What happens when a media executive walks away from the world of celebrity and spotlights?
César Couto Ferreira, the former MTV and Vice Media powerhouse, traded backstage passes with global icons like Madonna and Coldplay for a mission with more depth. After launching media empires across Europe and Brazil, he realized that glitz alone wasn’t enough—he wanted impact. Now, he’s bringing his creative and business savvy to olio.is and Streamhub, shaping the future of media with a blend of vision, strategy, and just the right amount of rockstar energy.
Key Highlights of Our Interview:
MTV: From a Dream to Daily Life
“Watching MTV as a kid, I thought, ‘That’s the dream.’ By 2003, I was living it. From Portugal to London, I went from fan to colleague—working with my idols and hanging out with heroes.”
A Front-Row Seat to Media Transformation
“From analog to digital, concerts to streaming, I’ve been at the frontline of media’s biggest shift. And yes, I saw REM’s last concert—jealous yet? Launching MTV Portugal, mentoring MTV Base Africa, bringing MTV Italy and Greece to life—it was a whirlwind of concerts, launches, and 1 billion viewers streaming the EMAs from Lisbon.”
The Dark Side of the Spotlight
“Being immersed in the industry, I witnessed its pitfalls. Amy Winehouse, a radiant talent, was in the wrong hands. Seeing how brilliance was overshadowed by exploitation made me question the industry’s priorities. When Amy died, it wasn’t just a loss; it was a wake-up call. I couldn’t be part of a system that profits from pain. That day, I knew—I needed to change the game.”
A Quest for a Better Industry
“Creativity deserves care, not exploitation. That realization sparked a mission to create spaces where artistry thrives without the shadows of industry’s darker sides.”
Designing Society, One Summit at a Time
“As a self-proclaimed ‘designer for society,’ I worked with governments and innovators to connect tourism and tech. The Web Summit is proof that big ideas and small countries can make magic.”
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Host: Vince Chan | Guest: Cesar Couto Ferreira
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