Hi, I’m Guilherme Figueiredo, or just Guiga.

For over 15 years, I’ve been immersed in the evolving relationships between creativity, business, and technology, moving from design and artistic internships to executive leadership roles across startups and legacy companies alike. Along the way, I’ve had the privilege of helping reshape industries, launch new ventures, and navigate some of the most profound shifts in global media: the migration from physical to digital commerce, the decline of content ownership and rise of streaming, the emergence of social media, the disintermediation of media gatekeepers, the explosion of the creator economy and new formats like podcasts and direct-to-fan models, and the sweeping transformations sparked by the rise of remote work.

If there’s one constant through it all, it’s been change.

Some highlights of my journey include:

  • Global expansion: Led the international rollout of UnitedMasters, a $550M platform for independent artists based in NY, launching and scaling multi-million dollar operations in just two years.

  • Digital transformation: Drove the 10-year digitalization of Som Livre, Brazil’s top record label, paving the way for its $255M acquisition by Sony Music.

  • Media innovation: Partnered with Accenture to craft Globo’s audio strategy, helping bring podcasts into the mainstream in Brazil.

  • Strategic dealmaking: Negotiated dozens of direct agreements with artists and platforms like TikTok, YouTube, Spotify, while building strong partnerships with industry bodies like Merlin, A2IM, and Pro-Música.

  • Creator economy leadership: Launched DIY-platform Fluve in a Joint Venture with French-company Idol, bridging legacy music operations with the rise of independent creators.

  • Resilience in crisis: Led a 60-person team through the pandemic, leveraging technology and thoughtful leadership to keep artists engaged, teams motivated, and business secure.

  • Thought leadership: Frequent speaker and academic contributor, recognized by NYU for advancing understanding of emerging markets.

  • Global perspective: Holder of a Global Executive MBA in Leadership with immersive experience in Berlin, Tokyo, Shanghai, and the U.S.

If you’d like to explore consulting, advising and mentorship opportunities please get in touch. I’m currently based in NY.