“Não precisa morrer pra ver Deus”:

uma análise das relações sociais que constituem o projeto #existeamor de Milton Nascimento e Criolo

Abstract

This article presents an analysis of the #existeamor project, led by the musicians Milton Nascimento and Criolo. It is a multifaceted platform launched during the Covid-19 pandemic, which includes an EP, two videos and a virtual donation initiative to institutions that serve people in situations of social vulnerability. While the user is browsing #existeamor, it is clear that the product has been assembled in a way that feeds back throughout its design and execution process. In addition, it also uses the rituals of sacredness and the experience of suspending the ordinary for engagement and recognition of its originality, in addition to the charism converted into materiality. The objective of this work is to understand the symbolic gains of the artists by giving art a role as an awareness tool within the #existeamor project, considering for this purpose the mobilization that involves this two protagonist musicians and their respective teams and the effects of this sum of powers.