Catarina Portas, the founder of A Vida Portuguesa, a store that celebrates and revives iconic Portuguese brands and products, shares her journey from journalism to entrepreneurship, from the opening of the first shop to a showcase at MoMA

Catarina Portas explains the importance of the swallow as a Portuguese icon and how A Vida Portuguesa is not about nostalgia but about identity and pride.

She also shares her favourite Portuguese qualities and how consumption can drive change in local economies.

Catarina Portas, the founder of A Vida Portuguesa, a store that celebrates and revives iconic Portuguese brands and products, shares her journey from journalism to entrepreneurship, from the opening of the first shop to a showcase at MoMA
Catarina Portas explains the importance of the swallow as a Portuguese icon and how A Vida Portuguesa is not about nostalgia but about identity and pride.
She also shares her favourite Portuguese qualities and how consumption can drive change in local economies.

Each week, join Tony Gonçalves—a U.S.-based Portuguese immigrant and successful media executive—as he explores the stories of those driving Portugal’s influence on the global stage. From visionary entrepreneurs to cultural pioneers, The Heart and Hustle of Portugal uncovers the unique ways the Portuguese identity thrives worldwide. As Expresso’s first English-language product, this series bridges cultures and connects the global audience to Portugal’s spirit of innovation, passion, and resilience.

Each week, join Tony Gonçalves—a U.S.-based Portuguese immigrant and successful media executive—as he explores the stories of those driving Portugal’s influence on the global stage. From visionary entrepreneurs to cultural pioneers, The Heart and Hustle of Portugal uncovers the unique ways the Portuguese identity thrives worldwide. As Expresso’s first English-language product, this series bridges cultures and connects the global audience to Portugal’s spirit of innovation, passion, and resilience.

Tony Gonçalves—a U.S.-based Portuguese immigrant and successful media executive— explores the stories of those driving Portugal’s influence on the global stage

The Heart & Hustle of Portugal

The Heart and Hustle of Portugal

Catarina Portas, the founder of Vida Portuguesa, shares her journey from journalism to entrepreneurship

Catarina Portas, from A Vida Portuguesa: identity, soul and craftsmanship

For Richie Campbell, music has never been mere entertainment. Reggae offered him a profound sense of resistance and cultural depth that he found lacking in other genres, transforming his craft into a lifelong dedication rather than a fleeting commercial project. As part of a generation that sidestepped traditional radio and record labels, he helped forge an independent collective driven by a quiet defiance—a refusal to be dismissed by an industry that had previously overlooked them. This independence allowed him to protect his creative process, treating songwriting as an organic flow rather than a mathematical formula.

Yet, this unconventional trajectory forged a permanent duality in his life. In Jamaica, Campbell found an immediate sense of home, a sanctuary where the music itself was enough to validate his presence without question. In stark contrast, the Portuguese market demands perpetual reaffirmation. Even as a defining voice in his own country, he operates with the persistent feeling that he must continuously prove his worth to his audience, bridging the gap between local expectations and the uncompromised Caribbean culture he champions.

For Richie Campbell, music has never been mere entertainment. Reggae offered him a profound sense of resistance and cultural depth that he found lacking in other genres, transforming his craft into a lifelong dedication rather than a fleeting commercial project. As part of a generation that sidestepped traditional radio and record labels, he helped forge an independent collective driven by a quiet defiance&mdash;a refusal to be dismissed by an industry that had previously overlooked them. This independence allowed him to protect his creative process, treating songwriting as an organic flow rather than a mathematical formula.
Yet, this unconventional trajectory forged a permanent duality in his life. In Jamaica, Campbell found an immediate sense of home, a sanctuary where the music itself was enough to validate his presence without question. In stark contrast, the Portuguese market demands perpetual reaffirmation. Even as a defining voice in his own country, he operates with the persistent feeling that he must continuously prove his worth to his audience, bridging the gap between local expectations and the uncompromised Caribbean culture he champions.

Richie Campbell did not build his artistic foundation at home. To conquer Portugal, the singer first had to find his voice in Kingston, grounding his identity in the purposeful, historically charged roots of Jamaican reggae. It is a story of reverse-engineering a career: bypassing local industry gatekeepers, leveraging the early internet, and seeking authenticity an ocean away before finally bringing his sound back to Lisbon. Listen to his story on “The Heart & Hustle of Portugal”.

