Sustenidos

What Sustenidos does

Sustendidos Organização Social de Cultura is a Brazilian non-profit social organization headquartered in São Paulo that manages publicly funded cultural programs and music/arts education initiatives under partnership with the Secretaria da Cultura, Economia e Indústrias Criativas do Estado de São Paulo. Operating as an Organização Social de Cultura (OS Cultura), the organization administers four principal programs: Projeto Guri (Brazil's largest sociocultural program, operating nearly 400 teaching poles across São Paulo state and serving approximately 50,000 students per year), Musicou (free community music education in four cities: São Paulo, Andirá/PR, Arinos/MG, Três Lagoas/MS), Conservatório de Tatuí (considered the largest music and performing arts school in Latin America), and Theatro Municipal de São Paulo (the 115-year-old iconic cultural venue housing the Municipal Symphony Orchestra, Coral Paulistano, and Balé da Cidade de São Paulo). All programs are provided at no cost to participants.

The organization was founded in 2004 (originally as Associação Amigos do Projeto Guri) and rebranded to Sustenidos in 2019, broadening its scope beyond the flagship Guri program. Leadership comprises Alessandra Costa as Executive Director and Marcos Barreto as President of the Board of Directors. There is no proprietary technology stack; Sustenidos' core delivery mechanism is in-person pedagogical instruction and venue management, supported by traditional digital channels (website, social media, email newsletter, earned media). Revenue derives primarily from São Paulo state government funding, supplemented by 30+ corporate sponsors (CTG Brasil, Microsoft, Mercedes-Benz, Nubank, Bayer, VISA, among others), tax-incentivized individual donations via Lei Rouanet and FUMCAD, and crowdfunding. Over its trajectory, Sustenidos has impacted more than 2 million people across Brazil, and since 1995 Projeto Guri alone has served 770,000+ youth. The organization holds no VC/PE investment and operates on a public-private partnership model with no external equity transactions evidenced.

Name

Sustenidos

Legal name

SUSTENIDOS ORGANIZAÇÃO SOCIAL DE CULTURA

Website

https://sustenidos.org.br

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sustenidos is a São Paulo-based non-profit social organization that manages publicly funded music and arts education programs — including Projeto Guri (50,000 students/year, ~400 poles), Conservatório de Tatuí, and Theatro Municipal de São Paulo — serving youth and communities across Brazil at no cost.

Ownership category

akta.pro rank

Product category

Music and Arts Education

NAICS

Fine Arts Schools (61161), Educational Services (611), Arts, Entertainment, and Recreation (71)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Music Schools & Conservatory Prep (Pre-College) (EDAMANAE)

Keywords

• Music education programs
• Arts education
• Cultural management
• Performing arts training
• Sociocultural programs

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Government Cultural Funding: Sustenidos receives public funding as an Organização Social de Cultura (Social Culture Organization) under partnership agreements with the Secretaria da Cultura, Economia e Indústria Criativas do Estado de São Paulo. This includes funding for managing Theatro Municipal de São Paulo, Conservatório de Tatuí, and Projeto Guri. Funding supports scholarships, instruments, infrastructure, and educational programs.
2. Private Sponsorship and Corporate Partnerships: The organization receives financial and in-kind support from private companies including CTG Brasil, VISA, Bayer, WestRock, Microsoft, VALGROUP, Supermercados Tauste, Novelis, Caterpillar, EMS, Capuani do Brasil, Pinheiro Neto, Instituto CCR (CCR AutoBAn), Grupo Maringá, AES Tietê, Faber Castell, Distribuidora Ikeda, ASTA, Mercedes-Benz, Supermercados Rondon, Castelo Alimentos, Raízen, Arteris, Grupo GR, Pirelli, Tereos, SKY, Grupo Colorado, Aché, Hyundai Glóvis, Nubank, and Mobilize. Sponsors receive visibility through the organization's programs, events, and communications.
3. Individual Donations: Sustenidos accepts donations from individuals through its 'Faça Parte' (Make Part) program. Individuals can contribute via tax incentive mechanisms including Lei Rouanet and Fundo Municipal da Criança e do Adolescente (FUMCAD). The organization also maintains a donation page on Catarse crowdfunding platform.
4. Municipal Support: Some program locations receive co-funding from municipal governments. For example, the Polo Morro Agudo was entirely funded by the Prefeitura Municipal de Morro Agudo, and municipalities throughout São Paulo state co-finance polo operations through partnership agreements.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Sustenidos is a Brazilian non-profit social organization (Organização Social de Cultura) that manages public cultural programs and music and arts education initiatives across São Paulo state. It operates Projeto Guri (free music education across nearly 400 teaching poles), Musicou (free music classes for all ages), Conservatório de Tatuí (formal music and performing arts education), and Theatro Municipal de São Paulo (iconic cultural venue with orchestras, choir, and ballet company). All educational programs are provided at no cost to participants, funded by government partnerships, corporate sponsorships, and individual donations.

