Frida!
Frida! is a São Paulo-based cultural project management and production firm that delivers exhibitions, audiovisual productions, socio-educational programs, and music events for major Brazilian cultural institutions, funded via Lei Rouanet and Proac cultural incentives.
- Company typePrivate
- Founded2012
- HeadquartersSão Paulo, Brazil
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Frida! does
Frida! (Frida Projetos Culturais) is a São Paulo-based cultural project management and production firm founded in 2010 by Ana Silvia Forgiarni and Mariane Goldberg. The company delivers socio-educational projects, exhibitions, publications, audiovisual productions, music events, and cultural management services for Brazilian cultural institutions including SESC, Caixa Cultural, Centro Cultural Fiesp, Itaú Cultural, CCSP, and Funarte. Its work is predominantly funded through Brazil's federal and state cultural incentive mechanisms, notably Lei Rouanet and Proac/ICMS, with projects executed across at least 11 Brazilian states.
The business operates on a project-based professional services model, with revenue generated through contracts to produce or manage cultural programming on behalf of institutional clients. The firm is small — 5 employees — and is led by founders with 22+ and 15+ years of cultural-sector experience respectively. Over the past decade, Frida! has accumulated multiple recognitions, including the Prêmio Marc Ferrez de Fotografia from Funarte (2011, 2013, 2015), Proac incentives, and inclusion in the Goldman Sachs/FGV 10,000 Mulheres program. In 2023 it launched Estampa SP, an upcycling/stamping initiative, signaling modest product diversification.
No external funding, AI/ML capabilities, or technology platform components are disclosed. The competitive position rests on founder expertise, institutional relationships, and reputational capital accumulated through award-winning cultural productions. The firm's scale and project-based revenue mechanics limit both upside velocity and downside risk, leaving it as a stable, reputation-driven niche player in Brazil's cultural production ecosystem.
Frida! firmographics
Firmographics- Name
- Frida!
- Legal name
- Frida Projetos Culturais
- Website
- https://frida.net.br
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Frida! is a São Paulo-based cultural project management and production firm that delivers exhibitions, audiovisual productions, socio-educational programs, and music events for major Brazilian cultural institutions, funded via Lei Rouanet and Proac cultural incentives.
- Ownership category
- akta.pro rank
Frida! industry classification
Industry- Product category
- Cultural Project Management and Production Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Convention and Trade Show Organizers (56192)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Festival & Event Producers/Organizers (MPAIAFAC)
Keywords
Where Frida! is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Frida! business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Cultural Project Production: Frida generates revenue by creating, managing, and producing cultural projects for clients. They work with cultural institutions and manage Lei de Incentivo Federal à Cultura, Proac/ICMS, Proac Editais, Funarte, and PROMAC/SP funding programs. Projects span exhibitions, socio-educational programs, audiovisual productions, music events, publications, and cultural management.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Frida! product offering
Product offeringCore offering
Frida! (Frida Projetos Culturais) is a São Paulo-based cultural project management and production company that creates, manages, and executes cultural projects on behalf of cultural institutions and government programs. The company secures and administers funding under Brazilian cultural incentive laws (Lei Rouanet, Proac/ICMS, Funarte, PROMAC) and delivers projects spanning exhibitions, socio-educational workshops, audiovisual productions, publications, and music events for institutional clients.
Product overview
Frida! is a collective articulation platform that has been promoting social and cultural micro-revolutions for over 12 years through the management and production of creative projects. The company operates across multiple service offerings including Socioeducativo (multimedia workshops for youth), Exposições e Mostras (exhibitions and art shows), Publicações (artist books and publications), Audiovisual (film and video production), Gestão (cultural project management including Lei Rouanet administration), and Música (music festivals and events). The company works with cultural institutions such as SESC, Itaú Cultural, Caixa Cultural, and Centro Cultural Fiesp, and manages projects funded through federal and state cultural incentive programs.
Differentiator
Problem solved
Functional benefit
Products and services
- Socio-educational Projects (Socioeducativo) Multimedia workshops (photo, video, audio, digital and off-line media) for youth from low-income communities, focusing on citizenship, memory, and art. Designed for public schools and educational institutions.
- Exhibitions and Shows (Exposições e Mostras) Photography exhibitions, art installations, and cultural showcases presented in museums, cultural centers, and public spaces across Brazil for institutional clients.
- Publications (Publicações) Artist books and publications resulting from cultural projects, including photography books and art documentation produced for cultural institutions and partners.
- Audiovisual Production Film production, video workshops, documentary projects, and audiovisual content creation for cultural and social purposes.
- Cultural Management (Gestão) Cultural project management services including Lei Rouanet incentive management, financial supervision, and accountability reporting for cultural institutions and partner organizations.
- Music (Música) Music festivals and instrumental Brazilian music events, including performances with mapped projections.
Companies that use Frida!
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Frida! technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Frida! partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and secondary.
- SESCcoreMajor cultural institution partner. Frida produces projects for SESC including Mário de Andrade photography exhibitions at SESC Araraquara and SESC Rio Preto, and Via Aérea exhibition at SESC Belenzinho.
- Caixa CulturalcorePrimary institutional partner for exhibitions. Frida has produced multiple exhibitions selected through Caixa Cultural's occupation programs including Alair Gomes: Percursos, Mário de Andrade exhibitions, Lasar Segall, Transmigração, and Cinema Lascado.
- Centro Cultural FiespcoreFrida produced O Norte sem norte exhibition featuring Elza Lima's photography at Centro Cultural Fiesp.
- Itaú CulturalcoreFrida's Novo Mundo project was selected through Rumos Itaú Cultural 2017-2018 program.
