HiPartners, a venture capital firm specialized in retail technology, announces its eighth investment to compose the Retail Tech Fund portfolio: Musique, the first Brazilian platform to combine generative artificial intelligence, consumer neuroscience, and audio technology to transform the in-store sound experience into a lever for commercial performance.
The startup is founded on the premise that sound is not a sidekick but a strategic channel with direct impact on dwell time, conversion, brand perception, and new revenue generation at the point of sale. The platform offers customized soundtracks with up to 40 hours of royalty-free music, a centralized management dashboard with KPIs per unit, personalized sound logos, and audio media activation (Retail Media), also allowing physical spaces to be monetized with ads segmented by location, timing, and consumer profile.
Already present in major brands like RiHappy, Volvo, BMW, and Camarada Camarão, the solution has delivered significant results: a 12% increase in NPS, 9% higher average dwell time in restaurants, and savings of up to R$ 1 million per year in copyright fees. With Musique’s proprietary AI, brands can create complete music tracks—lyrics, melody, vocals, and instruments—with full creative and legal control, adapting the sound content to the mood, campaign, or store profile.
The investment also reinforces HiPartners’ purpose: the opportunity arose from one of the fund’s own investors, an active member of the community. Musique wasn’t on the traditional venture capital radar, but its synergy with the Hi ecosystem was the trigger for the investment. The decision to partner with a specialized fund materializes its thesis of being more than just a manager—a living community that fosters connections and turns relationships into business.
According to André Domingues, CEO and co-founder of Musique, ‘We are in a crucial phase of traction and expansion. HiPartners brings much more than capital: it provides access, methodology, and connections with the country’s largest retailers. With them, we will accelerate our mission to turn music into measurable results.’
For HiPartners, Musique represents a new frontier of efficiency and monetization for physical retail. ‘Sound, long neglected, has become a competitive advantage. Musique delivers ROI from day one, with cost reductions and new revenue streams. Our role will be to position the company as a national benchmark in sound intelligence, supporting its entry among Brazil’s top 300 retailers and structuring its commercial operations with the methodologies of the Hi ecosystem,’ says Walter Sabini Junior, Founding Partner of the firm.
With this investment, HiPartners reinforces its thesis of investing in solutions that drive real impact for retail—and solidifies Musique as the protagonist of the next generation of sensory experiences at the point of sale.
