The episode of “The Heart of Hustle of Portugal” explores the origins and evolution of the International Portuguese Music Awards (IPMA), founded by musicians David Saraiva and José “Zach” Xavier and later expanded with the leadership of entrepreneur Manuel da Costa. What began as small community fundraisers grew into a global platform celebrating Portuguese and Luso‑descendant artists across genres. The founders recount how the award show filled a gap in recognition for diaspora talent and became a unifying force for Portuguese communities spread across the world.

The conversation highlights how the IPMA’s have become a cultural anchor for immigrants and their descendants—many of whom left Portugal during periods of hardship and longed for a way to reconnect with their identity. The show’s success stems from an all‑volunteer team, deep personal commitment, and a focus on inclusivity across music styles, from traditional concertina to contemporary pop. The community aspect is carried throughout backstage, as the invited musicians are given all the means to have a wonderful stay.