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Photo: Reproduction


Congress are about to vote Internet regulation in Brazil, but the bill is threatened by economic interests >> Pages 4 and 5

LONDON EDITION Nov 19th - 2nd 2013

Photo: Divulgation

Film festival brings a selection of the best of contemporary Portuguese language cinema to London >> Pages 16 and 17

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GOAL: BRING BUSINESS TO THE UK At the launch of the Sirius Programme - the British government’s plan to attract entrepreneurs - in Brazil, young entrepreneurs present innovative business ideas to be started in the UK >> Pages 10 and 11

Photo: Jason Hawkes/VisitBritain


IN FOCUS João Goulart and the ‘Mensalão’

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Internet Civil Mark to be voted





Brazil’s indigenous on debate in Oxford

LONDON EDITION Nov 19th - 02nd



National History Museum visits Brazil


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PROFILE Malu de Martino, a rare flower

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FRONT PAGE Innovative ideas to the UK

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ON THE ROAD TO WORLD CUP Inside and outside the pitch




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The independent music from Sergipe

Utopia Film Festival and much more...

ana toledo


guilherme reis kate rintoul

PUBLIC RELATIONS roberta schwambach r o b e r t a @ b r a s i l o b s e r v e r. c o . u k

CONTRIBUTORS Antonio Veiga, Gabriela Lobianco, Inner Space, Luciane Sorrino, Nathália Braga, Renato Brandão, Ricardo Somera, Rômulo Seitenfus, Rosa Bittencourt Shaun Cumming , Wagner Aragão, Zazá Oliva


wake up colab

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BR Jet Emblem Group LTD


Iliffe Print Cambridge



In our first edition, our cover story was Brazil’s participation in the World Travel Market, the major event in the world tourism which takes place in London. We are delighted to announce that in the 10th year of the Market’s award ceremony and from more than 1,000 choices, the Brazilian region of Bonito was awarded as the Best Destination for Responsible Tourism (read more on pages 20 and 21). For our second edition, our focus is on a British-led project in Brazil, with a report on the official launch of the Sirius Program, developed by UK Trade & Investment (UKTI) in São Paulo. Once again, we seek to enhance this two-way relationship that strengthens the exchange of knowledge between these two countries and helps to place Brazil in a prominent position as an international leader. There is essential reading for anyone interested in Brazil’s


politics with our ‘In Focus’ section focused on important news developments: the exhumation former President Joao Goulart’s the body for investigation and the arrests of the “mensaleiros” politicians. These facts that deserve attention, as for too long they have only been discussed through the bias reflection of mainstream media, who have all too often tainted political events in the history of Brazil. Directly from Aracaju, the Conectando project provides its first story for the printed edition, with an article about the excitingemerging bands coming out of Sergipe State. Proving that Brazil’s smallest state is a hotbed for high quality music production, with bands mixing sounds from contemporary instrumental music to psychedelic rock and using the popular culture as a reference. Find out more about this new sound on page 14 . Enjoy the edition and stay in touch with us! Follow our updates at

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João Goulart: a look to the past By Guilherme Reis

With his precise cause of death still unknown, the remains of former president João Goulart were received in Brasilia on 14 November. The body of ‘Jango’, as he was affectionately known, had been exhumed a day earlier, in São Borja (Rio Grande do Sul State), and will be submitted for investigation with the Federal Police in the capital. The exhumation is part of an investigation to clarify if other factors were at play and if João Goulart really suffered a fatal heart attack, as was claimed at the time by the authorities of the military regime. Deposed by the military dictatorship (which went on to govern the country from 1964-1985), Goulart died while in exile in Argentina 6 December 1976. The purpose of this long-overdue investigation is to discover whether he was murdered. In what has been seen as a major cover up by the Brazilian military regime, Goulart was buried in his home town of São Borja, without an autopsy taking place. Ever since, suspicions have grown that the death of Jango was articulated by the dictatorships of Brazil, Argentina and Uruguay. Such an act would have occurred under the command of Operation Condor, a scheme which was organised by the repressive system of dictatorships of the region in conjunction with the CIA, the US intelligence agency that had an inherent interest in defeating leftist movements that opposed the military regimes of South America. Mário Neira Barreiro, a former Urugayan police spy has said in several interviews that investigators watched the Goulart family in exile and that he knew of a plan to murder Jango. According to the former agent, the secret police of Uruguay confiscated a bottle of medicine from the former president and changed the tablets for others that contained a lethal substance to accelerate the heart, causing a fatal heart attack. Other testimonies reinforce this; some of them can be seen in the documentary ‘Jango Report’, by Paulo Henrique Fontenelle, who was interviewed in the first edition of the Brasil Observer. After so many years since his death and in order to arrive at an answer, tests will be done in Brasilia and in international laboratories. The first step will be analysis to detail information on poisonous substances that were used in Brazil, Argentina and Uruguay, that may have caused the poisoning of the former president. After this,medical and personal data about Jango will be gathered. Researchers will also undertake a DNA analysis. The second stage of expertise is the toxicology of the remains to confirm if a poison of other factors were present at the time of death.

Goulart became president of Brazil legitimately and was deposed just before putting in place a series of measures aimed at a radical reform in Brazilian society, which among other things would have provided the land reform. Once deposed, his return to the country was always a subject of great concern for the military regime as the politician had great public support. At that time, supported by the CIA, the South American militaries assumed the task of putting down a supposed emerging communist movement in the region. The results are a blot on Brazil’s history - decades of repression and delayed democratic development.

