Chapter 01 · 1990s · Intellectual origins
The origins
Capability built: A grounding in human behavior, stress and performance under pressure.
The intellectual history of The Kraken Music predates the company itself. Andreia Martins built a professional practice centered on the study of the human mind, wellbeing and traditional Chinese medicine. Traditional Chinese medicine and Eastern practices such as Feng Shui were specific influences on her work, which brought her into close contact with the challenges faced by professionals and executives operating under intense pressure.
Amid Brazil's economic upheavals of the 1990s, this work took on particular relevance for executives navigating emotional and professional strain. Andreia later established her own wellbeing space dedicated to physical and mental balance, extending her professional practice.
Carolina Martins Gonçalves grew up close to this work. Observing it first-hand, she came to understand the links between thought, behavior, emotion and human performance. This family experience is one of the principal intellectual foundations of the projects that would follow: knowledge built across generations before it became a business.
Chapter 02 · A decade in music · Through 2020
A decade in the entertainment industry
Capability built: Creative production, international reach and an understanding of audience attention.
Before expanding into education, Carolina spent roughly ten years in the music industry. Her work spanned songwriting, production and electronic music, collaborations with other producers and an international career. Studio practice and experience in the entertainment market gave her a professional foundation that remains central to the company.
Milestones from this period include international releases, recognition within the electronic music market, work in the United States and the launch of a record label in the American market in 2020. The pandemic halted the expansion plans of that moment and opened the way for a significant change in business direction.
Music offered a practical understanding of how creative content captures attention, evokes emotion and builds experiences. That understanding carried into every later stage and remains central to how the company develops and presents new products.
Rio Music Conference · 2017
Chapter 03 · 2020 onward · Educational products
From music to education
Capability built: Structuring educational content and running a digital operation.
From 2020, Carolina channeled part of her experience into educational products. Manual da Prosperidade marked a defining step in this transition, bringing together knowledge of behavior, mindset and Eastern traditions.
The product demonstrated the company's ability to turn accumulated expertise into structured educational content, reach a digital audience and operate commercially at scale. It laid the groundwork for a broader educational offering.
The company went on to develop further programs, including Passaporte and Controle Mental. From 2023, Controle Mental adopted an educational approach built on imagination exercises, future-scenario building and the management of one's own thoughts.
As these programs grew, The Kraken Music became an operation spanning entertainment, education and live experiences. The creative expertise gained in music found a new application in content production and learning experiences.
The portfolio expanded to include Códigos do Corpo, Spa Digital and Bold Minds. Bodily awareness, emotional management, planning and broader perspectives became part of distinct educational formats, none of which are presented as medical treatment or carry clinical claims.
Chapter 04 · Expansion · Brazil and Portugal
From digital to live experiences
Capability built: Event production and a direct relationship with a community.
The company extended its work to in-person events, training and live experiences. This stage added a new dimension to its digital content: bringing people together in a shared space, with dedicated time for learning and exchange.
Clube da Prosperidade held editions in Brazil and Portugal, gathering participants in settings designed for learning, exchange and new perspectives. Stage presentations, venues and community activities document this expansion.
In parallel, the company developed consulting and advisory work for professionals and executives. Live delivery became part of the business, connecting content creation with direct engagement with participants.
Chapter 05 · International connections · China
Master China: knowledge at its source
Capability built: International experiences built on the origins of the company's expertise.
The engagement with Eastern philosophy that runs through Andreia Martins' work also shapes the company's international activity. Its programs in China bring participants into contact with cultural traditions, Chinese medicine and different schools of thought.
Exposure to settings of economic and business development adds a contemporary dimension. The aim is to connect historical knowledge, present-day experience and broader perspectives, without separating culture from the context in which it evolved.
Records of travel, meetings and study trace this continuity. China forms part of The Kraken Music's history as a place of cultural experience and of contact with knowledge already present in its intellectual origins.
This connection found its own expression in Master China, an international program developed by The Kraken Music. Between Beijing and Shanghai, the immersion links Eastern philosophy, traditional Chinese medicine, Feng Shui, culture and strategy, with small groups and close guidance. Its educational purpose is to bring participants to the source of this knowledge and to contemporary contexts of business and human development.
Chapter 06 · Family legacy · Skincare and spa
ABISSAL: continuing a legacy
Capability built: Extending a legacy of care into a dedicated physical brand.
ABISSAL, founded by Carolina Martins Gonçalves, is a new business expression of a family history rooted in care. Andreia Martins' experience in wellbeing and Eastern practices, which Carolina has known since childhood, is one of the brand's conceptual origins.
Under the signature Skin & Spa Rituals, ABISSAL is building its own identity in skincare and spa experiences. Physical products, self-care rituals and lifestyle content translate part of this legacy into a contemporary proposition centered on sensoriality, simplicity and experiences of care.
Its portfolio includes Essence Toner, Mousse de Limpeza, Sérum Antioxidante and Sérum de Peptídeos. Connected to The Kraken Music ecosystem, the brand carries this expertise into a field of its own, distinct from the educational programs and the entertainment work. The connection is commercial and conceptual; it does not imply any specific corporate structure.
Chapter 07 · 2026 · Strategic evolution
Entertainment, education and technology
Capability built: Applying audience and learning experience to technology.
In 2026, the company began developing technology solutions. This step starts from a central question: how can entertainment do more than occupy attention, and instead create experiences shaped around the individual? One direction under exploration is the use of artificial intelligence for personalized entertainment.
Experience in music, education and live events informs this stage: years of observing how people respond to content, learning and shared experiences. Technology is a strategic evolution, building on capabilities developed across the company's activities.
This is an emerging direction in development. No product has been commercially launched, and no features, internal details or confidential information are disclosed.
Chapter 08 · Continuity · The company's vision
The vision that connects it all
Capability built: A continuing inquiry into attention, ideas and imagination.
The Kraken Music brings together experience built across different sectors over time. A family history of studying human behavior, an international career in entertainment, proprietary educational programs, live events and an emerging technology direction are not separate ventures. Master China and ABISSAL extend the same history into specific international and brand initiatives.
They are different applications of a single inquiry: how people use their attention, their ideas and their capacity to imagine possibilities to guide decisions and shape experiences. That question runs through every area of the company while respecting what makes each one distinct.
The Kraken Music continues to evolve from this combination of behavioral insight, creative production and operating experience. Its next chapter explores how technology, including AI, could make entertainment more personal, building on what the company has learned about attention, imagination and human aspirations.
