São Paulo, April 2026 – Luísa Sonza began a new artistic phase marked by the release of the single “Telefone”. And if there’s one certainty in the singer’s career, it’s that new music is synonymous with iconic choreographies that spare no physical effort, especially from the fans’ knees. So much so that Luísa herself adopted the command “Put on your knee pads now” as her new tagline for the album Brutal Paraíso, released on April 7th, transforming the protective accessory into the official symbol of this new phase.
Keeping an eye on the “Luísa Sonza Effect,” as this behavior that has become a recurring topic on social media and is part of fan culture is called, Euphoria Creative developed an ultra-limited edition of official knee pads for Amazon Music. An item that goes beyond the meme and becomes a real object, designed for a single purpose: to ensure that no one needs to stop dancing. After all, the more people dance, the more it means they’re pressing play on the music.
“When a conversation turns into a recurring joke among fans, it stops being just a comment and becomes culture. The idea was to take advantage of this movement to generate cultural relevance within Luísa’s universe and position Amazon Music as a culturally relevant brand at this moment. In the end, it’s not just about talking about music, it’s about what happens because of it. And protecting the knee is, in practice, encouraging people to press play,” says Marcelo Rizério, co-founder and CCO of Euphoria Creative.
Getting into the spirit of things, Amazon Music will be gifting some fans with an autographed and exclusive knee brace, designed as a collector’s item and preparing the public for the intensity of the artist’s new era. Amazon will send 10 exclusive knee braces: 1 to Luísa, 3 to Central Luísa Sonza, and 6 to a squad of dance influencers.
In addition, the campaign will also feature a squad of influencers to amplify the conversation on social media, with activations on Amazon Music Brazil’s Instagram and TikTok accounts (@amazonmusicbr).
