For the Portuguese startup ecosystem, Lisbon and Porto are the two key hubs for entrepreneurs and digital nomads alike. In recent years, Porto’s scene has been outperforming expectations.
The city was one of the few European cities that was able to substantially grow its funding levels. Porto saw a 51% increase in total VC funding and an impressive 163% increase in median seed round from 2024 to 2025.
Organizers like Porto Tech have played a key role in cultivating community, collaboration, and innovation between the founders and entrepreneurs that from the basis of Portugals startup ecosystem.
Portuguese entrepreneur Fernando Gaspar Barros has also played a notable role in cultivating the cultural bonds in the city thanks to his global music event, the Brands like Bands festival.
An avid music fan and champion of culture, he saw an opportunity to help companies improve the strength of their brand through the three core pillars of music, marketing and meaning.
He established Brands Like Bands back in 2008 and he has been rewriting the playbook on corporate branding since then. By taking inspiration from how artists build trust, loyalty, and identity with their audiences, Fernando has spent decades helping companies engage with employees.
According to Cision data, Brands Like Bands-led campaigns have generated more than €10 million in Advertising Value Equivalent (AVE). Participating organizations have also been repeatedly recognized as Best Places to Work, reinforcing the link between cultural authenticity and long-term brand value.
This March, Fernando is preparing to kick off the 13th edition of the Brands like Bands Festival in Porto, to put employees from some of the biggest companies on stage alongside top music artists.
Putting company bands in the spotlight
Following 13 successful editions, including appearances on world-class stages such as Rock in Rio alongside artists, the Brands like Bands festival is heading to seven countries and eight cities across two continents for its biggest tour to date in 2026.
The tour kicks off in Portugal, where bands from Ageas, Armis Group, Blip, ManpowerGroup, Natixis, Philip Morris International and Sabseg taking the stage at the Hard Club in Porto on March 13th and 14th.
The event will then move on to Lisbon, São Paulo (Brazil), Barcelona (Spain), Florence (Italy), London (UK), Berlin (Germany), before finishing in the European Capital of Culture 2026 this October.
The goal is not just to put people on a stage, but to showcase the most authentic and genuine representation for companies that are participating.
Throughout its history, the festival has supported several sustainability-focused initiatives, including Patagonia’s 1% for the Planet, as well as projects linked to global artists such as Green Day and Billie Eilish, both Grammy winners and prominent voices for environmental and social causes.
Fusing professional life with creative pursuits
The idea that people need to sacrifice their creative dreams to advance professionally is hardwired into popular culture. The phenomenal success of the Brands like Bands festival proves that dedicated professionals with successful corporate careers don’t need to stop following their dreams and passion for music.
Over the years, company bands have joined the stage with artists like Muse, Duran Duran, and Post Malone, sparking a high degree of motivation, involvement, and resilience with employees who perform and attend.
With 13 editions of the festival, the community aspect associated with gatherings is another powerful factor. Husband and wife Diogo and Claudia first met at the Brands like Bands festival in Lisbon back in 2016. Ten years later, they are ready to bring their son back to where it all began and attend the 2026 tour of the festival.
This is just one example of the powerful impact that comes from putting people at the heart of engagement initiatives.
