30praum
Brazilian independent record label
From Wikipedia, the free encyclopedia
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.[2] Established in 2016 and based in Fortaleza,[3] the label seeks to contribute to the diversification of the Brazilian hip-hop 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, a Portuguese contraction of 'para um', lit. 'for one'), associating the perceived quality of the product with the quality of his music.[4]
Sony Music Brazil (2019–2024)
| 30praum | |
|---|---|
| Founded | 2016 |
| Founder | Matuê, Clara Mendes, Lucas Degas |
| Status | Active |
| Distributors | Independent (2016–2019, 2024–present) Sony Music Brazil (2019–2024) |
| Genre | |
| Location | Fortaleza, Ceará, Brazil |
| Official website | 30praum |
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.[5] 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.[6] In 2022, the couple separated. Despite the end of the relationship, they remained firm in their business partnership.[7]
Initially a regional production house, 30praum was established in 2016 to support artists from the Northeast region of Brazil, expanding the region's Brazilian hip-hop industry, aiming to address the concentration of the national hip-hop industry in the South and Southeast regions, particularly in Rio de Janeiro and São Paulo.[8][9] Early on, the label signed other northeastern artists, such as Matuê himself and collaborations with Teto,[10] Brandão,[11] and Wiu,[12] who later gained recognition in the national rap scene.[13] Lucas Degas, 30praum's co-founder, who held the title of set director, cinematographer, and creative director, resigned the label in October 2018.[14]
In 2019, Matuê has signed a distribution agreement with Sony Music Brazil.[15] Subsequently, in August 2024, 30praum ended its agreement with the distributor, releasing the extended play diss[16] Sabor Overdose no Yakisoba as a strategic move to fulfill contractual obligations and gain greater autonomy in managing royalties and artistic direction.[17] Thereafter, his next album 333 was released independently under 30praum.[18] The label has also participated in events such as the Plantão Festival, the first trap festival in Fortaleza,[19] focusing on presenting Northeast rap and collaboration with artists from other regions.[20] Other festivals include the 2024 Rock in Rio, Brasília,[21] and the Festa Junina de Votorantim, São Paulo, featuring Teto and Wiu.[22]