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Population: 208.494.900 (2018 source)

GDP per capita: R$ 31.587 (2018 source)

The recording industry grew worldwide in 2018, according to a report presented by the International Federation of the Phonographic Industry (IFPI) in April 2019. All regions of the world showed growth (North America + 14.0%, Europe +0.1 %, Asia / Australia / Oceania + 11.7%, and Latin America + 16.8%)

Latin America is the region of the world that grew the most, proportionately (+ 16.8%), of which Brazil is the largest market. According to IFPI, the 10 largest recorded music markets in 2018 in the world were:

1. USA
2. Japan
3. UK
4. Germany
5. France
6. South Korea
7. China
8. Australia
9. Canada
10. Brazil

Brazil is a country extremely rich in diversity of music styles. Every region has its own peculiar style and rhythm, that melts together to what we call Musica Brasilieria. Apart from Samba and Bossa Nova, we have Maracatu, Forro , Frevo , Bajão and Choro, to name a few.

This diversity makes Brazilians both open and interested in different styles of music, domestic and foreign, and doors open for investment.

NB! Dette veikartet kun en introduksjon til det brasilianske markedet. Det er ikke ment som en fasit på hvordan man slår igjennom. Veikartet gir heller ingen totaloversikt over alt som kan være relevant for deg og dine behov. Endringer skjer fort i musikkindustrien, så vi oppfordrer bransjen til å melde inn eventuelle mangler eller feil i veikartet. 

Brazilian Musical Industry Highlights

Taking into account the digital sales markets, growth in 2018 reached 38,5%, the highest growth in digital of all in the top 10 markets. Considering the total recorded music market in Brazil, there was an increase in 2018, of 15.4%, compared to 2018. Combining the four major types of recorded music in the sector and using the same IFPI criteria (digital, physical, public execution and synchronization rights), it was well above the world average of growth (8.1%).

Despite the current political uncertainties of the Brazilian scenario, of an economy still in the beginning of recovery and after two consecutive years of recession, the Brazilian phonographic market presented its best growth rate in 2017, after more than a decade in decline.

This growth is mainly due to the performance of the digital area, which in 2017 represented US $ 178.6 million, or 60.4% of the total market, up from 46.4% in 2016. If we consider physical and digital sales only, the digital segment represented impressive 92% of total combined (physical + digital) sales in 2017. The public performance of producers and performers (artists and musicians) increased 10% to US $ 100.7 million.

Determined for the growth of the digital music market in Brazil in 2017, as well as practically all over the world, the interactive streaming segment grew 64% compared to 2016, representing in 2017 US $ 162.8 million for the music sector. It is by far the largest source of revenue for the recorded music market in Brazil.

Of the total streaming, $ 113.4 million comes from subscriptions paid by monthly subscribers and $ 17.2 million from advertising on audio streaming platforms operating in the Brazilian market. Music videos in advertising-paid streaming generated $ 32.2 Million in 2017.

In 2017, the musical market in Brazil generated US $ 295.8 millions.


According to Paulo Rosa, president of PRO-MUSICA:

«According to Paulo Rosa,» In the case of the streaming music market in our country, and taking into account that 122 million Brazilians use the Internet through broadband connections (24 million connections), 177 million smartphones and 28 Million tablets in a universe of 243 Million cell lines, Pro-Music Brasil believes that the streaming market continues to demonstrate feasibility, and much potential to grow in Brazil, as well as in the rest of the world The 50 best recorded recordings, 45 are from Brazilian artists and only 5 from international ones.

TOP 200 songs heard on streaming in Brazil in 2017

(Sources: Apple Music, Deezer, Google Play, Napster and Spotify)


WIN’s annual report for 2018 showed that total world music revenue grew 10.9% over the previous year, now totaling $ 6.2 billion. The independents grew 11.3% and the companies linked to major labels, 10.2%. Today the collection coming from the independents alone represents 39.9% of all the income that circulates in the phonographic market. In Brazil, this independent market represents 37.8%.


In Brazil, what we call «the big media» is formed by the main channels of open TV, the commercial FM radios, some printed vehicles and big web portals.