‘Mensaleiros’arrested I On 15 November, the arrest warrants were issued for 12 people convicted in the Criminal Case 470, better known as “Mensalão”, a wide-reaching corruption scheme through which, according to the judgment of the Federal Supreme Court (STF), members of the Workers Party (PT) used public money to buy votes of parliamentarians by channeling money through private companies and financial institutions. The decision to take action in executing the penalties, which in some cases will exceed ten years of incarceration, was taken on Wednesday, after the ministers rejected the second motion submitted by the defendants who have been convicted. Among the condemned “Mensaleiros”, are the former chief of staff under the Lula government, José Dirceu and the former president of PT, José Genoíno. Of the 12 arrest warrants, only one was missed, the one served to the former Marketing Director of the Bank of Brazil Henrique Pizzolato, who fled to Italy and is considered a fugitive by the Federal Police.

Mensaleiros’ arrested II Beyond discussing the legal process, led by the highest court of the country, it is worth examining the actions of the media surrounding the case and the mass reaction of Brazilian society to the recent arrests. In the popular press and television, there is, undeniably, hatred in relation with the PT (Workers Party) which goes far beyond any rightful sense of justice. There have been countless angry statements in favor of harsh prison terms and even the state executions of Dirceu and Genoíno in various corners of the country. Thanks to this, a consensus within considerable parts of the population has been created that PT is synonymous with thievery and that absolutely nothing good comes from the party. Such a view is clearly shaped by the so called ‘big media’ corporations, who dubbed the case in the “biggest corruption case in the history of the country”, when

A renewed sense of justice seems to be prevailing with the body of the former president João Goulart taken to Brasilia in the same week that those convicted in the “Mensalão” Photo: Agência Brasil case were arrested. in reality the case instead represented the biggest media circus in the country’s history. It is known that Brazil’s media giants, the same ones who sided with the military coup that toppled Jango from presidency, do not come to the case with the same interest in limiting corruption that legitimate organizations and political parties base their complaints on. Therefore, the argument that the media companies are merely trying to spread to promote that the arrest of the “mensaleiros” represents the end of impunity in the country to the so-called “good citizens” is totally shallow. There are clearly other issues concerning Brazilian governance and ethics which are not discussed in the media, as they should be. A basic example of this problem is current model of how political campaigns are financed in Brazil. For example, a private company, such as a construction company, donates millions of dollars to a party or politician to do a campaign based on marketing - which is what wins elections in Brazil. Then, when elected, the politician or party ends up working to provmote the aims and needs of their big investors like construction companies, and through rigged bids, passes the service for the contractor of which it had received the “donation”. This happens all over the country, and indeed throughout the world so is far from being a unique practice of one party or another.

‘Mensaleiros’ arrested III Of course, it’s essential to recognize that on the other side of the debate, the reaction of part of the PT supporters

who scream in defense of the condemned and treat everything and everyone who criticize the party as enemies is equally as subjective. A party who, during their years in opposition in the 1990s, was always the first to point the finger in possible cases of corruption, can in no way justify their part in the “mensalão” scandal, saying it was “just” campaign for decisive leadership. Clearly the mainstream media and the opposition parties are doing their best to criminalize the likes of Dirceu and Genoíno, looking actually to bring down the PT through suspicions and harsh vitriol, just as they did when they accused Jango’s government of being a dangerous communist threat, and we all know where that lead us to. It is up to the party and the supporters of its policies to be unafraid recognize the errors and accept the debates that lie ahead for the next cycle of the country’s development, for after all, 2014 will also see a crucial presidential election. Now, more than ever, regardless of ideological position and nationality, it is up to society as a whole to understand the correlation of political forces at play in our country. By looking back on the events of the past helps, we can us understand the present and chart a more secure way for the future – this applies in Brazil and for Europe and the UK.



BRAZIL’S INTERNET THREATENED As the Chamber of Deputies prepare to vote internet regulation, concerns intensify that freedom of expression, universal access and privacy of data will be violated by the pressure of economic interests. By Wagner de Alcântara Aragão

In the coming weeks, Brazil is likely to pass legislation to regulate the Internet which may also threaten freedom of expression and the right to access communication. These are the fears being put forward by various social movements, experts and legislators themselves, who feel the need to draw attention to this because of the diversion route taken by the so-called Internet Civil Mark. They argue that the fault does not lie in the original proposal. The federal bill establishing the regulatory framework was started by the Brazilian government in 2009 with the involvement civil society, collecting suggestions from citizens through an exclusively created website. However, since then the pressure to protect the interests of large economic groups, mainly of telephone operators, providers and media conglomerates, has proved too strong and discredited the bill. This pressure has intensified in the last two months, since

