the hardest part of the influencer’s job is to adapt

the hardest part of the influencer’s job is to adapt

Influencer and entrepreneur explained what the relationship with brands is like and what their entry into Metaverse was like

Lucas Rangel is 25 years old and has an empire at his feet. Considered one of the “dinosaurs of the Internet”, the influencer began his career on the Internet in the Vine app in 2013 and has remained at the forefront of engagement and visibility ever since.

Throughout his career, the influencer has participated in the most diverse advertising campaigns, such as Coca-Cola, Next, Americanas, Sadia and many others.

Rangel has now overcome internet barriers and become an entrepreneur, even entitled to a building under construction for his office, LR Contents, in addition to having entered Metavers with his avatar, Lux.

In PROPMARK he explains how he started his life on the internet, his relationship with brands, the transition between networks and the change from influencer to entrepreneur.

You are one of the first digital influencers to emerge in Brazil. What has changed in these career years?
Well, I think what has changed over the years in the general context of the Internet is the number of people who are producing content. So the market, the profession grew a lot and at the same time I think the hatred grew. Consequently, people are more critical. People sometimes like to think that no one is asking, and ultimately it is a profession to which we will always be open. But overall, I think that has changed a lot in the marketplace. The amount of people who consume and create as well.

When and what was the first advertising campaign you did?
The first advertising campaign I did was in 2014, at the time of the World Cup, Vine still existed. It was a campaign I did on a social media panel and it was for a soft drink brand.

What do you consider when starting a partnership or advertising with a brand / company?
Look, I think the bottom line is that you have a connection to what you’re promoting. I think it’s important to be a consumer of the product you’re promoting and to influence other people to use it, buy it, and so on. I have seen several cases where the person does not consume what he is trying to push and I think it is absurd. Because if you yourself do not believe in what you are promoting, how will others believe ?!

How do you get the marks? Is there an agency or platform that bridges your gap with brands? How is this job?
Brands reach me in a variety of ways, many by email and many directly through my agency, LR Contents, which also handles other influencers. So often brands come through my own agency, either by calling my manager directly, by calling LR directly, or by email.

Are you involved in campaign creation? Script, production, etc.
Yes, I participate 100%. I’m the person who loves to give feedback, I’m a perfectionist and every time I get a job, whether it’s doing a reel or an entire campaign with stories, reels, video on the channel, etc., I get involved in each one. step because I think that if you are a creator, you have to get involved in producing advertising content. Even because no one knows better than you how to build it in an organic way for your own audience.

Do you have a brand that you would like to campaign for? If so, which one?
Let me think … I don’t know, do I? I think, I don’t know, Balenciaga, that I’m a big fan. Or maybe Apple, which is a brand I admire a lot in the advertising market. The others think I’ve done it all, lol.

Of all the advertising work you’ve done, which one did you like the most?
Look, I have several marked jobs in my career. Some of them went with Disney, on occasions I had to go to Pixar, to learn how to produce an animation, to watch snippets of movies before they were released. At the invitation of Coca-Cola, I went to the premiere of Avengers Endgame when it premiered, met the actors, saw them up close, even Miley Cyrus was there too and took a picture with her. Therefore, they are experiences that money cannot buy and that work allows you to live.

New social networks are appearing every time. How important is it to adapt? How do you do that?
I think the hardest and most essential part of the work of the creator and influencer is adaptation, because the internet is a very fast medium. I think it’s something people can’t even think “am I creating a TikTok?” As I think people two years ago should have wondered. And then, cut to what we are living in, where TikTok reigns and those who did not adapt to this network are left behind.

I do it organically, because, as much as I enjoy my job, it doesn’t even require that much effort, you know? I like to adapt. I like to learn new things, try new things, create different content. And that is already part of my essence on the Internet.

In addition to being an influencer, you have also become a great entrepreneur. How did this happen? At what point in your career did you decide to take this step further?
It happened organically, it was a natural process. There was not a moment, I think, that I decided to take this step. From the moment I started my business and it evolved and we started managing new people, taking care of brand campaigns, I found myself in this a lot and I became Lucas Rangel, entrepreneur, creator, artist, all at once .

How do you see yourself as a brand?
I see myself not just as a brand, but as a company. So right now I’m wearing the t-shirt a lot, even more so now that we’ve built the headquarters building, we’re going to expand into the market. Today I imagine not only Lucas Rangel, but also LR Contents. I have always imagined myself as a brand and not as a personality. So I’m also a brand not only used by brands, but also a brand.

What would be the best definition of the Lucas Rangel brand?
Well, I think it’s a solid brand because I’ve been in the market for almost ten years and I keep creating, growing, reinventing. I think it’s an innovative brand, it’s always on the lookout for innovation, it’s in places where no one is there yet, and it’s exploring fields that haven’t been explored yet. A fun brand, I like to be tied to the word fun, because that’s what I hope people find in most of my content, entertainment in general.

You went head-to-head with Luks. Why and how did you decide it was time to invest?
I followed through and saw that it was a global trend. I studied a lot of metavers, about the avatar, about the metavers itself, and so on. From there, I wanted to understand what model would be ideal to bring this trend to Brazil. The metavers for me is the Internet, only the immersive Internet, the Internet that we can enter and not just access. I wanted to innovate, I wanted to bring something new and I said ‘guys, I think it’s time to bet on this’.

Do you think that metavers can be a viable model for Creative Economics?
As it is in an emergency phase, it is still a model that has a very high cost, but I think that in a year, two years, it will be very democratized, where people will have platforms to create their own. own avatars. , use them in places, accessing the sites with them in a way that will be much more viable than it is today. So, one day, accessing the internet, having internet at home, having a computer was a very inaccessible thing. Also, I think the metavers will be made accessible to everyone.

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