Music Business Export: Brazil

Business Initiation Trip Brazil 2022

In spring 2022, AHK São Paulo conducted a business initiation trip to Brazil on behalf of the German Federal Ministry for Economic Affairs and Energy (BMWi) together with the cooperation partner Hamburg Music. The program took place from 07-11. March 2022 in São Paulo. The trip was a project-related funding measure within the BMWi market development program for small and medium-sized enterprises from Germany (SMEs). The aim of the project was to support German companies from the music and event industry in their foreign trade activities to open up the Brazilian sales market. 

Detailed information about the program can be found in this information sheet (in German).

The project has already ended; registration is no longer possible. 

Why Brazil?

The Brazilian music industry has recorded double-digit growth since 2017, generating around US$298.8 million in 2018. Brazil is the 10th largest music recording market in the world, with music recordings growing by 13.1% in 2019 alone. Expansion in the digital music market is developing very positively, with a 46% expansion in 2018 and 23% in 2019. The live music market was also developing very promisingly until the start of the pandemic, with the industry generating around US$50 million in sales in 2018 in São Paulo alone, with almost 3,000 monthly attractions. The events market accounts for about 13% of Brazil's GDP and moved about US$228.3 billion in the Brazilian economy in 2019. According to estimates by the ABEOC association, the events sector grew by about 6.5% per year between 2013 and 2019. In both the music and events industries, there is a drive to implement innovation and new technologies. In this regard, more than half of the companies would like to form alliances and partnerships to achieve this goal.



The target group includes small and medium-sized enterprises (SMEs), self-employed professionals in the commercial sector, as well as specialist freelancers and business-related service providers with business operations in Germany (companies) and a corresponding focus on the music and event industry. The focus is particularly on export-oriented companies that want to establish or expand their international business relations - especially in the Brazilian market.


Costs & Services

The participants' own contribution depends on the size of the company:

  • 500 euros (net) for participants with annual sales of less than 2 million euros and fewer than 10 employees
  • 750 euros (net) for participants with annual sales of less than 50 million euros and fewer than 500 employees
  • 1000 euros (net) for participants with annual sales of at least 50 million euros or with more than 500 employees

The individual travel, accommodation and food costs must be borne by the participants themselves. Hotel reservations exist; included are, among other things, program design, contact mediation, accompaniment of the appointments, travel and delegation advice, as well as the cost of transportation to community appointments in São Paulo.


Funding opportunities for the business initiation trip

Music companies based in Hamburg have the possibility of a subsidy for travel expenses of max. 1,500 € (net) from the Hamburg Music International music export support program. Applications must be made by sending the completed application form to by November 15th. Prerequisite for the approval of the funding is the commitment to participate in the delegation program.


Companies based in Berlin generally have the possibility of a subsidy for travel expenses through the Music Ambassador Program of the Berlin Music Commission. You will find out in January by mail directly from the Berlin Music Commission whether there is a possibility of funding again for 2022.


Project executing agency: AHK Brazil - São Paulo

As the official representative of the German economy in Brazil, the AHK São Paulo aims to strengthen bilateral trade and especially to show German small and medium-sized enterprises business opportunities in Brazil. In its function as a link between German and Brazilian companies and organizations, the AHK is available as a competent partner with many services.


Cooperation partner: Hamburg Music

The cooperation partner Hamburg Music will provide technical support for the program and accompany the trip. It is Germany's first regional music industry association and, with around 120 member companies, one of the largest in Europe.