AHSA Music: Where History, Excellence, and Purpose Converge

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AHSA Music enters the Brazilian gospel music landscape as a distinctive and strategic force, shaped by the convergence of three complementary profiles that bring creativity, experience, and structure to the same table. The project brings together the communicative strength of Alex Passos, the technical and historical legacy of Marcelo Portuga, and the strategic, business-oriented vision of Marcony Cruz, forming a model that aims to redefine standards in the segment.

More than a conventional production company, AHSA Music positions itself as a movement grounded in art, technique, innovation, and purpose. Its foundation reflects a deliberate effort to professionalize the gospel market while preserving authenticity and artistic truth.

Alex Passos is widely recognized for a career built on communication that resonates. As a presenter, communicator, and content creator, he has influenced generations through a direct, transparent, and unfiltered style that often challenged established norms. His rise gained national relevance with the program Balaio, which became a phenomenon and later inspired the identity of several projects associated with his name. Over the years, he led high-impact television and radio programs, including quiz formats and Sexta Básica, a vibrant show that combined live music, debate, guests, and audience interaction, reaching millions and recalling the energy of Brazil’s classic auditorium shows. His involvement in cultural movements such as the early stages of Preto no Branco, along with music releases and digital projects, reinforced his reputation as a communicator capable of connecting people and ideas across platforms.

Alongside this communicative strength stands Marcelo Portuga, a central figure in the evolution of Brazil’s recording industry. With a career spanning production, entrepreneurship, and artistic management, Portuga played a decisive role in shaping the country’s urban music scene. He was a pioneer in developing visual and aesthetic concepts that became benchmarks in funk and pop, contributing directly to the rise of artists who later became national phenomena, including Kevinho and other major names. His strategic eye helped professionalize emerging niches, launch talent, and establish visual and technical standards that are now widely adopted across the industry. At AHSA Music, Portuga brings this accumulated expertise to the gospel sector, elevating its technical, artistic, and visual quality.

Completing the trio is Marcony Cruz, who leads AHSA Music’s strategic and operational structure. As an investor with a solid professional background, Cruz is responsible for implementing management models, processes, and a business vision aligned with international standards. His role ensures that creative concepts are transformed into concrete, scalable, and sustainable projects. Within AHSA, he represents planning, expansion, stability, and the professional backbone necessary for long-term growth.

Together, Alex Passos, Marcelo Portuga, and Marcony Cruz form a structure in which creativity, legacy, and management operate in balance. The result is a unique proposal focused on delivering musical excellence with purpose, positioning gospel music not only as artistic expression but also as a vehicle for real social and cultural impact.

In its early months, AHSA Music has concentrated on building a solid foundation, strengthening its identity, and introducing the market to the scope of its vision. The long-term objective, however, is broader: to innovate, raise industry standards, and contribute to a redefinition of the Brazilian gospel music market, while remaining faithful to authenticity and truth.

Driven by the belief that music has the power to transform lives, AHSA Music emerges not by chance, but from experience, purpose, and legacy. Its story is only beginning, but its structure already signals a project designed for relevance, consistency, and lasting impact.