The Man Who Changed the Rhythm of the World

What do “Thriller,” by Michael Jackson, “La Isla Bonita,” by Madonna, “All Night Long,” by Lionel Ritchie, “We are the World,” by USA for Africa, and many hits by Whitney Houston and Tina Turner have in common? Brazilian musician Paulinho da Costa on percussion.
A legend in contemporary percussion and one of the most influential instrumentalists in the world, Paulinho produced work that transcended borders, influenced generations, and brought Afro-Brazilian rhythms to the heart of the global music industry, helping shape the musical landscape we know today. Over the course of his career, Paulinho played on over 6,000 tracks, recorded with 972 different artists, and participated in projects that led to 161 Grammy nods and 59 wins, with 180 gold and platinum singles and albums. Even so, most Brazilians have never heard his name.
“Some Brazilian artists have gotten more recognition abroad than at home, including some big names in bossa nova,” says Guilherme Martins, CMO of Diageo Brasil. “Today, Brazilian culture is being celebrated more than ever, and it’s become a real source of pride, especially when that brilliance translates into recognition at major awards. When we look at Paulinho’s trajectory and everything he’s done, it just doesn’t make sense: he’s on thousands of songs, the biggest albums, the most iconic soundtracks in history, and even so, too few Brazilians know who he is. Paulinho da Costa’s story is made up of steps that changed music and echo to this day – and that’s why we want to celebrate him.”
Paulinho is the star of a new campaign by Johnnie Walker, which uses a manifesto film to celebrate his career and cultural impact. Set to “All Night Long,” by Lionel Richie, the film connects iconic rhythms to the journey of an artist who built up his career step by step, crossed borders and helped shape the sound of global classics. By telling this story, the brand reinforces its connection to stories of progress and movements that shaped pop culture as we know it.
The initiative is part of the brand’s cultural movement of highlighting trajectories that transformed music, in step with its broader global platform. As part of the campaign, the brand also financed a documentary about Paulinho da Costa, directed by Oscar Rodrigues Alves and produced by Alan Terpins. The film, to be launched on streaming in the first semester of 2026, will depict his life and work, with interviews with some of the biggest artists and producers in music history, from Quincy Jones to Will.i.am.
“Music is one of the clearest expressions of progress you can find. It crosses generations, connects people, and helps transform society – and that’s exactly what Johnnie Walker has always supported,” says Paloma di Santo, director of Scotch Marketing for Diageo. “In Brazil, we’ve entered the territory through our ‘Steps that Change the Rhythm of the World’ platform, which connects music, culture, and immersive experiences to bring iconic stories and journeys to an even larger audience.”
Born in Rio de Janeiro, Paulinho began playing percussion instruments at the tender age of five, in the early 1950s, and embarked on a remarkable career in international music. Not only did he work with artists such as Michael Jackson, Madonna, Whitney Houston, Diana Ross, Stevie Wonder, Elton John, Quincy Jones, Lionel Richie, Tina Turner, Céline Dion, and Earth, Wind & Fire, Paulinho also released six albums of his own, in which he blends jazz, funk, Latin rhythms, and Afro-Brazilian influences.
As if that weren’t enough, he also contributed to over 350 films, composing or playing on iconic soundtracks including The Color Purple, Saturday Night Fever, Dirty Dancing, Purple Rain, Jurassic Park, Transformers, Mission: Impossible, Hairspray, and Indiana Jones, to name just a few – with tracks that racked up 12 Oscars. A multi-instrumentalist, Paulinho plays over 200 percussion instruments from a variety of cultures, and has garnered global recognition as an authority in his field.
This celebration is poised to peak in a historic landmark: in 2026, Paulinho da Costa will become the first person born in Brazil to receive a star on the Hollywood Walk of Fame.
The campaign, created by AlmapBBDO, is a part of the music platform “Steps that Change the Rhythm of the World,” launched by Johnnie Walker in 2025 as a natural evolution of its historical aim of inspiring progress. “It was embarrassing to realize we didn’t have the faintest idea of who he was, but we all knew the songs he gave his rhythm to,” say Edu Lima, Pedro Corbett, and Rodrigo Adam, executive creative directors at Almap.

“This project couldn’t mean more to me. Music has always been my path, and to see this story being told and celebrated in such a beautiful way fills me with pride and joy,” says Paulinho.
Globally, Johnnie Walker’s musical initiatives have included partnerships with Sabrina Carpenter, the brand’s ambassador. In Brazil, apart from supporting artists, festivals, and cultural projects, the brand received a Grand Prix at Cannes for “Errata 88,” the campaign that finally gave Alaíde Costa, one of the founding mothers of bossa nova, her dues – correcting a historical wrong.
The campaign reaffirms Johnnie Walker’s stance as a brand present in the music world as a cultural agent, helping to ignite stories, connect generations, and inspire the world to keep on walking.