Spotify announces SFX live fan experience in São Paulo

Spotify has announced its first global live fan experience, titled SFX (Spotify Superfans Experience), which is scheduled to debut in São Paulo, Brazil, on January 23-24, 2027. Held at the Distrito Anhembi in partnership with Omelete Company, the two-day event aims to transition digital fandom into a physical community through music, podcasts, video, and immersive content.

Unlike traditional music festivals, SFX will feature activations co-created with artists, labels, and creators, allowing fans to participate in experiences designed around specific artist communities. The initial lineup includes several Brazilian artists such as Ludmilla, Luísa Sonza, Marina Sena, Pabllo Vittar, Pedro Sampaio, Matuê, Juliette, Veigh, and MC Hariel, alongside various podcasts.

Spotify selected Brazil for the inaugural edition due to the country’s high levels of fan engagement and its robust live entertainment market. The company intends for this event to serve as a blueprint for future international editions. There are 18,000 tickets available for the event. Exclusive pre-sales for Spotify Premium members begin on October 8, with general ticket sales opening on October 13.