Loma

Origin

Jaboatão dos Guararapes, PE

Also known as

MC Loma

Years Active

2018

Genres

brega funk, pop

Instruments

vocals

Biography

Paloma Roberta Silva Santos, known professionally as Loma or MC Loma, is a Brazilian digital influencer and former singer born in Jaboatão dos Guararapes. She rose to national fame in 2018 as the lead vocalist of the musical trio MC Loma e As Gêmeas Lacração, capturing the country's attention with her distinctive comedic style and neon makeup aesthetics. Their breakthrough hit "Envolvimento" became a massive viral sensation, topping Spotify's global viral chart and generating hundreds of millions of views on YouTube.

Before her unexpected ascent to stardom, Loma had only sung in church and initially had no aspirations of becoming a professional recording artist. Encouraged by her friends Mirella and Mariely—known as As Gêmeas Lacração—she recorded playful tracks that quickly transcended their local scene in Recife and led to a recording contract with Start Music. Despite achieving the ultimate Carnival anthem of 2018 and collaborating with major Brazilian musical figures, her early career was marred by managerial disputes, contractual controversies, and legal battles that briefly halted her musical activities.

Following the COVID-19 pandemic and the birth of her daughter Melanie in 2022, Loma largely stepped away from musical performances to focus on her thriving career as a digital influencer and content creator. Although her time as an active singer was relatively brief, her footprint in Brazilian pop culture remains closely tied to the energetic sounds of brega funk. Within the broader landscape of modern Brazilian popular music, her trajectory shares thematic and cultural parallels with artists like Anitta and Solange Almeida, who embraced her viral phenomenon during its peak.