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30Praum
File:30PRAUM.png
Founded2016; 9 years ago (2016)
FounderMatuê, Clara Mendes, Lucas Degas
StatusActive
Distributor(s)Independent (2016–2019, 2024–present)
Sony Music (2019–2024)
Genre
Country of originBrazil
LocationFortaleza, Ceará
Official website30praum.com

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, it aims to diversify the Brazilian rap industry from the Northeast Region. 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'), saying that he saw the quality of the drug as the quality of his music, and the R$30 was the highest quality at the time.

Over the years, 30Praum has grown its staff from ten to over 60 employees, managing artist development, event production and career management.

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.

Matuê and Mendes recognized the need to decentralize the Brazilian rap industry, which was heavily concentrated in the South and Southeast regions, particularly in Rio de Janeiro and São Paulo. They set out to create a label that would highlight artists from the Northeast. Early on, the label signed artists like Teto, Brandão and WIU, who would go on to become prominent names in the national rap scene.

Since its launch in 2016, 30Praum has evolved from a regional production house into a national record label, operating at the intersection of music, business, and culture. One of the company's flagship projects is the Plantão Festival, the first trap festival in Fortaleza, designed to showcase Northeast rap and bring artists from other regions to collaborate. This festival has drawn attention to the region's talent and has created opportunities for local artists to gain national recognition.

Lucas Degas, 30Praum's co-founder, who held the title of set director, cinematographer and creative director, left the label in October 2018.

References

  1. "Produtora fundada por Matuê e Clara Mendes expande negócios com a criação de festivais próprios". 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". 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". Rap Mais (in Brazilian Portuguese). Retrieved 2025-01-01.
  4. Izel', 'Adriana (2020-10-14). "Matuê: Conheça rapper cearense que bateu recorde de audição no streaming". Diversão e Arte (in Brazilian Portuguese). Retrieved 2024-09-28.
  5. Grutter, Felipe (2024-09-14). "No Rock in Rio, Matuê anuncia Brandão como novo artista da 30PRAUM". Rolling Stone Brasil (in Brazilian Portuguese). Retrieved 2024-09-28.
  6. "Matuê anuncia Brandão como novo artista da 30PRAUM". Giro (in Brazilian Portuguese). 2024-09-13. Retrieved 2024-09-28.
  7. "Ex e sócia de Matuê: quem é Clara Mendes, CEO poderosa que pôs três rappers no palco mundo do Rock in Rio". 2024-09-13. Retrieved 2025-01-01.
  8. Pétala, Isabela (2024-04-04). "Clara Mendes, CEO da 30PRAUM, quer achar a 'Doja Cat brasileira'". Billboard Brasil (in Brazilian Portuguese). Retrieved 2025-01-01.
  9. Geremias, Priscilla (2023-09-03). "Clara Mendes é sócia de Matuê e a mente por trás dos negócios na 30PRAUM". Marie Claire (in Brazilian Portuguese). Retrieved 2024-09-28.
  10. Oliveira, Luccas (2022-04-20). "Conheça Teto, o baiano de 20 anos que está dominando o Spotify Brasil". Tangerina (in Brazilian Portuguese). Retrieved 2024-09-28.
  11. "30PRAUM contrata Brandão e exalta visão artística única do rapper - Billboard Brasil". Billboard Brasil (in Brazilian Portuguese). 2024-09-13. Retrieved 2025-01-01.
  12. Monnerat, Duda (2022-12-27). "Quem é WIU, uma das revelações do trap brasileiro?". POPline (in Brazilian Portuguese). Retrieved 2024-09-28.
  13. "Sócia de Matuê, Clara Mendes quer o 'Plantão' no exterior: 'ele é o coração e eu sou o cérebro' - João Lima Neto". Diário do Nordeste (in Brazilian Portuguese). 2023-04-26. Retrieved 2024-09-28.
  14. Costa, Rodrigo (2024-04-12). "Azzy responde após Clara Mendes, CEO da 30PRAUM, revelar busca por 'Doja Cat brasileira'". Rap Mais (in Brazilian Portuguese). Retrieved 2024-09-28.
  15. Marques, Jovi (2024-04-19). "Matuê e Clara Mendes, da 30PRAUM, falam sobre Plantão Festival, que acontece neste fim de semana". PAPELPOP (in Brazilian Portuguese). Retrieved 2024-09-28.
  16. Bernardo, André (2021-08-31). "Matuê fala sobre possível projeto da 30PRAUM com músicas inéditas". Rap Mais (in Brazilian Portuguese). Retrieved 2024-09-28.
  17. Lima, Junior (2022-07-13). "Lucas Degas conta detalhes da ascensão da 30PRAUM e revela que move dois processos contra Matuê e o selo" (in Brazilian Portuguese). Retrieved 2025-01-01.
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