Even after consolidating itself as the biggest tour in the history of Brazilian music, Tardezinha still preserves the DNA of the first edition. According to Rafael Zulu, the businessman behind the project, the essence is exactly the same as the samba circle that gave birth to it all. In more than 220 editions in 10 years, the event has grown without losing the most important thing: its identity.
“The creation of Tardezinha was emblematic. Two black people, coming from improbable places, deliver something of great magnitude. We continue with the same energy as this samba circle which began in a beach club, in Barrinha. Thiaguinho sings with the same desire, whether for 800 or 80 thousand people. This is the essence of a samba circle made for friends”, he declared this Monday (12/15) during the “Rio que enchante o monde” event.
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Offered by the government of Rio de Janeiro, the panel “Tardezinha: musical experience for export” was moderated by the journalist from Metropolises Vanessa Oliveira and were present Zulu and Rafael Liporace, CEO of Tardezinha.
For Liporace, one of the biggest differences of Tardezinha is its unique format. “It’s an individual festival, but with festival proportions. One stage, one artist, more than six hours of show. We are Brazil speaking to Brazil.”
Although Tiaguinho is originally from São Paulo, the project was born in Rio de Janeiro, inspired by the Rio samba circle, and has spread throughout the country. “We’re taking Rio all over Brazil. It’s not a copy. The inspiration came from big events, like Rock in Rio, but Tardezinha has built his own identity.”
Furthermore, the success of the festival is due to the partnership between Rafael Zulu and Thiaguinho. “From day one, we understood Tardezinha as a great company, with an upward curve of success. Zulu had the business, Thiaguinho had the availability. This partnership built a very solid foundation”, highlighted the CEO.
Liporace also stressed that, in the medium and long term, the project has the strength to last for decades. “When we talk about 2026, 2027, 2028, 2029, 2030, we are talking about two, three decades of history. Tardezinha has already become an emotional legacy of Rio de Janeiro.”
Rafael Liporace, CEO of Tardezinha
The public journey as a central axis
According to Rafael Liporace, the average ticket for Tardezinha is around R$150, but the delivery goes well beyond the ticket price, with more than six hours of show and an experience thought out to the smallest detail.
The majority audience is aged 35 and over, with a family routine and more planned leisure consumption. “This person doesn’t go out every week. They have to plan, know it’s Saturday, in advance. We understand those variables and build the experience with them in mind,” he explained.
This attention is reflected in the loyalty of the public. According to the CEO, it is not uncommon to see fans traveling all over Brazil to follow Tardezinha, precisely because of the experience the project offers.
“People insist on going there. There is a deep understanding of our customers’ behavior, and this is only possible because we care about all the pillars of the experience,” he emphasized.
Liporace also emphasized that Tardezinha is no longer just a show aimed at consolidating itself as a company in the entertainment and creative industry, with expanded responsibility for the public’s leisure. “We are selling people’s hobbies. This requires extreme caution and our responsibility increases.”
Rafael Zulu, businessman who created Tardezinha
Watershed
Talking about Tardezinha’s business model, Rafael Zulu highlighted the maturity of the operation over the years. For him, a decisive moment took place in 2019, when the project ended at the Maracanã before the entertainment world stopped during the pandemic, in a 360º format, which only Frank Sinatra had done in this format.
The perception that Tardezinha could cross borders was accompanied by expressive numbers. “In Miami, we sold 5,000 tickets in ten minutes. When we changed the location of the event because we had reached maximum capacity, in another four hours we doubled that number,” Liporace said.
The success was repeated with non-Brazilian audiences. “In Angola there were 8 thousand Angolans listening to samba and pagoda. In Sydney we organized the biggest Brazilian event ever in Australia,” he reflected.
According to the CEO, international expansion continues. “Wherever there is a Brazilian community, it makes sense to us. »
For Rafael Zulu, Tardezinha communicates much more than music. “I’m restless, but I love being Thiaguinho’s master of ceremonies. I’m passionate about culture and art. A country without that is invisible.”
Zulu championed the appreciation of culture through public policy. “We have to fight for this. Culture projects Brazil and Rio de Janeiro to the world.”
Watch the entire “Rio that enchants the world” event:
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