The largest open TV channel in Brazil is Rede Globo, which is located throughout the country, through 5 owned stations and partnership with affiliated companies, and in more than 100 countries, by Globo Internacional. In addition to TV, Globo Group – the largest media group in the country – has a radio system, with its own and affiliated broadcasters, in the news (CBN) and talk segments (Rádio Globo and BH FM).

The group also has a subscription service, Globosat, with more than 30 channels, as well as a classified classifieds portal, a large news portal, an on-demand content platform for the internet, a record company (Som Livre) and a co-producer of Brazilian films (Globo Filmes).

Globo is the largest audiovisual producer in Brazil, with a portfolio of more than 50 years of series, films and soaps.

Mainstream artists occupy most of the space in open TV and commercial FM radio, usually through commercial negotiation to publicize their work. There is little editorial space that releases emerging or consolidated independent artists.

Printed press has less and less space for music. But the available spaces are still filled by new emerging or independent musical production, or mass artists considered good by cultural criticism.

Newspapers and magazines still generate pro artist status, but they no longer help sell music or tickets.

The main force of the popularization in Brazil today, mainly for emergent or consolidated artists (independent or not), is on the Internet: Blogs, portals, and especially social networks. That said, the strength of promoting musical work is and always will be in the hands of the artist himself.


Most Relevant Television Networks

Rede Globo – A channel that dominates throughout Brazil

Rede Bandeirantes – more sports or popular programming

RecordTV – most popular programming, linked to the evangelical church

SBT –  highly popular programming

TV Cultura – State-owned public TV, more cultural and informative .

Television specialized in music / open public channels.

BIS – Specialized in rock, MPB, pop, pagode and sertanejo

MTV Brasil– Little or no musical focus today.  More focused on teen reality reality shows

Music Box Brazil – Specialized in national music, alternative channel

VH1 – Mainstream / commercial

Other Channels with some Music programming (broadcasting live festivals, live music shows, interviews, etc.)

Multishow– Channel that has the Multishow Award, one of the biggest prizes for national music

PLAY TV – Specialized in pop culture, music and video games

GNT – Channel with programs focused on entertainment, behavior, gastronomy, decoration, innovation in the form of series, documentaries and films. Several presenters of the programs are musical artists.

Arte 1 – Programming specialized in arts (cinema, plastic arts, music, theater) in the form of talk shows, documentaries and films.

Canal Brasil – some own and third-party productions of live music content and documentaries.


In Brazil, there are many large commercial radios and its musical programming is defined through commercial negotiations (the jabá). These radios play hits from mainstream artists and feature little variation of content in their programming. But they still have a strong promotion force for the general public, especially in poorer regions or large metropolises with heavy traffic (most of the population still hear radio in the car).

Source: IBOPE Easy Media

Main Radio Stations of São Paulo

Band FM 96.1 155,962 listeners per minute

Transcontinental FM 104.7 119.523 listeners per minute

Alpha FM 101.7 119.523 listeners per minute

Metropolitana FM 98.5 96.023 listeners per minute

Jovem Pan FM 100.9 61.843 listeners per minute

With more focus on music are:

89 A Rádio Rock FM 89.1 74.478 listeners per minute

Mix FM 106.3 65.871 listeners per minute

Kiss FM 102.1 64.201 listeners per minute

Alternative or college radios.

Brasil Atual   São Paulo/SP

Rádio UFSCar  São Carlos/SP

Rádio Frei Caneca Recife/PE

Rádio Universitária FM Fortaleza/CE

Top web radios by segment

Classic Rock

Rock FM Brasil    Rio De Janeiro / RJ

Rádio 91 Rock FM  Curitiba / PR

A Magia Do Rock  São Paulo / SP

Rádio Back Stage Classic Rock São Paulo / SP

Rádio Studio Souto – Rock Clássico  Goiania / GO

Rádio 4 Tempos Brasilia / DF

Rádio Web Putzgrila Porto Alegre / RS

MPB ( Popular Brazilian Music )

