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30Praum (stylized in upper case) is a Brazilian independent record label founded by rapper Matuê and co-founded by businesswoman Clara Mendes and director Lucas Degas. Established in 2016 and based in Fortaleza, the label seeks to contribute to the diversification of the Brazilian rap industry from the Northeast Region of Brazil. The origin of the name comes from the rapper's desire to buy cannabis for R$30 individually for each one (hence the term Praum, Portuguese contraction of 'para um', lit. 'for one'), associating the perceived quality of the product with the quality of his music.

History

Co-founder Clara Mendes, born in Berlin, Germany, studied business administration before moving to Fortaleza on an exchange program, during which she learned Portuguese. Mendes, the daughter of a Portuguese mother and a German father, met Matuê and started dating. After a period in Germany, where Matuê taught English to the Chinese, they both decided to return to Brazil in 2015 to dedicate themselves to music.

Initially a regional production house, the label was established in 2016 with the intention of supporting artists from the Northeast, aiming to address the concentration of the Brazilian rap industry in the South and Southeast regions, particularly in Rio de Janeiro and São Paulo. Early on, the label signed other northeastern artists, such as Matuê himself, Teto, Brandão and WIU, who later gained recognition in the national rap scene. Lucas Degas, 30Praum's co-founder, who held the title of set director, cinematographer and creative director, left the label in October 2018.

In 2019, Matuê has signed a distribution agreement with Sony Music Brazil. Subsequently, in August 2024, 30Praum ended its agreement with the distributor due to differences over contractual terms and a desire for greater autonomy in managing royalties and artistic direction. The label has also participated in events such as the Plantão Festival, the first trap festival in Fortaleza, focusing on presenting Northeast rap and collaboration with artists from other regions. Other festivals include the 2024 Rock in Rio, in Brasília and the Festa Junina de Votorantim, in São Paulo, collaborating with Teto and WIU.

