Impact of X Platform Shutdown on Brazilian Creators

Impact of X Going Dark in Brazil

Just hours before the social media platform X ceased operations in Brazil, Adrienni Rodrigues, a talented music producer, hurriedly logged on to share the most significant news of her career: the release of her debut album. After dedicating nearly three years to crafting the record alongside a diverse team of artists, she felt an urgent need to connect with her audience. Ms. Rodrigues was particularly anxious about being cut off from her 4,000 followers before she could encourage them to tune in to her music.

“I had just enough time to post about it,” explained Ms. Rodrigues, 30, who is also known by her stage name, Gau Beats, a beat maker and D.J. “An hour or two later, X was already down, and I couldn’t see anything anymore.”

Over the years, Ms. Rodrigues had grown to rely on X as a vital tool for her career development. It became her primary platform for connecting with fellow artists, securing gigs, and promoting her work. Therefore, she was heartbroken when Brazil’s Supreme Court issued an abrupt order to block the platform last weekend. This decision came after Elon Musk, the owner of X, declined to comply with court directives to suspend specific accounts.

“It was a critical moment for us,” lamented Ms. Rodrigues. “We lost access to a platform where we had already established a meaningful relationship with an audience that appreciates our music.”

In the wake of this sudden shutdown, many Brazilian creators who had similarly built their businesses on X found themselves in a state of chaos. They were forced into a frantic search for alternative platforms, often facing the daunting task of starting from scratch to reach clients, market their work, and connect with potential sponsors.