Brazilian esports organization LOUD, known for its content production that breaks records across platforms, has officially entered the music business through the signing of Brazilian rapper Gustavo “GUXTA” Souza. The 19-year-old artist has already worked with LOUD influencers on other audiovisual productions that generated more than 50M views on YouTube.
LOUD told FortuneZ in 2020 of its plans to invest in the music business. The company has its own recording structure and has been producing songs since last year, but Souza is the first musician officially signed by the company. LOUD also counts Bruna Alvarenga on its team. Alvarenga is a director focused on music projects and broadcasts by the organization.
Souza specializes in trap songs, a music genre on which LOUD relied while building its identity. According to the organization, Brazil is only starting to consume this kind of music. Expectations are that signing Souza will strengthen the link between the music and gaming fronts.
LOUD is nowadays one of the most prominent esports organizations in Brazil, not only for its content creation strategy but also for being part of two of the main competitions in the country, the Brazilian Free Fire League (LBFF), and the Brazilian League of Legends Championship (CBLOL).