MPB Brasil Online Rio De Janeiro / RJ

Atitude Popular Fortaleza / CE

Rádio Studio Souto – Roberto Carlos Goiania / GO

Rádio Jovem Pan Web MPB São Paulo / SP

Rádio Viva o Samba Rio De Janeiro / RJ

Pop / Rock

Rádio Jovem Pan Web 80 São Paulo / SP

Rádio Estação Pop Belo Horizonte / MG

Esportes Brasília Brasilia / DF

Funk Web Rio De Janeiro / RJ

Rádio Flashback FM São Paulo / SP

Rádio Arquivo Pop Sao Carlos / SP

Heavy Metal Ears Radio São Paulo / SP


Gold Instrumental Webrádio / WEB

Rádio Scalla São Paulo / SP

FM Premium Porto Alegre / RS

Rádio Chorinho Rio De Janeiro / RJ

Máquina Instrumental Curitiba / PR

Hip hop

Geração Hip-Hop Rap São Paulo / SP

The Beat FM São Paulo / SP

Rádio West Side Brasilia / DF

Rap Life Radio São Paulo / SP


Rádio Jovem Pan Web Gold São Paulo / SP

Mais FM Web Rádio São Paulo / SP

Rádio Bossa Jazz Brasil Santos / SP

Estação Sonido Curitiba / PR

Litoral Jazz Santos / SP

RadioNos Jazz Channel Fortaleza / CE


Radio Vozes – by radio broadcaster Patrícia Palumbo, a Brazilian radio network with varied programs.

RádioDubLab (Americana) – recently launched in Brazil and  looking for content partners


Radiofobia Podcast Network

Troca o Disco (Podcast)

Nóiz com Emicida (Podcast)

DrummerCast (Podcast)

Podcast TMDQA


Fermata (Podcast)

Rock com Vina (Podcast)

G1 Ouviu

Rock na Sala

Sala de Música

O Dia na Música

Lista do Grilo

Aposta Rádio Globo

Other services linked to radios

Playax – a platform that measures the popularity and audience of artists in Brazil, using information from social networks and radios. It shows you where your artist is playing, mapping radios from all over Brazil, and suggests radios where he can play. It attends independent artists and big groups like Rede Globo and T4F.

A selection of music-specific sites that focus on album reviews, festival reports, artist interviews and live reviews.

Hits Perdido Site directed to the independent national scene, with reviews, interviews and debates.

Minuto Indie Website focused on alternative rock / indie novelties, among others.

Guitar Talks Website focused on rock in general.

Tenho Mais Discos Que Amigos Music news website, more aimed towards alternative rock and indie.

Porão da Música Blog focused on rock.

Indie X Indie Blog aimed at alternative rock and independent electronic music

Phouse News site and electronic music label.

EMusic Brasil News Portal focused on electronic pop music.

Monkey buzz Music news site and album reviews of all musical genres.

Miojo Indie Music and pop culture blog aimed at all musical genres.

Brasilleiríssimos Portal on social networks about the national music scene.

PopLoad Now a multimedia and multicultural conglomerate with a music and pop culture website.

Whiplash Website on rock and metal in all its sub styles.

Porão da Música Rock and metal blog.

Scream & Yell Rock and Indie Blog.

Billboard Brasil Only online.

Rolling Stone Brasil  Rolling Stone / only online now.

Vírgula Culture blog with music content.

Noize Rock/pop/Indie blog.

Main National Newspapers with session of culture and music

O Globo Culture section covering national and mainstream music themes.

Folha de São Paulo Art and entertainment section covering music.


Art and entertainment section covering music

Magazines with culture / music columns

There is no longer a single music magazine that is relevant in Brazil. But there are some with music content.



Isto É

Guia da Folha

Revista da Gol

Revista Avianca

Carta Capital


Revista Balaclava


The Live Music Market

There are more than 1000 places in São Paulo for live music. Of these, many are for coverbands, popular music or «unofficial», without permits, and last little or change address frequently.

But of the market that we usually work, there are about 80-90 venues, which answered the DATA SIM survey last year, available at:

Source : www.datasim.info

This was the first survey / mapping of SP venues ever made. The live market in Brazil has little data, so it is not clear how much it moves. But we know that the volume is great if we add venues, festivals, parties, collectives, national and international tours (large or small shows).

The biggest concert company in Brazil is the T4F, and by 2016 it was considered the fourth largest in the world.

T4F is a publicly traded company and its figures are released quarterly.

Summary of the latest report released:

121 events with paying audience of 327.000

Net revenue of R $ 108.6 million (-18% vs. 3Q17);

Gross income of R $ 32.1 million (-7% vs. 3Q17);

EBITDA of R $ 19.0 million (-30% vs. 3Q17); and

Net income of R $ 14.8 million (+ 11% vs. 3Q17).

