Radio as an 'idol factory' being slowly supplanted by the recording industry clout
Weekly magazine 'Carioca' tells the story of how the Brazilian radio industry dealt with the emergence of new talent. Journalist Ubirajara Mendes says that in the 1903s, the radio Microphone itself was king. A new talent would sing at a radio show and the listeners would decide whether he/she was good enough. Only after he/she was fully accepted by the public the recording industry stepped in and played their records on the air.
By 1951, things were changing dramatically with the recording industry getting more power; that is, new-faces would be launched not through live-radio performances but through pre-recorded music. Continental Records the largest Brazilian label made Waldyr Azevedo nationally prominent with the instrumental 'Delicado' without his ever been in front of a radio microphone. Independent label Todamerica did the same with Elizeth Cardoso who took 'Canção de amor' to the top of the charts in March 1951. Ademilde Fonseca, a fast-talking fast-singing lady from Rio Grande do Norte hit # 1 with 'Delicado' (now with added lyrics) in June 1951 without being popular among radio listeners.
Aracy Costa and Luiz Vieira are some of the 'new faces' appearing in 1951. Magazine Carioca also features Helena de Lima and trumpetist Pedroca in its pages.
Luiz Vieira nee Luiz Rattes Vieira Filho, born on 12 October 1928, in Caruarú-PE, is one of the 'new faces' promoted by the recording industry, He sings and writes a different sort of baião that have been orchestrated by Guio Moraes with excellente results: 'Coreana', Baião da Vila Bela', 'Caixa d'agua' and 'Pai, acende o lampeão' released by Todamerica attest to that.
Aracy Costa nee Aracy Costa de Almeida, born on 3 December 1932, is 19 year-old lady with a beautiful face who has also recorded for Todamerica. 'Maxixe do beijo' b/w 'Se você me adora' is her greatest hit so far. Her first disc was 'Obalalá' b/w 'Rio Vermelho'.
Among the 'new faces' Pedroca nee Carmelino Verissimo de Oliverira, born on 5 April 1913, in Rio de Janeiro-DF - is possibly the one with the best chance to hit the top. He's been blowing his trumpet at Radio Nacional for some time. 'Nena' b/w 'Ando preocupado' have been selling a lot and were both written by himself.
Pedroca is intent on becoming a hit. He’ s followed a tip given by some ‘hot men’ from Greenwhich Village and gone out into the city streets and played his trumpet accompanied by a band. He says the stunt may work because it’s fun and as it is utterly unusual in Brazil people do pay attention to it.
Helena de Lima, born on 17 May 1926, in Rio de Janeiro-DF, Orlando Correia nee Orlando José Correia, born on 5 December 1928, in Niterói-RJ, Ericssom Martha nee Ericson Brochado Martha, born on 19 June 1921, in Rio, Darcy Rezende and Cascatinha & Inhana are other acts who have already recorded for Todamerica and are waiting in the isles to get public recognition.
Pedroca & his trumpet at Todamerica.
Ericsson Martha & Helena de Lima also started at Todamerica.
Flan- Jornal da Semana - 23 to 29 August 1953.
Pedroca is the main subject in the music section of 'Flan' 23 August 1953.
Sylvio Mazzucca when he recorded for Copacabana;
Black-Out & Portuguese crooner Manoel Monteiro in 1952; Dora Lopes in 1953.
Renata Fronzi in 1953 when she recorded an album titled 'Canções de amor'; Michel Daud in 53.