Brazil’s Sua Música platform makes its women’s empowerment project permanent in 2026, backed by L’Oréal Paris and a nearly R$400,000 investment.
What started as a one-time initiative has grown into something far more ambitious. Potência Delas — Portuguese for “Their Power” — is now a permanent platform within Sua Música, Brazil’s leading music streaming service for regional genres, fully dedicated to closing the gender gap in the northeastern music industry. For 2026, the project lands a high-profile sponsor: L’Oréal Paris, joining as exclusive partner through agency WMcCANN under the concept “Project Your Value.”
A structured push for visibility and opportunity
Launching in March to coincide with International Women’s Day, the project channels nearly R$400,000 across three strategic pillars: Opportunity, Visibility, and Spotlight. The initiative carries the IGUAL – WME Seal, earned by Sua Música in 2025, and reaches an ecosystem of more than 2,500 verified female artists on the platform.
One of the boldest moves in 2026 is the Female Ranking feature. A dedicated button on the platform will filter the Top CDs and Top Singles charts to display only women artists during the campaign window — putting their work in front of millions of users who might not have discovered them otherwise. The project also includes exclusive discounts and release bonuses for women artists, plus premium ad formats like floating banners and custom platform backgrounds.
Events, storytelling, and live workshops
Beyond the digital environment, Potência Delas expands into content and live experiences. The social media series Histórias Potentes (Powerful Stories) will spotlight women working across all corners of the music business. The special Forró Delas – Memórias will bring together female performers to reimagine classic forró tracks. A second edition of the Power Talks panel is also confirmed, alongside a special session of the Frequência workshop scheduled for March 18 in Fortaleza, focused exclusively on women in the industry.
The numbers behind the urgency
The data makes the case clearly. Women currently represent only 10% of Spotify Brazil’s Top 50. Female artists make up roughly 35% of festival lineups. When it comes to earnings, just 5% of the highest-paid songwriters in Brazil are women — and a mere 2% of total female artist revenue comes from major seasonal events like Carnival and the São João festival.
I still feel we have very little space — it’s structural. There are layers where women simply don’t have a foothold. In areas like band management, for instance, female presence is almost nonexistent. Change is happening, but slowly. — Marcela d’Arrochella, Co-founder and Commercial Director, Sua Música
At L’Oréal Paris, we believe every woman deserves to be seen, heard, and recognized for her value. Music is a powerful space for expression and cultural identity, and supporting Potência Delas is our way of helping more artists gain real visibility and leading roles. When we open doors for women to tell their own stories, we help build a more diverse, representative, and fair industry. — Maíra da Matta, Director of L’Oréal Paris Brazil
A nine-month commitment with broad reach
The L’Oréal Paris partnership spans nine months of activations and projects a media reach exceeding 127 million impressions. The goal is clear: surpass 2025’s results and establish Potência Delas as a lasting benchmark for gender equity in Brazilian music.
Photo: Divulgação Sua Música
