Netflix, Kond, Losbragas’ ‘Sintonia’ Seeks to Synch with Brazil’s YouTube Crowd

Variety | 8/2/2019 | John Hopewell
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Is Netflix too square, or too costly, for most young Brazilians? Or just not the place where they’d ever sample cool Brazilian content?

The U.S. streaming giant may soon find out. Simply put, its latest Brazilian series, “Sintonia,” launched globally Aug. 9, can be seen as an acid test of Netflix’s ability to leverage original series in order to grow its audience outside the U.S. in a core demographic: Young adults.

Players - Europe - Target - Audiences - Netflix

As established players, especially in Europe, target more mature audiences, Netflix’s future, identity and part subscriber appeal as a company depends to an extent on such success.

Already, six of the Netflix’s 15 Brazilian Original Series broadly target the YA crowd with futuristic, fantasy and horror plays, whether teen dystopian thriller “3%” now in its third season; “Reality Z,” reworking Charlie Brooker’s comedic zombie bloodbath “Dead Set”; or “Boca a Boca,” just announced, a teen contagion thriller.

Netflix - Losbragas - Sintonia - YA - Jugular

Produced by Netflix and Losbragas, “Sintonia” goes straight for the YA jugular.

The six-part series is created and co-directed by 30-year-old musicvid producer Kond, born Konrad Dantes, whose Canal KondZilla, ranks as the tenth-most subscribed YouTube channel in the world, with 50.7 million subscribers and an accumulated 25.6 billion views, according to Social Blade. Kond has built his following producing and playing musicvids from various sub-genres of Brazilian funk which are meant to entertain, but have a social edge.

Channel - Variety - March - Show - Mix

His channel, he told Variety in March 2018, when it announced the show, is “a mix between the situation we’re living right now in Brazil, which is really tense, and new forms of entertainment/consumption in youth culture.” For Kond, “I don’t represent the traditional Brazilian political scenario in Brazil and that means something.”

How to channel Kond into drama series narrative is another matter. Most attempts to put YouTubers to work in more structure narratives have failed, says Losbragas producer...
(Excerpt) Read more at: Variety
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