July 2026 – Sebrae has released a new music video for ‘Nosso Canto’ across its official channels and major digital audio and video platforms. Created by agency NOVA, the project uses music to tell stories of entrepreneurship while celebrating Brazil’s rich cultural diversity. Each release features artists reinterpreting classic Brazilian songs, with music videos highlighting entrepreneurs and small businesses supported by Sebrae in different regions of the country.
This time, the trio Os Garotin performs “É Preciso Saber Viver” (“You Need to Know How to Live”), the classic song by Roberto and Erasmo Carlos, famously popularized by Titãs, in a production filmed at Marguerita’s Pizzas in Porto Alegre, Rio Grande do Sul. The music video transforms the pizzeria owned by siblings Pâmela and Rodrigo de Souza into the setting for a story that blends music, entrepreneurship, and local development.
“‘É Preciso Saber Viver’ reflects the struggle of millions of Brazilians who wake up every day seeking a better life while working to strengthen their businesses. The ‘Nosso Canto’ project shines a light on this entrepreneurial spirit, celebrates Brazil’s cultural diversity, and demonstrates how talent, creativity, and knowledge can generate income and opportunities,” said Rodrigo Soares, President of Sebrae Nacional.
Five years ago, siblings Pâmela and Rodrigo de Souza turned their passion for gastronomy into their own business. Through Sebrae’s Polo Gastronômico program, they improved management practices, streamlined operations, and strengthened the company, which is now well established in Porto Alegre.
“Sebrae became part of Marguerita’s story through a consultant who introduced us to the Polo Gastronômico project. The initiative helped us improve every aspect of the business, from finance and people management to operational processes. It truly allowed us to take a major leap forward,” said Rodrigo de Souza, co-owner of the pizzeria.
For NOVA, the agency behind the project, the new music video reinforces the relationship between identity, place, and economic development.
“‘Nosso Canto’ was created to transform music into a meeting point for artists, entrepreneurs, and communities. Each music video expands the meaning of the song by telling real stories of entrepreneurship and showing how culture and business together can strengthen communities, create opportunities, and inspire others,” said Ana Paula Terra, Client Services Director at NOVA.
Multiplatform rollout
With the release featuring Os Garotin, ‘Nosso Canto’ reaches its fourth music video. Since May, the project has brought together artists from different musical genres and regions of Brazil to reinterpret iconic Brazilian songs. Previous editions featured Ajuliacosta, MC Hariel, and Marina Sena, with the season set to conclude next week with Liniker.
The communication strategy combines digital distribution, original content, and media relations to maximize the reach of each release. The music videos are available on Spotify, TikTok, Deezer, Sua Música, YouTube, and Meta, while promotional efforts target media outlets specializing in culture, business, marketing, and advertising.
The campaign also includes integrations with entertainment programming on TV Globo, Multishow, and BIS, along with editorial content on G1, Gshow, and Globoplay, as well as curated playlists that extend the project’s presence across audio and streaming platforms.
The broader communications ecosystem also features content creators who document the project from the music video shoots onward, expanding the reach of the stories and connecting the initiative with audiences across Brazil. Giovanna Pitel follows the entire season, sharing behind-the-scenes moments, artist interactions, and the stories of the featured entrepreneurs.
“It’s incredibly rewarding to connect with entrepreneurs through music and help bring visibility to the stories they build every day. ‘Nosso Canto’ shows how music can bring people together while celebrating those who make a difference in their communities,” Pitel said.
The creator lineup also includes Bráulio Bessa, Renata Saldanha, Valen Bandeira, Tia Má, Luca Scarpelli, Jaiane Alves, Darko, Pietro Reis, Yamin, Dinho Jr., Peu da Mata, Pop Line, Lucas Leto, Andi, and Hey Vitti, while Magá Moura serves as the project’s narrator, following the artists, entrepreneurs, and behind-the-scenes stories throughout the season.
