Music Productions

A history of production, management and touring that connected artists, stages, brands and new audiences.

Music holds an important place in Árvore Cultural’s history. Over the years, the company has produced, coordinated and managed performances, concert seasons and artistic projects in theaters, live music venues and other cultural spaces.

This journey developed through distinct phases: one-off projects such as Presença Musical, alongside ongoing artist management and concert production, particularly during the period when Árvore Cultural managed Max Viana’s career. In each experience, the company connected artists, teams, venues, businesses and audiences through careful planning, relationship-building and attention to artistic quality.

Presença Musical — 2010

Presença Musical was a one-off event held in 2010 at Teatro Frei Caneca in São Paulo. Managed and produced by Árvore Cultural, with cultural coordination by Dirce Abreu and artistic direction by Max Viana, the event brought together artists from diverse backgrounds in Brazilian music.

Funded directly through Bradesco’s marketing budget, the event featured Yaniel Matos, Flávio Venturini, Max de Castro and Simoninha. It demonstrated the ability to bring artistic direction, performers, a theater venue, production and brand investment together in a single cultural event.

Management and Production: Árvore Cultural
Cultural Coordination: Dirce Abreu
Artistic Direction: Max Viana
Period: 2010
Location: São Paulo
Venue: Teatro Frei Caneca
Funding: Bradesco — direct funding from its marketing budget
Featured Artists: Yaniel Matos, Flávio Venturini, Max de Castro and Simoninha

Gallery — Presença Musical

Music Production and Artist Management

At another stage in this journey, Dirce Abreu took on the management of Max Viana’s artistic career. Through this work, Árvore Cultural went on to produce a range of live music events, bringing together performances, artistic collaborations, cultural venues, teams and audiences. Concerts took place at Café Paon and other venues in São Paulo, featuring artists who were developing their careers and already gaining recognition on the music scene. These performances created opportunities for exchange, experimentation with repertoire and engagement with new audiences. Artists who took part in various gatherings and productions included João Pinheiro, Alexandre Saad, Gilson Espíndola, Filipe Bueno and Antônio Villeroy, alongside other guests. Árvore Cultural handled planning, artistic coordination, venue relationships and the delivery of the performances. This period strengthened the company’s experience in career management and ongoing live music production, demonstrating its ability to support artists, build connections and develop opportunities through relationships cultivated over time.

Gallery — Music Productions

Experiences and Achievements

• Production of Presença Musical at Teatro Frei Caneca in 2010.
• Management of Max Viana’s artistic career.
• Production of performances at Café Paon and other cultural venues.
• Facilitation of collaborations between artists from diverse backgrounds.
• Planning and coordination of teams, venues and artistic activities.