By Paulo Maia
Rúbia Custodio, from Campinas, São Paulo, carries in her voice the country music that shaped her childhood and molded her identity. In her journey, she transformed her passion for music into a profession and found in digital platforms the stage she always sought.
It was at the age of seven that Rúbia discovered the power of her own voice in the church choir she attended with her family. It was the parish priest who noticed, or rather, listened with sensitivity to a voice that stood out from the others. Encouraged by him, Rúbia participated in church activities until she was 19, learning discipline and discovering that singing was her talent and, more than anything, her vocation. Family parties, always filled with country songs and classics, were her affective school. Also encouraged by the priest, she began singing at weddings and parties, receiving her first fees and realizing that music could also be a way of life.
After the age of 19, Rúbia pursued a career in administration, seeking stability. She was accepted into Physical Education at PUC Campinas, but chose the security of a permanent job. At 20, she became pregnant with her first daughter and decided to dedicate herself to motherhood. Later, during the pandemic, she balanced the birth of her second child with her work in marketing, from home.
The turning point came in 2022 when a layoff at the marketing company opened up space for a fresh start. Still somewhat undecided about what she would do after her job ended, Rúbia began posting videos of her performances as a way to vent and ended up finding a real opportunity to make a living from music on TikTok. Inspired by other streamers who turned live streams into a livelihood, she invested in equipment and decided to offer the public not just broadcasts, but real shows.
With daily live streams, twice a day during the week and on Sundays, Rúbia has built a loyal community of over 42,000 followers. Her repertoire is a dive into the 90s and traditional country music, with references such as Chitãozinho & Xororó and Teodoro & Sampaio. The interaction with the audience is intense, and song requests become moments of connection. In a recent live stream, more than 24,000 people gathered to hear her voice — proof that country music is still alive and thriving.
Rúbia has also tried composing songs, inspired by Marília Mendonça and the desire to tell stories that touch hearts. She has already presented some of her original songs in her live streams and plans to officially record her compositions. In addition, she wants to expand her role as a mentor to other singers and explore country music in English, taking her voice to international audiences.
Her husband, Felipe, is her biggest supporter. As a businessman, he helps organize the household and children’s routine so that Rúbia can dedicate herself to the broadcasts. Cecilia and Caio, her children, grow up surrounded by music and already show an interest in singing, perhaps perpetuating a family tradition.
In addition to live streams on TikTok, Rúbia acts as a mentor for new talents who also dream of making a living from music on the platform. Combining her experience and technique, Rúbia presents the opportunities they can explore on the platform. For her, this task is also encouraging and a great challenge in discovering talents that may be dormant, but ready to flourish and touch the sensitivity of many more people.
Rúbia’s story shows that life can present opportunities where talent and dedication take advantage of spaces and can bring great results. Her passion and the intensity of her interpretations show that the voice can be a bridge between the past and the future.
From the church choir to live streams that bring together thousands, Rúbia shows that sertanejo music is, beyond a musical style, about ties to her roots, family affection, emotion, and destiny.
Follow Rúbia Custodio:
Instagram: @avozderubiaa | TikTok: @avozderubia
