Mercado Livre, Latin America’s largest e-commerce platform, announces the launch of Meli Music, a proprietary project marking its entry into the music territory and reinforcing its bet on culture and entertainment as strategic paths to connect with Generation Z. The initiative is born in partnership with GTS Brasil, aiming to promote authentic experiences that connect artists, fans, and brands.
Two editions are already confirmed for 2025: On August 1st, Matuê, Veigh, and Budah will present the best of Trap in a night celebrating the genre’s prominence in the contemporary Brazilian music scene; On October 17th, Luísa Sonza, Carol Biazin, and Mc Livinho will take the stage with a Pop repertoire blending current hits with personalized reinterpretations. The shows will take place at Mercado Pago Hall, located in Mercado Livre Arena Pacaembu in São Paulo, with a capacity of 6,500 people, and will be broadcast live on Mercado Play. Pre-sale for Mercado Pago customers, Meli+, and super fans starts on May 12th, with general sales beginning May 20th.
Matuê highlights the initiative’s importance: “Trap and rap represent a hugely important scene and movement. So being part of Meli Music, representing these sounds as the event’s headliner, is really awesome. I see great value in having a brand like Mercado Livre supporting this movement and opening even more spaces for our crowd.” Veigh adds, “It’s an honor to be part of Meli Music, a project that comes to enhance Brazilian music and create experiences that genuinely connect artists with audiences—something I’ve always valued in my career. I’m thrilled to be part of this moment,” celebrates Veigh.
“Brazil is the country that consumes the most music globally, and this behavior shows music’s power to transform experiences and create genuine connections with audiences, especially Generation Z. That’s why we launched Meli Music, a platform born to amplify possibilities and make music the protagonist in how we engage with culture, entertainment, and consumption,” says Iuri Maia, Brand Strategy Director at Mercado Livre.
For Luísa Sonza, joining the project celebrates connections: “Being part of Meli Music, representing Pop in Brazil, is a great opportunity to explore new ways of connecting with fans and witnessing firsthand the fusion of music, culture, and technology. I’m super excited to be part of this project. I also see it as recognition of the importance of the relationship I’ve built with my fans since the beginning of my career.”
Music has transformative power, and the data proves it. The Meli Trends, Mercado Livre’s trend report, showed how major musical moments directly impact consumer behavior on the platform. Among the key drivers of this movement in the music universe are super fans, who play a central role in connecting artists, brands, and communities.
“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 brands, artists, and fans. Super fans—the main drivers of streams, ticket sales, and careers—play a central role in this ecosystem, boosting related products and markets. At GTS, we’re thrilled to collaborate with Mercado Livre on a project that not only celebrates music but also creates an authentic connection,” says Ulises Gasparini, General Director of GTS Brasil.
Beyond live shows, the project will have a strong digital presence, featuring a squad of GTS’s influencer musicians and interactive activations to engage artists’ fan and super-fan bases. For more information, visit the website.
