ANTONIO AGUILLAR, rock promoter 1962 - 1963 - 1964

Antonio Aguilar when he turned 20 years old, on 19 October 1949.

Radio-man Antonio Aguillar was the closest Sao Paulo rock got to New York's rock pioneer Alan Freed. 

Maybe it's going a bit too far to compare him with such a luminary as Alan Freed who actually came up with the name Rock'n'roll whereas Aguillar was only a Master of Ceremony who could organize rock bands and singers in an orderly manner to be shown on TV. 

*18/10/1929 / +11/02/2024

Aguillar started his professional life working as photographer at daily 'O Estado de S.Paulo'. 

In late 1956, when he was covering vandalism perpetrated against the seats of Cine Paulista during the screening of 'Rock around the clock' (Ao balanço das horas) Aguillar was impressed by the sheer energy released in teenagers by a simple black-and-white rock movie and thought seriously about entering this brave new world where he suspected there was money, excitement and glory.

When daily 'O Estado de São Paulo', founded by a local upper-class group on 4 January 1875, opened its own station Radio Eldorado, 73 years later, on 4 January 1958, staff photographer Antonio Aguilar was scheduled to photograph all the action during the festive day. Since his childhood in the 1940s, in São José do Rio Preto-SP, Aguilar was interested in the radio industry but now he saw a real possibility to enter this magical world. Aguilar then sat for a test to become a radio announcer at Radio Eldorado, but unfortunately, was rejected by his own employer for they had a strict standard poor Antonio wouldn't conform to. 

Undaunted by the rebuff, Aguilar didn't give in. He heard Hélio Damante, the religious columnist for 'Estadão', had turned down an offer from the Catholic Diocese to manage the news department at Radio 9 de Julho, at Rua Wenceslau Braz, 79, he applied for the job. Canon Olavo Braga Scardigno, the radio station's artistic director, hired him to write news reports to be read by Joelmir Betting every hour. Soon, Aguilar was given 'Calouros 9 de Julho', a popular gong show at the station.

In 1959, radio man Paulo Rogério, a director at O.V.C., hired Aguilar to read commercials at Radio Excelsior. O.V.C. had a kid's show broadcast live from Radio Nacional paulista's  auditorium commanded by Pedro Geraldo Costa & Zita Martins, an elementary school teacher. Geraldo was about to retire and Aguilar was given the helm of the programme which was a favourite with parents and children.

On 6 December 1959, MC Jayme Moreira Filho (1913-1959) who commanded a high-rating gong show 'Aí vem o pato' (Here comes the duck) suddenly died at the age of 46. Aguilar was given the command of 'Aí vem o pato', produced by Luciano Calegari. Aguilar made a few changes in the format adding the notion of bestowing the best performers with awards which made it more popular still with Radio Nacional's listeners.  

At this point in time, Aguilar was always at the right place, at he right time. One-and-a-half years into being the MC of the gong show, he was suddenly chosen the replacement for Moreira Júnior (no relation to Jayme Moreira Filho) who commanded a rock show called 'Ritmos p'ra Juventude' (Rhythms for the Youth). Suddenly, Aguilar was on the edge of being caught by the rock craze he had first witnessed on that day back in 1956, at Cine Paulista, which had been thrashed by the pent-up angry energy stored in teenagers's hearts. 

By June 1961, Aguillar presented 'Ritmos para a juventude' at Radio Nacional paulista, from 4:00 to 5:00 pm, from Monday through Friday. Later on as teens started showing up at the radio studio during show time to see visiting recording artist, a live version would be added on Saturdays, from 3:00 to 5:00 pm, straight from the station's auditorium.

By mid-1962 Aguillar's rock show was the hottest stuff in São Paulo. He not only played discs but urged amateur young rock bands around town to play live on his Saturday radio-show. 

These sessions grew up in number and popularity until TV Paulista started broadcasting it at Channel 5. 

Soon, TV Excelsior signed Aguillar to take his rock show to the station that had become the most popular in the country. 

