Betting Big on Brazil: How Brazilian Musical Identity Became a Global Currency

TBCThere are reasons to bet big on Brazil in 2026. It is a top-ten global economy and a top-ten global music market, with a population of 213 million people and a land mass slightly smaller than Europe. Music is in the Brazilian blood, even its airport is named after Jobim! Yet this global powerhouse has gone local: the top 100 artists on YouTube are all local and perform in Portuguese. This panel reveals how that strong domestic base has become a global competitive advantage, with Brazilians exporting their music and culture to Portugal, Bolivia, and Argentina. Now, the Brazilian experience touches down in Shoreditch for SXSW LDN to let the sunshine in: a panel of Brazilian experts will unpack the four pillars that propelled Brazilian music and culture, turning their local identity into global currency.