June promises to be an intense — and special — month for actor and content creator Luís Augusto Brito. Born in Serra Branca, in the Cariri region of Paraíba, he is preparing to tour some of the biggest June festivals in Paraíba with a multiplatform project that will bring together videos for YouTube, Instagram, TikTok and Kwai, bringing his followers special coverage of São João with his humorous and regional perspective.
Among the destinations already confirmed are São João de Serra Branca — his hometown, the traditional São João de Campina Grande, known as the biggest in the world, and São João de Monteiro, also among the great centers of June culture in the state. “I’m still finalizing the full schedule, but these three are mandatory stops. These are festivals that are part of my history and that deserve to be shown with the affection that the people of the Northeast have for them”, he says.
The project is an expansion of an idea that began without great pretensions. Luís recorded his first June festival content in 2017, with the segment “A Barraca do Beijo” (The Kissing Booth) on YouTube. After one-off videos and adaptations during the pandemic, in 2024 he structured his coverage of June festivals as a series of episodes, exploring the cultural richness of São João with humor, affection, and identity.
From social media to Globo’s screen and auteur cinema
Luís Augusto’s consolidation as a rising name in the Northeastern cultural scene is not limited to the digital environment. In March of this year, he joined the cast of the TV movie “Jorge Quer Ser Repórter” (Jorge Wants to Be a Reporter), shown on Tela Quente, on TV Globo. The production, recorded in São João do Cariri (PB), was directed by Lula Queiroga and Victor Germano, and had a script that won a contest held among the network’s affiliates. “Recording this TV movie in my hometown was exciting. Seeing our culture and accent gaining space on Globo’s screen is a dream come true. It’s a story about believing in yourself and your own roots,” says the actor.
In addition, Luís is celebrating his first leading role in the cinema with the feature film “Ciclos”, directed by Luzildo Queiroz. In the film, he plays Daniel, a young man from the countryside in search of a new beginning. The production, filmed in the backlands of Paraíba, is expected to premiere at festivals throughout 2025. “It was an intense dive. ‘Ciclos’ challenged me as an actor — it took me to other emotions, far from the humor I usually do in videos. It’s a film made with the heart and talent of many artists from the Northeast”, he says.
Between square dances and cameras, the future is under construction
The coverage of São João 2025 is another step in Luís Augusto’s transition from the digital environment to national drama, without giving up his roots. “Talking about São João is talking about our identity. Taking this to those who are far away, showing that the Northeast is a cultural powerhouse, fills me with pride. And doing this on various platforms is a way of democratizing content, of reaching those who are on their cell phones, watching TV or watching movies,” he says.
From the stage of popular festivals to the big screen at festivals, Luís Augusto shows that it is possible to build a diverse, affectionate artistic career that is connected to his origins. And if it depends on the talent and energy of this Paraíba native, the accordion will still play a lot to the rhythm of new media.