Radiolandia #367, 1st January 1962 - 'Ritmos para a Juventude' was #1 with teenagers in São Paulo.

Cada dia que passa, o programa dedicado à juventude sadia vai se tornando coqueluche das moças e rapazes paulistanos. E os astros comparecem espontâneamente ao programa da Radio Nacional de São Paulo para homenagear seus fãs durante a apresentação de 'Ritmos para a juventude' sob o comando do disc-jockey Antônio Aguilar, como, por exemplo, Orlando Silva, que resolveu gravar uma balada, 'Terminarei tua canção', melodia que defendeu no programa dedicado aos brotinhos. Foi, sem dúvida bem aplaudido perante o numeroso público durante o programa do 'Festival do rock'n'roll'. 

'Ritmos para a juventude' já teve os seguintes intérpretes em suas audições anteriores. Wilma Bentivegna, Roberto Vidal, Jairo Aguiar, George Freedman, Demétrius, Tony Campello, José Otoni, Marco Aurélio, Edith Veiga, Martha Mendonça, Bobby de Carlo, Joe Primo, Franquito, Zenaide Xavier, Francisco Carlos e muitos virão no decorrer do tempo, enquanto perdurar o programa que a brotolândia exige.

 

Outra atração semanal do programa é o casal de bailarinos Bolão & Bolinha, ele com 100 kg e ela com 87 kg mas que dançam o rock'n'roll maravilhosamente e fazem a assistência vibrar de alegria. Breve será efetuada a entrega de troféus e medalhas aos melhores bailarinos que concorrem à final do concurso de rock'n'roll. 

'Cinelândia' no.233, 1962. 

The Jordans play at 'Ritmos para a Juventude' on TV Paulista, channel 5. 

Radiolandia #373, 15 March 1962.

By March 1962, Aguillar and his 'Ritmos para a Juventude' at Radio Nacional Paulista had become so popular he made a splash organizing a big celebration at Club Atletico Silvicultura at far-away Horto Florestal. The only way to reach the country-club was through the railway Estrada de Ferro Cantareira but that didn't prevent a small crowd of 2,500 people of reaching the place to see their favourite singers and performers. As not all the performers were rock'n'rollers Aguillar adapted the name of the party to 'Festival de Todos os Ritmos' (All rhythms festival) and presented each participant with a 'Ritmos para a Juventude' trophy.

Celly Campello - best rock female singer

Hamilton di Giorgio - best international song-writer & singer
Ronnie Cord - best rock male singer
Maria Regina - the smallest singer in the world
Sergio Murilo - international revelation

Sergio Reis - 'Será' (Chantecler)
The Jet Blacks - best instrumental rock band
The Jordans - revelation instrumental rock band
Carlos Gonzaga - 'O twist' (The twist) (RCA)

Carlos Ely - 'Cinderela' (RCA Camden)
Wilson Miranda (Chantecler) as TV revelation
Bobby de Carlo - 'Hey, Lili' (Lilly Lou) (Odeon)
Tony Campello - Querida Susie' (Susie darling) (Odeon)

Fernando Costa - 'Amor em cha cha cha' (Columbia)
George Freedman - 'Adivinhão' (RGE)
Mario Augusto - 'Amor de Terezinha' (Copacabana)
Baby Santiago - for penning 'Rock do sacy' & 'Adivinhão'

Ilze Aparecida (future Cidinha Santos) - 'Brotinho do rock' (California)
Cidinha - '24 mil desejos' (24 mila baci) (Mocambo)

Radiolândia #373, 15 March 1962.

Non-rock acts invited to the great bash were disparate acts with nothing to do with rock'n'roll. The only requirement to get into that select list was the Act needed to have recorded at least one 78 rpm single and performed on TV at least once in his/her life. Some of those acts were actually huge in their milieu like Leila Silva, who had topped the charts with both guaranias & samba; Martha Mendonça, who had just had a national Number One with 'Tu sabes', a beautiful bolero richly orchestrated by Elcio Alvarez at Chantecler; Creusa Cunha, whose 'Lembrança' (Un recuerdo), a cover of a Mexican bolero had just reached #1 a few weeks before; Silvana, who in partnership with Rinaldo Calheiros were constantly charting tangos and guaranias; Miltinho, who could swing a samba like nobody as well a torch song like few; Nilton Cesar sang boleros or ballads and sometimes could also rock a little. The others acts had been in the charts either in 1962, 1961 or 1960.   