President Dilma Rousseff, sent a message to the Chamber of Deputies urging the speedy conclusion of the process in the wake of the US espionage revelations. There are at least three crucial points being contested by the Brazilian government, legislators and social movements: the concept of network neutrality, mandatory data storage of Brazilian Internet users on servers located within national territory and ensuring freedom of expression through the publication of content. Of these three, the concept of network neutrality is the most basic, both in the assessment of Alessandro Molon, who wrote the bill, and the chairman of the committee João Arruda. Paradoxically it is also the section of the bill facing the strongest opposition from business groups and those aligned to the theories of market liberalisation. An example of how the bill could work would be to promote network neutrality, preventing operators from only releasing unlimited access to sites of the most interest such as Twitter, Facebook and Youtube to users who have paid a premium fee. The bill states that the only criterion that can be used by the operator to differentiate their packages is the speed of the connection, not the access to popular sites. Network Neutrality also seeks to guarantee everyone, regardless of financial status, the freedom to access and express themselves in the virtual space. Without the principle of neutrality being expressed in legislation, there is the imminent risk that only the most economically advantaged will have a chance to publish their comments, information, opinion, video or photos to a wide audience on major websites. It is not only in the opposition to network neutrality that the freedom of expression is at stake if the Internet Civil Mark is approved in its current state. There is also the risk of the possibility that the bill will serve the needs of major organisations over the rights of users who may be subject to pressure to withdraw air material that is claimed to be the copyright by third parties. While plagiarism online is not something to be encouraged it is telling that one of the biggest companies in Brazil, The Globo Organization is heading up this clause of the bill. In practice, this could mean that a blogger would be forced, even without a court order, to remove some text or video that is deemed to be a violation of copyright. Critics of the bill claim this will lead to self-censorship and the restriction of artistic expression and cultural opinion. It is argued that users will be too scared to publish material for fear of legal recriminations and soaring legal costs in having to pay damages, as well as the embarrassment of having to suspend their production all for alleged (not necessarily legally proved) claim of misuse. The requirement for providers to install servers for the storage of data in Brazil is the item at the top of Rouseff’s government agenda as a means of

protecting the privacy of its citizens. Given the seriousness of the recent insights into US surveillance, president Dilma Rousseff has gone to task in accelerating this legislation under emergency measures. The vote on the bill was discussed in government sessions throughout October and the first weeks of November, but was withdrawn due to lack of consensus derived from pressure exerted by large economic groups. At the time of writing the latest forecast is that the vote will take place on 19 November. 5

INTERNET CIVIL MARK PROCESS - In 2009, the Brazilian Government worked with the Ministry of Justice, began to draft the bill establishing milestone legislation on internet regulation - Between April and June 2010, for 45 days a preliminary version of the draft was posted on the Internet for public consultation, with feedback, criticism and suggestions encouraged.

Photos: Agência Brasil

- In August 2011, President Dilma Rousseff forwards the project to Congress. The project is currently in the Chamber of Deputies, being discussed in public hearings and regional seminars. - In September 2013, former US security agent Edward Snowden revealed widespread cases of US interception of Brazilian communications, including personal contacts of President Dilma Rousseff. Angered by the revelations, Rouseff sent to a request for urgency to accelerate the conclusion and implementation of Brazil’s Internet Civil Mark to the Chamber of Deputies, arguing that the current framework will ensure the privacy of network users in Brazil. - Under this emergency request, the House has 45 days to vote on the bill though consensus remains far away and the project has stagnated.

KEY FIGURES IN THE DEBATE - Deputies Alessandro Molon (pictured left), from Rio de Janeiro, of the Workers Party (PT), co-writer of the Internet Civil Mark bill, and João Arruda, from Paraná’s Brazilian Democratic Movement Party (PMDB), and chairman of the special committee set up to discuss the bill, are among the lawmakers to defend the main points provided in the original proposal. - On the other hand, Deputy Eduardo Cunha (pictured right), from Rio de Janeiro, also of the PMDB, has distinguished himself as the leader of claims advocated by Sinditelebrasil (union of telephone operators) and the Globo Organization. In statements in the House and in his Twitter account, the parliamentarian has declared that “ideological” reasons and not technical or legal ones have supported the defense of neutrality.

Where do you stand on the debate? Should the bill be accepted or is more discussion needed? Tell us @brasilobserver #InternetCivilMark



Debate on Brazil’s indigenous peoples In a rare opportunity to hear veteran explore and expert on indigenous groups, Dr John Hemming, people in the UK are encouraged to increase their awareness on the subject. By Kate Rintoul

Are the indigenous people more prepared to face the 21st century?

On Friday 29 November, the Oxford Centre for Tropical Forests will host a discussion on the challenges faced by Brazil’s thousands of indigenous people on the 21st century. While these groups have been through some very difficult times, today it seems that with their lands secured and pride restored they are more than ready to strengthen their cultures in modern times. One man who knows the good and bad side of the indigenous experience is this better than most is the 78 year-old veteran explorer Dr. John Hemming, who will be leading the discussion at the end of the month. The event is free (places can be booked online: octf) and well recommended, it is rare that you will be able to gain such insight on the realities of these sometimes mysterious people. Canadian born, Oxford educated, Hemming was just 25 when he first set out to discover the unknown in Brazil’s vast uncharted territories with his fellow Oxford graduates Richard Mason and Kit Lambert in 1961. While we might think that Brazil and the UK have only started

