POSTPONED: NOMEX Discovery Sessions: Brazil


In this Discovery Session, you will get a general overview on the Brazilian consumer market, as well as a glimpse into the music industry including live, label, PR and how to establish fan engagement in the market from our Nordic homes. 

The Discovery Session is composed of two talks and one panel with various professionals in Brazil, and is open for all to attend.

Date: TBC
Time: 13:00 – 15:15 (CET)
Zoom Link: Click Here

Part 1: (30. min)
1:00 pm CET
General market overview. (an update on numbers, platforms, trends etc.) 
Speaker: Luciana Pegorer
Part 2: (45 min)
1:30 pm CET
Establishment (fan engagement, how to build fans from home as a foundation)
David McLoughlin
Head of Horus Music Brazil / Founder of Brasil Calling
Part 3: (45 min talk and 15 min Q&A)
2:15 pm CET
Local activity/team building (live, label mgmt., PR etc. The artist has a strong fan engagement, what now?)
Alexandre Wesley – Director of Shows, Festivals and Brand Relations at Som Livre
Thiago Endrigo – Founder and partner of TEJA
Cris Garcia Falcão – Ingrooves Music Group as Managing Director in Brazil

Join us for a small tour of this wonderful country in Latin America. 

For further information please mail:


Luciana Pegorer
KickOff Music / Trends Brasil Conference
I am a veteran executive of the Brazilian music industry and the global music marketplace frequently sought after globally as an advisor, consultant and speaker. I have served for 8 years on the Board of Merlin, the global digital rights agency representing over 20k indie record labels in 62 countries in all continents. Recently I co-founded the NFT company KickOff Music (, built to help indie artists join the NFT ecosystem. I’m also a shareholder and Chief Partnerships Officer of the startup company YFM (, a monthly subscription service born to help Indie Artists Development & Promotion with a top team of A&R specialists. I also represent the Canadian company LyricFind and look after Warner Classics digital promotion in Brazil. Very proudly I organize and curate the influential international congress for music business professionals, “Trends Brasil Conference” held annually in Rio ( Some history on me, I’m flute player that started out as a producer in a live concert production company, followed by seven years at Warner Music Brazil, and 15 years at my own label/publishing company Delira Musica. For 6 years I led the Brazilian Independent Music Association and served as an Advisory Board member for WIN (Worldwide Independent Network) in the same period. I’m a member of Women in Music (USA/Brazil).

David McLoughlin
Head of Horus Music Brazil / Founder of Brasil Calling
has over twenty years experience working in the Brazilian music industry, focused principally on bringing the country’s music to a wider international audience. 

He worked for various local labels and publishers (Atração, Eldorado, MCD, Sum, Trama), as well as operating his own label (releasing such bands as Public Enemy and The Prodigy). McLoughlin also worked with world music specialist labels such as Rough Guide, compiling a series of Brazil compilations.

In 2010 he was contracted as international manager of the Brasil Music Exchange project, a platform for Brazilian independent artists and managers to make worldwide connections and as a gateway for international music professionals to work with Brazil (sponsored by APEX). 

He has travelled throughout the world, presenting workshops and seminars, meeting up with the principal players within the industry, as well as organising Brazilian participation in international trade fairs. He has also organised an annual trade mission to the country entitled Encounters (bringing international music professionals to Brazil). 

In 2017 he launched Brasil Calling, a service to distribute monthly new Brazilian recordings to radio, press, music supervisors, festivals, etc around the world. 

Specialties: market credibility with broad national and international network of contacts; hands-on knowledge of the key areas of the business: licensing, publishing, sales, marketing, distribution, sponsorship.

Alexandre Wesley
Director of Shows, Festivals and Brand Relations at Som Livre
During my first passage through the recording industry I have handled different positions in assorted areas such as Marketing (international and domestic), Artistic (A&R) and New Business. Before that, in Globo TV Network, TV Show (Globosat) and Globo Radio Network, I had served in areas such as production, sales and promotions. These experiences on different fields have helped me develop a keen sense of corporatism and strategic thinking towards the big picture.

After I have left Warner Music I served as an independent consultant on the areas I have once worked at – from Marketing to New Business – for companies such as Taco (Street Wear chain), Gibson Guitars, Grupo Adma (concerts) and Warner Music itself.

In early 2012 I joined Time For Fun Entretenimento (T4F), Latin America’s largest live entertainment company and the third largest in the world, where I occupied the position of Entertainment Director based in Argentina managing not only indoor tours in South America but also Outdoors shows and festivals, including Lollapalooza Brazil until end of 2018.

Since then I have been with Som Livre (Globo Group) where I took the position of Director of Shows, Festivals and Brand Relations. Among so many fronts to develop, I now have also the enormous challenge of implementing a talent agency in a record label to serve new artists to grow in a mature and highly competitive market.

Specialties: Artist relation, Booking, Management, Show business, Marketing strategy, team leadership & motivation, negotiation, international partnerships, business plans, new business development, cultural projects.

Thiago Endrigo Justiniano Alves
Founder and partner of TEJA.  TESA is a law firm based in São Paulo, Brazil, specialised in entertainment law. Since 2008 it represents many major music artists, record producers, labels, management companies, photographers, film makers, writers and creators in general. Partner (Head of A&R and Business Affairs) at Elemess Music n’ Services a “full services” company offering services for music artists and for brands in Brazil. For artists Elemess is a one stop shop company and operates as a management, label, publishing and booking agency. On the brand side, offers label services and creates tailor made projects for brands interested in working with music artists. One of Elemess main goals is to establish international connections to help Brazilian artists on the development of  their career internationally and also help international acts and companies to discover and explore the Brazilian market.  
Cris Garcia Falcão
Managing Director Ingrooves Music Group Brazil
Leading and developing Ingrooves activities in the Brazilian Market. She graduated in economics with an MBA in Marketing, she has an extensive experience in the finance and consulting areas. She is currently considered one of the leading specialists in copyright management in Brazil. Started in the music industry in 2004 managing one of the biggest independent publishers in Brazil and later founded Cada Instante in 2018 to strengthen the independent music scene.  Cada Instante is an independent record label and publisher that aims to foster a democratic and diverse independent music scene with excellence, transparency, quality and personalisation.