References

1. "Produtora fundada por Matuê e Clara Mendes expande negócios com a criação de festivais próprios" [Production company founded by Matuê and Clara Mendes expands business with the creation of its own festivals]. PEGN (in Brazilian Portuguese). 2023-04-03. Retrieved 2024-09-28.
2. Capitani, Lidia (2024-02-15). "Mulher, mãe e CEO: os desafios de Clara Mendes na cena do rap" [Woman, mother and CEO: Clara Mendes' challenges in the rap scene]. Meio e Mensagem - Marketing, Mídia e Comunicação (in Brazilian Portuguese). Retrieved 2024-09-28.
3. Costa, Rodrigo (2023-04-18). "Matuê revela origem do nome da 30PRAUM e de seu nome artístico" [Matuê reveals the origin of 30PRAUM’s name and its artistic name]. Rap Mais (in Brazilian Portuguese). Retrieved 2025-01-01.
4. "Ex e sócia de Matuê: quem é Clara Mendes, CEO poderosa que pôs três rappers no palco mundo do Rock in Rio" [Matuê's ex and partner: who is Clara Mendes, powerful CEO who put three rappers on the world stage of Rock in Rio]. 2024-09-13. Retrieved 2025-01-01.
5. Pétala, Isabela (2024-04-04). "Clara Mendes, CEO da 30PRAUM, quer achar a 'Doja Cat brasileira'" [Clara Mendes, CEO of 30PRAUM, wants to find the 'Brazilian Doja Cat']. Billboard Brasil (in Brazilian Portuguese). Retrieved 2025-01-01.
6. Geremias, Priscilla (2023-09-03). "Clara Mendes é sócia de Matuê e a mente por trás dos negócios na 30PRAUM" [Clara Mendes is Matuê's partner and the mind behind the business at 30PRAUM]. Marie Claire (in Brazilian Portuguese). Retrieved 2024-09-28.
7. Grutter, Felipe (2023-04-19). "Matuê e o desafio do 'grande plano' que é Plantão Festival [ENTREVISTA]" [Matuê and the challenge of the 'big plan' that is Plantão Festival ]. Rolling Stone Brasil (in Brazilian Portuguese). Retrieved 2025-01-02.
8. Oliveira, Luccas (2022-04-20). "Conheça Teto, o baiano de 20 anos que está dominando o Spotify Brasil" [Meet Teto, the 20-year-old Bahian who is dominating Spotify Brazil]. Tangerina (in Brazilian Portuguese). Retrieved 2024-09-28.
9. "30PRAUM contrata Brandão e exalta visão artística única do rapper - Billboard Brasil" [30PRAUM hires Brandão and exalts the rapper's unique artistic vision - Billboard Brasil]. Billboard Brasil (in Brazilian Portuguese). 2024-09-13. Retrieved 2025-01-01.
10. Monnerat, Duda (2022-12-27). "Quem é WIU, uma das revelações do trap brasileiro?" [Who is WIU, one of the revelations of Brazilian trap?]. POPline (in Brazilian Portuguese). Retrieved 2024-09-28.
11. "Sócia de Matuê, Clara Mendes quer o 'Plantão' no exterior: 'ele é o coração e eu sou o cérebro' - João Lima Neto" [Matuê's partner, Clara Mendes wants 'Plantão' abroad: 'he is the heart and I am the brain' - João Lima Neto]. Diário do Nordeste (in Brazilian Portuguese). 2023-04-26. Retrieved 2024-09-28.
12. Costa, Rodrigo (2024-04-12). "Azzy responde após Clara Mendes, CEO da 30PRAUM, revelar busca por 'Doja Cat brasileira'" [Azzy responds after Clara Mendes, CEO of 30PRAUM, reveals search for 'Brazilian Doja Cat']. Rap Mais (in Brazilian Portuguese). Retrieved 2024-09-28.
13. Lima, Junior (2022-07-13). "Lucas Degas conta detalhes da ascensão da 30PRAUM e revela que move dois processos contra Matuê e o selo" [Lucas Degas tells details of the rise of 30PRAUM and reveals that he is filing two lawsuits against Matuê and the label] (in Brazilian Portuguese). Retrieved 2025-01-01.
14. Costa, Rodrigo (2024-08-06). "Matuê lança EP surpresa "Sabor Overdose no Yakisoba" e repercute com estratégia de Frank Ocean" [Matuê launches surprise EP “Sabor Overdose no Yakisoba” and resonates with Frank Ocean’s strategy]. Rap Mais (in Brazilian Portuguese). Retrieved 2025-01-02.
15. da BS, Yuri (2024-08-06). "A 'escada' que Matuê construiu por cima da Sony Music" [The 'ladder' that Matuê built above Sony Music]. Billboard Brasil (in Brazilian Portuguese). Retrieved 2025-01-02.
16. Marques, Jovi (2024-04-19). "Matuê e Clara Mendes, da 30PRAUM, falam sobre Plantão Festival, que acontece neste fim de semana" [Matuê and Clara Mendes, from 30PRAUM, talk about Plantão Festival, which takes place this weekend]. PAPELPOP (in Brazilian Portuguese). Retrieved 2024-09-28.
17. Bernardo, André (2021-08-31). "Matuê fala sobre possível projeto da 30PRAUM com músicas inéditas" [Matuê talks about possible 30PRAUM project with new songs]. Rap Mais (in Brazilian Portuguese). Retrieved 2024-09-28.
18. Fernandes, Eduardo (2024-12-20). "Artistas do selo 30praum fazem show em evento dedicado ao trap" [Artists from the 30praum label perform at an event dedicated to trap]. DivirtaseMais (in Brazilian Portuguese). Retrieved 2025-01-02.
19. Sorocaba e Jundiaí (2024-06-21). "Referência no trap, '30praum' traz show com Matuê, Teto e Wiu para a Festa Junina de Votorantim" [A reference in trap, '30praum' brings a show with Matuê, Teto and Wiu for Votorantim's Festa Junina]. G1 (in Brazilian Portuguese). Retrieved 2025-01-02.

• Brazilian independent record labels
• Record labels established in 2016
• Hip-hop record labels
• Experimental music record labels
• 2016 establishments in Brazil

• Draft AfC submissions