Photo: Reproduction

collaborating on scientific co-research in the last few years (as we have seen in reporting of the Science without Borders scheme and recent government initiatives), Hemming was leading the way long ago. The trip was commissioned by the Brazilian mapping agency, IBGE who has asked the three men to survey the unknown forests, rivers and people they encountered. Though Hemming’s first expedition was to result in tragedy – the then unknown Panará tribe picked up the men’s trail, ambushing and killing Richard Mason. Despite this, Hemming remained resolved to continue his quest, even making contact with the Panará tribe and visiting them in 1998. In one year alone (1972-73) Hemming visited 45 tribes around Brazil, he was the first person to ever make face-to-face contact with some of these groups. Hemming has catalogued his experiences and discoveries in a three-volume history of Brazil’s indigenous groups, which have awarded him great critical acclaim. Hemming’s research and commitment to Brazil’s rainforests have also seen him awarded the Order of the Southern Cross

by the Brazilian Government in 1998 and a long tenure as director of the Royal Geographical Society, though he has always remained down to earth and likable. When speaking to Friends of the Earth as part of their 40th Anniversary celebrations Hemming said: “I first saw the Amazon in 1961, aged 25, and fell in love. I was exploring the Iriri, then believed to be the world’s longest unexplored river, with two friends and our Indian guides. The Brazilian government had authorized us to name landmarks, so we named them after our Brazilian girlfriends. It is humbling too”. No doubt it is Hemming’s personable manner and sense of humour that have helped both in his encounters with tribes people and also made him a leading voice in the fight against deforestation. Where some scientists can fail to get their message across, Hemming has always managed to engage people in protecting the rainforest by linking its protection to our everyday choices. In the same interview, he said: “What can we do to help? Simple things like avoiding mahogany, eating ethical soya, and supporting organizations. We all have to be

custodians of the rainforest.” This discussion is a fantastic opportunity to find out more about the modern issues facing Brazil’s indigenous groups and why we should all take an interest in Brazil’s forest to see how we can play our part. The Oxford Centre Tropical Forests (OCTF) was established in 2008 and hosts frequent events and debates. Incorporating a network of organizations, including charities, private businesses as well as various Oxford University research groups, the centre seeks to build awareness and policy for the protection of the world’s tropical rainforests. As Brazil sprints ahead with its industrial and economic race to become a wealthy superpower, now more than ever is the time we to reflect on what this future means for every Brazilian, including those who belong to another tribe.



Natural History Museum looks for partnerships in Brazil

After landmark agreements signed by the V&A Museum and Brazil’s National Museum of the Republic, more projects between Brazilian and British cultural institutions are on the way.

Dr. Dixon, director of the Natural History Museum, touring the Centro Cultural Banco do Brasil in Brasilia Rafael Câmara/British Embassy

By Nathália Braga

It seems fair to say that relations between Brazil and the UK could not be better. Besides the shared experiences between both countries as London hands the Olympic torch over to Rio, and a shared excitement for the World Cup next summer, there has also been excellent breakthroughs in the cultural sector. After this year’s partnership agreement between the Brazil’s National Museum of the Republic and the Victoria & Albert Museum, this collaborative approach looks set to be repeated. Earlier this month, the director of London’s Natural History Museum, Dr. Michael Dixon, visited Brazil and attended meetings in order to expand museum’s reach abroad. The museum is already one of the largest in the world and is looking to work with Brazilians on educational and cultural projects. Dixon’s trip took him to many locations in Brazil where he talked with representatives of major institutions such as the Bank of Brazil Cultural Centre, in Brasilia, Inhotim Institute, in Minas Gerais, and the National Museum in Rio de Janeiro. He also had meetings with FAPERJ and FAPESP (Foundation for Research Support of the State of Rio de Janeiro and São Paulo, respectively) and the museum of geosciences, archeology and zoology in the São Paulo State. Despite his busy agenda, the results of these meetings are still under speculation so far. The visit has been seen as a first moment of recognition for opportunities in Brazil. “For now, it is not possible to disclose any formal agreement made during visit,” said a spokesperson of the British Consulate in Brazil.

Before the trip, the director said in a statement: “We already have strong connections with Brazil. Many researchers visit us in London to talk to our scientists and access the museum’s collections. Likewise, our scientists often travel to Brazil to share knowledge. This visit shows the importance we attach to relations with Brazil.” With a vast collection of specimens in the UK, the Natural History Museum is undoubtedly one of London’s most visited attractions, with approximately five million visitors every year. The museum’s collection includes more than 80 million specimens of plants, animals, fossils, rocks and minerals from all over the world. The museum is clearly looking to collaborate and work more with Brazilian topics, earlier this year it hosted a major exhibition ‘Genesis’, by the renowned Brazilian photographer Sebastião Salgado.

What to look forward to from these partnerships In April this year, the director of the V&A Museum, Martin Roth, visited Brasilia for a meeting with the Minister of Culture of Brazil, Marta Suplicy to discuss the partnership between the V&A and the National Museum of the Republic and the Ministry of Culture. Among the ideas discussed were holding a series of exhibitions and debates, to be jointly organised by the two museums during the 2014 World Cup and 2016 Olympics. The V&A is taking a lead and aims to be at the forefront of UK/ Brazilian Cultural Relations. The museum’s blockbuster retrospective of

the life, music and style of David Bowie will be arriving in Sao Paulo at the Muesum of Image and Sound from 28 January to 21 April 2014. Other museums are also looking to build relationships with Brazil, with the 3rd General Conference of the International Council of Museums held in Rio last summer and well attended across the board.



