IT’S TIME FOR MUSIC TO BECOME THE VOICE OF CHANGE AGAIN!
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In each episode, two iconic guitar players—an established icon and a younger artist—will meet in a musically powerful city somewhere in the world. We will follow them through personal conversations, symbolic places, never-before-seen footage, and unique musical experiences.
As our guests interact, they will open themselves to the social realities that shaped them: racism, gender struggles, class, migration, and the constant fight for dignity. Their stories are not just about musicians, but about the political forces driving societies forward.
Raised on the legacy of rebels of old, today’s guitar players are aligning their voices and experiences to illuminate the urgent matters of our days. Together, they offer unexpected and crucial insights into how art, politics, and personal survival can converge.
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“Guitars are back, baby!” was the title of a 2020 New York Times article announcing a new guitar era.
Since then, they only grew stronger!
Across continents, mainstream artists are once again turning to guitars—not only to compose and perform, but also to represent their public identities. From Harry Styles to Olivia Rodrigo, from Rosalía to Liniker, artists proudly carry their instruments while addressing issues that were once off-limits to the pop mainstream.
The new generations of politically conscious artists—Gary Clark Jr., Phoebe Bridgers, Gabriella Wilson, and many more—show that guitars are no longer bound by genre or geography. Even hip hop and pop figures like Post Malone and Ren Gill have contributed to reshaping guitars as global cultural symbols.
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Our guests begin by visiting one another, allowing the audience to experience their perspectives firsthand. Onscreen, they will be portrayed as real people with insecurities, random thoughts, and quirks.
Through these shared journeys, we uncover the hidden stories behind their lives, their instruments, and their art—linking these narratives to specific cities and historical contexts.
Each episode unfolds across three main locations, with the possibility of additional spaces and collaborators joining the final presentation:
A personal location, such as a home, studio, or place of intimate meaning.
A public location, where they walk freely, interacting unscripted with the people of that city.
A musical location, where creation and performance come alive: a stage, a rehearsal room, an art gallery, or even a subway platform.
It is in these encounters—personal, public, and musical—that the truth of The Loudest Strings emerges.
The Team
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Roger Leao - Creator
Roger is a Multi-Grammy nominated, MTv Hymn of the year, Cannes, One Show, Clio & Lia awarded Music Producer. In advertising industry, he worked with some of the worlds most important bands and agencies, while in the music industry his productions reached more than 200.000.000 plays both on Spotify as on Youtube.
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Joao Papa - co-Creator/Director
Joao papa has been directing films, tv commercials, and music videos since 2010. For his work with Brazilian pop star Anitta, he received a “Best Video Clip” award, and their work together sums up almost a billion views on YouTube.
His advertising works won every major award including a few Cannes lions statues. -
Joao Wainer - Director
João Wainer is a Brazilian filmmaker, photographer, and journalist whose work centers on social justice narratives. Over a three-decade career, he has helped reshape visual journalism in Brazil through documentaries like JUNHO – The Month That Shook Brazil and PIXO, as well as music videos, scripted films for Netflix, and series for HBO, Globonews, UFC Fight Pass, and Spotify. His work has earned many accolades, including the first American VMA ever awarded to a Brazilian director, in 2023.
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Alexandre Romano - Art Director
As Head of Design at TV Globo for 25 years, Alexandre has been instrumental in redefining the network's visual identity.
Romano's leadership contributed to Globo's widespread recognition, but his influence extends beyond his role at Globo. He is a prominent figure in the Brazilian creative community, and his work has become a benchmark for excellence, setting new standards for audiovisual art direction in Brazil.
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Yvette Young - co-Writer
Described as one of the contemporary guitarists taking the instrument to the next level, Yvette Young is the guitarist and writer for the band Covet. She grew up classically trained in piano and violin and taught herself guitar while in the hospital. She became a Fine Artist before transitioning to a full-time musician, and achieved massive success with both critics and the public. Due to her own personal experiences, she is a huge advocate for music as a source of therapy and as a way to build self esteem and find a voice.”
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Vernon Reid - co-Writer
Vernon is the guitarrist, founder and primary songwriter of the rock band Living Colour. In 1985, Reid co-founded the Black Rock Coalition with journalist Greg Tate and producer Konda Mason. Reid was named No. 66 on Rolling Stone magazine's Greatest Guitarists of All Time list.
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Lee Ranaldo - co-Producer
Number 33 on Rolling Stones "Greatest Guitarists of All Time" list, Lee Ranaldo, co-Founder and guitar player from Sonic Youth, reached fame during the everlasting 80’s and 90’s. Lee is also a painter and writer with several published works. He has influenced generations of rock, indie and shoegaze artists.