Music Dealers Supports Brazilian Artists During FIFA World Cup 1211 words · 6 minute read

A brand can’t just walk around proclaiming that it has a global artist community without bending over backwards to support it. 

There were two major initiatives that took place during the World Cup that we were extremely fortunate to be a part.

Music Dealers CEO, Eric Sheinkop, was invited by the Brazilian government to speak and attend a series of events designed to promote Brazil and raise the country’s economic profile. This afforded Music Dealers the chance to provide deep knowledge to the future of Brazil’s artist community, while giving tools to the Brazilian music industry to ensure that, through music licensing, their rich music stretches across the globe. Learn more about our work with the government of Brazil by checking out this press release.

And just as we were able to support the future of Brazilian music, we had an amazing opportunity to work with Coca-Cola to support the current Brazilian music scene. Below is a digest of our work with Coke and their Global Hospitality Program during the 2014 FIFA World Cup™. The event, a huge success, enabled 15 artists to perform 22 shows for Coke customers and executives as the games went on. 

Read on to learn about the event, the artists that made it special, and how serious we are about giving artists a chance to shine, regardless of where they are in the world.

A sign reading “Coca-Cola Bem-Vindo ao Rio” greets you as your enter the baggage claim at Rio de Janeiro Galeão - Antônio Carlos Jobim International Airport. And though you’re entering a foreign country, perhaps for the first time, there is something so comforting and welcoming about seeing that iconic script logo that it instantly calms your nerves and makes you smile, no matter where you are in the world.

As one of the largest and longest-standing corporate partners of FIFA, The Coca-Cola Company’s presence throughout Brazil during the 2014 FIFA World Cup™ was unrivaled.

Coke hosted guests in Brazil at their Global Hospitality Program. 

As Coke’s global music partner, Music Dealers was tasked with the fitting opportunity to scout out the best live bands and DJs hailing from Rio and Sao Paulo. We searched near - within The Great Unsigned catalogue - and far, for some of Brazil’s most well known popular. With music being the universal passion point and the worldly audience in attendance, we had big shoes to fill, but the incredible, authentic talent we enlisted most certainly fit the bill.

Meet the Coca-Cola FIFA World Cup™ Hospitality Artists

The first two nights program kicked off with DJ Lara Alves spinning authentic Brazilian beats and pop tracks in Glacéau Vitaminwater’s club gvw. The bombshell was named one of Rio’s best Funk DJs by Night Award 2014.




Brazilian rapper Flavio Renegado backed by his awesome band took the stage on July 4th. After completing a 13 city world tour last year, Flavio was a featured artist at Rock In Rio 2013.



Closing out the night in club gvw, one of the hottest DJs on the Brazil music scene, Johnny Glovez.





Next up on the 1s and 2s was Paulo Sattamini, a.k.a. Satta. His musical style is one of a kind, it can be summed up with one word, eletrodubfunkrocksouldiscoblacbossajazz.

He has one goal - to make people dance wherever he goes - and that he did!







On Sunday, July 6th, we had one of Music Dealers longtime friends and “The King of Brazilian Mashups” Joao Brasil mixing beats.

Meanwhile, Database, “The best producer / DJ duo in the world,” according to DJ Magazine, helped get the Semi-Finals started in Sao Paulo.



Monday, July 7th’s lineup was one for the books. Kicking off the night, young, funk / bossa nova influenced band, Mohandas put on a live show that was a throw-back, hippy mania.

Only world renowned The Twelves could appropriately follow that up with their unique blend of live keyboards, drum machines mashups and mixing on the fly.






In Sao Paolo, that same evening, guests enjoyed a fun set from Roots Rock Revolution, a good friend of Database. RRR has shared the stage with names like Calvin Harris, The Roots, John Legend, Steve Aoki and Boys Noize.








On Tuesday, July 8th the excitement throughout Brazil for the big Brazil vs. Germany game was unrivaled. Unfortunately, that excitement quickly turned somber when Brazil took a beating from the inevitable World Cup winning German team. 

The only upside on this day was the awesome show from Sao Paulo’s Holger. 

…and DJ Dago Donato closed out the night with an epic set.

Wednesday, July 9th: Game day in Sao Paulo included an energetic set from DJ Puma Scorz which got the crowd pumped up for the game. At Music Dealers, we’re all about “work hard play hard,” so luckily our Dealers on the ground in Sao Paulo, Josh and Antony, were able to enjoy the Netherlands vs. Argentina match.

July 10th: With games over in Sao Paulo, our crew there headed back to Rio to join Sam and Lyndsey for the Finals. That evening, Brazilian Funk DJ, Lara Alves, returned for another night of entertainment. This time she was joined by the famous Brazilian Dance company Jaime Aroxa and his troop to help get guests moving on the dance floor.

Friday, July 11th opened with an energetic and fun show from Brazilian Indie Pop band, Tereza! These guys are so much fun and put on a great show that had guests getting out of their chairs and dancing in the middle of their dinner.

Late night DJ set from Sao Paulo natives Lucio Morias and Yuri Chix of Database.

We even got a surprise visit from David Correy who did an impromptu Drake “Hold on We’re Going Home” which had guests swooning. We even got our own Antony Demekhin, aka DJ Tongs. 

Saturday, July 12th: The Big Day! “The World Is Ours Bloco”. A bloco is a Brazilian street band and popular form of expression during Carnival. 

Following the game, the party continued with a vibrant performance from the famous Brazilian Monobloco.

Monobloco’s show culminated with the moment everyone had been waiting for - Coke’s FIFA World Cup anthem “The World is Ours” performed by Monobloco and David Correy. The song has reached the top 10 in over 40 markets guests had the rare opportunity to see it live the day before the final World Cup match. It was a pretty epic and beautiful moment in Coke and Music Dealers history. 

Sunday, July 13th. The Final Match. After a great week, the icing on the cake was being able to attend the final FIFA World Cup game…with David Correy, Music Dealers CEO Eric Sheinkop, and their awesome crew (see image below), no less. A once in a lifetime experience.

Music Dealers is humbled and honored to have played a role in this experience. Thank you to our friends and partners at Coke for the incredible opportunity and memories that will last a lifetime. 

Thank you to all of our amazingly talented and passionate artists who helped make this program the success that it was - and for making Music Dealers look so good. Rio, we’ll see you soon, the 2016 Olympics are just around the corner! Who’s coming with?


By: Lyndsey Ager, Music Dealers