Amazon Music Brasil — Gabriel Lupi

Phase 03 / 03 — The infrastructure

Founded the Content area. Centralised Originals, Editorial, and Live Streaming under one team.

Influenced local, LATAM, and global stakeholders to establish Amazon Music Brazil's first unified Content area — pulling Original production, Editorial, and Live Streaming under a single team and budget. Authored the 3-Year Plan (3YP 2024 — 2026): a content flywheel and revenue model spanning sponsorship, brand partnerships, and new commercial formats.

Evolved the Editorial Music Calendar to v3.0 — concentrating ~80% of the budget into 3 Go Big franchise moments per year (Luau, Braba, Balada Sertaneja) and improving ROI recoupment by 150bps YoY. Designed the Content Project Green Lighting mechanism. Opened the GRU10 Music Studio — Brazil's first in-person Amazon Music content hub.

Phase 02 / 03 — The engine

Built the editorial engine. The calendar Brazil shipped became a global reference.

Defined and executed multi-channel content strategy, owning the Amazon Original programme and all editorial video production end-to-end. Shipped 14 content projects in 2022 (+17% vs. plan). Originated the Editorial Music Calendar — adopted as a reference model by other Amazon territories worldwide.

Developed and implemented the ROI recoupment model for the AO programme. Oversaw a combined budget of BRL 5.3M. Drove Balada Sertaneja to #1 territory worldwide on YouTube — the first Amazon Music franchise from BR to lead the global table.

Phase 01 / 03 — Zero to one

Launched from zero. First campaigns, first Originals, first hours on Twitch.

Built Amazon Music Brazil's Artist Marketing and Social Media functions from the ground up — executing the platform's first-ever local campaigns and original content productions. Produced the first 15 Amazon Music Originals in Brazil (10 with video). Developed the first Amazon Music Original podcast.

Grew the Twitch channel from 3,087 to 11,300 followers (+266% YoY), producing 17K+ hours of live content. Drove social media organic reach from 64M (2020) to 165M average (Q1 — Q3 2021).