Other big promoters with mainsream focus.

Live Nation

Mercury Concerts

Dançar Marketing

Dream Factory

Move Concerts

Plus Network

The biggest festival in the world is Brazilian, Rock in Rio, which takes place every two years in the city of Rio de Janeiro, but also has editions in Lisbon and Las Vegas.

Other important festivals in Brazil, sorted by genre.



Queremos Festival

Coquetel Molotov

Goianaia Noise

Jazz / Instrumental

Bourbon Festival

MMI Festival

Novas Frequencias

São Paulo Jazz Festival


Trance in Brazil


Universo Paralello


Overload Beer Fest

Deathkult Warfest V



The most important venues in São Paulo

Cine Joia

Beco 203

Carioca Club

Tropical Butanta

Audio Club

Venues in other cities with 500 – 5000 capacity

Órbita  (Fortaleza)

Bar Opinião (Porto Alegre)

Circo Voador (Rio de Janeiro)

Vivo Rio – como o Citibank Hall no Rio de Janeiro

Music Hall (Belo Horizonte)

Opera de Arame (Curitiba)

Fairs and conventions

SIM São Paulo (The biggest in Latin America)

Brazil Music Conference (electronic music)

Rio Music Market

Music Trends

Women’s Music Event

Música Mundo Music market and career building.

Booking & Management

 Agencies that book tours with international artists in Brazil

Let’s Gig  – Focus on Brazilian artists but also with interest for international.

Balaclava –  Focus on indie , pop , rock also arrangers Balaclava Festival

Popload –  Focus on indie and pop, arranges PopLoad Festival

Queremos! Crowd funding platform and arranger of  Queremos Festival

Rockin’Hood –  Arranges  Festival CoMA

Frost Flake Productions – Norwegian/Brazilian booking and artist agency based in São Paul

Gop Tun – Focus on electronic music and arranges Dekmantel Festival

A Construtora Música e Cultura – Arranges Bananada Festival in Goiânia,

Uirapuru Production Company for jazz

Coquetel Molotov – Arranges the festival No Ar Coquetel Molotov in Recife

SESC São Paulo:

SESC is a non-profit organization active in the areas of health, sports and culture. Its money comes from part of the taxes paid by the industries and commerce of the State of São Paulo, the richest region of the country. They have more than 30 units in the capital of São Paulo and more in other cities with free activities or promotional prices. They hire national and international shows all year round. To book a shows, it is necessary for a Brazilian company to represent the artist.

SESC has had visits from Norwegian artists such as Bigbang, Thomas Dybdahl, Jaga Jazzist, Atomic, Bugge Wesseltoft.

Record Industry

Major labels




BMG   Returning to Brazil 2019

Deck    National

Main indie labels

There are not many relevant labels in Brazil that have a good proposal for bands. International bands distribute their records directly on the platforms of streaming and contract communication agencies to promote their work here.

Laboratório Fantasma ( Urban / HipHop )

Digital Distributors

One RPM (The biggest in Brazil )

Tratore (Also physical distribution, CD &Vinyl)

Orchard ( Pop , mainstream, film music )

Ditto Music ( All styles )

Believe Digital ( Focus on national artists )

Nikita ( Focus on national artists

Most popular streaming platforms:



Apple Music

Youtube Music


PalcoMP3  (The biggest streaming platform in Brazil )

Sua Musica



Music Associations

Abramus Brazilian Association of Music and Arts.

Amar Association of Musicians, Arrangers and Regents.

Assim Association of Performers and Musicians.

Sbacem Brazilian Society of Authors, Composers and Writers of Music.

Sicam Independent Society of Composers and Musical Authors.

Socinpro Brazilian Society for the Administration and Protection of Intellectual Rights.

UBC ( The biggest, with about 60% of the market) Brazilian Union of Composers.

Promusica Representative body of the country’s main record companies.

ECAD – The equivalent of Norways TONO, however not as automatic in functionality as in Norway, thereby craves somewhat closer follow up from copyright holders.

Press and media agencies specialist in music

ForMusic – of the former A & R International of Universal and EMI, works integrated marketing for artists and music companies

Trovoa Comunicação – nova empresa da coordenadora de imprensa que era da Inker

Perfexx – Mainly national artists.

