New edition of reality show connects creators to brands, boosting social impact projects
Since its debut, Shark Tank Brazil, televised by Sony Channel and shown on the show’s official YouTube channel, has established itself as a major entrepreneurship reality show in the country, captivating a passionate audience. But now, the concept of innovation and social impact has gained a new version: Shark Tank Brazil Creators Version.
In a collaboration, YouTube, Sony Pictures Television and the production company Floresta have come together to create a special edition of the program, entirely dedicated to the Creator Economy. For the first time in the world, the Shark Tank format has been reinvented to adapt to the universe of content creators. Together with Volkswagen Brasil and Cielo, the brands identified the perfect opportunity to explore the potential of the Creator Economy in a way never seen before.
“The creators have stopped being fish and have become sharks. So why don’t we flood this shark tank?”
“Creators are no longer fish, they’ve become sharks. So why don’t we flood this shark tank? Shark Tank Brazil – Creators Version was born from this provocation and has become something even bigger: content that takes advantage of the increase in consumption of connected TVs on YouTube, that places creators as entrepreneurs, that values social impact, that uses the power of the biggest entrepreneurship reality show in the country and that touches the hearts of the audience. Everything is done down to the smallest detail to deliver the best experience for the audience,” says Esly Paiva, leader of Packages and Creator Connection at YouTube Brazil. This statement captures the essence of the program: creators are no longer just content producers; they are entrepreneurs who manage real businesses.
Phillipe Carrasco, partnership and product manager at YouTube Brazil, adds: “The vast majority of entrepreneurs in Brazil undertake out of necessity and seek opportunities to undertake. We understand that YouTube is a platform for entrepreneurship possibilities, for disseminating content and for creating these new businesses. So it makes perfect sense that Shark Tank would be this great element to be able to reward this.”
The selection of content creators for Shark Tank Brasil Creators Version was a careful and collaborative process, involving Sony Pictures Television, the production company Floresta and a brand solutions team from Google, with the objective of identifying entrepreneurs who not only master content creation, but who also have the capacity to generate significant social impact.
In addition, each episode is sponsored by a different brand, which defined the central theme based on ESG (environmental, social and governance) pillars. Volkswagen, for example, focused on female leadership, Cielo on financial education, and YouTube on education. At the end of each episode, a project is chosen to receive a financial contribution of R$200,000, intended to enhance the execution of the presented idea.
“This partnership was made with companies that understood the complementarity that YouTube brings, not only in terms of audience, but also in terms of engagement, sales power and added value for the brand,” explains Carrasco. “It was more than a project; it reflects a very successful positioning by Sony, Floresta and YouTube in opening and fostering partnerships where everyone wins, especially involving content creators, who are our entrepreneurs,” he adds.
Shark Tank Brazil Creators Edition marks a new chapter in the evolution of the Creator Economy in Brazil. By placing content creators in the tank and connecting them with major brands, the program goes beyond simply encouraging entrepreneurship — it redefines the role of creators in the current economic scenario. With three intense episodes, nine innovative projects presented and three of them awarded, this special edition positions itself as a powerful source of inspiration for those who believe in the transformative impact of digital content. All of this content had exclusive coverage by YouPix, the largest Influencer Marketing consultancy in Brazil, guaranteeing valuable insights for the market.
As the Creator Economy continues to grow, initiatives like this show how it is possible to transform content into a catalyst for real and meaningful change. Don’t miss the premiere of this new phase of Shark Tank Brazil on YouTube this Monday, August 26, at 9 pm, and see firsthand how creators are shaping the future of entrepreneurship in Brazil.