Richie Campbell: Portugal gave him the foundation, Jamaica gave him his purpose

Pedro Abrunhosa’s career is nothing short of incredible, but his words always speak louder than fame or talent. A man of causes, he is quick to denounce the bombings in Gaza and Iran… in less than 10 minutes since the beginning of this conversation. He started as a double bass player, went to New York where he learned discipline and played with all the “cats”, then came back to Porto and, inspired by the sounds of dance music, crafted “Viagens”, a record about “sex, drugs and corruption” that featured Maceo Parker, James Brown’s saxophone player, and mixed sweaty funk with raw ballads that were sung by millions and led to completely sold out shows. He crafted a sound and a vibe that was unheard of, and totally unexpected, in the “grey Portugal” of the early 90s.

That record was a hit, so he did more. His second album “Tempo” was recorded with The New Power Generation, Prince’s band. And it spawned even more hits. He proved that he could do it. And has been doing it for 30 years. But he doesn’t believe in inspiration, that’s for the “rich guys in Beverly Hills houses overlooking the sea”. He is inspired by the world, the good, the bad and the pain. Pedro Abrunhosa navigates his words like he navigates a double bass or the piano his grandfathers had when he was growing up: with seriousness, measured tempo and wisdom.

Pedro Abrunhosa&rsquo;s career is nothing short of incredible, but his words always speak louder than fame or talent. A man of causes, he is quick to denounce the bombings in Gaza and Iran&hellip; in less than 10 minutes since the beginning of this conversation. He started as a double bass player, went to New York where he learned discipline and played with all the &ldquo;cats&rdquo;, then came back to Porto and, inspired by the sounds of dance music, crafted &ldquo;Viagens&rdquo;, a record about &ldquo;sex, drugs and corruption&rdquo; that featured Maceo Parker, James Brown&rsquo;s saxophone player, and mixed sweaty funk with raw ballads that were sung by millions and led to completely sold out shows. He crafted a sound and a vibe that was unheard of, and totally unexpected, in the &ldquo;grey Portugal&rdquo; of the early 90s.
That record was a hit, so he did more. His second album &ldquo;Tempo&rdquo; was recorded with The New Power Generation, Prince&rsquo;s band. And it spawned even more hits. He proved that he could do it. And has been doing it for 30 years. But he doesn&rsquo;t believe in inspiration, that&rsquo;s for the &ldquo;rich guys in Beverly Hills houses overlooking the sea&rdquo;. He is inspired by the world, the good, the bad and the pain. Pedro Abrunhosa navigates his words like he navigates a double bass or the piano his grandfathers had when he was growing up: with seriousness, measured tempo and wisdom.

Renowned Portuguese musician Pedro Abrunhosa sits down with Tony Gonçalves to reflect on a career that spans 30 years, records with Maceo Parker and Prince’s band, multiple number one hits in Portugal and sold out venues. From the funky beginnings with “Viagens” to the ballads and anthems of today, Abrunhosa is not just a household name, he is one of the most important Portuguese musicians of all time

Pedro Abrunhosa’s legacy is making legacy in a country that had nobody like him before

The conversation between Joana Vicente and Tony Gonçalves examines the current strain on the industry: distribution bottlenecks, shrinking financing, and established directors struggling to secure budgets once considered routine. Vicente frames technology, including artificial intelligence, as a potential lever for independent cinema. Not as a replacement for creative work, but as a way to preserve ambition within tighter economic limits.

From that context, she introduces Open Cities, a production company built around an accelerator model. The approach is deliberately pragmatic: strong scripts, shorter development cycles, and decision-making that stays in the hands of directors and producers. AI as a tool for better stories, not better factories.

The conversation between Joana Vicente and Tony Gon&ccedil;alves examines the current strain on the industry: distribution bottlenecks, shrinking financing, and established directors struggling to secure budgets once considered routine. Vicente frames technology, including artificial intelligence, as a potential lever for independent cinema. Not as a replacement for creative work, but as a way to preserve ambition within tighter economic limits.
From that context, she introduces Open Cities, a production company built around an accelerator model. The approach is deliberately pragmatic: strong scripts, shorter development cycles, and decision-making that stays in the hands of directors and producers. AI as a tool for better stories, not better factories.

In this special episode of The Heart & Hustle of Portugal, recorded live, producer Joana Vicente discusses her decision to leave senior institutional roles, including the leadership of the Sundance Institute, to return to direct involvement in filmmaking. After years away from the work, she makes the case for working closer to filmmakers at a moment when the independent film ecosystem is under renewed pressure.

Catarina Portas, from A Vida Portuguesa: identity, soul and craftsmanship

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