Frida!

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.

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

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

• Cultural project management
• Cultural production services
• Arts administration
• Socio-educational workshops
• Cultural incentive funding

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. 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

Core 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.

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and secondary.

• SESCcoreStrategic or Co-development PartnerMajor 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 CulturalcoreStrategic or Co-development PartnerPrimary 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 FiespcoreStrategic or Co-development PartnerFrida produced O Norte sem norte exhibition featuring Elza Lima's photography at Centro Cultural Fiesp.
• Itaú CulturalcoreStrategic or Co-development PartnerFrida's Novo Mundo project was selected through Rumos Itaú Cultural 2017-2018 program.
• Centro Cultural São Paulo (CCSP)coreStrategic or Co-development PartnerFrida has produced A Margem exhibition by Coletivo Garapa and currently produces Espaços do Ainda exhibition at CCSP.
• Coletivo GarapacoreStrategic or Co-development PartnerLong-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 EnoásecondaryStrategic or Co-development PartnerPhotography collective partner for Uniformidades exhibition and Panorâmica project. Frida provides production coordination.
• OiyásecondaryImplementation/ SI/ Consulting PartnerProduction partner for multiple projects including Uniformidades, Mário de Andrade Taubaté, and Via Aérea exhibitions.
• Brahmi CulturalsecondaryStrategic or Co-development PartnerCultural production partner for Café Mundo exhibition and Circuito Terra Instrumental project.
• DOC GaleriasecondaryStrategic or Co-development PartnerGallery partner for O Sertão de João Machado exhibitions in Salvador and Rio de Janeiro, and Idílio exhibition.
• Pivô (Associação Cultural)coreStrategic or Co-development PartnerSão 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

Emerging 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

• LinkedInlinkedin.com/company/frida-projetos

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Frida!