2023–2024: Acting debut and Funk Generation
On 20 January, Anitta won the "Best Global Act" award at the All Africa Music Awards, the largest award ceremony in the African continent. This achievement made her the first Latin artist to receive this honor. On 23 January, Anitta received 6 nominations at Lo Nuestro Awards, one of the most important Latin music awards. Furthermore, Anitta also became an ambassador for Lay's on 17 January, one of the most well-known snack brands in the world. She starred in a post-Super Bowl TV spot for the "Beat of Joy" campaign, which featured a remix of the song "Envolver" recorded in a studio powered by electricity from more than 6,000 potatoes. This campaign set a Guinness World Record.
On 25 February, after the official end of the 2023 Carnival, Anitta held a gathering of more than 1 million people in her street parade, "Bloco da Anitta" at 7 a.m. in Rio de Janeiro.
On 2 March, Anitta was elected by Variety magazine as the seventh most impactful international woman of 2023, being the only Brazilian artist on the list. On 8 March, Anitta was once again highlighted by international media, being elected by Bloomberg Línea as one of the women with the most impact in 2023, alongside names like Shakira, Karol G and others. This honor reinforces the relevance and commitment of the artist to themes such as female empowerment and diversity, as well as highlighting her artistic talent. On 9 March, she was confirmed as part of the cast of the seventh season of the popular Spanish Netflix series, Élite. On 12 March, Anitta and Jão released their first collaboration, "Pilantra", which debuted at the top of all streaming platforms in Brazil, occupying the 1st position in iTunes, YouTube, Apple Music and the 4th position on Spotify Brazil and the 28th position in Portugal. The song also achieved the highest debut of a pop song on the Spotify Brazil Charts in 2023, with 1,162,003 streams. With this, Anitta reached her 34th entry in the top 5 most listened-to songs in Brazil. On 13 March, the singer received two nominations at the Latin American Music Awards.
On 4 April 2023, Anitta terminated her contracts with Warner Music Group. On 20 April, the Variety reported that the Brazilian singer has signed a contract with Republic Records in partnership with Universal Music Latin Entertainment. On 1 May, the singer attended her third Met Gala, representing the brand Marc Jacobs, and according to data from Sprinklr, Anitta was the third most mentioned celebrity during the red carpet. On 25 May, the Brazilian singer joined forces with Spanish singer RVFV and Italian singer and rapper Sfera Ebbasta to release the bilingual song, in Spanish and Italian, "Capitán". This is Anitta's third song singing in Italian.
On 10 June, Anitta became the first artist from South America to perform at the UEFA Champions League Final Kick Off Show by Pepsi. The singer took the stage at the Atatürk Olympic Stadium in Istanbul, Turkey, in front of more than 71,412 supporters and an audience of over 700 million people, surpassing the global viewership of the Super Bowl halftime show. During her performance, she showcased the song "Envolver" and debuted the first single, titled "Funk Rave", from her sixth studio album, which also marks her debut on Republic Records. On 14 June, Variety reported that Anitta parted ways with her longtime manager, Brandon Silverstein, the founder/CEO of S10 Entertainment. Then, on 16 June, Variety announced that Rebeca León, founder/CEO of Lionfish Entertainment and former manager of J Balvin and Rosalía, became Anitta's new manager. On 22 June, the singer released the first lead single, "Funk Rave", from her upcoming album under Republic Records. The track debuted, allowing Anitta to extend her record as the artist with the highest number of songs at number one on Apple Music and iTunes in Brazil, making "Funk Rave" her 29th and 88th song, respectively, to achieve this feat. In Spotify Brazil, it debuted in the top 5, becoming the artist's 35th song to reach that position, maintaining her record as the artist with the most songs to enter the top 5 on Spotify Brazil. The release garnered a debut of 2,110,515 unfiltered streams on Spotify and reached the No. 85 position on the global Spotify chart, keeping the singer as the Brazilian artist with the highest debut on Spotify Global for the seventh consecutive year. The music video also premiered on the YouTube trending charts in several countries. On 17 August, Anitta released a "bumper," comprising three singles from her upcoming studio album (Funk Rave, Casi Casi and Used to Be). The project is titled "Funk Generation: A Favela Love Story".
On 12 September, Anitta won the Best Latin category at the Vmas for the second consecutive year, with Brazilian Funk, "Funk Rave", establishing herself as the only female Latin artist to receive this honor, as well as the only artist to win with a solo song. In addition to performing songs from her "Funk Generation: A Favela Love Story" project, and a snippet of her upcoming song, "Grip", the singer took to the main stage once again to perform alongside the South Korean group Tomorrow X Together in their live debut for "Back for More", the artist's first collaboration with K-pop music.