Leila Silva - best TV female singer

Franquito - music & films revelation (a Brazilian-Paraguayan who was inspired by Joselito)
Martha Mendonça - 'Tu sabes' (Chantecler)

Miltinho - best contemporary male singer
Creusa Cunha - 'Lembrança' (Un recuerdo) (Copacabana)

Archimedes Messina for his work as a radio man and singer
Silvana - 'Amor, fonte da vida' (Copacabana)
Carlos Nobre - 'Amor em serenata' (RCA)
Nerino Silva - 'Minha sogra' (Chantecler)
Agnaldo Rayol for 'Não pode ser' (Copacabana)
Roberto Vidal - 'Maria Helena' (RCA Camden)

Fernando José - 'Diner' (RGE) 

Renato Guimarães - 'Poema' (Chantecler)
Nilton Cesar - for a Carnaval hit  
Wilson Roberto - for a Carnaval hit

Radiolândia, a Rio de Janeiro show-business oriented magazine says in its issue of 15 June 1962, Antonio Aguilar, a DJ working for Radio Nacional Paulista has revolutionized São Paulo radio-waves with 'Rhythms for the Young', a 1-hour-long rock show which is broadcast every week day at 4:00 pm. Aguilar started his radio-show in June 1961. 

As many rock bands from São Paulo's suburbs started showing up at Radio Nacional's studios asking for a chance to play, Aguilar thought it might be a good idea to have a special live show once a week at Nacional's Auditorium, at Rua Sebastião Pereira. That's how the whole thing took off. Saturday afternoon from 3:00 to 5:00 pm 'Rhythms for the Young' was such a sucess that TV Paulista started broadcasting it. 

On top of the Saturday afternoon stravaganza, TV Paulista recorded it and showed it on Wednesdays and Fridays at 6:30 pm just before the Brazilian government official hour 'A Voz do Brasil' at 7:00 pm. 

Radiolandia #379, 1st June 1962.

Radiolandia #379 - 1st June 1962.

'Radiolandia' #382 - 1st August 1962.

Radiolândia #382, 1st August 1962. 

15 September 1962, Radiolândia #385;  'Ritmos para a Juventude' crosses over to TV Paulista, channel 5. 

15 September 1962, Radiolândia #385; Antonio Aguilar honours Neil Sedaka at 'Ritmos para a Juventude' on Channel 5. 

1st October 1962; Radiolândia #387;  Theotonio Pavão says 'Ritmos para a juventude' turned 1 year old on 30 September 1962, and had a bash at Cine Piratininga, one of the largest in town. 

1st March 1963, Radiolândia #396; Theotonio Pavão tells all about Aguillar's big event at huge Cine Nacional, in Lapa, on 17 February 1963.

27 July 1963; Antonio Aguilar weds Marly Bucci at the Catholic church Santo Antonio do Pary.

columnist Theotonio Pavão at Radiolandia, 1st August 1963.

DJ Carlos Alberto Lopes left Radio America (Estudio V) to Radio Record.

Radiolandia, 1st October 1963; more than 3,000 people swarmed at the doors of Channel 9 on Rua Nestor Pestana to see Antonio Aguillar rock-show. 

Antonio Aguillar TV rock-show at TV Excelsior on Tuesdays & Fridays from 12:00 noon to 1:00 pm; on Sundays 'Festival de Gala da Juventude' from 6:00 to 7:00 pm.

