Petrobras
How did we get Petrobras to communicate that it is the biggest sponsor of Brazilian culture?
Through a single playlist.
▶ Music curation
▶ Content Production
Petrobras is the biggest sponsor of Brazilian culture, and is also top of mind when it comes to the brand that best represents the country. Among the many areas in which it operates, music stands out as one of the most diverse and popular.
That's why we use sound in our strategy. And if there's music, of course we need to connect that idea with Spotify, which is the world's largest streaming platform.
Thus, we put Brazil at the top: in a collaboration between the Propeg and Tecla Music agencies, That's how the idea of creating a project for Petrobras was born – a project that showcased our cultural richness – all our diversity in a single playlist.
The Largest Brazilian Music Playlist in the World
Few people know this, but when we create a playlist on Spotify, the platform limits it to 10,000 tracks. In other words, This is the maximum number of songs that can fit in a single playlist..
What if a playlist had 10,000 Brazilian songs, curated with attention to all regions (and sounds) of Brazil? That's how The Biggest Brazilian Music Playlist in the World was born., the first playlist on Spotify to reach maximum song capacity, with Brazilian 100% tracks.
“"The project was born from the idea of creating something simple, yet powerful for the company's communication: to convey that Petrobras understands Brazil and is present through its strong cultural support throughout the country."”
Eduardo Boorhem
Head of New Business
Music Key
From north to south: the experts
Tecla Music, a leader in sound identity, spearheaded the musical curation process with its team, in partnership with regional researchers from across Brazil.
With diversity in focus, we seek to musically represent all states of the country, through the attentive gaze of names such as, Fabricio Nobre (Banana Festival), Luciano Matos (Radioca Festival), Ana Morena It is Anderson Seal (DoSol Festival), Aila (MANA Festival), Vinicius Leme (Big House Festival), Arthur Santoro (Batekoo Festival) and Gabriel Cevallos (Kino Beat Festival).
Result
Through the media campaign created for this project within Spotify, we generated more than 80 million impacts with users on the platform and the playlist already totals more than 8,500 followers since its launch in 2025.
“Participating in the creation of this playlist is like embarking on a journey through Brazil, connecting all regions through music. It's a way of saying that we are even more confident in our Brazilian identity!”
Jean Tranjan
Editor-in-chief and curatorial manager
Music Key
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