Businessperson visionary and black belt in jiu- jitsu , Mamá Brito has stood out as the creator of the Fight Music Show (FMS), an event innovative that combines fights , music and entertainment in a format unprecedented in Brazil . The idea arose after one trip to Thailand , where he he knew you behind the scenes of muay- thai events and, with the support of major names as the influencer Whindersson Nunes and boxer Acelino ” Popó ” Freitas, FMS won strength , gathering celebrities and athletes in one platform unique . With the sixth edition scheduled for May 17 , Mamá continues to expand you entertainment horizons sports in the country .
You transformed one passion guys by jiu- jitsu in one of the events sports more innovators of the country . How was the moment in which you realized that he could mix fighting , music and entertainment and doing from that one successful brand ?
My passion for martial arts, boxing and jiu-jitsu dates back to the early days, when Rodrigo Minotauro fought in Pride in Japan or in the UFC. We traveled the world recording a martial arts program called Viver para Lutar, in which we went to several countries to practice local martial arts. We went to Japan, Tokyo and Osaka, practiced judo on the island of Okinawa, recorded karate, recorded sambo in Russia, taekwondo in South Korea and wrestling in the United States. Producing this event taught me how to organize and produce events. And, from my career as a musician and DJ, playing at parties and festivals, I have always had a great appreciation for shows and entertainment. Remembering the old Pride, which had a lot of pyrotechnics, I created something that would set itself apart in the martial arts market, something that could reach the whole family through entertainment. In other words, it’s not just athletes and martial arts lovers who enjoy the event, but also entertainment fans, largely due to the artists we hire for the show.
THE idea of FMS was born after your experience with Minotaur and a trip to Thailand . What else you impacted in that experience and how these elements guided the identity of the Fight Music Show?
In Thailand, we were filming a program about Muay Thai, experiencing the lives of local athletes. There was even an incident that left its mark, with one of the athletes who participated, who unfortunately died after the program due to excessive training and blows to the head. May God rest his soul. The system in Thailand is brutal. There, I met an event producer named Tolly Macris (TOLY), who organized unique Muay Thai events, with music, lights and lots of LEDs. I thought it was sensational! I took in the atmosphere and thought: “There is nothing like it in Brazil, I’m going to try to do something like that.” Coincidentally, he was in Dubai hosting a fight event between TikTokers and YouTubers. I went to the event and saw the sofas around the ring, which inspired me to create an event with my own vision. The only thing I didn’t like was the quality of the fights, which I knew needed to improve.
You bet big when he knocked on Whindersson Nunes ‘ door to convince him to fight , even without experience preview in organize events . What do you it gave courage in that moment and what you learned from this first big challenge ?
This episode with Whindersson Nunes is emblematic because it shows how we need to seize opportunities at the right time, or they will pass us by. If I hadn’t taken the initiative to go to his dressing room at a comedy show and convince him, in 30 seconds, that it would be a good idea to fight a big name like Popó in an innovative event, I would have missed a great opportunity. That was the most important thing. It’s one thing to start gradually, it’s another to do something impactful in the market, something different and unusual. I took advantage of the opportunity that Whindersson was training hard to cure his depression, so he was well-tuned in boxing. However, it was a double-edged sword: if Popó beat him quickly, he would be the “comedian who got beaten in 20 seconds”, and that would be a fiasco in the public’s perception. But, as you saw, it was a spectacle, Whindersson gave everything in the show.
Popó’s presence at FMS was a turning point , both for the event as for the image of him on the networks. How do you sees that partnership and the strength it has to unite generations and audiences different ?
Popó’s participation was essential because it gives more credibility to a boxing event. It would be one thing if I started with influencers fighting each other, especially because there weren’t many influencers who practiced boxing or were willing to enter a championship, a tournament with national exposure for fights. When you have an exponent like Popó, a four-time world boxing champion, he gives more weight and credibility to our advertisers and sponsors. And the coolest thing is that this generation, the Beta and Z generations, know icons from generation X, like Popó and Minotauro, who have become celebrities on social media. Now it’s common to see children taking pictures with Popó, something that would be practically impossible if he hadn’t become part of the internet and social media.
Amidst so many fighting formats traditional , the FMS brought something new and risky . What do you believes that the public more values in that format that mixes spectacle , emotion and pop culture ?
For our target audience, yes. For someone who is extremely skeptical about martial arts, maybe not. But for our audience, who works all week and wants to have fun on the weekend, there is nothing better than having a fight, a show and music, all together in a six-hour spectacle. At first, we received a lot of criticism from people who were skeptical about martial arts, but that wasn’t a problem. Little by little, they saw how we influenced the new generation and filled the gyms with martial arts practitioners, especially boxers. It was a risk, but only those who take risks change the world.
You united two languages intense — sport and music — in the same stage . How is it to balance these two universes and ensure that each edition keep that energy unique ?
With tests and rehearsals. This is essential, because we have already tested some models in the show and entertainment area that worked, and others that didn’t. We also tested the time of exposure to the entertainment and the intervals in which we use entertainment. We can’t lose focus on the fact that people go there to see the artist fight, so we overdeliver with the shows, lights and music. The goal is for everyone to leave happy and content, especially those who didn’t like fighting or thought they didn’t like it. Simply because their traditional model is very tight, timed and predictable. When we come up with something unusual, the audience feels at ease. It is very common, especially women, to say that they didn’t like fighting until they went to the Fight Music Show.
In relation to exhibition fights , they already have become a trend huge entertainment and media in general , in addition to the Fight Music Show cases , other personalities like Mark Zuckerberg, Logan Paul, among others. In his opinion , which explains that phenomenon and what security measures should be taken at these events , where despite preparation , many of these challengers no have experience professional preview in sport ?
Once a celebrity becomes a martial arts fan, they influence others, especially big digital influencers. That’s what happened at the Fight Music Show, when, after Whindersson Nunes made his presentation, several celebrities started training. The power that influencers have is a snowball effect. However, it is very important that they train with qualified and experienced people to avoid injuries. And speaking about our care and protection system at events, it is essential that we have a federation that takes care of our artists. We use the CNB, which requires a series of thorough exams, including eye and skull exams, to ensure that, in the event of a strong blow, the artist does not suffer a serious injury or consequences .
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