Radiolandia, 1st October 1963. Albert Pavão accompanied by The Clevers, disguised as Chinese peasants at Antonio Aguillar rock-show on TV Excelsior, Channel 9.

a young Antonio Aguillar working as a photographer for 'O Estado de S.Paulo'; Radiolandia #345, 1st February 1961 says Aguillar had just been signed by Organização Victor Costa to organize their audio-visual department. 

Ademar Dutra took over Aguillar's place at TV Paulista, Channel 5, when the latter was signed by TV Excelsior, Channel 9 - Radiolandia, 1st October 1963. Ademarzinho as he was known presents Elvis Presley's 'Louras, morenas e ruivas' sound-track album of 'It happened at the World's Fair' released in the USA on 3rd April 1963. 

Ademarzinho Dutra presents 'Clubinho das 5' at TV Paulista, channel 5 - 15 October 1963.

'Radiolândia' no.410, 1963. 

1962 & 1963

1962 e 1963 foram anos de transição e consolidação do rock'n'roll como maneira de expressão da juventude brasileira, principalmente com o surgimento de novíssimos conjuntos instrumentais a começar por The Jet Blacks, The Jordans e The Clevers. 

Ao mesmo tempo, o bolero, as versões de músicas estrangeiras e até o tango ainda imperavam na Parada de Sucesso. 

TV Excelsior, inaugurada em 1960, se consolidava como a mais popular do país... uma verdadeira revolução nos meios de comunicação. Vivíamos tempos de mudança no vídeo.

revista Melodias sobre os maiorais recebendo os troféus do programa do Antonio Aguillar, no Cine Nacional, na Lapa.

'Quanto Setembro vier' (Come September) fazia sucesso entre os adolescentes...

Tommy Standen gravou 'Regina' de Serafim da Costa Almeida para a gravadora Albatróz - 'Diário da Noite', 2 Outubro 1963.

By  May 1964, Aguillar was 'poached' by TV Record to do his rock-show at Teatro Record that was something akin to Paris Olympia in the 50s & 60s. This was his 1st Saturday rock show at Teatro Record which would be recorded on video-tape and shown on Sunday at 1:00 pm. 

Antonio Aguilar who had always been his own man at TV Paulista and TV Excelsior had to swallow Eliana Pittman as a co-presenter who was imposed by the TV management. Fred Jorge at Aguilar's right was the programme producer. Folk dancer and singer Orlando Alvarado wears a white suit and The Vikings brothers are on the extreme right. 

Eliana Pittman, Marcos Roberto disguised as Napoleon and Antonio Aguilar at 'Reino da Juventude' first broadcast. 

Ronnie Cord was at the peak of his popularity in May 1964. He'd started in late 1960 covering Bryan Hyland's 'Itsy bitsy teenie mini yellow polka-dot bikini' and then in early 1964 he went #1 again with 'Rua Augusta' to be followed later by another cover of 'Itsy bitsy...' this time sung in Portuguese 'Biquini de bolinha amarelinha'... Little did Ronnie know he would lose his crown and scepter as the Brazilian King of Rock'n'roll to Roberto Carlos in another 18 months. 

# 85, August 1964 - monthly magazine 'Melodias' published more photos of Antonio Aguilar's 'Reino da Juventude' 1st programme at TV Record, Channel 7. It took 3 months for this article to be published at 'Melodias'... 

Revista Melodias, August 1964, shows Antonio Aguilar visiting his wife Marly Bucci Aguilar  to meet their daughter Shirley Bucci Aguilar at the maternity. 

Roberto Carlos is welcomed by Antonio Aguilar at his 'Reino da Juventude' at Teatro Record in May 1964. The Clevers' Risonho (lead-guitar), Netinho on drums & Mingo (rhythm-guitar) are seen in the background. Little did Roberto Carlos know he would become a big star on this very stage in 18 months.

Aguilar leads Rita Pavone by the hand while she sings 'Datemi un martello' accompanied by The Clevers at his Saturday-afternoon TV show 'Reino da Juventude' on TV Record, Channel 7, on 20 June 1964. Rita actually broke her written contratct that forbade her to sing anywhere else but her own recitals on Teatro Record.