In the latest episode of the podcast From zero to topdo Infomoney, Presented by Mariana Amaro, the CEO and co -founder of Play9 Content Group, João Pedro Paes Leme, or JP, as he is called today, detailed his trajectory ahead of one of Brazil’s greatest ecosystems in Brazil – reference in the so -called Creator Economy.
With over two decades of experience in the communication market, being 20 years Rede Globo, JP shared as he built an operational holding company capable of connecting brands, agencies and influencers. The conversation also addressed its vision of growth, internationalization and the future of the industry, with valuable insights for entrepreneurs and communication professionals.
During the interview, João Pedro details the expansion strategy of this entire Play9 universe, including strategic youtube channel acquisitions, the four different bus restructuring, with great prominence to Play Nest. “For me, it’s the ‘Next Big Thing’, because it is able to do all this condensation of what is central to Creator Economy, with brands, agencies, media and influencers, in one place,” he said.
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According to him, it is possible to connect and consolidate data, plugged into three important Apis, YouTube, Tiktok and Instagram: “The main ones,” he said. All this makes it easier – and a lot – the understanding of the scenario as a whole, because it can generate real and reliable KPIs (indicators), which results in a higher ROI measurement of ROI measurement.
In addition, the CEO also shared learning about leadership, career and the evolution of the digital content market in Brazil, spoke about the recent departure of his partner, Felipe Neto, from the business and talked about international growth and the role of Play9 in the formation of professional influencers.
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Felipe Neto’s departure from Play9 and brand restructuring
Paes Leme explained that Felipe Neto’s departure happened within the context of Play9 restructuring.
The performance of the influencer has been increasing in recent years, due to the focus of Neto in other projects. And from now on, with a participation – which was already majority of Paes Leme – even greater, it will be more fluid to follow the ways he believes. “He is like a younger brother for me, hired him to work with me at Globo, we became partners and remaining friends, in a movement that was good for everyone,” summarized the executive.
Play9 Content Group now has four business units in its umbrella:
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- PLAY9, own talent unit
- PlayAction, produtora audiovisual
- PlayNest, incubator of new talents and platform that helps form the next generation of creators, connecting them to brands through data and technology
- Playground, content agency and digital influence that only serves brands
International expansion and the acquisition strategy
The group’s CEO detailed that Vertical Play9 has acquired a YouTube channel to place under the vertical play9, reinforcing the strategic importance of increasing the audience in other countries. The purchased channel is a top 10 curiosities, which also includes channels in English, Polish and other languages, forming an umbrella of channels under the same group. He stressed that the acquisition was not significant for the group as a whole, but it was crucial for Play9 specifically, allowing to test markets outside Brazil, generate adsense revenue in countries with higher cost and expand media inventory.
In addition, Play9 has entered into strategic partnerships with entities such as the Brazil Olympic Committee, creating Time Brasil Media House, showing that operational holding can join Squads from different areas and create larger projects within the Play9 ecosystem.
Creator Economy’s future and João Pedro’s vision
The executive showed optimism with the communication market and the so -called Creator Economy, stating that digital transformation created unpublished opportunities for anyone to become an influencer.
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He explained that platforms like YouTube, Tiktok and Instagram allow content creators, even with few followers, can monetize their ideas and products. For him, Play9 Content Group differs by integrating technology, ROI and measurable metrics with the creators, brands and agencies ecosystem through Play Nest.
He also emphasized the importance of diverse casting, including humor, gastronomy, beauty, education and cinema, always focusing on professionalism and audience growth, as well as preparing influencers to be sellers, accompanying global trends and the evolution of Tiktok Shopping in Brazil.
For more details of the company’s history and know your strategy for the future, see the full episode in. The program is available and in its podcast version on the main streaming platforms such as,,,
About zero to the top
O podcast From zero to top It is a production of Infomoney And it brings, each week, the history of prominent women and men in the Brazilian market to tell their history, sharing the biggest challenges faced along the way and the main strategies used in the construction of the business.
The program has already received names as founder of Brisanet; , from the Simpar group; Founder of XP Investimentos; , Chairman da Cognna; Supley group co -founder; CEO and founder of 3Tentos; CEO of the King of Mate; one of the founders of the free market; the entrepreneur; , founder and CEO of Cobasi; Executive responsible for Renner’s rise; and told dozens of success stories.
