It is estimated that music is the second most popular hobby in the world, after only watching movies and series. According to global behavioral data, more than one billion people study or play musical instruments, forming one of the largest active learning communities outside of formal education.
This interest is not recent. Music is an ancient and universal practice, present in all known human cultures, from tribal rituals to live broadcasts. It crosses generations, builds social bonds, shapes cultural identities, and carries deep emotional expressions. Throughout history, entire societies have used music as a tool for communication, education, and celebration. It is a structural tool of society. However, their education remains unaided in the digital world, which is characterized by informality, low technology and lack of integration.
Recent reports indicate a sector that is continuing to expand. According to Data Intelo, the global music education and training market was worth US$6.3 billion in 2023, and is expected to reach US$11.2 billion by 2032. And that’s just part of the gamut. The musical instruments and equipment market, in turn, will reach US$19.82 billion in 2024, according to Fortune Business Insights, after resuming its growth curve after the pandemic.
Kords, a Brazilian startup created by Rodolfo Vidal, Estevao Ewald and Daniel de Assis, founders of Fisarmonica, a platform that has impacted more than 20,000 students, falls into this scenario. Kords represents the evolution of this path: a new brand, a broader thesis, and an ambition to build the first fully digital ecosystem for music education. The proposal connects students, teachers, schools and brands in one environment.
“The move to Kords was born from the understanding that the future of education will be led by those who master vertical-oriented attention, that is, the ability to create relevant content, engage communities and deliver products that meet the needs of a particular ecosystem very well.” says Rodolfo Vidal, CEO of Kords
This move is based on a clear thesis: the music education market is large, fragmented and largely informal, making it undervalued by traditional investors, but ideal for a platform that understands the behavior and network logic of this ecosystem. Instead of focusing on just one model (such as coding applications and online course platforms), Kords acts as a vertical unifier, integrating different value fronts: content distribution, tutoring services, digital infrastructure, and community. In doing so, it creates efficiencies in a sector that has always operated in an unorganized, manual manner and limited by geographical barriers.
While venture capital is still focused on hitting the next buzzword, Cords is betting on something more structural: a universal passion, an old habit, and a market that is highly monetizable, but still invisible to most VCs.
Kords starts 2026 with the clear goal of leading the Brazilian digital music education market. With new monetization fronts, expanding tool portfolio and a scalable technology architecture, the startup is preparing to open a new round of investments with the aim of strengthening its national leadership and starting international expansion in 2027.