With "Back for More" Anitta extended her record as a Brazilian artist with the biggest peak on the MelOn and Bugs! charts, the biggest music platforms in South Korea. The singer also debuted with the song in the top 10 on the biggest streaming platform in China, QQ Music. The artist also entered the official charts in Indonesia, South Korea, China and the United Kingdom for the first time in her career, being the first artist from Brazil to achieve this feat. The song also reached the top of iTunes Global and European iTunes. The singer became the first Latin artist in history to reach No. 1 on the APMA Charts (Overseas) with "Back for More", a ranking for the one of China's biggest awards, the Asian Pop Music Awards, she was the first Latin artist in history to be nominated for this award in "Best Collaboration" and "Best Producer". Anitta also became the first Latin artist to win one of China's biggest awards, the China Year End Awards in the "Best Selling Latin Single" category with "Back for More".
On 23 September, Anitta was one of the headliners at the Global Citizen Festival in New York City, performing for more than 60 thousand people in Central Park. On 20 October, Anitta debuted as an actress in the Spanish Netflix series, Elite. The series debuted in the top 10 globally and in 40 countries on Netflix.
On 5 November, Anitta won for the second consecutive year in the "Best Latin" category at the Europe Music Awards. Making the singer the most awarded artist in this category. On 25 November, the singer was the headliner of the biggest music festival in Colombia, Megaland Music Fest, performing for more than 40 thousand people. On 2 December, the singer was one of the headliners at the Mega Bash 2023 festival in New Jersey.
On 7 December, the Mexican singer Peso Pluma and Anitta released the song "Bellakeo", the song reached the top 10 of Spotify Global and entered the top 50 of all Latin American countries and the United States, in addition to entering the global top 50 on Apple Music and iTunes. With the song Anitta reached the top of Brazilian music streaming platforms, extending the singer's record as the artist with the most No. 1 on these streaming services. The song also debuted simultaneously on Spotify's viral songs chart in 50 countries. In addition to extending Anitta's third entry on the Hot 100, which made the singer the Brazilian woman, and the third overall, with the most entries in the history of the Billboard Hot 100. In addition to extending the record for the fifth consecutive year for a Brazilian artist with the biggest peak on Spotify globally. On 10 December, Anitta performed at TikTok in the Mix 2023, the first edition of the platform's music festival, in Arizona. The festival was broadcast worldwide and broke the record for the most watched live with more than 33.5 million viewers and a crowd of 17 thousand people. On 28 December, the singer was the headliner at the Virada Salvador Festival, performing in front of more than 200 thousand people.
On 6 January 2024, the singer started her carnival tour in 10 Brazilian cities. With all dates sold out, the tour set a record for summer revenue in Brazil, with a profit of over 30 million reais. On 17 February, Anitta closed the Brazilian Carnival, hosting a street block party for over 1 million people in the morning and performing at the opening show of the "Desfile das Campeãs" in honor of the 40 years of the Marquês de Sapucaí. On 22 February, Anitta performed twice at the Premios Lo Nuestro, being the most talked-about artist of the edition on social media. On 28 February, the singer performed at the largest festival in Latin America, Viña del Mar in Chile. She closed the night and became the most talked-about artist on all social media platforms. She received the award for the Most Popular Artist of the edition and the Silver Seagull. The singer was supposed to receive the Golden Seagull, but due to a miscommunication between the event organization and the singer's team, she left the stage before "El Monstruo" could present the award to her.
Anitta and Peso Pluma performed "Bellakeo" on the main stage at Coachella 2024 during the second weekend. On 26 April, the singer released her sixth studio album, Funk Generation, her first under her new label Republic Records. All the songs from the album debuted in the Top 50 on Spotify Brazil, marking the second album by the artist to achieve this. Funk Generation charted on Apple Music in over 65 countries, making it the Brazilian album with the widest global reach. Within just three days, the album accumulated 26 million streams on Spotify Brazil, setting a record for the biggest weekly debut by a Brazilian album on the platform in 2024. Globally, the album debuted at second place on Spotify Global within four days, with notable debuts in the United States (8th place) and the United Kingdom (9th place). Anitta broke her own record by becoming the first artist to have 100 songs reach number one on iTunes Brazil. The singer also extended her record as the artist with the most songs entering the top 10 on Spotify Brazil, with a total of 49 songs achieving this feat. Additionally, Funk Generation achieved the biggest debut for a Brazilian album on the charts in Portugal.
