Brands Like Brands, which was founded by Portuguese entrepreneur Fernando Gaspar Barros, has long had big goals. A global thought leader on company culture, Fernando has grown his company from a bold idea in Portugal into a unique international phenomenon.

Today, in 2026, the world’s only music festival exclusively dedicated to bands formed within companies will start its most ambitious journey yet: a seven-country global tour kicking off in Porto, the nation’s  second-largest city.

After 13 successful editions, including performances on iconic stages such as Rock in Rio alongside global acts like Muse, Duran Duran, and Post Malone, Brands Like Bands is continuing to redefine what a music festival can be.

A Portuguese Vision Goes Global

Fernando Gaspar Barros, an entrepreneur from Portugal with a passion for company culture and music, built Brands Like Bands around a simple yet powerful insight: most musicians are also everyday professionals.

In fact, most work in tech companies, banks, consultancies, and corporations, and form bands with their colleagues after hours.

Further, in an increasingly divided world, support in company culture is more important than ever before.

Fernando saw these trends early on at Microsoft, among other companies.

A graduate of Universidade Europeia in Lisbon, at Microsoft he led the first open innovation program in music, collaborating with Microsoft, Abbey Road Studios (home of The Beatles), and Creative Europe (European Union).

This year, Fernando’s vision will expand across seven countries and eight cities. The tour will go from Porto and Lisbon to São Paulo, Florence, Barcelona, Berlin, London, and Oulu, Finland’s European Capital of Culture 2026, from March through October, creating a shared stage for professionals worldwide.

It will open on March 13th and 14th at Hard Club in Porto, where bands representing companies such as Ageas, Armis Group, Blip, ManpowerGroup, Natixis, Philip Morris International, and Sabseg will take the spotlight.

Where Colleagues Become Bandmates

At its heart, Brands Like Bands is about connection.

For instance, one of the festival’s most touching stories began in Lisbon in 2016. During a pre-dinner gathering for musicians, Claudia approached Diogo, both were in performing in bands from different companies, with a simple invitation: “Hi, I don’t know who you are, but join us.”

What came about was something special: that spontaneous moment led to marriage. Nearly a decade later, they return to the festival with their child.

These human connections are central to Gaspar’s entrepreneurial vision: creativity brings people together.

Creativity With Purpose

Beyond the stage, Brands Like Bands has partnered with social and environmental initiatives such as 1% for the Planet, originally founded by Patagonia, as well as projects connected to artists like Green Day and Billie Eilish.

The goal is clear: align corporate creativity with positive global impact.

From a Portuguese entrepreneur’s idea to a multi-country cultural movement, Fernando Gaspar’s Brands Like Bands is showing that business and culture don’t just coexist.

Together, they can create something extraordinary.