Podpah launches a full music channel backed by Hellmann’s, Estrella Galicia and Red Bull, creating a creative hub for artists of all styles.
The Podpah Group — led by hosts Igor Cavalari (Igão), Thiago Marques (Mítico) and CEO Victor Assis — officially introduces Podpah Records, a new music-focused vertical debuting on March 11 on YouTube. The platform will premiere six original shows exploring performance, conversation, and creative sound mixing.
Supported by brands such as Hellmann’s, Pool Jeans, Estrella Galicia, Philips, Bem Bolado, Red Bull, Electro-Voice and Tok&Stok, the project positions itself as a true “House of Music” for the digital generation, blending culture, community, and innovation.
“We want to take part in this new chapter by supporting music as a creative force and deepening our connection with fans,” said Carolina Riotto, CMO of Unilever Foods Brazil.
Located in the group’s 6,500-square-meter complex, inaugurated in 2025, Podpah Records features three studios equipped with professional Electro-Voice gear. According to CEO Victor Assis, the main goal is to amplify diverse voices — from established icons to up-and-coming urban creators.
The musical curation covers four pillars: Scene & Impact, Viral, Mainstream, and Legends. The program lineup includes shows such as BASE, hosted by DJ Mu540; SALA, featuring intimate live performances; and NOVA, dedicated to emerging artists.
New-generation voices Pietro Reis, Julia Reis and Puro Roxo will guide conversations about music, while the studio will host listening sessions, launches, and brand activations — strengthening Podpah’s cultural footprint in Brazil’s music scene.
Photo: Natã Figueiredo/Disclosure
