make life's harsh realities and his personal hope for a better future the focus of his music, I'm confident he'll remain the grateful, down-to-earth guy I once had the pleasure of meeting. 

In a cover story of the Brazilian magazine, Trip, Criolo is quoted as saying “Legal esse momento que estou vivendo. Mas legal mesmo seria não precisar cantar o que canto. Sentir essa dor no peito." Translation: This moment I'm living is great, but just as great would be to not have to sing what I sing. Feeling this pain in my heart. I think that says it all. 

Brazil's Criolo at Nublu JazzFest, December 7

Leave it to the humble, music visionaries at Nublu to bring together a Brazilian rapper, international DJs, ethnic folk bands, new age rockers and representatives of countless other music genres for a week-long celebration of sound. 

The name Nublu Jazzfest is deceivingly homogeneous. A more accurate name might be Crazy-Awesome-Like-You've-Never-Imagined-Up-Close-Music-Week.

The third annual Nublu Jazzfest begins December 7th and is hosting shows at three locations in the East Village through December 18th. There is something for everyone in this mind-blowing line-up, so don't miss out. 

I am personally pumped to see Criolo, the soul spitting, jungle-beat mixing, sensual, Brazilian singer/rapper kick off the festival this Wednesday at 9pm at Nublu, 62 Avenue C.

Criolo was nominated in five categories of this year's MTV Video Music Brasil awards. He won in three of those categories: Album of the Year, Song of the Year, and New Artist of the Year. 

If you aren't convinced, you should go see Criolo's live at Nublu, download his award-winning album, Nó na Orelha, and give a listen. It's FREE!

Preview of Brasil Summerfest 2011: July 24-30

Get ready, New York! July 24th marks the kick off to the first annual Brasil Summerfest. Our city's international music scene won't be the same after this week-long celebration of Brazilian beats and rhythms at venues all over Manhattan. 


Brasil Summerfest is the brainchild of Petrit Pula, President/A&R at Nublu Records. Before starting at Nublu five years ago, Petrit knew some about Brazil's musical diversity through his DJing, but working at an international record label exposed Petrit to a wide range of Brazilian music and gave him the opportunity to network with artists. “Brazil is so rich musically,” Petrit explained in an interview. And once he developed this consciousness, he noticed Brazil's absence from the long list of New York's annual music festivals. "There are lots of festivals," Petrit noted, citing week long commemorations of culture like Celebrate México Now, and Festival Sud de France. "Brazil should have one, too."


So a few years ago, he pitched the idea to his friend and colleague Erika Elliott, Artistic Director for New York's ever popular SummerStage program. She wasn't immediately sold, but a trip to a music festival in Recife, changed that. Petrit and Erika, along with other representatives from North American record labels and festivals traveled to the Recife's Feira de Música in 2009. It was Erika’s first trip to Brazil and the deciding factor in her agreeing to join forces with Petrit in realizing his vision back at home. A year and a half later, we are days away from a historic dose of Brazilian creativity.


Petrit reassured me that Brasil Summerfest will be different than Brazilian Day. I personally enjoy this annual celebration of Brazilian independence that draws revelers from New Jersey, Massachusetts, and New Hampshire onto 6th Ave in Little Brazil, where they proudly raise their voka-filled water bottles in the name of their native land. Still, I see how some people, even those interested in Brazilian culture, might steer clear of that event. Petrit explained that "Brasil Summerfest is more about educating people and getting them to know what [Brazilian Music] is." He give an example from Nublu's club in the East village. "Most of the people who come to Nublu aren’t Brazilian, but now they know what Forró is and keep coming back for more every Wednesday night."

But why only now is a week-long celebration dedicated exclusively to Brazilian music coming to New York? I often think about the fact that a significant  number of Spanish-speaking, Latin pop and hip hop performers, like Shakira, Enrique Iglesias, and Ricky Martin, have achieved wide-spread recognition in North America, but contemporary Brazilian artists from the same musical genres, like Ivete and Claudia Leite, aren't anywhere close to becoming household names.

I asked Petrit if he has any insights into the matter. Like many to whom I've posed this question, he cites language as a barrier. Far fewer North Americans speak Portuguese than speak Spanish. And while the Spanish-speaking artists I mentioned above have numerous English language songs, both of us were hard pressed to think of a English language Brazilian hit. But beyond the obvious, Petrit made an excellent observation. “Any [artist] that would get huge here would have to show the colors of Brazil somehow. Every country in the world has Rock bands." This theory makes sense, and it gives new meaning to the line up he and Erika have put together for Brasil Summerfest.

There's no question that contemporary Brazilian artists who've had relative success in the U.S., like Seu Jorge and Bebel Gilberto, are inspired by the native beats and rhythms of Samba and Bossa Nova. But Brazilian rocker, Pitty, even with a ranking in the top 100 most influential Brazilians, is unknown in North America and touring in the U.S. for the first time ever this month with hip hop artist, Marcelo D2. I'm personally stoked that I'll be part of a crowd welcoming Pitty to one of her first shows in North America. Even if she proves to be a rocker just like the rest, firsts are significant.

If Rock isn't your jam, no worries. Brasil Summerfest is packed with back-to-back shows that will give attendees a thorough sampling of all types of Brazilian aural experiences.  From Forró and Samba-punk, to folkloric and electronic junk, Brasil Summerfest has it all.

Check out Brasil Summerfest's website for complete information on each show and for bios of each artist: http://brasilsummerfest.com/

Sunday, July 24: Marcelo D2 with Pitty / Central Park SummerStage / Free

Monday, July 25: Forró in the Dark / City Winery / $10
Tuesday, July 26: Brothers of Brazil / Bowery Electric / $10
Wednesday, July 27: Jorge Continentino's Pifanology with Loop B / Nublu / $10
Thursday, July 28: Davi Vieira's Hip Hop Axe / Nublu / $10
Friday, July 29: DJ NUTS Dance Party / Drom / $10
Saturday, July 30: Percussivo Mundo Novo / S.O.B.s / $10