On 2 May, Anitta was honored alongside Shonda Rhimes, Amy Schumer, and Mariska Hargitay at the Variety's Power of Women event, in recognition of her contribution to the music world and for representing the CUFA (Central Única das Favelas). On the same day, Anitta spoke as one of the delegates at Global Citizen Now. On 4 May, the singer made history as the final guest judge at the ballroom, featured in the song "Vogue", during the grand finale of Madonna's The Celebration Tour, the largest solo artist concert ever held. The event took place in Copacabana, gathering over 1.6 million people. On 18 May, the singer began her first entirely international tour to promote her sixth studio album, Funk Generation: Baile Funk Experience. The tour started in Mexico and will visit the United States, Canada, Colombia, Peru, Chile, Argentina, Germany, the Netherlands, England, France, Italy, and will end in Spain. On 24 May, Anitta appeared as a guest judge on the third episode of the ninth season of RuPaul's Drag Race All Stars, with the song "Banana" featuring Becky G being the Lip sync song.
On 25 July, Anitta received an honor at the Premios Juventud for being an activist in the defense of LGBTQIA+ rights, as well as being a defender of humanitarian causes and the protection of the Amazon rainforest. She is also an exponent of Brazilian pop and funk to the rest of the world. The singer was nominated in three categories at the 2024 MTV Video Music Awards, making her the most nominated Latin woman. She received two nominations for Best Latin for her songs "Bellakeo" and "Mil Veces", and one nomination for Best Editing for "Mil Veces".
On 6 September, Anitta performed during the halftime show of the NFL Kickoff Game for the 2024 regular season, the first ever held in South America. The singer took the stage for an audience of over 55,000 at the Neo Química Arena in São Paulo, with all tickets sold out. The performance occurred during the game between the Philadelphia Eagles and the Green Bay Packers, marking the first time in history that a Week 1 NFL game was held outside the United States. On 7 September, the singer made a surprise appearance at The Weeknd's São Paulo Concert, held at Morumbi Stadium in São Paulo. The two artists performed together the song "São Paulo", from the singer-songwriter's album, Hurry Up Tomorrow, a collaboration with her. Anitta won the Best Latin award at the MTV Video Music Awards for the third consecutive year, with her song "Mil Veces", becoming the Latin female artist with the most awards overall. With this achievement, she tied with J Balvin, both now holding the record for the most Latin wins at the awards. Additionally, Anitta performed at the ceremony for the fourth consecutive year, delivering performances of the songs "Paradise" with Fat Joe and DJ Khaled, "Alegría" with Tiago PZK, and "Savage Funk". On 12 September, Anitta was nominated for the Billboard Latin Music Awards in the Hot Latin Songs Artist of the Year, Female category. On 17 September, the singer received two Latin Grammy nominations: one in the Best Portuguese Language Urban Performance category for the song "Joga pra Lua," in collaboration with Pedro Sampaio, and another for Record of the Year with the song "Mil Vezes". Additionally, with the song "La Tóxica", in partnership with Mexican singer Alejandro Fernández, Anitta set a record by becoming the first Brazilian to top the Billboard Regional Mexican Airplay chart, after the song accumulated 6.3 million impressions on U.S. radio during the week of 6 to 12 September, earning the title of "Biggest Gainer" of the week. Anitta also stood out as the tenth solo female artist to reach the top of the chart, and as the fifth solo artist outside the regional Mexican genre to achieve this number one position.
On 30 October, Anitta and The Weeknd released the collaboration "São Paulo", a Brazilian funk track. The song debuted in the top 10 on Spotify Global, setting a new record for Anitta as the Brazilian artist with the most chart entries across multiple countries, appearing in 71 nations. "São Paulo" also achieved the biggest debut for a Brazilian act in Spotify Global history and became the largest debut by a Latin artist in 2024, surpassing Bad Bunny. This release marked the third consecutive year Anitta secured a spot in Spotify's global top 10.
At 67th Annual Grammy Awards, Funk Generation was nominated for Best Latin Pop Album, becoming the first funk album in history to be nominated for a Grammy.
On 3 December 2024, Anitta was honored with the Vanguard Trophy at the Multishow Brazilian Music Awards, the biggest music award in Brazil, in recognition of her impact and contribution to Brazilian and international music. This newly introduced category highlighted her status as the most prominent Brazilian artist on the global stage. With this achievement, Anitta also became the most awarded artist in the history of the event and the most nominated. On 31 December 2024, Anitta headlined the New Year's Eve in Copacabana, which gathered over 2.6 million people.
