Have you ever stopped to think about what it would be like to attend a festival without knowing who is going to perform - experiencing it purely for the pleasure of musical discovery? Today, Brazil hosts a vast number of music events and, according to a 2025 survey by Mapa dos Festivais, there were more than 100 festivals in the country that year alone. And they all share one thing in common: the anticipation surrounding the line-up announcement.

For this reason, Heineken® once again decided to challenge industry standards by launching the Heineken® No Line-Up Festival, the brand’s first proprietary festival in Brazil, in which the artists were only revealed at the exact moment they stepped onto the stage.

According to the study, around 30% of audiences — primarily young people aged 18 to 29 — attend events focused on specific performances, prioritizing isolated experiences and the immediate sharing of those moments on social media. It was within this context that Heineken® inverted the traditional logic, creating an environment of music and connections that was entirely new and unforgettable.

Encouraging audiences to challenge conventions, remain open to discovering new artists and rhythms, and dive into the future of music was a core pillar that shaped the festival’s concept. The proposal also included revisiting established bands and artists in unexpected ways.

*Research conducted by Mapa dos Festivais in partnership with Walk The Talk.