Carolina Souza Cruz
Whether it’s a novel, a short film, a song, or a scene, my work is all about storytelling. Inspired by the surrealist films of Buñuel, the provocative self-portraits of Cindy Sherman, and the whimsical writing of Boris Vian and Leonora Carrington, I began exploring creative expression through writing, photography, and video. My fictional persona, Groovy Loff, became my first vehicle for this exploration, narrating short stories and creating self-portraits that merged words with atmosphere.
My relationship with music began when I was just six years old. The first song I remember was Kraftwerk’s "The Robots" from the iconic Man Machine album, a sound that deeply influenced me. I inherited a treasure trove of records from my grandmother's modeling agency—everything from the Pet Shop Boys to Johnny Cash—giving me an eclectic sonic foundation. My mother, a passionate Brazilian romantic, introduced me to the vibrant sounds of Marisa Monte, Daniela Mercury, and Olodum, instilling a love of Brazilian music that blends into my work today.
I released my first EP Swipe Right—an electroclash project based on failed romance stories. What started as a playful experiment went viral on Spotify Brazil, catching the attention of Vice Magazine and generating buzz that I never expected. My follow-up tracks, like the fashion-forward My Diet Prada, were featured in Indie Berlin Republic and other publications, earning a solid footing in the indie music scene.
Following this success, I moved to Rio de Janeiro and co-founded Waw Visual Records with the help of Sony Brasil, where I served as Creative Director and A&R. I signed and developed female artists, working closely on their music and video productions. Collaborating with major Brazilian artists as a songwriter, I co-wrote tracks with over 20 million plays on YouTube.
What's Next?
After a two-year hiatus from releasing my own music, I’ve returned to the studio as Groovy Loff, exploring new sounds and exciting collaborations that will be released soon.
You can find some of my visual and written works as well on the 'self-portraits' page.
Currently, I’m also the Head of Music at Pilot Magazine. For more info on my latest work, check the mag here.
Looking forward to sharing more with you.
Carolina S Souza Cruz