Endemol Shine Brasil, part of Banijay Americas, today announced the launch of Banijay Apresenta (Banijay Presents), a new program dedicated to concerts, festivals, and live events in Brazil.
The initiative will be hosted at Banijay Studios in Guarulhos, the largest independent complex in Latin America. The venue covers more than 60,000 square meters, accommodates up to 16,000 guests, and features versatile infrastructure with three distinct areas for events of different formats and scales. Opened last year, the studio has already hosted over 30 projects, including television productions, reality shows, advertising shoots, live music performances, corporate events and sports competitions.
“We plan to expand the calendar in 2026 and bring more artists and events to our venue,” says Nani Freitas, CEO of Endemol and Banijay Studios.
Latin Grammy Award–winner Alexandre Pires will open the Banijay Apresenta stage on November 15 with his Pagonejo Bão tour, presenting reinterpretations of pagode and sertanejo classics infused with his signature mix of samba and Latin pop. Seu Jorge, acclaimed Brazilian singer-songwriter and actor, will follow on December 13 with his Baile à la Baiana tour, bringing his blend of samba and pop to the second concert of the 2025 season. Tickets for both concerts will be available through Fever.
“Our goal with Banijay Apresenta is to position the brand as one of the leading players in the live entertainment market,” adds Freitas. “This sector is worth billions, and audiences are increasingly seeking innovative, immersive experiences. With our expertise, we are delivering large-scale cultural and music events which unite communities, celebrate diversity, and create lasting memories with the highest standards of quality.”
“At a time when audiences crave connection, live events are creating moments that deepen engagement beyond traditional viewing,” said Ben Samek, CEO, Banijay Americas. “Led by pioneers like Nani Freitas and her team, Banijay is building a portfolio that extends entertainment from the screen into shared community celebrations. The transformative spectacle of Luminiscence, the delectable MasterChef Live Tour, and now the Banijay Apresenta debut in São Paulo highlight how live formats can celebrate fans locally while expanding the industry’s cultural footprint.”
Sponsorship initiatives are being led by Fernanda Abreu, Vice President of Licensing and Agency at Banijay Brasil. “The live music industry is a powerful platform for connection and engagement, and Banijay Apresenta offers brands the opportunity to increase visibility while delivering experiences, building awareness, driving activations, and strengthening loyalty,” says Abreu. “We see this as part of a broader shift in live entertainment, where events are no longer just performances but elevated cultural experiences that bring audiences and brands together in meaningful ways.”
In addition to the concerts already confirmed, Banijay Apresenta has been structured to host projects across music and other cultural fields, creating new opportunities for brands and partners to engage audiences.
The move supports Banijay Entertainment’s broader global push into live events and experiences via Banijay Live.
More information will be available soon on the official website and Instagram@banijayapresenta.
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Tela Viva: Endemol Shine Brasil launches project dedicated to shows, festivals and events
