Custom Shop Brasil
Brazil's First Channel Dedicated to Handmade Instruments and Luthiery
The Challenge
In 2017, conventional YouTube wisdom said nobody would watch videos longer than 5 minutes. Niche content was supposed to stay small. And quality production required massive teams and budgets.
We set out to prove all of that wrong.
What We Built
Custom Shop Brasil started as a crowdfunded experiment: follow master luthier Marcio Benedetti building a custom electric guitar from raw wood to finished instrument over 10 episodes.
The series was a hit. So we kept going.
Over three years, we created:
__ 80+ episodes across four seasons
__ Each episode 20-30 minutes long (unheard of for YouTube at the time)
__ Cinematic production quality with a three-person crew
__ Average 20-50k views per episode in an incredibly specific niche
__ One of Brazil's most relevant guitar and instrument channels from 2018-2020
Featured brands and artists:
__ Marcio Benedetti
__ João Cassias (Cassias Guitars)
__ Alexandre Carrozza (Carrozza Guitars
__ Rozini Guitars
__ Acedo Audio
__ Sepultura
__ Raimundos
__ Barão Vermelho
__ Dunamiz Guitars
__ SG Strings
__ Lúcio Maia (Nação Zumbi)
__ Amilcar Cristófaro (Torture Squad)
__ Mr. Odery Drums
__ And many, many more...
Why It Worked
We rejected conventional wisdom.
Instead of quick, disposable content for mobile scrolling, we created a series people wanted to sit down and watch—like a documentary series, not just another YouTube video.
We focused on storytelling, not just information.
Every episode had narrative arc, cinematic production, and genuine respect for the craft. We weren't just showing how guitars are made—we were telling the stories of the people who make them.
We built a community, not just an audience.
20-50k views might not sound massive, but in a niche within a niche (handmade instruments, luthiery, Brazilian craftsmen), those are extraordinary numbers. More importantly, these were engaged viewers who watched 20-30 minute episodes all the way through and kept coming back.
What This Proves
__ Long-form content works when it respects your audience's intelligence.
__ Quality beats quantity when you're building genuine engagement.
__ Niche doesn't mean small when you serve your community with content worth their time.
__ Small teams can produce cinematic work when they prioritize craft over shortcuts.
This wasn't just a YouTube channel. It was a three-year laboratory proving that content marketing can be revolutionary when you refuse to follow the rules everyone else accepts.
The Result
Custom Shop Brasil became the platform that elevated Brazil's handcrafted instrument-making industry—not through advertising or promotion, but through storytelling that made people care.
Luthiers gained nationwide recognition. Brands connected with passionate communities. Viewers discovered craftspeople they'd never known existed.
That's what happens when you build engagement the right way.
Watch the Episodes Now
Ready to Build Something Remarkable?
Custom Shop Brasil proved that unconventional content strategies work when executed with commitment to quality and genuine respect for your audience.
If you're ready to stop following conventional marketing wisdom and start building something your audience actually wants to engage with, let's talk.
Schedule a Consultation
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