Sorocaba, the Grammy-nominated Brazilian musical superstar, harbours a second passion – machinery.
At first glance, music and machinery might seem worlds apart. But for Sorocaba, half of the renowned duo Fernando & Sorocaba, they’re two sides of the same coin. Both serve as powerful tools to connect people, nurture creativity, and build lasting legacies.
In his newly refurbished office, affectionately called ‘The Shack,’ Sorocaba sits surrounded by the lush fields and grazing horses that define his farm. “This place brings together everything I love: music, horses, and barbecue!” he says with a smile. It’s a sanctuary where tradition meets innovation, and Yanmar’s compact equipment is playing a starring role in bringing it all together.
A life rooted in the land
Sorocaba’s bond with the countryside runs deep. Born in São Paulo and raised in the inland city of Sorocaba, from which he takes his stage name, he discovered his love for horses and music at a young age. “My grandfather’s farm, nestled in Brazil’s rural heartlands, was where I first connected with the countryside,” he recalls. It was also in this very setting that sertanejo music, now the country’s most popular genre, first took root in the 1920s. Similar to the country music in the United States, it celebrates resilience, simplicity, and community – values that deeply resonate with Sorocaba’s life and music. These themes shine through in his lyrics, such as in Fazendinha de Madeira (Little Wooden Farm):
“Let me dream of my little wooden farm, A wide field of greenery, And a horse waiting for me by the gate.”
“This song reflects what the countryside means to me,” he shares. “It’s a place of simplicity, connection, and inspiration – exactly what I hope to pass down to my children.”
Harmonising innovation and tradition
For the last year, Yanmar machinery has been essential part of his farm in the municipality of Sorocaba, where he specialises in Coast Cross and Tifton hay production, alongside horse breeding. The versatility of Yanmar’s Zero Tail excavator, the ViO17 has particularly proven invaluable: “The ViO17 solved a lot of issues we had on the stud farm, replacing a great deal of manual labour,” Sorocaba explains. “It has completely transformed the dynamics of my practices. If I need a lamppost, I can install it quickly. If I need to dig the land and lay a pipe, it’s highly efficient. Even for building foundations, it solves a wide variety of problems.”
This adaptability reflects Yanmar’s design philosophy, rooted in the Japanese concept of Koto-Uri, which emphasises providing multiple solutions through a single product. The ViO17 compact excavator embodies this ethos with its interchangeable attachments, turning it into a Swiss Army Knife capable of tackling a wide range of tasks. “Whether it’s installing fences, digging irrigation, or maintaining horse stalls, the excavator adds incredible value and boosts productivity like nothing else. I’ve never seen anything like it,” Sorocaba shares.
Beyond its practicality, Yanmar equipment has also strengthened Sorocaba’s family bonds. “My son Theo’s love for machinery started early — his third word was ‘tractor,’ although he pronounced it ‘tactor’” Sorocaba recalls with a laugh. “Driving the machines has become a special bonding moment, just as it was with my grandfather.”
The Sorocaba Effect
Sorocaba’s partnership with Yanmar has sparked a wave of innovation in his region. Farmers inspired by the transformative impact of Yanmar machinery on his farm began adopting it themselves, creating a ripple effect of progress. “Now, Yanmar machines are everywhere in my community, especially the ViO range,” he shares. “The market is growing so fast, and it’s inspiring to see so many benefiting from these machines.”
He proudly reflects on the agricultural community. “The South leads agribusiness everywhere. Their resilience is remarkable, and Yanmar machinery is the cherry on top – helping farmers do more, work smarter, and achieve better results.”
Sorocaba and Yanmar’s next chapter
Looking to the future, Sorocaba is excited about the opportunities ahead. “This year, I’ll join you at the trade fair Agrishow! We’re both artists, traveling to different cities and sharing our craft. I’m proud to partner with Yanmar in 2025. You’ve built something extraordinary in Brazil, and I’m honoured to be part of it.”
Through his music, his work on the farm, and his dedication to uplifting others, Sorocaba embodies the essence of a Difference Maker. His journey is a testament to creativity, embracing opportunities, and inspiring those around him to do the same. As his lyrics from Livre perfectly capture:
“Life is too short to stop; Keep turning, all night until the break of day.”
