On August 31, 2021, Virgin Music Brasil announced a partnership with ROC7, a Brazilian urban music channel and label, with rapper Edi Rock as curator. The stated goal was to develop urban artists for Virgin in Brazil. The announcement set out the intent of the deal. It did not publish financial terms, contract length, exclusivity, or a full artist list, and a later 2024 release is the only follow-up example of the partnership in action that the available sources document.
What was announced in 2021
Universal Music Brasil issued the announcement on August 31, 2021. It described ROC7 as a Brazilian urban music channel and label that directs and manages artists’ careers across existing segments and styles, whether rap or not. The release named Edi Rock, identified there as a rapper and a member and founder of Racionais MCs, as the curator of the project. Its stated objective was to serve as a development ground for urban artists for Virgin in Brazil.
Who ROC7 is
ROC7 is presented in the announcement as a label and an artist-management channel, not only a rap imprint. The release says it covers urban music in several segments and styles. That matters for readers who associate the label with rap alone: the 2021 description explicitly frames rap as one of several possible styles rather than the defining scope.
Edi Rock’s role as curator
The release quotes Edi Rock describing his job in the project. The original Portuguese reads:
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“A minha função dentro desse game é direcionar, conduzir, extrair e vender o melhor de cada artista, com o controle de qualidade ‘by Edi Rock’.”
Our translation: “My role in this game is to direct, guide, draw out and sell the best of each artist, with quality control ‘by Edi Rock’.”
He also said he believed in the work already underway and in his own team:
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“Eu acredito no trabalho que vem sendo feito, acredito no meu trabalho e na minha equipe.”
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Our translation: “I believe in the work that has been done, I believe in my work and in my team.”
Finally, he referred to his experience: “Agora, chegou o momento de colocar em prática a minha experiência de mais de 30 anos de carreira.” (Our translation: “Now the moment has come to put my more than 30 years of career experience into practice.”) The “more than 30 years” figure is Edi Rock’s own description of his career. It has not been independently verified and should be read as his statement.
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Virgin Music Brasil’s position
Miguel Cariello, identified in the release as Virgin Music Brasil’s general director, framed the deal as a continuation of existing work:
“Desde o início, o segmento urbano faz parte da cultura da Virgin. Agora, na nova parceria com a ROC7, teremos a oportunidade de seguirmos desenvolvendo ainda mais artistas e produtores.”
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Our translation: “From the beginning, the urban segment has been part of Virgin’s culture. Now, with the new partnership with ROC7, we will have the opportunity to keep developing even more artists and producers.”
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What the 2024 Dow Raiz release shows
The clearest later evidence of the relationship is an official Universal Music Brasil release article dated August 2, 2024. It says Dow Raiz’s single “Se Perder É Um Dois” marked the start of his partnership with ROC7, with curation by Edi Rock and Anderson Franja and worldwide distribution by Virgin Music.
This shows a working release relationship in which ROC7 handled artist curation and Virgin Music handled worldwide distribution. It does not show that the overall 2021 arrangement is still in force, and it does not show how many artists have been brought through the partnership.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Context from a 2022 Universal Music Brasil announcement
A separate 2022 Universal Music Brasil announcement describes Virgin Music Label & Artist Services as a UMG network offering services to artists and independent acts. It lists ROC7 among Virgin Music Brasil’s partnerships from 2021. That confirms the deal was part of Virgin’s activity in that year, but the 2021 announcement remains the direct source for the partnership’s stated purpose.
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What the sources do not establish
- Financial terms: no fees, advances, royalty splits, or revenue arrangements are disclosed.
- Duration and exclusivity: the length of the partnership and whether artists are tied to Virgin or ROC7 exclusively are not stated.
- Current status: the available material does not confirm whether the overall partnership remains active today.
- Full roster: beyond the Dow Raiz release, no complete list of artists is published in these sources.
Anyone needing these details, whether for reporting, licensing, or a business decision, should ask Virgin Music Brasil and ROC7 directly and treat any unconfirmed figures as unverified.
How to read the partnership
The 2021 announcement describes a development arrangement: ROC7 and Edi Rock curate and shape artists, and Virgin Music provides the label infrastructure and reach. The 2024 Dow Raiz release is the one documented example of that division of labor in practice. Beyond those two points, the public record supports only the stated intent, not a detailed picture of how the partnership has worked since.
The ROC7 name also sits within the broader Universal Music Group network described in the 2022 announcement, which is why the company’s own statements are the best starting point for any question about the relationship.
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