In Latin American territories and among their descendants, Anitta is one of the most recognizable performers in the game. And a decade after the girl from Rio signed her record deal with Warner Music [Brazil], she is receiving her flowers in the U.S. through new collaborations, pop-inspired releases, and global partnerships, including Lay’s. “As I continue to grow as an artist and a person, I do my best to focus on the positive and choose joy in every situation — to stay golden,” the singer-songwriter explained.
Her latest “Beat of Joy” television campaign veers away from the traditional funk carioca, and Portuguese Anitta is best known for by reimagining her Spanish-language hit “Envolver.” The single is credited as the breakthrough which propelled Anitta to become the first solo Latin artist to reach No. 1 on Spotify. In homage to reggaetón and voceteo, a Puerto Rican and Dominican phenomenon of modifying car sound systems to play music at elevated levels, Anitta brings the focal point of her Lay’s commercial to Latinx culture.
“The spot was created by a diverse team of multinational production professionals, choreographers, and dancers… The track was recorded in a studio, leveraging the electricity created by more than 6,000 potatoes in a never-been-done-before way, setting a Guinness World Records™ title,” confirmed the Frito-Lay North America team. With her “Sigue Brillando” call-out, Anitta was eager to dive into what she had in store during our exclusive chat on Zoom.
“This campaign captures that feeling that brings together all my passions and reflects the mindset I have in life at this moment,” she detailed. The Knockturnal connected with Anitta to discuss her first GRAMMY Award nomination, working with Missy “Misdemeanor” Elliott, and why remembering her light is important. Here is what she wants you to know.
The Knockturnal: You partnered with Lay’s on “Beat of Joy.” What went into that production behind the scenes?
Anitta: Oh, my God! To be honest, it was really big and surprising. Mostly, we had thousands of potatoes get together to make the power for the music. That was really impressive. I loved it. That experience was a shock to see. It was fun. I enjoyed it. The Lay’s team let me create through and learn the process. So, I really liked it.
The Knockturnal: In what ways do you personify the “Stay Golden” campaign motto?
Anitta: I think for me to stay golden, it is an everyday job. You know? Now, I think the world has so many distractions. We have to stay focused on who we are. I really feel like our gold, light, and shine come from what’s inside. It comes from ourselves. So, I feel like every day, we should remind ourselves of that. Every morning, if we can wake up, think of our light, and remember how special we are, that’s big. For me, this practice is what makes me stay golden every day.
The Knockturnal: How can fans participate with this Lay’s partnership on social media?
Anitta: We have a lot of content on TikTok and Instagram. Everything is moving along. We have some dance moves that people can learn and post with us. Also, they can let us know by tagging me and Lay’s. They can share what they do to stay golden. I think it is a fun way to get together.
The Knockturnal: How do you feel being nominated in the “Best New Artist” GRAMMY Award category after releasing 7 projects under Warner Music?
Anitta: I feel really happy about it. I think the reason I am happy about it is because they understood that I am a new artist. I may not be in Brazil. I have [over] a ten-year career. But in another language and territory, I am super new. I am starting from zero and scratch here. They understood the difference and that this, for me, is about a restart.
The Knockturnal: Much of the American market is becoming familiar with your artistry. What do you want new listeners to know about you?
Anitta: I want them to know I like to play with all the rhythms and cultures. I like listeners to feel an eclectic vibe, and I play with as many [genres] as I can. When I get involved with the music, that is what I think they should know about me.
The Knockturnal: What does Rio de Janeiro mean to you?
Anitta: Rio means home. It means my boundaries. It is my foundation and the way I was born and raised. That means mostly my behaviors, and all my cultural learning about life are from a Rio perspective. So, I think that is unique.
The Knockturnal: You are trilingual. What do you feel is necessary for Latinas to break through in pop music spaces?
Anitta: I think it [requires] being yourself and real. It takes being authentic. It is not about not only making music and creating things because of the way everybody else is doing them. Do it your own way, not only for Latinas but in general musically. But I think that for Latinas, embracing your culture is very important.
The Knockturnal: Your most recent video, “Lobby,” features Missy Elliott. How was your experience collaborating with a legend?
Anitta: I loved it. Missy is very sweet and humble. I just loved working with her. It was a great experience. The way she was nice to me and made me feel comfortable [helped the collaboration]. I think she is amazing. I love her vibe. I could not believe she was working with me, to be honest.
The Knockturnal: What can supporters expect from your next album?
Anitta: I do not know just yet. I am working on a funk album. Yeah, it is very, very, very cultural. But I do not know if that album will be the next one. I am so focused on doing everything so perfectly on this album that I am not sure how long it will take me. Lately, I have been putting some other things out before I get the album out the way I want it. Yes, perfect is the way I want it.
The Knockturnal: How do you wish to be remembered?
Anitta: I want to be remembered as somebody that changed the game. You know? I like playing differently and breaking the rules. I enjoy building a new [foundation] of how people work and do things. I want people to remember me as a symbol of freedom.
