Mercado Livre launches“Meli Music” to expand connection with young audience

Mercado Livre, the largest e-commerce in Latin America, announces the launch of Meli Music, a proprietary project that inaugurates its entry into the music territory and reinforces its commitment to culture and entertainment as strategic paths to approach Generation Z. The initiative is born in partnership with GTS Brasil, with the objective of promoting authentic experiences that connect artists, fans and brands.

Two editions are already confirmed for 2025: On August 1, Matue, Veigh and Budah present the best of Trap, in a night that celebrates the protagonism of the genre in the contemporary Brazilian music scene; on October 17, it will be the turn of Luisa Sonza, Carol Biazin and Mc Livinho to command the stage with a pop repertoire that unites current hits to re-readings full of personality. The shows will take place at Mercado Pago Hall, located in the Mercado Livre Arena Pacaembu, in Sao Paulo, with capacity for 6,500 people, and will be broadcast to the market pre-sales 1 day by Mel Play.

Matue highlights the importance of the initiative: “O trap and rap represent a scene and a very important movement. So being at Meli Music, representing these sounds as the headliner of the event, is too much mass. I see a lot of importance in having a brand like Mercado Livre supporting this movement and opening even more spaces for our galley”, this project comes to add to Brazilian music and create experiences that truly connect the artist with the audience 'something I have always valued in my career.

“O Brazil is the country that consumes the most music in the world, and this behavior shows the strength that music brings in transforming experiences and creating a genuine connection with the public, especially with Generation Z. Therefore, we launched Meli Music, a platform that is born with the purpose of amplifying possibilities and making music a protagonist in the way we relate to culture, entertainment and consumption”, says Iuri Maia, Director of Brand Strategies at Mercado Livre.

For Luisa Sonza, participating in the project is a way to celebrate connections: “Being part of Meli Music, representing Pop in Brazil, is a super opportunity to explore new ways of connecting with fans and see closely this fusion between music, culture and technology. I'm super excited to be part of this project. I think it is also a way to recognize the importance of the relationship I have built with my fans since the beginning of my career”.

Music has the power to transform and this is proven in data Meli Trends's, Free Market trends survey showed how great musical moments generate direct impact on consumer behavior within the platform. And one of the great protagonists of this movement in the music universe are the super fans, who play a central role in the connection between artists, brands and communities.

“A live music has a unique ability to create immersive and memorable experiences for audiences. Meli Music is a powerful platform to strengthen this bond between brand, artists and fans. Super fans, who are the main drivers of streaming, ticketing and career consumption, have a central role in this ecosystem driving related products and markets. At GTS, we are excited to collaborate with Mercado Livre on a project that not only celebrates music, but also creates an authentic connection “, says Ulises Gasparini, General Manager GTS Brazil.

In addition to the in-person shows, the project will have a strong digital presence, with a squad of GTS influencer musicians and interactive activations to engage the fan base and super fans of the artists award's.