Director of ‘Margaret Mee and the Moonflower’ speaks to the Brasil Observer about her expedition through the Amazon in search of a rare flower that was the object of desire of the English women who is the central character of his film; lover of the corners of London, Malu recalls moments in Brazilian rainforest and warrant: ‘it was magical’. Interview and Photo: Rômulo Seitenfus

The filmmaker Malu de Martino travelled a long way to research, produce and promote the feature film, ‘Margaret Mee and the Moonflower’, which was a winner at the fifth edition of the Brazilian Film Festival in London. The documentary tells the true story of Margaret Mee, an English artist who blazed through the Amazon rainforest finding and logging the existence of endangered plants. In search of the elusive Moonflower, Margaret leaves a legacy of environmental awareness, in times of dictatorship (her search began in 1967), she was one of the few to denounce the destruction of Brazil’s rainforest to an international audience and give voice to an abandoned ecosystem.

the Moonflower, a very rare plant that only grows in the treetops during the flooding of the Rio Negro. Margaret was searching from 1967 until finally finding the Moonflower in 1998, after hearing her story I decided to follow the footsteps of her last expedition to find this flower. How long did it take to make the film? It was three years from the first script to the finish, we filmed in sections from four weeks spent in the Amazon, to visits to Sao Paulo, Rio, here in London and Chesham, Buckinghamshire, where Margaret was born .Considering the number of locations visited, you brought the film in on a low budg-

Amazon in 1956, and continued to visit it. Often when she returned, she noticed a bit of destruction and changes in the forest. She began to think that she could help preserve the species that were endangered. When the dictatorship began in 1964 and the military started censoring free speech, as a foreigner Margaret was one of the few to raise awareness for her chosen cause. She was in communication with politicians and warned the world about the importance of forest preservation. The film includes photographs and voice recordings of Margaret which enriches the story. How hard was it to secure this material? Once I started looking, it was not too difficult. I had access to archives from the time Margaret spent traveling with Toni Morrison. There was also an interview she gave to WNBC in the United States, which included media files, audio interviews, pictures of her, and also the last trip that Toni Morrison videotaped.

MALU DE MARTINO, A RARE FLOWER Touched by Margaret’s power and resolve, in the documentary, Malu de Martino retraces her footsteps to re-live the last expedition of the British artist in Brazilian lands, in search of the rare plant that only grows high in the treetops. The film is rich in material, has flawless photography and exciting testimonials, all making it more than worthy of the award.

et (R$ 900,000, around £250,000. How did you manage this?

In this exclusive interview, Malu reveals how England was also an important inspiration, speaks about the political and social importance of the film and, excitedly gives us an inside look on the making of the film, including what it was like to be on a small boat surrounded by alligators.

I came to London three times to do research in Kew Gardens. Indeed, London is already part of my professional history as I was here for a part of my previous film, “Como Esquecer” (How to Forget). I love this city, it is amazing, the scenery is spectacular, I would make many films in London. Every corner here is an amazing setting.

You have been on a hard expedition to find the rare Moonflower and tell the story of Margaret Mee. Do you see the recent award as a recognition of the success of this journey? It is. I assumed the principle role in retracing the great search of Margaret Mee for

The budget of the film was in line with the regular budgets of documentaries in Brazil. We had made enough financial plans, and we knew we could make the film on budget. How did you find filming in London?

Margaret Mee was working in Brazil during the military regime, as a foreigner she had an important role politically... Yes. She moved to Brazil in 1952 to live in São Paulo, doing tours through Mata Altlântica (Atlantic Forest). She first went to the

For you, what was the best part of the whole production?

For me, there were two, the trip to the Amazon and also to the countryside of England. I went to the Amazon alone with two cameras, got off the plane in Manaus, then traveled by van and boat. Six hours later I was in the middle of nowhere with only the river and the stars surrounding me. There I felt understood everything and the reason I had made it my aim to make this movie. And what was the reason? I want to hear from you this answer... For the people understand the importance of the forest. The Amazon is the lungs of the world, and is breathing all the time. We cannot spend a second without feeling its influence. I spent five hours in a canoe waiting for a flower to open and looking at the little eyes of alligators and the noises of the forest! It was magical and unforgettable and I wanted to pass this on to others.



Ideas have been presented at the launch of the Sirius Programme in Brazil under the British government’s plan to attract entrepreneurs by providing funding and support to young Brazilians. By Brasil Observer

It had just past midday on Tuesday the 12 November and the intense heat, under the blazing sun in the city of São Paulo, seemed to make it the perfect whether for a day of rest on the edge of a swimming pool. Though relaxation was the last thing on the inds of many aspirational young Brazilian who had travelled to the Brazilian British Centre in the city to pitch their ideas and take one step in realising their dreams of becoming an entrepreneur in the UK. This event marked the official launch of the Sirius Programme in Brazil. Developed by the British government through UK Trade & Investment (UKTI), the program aims to attract entrepreneurial talent to the UK. The scheme is one of the most comprehensive investment packages in the world, according to the official description of the program, is aimed at recent graduates or students who are in the final year of undergraduate, masters and research programs. Entering the Brazilian British Centre, an imposing building that looks just like the vast offices we’re used to seeing in the heart of London’s financial district, the Brasil Observer team was directed to the second floor, where the room had been properly prepared to receive the candidates. The atmosphere was laced with an undercurrent of slight tension, with candidates taking observative looks around the room and trying to prepare themselves for what was to come – as after the official introduction, the event would serve as a pre-selection of candidates based on their own presentations, by the recruiter of Sirius Programme, Alessio Bortone, who had arrived in Brazil hours before. With everyone seated (in all there were about 20 people in the room), the first person to speak was Raquel Kibrit, Manager of Foreign Investment to the UK. The topic of her presentation was the internationalisation of Brazilian startups. The Sirius Programme, she said, would be able to provide the necessary tools for Brazilians to become “protagonists of innovation” and provide Brazil “with a vanguard abroad”, which in turn would bring progress to the country. Kibrit continued her presentation, pointing out some advantages of building a business in the UK, such as how quick it is to register a company (about two hours), more

