Sarau Cultura Brasileira

What Sarau Cultura Brasileira does

Sarau Cultura Brasileira is a Rio de Janeiro-based private cultural production company founded in 1992 that creates theatrical spectacles, musicals, and festivals celebrating Brazilian culture. Over 30+ years it has built a catalog of more than 260 projects — including over 50 theatrical productions, 46 music albums, 21 CDs, the Festival TOCA multicultural music festival, and audiovisual works — reaching more than 1 million attendees and accumulating over 100 awards across prestigious Brazilian and international bodies (APTR, APCA, New York Film Festival, Prêmio Bibi Ferreira, Prêmio Shell, Prêmio Reverência, Prêmio Cesgranrio). Flagship productions include the Elza musical (premiered 2018, 18 awards, 47 nominations, 120,000+ viewers), Viva o Povo Brasileiro (2024 Shell Award for Best Actor), Nossa História com Chico Buarque, Festival TOCA (600,000+ cumulative attendees), and Azira'i.

The company's technology footprint is minimal: its core platform is a Wix-hosted marketing website, with ticketing outsourced to event platforms Bileto/Sympla, and no public API, integrations, or proprietary software. Distribution is centered on live venue performances at SESC centers, CCBB, and theaters in Rio de Janeiro and São Paulo, with active social channels (Facebook, Instagram, X, LinkedIn, YouTube) and an email newsletter supporting audience acquisition.

The business model combines two streams: (1) ticket sales from live theatrical and musical performances sold through event ticketing platforms on a per-show basis, and (2) corporate sponsorship from a roster of Brazilian corporates — Shell and Instituto Cultural Vale as core partners, plus Centro Cultural Banco do Brasil (CCBB), Rede, Chesf, Vivo, Porto Seguro, Furnas, Tokio Marine, and Banco do Nordeste as additional sponsors. Pricing is not publicly disclosed and varies by venue and event. The company employs 1–10 people, operates as an independent private entity with no disclosed parent, investors, or funding rounds, and has signaled openness to external capital via an 'Invista na Cultura Brasileira' page on its website.

Name

Sarau Cultura Brasileira

Legal name

Sarau Cultura Brasileira

Website

https://sarauagencia.com.br

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Sarau Cultura Brasileira is a Rio de Janeiro-based private cultural production company, founded in 1992, that produces theatrical musicals and festivals celebrating Brazilian culture, serving Brazilian audiences through live venue performances and supported by corporate sponsors including Shell and Instituto Cultural Vale.

Ownership category

akta.pro rank

Product category

Performing Arts Production

NAICS

Performing Arts Companies (7111), Theater Companies and Dinner Theaters (711110), Other Performing Arts Companies (711190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industries

Cultural Heritage & Traditional Festivals (Folk, Ethnic, Indigenous) (MPAGAEAB), Community Music & Dance Festivals (Non-Commercial/Local) (MPAGAEAH)

Keywords

• Theatrical productions
• Cultural events
• Music festivals
• Brazilian performing arts
• Musical spectacles

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Revenue generated from live performances, theatrical productions, and festival attendance. Shows are presented at cultural venues and event spaces across Brazil.
2. Corporate Sponsorship: Financial support from corporate partners including Shell, Instituto Cultural Vale, Banco do Brasil (CCBB), and others who sponsor cultural productions and festivals.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Sarau Cultura Brasileira is a Brazilian cultural production company that creates, produces, and presents theatrical spectacles, musicals, and music festivals celebrating Brazilian culture. Over 30+ years it has delivered 260+ projects including 50+ theatrical productions, 46 albums, 21 CDs, festivals, and audiovisual works, presented at cultural venues across Brazil.

Product overview

Sarau Cultura Brasileira is a cultural production company offering a portfolio of theatrical spectacles, musicals, and festivals celebrating Brazilian culture. The core offerings include the musical 'Elza' honoring Elza Soares, 'Nossa História com Chico Buarque' celebrating Chico Buarque's 80 years, 'Viva o Povo Brasileiro' based on João Ubaldo Ribeiro's novel, and the 'Festival TOCA' multicultural music festival. The company also produces projects like 'Azira'i'. Over more than 30 years, they have delivered 260+ projects including theatrical performances, shows, festivals, CDs, and exhibitions, reaching over 1 million people and winning 100+ awards.

