Who We Are

UGURU is a brand with a solid reputation in the Music Business.

Detained by António Cunha, Carmo Cruz and Gonçalo Villas-Boas, UGURU benefits from a vast experienced team, specialized in career management, concert and events conception, promotion and production, booking agency, marketing and communication.

UGURU concentrates its energies in the international artist’s catalog – which extends from Wim Mertens, to Ludovico Einaudi to Mísia or Ólafur Arnalds, among many others – and the luxurious catalog of national artists: ranging from Rodrigo Leão to the new project Lina_ Raül Refree, or Mísia, from Rui Massena to Amélia Muge or from Gaiteiros de Lisboa to Francisco Sales, among many other artists with careers applauded by audiences and critics.

UGURU and its professionals are linked to successful international careers of artists like Maria João and Mário Laginha, Madredeus or Rodrigo Leão and have also been instrumental in the imposition on national territory of global projection artists such as Esperanza Spalding, Buika, Joe Lovano, Nneka or Harlem Gospel Choir, to name just a few. Closely linked to the international artists representation platform, is the production of important events with these artists, and the applauded MISTY FEST, an autumn Festival which is now in its 8th edition, with more than 30 concerts taking place in 9 cities of Portugal, during the first fortnight of November. MISTY however, is only one of the entries in the loaded annual schedule of events that UGURU is proud to present.

Three years ago UGURU began a concert series named Verão no Parque that takes place at the outdoor amphitheater of Palmela’s Park in Cascais with a high quality line-up, and in 2015 the company also presented the concept Classic Waves, that focuses on the internationally musical universe described as “Modern Classics” and that covers genres from classical contemporary music to more alternative expressions that go from electronic to new age or post rock.

In 2015 UGURU was also part of another adventure:  the 1st edition of FOLISBOA  FESTIVAL, that took place in Paris and whose ambition was to present Lisbon as the birthplace of Lusophone culture  and showcase its ”contemporary music scene” –  bring Chiado to the Grands Boulevards of Paris! A partnership between the Grand Rex, Les Visiteurs du Soir and UGURU.

With an activity profile oriented to an audience with strong cultural habits, demanding and informed, UGURU has extensive experience producing events in the most important national venues such as Belém Cultural Centre, Lisbon’s Coliseum, Campo Pequeno or Casa da Música and Oporto Coliseum, always with a remarkable degree of success, a certified quality already recognized by the audience.

Besides all these projects, since 2008 it has its own label and has helped releasing about 28 albuns of artists such as Rodrigo Leão, Wim Mertens, Pedro Moutinho, Pedro Jóia or Danças Ocultas.

UGURU:  A Music Brand.


António Cunha is one of the key figures in the “backstage history” of Portuguese music since the 1980. One of the first talento spotters in the country and manager of some of the most important Portuguese bands of the period, he startedone of the first professional management and booking structures in 1986, União Lisboa. His tireless work on behalf of musicians blossomed with the international success of Madredeus, the chamber-pop ensemble whose global breakthrough he steered. Under his leadership, União Lisboa became Grupo Reunião, encompassing management, booking, marketing and a record label.

In 2002 Cunha launched a new adventure he called UGURU: an entertainment agency specialized in production and communication, working with international artists for a discerning international audience that has grown to become one of the most important music companies in Portugal. UGURU represents artists as diverses as Rodrigo Leão, Buika, Wim Mertens or Ludovico Einaudi and is also the organizer of two important music festivals: Misty Fest, a celebration of alternative adult-oriented singer-songwriters from jazz to pop through world music that takes place all over Portugal; and Classic Waves, dedicated to contemporary and modern classical musicians like Michael Nyman.

Carmo Cruz spent her formative years in the United Kingdom, witnessing first-hand the rise of punk and new wave music. She got her star working for the legandary Lisbon indie Fundação Atlântica, which first brought artists such as Weekend, Durutti Column or Virginia Astley to Portugal. Carmo has gained extensive experience in booking, PR and marketing since then, working at concert promoters Regiespectáculo and União Lisboa, and later at the local branches of record companies BMG (as marketing coordinator) and Zombra (as marketing director). Carmo is one of the founders of UGURU where she is responsible for international booking and marketing since 2002 while also being personal manager for some of the company’s artists.

Gonçalo Villas Boas – MBA in Marketing, Gonçalo worked for the American communication group Interpublic for the last 20 years, leading a 10 persons team specialized in developing mathematical algorithms for communication planning and channel optimization at IPG Mediabrands. In 1997 Gonçalo, with his brothers, entered the music management and production business area in Portugal, by buying the majority of capital of União Lisboa, which was the genesis of Lemon. Gonçalo joined António and Carmo at UGURU in 2011.