Mercado Livre, the largest e-commerce platform in Latin America, announces the launch of Meli Music, a proprietary project that marks its entry into the music industry and reinforces its focus on culture and entertainment as strategic ways to connect with Generation Z. The initiative is developed 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 that celebrates the genre's prominence in the contemporary Brazilian music scene; on October 17th, it will be Luísa Sonza, Carol Biazin, and Mc Livinho taking over the stage with a Pop repertoire that combines current hits with reinterpretations full of personality. The shows will take place at Mercado Pago Hall, located at Mercado Livre Arena Pacaembu in São Paulo, with a capacity of 6,500 people, and will be streamed live on Mercado Play. The pre-sale for Mercado Pago, Meli+, and super fans clients begins on May 12th, with general sales starting on May 20th.
Matuê highlights the importance of the initiative: "Trap and rap represent a very important scene and movement. So being at Meli Music, representing these sounds as the event's headliner, is amazing. I see great importance in having a brand like Mercado Livre supporting this movement and opening even more spaces for our people," and Veigh adds, "It's an honor to be part of Meli Music, this project that aims to add to Brazilian music and create experiences that truly connect the artist with the audience — something I have always valued in my career." I'm very happy to be in this moment," celebrates Veigh.
"Brazil is the country that consumes the most music in the world, and this behavior shows the strength that music has in transforming experiences and creating a genuine connection with the audience, especially with Generation Z. That is why we launched Meli Music, a platform born with the purpose of amplifying possibilities and making music the protagonist in the way we relate to culture, entertainment, and consumption," says Iuri Maia, Brand Strategy Director at Mercado Livre.
For Luísa Sonza, participating in the project is a way to celebrate connections: "Being part of Meli Music, representing Pop in Brazil, is a great opportunity to explore new ways of connecting with fans and to see up close this fusion of music, culture, and technology. I'm super excited to be part of this project. I also think it's a way to acknowledge the importance of the relationship I've been building with my fans since the beginning of my career."
Music has the power to transform, and this is proven by data. THEMeli TrendsThe Mercado Livre trend survey showed how major musical moments have a direct impact on consumer behavior within the platform. And one of the main protagonists of this movement in the music universe are the 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 the audience. Meli Music is a powerful platform to strengthen the bond between brand, artists, and fans. Super fans, who are the main drivers of streaming consumption, tickets, and careers, play a central role in this ecosystem by promoting 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 Director of GTS Brazil.
In addition to live shows, the project will have a strong digital presence, with a squad of GTS-influencing musicians and interactive activations to engage the artists' fan base and super fans. For more information, visit thesite.