flexible labor laws, lower tax rates than in Brazil, the central position of the country and the fact that London receives 70% of the seats of European companies, which expands business opportunities. The Investment Manager also gave a few examples of young Brazilian entrepreneurs who went to the UK with funding from UKTI, including Flavia Portella, from Rio, CEO of the Bossa Lab, and Yuri Zaidan, from Recife, CEO of Fisiohub. Then, Alessio Bortone took to the stage and immediately made it clear that his mission was to “travel the world in search of entrepreneurs, to know their ideas and dreams”. “With the financial crisis,” he said, “the British government found that it could not bear the task of creating jobs alone, so it called people to: ‘put into practice your business and create jobs.’” From this, it seemed clear that the intention of the British government’s part in the Sirius Programme was more than attracting “bright minds” to the UK, the aim is to create jobs in the UK with innovative ideas. Indeed confimred again by Bortone later in his speech: “The criteria number one for selection of candidates is the potential to create jobs”, then he went on to discuss what the program offers to successful candidates. The program, he explained, offers people a 12-month support package, including investment of £12,000 for each member of the entrepreneurial team (maximum four people), support for customer acquisition, assistance in obtaining a visa and in the process of moving to British soil. The £12,000 are for personal expenses, ie, provides £1000 a month to pay for rent, food and transportation. The amount, as Alessio said would cover “a life without luxury”, with prices for accomodation in the UK soaring. Vacancies on the programe will be offered monthly, between October 2013 and January 2014, and the projects submitted will be evaluated and selected by a panel of experts. To apply for a vacancy on the Sirius Programme, you need to make an online application, for more informatio and to apply visit

Xoboi, the idea presented by Gustavo Costa (Contact: gustavo@xoboi.


Voce Aprende Agora, the learning platform created by Felipe Dib (contact: 11

Alessio Bortone, recruiter of the Sirius Programme, heard proposals and gave advice to candidates (Photo: Íris Schardt/ British Council)

LIANS PRESENT SINESS IDEAS TO IN THE UK A project of Vertical Parking presented by Carmine Cifelli (contact: carmine_

AGRI-TECH, VERTICAL PARKING AND ONLINE ENGLISH Of the the five ideas presented at the session, three caught the attention of Brasil Observer. The first is a platform called Xoboi, an online application that aims to make life easier for farmers who need to buy all kinds of equipemtn and products for their farms. Using the site www., customers could get online quotates and purchase products without having to make numerous shopping trips. This would save them time and money that are often spent search for materials. This idea came from Gustavo Rios Costa, 20, who was born in Arapiraca, Alagoas. Today living in Maceió, the capital of Alagoas, the Administration student traveled more than two and a half hours by plane to São Paulo just to attend the event. “When I saw the opportunity to present my project, I didn’t think twice, not knowing when I might have another chance,” he told the Brasil Observer. Gustavo explained that he wants to take his business to the UK because the country “is a strong reference in the agri-tech world, and hopes to apply this knowledge both in Brazil and in British agriculture.” “I would also like the opportunity to work with LABEX, a Brazilian research laboratory based in the United Kingdom, where it would be very conducive to develop my business, analyzing the needs of Brazilian and European and enabled me to serve both markets,” he added. Another innovative proposal presented was a system for a fully autmoated vertical storage system for cars. Unlike other vertical systems already implemented, the proposed model dispenses the space dedicated exclusively for the movement of cars and therefore possessed an occupancy rate of 100% from the first level, ie, the entire volume of the parking lot may be occupied by cars. The idea was presented by Carmine Alexandre Cifelli, 30, from São Paulo, who holds a degree in mechanical engineering and her partner in the project is Vinicius Pacheco

Moreira Amorim, 31, also a mechanical engineer. Both are looking for investors to facilitate the assembly of a first prototype on a real scale. According to a study they commissioned, this prototype will cost about U$ 100,000 and each vacancy will be on the market at U$ 10,000. When asked about the possibilities for thier business to be implemented on British lands, Carmine argued that “London is the most expensive city in the world to park, with fees above U$ 1,000 per month. Our technology can be easily applied in London at a cost relatively close to the cost that we have in Brazil. This makes the implementation of the system in London even more attractive because the price of a parking is more than five times the value paid in São Paulo”. Carmine said that, after the feedback from Bortone, he was sure that parking is a global issue which demands innovation. “We think of the company’s internationalisation as a way to take this project from Brazil to other countries.” More information about the vertical parking can be found at Finally, there was a proposal that surprised everyone by being the only one explicitly posited as a social enterpirse ie profit is not its main goal, but the aim is the return to society. It is the platform ‘Você Aprende Agora’ (tranalted as ’You Learn Now’-, a website that teaches English through video lessons, which has already attracted the three million students. The idea is from Felipe Dib, 25, a native of Campo Grande and graduate in International Relations. “I want to bring the ‘Você Aprende Agora’ to the UK because I know that from there we can expand our impact throughout Europe. Today we have students learning English in our platform in 181 countries, but we want more people to know that there is a course that offers classes in three minutes with maximum efficiency,” said Felipe. So who is Felipe’s target audience in this case? He makes it clear: Brazilians living abroad. “The vast majority of Brazilians living abroad came here in search of new opportunities, without speaking English because they had limited resources. The goal now is to offer a tool that enables Brazilians to dream bigger, go further. I know that English

opens doors. It was like that for me”, he said. If Brazil is seen today as an equal partner in several areas of knowledge (such as initiatives around the Science without Borders program, for example), it is natural that the country’s young minds of are attracting increased interest from foreign governments. More than the chance to expereince business otuside of Brazil, the opportunities offered by the Sirius Programme are an enabler for the country to have increasingly trained representatives abroad, expanding a two-way relationship that brings knowledge and innovation from Brazil to the world.



