custom shop brasil

The world's first channel dedicated to handmade instruments and lutherie.

Four seasons. Over 80 episodes. One very deliberate proof of concept.

the origin

In 2017, two friends decided to make a ten-episode series following a luthier named Marcio Benedetti as he built a custom electric guitar from start to finish — from selecting the tonewoods to the final studio test of the finished instrument.

The project was crowdfunded. Backers competed for the guitar being built on camera.

The series was a complete success, the guitar was raffled, and what followed was three more years, three more seasons, three new luthiers, and over 80 episodes on what became one of the most relevant guitar and instrument channels in Brazil between 2018 and 2020 — when production was suspended due to the pandemic.

the experiment

Every episode ran between 20 and 30 minutes.

In an era when the conventional wisdom insisted that nobody watches anything longer than five minutes on YouTube, Custom Shop Brasil was averaging 20,000 to 50,000 views per episode — consistently, in a niche within a niche.

The channel wasn't an accident. It was built around a specific audience insight: there were musicians and instrument enthusiasts who didn't want casual content for a phone screen. They wanted something to sit down with. A series. An experience with production values that respected their attention.

Every episode was shot and produced cinematographically by a team of three people (sometimes only two).

The constraint wasn't a limitation. It was a discipline that forced every creative decision to earn its place.

the proof

Custom Shop Brasil was Bacamarte's laboratory.

Over four seasons, it tested every idea we had about content strategy, brand storytelling, channel building, audience development, and long-form production — with real audiences, real results, and no client brief to hide behind.

What we learned: audiences don't have short attention spans. They have low tolerance for content that wastes their time. Give them something worth watching, and they will watch all of it.

That lesson is transferable to any brand, any industry, any channel. And yes, a series like this can be built for your company. The proof is below.