Differentiator

Problem solved

Functional benefit

Brands

• Big Bang: Cultural project under Sustenidos
• Conservatório de Tatuí
• MOVE
• Musicou
• Projeto Guri
• Theatro Municipal de São Paulo

Products and services

• Projeto Guri Free music and arts education program serving approximately 50,000 students annually through nearly 400 teaching poles across São Paulo state, including interior, coastal, and Fundação CASA locations. Programs include musical initiation, lutherie, choral singing, music technology, strings, winds, keyboards, and percussion. Targets children and adolescents, especially those from underserved communities.
• Musicou Free community music education program for people of all ages, operating nuclei in São Paulo (Ipiranga/FUNSAI), Andirá (PR), Arinos (MG), and Três Lagoas (MS). Offers guitar, percussion, collective singing, music initiation, and ensemble practice. Includes Musicou Lab (recording studio), Espaço Musicou (rehearsal space), and Musicou Orienta (artist mentorship).
• Conservatório de Tatuí Considered the largest music and performing arts school in Latin America, managed by Sustenidos under partnership with the São Paulo State Secretary of Culture. Offers specialized education in music and performing arts including new specializations in choro and historical performance, and serves as venue for orchestras, competitions, and festivals.
• Theatro Municipal de São Paulo

Quantifiable outcome

• Over 2 million people impacted since inception through music education and cultural programs
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, major and minor.

• Secretaria da Cultura, Economia e Indústria Criativas do Estado de São PaulocoreStrategic or Co-development PartnerPrimary government partner under Organização Social de Cultura (Social Culture Organization) framework. Sustenidos manages state cultural institutions including Theatro Municipal de São Paulo, Conservatório de Tatuí, and Projeto Guri under formal partnership agreements. The government provides funding and institutional support while Sustenidos handles operational management of cultural programs and venues.
• Municipal Governments (various cities)majorStrategic or Co-development PartnerPartnership with numerous municipal governments across São Paulo state for co-funding and hosting Projeto Guri poles. Some municipalities fully fund local poles (e.g., Morro Agudo). Also partner with municipal Secretarias de Educação for school-based programs like Musicou + na Escola.
• FUNSAI – Fundação Nossa Senhora Auxiliadora do IpirangamajorStrategic or Co-development PartnerHistoric foundation celebrating 130 years in 2026. Hosts Musicou FUNSAI nucleus at LAMFF (Liceu de Artes Musicais Fúrio Franceschini) in Ipiranga neighborhood since 2024. Sustenidos manages the music education program within FUNSAI's cultural facility, offering free music lessons and professional artist development.
• Jeunesses Musicales International (JMI)majorStrategic or Co-development PartnerInternational music organization (largest youth music NGO worldwide) co-created Imagine Brazil festival with Sustenidos. JMI created the Imagine international competition occurring in ~10 countries. Sustenidos serves as Brazilian national organizer. Also partnered on Ethno Brazil festival and international exchanges.
• Festival Partners (APAA, Latinidades, Instituto Afrolatinas, Produceria, Squid, Suno United Creators, Vetor Zero)minorGTM or Marketing PartnerMarketing and promotional partners for the #AbraUmaJanela campaign and cultural events. Include festival organizers, creative agencies, and cultural organizations that collaborate on visibility and outreach efforts.
• Fundação CASA (São Paulo State)majorStrategic or Co-development PartnerState foundation for juvenile detention. Projeto Guri operates educational music programs in Fundação CASA locations, serving youth up to 21 years old in detention facilities. Sustenidos manages these poles as part of its state-wide coverage.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key highlights1 record

Customer concentration

• Xtwitter.com/sustenidoscult
• YouTubeyoutube.com/channel/UCP4HHXMsQy7ISnWQQ7-QOfQ
• Facebookfacebook.com/Sustenidoscultura
• LinkedInlinkedin.com/company/sustenidos-cultura
• Instagraminstagram.com/sustenidoscultura

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 Sustenidos