The main mistake made by those who work on social media is to see it as just “content production”. During my journey on the internet, which began in 2019, I realized that what I had been building was, in fact, a business: a creative ecosystem with multiple fronts, which requires strategy, management and constant reinvention. Today, I see content creation as an enterprise in every sense of the word, and, from there, I can expand this universe.
The routine behind the cameras is intense and structured. Each video involves planning, scripting, recording, editing, performance analysis and relationships with brands and partners. There is also team management, production costs and the need for constant technical and creative updating. Creating is art, but maintaining this work in a sustainable way is, above all, an exercise in constancy, entrepreneurship, creative vision and a pinch of dream (and who knows, luck).
A clear example of this vision is , a brand that was born from humorous videos with our pets and became an intellectual property with licensed products and an engaged community. From the beginning, we wanted Mada e Bica to be more than just a fun profile: we wanted it to have identity, purpose and commercial potential. Today, seeing our characters printing products and generating a real connection with the public is proof that entertainment can be structured as a business.
Continues after advertising
In recent years, we have also expanded our audiovisual activities. In 2024, we released a short film that represented an important step in the transition from the internet to, let’s say, “Off-line” (although nothing nowadays is really off the internet). My wife, Evelin, and I are constantly studying acting for TV and cinema, improving our training and seeking to increasingly understand the audiovisual language in depth. This continuous learning is essential for content — whether digital, theatrical or cinematographic — to maintain quality and relevance.
In 2025, I will take a new step with , a project that combines art and strategy. Theater has always been a passion, but it is also a natural extension of this creative work. It requires delivery, sensitivity and long-term vision. And there is a detail that ends up being non-existent in day-to-day digital creation: face-to-face contact with people.
Today, I see my work as a creative company, with different products, formats and audiences. Everything is thought of in an integrated way: from digital content to licensed products, from theater to audiovisual. Because in the end, entrepreneurship with creativity is exactly that: transforming ideas into value, visibility into legacy and authenticity into a business that is sustainable over time. Of course, keeping your mental health up to date helps…but that’s a topic for another topic lol.