World awaits group draw On December 6 the eight groups of the 2014 World Cup will be decided; draw could put Italy, England or the Netherlands in the same group as Brazil

With the last seven countries having booked their place in the 2014 World Cup, the great expectations of football fans across the world turns to the final draw for the tournament in Brazil, which will be held in Costa do Sauipe, State of Bahia, on 6 December at 1pm (3pm in London). The event, which will also be televised to more than 200 countries, already has defined the countries that will be on Pot 1. Besides Brazil, who as host nation automatically go into group A, Spain, Argentina, Germany, Colombia, Belgium, Switzerland and Uruguay complete the group. Of those eight teams, only Brazil and Germany have been in Pot 1 in all the draws conducted since 1978. The division of the three pots with the other 24 remaining teams will be made three days before the draw with respect to sporting and geographic criteria (there cannot be two teams from South America or Asian in the same group, for example). To draw Pot 1 members for the 2014 World Cup, the FIFA Executive Committee has chosen the same criteria adopted for the tournament in South Africa in 2010, which was to choose the eight best ranked teams in the official ranking on the eve of that draw in December 2009. With the exclusion of campaigns in recent World Cups or titles won as criteria, South America will for the first time in the history of the tournament have more than two representatives in Pot 1. The format adopted also opens the possibility of creating more than one “group of death”, a term which applies to the groups in which strong teams come face to face in the initial rounds of the competition. In practice, the draw can put Italy, England or the Netherlands in the path of the Brazilian team in the initial stage of the tournament. Runners up in Euro 2012, the Azurri have already won the World Cup four times. The English also have a single World Cup to their name. The Dutch hold the record for playing the most World Cup finals without ever

winning the tournament. They finished second in the 1974, 1978 and 2010 World Cups. The national side managers from England and Italy didn’t show any disappointment at being amongst the mix in Pot 1. “It’s pretty unnecessary to worry too much about whether we are the first or second out of the hat,” said Three Lions coach Roy Hodgson, who believes that there will be “two very, very good teams in every group”. Italian coach Cesare Prandelli said: “At the European Championship we weren’t a top seed either and we finished second, so we shouldn’t let it bother us. It doesn’t worry me.” Undoubtedly, the biggest surprise among the Pot 1 teams is Switzerland. The Swiss team make a return to the World Cup finals after 60 years thanks to a good campaign in arguably the easiest group in European Qualifying, which included Iceland, Norway, Slovenia, Albania and Cyprus. With seven wins and three draws, the team coached by Ottmar Hitzfeld secured their place in the World Cup in Brazil and currently sit in seventh place in the FIFA rankings. Another country in Pot 1 and not among the major powers of international football is Belgium, who line up for the third time in World Cup history - the Belgians had previously headed groups in 1990 (Italy) and 1994 (United States) and reached the last four in the 1986 World Cup (in Mexico). The Red Devils finished the qualifying round with a beautiful campaign, unbeaten and with eight wins in ten matches, winning against Croatia, Serbia, Scotland, Wales and Macedonia. From South America, Colombia topped their World Cup group for the first time. A Surprise package for some people, Colombia currently sits fourth in the FIFA rankings. The other novelty amongst the groups is the return of Uruguay. With two world titles to their name, the Celeste are back to lead a group after 60 years.

Photo: Reproduction

By Renato Brandão

The draw will be televised to more than 200 countries; photo shows the draw for the 2010 World Cup 13


Impact World Cup constructions Research addresses the rights of communities affected by the urban and environmental impact of megaprojects By Brasil Observer

In a public event held in mid-October, the core of São Paulo’s World Cup Popular Committee held a debate recent research titled, “Eyes on the rights of communities affected by megaprojects of urban and environmental impact”, conducted by Paulo Romero, member of the Brazilian Institute of Urban Rights. By looking at the process of implementation of the World Cup in Brazil and the justification that the sporting event will serve as a catalyst for economic and social mobility that would justify the interventions that were planned long ago, Romero presented his research in four cases of studies, two in São Paulo and two others, in Fortaleza.

CASE STUDIES In São Paulo, the researched conducted a study of the construction of the northern stretch of the Ring Road and the Rio Verde Linear Park. The northern section of the Ring Road is a work of 42.8 km, valued at more than £1 billion, with an official purpose of improving traffic conditions by preventing the passage of trucks through the city’s streets. In this case, the research pointed to the direct impact that the project will have on the price of land in the region, in addition to addressing the vulnerability of the 20 communities that will be affected and have no guarantees of resettlement as families will receive a rent benefit below the market value. The research also alerts readers to the fact that the actual impact on traffic will be minimal and much lower than projected. Romero believes that the true goals of this project have not been declared, “The goals are simply to carry out works that meet the interests of builders, or to make the city more attractive for the housing market.” The construction of the Rio Verde Linear Park, expected to be a 4.5 km long construction in an area close to the Corinthians stadium, also raises similar problems. The families affected were registered to be removed, but “there is nothing formal telling them what will happen in that area, there is