- Centro Cultural São Paulo (CCSP)coreFrida has produced A Margem exhibition by Coletivo Garapa and currently produces Espaços do Ainda exhibition at CCSP.
- Coletivo GarapacoreLong-term creative partner collective. Multiple co-productions including Deslocamentos, A Margem, Narrativas Digitais, Experiência Multimídia, and Mário de Andrade exhibitions. Frida serves as production partner.
- Coletivo EnoásecondaryPhotography collective partner for Uniformidades exhibition and Panorâmica project. Frida provides production coordination.
- OiyásecondaryProduction partner for multiple projects including Uniformidades, Mário de Andrade Taubaté, and Via Aérea exhibitions.
- Brahmi CulturalsecondaryCultural production partner for Café Mundo exhibition and Circuito Terra Instrumental project.
- DOC GaleriasecondaryGallery partner for O Sertão de João Machado exhibitions in Salvador and Rio de Janeiro, and Idílio exhibition.
- Pivô (Associação Cultural)coreSão Paulo cultural association. Frida provides Lei Rouanet management services and produced O Cru do Mundo and imannam exhibitions.
Scale indicators3 records
Recent moves5 records
Expansion highlights3 records
Frida! competitors and assessment
Company assessmentEmerging players
- Instituto TIM: Brazilian corporate cultural institute that funds cultural projects and manages cultural incentive law programs (Lei Rouanet) on behalf of its sponsor. Overlaps with Frida's incentive-management services but at a corporate sponsor rather than independent production firm scale.
- Oi Futuro: Brazilian cultural institute affiliated with Oi that produces exhibitions, music programs, and social-impact cultural projects in Rio de Janeiro. Comparable cultural production mandate at a different corporate sponsorship base and smaller geographic footprint.
Broad incumbents
- Instituto Moreira Salles: Major Brazilian private cultural institution that produces photography exhibitions, film series, concerts, and publications across multiple states (SP, RJ, MG, PE). Operates an in-house production capacity that overlaps with Frida's exhibition/publication work but at a larger institutional scale.
- SESC (Serviço Social do Comércio): Brazilwide network of cultural centers that produces exhibitions, music events, and educational programs in-house as well as through commissioned producers like Frida. Functions as both a major client and a structural incumbent whose in-house production team competes for the same projects Frida targets.
Direct peers
- Brivia Produções: Brazilian cultural and entertainment production house that produces large-scale cultural events, festivals, and brand experiences for institutional clients. Comparable to Frida's festival/event production and cultural management services, but operating at a meaningfully larger scale.
- Pivô Associação Cultural: São Paulo-based cultural organization that curates and produces artistic projects in occupied/alternative urban spaces, working closely with public funding mechanisms. Comparable to Frida's exhibition and cultural project production work, and also named as a Frida partner for Lei Rouanet-managed projects (O Cru do Mundo, imannam).
- Instituto Cultural CPFL: Brazilian cultural institute (sponsored by CPFL Energia) that curates, finances, and produces cultural projects including exhibitions, music events, and publications across Brazil. Highly comparable to Frida's institutional cultural production model though backed by corporate sponsorship rather than Lei Rouanet/Proac.
- Opavillar Produções e Curadoria: Brazilian production and curatorial firm that manages visual arts exhibitions, artist residencies, and cultural projects with public and private institutions. Directly comparable to Frida's exhibition production service line.
- Poiesis Gestão Cultural: São Paulo-based cultural management organization that administers public cultural programs on behalf of São Paulo state/municipal governments, including managing incentive-law projects and operating cultural facilities. Highly comparable to Frida's Gestão service line and Lei Rouanet/Proac management offering, and also appears in Frida's own partner list.
Others
- Funarte (Fundação Nacional de Artes): Federal Brazilian cultural foundation that funds and operates national arts programs (including Prêmio Marc Ferrez, Rede Nacional Artes Visuais) and is a major financial partner for Frida. Acts primarily as a regulator/funder rather than a direct competitor, but sits inside the same cultural incentive ecosystem Frida depends on.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Frida! social profiles
Digital presenceFrida! financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frida! leadership team
Management profileNumber of profiles
Profiles2 records
Frida! funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frida! M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frida!
What does Frida! do?
Frida! (Frida Projetos Culturais) is a São Paulo-based cultural project management and production company that creates, manages, and executes cultural projects on behalf of cultural institutions and government programs. The company secures and administers funding under Brazilian cultural incentive laws (Lei Rouanet, Proac/ICMS, Funarte, PROMAC) and delivers projects spanning exhibitions, socio-educational workshops, audiovisual productions, publications, and music events for institutional clients.
Is Frida! a public or private company?
Frida! is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Frida! founded?
Frida! was founded in 2012. It employs 1 to 10 people.
Where is Frida! based?
Frida! is headquartered in São Paulo, Brazil, in the Latin America region.
How does Frida! make money?
One revenue line is on record: cultural Project Production.
Who are Frida!'s main competitors?
Emerging players on record are Instituto TIM and Oi Futuro. Broad incumbents are Instituto Moreira Salles and SESC (Serviço Social do Comércio). Direct peers are Brivia Produções, Pivô Associação Cultural, Instituto Cultural CPFL, Opavillar Produções e Curadoria and Poiesis Gestão Cultural. Funarte (Fundação Nacional de Artes) is listed as an others.
Does Frida! have an API?
No public API is recorded for Frida!.
What industry is Frida! in?
Frida!'s product category is Cultural Project Management and Production Services. Its primary akta.pro industry code is MPAIAFAC, Festival & Event Producers/Organizers. Its NAICS code is 711320 and its SIC code is 7330.