The prize of R$3 million, obtained by Davi on BBB 24, was not the only unprecedented aspect of the latest edition of the program. For the first time, the winner and other participants are being represented by VIU Hub, a digital social media division of Globo. As a result, Mynd, Banca Digital and Rodamoinho Records stopped advising Pipocas who were eliminated from the house in advertising campaigns. This is a highly profitable niche market.
The decision to carry out the commercial and artistic agency exclusively through Viu HUB emerged from Globo’s perception that there was a high demand in the advertising market for Big Brother Brasil participants. Especially for those who reach the final of the program and gain the sympathy of the viewer, thus attracting the interest of companies.
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As a result, in 2024, all Pipoca participants signed with Globo, leaving other companies, such as Mynd, out of the deal. The clauses of the commercial agreement between Globo and the participants are confidential. However, it was found that not everyone will remain in the group’s digital cast.
Behind the scenes, does criticism about Davi have commercial interest?
In BBB 21, one of the most popular editions of Big Brother Brasil, the anonymous participants João, Gil do Vigor, Thais, among others, signed a contract with Mynd through their legal representatives outside the house. Furthermore, Juliette, the champion of the edition, signed with Rodamoinho Records, singer Anitta’s company. On BBB 24, Davi is from Globo.
The curious thing about this is that, in this scenario, Davi became the target of several popular profiles on social media criticizing the management of his profile and the creation of content. Furthermore, now as an influencer, his personal life began to be harshly criticized by these accounts, generating a herd effect on digital platforms.
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That may be so, but the question arises as to whether negative reviews are free from commercial interests.