no study of the impact.” Romero highlights the fact that the work was justified on the grounds that it would enhance the local environment, but this is questionable as decisions to build were made in haste and lack of environmental studies. In Fortaleza, the impact of the works of the VLT transport system and the Aquarium of Ceará were analysed. The VLT is a 12.7 km link between Parangaba to Mucuripe, affecting 22 communities. Romero’s research highlights the main flow of workers in the city, noting that this project will help north-south travel, when in reality the majority of journeys take people in an east-west direction. This case also raises the same problems of resettlement without warranty of timing and compensation, with many families being relocated to distant areas without infrastructure. The Aquarium of Ceará development, is scheduled to cost £70 million and questions in the research surround its usefulness and whether it is an appropriate use of money, considering that 42% of the total amount invested by the state government to the region went to combating drought in 2012. By highlighting these examples, Romero listed the common issues that that can be identified in other cities and works of the World Cup: difficulty in accessing information, non-existent environmental licenses, gaps between official and real goals, disrespect for planning laws, and the lack of consideration for the people affected, among others. Romero concluded that development strategies can yield positive affects if the emphasis is on the social function of land ownership, which should be seen as a right. Other possible strategies to take would include mandatory social impact studies and public hearings. Prepared by the World Cup National Popular Committees Articulation, the document “Mega Events and Human Rights Violations” gathers information on the impact of construction and urban transformations for the World Cup. The research is available to download in English: YVTX5e.

“Aquarium, no thanks”: Population from Fortaleza protested against the construction of the Aquarium estimated in 70 million pounds Photo: Reproduction


When you hear about Sergipe, the smallest State of Brazil, you wouldn’t necessarily think of it as a hotbed of high quality live bands, though several break through acts are coming out of the region. From contemporary instrumental music to psychedelic rock, through to melodramatic boleros and, ‘forró punk’, among others, the State’s capital, is today home to some of the most global sounds you can imagine. Bands like Naurêa, The Baggios, Coutto Orchestra and Banda dos Corações Partidos have been amazing audiences wherever they go, presenting a unassuming sound with regional touches and idiosyncrasies. Plástico Lunar, Maria Scombona, Patrícia Polayne and Igor Gnomo are also prominent names to come from Sergipe. “We brought the local ‘baião’ rhythm into dialogue with musical influences, working to the concept of what they call ‘world music’, which is the music of the peripheries of the world,” said Alex Sant’Anna, lead singer of Naurêa. The band was founded in 2001 and today makes a sound that has been christened by European fans as ‘forró punk’, after five trips to the old continent, including two tours with a packed schedule of 15 shows each. “We have a Latin root that goes through 1980s ‘lambada’ to the ‘baião’, samba, cumbia, and of course, the forró,” added Sant’Anna.

CONECTANDO With an impressive danceable beat, Naurêa has caught the public’s attention. Last year during the Casa Brazil event during London’s Olympic Games, the band saw the public of Brazilians Londoners and other nationals forming a sizeable crowd in the iconic courtyard of Somerset House, with many considering them “the best band on the best day of live gigs at the event”. One of the characteristic shared among all the bands coming out of Sergipe is that as the capital city Aracaju is relatively small, many band members move between different groups while maintaining their personal projects. This is also the case for Alex, who besides being part of Naurêa wotks on musical composition commissions, is currently completing his solo album and composes for the Banda dos Corações Partidos (Broken Hearts Band), a group that fuses love songs with melodrama. “Love is simple, popular and touches anyone,” explains Diane Veloso, an actress and vocalist with Banda dos Corações Partidos. Inspired by the ancient serenades of singers like Lupcínio Rodrigues and Roberto Carlos, the band uses lights and a cabaret stage design to provide an unusual atmosphere of the shows. “We work with feelings that are universal. It is not difficult to identify with us,” added Veloso. The Baggios follow and alternative path: rock, combined with the blues, made by Julio Andrade and Ga-

briel Carvalho who were one of the highlights of the last Virada Cultural Festival in São Paulo. With two albums behind them and a decade working together, The Baggios have now out grown lazy comparisons to the White Stripes and have spread their music around Brazil without forgetting their Sergipe roots. “The Internet has been a great ally in the promotion of our music, with the albums available for free download and a space for spontaneous donations, that help us play in Brazil,” said Andrade. It was also with a free download that Coutto Orchestra launched their first album ‘eletro_FUN_farra’. With four members under the leadership of Alisson Coutto, the band has delivered a good surprise in Brazil’s contemporary instrumental music. “Our influences come from various corners of the world, but always combined with elements of our own popular culture, which is very rich,” says Coutto. With both tradional instruments like accordion, wind instruments, percussion to digital technology like samplers, Coutto Orchestra brings ‘taieira’, ‘maracatu de brejão’, ‘marajada’ and forró together with the tango, the waltz, the house and many other world beats. With an overall sound and musical style that’s rooted in Sergipe, these bands have the potential, talent and sound to win over the world.

ORIGINALITY OUT OF THE AXIS By Denise Somera, from Aracaju – Sergipe

Bands from the North-Eastern State of Sergipe are surprising people around the world with their diversity, creativity and universal sounds.

Naurêa (above, by Anselmo Pereira) and Coutto Orchestra (below, by Moema Costa) are some examples of emerging music from Sergipe

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GO THERE Naurêa Coutto Orchestra The Baggios Banda dos Corações Partidos 15

Brazilian street art in London By L7m (S達o Paulo) Supported by

Brazilian street art in London

Brasil Observer #002 English version  
Brasil Observer #002 English version  

At the launch of the Sirius Programme - the British government’s plan to attract entrepreneurs - in Brazil, young entrepreneurs present inno...