Batucada – da Mariana Piky

Agência Lema – Also do marketing of brands in general.

Mynd8 – connects artists with brands and brand projects

Inker – Promotes national and international artists and tours

Music Branding

The market has been growing for music in movies, national series, games, internet and advertising. But what gives money and can really make an artist break, is still putting music on the soundtrack of a Globo soap opera. This often involves negotiations directly with the TV station and or producer.

Some actors on the audio visual market that work with placement in advertising and more.

YB Music


Som Livre

Music Delivery

Bizz FM

Music Matters


The live music market in Brazil is a massive window of exposure for the alcohol brands,  and all the festivals have main sponsorships from mainly beer brands.

International brands heavily represented are :

Heineken – Sponsors the Queremos Festival and PopLoad Festival

Budwiser – Has their own venue in São Paulo ( Budbasement )

 Corna –  seams to put their brand more on events linked to surf, and beach, where Brazil has a lot of big parties and festivals going on during the summer.

SKOL – national beer brand that sponsors several musical events and sponsors several artists.

Itaipava – national beer brand that sponsors several musical events and is heavy in the beach party culture.

Special topics/Trends

The Brazilian Music

Brazil consumes a lot of Brazilian music. Being a very large and mixed country, we usually say that there are many «Brasis» within Brazil. Each region has its typical food, religion, accent and cultural / musical movement. To understand each region, the ideal is to connect with a local producer who understands what works and how the public works. The Brazilian scenes with more prominence today are: Bahia, Pará, São Paulo – with innovative artists that are growing a lot. But there are important movements in Rio Grande do Sul, Minas Gerais, Ceará and Brasilia, thanks to festivals or public policy programs to encourage local music.

The Cultural Metropolis

São Paulo continues to be the great hub of culture in South America, a city with people from all over Brazil and the world, with diverse cultural options, with a very intense nightlife, like cradle for new projects and cultural innovations. The Brazilian metropolis is responsible for launching many new artists and receiving emerging artists from around the world.

For international music, there is plenty of space in Brazil. For big mainstream artists, but there is also space for emerging niche artists. Sesc and festivals finance (or enable) much of the tours of new or small international artists in the country.

Diversity Thrives

A strong trend is diversity, protest music and political and social militancy (against prejudices and against conservatism, abuse of power), mixtures of traditional rhythms with electronic beats. There are many successful trans artists in Brazil today, the black, LGBT + and feminist movements are getting stronger, as they are the groups that suffer the most prejudice and violence in Brazil.

This reflects a lot in the artistic production of the country. Mangue Beat (Pernambuco), Tecno Brega (Pará), Pagode Baiano (Bahia), Hip Hop and Funk (Rio, but especially São Paulo nowadays). The new Brazilian music goes through all the rhythms. The samba is not so strong anymore.

Classical Music

The classical music segment in Brazil works with sponsorships through incentive laws or direct support from the public power. Large orchestras and concert halls (such as OSESP and Sala São Paulo, for example) are sponsored with public funds, or with sponsored funding. Little appeal comes from box office or merchandise. This is a segment bound to suffer with the current political situation in Brazil.

Beach parties/festivals

During the summer, especially around Christmas and New Years, the cost of Brazil is a location for numerous big parties and festivals that attract thousands of people for days of partying in beautiful surroundings. The New Years Eve culture in Brazil is very strong and is the scene for several big shows. This is an interesting arena for electronic artists and DJs.


– The best way to open a market in Brazil for an international band is to work in partnership with a local agency. Cultural difference, language and the understanding of agreements can often be an obstacle. It can often be difficult to obtain contract based agreements, however, it is essential to stress the importance of this. Therefore it is important to always do business through local agents in which you have confidence.

– For communication, local radio and copywriting may still work, but the great force of communication is in social networks. The Brazilian is a heavy Internet user.

– There is a great movement of startups in Brazil today, and a lot of music is emerging, which are tools and platforms for connecting and promoting artists in the country.

– Like stated initially, Brazilians are tremendous consumers of music, and are a very open and welcoming people. Artists and bands tend to a special set of hospitality from the audience.

This roadmap was made by Stian Olsen and Fabiana Batistela.

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