In an age when corporate culture is often discussed in boardrooms and strategy decks, Portuguese entrepreneur Fernando Gaspar Barros took a radically different approach. That means turning it into a live global cultural movement.
His company, Brands Like Bands, is no ordinary festival. The world’s only music event exclusively for bands formed within the company, it is entering its most ambitious phase yet with a major expansion into Brazil in 2026.
What started as an innovative idea in Europe has developed into an international phenomenon. Based on the simple insight that many musicians are also full-time professionals, the company is tapping into the creativity hidden within the company. Engineers, consultants, bankers and developers (colleagues by day, bandmates by night) take to the stage to express their unique sides.
Barros first observed this dynamic while working at Microsoft, where he helped lead innovative cultural initiatives, including collaborations with Abbey Road Studios and the European Creative Program. That experience helped shape his belief that creativity is integral to business, not separate from it.
In 2026, Brands Like Bands will tour eight cities in seven countries, including Porto, Lisbon, Sao Paulo, Florence, Barcelona, Berlin, London, and Oulu.
Among these, Brazil stands out as an important milestone in the festival’s global expansion.
Arriving in São Paulo is more than just a tourist destination. It represents a strategic and cultural leap forward. Brazil’s deep-rooted musical identity, combined with its dynamic entrepreneurial ecosystem, makes it an ideal setting for the festival’s mission. In a country where music permeates everyday life, the concept of a workplace band naturally resonates.
By entering Brazil, Brands Like Bands is not simply exporting a format but integrating into a vibrant cultural environment where rhythm, collaboration and expression are already thriving.
At its core, Brands Like Bands is challenging traditional notions of workplace engagement. Instead of a team-building exercise confined to the office, it’s a shared, emotional experience on stage.
Over the years, the festival has hosted performances by world-renowned acts such as Muse, Duran Duran and Post Malone, including appearances at Rock in Rio. Moments like these reinforce the idea that corporate musicianship can rival mainstream talent.
But the real impact lies beyond the stage. Festivals create connections that transcend professional boundaries. The story of two participants who met at an event in Lisbon and later returned as a family shows how creativity creates real human bonds.
Our expansion into Brazil comes at a time when companies around the world are rethinking how they engage employees and build meaningful cultures. In an increasingly hybrid and fragmented work environment, shared creative experiences are more valuable than ever.
Brazil provides fertile ground for this vision. Our focus on community, music, and collaboration provides the perfect environment for Brands Like Bands to grow into a movement rather than just an event.
For Brazilian companies, this festival opens up new possibilities. It’s a way to strengthen internal culture, encourage creativity, and connect employees through something human.