Differentiator

Problem solved

Functional benefit

Products and services

• Elza Musical spectacle honoring the life and legacy of Brazilian artist Elza Soares, spanning more than six decades of Brazilian Popular Music (MPB). Performed live at cultural venues for general audiences.
• Nossa História com Chico Buarque Spectacle celebrating Chico Buarque's 80 years, weaving the composer's songs into the lives of two Brazilian families between 1968 and 2022. Features 10 actor-singers and a multi-instrumentalist band.
• Viva o Povo Brasileiro Musical inspired by João Ubaldo Ribeiro's novel, narrating four centuries of Brazilian cultural identity formation. Features 12 actor-singer-musicians with original music by Chico César. Awarded the 2024 Shell Prize for Best Actor (Maurício Tizumba).
• Festival TOCA (Toda Canção) Multicultural music festival celebrating Brazilian music in all its diversity, featuring live shows, artistic interventions, film screenings, and debate sessions. Has impacted more than 600,000 people across its editions.
• Azira'i Cultural project produced by Sarau Cultura Brasileira as part of its ongoing portfolio of Brazilian-themed artistic productions.

Quantifiable outcome

• Over 1 million people have attended Sarau productions
• +2 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Centro Cultural Banco do Brasil (CCBB)coreStrategic or Co-development PartnerCultural center of Banco do Brasil. Partnership for presenting cultural productions in prestigious cultural venues.

Scale indicators12 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Barca dos Corações Partidos: Long-running Brazilian theater company (founded 1989) producing socially engaged theatrical works. Directly comparable cultural context and is even featured in Sarau's own event photography, indicating close industry proximity.
• Gota D'Água Produções: Brazilian theater production company producing drama and musicals in Rio and São Paulo. Comparable to Sarau as a for-profit, sponsor-supported theater producer focused on Brazilian dramaturgy and award-circuit prestige.
• DOT Cultura: Brazilian cultural production and management firm working with corporate cultural sponsors. Comparable as a sponsor-driven cultural producer organizing festivals, theatrical productions, and cultural events in Brazil.
• Tráfico Produções: Brazilian cultural production company producing theater and music events. Comparable as a similarly sized Brazilian producer combining theatrical productions with music and festival-style cultural events.
• Cia dos Atores: Brazilian theater company producing original and classic plays in Rio de Janeiro. Comparable as a Rio-based theatrical production house with a comparable portfolio of stage productions and cultural focus.
• Nós do Morro: Brazilian theater and cultural production company based in Rio de Janeiro that produces theatrical works and trains community performers. Comparable in producing theater rooted in Brazilian identity with award recognition.
• Atitude Cultural: Brazilian cultural production company producing theater, music, and cultural events. Comparable for portfolio mix of theatrical productions, music, and festivals that rely on corporate sponsorship and Rouanet Law incentives.
• Teatro Oficina: Iconic Brazilian theater group producing politically and culturally engaged productions. Comparable as a long-running São Paulo-based theater company with award recognition and cultural-identity-focused programming.

Broad incumbents

• SESC (Serviço Social do Comércio): Brazil-wide cultural network operating SESC venues, theaters, and festivals that frequently host Sarau productions. Comparable as a broader incumbent in cultural programming, and a key distribution partner hosting Sarau's touring shows.
• Cirque du Soleil: Global large-scale live entertainment producer. Comparable as a multinational incumbent in theatrical/live entertainment production at vastly greater scale, useful to benchmark content monetization and touring economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sarauagencia
• YouTubeyoutube.com/user/SarauAgencia
• Facebookfacebook.com/sarauagencia
• LinkedInlinkedin.com/company/sarau-agencia-de-cultura
• Instagraminstagram.com/sarauculturabrasileira

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sarau Cultura Brasileira