
Paola Wescher began her career in Brazil more than 25 years ago, first helping to put the city of her birth, Curitiba, in the cultural spotlight, bringing independent music and fostering the music scene. She established herself as a promoter and creator of festivals. In São Paulo, created a brand called Popload and opened up a new niche market in the country. During this time, she created, promoted and was responsible for programming several festivals in Brazil, including the first major Latin American festival focused on diversity, identity and female empowerment.
In Portugal, Paola is the director of booking of Last Tour PT and besides programming and booking for festivals like Cala Mijas, Meo Kalorama and Kalorama Madrid and Bilbao BBK, she’s also promoting small, medium and large concerts like: Taylor Swift, Nick Cave, Cigarettes After Sex, BadbadnotGood, L’Imperatrice, Peter Cat Recording Co., The Clockworks, just to name a few.
Recently, she created a new company in Brazil called Latina, which develops multicultural projects with a focus on education and social inclusion.